More than a Few Words

#1049 New Sales from Old Clients

What is the fastest least expensive way to get clients? Guest, Gall Doby suggests  there is one strategy that people often ignore, and it’s right in front of them.
Looking for new sales? Start with your current clients. Almost every single client ( assuming you are doing a good job) will be willing to do business with you in a different way. Maybe it is an add-on to their project, a few more things and they hadn’t originally considered or an entirely different project.
It’s so much easier to go to your current clients and try to add something on to a project.  Then right behind that group are your past clients. Both of these groups know, like and trust you so it is one of the easiest, fastest and the cheapest ways to get more business.
 
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#1048 The Buying Journey

Let’s go on a buying journey. Think about the last item that you bought, where you spent more than $100. Maybe it was something for your business or home. Write down the item you bought and work backwards through your buying journey. Describe why you chose that particular product. Did you see an ad? Did someone recommended it? Was there information on social media which made you curious? Write down all of the things you remember related to that purchase.
For example, we recently installed new windows in our house. Before we bought the windows, we talked to a few of our neighbors, checked. Angie’s List, and then we went to the company website.
Do this exercise two or three times for different types of purchases, so you get a better picture of your typical buying process.  What information sources to you rely on and what influenced you?
Next, build your customer’s buying journey the same way. Evaluate your marketing based on  your typical buying process. If you were a customer for your product or service, would you notice your marketing? If the answer is yes, that’s great. if you are your target customer.
If you’re not your target customer, you got some work to do.  Ask several of your customers about their buying journey and see how that lines up with your marketing.  Make sure you are spending money on marketing to enhance their buying journey.
The trick for small business owners is not to spend more money, but to spend well, making investments designed to motivate customers to pay attention to you.
 
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#1047 What is the Right Price | Janene Liston

Janine Liston, a business strategist and pricing expert, joined me for a conversation about the complexities and strategies behind setting the right price for products and services.
Here are a few key takeaways:
One common myth is that the lowest price always wins. Many business owners believe this, but it’s not true for most products and services. Targeting the right customer who values your product is more important than simply offering the lowest price.
When you set your price, you need to put the customer first. Rather than developing a product and then finding customers, businesses should understand their customers' problems and create solutions tailored to them. This approach ensures that prices reflect the value delivered to the customer.
What's a fair price?  It is actually a balance between what customer are willing to pay, and what is profitable for the business. Many businesses overlook customer value and willingness to pay, focusing too much on costs and competition.  Sometimes, customers are willing to pay much more than you think.
Price can often communicate messages about your quality.  A higher price signals higher quality, but this only holds if the product or service meets those expectations.
Pricing is not a one-time task but a continuous process. Be open to adjusting pricing over time and don't be afraid to raise them when necessary. 
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#1046 - Stop Living Small | Connie Jones

Did you miss this conversation with Connie Jones about limiting beliefs?  Then you want to check it out now.
We create these upper limits for ourselves fueled by messages we have received starting early on in childhood about who we are and who we are not.  And who we are supposed to be.  We create patterns of playing roles that are consistent with those messages, but sometimes the messages are wrong and the pattern becomes a trap.
To break the cycle of limiting beliefs, you must first identify the belief, recognize it is creating your reality and chose to change what you believe.  Often it stars with simply acting “as if” until the new behavior becomes natural and you being to believe you can do or be more.

#1045 Words Have Power

Words have the power to move, motivate, inspire, frighten, and cheer. What you say and how you say it can have a profound impact on another person. And some words, called power words, have more impact than others. These words have a strong meaning which is likely to trigger a psychological or emotional response. They are persuasive, pushing people to take action.
Power words fall in to one of three categories: seductive, emotional, or sensory (visual). As you write web copy, email communication, and social media status updates, employing these powerful phrases will help you grab and hold the attention of a reader.
Seductive Power Words
These terms have the ability to “seduce” readers, overriding logical reasoning and compelling them to take action. Examples of seductive words include:
New – People often equate new with better. When you offer something new, they assume it is better than what they already have.
Free – We are conditioned to respond to the word “free.” That promise reduces the resistance to action.
Because – Simply giving people a reason is all they need to give you a try.
How To – This is a common search phrase for almost every product category. The phrase “how to” promises practical information. If you use it, be sure your content delivers on the promise.
Emotional Power Words
Tapping into human emotions with your headlines is more challenging. There isn’t a short list of emotional words that always works. Instead you need to consider the emotions themselves and find ways to tap into them.
Common emotions which will drive action include fear, jealousy, curiosity, joy, surprise, anger, disgust, trust, and anticipation. Not all emotions will work the same way. For example, anger may cause someone to share something on social media, but not purchase a product or a service. In contrast, fear or jealousy may drive someone to take action and buy.
Some studies indicate people are more likely to take action to avoid negative outcomes than to achieve positive ones. Example: What do your competitors know that you don’t? That question is designed to elicit fear from the reader.
Sensory Power Words
Sensory words paint a picture in the mind of the reader. These descriptive words are designed to activate one or more of the senses. They describe how we experience the world: how we smell, see, hear, feel, or taste something.
Engage the eyes with words related to colors, shape, or appearance. For instance: gloomy, dazzling, bright, foggy, or gigantic.Make something tangible when you describe textures. These same words can be applied to feelings and abstract concepts also such as gritty, creepy, slimy, fluffy, or sticky.
When you read words like cha-ching, kaboom, or pow, you can almost hear the sounds. Other descriptive words such as crashing, pounding, or ringing will engage the reader’s auditory sense.
Especially helpful if you are writing about food, words related to taste and smell may get your prospective reader salivating for your product. Many of these words like zesty, tantalizing, sweet, stinky, or stale will transform bland copy.
Remember that motion is sensory, too. Active words such as vibrating, soaring, mind-boggling, staggering, or bumpy take the reader on a journey with you
 

1044 Social Media for Business Owners, Not Celebrities | Lindsey Anderson

I love chatting with Lindsey Anderson, and it has been awhile since this seasoned online business consultant, bestselling author, and podcast host, dropped by for a chat.
It this conversation we talked about her experience as a play in a reality TV game ( The Trust)  and what she learned about using social media effectively as a business owner rather than as an influencer.
Lindsey introduced her VEMS model, which is designed to help business owners build a compelling social media presence that drives sales and engagement. The model consists of four key components:
Vibe: Share personal aspects of your life to help people connect with you. Choose three consistent elements to showcase, such as your location, family, or health interests. This humanizes your brand and helps potential clients relate to you.
Experience: Regularly share client stories and experiences. This demonstrates your expertise and shows potential clients what working with you is like. Authentic, real-time updates about client interactions can be particularly effective.
Methodology: Highlight your unique methods and structured approaches. This gives potential clients confidence in your systematic process and distinguishes you from those who offer ad-hoc strategies.
Skills: While it's important to share tips and skills, balance this with other elements to avoid appearing one-dimensional. This prevents you from giving too much away for free and helps maintain interest in your services.
About Lindsey
indsey Anderson is an accomplished online business consultant with over 20 years of experience as a digital marketing business owner. She is also a best-selling author and podcast host.
 
Leveraging her deep knowledge in marketing and sales, Lindsey helps brands reach their dream clients and scale their business online through her proven strategies, systems and sales methodologies.
 
LEARN MORE: https://www.lindseya.com/
 

#1043 Maybe You Should Buy a Business | Deb Curtis

As business owners try to grow their business they assume they have to do it organically.  The problem with the organic approach is you have to be patient. It takes time for the business to mature and grow.
But that is not the only way to grow. Your path to success might include merging with another company or through the acquisition of another business.  Deb Curtis, an expert in SBA-Supported Business Acquisition Loans & Smooth Ownership Transitions shares a few tips and things to consider before you jump into acquisition mode

1042 What Do Other People Say About You | that is Your Real Brand | Lorraine Ball

What do you want people to say about you when you're not in the room. What do you want them to tell people. who are looking for someone who does what you do?
All of those comments add up to your personal brand. Now a lot of business owners are under the misconception that somehow they control their brand. But they don't.
Your brand is something that exists in the mind of your customers.  All you can do is influence it with your marketing messages and your actions and over time you will create a brand representative of who you are.
Looking for more resources on branding and positioning?  Start with the position statement workbook 

#1041 How Women Can Survive and Thrive in the Tech Industry | Sharon Gillenwater

If you’re a woman business owner or thinking about becoming one, there are unique challenges you’ll face compared to your male counterparts. However, success is achievable, as demonstrated by Sharon Gillenwater, a tech startup founder who sold her company, Boardroom Insiders, for $25 million. Here are a few key points from our conversation.
Funding and Networking Obstacles:
Women receive only about 2% of venture funding. Additionally, if you’re not part of the entrepreneurial network, gaining access to funding and talent can be tough. It’s crucial to build a network of contacts who can guide and support you.
Importance of Clear Planning and Communication:
If you are preparing to seek funding, be sure you can clearly articulate your business idea, model, and market. Talk to to as many knowledgeable people as possible to refine your plan and pitch
Keeping Financial Records Clean:
Sharon shared a personal lesson on the importance of keeping business finances separate from personal finances. The take-away - Proper record-keeping from the start can prevent complications when your business grows or when you’re ready to sell.
Customer Focus:
Despite skepticism from funders and industry experts, Sharon’s focus on customer satisfaction proved to be a key factor in her success. She advises ignoring the naysayers and listening to your customers.
 
 

#1040 Finding Your Voice

One of the advantages of having more than 1,000 episodes in my archive, is the wealth of great information buried there.  This week I dug way back, to find a conversation I had with Allison Carter back in 2013,  when she was my regular co-host.  We always had a good time, but I really loved this conversation about finding your brand voice. 
Just as you can recognize someone's speaking voice, their writing voice is unique too. It’s like a fingerprint. A strong, consistent voice can help a company build its brand and connect with its audience.
Your writing should convey the essence of who you are, not just mimic how you speak. It's about creating a connection that feels genuine and consistent with your personality, whether you're warm and fuzzy or more reserved and snarky.
Just like you wouldn’t talk to a child the same way you’d talk to your doctor, your writing should be tailored to your audience. This keeps your messages clear and relatable without coming off as condescending or overly complex.
Even teams, with diverse individual styles can present a unified voice by defining parameters  for each writer.  For larger companies, formal guidelines can help maintain this consistency.
Understanding and defining your company's voice is crucial. It shapes how you communicate on social media, in emails, and in all other forms of content. This reflection of your company’s personality can significantly impact how customers perceive and interact with your brand.