4 Quick Steps to Effective Marketing

Profits.jpgToday, effective marketing is more about brains than it is about budget. Whether you’re a start-up or an established company, you’ve no excuse not to jump into the fray. Here are 4 quick steps to finding your marketing sweet spot:

  1. Prototype like crazy. Faster experiments mean better results.
  2. Measure, but don’t over-measure. Use your gut, too.
  3. Re-tool and correct. Adaptability is key.
  4. Repeat.

The bottom line? Just get started. Today’s pace doesn’t allow for stragglers.

Fear of Marketing = Fear of Starting

StartLately, when I talk with business owners, I often sense a fear of getting started in today’s marketing arena. Due to the myriad of choices available today, both entrepreneurs and owners of established companies are confused and uncertain as how best to spend their limited marketing dollars.

Today, effective marketing is more about brains than it is about budget. Here are my 4 quick pointers for getting started today:

  1. Prototype like crazy. (Faster experiments = Better results)
  2. Measure, but don’t over-measure. (Remember to trust your gut.)
  3. Re-tool and correct. (Flexibility is key.)
  4. Repeat. (When one strategy starts to garner results, do more of it.)

My best advice? Have no fear — just get started.

by Rebecca Cochran

How to Become a Better Storyteller

In Chevalier's fictional account, the characte...

In Chevalier’s fictional account, the character Griet is the model for Vermeer’s painting. (Photo credit: Wikipedia)

by Rebecca Cochran

It is said that, in his Fifth Symphony, Beethoven told his story in the first four notes. In an NPR interview upon the release of his book, The First Four Notes: Beethoven’s Fifth and the Human Imagination, author Matthew Guerrieri shared several theories. “The most common story that is told is that Beethoven allegedly said that the opening of the symphony was supposedly symbolizing fate knocking at the door.” Listen to the full interview here.

Short stories. Long stories. True stories. Fictional stories. Old stories. New stories. New twists on old stories. Stories of what could be. The list is endless.

And, of course, there are many ways to tell a story. Verbally. Visually. In-print. Online. Over-the-air. In film. On canvas. Musically. Or in never-ending combinations of any of the above.

Johann Sebastian Bach was another great musical storyteller. “From the first chords of his Chaconne, the final movement of the Partita No. 2 in D minor for solo violin, you have a sense that this is going to be a saga, not just a small journey,” remarked Arnold Steinhardt, famed violinist of the former Guarneri String Quartet. Learn more about the Chaconne in this NPR interview with Steinhardt here.

Author Tracy Chevalier presented a TED talk on “Finding the Story Inside the Painting.” In her talk, she shares three stories inspired by portraits, including Vermeer’s Girl With a Pearl Earring that led to her best-selling novel of the same name. Listen to her talk here.

Of course, few of us can compete with the likes of Beethoven, Bach or Chevalier. But we can look for inspiration all around us. And, we can practice storytelling. Yes, practice. There’s that word again.

Pick up a book or a magazine. Without thinking, open the cover and randomly choose one image. Next, start to concoct a story based on the image. If the photo is one of an animal, give him a name. Make up his life story. Define what makes him different from all the others of his species. Make it all up. And remember, it doesn’t have to make perfect sense – you’re just practicing (and, probably, even having fun).

Try this exercise in different settings. Take it outdoors and see what happens. Try it with a friend or your significant other. Better yet, try it with one of your children. Or, turn on the radio and randomly listen to a song or piece of music. Create a story based on what you’ve just heard.

Then, try taking your practice into your business. Practice telling the true story of why you started your business. Tell the story of how you came up with one of your best-selling products. Tell stories of how you helped some of your key clients succeed. You can tell these stories in person. You can tell these stories on your website or via other media. The main thing is to share them.

With regular practice, you’ll discover talents you didn’t know you had. Chances are, you’ll become more observant and a better listener. And, just think how easy it could be if you regarded public presentations as “just telling a story.” You’ll be more effective, more engaging and more memorable.

Storytelling can be a valuable tool online and off. All it takes is a little practice.