Marketing tips Marketing help

The day I met Lisa

May 24, 2017 by Jim Connolly

Frankie recently introduced me to someone amazing. “Jim, this is Cid, that wonderful designer I told you about”.

Cid quickly corrected him. “Jim, my name is Lisa, not Cid”.

Frankie then explained why he calls her, Cid:

“Oh, it’s a nickname. When Lisa says she will do something, she does it. Always. And on time. You can Consider It Done. Hence Cid”.

There is always a shortage of people like Lisa. People who we can totally rely upon. People who we can bring a problem to, and know in advance that they will deliver. People who provide that all-important peace of mind, which we value so highly.

All of us could benefit massively from that kind of reputation. And it’s actually pretty easy. Read this.

Free Offers: What every business owner needs to know

May 23, 2017 by Jim Connolly

A lot of people ask me about the marketing effectiveness of free offers. So today, I have a few ideas and a story to share, to help you make better use of them.

There’s a famous saying, which assures us that when it comes to business, “There’s no such thing as a free lunch”.

We’ve been trained to believe that a free offer is seldom really free. That’s because there’s almost always a hidden cost attached.

Why should this matter to you? Allow me to explain.

Free offers and scepticism

It matters because your prospective clients are looking for the hidden cost, whenever they see a free offer. And if they find it, they’re primed to wonder what else the provider could be concealing from them.

I was thinking of this yesterday, when I visited a new coffee shop. They had signs everywhere, offering free WiFi to customers. The guy next to me called one of the staff over. He explained that he wasn’t able to access their free WiFi. The owner explained that in order to access it, he would need to set up a free account, giving his name, email address and postal address.

The customer replied, “No way! I thought you said it was free? I already get more than enough spam”.

An awkward conversation followed, with the owner trying to defend her position and the customer saying her free WiFi offer was deliberately misleading. And of course, all this happened in front of the other customers.

free offers, freebies

That negative exchange will have totally changed the customer’s experience. It will also have changed the story he tells, when he shares his experience with his friends. Instead of his story being about great coffee, friendly service and a relaxing atmosphere, it will be about the argument and how the coffee shop misled him.

The impact of a fake free offer will vary from person to person and from situation to situation. But it will be there. And you need to be aware of it, if you refer to mutual exchanges as free offers.

Free offers and full disclosure

There is a way to partly mitigate the negative impact of the kind of free offer used by the coffee shop. It’s all about providing full disclosure. If you want people to take some kind of action in return for the free offer, make it clear. If you ask for contact details, let people know why – right there, in the same space where you offer the free service.

People respond way, way better, when you’re being open and honest with them. For example, if you ask for their details, tell them what you intend to do with that information. If you don’t plan to sell it on or send them ads from 3rd parties, tell them. Tell them that you respect their privacy.

When free offers are genuinely free

There’s another kind of free offer. One that’s all about building a positive, compelling narrative, for your clients or customers to share with their friends.

If you make a genuinely free offer, with no strings attached, nothing concealed, it creates a hugely positive impression. It also sets you apart from the masses. People will look for the usual, concealed exchange, but it won’t be there. They’ll quickly see that you’re being totally honest with them.

It will instantly improve how they feel about you, your business and the services you provide.

It will help you earn their trust.

And it will directly, dramatically improve the story they tell their friends.

As a business owner, you need to decide what you want to achieve from your free offers. If you’re seeking to earn trust, generate powerful word of mouth referrals and increase your profits, it’s worth seriously considering a genuinely free approach to free offers. Or at least, consider providing people with full disclosure.

Important: Here’s why you should never offer your time for free – Stop offering freebies. Seriously. Stop it!

Here are some really useful numbers for your business

May 22, 2017 by Jim Connolly

How will you know when your business is profitable enough?

How will you know when you’re attracting the right number of sales leads or new client enquiries?

How will you know when you have enough social networking contacts?

How will you know when you’re getting enough traffic from search engines?

How will you know when your newsletter, podcast or vlog has enough subscribers?

How will you know when your attrition rate (the volume of customers or clients you lose) is on target?

How will you know when you’re receiving enough referrals?

How will you know when you’re financially secure for life?

Put a number on it

In business, the numbers are essential. They allow us to measure our progress. They quickly let us see if we’re on track or off track. They show us if we’re being productive or just being busy. And they help us identify where we need to focus our resources.

If you have not done so already, I recommend you put a number on all the key areas of your business.

Then monitor those numbers.

It will help you move forward faster. It will help you avoid costly detours and it will also provide you with amazing clarity.

Wanted

May 20, 2017 by Jim Connolly

What are you doing, to make people want your services?

Bob may need to relax, but unless he wants to relax at your coffee shop, the place down the street gets his custom.
Bob may need a new service provider, but unless he wants to hire you, someone else will get his custom.

If you’re not attracting enough new clients, start by looking at how big a want you’re creating, compared to your competitors.

Then make sure you’re visible to prospective clients. This means being where their attention is.

Because when prospective clients want the service you provide and they can easily find you, you win.

The case for building a better business

May 19, 2017 by Jim Connolly

Your business is fantastically rewarding. Right?

It provides you with interesting puzzles to solve, which you find extremely compelling.
You get to spend every day, working with wonderful clients or customers.
Your working environment is a hive of creativity and productivity.
And it goes without saying that your plans for the future energize you.

At least that’s how it should be

When we decide to start a business, we give ourselves a blank canvas. We get to choose the kind of work we do, the fees we charge, the place we work from and the people we work with. In short, we construct every single element of our business, from the ground up.

Presented with this stunning opportunity, it’s incredible what some business owners create. Instead of building a business that inspires, energizes and excites them, they build a business that’s a source of worry, stress and lack.

From time to time, it’s worth reminding ourselves that our business can be whatever we decide we want it to be. We can choose to work on rewarding projects, for great clients who value us. Or we can choose not to. We can choose to create compelling, motivating plans for our business, which energize us. Or we can choose not to.

The key, is to make the right choice.

It starts with belief. And then a decision

You need to believe (on an intellectual and emotional level) that you deserve a better business, free from the limitations you now face.

Then you need to decide. You need to decide to do what’s required. This means developing a plan that will guide your business from where it is today, to where you want it to be: A business that fully inspires you and rewards you.

Is it worth it? Yes, absolutely.

How can I be so certain? I work every day with business owners who have the belief and made the decision. And the improvement that happens, not only within their businesses, but their lives as a whole, is breathtaking. You deserve the same. Don’t settle for less.