Internationally respected executive life and image coach Libby Gill, is a brand strategist and bestselling author. With a focus on getting individuals and organizations unstuck by preserving the best practices of the past and moving courageously into the future, Libby delivers keynote speeches and training seminars for companies desiring to create a culture of risk-taking, innovation and bold leadership. Her brand new exclusive article provides 6 creative marketing tips that will help generate loyalty and excitement for your business.
For most of us, selling is hard. But, in contrast, marketing can be fun and creative. Selling is about landing the sale. But marketing is about building authentic, positive and deeply satisfying relationships with people who are so proud to be your customer. Selling is about “yes or no.” Marketing is about “You’re the only one we’d dream of coming to.”
Selling is about beating your competition. Marketing is about having no competition. Marketing is about capturing more than just the market share of your potential customers – it’s about capturing the mindshare – that sweet spot in the hearts and minds of your customers where only you have the primo position. All your other competitors? Quite literally unthinkable. Why? They can only think of you.
Where does this advantage come from? Your brand. Your brand is more than just your logo, array of services, or even your reputation for doing a good job. It’s that enduring emotional connection, spark of excitement, and instant and automatic set of expectations that the very sound of your company’s name generates. Want some examples? Apple, of course. Southwest Airlines. Zappos. Ben & Jerry’s. These companies have captured the mindshare of their market. And guess what: At least one of these companies probably has a share of your mind as well. And you know exactly why.
You can generate that same kind of loyalty and excitement for your own business. Here’s how:
Understand that your brand is like a coral reef. A coral reef is made up many tiny cells – all separate and living entities – that join together and create a solid and beautiful presence. Likewise, your brand is made up of stories, experiences, interactions, happy customers, inspired employees, all joining together to create a solid, unified statement of how fabulous you are.
Create an experience glossary. Remembering that true loyalty is bonded not by price competitiveness but by consistently great experiences between your employees and your customers. Think about exactly what you want those experiences to be, and how you would best describe those experiences. Preferably in collaboration with your best employees and even your best customers, make a list of all the words you can think of that precisely describe those ideal experiences. Once you’ve settled on that list, use those words as your guiding principles and values in every aspect of your business offering. This will be your most powerful branding reference for your marketing materials, your values and mission statement, even your recruitment materials.
Focus your message on your customer benefits, not your product’s features. Using those words from your glossary, make sure your marketing messages lead with your customers’ best interest, not your product’s technical specs. For most of us, we mainly want the satisfaction and safety of having made the right choice. And, when you have successfully captured the mindshare, we want to be members of your club of customers.
Don’t try to rewrite the past. Trust is the foundation of authentic relationships. And it’s important to remember that no organization is perfect. Even coral reefs have some wayward cells that stand out – and not in a good way. The authentic, honest way you handle those little reputation dings will take you far in strengthening your relationship with your loyal marketplace.
Celebrate your people, not just your products. The so-so companies celebrate how great their products and services are. The outstanding companies celebrate how great their employees are. You know what will take you over the top and really capture the mindshare? Celebrate your employees and your customers! Tell inspiring stories of how great customers use your market offerings in ways that reflect your company’s own philosophy of great customer service and excellence. Mindshare excitement is infectious – give all your people the chance to help spread the word.
Make your website wonderful. Does your website inspire and excite? Or does it just inform? Is it little more than a generic business card? Or is it a call to action? Think of your website as your very own community club house. Make it the place where employees, customers and prospective customers choose to visit for knowledge, for pricing, for availability but also for that emotional excitement of belonging to a fantastic culture that surrounds you and what you have to offer your customers. Pack it full of constantly updated stories, case studies, and customer endorsements. Look for ways you can create two-way conversations, where your people can communicate with you and contribute comments and insights of their own.
Don’t forget that call to action! Give your visitors something to do (a phone number or contact form) to take your business relationship forward.
Capture the mindshare of your employee and client communities, and your next conversation will be, “How soon can we get started?”
To check availability and book Libby Gill as a guest speaker for your next event:
Call Eagles Talent: 1.800.345.5607
Or click the link to contact Eagles Talent Speakers Bureau.
