Conor Kenny & Associates

The Bookstore

Conor — Thu, 09 Sep 2010 05:51:04 +0000

I was browsing through some marketing books.
I picked one up that caught my eye.
I put it down again.
Why?
The cover confused me.
I had no idea what it meant.
I did not understand its contents.

For me, marketing is about your message.
Keep it simple.

Remember the book (above)?

Now check out your Home Page.

Sent To Test You

Conor — Wed, 08 Sep 2010 05:42:13 +0000

When the pressure is on integrity gets tested.

The seas are full of Pirates and temptation is everywhere.

A business must be built on values, ethics and purpose.
Most of all, it must be in the best interests of your customer.

Inevitably, people will fail, buckle and corrupt.
Inevitably some will do the easy thing.
Inevitably they will fail.

The right thing is more often the difficult thing.
The difficult thing always rewards.

Next time you take the easy road ask yourself one long term question;

“Where will this lead?”

The answer will tell you lots (about your own business).

Rome (and all of that)

Conor — Tue, 07 Sep 2010 05:32:02 +0000

Of course it wasn’t built in a day.
But, do we really take notice of what we know?

There is no one thing that will build your business overnight.
No one thing that will rescue it.
No one thing that will destroy it.

A business needs to build slowly, solidly and surely.
Just like an earthquake, a well built business will stand against a shock.
A weak ill conceived business will quickly fall.

Each working day is like one little building block.
Every day you add one, set it firmly, clean it up and let it set.

It never looks like much until you look back.
It takes patience, discipline and a desire for perfection.

If you want a business just like Rome.
Build slowly
Build well
Build to last.

Cold Calling

Conor — Mon, 06 Sep 2010 06:05:02 +0000

Sales people hate it.
Snarling Receptionists defend against it.
Bosses don’t want to hear about it.
Yet companies need it.

Imagine a beautiful hotel.
Imagine their sublime marketing.
Imagine a beautiful charming Receptionist.
Imagine an even more beautiful smile.
Imagine a cheery welcome.
Imagine a brilliant friendly greeting.

The salesman says, “I am a sales man trying to see your Buyer.”

Imagine the response.

The beautiful hotel turns to a cold clinical mood.
The marketing promise is only for paying guests.
The beautiful charming Receptionist growls and bears her clenched teeth.
The beautiful smile quickly fades.
The welcome disappears.
Friendly is no longer.

Now tell me how your salesman feels?

Better still, tell me what he might say about your hotel when he becomes the customer?

One thing is for sure, he will.

Ring Me Back

Conor — Fri, 03 Sep 2010 05:53:06 +0000

I just love your brand.
Your marketing is amazing.
Your message simply perfect.
Your pictures just great.

I love the promise.
I love the hook.
I’m almost there.
I’m ready to buy.

Ever been on that kind of a journey?
A great big promise carefully crafted?

I have.

But you never called me back.
You promised.
You didn’t.

Funny how a small thing can wreck a big campaign.

I’m Worried About My Reputation

Conor — Thu, 02 Sep 2010 06:05:55 +0000

Don’t be.
The gentle soul had fallen foul of an angry client.
The client was a bully and scaremongering his craft.
The gentle soul was terrified when he heard those immortal words;

“I’ll destroy your reputation.”

He wouldn’t.
He couldn’t.
He can’t.

The gentle soul is a good person who works hard to make a humble living.
He is patient, kind and diligent.
Big bully is none of the above.
Gentle soul didn’t see it that way.

You see, your reputation is never in the hands of a bully, it’s in the hands of your own work.
Next time the bully calls, remember his threats just reinforce his own reputation as …… (fill in the blank)

I Want More (and then more, more, more)

Conor — Wed, 01 Sep 2010 06:00:29 +0000

You have some customers that simply drain you.
They consume far more than they provide.

If you do more and go the extra mile, they will …. want more.
Give them something as ‘standard’ it becomes their norm.
Throw in an extra benefit and they whine if it isn’t there next time.

You still need to do more, work harder and go the extra mile.
But not at any cost.
Value yourself, your business and your worth.
Say no and say goodbye.

That way, you can spend all that extra time with the customers who value you, appreciate you and will refer you.

Change Track

Conor — Tue, 31 Aug 2010 05:55:15 +0000

Every year the amount of data doubles.
Every year our inbox increases and our social media connections swell.
Every year it will be harder for you to stand out from the crowd.
Every year it will be easier to drift along with the masses.

What’s your plan to get noticed?

The Confidence Test

Conor — Mon, 30 Aug 2010 06:04:43 +0000

How good are you?
How good is your product?
Do you believe in it?
Really?
Truly?
Confident?
Clear who buys it?
Clear who needs it?
Clear who you are targeting it at?

Can you accept I’m not sure it is great?
Accept I don’t know?
Accept I never heard of you?
Think it’s fair I’m still skeptical?

With me so far?

You agree with all of the above?
Still with me?
Good.
If so, let me try it for nothing.

If you answered “yes” you are confident.
If you answered “no” …. Don’t expect me to buy it.

Obedient People

Conor — Fri, 27 Aug 2010 05:30:45 +0000

The great thing about employing obedient people is that they will do what you tell them.
Chief Executives do it, Managers do it and Committees do it.
It’s super, it means you are always in charge and you know they will always obey.
Lots of the above seek out obedient people and employ them.

Great if you want to build a monument to your ego.
Great if your way is the only way.
Great if you like followers and not leaders.
Great if you feel threatened by brilliance.

On the other hand, you could hire people with a view, an opinion, confidence, attitude, personality and a challenging hungry mind.

Then again, not everyone wants to build a business.
I know which I’d choose.
Do you?