Tag: customers

Why (and How) to Trust Your Gut

Posted on by Maria Ross

Why (and How) to Trust Your Gut

Not everything that can be counted counts, and not everything that counts can be counted. 

So said William Bruce Cameron (or Albert Einstein, depending on your source)

Business owners and marketers count a lot these days: Twitter followers, site visits, conversion rates, email opens, CPM. All great data that leads to insight and action.

But not everything that counts can be counted. You need to learn how to listen to your intuition. (Tweet this!)

Now, I’m not getting all woo woo here. I’m talking about sound business sense. If you have any life experience whatsoever and you have expertise in your field, you can sometimes smell a rat or spot an opportunity without really knowing why.

Knowing is in your head. Knowing is facts, data and experience.

Intuition is your “Spidey Sense”. It’s knowing without really knowing WHY – it just IS.

And I submit to you that your intuition or “gut feel” is often based on the collective facts, data and experience you already have. But it expresses itself through your heart.

Of course, there will be business decisions you need to make based on solid facts. But my good friend, Andrea Rae coaches many entrepreneurs that listening to your body is just as important as logically thinking through tough decisions.

So where do you start?

Andrea teaches that the first step is to discern your Inner Yes and No.

You already do this: When you look at a restaurant menu, you peruse it and think about what you’d like to eat and usually go with what you ‘feel’ like having.

The way to listen to your intuition is by tuning into your body. “When we tune into the sensations in our bodies,” says Andrea, “we might notice a tightening in the chest or stomach, a contracted feeling indicating we really don’t like that choice, or that the choice is not resonating. Or we might get a calm, peaceful even excited feeling in the body when we think about that option. ”

When you’re faced with a decision, close your eyes and get into your heart space. Breathe. Shut off your monkey mind for a minute. Then, turn your decision into a “yes” or “no” question and tune into your body, taking notice of how your body reacts. Does you chest or stomach tighten or do your muscles constrict?  Or do you feel calm, lightness or excitement?

Some examples of how to apply this to your business:

  • Should I take on this client? If someone is unorganized, late, and high-maintenance from the very first interaction, how does that make you feel? My motto is that, unless there are extreme circumstances, most things finish as they start. Pay attention if your gut is telling you to let this one go.
  • Should I partner with this company? If a potential partnership keeps you awake at night, wondering if you’re getting “screwed” or you just don’t trust something in their voice and demeanor, pay attention. Your subconscious could be trying to remind you of a past similar that ended badly.
  • Should I do this? If you are constantly putting off a marketing or business task, such as blogging or networking, and the thought of it makes your stomach hurt, explore this resistance.  Yes, it could be because you’re outside of your comfort zone but look deeper. Will it actually move you toward your goals? Is it really that important? I find that if I keep putting something off, it’s for a reason. So I either face the challenge, take it off my to-do list or outsource it. At least you will move the ball forward!
  • Do I want to invest? If a sales pitch or webinar invitation makes you feel “icky,” pay attention to this reaction. I get this feeling when I see ads for “Secrets to a Six-Figure Business!” or “Manifest Your Ideal Clients NOW!” Is this really the right style and approach for you? Can you trust this person? Maybe someone else who comes at this from a different angle would serve you better.

Andrea shares 3 tips to get better at tuning in to your intuition:

  1. Spend some time in meditation, connecting to the heart, body and energetic boundaries, and practicing your yes and no response with simple questions to which you already know the answer. Focus on the body sensations. Observe, don’t think and analyze.
  1. Journal about the areas in your life where you honor your inner communication and where you do not. What are your blocks to listening to inner guidance? Download this free guided meditation. 
  1. Find time during the day to stop before automatically doing something. Stop and ask yourself if this is what you want to do. Notice the information that reveals itself. Ask yourself questions. Your body sensations will communicate simple yes and no answers if you just pay attention

Yes, gather all the data and information you can to make a good decision. But at the end of the day, you have to feel good about making that decision.

Image Credit via Flickr

Yes, You Can Ask!

Posted on by Maria Ross

09.13.16 Ask (blog)

Sitting in a coffee shop, I overheard two professional photographers comparing marketing notes.

They talked about pricing, contracts, packaging and how to create additional service offerings for new target markets. One seemed to be coaching the other based on his success, which was cool to see. It was lovely to see such mentoring and collaboration.

But this exchange stopped me in my eavesdropping tracks:

Him: You need to ask your past or current clients to refer business to you. This is how you generate word-of-mouth.

Her: Really? Just “ask them?” I thought word-of-mouth meant that you just do good work for people and hope they recommend you. I didn’t know I could ask them to refer me.

Him: If you deliver value for people, they will want to refer you! It’s your obligation to share the good work you do with people who need it.

“I didn’t know I could ask them to refer me.”

We are sometimes so afraid of the word “sales” that we deem any request for business as pushy, slimy or in-your-face.

Being “pushy” is an attitude, a tone of voice. It’s not the act of asking that’s pushy. It’s how you do it.

If you deliver honest work that gives great value to your clients or customers, then this guy is right: you have an obligation to ensure others who need what you’ve got can find you.

Don’t rest referral responsibility solely on the shoulders of your clients’ goodwill. We all mean well, but we get busy. We forget. We don’t post that stunning Yelp review or think about how your services might be perfect for a friend of ours.

Sometimes, you have to ask. Lovingly. Kindly. Confidently. (Tweet this!)

Here’s one way to ask a client for a referral at the end of an engagement:

“I’m so glad you’re happy with my work. It’s been great working with you, and I’m looking to help more clients just like you achieve results. If you have any friends or colleagues who could benefit from my work, could you please send them my way? If they end up becoming a client, I’d love to offer you a (discount/gift card/free session) as a thank you!”

One way to ask a colleague for a referral:

“Our services are really complementary and I noticed that those who work with you first get a lot more out of our work together . If you’re game, would you like to refer more clients my way (and vice versa) and perhaps we can do a 10% referral commission together?

One way to ask an existing customer for a referral:

“We love that you dig our style! We noticed you buy gifts and accessories from us every month and we wanted to say thank you. If you’d like to share the secrets of your gift-giving superpowers with friends or family, please send them our way with this code xxxxx. If they end up loving us as much as you do and spend $100 or more, we’ll reward you with 25% off your next purchase plus a free bonus gift. On us!

None of us can grow our business alone. Don’t be afraid to ask. Especially from those who already know the caliber of your work.

What will you do today to get your happy clients or customers to refer you? Book a 90-minute Brand Booster session with me and let’s figure out a gameplan!

Image via Flickr

 

How to Attract Quality Clients and Customers

Posted on by Maria Ross

08.09.16 Attract Quality (Blog)

How much time do you waste fielding inquiries from, preparing long proposals for, or haggling endlessly with people who will never buy from you? Or worse, people with whom it’s, quite frankly, a nightmare to work?

While you can create your ideal client personas and build your brand with intention, there is one extra step you can take to attract the right people into your orbit.

Define, articulate and share your unique philosophy.

What differentiates you is not just what you do, but how you do it. I wrote about this last week.

But, remember, while you get to choose your ideal customers and clients… your ideal fans also get to choose YOU. (Tweet This!)

So make it super easy for them to self-select and say, “Yes! I want to join your party!”

Publish your philosophy right on your website. Post it to a page, such as:

Need some examples and inspiration?

Here’s one we crafted with my amazing client, Renee Metty of With PAUSE.

Here’s another from a client, Karen Ross and her fabulous coaching firm Start With You

And an awe-inspiring one for my client, Souldust.

When you take a stand and say, “This is how I roll!” you invite people in to either join your tribe or say, “Meh, this is just not for me. Thanks.”

And that’s okay. Because you will never create a strong, connective and beloved brand if you try to please everyone.  The best, most successful brands such as Apple, Starbucks and Virgin don’t claim to be right for everyone, so why do you think that would work for you?

Take a stand. Be bold. Share your philosophy and approach.  It may not be right for some people, but wouldn’t you rather spend your precious time and energy engaging with more of the right people, more often? It’s not just an easier sales process, it’s just more fun!

Photo Credit via Flickr

What Drives You?

Posted on by Maria Ross

08.04.16 What Drives You (Blog)

No one starts a business without a passion for change.

Sure, many people do so to make lots of money, but what they choose to do, and how they choose to do it order to make that money? That’s often based on a problem they want to solve or an opportunity to make people, processes or communities better.

I’ll bet this is true for your business, too.

Knowing what drives you is essential to your success.  (TWEET THIS!)

Let me share a story about motivation.

In 2008, I left Corporate America. My career included successful stints as a Fortune 500 management consultant, a marketer at Discovery Networks, an ad agency executive and several Director of Marketing positions at Silicon Valley tech companies.

Corporate life was great to me. It offered stability, a clear-cut career path, and benefits.

But as my marketing and branding skills grew, as I studied the greats like Ogilvy and as I saw first-hand what resonated with people and what did not, I realized something:

Many businesses forget that they are marketing to human beings.

This is never more true than in the business to business (B2B) space. So much jargon, overblown claims and eye-glazing boredom. No one talks like that!

Were we talking to robots…or to human beings with needs, desires and problems to be solved? Where was the connection? Where were the stories?

I’m a storytelling addict, in all its forms: An indie film. A moving play. An emotional video. A hilarious joke. A persuasive and succinct argument. I truly believe stories have the power to inspire, provoke, entertain, educate and persuade.

Marketing is not about lying to people. Marketing is simply communication, elevating the truth of your story so that the right people–the people who need what you’ve got–can find you and get on board. Truthful communication, where claims are backed up by proof but served with a side of emotion.

When I started Red Slice in 2008, I was excited. Finally, I could do marketing my way. Truthful. Emotional. Passionate. Human. I vowed to do work I loved with people I liked who were passionate about what they do. Period. No BS.

Honesty was important to me. I would offer tough love to my clients. Constructive feedback. Even if they made a different decision in the end, they would always get the truth.

Why? Three things happened in my early career that shaped this:

One, as a 21 year-old management consultant, I was asked to lie to a client about my age. Didn’t matter that the client valued my work. Today, they call that “managing the optics.”

Two, I strongly advised a client to go one route when she wanted to take another. I was pulled aside by my manager:

Me: But aren’t we supposed to advise the best way for them to be successful? Isn’t that what they are paying us for?

Manager: No, they are paying us to do what they say and not argue.

Three, when asked by a client to make advertising recommendations, I presented several options. There was just too much she didn’t realize she had to first determine. The client complained that I was “wasting her time.” I was asked to do less consulting and simply execute.

Me: You mean, you want me to be her secretary.

Manager: Well……um….kind of…..yes.

Needless to say, these instances devastated me. But they also fueled my passion for my work today.

It’s important to know what drives you. Your unique philosophy. This is what the right customers will find attractive and rally to support.

The same values drove me to create MOMENTUM, my guided program for busy entrepreneurs. Working with me and a kick-ass group of entrepreneurs, you will streamline your efforts by building a unique, useful and honest brand strategy, step by step. Even if you say you “hate” marketing.

We’ll cover how to determine your drive and articulate your philosophy to attract more of the right people to your business.

You will get feedback and support. You’ll probably even get my tough love!

With MOMENTUM, you will learn how to message and share your unique approach as your best secret “client attraction” weapon. You can jump on the wait list and get all the details right here and I hope you’ll join me.

Because like I always say: If YOU are not driven and inspired to promote your work, why should your audience care?

And I promise, that’s the truth.

 

Photo Credit via Flickr

 

4 Warm Ways to Welcome New Email Subscribers

Posted on by Maria Ross

4 Ways to Welcome Folks to Your Email Party

Last year, we threw a holiday party at our house. As with all my entertaining escapades, I bought too much food and stressed out right until the first guests arrived – and I had a drink in my hand.

While I’m no Martha Stewart, I wanted to delight my guests with a signature cocktail. My husband played around and came up with a gin gimlet with lime cordial, creating a lovely green concoction.

Being…well, me, I had to brand the evening’s special: We called it The Merry Grinch. **BONUS: Recipe below!

Our guests clapped with glee when they walked in and saw the drink “advertised” at the bar. They lit up. My husband spent most of the night filling orders.

Unexpected touches can delight and welcome your guests. Same holds true for your email list.

Your email subscribers have signed up for your party. Now it’s time to be a good host. (TWEET THIS!)

Right now, what do your subscribers get as soon as they sign up? A robotic auto-responder? Nothing? Yawn.

Just as a good host, you need to welcome people into your tribe. Delight them. Show them around. Tempt them with treats. Make them excited that they came and leave them wanting more.

Here are four ways to warmly welcome your email guests–and get them talking about you:

  1. Give them a gift: Offer a useful and entertaining free gift just for signing up, such as a tip sheet, eBook, video series, or worksheet. Or something “on brand” for your personality. A fitness trainer offers the ultimate workout playlist. A coffee shop offers a free scone with purchase. An online store offers free shipping and a perfume gift sample on your first order. A leadership coach offers a video on how to be a more commanding speaker.
  2. Personalize your auto-responder: These folks have raised their hands to hear from you and allowed you into your inbox. Don’t waste that mindshare! Personalize your auto-responder to further welcome them, or show off your brand personality. Act like you’re welcoming a friend over for dinner and remind then of what’s on the menu that they will love.
  3. Give them a short tour: A few days after they first sign up, schedule a follow-up message to welcome them (again) and show them around. Point them to three of your most popular blog posts, link them to your core offering, remind them to follow you on social media. They’re new around there, so don’t assume they know how to navigate your wonderful world.
  4. Ask them a question! Derek Halpern of Social Triggers shared this tip and I LOVE IT! You can engage a new subscriber and get valuable intel at the same time by asking one or two questions What would they like to see? What are they struggling with? If you’re a trainer, ask them if they have a big fitness goal or what they hate the most about exercising. If you’re a life coach, ask them what coaching style they prefer or if they’ve ever worked with one before.

When people subscribe to my list, they get an auto-responder with a free guide and are then invited to hit REPLY to answer two questions: What is your business and what one brand-building wish would you ask your Fairy Godmother to grant?

Of course not everyone responds, but those who do are super engaged and also give me great information that can add more value. Some folks have even tweeted about my auto-responders because they stand out.

Your email subscribers have signed up to come to your party. Pour the champagne, set out the chocolate-covered strawberries, and welcome them warmly so that you get not just new subscribers but engaged fans who will remember you and spread the word.

Oh, and enjoy the cocktail…..!

The Merry Grinch

2 shots gin

2 shots lime cordial

Couple of splashes of celery bitters

Shake over ice in cocktail shaker

Serve ii a martini glass

Optional: Add a cherry!

Image Credit via Flickr

Three Strategies for Dealing with Problem Clients or Customers

Posted on by Maria Ross

3 Strategies to Handle “Problem” Clients

My two-year old son is my heart, my joy and my life.

His can also be a pain in the butt.

A friend once said that dealing with toddlers is like dealing with drunk people. They can be the happiest, most joyful people one minute and turn into a nasty, crying, incoherent mess the next. Sounds about right.

I’ve seen some parallels between toddler behavior and challenging clients. And I realized that some of the coping strategies we use with my son are actually pretty good tips for working with a “problem child” client or customer. (TWEET THIS!)

Here are three reasons why challenging clients or customers can behave like toddlers – and what you can do about it. And, PS, these apply to both product and service businesses:

  1. They don’t respect boundaries – because boundaries were never set: My tussles with my son are often because he simply does not know where the line is. If you’ve never tried dive-bombing off the couch onto hardwood floor before, you would also be surprised if all of the sudden you ended up in Time Out. It’s my responsibility to set clear boundaries of what is and is not okay.

Same holds true with your clients or customers. They can’t read your mind.

What you can do:

  • Draft a clear contract that outlines exactly what you will deliver and what is not included. If a particular clause or section needs their attention (no refunds, payment plans, etc.) make them initial that section.
  • Set boundaries on when you are reachable and how to best get in touch with you (email, mobile phone, not on weekends, etc.)
  • Firmly but kindly say “no” when asked to do something out of scope, or better yet, refer them to someone who can help them.
  • Post simple-to-understand (and easy to find) policies on your website, in your store or on your sales page so there are no surprises.
  1. They make irrational demands: My toddler has requested, at one time or another, to run around with a sharp knife, play outside right before bedtime, or that I make him something and then, once made, he refuses to eat it. These demands are maddening. The tantrums that follow even more so.

Certain clients or customers ask for the sun, moon and stars, make wacky requests or behave irrationally, which could result in emotional meltdowns that would even impress my toddler (Yes, a client has yelled at me and my team before. He was not a client for long!)

What you can do:

  • Set clear boundaries upfront: See above.
  • Acknowledge the request: “I can see that your boss is demanding the work earlier than expected. You’re trying to see if we can move up the timeline we agreed to upfront and still include everything you asked for, correct?”
  • Empathize and mirror their concern. Only then will they be receptive to what you have to say next: “That’s a rough spot for you to be in! I can see why you’re so frustrated.”
  • Get to the root of the demand and offer an alternative, if you can. “Can you share what’s causing this issue and maybe we can find another solution?” Or, “We can try to deliver that to you ahead of time, but then your final deliverable will not include x, y and z. Are you okay with that?”
  • If there is no alternative other than an outright “No”, offer a referral or resource. “I really want you to get the help you need, and unfortunately, I don’t do that type of work. May I recommend so-and-so?”
  • These ideas work even if you have a product or retail business. Acknowledge, empathize, find alternate solutions or refer them out.
  1. They don’t listen: No matter how many times I ask him to not do something, my son sometimes never learns. “I’m telling you that if you put your hand on that pot you will burn yourself. NO TOUCH!” And he slowly stares me down as he stretches his hand toward the forbidden item, as if to say, “Are you watching?!”

Clients and customers always have the final say. It’s their money. But it can be hard, especially for services professionals, when some clients refuse to listen, things go sideways and then they might blame you. It’s sort of like talking to my two-year old: “I TOLD you not to touch the stove and you did it anyway!”

What you can do:

  • Back up your recommendations with data, a similar experience or a recent article.
  • Share both the upsides and downsides of all options to show you’ve considered everything.
  • Gently remind them they are paying you for your expertise, not to “yes” them to death (unless they are….?) or lead them to failure. It’s your responsibility to at least voice concerns by making a clear and professional case – but don’t harp on this if they continue to say no. In the end, it is their money and decision.
  • If they still won’t listen, document your recommendations in email or more formally. You can even say, “We are committed to helping you move forward, however, we’d like to officially document our concerns one last time.” Trust me on this.
  • If this is not a path you can morally, ethically or intellectually get behind, break ties. Do so gracefully by focusing on their needs and what would be the best value for them. Offer a refund only if that’s appropriate.

Now…..hang on……here’s your WHIPLASH moment:

Are YOU a “problem child” for someone else, or are you a good client or customer? Think about your web designer, copywriter or social media strategist. Hmmm…..well, um…yikes.

If you want to make sure you’re being a good client to your own vendors and consultants, here’s a FREE GUIDE I made for you: How to Play Nice with Consultants. Enjoy!

Image Credit via Flickr

Two Tips to Score More Corporate Clients

Posted on by Red Slice

How-To-Get-More-Corporate-ClientsMany of my clients do amazing work for individuals. They are coaches, consultants, designers, or health and wellness professionals who have transformed the lives of those they serve.

But sometimes, they want bigger things.

They want to expand their client base to include corporate clients and get hired by organizations to do workshops, seminars or just be their go-to (fill in the blank) for the employees. Frankly, there’s just more money there!

But their brand has a problem: they are speaking the language of individuals and not understanding the way the corporate machine works.

See, I’ve been on the corporate side. For a long time. Vendors used to pitch me about their services and talents and I knew exactly what the world of the director or executive was like. I had to say “no” to people I would have loved to work with, simply because this was not a priority or I could not prove the value to the organization well enough.

It’s not enough to stick with the brand benefits you’ve been touting to individuals:

Reduce stress! Stay focused! Increase your self-esteem! Unlock your creativity!

When it comes to selling into large organizations of any kind, you have to bear these two important tips in mind:

  • In some cases, the buyer may not be your end client, which means selling them on what you can do to make them successful.
  • The buyer has to unlock corporate budget, which means tying your work back to corporate value.

The Buyer May Not Be The End Client

The buyer is often in charge of finding people like you, but may not be the person you will serve. For example, you might offer leadership coaching, but you’re being hired by the VP of Human Resources or Talent Development to serve their constituents.

This is important because the benefits you cite are not about the person you’re talking to, but what you can do for their “customers,” so to speak.

Who are they responsible for? What needs do they have to fill for those people?

It’s a subtle shift, but it’s about proving value to a third party. You are serving someone else, but the VP gets to make the decision. What are her goals? What are her success metrics?

Taking our leadership coach as an example: if Claire at Acme Company is responsible for employee retention, satisfaction and management capability, then chances are she needs you. She is responsible for employee success, performance, growth and succession planning. Claire is charged with grooming new leadership. Bingo! In addition to talking about what you bring to her employees, you need to make sure Claire understands how you will help her succeed in her job. Slightly tailored message that needs to be developed, but many of my clients have failed to think about Claire’s world before pitching their services.

The Buyer Must Unlock Corporate Budget

When selling to individuals, or even solopreneurs or start-up founders, they are making the ultimate decision and in many cases, using their own funds to do so.

Not so with corporate clients.

They are spending corporate budgets and need approval. Which means the client must justify how your work benefits the organization at large. It’s not enough to say how much happier, more creative, more mindful, more focused their employees will be from working with you.

You have to tie your work into benefitting the company’s growth or bottom line. (Tweet this!)

This just means taking an extra step or two with your messaging. What does all that great individual work buy the company? If you enable people to handle stress better, then the company can reduce sick days and burnout, which reduces costs and increases productivity. Can you cite any statistics or numbers? That would be insanely effective to convince the powers-that-be to loosen the purse strings.

Or maybe your work is about getting people to think more creativity or trust their intuition. How does this translate to a company benefit? Maybe you’ve seen it in action. Does it improve workplace relationships and foster better internal communications? Does it yield more innovation and employee satisfaction, which in turn helps the company not only stand out in the marketplace but attract the best talent?

Yes, many companies want to do right by their employees simply because it’s the right thing to do. They want them to be happier, to grow, to communicate more effectively, to be healthier. But the dark truth is that while the intentions are good, the bottom-line motives still exist: the expense has to benefit the company at large in some way, such as increasing revenue, lowering costs, decreasing turnover, or even attracting better talent.

The good news is that there are many simple ways to connect the dots when pitching such clients. You just have to remember the world your corporate clients live in and the challenges they face and adjust your message to be relevant.

Photo credit: Benjamin Child, Unsplash

Are YOU Your Ideal Customer?

Posted on by Red Slice

ideal-customerLast week, I had the thrill of speaking on the world-record-breaking Authority Super Summit. It was 100+ speakers providing content-rich strategies for how to build an authority brand. People I adore such as Dorie Clark, Michelle Lederman and more were all a part of it.

One of the questions I got in my session was, “When creating our ideal client profiles, is it okay if one of them is based on me?” My short answer was yes, this usually happens with solopreneur businesses, as one often starts a business because of a need he or she may personally have.

But let me expand on this, now that we have time.

Yes, in creating your two to three ideal customer or client profiles, someone just like you could possibly be one of your segments. But be careful how you approach this.

If you sell something that is not necessarily something you yourself would use, then no, you would not be one of your segments. For example, let’s say you are a psychologist who specializes in domestic violence survivors. You yourself may not have experienced this and therefore, it would be dangerous to assume you know their wants and needs firsthand. Or let’s say you sell skateboarding gear to teens but you are in your 50’s. Not to say you couldn’t do this, of course, but I wouldn’t assume that your target audience’s needs, wants, pain points–and even sense of humor–would be identical to yours. Lastly, let’s say you are a female leadership coach and you specialize in helping alpha male C-level executives increase their emotional intelligence. Again, you can see why basing one of the segments completely on you would be a mistake.

With my own business, I target solopreneurs who crave more knowledge and confidence in their brand and marketing efforts. They may not be sure where to start or what to do next. But I do, which is why they come to me! From this standpoint, I can’t make assumptions that they know the same things I know. I have to take a step back and explain fundamentals and terminology.

But…

Behaviorally, my ideal solopreneur client is indeed like me in many ways. We have the same ambitions, need to create impact, and drive to do something good in the world. We both balance work with making time for the joys in life. We might both like drinking red wine or watching Game of Thrones or even appreciate the same sense of humor. In those areas, I can base some of the profile on myself. And same holds true for my corporate segment ideal client, progressive marketing leaders in small to midsized growth companies who embrace what brand can do for their marketing effectiveness.

So my ideal clients are like me in some ways, but not in others. If they were too much like me in terms of their needs around my area of expertise, they potentially would not ever need my services.

It’s all about the blend. (TWEET THIS!)

I invite you to look at both where your ideal customers are different from you (where you can add the most value to them) and where they are the same (where you can create a brand voice and vibe to which they can relate). This blend of both is the sweet spot for attracting and delighting the right people, but more importantly, converting them to buyers and loyal fans.

Want to work with me on your ideal customer segments and exactly who you should be targeting? Let’s spend 90 minutes together in a Brand Booster Session to hash it out!

Listen to your clients and customers

Posted on by Red Slice

How To Talk To Your CustomersThere I was, working on an exciting new program for my audience. And I was struggling for words.

Yes. Me. Struggling for words. Alert the media.

It was one of those moments as a marketer when you question your own expertise. I mean, c’mon, I do this for clients every single day! Why was I doubting my message?

When it comes to our work for others, we have it nailed, don’t we? We can spot their mistakes as if they were bright neon arrows. We can detect the inconsistencies, see the creative brilliance or connect dots that might seem so obvious…to us. As observers.

The power of objectivity shows itself to be a sly little superpower, doesn’t it?

I can see those things in your business, brand or even your psyche so clearly because I’M NOT IN IT!  And I bet the same is true for you, too. But when it comes to following our own advice? Forget it! We’re too busy. As I often say….

Consultants are often their own worst clients! (TWEET!)

Our faces pushed up too close to the glass, we can’t see the bigger picture. Worse, we live in our own bubble when it comes to our businesses and we either think everything is important and needs to be communicated right now, or we fail to see when we’re out of touch or just plan confusing to others because it sounds so good in out own heads. We just love to guess.

To combat this, remember those people you serve? You know, your ideal customers? Your fans, your audience? Hell-oooooooo?! Remember them? The human who can tell you­– in words!–what they crave, hate, value or despise?

Your customers are right in front of you. So GO ASK THEM! How?

  • Send them a short survey. Easy to create using SurveyMonkey for free or perhaps just a short Google form.
  • Ask them a thought-provoking question via email and tell them to hit REPLY. About a month or so ago, I asked my email list which adjective they’d use to describe the “brand” they’d like to have? The results were enlightening. Feel free to get in on this, fill in the blank and email me  now: “I want my brand to be ___________!”
  • Interview them individually by phone. Recently, I reached out to a few beloved past clients and colleagues who match my ideal client persona and talked to them about what they want and need. The feedback was amazing and it’s all helping shape the new course I’m creating.
  • Gather a group of them together. I recently held a Business Tea Party in my home (and a virtual one by phone) for two select groups of entrepreneurs. They not only shared what their challenges and goals are but they gave each other resources and made connections of their own. Success!

Reach out to your existing audience or people who fit the bill for the type of audience you’d like to have. Send them a quick note, prepare a few direct and simple questions to discuss and be respectful of their time. And don’t forget….offer them a thank you: a coffee gift card, tea and sweets, or a donation to a charity they love.

Sometimes the easiest way forward is actually the simplest. When you are not sure of something, ask the people who know.

Looking to build, connect with and convert your audience from loyal fans to paying customers or clients? You may want to check out MOMENTUM Pro my digital course that puts you through the step-by-step paces to craft a strong brand strategy, identify your target audience, attract more clients and bring it all to life with ease.

Photo credit: Cole Hutson, Unsplash

What Is Your Signature Brand Touch?

Posted on by Maria Ross

11.25.15 Signature-Brand-Touch-BlogYou’ve heard me preach ad nauseum that your brand strategy informs everything your business does, inside and out. Even when it comes to how you thank your clients, customers or partners. You can refresh yourself on some good reasons to thank your tribe­–and a few insanely clever ways to do it.

It’s important to remember that any “thank you”–from clever emails to thoughtful handwritten notes–says something about you and your brand. It’s yet another touch point to reinforce your brand message and vibe.

Once you determine your brand strategy, you can easily brainstorm brilliant ideas for a “signature touch” you can use as a unique thank you gift. If your brand is playful and whimsical, maybe you can send customers a mini-Slinky, a retro candy box, or for the truly quirky, a Japanese candy box! My friend, publicity expert, Melissa Cassera uses decadent language about salted, gooey caramels and other guilty pleasures, so it was no surprise when a thank you gift of caramel marshmallows arrived on my doorstep. It was just so her. And that made it special.

A creative brand signature touch can generate buzz and leave an unforgettable impression. (TWEET THIS!)

It can light up your packaging, email signoff, or perhaps your event outfits (maybe you are the “purple suit lady?”). There is a wonderful case study in my book Branding Basics about a Los Angeles psychotherapist who stands out in a very crowded profession because she uses lemon imagery in everything from her business name (Lemon-Aid Counseling) to her website to her office décor to even lemon-shaped notepads for her clients. She is now known for this.

Whatever you choose, just make sure it’s consistent with your brand and doesn’t confuse your audience! If my savvy, conservative and super-smart financial planner sent me that Japanese candy box, I’d be like, “What the….?!”

Early on in my business, I started sending Chukar Cherry gift boxes to clients and partners as a way to show my gratitude. Irresistible chocolate covered cherries, delivered in a bold, neat red box­–and from a Seattle company, where my business started? What could be more Red Slice?! Fresh. Delicious. Fun. BOOM. In addition, “giving back” is an important Red Slice brand value, so every year, my clients get to choose a charity and I donate on their behalf as a holiday gift.

Do you have a signature touch? Oooohh….please share it in the Comments below!

Image Credit: Jim Hammer via Flickr