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.

 

 

Improving Motivation and Job Satisfaction – the importance of the Graves Drives

One valuable use of MindSonar is to identify a person’s motivators.  For example, this is important when designing recruitment and retention strategies for an organisation and for individual teams, and when coaching individuals who want to achieve a long-term goal which will take time and dedication.

In using MindSonar for these purposes it’s important to look at the Graves Drives within each profile.  These will tell you a lot about the values that matter most to the individual – the things that they need to get from the given context in order to feel fulfilled and motivated.  By looking at the Graves Drives of the individuals concerned, it usually becomes apparent that, even in the same context, different people have quite different values.

For example, in people considering changing jobs in a particular sector, I have seen some who prioritise the Graves Drives Powerand Competition, and others for whom Learning and Order are the priorities. Similar differences can exist even between members of the same team.

By knowing this and by being aware of the impact of not enabling individuals to obtain them (namely, dissatisfaction and demotivation) managers and coaches can develop a more tailored approach to motivation.  This could be by using different language when describing the opportunities available – emphasising those aspects which match what is important to the individual, or (for larger organisations) it could be about providing a more varied range of any optional benefits available to staff.

Without the information that is provided by the Graves Drives as identified by the MindSonar profile it is all too easy to fall back on the assumption that all people are motivated by the same things. Such an approach can lead to poor recruitment and retention results for companies, or to coaching clients becoming disenchanted with their progress towards major goals.

Of course, the whole profile should be taken into account as thinking styles are also an important consideration, but without an understanding of the individual’s values, much could be missed.

If you’ve done a MindSonar profile, have another look at your Graves drives and think about how they are influencing you in that context – could you improve your own motivation by taking them more into account?  If you haven’t done a profile yet, then why not contact a certified MindSonar Professional to arrange one – it could make all the difference to your success!