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 Two weeks ago, we left Neal sitting pretty in his local hardware store, Neal’s Hardware, with a great free offer, a lot of new customers and a great strategy for distinguishing his neighborhood store from those superstores like Lowes and Home Depot. (If you missed that story, here it is.)
My reason for telling you this story (and for continuing to do so now) was to show you how Internet marketing and social media are no more complicated to owning a local hardware store. A really cool hardware store. Like Neal’s Hardware.
So, as I said, we left Neal in a pretty good place! His basic marketing was off to a strong start, but… Neal stills needs more business!
See, he has big plans to expand, add a garden center and specialize in non-toxic paints. Plus, he’s had his eye on the new pickup truck. So even though his free offer and regular mailings are keeping the cash moving in, he needs to increase that flow!
Neal realizes that in order to fund his future dreams, he can’t stay stuck in his hardware store and wait for people to come to him. He has to get out and go where the action is, where his potential customers are. He has to rub elbows with a variety of folks who either need his goods or can refer others to his store.
So he joins the local Chamber of Commerce and the Rotary. He shows up at meetings and mixers, joins in the conversations, and plays it smart by spending most of his time asking questions and listening to others talk about their businesses and their lives.
When people ask him what he does, he tells them about the store and his services, and, if it feels right, he hands them a card for the free digital tape measure. “Come on by the store and I’ll give you one of these great digital tape measures,” he says.
But Neal doesn’t stop there.
He knows that if he’s going to compete with the superstores, he has to position himself as the friendly expert who can help people solve their home repair problems. That’s when he gets a great idea!
Continue reading Internet Marketing & Neal’s Hardware: A Story To Make It Simple, Part II
Oh, let’s stop all this talk about list building!
Internet marketing gurus keep harping away about how to “build your list.” “It’s all in your list.” “You gotta keep building your list.””You want a huge list.”
But what good is a huge list if only a teeny-tiny percentage of the people on that [...]
March is Email Marketing Month! During the entire month of March, I’ll be giving you tips, ideas and off-the-wall insights about how to get your bulk emails opened, read and responded to. Because, hey, if you’re going to take all that time to write a great email or email newsletter, you want people to [...]
“I hate marketing,” she said, “And I’m not any good at it.”
I was at a conference in Miami with over 300 entrepreneurs. The woman sitting next to me, a beautiful, dark-skinned woman with deep brown eyes and a wide smile, was sharing with me one of the beliefs that keeps her from expanding her business. She hates marketing. And, she believes she’s not good at it.
I wasn’t all that surprised by her declaration. I’d heard it before. Mostly from entrepreneurs in some kind of service business, like healers, coaches and therapists, and from artists and musicians as well.
So, I asked her, “What is it about marketing that you hate?” And she, like so many others, responded by looking away, hunching her shoulders and saying, “Oh, I don’t know. It’s just…” and then she shuddered, as if to shake off some kind of evil demon.
I looked her in the eye and said, “I don’t think you hate marketing. Nor do I think you’re not any good at it. I think you simply don’t know what marketing really is.”
Often, when entrepreneurs have an aversion to marketing, it’s almost always because their perception and definition of marketing is completely wacked. They equate it with being pushy, arrogant and manipulative. And entirely self-serving. They’ve formed a prejudice built on a lie, the lie being that marketing is the work of slimy con-men, deceptive snake-oil salesmen and evangelistic swindlers. They hate it because they can’t relate to it. It has nothing to do with who they are, what they love, value or consider honorable.
Now, I’m not saying ALL entrepreneurs feel that way. But either way, I feel compelled to set the record straight so entrepreneurs can stop resisting and resenting marketing (and stop shuddering when they speak of it) and start enjoying it instead!
Marketing is the means by which we, as entrepreneurs, can communicate the value we offer to those who can benefit from our offering. What is there to hate?
Marketing is how we communicate and share our gifts, talents and services to those who can benefit from those gifts, talents and services. Whether we write an email, make a video, submit an article or put up a billboard, all we are doing is communicating our message with the intention that someone will receive that message… and respond. Marketing can be a call to “come ‘n get it” but it can also be an invitation to consider what’s possible.
Let me take this one step further and say that marketing, when done well and with integrity, offers us, as entrepreneurs, the means by which to make a heart-to-heart, gut-to-gut connection with someone (or many someones) we’ve never even met before.
It’s happened to me. Has it happened to you? A commercial that made you cry. A blog post that made you laugh out loud? A YouTube video that inspired you to do more, be more, have more?
Continue reading Why You Don’t Hate Marketing… Even If You Think You Do
The following is Part III of a multi-post series on writing autoresponders that get results. Part I told the story of Kate and James. Part II, that story continued, along with some pretty sweet guidelines on how to write autoresponders. And now, we continue with both Kate and James, and your autoresponder series!
Ah, have I kept you in suspense too long?
Are you wondering what happened with Kate and James?
Well, you will be relieved to know that James made good on his promise; he called Kate. And rather than let that call go to voice mail, Kate picked it up! She accepted James’s invitation to dinner, and it was lovely! James picked a quiet, classy Northern Italian restaurant with incredible food, huge wine list and impeccable service. But neither one could pay much attention to the food because they were so busy talking, flirting and feeling a little queasy with first-date nervousness!
Was there a goodnight kiss? I’ll never tell. And you don’t need to know in order to get the point of what’s coming next.
Let’s pull this back to your autoresponders, shall we? Because just like James, you got your prospect to say “Yes” to your offer, right? They’ve either opted in for your free offer or bought something from you.
So, what needs to happen next?
Exactly! You need to be sure your client is sent an autoresponder, immediately! In fact, their opt-in should ignite a series of autoresponders that you’ve set up ahead of time. So, today, we’re going to talk about when to schedule those automatic emails and WHAT should be in them!
0 Day Autoresponder
The first autoresponder is sent as soon as your client opts-in or buys something from you. That’s why it’s often called a 0-Day Autoresponder. This email should:
Reassure
You want make your clients feel really good about opting-in or making a purchase. Remember, a lot of people will buy something and immediately regret doing so. You want to eliminate Buyer’s Remorse! Let them know how brilliant they are for making such a wise decision and emphasize how this decision will benefit them in a thousand different ways.
What’s The Scoop?
What do they need to know or what can they expect from this point on? Will they be receiving something via email, snail mail, UPS, FedEx? Will they be receiving your e-zine as well as their purchase or your free offer? Let them know what they can expect from you.
Offer Support
Be sure to give your new clients a way to get help or support if they have a problem with their order. Such as, what can they do if the download link doesn’t work? Or if 3 weeks go by and they still haven’t received their order in the mail?
I know a lot of Internet-based businesses use those online support centers, where you, as a client, have to sign up, log in and submit a ticket in order to get any assistance at all! Ugh. What a drag! Personally, I hate those Support Center contraptions! They are always awkward, impersonal and a hassle. Sure, they make it easier for the seller or provider, but they don’t make is easy for their customers.
Continue reading How to Write Autoresponders That Turn Looky-Loos Into Raving Fans: Part III
The following is Part II of a multi-post series on writing autoresponders that get results. Part I told the story of Kate and James. We continue our story here.
 When we last left Kate, she was anxiously awaiting a phone call from James.
Impressed by his savoir-faire, consideration and undeniable good looks, she has been unable to focus on anything other than the fact that he promised to call her and ask her out for dinner. Will she let the call go to voice mail? Will she pick up? And will she go out with him or not?
All these ideas are bouncing through her mind as she sits in yet another business meeting, futilely trying to pay attention to the task at hand.
But, as we said in Part I, if this relationship is going to move any further, James has to call!
This is a critical time for Kate and James. They don’t know each other, but there is an obvious connection. It’s the beginning… and such, it’s a fragile, tentative time when the slightest thing could either strengthen their relationship or bring it to a screeching halt.
Equally, when a new prospect comes to your website and opts-in for your free offer (or buys something!) this is the fragile beginning of your relationship with them. They’ve already expressed their interest by opting in or making a purchase, but they still aren’t quite sure if you’re the one. Are you really the person who can help them with their problem? Are you someone they can work with? Do they like you? Are you the perfect match for what they need right now?
They’re still not sure about you. So, what you do next is critical. You can either move this relationship along or lose your prospective client to some other fish in the massive Internet sea. This is why your autoresponders are so important; they have the power to build rapport and trust with your new client so their initial interest turns into a strong feeling of connection, respect and appreciation.
So, here are some general guidelines for creating autoresponders that turn mildly interested prospects into die-hard fans. Oh, and by the way, most of these guidelines can be used for writing any kind of email to your clients.
1. Be Interested
Your autoresponders should express a sincere interest in your client. Be sure you’re offering to be of service to them and not prattling on and on about you, your business and what you’ve got to offer. Ask questions. Invite them to tell you more about themselves, their needs, their dreams and goals.
Have you ever been on a first date where the other person did nothing but talk endlessly about himself? Were you impressed? No. You were bored stiff, disappointed and mad that you were missing your favorite TV show in order to be with this jerk.
Don’t be that jerk. Make your autoresponders all about your client, not you.
Continue reading Autoresponders That Work: 10 Guidelines for Writing Autoreponsders That Turn Looky-Loos Into Raving Fans: Part II
The following story is all about you, your ideal client, your website, your ethical bribe, and the importance of your autoresponders. It is also the first part of a multi-post series on autoresponders. If you don’t know what an autoresponder is, don’t worry. I’ll explain everything. Keep reading.
Meet Kate.
 Kate is an attractive, ambitious, thirty-something businesswoman. Right now, she’s in the middle of a very important business trip, packed with important meetings. A self-made entrepreneur with her own million-dollar business, she doesn’t have much of a social life… or even much time to herself.
Can you see her? She’s over there, sitting at the hotel bar, ordering a glass of California Chardonnay and checking the messages on her Blackberry. It’s been a long day for Kate, and it’s not over. In 40 minutes, she needs to be in yet another meeting.
“Excuse me, ma’am…” says the hotel bartender, interrupting her messaging as he serves her Chardonnay, “that gentleman over there just bought you your drink.” Kate peers up from her Blackberry and looks over to where the bartender is pointing. There he is. A tall, good-looking man, immaculately groomed and dressed in a Armani suit with a lavender tie. He smiles, acknowledging Kate’s gaze.
Kate’s not so sure about this. She didn’t come to this bar to be picked up or to flirt. She just wanted some time alone before her next meeting. But this guy looks like he’s got work to do, too… and it’s not as if he’s asking to come over and talk to her or anything.
So, she smiles back, raises her glass, mouths the words, thank you, takes a sip and goes back to her Blackberry.
In less than 10 minutes, Kate senses someone at her side and hears someone say, “Hello.” Kate looks up and there he is… and he’s even better looking up close… with those deep, dark brown eyes. “Hey,” Kate says, “Thanks for the wine.”
“My pleasure, he says. “And look, I can see you’re a busy woman and don’t have time for chit-chat, so how about this. If you feel so inclined, let me have your phone number and I’ll call you later to see if you might be available for dinner. Or maybe another drink. How about that? If you’re interested, you can call me back. If not, you can ignore the invitation. Sound like a plan?”
Kate is starting to like this guy. He’s straightforward, respectful and able to cut to the chase. So, she smiles, whips out her business card, turns it over and writes her personal cell phone number on the back, and hands it to him, all the while noticing that her heart is beating just a little faster and her face is feeling flushed.
“Thank you,” he says. “ You can expect a call from me later today. By the way, my name is James,” and he holds out his hand. Kate takes his hand to shake as she says, “Hi James. My name is Kate.”
What happens next is up to you!
Because this story is really about you, your prospective client, your ethical bribe and… your autoresponder series.
Continue reading How to Turn Looky-Loos Into Raving Fans With Autoresponders: Part 1
Does this happen to you?
You’re online, checking your email, updating your Facebook status, and there it is! An email with a juicy offer… an invitation to buy something. Let’s say it’s a home study course on how to create high-quality videos with your cell phone camera. You click the link and are taken to a good-looking, easy-to-read landing page with some pretty convincing copy that gets you pretty excited about the program and what it might do for you.
You check out the price. Whoa! It’s not cheap. In fact, it’s more than you thought it would be. But it still sounds pretty good, so you read the third-party testimonials, look for a guarantee and maybe do a little online research. Then, finally, caught up in moment and having already invested a fair amount of time on this product, you buy it! You fill out the invoice information, stick in your credit card number and submit! It’s done! That program is yours. baby!
And you feel pretty good about it. Until later that day. Or the next day.
You start to second-guess your decision. You don’t feel so great about your purchase, and you think thoughts like:
“Do I really need another home study program?”
“What was I thinking? I don’t even have the time to commit to this!”
“And money is tight right now. I just paid my taxes. And my niece’s birthday is coming up …”
And on it goes.
You, my friend, are neck-deep in what is known as Buyer’s Remorse – the regret that sets in after making certain purchases. And you can bet that your clients and fans have experienced it as well…. maybe even after they bought something from you.
Buyer’s remorse is extremely common, almost to the point of being predictable these days. So many purchases are made impulsively online and without the advantage the “see, touch, smell and taste” factor a retail store provides. But even when buying items in a retail store, many people experience buyer’s regret.
Your clients and customers will tend to experience buyer’s regret when:
- they buy a high-priced item or service.
- they feel they were “sold” on something they wouldn’t normally buy.
- they haven’t been reassured that their purchase was a wise investment that will serve them well.
As a creative entrepreneur who is selling products and services online, you want to be sure your clients and fans feel great about each and every investment they make with you! Not just because you want to prevent returns and cancellations, but because you want to keep your customers happy and eager to do business with you! If they regret or resent the investment of time, energy or money they spend with you, they will most likely never buy from you again.
Continue reading Keep Your Customer Satisfied: 5 Tips to Eliminate Buyer’s Remorse
 Well, I just can’t help it. I’m sitting here feeling pretty smug and full of myself.
According to yesterday’s release from the Associated Press, President Obama took my advice and now he’s going to be regularly posting his on tweets on Twitter. No ghostwriter tweets! No intern pretending to be him, but HIM. His original posts will be signed with an “O.B.” while other tweets from the White House will remain unsigned.
What a fabulous, funny coincidence! Because last week I posted a Tough Love Tuesday video telling you to not outsource your presence on social media… that YOU need to be the one to show up, share, engage and participate. This is the one job that you, as a creative entrepreneur, should not give away!
So, when I read this article, I giggled a little and thought, Hmm… could President Obama be watching my Tough Love Tuesday videos? Probably not. But he is getting some very good social media advice.
What President Obama’s Social Media Advisors Must Know…
And You Should Know, Too!
Whoever is advising President Obama knows:
People want the real thing, baby!
The social media crowd has no use for imposters. They want to interact with the real thing, with President Obama himself. Not his advisors, assistants and interns.
And as I said in last week’s Tough Love Tuesday video, your fans and clients don’t want to hear from your marketing manager or your agent or some social media expert. They aren’t interested in someone else’s answers, opinions, activities and perspective. They want to know what you think, what you prefer, what you spend your day doing, what choices you make and why, who you endorse, follow and admire.
When it comes to social media, who you are as a person is just as important as who you are as a professional. This means that you need to share more than links to business articles, other people’s quotes, or announcements about your next offer. You need to tweet about you… the person, not the brand.
Continue reading President Obama Listens to Me. Maybe You Should You, Too?
Have you ever seen the musical “Gypsy”?
In one of the first scenes, Baby June and her sister Louise are onstage auditioning at a vaudeville theater. During their duet, their mother, Mama Rose, who is the quintessential stage mother, stands up and screams, “Sing out, Louise!”
Well, sometimes, when I’m reading certain websites, I [...]
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Two weeks ago, we left Neal sitting pretty in his local hardware store, Neal’s Hardware, with a great free offer, a lot of new customers and a great strategy for distinguishing his neighborhood store from those superstores like Lowes and Home Depot. (If you missed that story, here it is.)
