The February meeting of the GKIC London Chapter took place on 24 February 2015…
…at our new venue, “The Happenstance” on Ludgate Hill.
A full schedule with 4 speakers…
…plus the opportunity to catch up with old friends, meet new members and share ideas with like-minded, go-ahead business-folk.
David White kicked off the afternoon talking about…
“8 Very Big Advertising Mistakes To Avoid”.
The cardinal sin to avoid, of course, is not using the direct response marketing approach and the smart copywriting that is an essential part of that.
But, typical of the mistakes made by advertisers who don’t understand direct marketing are…
1. Not having a clear and compelling headline (surprisingly common)
2. No clear offer or good reason for the reader to respond
3. It’s not at all clear what the advertiser actually does and how they can help the reader (all too common)
David illustrated these marketing blunders by comparing two ads from companies in the same field, one that made all 8 mistakes (and a few more) compared to one that did a pretty good job overall.
Next up was Moe Nawaz introducing a new…and free…Mastermind Program for business owners who want to go from 5 figures to 6 figures in revenue. As I listened to Moe describe the project, it struck me that this is a kind of “business breakthrough incubator” and something different to the norm.
Moe is a true expert in business growth and also a master facilitator of mastermind groups that get results. If you’re a GKIC member and committed to making a BIG business breakthrough, this could be the perfect opportunity for you. For more details, get in touch with David White at the GKIC London site (look under “About Us” for the contact page).
After a short break…the great Fergus McClelland took the floor to lead the group through a very powerful exercise to practice looking at a situation or issue from a different…possibly contrary to your normal one…viewpoint. Being able to see things through the eyes of your prospective customer can be very useful in creating effective copy or an effective marketing approach.
As well, there was a lesson in the exercise about how it’s emotion that drives action…and breakthroughs. People buy for emotional reasons and justify the decision with sound logical reasons (which, if you’re smart, you will have given them).
Finally, James Knight once again talked about the iMA system. James describes iMA as…
“…an exciting new universal language, designed to maximise connectivity i.e. mutual liking, trust, understanding and respect.
Every one in the world speaks one of four iMA dialects, putting her/him on the same wavelength as 25% of the world’s population. The majority of people, many of whom are important to your success, are on a different wavelength than you.
The universal language of iMA is a simple way of observing and understanding the differences in people, then connecting with them on their wavelength. When this happens communication, trust, understanding, co-operation and sales go up, and stress and tension go down.”
iMA is a typology system and is similar in some respects to some of the better known systems. Where it differs is in the application and the emphasis on building stronger inter-personal connections.
James worked for the Dale Carnegie organisation for many years so he knows a good deal about making the right connections and getting on better with people.
Connecting with people to work together effectively is an essential skill, not just in business but in all areas of life. James delivered an insightful and thought-provoking presentation. Simply being aware of the potential differences in the way people communicate can make a big difference and help bring about better results.
Now, James had spoken about iMA at a previous meeting back in November last year, but some topics are well worth repeating. Especially as the GKIC London meeting is growing all the time so new members will not have seen the presentation before.
More about the iMA approach at imastrategies.com OR ima-strategies.com.
A big “Thank You” to David White for organising and hosting the meeting as usual. Upcoming GKIC London events…
March 5 – GKIC Foundation Content
March 10 – Facebook for Business
March 17 – GKIC London Chapter Members Meeting
All the details and how to reserve your place at the GKIC London website.