Tit for Tat

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She wrote columns on communications for a handful of local newspapers, Her articles roamed from advertising advice to speech writing to one-on-one selling. She wrote and self-published a book on basic PR for business which got her on local TV and in the feature article that got my attention.

“Tit for tat will just get you hurt” was something she said early on in our conversation. I let it pass without questioning it.

The second time she mentioned it I asked what she meant. She asked if I had ever had a referral in business. I told her the story of my start up letter that had generated 6 responses from the 60 guys in my Advertisng Golf Club. Two said, “Good luck.” Two suggested possible leads and two asked me to work on a consulting engagement.

She explained that I should send handwritten thank you notes to those 6 and then do the same thing to those that had not responded. She was ahead of her time. She was telling me to pay it forward, to find ways to help folks without expectation of return because over time they would come to trust me.

Because of her:

  • I became the new programs committee chair for the Portland Chamber for 10 years.
  • I became the librarian of Pacific Northwest Association of Book Publishers.
  • I was in the room when a handful of people agreed to start the Portland Chapter of the National Speakers Association

Networking enhances your net worth. Relational networking where you give tips, assistance and referrals without expectation of reward changed my life. It is a key element in Credibility to Cash TM.

And so it goes.

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Jerry Fletcher is a sought-after International Speaker, founder and CEO of Z-axis Marketing, Inc. and a Certified WHYos Coach. See Jerry’s speaker demo reel.

His consulting practice, founded in 1990, is known for on and off-line Trust-based Consultant Marketing advice that builds businesses, brands and lives of joy.

Credibility to Cash TM is his latest way to share experiences so you can take your business up a notch…or two. Get the Newslog at his consulting site.

Consulting: https://www.JerryFletcher.com
Speaking:
 https://www.NetworkingNinja.com

What’s Your Why?

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That is not a smart-ass question.

A few years ago (2009) Simon Sinek wrote a book called Start With Why: How Great Leaders Inspire Everyone to Take Action,

He spoke about it in a TED talk which kind of went viral.

In that talk he did a great job of publicizing the idea but never got around to describing how to determine your why or that of others. In 2017 he got a around to publishing Find Your Why: A Practical Guide for Discovering Purpose for You and Your Team.

A dentist in New Mexico. Gary Sanchez saw that talk and became fascinated by the concept, worked with Sinek to find his own WHY and for five years worked out a manual system to figure out other people’s WHYs, their way of approaching life.

The Why Discovery is what he called it. It was slow, taking hours for each discovery and required a certified coach to help determine how to apply the findings in your life, in your team and in your company.

Now it is the WHYos. After years of the manual approach Gary taught himself computer coding and wrote a program that has proven to be over 99% accurate and only takes minutes when you take it online. Get it FREE. just let me know.

Learn your WHY, your HOW and your WHAT in minutes. You’ll have:

·         A better grasp of how you operate as an individual.

·         A better connection in every relationship

·         A discovery of the joy of being fully engaged

Understand your brand.  Once you discover your WHYos you will have a firm grasp of your purpose and the perceptions that make you unique. The consistency you bring to your relationships will make you more memorable and more profitable.

That’s what credibility to Cash TM is all about.

And so it goes.

Jerry Fletcher is a sought-after International Speaker, founder and CEO of Z-axis Marketing, Inc. and a Certified WHYos Coach. See Jerry’s speaker demo reel.

His consulting practice, founded in 1990, is known for on and off-line Trust-based Consultant Marketing advice that builds businesses, brands and lives of joy.

Credibility to Cash TM is his latest way to share experiences so you can take your business up a notch…or two. Get the Newslog at his consulting site.

Consulting: https://www.JerryFletcher.com
Speaking:
 https://www.NetworkingNinja.com

New Normal Marketing

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Had too many e-mails prescribing the tactics you should use next year to fill your marketing funnel/pipeline/sales telegraph.

Me, too.

What you need to do is what works for you.

There is no reason to change because some self-proclaimed expert is pitching what they believe is trendy. It is better to heed your own council and to do what serves your strategy.

State our strategy and keep track of your successes and your failures.

  • Write down the instruments you are using
  • Note the clients that came to you from each and their value.
  • Analyze the pattern and then delve into the specifics of the most successful.

That is part of what we compile in our Annual Consultant Marketing Survey for the industry. The study results are useful for Consultants, Coaches and Independent Professionals in all industries.

Trust is the single most important component of all Consultant Marketing.

That was true in our first survey and proven again in the 2021 survey. Greater intimacy in their business development process allowed older firms to stay in business and increase their market share in 2021.

Overall, those that have stayed in business are resilient.

About 60% of firms noted increases in business due to shifts in marketing strategy. Greater intimacy in their business development process allowed older firms to stay in business and increase their market share

Referrals Continue to be the marketing mainstay of successful consultancies. Referral marketing increased in 2021. Networking and Direct sales both more than doubled in use over 2020 while internet marketing declined by about a third.

The most successful consultants concentrated their marketing efforts in the areas that provided the most contact with clients and prospects.

It works. It is the way from Credibility to Cash TM.

And so it goes.

Jerry Fletcher is a sought-after International Speaker, founder and CEO of Z-axis Marketing, Inc. See Jerry’s speaker demo reel.

His consulting practice, founded in 1990, is known for on and off-line Trust-based Consultant Marketing advice that builds businesses, brands and lives of joy.

Credibility to Cash TM is his latest way to share experiences so you can take your business up a notch…or two. Get the Newslog at his consulting site.

Consulting: https://www.JerryFletcher.com
Speaking:
 https://www.NetworkingNinja.com

A Brand You Can Trust

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Memorability is what every brand strives for.

But it is not enough.

In the digital world we live in today, clients/customers can damage any brand they feel has acted unethically.

Every brand walks a Trust Tightrope.

Your clients expect you to:

  • Act ethically
  • Operate consistently and transparently
  • Stand for something

Consumers buy a product or service based on reputation but nearly 60% will stop buying it if they don’t trust it. (Source: Edelman Trust Barometer 2022)

Brands that do the right thing can do better than their competition. The same Edelman survey also noted:

  • 59% of respondents are willing to pay more for a brand that has earned their trust
  • 55% will pay more for a brand they believe is doing good for the world.
  • 65% of Millenials and Generation Z adults award a Trust premium

What goes around comes around.

You must value people over collecting data. Client/customer privacy must be respected by you and all your partners. All parts of the product or service that face the public must be real, no tricks, no deceptions. Integrity in all things must be maintained.

There are no shortcuts.

Avoid exploiting situations in the marketplace. Don’t let problems fester. Stay tuned in to the issues your clients care about. Be worthy of their trust to move from Credibility to Cash.

And so it goes.

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Jerry Fletcher is a sought-after International Speaker, founder and CEO of Z-axis Marketing, Inc. See Jerry’s speaker demo reel.

His consulting practice, founded in 1990, is known for on and off-line Trust-based Consultant Marketing advice that builds businesses, brands and lives of joy.

Credibility to Cash TM is his latest way to share experiences so you can take your business up a notch…or two. Get the Newslog at his consulting site.

Consulting: https://www.JerryFletcher.com
Speaking:
 https://www.NetworkingNinja.com