HSCS-007 – What do you want to be known for?

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Every one of us should be able to instantly dictate we want to be known for. It’s a critical part of your core identity, your business goal, your personal brand identity, and your professional essence.

Welcome new listeners. Each week we look at simple strategies and tactics that may have been overlooked by you and your team. Sometimes we forget. Sometimes we get lazy. Perhaps we never heard of them before. Point is we’re hear to share information to do business better and become more successful. I’m not trying to sell you anything. The only thing I ask in return is your feedback. Comment on the blog. Record a voice message.

So, what do you want to be known for?

Sounds simple? But it may not be easy to answer.

I was recently advising an IT consulting business owner about his overall branding. Truthfully it was scattered and unfocused. So we tried to isolate what he wants to be known for from all that he can offer. It became apparent that he can’t be known for all. So we whittled the selection down to the core offerings. It may vary for anyone. But essentially it came down to what the majority of his clients needed and what he could deliver/support exceptionally. Everything else became upsell, cross-sell and added value. Once that distinction was made, the marketing materials become clearer. The communication points essentially wrote themselves.

I was at a recent networking event. One by one we each stand up and introduce ourselves to the group in 30 seconds or less. It’s a great exercise because I find myself continually honing my elevator speech to streamline and emphasize what I want to be known for. It’s not easy. I hate public speaking. I used to get terrified, even speaking in front of a small conference room of people. But over time and practice, I manage the anxiety. Ultimately I just remind myself that we’re all here to make connections. No one wants to see us fail.

Here are some typical examples of the introductions I hear each week:

• A few introductions are usually mumbled, half-hearted, rushed statement:
  “Hi, I’m Jim. I have a _______ company.”
• The more seasoned professionals and business owners say something along the lines of:
  “Hi, I’m John Jones. My company is ________. We provide ______ services to _____.”
• The worst (IMHO) are people like this:
  “Do you have dreams? I make dreams a reality. If you want to be successful, come speak to me.” — Just comes off as incredibly arrogant and probably an aggressive MLM person. Not that all MLM is bad, but some people get too swept up in the cult of personality.

So I asked a random sampling of professionals what they wanted to be known for and in most instances no one could give me an immediate answer. They had to think first and formulate a thought.

Quite frankly, every one of us should be able to instantly dictate we want to be known for. It’s a critical part of your core identity, your business goal, your personal brand identity, and your professional essence.

Examples:

• “The best pizza in Somerset, New Jersey.”
• “Our customer service is second to none in the email delivery industry.”
• “We’re #2. We try harder.” (Avis)
• “I’m the most affordable publicist for small business.”
• “I help business owners become more successful.”
• “We save business owners an average of $18,000 per year on their bookkeeping and payroll expenses.”
• “We found mistakes on 87% of the tax returns we checked.” (H&R Blocks claim)

See where I’m going with this? Take some time. Itemize your strengths and weaknesses and define what you want to be known for.

• Be clear
• Make it memorable
• Demonstrate value to the client

Thanks for listening/reading!

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HSCS-006 – Controlling Chaos

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Are you offering your customers too many choices? The effort to please a few may damage your relationship with the majority you do business with. Simplify your offerings, to reduce chaos and ultimately become more profitable. Plus, Lucile in the U.K. asks how to make business contacts in new markets.

Controlling Chaos

Don’t make everything and specialize in nothing. Cut down the menu. It’s a classic K.I.S.S. strategy (Keep It Simple Stupid).

Reduce your core offerings. That can help cut down ordering time. Thereby reduces chances of mistakes.

An abundance of information can result in a scarcity of attention. In a retail setting, offering too much not only adds confusion for customer, it can cause chaos in the kitchen. It may also be less profitable. Do you find that you are giving too much away for free? (Comping) Perhaps if you solve another problem, their would be less waste, unhappy customers and hence the need to compensate.

Get rid of clumsy mechanisms and processes. Clear out the clutter. Get rid of things/people/vendors that prevent you from running your business properly. If something doesn’t work, vent out alternatives. Don’t just keep doing business as usual if it makes you angry.

Simplify everything and do it well. Keep it simple. Control the chaos.

Listener question: How to make business contacts in new markets?

Lucile from Grain Media in London, U.K. asked a great question. Grain Media produces a diverse range of programming from ethically minded documentaries and action sports films/series through to promos and music videos.

“Now we would like to expand and find places where we can pitch ideas or where we can get commissioned to make mobile content, more web content, advertising, etc… Would you have any ideas of ways I should go to be on pitching lists and make us known more around the industry?”

My thoughts…

• Post the question on Q&A boards for professionals, such as:
  • Linkedin Answers (http://www.linkedin.com/answers/)
  • MarketingProfs Know-How Exchange (http://www.marketingprofs.com/ea/index.asp)
  • SitePoint Multimedia Forum (http://www.sitepoint.com/forums/forumdisplay.php?f=243)
• Contact the PR and marketing departments at various wireless/mobile carriers. Find out the process for pitching your capabilities to produce media content.
• Know anyone in Hollywood? (A screenwriter, grip, PA, foley artist, etc.) Check your Linkedin and Facebook contacts if anyone might be able to introduce you to someone or point you in the right direction.
• Find the industry/professional online boards for your specialty and be active contributing in those social networks. You never know how you might make a strategic alliance just from being an active participant and demonstrating your subject matter expertise.

Thanks for listening/reading!

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HSCS-005 – Find a need, fill a need (Pt5, Run your business like Gordon Ramsay)

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Last episode we talked about how to discover what your customers really want. Now we’ll talk about transformational change. Plus, I’ll share my recent experience providing feedback as part of a customer advisory panel. Finally, I have a few more online resources to discover networking events near you.

Topic #1 – Give your customers what they really want

During the last episode (#4), we discussed how to find out what the customers really want.

What will the market bear?
Are you charging too much?
Are you charging too little?

Once you have that directional knowledge, you have to take those learnings and fill a need.

I love the quote in the kids movie “Robots”: “Find a need. Fill a need.”

If there isn’t a good hamburger for miles, be known for serving the best one.

If the locals are all young bohemians, serve cheap good food that they can afford.

If the local butcher says thick steak is his number one best seller, and there are no steak houses in town, perhaps you should transform into a steak house.

“Find a need. Fill a need.”

Topic #2 – Learning what your customers want (continued)

I was asked to join an advisory panel for a service I subscribe to. In this case it’s regarding a mobile site for a service I use.

Survey was simple. It let me comment on specific screens/functionality. Gave me an open ended response field to type in a verbatim response — as opposed to closed ended questions where I can only choose from the answers provided. They even displayed screen shots of the mobile website as a reminder of the interface. (very smart)

It gave me a sounding board to provide three points of critical feedback about the user experience. But they might have lost out on my valuable input due to a stupid mistake on their part. The survey invitation email subject line simply said “WAP Survey”

Very careless. “WAP” is a meaningless term to most people. Speak to me in English, not acronyms. They’re lucky that I’ve worked in mobile marketing and know what it means. Otherwise I would’ve deleted the email without opening it.

Topic #3 – More useful online resources to find events in your area

During episode #3, we talk about how to use Meetup.com to find networking events close to home. Here are two more:

• Upcoming.org
• Eventful.com

Learned about them listening to CC Chapman’s excellent podcast on new media.

Personally, I got better search results on Meetup.com. But you might have better luck depending on where you live.
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HSCS-004 – Give your customers what they really want (Pt4, Run your business like Gordon Ramsay)

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Do you honestly know what your customers and prospects really want? In this episode we discuss a reality check for business success. Ask yourself some hard questions. Plus, checkout some free/inexpensive tools to help you find out what you need to know.

Topic #1 – Find a need, fill a need

Do you honestly know what your customers and prospects really want? Perhaps your stubborn attitude is the reason why your sales are down.

Are they really happy? Ever survey them?

• Use customer comment cards? (How was the experience? Would they recommend you?)
• Go out on the streets and literally ask people in the neighborhood what they think? (Ever heard of you? How do you compare to the competition?)
• Put a sample in their hand to see reactions.
• Ask them to complete an online survey (or paper survey if necessary).
• Invite them to your office for lunch.
• Invite them to participate in an advisory board.

Be prepared for honest criticisms:

• Functional (Overly complex? Too simplistic? Opportunities for improvement.)
• Aesthetic (Butt ugly?)
• Cost (Overpriced? Underpriced?)
• Value / ROI (As compared to competition. Both factual and perceived.)
• Quality (Have standards been slipping?)
• Service (Too little? Too much?)
• Lack of support

What are the right questions to ask? Well that’s a topic for another time. Just don’t overwhelm your customers. Ask straightforward, meaningful questions.

Topic #2 – Tools to find out what your customers really want

Some of my marketing research colleagues might be gagging on the simplicity of these suggestions. But reality is, most small+mid-size businesses cannot afford formal methodology based research. They need directional info quickly and cheaply.

Free polling software:

• Survey Monkey free up to 100 responses
• Zoomerang free up to 100 responses
• Poll Daddy
• Linkedin

If you are already using an email marketing service, some have built-in survey applications:

Vertical Response
Constant Contact

Having difficulty with fielding customer support inquiries. Checkout popular paid services like:

• Get Satisfaction
• Zen Desk

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Establish an Email Policy For Your Business

If you are running a business with more than one employee using your company email, you absolutely need to set a workplace email policy — clear rules for staff regarding what email can/can’t be used for.

I recently helped a business owner setup staff email accounts and the owner was surprised at my recommendation to write and distribute a policy before allowing his employees to access their new accounts. Once I began to explain the potential for his employees to abuse their email accounts — even unintentionally — and put his business at risk, it became clear why some time and thought needed to be put into defining a business policy for his staff.

Your company’s email usage policy should clearly define:

• The business email account is to be used exclusively for work-related communications. It should not be used for personal messages or registering at unrelated websites.
• Email is generally insecure so avoid sharing confidential information, trade secrets, proprietary information, patient information, etc. HIPPA and COPPA guidelines normally practiced should also apply to electronic communications to prospects, customers and business partners.
• The business email account password may not be shared with anyone.
• The business email account may not be used for sending hateful, disparaging, pornographic or other inappropriate messages.
• Management has the right to review email accounts at any time.
• Punishment for violating the email usage policy.

Build these guidelines into your standard employee handbook. To help you get started, check out this guidelines for workplace emails.

I hope you find this useful. Please share any additional suggestions.
-Roland

Worthwhile Reading — Brands Imposing Their Will

Here are some topics of interest I’ve read recently. Definitely worth your time to read. Read more

Direct Email: With or Without Images?

Isn’t it better to do a little more work to reach the consumer how they want to be communicated to?

I was reading a thread online where the original poster questioned the effectiveness of HTML emails. “I’ve begun to minimize the graphical elements to try to minimize the big “X’s” that are displayed if a person does not download the graphics.”

A half-dozen responders affirmed/advised to steer clear of publishing HTML emails and including images.

Professionally, I disagree with that opinion and consider that a sloppy marketing approach. Why dumb down your message in the hopes of increasing reach?

In tests I’ve been involved with, HTML emails continue to have better click-thru performance than text. But admittedly in order to take into account consumers viewing email on mobile devices, we should continue to push both. A few more suggestions:

• Publish both HTML and text format so the email client can decide which to accept. A reputable email service should provide send options for HTML, text and AOL.
• Keep header images thin vertically. Nothing is more unattractive than a 600×800 pixel placeholder when image blocking is on.
• Overall, keep your design simple, put emphasis on a compelling call-to-action and minimize distractions.
• Use descriptive ALT tags and link titles.
• Push one or more tests to accounts you have on Gmail, Yahoo, Hotmail, AOL, etc. Then check how your messages look in webmail, Outlook, Outlook Express, Apple Safari and Thunderbird.

That’s just a short list. I’ve talked about more in my Ten Email Marketing Best Practices video.

I hope you find this useful. What’s your experience?
-Roland

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