Authentic Marketing « Zenworkz Blog

Authentic Marketing

Great Quotes for Marketing!

Welcome to the Marketing Quotes that I have created over the last year.

Dream. Believe. Plan. Create. Succeed.

Observe the masses, then do the opposite.

Customer Focus: Don’t judge each day by the harvest you reap but by the seeds that you plant.

’Those who tell stories – rule the world’ ~ Plato

Life is like a rainbow. You need both the sun and the rain to make it’s colours appear.

Rejection can sometimes be the Universe’s way of saying ‘wrong direction’, find another way. ~ Unknown

Dream the impossible. Seek the unknown. Achieve Greatness.

The Facebook Paradox: The attention economy is not growing! That means we have to grab attention that someone else has today!

To be successful, you must surround yourself with positive people and seek advice from capable, trusted sources.

About the content creator: Teresa Bassham is the boss lady of Zenworkz Authentic Marketing and educates businesses to think, create, engage and optimise their marketing effort. She coaches customers in Strategies for traditional and online Marketing; and implementation. If you would like free how-to-do-it-yourself marketing resources or to subscribe to free e-news about all things marketing, please visit the website:

http://www.zenworkz.com/

For daily marketing tips and references, connect to our fabulous community on Facebook:

https://www.facebook.com/Zenworkz.Authentic.Marketing

Authentic Marketing / Marketing Plans / Positioning / Pricing / Value Proposition — 6 Comments
13
Feb 13

6 Steps from a hobby to a really serious business

I will call it a hobby for want of another term, but a hobby is usually a passion, something you enjoy creating or making, or being involved with. Often hobbyists fall into their businesses by accident.

They create something to meet their own need, because they can’t purchase what they want. Others see your creation, and before you know it, you are producing for real customers with the same un-met demand.

The same example can be made of artists who produce art initially for themselves, often driven by the need to creatively express themselves and then wonder if they could turn their art into a real business.

There logical steps to constructing anything functional like a business and it all starts with your specific dreams for your business enterprise. If you have a passion, or creative hobby; then here are some steps that you will need to take to move from a hobby to a successful business.

1. Purpose, vision and values:

Self belief to realise your dream starts with believing that you can be a successful business. The only way to be truly unique is to be clear about who you are and what you have to offer. Some will love your work, and some will not. But you can’t please everyone and you don’t want to try.

2. Write a plan:

Whether you write a business plan or a marketing plan will depend on what you want to use it for. A business plan will be expected if you wish to apply for financial support. If you don’t want to take out a loan or apply for a grant; a marketing plan will help you identify your target market, set marketing objectives and strategies; and create a priority action plan to help you stay focussed on your goals. You must identify a market for your work and target your promotions to this market; if you want to enjoy the benefits of your hard work.

3. Pricing your creations:

It is a familiar trait of creative people to not compensate themselves for their time. If you can’t create something and price it at the overhead costs plus your time; you need to find another product that you can make a margin from. It’s the first rule of a potentially successful business – pay yourself first.

4. Diversify your market offer:

Once you have a market for one or two products, it’s time to think about what other products you could create that will meet the needs of your market. Your marketing plan will be the mechanism for understanding your target market and other products or services they need.

The market for original art is relatively small when compared to other merchandise. What other ways can you create products using your art at different price points? This is your chance to use your creativity in broadening your marketing offer to appeal to a broader market.

5. Market Online:

Create a website that displays your work, tells your authentic story; and allows people to purchase online. Create social media platforms to direct traffic to your website.

6. Go public:

When starting your business, selling your work at local markets and other networking events gives you the advantage of showing your work in person. Plus, it doesn’t require the commitment and expense of setting up a shop. This lets you test the waters of running a business, learning how interested local customers may be, and what they are prepared to pay.

To succeed as a creative business you have to deliver a unique point of difference, and a unique value proposition, to a target market. You must be courageous, passionate and be ready to speak authentically and offer the world your story and ideas.

If you are a hobbyist ready to take the plunge, I hope you found these tips useful? Please leave a comment below:

About the author: Teresa Bassham is the principle of Zenworkz Authentic Marketing, and is passionate about educating small and medium business professionals to create their differential advantage, attract more ideal customers and create a marketing plan to achieve success. She coaches customers online and by phone – if you would like to request coaching – please contact me.

Attracting Customers / Authentic Marketing / Authentic Message Creation / Mindset / Trends — 1 Comment
18
Dec 12

Zenworkz Marketing Predictions for 2013 – Be yourself, Believe in Yourself

If you have followed my blog for a while you would know that customers love marketing that presents a human connection which includes:

being sincerely valued,
being heard,
feeling important to your business, and
the experience of getting more than they expected.

Your unique marketing message is how well you personalise these emotions, and do it sincerely.

The creation of your unique message is finding which “wow factor” you can deliver that would mean the most to the customers that matter most to you.

Forget the distractions, like chasing trends or the next new thing. Go back to basics, talk to your customers and focus on your core package or offer that you haven’t quite nailed yet.

Zenworkz Marketing Prediction for 2013, be yourself, believe in yourself.

Attracting Customers / Authentic Marketing / Authentic Message Creation / Authentic Values / Branding / Engaging customers — 1 Comment
7
Aug 12

Why should customers buy from you?

In your journey to attract and keep new customers, unique and authentic messages work best. Today, a small business must understand and optimise every interaction with customers in a way that establishes positive, emotional responses to form meaningful relationships with you and your message.

Getting the message right for what your business sells is important, because it provides the basis for your business relationship with your customers; and it answers the question foremost in every potential customer’s mind: Why should I buy from you? Over time, these customers will become your best marketing advocates and promoters.

Here are 3 tips to help you to create your authentic marketing message and grow your business:

Any authentic message must be simple: Put yourself in the shoes of potential customers and ask “Are my messages easy to understand? Do they motivate customers to purchase?” When constructing your authentic message, you need to first research your ideal target customers. Then visualise who they are and write directly to them.

Benefits – not features, will grab your targeted audience’s attention: Your customers want to hear a clear, simple message that demonstrates that you understand their situation – that you recognise the problem they wish to solve, or the outcome they wish to achieve. Followed by a specific offer or explanation how the benefits of your products or services will help them address their situation. A simple authentic message like this will be the single deciding factor for customers choosing you over someone else.

Tell your authentic story: Potential customers buy from people they know, like, and trust. Building trust begins with sharing the story of your business and the people behind it. Telling your authentic story helps both you and your prospective customers by:

Demonstrating your values, so you naturally attract customers who relate to you
Explaining why you do what you do, which helps prospective customers understand you and trust you
Sharing your unique persona, enabling customers to understand what you’ll be like to work or deal with

In today’s crowded marketplace, with new competitors emerging from around the world, distracted audiences, and almost saturation marketing of products and services; it is more important than ever to ensure that when you have the attention of a potential customer, you are able to offer a compelling and authentic reason for doing business with you.

Taking an authentic marketing approach, developing insights into your customers’ needs and wants, and understanding what motivates them requires effort and investment. Figuring out what you stand for and the core authentic message you present to your ideal target market as a brand is easier said than done, but is easier with the help of an Marketing Coach.

I’d love to hear your thoughts? Please feel free to leave a comment or question below.

About the author: Teresa Bassham is the principle of Zenworkz Authentic Marketing, and is passionate about educating small and medium business professionals to research their customer market; create their authentic marketing message; attract more ideal customers; and create a marketing plan to achieve success in 2012/2013. She runs local workshops in Northern NSW and coaches customers online and by phone – if you would like to attend the next scheduled workshops or request distance coaching online –please contact me.

Visit my website and subscribe for monthly e-News updates on all topics related marketing.

For daily Authentic Marketing updates visit and “like” my facebook page:

http://www.facebook.com/Zenworkz.Authentic.Marketing

Authentic Marketing / Authentic Message Creation / Authentic Values / Branding / Customer Service / Relationship Marketing — No Comments
18
Jun 12

Dealing with sensitivity and still thriving with customer service!

One thing remains certain: A strong brand message and customer relationship will create business value; and these relationships are founded on consistent delivery of a relevant business offer and good customer service.

What is constantly changing – the challenge in meeting customer service expectations. You can have the greatest impact on improving your customer’s service experience by ensuring that you consistently deliver what is expected. Delivery requires sensitivity and perception to meet customer’s needs.

Broadly, brand message and consistent customer service should have the following objectives:

You want your ideal customer to quickly identify you as a preferred supplier.
You create an environment where evaluating service levels is efficient, comprehensive, and enables the customer to decide that you can meet their need or wants.
Where you cannot meet their needs and wants, those customers are able to ascertain that quickly.
The purchase itself should be an efficient, and enjoyable experience for your customer.
At the time of use or consumption, you want your customer to be completely satisfied that your solution or product solves their problem.
Your support and repair offerings need to align with your customers’ expectations.
Your complaint handling process needs to respect the customer’s expectation and provide a timely and equitable result.

Expectations are set by your marketing brand messages, where you clearly set out what benefits you offer and problems you solve, so that there is alignment between the need benefit; or problem the customer has and the solution you provide. At the end of the customer experience, you want the customer to want to buy from you again if they have either the same need or a new need.

You also want to be the preferred supplier of choice if the customer is asked for a recommendation. And you want your customer to be proactively communicating their positive experience with you to others. What we know is that high growth is directly related to repeat sales and referral rates. Your profitability and resilience is directly related to the level of customer experience you achieve.

Most of the successful people I know are sensitive and perceptive. When they get criticised, they feel bad. But they don’t let unreasonable customers stop them from improving; not because they don’t feel the slight – it’s because their passion for what they do, building their brand and providing a positive customer experience, is stronger than their discomfort.

While it may be impossible to reach 100% positive customer service experiences, aim to gain the approval of all but the most unreasonable customers, and if it’s a genuine complaint – you will know you can deal with it.

Sensitivity is an asset you need to thrive in customer service, after all its part of your strong brand message and customer relationship.

I’d love to know your thoughts?

About the Author: Teresa Bassham of Zenworkz Authentic Marketing inspires small businesses to develop and use an empowering Marketing and Communications Plan for Business Profitability … see my full services at www.zenworkz.com

While you are visiting my website – subscribe for weekly e-News updates on all topics related to authentic marketing.

For daily Authentic Marketing updates visit and “like” my facebook page:

http://www.facebook.com/Zenworkz.Authentic.Marketing

Authentic Marketing / Authentic Message Creation / Authentic Values / Mindset — No Comments
13
May 12

12 Keys to Mindful Success

What you believe about yourself and your business will come true. Believing in your success is 80% of the battle won, with the other 20% being your skills, expertise, products or services that meet your ideal customers needs.

What may be preventing you from fulfilling your business potential grows out of your beliefs.

Here are 12 useful keys for developing a belief system for mindful success:

1. Develop authentic confidence!

2. Take ownership of the outcomes!

3. Clearly communicate your vision and talk about it!

4. Create a passion for learning and making mistakes!

5. Learn to be a team player to grow a successful business!

6. Learn to be systems-oriented – to produce consist results!

7. Dedicate yourself to your vision, purpose and goals!

8. Be grateful for what you have and be open to more!

9. Develop a positive outlook and generate optimism!

10. Tell people how excited you are to share your ideas!

11. Motivate yourself and lead by example!

12. Don’t be afraid of risks or of amazing financial success!

If you like what you find in this list, please share it with your friends to help us spread the idea.

Are these 12 keys working for you? Leave your comments below?

About the author: Teresa Bassham is the principle of Zenworkz Authentic Marketing, and is passionate about educating small and medium business professionals to research their customer market; create their authentic marketing message; attract more ideal customers; and create a marketing plan to achieve success in 2012/2013. She runs local workshops in Northern NSW and coaches customers online and by phone – if you would like to attend the next scheduled workshops on 6^th & 7^th June, 2012 or request distance coaching online –please contact me.

While you are visiting my website – subscribe for weekly e-News updates on all topics related to authentic marketing.

For daily Authentic Marketing updates visit and “like” my facebook page:

http://www.facebook.com/Zenworkz.Authentic.Marketing

Authentic Marketing / Engaging customers / Online Marketing / Relationship Marketing / Social Media — No Comments
6
May 12

10 Tips for a Facebook Page Engagement Party

Increasing Business Page engagement can be compared to networking at a business function with customers; where you may know some well and others you would like to know better. To increase your engagement carry out the same tips on your Facebook Business Page, as you would at a business function.

Introduce yourself to someone new and listen actively to what they tell you.
Ask questions about what that person says to look for shared interests and opportunities to deepen the relationship.
Tell a funny or light hearted story that relates to their area of interest but check for responses to what you say.
Acknowledge the other person’s point of view and encourage more comment.
Provide some insights of value by listening to their interests and begin with them in mind.
Be entertaining, educational or inspirational depending on what you are able to find out about the other person.
Be true to yourself and authentic, don’t try to be an expert in someone else’s field.
Don’t dominate the conversation or try to sell yourself or your business.
Have a range of engaging tools in your kit bag – quotes, pictures, video, audio, and questions.
Show that your care about others, like and respond to what they say.

When you have done all that, invite others to join in the conversation, introduce your new friends, identify other influencers and move through your engagement cycle again.

If you like what you find in this list, please share it with your friends to help us all have a better engagement party.

Are these tips working for you? Leave your comments below?

About the author: Teresa Bassham is the principle of Zenworkz Authentic Marketing, and is passionate about educating small and medium business professionals to research their customer market; create their authentic marketing message; attract more ideal customers; and create a marketing plan to achieve success in 2012/2013. She runs local workshops in Northern NSW and coaches customers online and by phone – if you would like to attend the next scheduled workshops on 6^th & 7^th June, 2012 or request distance coaching online –please contact me. While you are visiting my website – subscribe for weekly e-News updates on all topics related marketing.

For daily Authentic Marketing updates visit and “like” my facebook page:

http://www.facebook.com/Zenworkz.Authentic.Marketing

Authentic Marketing / Authentic Message Creation / Authentic Values / Branding / Online Marketing / Social Media / Trends / Uncategorized — No Comments
15
Apr 12

Authentic Branding – the Future of Marketing?

As a forward thinking business, I consider what a marketing business might look like in the future? How to provide marketing services to smaller business in a fast moving technological marketplace.

I know that my customers are often overwhelmed by the choices available; the fear of missing out by not jumping on the “next new media thing”; and often lose sight of return on investment, whether it’s time or money.

Psychologist, Abraham Maslow formulated the “Hierarchy of Needs”, where he mapped human needs in a hierarchy; starting at the bottom with basic physiological needs of food, shelter, water and safety, and at the top with esteem, belonging and self-actualisation. This remains the strongest model we have for understanding what has meaning for customers and explaining what they do and why.

Today brands can no longer tap into satisfying basic needs without considering the higher needs of belonging and esteem. Customers respond to brands which match their values, aspirations and esteem. This is the future of marketing – it is about authentic communication and engagement; and this is where customers are now driving brands via social media platforms. Today it is the customer who will figure out what your business does and how they will let the world know about you!

Future Authentic Brand Marketing will utilise effective marketing psychology to create brand messages which begins with what you do that effortlessly connects with your customer. Authentic means not hiding from the customer or the public – it means being open and human; something that smaller business often excel in over their larger competitors.

Authentic brands that tap into satisfying basic and higher needs together, including elements of relationship, respect, support, and even happiness, will hook us because they will help to feed our social selves, the part that seeks connection and belonging as Maslow suggested.

Do you think that your brand meets these broad range of “needs” or do you love a brand that does? Please share your comments below?

About the author: Teresa Bassham is the owner of Zenworkz Authentic Marketing and educates businesses to think, create, engage and optimise their marketing effort. She coaches customers in Marketing Strategy, both off and online; and implementation. If you would like some free how-to marketing resources or to subscribe to free e-news about authentic marketing, please visit the website:

http://www.zenworkz.com/

For daily marketing tips and references, connect to the community on Facebook:

https://www.facebook.com/Zenworkz.Authentic.Marketing

Authentic Marketing / Online Marketing / Social Media — No Comments
17
Mar 12

Are you ready for 30th March, 2012?

If you have a Facebook page for your business or a personal page, like it or not, the format will change to Timeline by March 30th 2012.

The major benefit for a smaller business is that this format moves from a seemingly random flow of information to an opportunity to tell the real story of your business. And that will be a good thing! Changes will occur to the Facebook Banner, About, Applications, Milestones, Highlights and Posts.

Milestones, when done well, will dramatically improve the value your page provides to fans and increase their interest in your brand.

Time is running out to make this transition smoothly – in a way that takes your fans on the journey with you and enhances your online reputation. It’s very important for you to think about and plan this transition and not just deal with when it arrives. Why? Because many of the format elements that you know now are changing and with a little bit of work – you can be prepared, so that the transition enhances their experience rather than frustrate fans.

The first important step is to select a Banner or a image based metaphor, that taps into the emotional and cognitive associations you want your fans to relate to your brand. This banner provides you with the perfect opportunity to create that unique look and emotionally compelling visual that “sells” your business and brand.

The next major change is to Applications tab, which have moved to the top of the page under the banner, right next to “About”. The first tab is photo’s and is the only tab that can not be moved from this position but all other tab boxes can now be moved in their order of preference. It’s wise to leave “Likes” on the top line because it does enhance your pages credibility. This gives you two more tab boxes get creative in your call to action – either “free stuff”; or subscribe to e-news; or your existing Welcome tab – which will not be lost in the change over. Importantly, you can no longer direct new fans to this Welcome tab from Facebook, but you can direct them to the tab from your website.

The next important change it to “About”, where you have an opportunity to create a short promotion about your business benefit and your link to your website or other marketing/sales channels. It needs to 90 characters long including your web link – now’s the time to be crystal clear about your offer and customer benefit. Note: if you have listed your business category as local, it will default to address and phone number, so you may need to change your category to create your fabulous “About” promotional statement.

Timeline provides you with the opportunity to create “milestones” in your business history and this enhances your authentic story, will dramatically improve content value for fans and gives fans more reasons to keep connecting with your page. You can tell fans Why and How you started your business, which can be forgotten down the track; but is a compelling reason to support you and your business growth.

There are two other changes to get used to: Highlight and Pin. Highlight enables you to expand a post to a whole page view which makes it great for posts with video and pictures. Pin enables you to “pin” a post to the top of your page for seven days, which is great for events, where you want the post to be prominent.

One change that is least liked, is that posts by your fans appear in a box, called “recent posts by others” but you can easily “share” the important posts, so that they will appear more prominently on your timeline.

One last tip, when you are building your new storyline and milestones, be careful of doing it all at once and spamming your fans with the changes. Most don’t like spamming and you could lose fans.

Have you changed to timeline for pages? Did you discover any useful tips not covered here – please share below.

About the author: Teresa Bassham is the owner of Zenworkz Authentic Marketing and educates businesses to think, create, engage and optimise their marketing effort. She coaches customers in Social Media Strategy and implementation. If you would like some assistance changing to Timeline for Facebook Pages, please contact her through her website: http://www.zenworkz.com/

Zenworkz Authentic Marketing publishes a weekly blog on small business marketing: http://www.zenworkz.com/blog/

For daily marketing tips and references, connect on Facebook: https://www.facebook.com/Zenworkz.Authentic.Marketing

Authentic Marketing / Authentic Message Creation / Authentic Values / Branding / Customer Research / Marketing 101 / Marketing Plans — No Comments
11
Mar 12

How to Discover Your Next Brilliant Career!

If you are brilliant, you will be one of only a handful of lucky people in Australia or across the world, who know intuitively what you’re destined for. For the vast majority of us, we need to take a more thoughtful path – one that requires deep thinking.

Coming up with a new business idea, of course, is the hard part, but I have methods for helping my customers, and it begins with telling the story of their life. The tool I use is a timeline, to help them express their values, experiences, insights, skills and abilities that are unique to them.

Your brilliant idea needs to be uniquely your own, so it makes sense that this journey begins by looking at the events that have shaped your life and made you who you are today. It may sound weird coming from a Marketer, but to discover your big new idea and what is unique about you, we don’t start with what the market wants from you, because the market only knows what they have seen. If you want a great example of this – think Steve Jobs and Apple!

To uncover what is unique about YOU, that will help you stand out in the market, you need to turn away from the market. What makes this paradoxical approach work, is that you will be able to identify a customer for any idea you come up with, again – think Apple.

For an aspiring entrepreneur, doing some form of creative exercises to discover your big idea is a quick way to improve your chances of launching a successful business. Where to start? Here are three exercises to help you:

Exercise 1 - Make a “mind map”

Start by taking a large piece of butcher’s paper, put the words “New Business or New Idea” in the center and create a collage of images, quotes, articles, your values, strengths, skills and other inspirations.

The idea behind this is that when you surround yourself with images of your intention – the successful business you want to create – your awareness and passion will grow. As your mind map evolves and becomes more focused, you will begin to recognise where your creativity, values, strengths and skills can be focused.

Exercise 2 - Research people who have achieved the success you seek

Study people who have been successful in the business area you want to pursue and who have similar values and passion. Study them, figure out how and why they are able to remain successful in these difficult economic times and then make plans to emulate some of their successful actions.

Exercise 3 – Create a plan or roadmap to get there

When you have gone through this creative process, the next step is to create a marketing plan. A marketing plan is a process that helps you evaluate your idea as a market offer; evaluates the target customer and marketplace; and prepares you for the many possibilities to achieve your new business success.

At what creative stage are you? Tell me about it below? Have you found that great idea? Do you need help with a Marketing Plan?

About the author: Teresa Bassham is the principle of Zenworkz Authentic Marketing, and is passionate about educating small and medium business professionals to think deeply; create difference; engage customers; optimise marketing effort; and develop a marketing plan to achieve success in 2012. She runs DIY workshops in Northern NSW and coach customers online and by phone – if you would like to attend the next scheduled workshop or request distance coaching online – please contact us.

For more daily Authentic Marketing updates visit and like my Facebook page: http://www.facebook.com/Zenworkz.Authentic.Marketing

Subscribe to our weekly e-news for all technology, business and marketing articles, packaged for smaller businesses.

Please subscribe to this blog via RSS or email.

Zenworkz BlogAuthentic Marketing Coaching