Full Brain Marketing

DJ Heckes

• Publisher: G&D Media
• Year: 2018
• ISBN:
  9781722521110
• Topic: Business
• Subtopic: Marketing
• Index: Business

Why full BRAIN Marketing? An important need in today's business is determining how to merge traditional, digital and social media marketing. Marketing has changed and so has the way you reach your target audience. The demand for constructive change and the speed of change in today's world is unprecedented. Customers are embracing change and adapting to new product offerings faster than ever and businesses must innovate to have any reasonable chance of growth. Deciding what marketing strategies are best for a company can be overwhelming. Determining and knowing what stage a business is in will help define how and where to get started. When times are tough, we will feel challenged. No matter how much we try to seek a standardized solution for running a successful business, every business owner runs his or her business based on individual perspectives and principles, which need not always be similar. Every business has its own set of guidelines and processes designed for its efficient functioning. It is no longer a right brain or left brain world; it is the combination for full brain marketing that will work best for businesses in today's hypercompetitive intelligence environment! Learn new ways to acquire valuable insights into one's customer, ways in which to create game-changing ideas, and methods for reducing risk. Full BRAIN Marketing-for the Small Business shares valuable insights to identifying what stage of business a company is presently in and sets out a road map for the best traveled road to marketing success. If done properly, marketing can be accomplished more easily and with a far greater rate of success. Explore & uncover ways to tie in traditional, digital and social media marketing to lead a business to success and avoid unnecessary mistakes, obstacles and easily avoided failures. With today's hypercompetitive environment, it is even more prevalent than ever before to be a forward thinker and a visionary leader in marketing for one's business.

Chapter 1

Becoming Winston Churchill

What Makes a Good Leader Great?

Winston Churchill was not a good leader; he was a great leader. Winston Churchill was a man of great integrity with courage and creativity who made many mistakes and had many failures but continued to focus on his vision. Like all of us, Churchill was much more than the sum of his occupations. Even before his leadership days, he focused on building collaborations and was a master communicator. It is said that those who met and communicated with Churchill left believing they could do or achieve anything! He was a soldier, writer, politician, and a government leader.

Many of Churchill’s leadership traits are products of his complex personality. He was a man of integrity and had enormous energy. He was intuitive, emotional, brave, inventive, hard working, determined, hedonistic, nationalistic, witty, romantic, sociable, and a social reforming family man with a strong sense of his own destiny. (Source: http://www.winston-churchill-leadership.com/leadership-traits.html.)

You may be asking–so what does being a great leader have to do with marketing? In marketing and leadership alike, one must continually strive to be innovative and be at the front of the race. If marketing is not your passion, then it will be challenging to grow your company. Many business owners do not have the knowledge or the tools to be successful in leadership marketing.

Recognize your strengths and weaknesses, hire the right employees and place them in the right seats. This practice enables business owners to do what they do best–build a company strategically by surrounding themselves with smart and innovative employees who will implement company strategies. This book offers great ideas and insights to get you thinking about developing marketing strategies that can deliver results.

So just what does it take to become a great leader? Not everyone has what it takes to lead, as while some lead, others prefer to follow. Some people claim to be “natural born leaders” while others “work their way to the top.” Have you ever heard the saying “managers do things right but leaders do the right thing?” Being a leader is particularly important in an overall business and marketing strategy.

(Right Brain Thinking)

How Leaders Inspire and Motivate Others to Follow Their Examples

Great leaders not only inspire and motivate, they actually lead by example to the path for success. Many qualities are needed to be a good leader, but there are qualities that can take you from being a good leader to a great leader.

GREAT LEADERS ARE HONEST

Consider Abraham Lincoln. The name “Honest Abe” came about in his early years while managing a country store. One day, while counting his cash, he realized he had taken a few more cents from a customer than what was due. He closed the store and walked a long distance to make good on the deficiency. On another occasion, he realized he had weighed out a package of tea for a woman the night before and had given her too little for her money. He weighed out all that was due and carried it to her, even though the woman never knew that her purchase was short. These are just two of the incidents that attest to Lincoln’s honesty.

Because of his stellar reputation, when he became the sixteenth United States president, he was able to appoint the best and brightest to his cabinet. Those appointed individuals were also some of his greatest political rivals, but they knew he was honest, and they were willing to follow. He demonstrated his leadership by pulling together a strong group of individuals forming a unique team that represented the greatest minds of this time. He had the capacity to listen to different points of view and was willing to share credit for his success. He controlled his emotions, knew of his own weaknesses, and had the strength to adhere to fundamental goals. He had the ability to communicate his goals and vision effectively and was trusted and well respected. If the team doesn’t trust you, they won’t follow you.

GREAT LEADERS ARE DEPENDABLE

Dependability is crucial to effective leadership. Clara Barton, founder of the American Red Cross, is a great example of a dependable leader. Barton has been a role model for generations of nurses, teachers, social workers, doctors, and allied health professionals. She is valued for the leadership she exhibited with profound dedication to her cause and her strong work ethic. She cared little for personal comforts and strove to comfort and support others at all times. She was brave, dependable, and had a strong belief of “you must never so much as think whether you like it or not, whether it is bearable or not; you must never think of anything except the need, and how to meet it.” She demonstrated this belief by her devotion to war relief throughout her life. She was respected for her dependable service and passion with the Red Cross.

When you say you are going to do something, do it. Say what you mean and mean what you say, as I often tell my employees–“Don’t Just Talk the Talk, Actually Walk the Talk.” This helps build good relationships with the people following you, and will ultimately help you succeed. If reliability is questionable, you are letting your followers and supporters down. A successful team has confidence in their leader, and dependability is foundational to being a great leader. Without it, there is not much on which to build.

GREAT LEADERS ARE CONFIDENT

Confidence goes hand in hand with enthusiasm and trust. Confidence demonstrates belief in what one stands for as well as in one’s self. Great leaders exude confidence and enthusiasm–a contagious combination. Ulysses S. Grant was the eighteenth president of the United States and was known as a confident leader. By the end of the Civil War, he was also known as a national hero. He was decisive, daring, and stubborn, and knew how to execute strategy. Grant demonstrated perseverance in winning the Battle of Shiloh and brought an end to the Civil War. Grant did not accomplish this alone, but his contagious enthusiasm led his team to victory. Do you want a motivated, enthusiastic team? Lead by example and keep in mind that as the leader goes, so goes the company. Leading with confidence will bring about confidence in others.

GREAT LEADERS HAVE A COMMITMENT TO EXCELLENCE

As a leader, don’t settle for second best; maintain high standards in all areas. Take responsibility for incidents that happen along the way to success. A leader gains respect when responsibility for errors is properly accepted. Great leaders don’t pass blame. If something goes wrong, you will earn much more respect if you hold your hand up and admit there is a problem. Consider our thirty-third president Harry S. Truman; his background in farming responsibilities showed his dependability even before he became a U.S. President. He had a reputation not only for being honest, but also for diligently working with a variety of politicians. The motto, “The buck stops here,” derives from President Truman’s belief that he ultimately bore the responsibility for making the final decision. Passing the buck was not an option. Through decisive leadership, commitment to excellence, and eternal vigilance came great things. Under Truman’s leadership, the country embraced its status as a superpower.

GREAT LEADERS ARE HUMBLE

Acknowledging and owning your failures demonstrates humility, another characteristic of a good leader. When I think of a great leader who demonstrated humility, I think of our former first lady, Eleanor Roosevelt. Having come from a dysfunctional family and experiencing many heartaches and cruelties in life, she continued to have empathy, was extremely forgiving, and never held a grudge. She developed much of her strength when her husband contracted polio. The reality that life could be cruel was a hard slap in the face, but also served as a great motivator. Even through her personal difficulties, her leadership was extraordinary. She was able to pave her own path through history as the first lady that took an active role in politics. She learned from her mistakes and eventually was appointed U.S. Ambassador to the United Nations by President Truman after the death of her husband, President Roosevelt.

A humble leader is self-effacing and tries to elevate everyone else. Leaders with humility also understand that their status does not make them better than the team; they simply play a different role.

GREAT LEADERS ARE PATIENT

Mother Teresa is a perfect example of someone who exuded patience. She is among the most fascinating and highly respected women of the twentieth century. She was a woman who saved lives and changed them through the sheer force of her faith and determination. In 1948, she founded a religious order of nuns in Calcutta, India, called the Missionaries of Charity. Through this association, she dedicated her life to helping the poor, sick, and dying around the world, particularly those in India. Her selfless work with the needy brought her much acclaim and many awards.

When Mother Teresa was eighty years old, she started to suffer from heart problems. Even though Mother Teresa became weak, she continued traveling and working. Mother Teresa said in 1989, “My doctors are always telling me that I must not trave...