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Hello Long Coin
Creating A Business Marketing Plan. Element #2: Liking
This is the second part in a short series of articles that dig a bit deeper into the foundations of marketing and how to make a marketing plan that's most effective for your business while working smart and quick, because perhaps you are up against it already working in your business.
There are some great business books on the market and some even bigger business marketing books but one of the best in outlining the indispensable components of promoting is Robert Cialdini's excellent book "Influence". In that book Robert talks about the parts of...
- Reciprocity
- Commitment & Consistency
- Social Proof
- Liking
- Authority
- Insufficiency
Let's take a look at each of those in more detail and particularly share how I use them to market my business and those of my clients "who go from jazz and rock vocalists to cement consultants! I'm hoping that this could give you concepts about how it's possible for you to use them too.
Liking...so just how does one create that online?
I lately went to a massive event in London and someone who I know from my local Chamber of Commerce went also , and I think they were a tiny shocked by what number of folks came up to point out "hello" and talk to me. I looked like a little bit of a minor celebrity!
What he didn't realise was that I have been blogging and sending out an ezine for over 10 years now, and those 2 things build a big body of that "know, like and trust" feeling. Or not.
I'm sure there are many people who loathe me, my views, my very promotional ways and my blog articles about all and sundry, business and private. Fortunately for me, they generally tend to unsubscribe pretty quickly and I only occasionally get hate email recently even from my largest anti-fan "bless him and his rants.
There are masses of videos online where I'm either sharing my understanding or speaking on stage and that creates a particularly strong sense of "knowing" because human beings are extremely visual creatures and we also respond to the emotion in other folk's voices.
Anyone that studied that video on YouTube of my telling the story of the LAST but ONE time I was briefly destitute in my search for success, could not fail to realise how really moved I was telling that story or how I'm thankful to my sisters for standing by me all these years as I have attempted to build business after business and, till comparatively lately, failed.
Being content to share yourself online, the highs and the lows, your learnings and frustrations, this creates a dynamic bond with your readers, who then feel a bit like they know you.
It must be sort of like the feeling people get when they identify with characters in soap operas and then they go up to the actors in the street and have interaction with them as if they were the characters they saw having a dram a last week.
The other side of the coin of living your life in public - hanging your arse out as one of my prior coaches used to call it "is that sometimes you can go too far. You assert stuff on your blog or in your newsletter that offends, or hurts, or incenses people. You lose customers and potential future shoppers. I have definitely done that on 2 occasions I can remember simply. Not so bad in 12 years or so but agonizing when it occurs.
The next thing that drives me nutty when I get asked to do a site review, is when they are so soul-less and company that you can not get any sense of the individual or people behind the site. No photos, no mission statement, no story about the way the company came into being.
And then they question why their sites do not work. Why they do not build customers and a buyer base.
We do not know who you ARE!
One of my concerns when a graphical designer offered to revamp my site and my symbol latterly was that I should lose the handcrafted, huffy feely element of it. I do not ' wish to be too slick - it puts folks off.
Or does it? Only time and testing will tell.
The other thing I do to let folks begin to know me is to give tons of my best stuff away in the form of a free report, 6 x videos and a webinar - by the point you've got to the end of all that, you know who I am, what I know and whether you want to work with me.
Similarly effective is going to host a live webinar every week for existing customers and potential future customers "there is only myself and one other that I'm of the opinion that do that. We sit there, week after week and take the likelihood that somebody will rock up and raise a question we don't know the solution to. In fact neither of us care as we would just say "I'll find out and have the answer for you next week".
Again, I'm one of the only web marketing coachs who has ALWAYS had a personal customer group, first on Yahoo, then Google Groups and now on Facebook -where, as long as you've paid me something in the. Past, or are paying me something now, you can doss around with all my other clients and, if I pee you off, you might tell them all about it in seconds. How many firms do that?
How much does that do for my potential trust factor?
Although we're all actually in that position whether we like it or not, with Facebook and Twitter, as our customers can tweet about us or post a complaint on our Facebook pages and we can't do a thing about it.
Except try and minimise the damage and make good.
So when you're putting together your marketing plan, pay total attention to how you're going to let folks get to "know, hopefully like and trust you".
You may harvest dividends.
Nicola Cairncross is an author, speaker, online entrepreneur and acknowledged expert on how to successfully market your business on the web. To find more free resources on business marketing, visit Nicola at http://TheBusinessSuccessFactory.com
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Frequently Asked Questions...
Please answer?
Hello, around 5-6 days ago i was using a home microdermabrasion exfoliator but used to too vigorously around the nose area and had a superficial damage on the top layer of my skin, an abrasion , so my skin came off about the size of a coin , went doctors they gave antibiotic ointment and a scab formed and den new skin is growing now its pinky but i just want to know roughly how long it will take for my skin to actually grow back to the normal skin, the texture etc:( please help because im very worried...
thank you very much ...p.s. some skin has grown but its pink when will it go back to my own skin colour, the doctor did check it and said it wont scar but might have temporary discolouration but i don't know how long:(
Answer:
Try using a zinc based cream. Sodocrem is brilliant, its used for nappy rash, bed sores and much more. Use Zinc cream on the problem area and please SHOUT and inform the answerer's when it works.
