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Andrea Hill

To Be Positive in Your Marketing, Be Optimistic in Real Life

Here are some tricks for keeping your attitude positive.

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LAST MONTH, I wrote about how optimism sells — particularly in this post-pandemic era. Helping people feel good about the present and the future will bind them closer to your brand and open their hearts and minds to your messaging.

Of course, conveying authentic optimism requires a measure of feeling authentic optimism, and as a small business owner, that can sometimes be a challenge. So this month, let’s focus on the things you can do to cultivate your own sense of optimism and model the benefits of optimism for your team.

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The first step for most people is understanding what optimism really is, compared to what most people think it is.

Optimism is Realistic

We’ve been so immersed in uncertainty and concern for the past year that it’s almost habitual to be watching for the next crisis around the corner. But that’s no more reality than believing that nothing bad will ever happen again. The truth is, there will always be challenges. Some people think that optimists don’t believe there will ever be trouble — but that’s not accurate. The difference between optimists and pessimists is that optimists aren’t surprised by trouble, but they look for partial and incremental solutions. Sure, there will be inflation ahead, and customers are about to start spending some of their pandemic savings on travel and entertainment again. So let’s not be surprised by these things — let’s prepare for them.

A small business’s best hedge against inflation and softening demand is to plug the leaks. Nickels and dimes add up, so it’s time to make sure you’ve automated as much of your business as you can right now. It’s easier and more affordable than ever before to streamline purchasing tasks and automate lead generation, sales and clienteling activities, marketing activities, and administrative processes. Tighten up that ship, and you’ll feel like you have some control over your future — another attribute optimists share.

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Stretch … Then Stretch Some More

There are two physical exercises that have been demonstrated to improve one’s feeling of well-being and capability. One is to smile as big as you can. The other is to put your fists on your hips, Superman-style, thrust your chest forward and your head back. Both big smiles and Superman stances seem to produce neuropeptides, dopamine, serotonin, and endorphins, all of which make you feel better.

Interestingly, this works for business decisions too. One of the best ways to make your business healthier is to take some risks. The more conservative small business owners feel about their businesses, the less likely they are to grow their businesses. You don’t need to go out and bet the bank, but make sure you’re not just hunkering down. A big swing now and then is like business dopamine, and it can go a long way to reminding you how fun business is and how much potential your business has.

Promoting optimism is likely to score more leads, help you turn those leads into customers, and make your current customers feel more connected with you. It’s also likely to help you meet each business day with a bit more spring in your step. And maybe that’s the most beneficial marketing element of all.

Andrea Hill is owner of Hill Management Group, with three brands serving the jewelry industry. Learn more at hill-management.com.

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SPONSORED VIDEO

Wilkerson Testimonials | Zadok Master Jewelers

Stick to the Program — And Watch Your Sales Grow

When Zadok Master Jewelers in Houston, Texas, decided to move to a new location (they’d been in the same one for the 45 years they’d been in business), they called Wilkerson to run a moving sale. The results, says seventh-generation jeweler Jonathan Zadok, were “off the charts” in terms of traffic and sales. Why? They took Wilkerson’s advice and stuck to the company’s marketing program, which included sign twirlers — something Jonathan Zadok had never used before. He says a number of very wealthy customers came in because of them. “They said, ‘I loved your sign twirlers and here’s my credit card for $20,000.’ There’s no way we could have done that on our own,” says Zadok. “Without Wilkerson, the sale never, ever would have come close to what it did.”

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