Category Archives: Copywriting

How To Conquer Marketing Overwhelm

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Rick said, “A new client told me he was hiring me because I helped him conquer his fear of being overwhelmed by the marketing possibilities.”

Happy Man“After you said thanks, what did you ask him?” asked Kate.

“He went on to say that it was a relief to know he didn’t have to learn it all and do it himself.”

Chris said, “Yeah, but what does that mean?”

“Let me guess,” I said. “The client is on every e-mail marketing list you can imagine. He or she watches a webinar a week which is always about the next sure thing in marketing on-line. But because each one of them says something different and the client hasn’t invested in any of them the level of overwhelm is like a tsunami.”

“Right,” said Rick. “I took a lesson from Kate. I asked him what I’d said or done that made him feel that way. Here’s what he said:

‘I’ve been trying to figure out how to take my business up a notch and I concluded that the marketing was the key. So I went on-line and searched marketing. I looked at the Business Journal list on-line and every company shown as a client was way bigger than me so I decided to look for on-line marketing help. Good luck with that! SEM, SEO and Certificate programs for pages. So I typed in how to market on line and I looked at some stuff. Before you know it I was getting e-mails from four or five folks about the same programs. So I’d watch a webinar and everything they told me was about how wonderful their new product was and they would be happy to take my credit card order for it…’

“But why did he hire you? I sincerely doubt it was because of your brand,” said Rob, our Branding Guru. What I’m seeing is that there is a glut of information out there. A simple search can make y’all believe you’re livin’ in an e-mail tornado alley. Everybody and his great aunt Hattie is tryin’ to get you to buy their shiny object and showing you checks with big numbers on ‘em.”

Gail said, “I know exactly what that feels like. Happened to me this summer. This group helped. All of you got me to stop buying into the silver bullet theory of internet marketing. You made me stop and look at the numbers and what was working for the various clients you serve. Here’s the way I wrote it down one Friday afternoon:

Information by the ton
Hundreds of products
No insight into what works and what doesn’t
———————————————————-
A single coach
An approach matched to my needs
Test, Measure, Analyze and Reset”

I said, “So the net result is that the client believed that the insights you offered would overcome the glut of information and that you would work to make the marketing plan a living thing based on results.”

Rick said, “That’s one way to put it, but I think it is bigger than that. The client trusts me. And I’m not going to breach that trust.”

 

The marketing lunch bunch will be back next week. If you’re finding yourself drinking from that information fire hose, stop it! Watch this space for advice on how to find that singular coach that can help you market your business.

www.JerryFletcher.com is Jerry’s consulting web site He is changing the marketing of companies that meet around kitchen and boardroom tables. He prefers working with “Little Guys” with 1 to 500 employees.

www.NetworkingNinja.com is his speaking site. He speaks professionally on three continents on how to craft Trust-based marketing that builds businesses, careers and lives of joy.

How To Sell What They Want To Buy

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“I heard you say that serendipity is not why sales close,” said Kate as she took her seat.

Expectations“That’s right, I replied. “Jim, one of my clients, was speaking at an event with a top mergers and acquisitions guy. Each made the same point. In their view the organizations and individuals buying companies were buying what they believed the purchased outfit could do in the future. Past achievements were just that…past. The M&A guy focused on the shifts in valuation away from basic accounting data to critical evaluations of people and processes. Jim pointed out that in privately held businesses, the founder/owner is so much a part of the business that purchasers are particularly interested in who is going to be running things when he or she leaves. Buyers are basing the purchase price on projected performance. ”

”That is exactly what some research on resumes uncovered,” Gail chimed in. “If you have two candidates that are equal in every other way the candidate perceived as the one that will deliver on higher expectations is the one that gets hired. Been there, done that and got the T-shirt is not enough. Getting the interview starts with the cover letter not the resume. If the letter is more than a transmittal and shows a little flair while voicing career expectations the candidate has a better chance of getting through the door.”

“Welcome to my world,” said Rob. “What you two are blithering about is Brand, plain and simple. One of the best definitions I’ve ever heard for it is that Brand is a promise. It is the sum of people’s expectations fulfilled. It is the mouthwatering first taste of the chocolate chip cookie you smelled baking in the mall. It is the relief you know those over the counter pills will give you for your arthritis. It’s what makes that two hour ride to Granny Elders for one of her Sunday dinners worth it…both directions.”

“Anticipation is what gets them,” said Chris, our digital specialist. “I keep going back to print to understand the direct marketing side of digital campaigns. The deeper I get into the swipe file the more I find that the successful campaigns get people to respond for reasons other than features and benefits. Sure, you have to have that information but the real hook is what the prospect thinks they will get for making the purchase. Sure you have to solve their problem but the solution needs to be as they see the solution, not as you do.”

Rick said, “Your mention of a swipe file reminded me of a letter I keep on the bulletin board by my desk. For years the Wall Street Journal used the same letter to generate subscriptions. It is on monarch sized paper which makes it look like it is from an executive on his personal stationery. It carries the Journal logo at the top and is about a four page letter. It begins with a paragraph that sets the scene on a beautiful spring day 25 years ago when two young men graduated from the same college. It fast forwards to today when the same two men are attending their college reunion. One is a manager in a company. The other is the company president. The rest of the letter deals with what made the difference.

The key thing however is that the recipient of the letter was constantly in front of the writer. He was focused on the desire of the reader to succeed. (If you’d like a copy ask in a comment.)

Kate nodded. “Now you know why I ask some of the questions I do,” she said. “A lot of sales people try to rush it. I find that the less I try to close the better off I am, particularly if the price is substantial. The questions I find most helpful are ones like:

What do you expect to happen if you go ahead with this?

What will happen next when we put this in place?

Afterwards, how do you think things will change?”

“If you’re going to sell what they want to buy you need to understand the emotional impact of the purchase on the prospect,” I said. “That is true whether you selling in print, on line, or face to face.”

 

Jerry and the crew will return next week.

Jerry Fletcher crafts Trust-based marketing guidance for the “Little Guy” adapting enterprise level approaches that work for little or no money and time. Learn more at: www.JerryFletcher.com

Jerry speaks professionally on three continents. Learn more at: www.NetworkingNInja.com

How To Get Inside A Closed Mind

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Mind change Graphic

Factual graphics can begin to change closed minds

The saying should be “A graphic with the appropriate caption is worth a thousand words,” I said.

“I thought it was a picture is worth a thousand words,” said Kate.

“The problem is that people keep trying to put information into smaller and smaller bites,” said Gail. I saw some research I passed on to Fletch the other day that showed how to get people to see things your way. The scientists tried three ways to get folks to accept the evidence in the case:

  1. A paragraph of copy that provided facts that were in opposition to the participant’s viewpoint.
  2. The evidence presented as a chart or graph.
  3. Building the self esteem of the test subjects so they are less threatened by the facts.”

Chris said, “I’d bet on the chart. As a Digital Marketing Director I know we can get real traction with graphics. I’ve used infographics to great success. It isn’t always easy and sometimes the facts are hard to pin down, but when you can find a good source it is powerful.”

“The key is what the mind perceives as ‘real’ and therefore more believable, “ I said. If you use the scientific rigor that was applied in this research you have to agree with the findings. Taken alone, the data confirms the old saying.”

Rob chimed in, “Don’t y’all just hate it when he says something like that? I mean you know he’s gonna land on that with both feet. But before he does I want to make a point ‘bout branding. A logo type is a kind of graphic and originated so that folks who couldn’t read would be able to find the tradesmen they needed. Today, logos play the same role but the other visuals that accompany any corporate communique have to be consistent with the perception of the company. As malleable as folks would like the public to be, they aren’t. So the thing for everybody to remember is you can trash your image in a heartbeat. Be careful y’all.”

“As I was saying,” I continued. “You have to understand where the person you’re talking to is on the spectrum of belief on the subject. On top of that you need to know when to say more and how to say it. An open mind is searching for data. A closed mind is not. A graphic is a great way to sneak up on a closed mind. It is like having a passkey. You’re in before the alarms can go off. And then you can get on with the persuasion.”

Gail said, “ That is, in essence what the research said. But I agree with Fletch. It is an opening to begin the persuasion. You can’t stop there. If you use a chart it must have a heading that is factual and does not draw conclusions. If it is embedded in an article the tenor of the piece should be one of sharing hard data. If conclusions are drawn it must be closer to the 1000 word level.”

“She’s kinda right.” I said. “All you “Little Guys” take note. Often we cannot get people to read the 1000 words. So write a caption for the graph. Have it open with facts and suggest that there is more information including charts and graphs available if they will just click through. Place graphics at multiple points in the copy. It will get your message read. It will be more persuasive. You’ll convince them to buy.

Let me say that again:

  1. Use a factual headline that engenders curiosity
  2. Make the graphic the major illustration
  3. Put a caption under it to get people reading
  4. Use long copy to persuade
  5. Sprinkle the copy with graphics (and caption)
  6. Stick to the facts
  7. Include a specific call to action ”

Agree or Disagree? Let us know with a comment below.

Jerry and his crew will be back next week talking about what you need to know to build your business.

 

Jerry Fletcher is a Marketing Consultant and Coach who works with just a few select small businesses, solopreneurs and start-ups at any time. www.JerryFletcher.com

Jerry Speaks and will be making a rare local appearance in Oregon, a presentation for Oregon Horse Country on September 20. www.NetworkingNinja.com

 

Marketing Is Not A Matter Of Opinion

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Not my first rodeo“So did you fire that client,” Rob asked?

“You know this isn’t my first rodeo,” I said. “I have fired clients before and I’m sure I’ll do it again. It always bothers me when someone believes they have more expertise than the person or organization they are hiring for that reason. I’ve been in the middle of that nasty space since I was an ad agency ‘fire fighter’ long ago and far away”.

Rob drawled, “but the question here is whethah you’re the bronc or the rider. Now, I could have said Bull or rider but theahs just too much bull being slung in this discussion.

I’ve been bucked off and I know that it hurts everywhere but most of all deep down in your pride. The thing you got to pay attention to is you got on that ride thinkin’ you might could bring it to rein. When that doesn’t happen you discover it about 6 seconds in and the next thing you know theahs a clown keepin’ you alive.

Reckon I’m your clown. My advice is get out. You’ll burn yourself out arguin’ and any work you do will be damaged by the lack of belief both parties have. Pull your tail out from under granny’s rocker and hie yourself down under the stoop and wait for a friendly face. Believe me, you don’t need the aggravation.”

Kate looked over her glasses at Rob and said, “Bubba, It scares me. I’m beginning to understand you. In this case I think you’re right. There are times when things just don’t work out. I know Fletch was the go to guy in a big ad agency when clients were getting out of hand and I’ve met some of the folks he got back on track. So if he says this time it is different than perhaps he’s right. Maybe it is time to fade into the sunset. But, I’m like him I don’t like to admit defeat.”

“But is it?” Asked Rick. “I don’t think it is admitting defeat. You saddle up in the chute and at that point there’s no doubt who is in charge. Then the gate opens and all hell breaks loose. That’s what happened here. That Bronc or Bull has no respect for you. What did you expect?”

I responded, “In all truth I think of the client as a friend, someone I’ve known for an easy 20 plus years. We have never agreed on politics or how to change government but have always listened to each other. That’s where he earned his spurs about 20 years ago. I would defer to him in that arena without question. But that is not fundraising from the general public for a charity in small amounts. And that is the problem.

He believes this requirement is in his bailiwick and I believe it is in mine. That is not going to change. I grant his expertise in political stuff but not this. And he is just as adamant.

“Two choices,” said Gail. “Walk away or do it his way.”

Chris chuckled and said, “Don’t look now but I think he’s headed back to the chute.”

What would you do? Tell us down below.

Fletch and his marketing buckaroos will return next week. See you then.

Learn more:

Networking, Marketing and Contact Relationship Magic for the “Little Guy”
www.JerryFletcher.com

Speaking on Trust based Marketing, Networking and Inbound Marketing
www.NetworkingNinja.com

Marketing Is Not Education

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People espond to solutions not problems“I need a little help with a client that thinks education is marketing,” I said. “He keeps wanting to do videos of ridiculous length to talk at people instead of working from their opinions and interest to sell his non-profit.

There is a cardinal rule of Marketing: People buy solutions, not problems. I learned the lesson that you can’t sell by educating long ago doing split testing. I know that if you offer a solution to a problem people have versus a description of the problem that the solution will win every time. Even if both A and B offer the solution, the one that leads with the solution will win.

Rick disagreed saying, “But there are certain cases where pumping enough fear into the equation can get people to go one direction or another. Politics is rife with that sort of thing. And there, sometimes, it works. True, it can lead to polarization and that ain’t pretty. But fear is a primal motivator.”

“Minds me of a story ‘bout a kid cryin’ wolf when there was no wolf,” drawled Bob. “The problem is that when you try to scare people enough times they get so accustomed to your suasion that it is like water wickin’ off a duck’s back. That’s like the whole Global Warming/Climate Change thing. Now there is a branding problem if ever there was one.”

“Branding problem?” Gail asked.

“Sho nuff,” Rob replied. There was this VP from Tennessee that told us all about it in a TED presentation and then in a movie. He talked about it as Global Warming and showed us how just looking at the gain in carbon in the air was enough to cause global catastrophes. Then a bunch of folks that didn’t agree and had vested interests to protect made him out to be the kid cryin’ wolf. As a result we don’t hear about global warming any more. Now its Climate Change.”

“And believers are still trying to back the hearse up to the door.” I said. “Every time you turn around they find some new piece of scientific evidence that supports the argument that Climate Change is happening. The problem with all those arguments is that they are arguments. What they consider proofs are so far from Joe Public’s experience that it is like trying to explain a computer to a man of the renaissance when you don’t even speak the language.”

“Worse still, Kate said, the believers don’t understand the failed communications. They are so convinced that they are right that they cannot understand any other viewpoint.

When you’re selling you have to listen. You have to establish rapport with the buyer. You have to offer a solution to their problem. If they don’t perceive a problem or are not prepared to discuss it you are wasting your time.”

Chris asked, “So are you saying you should just walk away?”

“Yes. If they aren’t buying you have no choice” said Kate.

“But that is completely the opposite of building whitepapers and videos and all sorts of things to move people down a funnel to make a purchase. Why not try that?” asked Chris.

“First you have to get their interest” said Rick. And right there is the crux of the problem. The problem has become polarized. I believe it is now seen as political. And because of that people walk away from it. They tune out.

Regardless of how novel the educational approach is they perceive it as preaching. People do not trust politicians. They don’t like people with holier than thou attitudes. So they direct their attention elsewhere.”

“There’s one more piece to this which we shouldn’t overlook,” said Gail. Nobody, so far as I know has approached the consumer audience by accepting and emulating their attitude. Nobody has recognized how they have heard this big problem exists. Nobody has acceded to the consumer viewpoint that it takes a government or a treaty organization to take care of this. Nobody has admitted that Joe and Jane Public feel stymied and don’t see a way out.”

“So what I hear you saying is to present a solution couched in the terms of the audience. Let them know we understand. Offer a solution. Keep it simple. Make it easy for them to contribute. How do we do that with no budget? What do you suggest,” I asked.

What do you suggest? Let me know down there at the bottom of the page.

 

Jerry And his Marketing Wranglers will be back next week with something about how a rodeo relates to Marketing.

Learn More:
Marketing Consulting, Coaching and Contact Relationship Magic www.JerryFletcher.com
Speaking on Trust based Marketing, Networking & Business Development www.NetworkingNinja.com

 

Testimonials You Can Believe In

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“What’s the best way to get believable testimonials for a web site?” Chris askBelievable Testimonialed.

“Just ask,” said Rick.

There was a pregnant pause and then Kate said, “So you’re just gonna stop there and leave us all hanging…”

Rick took a sip of beer and went on, “Most people are afraid to ask customers or clients for a testimonial but I find that when I do they are usually flattered. They know you think highly of them if you do that and usually they give you glowing reviews.”

Rob jumped in saying, “I think you’re right but often they ask me what I want them to say or to write something for them.”

Gail said, “Yes, I know what you mean. That makes me feel really uncomfortable.”

“Like I said,” Rick continued, “They are flattered and are usually willing to go along with just about anything that is not overblown. In fact sometimes I think it’s better if I write it and ask them to put it in their words. Usually it comes back with just a few minor changes.”

“Hold it,” I said. The question was how to get a believable testimonial. When it comes to believability there are at least two techniques that will change one of those puffy kinds of wonderfulness statements into a quote that is authentic and light years more convincing:

1. Have the testifier say something about a concern they had before or during working with you and how it was resolved…in terms of a concrete thing that happened because of the work. Make sure it is short, to the point but follows the formula: Concern/Resolution/Benefit/Referral.

2. Do it on video. Make it easy for the testifier. Interview them and then edit the answers together. Seat them comfortably and then conduct the interview seated beside and slightly in back of the video camera. When they look at you it will give the impression that they are looking directly in the camera. They will quickly relax and the viewer will feel they are in a conversation.

Video also needs to incorporate the formula Concern/Resolution/Benefit/Referral although it can use multiple examples and transpose Resolution/Benefit if that is a more comfortable speech pattern for the testifier.

Many times the testifier will be hesitant to talk about the concern but once it is stated and the resolution is discovered you have a credible story to tell.”

What would you do to make a testimonial more believable?
Jerry and the crew will return next week. Stop in for lunch.

Jerry Fletcher builds trust-based marketing strategies for startups, professionals and small businesses. Learn more at www.JerryFletcher.com
Jerry speaks professionally in Europe and the Americas. He is willing to deal for an engagement in Australia or New Zealand. Learn more at www.NetworkingNinja.com

 

 

Do Your E-mail Numbers Add Up?

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Girl with AbacusChris, back from vacation and full of energy flopped into a seat and said, “The latest data on e-mail could prove to be confusing.”

“How’s that” Digital Developer? I asked.

“What baffling bit of analytics is making you cranky,” asked Rick.

“Since you guys are so happy to see me I’m going to make this a test:
Which should you optimize for words or pictures?”

Rob jumped in saying, “We live in a visually oriented society. So usually I’d go with pictures. But I know the powah o’ words so I figure he’s runnin’ one on us and I’ll go that way.

Gail said, “I’ll go with words because that’s my stock in trade but I know how valuable the right photo can be.”

I said, “I’ve seen the research so I can safely say, it depends.”

Kate snorted and said, “Both of you quit hedging and tell us.”

Chris said, “It really does depend. When you survey the population about two thirds of people say they prefer mostly images. But when you look at click through rates every picture you add lowers the rate.”

Kate asked, “Is it different between men and women?”

Chris replied, “Men prefer text, women mostly images but either way it is nearly a 50/50 proposition.”

Rick asked, “Is there any data on when to send?”

“Yes,” Chris said, “But you aren’t going to like that any better.”

“Don’t tell me,” Rick said, “That, too depends.”

Chris smiled. “Yes. Here’s how that figures:

  • The best click through rates for marketing e-mails are on Saturday and Sunday followed by Friday, Thursday, Wednesday, Monday and Tuesday.
  • The pattern is pretty much the same regardless of list size flattening as the list grows to over 10,000.”

“The pattern is the same for e-mails sent by individuals to other individuals,” I added. The most surprising finding was the fact that individual e-mails are being opened up to 12 days later.”
“What about mobile?” Kate asked.

Chris checked his notes and said, “People use Desktops, Laptops, Phones and Tablets. They don’t stick to any single one. Eighty percent use a desktop or laptop part of the time. About 57% use a phone part of the time. And tablet use is up to 33% of the time now.

I said, “The real question is what should the little guy do with this information? In most cases he or she must look at what they are sending and compare what they sent to the actions taken. There is no silver bullet, single answer but you can improve your performance if you use the analytics available to you and change based on actions not words.”

Thanks for stopping by. Please pass this information along to any “Little Guy” that needs help figuring out how to market a business with limited time and money.

Jerry Fletcher records the commentaries of his rowdy crew of marketing and sales experts weekly. Learn more about his consultancy at www.JerryFletcher.com
Jerry speaks professionally and has appeared on three continents. See some of his signature stories at www.NetworkingNinja.com

 

How To Stretch Your Words And Make Your Content Soar

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Gail our resident copywriter was telling us about a writing assignment that for most would be from Hell.Girl with Computer

She said, “So the client said the short brochure had worked pretty well but could I expand it. I did. It worked better so they asked to expand it again. And that one did better still. In all I expanded the copy four times.”

I asked, “What do you think made that happen?”

Chris, our web jockey jumped in, “It’s simple. You never really know which way of saying something is going to connect with the target. So the more ways you give them the better off you’re gong to be. At least that is what happens on line. Every test I’ve ever run shows that long copy beats short copy—if it is good long copy. Drivel doesn’t cut it. It has to be stuff that people will scroll on until they click through and buy.”

Gail nodded and said, “Right Chris, except for Twitter. And it doesn’t seem to matter whether you’re talking on line or off line. Sometimes repeating yourself is the best thing you can do.”

I asked, “The same exact words?” “Yes and no,” she said. I start as a friend puts it by sitting down at the computer and opening a vein. I just pour out everything I think, feel and believe about the item and then I look through all that for key words which I search and then make notes of especially the different viewpoints I find. I look for research data and surveys and hard facts to incorporate. And I listen to what the client tells me in the briefing about who they think the customer is and the benefits they deliver. I often find that they aren’t really sure who that ideal client is so I take it with a grain of salt and let the research lead me.”

“But how do you expand the copy?” I asked.

“I have a few tricks that help you make your content soar:

  • Turn some facts into charts or graphs and explain them in copy and captions
  • Find photos that support your argument and place them judiciously in the copy
  • List companies or organizations that have tried or used the product or service
  • Look at the benefits and turn them into a list.
  • Make ‘em bullets or number them.
  • Turn benefits or facts into challenging questions or quizzes
  • Look at the impact of the product or service on a timeline
  • Include a case history or success story
  • Extend your description of just who the product is for or the kind of company and/or problem.
  • Tell ‘em the need use or occasion it is for.
  • Include an executive summary or a front end synopsis.
  • Note the information in an intriguing way related to the page it occurs on so if hey want to skip around they still get the message.
  • Remember that you are going to have linear readers, scanners and that you have to appeal to both curiosity and the need to simplify at the same time.

And whatever you do, don’t forget to ask for the order. You can even do that in multiple ways.”

 

The lunch bunch is back here at a new location. Thanks in advance for telling your friends, colleagues and anyone you believe may profit from this blog.

Jerry Fletcher is a Trust Marketing Merchant. You know how solos and small businesses don’t ever seem to have enough time or money to build their business? Well, what he does is craft ways for “little guys” to be come known, liked and trusted. And you know who you would rather do business with…

Learn more at www.JerryFletcher.com

Jerry also speaks professionally on three continents. Learn more at www.NetworkingNinja.com

What Is Your Value Proposition?

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Value proposition“Whether you market to consumers or businesses you gotta have one,” said Gail, our copy guru, over lunch.

“How’s that different from a position or a tagline?” said Chris.

“Usually it’s longer than either but may include elements of both. It is a promise. It tells the potential customer what expectations will be fulfilled when they buy from you. It is a clear statement, usually a paragraph in length.

It has to clearly answer these questions:

  1. What product or service is your company selling?
  2. What benefit do I (or my company) get out of using it?
  3. Am I the target customer/user it is intended for?
  4. Is it for specific need, use or occasion?
  5. How is yours unique from the alternatives?

Right about there I jumped in saying, “But what is the answer to Chris’s question?”

Gail looked over her glasses at me and said, “Let me give you the way I test a value proposition. I print it out and show it to someone that might have use for it and have them read it and wait for their reaction. If they want to know more I ask why. If they don’t understand it I go back to the keyboard. If they ask the price I know I’m on the right track.

Before I go that far though I make sure that:

  • It is easily understood
  • It tells me in concrete terms what I’m going to get when I buy and use it.
  • I know how it is different from competitor offerings
  • There’s no hype, no superlatives and no insider jargon
  • It takes only a few seconds to read.

Rick who had been watching and stuffing his face with a burger asked, “So where do I use this wonderful thing?”

All of us looked at Gail. She sniffed and said, “It should be on the home page or landing page of your web site and, incidentally should be tested before put it up there. It should, in some form, be on most pages of your website not to mention in just about every form of communications you use. The trick is to vary it just enough to make it fresh and interesting in all those places.

Jerry Fletcher has just switched to WordPress for his blog. Once he is over the frustration of working in a new software the blog will continue with new material. Find out more about Jerry at www.JerryFletcher.com

Need a speaker? Looking for someone that knows marketing from frustration to fabulous? Call Jerry at 800 533-2893 Toll free or learn more at www.NetworkingNinja.com

How To Get Inside A Prospect’s Head

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Inside a prospect head“Yup, I got some feedback after last week’s description blog,” I said as the troops found their way to the table.

“The best was something I had not considered… where the prospect is in the process and how they got here.”

“Wait a minute,” Rick said, “I think we’ve talked about that before”

“True,” I said, “But let me give you the five things that
I’ve mushed the comments into:

  • Map Their Journey

    • Shove The Statistics

      • Shine a Light on it

        • Keep Your Focus

          • Give ‘em what matters… to them

Let’s take those one at a time

Map their journey

“I’ve got this one” Rick said.  “There’s a lot about this in the Direct
marketing press these days. It’s another way to say you need to know the
process your buyer goes through to be able to address their needs at any point
they happen to be in the purchase cycle. The thing that is new is the emphasis
on sticking with folks once they appear to opt out. Those that are currently customers need to have their actions or requests for information or changes in their data seen as possible indicators of other significant changes. This is when you need to ask what is going on and provide solutions.”

“Shove the Statistics…
I like the sound of that,” said Gail.

“You would,” I replied. What that boils down to is using
empathy.”

“Got it,” she said. What you are really talking about is
instead of describing a single 68 year old woman who is a college graduate with
annual income of $100,000. You shift to something like: This is your aunt
Hattie who is living off Uncle Herbert’s pension since he died. She likes being
comfortable. She has maintained her interest in Europe and shopping and is
planning for one last adventure before she sells the house and moves into an
assisted living facility.”

“Yup”

“Shine a light on it… is mine,“  said Kate. “The easiest way to do that is to
realize we all have blind spots. Jim Grew did a great article on this
not long ago. The words that stuck in my mind were:

Review your latest customer ratings in a management

team meeting. Where the ratings are poor, make a note when you decide something is “an isolated instance.” Then dig into it.

The important thing is you need to look at every point of contact with a client or prospect—really look at it. Don’t just give it lip service.”

Keep your Focus…”tha’s mine.” said Rob, our Brand master. Y’all need to stay focused on building a relationship with prospects and customers. Do not think of them as a cash machine. You need to speak in their language and confront their concerns and objections in ways that are understandable to them. If you have a personality that shines through in your brand, keep it up. If you are known for a specific way of doing business, keep on keepin’ on. When y’all start changin’ things it makes folks uncomfortable anda lot easier for your competitors to step in and sell them something. In short, protect your brand.”

Give ‘em what matters…to them

“I’ll wrap it up,” I said. The easiest way to plug this into your organization is to have anyone that serves the customer write down what they think is going right and wrong in their contacts.  Sometimes it helps to know where in the buying process they are which a good CRM System can help with.

More importantly, regularly ask customers how you could do it better. Forget surveys and little boxes to check off. Ask them and then shut up and listen. Really listen. Sometimes the small change they suggest, when implemented, can have a huge impact.

Jerry and his luncheon companions will be back next week. It will probably
be a discussion about the digital marketing world. Chris will be back from a
well-earned break.

Jerry Fletcher calls himself a Contact Relationship Magician who starts
where the software stops to build automated marketing campaigns that build
business for “Little guys”  Learn more at www.JerryFletcher.com

Jerry is also a professional Keynote speaker. More at www.NetworkingNInja.com

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