The Best Support is Bidirectional

April 17, 2011

As I go about my day, I wear a hat or two or three.  I’m a Mom, a wife, a non-profit executive, a CEO, a board member, an investor and a few other things.  Across them all, it it all ties back to one thing.  I need the help and support of others to get the job done.  This week, at one of my many meetings, a fellow board member shared a thought that has really stayed with me.  “We need to provide value BEFORE we ask for support.”   As I have continued through my week, that message kept coming back to me.  Read the rest of this entry »

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What’s Your CorePurpose? How will you achieve it?

April 11, 2011

AZBio Member John Hoffman of QMR

This week, Tuesday in fact, I have my first BIG meeting as the President and CEO of AZBIO, the Arizona BioIndustry Association.  It’s probably the most important meeting we will have all year – the first phase of our strategic planning process.

There will be other important events and meetings through out the year, but this one lays the foundation for what we will do and who we will do it for. Read the rest of this entry »


Help! I’m chained to my desk!

April 3, 2011

We’ve all been there. Those times when we have so much to do that we’re just not sure how it will all get done.  Emails are pouring in.  Reports are due.  The phone won’t stop ringing.  New social media communication tools are pinging you from all sides.  A new crisis has just popped up and you have not finished dealing with the old one! Each forms a link in a chain that has you attached to your desk.   Read the rest of this entry »


Do you have a snowball’s chance in …

March 13, 2011

When it comes to leading an organization, finding the right fit  for both the leader AND the team is critical to success.  When the fit is all wrong, you don’t have a  snowball’s chance in … well you know what I mean.  Read the rest of this entry »


Success Tip: Taking the First Step

March 6, 2011

If you are like most entrepreneurs, you have BIG plans.  The success journey can be a long one and you are eager to take that first step.  The question is…which one should it be?  Like a toddler who is taking those first tentative steps, some will be met with words of encouragement and applause and others many have you landing on your backside with a thud.  Either way, if you don’t pull yourself up and step forward, you will never get anywhere. Read the rest of this entry »


When change matters, step up, step out and speak up.

March 3, 2011

We’ve all been there.  Sitting with a group in the break room, the boardroom or over lunch when the conversation shifts to what’s wrong with our team, our business, our community or our lives.

It’s so easy to point out what is wrong.  Words fly.  The passion is inspiring.  Each idea builds on another .  Then, oops, you look at the clock.  Time’s up and you go back to work and keep on doing things the same way you have always done them before. Read the rest of this entry »


Business and the Writing on the Wall

February 21, 2011

What does what you say about your business say to your customers? Can they read the writing on the wall?  If customers can’t quickly understand just what you are offering them, it’s likely you may never get the chance. No matter what your business  is or how big or how small, the way you tell your story is  key to success.

 

Cartoon #5115 - 'It appears to be some sort of pyramid scheme.'
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We have many ways to share our message.

As business owners, entrepreneurs, leaders and marketers, we have more tools at our disposal than ever before.  Social media, the web, email, print, TV and radio all come together to extend our message to a wider and wider audience.  The question is, when we reach our target audience, is our message clear… or cryptic?

The RIGHT message answers 5 basic questions – Who, What, When, Why, and How.

  • Who are you and what do you stand for.  This is the primary reason we have core values and brand messages.  Make sure that yours is clearly stated and repeated often.
  • What are you offering.  It is amazing how often I see an ad or message and there is no clear value statement.  If I do not know what you have to offer me then how will I know if I want it?
  • “When” comes next.  Your when is a call to action.  Is this a limited offer?  Is there an incentive for acting now?  Develop a sense of urgency so I, as your customer, can take you up on your offer.  Mediums like electronic retail (the QVC/ShopNBC/HSN networks) and Direct Response (the infomercial crowd) have this down to an art.  They clearly state the “who” and the “what”  with a compelling ACT NOW messaging strategy.  This is  the art of timing.  Just remember, when you call your customers to action, be sure you are ready to deliver.  Otherwise, you just frustrate of confuse them and they will not be listening when you reach out again.
  • The why is a two part process.  First communicate WHY you have the right product or service for your customer.  This is not about you, it is ALL about them.  Why is your product better for them?  Why is your product  different or better than their other alternatives?   Why do they want to buy from you right now?  Secondly – be sure to keep the promises you made in your Who, What and Why statements.  The first customer experience may be a result of your marketing prowess, but customer experience will be WHY they come back to buy from you again.
  • This leads us to the How.  When you put the writing up on the wall, be sure that you clearly state… How to reach you. How to buy from you. How customer’s can use your product or service to the customer’s advantage after the sale.  If there is no evidence of a how, I may not buy.  If there is no results from your “how” after the sale, I definitely won’t be buying again.

So get your message out there and make it easy for me to understand. 

I just might have a need for what YOU want to offer.  Just keep in mind that customers like me are busy and you are not my highest  priority…yet.  Creative marketing campaigns or messages may capture my attention but if you do not clearly communicate the Who, What, When, Why and How you may have succeeded in entertaining me, but you have failed in your primary goal…engaging me as a customer today and tomorrow.

Thanks for stopping by.  Stay tuned…

Joan Koerber-Walker

 

Joan Koerber-Walker is a two time Stevie Award National Finalist and Chairman of the Board of CorePurpose, Inc. and the Opportunity Through Entrepreneurship Foundation.  She also serves as Executive in Residence for Callaman Ventures and on the boards of for profit and nonprofit organizations.  As the former CEO of the Arizona Small Business Association and a past member of the Board of Trustees of the National Small Business Association she has worked with hundreds of  businesses and on behalf of thousands.  She believes that when you combine leadership with innovative products and services you get results.  With the support of a great  team at CorePurpose she helps client companies of all sizes do just that.  Chat with her on Twitter as @joankw, @JKWgrowth, @JKWinnovation, @JKWleadership and@CorePurpose , at her blog at www.JoanKoerber-Walker.com or by email by clicking here.