Archive for October, 2011

How to dump the trust bucket, fast!

Tuesday, October 25th, 2011 | Trust Marketing with 7 Comments

Dumped BucketI was at a networking event talking about trust-building (of course).  One of my favorite questions to ask is “Do you think a marketer has to earn trust?”  Usually, I get a “Yes, because….” kind of answer.   The woman I was talking to at this particular event, had a story to tell instead.

You may or may not have heard me talk about the trust bucket.  I’m always talking about how you are either filling it or dumping it.  Sometimes fast, sometimes slow.  It just depends on the situation.

This woman had a fast trust-bucket-dumping story for me and I loved it!!  I’ll share it with you.  Pay attention to the personal boundaries in this one.  Crossing personal boundaries is the fastest way to dump the trust bucket.

This woman has a sign on the side of her car that advertises her business.  It has her phone number which is her cell phone.  One day, she pulls up to a stop light and her phone rings.  She answers.  The guy on the other end says he’s in the car next to her (and waves at her).  He continues by saying he can make an advertisement that would wrap her car.

First of all this woman isn’t big on the car wraps.  So, she says no thank you.  Then he pushes and starts going into all the benefits of having a car wrap.  She still says no.  It took a couple more times of saying “no” for the light to change green.  Then the woman hung up the phone to drive.

What’s the moral of the story?

1) Don’t cross personal boundaries. - Take down the number and call it later.  Don’t sit in the car and wave at the potential client.  That’s just creepy!!  Pay attention to when and how you contact people.  Contact them in normal situations.  Don’t make a new situation up that the other person won’t appreciate.

2) DO take “no” for an answer. - When you first meet someone  and they flat out answer you with a “no” or “I don’t need that” or “I’m not interested” then accept that for answer.  For NOW.  You can always check in with them later and see.  Which brings me to the next one…

3) DO ask if it’s okay if you talk about your business when in a non-networking situation. This guy didn’t even ask if now was a good time, or try to arrange a meeting.  He just assumed she wanted to hear about it and went into the pitch!  Ugh!  Ask permission to market before you do.

This woman felt railroaded by the guy and felt like she had been stalked.  So, of course, she’s never going to call the guy.  He just lost a potential client and/or referral.  Trust bucket…Dumped!

What would your thoughts be if someone tried to market to you this way?

3 Marketing Message Myths

Tuesday, October 11th, 2011 | Differentiation, Trust Marketing with 1 Comment

computer_keyboardEvery business owner needs to get their marketing message clear, intriguing and differentiated.  Like it or not, it’s a fact!  It’s also a challenge when the service you provide is a highly personal one to the client.  When it comes to creating  a message for personal services you have to connect with the client on a deep level and give them something they are willing to pay for.  It’s a balancing act many businesses struggle with.  That’s why I feel it’s important to share messages about how to differentiate yourself in the market.

There are several myths that I see tripping up coaches and other personal transformation professionals.  Each of these myths can quickly get you off track and have potential clients going elsewhere…fast!  So, I want to point you in a helpful direction.  See if you have bought into any of the following myths.  Feel free to comment with your opinions at the end of the post.

Myth #1:  Using the correct marketing language will easily drive traffic your direction. “Marketing language” is not magic nor is it always useful.  When I started in the world of marketing, I copied all sorts of “money making” phrases that I thought would fill my business with eager clients.  I mixed and matched, I changed it up a bit and I added my own voice.  Did it get attention?  A little.  However, what really got attention was when I started talking about my own personal story and experience.  I started using MY language, straight from my own brain and heart.  Psst - if you are on a mission, this is most effective in connecting with those you are meant to help.

Why? Because you are unique in you’re own right.  Speaking from your heart will get more traction than using a formula. Therefore your combination and selection of words is unique.  So, why rely on someone else to tell you what to say.  Use your own unique way of speaking.  Remember, the goal is to get potential clients to trust you so they are willing to jump right in.  They will trust you more if they feel like they “know” you.  How can they know you or trust you when you aren’t being authentic in your communications?

Myth #2:  Keep it professional. I know I just said speak from your heart.   Now, I’m saying to keep it professional? Many people feel these two things cannot co-exist and I beg to differ.  You can be personal and use your heart to guide your words.  As long as you stay on a topic that is professional, then you’re fine.

Now, that’s not to say that you’re forbidden from sharing your personal life.  People respond to personal information. By personal information, I’m not saying share the fight you had with your significant other last night.  I’m saying, share some hobbies or things you like to do outside your business.  Relate it back to your business and make connections wherever you can.  Know that in sharing a piece of who you are outside your business, you are allowing people to connect with you in a different way.  They may just start asking for your business help, because they can relate to your personal interests. This is why you’ll find me sharing my love for acting, my addiction to “American Idol” and stories of game days or BBQ’s at my house.  It starts a conversation.

Myth #3:  It’s best to have a Professional Copywriter write for me. While a professional copywriter can write your copy from scratch, however, it won’t have as much power or draw as it would coming from you.

If you really want to get the biggest bang for your buck…write the original copy from your own heart and then send it to a copywriter to spiff it up and enhance the effectiveness.  A great copywriter will appreciate your unique spin and use most of your language with a few pertinent changes they know will get you better results.

Over time, they might start to get a feel for the way you speak and start to write some for you, however, I always recommend at least writing a few paragraphs from your own language in order for the copywriter to do their best work.  Your language and your thoughts about your business change over time.  What might be your language today is not going to be the same in 3 months. That’s why I always suggest that you start with your own original copy.

So, where you are going to start with getting your own unique thoughts into the world?