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I Quit. You Should Quit Too. Addition By Subtraction.

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The Best Rise

Quitters Never Win?

All truth passes through 3 stages. First, it is ridiculed. Second, it is violently opposed. Third, it is accepted as being self-evident. ~Arthur Schopenhauer

 “QUITTERS never win!” was scorched into my kid memories.  I’m an adult now.  I call “Bullshit”.

Parent Tapes remind us.   Clucker crowds wag fingers, scratch and well…they cluck Tsk-Tsk.  Traditional business frowns.  Coaches cull.  Even our own whispering inner voice berates and betrays us.

Consider QUITTING and chorused voices scream disapproval, “QUITTERS are weak, sad, small, unfit and foolish losers.  It’s unAmerican to QUIT.”  Simply reading the word makes us feel negativity, right?  I’m going to desensitize you, you’ll read the word QUIT 27 times in this article.

I Call Bull S&#t

The way to  get started is to QUIT talking and begin doing.  ~Walt Disney

We should QUIT when QUITTING is wise.

How do we know when it’s wise?  

It’s  wise when we’ve disengaged our lemming like preprogrammed aversion to QUITTING and we’ve engaged our beautifully analytical big-brains.  When we intellectually, conclude that QUITTING will release the weight and burden of misdirection, we can seize the better and beneficial.

For example. . .

QUIT These.  START These.

“Insanity:  Doing the same things over and over again and expecting a different result.” ~Albert Einstein

QUIT trying to train plow horses to run like thoroughbreds. START focusing on the talented and trainable.

QUIT chasing strangers who don’t give a crap about you, your value, your services, your knowledge, your experience and expertise.  STARTattracting, impressing and connecting with people who already know you, like you and trust you.

QUIT working with clients who disrespect your time, expertise or character.  START respecting yourself, set boundaries and seek respectful relationships.

QUIT spending cash on direct mail marketing that hasn’t generated a listing or selling opportunity in the last 90.  START making personal contact, continue direct mail marketing and reevaluate in 90 days or redirect the money to more productive pursuits….like anything that involves On-Purpose, In-Person contact.

QUIT spending cash on printed newspaper and magazine ads that haven’t generated an ad-call listing or selling opportunity in the last 60 days.  START deploying cash in On-Line marketing, branding and promotions.

QUIT chauffeuring alleged-buyers endlessly.  START qualifying for desire, urgency, ability and reality.  Reinvest recaptured time in developing new referral recommendations and attracting qualified clients.

QUIT listing properties your know are over priced.  START investing energy in attracting and identifying qualified sellers.

QUIT working with sellers who won’t stage, de-clutter, clean, neaten or enhance the appearance of their property.  START investing your emotion in sellers who want to sell.

QUIT friending so-called friends who whine, gossip and projectile vomit negativity.  START building relationships with positive people.

QUIT working with a broker/company who fears change, poo-poos technology, shuns modern methods and avoids progress, but is Gung-Ho on tradition, status-quo, advertising fees, administrative fee, fee-fees and no-action happy talk. START investigating new partnerships today, make your move ASAP.

QUIT focusing on your weaknesses.  START focusing on the Praeto Principle and strengthen your strengths.

QUIT making decisions primarily based on emotion, habit, tradition and comfort.  START stretching your comfort zone, kick tradition in the teeth, shattering old habits and flexing your intellectual thinking skills.

QUIT clucking like Barney Fife.  START I RISEing, Maya Angelou style.

Addition By Subtraction

“The reasonable man adapts himself to the conditions that surround him… The unreasonable man adapts surrounding conditions to himself… All progress depends on the unreasonable man.” ~ George Bernard Shaw 

As paradoxical as it sounds, QUITTING more will provide refocused energy, emotion, time and money for new productive and profitable habits and activities.

If we sat quietly and thought loudly, I know we could come up with a legal sized list of “QUIT These Things and START These Things”.  I know you’re busy, but if you could or would, I’d be awesome and appreciated if you could share in the comments what you are QUITTING and STARTING.  Or you can leave a comment and say, “Ken Brand, you’re full of crap!”, either way, let me hear from you.

Thanks for reading. Clink-Cheers

Ken Brand - Prudential Gary Greene, Realtors. I’ve proudly worn a Realtor tattoo for over 10,957+ days, practicing our craft in San Diego, Austin, Aspen and now, The Woodlands, TX. As a life long learner, I’ve studied, read, written, taught, observed and participated in spectacular face plant failures and giddy inducing triumphs. I invite you to read my blog posts here at Agent Genius and BrandCandid.com. On the lighter side, you can follow my folly on Twitter and Facebook. Of course, you’re always to welcome to take the shortcut and call: 832-797-1779.

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25 Comments

25 Comments

  1. Derec Shuler

    April 27, 2009 at 7:27 am

    Great piece Ken, thanks for taking the time to put this together to start a Monday!

  2. Missy Caulk

    April 27, 2009 at 7:34 am

    I wish I could forward this to some folks I know, great motivation post to start the week.

  3. Angel Curry

    April 27, 2009 at 8:04 am

    I love it & I’d like to see more!

  4. Matt Thomson

    April 27, 2009 at 8:51 am

    I’m assuming you’ve read Seth Godin’s “The Dip?” Same principle, used more words to say it.

  5. Brad N

    April 27, 2009 at 9:07 am

    Ken…Great piece. What a way to start a Monday. I am already looking at things to quit!!!

  6. Katie Cooper

    April 27, 2009 at 10:59 am

    One word – Amen! 😉

  7. Alan May

    April 27, 2009 at 12:14 pm

    I love it… “I Quit”.

  8. Robert Northfield

    April 27, 2009 at 12:15 pm

    My market has no shortage of “lookers” this season. It is indeed Quitting Time!! Your piece could not have come at a better time, Ken, as a reminder that tire-kickers are rarely buyers!

  9. Ken Brand

    April 27, 2009 at 9:19 pm

    It’s a battle right. All those voices in my head telling me to hang in there, blah, blah…some times it’s smart to hit the eject button.

    Thanks for reading….I guess I’ll keep sharing then. Thanks for sharing with me.

    kb

  10. Gretchen - LifeStyle Denver

    April 27, 2009 at 9:26 pm

    I love the Schopenhauer and Einstein quotes.

    Quitting taking over priced listings and mailing postcards is so hard to convince people to do, yet they fret about their lacking business. This is a strong cup of coffee for agents who want success in the new Millennium.

  11. Susie Blackmon

    April 28, 2009 at 2:15 am

    I just last week quit trying to teach classes at my office. Why? The deer-in-the-headlights stares were starting to affect my attitude! If you haven’t seen ZipvoGreg’s rant, I reblogged it a few days ago on Active Rain. He had the kahunas to post my sentiments exactly.

    I quit going into the office almost immediately. No one else blogs so they don’t understand I have work to do.

    I quit wondering why agents think their franchises should bring ‘leads’ to them. I’ve never thought of potential customers as ‘leads.’ To me, potential customers are initially casual acquaintances who have gotten to know me and WANT to do business with me because they have gotten to ‘know’ me by reading my blogs.

    Etc., etc.! Great post Ken.

  12. RErollarcoaster

    April 28, 2009 at 2:11 pm

    Wow this speaks to me. I heard another good piece of advice recently which doesn’t fit with the “quit” paradigm but also challenges you to change: Everyone keeps telling you to keep your head down and ride it out – that’s wrong. You should keep your head up – at least you will see the bullet coming.

  13. Charles McDonald

    May 13, 2009 at 11:39 am

    Ken,

    I have to tell you that I have bookmarked this post and now referred to it several times.

    It is excellent and I appreciate your effort in posting it

    Charles

  14. Ken Brand

    May 13, 2009 at 9:23 pm

    Gretchen – Thanks. Yeah, it’s easy to get tar babied up in crap that drags you down. rock on:-)

    Susie- Yep, I read the post and I couldn’t leave a comment, too many things to say about that subject. As a sales manager I feel all the pain and dumbfoundedness of how people approach the business and absorb the obvious. The jokes and rolled eyes from the people who think Facebook and blogging, etal is kids stuff, make a man want to pimp slap them or drink. I choose drink and SM on….um…that’s Social Media for the record. Ha, ha. Hit it Susie.

    Rerollercoaster – I like that, Keep your head up…I’d add “and on a swivel”. I’m like you, I want the light on and I wanna see what’s goin on if you know what I mean. Thanks for the comment.

    Charles – Thanks for the compliment, it makes me happy to know you benefited. thanks for sharing.

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Business Marketing

The secret to crafting consistently high-converting emails?

(BUSINESS MARKETING) Email may seem too old to be effective but surprisingly it’s not, so how can you get the most out of your email marketing? Try these tips.

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Email marketing

Email marketing might seem archaic in comparison to modern mediums like social media, blogging, and podcasting; however, it actually remains one of the highest converting options marketers and small businesses have at their disposal.

But Why Email?

Hopefully you believe in email as an effective marketing channel, but in case you have doubts, let’s hit the reset button. Here’s why email marketing is worth investing in:

  • Email is one of the few marketing channels that you have total control over. Unlike a social media audience, which can disappear if the platform decides you violate their terms, you own your email list.
  • Email is considered very personal. When someone gives you access to their inbox, they’re telling you that you can send them messages.
  • From a pure analytics perspective, email gives you the ability to track behaviors, study what works, and get familiar with the techniques that don’t.
  • The ROI of email marketing is incredibly high. It can deliver as much as $44 in value for every $1 spent.

5 Tips for High-Converting Emails

If you’ve been using email, but haven’t gotten the results you’d like to, it’s probably because you’re using it ineffectively.

Here are a few very practical tips for high-converting emails that generate results:

  1. Write Better Subject LinesThink about email marketing from the side of the recipient. (Considering that you probably receive hundreds of emails per week, this isn’t hard to do.) What’s going to make you engage with an email? It’s the subject line, right?

    If you’re going to focus a large portion of your time and energy on one element of email marketing, subject lines should be it.

    The best subject lines are the ones that convey a sense of urgency or curiosity, present an offer, personalize to the recipient, are relevant and timely, feature name recognition, or reference cool stories.

  2. Nail the IntroNever take for granted the fact that someone will open your email, and read to the second paragraph. Some will – but most will scan the first couple of lines, and then make a decision on how to proceed.

    It’s critically important that you get the intro right. You have maybe five seconds to hook people in, and get them excited. This is not a time to slowly build up. Give your best stuff away first!

  3. Use VideoEmail might be personal, but individual emails aren’t necessarily viewed as special. That’s because people get so many of them on a daily basis.

    According to Blue Water Marketing, “The average person receives more than 84 emails each day! So how do you separate your emails from everyone else? Embed videos in your emails can increase your conversion rates by over 21 percent!”

    This speaks to a larger trend of making emails visually stimulating. The more you use compelling visuals, the more engaging and memorable the content will be.

  4. Keep Eyes MovingThe goal is to keep people engaging with your email content throughout. While it’ll inevitably happen with a certain percentage of recipients, you want to prevent people from dropping off as they read.

    One of the best ways to keep sustained engagement is to keep eyes effortlessly moving down the page with short and succinct copy.

    One-liners, small paragraphs, and lots of spacing signal a degree of approachability and simplicity. Use this style as much as you can.

  5. Don’t Ask Too MuchIt can be difficult to convey everything you want to say in a single email, but it’s important that you stay as focused as possible – particularly when it comes to CTAs and requests.

    Always stick to one CTA per email. Never ask multiple questions or present different offers. (It’ll just overwhelm and confuse.) You can present the same CTA in multiple places – like at the beginning, middle, and end of the email – but it needs to be the same call. That’s how you keep people focused and on-task.

Give Your Email Marketing Strategy a Makeover

Most businesses have some sort of email lists. Few businesses leverage these lists as well as they should. Hopefully this article has provided you with some practical and actionable tips that can be used to boost engagement and produce more conversions. Give them a try and see what sticks.

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Business Marketing

What entreprenuers can learn about branding from trendy startups

(BUSINESS MARKETING) What’s the secret of focused startup branding, and how can you apply it to large enterprises?

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A set of wine from Craft Hugo, showing off pleasing branding in labels.

Think of your favorite brand. Is it the product they offer or the branding that you love? Exactly – brand ethos reigns supreme, especially with those trendy, aesthetically-pleasing startups (I never thought Glossier had good makeup, but I’d be lying if I said I didn’t visit their website once or twice a month).

So let’s break it down.

Co-founder of Red Antler – a company that assists startups in creating successful branding – Emily Heyward believes in a few branding truths.

Firstly, you have to make sure not to market your brand as a single product or experience. Doing so, she says, will pigeonhole you and thus truncate your ability to expand and offer new products and services (she gives MailChimp, known almost exclusively for email marketing, as an example).

What Heyward does say to do is instead market an idea. For example, the brand Casper (one of Antler’s clients) markets itself as a sleep company instead of a mattress company. By doing this, they kept the door open to eventually offer other products, like pillows and bedding.

Heyward states that this “power of focus” is a way to survive – with countless other startups offering the same product or service, you have to position your company as offering something beyond the product. Provide a problem your customer didn’t know they had and offer an innovative solution through your product.

Ever used Slack, the app-based messenger? There were other messengers out there, so focus of Slack’s branding is that regular messaging is boring and that their app makes it more fun. And customers eat it up.

How can this logic apply to mid-to-large enterprises? How can you focus on one specific thing?

Again, placing emphasis on brand over products is essential – what is it about what you offer that makes your customers’ lives better? It’s more cerebral than material. You’re selling a better life.

Another thing to remember is that customers are intrigued by the idea of new experiences, even if the product or service being offered is itself not new. Try not to use dated language that’s colored by a customers’ preexisting feelings. Instead, find an exciting alternative – chat solutions are desperately trying move away from the word “chat”, which can bring to mind an annoying, tedious process, even though that is in fact what they offer.

Broadening the idea of focused brand ethos to a large company can be difficult. By following these tips and tricks from startups, your company can develop a successful brand ethos that extends beyond your best product or service.

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Business Marketing

The rise of influencer marketing and its effect on digital marketing

(BUSINESS MARKETING) More businesses are planning to invest a larger part of their marketing budgets on more relatable, branded content and influencer marketing.

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Influencer speaking to camera for marketing segment.

The digital age has created more savvy consumers, and the barrage of advertising on top of the plenitude of content online can be a lot. Many consumers have learned to hide ads or they simply scroll past them to their content of choice. Most business owners know that digital marketing is a crucial part of any ad strategy, and branded content and influencer marketing continues to grow in the market, because consumers see that it’s different from traditional advertising.

Hardly anything stayed the same in 2020, and traditional advertising also has shifted. Advertiser Perceptions reported on the trend for 2021, based on a survey from late 2020.

“More than half of advertisers using paid branded content and influencers say doing so is more critical than it was a year ago. Throughout the second half of 2020, 32% increased spending on branded content and 25% spent more to back influencers. They’re now putting 20% of their digital budgets into the complementary practices, which is more than they put into any other digital channel (paid search is 14%, display 13%, paid social 12%, digital video 12%).”

The benefits of branded and influencer content are that you are speaking to the consumer where they already are, when you choose an influencer. The people who follow their accounts are more likely to trust that the influencer would only share something they like or use themselves. The best matches are when the influencer marketing fits nicely into the kind of content, the voice, and any specialties they already deal with.

The word “influencer” as well as the concept rubs some people the wrong way. Marketers see the value, though, as influencer marketing can be effective if done well, and the cost to hire them is often less than a traditional ad campaign. If I want to know about food in a city, I’ll follow the hashtags until I find a local food blogger or micro-influencer whose style I like. Then I’ll seek out those restaurants when I visit. Sure, some of the meals are comped, but the truth is that food bloggers and influencers like to share their food recommendations. I have been influenced this way more than once, and not only for food. I am not alone in this, either, which is why it’s an important part of a marketing strategy.

In influencer marketing, the content creator is then given free rein to create within their own style, voice, and persona. They need to connect with their audience in an authentic, familiar way without creating a dissonance for their followers between their public page(s) and the brand. The level of trust is fairly high with influencer marketing, and many influencers realize that promoting something crappy or something outside of their area of expertise or recognition hurts everyone involved.

The power of storytelling comes into play here, as with all good advertising. Branded content is specifically all about the story, often the story of the business’s philosophy or some lifestyle aspect that goes with the brand’s vibe–or is so off that it goes viral. Some branded campaigns join into or build off of conversations already happening in the wider world. The purpose is to have people engage with the brand, with the content, build awareness, encourage conversations, sharing, comments, all with the long term goal of fostering a positive image of the brand so that down the line, they will become consumers.

Think of 2004 Dove’s “Real Beauty” campaign, based on a study showing that around 2% of women saw themselves as beautiful. The widely studied, award-winning campaign featured women of all backgrounds and body types, without airbrushing and Photoshopping them into a narrow vision of “beauty.” While some people hated it, many loved it and applauded the brand for treading into traditionally uncharted waters. Among haters, fans, and people who weren’t sure what to think, the Dove Real Beauty branded content campaign generated conversations. The campaign also encouraged women to feel good about themselves and lift up other women. One could argue that the campaign you could argue that the Real Beauty campaign was a forerunner to the currently popular body positivity movement, which started gaining traction around 2012. Dove increased sales by at least $1.5 billion in the first ten years the branded content campaign ran.

The goal of branded content is to raise awareness of the brand, but the path from point A (creating the content) to point B (brand awareness, ultimately leading to better sales) is not a straight line. Brands are paying attention to grabbing attention, aka building brand awareness via more upper funnel marketing than lower funnel.

One thing that marketers are looking for now, however, is almost eliminating the funnel. With the mind-boggling increase in e-commerce since the beginning of the pandemic, clickable sales capability becomes important in any kind of marketing, including influencer and branded content. It pays to listen to customers, to find an influencer who meshes with your brand’s purpose, and to create thoughtful branded content that isn’t out of line with your core product or service.

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