Goals Must Serve the Vision

May 4, 2017

When you wake up one morning and your entrepreneurial dream feels more like a job, you need to go off the grid and figure out what's going on.

All too often, well-intended goals end up creating a lifestyle that feels more like that of an employee than that of an entrepreneur.

If you begin setting goals before you have crafted your vision, you are setting yourself up for disappointment!


Relationship Relevant Marketing Episode 13: Reframing Loss Aversion and Fear of Loss

April 5, 2017

Humans are wired to have loss aversion.  It's part of our survival instinct.  As an entrepreneur, whether online or offline, you are always dealing with loss aversion and the related fear of loss.  This is one of the reasons marketers will use the "take-away" strategy: this is where a customer prompted to make a decision or lose the deal.  A common tactic, but one that needs to be changed in the evolving digital world in which we live.

In this podcast, you'll learn about the idea of reframing loss aversion, the four key elements you must understand, and the professional, ethical approach to moving your client from loss aversion to benefit attraction.


The 4 I’s Every Entrepreneur Needs to Know

March 30, 2017

As an entrepreneur, your ability to achieve your vision will depend to a significant extent on these four very critical "I's."  Simple and powerful, if you keep these 4 I's in your vision and in your mind, you'll be far more effective at achieving your entrepreneurial mission and vision.


Own Your Life

March 7, 2017

Owning your life is simple: Own who you are today.  Own who you will become.  Own the process.  But to "own" means to take responsibility.  Owning your life is not a selfish endeavor, either.  Nope, not at all.  It's the best way for you to make an impact on the world.


Relationship Relevant Marketing Episode 12: Mitigation of Pain

February 21, 2017

Mitigation of pain is an essential action if we are to move the prospect outside of their state of uncertainty, and the pain, fear, and doubt that accompanies that state.  As entrepreneurs, we seek to create a journey for them that gives them hope and confidence that they can pursue the life they desire.  


Follow Your Passion and the Profit Will Come

February 3, 2017

You've heard people say: "follow your passion and the profit will come," but do you understand there is more to it than that?  There is profound truth in that old sage philosophy, but unless you the byproduct of your pursuit is impact on the lives of others, you're not going to stay the course.  Your passion will become your demise.


Relationship Relevant Marketing Episode 11: Visualization

January 27, 2017

Visualization blended into your content and experiences is essential to help the prospect "see" how your influence can help them get where they want to go.  To the extent that you can create a journey of expectation, reinforced by their ability to see the result, you will stay engaged.  Engagement is critical if you are to stay in the game long enough to make a difference in their lives!


The Solo Entrepreneur Impact Ripple Effect

January 24, 2017

The solo entrepreneur is a powerful force of change in the world.  Impact is the ultimate mission, and every action is a ripple that ultimately creates change and momentum in the world.


The Rise of Solo Entrepreneurship

January 18, 2017

Solo entrepreneurship, and entrepreneurship in general, are on the rise in the world today because of technology.  It is a force of change that is creating value momentum all around the world.


Relationship Relevant Marketing Episode 10: Consistency

January 17, 2017

more information at http://www.danascranton.com/consistency


Consistency is a Simple but Powerful Means to Increase Trust and Engagement

In the mind of the prospect, customer or client, consistency creates trust at a basic level and sets the foundation for an ongoing relationship.

Consistency builds on the previously discussed influential variables of Familiarity and Validation as part of the 9 Influential Variables that are critical to engagement and buying decisions.

In the digital world, consistency, or the lack thereof, is one of the most noticeable and recognizable behaviors that can make or break the engagement process.

In the attention economy, and the attention scarcity associated therewith, inconsistency is grounds for deletion from your prospect's attention budget.  In the context of Relationship Relevant Marketing, consistency will sustain engagement, whereas inconsistency will get you ejected from the experience funnel.

Consistency With Intent is the Key

Consistency Defined: Taking action and delivering content and experiences on an on-going and periodic basis with a focused, deliberate intent.

This definition is the key to understanding what "consistency" is in the context of the digital world and the psychology of engagement and buying decisions.

The "deliberate intent" is the essentially the value objective you have for the relationship.  In other words, what value, change, and impact do you want to deliver to the prospect, customer or client?  This is your intent.

Implementing Consistency in Your Content/Experience Plan

You can download this infographic by clicking on it

Implementing consistency into your content and experience plan is really very easy.  The discipline of staying the course may be the difficult part!  Note: you can download the adjacent INFOGRAPHIC by CLICKING on it.

Step 1: Content Plan.  Create a detailed content/experience plan.  Go into detail on how you will engage the client and lead them to the final decision.  In this step, inject variety and surprise into the content plan.  Go into great detail on the frequency of delivering the content, and the time of day if appropriate.  Follow your Avatar definition in preparing this plan and strategy.

Step 2: End-Game Objective (EGO).  Get real clear on what your EGO is.  See your client not only taking the action you want, making that decision, but also receiving the value and life-changing impact you seek to deliver.  Know exactly what it is you want them to experience!  Note: the reason the EGO comes after the Content Plan is because, in the process of creating the Content Plan, you will invariably refine what the EGO really is.

Step 3: The Journey.  Your content is, in fact, a kind of experience.  So create a journey that you would want to take.  Create a flow of content that engages the client in a journey from where they are to where the want to go.  Create vivid word and graphic images that allow them to make the journey a reality in their mind.

Step 4: The Roadmap.  Consistency requires that you deliver your content/experiences in a predictable and anticipated manner.  It is important to be consistent so that your client looks forward to the experience of engaging with you.  This roadmap is derived from your Content Plan and from knowing your EGO.  The roadmap will have dates and times, if appropriate, for the delivery of your content/experiences.  Now here is the real value of the roadmap: you seek to make a roadmap of engaging experiences and micro-decisions.  Along the way on this journey to the EGO, you will create those engaging little moments of value, variety, and surprise.  In doing so, you create a mental image journey for your client that leads them to the EGO.