April 2015 - Kara Lambert

Monthly Archives: April 2015

Beliefs, Benefits, and Behaviours

So you want more clients, more sales, help more people, reach more businesses …
That’s the behaviour you are after. It’s what you need to get people to do for you. You need to convince them how. You need to know the psychology of selling.

Very early on in my psychology degree, we learnt that beliefs underpin behaviours. Want someone to come on board (rather than just comply) then you need to speak to their underlying belief structure. But hang on, can’t I just have people comply and give me money? Nope. The handing over of money is one of the most emotionally and logic driven acts we can do. Tweet this And there are no prizes for guessing just what underpins our emotions and logic – beliefs.

So what underpins my customer’s beliefs?
There are a few things which underpin beliefs. Those who have studied Maslow will know Maslow’s hierarchy of needs. This is where people’s beliefs and actions step through an ever evolving hierarchy from the most basic physical needs (food, shelter) to the top of self-fulfilment.
There are other drivers. These beliefs are determined by outside influences such as: education, religion, family, and personal experiences.

So?

Well, if you understand the ‘why’ that drives your customers, then you are one step closer to the win. Don’t we all like to feel understood? Don’t you like to know that a business ‘gets you’? Isn’t it easier to buy something when it feels ‘just right’ or ‘meant to be’?

That’s great, but how do I determine their beliefs?
Ok, this is when you are going to have to focus on just one person. Let’s face it, try as we might we just can’t be all things to all people. Focus on the person you love to service or sell to, the one that makes your work easy, the one who gets you and your business. (See, the one who gets your belief structure) Focus on them and head on over, read this blog for more insights and you can also download this handy guide which will step you through the whole client definition process.

Step Two: Benefits

Please, do not confuse this with what the thing does – that’s its features. Remember, that your customer is driven by their beliefs (and needs are beliefs as they think they need it) and features are a thing not a ‘why’. So what are you doing by speaking to your customer with the benefits of your product or service?

You are matching your ‘why’ to their ‘why’.

Go back and read that last sentence again.

You need to align your why and their why, because when they match up, then you have your customer on board. When you have your customer on board, then you are 90% of the way there.

So how do I determine my ‘why’?

Just quickly, it’s a two part thing. You need to list the features of the item you are trying to sell, then you need to ask yourself, ‘So what!’ I know it sounds harsh, but it gets to the core. When you ask the question you are digging into the why that feature is important, what change it will make, what need it will fix.

Want to learn more? Read this blog post, which digs deeper into the how to. Want to step through the program? Register now for the workbook.

So show me the money, or the behaviour

Ok, so I have defined my customer beliefs, I know what my benefits are, what next? Keep at it. In the current environment it takes around 10 interactions with a client before they commit to purchase. Now I don’t mean that it is them seeing your name 10 times in their Facebook Newsfeed, or spamming them with 10 newsletters. You need to speak to them at their core. You need to align your beliefs and theirs. When you do that, you have touched them where it counts.

So keep at it. I know it can be disheartening, tiring, and frustrating. I promise, you get it right and you will get those customers. What I will say is don’t rest on your laurels, tweak it, play with it, review and revise it. Seriously, remember how I said about Maslow? Your customer will mature and you need to keep stepping up with them. Don’t forget that this needs to be done with any new product or service you developed, or new client base you are targeting.

If you are still uncertain, I am happy to work with you one on one to determine how to align your business and your clients. If you are ready to take that step closer to your clients, you can book your place now. Alternatively, if you are uncertain just how it will benefit, contact me for a free half hour session to discuss your needs and how we can empower your business.

Facebook Presence- Profile, or Page, or Group? (Oh my!)

Confused about what kind of Facebook presence your business needs? Wondering which is best for you? Want to make sure you’re doing it the right way? Or are you thinking that there’s got to be a better way?

With over 13 million Australians active on Facebook, it’s no wonder that businesses are moving to the platform. Regardless of if they intend to sell through it, use it as an adjunct to their existing marketing strategy, or as their sole online presence there are many great reasons to be there. The thing is - it’s confusing. Business owners are hard pressed for time as it is running their business, let alone adding a social media presence. The smart ones know they need to be there and it needs to be done the right way to meet their clients’ needs.

There are three main ways you can get information out to people on Facebook. You can have a Profile, you can have a Page, and/or you can have a Group. All of them allow you to post photos, videos or text posts. All allow some degree of messaging. All require work to maintain. All have cover photos. All can be used to educate, entertain, and maintain a front-of-mind presence with your client.

Facebook Profile
Let’s get one thing absolutely clear – Profiles are for people, not businesses. Businesses are prohibited from having profiles on Facebook. People are prohibited from having more than one profile. I know people do it, but when Facebook find out they will shut it down. When they shut the profile down, you WILL lose all of the friends you had. Why does that matter? Well you lose all of your client contacts.

Ok, so say you’re not much of a rule person and decide to set up a business profile, what are the benefits and bugbears?

Benefits of a business profile
- You choose who you are going to interact with. You can friend request all of your clients who have a Facebook account. It’s certainly a quick way to gain traction.
- You have control over who sees the photos you post on your profile.
- You can interact in Groups as your business, giving you increased traction and increased anonymity.
- You can send a message to a group of friends.

Bugbears of a business profile
- When reported to Facebook, it will be deleted.
- You can not promote or run sponsored posts or other ads. This means you can’t reach people outside your circle of friends.
- You are dependent on the people accepting your friend request.
- People are always interacting with you as a business, this means that if you are using it in networking groups you don’t get known as an individual.
- You feel like you are ALWAYS ‘on’ or working.

Facebook Page
So a Facebook Page is a place, kind of like a website, where you upload (post) photos and details of your business. People who come to your page can see a variety of things about your business, including: opening hours, website details, photos, location, overview, and reviews. Of late, it is the last thing that many shoppers rely on, Reviews. You can have a star rating system, or rely on people leaving feedback on your page. Shoppers will visit your page and use these endorsements to help decide if they will use your business.

Benefits of a Facebook Page
- You can change many details about your page.
- You can advertise to promote your page, event, product, or website.
- You can add Applications (Apps) to your page.
- You can interact with fans and other business pages as your business page.
- You have access to analytical and statistical tools to assist you to target your audience and manage you Page.

Bugbears of a Facebook Page
- You can’t restrict who sees your photos.
- It takes effort to keep them active.
- Inactive Facebook Pages are off-putting to prospective customers.
- You can’t send a bulk message to your likers.

Facebook Groups
These areas can be as open or closed as you like. You can use them to promote or sell items or events. You control who is accepted into the group. It works like your own business fandom and is perfect for growing a ‘tribe’.

Benefits of a Facebook Group
- You set the level of privacy on the Group, this determines how much non-members can see of or in the Group.
- You can send messages within the Group membership.
- You can sell items in the Group.
- You can set behaviour codes for the Group.
- You decide you to admit to the Group.
- Members want to be there.
- Membership can be used as a bonus or selling point to a product.

Bugbears of a Facebook Group
- You can’t run paid ads to promote a Group from a Group (this is only available to Pages).
- It takes effort to keep them active.
- Privacy levels can be difficult to negotiate between allowing people to find the Group and allowing non-members to see what is being discussed.
- You rely on Members turning on Notifications for your Group or regularly checking in to see your posts.

Personally, I do not endorse a business profile and I maintain 2 Facebook Pages and 2 Groups for my businesses (and Pages for my clients). I use my Pages to educate, entertain, build relationships, and market. I use my Groups as exclusive resources, educate, network, and to promote. I also use one Group to sell. I find Groups particularly useful when you want to engage a niche clientele or wish to provide a private area to interact. At the core should be the decision on what your client needs and what you are prepared to provide.

Write to Right is here to help provide you with the training or coaching to assist you in moving your business online. Training can be done self-paced, in a group setting, or as individual sessions. If you decide that your time is better focussed on your business, then we provide Social Media Management. This frees up your time, but ensures that you have a Facebook presence meeting your client’s and your business needs.

Recycling is good for business

Do you recycle? Do you reuse? I promise you, I’m not talking about sorting your rubbish at home. I’m talking about recycling content you use on your blog or social media platforms.

There is nothing wrong with revisiting a subject and of course there are a number of ways to go about this.

Recycling

The easiest place to recycle content is on Facebook. I have discussed this in my Facebook Reach workshop and was well received. By looking at your Facebook Insights you can share or repost content which originally received high engagement, high reach, or another metric. Reposting content gives you the ability to:
- test which posts work best at particular times
- quickly add content to your page
- re-engage your audience, and
- boost Insights.
I have to say, there is nothing wrong with that. It does come with a word of warning: don’t repost something for about three weeks. I admit that this might seem like a long time, but not only does this give the regularly posting page the opportunity to have the original further down the page.

I have recycled blog posts in Newsletter mail-outs while I am away. Rather than burning out trying to create a bank of blogs, I have reused a previous series (read more below) as Newsletter articles. Not only is it a great reminder for clients, who may not go back through my archives, but it allows me to target new audiences and quickly get content to them.

Reuse

I admit that I love this one for my blog. I particularly like it for the “Top x number of ways to …” posts. I have taken the points in these posts and then expanded upon one as its own post. I will often think of a list of handy hints, but not have a lot of content to go behind each dot-point. With time, they develop into their own posts.

I have reused posts, or more accurately renewed them, when new information or products come to hand. Once again, I have the benefit of sharing with new clients, reminding existing clients, and benefiting from building internal links.

Don’t forget to reuse content from one platform to another, something which started as a Facebook post can grow into a blog post. Post the same content in different formats, try photos as videos. Of course there is always reusing content on a different platform altogether (consider posting the same article on another social media platform).

While I would like to say that this post is a ‘reuse’, it is in a way. I have taken one dot-point of a post lying dormant, waiting to be published, and used it to develop a full blog post. I find it helpful in times where I feel unprepared for my weekly post, time and life have gotten away from me, or I am plain old stuck for what to write.

So over to you! Do you recycle and reuse? Do you have a favourite time or occasion to use these skills? If they are new, what is the first thing on your recycling list?