Why Your Marketing Should Be Actionable Above All Else

One of the traps that even seasoned marketing veterans often fall into involves crafting collateral that has far too much information for its own good. Marketing messages start out simple enough, but as brands continue to grow and evolve, the marketing messages do the same until it can be difficult to remember what that short, sweet, actionable idea was in the first place. 

And if you think your marketing has lost focus, just imagine how your audience members probably feel.

When your marketing starts to suffer from a lack of direction, it starts to become much too passive. Thankfully, the solution is simple - strip away the noise and focus on the action of it all. This, of course, requires you to keep a few key things in mind.

What is Actionable Marketing?

Think about your marketing the same way you would something like a call-to-action. A CTA is effective because it's clear and concise. It tells your readers exactly what you want them to do, how you want them to do it, and most importantly, what they're going to get in return.

It's a way for them to take the experience they've already had and elevate it to the next level by continuing their relationship with your people or your brand.

Passive marketing, on the other hand, does the exact opposite. People may see one of your flyers and become aware that your brand exists, but they're not motivated to do much with that information. They certainly don't know why they should care or what you can do for them that nobody else can. Passive collateral just... is. That, most definitely, is a problem. 

To put it another way, every element of your collateral - from the color design of a flyer to every last word on a brochure - needs to be building towards the eventual action that you want someone to take. It's like a CTA on a larger scale and rest assured, it pays dividends. 

The Byproducts of Actionable Marketing

Actionable marketing requires you to target your audience. You need to know who people are, what demographics they fall into, what they like, and what they don't like. You then have to address a specific need that they have and direct them to take your desired action.

If all of this sounds familiar, it's because these are the types of things you should already be doing. Making action a priority simply allows you to double down on these efforts, allowing them to rise to the surface. 

The real benefit of actionable marketing is precisely that - it creates its own momentum. It has an energy that passive content just can't match. You can use that energy to create new opportunities for yourself, not only in terms of up-selling or cross-selling your products but also with regards to increasing the overall lifetime value of your customers.

Simply put, if your marketing content is active your customers will be, too, and that's the type of opportunity you do not want to overlook.

5 Ways to Find the Strength to Try One More Time

Have you ever wondered what it takes to become an Olympic athlete, a NASA astronaut, or a leader in a major organization?

The one trait that all of these individuals likely possess is persistence: the ability to get back up, dust themselves off after a fall, and keep trying. No matter your talent, regardless of your genius and irrespective of your education, persistence is often the trait that sets people apart from their peers in terms of their level of success.

Succeeding at anything in life requires a great deal of effort over a period of time -- very few people simply decide to be the best at their craft and are able to do it without a battle. How do these individuals find the strength to try one more time . . . repeatedly?

1. Be Prepared

Planning for success helps you think through all of the reasons why someone would disagree with your ideas, and also gives you the bulletproof mentality that you're prepared for any question that comes your way. Think of all the reasons why something won't be successful, and then consider arguments against that point. Become your own devil's advocate, and it will be that much easier to find a positive response and an open door for your next request. 

2. Be Adaptable

Being adaptable provides you with the mental agility to not hide in a corner when you're kicked to the curb. As Larry Ellison, the founder of Oracle Corporation states:

“When you innovate, you’ve got to be prepared for people telling you that you are nuts.”  

You have to be willing to adapt your thinking and your processes and find a way to create change while not straying from your core ideas. You can't listen to every naysayer, but you can look for the nuggets of wisdom that they share and use that information to your advantage the next time you try to move forward. 

3. Be Confident

You may be surprised that confidence is not the first attribute we consider, but the reality is, you need to have a plan in place that you can trust and support before confidence will help you through to success. Confidence in yourself, your family, and your ideas -- as well as a burning passion to make a change in the world -- are what can help you continue on even when it feels as though there's no path forward. 

4. Do the Work

Unfortunately, there are few things in life that can replace hard work. Whether that hard work is from an athlete completing the same moves repeatedly for months or even years or a business leader who is told "No" more times than they can count, the ability to simply buckle down and execute on your vision is critical to long-term success. 

5. Inspire Others

Perhaps one of the most rewarding things you will ever do with your life is to inspire others to be their best. Take the time throughout your life to inspire others. When you realize how many people you have impacted and how many are watching your success, it's a lot easier to find the strength to try again in difficult times. 

Finally, in the words of Thomas Edison: "Our greatest weakness lies in giving up. The most certain way to succeed is always to try just one more time." Shouldn't you give it one more shot? 

6 Over the Top Things to Look for in Business in the Future

Business isn't going anywhere. In fact, here's where the most probable types of market exchange will happen with customers according to famous futurists:

• Remember those Star Trek episodes where people used a transporter to go from place to place? In the future, it's likely that business will use something similar to deliver goods, from your printed materials to food to durable products delivered right into a person's room as ordered, bought, and sent from a business electronically. 


• Michio Kaku sees a technology-driven convergence of thinking, consciousness, and the internet. Instead of thinking of the internet as a tool, people will become the Net by connecting their brain to it for full immersion and interaction, as well as contributing to real-time synergies in information generation and use. Business, no surprise, will become far more intangible as a result, adapting to the mind-environment to keep pace with where the new demand exists.


• Personal augmentation with technology will be commonplace. Just being a regular, average human being won't be good enough. Instead, people will carry their technology within them. Not to be confused with "on" them, but tech actually integrated with their bodies. We won't need a computer to design what we want to print; the idea will come straight from a digital connection to our minds translated to electronics and then produced by a vendor as we desired.


• James Canton sees robots and artificial intelligence giving human-led business a run for its money due to the fact that robots and AI will be able to easily grind millions of bits of statistical data and produce probabilities of what consumers want well before any humans can realize that want or need on their own.


• Some folks don't even look at business in typical environments. Instead, Jason Silva sees cars becoming so advanced, our need to drive will be replaced by our need to get lots done in a car while it dries itself. And that includes business, generating new ideas, printing and producing inside a car, and getting work and life done while traveling from point A to point B every day. Business services will tailor themselves to people working remotely all over the place, delivering what they need where they are, and when they need it.


• Finally, our bodies won't necessarily want to live longer just because our technology advances. So instead of relying on a failing system, the medical community will embrace body part production and printing, creating organ replacements designed by computer to work specifically with an individual patient. The term "batch order" printing replacement organs will take on a whole new meaning in hospitals.
  
  Long story short, business will likely still be around years from now, but how it delivers goods and services to consumers will change dramatically.