Developing marketing messages – prevent this common pitfall…

DEVELOPING MARKETING MESSAGES

Recently, after a discussion with some fellow business owners, I have been thinking about how businesses develop their branding and messaging – specifically the effectiveness of branding workshops.

It seems that many branding and business development exercises run for small businesses include workshops at which groups of business owners share information about their businesses, the services or products they offer and the future development they hope for. The group members then analyse and critique each other’s current materials and offer constructive comments for improvement.

On the surface, this seems to be a positive exercise, and participants often leave with new ideas and an action plan to put those ideas into practice. However, on looking more into the outcomes that people come away with, I now have some concerns about the final effectiveness. My reason for this is that, in my experience (as I’ve mentioned in previous blogs) business owners have a tendency for certain thinking styles over others. For example, I see a high level of Towards motivation in the self-employed, along with high scores for Internal Locus of Control.

It doesn’t surprise me therefore, that many of the suggestions that come out of these workshops is about making the branding and messages more focussed on the outcome that services provide (Towards), rather than on the problem they solve. Similarly, the wording suggestions are often amended in such a way as to emphasise the control the client will have (Internal Locus of Control). Of course, if your clients mainly comprise other business owners and similar people, that’s great. However, what if your clients are often people who have a high External Locus of Control, or have a predominantly Away From thinking pattern in the context of your product? Your communications could miss them completely.

It has been my personal experience that many types of business workshops, including (but not only) those on marketing, often involve working with like-minded individuals. I now wonder if they carry the risk of resulting in ineffective strategies for those businesses for which the client group are quite a different group of people than those attending the workshops.

Perhaps this is another area in which we can utilise MindSonar profiles – encouraging business owners to use focus groups of actual clients to understand more about what they want in order to decide to develop their messaging, products and services. Or maybe MindSonar could be used within the current groups to highlight similarities and then lead to consideration of whether, from what they tell you, your client group are similar or very different?

It’s certainly something to be aware of whenever we are creating and further developing our own businesses. I’d love to hear your experiences of this or similar situations, so please leave comments in the box below.

 

 

Two Meta Programmes that can be the Cause of Stress in Business Owners

In my work with self-employed clients, in various contexts connected with their work, I often see a profile which shows a very score for Internal Locus of Control. Sometimes so high that the corresponding value for External Locus of Control is just 1. This is commonly combined with a high score for Internally Referenced.

It isn’t surprising that these two Meta Programmes are high in people who have decided to go-it-alone and become self-employed. After all, to start a business and drive it forward requires someone wiling to take control and make judgement calls about a lot of things. However, those with extremely high scores often find themselves suffering from stress and feeling as if they are unable to cope with demands of their business. My experience is that this often occurs because of two limiting beliefs:

a) that they are responsible for everything – including things over which they can have no influence at all, and

b) that they should not to seek the support and advice of others who could help them with various aspects of their business, as they should know best themselves

These two beliefs result in high levels of stress as they worry about many things which are out of their control, and also spend a lot of time on information gathering and other tasks that could more helpfully be obtained from others or delegated.

The powerful thing about working with these clients with MindSonar is that it provides evidence for some of the thinking patterns underlying their problems, and enables coaching to be focussed on moving to a more helpful thinking style. Of course, as we look across their full profile, it becomes clear which other Meta Programmes are also adding to their current issues and they too can be addressed as needed.

Going through a client’s MindSonar profile with them gives them opportunity to reflect more objectively on their thinking and to explore how these two Meta Programmes, along with the rest of their profile impacts upon their experience as a self-employed individual.

As a coach I find the MindSonar profiling tool incredibly helpful in this context and am seeing the positive impact it has upon my clients. In particular, I’m finding that the contextual nature of MindSonar makes it easier for my clients to accept the results and so be open to change. I have not found this to be the case so much with other psychometric tools which can be perceived of labelling the client, and putting then “in a box” – something which many people reject, especially those who are highly Internally referenced.

What combinations of Meta Programmes are you finding in your clients that re causing commonly seen problems for them? Let me know in the comments box below.

Internal Locus of Control: Good or Bad?

Look at the picture. Isn’t Superman a prime example of internal locus of control? You don’t see Superman throwing his hands in the air and sighing ‘I sure wish I could save the world, but hey, it’s a pretty complex task’.

A colleague who works with criminals as a therapist, had a difficult week last week. One of his clients murdered someone. And this, understandably, upset him very badly. He felt he should have seen it coming. In the last Continue reading