A storefront is seldom the entire resume of the business inside, but it is made more appealing by what you see from a distance and revealed of the value within by a little investment of time. Much the same as a home for sale, curb appeal is vitally important to customer engagement. Yet, most local stores have little more than roughly made signs to engage shoppers. Stores decorate for the holidays, post specials, and place tent signs out front, but most just do as others and join in “indiscriminate marketing.”
News + Views
In my efforts to inform best principles and practices over the years I have relied on the wisdom of thoughtful people across all fields. Their words and the powerful phrases of action they inform have been sustenance for me, and the clients I serve. My interest in these words of wisdom—indeed, the interest of clients as well—stems from a burning question that better equips managers everywhere: “How do I turn wisdom into a practical reality?” It’s the right question; as Einstein liked to say: “Nothing happens until something moves.”
Opportunity usually strikes a happy pose, but the path to its promise is most often the ardor in work. Curiously, “nothing happens until something moves,” as Einstein liked to say. And to these aphorisms success is usually just a reach away.
These days, midsize and small companies have joined the “ride to riches” on the cyberspace shuttle in increasing numbers. The potential in gaining access to millions of “customers” by the click of a mouse is too appealing to pass up. After all, what if it works? If this view alone were the stuff of fulfillment, more people would believe in God.
Business and life have a tendency to confront us with the reality of our condition—good or bad. Ultimately, we are revealed for who we are no matter how hard we try to conceal it. The pattern of behavior that characterizes each of us is more often some part the person we don’t like and some part the one we do. Strangely, the objective view of oneself is lost in the mix.
The workaday world requires a heads-down approach at times. Much of what gets done is done by an individual in time he alone commands for its completion. That we are capable of processing (completely) only one thing at a time forms the biochemical predisposition of both our limitations and our opportunities. Objectivity, were it truly the vaunted mantle of more than our “ideal image,” would not so easily be sacrificed for our typical expressions of emotion and thought, the subjective view that produces most decisions.
Opportunity usually strikes a happy pose. But the path to promise is most often the ardor in work. Curiously, “nothing happens until something moves,” as Einstein liked to say. Add to these aphorisms, “success is usually just a reach away.”
These days, mid and small companies have joined the ride to riches on the cyberspace shuttle in increasing numbers. The potential in gaining access to millions of “customers” by the click of a mouse is too appealing to pass up. After all, what if it works? If this view alone were the stuff of fulfillment more people would believe in God. Frankly, research reminds us that the Internet has a paltry 2 percent ROI, converting only 5.9 percent of retail sales.
Market segmentation proves its value in growing efficiency when targeting likely buyers. Building a customer base is work; segmentation eases the ardor in it. But once accomplished there is the nagging question over those lost to a narrow focus on the “most likely” buyers to turn into long-term customers. The impulse, occasional, peer driven, and image conscious among them may not show up on the list of the “most wanted.”
Change is frightening. Habits are as hard in forming as in breaking. These simple truths explain a lot of things, perhaps, even the confusion over and use of “native advertising” as an alternative to so-called traditional advertising.