We’re just a few days away from 2017! If you’re like most business owners, you’re looking for ways to evolve your marketing strategy next year. If so, this podcast is my New Year's gift to you. Former Paper Napkin Wisdom guest Joe Calloway recommended today’s guest, and I’m so glad he did. Jane Atkinson has over 25 years of experience securing top-tier speaking gigs for Fortune 500 C-Level executives.
In today’s podcast, we discuss her method that ensures success for her campaigns. Her three step process, “Ready, Aim, Fire”,which she outlines in her new book The Wealthy Speaker, provides the framework for her clients to succeed. “In the ‘Ready’ phase, we get crystal clear as to what we’re selling,” she says. Aim refers to gaining clarity around what the focus of the campaign will be, while ‘Fire’ is the execution of the campaign.
All great marketing plans have a formula and Jane’s “rule of threes” framework is no different. Prior to developing this outlook, she realized the need to develop a unique process. “I knew what I was talking about, but it wasn’t very organized,” she says. During the ready phase, she recommends entrepreneurs to gain clarity into what it is they’re selling. While this may be easy for some, she urges business owners to ensure that this clarity permeates all levels of the organization.
The aim phase is a bit more intense. “You have to pick a lane and narrow down where you’d like to be viewed as an expert,” she says. Developing a clear and concise promise statement is a large part of the aim phase. This statement “should explain what you do and who you do it for,” Jane recommends. She also puts a large emphasis on curating a target audience and understanding how the product or service will benefit them.
Following the aim phase, it’s time to “fire”. “Attempt to answer your buyers questions, then provide solutions,” she recommends.
This should be a cyclical process in any business, Jane says. “If your message isn’t resonating, ask yourself - are reaching out to the right market? Circle back to ready and evaluate,” she advises. While many entrepreneurs may be itching for change, she also warns against making major overhauls. Instead, she recommends strategic tweaks and evaluating strategies prior to moving forward. “I had a client who was looking to get in front of the healthcare community. He didn’t think our strategies were working. But it turned out that it was just taking more time that he was accustomed to,” Jane recalls. And, if a major overhaul is needed, Jane recommends that brands “put out feelers to see who the message resonates with the most in order to create momentum.”
It's normal for people to occasionally get stuck in the chaotic “ready” phase, but Jane says that it’s often fear that’s driving the bus. “If you're afraid, gain clarity around what's making you uncomfortable and refer to points in your past to combat that fear,” she says. While perfection is ideal, it’s also not very realistic. “[Business owners] need to be okay with not being perfect,” she says.
What phase are you currently in with your brand? What are some ways you can explore to become “unstuck”? Comment below (www.Facebook.com/PaperNapkinWisdom) or send us a Tweet at www.twitter.com/wisenapkin with your response.