5 Psychological Triggers To Convert Prospects To Clients

	Blog Update #608 - Tuesday, July 12, 2016 5 Psychological Triggers To Convert Prospects To Clients Any marketer worth anything will tell you that the key to increasing sales is to use A/B testing to determine which sales tactic is more successful than another. If you're not familiar with it, A/B testing (sometimes called split testing) is comparing two versions of something to see which one performs better. With that in mind, have you ever wondered why some tactics are more successful than others? Logically, we think that if we appeal to the rational brain, we will convince people that our product is the best possible product for their needs. However, if that were the case, would anyone ever buy Croc Accessories or Pet Rocks? Nope. Unless you're selling to Mr. Spock, there's a much simpler way of convincing people to buy what you're selling. The key to turning prospects into clients is tapping into the deeply embedded emotions inside each one of them. By identifying these emotions and learning how to trigger them, you can increase your revenue faster than you can say "Chia Pet." Here are the top 5 psychological triggers you can start using immediately to boost your bottom line. 1. Increasing Pleasure and Avoiding Pain Avoiding pain and increasing pleasure are the driving forces of all human activity. This idea is the most fundamental reason we have a nervous system. If something hurts, we find a way to stop it. If something feels pleasurable, we do it more. Translating this into your marketing strategy, you must first identify what your clients associate with pain and pleasure. Once you've figured that out, the rest is easy. Draft your marketing message in a way that shows your customers how your product or service will get them as close as possible to their pleasure trigger and away from their pain trigger. 2. Simplifying Life For most of us, life is complicated. Too complicated. It takes 47 steps to get us from the comfort of our beds and out the door prepared to work. We don't need another product or service that will add more steps (obstacles) to our day. Take a good, hard look at what you're selling. Does it add or remove barriers from people's lives? If it's not easy and fast to use, consider making a few tweaks that will take all of the "no's" out of the equation. 3. Creating Novelty New and shiny are what we love. In fact, it has been scientifically shown that exposure to something novel increases the amount of dopamine in the brain, that chemical that makes us all tingly and excited. If you've ever heard someone complaining about the lack of significant changes in the latest iPhone, but still stand in line for hours to get one in their hot, little hands on release day, you've witnessed the power of novelty. You can easily create innovation with your products by making a few simple changes and give your prospects that shot of dopamine they've been craving. Think googly-eyes on the pet rock. 4. Telling a Story Humans have evolved over hundreds of thousands of years by telling stories. It's how we share our experiences. The best storytellers invoke all of the senses to put their audience directly into the action. You can infuse even the most mundane products with the magic of a good story. Try updating your copy to tell a story about your product that transports your prospects to a happier, more memorable place. They'll buy just to keep the story alive. 5. Building Anticipation We've all turned 16 at some point in our lives. Remember the anticipation we felt as the day drew nearer and the prospect of being able to drive around without an adult sat winking at us in the distance? It made life a little more sparkly, didn't it? If you've got a new product or service in the works, don't just plunk it down on the counter when it's all done. Start building some buzz while you're still working on it. Send out emails to your current customers and prospects. Create a series of videos giving out little bits of information at a time. Get people in that "I can't wait" mode and your launch day will be more profitable than you can imagine.

Is Your Office a Gossip Shop?

	Blog Update #606 - Tuesday, July 5, 2016 Is Your Office a Gossip Shop? Let’s face it – we all have our quirks. Part of working with others is the opportunity to develop collaborative working relationships. Other people’s habits and behaviors affect us when we are in a shared environment. In many instances, these are the people that we interact with for the majority of our days. As a natural result, friendships form as trust and respect are gained from our day-in and day-out interactions. You may have experienced this in your own company. And then, one day… BOOM! Like a bolt of lightening, an employee begins to engage in storytelling that looks and smells an awful lot like gossip. “Did you hear about Kathy? She is dating one of her supervisors…” or “I think Corey is on something. He has been late a lot lately and his eyes are watery…” And with that bolt of lightening you have an out-of-control wildfire on your hands. It only takes one person to spark this type of destruction. Once one person speculates to another and then another, that speculation soon becomes a “fact,” and the object(s) of the gossip are in a position to defend the truth. This type of defensive space can shut down trust and, as a result, the creativity and collaboration that take so long to cultivate are lost. Gossip wars can emerge with retaliation, and the cycle of destruction keeps on going. So how can you protect your workplace from gossip? Here are a few tips to help you guide your employees in stamping out the gossip wildfire. Change the Subject. If a conversation isn’t heading in a positive direction, encourage staff to change its course by politely changing the subject. It can be easy to say something that’s interesting – and upbeat – while also sending them a clear signal that you don’t want to talk about whatever you perceive to be gossip. Say something positive about the person who’s the target of gossip. No matter how negative a story about a person may seem, we rarely have all of the facts and there are likely positive qualities to that person. Remind people who are engaging in gossip that the person they’re talking about has done or said something praiseworthy by mentioning something specific that’s positive. Confront gossip politely yet firmly. Stand up to people who are gossiping by saying that you don’t want to know about the story they’re trying to tell you. Don’t hesitate to call out gossip when you hear it, but do so with grace. For example, you could say something like: “That sounds like it is none of my business, so I don’t really want to hear any more. Let’s just drop it.” Encourage your employees to hold others accountable for their choice of words. Point out missing information. If all else fails, ask questions that point out gaps in a story, such as specific times and places of events that supposedly happened. Challenge gossiping people to tell you how they personally verified the information they’re spreading about others. Help them see that just because they heard a story doesn’t mean it’s true – and even if it is, they can’t possibly have an accurate perspective on the situation. Making it clear to your staff that gossip will not be tolerated. Eliminating gossip in the workplace will perpetuate an ongoing culture of kindness and respect.

Managing Employees Who Are Working Remotely: Bringing Your Team Together, Even When They're a World Apart

	Blog Update #605 - Friday, July 1, 2016 Managing Employees Who Are Working Remotely: Bringing Your Team Together, Even When They're a World Apart Modern technology has ushered in a bold, new era in terms of employee productivity. Case in point: thanks to not only cloud computing but mobile technology, almost ANY employee can become a remote worker if they truly desire. Employees can be just as productive at a coffee shop as they could from their desk in the office, which has meant big things for businesses in all industries. For the people tasked with actually managing these remote employees, however, it can quickly become a challenge, to say the least. If you want to get better at managing employees who are working remotely and your goal is to bring your team together even when they're a world apart, you'll want to keep a few key things in mind. Lay Down the Ground Rules Some employees who are working remotely tend to have this romantic idea that they are their own boss or that they "work for themselves." After all, they don't have to go into the office to be productive - they can work with the TV on if they want to or decide to stay in their pajamas all day if they feel like it, right? Wrong. In reality, even remote employees still have a very real boss - the work itself. This is the master they're trying to serve, and while they do have an extra level of comfort that on-site employees might not, any decision that takes away from the quality of the work is one that has to go. Establishing a firm set of ground rules for all employees who are working remotely is essential to getting everyone on the same page. Whether it's the fact that they have to work at least X number of hours per day. or that they have to be available between 9:00 a.m. and 5:00 p.m., or even a rule saying that you'll have at least one video conference per day, rules are important to not only keep everyone focused but also to make sure you're all working towards the same long-term goal. It's All About Perspective Above all else, it's important for you and your employees to start looking at working remotely as a privilege, not a right. Just because the technology exists and is more affordable than ever does NOT mean it is something that they are entitled to. If a top-quality employee who previously worked on-site switches to remote access and the quality of the work suffers, you have to see the situation for what it is: someone who is abusing that privilege. If that situation arises, it's time to not only bring them back into the office (if possible) but make sure that all other employees know that the same thing can happen to them in the future. Encourage Communication The type of work that you're doing cannot exist in a vacuum, yet this is exactly what you're creating if you don't encourage or even insist that remote workers still communicate and collaborate with one another. Even if it's something as simple as a quick daily phone call, it's hugely important for remote workers to understand that what they're doing affects everyone else at the same time. It's far too easy for someone who doesn't go into the office to start thinking "out of sight, out of mind" in terms of their fellow employees. Encouraging regular communication can help prevent this from happening. Working remotely for a business is a truly great thing, but the opposite can certainly be true if you're not careful. Only by establishing ground rules, holding people accountable, and by having the right perspective will you be able to unlock all of the benefits of remote workers with as few of the downsides as possible.

Sharing the Challenge Means Sharing the Victory: The Two-Way Street of Team Leadership

	Blog Update #604 - Tuesday, June 28, 2016 Sharing the Challenge Means Sharing the Victory: The Two-Way Street of Team Leadership Many people work their entire lives to achieve a leadership role within an organization. They've put in their time, tirelessly working their way up through the ranks and then, it finally happens: they're trusted enough to be given the responsibility of bringing a team together for the benefit of a business's long-term goals. And yet, unfortunately, far too many people tend to veer off course with this almost immediately by assuming that respect is a given (which we've talked in detail about before), and by looking at "the team" as one thing and the "team leader" as something separate. They're not separate, and they never were. The sooner this is understood, the sooner you'll be generating the types of results you were after. There IS an "I" in Team - It's Just Silent An old saying has told us for years that "there is no 'I' in 'team'", meaning that in order to become a successful, respected leader, you have to put aside your own needs and look at yourself as just one part of a larger whole. While this is certainly true, from the perspective of a leader there actually IS a pretty important "I" in team. It's just that most people use it incorrectly. As a leader, you don't lead by delegating authority or even by simply demanding excellence from those around you. You lead by example. You always have (whether you realize it or not) and you always will. You set the tone for everything that happens. Think about it - if you like to joke around throughout the work day, your team members will probably joke around a bit, too. If you like to keep things a bit more on the serious side, the mood of your team members will reflect that. This is a clear-cut example of the two-way street of team leadership, and it is one you NEED to know how to use to your advantage. Never, under any circumstances, should you ask something of your employees that you would be unwilling to do yourself. Don't say to your new graphic designer, Timothy, "Hey, we're a bit behind on this upcoming project and I need you to come in on the weekend." Instead, say, "Hey, so that we can get caught up, I'm going to be coming in on the weekend and I would really appreciate it if you could find the time to as well." This goes above and beyond just showing your team members that they're appreciated. It lets them know that you're not JUST the team leader, you're a part of the team as well. Of course, you might not always be able to come in on the weekend yourself, but showing your willingness is more of the idea here. Pay attention to the way this idea plays out in visual cues, as well. If you want your employees to dress more professionally in the office, don't call them together and reprimand them for their current appearance while you're wearing beach shorts and flip-flops. Doing so will end in slowly chipping away at that high-functioning team you worked so hard to build in the first place. If you show up every day at the office dressed in a suit and tie, just watch how your employees will rise to meet your dress code. A Team Shares EVERYTHING This idea also plays out in how you celebrate your accomplishments or lack thereof. By making yourself a more ingrained part of the team and sharing the challenges, it means that you truly get to share in the victories as well. Remember - you don't work in a vacuum. When a project finishes successfully, people may want to give you the credit because "you told the right people to do the right things." You didn't. Never forget that you're just one small part of a larger whole. If you were willing to share the challenges, you have to share the victories as well - this means that any success is the TEAM'S success, not yours. In the end, the phrase "team leader" is actually something of a misnomer. People tend to think of it as immediately positive - you're in a position of authority and that is something to be celebrated. While this may be true, it's also something that can be far too easily abused - even unintentionally - if you're not careful. If a chain (or team) is only as strong as its weakest link, you need to understand that the weakest link will ALWAYS be the team leader by default. Your number one priority is making sure that the entire team is moving forward through the way you treat your team members, the way you behave, and the way you show them that you're all in this together.

As a Leader, Helping Your Employees Grow is One of Your Most Important Jobs

	Blog Update #603 - Friday, June 24, 2016 As a Leader, Helping Your Employees Grow is One of Your Most Important Jobs As a leader within your organization, it's understandable to feel like the list of things you have to look over gets longer and longer all the time. While you're being pulled in so many different directions, it can be easy to forget about one of your most important jobs of all: doing everything in your power to make sure that your employees are getting better and stronger with each passing day. Make no mistake: this is absolutely something you'll want to spend time thinking about every day for a number of compelling reasons. Helping Your Employees, One Step at a Time One of the most important ways that you can help your employees grow is by encouraging them to take an active role in their own professional development. One of the major reasons that you became the leader you are today is because you were not content to "spin your wheels" as far as your career was concerned. Help your employees understand that the status quo is never something they should be satisfied with and provide them with guidance in the form of mentorship opportunities along the way. Another one of the most important ways that you can help your employees grow involves showing that you trust them by constantly pushing them outside of their comfort zones. One of the ways that we get better in our professional lives involves stepping outside the box we normally live in and doing something that makes us fear what might happen. By constantly challenging your employees, you not only help them move forward - you help show how valuable they are to both you and your organization by establishing a bond of trust that is very difficult to break. An Investment in Your Employees is an Investment in Your Future Another reason why helping your employees grow is one of your most important jobs has to do with the positive effect it can have on your company as a whole. Think about things from a hiring perspective - you aren't just looking for someone to fulfill certain job duties. Anybody can do that. You're looking for someone who can regularly surprise you and exceed your expectations on a daily basis. If you're having a hard time finding or attracting these candidates in the interviewing process, the next best thing is to essentially build them yourself by investing in their development over time. This not only presents you with a workforce capable of doing higher quality work on a daily basis, but it also helps cement your business's reputation in your industry and with your own clients as an entity that can be trusted and relied on. Yes, it's true that this will also make your employees more marketable. But with benefits like these, this is one risk that you should be more than willing to take. At the end of the day, outward success in the world of business begins from within. By looking at your employees as what they are - a solid foundation from which to build the business you've always dreamed of - you can then begin strengthening that foundation brick by brick through employee growth and development initiatives. Not only will your employees themselves thank you, but your clients and ultimately your bottom line will thank you, as well.

Using Customer Data to Create a More Powerful Customer Experience

	Blog Update #602 - Tuesday, June 21, 2016 Using Customer Data to Create a More Powerful Customer Experience Make no mistake: the data revolution is upon us and has, perhaps, affected no industry more than the wonderful world of marketing. Your average marketer now has access to huge volumes of information about who their customers are, how they're behaving, what their thoughts are on certain issues and more - all of which can quickly prove overwhelming. It's important to look at the big data phenomenon for what it is, however: an opportunity. It's a very real chance that marketers have to realign their efforts and create the type of powerful customer experience that creates a loyal army of brand advocates. Broadening Your Customer Personas Customer personas have long been a tool marketers have used when trying to relate to their target audience. These fictionalized, typically generalized versions of theoretical people can be a great way to help the designers of a campaign keep their "eyes on the prize," so to speak. After all, if you're setting out on a road trip across the country, it can be helpful to know exactly where you're going before you back out of the driveway. However, the huge influx of data that marketers now have access to is a terrific way to deepen these customer personas more than ever before. You no longer just have things like age, gender, employment status or income level to work with. You can now draw from not only what has influenced past purchasing decisions, but WHO. You have volumes of analytical data pertaining to lifestyle, interests, and behavioral patterns. You can even draw valuable information from how a person might respond emotionally to a certain event in their life. All of this means that an already powerful tool, customer personas, can now be put to even more meaningful use in the future. These personas are no longer generalized at all, which is very much a good thing for marketers everywhere. Redefining the "High Value" Customer Another great way to use customer data to create a more powerful customer experience is to reassess your "best" or "highest value" customers through the lens of this new data you're working from. You've always been able to call up data like average purchase size, lifetime value, and acquisition costs pretty easily, but now you can go deeper. You can get a real sense of how satisfied your customers are with your products or services and look at how that information may affect what you need to do for your customers in order to get them to remain loyal. You can also see whether or not the people you're actually targeting with your marketing materials are the ones who are actually spending money on what you have to offer. If there is a discrepancy there, who ARE your buyers? Is this a problem, or is this a happy accident? What does this new information say about decisions that you were previously making on assumptions? This is all incredibly valuable information to have moving forward. At the end of the day, the huge volumes of customer data that marketers now have access to is absolutely NOT a burden. We live in an age where it's now easier than ever to glean the type of valuable, actionable insight that you can use to make more effective, strategic decisions. All of this allows you to drive home the most important benefit of all: creating a much more powerful, organic, and deeply rooted customer experience than what was possible even five short years ago.

Mutual Respect: The Secret Ingredient When It Comes to Managing Employees

	Blog Update #601 - Friday, June 17, 2016 Mutual Respect: The Secret Ingredient When It Comes to Managing Employees Many business leaders are still operating under the mistaken impression that the key ingredient to managing employees involves learning how to delegate responsibility. So long as you tell the right people to complete the right tasks, your business should pretty much run itself, right? Wrong. You can't just demand that your employees dedicate a huge part of their waking days to helping you accomplish your own professional goals. They have to want it. You can't buy it, either - high salaries and competitive benefits help, but they'll only ultimately carry you so far. So how do you make not only managing employees easier than ever, but also turn them into true, loyal team members instead of passive subordinates at the same time? The answer is simple: mutual respect. What is Mutual Respect? The most important idea to understand about mutual respect is that you're dealing with a two-way street. You can't force someone to respect you just because you happen to be their boss or because your name is on the door. You have to earn it. You have to show them that you're worthy of it. However, generating mutual respect isn't as easy as flipping a light switch. It involves a lot of small things that eventually add up to a pretty significant whole. It's about being genuine in your interactions with employees. It's about going out of your way to do the right thing and recognize a job well done. It's about making sure that all employees, regardless of position, have an equal voice in all decisions that affect them. It's about taking the time to show an employee that those eight hours they spend in the office on a Sunday didn't go unnoticed. That they were appreciated. That you wouldn't be where you are without them. What Mutual Respect Means in the Long Run If you're able to foster an environment where mutual respect occurs organically, you'll begin to feel a wide range of different benefits almost immediately. Mutual respect means that an employee is willing to put in a little extra effort and work harder because they know that you appreciate what they do and that you would be willing to do the same if the situation was reversed. Mutual respect means that if you do make a mistake, an employee is going to give you the benefit of the doubt because it's the same courtesy you've afforded them in the past. Mutual respect also means that all employees understand and even believe that they have an equal voice. They don't feel like they work FOR you, they feel like they work WITH you - because you feel the exact same way. Even when a conflict does arise, it never gets heated or even contentious because people who respect each other don't argue and fight over issues, they discuss them like civilized adults. These are some of the many reasons why mutual respect is the secret ingredient when it comes to managing employees. Creating a workplace where mutual respect is encouraged creates a "trickle down" effect almost immediately - conflict management is easier, collaboration is more efficient, and even the types of personality or cultural differences that stood to divide employees in the past only work to bring them together. Mutual respect allows everyone to come to the simple yet important realization that at the end of the day, you're all part of the same team.