The Secret Ingredient in Content Marketing

I love and am always reading up on content marketing (or pretty much anything else to do with marketing) and I started to notice a common theme. There is a common theme for which all of your content should be based on and that is:

EMPATHY

Yup, that’s it.  What is it? Empathy is about vicariously understanding your audience and working hard to serve their needs.

“Seeing the world through the eyes of others gives you a competitive advantage because so few businesses have a disciplined method for doing so.” – Brian Solis

Ain’t that the truth! Preach on Brian!

So the next time you revise your customer journey map make sure its based on empathy journey mapping and I believe you will start seeing the results within a couple of months. Empathy isn’t cheap in this age of content shock. If you provide it to your audience in an honest way you will become more valuable that you ever thought.

Manpreet Jassal (@mjassal)

 

Advertisements

Simple Restaurant Marketing Tips that are Hardly Being Used

I had to write about this since its so weird how a few people are actually understanding the new marketplace for restaurants.  My wife and I eat out all the time on the weekends and love to try new places especially in our neighborhood so we can support our community.  The main 2 things people go to the restaurant for:

1. FOOD

2. SERVICE

First of all there are many places that cant even get both of these right.  But let’s say you have great food and great service but the volume coming in is still not making you any money… what else can you do?

3FF79F44FF1CF7CB9D5BFC6DDD632

Let me give you an example of Indian restaurants, as you all know they pretty much have the same menu as every other Indian place. What you need to do is have a special dish that no other Indian restaurant serves and make sure its AWESOME. Make sure that it becomes the talk of the town. People will come in to try that and order other things off your menu. I know its a simple idea but no Indian restaurant within 20 miles of my house does this. If its really good it will get great PR and word of mouth (which is better than any other marketing in the world). 

Also, change it up a little. Why only serve chicken, lamb and goat. Serve some beef or pork. Make something special with those meats in an Indian spiced up way that has not been done before. You will get a whole new customer base. They will start to share it everywhere using all the digital sharing platforms out there.

This is not some miracle advice but just basic marketing tips utilizing some basic laws of marketing. I hope a place like this opens up in the near future.

@MJassal

Jim Rohn is too gooood!

My favorite from Jim Rohn:

Leadership & Management

jr_seated_1

“The challenge of leadership is to be strong, but not rude; be kind, but not weak; be bold, but not a bully; be thoughtful, but not lazy; be humble, but not timid; be proud, but not arrogant; have humor, but without folly.”

“We must learn to help those who deserve it, not just those who need it. Life responds to deserve not need.”

“My mentor said, ‘Let’s go do it’, not ‘You go do it’. How powerful when someone says, ‘Let’s!'”

“Good people are found not changed. Recently I read a headline that said, “We don’t teach people to be nice. We simply hire nice people.” Wow! What a clever short cut.”

“Managers help people see themselves as they are; Leaders help people to see themselves better than they are.”

“Learn to help people with more than just their jobs: help them with their lives.”

Leaders, whether in the family, in business, in government, or in education, must not allow themselves to mistake intentions for accomplishments.

Managers help people to see themselves as they are. Leaders help people to see themselves better than they are.

Leaders must not be naive. I used to say, “Liars shouldn’t lie.” What a sad waste of words that is! I found out liars are supposed to lie. That’s why we call them liars — they lie! What else would you expect them to do?

We must learn to help those who deserve it, not just those who need it. Life responds to deserve not need.

My mentor said, “Let’s go do it,” not “You go do it.” How powerful when someone says, “Let’s”!

Leaders must understand that some people will inevitably sellout to the evil side. Don’t waste your time wondering why; spend your time discovering who.

When dealing with people, I generally take the obvious approach. When someone says, “This always happens to me and that always happens to me. Why do these things always happen to me?” I simply say, “Beats me. I don’t know. All I know is that those kinds of things seem to happen to people like you.”

We could all use a little coaching. When you’re playing the game, it’s hard to think of everything.

A good objective of leadership is to help those who are doing poorly to do well and to help those who are doing well to do even better.

As a leader you should always start with where people are before you try to take them to where you want them to go.

Quotes by Jim Rohn, America’s Foremost Business Philosopher, reprinted with permission from Jim Rohn International ©2011.
As a world-renowned author and success expert, Jim Rohn touched millions of lives during his 46-year career as a motivational speaker and messenger of positive life change.
For more information on Jim and his popular personal achievement resources or to subscribe to the weekly Jim Rohn Newsletter, visit www.JimRohn.com

@Famous_Daves knows how to get you to come back

I always wanted to go to Famous Daves and I finally got my chance.  The food was amazing but I have to say the service and marketing of the place is even better.  Cool things I noted from a marketing perspective from Famous Daves:

– You walk inside and you are transported to the South with the log cabin decor

– Waitress (her name was Mallory) asks if you are here for the first time (makes it special for us)

– Waitress gives my wife and I a free bottle of the sauce that I liked the most

photo (8)

– We get a card for a free appetizer for the next time we come back

Restaurants need to do 2 simple things:

1 – Provide great food that is memorable (Ribs!!)

2 – Provide great service that is memorable (A well trained staff)

The rest of the marketing that you do is icing on the cake that will make me come back sooner rather than later.  Famous Daves does all of these things, no wonder the restaurant was packed on  a Tuesday night.  Going back this week!

Manpreet

@mjassal

Seth Godin Today

When I first got into marketing, I started to read Seth Godin.  He spreads ideas like viruses and inspires people to Poke the Box.  I am lucky enough to work for a company now that invites him to talk and share his insights!

I just read a post of his this morning and it ended with this:

The goal of a marketing interaction isn’t to close the sale, any more than the goal of a first date is to get married. No, the opportunity is to move forward, to earn attention and trust and curiosity and conversation. – Seth Godin

Could not say it better myself!

Manpreet Jassal
@mjassal

The Seven Major Positive Emotions as promised

The emotion of DESIRE
The emotion of FAITH
The emotion of LOVE
The emotion of SEX
The emotion of ENTHUSIASM
The emotion of ROMANCE
The emotion of HOPE

Manpreet Jassal

@mjassal

You need to prepare your mind for these emotions and gain control.  You might be asking yourself,  how does this help me in my business development and marketing?  The answer: once you control these emotions you start to create the harmony (energy) you dreamed of for your business.  Knowing is one thing… applying it is a whole another ball game. Start applying.

The Seven Major Negative Emotions

I was reading Napoleon Hill’s Think and Grow Rich ( a must read by anyone who wants to run their own business) for the 6th or 7th time last night and came to one of my favorite parts,  The Seven Major Negative and Positive Emotions.   Very simple concept but often never applied.  Today I am going to list the Negative Emotions that are to be avoided by all costs:  

The emotion of FEAR
The emotion of JEALOUSY
The emotion of HATRED
The emotion of REVENGE
The emotion of GREED
The emotion of SUPERSTITION
The emotion of ANGER

You have to get rid of these from your mind, do not be a slave to them.  Positive emotions coming up!

Manpreet Jassal
@mjassal

What’s in a Name?

There are a plethora of names you can think of when you think of great brands. Some are:

Subway
Budweiser
Tide
Rolex
Xerox

At my company we are getting an account to brand a mall in NJ that only has famous Indian designer clothes. (The South Asian Indian Population in NY & NJ is roughly 500,000) A great concept because this mall has narrowed it’s focused to only carry famous Indian designer brands. This has not been done before. Usually South Asian Indians go back to India to get their exclusive and expensive clothes (now this mall will save them a trip half way across the world). So what’s the name of this mall? “The Mall at Oak Tree” (because it’s on Oak Tree rd). Now the owner wants to brand this concept and open locations across the states and still call it the “The Mall at Oak Tree”.

I don’t think that’s a great way to brand this Mall. You need a unique name that also positions itself in the consumers mind. When women think of shopping for designer Indian wear, the mall’s name should automatically pop up. “The Mall at Oak Tree” is kind of a hard name to be positioned in the consumers mind. Generic names tend to not catch on with people.

I live near 2 malls, one is called Roosevelt Field and the other is called the Source. Anytime you hear those 2 names you exactly know what the person is talking about and what inside each mall. The owner should change the mall’s name, do tons of great PR, and then start to advertise his brand. If the name is not right from the beginning all this time and money are most likely going to go to waste.

They are telling me at my agency we cannot change the name (it’s been open for less than a year). I don’t see why not. In this case, change is good.

William Shakespeare’s famous line in Romeo & Juliet “What’s in a name? That which we call a rose. By any other name would smell as sweet.” Too bad it does not apply in marketing!

Manpreet Jassal
@mjassal