Enchanting customers

Maintain the price even if the competitions increases it.

Extend the guarantee for an additional one more year.

Reward new customers with educational value.

Develop a gratification program aimed to every loyal customer that buys from you.

Build better products, products that best meet people or business needs that are already your customers.

Two months after every sale, ask your customers five (or more) questions related: how they feel about the purchase, what it was the real value the product added, what’s missing from the original promise, how it can be improved and what else you can do for them without an additional charge.

Build a more complete, dynamic and useful set of services.

Don’t sell the information you get from your customers.

Send email marketing just for addressing your customers queries.

Make visible and big the must-know information placed at the most invisible sections, the fine print basically,

Build the first base of 100 customers, get to know them, interact with them. Serve them. Please them. Meet with them every year.

Create, at least, three peripheral services that increase the product or service value, and add no extra cost to your customers.

Reply to every person that reaches to you.

Don’t wait to gain the trust of your customers, trust them first.

Teach your employees how to lead, how to listen, how to persuade, how to stay human and how to enchant.

Most of the people, especially the persons who you want to sell. They’re not worried about:

  • Paying a little more.
  • Telling their friends.
  • Go the extra mile for buying from you.

If the transaction comes with dignity, trust, vulnerability, utility and a smile. That’s what enchanting customers are all about.

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Reality is malleable

You don’t want to listen it’s easy because I know it’s hard as hell. So you have to know the real truth, but you don’t like what lies inside the truth. Then your worldview creates a different reality.

You don’t want to believe that your mission it’s going to happen, mainly because I know it’s not going to happen by chance or while you’re waiting. Unless you go at take the permit to make a dent in the universe.

Your customers don’t want to see your new record sales or new brochure because I know they don’t give a heck about it. They are eager to know how your product is going to change their lives.

The investors don’t want to meet another me-too-entrepreneur with a great idea ready to be funded because I know they’re being sick of wasting their time listening great storytelling. They want shipped ideas that transcend silos and get their own auto-funding first.

Your Instagram community doesn’t want to be bothered with another breakfast pic because I know this doesn’t add value to them. They want the utility you can provide.

Your colleagues don’t want to be told about your trip to Burning Man or Coachella because I know they are your colleagues for a business reason. They want to know about compelling business.

Worldview vs reality

We’re so obsessed with our worldview that we avoid seeing the world as it is, which is the only way to make a real connection. The reality is malleable beyond the way we see, perceive and think about almost everything.

Disruption starts here

Once you see the reality outside your worldview, disrupting the status quo starts happening. Then enhancing yourself, your business or other people becomes easier and real.

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17 habits for staying human

People and business that stay human through the Internet. Thus, harness the power of this connection economy, they practice the following every day “staying human” habits:

1. Addressing people by their names.

2. Making jokes. Saying funny things. Don’t take matters too seriously.

3. Don’t take problems as something personal.

4. They feel more, instead of thinking more.

5. Listening, really listening for acting accordingly.

6. They practice active listening: verbal confirmation & verbal communication.

7. Demonstrating with results that they are paying attention to what you are saying.

8. Making compliments that make sense. Sincere, descriptive and insightful ones.

9. Giving constructive feedback, instead of criticizing.

10. The don’t complain about you, they try to change what they don’t like by turning the situation upside down.

11. Responding assertively to critics, complaints or troll attacks.

12. They ask interesting, propelling and descriptive questions all the time.

13. Being real persons instead brands or companies. They let you know who is the person behind the digital channel.

14. They know how to tell compelling  and sticky stories.

15. Asking you for advice, acknowledging they don’t know about certain things.

16. They do their best to surprise you every time they can.

17. Practicing generosity, don’t ask anything in return. They just want to add some kind of value to you.

As you can see, most of this habits are little techniques that you can (and should) implement every day. You’ll stay more human, and this will make a big difference in your community, business, clients and the world.

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Reasons for doing marketing

 

1. For selling a product o service.

2. To make a difference.

3. Because your boss told so.

4. For getting paid.

5. To delight your customers.

6. For getting to know more about if someone is going to buy from you.

7. Because anybody can nowadays. Because you must.

8. For the ease.

9. Because it’s cheap and profitable.

10. To create a positive impact in disadvantaged people.

11. For the sake of being a great and well-known marketer.

What number of this list bests represent you?

 

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What needs to be done in Social Media so it doesn’t die?

During my intervention at the Madrid Music Days event last year, I stated my idea, reasoning and examples of why social media marketing as we know it is coming to an end. I rescue here four of the most important points of my speech about what we can do so that Social Media doesn’t die. Note: this won’t avoid its evolution, however.

what needs to be done in social media so don't die

What needs to be done in Social Media so it doesn’t die?

This is the approach we’ve been working on for the past two years and it’s working.

1. Social platforms are communication and marketing channels and, as we’ve proven, are still viable sales channels. However, they need to be led correctly. They need a coherent strategy and execution that focuses on results, on connecting with our community, therefore creating certain resonance with our people in a dynamic, interesting and brilliant way.

Social Media doesn’t create a different world; neither does it invent or define. This is something that only comes about with an idea, initiative, project or business. At the end of the day, it’s only marketing through a new means of communication. Navigate your project or brand through these channels, seeking a clear, defined project. Do so without losing track of the people because, most of all, you need them right now. The value you provide is the value that the world will give in return.

2. Symbiotic models have always worked best (except in the case of Spiderman and his alter ego). Throwing conventional communication and marketing out of the window was, still is and will always be a dumb idea!

Look for a cross media strategy. Traditional communication isn’t dead, PR is extremely useful for word-of-mouth, there are still a variety of offline means to cross over to digital communication. Use what you do well out there, such as sales, to bring your customers to your company blog or to have a 24/7 customer service over Twitter.

3. Companies that claim to care about people but who can’t be bothered to interact with their buyers can ignore all of this. We’re ignoring you in one way or another.

Ask, listen, do something with all of this. Look out for conversations, take part in them. Recommend services that are in line with your audience, become “the person to turn to if I need something” and let the results speak for themselves.

4. If you want to use the social web and the great opportunity that lies therein, at least attempt things, learn from them, fail often, experiment, fine-tune, use any feedback you get, be creative and try something different; all of this before, during and after using social media. There’s no other way. That’s my recipe to get to where you’re so good that no one can ignore you.

Should you advertise on Facebook? If that’s your concern, there’s so much more you should be concerned about. Is being on Pinterest worth it? Who knows. Should you programme your tweets? Have you ever tried this and measured the results obtained? The only way to get an answer to these and many other similar questions is to just go for it and try it out. You need to work with the social web thoroughly to understand what works and what doesn’t. The best –or worst– thing about this is that it’s a day-to-day job. What worked yesterday may not work today, or what works today may not work tomorrow.

The direction that such work is taking means that if you want to make the social web to work for you, it must become a part of all your business processes. It’s not less important but, rather, the driving current. The work you carry out is part of your marketing, your customer services, internal communications, human resources; it’s part of your company’s wiring. It’s a part of it all!

What else needs to be done here? What’s your role?

Photo credit: hollywoodhollows.

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How to make (anything) viral

how to make anything viralI find it interesting to listen to agencies, professionals, marketing directors or advertising specialists talk about virality. It surprises me when they decide to sit down and write something that will supposedly go viral. This turns into hilarity when they demand the video you launch goes viral, and it’s Utopian for them to think that the work they do will go viral. Improbability arises when we expect an idea/virus to go beyond our own world perspective. That’s why we constantly fail in our attempts to reach virality.

Virality belongs to the people

It isn’t brands, Facebook, Adwords, Twitter or YouTube that cause virality. Virality comes from your ability to create something unexpected; something that has an impact and catches your audience unawares. Virality belongs to the people outside your circle of influence.

You will never go viral while you expect to conquer the meaning of the term ‘viral’, working on it endlessly.

Amazing beyond amazement

Matinée’s latest video, Ibizious, has gone viral; everyone’s talking about it. When they thought about it, they didn’t think about doing a viral video; they thought about making a video that someone would like, which would then replicate to many. The true value was in creating a video that had an impact, something out of the ordinary that would draw someone’s attention, anyone outside the people involved in the project: managing to amaze someone beyond our understanding of amazement. The video created change. What no one gets to see is the entire year that the people behind the video worked on it.

Consider a single person as viral

Seek making an impact on people who see the world in a different way than you do. Have such an impact on them that they cannot get to sleep unless they choose to make it happen: sharing your message with others. Start with one person. Then you’ll start to become viral.

Next time you think virally, think about how not to let one person rest until they share your message. And by this, I don’t mean spamming it to death.

Unfortunately, our perception of what’s viral isn’t the perception that the world has about the meaning of viral. Luckily, we can’t control virality.

Viral isn’t a thing; it just happens.

Photo credit: esalesdata.

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How to make the social web work for you

I often receive email requests with a very specific question that, nonetheless, can involve something as wide as the universe itself. Questions such as, “What can I do with my brand/company to position it on the Internet quickly?”, “How can I reach all my potential public present in the social web?” or “I need some advice to make my brand/company grow on the Internet, help me!”.

How to make the social web work for you

I’m outside social media

I don’t really care how others are using the social networks or social media. I used to care but not anymore. What I care about is discovering new paths to make the social web and Internet work in such a way that new business may be fostered, designing new digital roads beyond the social media and making a personal brand, agency or company more useful, connected and valuable. Using the social web and the Internet to develop your knowledge and expertise towards creating change, leveraging your influence towards new opportunities, strengthening processes, people and brands, building scalable ideas and launching new projects beyond the digital noughts and ones. That’s it.

How to get “this” to work

That’s what takes up my time, making sure that you get the tools, platforms, channels, strategies and tactics that form the social web working for you. This is how I do it:

  • Build your own attack. Write posts for your blog, prepare videos for YouTube, create your own social news, organise hangouts, tweet. Anything that helps you get your story across. However, make sure you stay human and interact with people rather than beating them with your message.
  • Form an ecosystem. Segment platforms and define your core value: Facebook to find people you know. Twitter for having conversations, searching and interacting and so forth in other places where you set your online presence. One use, one objective, one action, that’s enough.
  • Create your own framework. No one should trust other people’s framework or job structure. Modify them, hack them if you have to, make them work to suit your needs. Tactics, strategy, time management, work timetable, vacations: find a strcuture that works the way that you work and make it work. As Hugh McLeod use to say “ignore everybody“.
  • Learn from the outside. Extract ideas, learnings and feedback, learn to learn from the social web.
  • Negotiate your time. Use any lack of attention in your favour and create a defined workflow the allows you to structure your personal and professional tasks so that you can optimise each step of the work chain.
  • Do, make and show. Work on your project or idea, experiment, check and then share what you obtained. Seek inputs that can improve your output.
  • Burn the handbookDon’t pay too much attention to any social media preacher. For instance: if you hear that so-and-so only publishes once, try publishing twice that, then thrice that and continue trying out and experimenting, analysing where the breaking point is. Perhaps some won’t like what you do (for instance, publishing too much or placing an interstitial in your website to increase your database) but you may gain visits to your website and end up selling more.
  • Jump on the bandwagon. Take a look at what is trending in social media and jump on the bandwagon by also linking to that content. It will probably help you too. Netiquette establishes that if you find valuable content from a large brand that someone has shared, link to the person, not the brand.
  • Online reputation and blah, blah, blah! Forget online reputation and invest the hours you spend worrying about looking great in doing work that has a great result.
  • Measure whatever makes sense. Focus on metrics that measure what’s important to you; that is, your ROI. Forget the likes, followers or RT unless your job is to collect nonsensical figures regarding an overrated action. Measure the increase in orders, percentage increase in sales compared to the previous year and the one before that. Active users in your database, how many join it daily and how many unsubscribe. How many App downloads you have every week or month and the income received if it’s not a free App. How often is the content you publish shared or how many leads are you capable of taking from your social platform to your point of conversion. Whatever makes your bank account grow will make a great indicator, it’s what you should be measuring.
  • Human sells. Are you selling something? Even if your blog’s main aim is to sell, remain human, be interesting, become involved in what concerns you and add value to your audience. This isn’t the Internet we used to know. Now we have amazing tools that remind us that in order to create digital business we must start by being human. Let’s use it in a different way.

You define it

You know the best thing about it? This sleeps with you every night. It is the product of your work. The best news I’ve heard in years: Choice and not opportunity define your work…or fate!

Photo credit: Ralph S.

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