Where has the marketing magic gone?

Deena Janes – Marketing specialist for the finance industry

I’d like to share a story with you from one of the presenters at The Adviser – Business Accelerator events in September. Phill Nosworthy presented a very engaging session on the lessons he learned about business from his grandmother’s fables when he was a child.

The story that stood out for me (this is a very condensed version) was the fable about a prince who heard some beautiful music in the distance and ordered his servants to find whatever it was that made that beautiful sound and bring it to him immediately.

After 3 days travel they found a man with a golden flute who was responsible for the beautiful sound. They took the flute and travelled 3 days back and presented the golden flute to the prince.

But alas, no matter how he waved it in the air, hit it on the ground he could NOT produce the music.

He decided to cut the flute up into hundreds of pieces, grind it down into ash, but still no noise.

What does this have to do with business?
What does this have to do with marketing?

I’m sure I don’t need to spell it out to you…

How many times do we go to events and realise we:
– ALREADY KNOW what we have to do
– ALREADY HAVE the tools to make our business work, AND
– HAVE AT OUR FINGER TIPS the instrument to make the music in our business

So, as business owners, what is stopping you from using the tools, the ideas, the systems and the collateral to make your business sing?

Is it:
– Time?
– Knowledge?
– Resources?
– Excuses?

For most of us, we are simply too busy running the business and writing loans that we forget to carry out the absolute basics of running a successful business by:

1. Putting everyone we know on a database
2. Connecting with every one we know on a regular basis
3. Educating our client list on WHY they need to re-engage with us (or use us for the first time)
4. Making it easy for our clients to ENGAGE with us

You all have the flute. If not then it’s time to invest in one.
When you have the flute, all you need to do is:

– Use it if you know how
– Learn how to use it if you don’t
– Give it to someone else who knows how to use it
– Or train someone else to learn how to use it

Never used YCM before?

YCM CAN and WILL help you bring out the hidden music within your business.

Your Client Matters has the marketing magic.

You just need to wave the wand.

Invest in some magic!

All it takes is a 15 minute marketing magic review session with one of our expert marketing magicians to head you back in the right direction. Call the office today on (02) 9526 9999 to talk to one of our sales consultants!

We look forward to chatting with you soon.
After all, don’t your clients deserve a little music?

Does my butt look big in these jeans?

We have all said or heard this at some stage and generally, if you have to ask this question, you already know the answer. It’s as though by continuing to ask the same question it will miraculously change, when all we are really doing is whining and not doing something about the problem.

Your marketing is very similar to the above analogy. If you ask yourself whether your marketing works or not, you already know the answer.

As YCM coaches many brokers around Australia on how to grow their business using a quality marketing and client communication plan, it is very interesting to analyse the various results among different brokers.

While most achieve amazing results, some will suggest that their ‘marketing doesn’t work’.

When we ask them what activity they have been doing to achieve different or better results – it is usually… ‘none’. Therein lies the problem.

Similarly, marketing is just like exercising.

There is a big gap between when we first decide to do something about our health/fitness/weight and when we actually start ‘doing’ something about it. It can take a few weeks or even months (and for some of us… years). But those motivated and driven enough to know they have to do something before they explode eventually get started.

Does this sound familiar?

Day 1
We set the alarm for 6am, rain is pouring down, so of course, we ignore the alarm and skip day 1.
Day 2
The horrible sound of our alarm sounds and we press that snooze button (just for an extra 5 minutes of sleep) and then we sleep through the next alarm. And there goes the hour that was
scheduled for the gym and we continue our routine as per usual.
Day 3
We repeat day 2 again because what’s another day without the gym going to do? I’ll start on Monday…

After that…

This behaviour can continue for weeks, even months, before something actually triggers us to take it seriously:
• a health scare
• too much puffing to get up a single flight of stairs
• those pants that you have been squeezing into for months have just given in (and you refuse to buy the next size up)
• or your 4 year old son says “Mummy/daddy your bottom/belly is getting big”

Then we decide to take some action.

Now of course it’s not as easy as we want it to be.

Day 1
The first time we go to the gym, we stay a little while, try out a few machines then go home. We stand on the scales and guess what? No weight loss! Surprising?
Day 2
We lift a few weights, run on the running machine for a whole 60 seconds, nearly pass out and then decide we should start by walking.
Day 3
Ouch! Every muscle in our body hurts so we decide to stay home today…
Day 4
Muscles still hurt, perhaps we should stay home again today…
Day 5
We decide that we will give it another go…

We finally get into a routine of exercise and go a few times a week.

About 4 weeks later…

We are getting fitter, but still can’t see the results around the waistline. Why?
It wouldn’t have anything to do with the extra food that we’re now eating because we are exercising would it?

Perhaps we need to take EVEN MORE action and change our diet?

We decide to outsource and invest in a personal trainer (PT).

We know this is the expensive option, but we are going to achieve results! Not only does this speed up our progress, but we now have someone holding us accountable of staying on the right path. We have to personally do the exercises, turn up each day and log everything we eat in our food diary.

Our PT will determine what type of exercise we need to achieve our desired result (after all they are the experts – what we thought would work didn’t, and what used to work doesn’t now).

AND we don’t mind spending the money as long as we get the results!

Can you see how this relates to marketing?

At first we might try a thing or two, and it doesn’t work.
We are not consistent with our efforts, yet we expect great results.
We try our own things and sometimes we get results, but once again… it’s not consistent.
While we are expert loan writers, we don’t all have the marketing expertise to get the desired results.
Sometimes we get lucky and the phone rings. But it doesn’t ring often enough.

When we finally invest in marketing, it hurts. Spending money on marketing is like pulling that first muscle. We try one or two things and if it doesn’t work we want to give up. We look for cheaper options but that doesn’t necessarily get results either (but at least we are doing something – right?)

You can’t outsource weight loss and fitness. You have to turn up!

It’s the same with your marketing investment.

Your Client Matters IS YOUR outsourced marketing team.
We are YOUR personal trainers for your business.

Yes, we can provide you with the tools, the weights, the exercises, the fast track and the maintenance program BUT you still have to turn up. And when you do – LOOK OUT!

Your new, toned, systemised business will be in top shape!
Will it happen overnight? For some – YES!

But for most, we need to do a little pre-training before the big day.

Spring into Action!

When you work with your YCM personal marketing trainer you will:
1. Do some pre-training (clean up or build your database)
2. Plan your 30, 60 and 90 day goals
3. Start your online training program
4. Book in for your personal training sessions

If you have been putting off the inevitable then there’s no time to waste. Summer is around the corner and we need to spring clean and tone up for summer. We’ve just got enough time IF you start NOW.

To see how ‘FIT’ your marketing is,
TEXT YES, I need that wake up call to 0488 833 362.

If you can’t wait to start, just call us NOW on (02) 9526 9999 before you lose your motivation.

DID YOU KNOW – that when you invest in the YCM marketing services we throw in your marketing coach and training for FREE! Now that’s great value!

Because after all…
Your RESULTS matter
Deena and YOUR YCM marketing team