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How to market to me

Today I received an unsolicited email trying to sell me Toshiba computers. Although I am a “Mac Guy”, we actually bought Toshiba computers for all of our teachers this year. In the next few months, we’ll need to buy another 10 or so for our new staff who will be joining us over the summer. So I am THE PERFECT CUSTOMER for this email. But this email really hit a nerve. Instead of just blasting the sender, I thought I’d also include a few tips for how to market to me. But before I share the how to’s, let me share the how not to’s:
1. Undisclosed recipients. 
The sender could have used a program like Mailchimp or ConstantContact to personalize the message to me. Instead she just blind carbon copied everyone. (Likely the statewide principal list). This may have saved her a bit of time, but it screams SPAM, as the message could have been sent to thousands of people (which is very likely).
2. Poor grammar.
If you are going to send a message to a thousand potential clients, check it over. Read it twice. Print it out and read it again. Have someone else go over it. Mistakes in the first sentence (as was the case here) is a great reason to press the delete key.
3. No unsubscribe link.
Since it was clear that this was a commercial message, there is very clear law to follow, which she did not. Here’s the link:
http://business.ftc.gov/documents/bus61-can-spam-act-compliance-guide-business One of the rules is that there is an unsubscribe link. Say, for example, that I am not the person who makes computer buying decisions. I should be able to click a button and no longer receive these messages.
Now here is what works when you are trying to sell me something. I know these tactics work because they have been used to sell me products or programs over the last 30 days.
1. Referrals from friends and colleagues
The best way to sell me anything is to have someone I know and trust recommend it to me. When my buddy Jared Loftus recommended I check out a recent deal from App Sumo on building your small business they had my attention.
2. Great reviews from bloggers and sites I trust
When a product is featured on TechCrunch or on Tim Ferriss’ blog, it is likely to get my attention. This is how I bought my Vibram shoes and Lytro Camera
3. Build a relationship with me
If you can’t get recommended by one of my friends or be featured on a blog I read, the next step is to build a relationship with me. A recent example is my new friend Ryan Sides who first friended me on LinkedIn with a very nice intro message. He took the time to get to know me before talking about his social media consulting business. Although we haven’t worked together officially yet (building relationships takes time), I refer people to him frequently, just because of his approach.
I know that all of this sounds like hard work, but that’s how we need to approach marketing our products and services these days. It’s all about relationships.
Whatever term you use, it’s the way to get me to buy your stuff.

Waking up on the app side of the bed

Most school leaders wake up between 4:30 and 5:30 to get ready for a school day that starts at 7am. Waking up groggy and tired is something that every school leader struggles with; and often educators welcome any advice for better waking and managing sleep. Well, there is an app for that!

SleepCycle is a smart alarm clock that measures your movement throughout the night. There is a correlation between your movement and your state of consciousness. Most alarm clocks are set for a specific time. People who wake up at 5:15 every day find that on one day they’re wide awake at 5:15, and on another day they’re very groggy. Without getting too far into the science, the basic reason for this is that on days that you feel awake, the 5:15 is at the end of your 30-minute sleep cycle. The days that you are feeling groggy, you are being awoken in the middle of your sleep cycle, out of deep sleep.

The SleepCycle app measures your sleep cycle and intelligently wakes you up when you are most awake. Simple choose a 30-minute window to wake up, with the absolutely latest time as the highest number.

For example, if you traditionally wake up at 5:15 but don’t mind waking up at 5:30, set the alarm for 5:00 to 5:30.  SleepCycle will measure your movement and wake you up at the optimal time during that 30-minute window. One day you will wake up at 5:25, and one day you will wake up at 5:03. I have used SleepCycle for over a year, and I always wake up energized and refreshed. Often, I open my eyes, look around, wonder “What time is it?” – and that’s when the alarm goes off. SleepCycle knows when I am awake (based on movement) and intelligently wakes me up.

Waking up rested and ready for your day can make a dramatic impact on your outlook. Your attitude and behavior towards colleagues will set the tone for your school. This one app alone could completely change the attitude and behavior of your entire faculty. When you are positive and alert, you inspire others to be the same.

10 Key Management Principles

Brian Tracy’s new book called “Full Engagement” outlines key management principles for success. Here are a few compliments of Martin Zwilling:

  1. Communication clarity is essential. Management is “getting results through others,” not doing it yourself with the assistance of others. That means your chief responsibility is to communicate clearly about what you need done, and who has the responsibility to do it. Your growing team doesn’t automatically know what you are thinking.
  2. Planning has priority over doing. Planning is one of key learning areas, in moving from an entrepreneur to a manager. Your ability to plan, to think through what needs to be done, in advance, on paper, is a critical skill that largely determines your entire future. Your job moves to determining what is to be done, instead of how it is to be done.
  3. Organize your work before you begin. Most startups begin first, and think about organization later. Organizing means bringing together the necessary resources, and assembling the right people, then assigning work to specific people to be accomplished at specific times to specific standards of performance.
  4. Delegate effectively and often. Delegation doesn’t work when you are creating your startup. ‘Not delegating’ doesn’t work when you are growing it later. Remember that delegation is not abdication. It’s still your company, so you have to follow-up, step in for disaster recovery, and keep the interplay between tasks and organizations working.
  5. Staff properly at every level. This is not the same as finding a partner with complementary skills to start your business. It means not only hiring, but training and measuring performance. It means mentoring less experienced team members, and quickly replacing incompetent staff members. These are all skills you can learn.
  6. Focus on high productivity. For growth and success, you need to continually look for ways to increase output, while lowering costs. That’s a big step from one product for one customer. The three R’s for attaining higher productivity are reorganization, reengineering, and restructuring. No entrepreneur is born with these skills.
  7. Set the standard with visible actions. You can only lead by example, and set equally high standards for the people around you. You learn and gain credibility by committing to excellence, and asking customers and team members for feedback and ideas.
  8. Concentrate on the important tasks. All successful managers never forget to concentrate on their most important task and stay with it until it is done. As a startup grows, it’s easy to try to do too many things at once, while doing nothing particularly well.
  9. Identify constraints and their source. Between you and any goal is a constraint setting the speed at which you achieve that goal. The best managers are the most creative in overcoming constraints. Constraints follow the 80/20 rule – eighty percent are from inside, and 20 percent are from the outside. You need to tell the difference.
  10. Concentrate on continuous improvement. No company that is static can grow or survive. Continuous improvement requires strategic planning to set new objectives and work toward them. Every growth company needs to innovate continually, maybe spending 20 percent of your revenues on research and development.

Successful people niche- your byline and the 5%

 

Your byline is the few words that show up just under your name when you are being interviewed on CNN.

Wait? What? You’ve never been interviewed on CNN?

Chicken or egg it seems. Perhaps you’ve not been on CNN because your byline is unclear.

“But I’m just a teacher,” you say. Or a mechanic. Or a manager at Home Depot.

In our connected world, content is key. What you contribute matters. Everyone has a personal brand.

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