less is more

When you think of the word leverage it generally ends up with a negative image intended mind. It sounds like being in debt.

In financial terms, leverage can have some negative connotation but today I am going to talk about the positive effects of leverage.

Archimedes is supposed to have said “give me a lever long enough and a fulcrum on which to place it and I shall move the world.” The biggest advantage of leverage that with very small effort you can achieve massive results. Little hinges swing large doors.

Moving in your car versus walking is leverage, automating a factory is leverage and all these help tremendously

In marketing (and sales also as part of marketing ) there are tremendous processes where we can leverage on things like automation etc.

But my favorite kind of leverage is relationships. These could be relationships with customers, relationships with vendors or your network. If you have enough good relationships in place, as Archimedes mentioned in a different context, you can grow your business dramatically.

However in any relationship is always better to give, before you get. That way the principle of reciprocity comes into play. Otherwise the person will feel exploited or used.

Other than relationships good sales people are tremendous leverage. A successful advertisement / message in one market can be leverage to get into other markets faster.

A CRM can help the new salesperson on speed faster to the accounts that she needs to target because all the historical information about the prospect is available.

A family of aspirational products and brands are also leverage for the company.

I would love to hear what is your favorite leverage in marketing or sales.

Till next time then.

Carpe Diem!!!

If you have been observing the posts I have been writing, in the last few weeks, you would have noticed one common traits.

I have been asking you to continuously reduce and sharpen your focus.

In the marketing focus I spoke about identifying a single niche which is small enough for the big players but large enough for you to focus. So we eliminated all the remaining markets/segments and isolated a minimum viable market to start. Once you become successful in one, then you can move to the next segment and so on.

In the B2B messaging that I have been speaking about in the last few days , again, I have insisted on you sending a message which cannot be made shorter for conveying the information or problem. Once you can start the conversation with the recipient, you then have enough time for discussing about the various services that you offer. But there are so many distractions and complexities in our lifes, that if your message will look even slightly complex people will ignore you.

Its very tempting to try and grab as much as possible in the market, to write as much as possible in your message, but that is the sure shot way to not get anywhere in marketing .

Like the master piece sculpture in the picture, if the artist had not chiseled away the unwanted stone, you would notice this sculpture. Similarly for your market remove all the things which reduce your focus.

In marketing , most of the times , Less is actually More.

Till next time.

Carpe Diem!!!

ANIMESHJMATHUR

Leverage

In marketing Less is More – quite often