My First Annual 25 Days of Christmas Campaign.

Jan 5, 2022 | blog, strategy | 0 comments

When March 2020 arrived, I was ready for a vacation. After kicking off the year with pneumonia, I soon found myself overwhelmed with projects and client meetings. Although it was one of the most profitable times of my life – it took a lot out of me. By the time I was able to break away from things, the entire country was locked down with fear. While circumstances have allowed me to be more present at home, the past 21 months have been full of distractions to say the least.

For example, leaving the beautiful state of Arizona was tough. If I’m being honest, it still is. But looking back on things and our 150-day excursion in 2 RVs, my consistency shouldn’t have wavered. The journey provided a tremendous opportunity to be authentic with my vision and the obstacles along the way. But I failed. So as soon as we were situated, I knew I had to get back on the horse. After some brainstorming, I thought it would be a good idea to zero in on a strength of mine: creative direction.

sitting in front of woodsy area at prefocus solutions where jordan trask is recording live video to help business owners and ceo's market better with a brand identity and consumer targeting strategy

Directional Content Breeds Brand Recognition.

Whether my past contracts have involved content strategies or brand identification, I’ve always excelled at helping clients understand their ideal customer’s point of view. In today’s marketplace it can be easy to get distracted by general engagement (likes or views) from consumers that don’t even care. But this can be extremely wasteful when you think about it. Channeling your branded value and targeting those that will actually appreciate your offering most should be the foundation of every campaign.

Like I’ve mentioned in previous videos, leaning on deals or entertainment to reach the general population is risky. Perception is everything. But this doesn’t give you the right to stretch the truth or be cheesy. With all this in mind, I knew I had to publish some content that helped people understand this and value my PreFocus services. So I decided to come up with a holiday strategy for random industries every day leading up to Christmas. I titled it: The 25 Days of Christmas.

A FREE Consultation Can Go a Long Way.

Whether my videos result in a contract or not, every CEO or business owner can benefit from walking through the PreFocus process. In most cases, these 25 Days of Christmas will elicit certainty while allowing leaders to see and fill the holes in their marketing efforts.

Just imagine how much better every holiday strategy would be if we sat down and really investigated the actualities of your business. Either way, be purposeful with everything you do guys!

Note: Video 14 is only on Instagram as it didn’t save.

The Cost and Brand-Saving Advantages of a PreFocus.

Dec 14, 2021 | Content, strategy | 0 comments

I’m working on a few new video series here in Memphis, TN. So I wanted to share an outline I made a few years ago that helps explain why it’s advantageous to work with PreFocus. I know society tells you that you have to buy into the flashy stuff or agencies in order to capture the attention of ideal consumers. But it doesn’t have to be that cheesy guys.

Focusing on what you do and why you do it really well is enough to generate attention and drive credibility. Being cool, funny or extra random these days might seem to be it – but marketing quality has always been the bullseye.

At the end of the day, this isn’t a sales pitch. There are so many different things we can discuss that’ll not only improve your current marketing efforts – but the overall equity of your brand. So, here are some of the things I help my clients focus on.

A. Stop Getting Burned by Flashy Overpromises.

Many sales pitches sound really good. But the solutions are normally basic.

Most popular concepts don’t even make sense for certain industries
Marketing efforts usually take around 90 days to analyze. Even Ads.
Client reports are often full of skewed data that’s misleading (likes).
Do you know why so many agencies deal with high client turnover?

Nobody can “do it all” for a major company without access to some talent.

Most “marketers” pocket large budgets and hire cheap contractors.
They read a book, buy a guide or take a coarse and become “experts”.
Cookie cutter strategies remove creativity from marketing efforts.

Buying from entrepreneurs, adopting strategies or buying guides is limiting.

Trying to learn and do things yourself will only stretch you thin.
If you don’t differentiate your value, you become a stagnant market option.
Investing in your brand, it’s culture and your customers has a higher return.

You need to work with somebody that’s motivated to understand your offering and listen for your value. Someone that can assess the market accordingly and piece together a purposeful strategy. It’s a tremendous peace of mind when your marketing has sound direction. When you’re able to focus on the business, you get to really reward the customers that support it.

B. Implement a Form of Marketing Accountability.

Do you really need to become an expert at marketing? The answer is a big no. The problem is, many business owners are hesitant to throw large sums of money at uncertainty – and rightfully so. The issue lies with trust. Even if you hire a CMO, it’s still hard to know if you’re heading in the right direction or not.

Unless someone is truly able and willing to immerse themselves in the business, it’s normally a lost cause. So here are some questions to determine if some marketing accountability needs to take place.

Do you know if your marketers legit or telling the truth?

Would you like to know if you’re wasting $500 a week?
Are you managing KPI’s or do you just relinquish cash?
Do you have a list of expectations and goals you need to see?
Will you need to change course or cut ties with someone?
- Have you had to go through a transition before?

Are you paying for good work AND getting a solid ROI?

Do you know what quality looks like and how to price it out?
- Have you met everyone working with your budget?
- Have you ever compared plans or contract details?
  1. Many content strategies are $1200-$2000/mo.
    1. Blogs and social posts based on trends and holidays blah.
    2. Is the investment any different or better than competition?
  2. Is longform content being broken down appropriately for reach?
    1. Does every publication have a minimum of 12 touch points?
    2. Do you know how to measure the cost and return of views?
Did you know it’s more expensive to fix or reverse ineffective marketing?
- My resources have taken over plenty of bad sites with a number of costly errors. While these things can be fixed (and paid for twice), a bad first impression takes time to overcome. Anything from grammar to spammy backlinks can deter people. Other things – like stock photos, convoluted pages, slow responsiveness or inconsistent designs – can also hinder perception. High priced sites need accountability and an experienced advocate to establish cohesion.
- Are you aware of the multitude of “olay” social media strategies?
  1. Buying features, followers and likes from pools of managed accounts.
  2. Advising people to do things for attention instead of strengthening value.
Are you guilty of “doing what you’re told” by phony “experts”?
- Did you know that mediocre efforts could actually be costing you thousands per year?
  1. Did you know there are plenty of ways to effectively spend $5K per month?

Do you know how to spot cheap, lazy marketing companies?

Do you know how to look past sales pitches and identify trustworthiness?
Have you ever gotten help when it comes to things you’re not experienced with?
Would you value an extra set of eyes and ears during interview sessions?
Are you marketing with unrecognizable branding, low cohesion and poor professionalism?
How do you know if an agency lacks originality or quality SEO services?
Do you shop around or simply compare the loudest options available?
If you’re basing your decision on price, do you know why?

Direction improves leadership ability.

When you invest in a PreFocus, you’re able to make intelligent, confident decisions.

Strengthen competence – what to cut and when to invest.
1. Less hesitation and focus on things you’re not skilled in or at.
2. Regain control of and change your business.
3. Ensure you get what you pay for.

Even though the industry has gotten a bad wrap, it’s still important to get marketers what they need.

Working with an expert helps you see the value in being creative and thinking things through.

Many companies easily spend $20K/mo on new acquisition strategies.
1. Better intent and spending improves P&L statements.
What’d it be worth to make sound decisions and trust your spending efforts?
1. Know that someone else has your brand’s best interests in mind.
2. Vision and control for far less than your current budget.
3. You don’t have to hire a salary position – just access when necessary.
Experience the growth you envisioned when you got started.
1. Same budget, better decisions focused on an identity that makes sense.

How About an Example to Bring it Home?

Think of marketing like farming. You can’t just scatter seed or hire some people that claim to be seed scattering experts and hope something grows. Different types of seed requires different elements to thrive and some seeds have no business being thrown in certain climates. If you’re starting a farm, why wouldn’t you want to find a farmer to help? Now maybe that’s a cheesy analogy but them seeds cost money don’t they?

If the produce was less than because you did it your way, would the return be worth it?
What if the guidance helped you reap two-fold?
Good marketing isn’t cheap but bad marketing shouldn’t be expensive.

So if you’re unsure how to tell the difference, see the opportunity, or simply ask the right questions; then a little help can go a long way. So give me a call and see why it’s advantageous to work with PreFocus in 2022. I’m not in business to make money. I’m in business to create lasting memories. Be purposeful with everything you do and always remember to PreFocus.

Holiday Marketing Concepts Focused on Deals or Entertainment Diminish Your Brand.

Nov 23, 2021 | blog, strategy | 0 comments

prepping for christmas break holiday marketing concepts for businesses stay true to themselves this season instead of cheapening tactics to lower value and quality prefocus solutions memphis tn media

Every year, businesses across the country gear up for the loose spending habits of the holiday season. The frenzy in America is real. Because of this, getting in front of consumers is a big deal (no pun intended). When brands aren’t jumping on seasonal trends to make a profit, they’re eagerly vying for consumer attention. Leading up to Black Friday, this normally involves “can’t miss” offers or some form of entertainment. But using these types of holiday marketing concepts aren’t going to help you win the long game of business ownership.

You see, definitive value is the driving force of a brand. In fact, it’s what makes a brand, a brand. An advertisement, or strategy for that matter, is meant to explain – not incentivize or persuade. Although it may not be my job to direct your marketing campaigns, it is worth noting the disadvantages of swerving from qualitative measures during a season of quality buyers. At the end of the day, every company has the ability to steer their own worth.

The Draw of Holiday Discounts.

For the most part, deals are meant to get people on-site or in the door. Offering “buy one get one half off” or “5th person free” definitely drives interest. During the holiday season, while people are eager to shop, it’s a prime opportunity to show consumers your stuff. It may be difficult to compete with higher end retailers or chain stores and discounts help draw people away from opposing businesses. If you’re able to make large quantities of something or have a lot of inventory, this may ensure all of it gets bought up.

I do want to make one thing clear – there’s no shame in giving back when you have a lot of “success”. I don’t want to discredit the idea of rewarding your customers. At the same time, I don’t want people with a solid offering to discount their worth in order to take advantage of the market.

The Reality of Holiday Specials.

While they can most certainly milk bargain shoppers and spending fanatics, deals can also be very misleading. Return business all depends on the overall experience. If the product or service is low quality, then it’s going to be forever associated with the concept of a deal. Even if it’s not, it becomes susceptible to this viewpoint. This means, buyers probably won’t complain but also won’t return – no matter what you do.

Nobody wants to be seen as the discount choice. So if you don’t own a high quality solution and position yourself as cheap, you’re going to be viewed this way. Standing firm in the value you provide by investing in a creative ad that expresses why can be so much more powerful. Instead of looking to compete to jump on a trend, you could end up trending yourself. So don’t look past the disadvantages of discounts.

The Drawback fo Holiday Deals.

Even if you sell out of merchandise or enjoy full classes during the holidays, revenue can still dry up fast. Restocking or quitting a job could backfire quickly. Corporations are able to take a hit while driving up awareness with cheesy holiday marketing concepts – but can you? Does the “one hit wonder” status feel as good when it fizzles out? The worst thing to see is a business that fails to sustain because it was founded on deals.

Don’t cut yourself short and feel like you have to give things away while the season is here. If you really got something going, there’s good reason to stay the course and wait for your opportunity to arise.

Examples of Entertaining Ads.

One of the most annoying strategies, in my opinion, is the use of humor to generate a memory (this is another thing large corporations do that smaller operations just don’t need to touch). Far too often, you see entertainment as a form of persuasion. As if a company is more believable, trustworthy or valuable because of their ability to make us laugh. Has anyone ever decided to look and see if Geico’s claim to save people 30% or more is actually real? Do you know how they got to this number?

In most cases, consumers don’t even care. Because they’ve been entertained, the insurance provider will more than likely pop into their mind. They know if it’s bad, they’ll switch to another. Is this how it works with realtors, hairdressers, physical therapists, home service companies and construction crews? Sure, you might get some business from the grab. People might see you as more recognizable. But is what you offer not worth explaining?

Why Entertainment is Ignorant.

At the end of the day, it’s a lot easier to remember a quality solution than a solid chuckle. What you show consumers is what they eventually expect from you. The last thing you want to do is cheapen the experience by getting their attention with entertainment. They ought to be drawn to you for other reasons before click bait is ever considered. You can use humorous segments or characters in a commercial, but make sure the story line is centered on value.

Better Holiday Marketing Concepts Matter.

No matter what industry you’re in, you have customers to serve. This means, there are a multitude of creative ways to captivate, intrigue, educate and lead them. Remember, your business or brand is founded on something people need or can’t do themselves. Not surrounding all of your holiday marketing concepts with these things is preposterous! It makes me want to say a Ebenezer Scrooge line or two. Each of you reading this has something unique and valuable worth sharing.

Everyone is looking to hear something specific this year. In most cases, quality campaigns are simple to do and easy to convey. It’s because an element of authenticity is always present. The more companies look to be like another, the harder it is to tell them apart. While it may be tempting to throw out deals and jokes this season, I challenge you to dig deep for the joy you bring. Oftentimes, you’ll find a concept or two that strike a cord with a good portion of your audience.

Let me know if you need any help.

7 Tips to Create Original Photography Content Yourself.

Nov 18, 2021 | blog, Photography, strategy | 0 comments

One of the most overlooked elements of branding and marketing is the weight of authenticity. This concerns me because most advertisements don’t actually depict the customer experience – at all. Is it really that big of a deal to create original photography content yourself? Unfortunately, many businesses use stock photos, models, creative directors and actors to make their product or service appear a lot more appealing than it really is. So why isn’t the customer’s subconscious being considered?

Why Take Pictures For Your Business?

Believe it or not, perception doesn’t stop at the sale. Marketing agencies and officials create a dwindling experience when they throw all their chips at the first impression. In their subconscious, the consumer constantly chases the promoted visual. While awareness does matter – a counterfeit culture just isn’t sustainable. A company that leans on originality usually doesn’t have to worry about low satisfaction ratings and minimal market share.

When I ask business owners and CEO’s why they allow fabricated pictures, the main response I get is, “Well, we don’t think our customers care.. Everyone else does it and they’re having success..” They usually believe their failed marketing efforts lie in a blog or media-buying strategy. There’s no desire to create original photography content.

However, succumbing to industry standards or basing decisions on competitor efforts basically means you’re OK with being average. I can’t work with that. I think it’s safe to say any human being would be lying if they said they weren’t interested in who’s making a product or offering a service they’re paying for. Original photography not only satisfies this subconscious desire, it also gives people a reason to browse your content. The amount of time people spend on your website is a major factor for search engine rankings (Google, Bing, etc).

How to Maximize the Use of Your Original Photography.

If you’ve already been publishing a lot of original content on your social media profiles, that’s good. But you’ll also want to make sure some of the media is making it on your website and other local citations. Whether you like it or not, your business is plastered on all kinds of online directories that try to obtain traffic and send referrals your way. (Yelp, Mapquest, Apple Maps, Google Maps, Yellow pages, Houzz, Thumbtack, to name a few). Adding original photos here and optimizing them for SEO really helps with click through ratings.

The goal, at least with me, is to try to create a seamless experience that’s cohesive on all channels. Being consistent with your posts when you create original photography content gives you a chance to be recognizable when ideal customers are in the buying stage. While it’s not always a bad idea to have a go-to publishing platform, limiting your authentic reach leaves money on the table. Some of the photos you take might even come in handy for signage or display ads.

Who Would Really Benefit From Original Photography Content?

Medical practices, for example, are loaded with stock photos of doctors and nurses that are clearly fake. Has the industry lost touch with society? Do they really think all their business derives from referrals and insurance coverage? In reality, most patients stumble across the same pictures during their search. It can be rather discouraging when you’re already sick or in pain. Not very often do you come across a physician’s website that’s loaded with original photography content.

I haven’t met many people that like going to the doctor. It can be kind of a crap shoot picking one. When a patient can get to know a provider before meeting them, it tends to create a sense of trust and peace of mind. You can’t tell me this wouldn’t improve conversion rates. Since turnover tends to be high in the medical industry, staying up to date on who’s in the office and why you hired them shows you’re committed to the patient – without having to tell them. So don’t tell me you don’t have the budget for it.

If you offer home services, showcasing your people and their capabilities is just as impactful. As a husband and father of 6, I like knowing who’s going to be entering my house. When you’re not able to communicate that online, it subconsciously tells me two things: You’re not proud of your staff or their appearance may detour me from the sale. Going the extra mile to show ideal customers who’s involved and what they can expect is a big deal. While video is far more impactful, it’s not hard to create original photography content.

7 Tips to Create Original Photography Content.

Once you understand the value of authentic measures, it can be easy to become overwhelmed with ideas. Most business owners that tackle something new often get stuck in the planning stage. So the main key is to figure out what you need to capture most and do it!

1. Get Going On a Gameplan Today!

You don’t need professional help to create original photography content yourself. While the quality may suffer, it’s better than nothing at all. Like I said, it shows you’re proud of the business and have nothing to hide. Everyone has a smart phone that can easily capture a product, team picture, happy customer or people at work. If you want to start with the culture, then schedule a company photo and some basic headshots (at least for management) right now! Don’t go overboard or it won’t get done.

Until you get into the habit of capturing original content, you’ll want to make short strides. You can plan out different types of photography down the road. In order to make the most of your time, take as many pictures as you can. Since you’re not a professional, it’s going to be hard to know what the best angle will be. Besides, somebody is always blinking, standing awkwardly or making a disgusting face. A plethora of options is always better than 2-3 standard poses.

If it’s just you or a small group in the photographs, then you can always find someone willing to snap away for free. When you finally decide to create original photography content, do your best to be resilient. You’re going to run into some snags and will probably receive some pushback. But follow through. If you have a web development team, you can ask them to put your favorite photos online right away.

2. Please Consider Your Presentation.

To be frank, I’m not a big fan of shaving or dressing up for people in order to garner likes or obtain their business. When you’re not being yourself, it can be toxic to the original passion. But that doesn’t mean it’s OK to not care if you look like you just rolled out of bed. Having some sort of respect for who you’re doing business with is definitely important. If you can’t pull off a solid presentation for the camera, what do you think that communicates?

Taking Pictures Helps You See How You Look to Customers

When you create original photography content, it really helps you see how you (or your employees) might look in front of customers. This is one of the major things I touch on in my PreFocus process. While it’s important to be yourself, it can be hard to see past yourself. If one of your employees has a sloppy appearance or won’t stop slouching, it needs to be addressed. A bad attitude or poor professionalism can impact the entire culture – especially if they’re tenured with the company.

If the business is your baby then treat it as such! While it may be tough to get a good photo with “the guys”, I encourage you to try to be as serious as you can. Leading the business to brand equity is a big step that pays dividends. When everyone is working towards one goal, it’s a lot easier to come up with some cool ideas for pictures. In most cases, photography is used to communicate trust, competence and familiarity. So it’s on you to be recognizable while on the job.

How To Present Yourself When Photographing Original Content.

Instead of taking pictures of material things or posing at events, showcase your work and everyone involved. The idea is to create original photography content that captures people in their element. When people just look busy, it’s kind of cheesy. So try not to stage a lot of things and overdo it. It also helps when you’re able to incorporate branded merchandise (shirts, hats, pens, coffee mugs, etc.). Just make sure when it’s all said and done that the company’s presentation is consistent moving forward. Don’t let the photos be the only interpretation.

3. Consider the Angles You Capture At.

One of the worst things you can do when taking pictures is place the camera low. Although a nice hero shot (aiming up from the side as pictured above) shows authority, it’s better to leave this to the professionals. Angling up someone’s nose can be risky. Unless you’re trying to give the perspective of a toddler or puppy, chest height or higher usually works best. But don’t spend so much time of profile and team pictures. Over the shoulder or “heaven” shots (angled from above) work well.

However, when you create original photography content, it’s more about real moments in time, remember? You’ll want to take pictures as if you’re a fly on the wall or getting a bird’s eye view. A good way to do this is to capture the corners of different objects that are in the frame. A fence post, tree leaf, computer monitor or even the back of someone’s head can really add perspective to the photo. Leaving a bunch of empty space in the photo also allows you to add writing to the photos for future posts.

Shadows are the last thing you’ll want to consider when determining your angles. If a line of light is streaking across someone’s face then you’ll want to reposition them. Also, make sure you ask if anyone thinks they have a “bad side”. The last thing you want is to post images that people aren’t comfortable with or approve of.

4. Lighting Makes a Big Difference.

Speaking of lighting, there’s really only one way to go about removing shadows. This requires a 5 light setup (front, back, both sides, and a fill) that basically brightens every area around the spot you’re shooting. Most businesses don’t have this capability or even the need to. While standard indoor lights do hinder image quality, adding a “fill” light on the floor will help balance things out. A simple lamp and a “daylight” light bulb is enough.

As long as there’s an even amount of lighting in front of the camera or across the object your shooting, you should be fine. Don’t overdo it. Too much brightness is distracting and will cause squinting. Lighting behind a subject can give your picture a glow or halo effect, but it can also end up looking really bad! The easiest way to set up sound lighting is to just shoot near a window or go outside. Mid morning or an hour before dusk are usually good times to avoid a glare.

5. Know What You Plan to Capture.

If you’ve got a decent camera and someone to push the button, it’s always best to get your culture shots first. While this can be done with a timer, it takes a lot longer. Company portraits, followed by group (or department) photos and headshots are a good place to start. If you’re feeling froggy, try to get some natural shots of people interacting while they’re grouped together. We did this for one of our HVAC clients. It helped them create original photography content for each of their service teams.

Candid moments can involve the act of thinking, leading, collaborating, preparing, focusing and any form of interaction. The main goal is capture real life moments and the authenticity of people at work. It may be tempting to take pictures of personal leisure time, but it’s best to stick to the business side of things. For the most part, ideal customers don’t care about your car or fantasy football league. If you have a location or office then showcase its features.

Any way you can showcase some aspect of the customer experience, do it. Even images around the house can come in handy. If you’re a plumber, then there are plenty of things to take pictures of for your website and social media channels. You don’t need a big budget to have your wife click away while you’re inspecting the drain.

6. Know How You Plan on Editing.

At the end of the day, you don’t need supreme editing software to make pictures look good. But you ought to have some sort of consistency when it comes to your brand image. My point is, don’t have a super edgy photo one day then a soft black and white image the next. Knowing how you want to express the business is just as important as any general design. So before you go about spending time and money on an editing process, make sure you nail this down. Again, this is another important step to the PreFocus process.

Once you have image guidelines in order, anyone can take care of your editing for you. Most people on Fiver or Upwork will for it for a couple dozen dollars. If you want to keep things cheap, most smart phones and social platforms has enhancement options you can use before posting. Canva also lets you make some tweaks to photos. We personally use Adobe Illustrator, Photoshop and Lightroom for our original photography content. All three cost about $50/month and give us some gnarly options when it comes to editing media.

7. Keep All of Your Photos in Order.

The last tip I want to leave you with has to do with future strategies. Once you’ve taken and utilized your pictures, make sure you’re organizing them. You can store them in desktop folders, your Google drive, a cloud or share them on your intranet or company CRM. Categorizing and labeling all of your content helps you access it if ever necessary. If you need to write a blog about drain cleaning, then you already have the photos your wife took. If they’re edited and optimized for publishing, you just saved yourself a lot of time.

This is what a PreFocus is. You’re either working in your business or working on your business. When you think things through, you avoid setbacks and perform at a higher level. Hopefully this article gave you enough reason to create original photography content yourself.

Society Hands Over Private Information Like it’s Nothing in 2020.

Aug 26, 2020 | blog, consulting, Content, strategy | 0 comments

Society Hands Over Private Information Like it’s Nothing in 2020.

prefocusing-with-jordan-trask-on-his-blog-talking-about-email-marketing-and-genuine-approaches-to-reaching-deal-audiences-in-authentic-genuine-ways-with-content-surprise-az

Does anyone else notice we’ve been slowly conditioned to give private information so we don’t have to hand over money?

“Sign up for a free eBook”
“Subscribe to our blog for a discount to our store”
“Sign in to read the rest of this article”
“Pay for a subscription for unlimited access”

But what does this really cost us? Is it worth “$3 off a blouse” or the free sticker? Are people truly giving private data to receive unnecessary things? If so, why so? Look, I get it – it’s not that big of a deal.. But is it not?

1 million $3 subscriptions can make a NON-EXPERT $3 million (minus digital expenses) overnight.. With that being said, what are you actually subscribing to? What’s closing you and why? Imagine what manipulated capital can then be funnelled into.

Would it be just as easy to hand over personal data if the invitation said:

“Tell us what your email is and where you live so we can save you a discount (worth a few dollars off), keep our marketing costs low and put you on a list so it’s easy to send you offers. This way, our brand is in front of you all the time and you’ll start believing in some of the things we tell you and need/want some of things we sell you. In the meantime we’ll be able to monitor and track your behaviors so we know your interests and what encourages you to spend more money with us over the next few years. Matter of fact, give us your phone number too so we can sell your full contact information to another operation – potentially a scam – once we feel as though we’ve maximized your wallet.”

Full Name……………..Email………………Phone………………….[ SUBMIT!!!!! ]

It doesn’t sound too promising does it? Imagine how many people over the last decade alone have innocently handed over pertinent information about themselves or others around them with no knowledge of what transpires thereafter. New online users, seniors and children are extremely vulnerable. Are we really not wired to look into the things that could steer our steps in an unintended direction every day?

It’s easy to assume everyone has good intentions or there’s value on the other end – especially when an advertisement feels like it’s speaking directly to you – but who’s really the benefactor and who’s the beneficiary? And if you’re a business, do you really want to be lump summed with some of these types of operations – even if your intentions are good? At some point in time, society will become fed up with the bombardment of sales pitches. What happens when people no longer listen to automation?

Look, I know email marketing is essential. But the way we go about it is important. If you take short cuts, then expect to cut costs (and even employees) at some point down the road. If you don’t believe me then you’re probably doing something shady. I don’t care, I’ve seen enough of this stuff now to know what a genuine outreach and purposeful messaging brings. It’s not even close.

As a Business or Corporation..

Wouldn’t it be easier to execute an effective model and/or simply go above and beyond for the ideal customer? Doesn’t it seem rather risky to condition people to spend money with you or overwhelm them when someone else can easily do the same? Don’t you want your customers to stick by you during tough times – like this COVID-19 pandemic? Wouldn’t it be good if your customers knew you’d stick by them too?

An ability to sustain with a positive future outlook eliminates a number of potential burdens. Most of which impact a leader internally. There’s nothing more troubling than financial uncertainty. Wouldn’t it be easier to have support even when you make mistakes? Wouldn’t it be better to have customer relationships that embody honesty and transparency? Wouldn’t this improve brand equity?

Doesn’t refocusing on your unique purpose, passion and value sound good?

Of course it does, because it is. We’ve just been conditioned for too long, by phony marketing “experts” that this is bad. Don’t worry, we’re working on it. #PreFocusWithUs

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PreFocus Updates: True Branding Derives From Patience and Consistency.

Apr 24, 2020 | blog, Branding, consulting, Documenting the Journey, strategy | 0 comments

PreFocus Updates: True Branding Derives From Patience and Consistency.

Slowing Down, Not Complacency, is Forming My Brand Identity.

When it comes to building a business, one of the most difficult things to embody is patience. As a visionary, I’ve always gotten sucked into my end goal and detoured by possibilities along the way. But you have to realize at some point that consistency (or constancy) wins the race. While every experience is dense with fruit, rushing things can sometimes be costly. This is why I’m so passionate about branding. The thing is, you have to build things the right way, if you’re really for the consumer.

A Little Story For Big Perspective.

Many business owners eventually find themselves putting on the same golf course over and over. While they grow tired of the stagnancy and repetition, there is a sense of comfort there. They know the clubhouse manager and routinely visit with the same people – the common folk that rarely challenge them to try anything new. There’s a relativity there that allows a sense of satisfaction to reside. It causes many to become complacent or even feel like the ceiling has been reached.

What ends up happening is they start skipping holes that they’ve become bored with. They stop playing the whole course and start to forget the whole reason why they started playing. The people around them tend to downplay their desire for a purpose and passion. They start to doubt and even settle for what’s seen as “enough.” There’s not really a standard there because they’re just winging it. But no matter how many holes-in-one we sink outside of our element, something will always be missing.

Now, many of you may not understand this analogy – or what I’m even referring to – and that’s OK. I’ve realized who my ideal client is and where they need to be in order to value what I bring to the table. Those that want to charge course will. The element of branding is who you really are and what you want your customers to experience. Don’t you see? They’re your marketing team.

Before You Combat a True Brand Identity.

Proving myself to those that disagree with an intentional identity that withstands external refinements is a waste of time. You may be able to make money but the grass isn’t greener. People are always eager to boast that making money online is easy. That there is a way to market a bad product or solution and still sustain the business. I’m not arguing with that. But if you have a purpose and an element of value you’re marketing, then you shouldn’t go about it this way.

Reaching for attention and sales pitches can never compete with reputation. The fact of the matter is, you (as the business owner, CEO, founder or president) really ought to be set out to accomplish, improve or supply something of value. Millions of marketers will tell you they can get you leads now but are they quality leads? If you offer a genuine, premium service, why pigeon hole yourself? No matter what the argument is, products and services should be provided or manufactured for the consumer.

Although I’ve been studying unethical advertising since 2006, it’s still hard to tell where we went wrong as a society. For whatever reason, marketing has turned into a sale. Corporations no longer aim to serve but to persuade. Quality and value has essentially been replaced.

Be Patient, I’m Getting to the Point.

My whole thing is, why compete here? Why try to garner attention or follow trends to funnel leads? Why partake in a look-alike competition? If you have a genuine purpose or passion behind your business, then you will stand out. There’s no need to listen to those that are chasing the money. Far too often, business owners with a real vision get sucked into distractions as well. They believe that they have to do what their competitors are doing in order to remain alive.

Not only are those of you with “big ideas” distracted by the marketplace, you’re also misled by marketers. Like I said before, millions of people are trying to sell business owners and CEO’s on their “idea” of marketing. The sales pitch oftentimes works here too. But the reason why so many companies are unable to reach their goals after coming to market is simple. They forget why they started. They don’t understand that brand establishment takes time.

Working with someone who’s willing to set them up for success while earning their trust and respect is important. Far too often, companies chase the revenue or listen to bad advice to get ahead. They put the buggy before the horse or chose to go after demographic audiences instead of patiently waiting for their ideal customers to find them. Many of you need results now – I get it. But if you’re really providing value and there’s a purpose behind your business, then customers need to know this about you.

Consumers need to view you as something and understand your promises. They need to be able to recognize your experience and know what to expect consistently. Shortcuts rarely result in sustainability. If you truly care about your customers, you have to be patient with the process. You won’t have anything to prove if you falter before you even get started.

How Direction, a PreFocus, Has Guided My Business.

Why would I take on a client for SEO services when they don’t value quality work or they have unreasonable expectations? Why set up a cheap PPC campaign or build a website for $1000 when it won’t really drive results? Why design a newspaper ad when a company could garner a higher return on Google ads? Where is my integrity if I forget what I stand for? How will people ever trust my insight when I partake in projects that aren’t fruitful just to get by? Even though I know I could do a good job, it’s not the point.

The point is, I know I bring so much more to the table and you probably do too. Every time we chose to be complacent, our brand suffers. Chasing the buck never got me anywhere. Standing for what’s best for the business has. Sometimes, saying “no” has cost me a lot of money. But it’s allowing me to create a consistent experience that decision-makers can trust and rely on. Today, I know what type of client we help the best. I know for a fact that waiting on them instead of giving in to make a little money is far more fulfilling.

My business partner and I are even getting phone calls from previous clients that we previously fired. They now understand the value and purpose behind the things we do. They know that the little things are important and are willing to have patience with us as we get them back on track. While we’re still faced with some conflict and kickback from clients, we know that our consistency is important.

If we want to stop going down the same paths or playing the same courses we hate, then we have to remain in our element every day. Reminding each other of this is essential. My goal is to one day direct a Super Bowl commercial. I’m not going to get there by managing 15 PPC campaigns and getting websites to page 1 on Google.

I’m going to get there by helping companies communicate their brand with a message that resonates with their ideal audience. Those that are looking for help here will eventually find me. However that may play out, I’m willing to wait. In the meantime, I need to continue documenting my journey and staying true to the same vision. Consumers deserve to know who can provide them with real value.

founder of prefocus jordan trask directing client during branding photoshoot for purpose and passion in phoenix az consumer audience

Applying Business Growth to My Everyday Life.

I mention all of these things because I’m constantly reminded to remain in my element and be patient. Every day, I’m faced with a number of challenges that could be better if I skipped some of the steps I’ve strategically laid out over the years. But I know that doing will take me off-track. Honestly, I don’t even know if I’m ready for certain advancements in my life right now.

While all of us would like to move faster, it’s always good to stop and smell the roses and see where the real opportunity lies. For the first time in a while, my family and I are enjoying the fruits of our labor. I’m especially grateful to have what we have during a global pandemic. We’re extremely blessed right now.

Not only do I have foundational partnerships and clients that lean on my loyalty, but I have a family and a wife that needs me a present as possible. I mean, we’re expecting our 6th child for crying out loud. All of this is a part of my branding and I need to be consistent here too. Staying mindful and doing what’s best for everyone is what my company is all about.

If You’re Struggling, Try to be Smart.

You see, chasing things because someone else is – or because someone else tells you to – is rarely advantageous. Many times, we get in our own way. We have this desire to knock down all of the dominoes fall when they’re not falling accordingly. But I urge you to try a few new courses. Explain your ideas and the vision of your culture to more people in new places.

Don’t allow complacency to sneak in. Build a brand that means something. Especially if your product or service is meaningful! Don’t allow narrow minded people to detour you. Find help piecing together your goals and find ways to create small wins in order to drive momentum.

Building a company from an idea is hard, I know. I have a lot of regrets myself. But as cliche as it sounds, grow through what you go through. When you’re vulnerable throughout, the public knows you care. We’re all human here so show your heart. Create an aura around the business. This is branding. An ability to harness a purpose and communicate a value is more important now than ever before. Everyone is trying to sell something online because we’re all home.

Anyone is now a marketer with the magic touch. So stop looking for sales to win and build a brand that lasts. It may be a tough time to be patient because of COVID-19, but the fruits of a PreFocus are worth it.

“If you want to live like no one else, you have to be willing to live like no one else.”

– Dave Ramsey

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