[Gary] Peeples Helping People, LLC

Find your target audience—and how many of them there are—on Facebook in 4 easy steps

You know they are on there; I mean, Facebook just hit nine-hundred trillion subscribers. 

The questions are: how many? how do I find them? how do I target them?

Facebook makes that super easy, and — best of all — at $0 cost, you can get a precise number of people that meet your ideal criteria. 

For example, you want 25-35 y/o males that are interested in triathlon that also follow the Ironman brand page. The following 4 steps will tell you how many of those dudes exist on Facebook right now.

Here's how:

Step 1: Go to http://www.facebook.com/advertising/.

Step 2: Click "Create an ad".

Step 3: Pick your destination [can be your page or an external url, if external you will need to enter some basic data].

Step 4: Put in your targeting criteria. Notice as you do this, the "estimated reach" on the right hand side adjusts, showing you the potential. 

Note: you can even do advanced targeting for super exclusive criteria and see what the reach is.

Have any of you used Facebook advertising? How did it go? Leave comments below!

Is it time to blow on your Nintendo tape?

I work out pretty consistently. I've been running 20-25 miles per week for 15 years; I've done weight training on and off for the same time; and recently — 2 years ago — I got into triathlons.

Last year was a big endurance year for me, racing over 10 times in various events: 5K, 10K, half and full marathons; and just about every distance of triathlon — including Ironman Lake Placid [2.4mile swim, 112mile bike, 26.2 mile run].

I feel like I'm no stranger to hard work. 

BUT, 4 weeks ago I started CrossFit and I've been sore like you'd never believe. Everyday. And if you're familiar, these workouts are 20 - 30 mins per day at most. Sometimes 10. Hardly a 3 hour run or 6 hour bike ride.

There are days that I'm fully convinced that this 25 minute workout is harder than the entire eleven and a half hour Ironman. 

The funny thing is, with incorporating CrossFit, I'm working out less then last year [time wise], I'm working out harder [in any given moment], and I feel more fit and healthy then ever. 

The main reason for all of this is CHANGE. 

I changed it up. Did something different. Broke the boring. 

But I didn't change to change. I changed to match my goals. 

I realized, I didn't have the 20hrs per week it takes to train for Ironman. I didn't care about getting faster or going farther anymore. But I still wanted to burn calories, tone up, and be fit. 

And I sort of worked myself into this confused state of trying to train in the same style [swim, bike, run] but doing it less, for results that had nothing to do with getting faster or going further. 

I had to hit the reset button.

Like when your Nintendo went crazy. [And then you had to blow on your Nintendo tape to get it to work again.]

I had to ask:

What am I trying to do here? How can I realign and prioritize to get there?

For me — for this — CrossFit was a perfect answer. Great results, different strategy, better fit for me right now. 

While this may be specific to fitness, the logic applies to anything. 

What are you currently doing — maybe out of habit — that no longer has anything to do with your goals?

Maybe it's time for a change! 

Being good vs. getting better

There is a difference between focusing on being good and getting better.

Focusing on being good can be limiting. It's a subconscious acceptance that you are as good as you are going to get. You tend to set goals that validate your beliefs. They are easy to hit; you're good at it.

Focusing on getter better eliminates that barrier. You're saying to yourself, "what can I improve on?" Here, you set goals that you have to work for; and make changes to attain.

Here are a few examples of that difference:

To lose 5 lbs, you can try to eat less [being good] or you can start working out more — 30 minutes 3X per week [getting better].

To get a promotion, you can do what you do best more often or faster [being good] or you can proactively seek what other — well regarded — employees do well and focus your time there [getting better].

To strengthen a relationship, same thing — do more of the minimum [being good] or focus on the things you don't typically do [getting better]. 

We are not limited by anything but ourselves. Think about what you can improve on and set your goals in that direction.

Know your limits, but never accept them.

-I have no idea

 

3 Examples Of Great Timing [Jay-Z, James Cameron, and Michael Phelps]

Success is sometimes about timing.

Musicians and record executives postpone album releases all the time — often allowing a direct competitor to be number 1 in the process.

This is in hopes they can capture a greater market share or make a bigger impact.

Movie producers align release dates for the same purpose; betting that they will have more success for longer if they hold out and not compete directly with [whatever].

In swimming this idea is called Periodization. With the “main event” occurring every four years, swimmers need to train at the levels and peaks that make sense for them.

This allows them to be at maximum output levels when the time is right.

Jay-Z [the hip-hop artist] sometimes takes years between albums to focus on other opportunities. He even retired like, 39 times. He gives up #1 in the process, but always comes back with a hit.

It's on purpose.

James Cameron took a million years off, probably for the same reason. He allowed many other #1’s to occur during that time, but came back with Avatar.

Again, on purpose. And he pretty much single-handedly launched this 3-D craze we are in.

Michael Phelps is in-between Olympics — heading to his 4th. He too, has been focusing on various opportunities, sometimes allowing other #1’s to happen at "in-between" competitions.

When it matters most, he'll deliver.

Timing is a strategy, just like any other; and the longer you’ve been doing it:

Jay-Z for 30 years;

James Cameron for 40 years;

Michael Phelps for 20 years;

the more you know how to work this to your advantage.

The 22 Immutable Laws of Marketing

1. THE LAW OF LEADERSHIP. It is better to be first than it is to be better.

2. THE LAW OF THE CATEGORY. If you can't be first in a category, set up a new category you can be first in.

3. THE LAW OF THE MIND. It is better to be first in the mind than to be first in the marketplace.

4. THE LAW OF PERCEPTION. Marketing is not a battle of products, it's a battle of perceptions.

5. THE LAW OF FOCUS. The most powerful concept in marketing is owning a word in the prospect's mind.

6. THE LAW OF EXCLUSIVITY. Two companies cannot own the same word in the prospect's mind.

7. THE LAW OF THE LADDER. The strategy to use depends on which rung you occupy on the ladder.

8. THE LAW OF DUALITY. In the long run, every market becomes a two horse race.

9. THE LAW OF THE OPPOSITE. If you are shooting for second place, your strategy is determined by the leader.

10. THE LAW OF DIVISION. Over time, a category will divide and become two or more categories.

11. THE LAW OF PERSPECTIVE. Marketing effects take place over an extended period of time.

12. THE LAW OF LINE EXTENSION. There is an irresistible pressure to extend the equity of the brand.

13. THE LAW OF SACRIFICE. You have to give up something to get something.

14. THE LAW OF ATTRIBUTES. For every attribute, there is an opposite, effective attribute.

15. THE LAW OF CANDOR. When you admit a negative, the prospect will give you a positive.

16. THE LAW OF SINGULARITY. In each situation, only one move will produce substantial results.

17. THE LAW OF UNPREDICTABILITY. Unless you write your competitor's plans, you can't predict the future.

18. THE LAW OF SUCCESS. Success often leads to arrogance, and arrogance to failure.

19. THE LAW OF FAILURE. Failure is to be expected and accepted.

20. THE LAW OF HYPE. The situation is often the opposite of the way it appears in the press.

21. THE LAW OF ACCELERATION. Successful programs are not built on fads, they're built on trends.

22. THE LAW OF RESOURCES. Without adequate funding, an idea won't get off the ground.

[via The 22 Immutable Laws of Marketing (1993). Al Ries and Jack Trout.]

The 5 rules of the Shark Tank

One interesting thing about ABC's hit show Shark Tank is that there are no business plans or power points or excel spreadsheets. 

But yet, The Sharks are willing to offer $20 thousand, $30 thousand, even a Half Million for a piece of a good idea.

If you haven't seen the show, it's basically about hopeful entrepreneurs — who are pitching their ideas to Trillionaires — to get them to invest in their idea. 

All they bring into the pitch is: the problem, the idea, how they've been solving it, and what they want to do moving forward. And usually a prototype or drawing of the product.

The Sharks know within 5 minutes if they are in or out.

In each case of Success, the following 5 things seem to be present:

1. The entrepreneurs are solving a problem that matters.

2. They explain the problem and solution in 90 seconds.

3. They've "started shipping" already — on some level.

4. They know their numbers. 

5. They are interesting.

These aren't the only things, but they certainly seem to be a constant.

So, it seems simple enough:

Beginning now — start solving a unique problem, with a simple solution that's easy to explain; know your costs and goals; and give it an interesting story. 

There(!) your first company is born. Or your next promotion is on the way.

No matter what your situation is, you can apply these rules to attract "investors" into your ideas.

Connect with people through these 5 rules of Improv

I'm not an Improv actor or anything, but I am fascinated by it. I have read up on it; I've known people that do it; and I've even considered "getting into it" myself.

I believe there is a LOT that can be learned from the basic principles the art follows — and not just for business — I'm talking: for life, for friendships, for relationships, and anywhere else you "connect" with people.

Here are 5 basic rules that may help you in building connections with people:

1. Don't deny — Say "Yes(!)-and".

In Improv:

Denying or disagreeing will cause the scene to come to a halt. A scene beginning with "I'm Gary and the view from this mountain is great" will be killed if the response is, "this isn't a mountain it's a living room and you are Patricia". 

In Life:

It does the same thing. Accept the content or story or argument that is given to you as a reality [it often is for whoever gave it to you]. Agree and add.

2. Don't ask open-ended questions — it makes the other person do all the work. 

In Improv:

After the Yes(!)-and, add new information. "Yes, and the fresh air is probably really helping our simultaneous cases of athletes foot."

In Life:

Same thing; don't make the other person do all the work by continuing to pound them with open-ended questions. Add value to the conversation; state your opinion; help them help you. 

Personally, I think people in sales are over-taught the open-ended question process. It has it's place, but how quickly you can come off as passive-aggressive, if you never add value to the conversation. In my opinion.

3. Don't TRY to be funny — focus on here and now and on creating an interesting scene.

In Improv:

The process of creating an interesting scene, between two people working with each other, who have no idea where the other will go next, will create the comedy. And it won't be forced. Let it happen naturally.

In Life:

Replace "funny" with whatever the context is. Don't TRY to sell them a car. Don't TRY to win the argument with your significant other. Don't TRY to get a raise. Focus on here and now — and on doing the right thing — and whatever IT is, will happen naturally.

4. You can look good if you make your partner look good.

In Improv:

Don't get too caught up in your own character. Figure out how to help your partner advance their character. It will be funnier then trying to get all your jokes in about your own character.

In Life:

Don't get too caught up in your own character. Figure out how to help your partner advance their character. 

That was perfect, I didn't need to change it.

5. Tell a story.

In Improv:

Establish a location and provide details that add to the story. The audience is looking for a good story. And again, the natural details — that are being created between two individuals, on the spot — will be funny on its own.

In Life:

A story "humanizes" the situation. You want to connect with your audience — your boss, your loved one, your son or daughter, your customer — give them a story about you. You know, "about a time when..." Tell it from the heart. Emotion builds connections. Usually.

 If you don't know where you are going, any road will take you there. 

-Lewis Carroll, "Alice in Wonderland"

Why CPG brands spend boatloads of money on brand advertising

First, I just pictured a real boatload of money.

It’s a ship like on Deadliest Catch for some reason. I don’t know why. So now that is my picture for this.

ANYWAY, CPG brands spend boatloads because it works. 

Sure, they don't always get it right, or spend it in the right places.

Here are some failures [depending how you view it]: 

The Pepsi Refresh Project — reportedly done instead of Super Bowl advertising — had mixed reviews: "The Failure Of Pepsi Refresh Project"

New Coke was BLASTED and basically failed because there was nothing wrong with old coke.

Sorry, both of my examples are in Beverage, but you get the point.

Without these typically-monstrous branding efforts, though, consumers have nothing to emotionally connect to. And beneath the surface:

emotion plays a major role in driving nearly everything. 

There is scientific proof that emotion drives decisions — USA Today Article — but how fun is that?

Let’s look at some more-fun examples:

Think of the last time you went clothes shopping. Felt Good to get some new stuff. “Gots to look fresh-to-death”, right?

Or think of the last time you were at Target on a spree; you got that Feeling of “yeah, gonna buy some stuff” in the back of your head.

Or at the end of a work-week; when you decided to do a happy hour because you wanted to relax, cut loose, and Feel Good.

Or when you bought your house — or decided on your apartment or condo — you analyzed the pros and cons, sure, but at the end didn’t it just Feel Right?

We are all looking for experiences; that is one of the essences of life.

It doesn’t change because you are a business, or brand, or product.

And the boatloads of money are spent by these companies to give you that which you are looking for: an experience that is just right for you.

Alternatively, I suppose they would look to spend this money somewhere else, rather then retain it; but where?

Maybe on retail? How much impact can that really have — Crazier displays? Buying down the retail prices? Who knows?

Or maybe something else, but who cares?

Isn’t money better spent figuring out how to emotionally connect with you, then it is in any other way?

Plus we get all those funny commercials out of it. 

What do you think?

Now back to my Deadliest-Catch boatload of money.

5 important questions to ask right now

1. What should our business be worried about?

If your answer is: nothing, economy, or competition. #yourdoingitwrong.

Nothing is BS. Economy is an excuse. And competition is not specific enough. 

What are your customer preferences? Are they changing? Do you serve a young demo or an older? Are you at risk of not attracting new business? When's the last time you took a chance? Changed something? Maybe it's time.

2. Is what we are doing today going to work for tomorrow?

There is managing for NOW and there is preparing for tomorrow. Sometimes tough to do both, but if you don't have an idea of what tomorrow looks like you are too short sighted.

What can you add, to that which you currently do best, that will serve to build for tomorrow without turning off your current success? Can you add a service to attract a new demo without changing the service that serves your core? For example.

3. Do we have the right people — in the right jobs — and are they happy?

"Right people" is though. In the right jobs is a challenge. Keeping them happy should be easy. 

At the core of it all, you need to understand people.

When you hire them — what makes them tick? Do those things resonate with your business?

The right jobs — what are their personal goals? Are you putting them in roles that will allow them to get after those dreams?

Keeping them happy — what makes them feel important? Do that.

4. What is slowing down our customers buying process, or causing them to choose elsewhere?

Again, understanding people — but this time: your customers. What makes them tick? What makes them feel important? Do that.

There is always a better option in this world. It's too big and there are too many options. You don't have to be the best. You just have to be the best to them in a way that makes them feel important.

If everyone only ever chose "the best", there would only be one of everything in this world. -Me, just now

Can you imagine: one operating system, one supermarket, one car?

People chose the best for them out of the options for a million reasons. Figure out what those reasons are.

5. What items on the expense side of the P&L can we get rid of or decrease?

Break out the ole P&L and go down the list. Where are you spending money? Do you need to be?

Some things are musts: you have to keep the lights on, you have to have a certain level of manpower, you have to keep advertising.

Others are maybes: you might have two people doing the job of one, you may be outsourcing something that can be done internally, you may have an expensive vendor you can replace.

Every business owner should be thinking these things daily. And as with most things I blog about, I would suggest starting with the numbers.

With each of these questions and answers you should be able to assign a number; a number you are either currently achieving or trying to achieve. Goals and metrics.

If you can't put a number to it, stop doing it.

These 5 questions were paraphrased from a recent post on inc.com 5 Questions Businesses Owners Should Be Asking. They have cool pictures too.

The most important thing ever

Think of a time when:

you received excellent customer service;

you got a promotion;

you received an award;

you fell in love.

Now think of a time when:

you received poor customer service;

you were passed on a promotion;

your teammate or co-worker got the award;

you didn't get the girl or guy.

We've all been through all of these — many of us, many times. 

In the first set you felt good; at varying degrees. In the second set you felt bad; also at varying degrees.

The reason why has something — not everything — to do with how IMPORTANT you felt.

Put differently:

Make someone feel important; they will likely have a good experience. Make them feel un-important; they will likely have a bad experience. 

It applies to everything above:

You get a promotion = you're important to us, here's more responsibility. You were passed over for a promotion = [Pete Tequiza] is more important then you. Also, Pete's a nerd.

A busy waitress stops by to say she's super busy and will be right back for your drink order = you're an important customer to her. A busy waitress that zips by a trillion times, without saying a word, ignoring you while you die of hunger = you're less important then the other customers.

You get the girl = you're important to her. She's not that into you = you're not that important. Also she's an idiot, and how could she not see how awesome you are. Just saying.

Even if you only remember to do this 50% of the time, my suggestion is for you to figure out what makes people — and everyone is a little different — feel most important in this world. And do that.

In business, in friendship, in love, and in life — it will make a world of difference.