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Are You a Tweaker or a Revamper?

Written by Posted On Friday, 09 August 2013 00:00

Are you a tweaker or a revamper when it comes to your marketing and promotion efforts? These are not two new social media sites, but two common approaches to improving communication with target prospects and clients, online and off. The more aware you are of your communication habits and reflexes the more control you'll have over the impact of marketing and other business communication…and over your bottom line.

My work has proven to me that the first step toward expertise is believing there is always room for improvement in every aspect of work and life. The second step is committing to continually search out that opportunity, and to take advantage of it for clients and yourself. I guarantee that when you believe there is a better way, you'll discover opportunities to be more effective, efficient, and innovative.

Do you understand enough about how you perceive "room for marketing improvement" to know how effectively you react to need or opportunity?

  • Tweakers see room for improvement everywhere and enjoy teasing out details to regularly tailor content to specific prospects and clients. However, overdo tweaking and you're wasting time and money using "band-aid" fixes that can let clients down and warn off prospects. When tweaking is the expression of a perfectionist seeking the impossible, this process can get derailed.
  • Revampers analyze to ensure large-scale change will reflect in the bottom line. Their marketing "about face" may involve shifting into new markets, creating new services, or expanding mobile client service experiences. Undertake a dramatic make-over because "everybody else is" or without clear research into target market reactions, and this can turn into a money drain not a financial revitalization. When revamping is change for change sake or is not on-target, this can represent a step backward. Ignore genuine revamping opportunities and your dated communication methods will cost you on many levels.

If you are either a tweaker or a revamper, you may find your communication efforts lacking. To achieve consistently effective communication with select targets, incorporate tweeking and revamping. Both methods of productivity enhancement have important roles to play in business growth and profitability and pitfalls to consider when wrongly applied. Skillful business development lies in blending and overlapping tweaking and revamping of communication content and delivery methods to protect your brand and strengthen target market bonds.

  • Tweaking involves designing marketing and promotional campaigns that easily allow continuous improvement either as small content adjustments tailored to targets or as modifications which maximize existing technology. For example, tweaks may include specific changes in wording, shifts in social media selections, creation of new online service packages, or accommodations for tablet and other mobile computing.
  • Revamping demands commitment to long-term benefits since some or all of existing systems and procedures will be replaced. During this process, revenues may decrease. Overhauling phone and messaging systems, websites, mobile computing options, and other major communication systems falls in this category, but a shift of target market or redesign of core services can also represent a revamp.

When you are conscious of your approach to up-dating and up-grading every aspect of communication, you'll be more effective. From messaging and presentations to online marketing and sales, whether tweaking, revamping, or blending these approaches, keep the target market clearly in mind:

  • Trigger: What triggers or catalyzes your belief that change is necessary and valuable to the target?
  • Starting point: What is the best first step?
  • Perspective: What changes from the target market viewpoint offer the greatest benefit to prospects and clients and, therefore, to your bottom line?
  • Outcomes: How will success be measured during the improvement process so that finetuning can generate returns beyond expectations?

During a strong economy, many individuals and businesses are "too busy" to improve communication techniques and approaches. They believe there is little value in or need for change. I've repeatedly seen "don't fix it if it ain't broke," "we've always done it that way," and numerous workplace superstitions like these mistaken for business strategies.

In hard times, especially when significant competition appears, too many professionals and brokerages ignore the possibility that they did well in boom times because business was plentiful, not because they were at their best. They may suffer the double impact of their own meritocracy and the industry-wide, if not economy-wide, need for improvement.

Social media and mobile computing, add another dimension of complexity and choice, but do not automatically improve communication prowess or results. What still appears as optional technology to some, is already standard for savvy real estate professionals and their brokerages. However, I stress that just as using a smartphone, even with an app, does not automatically make you smarter, merely texting or social networking does not boost communication powers. In spite of advances in technology, effective communication remains focused on clarity regarding "your point" and the "who" you direct it to - your target.

How have you taken advantage of the adaptations and advances the Real Estate Industry has made, and is making, in response to technology? You are intent on leveraging this improvement to strengthen your value and position with prospects and clients, but how effectively are you taking advantage of opportunities overlooked by colleagues or the industry itself?

Your awareness of your communication habits impacts your bottom line whether or not you understand how. Master tweaking and revampering for continuous, effective improvement in communication and everything else that matters to you and your target market.

Excerpted from "What’s Your Point? Cut The Crap, Hit The Mark & Stick!" with permission of the author PJ Wade and the publisher CatapultPublishing.com © Copyright 2013

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PJ Wade

Futurist and Achievement Strategist PJ WADE is “The Catalyst”—intent on Challenging The Best to Become Even Better. A dynamic speaker and author of 8 books and more than 1800 published articles, PJ concentrates on the knowledge, insight, communication prowess, and special decision-making skills essential for professionals and their clients who are determined to thrive in the 21st-Century vortex of change.

PJ Wade's latest business book, What's Your Point? Cut The Crap, Hit The Mark & Stick! (CatapultPublishing.com) further proves PJ's forward-thinking expertise and her on-point ability to explain technical, even non-verbal, communication details in practical, understandable terms. Print publication: Fall 2017

PJ: “What's Your Point? — the pivotal 21st-Century business question—must be answered before you open your mouth, hit a key, or tap anything. Too often 'Your Point' is not clear to you, and communication remains an expensive illusion.”

As The Catalyst, PJ concentrates on enhancing communication ROI for experienced advisors, executives, entrepreneurs, business owners, and other savvy professionals, who may not have received as much formal training in communication as they have in their own field.

PJ’s on-point professional development programs and featured presentations start where other business content leaves off. What's Your Point?  programs, presentations, and content present the rich combination of practical suggestions, game-changing concepts, and on-point perspectives essential to those rising to the challenge of modern effective business communication—online & off.

Onward & Upward — The directions that really matter! Reach PJ at pjwade@TheCatalyst.com and visit her Blog: http://www.thecatalyst.com/blog/.

www.thecatalyst.com

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