Unlock the Secrets to Successful Business

If you want to expand your business or you just want to learn more skills to run your business the right way and be a true leader, then please read on.

The Leaders Role consists of three successful business owners – Jason Croxford (Entrepreneur/Multimedia Expert), Kris Hanks (International Coach/Mentor) and Mike Erwin (Business Automation Coach). Each of these men are highly skilled at what they do. They have come together to share all they have learned to become successful business owners. The combination of such talent is truly outstanding, they have thought of everything you need to expand your mind and your business.

First of all to join this business and gain the skills these three masterminds have to worked hard on putting together is free! Yes that’s right this is not a misprint it is FREE and there is no catch. The Leaders Role was developed to help business owners or anyone who is ready to take charge and start their own business.

Never before has there been three truly dedicated and honest business men ready to share it all. The Leaders Role is not only a very professional business it is also very real and reaches out to you as a person of value. Their compassion for others has enabled them to share everything they have learned along the way.

The Leaders Role reveals all the necessary keys and shows you the tools required to run a successful business, which many would make you pay for and still only give you half the information. Without all the proper information your business will be struggling to reach it’s full potential.

The website for The Leaders Role has so much content to guide you through your journey to success. This website is of a very high standard and shares all the information you will need to be the leader in your business. Great informative articles and many videos that walk you through step by step and are so easy to understand.

Then to add to this you can have your questions answered. Yes they do actually get back to you and answer your questions and treat you like a real person. Now that is what real leaders do and they not only do this by teaching you how, they show you by leading by example.

The Leaders Role is beneficial to all kinds of businesses, online, offline, big or small. There is no business that wont be more successful once you have learned from these guys. The knowledge you gain will get you thinking on a totally different level about your business and how to expand it and make the necessary improvements.

The Leaders Role is made and designed to help anyone that is ready to take action in bettering themselves and their business. No they don’t build your business for you, they teach you the necessary skills and share with you the tools needed to be successful. So if this is you and you are ready to take your business to the next level or are making the choice to start your own business, then I suggest you join today and things moving in the right direction for you and your business.

Today is the day to get real and avoid the struggles that most people go through when trying to build a successful business. Things that seemed only a dream can and will be a reality once you get your mind to the right place to be successful and are ready to take action. Let The Leaders Role show you the way.

Enjoy your day.

The Great Debate: Digital Vs Traditional Marketing

The Great Debate: Digital Marketing vs The Letter Box Drop

I attended a Sydney Marketing function in June this year held by the popular Real Estate platform, RateMyAgent, and led by CEO, Mark Armstrong. His presentation was aimed at addressing the evolution of communication with an audience based on how quickly the commercial environment is changing today. This is both a relevant and tough debate, indeed!

While this event was Real Estate specific, it is a topical discussion being held across every industry and every market around the world in all boardrooms and strategy meetings: digital vs traditional marketing.

Where do we spend our precious budget to get the most cut through to engage our audiences and achieve our organisational goals?

So, it’s finally time to analyse both sides and get to the bottom of this debate.

Where Are Our Customers?

Effective Marketing is all about your audience. This is never up for dispute as we all know it to be true. Knowing that, it may be time to take a step back and consider that age old question: have we thought about our customer?

Recent research shows that 87% of consumers now search online for reviews to determine the quality of a local business, and I’m sure that statistic is pretty similar for how people are researching product information too. This is a big shift in behaviour from only a couple of years ago. Organisations didn’t start this- consumers did. We did. We, as people, changed the game, and organisations today are hugely naïve if they don’t think people are already doing most of their research before even contacting your business.

As An Example

Mark Armstrong said his son needed an internet router for his house the other day, and at first, he had no clue what a router even was. In about ten minutes online, he become a pro with all of the brands, prices and specifications, then went straight into a local store, went to the shelf and purchased it without speaking to anyone in store.

This is very indicative of the modern customer.

The Digital Interview

Today, it’s all about ‘the digital interview’- in other words, searching online to find more information about a person or business without actually contacting them. Online dating, LinkedIn, Facebook, websites- it’s all about research before meeting in person. Around 70% of customers make up their mind before that stage, which is something businesses need to accept and adapt to.

While statistics are always fickle, all you need to do is think about your own customer’s behaviour, and you instantly know this to be true. Hardly ever does a customer go in unprepared or uninformed.

They’re All Online

How often do we go to a bar or a restaurant, and find everyone looking at a screen? It’s a sad reality, but a reality none the less. That is where your customer is! On their digital device.

People aren’t looking for reviews and information in your physical office or in your marketing collateral – they are looking online. So, being there for your audience is absolutely crucial for your business success.
It’s all about your audience, after all.

The Three Arguments: Digital vs Traditional Marketing

There are the three main considerations when deciding the pros and cons of new digital marketing versus more traditional methods, like the letter box drop or print.

(1) Cost
(2) Effectiveness
(3) Accountability

COST

As a general rule, more traditional methods tend to be far more costly in so many ways. It’s expensive to design, print and physically deliver materials like these. Now look at digital methods: it’s almost instant, requires little design due to templates, and the reach is not physically limited, meaning you can get ten times the exposure for around one-tenth of the cost.

They seem to be light years apart on the cost front.

For example, a client came to me recently and told me that the only advertising he was doing was on the back of local shopper dockets, which wasn’t giving him any tangible results, but was still costing him a few hundred dollars a month. For a fraction of this cost, I put his adverts onto Facebook and Google, and he immediately noticed the difference in leads generated!

EFFECTIVENESS

How long do letterbox drops, print media and even mainstream advertising last?
Think about a letterbox specifically. The printed material sits in an office, then in a mail box all day. Then, when your audience gets home, are they truly engaged when they check their letterbox, stumbling in from work? They are coming home with the shopping, or wrangling the kids. This material has literally one second to capture them in amongst the rest of the clutter, and is so easy to ignore. That’s not to say it doesn’t occasionally work, but the chance of engagement is very low.

Now, consider digital ads. It stays online for a much longer time, and due to the customisable nature of online targeting, it can pop up when the customer is more engaged and in the right headspace. It meets them on their terms, like when they are on their phone killing time, or browsing on a website, and so on. They can also interact with it by clicking on it, watching it, zooming in on it, saving it and much more.

In comparison, think about when you hear a radio ad or see a TV ad: you have to remember and recall the advert at a later time for it to have any impact. This means your audience has to spend the effort to remember to act on it at a later time when it’s more relevant, such as when they get out of the car. Making this worse today is that we are constantly bombarded by ads and messages, which means that it’s very hard to keep one specific advert in your mind. You can’t rely on your customer recalling the message – you need to make it easy and at their fingertips.

Digitally, your customer can fully interact at the very point they experience the piece of content, meaning engagement is far greater.

ACCOUNTABILITY

Which technique truly works? What really has cut through and metrics to measure it? If you ask most organisations who spend budget yearly on letterbox drops, for example, they will say things like “$50,000 a year”, and then if you ask them “does this work?”, all they do is shrug their shoulders.

The problem is, some businesses get into a rut of “it’s how we’ve always done it.” This represents a concerning shortfall in our perspective and our priorities. Our industries are too tough and our competitors too smart for us to be thinking this way anymore.

On the digital marketing side, with retarget marketing and tracking cookies, online communication and adverts are able to serve up your communication to more defined and far better aligned demographics. Your adverts are more intelligent because they learn about the behaviour of your audience and adapt to how they consume content, then works out where and when to best display your marketing.

The Three Battlegrounds of Marketing

From the 1960ies, there has been an evolution of Marketing and communication battlegrounds based on how we built our customer database.

(1) The Physical Address

Organisations clambered to obtain the physical addresses of customers to communicate with them physically, either with a sales person, door knocking or letter box communications.

(2) The Email Address

Next, emails went through an effective stage and businesses rushed to fill their databases with everyone’s @.com address. However today, we have found this to be far less effective do the quantity of spam everyone receives daily.

(3) The Computer Address

People live on their mobiles and tablets now- this is where they are today. The battlefield has become exposure based on IP address online. Building a database of tracking cookies has become the Marketing battleground of today.

While these IP addresses are kept private due to Privacy Laws and you never get the actual details, it doesn’t matter as you can rest assured that this technology is getting your message in front of the right people. Then tracking success comes from the metrics and analytics behind these interactions.
The core essence of Marketing hasn’t changed across any of the above battlegrounds: it’s always been about reaching your audience. The only thing that has changes is how- and this is a direct result from how the marketplace and consumer behaviour is evolving.

What is it about Digital Marketing then?

Digital Marketing is effective because it is customisable. It can target specific demographics to ensure that the best audience is getting your adverts and content at the right times.

The following are three combined ways of how digital marketing finds your audience.

(1) Location

Google tags computers with a geographical location. While letterbox drops can do the same, location is where the comparison ends. Digital is able to combine location with the following two qualifiers to ensure that your message is tailored, rather than mass distributed to just anyone.

For example, in the Real Estate industry, around 70% of residences are investor controlled, which means letterbox drops are ineffective because the people receiving the materials are not the decision makers and therefore not finding themselves in the hands of the right people. Digital equivalents would use location and the following two to ensure it is being fed to the right customers.

(2) Browsing History

It is the fact above that allows digital marketing to take it one step further. The history of your browser paints a picture of the type of person your customer is and their interests, which means that adverts can be served up to match this. It’s not a perfectly accurate science, however due to the cost effectiveness of digital marketing, it has a far better cut through and success rate.

(3) Remarketing and Tracking Cookies

As you move from website to website, tracking cookies embed themselves into your web browser to allow the content be catered specifically to you, so you are not receiving irrelevant messages. This allows advertising content to be shown to a relevant audience rather than just anyone.

Where is Marketing Heading Next?

Given that digital marketing is following around your ideal customer and delivering them relevant content, it seems to be working effectively at the moment. However, if I know Marketing the way I think I do, the next stage will be empathetic retarget marketing, which means showing the advert not just anywhere on any website, but when the person is browsing material that is contextually relevant.

For example, when your customer, who has already been identified as interested in Real Estate, reaches a Real Estate or property website, the ad will be displayed, as opposed to how it is now, where it comes up on any website they may be looking at.

It’s all about being in front of the right customer when they are in the right frame of mind.

9 Attitudes of Successful Business Owners

Your attitude that you show up with each day has a lasting impact on your behavior that affects your outcomes. A person’s attitude is an expression of their mindset at any time and in any given situation. Your attitude represents a feeling that can be changed instantly or maintained for a lifetime.

Why is this important?

It is important to understand the attitudes of the most successful business owners so you can emulate them and move your business forward.

Let’s begin.

1) Success Business owners are passionate about the success/value they can create. Unsuccessful ones are more passionate about watching people on TV live out their dreams in sports, movies shows etc. than actually going out and creating the life they want.

Action Steps:

Consider any major success story – what did they have in common?

· Passion for the value they could create.

· Ask yourself am I really passionate about my project?

· Is this passion sufficient to take me through all the ups and downs that I can expect in growing and scaling my business?

· If the passion is really not there – stop and rethink your next move carefully.

· As the old expression goes – “Don’t climb your business ladder to only learn it is leaning against the wrong wall“.

2) Successful owners maintain a positive mental attitude as a steady state condition. Unsuccessful ones have a mental state that changes and varies with outside circumstances.

Why is this important?

Many times in life you rise and fall to your level of expectations.

If you start with a Negative Mental Attitude you are likely to not fully apply yourself and get results consistent with your expectations.

Life is too short to be grumpy and you will attract other people who are also grumpy and will pull you down.

A positive mental attitude is not sufficient but it is a requirement to succeed.

Action Steps:

· Change your attitude right now by focusing all your thinking on what you are grateful for.

· You cannot maintain two completely different thoughts in your mind at the same time.

3) Successful owners are hyper consciousness about what they are thinking and their attitude at any given point in time. When they feel their attitude turning towards the worse they take massive evasive action to change their attitude since they know their attitude determines their altitude in life. Unsuccessful Business owners allow their emotions derived from their environment to run unchecked. They pay little attention to what they are thinking about and emotionally move with the current. Unsuccessful Business owners are not in control of their mental state.

Action Step:

· Take time at multiple points during the day and ask yourself: “What are my thoughts and feelings on ________ (the most pressing issue for you right now).

· Journal those thoughts and then analyze why you think the way you do.

4) Successful Business owners understand the importance of understanding the root of fear so they can eliminate it before it impacts their attitude. Successful Business owners have an abundance-oriented attitude and believe there is more than enough for everyone. Unsuccessful ones never get to the root of their fears and correspondingly their attitude is impacted. Unsuccessful Business owners have a scarcity-oriented attitude and believe that the pie is only so big – for them to prosper someone must suffer.

Action Steps:

· Write down a list of what you are fearful of.

· Separate the fears into two columns.

· Those that are rational with real consequences and those that are not rational without real consequences.

· For example jumping out of a perfectly good airplane to sky dive is a rational fear – you could die.

· Speaking to a group of 1000 industry peers at a conference is an irrational fear.

5) Successful Business owners have a can do attitude and focus on what they want irrespective of the odds. Unsuccessful ones allow the statistics of others to shape what they believe is possible and often settle in life.

Action Steps:

· Write down very clearly what you want and why you want it.

· Now go deeper and ask the question why again – you will soon discover your internal core motivation and it is this motivation that you need to harness to drive you through to achieve what you want.

· Pay no attention to the Nay Sayers and those that tell you why the odds are against you – they have already given up on their dreams and consider themselves to be “practical”.

6) Successful Business owners maintain an attitude of true collaboration and cooperation with others because the notion of competition while important is not the primary focus. Successful Business owners preoccupy their mind with offering incredible service as a way to differentiate themselves and be selected by the market. Unsuccessful Business owners believe that competition is the primary focus and their attitude is they must beat their competitors into the ground. Unsuccessful Business owners preoccupy their mind with how they can hurt the competition and by accident win new customers.

Action Step:

· Develop the ideal customer journey path for your client.

· Vividly imagine how a district and delightful experience can be crafted to meet your customer where they are to help them get to where they want to go.

· Focus 100% on the customer problem and anticipating their needs because you understand them so well.

7) Successful Business owners maintain a balanced attitude and seldom allow events in life to be taken personally. They look at life’s events objectively and are careful with the labels they use. Unsuccessful Business owners love to assign labels to everything and often get very excited because they take everything personally.

Action Step:

· Exercise your intellectual asset of Perception – whenever you examine a new idea – turn it over in your mind to see things from all perspectives.

· Be very careful before you assign a label to something as being “good” or as being “bad” because these choices impact your thinking downstream.

· For example if you lose a key customer and associated this as a “Terrible Loss” you cut your mind off from understating why they left and what can be done to improve the customer experience to:

· retain the rest of your clients and

· To innovate your service to attract more clients.

8) Successful owners maintain an attitude rooted in humility. Their inner self does not need this validation. Unsuccessful owners win so seldom that they want the whole world to acknowledge how great they are when it happens. Their sensitive inner self needs this validation

Action Steps:

· Objectively look at how you respond to wins and loses relative to your interactions with others

· Do you boast about your wins or are a quietly confident individual?

· Consider asking those that are very close to you this question and see what they say.

9) Successful Business owners maintain an attitude that is open to being wrong. Unsuccessful Business owners believe they are seldom wrong because they are so smart and accomplished

Action Steps:

· Make a list of mistakes you have made or were wrong about your business.

· Take a look at your financial statements and ask yourself this question again. If you struggle to see your weakness you will never address it or compensate for it through smart hires.

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