Not long ago I engaged a fellow professional networker in conversation---someone I'd never met before.  The conversation instantly fell apart, and the "why" should be of concern to everyone who interacts with a prospective customer.

My opening gambit was to ask for a business card and the statement that I was interested in the pertinent service on behalf of someone else I knew.  And I stated a specific reason for the interest.

I expected follow-up questions from the service provider so that more insight in my interest could be gained.  To my utter surprise, the person refuted my reason and began a lecture -- with statistics -- to buttress the refutation. 

A better way to have handled this was for the person to validate me and understand my perspective, and to reinforce that with additional ways to use the service.  After all, I was a hot lead.  Who cares why I might want to buy unless I was absolutely a poor fit.  Which I wasn't. 

As one would expect, I disengaged from this unproductive discussion and scratched this provider from my hot list.  I'm not going to do business with someone who fundamentally disrespected me.

Bottom Line:  When a prospect reaches out, every effort should be made to welcome and validate that prospect.  After that, take time to better understand the prospect's needs and share ideas for making the prospect's experience the best it can be. 

The Personal Equation

A recent conversation with a client reminded me that the very best marketing is often one that brings the person to the front.  This client bemoaned the struggle to gain traction using some of the most impersonal marketing that could be used.  This is unfortunately quite common.

Especially for a new business a connection with prospective customers must be made.  Channels like print advertising, email marketing and flyers are so prevalent that prospects won't perceive merits in the new business.  Often the business owner has such presence and charm that their personalities can make a huge difference and channels that recognize that will be vastly more effective.

In such cases, adding messaging that's conveyed in person (e.g. trade shows, sidewalk sales), video or even audio will create an important advantage.  Video, especially, can be added to web sites, shared in emails and social media, and (via QRC) on any print message.

Bottom Line:  Put your personality to work in your marketing!  Look for opportunities to share personal messages through a visual or auditory media and help clients better understand you and what you have to offer.  Don't let your work and presence get lost in the blizzard of impersonal messages.

Taken For Granted

My neighborhood was recently added to the network of a telecommunications provider (the third available to us), providing a story of what not to do in a rapidly expanding competitive environment. 

It has been widely expected that Provider III would be entering this market, and that the company would have a good chance to enroll customers simply because Providers I and II had developed some adverse images.  This is a moment when a sharp incumbent provider would take steps to minimize that opportunity.  For example, the threatened Providers could have undertaken some appreciative outreach to their existing customers, renewal price deals, whatever.  Even a simple Thank You letter could have been issued.  As it stands, I get the message that my Provider takes me for granted.

Amazingly, neither Provider has done much of anything.  My own current Provider is grotesquely silent.  The other put up a couple of pathetic tiny "we offer fiber" signs in the neighborhood.  Can they be so confident that Provider III is no threat?

I don't think complacency is a good idea at all.  Customers want to think they're valued and appreciated.  If their vendor does no more than send bills even when a new suitor---especially one with a better reputation---knocks on the door.  Appreciative outreach won't save every account but it might reduce potential losses.

Bottom Line:  Do you take customers or clients for granted?  Do you show appreciation for their choice of you as a vendor?  Don't make it easy for a competitor to poach your hard-won accounts!

The Facebook Live Wave

The Facebook Live video tool is becoming more popular within my networking circles, replacing (if relevant) traditional prepared-in-advance "studio" videos.  It's certainly a fine utility to add to a small business owner's toolkit, one that does well in projecting energy and "hot" ideas and which establishes a connection with the customer.  As with all things, a little thought is in order before use.

First, select a setting that makes sense for you and your brand.  Avoid noisy places, settings with too much or too little light, and anywhere with any odd or distracting elements.  A neutral background makes most sense.  I've seen some done from the driver's seat of a car---something that strikes me as reminiscent of reality TV shows and therefore a little off---but as long as that fits your normal style it should be fine.

Second, keep in mind that if you are going to use or display any text whatsoever that it will be reversed or flipped in the video (an artifact of the camera).  Some folks I know deliberately print signage in reverse to overcome this.  You may also want to select a background without any business or street signs that can be distracting.

Third, consider doing a dry run before recording.  Too many of these videos come across as scatterbrained and/or loaded with "ums" and "ahs" as the speaker strains for a thought.  A Live video ought to be short, so that rehearsing is not a burden. 

Finally, please do have a thought!   Sharing an idea or promoting an event is what a Live video ought to be all about as opposed to broadcasting "just because."  The viewer will appreciate the judicious request your time.

Bottom Line:  Don't shy away from Facebook Live.  It can be a wonderful tool for a business.  But at the same time be careful in how it is used and spend a little time with the details to optimize the experience.

The Right Balance

An entrepreneur I know well has been ramping up messaging on social media pages and email contacts with a surprisingly candid, yet highly effective approach.  It's refreshing!

I'm hardly ever impressed by braggarts.  Perhaps you know the type.  Those folks claim to be the absolute best in their field or geographic area on little more than their own say-so.  It's a bad place to be when, if met face to face, they are found wanting.  There is but one place for their brand to go.

My peer mentioned above has been brave enough to talk about a time when she was, at least in her own view, less effective and wracked by self-doubt.  She then talks about her story overcoming those doubts and how she put her own medicine to work building a consulting practice.  And that leads to a discussion about how she in turn helps others present themselves to best effective.

What works so well in this messaging is the vulnerability.  I think that doing so establishes a genuineness and credibility with the audience.  And when someone meets my peer, I think they only find a consultant who is more effective than she claims.  She laid the foundation where there is really only one place to go---up. 

Bottom Line:  Look at brand messaging as an opportunity to establish a genuine "you."  Writing a story to share is a wonderful way to start.  Use that exercise as a means of eliminating braggadocio and undue claims.  A genuine person is most likely to attract clients and customers.

Hyperbole: A Two Edged Sword

This past week I came across a brochure published by a professional service provider whom I know well.  It was a marketing piece that I think will work against this person.

The thing had obvious flaws:  amateur production quality, abuse of fonts, underlining, and color, and ill-chosen illustrations.  All of these might have been forgivable had the brochure's text not been thick with hyperbole and overstatement.

I think that as a basic rule a marketer needs to use adjectives with care.  One or two chosen ones is ideal.  A few more if they can be justified.  More than half a dozen?  Never.  In the case of the professional with the brochure, self-congratulatory adjectives rained from the heavens.  In the "address" block alone were more than five.  I don't know that they were all justified.  When someone tells me that (in their opinion) they are extraordinary, I'm going to need extraordinary proof. 

The reality was that the professional, while a pretty nice person, tends to be their biggest single admirer and the services are satisfactory, not exceptional.  That language, tied with the cheapskate production of the brochure, was off putting.  And if I am not alone...  you get the point.

Bottom Line:  Be careful with the use of hyperbole.  If you can't objectively assess your market value (and potential) ask someone else to review the text.  Many small business people can use more promotional language---there are many with "imposter syndrome", but far too many take adjectives to an extreme.  And that can deeply hurt a business!

Muddy Messaging

A large company is currently running a series of ads on the television.  They're pretty bad.  For one they are 100% "Brand X" spots in which their only statement is that the competitor is "bad."  And for another, they're poorly recorded so that some of the actors' lines end up as mumbling.  

What is worse is that their message is remarkably muddy.  I do not know who the target audience is.  The actors involved portray conspicuously "bad" archetypes yet bitterly complain about the competitor, which is, as noted, "bad".  Does that mean that the poor folks buying service from the competitor are awful? (and undesirable?) or is it that even the competitors' base are too dumb to switch?---or, perhaps, are as dumb as the advertiser thinks its own customers are?  No matter which way I look at it, there is no obvious target in mind.

Advertising is expensive and every word, minute, and image counts.  There should be no question who is the intended audience nor how the advertiser will help that audience.  Anything else is a waste of good money.

Bottom Line:  How muddy is your message?  Is it obvious who you are having a conversation with? what you're inviting them to do? how you can help?  Solicit other opinions before committing money to a campaign.  Don't confuse "good" with "bad"!