@Lisa_M_Bailey
Simon Hunt
164 w
This plan would not require corporate investment or govt funding, would reduce the cost of electricity and provide extra income to millions. https://f#s/p/open-up-the-grid-to-all-six-clean-renewable-energy-sources-with-pricing-and-margin-guarantees-for-small-suppliers?recruiter https://t.co/mEfrROwxo4
93 more agrees trigger contact with the recipient
(Telling the Story of Your Business’ Good Work in the World—Part 7/7) Throughout this series we’ve covered the basics of how to tell the story of your organization’s good work in the world. In a nutshell: 1. Talk less about you and more about the people you’re talking to. 2. In this conversation we call marketing, genuine connection supersedes data mining. 3. Find out your ideal customer’s doubts and values to find out why they’ll care about the good work you’re doing. 4. Know the reasons they might say “no” to you (or scroll past, overlook, hesitate, etc.), and speak to those. 5. You can find out what you need to know about your ideal customer simply and without a lot of cost. 6. Focusing on their values and the results they’ll get from engaging with you builds connection, builds trust, builds business. Because we’re talking about GENUINE CONNECTION as the throughway for this marketing, and because TRUST is a critical ingredient in that connection, TRANSPARENCY is the glue that will hold all of this together. You have nothing to hide. That’s true even if your organizational operations aren’t up to snuff yet. If you’re genuinely on the road to get there, let it be known. Businesses are comprised of humans doing the work—humans leading the strategies, humans implementing the actions, humans overseeing the operations. Humans, not superhumans. Humans can be accountable, making businesses accountable. Humans can see their shortcomings and work to change them. Humans don’t have to be “perfect” to gain other humans’ trust. They just need to take responsibility. Speaking as a human who looks to support businesses that are doing genuinely good work in the world—and as a specialist in marketing and copywriting for dozens of companies who specifically *want* their operations to create environmental and social benefits along with financial profit—I’m saying: Show yourself, as you are right now. Within your marketing strategy, clearly outline the value system of your business. If those values aren’t in full operation yet, design solid action steps to get there—and get started. Then, keep it real. It’s okay to communicate that you’re “just” a work in progress and there are obstacles to achieving your goals. In fact, for a growing segment of the population, that’s exactly what they want to know. In general, you’ll find that the more real you are, the more support you’ll gather from customers who are looking for companies they can trust—for real.
•
169 w
Perfect piece!
•
•
•
169 w
Great focused information,well articulated.
•
•
169 w
Very well written, Lisa! Thank you for this series, it's been very helpful.
Buhari haido
171 w
Helping avoid the runaway costs of climate change · 2. Creating jobs · 3. Competing internationally · 4. Improving public health · 5. Saving ...
70 more agrees trigger contact with the recipient
•
171 w
Is it part of a pack showing how Iberdrola proposes to play its part in stressing those risks?
By Part 6 of this series, the foundations are set. You know what you need to know about your ideal customer to develop a genuine connection with them and have a real conversation. (Remember “conversation” is a code word for marketing!) Throughout each stage of dialogue with this ideal customer (or buyer, student, patient, client, investor, etc.), there are two crucial aspects of conversation to bring in. 1. Their values. If you’ve followed guidance from my previous articles in this series, you’ve put forth the effort to know what these values are—and why THEY value the good work you’re doing in the world (which might differ from why you value it). Bring these values into the forefront of your conversation. You want them to care, and their value system is the way to engage that care in action. 2. The results they’ll get. What’s in it for them? When your ideal customer follows your call to action—to purchase, enroll, donate, schedule or otherwise invest money, time or energy—there are results for them. The reasons they’ll engage are hinged on getting results they want. Maybe the results include a specific kind of ease in their life, a feel-good effect, satisfaction of an intellectual or emotional need or something else entirely. YOU know what results they’re wanting because of the work you’ve already done to get to know who this customer is. (If you haven’t done that work, see Part 2 of this series, below.) Speak to the results they want. When your marketing is steeped in their values and illuminating for them how to attain or create results they want, this customer begins to value you. Then you have a real, engaging conversation going. And beyond the call to action—or the first investment of money, time or energy—they’ll want to continue that conversation with you. My next article will be the final one in this series, “Telling the Story of Your Business’ Good Work in the World,” and the topic is transparency. How much transparency is too much? Is there such a thing? Stay tuned… - - - - - - Here are the earlier articles in this series: Part 1: How to Tell the Story of Your Business' Good Work in the World Part 2: The Basics of Genuine Human Connection Part 3: Your Ideal Customers' Doubts, Mistakes and Values Part 4: Why Your Customers Say No (and What to Do About It) Part 5: Three Easy, Effective Ways to Get Inside Your Customer's Mind - - - - - -
Telling the Story of Your Business’ Good Work in the World—Part 5: 3 EASY, EFFECTIVE WAYS to GET INSIDE YOUR CUSTOMER'S MIND - - - - - - - - - - Here we go in this new year that promises—if nothing else—not to be boring… Picking up from Part 4 of this series, we’re talking about forging a genuine connection with your ideal customer—the type of individual out there who is inspired to invest their time, money and loyalty in what you offer. Previously I’ve written about WHAT you need to know about this ideal customer to engage in meaningful conversation (a.k.a. marketing) with them, to develop a real connection and engage their trust in your brand. Now…HOW do you find out these things you need to know? What, specifically, can we do to get inside the customer’s mind? Here are my top three recommendations for this—and you can start with any of them today: 1. Know where they go…and go there. These days, of course, this is all about where your people are online. Identify blogs, news sources, online events, Facebook pages and groups, Instagram channels and other social media where your kind of people are spending time. And definitely check out your peers’ and competitors’ online platforms. Once you’re there, browse posts or comments. Look for the clues to who this ideal customer is, what they value and all the other valuable insight I’ve discussed in earlier parts of this series. 2. Survey online. This is a tried and true method, and something you can do with your current customer base. If you’re selling products online you can implement it as an automated part of your marketing—for example, sending a simple online survey toward the end of an online course or after they have purchased a product. Successful surveying is both art and science. Make sure you ask clear, specific questions—and not too many of them. 3. Just ask. This is my favorite method. It involves contacting key customers and requesting 10 minutes of their time. In my small business, I generally send a quick email first, transparently explain why I’d like to call them, let them know I value their insight, then schedule a time. Keep it concise. If you say 10 minutes, keep it to 10 minutes. Have a few key questions prepared, based on the ideal customer insight discussed earlier in this series. For a smaller business, speak to 5 to 10 customers at minimum. Larger businesses can aim for more. And make this a regular practice—ideally systematizing it so it becomes a part of your standard business process. If you’re a new business and don’t have a large client base yet, identify a few people you know who fit your general ideal client mold, and ask them for those 10 minutes instead. Next time, I’ll be writing about how to talk to your prospects and customers about the good work you do in the world—in a way that actually matters to them. In the meantime…what’s YOUR favorite way to get to know your ideal customer? Comment below! - - - - - - - - - - Here are the earlier articles in this series: Part 1: https://app.wedonthavetime.org/posts/290886dc-ea6d-44d5-bebe-9235c00a84de Part 2: https://app.wedonthavetime.org/posts/eabcc2f4-b2ef-4072-9ef0-88977ea38192 Part 3: https://app.wedonthavetime.org/posts/ed0b8e19-4c54-4b3c-9a70-cb6b903d0790 the invest time, etc.) Part 4: https://app.wedonthavetime.org/posts/7f870da7-fd86-4d35-b9e6-852a9a9cc8ef - - - - - - - - - -
Telling the Story of Your Business’ Good Work in the World—Part 4 > WHY YOUR CUSTOMERS SAY NO (& WHAT TO DO ABOUT IT) < The past few weeks I’ve been writing about genuine connection with the real people who comprise your audience. Marketing is a conversation with those real people. I’ve been offering specific insight into how to have a meaningful conversation, which starts with knowing who they are, what makes them tick and why they do (or don’t) care about the beneficial work your organization is doing in the world. (If you missed my earlier pieces in this series, see the links below.) Picking up where we left off…now that you know what drives your ideal client (or buyer, student, donor, etc.) TOWARD you, you need to be equally aware of what will keep them from away from you. In other words: what are the reasons they’ll object to making the investment of money, time or other resources that you want them to make? You’ve learned what results they want. And you are solidly offering those results. But still…they will find reasons to say no. Your job is to meet them where they are—to know what their no’s are and address those…upfront. Your business model is to do good in the world, and you have nothing to hide. Your ideal customer has standards, values and doubts about the world and themselves. You have already tuned into those through the getting-to-know-you process (a.k.a. market research) I’ve discussed throughout this series. This means you know exactly how to meet them, address their hesitations and pave a path for trusting, loyal customer relationships. If you think you MIGHT have something to hide, that very thing could be your greatest opportunity for connection with your customers—by openly discussing it. Proactive transparency builds trust, and trust is a crucial part of the relationship you’re establishing through this conversation called marketing. What are your customers' hesitations? Take some time to outline what their specific obstacles to engagement are, and carefully consider how to head those off at the pass. Coming up next: Last week I said that in today’s piece I would cover some of the simplest and most effective ways to glean this meaningful insight into your customers to really connect with them. Alas, I’ve changed my mind! In my next piece in this series, I'll offer my guidance into where, when and how to truly get to know your ideal customer base so you can establish that genuine connection with them. Read the earlier pieces in this series below: Part 1: https://app.wedonthavetime.org/posts/290886dc-ea6d-44d5-bebe-9235c00a84de Part 2: https://app.wedonthavetime.org/posts/eabcc2f4-b2ef-4072-9ef0-88977ea38192 Part 3: https://app.wedonthavetime.org/posts/ed0b8e19-4c54-4b3c-9a70-cb6b903d0790
•
177 w
Keep up the good work!
How to Tell the Story of Your Business’ Good Work in the World—Part 3 ------------------------------------------------------------------------ Here’s what we’ve established so far in this series: > Genuine connection with the individuals of your audience is what works when communicating your business’ genuinely good work in the world. > You’ve got to really know that ideal customer—well beyond data and basic demographics—to be able to connect with them. Last week I outlined some of the initial questions you’ll need to be able to answer in a real getting-to-know-you process with your people. This week, let’s keep digging deeper. Find out: 1. What insecurities, fears or self-doubts are they harboring? You’ve got to know these, because they will lead directly to the obstacles that can keep them from signing up, purchasing or otherwise engaging in your business model. In general, aim to be familiar with at least a few of these that apply to your ideal client base. 2. What are three common mistakes they make or struggles they experience? These may or may not directly relate to your company’s product or service, but they offer deep insight into the psychology of your customer, usually tying into the fears and self-doubts you’ve already discovered. Knowing this information will help you pave appropriate avenues to the solutions they need and you offer. 3. What are their values? Do they value time in Nature? Their family? Their legacy? The food they eat? Money? Feeling good about themselves? What more? For each of these, to what degree do they value or prioritize it in their lives? The reasons your business has chosen to do its good work is not necessarily the reasons they most value—but if they are your ideal customer, their values will correspond and lead them to you. I’d love to hear from any of you in the comments below: do you have this kind of insight into your audience? Next week we’ll talk about the simplest and most effective ways to find out this information from your people. And I’ll cover the reasons why your prospect—even the seemingly most ideal customer—often finds a reason not to engage in what you offer (so you can help them find the way through).
•
178 w
Thanks for sharing your knowledge Lisa! Very good advice
HOW TO TELL THE STORY OF YOUR BUSINESS' GOOD WORK IN THE WORLD — Part 2 If your business is doing genuinely good work in the world, the way you speak about it is critical to the success of that work. Last week I wrote about the need for holding a genuine connection with your audience. That’s good marketing—holding a conversation of real connectivity with your ideal client (or ideal customer, user, guest, student, donor, supplier, etc.). The connectivity we establish is the medium through which our messages are conveyed. If the connection is flimsy, some or all of the messages slip through the cracks. “Genuine” is a key word here. BECAUSE the work you are doing is genuinely good—aligned with nature and a healthy humanity—the connection to your audience must follow suite and also be genuine. To *genuinely* connect, we need to know who we’re talking to. Who IS your ideal client, really? Set aside the algorithms and data mining for now. We’re going back to the holistic roots of HUMAN CONNECTION. Let’s start with some basic demographics. Here are a few questions any organization should be able to answer about their ideal client: - What stage (age) of life are they in? - What’s their gender? - Where and how do they live? - What formal education and/or life experience does this person have? - What’s their professional life like? Then, when we’re telling the story of our good work in the world, we’ve got to know: why do they care? We start to find this out when we know: What results do they want from what we’re offering them (our product, service, etc.)? Know at least two or three of the specific results they want—tangible and quantifiable outcomes, as well as emotional and mental results. Having the answer to these questions is just the beginning of establishing a genuine connection in your marketing. Next week I’ll carry on, and we’ll go deeper into your ideal client’s human experience to better understand WHY they care about your organization’s purposeful work—and how to talk to them about it in your marketing…
•
36 w
During the training I have big problems with writing and doing programming work. Well, they are not given to me easily and simply. It's good that there are specialists https://www.programmingassignment.net/ who are always ready to help in any task.
•
•
179 w
I have noticed in climate communication, as well, that these questions are super important when spreading knowledge about climate friendly actions. Especially: Why do they care? and What results do they want from what we’re offering them (our product, service, etc.) (And in this case the changed behavior)? Thanks for the well put summary. Looking forward to your next post!
•
179 w
@Lisa_M_Bailey hi Lisa Why dont do a small workshop/conference on this? I think @Wedonthavetime would collaborate. It would be a very good learning experience for the green businesses/Entrepreneurs.
HOW TO TELL THE STORY OF YOUR BUSINESS' GOOD WORK IN THE WORLD -- Part 1 I often see organizations doing really good work -- for nature, for humanity -- but having a tough time telling the story of that work. Here's a tip: when it comes to communicating your good work, talk LESS about YOU (your company) and MORE about the people you're talking to. Marketing is a conversation, you know? Imagine specifically who you're talking to. Think not of an "audience" but an individual who epitomizes that audience; then speak to them! Go beyond standard demographics: create a complete character profile. > What doubts do they have? > What do they aspire to? > Why do they value what you're offering? > What will hold them back from it? When you know who you're talking to, you can truly talk TO (not at) them. Hold a conversation. Hold a CONNECTION. Stay tuned for more about how to establish this kind of connection. I'll be writing about it here on the We Don’t Have Time app in the coming weeks…
•
•
•
180 w
Very good advice!
•
180 w
Thanks Lisa - keep up the good work!
Write or agree to climate reviews to make businesses and world leaders act. It’s easy and it works.
Certified accounts actively looking for your opinion on their climate impact.
One tree is planted for every climate review written to an organization that is Open for Climate Dialogue™.