Marketing does not have a very good reputation. People often perceive marketers as liars or con artists, saying anything and everything to get you to buy their stuff. When I see others in my chosen profession deceiving the public, my blood pressure goes up. I want to throttle soda companies that try to pretend their products are “healthy” somehow (this includes so-called “water drinks” … [Read more...]
Good vs. Bad Customer Friction
Your organization, business or work will induce friction. Accept that. Friction is anything that makes a client or customer unhappy or prevents them from fully getting value from your work. Some people will embrace what you have to offer. Others will reject it. But, inevitably, some humans who find barriers to consuming, accepting, buying, and supporting your work. They will hit bumps in the road … [Read more...]
4 Tips for How to Sell Without Selling Your Soul
If you’re like most entrepreneurs, you love being creative, dynamic, bold, innovative. But there is one thing that you probably hate with the white-hot passion of a thousand suns: SELLING Which is unfortunate, seeing as how that generates revenue. Women business owners especially struggle with what they perceive to be “annoying”, “slimy” or “sleazy.” We see those kinds of pitches every … [Read more...]
How to Form a Deeper Connection with your Audience
We all want those customers who adore us, right? Like superstar singers or best-selling authors, we want groupies who can’t wait for our next album to drop or our next book to hit the shelves. We see people like Beyonce or Elizabeth Gilbert and we think, “Wow! They have millions of people who can’t wait to learn from them and buy from them! I want that!” But we forget about the audience we … [Read more...]
The Lost Art of Empathy: A Customer Email Makeover
You know what’s missing in today’s customer service landscape? The secret sauce to delighting your buyers–even unhappy ones–that so many businesses, regardless of size, get wrong over and over again? Showing authentic empathy. Sadly, many small businesses, are their own worst enemies when it comes to sabotaging their sales. They focus solely on running the business and not on relating to their … [Read more...]
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