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How can the sport of gymnastics catapult the growth of your business?
Prepare to be utterly amazed.
Tom Wanek, here, and you're watching Wizard Marketing TV, where business owners learn
persuasive tools and techniques to spark miraculous growth.
Watch this video, and I'll share with you how gymnastics can dramatically improve your
marketing.
Complete a gymnastics routine WITHOUT error, and you will NOT earn a perfect score. Sorry,
bud. But your score will only be 9.7 out of 10. To receive those last three tenths of
a point, you must also demonstrate originality, risk, and virtuosity.
Originality is performing a movement—or combination of movements—that have never
been done before.
Risk is the degree to which the movement executed is likely to be missed.
And virtuosity? Hmmm. Well, virtuosity is simply defined as doing the common uncommonly
well.
Unlike originality and risk, virtuosity is elusive like negotiating a ***-*** good
deal from a used car guy. See, virtuosity is the mark of a true master.
Greg tells us that the novice's curse is a rush to originality and risk. He explains
that there is a compelling tendency among novices developing any skill or art to move
quickly past fundamentals and on to more elaborate and sophisticated movements, skills and techniques.
You see, what will inevitably doom the novice is a lack of attention to the fundamentals.
Business owners, are not immune to the curse of the novice. In fact, we're enchanted by
it. We lock our attention on advertising tactics and the outcome of these things. But our move
to tactics is premature. I see it every day with things like:
Buying media when your message remains obscure ...
Devising promotions and events to quench your thirst for immediate traffic ...
Creating visuals when you lack clarity of vision ...
Writing creative copy when there is not yet something powerful to say ...
And playing with social media when you are absent of all transparency ...
Now I admit, it's second-nature to want to leap ahead. After all, tactics are tangible
... they're crazy ... they're sexy ... they're cool. But focusing here is the mark of a novice,
and that's NOT you.
Strategy and customer experience are where you need to focus first—day in and day out.
It's where the virtuoso lives, breathes and thrives.
See, at the heart of every successful ad campaign lies a powerful strategy—a focal point or
axis around which all else revolves. So look, first, to develop your strategy. Ask yourself:
What am I trying to make happen, and how will I measure progress?
What are my core values?
What desires lie in the heart of my customer?
Am I aligning my values with the values of my customer?
And am I willing and able to meet this felt need?
Funny thing is, it becomes brain-dead easy to write persuasive ad copy when you have
something supremely powerful to say.
Now, after you crank out your strategy, move your attention to the customer experience.
To what degree are you delighting your customer?
In other words, what are you doing to add value to the products and services you provide?
Consider:
The availability of your products and services
Cleanliness of your lobby or showroom
Helpfulness and expertise of your staff
Aisle width
Return policies
Convenient hours
Yeah, yeah. This is down and dirty, simple stuff. I get it. But don't get cocky confident
here.
Tumbling down the dark pit of complacency is more common than you think. I once had
a client—a retailer—who insisted on closing at 5:30 in the afternoon each and every day
of the week.
Yeah, 5:30 in the afternoon.
Now, how is this practicing virtuosity? It's not. So I fired the client.
No, I'm not joking ... think about how critical this is. Think about what this communicates
to your customer. I mean, when you close your doors at 5:30pm, you're essentially telling
anyone who works for a living that they're unimportant. You're telling them to go shop
someplace else.
This kind of stuff just can't happen. Not if you want to grow your business. You'll
never become a marketing virtuoso or a marketing wizard if you tear your attention from the
fundamentals of strategy and customer experience.
So here's what you need to do: Develop an unwavering commitment to virtuosity. Insist
on it from your staff. Practice the fundamentals of marketing every damn day, and do the common
uncommonly well. Do this and I promise you'll grow by leaps and bounds.
Alright Wizards, did you like this video? Then do me a HUGE favor ... spread the word.
And don't forget to subscribe and share it with people you know.
Now, let me hear from you. Leave a comment below. And if you've got a question about
marketing and advertising, hit me up. I've got an answer. Email me at tom@tomwanek.com.
Remember, we're in this together. I've got your back. Catch ya'll next time.