Mindset Marketing

When you stop chasing the wrong things,
you give the right things a chance to catch you.
Anon

by Skip Cohen

Years ago, in my Polaroid days, I was the Regional Services Manager at the Chicago distribution center. We got a new distribution manager who, after just one day, started telling people how great things were going, even though there had been no significant change in the operation. When I questioned him about the approach, he laughed and said, 

"We're going to be making changes, and they're going to take time, but when you tell people things are changing for the better, it speeds up the process. Things really do start to get better."

I have no idea why this scenario has been in my head today, but while I'm skeptical of people who always tell you things are great, regardless of what's really happening. Although to a point, there is some truth to the power of a positive mindset. It's the reverse of a negative self-fulfilling prophecy - You know, the one: "If you decide something is hopeless, it will be."

Here's my point - you can't change your business very much now, as we come down to the wire this late in December. But you can clear your head and start getting ready for the new year. The new year doesn't suddenly wipe the slate clean of bad habits - it just gives you a new starting point.

Here are few things to think about and do...
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• What do you want to accomplish in January? It's only the "slow season" for incoming clients, and even that's limited to where it's truly the "dead of winter." January should NEVER be a slow month for you!
• Are you ready for your accountant? Any last-minute purchases you need to make for your business that will be deductible? It's not just camera gear but computers, printers...even your car. The bottom line - talk to your accountant.
• Do you need to offer some new products in 2023? Call your lab and simply ask, "What's new?" Then, kick back and listen. 
• What about services for 2023? What are you offering your customers that's going to get their attention? I'm a big fan of day-in-the-life sessions, Legacy programs and themed portrait sessions for kids.
• Reservations? If you're headed to IUSA in January - do you have your flights and hotel set up? And what about dinners with friends you want to see? Don't wait until the last minute to make plans!
• How's your skill set? What are you missing that would make you stronger as an artist?
• Relationship building: Who are the companies in your community who you'd like to work together with? I've shared so many ideas on partnerships over the years. From networking luncheons to cross-promotions to simply sharing the cost of a targeted direct mail piece - YOU DON'T HAVE TO FLY SOLO. Bringing in two partners can reduce your cost to a 1/3 of what an oversized postcard might cost by yourself. But nothing happens without you making a move!

Last but not least - none of the above can be handled on the fly. Build in some time over the holidays to kick back and daydream a little. Dreaming isn't a waste of time when it has a purpose. And sometimes the only way to get in the right mindset is to dream!

This is only the start of the list of things you could be thinking about, but it all starts with a clear head and a positive mindset. ​

You can't change what's going on around you
Until you change what's going on within you!
Anon