It was bound to happen eventually, but this Spring it was my time...
I finally had to upgrade from my "readers" to full-time glasses. And they're trifocals to boot.
I can see fine far away. But I need a lot of help seeing and reading books/smartphones/labels and also to see my computer screen. All these things have different ranges and need different magnification levels.
So... trifocals. But not just one pair! Oh, no!
I needed two pairs, 'cause I'm special: One for work, and one for everyday living.
What's the difference?
I'm glad you asked. And the answer is where this lesson's secret tip for improving your marketing to architects comes from.
You'll soon see a new way you can look at your own marketing through new eyes. Tweaking and fine-tuning your messages and strategies. You'll soon discover and create those long-lasting connections with your best prospects.
Put your own goggles on and let's go...
YOUR FIRST SET OF SPECTACLES
These are the "work glasses" I mentioned.
If you're like me, you spend the biggest part of your day reading or looking at a computer screen. So, the doc suggested I'd want a set of glasses with all three magnification levels to get through that part of my day. But with the following set-up:
- Level 1 is the top 25% of the lens. That's the plain glass. I use this section occasionally when I look up at someone from my desk or look into the distance.
- Level 2 (for arm's length viewing) makes up the central 50% of the lens. Since I spend most of my time looking at my computer screen.
- And, Level 3 is the bottom 25% to help me when I need to look down to read something on my desk or look at my phone.
Makes sense, right?
And, yes, I did ask her about getting Lasik surgery to avoid having to deal with glasses. She pointed out Lasik only takes care of one of the magnification levels. It's not a one-size-fits-all solution.
It would fix one issue, but I'd still need bifocals to help see the other ranges. SO, trifocals it is...
So, how's this all fit in with how you do your marketing?
YOUR MARKETING VISION LEVELS
These "work glasses" are a metaphor for how you can (should) look at your regular work day. And how you should look at marketing to architects. (In my humble, but spot-on, opinion.)
And a recent conversation with a friend reminded me of the importance of seeing things clearly. It's something my wife has pointed out in the past, but I never quite got it until I needed glasses myself.
My wife and my friend both said they can't listen or concentrate on anything until they have their glasses on.
It's funny how our senses work, isn't it? You plug your nose so you can't taste those brussel sprouts. And you can't listen properly when you can't see clearly.
But I've now found it's absolutely true. And if you wear glasses, I'm sure you'd agree as well.
Anyway, that's why it's so crucial for you to make sure you're always honing your marketing vision as well. At all the different levels.
Let's take a look at what those different levels are...
LEVEL 1 MARKETING VISION:
This is when you're looking ahead to what's next.
- Planning for the future.
- Setting goals and targets.
- Stepping back and looking at the bigger picture.
- Paying attention to your positioning.
This level of vision and thinking doesn't take up the majority of your day. But you do need to include it as you look at all your marketing and sales efforts.
It's what helps you build a proper roadmap and get to where you need to go.
LEVEL 2 MARKETING VISION:
You spend most of your workday looking at ways to connect with architects (or engineers or designers or contractors... whoever). Today. Right now.
That's your Level 2 vision.
Or you're acting on those strategies you've developed to get out there and get your products specified or selected for their next project.
So that's where you focus most of your vision. At those arm's length marketing activities. Being as efficient and as effective as you can with those crucial elements of your day.
These are the actions you take to move the needle forward in your business.
LEVEL 3 MARKETING VISION:
This is your "inspection" vision.
Where you take the marketing you've already done and study it more closely. These are your "lessons learned." Your best practices. And your A/B testing you've done to see what works best with your specific target audiences.
It's also the time you take to research, read, and learn more about what others are doing. In our industry and in other industries. (Don't limit yourself.)
Again, this is just a portion of your day, but definitely worthy of dedicated time and study.
So, that's your first set of glasses for those times you're on the job.
In my next post, we'll look at the bigger secret of those second set of glasses you need to have on when you're off the clock and living your life. Because that's where you'll find a lot of the gold and jewels hidden. But only if you're looking...
Until next time, make it a great marketing day,