Articles Tagged ‘Relationship marketing’

Get into The Mind of the Customer

Friday, May 18th, 2012

Getting into the mind of the customer and prospect of today is not an easy task. We all have a built in BS Meter when it comes to marketing messages of any kind. Let’s take a closer look at what I call “persuasion nets” in our minds that often build up over time with cynicism and doubt when we’re confronted with most marketing messages.

Here are a few key persuasion nets that shape our BS Meter in relation to marketing messages:

Managing Overload: The typical North American is hit with an average of 3000+ marketing messages per day, and the number keeps increasing.

Societal Programming: Sales is a “dirty word” to most people even though everyone is engaged in selling, whether they realize it or not.

Time Challenges: In a sped up digital world, we’re all trying to maximize and manage time.

The Choice Paradox: We love having options, but it often stifles our ability to discern and in many situations make a decision.

Short Attention Spans: This is only going to intensify in a real-time mobile talk, text and online-driven world.

Sales Baggage: This is often not discussed by many marketing pros, but it is very real. It’s the past experiences, good and bad, related to sales that impact and shape how we trust or distrust any marketing message when it appears or “captures” us on our mental radar.

Age: Time is a great teacher and the more life experience we accumulate, the higher degree of habit force and pattern recognition that occurs when we sense or pick up on messaging that attempts to persuade or sell us.

Why You Must Work On Building Authenticity Each Day
for Yourself & Your Organization

Knowing how challenging it is these days to get what I call “Mind Capture” with people, it’s essential that you lead with your strongest marketing bullets or evidence when engaging prospects directly or indirectly in the offline or online space.

To keep and engage people, you must quickly demonstrate why they might have a need for what you do, but more importantly, why they should possibly believe that your claims are real.
In the age of instant search and massive choice, your ability to lower the BS Meter with skeptical prospects isn’t easy.

With a tightening economy, here’s another major reason authenticity is so important: The competition will often make attempts to discredit you, undercut prices, and make false claims out of pure desperation.

A great reputation and strong marketing evidence in your arsenal helps to not only diffuse the competition, but also attract powerful referrals via word-of-mouth in both the physical world and the “word-of-mouse” online world.
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Getting the Votes

Thursday, January 19th, 2012

SerinaKelly

I’ve been doing some research for a client of mine on how to get votes using social media for a contest she is entering in March. We all have seen those contests – it’s a growing trend. Companies will use contests to get contestants to do the company’s word of mouth marketing for them. It’s actually quite brilliant – getting others to get their friends, family and anyone else to visit the company’s website in a short period of time.

It seems the best way to go about getting votes is using a multi-pronged communications strategy – engaging your entire list of friends and such through email, social media and direct contact, but it does take a lot of time and energy to mobilize your community.

Here are some tips I learned through my research that may help you as well:

• Email is the most effective method of communication according to several articles I read

• Always use your own shortened URL site, like bit.ly, so you can monitor and track a bit better

• Keep these two questions in mind: are you making it easy for your community to vote; are you communicating about this opportunity completely, efficiently and concisely

• Be personal – tell them why you want to win this contest and make sure you thank those who let you know they voted for you

• Use your network – ask others to forward and promote you to their networks – have any social media influencers in your corner, they can be an awesome ally in something like this

• Keep an eye on the conversation – even going as far as using Google alerts or Twitter tools to see what’s going on – and this makes it easier for you to see who is helping you out and thanking them for their work on your behalf

Any other thoughts or ideas? I would love to hear them, not only for me but for my client as well!

Serina Kelly
Relevate
www.getrelevate.com
serina@getrelevate.com
317-203-7740

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Handwritten Note Cards – An Attitude of Gratitude

Wednesday, January 11th, 2012

As 2011 was moving out and the 2012 was moving in, Lorraine Ball and I were taking our weekly long walk on the Monon discussing and solving all the problems of the world, or at least our world. The topic of people saying thank you came up. Lorraine has been interviewing people for a position in her company and she noted that no one sent any kind of a thank you message to her or her team for the time taken. Her question was, “Whatever happened to the simple Thank You Note?”

The art of the handwritten note card, is a lost art that hardly anyone knows how to do or why they should. Emails notes and cards are cheaper, easier and faster, and at least that is better than nothing at all. But there is something special about that small little handwritten card that shows up in your mail. The moment you see it you know that it is usually good news, and not the typical bill or crap mail you usually get.

There was a time that it was just common courtesy to send a thank you card to someone who had done you a kindness. It was a simple act of gratitude.
Today people barely say thank you let alone write it out in a note card. I am always so happy when I get a note from someone, it makes me feel appreciated, it tells me that I make a difference or that I have contributed in some small way to another. I keep the cards that I get throughout the year on a board in my office and when I feel discouraged or just need a boost, I can look at the board and know that there are people out there that appreciate me and the work I do. It is such a positive reminder of who I am in the world.

On a recent television show, one of the human interest shows, they did a segment on the handwritten note. I was shocked and amazed! I watched with great interest, after all in this age of technology in communication, this was astounding. The segment was excellent, and they interviewed this man, John Kralik, who has written an entire book on the simple act of sending out cards and how it has changed his life. See, not only does your kindness of a card make a difference to the person who got it, but it makes a difference in your life too.
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The Time is NOW! – Twelve Great Ways to Stay in Front of Your Customers in 2012

Tuesday, January 10th, 2012

I love lists! They serve to remind us of things we need to do or may have forgotten. To satisfy this passion, I’ve decided to devote one eletter marketing lesson per month devoted to 12 things in 2012 you can do to improve your mindset, marketing, and management of your career or business.

To get the ball rolling, let’s look at twelve great ways to stay in front of your customers in 2012!

#1. Make more offers to them. Yes, marketing 101 for many readers, however, a buyer is a buyer. They’re already sold on us, so make it a goal to add more value, save them time, and allow them to spend more money with you.

#2. Mail handwritten thank you notes. Timeless, yet so few people do it.
They connect with people and are always appreciated and remembered.

#3. Set up a Fan Page on Facebook. It’s gotten much easier and it’s also a low cost way to engage, share, and promote your message to your biggest fans, referral partners and prospects.

#4. Use an eletter. Educating and keeping people informed is a non-negotiable. If your business is out-of-sight, it’s also out-of-mind and that’s not a good place to be.

#5. Have a contest. People love a challenge and being rewarded for their time, effort and input. Make sure you offer cool prizes that get people excited, talking, and thinking about what you and your business.
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