“Take 20 minutes a day to manage social media interactions”.
“Spend just 45 minutes a day on client outreach”.
“Check your inbox every half hour for important customer emails ”.
“Invest just 5 minutes a day in a LinkedIn or Facebook update”
“Just 15 minutes each day will help you keep on top of your expenses”.
Yes, these are all good, and important, but... what if... everything's important? How do you chose which important tasks to pursue (and so which to ignore) without losing your entire day to other peoples' priorities?
In reality, you probably struggle to get all your daily tasks done even though they require only small units of your time. And, rather than moving forwards, at the end of the busiest of days it can still feel like your business is treading water.
This is because, time is not the real issue here, it’s priority – and, as a business owner, it generally feels like everything is a priority.
With some frequency, I hear the same problems:
How do you break this cycle? Start with these 4 easy tips:
With so many competing demands for your attention it can sometimes be difficult to see the wood for the trees, and finding the precise recipe that works for you will require a degree of trial and error. But don't be dismayed; this experimentation is a vital part of mobilisation and progress, and is all part of your taking back control.
One more thought: You are, of course, not alone in your need to prioritise. Your prospects and customers are struggling with the same conflicts - opening up a whole new question of how you get yourself onto your prospects’ and customers’ priority lists when they themselves are equally busy and distracted. In my next post I will explore exactly that (make sure you're on the Blog Updates Emailer so you don't miss it!).
I’d love to hear your thoughts and experiences. Do you find it difficult to prioritise? What techniques do you use? Let me know in the comments.
Ronseal introduced its infamous ‘Does exactly what it says on the tin’ slogan in 1994. Dubbed the anti-line, it was an enormous success, rocketing sales and making Ronseal brand leaders. Such was its power; it even entered the national lexicon and is still popular today – including our nation's our nation's esteemed leaders.
The 90’s may be long gone, but this fuss-free marketing approach seems here to stay as it continues to grow in popularity amongst advertisers, marketers and their audiences.
But, why is this? If marketing is about differentiation, the ‘it is, what it is’ approach should fall flat.
Conventional wisdom suggests that to stand out from your competitors in a market where commodity products are interchangeable, you should add extra value, emphasize an X-factor and sell a lifestyle, not just a product or service. You should talk about how your products make customers feel.
Yet, Ronseal does the opposite and is a success regardless. It focuses almost exclusively on the process (what it does) at the expensive of the outcome (what you get) and neglects the features of benefits that would set it apart from its more upmarket competitors.
So, why does this work?
Ronseal avoids directly differentiating itself from competitors and in doing so, successfully manages to differentiate itself.
While competitors are busy listing all the ways in which their product is better than any other, Ronseal has already won over their market with three words: ‘quick-drying woodstain’. This alternative approach works because:
In short, Ronseal gives its target market exactly what they want –something that does what it says it will do – and that is why their approach is successful.
So, contrary to best practice, success in a competitive marketplace might not necessarily be rooted in giving something extra, but in getting the basics right:
Could your business strategy benefit from a ‘Ronseal’ approach? Let me know your thoughts in the comment section.
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