Three Choices

by | May 7, 2015 | Marketing and Advertising Insights, The Not-So-Secret Writings of ScLoHo

From the 2010 ScLoHo archives for #TBT:
There is a bit of magic in the power of three. But today I’m going to refer to three that every business owner has to make everyday.

1. Improve.

2. Stay the same.

3. Go out of business.

Let’s look at #2 first.

Stay the same. Coast for awhile. A lot of folks decided to do this when times were tough. When the recession hit their business, when the phone stopped ringing off the hook with new customers, when the easy money stopped being so easy… Many decided to hang tight, “I don’t want to do anything different right now”

Problem is that by doing nothing, or cutting back, or staying the same, the world continued to change. Every corner of it.

Even yours.

The internet has changed the way we get information, make choices, and how we play. And now you don’t need a computer to access the web.

I recall being amazed that even homeless people still had cellphones. And when I moved up to a Smartphone, another light bulb lit up above my head.

With the mobile web technology, even the most remote locations now are connected. And that connection means they are not waiting for you.

I only use the homeless example to help you realize that if they are moving forward, you should be too.

There is only one way to coast.

You can’t coast uphill.

You can only go so far by coasting on a flat surface.

The only way to coast is downhill. And once you start going down, you pick up speed until you crash at the bottom.

I don’t think that’s what most people were planning when they told me they were going to “ride it out”. But unfortunately, it happened anyway.

Gravity is a law.

Of course, there are those that decided to choose #3 and close the doors and retire. Good for them if that’s what they want.

But what about you?

For most of us the best choice is #1.

It’s not the easiest, I can promise you that! But it is your only chance to survive. And if you can survive, you can also thrive.

Want help?

Where Did They Go?

by | Apr 3, 2014 | The Not-So-Secret Writings of ScLoHo

From the ScLoHo archives, 2011, for #ThrowbackThursday:
Ever wonder about the customers you don’t have anymore?

Where did they go?

Some have moved out of town.

Some have died.

Some simply don’t need what you are selling.

Some have found an alternative.

It’s the last one that should concern you the most.

You need to find out what that alternative is and why it became an alternative for your customers.

You also need to find out why you are losing customers.

No matter how many new customers you have coming in your front door, if you can keep them from going out the back door, you should see your profits increase.

Now go do your homework.

 

End of the Year

End of the Year

by | Dec 3, 2013 | The Not-So-Secret Writings of ScLoHo

From the ScLoHo archives.  I originally wrote this in December 2009.

If you are in retail, this is one of the most stressful times of the year. Because it’s make it or break it time.

Should you extend your hours to be available to any and all potential customers? Will you be burnt out by the time you finally get a day off to celebrate the holidays with family? What about staffing, bonuses, or even survival in 2010 2014?

Hard questions, I know.

If you are in an office or sales environment, it’s also crunch time. The last two weeks of this month may be the least productive of the entire year, because of short weeks and Christmas/New Years.

Please don’t toss in the towel and take a mental vacation when you can be using this time to prep and plan for 2010 2014.

This may be the end of 2009 2013, but it’s also the beginning of 2010 2014. Do what you need to do right now and you’ll be thankful next month.

Pain or Pleasure

Pain or Pleasure

by | Apr 14, 2012 | The Not-So-Secret Writings of ScLoHo

Basic Marketing and Advertising Advice from my 2008 archives:
There’s only 2 reasons people will part with their money.

  1. Pain. “My car’s transmission is shot. I need to fix it, or replace my car.”
  2. Pleasure. “I really want to see my grandchildren next week. Take the car in for a tune-up so I will be able to drive without any hassles.”

Apply this to your business and you’ll see there are just two angles to your marketing approach.

And notice that both of these are from the buyers perspective, not yours.