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A good assumption to make, the stories we tell ourselves

Get to the truth and cut through the stories we tell ourselves, or assumptions we make.

Often, assumptions can be at the core of most conflict and angst, we can assume too much or too little about a person, or situation, we make up our own meaning, narrative or stories.

Instead of assumptions I have taken to applying a new habit, asking questions. It just cuts through so much potential time wasted on making the wrong assumptions. I have written some of the questions I use often to gain better understanding about situations I encounter, below.

I have found a good assumption to make is:

Everyone is doing the best they can, with the information, time and resources they have available right now. Including myself.

Once you assume that about someone or a situation, it gives you the freedom to look at anything from a new perspective, from that place of new perspective you can ask a KEY question or two, to move to a place of better understanding.

Some questions you can ask for greater clarity:

“May I ask what you meant when you said……?”

“ The story I am telling myself about …………………….. is………… can I just check in if this is correct?”

“I would love to know what you are thinking or how you are feeling about that?”

“Is there something else you would like me to know about this situation that may help me get a better understanding of it?”

“Is there something I can do to help you out with that?”

“What do you need right now from me or anyone else?”

“So I can get this in the right priority, what is your expected deadline for this?”

“Are you happy with……?”

“Is there something I can improve about……?”

Ask these questions with an intention to seek understanding, not to be right or pass judgement. By understanding a person or situation better, doesn’t mean you agree or take sides, what it does is open the doors of good communication and this can lead to a higher level of trust, less pain and better productivity.

Here is to better productivity and workplace environments

Jen

PS: I love to coach leaders and managers on the art of clear communication, get in touch if you want to explore that further.

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Tell people what to do with your marketing – with a strong call to action

Good marketing content is made up of several factors, we live in a busy, noisy world of marketing.

DID you know?

Depending on our job and routines, the average person is exposed to between 5000 – 10,000 ads per day, across all platforms! (this is a 2018 statistic I can only imagine this has increased)

Point is – to be heard in a marketing world you have to keep this in mind, you have to grab people’s attention in the first line – if you have got that nailed and they get to the end or even half way through, they will move on to the next shiny ad if you haven’t compelled them to take action!

You can have the best ‘first liner’ in the world, the best content, describing one of the best products, but if you don’t have a good, clear, call to action, you may lose a high percentage of your business.

CTA = Call to action = Inviting/inspiring/asking your reader to do something after reading your marketing material.

This applies to all your marketing, unless it falls into the ‘brand awareness’ camp.

If the purpose of your marketing is to get more customers or clients, then make sure your call to action is strong.

TIPS:

  1. Decide what you want your potential customer to do before writing your call to action, do you want them to call you? Visit your website? Email you? Fill in something?This will depend on the end objective of your marketing, which you have to work out first.
  2. Keep it simple, ask them to do ONE thing, multiple calls to action confuse or overwhelm, if you give them choices and ask them to make yet another decision, you will quite often lose them. We live in a world where people generally have decision fatigue. Sometimes people will make no choice at all rather than think about which option to take.
  3.  Make sure you make it easy for them to take that action and that it makes sense. ONE click is best. If it is a form, just ask for the information you really need in order to give them what you promise.
  4. Make sure you deliver, if you are offering a free download, make sure you have this set up to go automatically and regularly check the links and things work in the back end. Under promise, don’t say the 50 free ways to get more customers if you are only giving them 5 and asking them to pay for the rest.
  5. Make sure any embedded links work, TEST it yourself as a user.

Wording Ideas:

You can give a direction as your first few words – or you can remind them what’s in it for them, if the what’s in it for them factor is reminded it is stronger, that is telling them WHY then want to register or click or email. The examples below show different styles.

Bottom line is you know your ideal customer, you know what problems they have and how they like to solve them, use the language they would use, if you don’t then go back to the drawing board and find my other article on target audience here to help you.

Some call to action ideas:

  • For more information click here
  • Register today – click here
  • Register today – call
  • Get started now/today
  • Get your free check list – download here.
  • Join us for
  • Join us to
  • To get your XXXX join us
  • To (solve XXXX) enrol/fill in/ call/ email – now
  • Book a time to xxxx
  • Book now
  • Get in quick – book now
  • Spaces are limited – register today

TOP tip:

Make sure if you go to the trouble of leading ‘horses to water’, that there is water in the well. If you have engaged people in your marketing enough to read it, make sure they have something to do at the end that makes a connection to your service or product.

Happy content writing and remember if this is not your field of expertise be sure to engage a wizard content creator in the process. It is worth the spend to get this right.

Jen

https://www.simplyconfident.net/


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Tip: Hit the mark with your marketing efforts

If you want better results from your marketing you need to know your audience!

Then you can set a solid foundation to build your marketing plan and activities on.

An upside to being in business for yourself is that you can choose who you work with and for. You get to define who your target market (your ideal client or customer) and then get your marketing to reach out to those people to fill a need they have.

One of the mistakes I see business owners making time and again, is coming up with their marketing slogans, words, content and stuff because they think it is cool, they are selling features rather than benefits, talking about how great they are or their product is, instead of making their marketing all about the customer or client they are trying to reach. BIG mistake, what you think is cool, clever or ‘fun’ may be way different to how your target audience thinks, speaks or makes purchasing decisions.

TIP: Research is not asking a spouse, friend or family member what they think looks or sounds good, unless they are a marketing expert and know your product inside and out and use it themselves, even then it is one opinion only. So many try to do this stuff on the ‘cheap’ and ‘save money’

TRUTH: Business owners often waste way more money on their marketing by doing it on the fly, using guess work and on the cheap using friends and family for advice, design and content, getting it wrong costs way more!

I always start marketing planning with some key questions about the audience:

  • Who are you marketing to?
  • Who is your ideal (favourite) client? What makes them ideal or favourite?

Defining your target market – when sitting down with a multi-talented small business owner, this question is usually answered with a loud and enthusiastic, “Everyone!”

People often get really stuck here, so here is an example, some tips and a bit of myth busting for you.

Example to prove my point:

Let’s just say you are selling high performance sports watches with a GPS function, they are waterproof, smash proof, measure exercise, water depth, have a compass and some other cool sporty features.

I say: Who is your target market?

Owner says: Everyone who wears a watch! Or they think they are getting the point by saying ‘Everyone who plays sport who wears a watch’

Is this specific enough to run a marketing campaign from? Not really to be honest.

I call this ‘shot in the dark marketing’, your perceived target is so wide, that you throw your ‘dart’ (marketing efforts) at it and hope that it will hit somewhere in there. This can be costly and time consuming.

When you get specific and narrow your market down you are ensuring you get more of the clients you want.

MYTH busted: “I will miss out on business if I narrow it down”

Not true, you will still get other types of clients or customers along the way, it just won’t be your target.

The research factor:

To ensure you get results from your marketing, you need to understand some other things about your customer

TIP: The better you know them, their likes, dislikes, pains and language the more likely you are to be able to appeal to their need and solve their problem with your product or service

1. Who are they specifically, what sport do they play, at what level? (if we are sticking to the watch example but you can tailor this to suit your product or service)

2. What are their pain points, the things they can’t get from a possible current watch?

3. Where do those people look for products like yours? What are they reading, and why?

4. What language do they speak? (not necessarily about native tongue but what words to they use when they talk about their sport and lifestyle needs, what slang or acronyms might they be using)

How do you find this stuff out?

  • Ask around, ask your current customers if you have them, why they purchased from you
  • Use a cool free tool like google forms or survey monkey to help you out here, have a little fun and create a survey. Get specific in your questions, record and compare the answers and offer an incentive.
  • If you have had favourite clients before or do currently, sit down and write up why they are you favourite, what you know about them, what solutions you solve for them etc. Then just build your ideal client profile around that information.

TIP: This is also a good process to go back to and revisit for any product or service changes or editions, always come back tot his as your anchor, if your marketing gets off track or isn’t bringing results, perhaps a few tweaks in this space will help.

Marketing is about ensuring that the right audience links to the right message, links to the right timing, links to them seeing you have the solution for a problem they have, which then links them to take action to purchase your services and products.

See the links? The links are where the work needs to happen, and in order to link them to the next step on a buying journey, you need to know as much about them as possible.

TIP: When you ask, make sure you listen.

Any questions let me know in the comments section of this article, I hope you found it valuable

Happy marketing

Jen

www.simplyconfident.net