Business is so confusing! You’re choked with overwhelm. What to promote and what to write on social media. How to manage staff & get them to do what you need them to do while keeping them & your customers happy & still turning a profit. Then there’s the laundry list of thoughts streaming through your head, pulling you in different directions. Throw in regular life and it’s no wonder small business owners feel utterly overwhelmed.
As a small business owner, we are all about our industry and our niche. We have that knowledge down. Then we throw in those things we know we should do, like promoting our business and the wheels come off. This is where most people come to me and it goes something like this…
“Kara, I know (insert social media platform name, generally Facebook) is meant to work for me and my business but I have no idea what to write or when to post so that people click & buy; and then I don’t want to spend all day on (insert platform) because then I won’t get the work done that I actually really need to get done. This part of my business is so confusing!”
“Business is so confusing!” And the overwhelm begins…
“Kara, but I don’t know what to say! What if I get it wrong? What if they hate me? I’m not good at writing!”
And there it is! The heart of the issue. They don’t trust themselves. They are worried about criticism. They don’t want to blow their own trumpet. They’re afraid of being publicly called out. And I understand.
It takes courage to put yourself out there in public. You need to be ok with being vulnerable. You need to trust yourself.
Ouch! That hurts. And yes, it’s true. 90% of people who come to me with this issue really have a problem with being vulnerable & talking themselves up. Who can blame them! Especially if they’re Australian, and they usually are, and have lived a lifetime of tall poppy syndrome where you’re told not to speak up, brag, or big-note yourself. (Surely, it’s not just me)
Here’s the irony. The solution to what to write and how to stop worrying about what will happen when you do is exactly the same.
The solution when you’re in deep
Please hear me out.
When you think about it, both require someone to do something. Getting someone to click on your social media post. Actually posting. They both rely on getting someone to do something you want them to do, even if that someone is you!
The fear of being left behind is real in business. Business owners are afraid of missing out on the next best thing. Fear that their competitors are going to get the jump on them. Fear of not having a competitive advantage. It’s a competitor FOMO mind storm.
So, what do you do when you’re afraid of being left behind in business?
Competitor FOMO & point of difference
I admit to being sucked into this for many years. It still bites me occasionally. What are they doing? How come they’re doing so well? What do they have that I don’t? Sound familiar?
There were two main things I did, and do, to stop going down the comparison rabbit hole.
Is it real?
As a business coach, I used to follow a lot of business coaches early on, then one day one of the badass coaches published their profit and loss for the month. Woah! Talk about eye-opening! Whilst their income was massive, their advertising expenses were huge! They were making a tiny profit. That’s when I realized – all is not what you see.
The next realization was that many of the people I saw as competitors don’t have the same family life. They’re single, I’m married. They’re without kids, I have 2 kids. They can work whenever and wherever they liked, I had very limited ability to do this. Time is money & while I learnt to be savvier with my time & time mindset, it just couldn’t replace the difference in responsibilities.
Then I found some coaches who had similar lifestyles and I dug a little below the surface. Another eye-opener. It reminded me of the realization of what my boss had to do when I first entered the public service, ie she sold her soul for her job. A number of the businesswomen who I thought were similar to me, were on a surface demographic, but when it came to our deeper drivers & psychographics we were very different. Our beliefs & values just didn’t align. Again, I was comparing myself to lemons when I was an orange.
I learnt, that all is not what it seems & when I dug a little deeper, I didn’t want what they had, I didn’t want to pay the price they did, or I didn’t want to sacrifice my beliefs and values for what they had.
When I realized that I was comparing apples or lemons and oranges, I knew I had to stop.
So what did I do?
I left groups.
I turned off notifications in groups.
I removed electronic temptation & for a few weeks I had to be incredibly mindful of not going for a sneak peek as to what they were up to. I had to value myself and my drivers (beliefs & values) more than my need to know what they were up to.
Fear of missing out on the next big thing
I admit it, I’m a tech geek & I have worked on the bleeding edge of technology & innovation in Government and it is COOL AF! I get the whole FOMO of missing out of being on the edge & catching the craze. So how have I come off that high?
Will this take me closer to where I need to be?
I had to learn to have dogged focus on my end goal. I had to constantly remind myself that that new shiny object may not be the be-all and end-all. It may not help me get to where I want to be. And…
I had to be OK with that.
Knowing where you’re going and being unapologetic about it helps give you blinkers and keeps you objective.
Don’t get me wrong, I still get FOMO over tech, and I have to look long and hard as to how it will help me – those pitches can be sticky.
Do I really need it?
Honestly ask yourself if you need it? Do you need that new course, or to attend that conference? Or can you buy in the experience and get it done faster or cheaper? Do you need that software? Or can your current ones do what you need if only you (or someone else) knew how to do it better? Do I need that new piece of kit/tech? No really, do you?
Just sit on it for 24-48 hours
Phone a friend
Read some bad reviews to counter your bias
Do an old fashioned for/against list
You may just save yourself some time and money in the long run. (I know, I’ve bought some stuff I regret. Just ask me about my microphone set up)
Fear of not having a competitive advantage
OMG, if I see another sale I’m going to scream. It seems like all the major stores are constantly on sale & that can pressure smaller business owners to think that that’s what they need to do to maintain an advantage. Be cheaper.
It’s not about what you want
You might think that your clients just want things cheaper, some do. Or they want stuff yesterday, some do. But seriously, what does your ideal client want? Do you honestly know?
What is their die in a ditch big problem that you fix? Is it saving them money or getting things to them sooner?
These are your competitive advantages! You will have a unique set which applies to your business. There’s all the chance that your competitors will be different, even ever so slightly, to your own and that is exactly how it should be.
Now before you claim BS. Just stop for a second and compare the different supermarket chains in your area or the different department or variety stores. They all do the same thing but they all have their competitive advantage that appeals to their ideal client. You & your competitors are no different.
I want to share with you a little personal story about my own Imposter Syndrome and public speaking.
You can keep reading or watch the following video I recorded on it.
So recently, I was invited to travel interstate to speak at a social media conference. Thankfully, for me, I actually I don’t have a fear of public speaking. But that doesn’t mean that I wasn’t caught out by fear. And I wanted to show you that I walked the talk, and how from my experiences, you can learn something that will help you, hopefully, when you’re confronted by fear. So let me go through this. So I was invited to speak. I was travelling on Wednesday speaking on Thursday, travelling home on Friday, comes Tuesday, the day before I was travelling.
And I started to get really anxious.
I couldn’t concentrate on the work that I had to do, I was quite grateful that a lot of clients cancelled their appointments with me, for their own particular reasons, which gave me time probably wasn’t the best thing for me. Because what it meant was that I had time to think, not always the best thing. It got to a point that I started revising and reviewing my slides.
Most of you would probably think that that’s a good thing.
But for me, it’s not you see, I’m speaking about something that I know a lot on. The psychology of social media, and how to tap into the client, your users’ psychology and had leverage that online.
So what happened was, I was reviewing the slides going over them, and the more I went over them, the more nervous I actually got.
Now I could feel that building up inside of myself. And so I realised that I broke the pattern. And I actually took myself off for the rest of the day, I shut up shop, and I went out, I left my desk, I had to do that I had to actually change location. So that’s the first thing that I wanted to get you guys to think about. One, notice how it feels in your body. If, for example, like me, you’re starting to do things over and over again, you’re starting to second guess yourself, and just starting to check and double-check things that normally you wouldn’t do, because you actually know what, then this is a sign that you’re starting to get nervous and fear is starting to take over. And you need to break the pattern and do something else.
That was the first one.
The second one was on Wednesday night.
OMG, They want to talk to me!
Wednesday night, there was a pre-dinner conference. And what I thought was going to be justice speaker dinner turned out to be a speaker and VIP event, which meant that attendees bought tickets and access to the speakers. I was actually incredibly anxious by this. I was okay with going and meeting all of my speaker colleagues. But having VIP access to me maybe a little bit nervous, it kind of blurred the lines of who stood where.
So, I spoke to a trusted colleague and friend who speaks internationally and speaks on social media. And what he said to me was Kara, it’s not about you, it’s about them look at it as them buying consulting time.
So here’s the next thing I wanted to tell you about. Get off self, it’s not about you as a speaker, or it’s not about you, as a business owner. It’s about your audience. And when your outreach into them, think of it as a service to them, and not as a way of them accessing you and your product, turn it around.
And then came Facebook!
The next thing was, I actually spoke after Facebook, pretty big shoes, I had to feel. So I was sitting there in the audience watching Facebook speak. And the two women that were speaking for Facebook, they were nailing it, they owned the stage, they were brilliant, captivating, and had everyone’s attention.
And sitting there, I started to feel incredibly nervous that I could not make the grades.
Once again, the problem was, I was making it about myself. So the third lesson, more of a reminder than anything, get off self. Especially when you’re speaking to somebody if you’re doing video even, it’s not about you. It’s about the audience that you’re serving, they don’t deserve your nerves. They’re not here for your nerves are actually here for your knowledge. So it’s not about you and get off self.
All the eyes!
The fourth instance that I had, where nerves took over, was at the pre-dinner awards ceremony. The fourth time that nerves took over, and this is only in the space of three days, was at the post-conference awards ceremony. So that was a formal dinner. And I walked in, and I’ve got to be honest, I felt that every face in the room was staring at me, I was set on the head table. Because I’m a brand ambassador. I was also an award judge. So I was given a different position to the awards nominees.
So, I was looking around the room, and people were looking back at me. And I felt that I was being judged. Not for what I was wearing or looked like, but as if I actually even belonged there! “Who was I to be there?”
Later in the evening, ironically, I was announced as one of the brand ambassadors and invited up on stage. And later in the evening, when I’m turn around the room, and I saw people looking at me, they seem to be looking at me differently. Now, the storeys that I had in my mind was at the start of the thing that we’re thinking, “Who is that woman? What is she doing here? I don’t know her? And why is she on the head table?”
And then after I was announced, I felt like it was more of a story of all I know who you are. And that’s where your place is. “Well done. Kudos to you.”
The fourth lesson I want you to know about fear is that our brain is incredibly clever. It will fill in the gaps of the facts and the knowledge that we have with the storeys that we tell ourselves. I don’t know that those people looking at me at the start of the evening, we’re actually thinking that they could have been looking past me for all I know, they could have been admiring something about me. But my brain filled in the gaps based on my storey and my self-doubt, and went, Kara, they’re judging you. And then afterwards, the story had flipped to power, they know who you are. And they’re looking at you differently.
Remember, your brain is smart, it will fill in the gaps for you with this story that you play. Sometimes that story’s wrong.
What I wanted you to get from this is that I’m not immune to fear, it still creeps up on me.
Yes, I’ve got these four tools in my tool kit. But the only way that I’m able to get them to work is through one additional tool. And that is being mindful. The only reason why I was able to pick up on these points is that I’m able to see the signs and then act on them.
So what I’m encouraging you to do is like me on Tuesday, tapping into how feeling nervous or feeling fear actually feels in your body. And when you feel that, stop, cut the cycle.
If you’re feeling fearful, and you’re about to go and do something for somebody else, stop realise that this fear is actually you putting the focus on yourself, not on them.
And finally, if you’re feeling fearful, or judged or doubting about your own ability, just remember that what you’re doing is filling in the gaps in the story.
I hope this has helped. Let me know in the comments below which of these tips have helped you the most. And if you’ve ever been in a similar circumstance. If you’re looking to talk to someone about overcoming fear, you can book a FREE 30-minute session, to learn these and other tools, right here: https://www.bookme.karalambert.com/
So how do you really get stuff done in your business? What motivates a business? What are a business’ motivators? How, at its core does a business become a success? You can watch this short video or read on…
Business success comes back to the ability to get people to what the business wants and needs them to do.
Let’s go back to basics and look at some scenarios. By breaking down what happens when we need someone to do something into 3 parts:
I/the business (Person A) need
Insert person doing the thing I need and in this case it’s the client (Person B)
To do (insert thing X that I need).
It looks kind of like this:
For my business (Person A) to succeed I need more clients (Person B) to opt in to my funnel (thing X).
For my business (Person A) to succeed I need my staff (Person B) to perform a task (thing X).
For my business (Person A) to succeed I need me (Person B) need to provide direction (thing x).
Too often in business we focus on what we as Person A need or the outcome or output we desire, Thing X. We focus on these things because this is what we need to grow our business, for our business to be successful. However we forget one crucial part.
What are we doing wrong with motivation and engagement when it comes to business success?
Here’s the truth, the business is not the one doing the action needed to produce Thing X. It’s not the focus.
Thing X is the outcome or output, until someone takes action and does it – it remains un-done.
Person B is the person taking the action. They’re the person in control here.
So why have I made them paler in the image? Because they are invisible to most businesses.
Businesses forget that it’s up to Person B to decide if Thing X will be done or not. That means that not only they are in control but also that Person A is reliant on Person B being motivated to do Thing X.
Let’s refer to the earlier examples.
Clients (Person B) are the ones who are motivated and decide to opt in to Person A’s funnel (Thing X).
Staff (Person B) are the ones performing the task (Thing X) for the business (Person A).
I (Person B) provide the direction (Thing X) for my business (Person A).
Without Person B taking the action, Thing X never gets done. So how do we get more of Thing X done? How do we improve staff engagement? How do we motivate staff? How do we increase client engagement? What motivates clients? How do we increase our personal engagement? How do we motivate ourselves? How do we improve our business success?
We stop making it about Person A and Thing X and make it all about Person B!
How do we motivate people?
We need to appeal to what drives them to do things. Anything!
Here’s the thing. It’s not money. It’s not bonuses. It’s not as hard as you think.
We humans are simple beings and there are 5 things which drive our behaviour.
Our Fears stop us from taking action.
Our Needs are our core requirements.
Our Beliefs are the stories we’ve been told through our life which become our truth.
Our Values are our guiding (moral/ethical) compass.
Our Goals are the things we seek for ourselves.
These are the things which guide our behavior.
They also stack like that.
If someone is behaving from a place of Fear, you’ll find it difficult to get the to behave from any of the other drivers.
If someone is behaving from a place of Need, appealing to their Values won’t make them do any more.
If someone is behaving from a place of Beliefs, appealing to their Goals won’t sway them.
If someone is behaving from their Values, appealing to their Goals won’t convince them any more.
To drive the action we need and desire in business we need to focus on what drives the person taking the action.
Are you time poor? Running out of time? Feel like there aren’t enough hours in the day? Keep watching because I’m going to share with you the two things that have made the biggest influence on my time management.
Before you start thinking how is she pressed for time, I bet she doesn’t even have kids. I actually started my first business when my kids were toddlers, I was in a high stress corporate position which regularly took me out of state and I was studying for an MBA. No I don’t have a nanny or live in help (other than hubby). Yes we all survived, including my marriage.
But I just don’t have the time! I’m time poor! I need more hours in the day! I wish I had a magic wand and could give you more hours, I don’t, but I do have ways to make it feel like you do have more time.
Time Management Hack #1
Here’s the thing, if you constantly think and feel that you don’t have enough of something; you won’t! It really is a ‘glass half empty’ approach to time management. Consider this, you have a friend who is always negative, they can not see the good in anything; always moping, bad things constantly going wrong. If they can only see the negative, that is all they will find.
So, now think about time. Yes I know we all have the same number of hours in the day, but how do you value and see those hours? Do you believe that they will slip through your fingers, do you think they will whizz by; or do you think you have all the time you need, and that time is on your side? Which would you prefer?
This is the first thing that I did which totally changed how I made the most of my time.
I changed my mindset. Look, I have a couple of playlists on time theory but I want to break it down for you.
If you think you have enough time, you will. If you always worry about not having enough time, you won’t.
I know it sounds stupidly simple, and yes I have days where the old ‘not enough time’ mindset creeps in, but I catch myself.
How do I fix it?
One deep breath and a simple reminder that “I have all the time in the world to do this” and I do!
Now if you’re a bit of a procrastinator and just thought “brilliant! Now I have more time to do nothing in”, well you’re technically right but let’s tackle that procrastination.
The first issue is why you procrastinate and generally that comes from fears. Things like fear of failure, imposter syndrome, perfectionism. Addressing those is a whole other chat. But let’s tackle that never ending to-do list! How did I get around that?
Top Time Management Hack #2
I admit that my to-do list used to stop me in my tracks. It was my biggest source of overwhelm. It never got shorter because I kept adding to the bottom. Until I did this one thing.
I started a bullet journal.
Don’t stress, it ain’t pretty. This thing is a practical time management and also business management tool. In it I have what drives myself, my business, & my clients. I do my quarterly business activity planning. I have a monthly calendar and I have a weekly day-to-a-page. I can hear you asking 2 things. I don’t have time for that and couldn’t you just buy one?
I wanted everything in one book, one place. That was part of the overwhelm. My planning and actions were in different spots, on separate pieces of paper. I needed it all tied together with a bow.
It’s been a work in progress, but I’ve now got it to a fine art. The most it takes is about 90 minutes when I am ruling up a new quarter plan, new monthly plan, and a new week-to-a-page. That’s it and that’s only 4 times a year. I spent more time than that looking for those documents, printing, and updating.
The week to the view shows me my business tasks and family commitments in one spot. I also track action items from my quarterly plan, income generated, and what’s coming up next week.
The ‘what’s coming up next week’ is brilliant because I can then move tasks into the current week to make better use of my time.
What this is is a visual of my reverse engineering my week. I start with the non-moveables, add in the tasks due, add in any other tasks carried over, and then I can look at any time left over to decide if I want to take that as time off or schedule in some other work I’ve had on my “to-do” list. (not that I have one any more)
Doing this bullet journal keeps me organized. It reduces the long list and allocates it out. It keeps me on track with the business objectives and it keeps me in line with what drives my business. A perfect Type-A personality working life to be honest. A place for everything and everything in its place!
So take one mindset shift that says, time is mine and add in one killer way to organize said owned time and that overwhelm is a thing of the past.
Have you heard of Einstein time? Do you use it? Leave a comment below. Or leave a comment with your favourite time management hack.
Developing a quiz for my business is something I’ve put on the backburner for a long time. While I enjoy taking quizzes, the idea of building one for my business seemed all too hard and not a priority among all the other promotional or marketing activities I really need to do. I have even had a go at the quiz builder on my website, but it definitely fell into the too hard basket when I realized there really weren’t any templated “here’s one we did earlier” quizzes.
That’s where Interact has come to the fore.
I was invited by Interact to test their quiz builder and that I did. I have to be honest, as a busy solopreneur I need something that works off the bat and does a lot of things intuitively, Interact is good at this from the start.
I do enjoy filling out personality quizzes and I knew that a well designed quiz was a great way to get people into my funnel so that I could build a relationship with them.
I knew I wanted to run a quiz for my business coaching clients that was about how well they knew their clients as it’s one of the pillars I coach on. So I chose one of their “out of the box” templates.
Imagine my surprise when I could even choose the quiz category I needed for my client base! I did browse through coaching first as that’s my business type. So don’t be fooled by the categories you get to choose from, just focus on what your clients are interested in. In my case it’s social media and brand identity.
Having a strong template designed quiz meant that I knew that all of the logic behind the scenes worked and that it had a tried and tested lead generation design too. All very important to the success of quizzes to your funnel strategy.
I have to be honest, it’s been years since I’ve written a questionnaire. In fact, I think the last time I did it was when I was doing my psychology degree. So I class myself as a beginner when it comes to online quiz building, but experienced in logic and online design. Rather that trying to learn how to put it all together, I wanted my first test of the Interact platform to be of the platform (not my skills as a quiz builder). So I took the easy way out, and it was, and I went with a templated quiz all the way.
I was mindful that I didn’t want my templated quiz to look like everyone else’s so I was glad that I was able to customize the quiz in a number of ways.
I purposefully went through and added an image to each page of the quiz, including the cover page. I was happy to see the range of the free stock images I could access to personalize my quiz.
I was able to change the wording of some of the questions to better suit my audience and I was able to easily add additional answers to my questions.
Word of advice if you’re adding answers in to a templated quiz.
DON’T FORGET THE BACK END.
Interact make it easy to add how your new answer correlates with the personality type it matches. It’s as simple as point and click!
After toying with the idea of sending each personality group to a different resource. Which would have been easy enough as there are spaces for each to be sent to a separate page, I ended up doing a redirect on all three to my free Facebook Group.
Why to my Facebook Group?
Well in the integrations I already send them to an email list, more on that, and so I wanted something simple, familiar and where they can get to know me and what I teach on a deeper and more personalized level. Let’s face it, anyone can send you to a free resource/download, it’s a place where you’re personally welcomed that puts a smile on your dial.
I run my lists through Mailchimp and it was nice to see it among the numerous options. Take a look!
From here I added tags to my list and then used these to segment the responses in Mailchimp. Why did I do that?
Well it means that I can send a personalized email sequence to the different personality types. I can customize my offers for the different personalities. I can even shift people through the tags as they move through my value ladder as clients.
I did briefly play with sending specific answers to a specific Mailchimp List or tag. Now this is marketing gold! Imagine being able to niche down on your audience and automate based on their answers to a quiz. Now that takes personalization to a whole other level!
Now I chose not to add my quiz to my website as it’s about to go through a major overhaul. The other thing is that most of my audience don’t hang out on my website, sad but true story. So instead I decided to share the love of my new Interact Personality Quiz on my social media channels.
A much nicer place and it’s a place where people are used to answering quizzes. Let’s see a show of hands who has fallen down the rabbit hole of answering a string of Facebook Quizzes or Instagram Quizzes? So that’s where I promoted my new quiz.
I have to admit, I was a little puzzled to see the G+ logo still there. Yes, I did test it. No, it didn’t work.
For those, like me, who are playing on Pinterest – I added it there too. Here’s how.
When I shared to Twitter through the Interact portal, I had the option to Buffer my post. (I love Buffer) So what I did was selected my Pinterest profile, chose the board I wanted to add it to, the image etc and the rest was history. It was really easy. The good thing is that it was scheduled rather than going out at the time I was sharing from Interact – which to be honest wasn’t the optimal time for my audience. (Just because I was playing with a quiz on social media in the middle of the afternoon, doesn’t mean that my ideal client was there waiting to join in the fun!)
I did share to Facebook, the integration was a little clunky but it worked.
The platform is a simple way to stop procrastinating and actually add quizzes as part of your lead generation strategy. I liked the way that I could take a template, add some images, change the text and really personalize the experience.
The categories took a little thought, only so far that I needed to think of it from a client point of view (check out the coaching quizzes to get an idea of how I realized this).
The integrations were over and above what I was expecting and a pleasant surprise. They seem to have thought of everything! I liked that I could put a Call to Action or a Redirect on my quiz – it was my choice. I loved that I could add certain question answers to specific list – marketing gold.
I would love to try the various website integrations, especially the bar.
Speaking of bars, keep your eye on the save bar up the top and make sure you save after every step.
I would like to see a Buffer integration as I came across the Pinterest work around through sharing to Twitter. Oh and a native Pinterest sharing option would be great too.
Even if you’re not in the EU/UK, I liked the GDPR compliance. Here in Australia, I don’t expect it will be that long until we follow suit.
Overall… My advice to other business coaches is if you want something different from your standard downloadable opt in, then these quizzes are a great option for getting leads into your funnel.
Watch and learn how to drive your clients to do the behaviours you need for your business to succeed.
I’m often asked the best way to connect with clients. How to drive the client behaviour you need to succeed. You know, how to build that know, like and trust. How to get them onboard so they’ll buy. How to engage clients. I find business owners make one common error and that they’re missing the one secret I see, from a psychology point of view and as a business coach
What do I mean by what drives clients’ behaviour?
Let’s go back to basics and look at some scenarios. By breaking the communication with the client down into 3 parts:
I/the business (Person A) need
Insert person doing the thing I need and in this case it’s the client (Person B)
To do (insert thing X that I need).
It looks kind of like this:
For my business (Person A) to succeed I need more clients (Person B) to opt in to my funnel (thing X).
For my business (Person A) to succeed I need my clients (Person B) to buy (thing X).
For my business (Person A) to succeed I need my clients (Person B) need to click on my ad (thing x).
So where do business owners go wrong when they are trying to connect with and drive their client to do the thing that the business needs to succeed. Well, I find business owners focus on two things…
It’s all about them “I, I, I” or
It’s all about the thing they want “sales, leads, sign ups, opt ins…”
So where is driving the results going wrong?
I mean, what is wrong with focusing on what you need, either it being all about your business or all about the thing you need to succeed? Surely that’s what makes a business successful – focus, drive, determination. Right?
What tends to happen is that businesses then fall in to two camps –
they are focused all on themselves/the business and their success – Person A (Kind of like Daffy Duck hoarding stuff in cartoons)
They are focused all on thing X that they want to happen.
And then they feel like a failure, I didn’t make enough sales or conversions or blame and point fingers when they don’t get what they want.
It was the wrong target market, it was the wrong targeting, ads don’t work, video doesn’t work. All may be quite valid points but…
Thing is they’ve skipped over the key element to making thing X actually occur.
You see, without Person B doing thing X it was never going to succeed.
Without clients opting in, you won’t get them in the funnel.
With out your clients clicking to buy, you don’t make the sale.
Without your clients clicking on the ad, the ad doesn’t work.
It’s the actions of Person B which make x happen. It doesn’t matter that thing x exists or that Person A wants it to occur. Without Person B taking action, X never happens.
So what makes Person B do what the business needs to succeed?
What gets person B to do what you need them to do. You need to understand what drives them.
Let’s get inside their head – but first, I want to bust a business myth.
If you believe that offering discounts, special offers or giving them funky gifts or fantastic entitlements is key to capturing a sale, you’re mistaken and at a hiding to discounting yourself out of business. It’s commonly known and understood by psychologists that these things are really poor drivers of behavior. These external drivers are really poor at getting us to do things, over time they become expected and just aren’t enough and to be honest, any business can buy your clients off of you – for the right price. And that costs your business handsomely. Do you know how much it costs your business to acquire a new customer?
So it’s cheaper to keep them happy and keep them coming back and doing thing x for you.
So how do you do that in business?
We humans are social beings. We like to feel part of something bigger than ourselves. We love to be part of a tribe. We love to feel heard and understood. The thing is that we are generally time poor and if we have fill in the gaps or blanks in your marketing, we will use our memory bank of solutions or options to fill them.
What does that look like between a business and a client?
Regardless of who Person B is– we all have these key drivers which which drive our behavior.
Understanding these will allow you to include them in any communication you have, address any concerns, and grow trust.
So what are these drivers of client behaviour?
I have identified 5 key drivers of our behavior (and yes these apply equally to Person A and Person B). They are:
But you can’t cherry pick and start at the top. You have to address Person B’s fears and needs first before appealing to their values, beliefs or goals.
The benefit of using these drivers is that Person B will feel heard, understood, and valued. By telling them you understand their fears and needs, they don’t have to guess how your product or service will address these – they already know! No gaps or guesswork here.
So what you have is a client who is happier because they feel valued, a client who has some questions or concerns answered, and a client who is closer to buying from you.
What did you have to do?
Understand what drives them and tell them that you’ve been listening and that’s how you help.
So how do you work this out?
While you could survey your clients, the quickest and easiest way to work this out is to go to your testimonials and use exactly what they tell you. How you solved their problems, what they were, and how they felt afterwards. Use their words too, they understand those better than any spin doctoring you could do.
Leave a comment below with which one drives your clients more: fears, needs, beliefs, values, or goals
Growing up were you a people pleaser? Did you want people to like you? How do you go now?
I was this child and even this adult. Over the past months I have been working a lot on coming back in to alignment with my motivators. Truly understanding them. Getting rid of thoughts and stories (I’m not calling them beliefs) which no longer serve. But the need to keep people happy stuck around.
Now don’t confuse this with a fear that no one likes me. I know people don’t like me and I’m totally ok with that. I’m not afraid of people not liking me, I don’t want everyone to like me because I’m not everyone’s cup of tea.
Keeping people happy is about not disappointing, it’s about meeting their expectations, it’s about putting their needs above mine.
Perhaps it’s a first-born thing, perhaps it’s a girl thing. I don’t know. I do know it’s a “thing” I have to address.
This all came to a head over the weekend when I realised a situation I had gotten myself into was me needing to prove myself because I need to please. I realised a long time ago that things aren’t black and white, and the joy of being aligned with my values is that I also understand that there are many perspectives to the same scenario.
In this scenario, we had differing perspectives and in spite of me initially saying “I don’t need to prove my point”, the other person convinced me to explain my position under the guise of them wanting to know more and to be educated.
Ok, so some would say I was suckered in to it. I lost track of my core value of not needing to prove myself. What happened was this long held need to keep people happy and to help took over and I obliged.
To cut a long story short, that wasn’t their motive. They just wanted to prove their point and the more I talked the worse it got. Until I realised there was no keeping them happy as they were coming from their perspective and had no intention of looking at my perspective.
The issue with the need to prove ourselves or help is that we put the other person first and their motivators higher than our own. We give them power over us. Consider the following statements often spoken by those with a need to keep people happy:
“I’m sorry, I misunderstood…”
“I didn’t mean it that way…”
They are sentences which take us further away from ourselves and put the other person in an increasingly important position.
So I withdrew from the situation, knowing full well that it would look like they had proven their point. But what they didn’t realise and I had was that I had proven a more important point, to myself.
My need to help people is often manipulated by others to prove a point and that has them bound together. I will always help people, it’s who I am. However I am no longer the person who is prepared to put people ahead of myself. I am as important.
For some of you this will seem obvious, for others you may be wondering how I did it. It’s true that I have become very clear on what motivates me and I have disposed of the old stories I’ve heard or told myself through the years.
In coming back to the core of being me, I have learnt my place and my importance, this has seen me find my strength and I am growing to love my true self. It’s not a new self. I have always been this person, it’s just that through the years I have buried myself in stories and put others before me and my true self just won’t have that any more.
Why your social media marketing shouldn’t be like a Christmas present… Christmas has come and gone, the tree is away, and businesses are getting back into it. But customers are seeing the same old same old marketing. It’s like the businesses they follow are like some elderly Aunt who, with their heart in the right place, gives you the crappiest Christmas present that only they could possibly like.
What is Christmas Marketing?
You know the story. You’ve not since Aunt Mabel since last Christmas and once again you’ve got the same present and it’s precisely what Aunt Mabel would love to receive or would choose for herself. In fact, if you listened to the self-talk it would go something like this:
“If I were little Johnny I’d love to receive a present like this”.
Here’s the thing, most business social media markeitng is written with the same talk:
“If I were little Johnny, I’d love to see/know about this.”
Truth be told, little Johnny or Jenny, actually doesn’t like it because Aunt Mabel actually doesn’t take the time to listen to little Johnny and find out what they like and need. Aunt Mabel is so stuck in Aunt Mabel that she can’t see the needs of others around her.
Sound about right?
What’s wrong with Christmas Marketing?
Too often business social media marketing focuses on the message that the business wants to convey rather than what the client wants to hear. They assume that because they think it’s brilliant news that everyone else will think the same too.
But like Johnny & Aunt Mabel, clients and businesses are at different stages in their life and have different pressures, needs, and expectations. Telling them what you want them to hear or what you’d like to know doesn’t help them. (And therefore doesn’t help you)
Some businesses will tell you that so long as you know your avatar you are fine. Sure, but it’s more than knowing their “vital statistics” or demographics. If you actually want them to do something with your posts, to interact, engage, or click through and buy/book (all technically called engagement). Then you need to understand what makes them engage.
How to fix your Christmas Marketing!
A few years ago I wrote this blog and developed this handout on how to engage your audience online. I took some hard core research by psychologists and turned it into plain English steps. What it came down to, other than what businesses currently do of “giving them an incentive” and “telling them to do something”, the big tip for engaging online was to “appeal to their self-image”.
So don’t be an Aunt Mabel and appeal to your own self-image in your marketing. Appeal to what your audience actually tells you what they want for Christmas (or any time of year). You’ll find out how in the download.
So what are the latest tales of woe you have heard about social media and business? I usually hear, “Facebook Reach is dead”. I’ve heard, “They’ve changed the way posts appear on Facebook”. I’ve heard, “Twitter wants to allow us to edit tweets”. I’ve heard tales of woe about IGTV and stories. I’ve heard grumbles about the increased use of video on LinkedIn. They all complain of the same thing, social media isn’t working for us any more – it’s the technology’s fault.
Hang on just one minute! Have you heard the saying, ‘A bad tradesman always blames his tools’? Sure these platforms are free and we get what we are given. But did you ever stop to think that it’s also a matter of we get what we give?
Here are some other things I’ve heard non-business owners say about social media lately. “I went to restaurant XYZ’s Facebook page, they hadn’t posted in 18 months. I wonder if they’re still around?” “Why am I just seeing ads, I can’t see my friends?” “I always feel like they’re after my money” “I know I saw it here somewhere *scrolls endlessly* but I can’t seem to find it, it was really good but I’ve forgotten where it was from” Think about your time on social media personally, what do you think and say?
Now think again.
Why is your business on social media?
Is it to sell to a person? Yes
Is it to gain new customers (people)? Yes
Is it to educate people about your business so they will either buy from or recommend you? I’d hope so
When you look at these three questions the central theme is PEOPLE. This is ‘why’ businesses get on social media.
Somewhere we’ve lost track of this and focused on the ‘how’. The how being the social media platform.
But there are so many “hows” out there and they change. The why remains the constant.
Simon Sinek tells us to start with why.
Why not focus your social media efforts there first.
Why does the person you want to buy what you’re selling use one social media platform over another?
Why do they use social media at all?
Why would they choose you over any other business and not just your competitors? Why should they spend $20 with you rather than spending $20 on their pet/child/partner?
To reduce customers to numbers, even social media ones, is to turn them into conquests on a bedhead. We are not numbers nor are we conquests. We are people. Just like you.
The skill in this is realising this has nothing to do with you and your business and everything to do with the customer and their “why”. Do not make this about you, remember that you do not have to convince you to buy from you. So make it about them.