Ivan Misner has a weekly podcast that you can find here that might be just the thing if you are looking for some inspiration. You can listen to it, or download it, or simply read the transcript (which is what I did). His most recent podcast on July 8th, 2009 was titled, "Episode 112: Networking Lessons from Nature." It is from this podcast that I took my Motivational Minutes today.
What do vineyards and redwoods have in common?
Aside from the obvious fact that they are both found in California, they are the subject of Dr. Ivan Misner's latest podcast related to networking.
Dr. Misner and his wife recently visited Napa Valley and toured some vineyards, most notably the Chateau Montelana, which was immortalized in the movie Bottle Shock (which I highly recommend as an engaging and well-crafted film). He found out that there is a particular way of farming the grapes to ensure that they produce quality product throughout the growing season, no matter what occurs in the climate. This became a metaphor for the type of networking that we are each called to do through the BNI model.
Vintners use "dry farming" to produce consistently quality grapes. Dry farming is accomplished through no irrigation. Dry or rainy season, they are not irrigated. That sounds counter-intuitive to producing strong crops, but they do this for a reason. As a result of this type of conditions, the plants are forced to grow deep roots in order to get at the year-round underground supply of water, no matter the climate up above.
We are encouraged in our BNI model to have deep reserves for when the going gets tough. The economic climate right now is decidedly dry. This means that we may have to dig deeper to produce quality referrals. But by workin on our deep-water relationships, we will support growth in our businesses no matter what the economic climate is doing and we will be more successful than the average business owner who doesn't have the BNI network on their side.
The giant redwood tree averages a height of 250 feet. At that towering height, you would assume that they have a deep root system to anchor them to withstand whatever winds may blow. Quite the contrary, they have a very shallow root system. So how do they manage to grow so massive and stand for so long?
The giant redwoods harbor a secret under their soil as well to remain upright even in the windiest of times. Their roots are actually intertwined with the roots of their neighboring trees. They support each other with the winds come to blow them over. When one is under the direct pressure of the wind, the system of the interlocking roots serves to hold them all in place.
Our relationships in BNI are like that intertwining root system. We serve to hold each other up and spur growth in our respective businesses. There are many times when I feel like giving up, but my BNI friends, particularly those that I have most closely linked myself to, have served to not only prop me up but surround me with their love and support and encourage me to grow.
And Dr. Misner said it best..."That's why networking and relationship marketing are so important, especially in a tough economy. These two metaphors, I think, really sit well that you can have your roots go deep through this dry farming concept, and by going deep you are more stable. But at the same time, if you can interconnect with other business people, you can help one another."
Working Words of Wisdom
"The miracle is this - the more we share, the more we have."
Wednesday, July 15, 2009
Tuesday, July 7, 2009
Why Your Reputation is on the line
We have passed 4,947 referrals since we have started our BNI Point to Success Chapter in the fall of 2008. That is incredible!
But how much of that actually turns into closed business?
It all depends on the quality of the referral.
I would rather receive one quality referral than a dozen that simply state that they gave out my card. So when is a good time to give a referral?
I would suggest that a good time to give a referral is when you have a person with a specific problem who needs a solution.
We all know that the philosophy of Givers Gain really does work....if you give referrals then you will get them in return. It is just that simple.
Referrals v. Leads
Referrals involve three people and a bit of work.
Leads involve only two people and little work.
Referrals involve the Donor (giver of the referral), Recipient (receiver of the referral) and Client.
Leads involve the Recipient and the Client only.
Referrals happen when the Donor has mutual respect and friendship with the Recipient, believes in the credibility of the service offered and has absolute trust in the outcome of the referral.
Leads are blind faith that a sale will be made. Throwing a dart and hoping it will stick.
When you give quality referrals you refer more than just the business. Your reputation with the Client is too important to risk on someone who won't deliver on their promises. That is why you need to get to know the members as well as you can. How can you know whom to refer if you don't know what they do?
How to give a Qualified Referral
First, know who the potential Client is. It is not enough to simply hand a business card to someone. You need to take the time to find out from that person what their problem is in order to offer a solution and to direct your referral to the right member.
Second, know that when you make a referral you refer more than just the business. You are not only representing the skills and experience of your BNI referral partners but your own reputation. The Client will hold the you the Donor responsible for the outcome of the referral as much as the Recipient.
Third, referrals demand a lot of effort to be successful. But the benefits outweigh the costs. As a Donor you need to not only identify the potential Client, but you have a duty to properly qualify them and then selling the Recipient so well that they seem like the only show in town. That effort, if done well, will make the whole process a no brainer.
When you give a properly qualified referral it is a win-win-win situation. You will win a reputation as someone who can be trusted to help find solutions....your Client will win by having a great service or product that will serve to make their life easier....your Recipient wins by building their business and building trust in you.
Working Words of Wisdom
"It takes 20 years to build a reputation and 5 minutes to ruin it. If you think about that you will do things differently." ~ Warren Buffet
But how much of that actually turns into closed business?
It all depends on the quality of the referral.
I would rather receive one quality referral than a dozen that simply state that they gave out my card. So when is a good time to give a referral?
I would suggest that a good time to give a referral is when you have a person with a specific problem who needs a solution.
We all know that the philosophy of Givers Gain really does work....if you give referrals then you will get them in return. It is just that simple.
Referrals v. Leads
Referrals involve three people and a bit of work.
Leads involve only two people and little work.
Referrals involve the Donor (giver of the referral), Recipient (receiver of the referral) and Client.
Leads involve the Recipient and the Client only.
Referrals happen when the Donor has mutual respect and friendship with the Recipient, believes in the credibility of the service offered and has absolute trust in the outcome of the referral.
Leads are blind faith that a sale will be made. Throwing a dart and hoping it will stick.
When you give quality referrals you refer more than just the business. Your reputation with the Client is too important to risk on someone who won't deliver on their promises. That is why you need to get to know the members as well as you can. How can you know whom to refer if you don't know what they do?
How to give a Qualified Referral
First, know who the potential Client is. It is not enough to simply hand a business card to someone. You need to take the time to find out from that person what their problem is in order to offer a solution and to direct your referral to the right member.
Second, know that when you make a referral you refer more than just the business. You are not only representing the skills and experience of your BNI referral partners but your own reputation. The Client will hold the you the Donor responsible for the outcome of the referral as much as the Recipient.
Third, referrals demand a lot of effort to be successful. But the benefits outweigh the costs. As a Donor you need to not only identify the potential Client, but you have a duty to properly qualify them and then selling the Recipient so well that they seem like the only show in town. That effort, if done well, will make the whole process a no brainer.
When you give a properly qualified referral it is a win-win-win situation. You will win a reputation as someone who can be trusted to help find solutions....your Client will win by having a great service or product that will serve to make their life easier....your Recipient wins by building their business and building trust in you.
Working Words of Wisdom
"It takes 20 years to build a reputation and 5 minutes to ruin it. If you think about that you will do things differently." ~ Warren Buffet
Tuesday, June 30, 2009
Referral Slips - Not Just A Door Prize Drawing
Adapted from Kevin S. Taylor "Referral Slips - BNI Tools of the Trade"
A referral slip with the words, “I will get back to you with the information” is simply not yet a referral and should not be counted as such. I actually have a referral slip from early on in my time in BNI that simply says that a customer stopped in the store and that my card was given. I have no contact information, I do not know the nature of their needs and I don't even know if the person who gave this to me actually spoke to the person. For all I know the member may have only witnessed the person taking my card. That is not a referral that I want. I keep this referral slip to remind me that I do not wish to have that sort of referral given to me, so I need to make sure that I am not giving referrals like that.
Next, we need to make sure we are using the thermometer properly. Consider the referral thermometer as a measure of the level of introduction. For instance, If I mention a name in passing and the person is expecting a call, the level is a one. If I follow-up with a testimonial and strong recommendation, it may be a 2 or 3. If I continue with a telephone introduction, that may be a 3 or 4. If I go with someone on a sales call to the referral, that would be a five.
Knowing the level of introduction is important for someone being referred. No one wants to call on a referral and have the person at the other end of the phone say, “Who are you?” In BNI, we try to give referrals at level 3 or above. Anything less than a one is simply a lead … and we do not give leads in BNI. We give bona fide, qualified referrals.
Finally, if you are receiving referral slips that are not up to your standards for referrals, please take that matter up directly with the person who gave the referral. There have been some instances where conerned parties have come to our Vice President or one of the other board positions to complain. But it is up to you to make sure that you are educating the group effectively on the aspects of your business that are most important so that they can make an informed referral for you. You owe it to each other and yourselves to make the most out of that little referral slip.
Working Words of Wisdom
"Today I will do what others won't so tomorrow I cn accomplish what others can't."
~Jerry Rice
Is there such a thing as a BAD REFERRAL?
Of course there is!
A referral is bad when it is not complete, not focused and not qualified.
We need to do a little getting back to basics. And the most basic of all components in the world of BNI is the referral slip.
Over time, even the most seasoned BNI groups can lose sight of the fundamentals. Obviously, one of the most important concepts in referral marketing is the referral itself. So, today I am focusing on what constitutes a referral and reviewing the proper way to fill out a BNI referral slip.
A referral slip is perhaps the most important BNI ‘tool of the trade’. It is why members spend hundreds of hours each year networking in BNI. So, it is one of the most critical concepts to understand. But what happens when you receive a referral slip that is only half-heartedly filled out? You may lose out on some business from someone, but more importantly, if you passed a poor referral, you may risk your relationship with the group.
Our Vice President, Doug Omernick, will agree with me that for a referral slip to be counted, it must be completed properly. This means that contact information must be included. Sometimes it is not opportune to have all the information filled out, but the more the better. It is not enough to label the to as "Rick" and the from as "Tom" since we have several of them in the group. And writing legibly and clearly is important. The pink copy is the one that our Vice President uses to enter the information, and we need to be kind to him and make it easy for him to do that.A referral slip with the words, “I will get back to you with the information” is simply not yet a referral and should not be counted as such. I actually have a referral slip from early on in my time in BNI that simply says that a customer stopped in the store and that my card was given. I have no contact information, I do not know the nature of their needs and I don't even know if the person who gave this to me actually spoke to the person. For all I know the member may have only witnessed the person taking my card. That is not a referral that I want. I keep this referral slip to remind me that I do not wish to have that sort of referral given to me, so I need to make sure that I am not giving referrals like that.
Next, we need to make sure we are using the thermometer properly. Consider the referral thermometer as a measure of the level of introduction. For instance, If I mention a name in passing and the person is expecting a call, the level is a one. If I follow-up with a testimonial and strong recommendation, it may be a 2 or 3. If I continue with a telephone introduction, that may be a 3 or 4. If I go with someone on a sales call to the referral, that would be a five.
Knowing the level of introduction is important for someone being referred. No one wants to call on a referral and have the person at the other end of the phone say, “Who are you?” In BNI, we try to give referrals at level 3 or above. Anything less than a one is simply a lead … and we do not give leads in BNI. We give bona fide, qualified referrals.
Finally, if you are receiving referral slips that are not up to your standards for referrals, please take that matter up directly with the person who gave the referral. There have been some instances where conerned parties have come to our Vice President or one of the other board positions to complain. But it is up to you to make sure that you are educating the group effectively on the aspects of your business that are most important so that they can make an informed referral for you. You owe it to each other and yourselves to make the most out of that little referral slip.
Working Words of Wisdom
"Today I will do what others won't so tomorrow I cn accomplish what others can't."
~Jerry Rice
Wednesday, June 24, 2009
What's that you say? The Three C's of Effective Communication
{This post is inspired by an article on Entrepreneur.com by Gail Goodwin, CEO of Constant Contact}
With the way the world is today, there is a certain sense of desperation among business in trying to do too much. If you try to be all things to all people you will not be anything useful to anyone at anytime! Casting a wider net in the hopes of landing the big fish will not net you what you seek. You need to focus and your communications will help you do that.
Gail Goodman, CEO of Constant Contact, had an article on Entrepreneur.com that addressed the Three C's of Effective Communication. I would like to synthesize those for you.
We all know that with the dwindling pool of resources that consumers are being pickier than ever with where they choose to spend their money. That's right. I said choose. They have the power in their hands and it is not enough anymore to simply assume that consumers will need whatever widget you are selling. You have to communicate the benefits of your widget to make them choose you.
Let's take a look at 3 C's of Effective Communication (thanks to Gail Goodman):
Crisp and Clear
If you were stuck in an elevator with a potential client (and aren't they all potential clients?) could you descrive what you do in your particular field in 30 seconds or less? Our weekly Sales Manager Moments should help you hone that skill, but it is still a good thing to practice. When you are "communicating" your brand, are you doing it in a way that makes the potential client want to run away from sheer boredom? We all know that if you are excited about your brand you can go on and on and on...but that is not necessarily a good thing. According to Gail Goodwin, "Being crisp is about telling people what you do in as few words as possible--and using that same crisp message in written marketing materials."
Customer-Centric
Your business is not about you, it is about your customers and finding solutions to their problems. Tell them that. Show them that they are the focus of your business. When they know that you are focused on their needs and not your own sales goals, they will be more likely to buy from you. Of course you have experience and knowledge, but what is that going to do for them?
Gail Goodwin says, "People need convincing as to why they should spend their limited dollars with you. Your story should focus on how your products or services benefit customers--written from a "what's in it for them?" perspective. When you make your story your customer's story, your marketing materials practically write themselves." Exactly!
Consistent
Okay...so you have crafted a 30 second crisp and clear statement and focused on the customers, now what? One of the biggest mistakes that I have seen companies make is that they are not consistent with their message (the company I work for is one such beast). This in turn sends mixed signals to your clients. And if they are getting mixed signals they won't know who to trust and they may move on.
Gail Goodman says, "[Make] sure you tell it consistently in your e-mails, on your website, in print materials, via the internet and in any other advertising and marketing media."
Every single piece to your puzzle should reinforce your position as a problem-solver for your clients. Grab every opportunity you get to make your message clear.
"Communications that are crisp, clear, customer-centric and consistent are more likely to bring in and keep customers during tough times and in the better days ahead," Gail concludes.
Here are a few parting tips on effective communication from Gail Goodman:
- Communicate more frequently, but make a direct sales pitch less often.
- Offer things of value for free. For example, offer hints and tips in your e-mail newsletter or a downloadable report when customers subscribe to your mailing list from your website. When you give expertise away for free, business usually follows.
- Communicate from the heart. Use e-mail and surveys to ask customers about how the economy is affecting their purchasing decisions and anything else that's on their minds. Tell them you're in this together and ask them to write about their positive success stories. Then share those in your newsletter.
"The single biggest problem with communication is the illusion that it has taken place." ~George Bernard Shaw
Wednesday, June 17, 2009
Make a Difference
sponsor \ˈspän(t)-sər\ n.
1: one who assumes responsibility for some other person or thing
2: a person or an organization that pays for or plans and carries out a project or activity
What is the best way to make a difference and help yourself get ahead at the same time?
I got my start in designing jewelry by donating items to silent auctions of charities that I supported. I reasoned that they could get more from my donation than I would give them as cash. And I reasoned that I would be able to show my work to a wider audience and have them remember me when they might be in need of something that I could help them with.
I have actually had people tell me that they would never give away their services or product as much as I do. And people who have told me that they get too many requests for donations. But I have not been disappointed by my choice. On the contrary, I have great name recognition in this community and a perception that I am willing to help.
This past weekend we had several of our own BNI Point To Success members hosting events and so that got me thinking about how that is a great way to not only network but market. By either hosting an event or sponsoring an event you increase the potential exposure for your business, if it is done well.
It doesn't make sense to sponsor an event that you have no ties to. If you are interested in sponsoring an event, choose carefully what that event might be and how much time, talent and treasure you are willing to put into it. Consider the following:
For my part, his event made sense to me and attracted the same sort of people who could be my potential clients. I jumped in to offer a custom piece of jewelry aptly titled "Moonstruck" to the event. In essence, I became a sponsor of his event. My only request was that he raffle off the piece with the proceeds going to a charity of his choice. Now we are helping the Central Wisconsin Children's Museum by raising money, Rick's clients have the opportunity to win a piece of original jewelry, and my name is on all the flyers. It is a win-win-win situation.
Helping to sponsor Rick's event enhances our relationship because I am helping Rick meet a goal. And someday when I am sponsoring my own event, Rick might be inclined to help me out. It is like putting a "deposit" in a "relationship bank account" and that generous donation could certainly come back to grow my own business in time. That is the giver's gain way.
Working Words of Wisdom:
"What you do makes a difference and you have to decide what kind of difference you want to make."
1: one who assumes responsibility for some other person or thing
2: a person or an organization that pays for or plans and carries out a project or activity
What is the best way to make a difference and help yourself get ahead at the same time?
I got my start in designing jewelry by donating items to silent auctions of charities that I supported. I reasoned that they could get more from my donation than I would give them as cash. And I reasoned that I would be able to show my work to a wider audience and have them remember me when they might be in need of something that I could help them with.
I have actually had people tell me that they would never give away their services or product as much as I do. And people who have told me that they get too many requests for donations. But I have not been disappointed by my choice. On the contrary, I have great name recognition in this community and a perception that I am willing to help.
This past weekend we had several of our own BNI Point To Success members hosting events and so that got me thinking about how that is a great way to not only network but market. By either hosting an event or sponsoring an event you increase the potential exposure for your business, if it is done well.
It doesn't make sense to sponsor an event that you have no ties to. If you are interested in sponsoring an event, choose carefully what that event might be and how much time, talent and treasure you are willing to put into it. Consider the following:
- What is the target market for the event? How closely do they represent the target market that you are attracting?
- What kind of exposure can you get for your investment? Can you get that same exposure without the investment?
- Do you need to be at the event? Or can your name be enough?
- Are there any other sponsors? If so, are any of them a competitor?
- Do you have a goal for being there?
- Why wouldn't you do it?
Case in point....
When Rick Oppermann of Sugar Cubed indicated that he wanted to hold an event to celebrate his two years in business, the members of our Mastermind Power Team jumped on board. We all brainstormed various possibilities. Ultimately, Rick chose to involve many of the downtown businesses that have been so supportive of his business in a treasure hunt that would benefit them all, culminating in free chocolate (who doesn't love that?). He was practicing the Giver's Gain philosophy by encouraging patrons to visit those businesses during the event.For my part, his event made sense to me and attracted the same sort of people who could be my potential clients. I jumped in to offer a custom piece of jewelry aptly titled "Moonstruck" to the event. In essence, I became a sponsor of his event. My only request was that he raffle off the piece with the proceeds going to a charity of his choice. Now we are helping the Central Wisconsin Children's Museum by raising money, Rick's clients have the opportunity to win a piece of original jewelry, and my name is on all the flyers. It is a win-win-win situation.
Helping to sponsor Rick's event enhances our relationship because I am helping Rick meet a goal. And someday when I am sponsoring my own event, Rick might be inclined to help me out. It is like putting a "deposit" in a "relationship bank account" and that generous donation could certainly come back to grow my own business in time. That is the giver's gain way.
Working Words of Wisdom:
"What you do makes a difference and you have to decide what kind of difference you want to make."
Tuesday, June 16, 2009
Toot! Toot!
Hello, Tom. How's it going?
Uh, okay, I guess.
What's new?
Not much really.
How's business?
Things are great!
If you are like most people, when you are asked these questions, you give these very pat answers. The problem is that you are sending a disastrous message to the questioner that will prohibit them from passing quality referrals to you.
Take a minute to think about these responses above. They usually mean one of two things. Either you are (a) doing really great, or (b) everything is lousy, but you want people to believe that things are great.
But if you could read the mind of the person who asked the questions, you might find that they believe that you are too busy for a referral and promptly take their business elsewhere. And it all stems from the impression you give through the answers to these very standard questions.
In his book The 29% Solution, Dr. Misner advocates the practice of "horn tooting." Do not confuse horn tooting with bragging. When you brag you are boastful and pompous and arrogant without any regard for anyone but yourself. But horn tooting is an art that you should well practice. According to Dr. Misner, "Horn tooting is simply making positive, factual statements about your business in a way that highlights your successes while leaving the door open for new clients."
Consider these more positive horn tooting statements for my own business, Tesori Trovati:
How's it going?
Things are picking up for me now that I have been in six straight months of Bead Trends magazine.
What's new?
I just came back from three days at the world's largest bead expo and took four classes in 48 hours. I'm excited to try new techniques in my jewelry.
How's business?
I was just invited to be one of the core group of 25 artists at Gallery Q artists' cooperative in downtown Stevens Point, and I expect that opportunity will open new avenues to sell my work.
These alternate responses can help me grow my business in three ways:
(1) Informing the questioner of my accomplishments in a positive, not bragging, manner.
(2) Providing information that can be repeated easily by the questioner on my behalf.
(3) Letting the questioner know how they can help me grow my business.
This week, try to come up with two answers to these three questions:
(1) How's it going?
(2) What's new?
(3) How's business?
Now commit them to memory. Be prepared to represent your business positively while still inviting opportunities. Remember, it is all in the delivery.
After all, if you don't toot your own horn, who will?
Working Words of Wisdom:
"I like thinking big. If you're going to be thinking anything, you might as well think big."
~ Donald Trump
Uh, okay, I guess.
What's new?
Not much really.
How's business?
Things are great!
If you are like most people, when you are asked these questions, you give these very pat answers. The problem is that you are sending a disastrous message to the questioner that will prohibit them from passing quality referrals to you.
Take a minute to think about these responses above. They usually mean one of two things. Either you are (a) doing really great, or (b) everything is lousy, but you want people to believe that things are great.
But if you could read the mind of the person who asked the questions, you might find that they believe that you are too busy for a referral and promptly take their business elsewhere. And it all stems from the impression you give through the answers to these very standard questions.
In his book The 29% Solution, Dr. Misner advocates the practice of "horn tooting." Do not confuse horn tooting with bragging. When you brag you are boastful and pompous and arrogant without any regard for anyone but yourself. But horn tooting is an art that you should well practice. According to Dr. Misner, "Horn tooting is simply making positive, factual statements about your business in a way that highlights your successes while leaving the door open for new clients."
Consider these more positive horn tooting statements for my own business, Tesori Trovati:
How's it going?
Things are picking up for me now that I have been in six straight months of Bead Trends magazine.
What's new?
I just came back from three days at the world's largest bead expo and took four classes in 48 hours. I'm excited to try new techniques in my jewelry.
How's business?
I was just invited to be one of the core group of 25 artists at Gallery Q artists' cooperative in downtown Stevens Point, and I expect that opportunity will open new avenues to sell my work.
These alternate responses can help me grow my business in three ways:
(1) Informing the questioner of my accomplishments in a positive, not bragging, manner.
(2) Providing information that can be repeated easily by the questioner on my behalf.
(3) Letting the questioner know how they can help me grow my business.
This week, try to come up with two answers to these three questions:
(1) How's it going?
(2) What's new?
(3) How's business?
Now commit them to memory. Be prepared to represent your business positively while still inviting opportunities. Remember, it is all in the delivery.
After all, if you don't toot your own horn, who will?
Working Words of Wisdom:
"I like thinking big. If you're going to be thinking anything, you might as well think big."
~ Donald Trump
Tuesday, May 26, 2009
Take a Walk on the Blog Side, Part III
Remember when I said that a blog is a dialogue? Not only do I encourage you to read other blogs out there in your industry or for your personal development, but I would encourage you to take the time to comment.
If you were reading here last week, you would have seen a call to action... a Point To Success challenge. The only one who took me up on the challenge was Troy Aeby of Duralum. Congratulations Troy! Your comment earned you a ticket into a drawing of one...and a pair of pearl earrings from Tesori Trovati...and two truffles from Sugar Cubed!
Bloggers thrive on the comments from their readers. We are all hoping that the readers will not only come to visit our little corner in the blog-dom, but we hope that what we have said will resonate with them enough to inspire a comment. When I write a post I have a plan....all my posts begin with a title to entice the reader, a quote to intrigue the reader and a post that ends with a call to action. Specifically, I will ask the reader a question related to the post so that I can ensure that there is a thoughtful answer. While I am happy that people stop by, I am happier when I receive a comment that tells me the reader is paying attention and stirred to action by what I have to say. Leaving comments like, "Hey, nice post today!" are really not effective.
There are some benefits from taking the time to write insightful comments. Most of my 67 followers on Treasures Found have leapfrogged to my blog from other seemingly unrelated blogs that I have taken the time to post an intriguing comment on.
Just yesterday I received a comment from Dr. Liara Covert from New Zealand. How did she find me? By clicking on my name in the comments of a daily inspirational blog called "The Jungle of Life." So now I have started an email conversation with Dr. Covert halfway around the world. And she is not the only one who has reached out to me from across the globe...I have regular readers/commenters from New Zealand, Australia, Poland, Nigeria, UK/Wales, France and Germany...and that doesn't include the North American reach that I have. And each time that I write I use it as an opportunity to further my brand. They may never buy something from me, but then again, they might.
Another benefit I have found is that all the comments I have made, if I sign them as Tesori Trovati, land me on search engines. Ever Googled yourself? I have found links to all sorts of comments I have made on other blogs. This exposure helps my company to grow in the search engine rankings as well.
If done correctly, a blog can attract a dedicated audience to your brand. How many of you wouldn't want that on a regular basis? So how can you boost your business with a blog and accelerate your online success?
1. Humanize your brand.
We all want people to be our clients. But blogs create a familiarity with a company and the author that borders on friendship. And that connection is what turns consumers into friend-sumers. Blogs should be written in your unique voice and give your brand a human face, this in turn assures your readers that there is a real person who cares about their needs. Promoting your company, product or service by creating a blog that features how-to advice, news and other information of interest to customers makes them want to follow you in turn they can post testimonials, feedback, questions and comments, plus participate in surveys. By taking an informal, non-sales approach, you can interact with customers, gain useful feedback and build an online audience that can ultimately be directed to your company's main website. And that blog allows you to put your personality into your brand much more personally than any website will do.
2. Provide exceptional customer service.
Think of your blog as an interactive FAQ as your customers can submit questions and you can answer them. Each post can share information of relevance to your customers through how-to articles and behind the scenes facts. And by showing that you have a commitment to carrying on a dialogue with your customers, prospective clients will be encouraged that you are providing good customer service.
3. Increase your credibility.
A blog is an ideal tool to position yourself as an expert in you field by sharing your thoughts, knowledge, experience and insight. Obtaining expert status can increase your earning potential, and help attract new customers. When you provide a well-written, regularly updated blog, you will build a following of loyal readers who will come to see you as a reliable source of good content. And with the built in archiving feature of blogs, by date and category, it will be easy for you to post new content on a regular basis and easy for your visitors to jump to the information that they want to find. And if they believe in you as an expert, they will feel more confident to buy from you.
4. Gain more exposure.
A website is essential to your company's image, but a blog can boost your traffic levels. When new visitors come to your blog, it is important to have your website prominently displayed so that they can hop over to check out the main sales website. You can entice the readers with links and even special offers. And it should work both ways. You should have a link on your website that takes visitors to your blog. Just as you should always sign emails and letters and even your business card with your name, company, website, email and blog. Never lose that opportunity to connect.
If you were reading here last week, you would have seen a call to action... a Point To Success challenge. The only one who took me up on the challenge was Troy Aeby of Duralum. Congratulations Troy! Your comment earned you a ticket into a drawing of one...and a pair of pearl earrings from Tesori Trovati...and two truffles from Sugar Cubed!
Bloggers thrive on the comments from their readers. We are all hoping that the readers will not only come to visit our little corner in the blog-dom, but we hope that what we have said will resonate with them enough to inspire a comment. When I write a post I have a plan....all my posts begin with a title to entice the reader, a quote to intrigue the reader and a post that ends with a call to action. Specifically, I will ask the reader a question related to the post so that I can ensure that there is a thoughtful answer. While I am happy that people stop by, I am happier when I receive a comment that tells me the reader is paying attention and stirred to action by what I have to say. Leaving comments like, "Hey, nice post today!" are really not effective.
There are some benefits from taking the time to write insightful comments. Most of my 67 followers on Treasures Found have leapfrogged to my blog from other seemingly unrelated blogs that I have taken the time to post an intriguing comment on.
Just yesterday I received a comment from Dr. Liara Covert from New Zealand. How did she find me? By clicking on my name in the comments of a daily inspirational blog called "The Jungle of Life." So now I have started an email conversation with Dr. Covert halfway around the world. And she is not the only one who has reached out to me from across the globe...I have regular readers/commenters from New Zealand, Australia, Poland, Nigeria, UK/Wales, France and Germany...and that doesn't include the North American reach that I have. And each time that I write I use it as an opportunity to further my brand. They may never buy something from me, but then again, they might.
Another benefit I have found is that all the comments I have made, if I sign them as Tesori Trovati, land me on search engines. Ever Googled yourself? I have found links to all sorts of comments I have made on other blogs. This exposure helps my company to grow in the search engine rankings as well.
If done correctly, a blog can attract a dedicated audience to your brand. How many of you wouldn't want that on a regular basis? So how can you boost your business with a blog and accelerate your online success?
1. Humanize your brand.
We all want people to be our clients. But blogs create a familiarity with a company and the author that borders on friendship. And that connection is what turns consumers into friend-sumers. Blogs should be written in your unique voice and give your brand a human face, this in turn assures your readers that there is a real person who cares about their needs. Promoting your company, product or service by creating a blog that features how-to advice, news and other information of interest to customers makes them want to follow you in turn they can post testimonials, feedback, questions and comments, plus participate in surveys. By taking an informal, non-sales approach, you can interact with customers, gain useful feedback and build an online audience that can ultimately be directed to your company's main website. And that blog allows you to put your personality into your brand much more personally than any website will do.
2. Provide exceptional customer service.
Think of your blog as an interactive FAQ as your customers can submit questions and you can answer them. Each post can share information of relevance to your customers through how-to articles and behind the scenes facts. And by showing that you have a commitment to carrying on a dialogue with your customers, prospective clients will be encouraged that you are providing good customer service.
3. Increase your credibility.
A blog is an ideal tool to position yourself as an expert in you field by sharing your thoughts, knowledge, experience and insight. Obtaining expert status can increase your earning potential, and help attract new customers. When you provide a well-written, regularly updated blog, you will build a following of loyal readers who will come to see you as a reliable source of good content. And with the built in archiving feature of blogs, by date and category, it will be easy for you to post new content on a regular basis and easy for your visitors to jump to the information that they want to find. And if they believe in you as an expert, they will feel more confident to buy from you.
4. Gain more exposure.
A website is essential to your company's image, but a blog can boost your traffic levels. When new visitors come to your blog, it is important to have your website prominently displayed so that they can hop over to check out the main sales website. You can entice the readers with links and even special offers. And it should work both ways. You should have a link on your website that takes visitors to your blog. Just as you should always sign emails and letters and even your business card with your name, company, website, email and blog. Never lose that opportunity to connect.
5. Promote your products or services...with a whisper.
There are some out there that use a blog as little more than a thinly veiled attempt to get you to buy something. I don't put much stock in those. I don't regularly follow the blogs that a just a steop up from a telemarketing call. Sure, I have come there voluntarily but I will just as surely leave when confronted by post after post touting the products or services as the best. And that is not positioning yourself as an expert and giving me something to think about. Rather, I prefer those that show the process behind the creation, the methods used in manufacturing, the thing that sets the raw materials apart from the rest....in other words, show don't tell. If you show me why your products are worth buying I will more likely buy from you. On my own blog I made a conscious decision that it would never be used to sell. Instead I prefer to focus on the inspiration behind a piece of jewelry or the technique that sets my work apart. I have driven customers to my website and more importantly engaged them in a personal conversation that has led to a custom creation. They want to buy from me when they see how I go about it and what makes me differnt. That is how I promote my products and services with a whisper.
6. Generate extra income.
A blog can be monetized using the advertising programs that are already in place in the blogosphere. Google AdSense is one such program, and each blogging platform will have another. I personally have chosen not to clutter up my blog with ads from other companies. I feel that my readers deserve that from me and I know they appreciate that sincerity that I am there for them not to make a buck.
Once you have decided to host a blog (and I hope that I have given you something to think about in that regard), you need to decide if you would like to host the blog in your own website environment or in an externally hosted server. Just pick whatever is best for your commitment level, talent with all things technical and corporate structure. Posting content to any blog platform is generally very easy, but maintaing it yourself can be a challenge, so choose a platform that fits your budget and level of technical experience.
Free developer-hosted platforms: Easy to use, low-cost or no-cost options that will have you setting up and launching a blog in as little as 5 minutes. Some even have features that allow you to customize aspects of your blog's appearance, address and functionality.
Try these:
Blogger.com
Wordpress.com
Blog.com
Vox.com
Typepad.com
Livejournal.com
Premium developer-hosted platforms: You will pay for premium features for a developer to host and maintain your company's blog. They will likely have online tools to customize the functionality and look of the blog. Those listed above will surely have options to pay for the premium features while still being hosted on these external sites.
Stand-alone platforms: The greatest degree of customization will be with stand-alone versions that you host on your website yourself, but this will also require the greatest degree of technical expertise. Usually, you will need to consult with a website developer to integrate this effectively into your blog, but there are platforms out there that allow you to use their software to host your blog yourself. You will need to manage your own domain name and troubleshoot on your own, but sometimes that might be worth that added cost.
Building that blog may take only a few minutes, but developing that blog into a living, breathing extension of your brand will take more time and thought. Isn’t that a risk that you are willing to take? Who here doesn't see the value in reaching out to your clients and connecting with them on a personal level all while positioning yourself as a subject matter expert and encouraging them to not only buy from you, but carry on a dialogue that will lead them to become your friend?
Take a walk on the blog side with me....and let me know by your comments how it works for you!
Working Words of Wisdom:
(in honor of my son hitting his very first out of the park homerun last week!)
“Progress always involves risks.
You can't steal second base and keep your foot on first.”
~Frederick B. Wilcox
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