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Psychology behind the business driver people staff and customers neuromarketing

What is the psychology behind staff and customers drivers (neuromarketing)

It’s said that there are 5 key business drivers: cash, profit, assets, growth and people. If I’m honest, it comes down to one and what drives it: people. So what is the psychology behind staff and customer drivers? By they way, the psychology of marketing is now called neuromarketing.

In the previous blog, I wrote about the psychology of online business and this article is all about the psychology behind the key drivers of a business, or more importantly, the people that make it happen. Let’s lead these horses to water and have them drink.

Before we look at specific groups of people, I really recommend you look at this article on how a small change in thinking about how to motivate people to drive the action you need works & makes a huge difference. Go read it now and come back! Here’s where you learn more about driving people and understanding the psychology of it: https://www.karalambert.com/business/what-really-drives-business-success/

Psychology of staff drivers

Quote Psychology behind the business driver people staff neuromarketingI’ve trained many staff, I consulted with many staff, and I managed staff. The most important lesson I had was when I managed 10 staff. They were beaten and needed support and motivation. So I turned to them. I showed them how they fit within the aims of the Department and asked them what they were passionate about when it came to their work & how the Department helped Veterans. I showed them how as people, they were the most important thing to our business success – because they were.

My staff went from being unmotivated to incredibly productive, happy, having less time off, being consulted more by the business areas we serviced, and they got rid of 2 years’ backlog of work in 3 months. There was no overtime, bonuses, or extra pay. Instead, I made people the most important part of the business. My staff could see where they fit in the direction & success of the Department, they had meaningful work, we had happy ‘clients’ & we were a success.

This proved what I had read in my Masters program on happy staff being the key to having happy clients.

Did you know that happy staff is one of the keys to your clients buying from you? No! Then you’re going to want to read this article where I explain how it works: https://www.karalambert.com/business/customer-satisfaction/

And if you’re interested in learning the steps I took to motivate my staff, then this is the interview you’ll want to watch: https://www.youtube.com/watch?v=1dOH34n0Fc8&list=PL3f8PWYx3KyF6HXaCwctT5-SaW4qjrTvK&index=7&t=90s

Neuromarketing to customer drivers and psychology

You know the model of motivation I shared at the start of this article? I have written an article using the same model but specifically about customer drivers. The article gives you concrete examples of how it works with clients rather than people generally. You can read the specifics here: https://www.karalambert.com/customer-relationships/drive-client-behaviour/

Community & 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’.

Don’t have a Facebook Group for your business? I’ve been running one for about 5 years now & I wrote this article about the benefits and bugbears of running your own Facebook Group: https://www.karalambert.com/facebook/facebook-presence-profile-or-page-or-group-oh-my/

There was a time where Facebook Pages were “dead” and Facebook Groups were the best thing to grow your business. By now I hope you realise that there’s a lot more to it than building the Group and hoping people will come. An active group require active and engaging content & that requires an understanding of your customers’ psychology. Before you go too much further, scoot off and read the following article and come right back: https://www.karalambert.com/facebook/whats-facebook-group-think/

So I’ve covered off running a Facebook Group for your business, what about gaining business from other people’s Facebook Groups? Yes, it can be done and I’ve generated thousands of dollars in revenue from working other groups. Now, this should be part of any business strategy, with or without your own Group. So I encourage you to read this article I wrote on how to use psychology to game posting in other people’s Facebook Groups: https://www.karalambert.com/facebook/responding-facebook-group-post/

Customer satisfaction & psychology

Maya Angelou quote Psychology behind the business driver people staff and clients neuromarketingSo the customer satisfaction survey results are in and Management come back with the standard, “Customer Satisfaction is slipping. YOU need to get it up!” How often have you been told that you need to lift the customer satisfaction rating for your area, team, or business? Then shook your head and wondered just how to make it happen. There’s no magic wand or crystal ball for this one. It’s totally out of your control if they’re happy with you because you’re doing everything you can; special offers, follow up, personalised service. You’ve pulled out all the stops for the customer. You’re giving it all you’ve got!

Traditionally, improving customer satisfaction takes on the form of “What else can we give them?” or “What else do they need?”

What if I was to tell you that there were 2 more effective ways of improving customer satisfaction than throwing more money and things at the customer. (metaphorically speaking)

What if instead of concentrating on just improving the product or service we focus on improving the people involved? Want to know what these 2 things are? Then you’ll need to head over here to read it: https://www.karalambert.com/business/customer-satisfaction/

Psychology of Reviews

70% of Americans say that they look at reviews before they purchase and 90% of customers say that their decision was based on the reviews they read prior to purchasing. Online reviews and other forms of social proof form an important part of a business’ social media marketing. However, as we are talking about the human behaviour of making a purchase, be it online or offline shopping, then we need to consider the psychology of reviews and social proof.

The following article tells you the psychology of why people need to see reviews, the psychology of why people give reviews, and the psychology behind what makes a good review. So if you want to capture more sales, then using reviews best we on your must-do list. Read the full article here: https://www.karalambert.com/websites/how-to-use-the-psychology-of-reviews-to-improve-your-social-media-marketing/

Drivers in Customer avatars, client personas, USPs & use in neuromarketing

To be honest, whatever you call them, you better be including what drives your ideal client. Why? Because understanding why they do and react how they do is as (I’d say more) important than knowing their age/gender/marital status etc.

Don’t know what the benefit is to defining who your target person is? Then read this article before coming back and learning how to write one that seduces like a siren to a sailor: https://www.karalambert.com/customer-relationships/ideal-client/

So why do the standard client avatars fail in my eyes? Here’s the thing. With a degree in psychology, I know that we are more than what we do. I understand that diagnoses and labels give us meaning and structure to our lives, it makes things easier. But labels are just that, they stick on top of a number of behaviours and/or symptoms which make up the labels.

I don’t know about you, but I’m more than the labels society puts on me. Yes, I am a mother, daughter, sister, wife, graduate, business owner; but so are many other women I know. Does that mean that we are all the same? Does that mean that all of our behaviours are the same? No!

So why do marketing experts and business owners still believe that these client profiles based on labels work? At best they are generic, but how are they used and what lies behind them?

These avatars are used to help business owners with their marketing and messaging, what is now being called neuromarketing. They exist to help with what words to use, where to focus marketing efforts; but where does this come from? The business owner’s interpretation of the labels. And this interpretation comes from their lived experience and opinions of these labels. This interpretation comes from our biases. What if they’re wrong?!

So what happens when a business does a standard client avatar exercise and finds it doesn’t work, and I have had many business owners in tears because this is the case but they were lead to believe it would work and was crucial. Their marketing efforts are misguided, they don’t make the money they feel they should, they are demotivated, and some even close their businesses believing they were a failure.

All because they relied on labels rather than what sat behind them.

So now I’ve piqued your interest into neuromarketing & the psychology you need to understand for a better ideal client avatar, I bet you want to read how to write one! Well, head over and read the following article: https://www.karalambert.com/business/client-avatar-work-fails/

And then I suggest you review the very first link I posted at the top of this page. Here it is again to save you scrolling: https://www.karalambert.com/business/what-really-drives-business-success/

Scarcity & fear marketing in neuromarketing

One of the common things business owners say to me during training on the psychology of social media is that they have an issue with marketing to their customers’ fears. They said that they had paid for neuromarketing advice and been told to market to their ideal client’s fears. But they didn’t like it and in fact, they no longer used that advice. Sound familiar.

This is what annoys me. There is so much information out there which we throw by the wayside but believe it to be true because everyone says it. It’s like learning lemmings. (My Mum would say, if everyone jumped off a cliff would you too?) Ok, so that’s a little harsh but it seems like a big waste of money to pay for advice and not use it because you’re not comfortable with it.

I believe, and teach, that there are five key motivators of human behaviour in neuromarketing (on and offline). One of the motivators is fear. Looking into the research, fear is actually a poor motivator. If you use fear to motivate someone, they will comply and follow, they are not making a choice and they are not using their free will. It is also not the way to build trust or grow a relationship. Fear is not an incentive to take action, it’s an incentive not to. Fear is there to keep us safe.

If you’re one of these people who don’t enjoy using fear in your marketing, or you find it ineffective, then I encourage you to read this article I wrote: https://www.karalambert.com/business/fear-marketing/

In the end, I hope that this article (while long) has helped you to understand what drives the two main groups of people your business success depends on. If you would like more tailored advice, I am available to consult and you can book a quick chat through this page: https://www.karalambert.com/business_coaching/

Learn the Psychology behind the business driver people neuromarketing

6 tips to build self confidence for small business owners

6 tips to build self confidence for small business owners

“Kara, I just need more self-confidence”, “I need to get out of my own way”, “I need to stop holding myself back”. It’s generally what our conversations come down to, no matter what we start with. Generally, it starts with wanting to learn how to promote their small business on social media, then after a little while, the truth comes up. It’s really a lack of self-confidence that is stopping them progressing.

How can a lack of self-confidence show up?

Procrastination

Don’t put off until tomorrow what you can put off until next week. Amiright? You suddenly need to tidy your desk, do some washing, check your emails or social media. Anything. Anything rather than what you’re meant to be doing.

Finding a dozen different things to do rather than doing the one thing that needs doing is a common symptom of many things, including a lack of self-confidence.

Procrastination can also look like planning and perfectionism, but deep down these can both hide a lack of self-confidence.

I can honestly say that this article has taken me three-times longer to write than any other and the word count is the same. I’ve not gone off to do research, but boy have I procrastinated – so much so that I’ve deleted Facebook from my browser tabs.

Questioning or second-guessing

tips to build self confidence Michelle Obama quoteI know my self-confidence was beaten by a number of people questioning my ability. It got to the point that I questioned my own. You know that thing where you hear something often enough, you begin to believe it. It sucks!

To be honest, I’ve found the constant doubt is draining. Not only does it take a lot of internal dialogue, it takes a lot of energy, and it uses up a lot of time. All things I could be putting to better use elsewhere.

Perfectionism

I just need to do xyz. I just need to add ABC. It’s not quite right. It needs to be perfect.  Do I have all of them? (Geez, you’d think I was a perfectionist by that last question)

Perfectionism avoids criticism, rejection, shame, and just doing that thing. It takes time and every perfectionist I’ve met (I’m not one, and I feel like the antithesis at times) has said that it is utterly exhausting.

The constant judgement, comparison, and/or questioning means that nothing is ever achieved and that wins are never made and certainly not celebrated. Celebrations don’t occur because things are never good enough.

Perfectionism can be debilitating, depressing and extremely time-consuming.

Getting advice from others

There is a time and a place for everything and this is certainly one of them. Yes, I know that asking for advice in big Facebook Groups is a (marginally) covert way to draw attraction to your brand. It’s a way to create controversy. I’m not talking about this. When you can’t make a decision and you have to ask for advice from others, sometimes you truly don’t know and sometimes you truly don’t trust that you’re making the right decision. Or perhaps you’re always asking the one person for advice. (And it’s not someone on that list, see below)

Deferring to someone can hide a lack of trust in oneself. It can be a symptom of people-pleasing (raises hand here). Some people also do it so they have someone to blame (but that’s unlikely to be anyone reading this as they generally don’t like what I write).

The problem with this habit is that the turn around takes time and the vast majority of the people asked will not have or understand your business (or audience) as well as you. They may have more experience, but that’s the only place they can give advice from and their experiences may not be relevant to you, yours, or your business.

General low self-confidence

In general, low self-confidence can show up as fatigue, tasks taking longer, and a lot of internal dialogue (not a lot of it being constructive). It’s draining – I know because I still battle this. It takes courage and effort to overcome but I promise that each step you take releases you to be more of yourself and that feels incredible.

6 things to do to build self-confidence

First things first

The very first thing is to actually catch yourself doing it. This takes an ability to be mindful and questioning of your thoughts and actions. You may need to put a reminder somewhere that says something along the lines of, “Is this real or is it low confidence?”. Then you can try one, or all, of the following solutions.

Rip the bandage

If procrastination is your pet when it comes to testing your self-confidence then I suggest using Mel Robbin’s 5-second rule. Count to 5 and then start the task.

Pomodoro

tips to build self confidence for small business Samuel Johnson quoteNever heard of the Pomodoro technique? It’s where you spend a block of time working on a task, anywhere from 5 to 20 minutes, and then you do something you enjoy. The catch is that you must spend all of that active time on the task. Set a timer on your phone and stick to it.

Live in alignment with your beliefs and values

It’s hard to live in self-doubt when you are living in alignment with your beliefs and values. I promise it takes time and practice but when it comes down to it there are 3 things you need to be able to get yourself moving:

  1. Be mindful of what is driving your behaviour & ask yourself if you are acting from a place of self-doubt
  2. Remind yourself of what your core beliefs & values are
  3. Act from your core beliefs & values rather than reacting from a place of doubt or fear.

A person in your corner

Sometimes it’s easier if we know that someone has our back. Perhaps it’s a safety in numbers thing. I know I feel safer knowing that I have a handful, and I do mean just a few, people who believe in and support me – no matter what.

Who are they for you? Write down their names & keep the list close. When you are feeling uncertain, look at the list or have a chat with them. Most of all know that they believe in you, even when you’re uncertain of yourself.

Small wins

When we focus on the big goal it can seem insurmountable and we can lose confidence. While we can break a task down into more manageable chunks, we can also break them down into ones that we know we will succeed at. Having had some success at a task can give us the confidence to move forward and try more – to do more. This builds self-confidence. This is exactly why I celebrate the wins in my Facebook Group each Friday.

Get help

To overcome a lot of my self-confidence issues, I used Cognitive Behavioural Therapy under the guidance of a psychologist. From there I used the same techniques to uncover and work through further issues as they arose. Rebuilding self-confidence is a journey, most of us have lived with it for years and that takes time to sort through. I want you to know that I am here to help you unpack using the techniques I’ve learnt, tried, and tested. I’d love to help you be more self-confident & I encourage you to check this page out for more information.

 

What to do when you fear that things will never get better in your business

What to do when you fear that things will never get better

You wish it was ‘one of those days’, only because it’s been weeks and months of feeling like you’re going nowhere in your business. You feel like things will never get better. In fact, there are times you find yourself opening up the job websites and searching for a 9-5 because it will never get better.

I understand. I had big plans for 2016, it was going to be my year! I had had a run of successful workshops in 2015 and I was ready to go big. Except that before we even hit the end of January, my Dad was diagnosed with terminal brain cancer. Bam! I thought, “My life will never get better”. In fact, I couldn’t even look for a job because I knew my parents needed me and I just had to tread water and do the best I could.

It may never get better

A new normal when things feel like they will never get better. Quote Robin SharmaHere’s the thing. My Dad did die. After 10 months and many admissions to hospital, cancer got the better of him and my life changed forever.

But that’s the thing. My life as I knew it never got better, it got different. There was now a new normal for my life.

Think of it this way, if you’re old enough. Remember borrowing a library book and grabbing the card, having it date stamped? Now we download books straight to our phone. Remember dial-up internet & waiting for someone to get off the phone or a phone call coming through and booting your connection? Now even our fridge is connected to the internet & phone calls only interrupt us if we’re live-streaming on our mobile phones. We have a new normal. And boy don’t we know it when it’s taken away. We thought it would never get better than dial-up & now we wait overnight for the latest phone.

You will adapt to this new normal, even though it may not get better per your ‘old’ normal or look like you’d planned.

What to do when you realise it may never get better

People say, “This too shall pass” and it does but how do you actually get through the passing time?

When it comes to business, while you do it for you, you also do it for others. So take some time and get off self. In business, your business is so much more about other people than it is yourself. Go volunteer. Go do something nice for a long-standing client. Turn your focus outwards. Did you know that it’s been shown that people who volunteer their time or do a good deed for someone will feel happy long after the overthinking is complete?

When we feel that things will never get better, we are looking inwards. Now there’s nothing wrong with a little internal navel-gazing so long as we are using it to move forward and grow. But that’s generally not the mindset we are in when we are wading through this space.

Turning your energy outwards is a pattern interrupt and it’s a 180 on your mindset. I’m all in favour of doing these things when you’re stuck.

Pattern interrupts, like Mel Robbins’ 5-second rule, can break a spiral and move us to a new place – fast. It also removes any thinking or overthinking, we might be doing. It cuts one thing off and replaces it with another.

Doing a 180, moving from self to others, is no normal distraction technique.

You can also do a 180 and write it all down. I’ve suggested taking a common practice or belief in your industry and writing something in direct opposition to it. This flipped thinking forces you to take a different perspective and gets you looking at a situation for a whole other viewpoint. (And sometimes we need to take a new perspective)

The final word when you think it’s never going to get better

A new normal when you feel that things will never get better Socrates QuoteIf you find that time is dragging on and you don’t feel any better. Please seek help.

Talk to your/an accountant to check your financials.
Talk to your/a lawyer about any legal complications.
Talk to a friend in business.
Talk to a friend who has your back.

Too often in business, especially in small, micro, or family businesses, we feel like we are all alone and we have to do it all. We’re not and we don’t.

When my Dad was sick, I saw a psychologist. When I was lost in my business last year, I spoke with a messaging expert. When I was ready to grow my business in 2017, I hired a business coach.

Gather people around you. The people who support you. The people who will hold your faith in you until you can do it alone. The people who will tell you the truth because you need to hear it and not because they need to feel good saying it. I know I now have a different type of better, one I never imagined, and it’s growing on me.

How I overcome Imposter Syndrome when Public Speaking

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/

 

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