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small business
Marketing 101 – Why Authenticity wins the game every time
Whether you are offering a service or selling a product, at the end of the day your buyers don’t want to be “marketed to”, they don’t want to be told what they should buy. What they want is an emotional relationship that makes them feel good about the decisions they are making.
If you want to create brand evangelists versus just transactional “buyers” the one thing you need to rock is…
AUTHENTICITY
How does one be “Authentic” in a world of crazy chaos and “fake news” – how can you show your prospective customers the real you? And yes, you do need to show them the real you – the real authentic you.
Here are my rules of engagement.
- Your personal brand is NOT different than your professional brand. I am not a “formal conservative person”, therefore my company website is fun and loud, my bio is very conversational on my website – and I am an open book on Facebook, Twitter, and Instagram. Love me or hate me – I am who I am. I attract clients who match my vibe, who understand me and well…. like me!
- Educate. Educate. Give your customers something that means something to them. Give them what they want, not what you think they need. Well, most of the time. 80% of your content should be what your customers will want to read, something they will find value in. In many cases, your customers may not know they have a problem until you enlighten them – that’s when the 20% comes in. That’s when you identify the pain and show your solution. Once you show that you understand them, and you have given them something of value over and over again – they will consider buying from you.
- Talk to them! The best content is conversational. Use email campaigns to “talk” with your prospects and customers, use video, chatbots. And yes, even have IRL (in real life) conversations with them. Remember – this isn’t about selling, it’s about showing the real you, and connecting with them on an emotional level.
- Know what you and your Brand stand for. So many people shy away from taking a social stand – I don’t – at all. If someone doesn’t agree with the fact that I’m a liberal that’s ok. I’m not for everyone. What do you stand for? What does your brand stand for? WHY are you in business – and why does it matter to your clients and prospects? Being transparent is critical. Be raw, be open and share personal stories.
- The Sword is mighty. If you or your brand makes a mistake – and it’s tossed out on social media, address it publicly. Apologize and make it right. Be respectful. You will be amazed how you can turn an angry prospect or client into a brand evangelist. Validate their pain – because it is REAL. Take it offline to work out the details. This holds true for any unhappy customer – remember this is focused on emotions. Put yourself in their shoes – how would you feel? More importantly, how would you like to be treated? Yes, the Golden rule applies here.
I, like many business owners, was afraid to show my true colors until I said screw it, tossed the marketing 101 old school shit in the garbage and just went for it. The result was magical. I no longer work with clients that I don’t like, that don’t appreciate me, and that don’t – well, mesh with my brand. I also have a sense of freedom around my brand. The funny thing is, I’m raw, I’m open, I tend to swear just a little bit in my copy and so many of my loyal tribe are what you would deem conservative – in that they have c-level jobs in conservative industries.
One day we won’t have to say – Don’t judge a book by its cover – because the cover will be who the people really are. Times are changing in corporate America and I LOVE IT.
If you want to see more of the real me – sign up for my Thursday morning missives – they are 100% raw, authentic and transparent Cindy. They come out weekly – on Thursdays at 6 am. To be honest – it’s my journal that I share with the world. No secrets. Just me.
Cindy
PS – one of the #1 ways I get new clients is from that Thursday email – and I rarely talk about Marketing, Sales or Biz Ops. Go figure!
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The Power of a Giving Mindset
\”The reason I\’ve been able to be so financially successful is my focus has never, ever for one minute been money”, Oprah Winfrey – Harpo
So many business owners I know, or wanna-be business owners for that matter, focus on the almighty dollar. How to make it, how to spend it, and they feel once they have “it” they will be successful. This “need” for money engrosses them and in the end, it will never be enough to make them happy. #toughlove
Not that making money is a bad thing, it isn’t, and every business owner needs to be acutely aware of his/her finances both in the business and personally. Money also allows us to feed our needs and wants, and hopefully give back in some way. Making money isn’t evil, nor is being wealthy.
The evil happens when, as a business owner, you put money before people or money before the vision.
The road to wealth is riddled with ups and downs – the money is never guaranteed but the pain along the way surely is! When you focus on the money and forget your WHY – the emotional pain becomes crippling. But this is another blog all in itself – back to the money over people part…
The way to grow a successful business is to GIVE.
- Give to your potential clients – free content, free samples, free advice, free time… something that will let them know THEY matter and that YOU get THEM on a deep emotional level.
- Give to your team. This is leadership 101 – but as the owner, the bucks stops with you. When things are great – give your team ALL the credit. When things are going badly – you 100% of the time take the sword. Always. Always. Always. Putting your employees first matters in so many ways. Employees who feel valued will always go above an beyond for you and your business, but more importantly for your customers.
- Give of yourself. Most entrepreneurs I know have deep industry knowledge on something. For me, I’m a business coach, a strategist with deep fingers in the marketing world. I’m a storyteller, a writer, a trainer, and speaker. Those are my superpowers. What brings me joy is helping others do what I do – help them build a business, help them become a business coach or a consultant. I try to give back when I can. I’m always up for lunch so someone can pick my brain – I’ll tell them straight up my opinion on what they need to do to reach their full potential.
When you adopt a giving mindset, the world shifts. Sure this sounds new-agey, but it isn’t. It goes back to the golden rule of treating others how you would like to be treated. You need to GIVE in order to GET.
Let go of the focus on money, and focus on helping others. Help others achieve what you have. Help your employees, help potential clients, help your current clients – help people in your community.
Trust me – when you do this – the money will come. It always does. Interview any multi-millionaire and they will probably tell you this:
- They don’t focus on the money
- They have grit and determination
- They have patience – Rome wasn’t built in a day
- They let go of their ego and realized that they need to surround themselves with people who are smarter than they are and can fill the gaps.
- They focus on their strengths and outsource the rest.
- They practice mindfulness and gratitude – that includes a mindset of giving and giving anonymously
Give to Get. The Secret to Success.
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The Askers: Non-Profit Etiquette with Small Biz Owners
I was chatting with a friend and client the other day about what one of her biggest struggles and/or pet peeves is when it comes to running a solo-operation retail store. Emphatically she said “The Askers”. I replied – “The Askers?” She shook her head, and proceeded to tell me she gets inundated with donation requests from every Tom, Dick and Hannah out there. It drives her nuts. Ok….I get it, I think? We continued….
I know this woman well, she is a giver, a lover and not a fighter – but I saw flames in those eyes. Wow! After calming her a bit – we continued on. I had my marketing hat on, so I’m thinking to myself “She understands the importance of brand expansion and for consumer goods, it’s all about the touch, the feel the experience – so shouldn’t she want to share her love a bit. Get her name out there? And help someone at the same time. I didn’t say anything – remember, flames in her eyes.
But then I got it…she is being taken advantage of and that is NEVER a good thing. (Sigh)
So many of us sit on non-profit boards or have children/grandchildren who are constantly having an event to raise money. All noble, all worthy – but there are rules of engagement when it comes to being an ASKER.
Don’t be this person (as told by my client)
\”I had someone walk into my studio as many do asking for a donation for their silent auction, raffle, blablabla to raise funds for their \”thing\”. None of these people have ever met me, never asked about my work, never partook in any conversation other than to ask if I can give them something. While I would like to be a generous soul, I am increasingly put off by this and others who simply think I\’ll just poop out a piece of art at whim because they don\’t think I am worth being paid for it.”
OUCH! I felt her pain immediately. It was an aha moment for me. I get asked to sponsor every event known to man in my area – so on some level I get it, but I’m surely not hit up as much as a retail shop with a store front. Double Ouch.
After much pondering with my now much calmer friend – we developed the rules of engagement. So here goes…
- Never ask a business owner for a donation unless you shop there.
- Never assume a small business owner NEEDS to spread the love of their brand and therefor you are doing THEM a favor by asking them for a donation.
- YOU Spread the love – don’t ask your favorite store each and every time you need something. Your ASKING will get old, quite quickly.
- Make sure you give them LOTS of credit at your event – not just a name in a book. Woop it up, announce it, give them love.
- If you WIN something at an event and like the product – go to the store and tell them, buy something more. That’s what it’s all about.
Quid Pro Quo.
So that’s my friend’s story I promised to tell. Be nice to retailers – they need to make a buck too! And by all means, if you support them and spend your money there, SURE ask them for a donation every once in a while.
Happy shopping!
CD
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