Why Being Copied is the Biggest Compliment

January 12, 2018

A marketing colleague recently asked my opinion on their client’s travel business, which was showing stagnant sales. I took a look at their website and immediately had the answer. The website contained all the requisite beauty photos, press accolades, travel dates, and prices. But as I dug deeper, I discovered that the trips only contained sample itineraries, vague descriptions of the places visitors would go and the people they’d meet.

This was a company that prided itself on one-of-a-kind travel experiences featuring high-end, exclusive itineraries to remote destinations. So where was the substance beyond all the fluff?

It turns out that the company’s director was afraid to give away their travel secrets. They had spent years uncovering hidden gems and cultivating local relationships, attempting to avoid the mass attention that could quickly turn a travel paradise into a tourist disaster.

And sure, they had well protected their secrets. But what’s not for sale at market will rarely be sold. The price they were paying for not sharing the precious details of their product was a loss in sales. Website traffic was high and customer satisfaction was off the charts. But the average client prospect just wasn’t being converted.

The reality is that in today’s world of connectivity, nothing stays hidden very long. The best way to protect your ideas online is to boldly claim them as your own. Dare the competition and challenge them to respond. Sure, you’ll get your fair share of copycats. But in this case, imitation truly is the sincerest form of flattery.

And while you’ll naturally get some brand confusion, you’ll also begin to build market momentum. In today’s increasingly complex marketing environment, it can often take five or more impressions to influence a buying decision: ironically, those impressions can come equally from your competition.

So go ahead, speak out. Show the world why you’re the best. And risk being copied, if it means being successful. Remember, wallflowers never have the last dance. And hiding your message will simply squash your brand.

Author: Ashlee Goodman

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Eight Work-From-Home Etiquette Tips

Eight Work-From-Home Etiquette Tips

Whether telecommuting is old hat or something you’ve been forced into as part of the COVID-19 shutdown, here are a few tips to make the experience run smoothly for both employers and employees.

Managing expectations

Successful work-from-home strategies always begin with clearly communicated expectations. Make sure your employees have any necessary equipment, tools and resources. Will they need to track their time? Participate in regularly scheduled meetings? Be available at certain times of day? For employees, know what you’re accountable for and clearly communicate any challenges you’re having.

Constant communication

Keep the lines of communication open and be accessible. Check in with employees regularly through apps like Slack, Microsoft Teams, Google Hangouts and Skype, or even an old-fashioned email or phone call. Be genuinely interested in how they’re doing but don’t overdo it. Foster a feeling of trust by not micromanaging.

Nine to five…ish

While having a daily schedule is ideal, it may not always be practical right now. Make sure your people know when you need them to be available and try to offer flexibility at other times. They may be juggling school schedules as well as work schedules and working at “off-shift” times may be necessary. Be mindful of employees in different time zones as well.

For employees, try to work when you’re at your best, and not when you’re exhausted by kindergarten playtime and fourth grade math. Make sure people know if you will be unavailable at certain times.

Taking a break

Getting up and moving clears the head and helps with creativity and problem-solving. Whether it’s a walk around the block or a break for lunch, make time to get away from your desk throughout the day.

Signing off

Working from home does not mean being available 24/7. Set an actual end to the workday if possible. Don’t send and respond to messages at all hours. Sign out of messaging apps and close work programs. Understand and respect these boundaries.

Location, location, location

When setting up a home office, think about where you will have the fewest distractions – for yourself and for those who may be seeing you and your background on a video conferencing platform. Try to avoid busy spots that may include semi-clad people walking behind you, barking dogs and kids vying for your attention.

Conferencing and calls

Be clear about whether you expect people to turn on their cameras during meetings. If so, be clear about how they should be dressed. During calls, mute your phone when you’re not talking to avoid background noise. Headphones can also help with call quality. When speaking, pause frequently so others can participate in the conversation.

Social engagement

It’s ok for managers and employees to have some down time together, which may help ward off feelings of isolation. Keep up your normal level of interaction, perhaps with a virtual coffee break or happy hour. Managers should set the tone for how casual to be. Let employees choose what they would like to share, and never pry into areas that were off-limits before.

Author: Erin Alderfer