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“How Disqualification Can Quickly Improve Winning Negotiation Strategies” – Negotiation Tip of the Week

“Disqualification can be a disguised blessing that reveals unforeseen opportunities.” -Greg Williams, The Master Negotiator & Body Language Expert (Click to Tweet)     Click here to get the book!

 

 

“How Disqualification Can Quickly Improve Winning Negotiation Strategies”

People don’t realize they’re always negotiating.

Before you negotiate, what winning negotiation strategies do you create as part of your plans? Do you consider how you might use the ‘disqualification’ tactic as part of your strategy? Disqualification negotiation is somewhat akin to the takeaway tactic – the latter being where you reclaim something you conceded to use for leverage.

The disqualification tactic can invoke greater compliance than the takeaway, especially if you have less power in the negotiation. Because when used right, the last thing an opponent expects when you have less influence is them being disqualified by you. Here is how you can use the disqualification tactic to create more winning negotiation strategies.

Click here to discover how you can become a better negotiator by using the disqualification tactic!

 

Remember, you’re always negotiating!

 

Listen to Greg’s podcasts at https://megaphone.link/CSN6318246585  Once there, double click on the one you would like to hear.

 

After reading this article, what are you thinking? I’d like to know. Reach me at Greg@TheMasterNegotiator.com

 

To receive weekly free 5-minute sneak peeks into the brilliant techniques offered by Greg, click here

https://www.themasternegotiator.com/negotiation-speaker/   and sign up at the bottom of the page

 

 

 

 

Categories
Marketing Personal Development

Corporate CPR Episode 11: Strengthening Your Social Media Content Strategy with Gina Schreck

Gina Schreck is the founder of SocialKNX, a digital marketing & social media management agency, and the owner of two coworking spaces, The Village Workspace and BarnWorx in Centennial, Colorado. She’s been ranked by LinkedIn as one of the top B2B marketers to follow in 2019 and 2020.

On today’s episode of Corporate CPR, Gina shared the most impactful strategies for strengthening your company’s social media presence and avoiding digital media faux pas. During our discussion, we touched on topics such as:

  • Choosing the best voice and style for your social media content
  • Which companies should be active on social media and why
  • Factors to consider when deciding the optimum content marketing budget
  • The best time to start using social media for business branding

This episode is fast-paced and full of impactful nuggets of information for companies ready to refine or expand their social media strategy.

Connect with Gina

Website

Facebook

LinkedIn

Twitter

Instagram

 

View the full episode here.

Categories
Entrepreneurship Marketing Personal Development

What the Hell Happend to Marketing?

Ask anyone today what marketing means and they will respond with some form of promotion.

But in reality marketing has changed so much over the years, nobody really knows exactly what it means anymore.

What is the purpose of marketing in world with a million platforms and tools?

What is the Purpose of Marketing?

Philip Kotler once said: “the art of marketing is the art of brand building. If you’re not a brand, you’re a commodity. Then price is everything and the low-cost producer is the only real winner.”

So what is it then?

The best explanation of what the art of marketing is, was published in 1960 by Theodore Levitt titled, Marketing Myopia, by the Harvard Business Press.

In his book, Levitt explained the fundamental difference between sales and marketing is that sale’s job is to sell the current product the way it is. While it’s marketing’s job to figure out how to sell what the consumer actually wants.

In an era of mass confusion, just focus on promoting exactly how you can help people.

 

 

Marketing Myopia

For example; Levitt explained that the railroad industry didn’t loose market share overtime due to the introduction of new innovative competitive products like the airplane or automobile.

Rather, they lost market share overtime because they thought of themselves as selling railroad services.

They failed to realize, that from the consumers perspective, they were really in the transportation business.

The reason companies fail overtime is because they become irrelevant to the changing expectations of savy consumers.

Consumers are actively seeking solutions to their problems. Create content that solves a problem.

 

The Reason Companies Fail

Marketing Myopia suggests that to avoid failure overtime, companies must act on their customers’ future needs and desires, not just bank on the longevity of selling their current products in the same way as their competitors.

In every case where growth is threatened, slowed or stopped, is not because the market is saturated. It’s because there has been a failure of management to adapt to new consumer expectations.

The truth is marketing is failing today because marketing has become more fixated on HOW to promote our products than helping our audience solve a problem they care about.

Answer these 3 questions to gain the attention of your audience by solving a problem.

 

It’s a Buyers Market Out There 

At any given time, only 2% of people using the internet are active buyers ready to make a purchase. 98% of online users are searching for remedies to symptoms of problems before they even know what the problem is (let alone the solutions to buy). That’s where a content strategy comes in.

“The customer comes first.” How many times have you heard that? Now, when was the last time you actually applied this “rule” to your marketing?

STOP FOCUSING your marketing efforts on just selling your product or service. Instead focus them on becoming a media company covering the most important questions to the problems facing your customer. Do that by answering THESE 3 QUESTIONS for your audience:

        1. What kind of information would be helpful to your target audience?
        2. What are symptoms to the problems they face (as they relate to your product or service)?
        3. What kind of content can you create that would be helpful to them?

When you think and act more like an actual media company rather than an advertiser, you give your customers the content they need in order to make a good impression.

Put your customer at the heart of your strategy by focusing on creating an inbound audience by providing quality content that adds value to the situation they face.

Don’t interrupt the content your customer wants, be the content they want.

 

Need a Marketing Strategy for the Post-Covid Digital Economy?

If you’re into this topic get the full story below.

Want to learn the strategy to operate as a media company? We created a comprehensive overview, where I can teach you how to operate your business as a media brand in 32 pages.

Learn how to compete in a market place of content. Click the link below.

For more information visit tylerhayzlett.com

Categories
Best Practices Marketing Personal Development

The Media Brand that Owns a Hotel Chain

Over the years, Marriott International has been operating a lot more like a media company than a hotel chain.

Here’s why…

Marriott operates as a media company to compete in a digital world

Marriott International, learned the power of content marketing after launching Marriott Traveler, a media site that attracts 3 million unique visitors (up 78 percent from the previous year).

Visits to the individual hotel landing pages via Traveler were up 80 percent and revenue from hotel bookings went up 200 percent compared to the year before.

“Those results certainly make a solid case for content marketing.” – Inc. magazine

They turned into a full media site that promotes travel, food, drinks, culture, health & fitness which entertains millions of travelers who share their love of culture and adventure through the content they share on their site.

A site by the way, where you can also book a room for your next vacation…

After launching a successful blog authored by their chairman, Marriott updated their marketing strategy to approach people based on their passion for travel and love for adventure (instead of just pitching hotel room benefits like everyone else).

In today’s digital economy Marriott attracts an audience to sell to by creating the content that their buyers love.

What content can you create to build your audience?

Want More Information Like This?

Companies like Marriott are turning their offline sales process online by using a specific content strategy.

If you want to learn how to implement a similar content strategy, we created a comprehensive overview, where we can teach you how to operate your business as a media brand in only 32 pages.

Click the link below to get a free eBook for how to create a digital sales funnel using content.

Download a copy HERE  <– Download

Categories
Branding Marketing Personal Development Sales

Did You Know Bloomberg TV Sells $10 Billion SASS Solutions Every Year?

Did you know, that Bloomberg TV isn’t actually in the TV business?

Bloomberg makes all its money ($10B year) selling a software license?

Bloomberg TV is in fact a marketing platform to attract customers interested in what they really sell: the #1 financial software used by every major stock trader on WallStreet.

Long before billionaire and former Mayor of NY, Michael Bloomberg, became a presidential candidate, he was once the general partner at an investment bank called Salomon Brothers. Where he was heading IT development.

In 1981, at the age of 39, he took his $10 million severance package and started a company called Innovative Market Systems, that later become known as Bloomberg LP as we recognize them today.

Bloomberg is Actually a Software Company:

Michael Bloomberg originally developed and built a computerized system to provide real-time market data, financial calculations, and other financial analytics to Wallstreet firms. The Market Master terminal, later called the Bloomberg Terminal, was released to market in December 1982 selling just 20 units.

Overtime, in order to capture the attention and build a loyal audience of financial traders online, they created a media network that became so effective it now consists of a wire service (Bloomberg News), a global television network (Bloomberg Television), websites, radio stations (Bloomberg Radio), subscription-only newsletters, and two magazines: Bloomberg Businessweek and Bloomberg Markets.

The company now has 167 locations and nearly 20,000 employees. By operating first as a media network to attract the buyers they wanted to sell to.

How Did Bloomberg Created a Massive Audience:

1. They Created Content That Attracted the Audience They Wanted to Attract

They launched a 24-hour financial television news network that entered into cable broadcasting in 2000 to offer 24-hour programming aired to 200 million households.

2. They Focus on What Their Audience Wants

Bloomberg is regularly criticized in the press for not being a profitable news organization.

But what their critics don’t realize, is that Bloomberg media wasn’t necessarily meant to be profitable. (Not when the company’s main source of revenue is the Bloomberg Terminal subscription). Their news media is just a beautiful way to attract an audience generated for the terminal clients.

3. Bloomberg Stepped into Media Landscape

Bloomberg TV gets the company name out there, cements the brand and reputation.

4. They Up-sold Their List

Bloomberg captured his audience and converted 320,000 paying customers around the world at a subscription fee of $24,000/year to access their terminal software.

That’s $7.6B in annual revenue on their terminal product alone. Which is pretty impressive given they only made 20 sales their first year in business.

Bloomberg Marketing Summary:

By focusing on creating a network, Michael Bloomberg built a very significant brand (not to mention $59B net worth making him 8th on the Forbe’s list of richest people).

Michael Bloomberg didn’t just advertise on media networks. He f-ing built one!

So can you. You have access to all of the same broadcast tools. I can prove it.

 

Want to Build an Audience to Sell to Like Bloomberg?

In order to stand out in today’s cut-throat digital economy, you’re going to need to find ways to make your brand stand out where the traffic is.

You’re going to need to operate as a media brand and create content to attract an audience to sell to (just like Bloomberg did).

Want to learn the strategy to operate as a media company? We created a comprehensive overview, where I can teach you how to operate your business as a media brand in 32 pages.

Learn how to compete in a market place of content. Click the link below.

For more information visit tylerhayzlett.com

 

Categories
Marketing Personal Development

You Don’t Actually Own Your Social Media Followers

You know all those followers on social media you worked so hard for over the years? Yeah those aren’t actually yours.

At least not in the way you might think. Facebook for example limits how many people can view your posts. Especially if you post content that doesn’t get good engagement.

This is Why You Should Not Focus on Engagement Alone

Around 2012-2014 Facebook reduced the amount of organic traffic a business accounts could receive to only 12-16% of organic views compared to previous years. They did this for a few reasons.

  1. The most obvious was to “encourage” brands to pay for visibility to their captive audience.
  2. But they also limit the amount of content people can see if your account isn’t getting engagement. That’s a red flag that you’re not providing a good content experience for their users.

Today it’s thought that only about 4-6% of posts on business accounts can actually be viewed organically by your own audiences (unless you start paying for ads). That’s one of the reasons engagement sucks on Facebook.

 

 

But What Does That Mean?

That means roughly 94% on Facebook will never ever see your FB posts. So stop worrying about how many people follow you and start worrying how to convert traffic from social media to your website to convert your next lead and customer.

Now, before anyone complains about the Facebook algorithm, you have to remember that all our accounts were free. When something is free, we are the product.

These are advertising platforms, so the goal is converting people off social media into your sales funnel (not building your likes, followers, and engagement.

 

Then What’s the Point of This Article?

All of which is to say, don’t build your audience on rented land. Build your list not just your social account.

You don’t have to worry about picking the right social media account to be active on. Just focus on how to convert your audience to your site where you can capture the contact info of the audience you want to sell to.

Do that by creating a valuable resource your audience can consume (see below download call to action).

If you don’t have a defined strategy of collecting information to convert a follower to a lead or opportunity, then you don’t really have a marketing plan.

If you need a solid marketing strategy to convert your audience from followers to leads (and ultimately customers) download a copy of the modern marketing strategy below.

Get a Copy of the Modern Marketing Strategy

Want to learn the strategy to operate as a media company? We created a comprehensive overview, where I can teach you how to operate your business as a media brand in 32 pages.

I’ll show you step by step how companies are using content as a sales funnel and how to turn your offline sales funnel online.

Copy the modern marketing strategy. Click the link below and tell me where to send you this free resource.

For more information visit tylerhayzlett.com

 

 

Categories
Marketing Personal Development Strategy Technology

Why We’re All Media Brands Now

In 2006, Wired Magazine sold to Condé Nast for $25 million.

Later that year, one of the original founders of the magazine, John Battel, was recognized as being one of the first media executives to point out a simple fact – That for the first time in history, there’s absolutely nothing stopping companies from being media brands to attract the audiences we all need.

We all have access to the same tools and platforms.

The New Barrier to Entry For Every Business Moving Forward

When consumers can choose from limitless amounts of content, on their own terms and on their own devices, the battle for their attention has now become the barrier to entry for any business competing online for the same audience.

Companies have recognized these developments overtime and are reaching towards the same conclusion:

We are all now in the media business…

 

 

Remember the Yellow Pages?

Before the internet, brands had to rent consumer attention by interrupting someone else’s audience.

Today, brands are focusing on creating content to attract the audiences they want. We’re now behaving a lot more like media companies.

Overtime brands have been gradually moving away from interruptive advertising to creating a digital network of potential buyers.

Building an audience for your business starts with creating content they actually want to consume.

Why We’re All Media Brands Now

On average, US adults are now spending more than 11 hours a day (which is two-thirds of their waking time) consuming media in some form or fashion. Pretty crazy right?

Think about it, if you weren’t reading this right now, you’d be consuming information somewhere else.

The brands who are succeeding now are the one’s creating content to

dominate their industry category.

 

Ready or not, we’re all in the media business (we just happen to be selling products and services).

Digital media is changing the world. We can either watch it happen or use it to become the biggest digital brands in our industries. Just as it was in broadcasting.

Welcome to the media business.

 

Take Action!

Want to learn the strategy to operate as a media company? We created a comprehensive overview, where I can teach you how to operate your business as a media brand in 32 pages.

Download a copy HERE  <– Download

Categories
Marketing Personal Development

Confessions From a Tech Billionaire: “Why Content is King”

Content is king, everybody knows that. But what the hell does it mean?

The phrase “content is king”, came from an essay published in 1996 on the first page of Microsoft, by the soon to be self-made billionaire, Bill Gates.

In his essay, Gates publicly predicted what was predicated for the success of any person or business that wished to grow a business online.

Spoiler alert (it’s content). Here’s why…

 

Content is King – Summary From the 1996 Essay

“Content is where I expect much of the real money will be made on the Internet – just as it was in broadcasting.

“… the broad opportunities for most companies involve supplying information or entertainment.

No company is too small to participate.
I expect societies will see intense competition- and ample failure as well as success-in all categories of popular content.

Those who succeed will propel the Internet forward as a marketplace of ideas, experiences, and products – a literal marketplace of content.”

How to Compete in a Marketplace of Content?

It means that brands are turning to story telling to get the attention of their customer. It means that in order to rise above the noise we can’t be more noise.

You don’t want to promote content for the sake of creating content (God knows the world doesn’t need more content).

Don’t interrupt the content your customer is searching for. Create the content they are searching for.

List out the 5 biggest obstacles your customer faces (as they relate to your product or service). Then create content to solve that problem.

 

At the end of the day you just need to build a list of people that share the journey of solving that pain-point to achieve success…and up-sell to that list your solution.

It’s that simple, that hard, and that unavoidable.

“I like it, I love it, I want some more of it!” – Billy Ray Cyrus

If you’re into this topic get the full story below.

Want to learn the strategy to operate as a media company? We created a comprehensive overview, where I can teach you how to operate your business as a media brand in 32 pages.

Learn how to compete in a market place of content. Click the link below.

For more information visit tylerhayzlett.com

 

Categories
Entrepreneurship Human Resources Management Marketing Negotiations Sales Skills Women In Business

“How To Negotiate More Effectively Against A Black Swan” – Negotiation Insights

“Negotiating against a devious black swan negotiator can be dangerous. But worse, is not recognizing the degree of his depravity.” -Greg Williams, The Master Negotiator & Body Language Expert (Click to Tweet)     Click here to get the book!

 

“How To Negotiate More Effectively Against A Black Swan”

 

People don’t realize they’re always negotiating.

When you negotiate, more than likely, you assume that you are dealing with someone that will abide by what he says. If he gives his word, your assumption is, it is good. But what happens when you are negotiating against a black swan, someone so devious that he will be manipulative and lie to sway you to adopt his will? You wonder, is negotiating with the devil any worse?

You can overcome the dastardly deeds of black swan negotiators in your negotiations. That is if you are so unfortunate to encounter one in the first place. And here is how to do that.

Click here to discover more!

Remember, you’re always negotiating!

 

Listen to Greg’s podcasts at https://megaphone.link/CSN6318246585  Once there, double click on the one you would like to hear.

 

After reading this article, what are you thinking? I’d like to know. Reach me at Greg@TheMasterNegotiator.com

 

To receive weekly free 5-minute sneak peeks into the brilliant techniques offered by Greg, click here

https://www.themasternegotiator.com/negotiation-speaker/   and sign up at the bottom of the page

 

 

Categories
Body Language Entrepreneurship Human Resources Management Marketing Negotiations Sales Skills Women In Business

“Uncover Hidden Information 3 Safe Ways To Win In Negotiations” – Negotiation Tip of the Week

We can forgive those that conceal information. But we should not forgive ourselves for lacking the skills to uncover it. -Greg Williams, The Master Negotiator & Body Language Expert (Click to Tweet)   

Click here to get the book!

 

“Uncover Hidden Information  – 3 Safe Ways To Win In Negotiations”

People don’t realize they’re always negotiating!

During negotiations, information is king. Meaning, the more information you have, the more significant the options you can select to progress the negotiation. So, negotiators should always ask themselves, how can I uncover hidden information that might benefit my negotiation efforts?

Knowing how to extract concealed information gives you a distinct advantage during negotiations. And that is why you should add this skill to your negotiation repertoire. What follows are three ways you can uncover hidden information, along with how and when to use it.

Click here to discover three ways you can uncover hidden information!

Remember, you’re always negotiating!

 

Listen to Greg’s podcasts at https://megaphone.link/CSN6318246585  Once there, double click on the one you would like to hear.

 

After reading this article, what are you thinking? I’d like to know. Reach me at Greg@TheMasterNegotiator.com

 

To receive weekly free 5-minute sneak peeks into the brilliant techniques offered by Greg, click here

https://www.themasternegotiator.com/negotiation-speaker/   and sign up at the bottom of the page