September 12, 2012

Personal branding: can it increase sales and is it worth the effort?

By JaneFrankland | Marketing, Sales | 2 Comments

By golly yes!

I hate to put this to you but your career is over, and I think you know it. Gone are the days when you had one too. Your grandparents did and most of them could work a ‘job for life,' but these days you'll either have a job or a business. In the US, the Department of Labor estimates that in fact you'll have between 10-14 jobs by the time you're 38 years old. And, here in the UK we can expect similar statistics. According to the Office for National Statistics, 8.2% of the economically active population is unemployed and is rising year-on-year. In a double-dip recession, this means one thing – intensified competition for fewer jobs.

So, if everything is moving in this way, how can you create security, and most importantly an income? The answer lies in creating your unique personal brand, your network, your experiences and your passion. In the future your most valuable asset will be the number of people you know and the relationship you have with them. You will be defined by whether you're liked, trusted and ‘your take on things.'

From now on, whether you're working a job or have a business, you need to start to see yourself as a brand that others need to find out about. You need to get your head around the fact that you won't be known for the company you work for, instead you'll be known for the people you're connected to and the ideas you're immersed in. When you do this, you'll become what Daniel Priestly calls a ‘key person of influence,' opportunities will flock to you and you'll earn more!

Starting today you are a brand

The concept of a personal brand has been in existence since 1937, when Napolean Hill wrote his motivational book, Think and Grow Rich. Since then many authors have written about it including Tom Peters who popularised the idea of having an individual brand in an article published by Fast Business in 1997. He wrote, “You’re not defined by your job title and you’re not confined by your job description… Starting today you are a brand.”

[box]You’re not defined by your job title & you’re not confined by your job description. Starting today you are a brand. – Tom Peters TWEET THIS[/box]

As I mentioned earlier, this concept is as important for anyone working a job, seeking a job, or in business. The fact remains that we all need to stand out from the crowd and effective personal branding could make the difference between exceeding long-term career objectives and failing to meet the most basic professional development goals.

With everyone Googling everything, what makes you think they won't Google you? These days if Google thinks you are a nobody – you are a nobody! When people Google your name (as they will) it must come up on the first page. Ideally you should own that first page with your name plastered all over it. Online marketing activities especially social media play a key part in this. You need to be visible on Linkedin, You Tube, Facebook, Twitter, Pinterest and your website. You need to have articles, blogs and press coverage. You need to have a professional, relevant presence.

Getting started

Brand-building activities include creating an online and offline presence. Ideally you should be working all angels, and this means public speaking engagements, networking and online blogging. Here's my advice that can be put into a 4 stage system:

Step 1. Identify your unique selling point (USP)

You'll need a niche and as this is a big topic it won't be covered here. After that you'll need to consider what you want to achieve as a brand and how you'd like to be seen by the audience you're targeting. Furthermore, you'll need to think about what makes you different from your peers and how you can effectively communicate your strengths. Concentrate on positioning yourself as a separate entity, with a specific skill set and expertise, rather than part of the wider business brand. Be specific with your personal branding i.e don't position yourself as a yourself as a marketing expert, instead position yourself as a marketing expert for creatives living in London. By doing it this way, you immediately extend your reach and quickly become ‘top of mind’, which makes finding new contacts and business opportunities more achievable.

Step 2. Create your brand

You'll need to invest in some good photographs of yourself. If you're going to be seen as an expert, this is vital. Having a professional headshot makes you stand out from the crowd. You'll be instantly seen as a professional and someone to be taken seriously. A professional headshot is like your shop window and it's often the first port of call for an engagement. People can also see a real person behind the brand which is useful as ‘people buy from people.' Always have – always will!

Once you have your headshots, you'll need to ensure consistency and align your brand identity across every document that you allow your audience to access.

Step 3. Communicate your brand

Online social media platforms like LinkedIn, Twitter, Facebook, You Tube, Pinterest and Instagram represent a fantastic way to engage people with your brand. They also present increased opportunities to meet like-minded individuals, network and grow your business (list, followers, fans, tribe etc.)

Ensure every section of your biography is completed in as much detail as you can with links to your websites and contact details. Make sure to write in the first person too as this makes you feel more accessible and connects you to your audience. Have a strong headline, almost ‘elevator pitch’ in style, which communicates exactly what you do, clearly and concisely. Add your personality as this is what differentiates you from others.

For your website and blog you'll need to create content and you may also want to write a book/s. However, for networking and speaking engagements, you'll need business cards and a biography.

Step 4. Maintain your brand

Maintaining your brand or public image is an ongoing process and requires discipline and attention to detail. Online profiles should be kept up-to-date, and any content you generate e.g. blogs, articles, Tweets etc.– should be relevant and carefully considered. Take care to select topics you have a genuine interest in. If you’re using Twitter, aim for a combination of personal messages, resource sharing and re-tweeting any interesting opinions offered by your peers.

Always engage with your audience and get back to them as soon as possible if they've commented, re-tweeted, shared your content or left you a message. So many miss this aspect. Social media communication is about being social, interacting and engagement. It's not push marketing!

Finally, take ownership of your brand. If you don't others will by using their own words and experiences – whether they're positive or not.

In the comments below, tell me how you're doing with your own personal branding and what your biggest frustration or challenge is with regards to being known as an expert, authority or ‘go-to-person' in your niche and industry. Let me know how you're being seen and what top tips you have for promoting yourself. Let me know what action you'll take as a result of reading this post too. I'd love to hear.

Access Free Resources for social media guides.

Thank you, as always for reading and contributing here. If you found this useful, please share it with your friends!

With love and gratitude – as always,

September 10, 2012

Make more sales without sounding like a salesperson

By JaneFrankland | Sales | No Comments

Sales is just a conversation…punto!

Figuring out how to sell (online and off) without sounding or feeling like a pushy, sleazy salesperson is a huge challenge for most. The vast majority of people I've spoken to admit that they fall into the extremes – pushy (aggressive) or shy (passive). Now, I'm not a fan of the aggressive type at all. In fact this type categorically (and has always) turned me off. However, I recognise that we're all different and the truth of the matter is that it has to work as so many do it.

Now, since you're reading this post, you’re probably looking for some tips on how to sell professionally, or as I put it ethically. So here are my top tips on how to do it.

1. Be honest from the start

Make sure you're being clear you have something to sell. I can't stand sales people who get in contact and say that they're not selling to you when clearly they are. I have more respect for the honesty of a sales person who calls and says, “hello, this is a sales call.” I always advise, starting as you mean to go on. Being honest from the start sets you apart from other sales people. You have nothing to be ashamed about if you are selling professionally and you'll soon find out if the other party is interested. It takes confidence to approach it this way, but it does work.

When selling online, the problem is different as many websites fail to be clear about their sales propositions. For example:

It’s unclear what the website is about or offers
The website is poorly structured and products and/or services are hard to find – usually there's too much content
Make your navigation bar clear and don't be clever with the menu descriptions
There are too many products or services on offer – keep it to a minimum to avoid confusion (3-5 packages)
NB. A confused mind doesn't buy. Read this article by Derek Halpern.
The website or blog content is unfocussed and off topic
It’s not clear whether the website or blog is for show or for money

2. Be clear and specific: demonstrate how your offerings can solve problems

A blog on your website is a powerful business tool for you to get your message across. You don’t have to give away masses of e-books to show people how you can help them. Instead, write simple, useful articles. If you're struggling to come up with an idea, create a list of all the topics that relate to your service. Think about all the problems and questions your audience might have about your service. Be specific and use words that your audience will use. Don't be fluffy and vague. Then demonstrate aspects of your business and show how you help others. War stories, success stories and case studies are really useful here. You can also create simple how-to-videos.

Finally, include testimonials so people can see who you’ve worked with – these are incredibly powerful sales tools and my favourite!

3.Use copy (words) that your customers use to describe their problems

Don't be clever here – it's not needed. Survey your market and keep it simple i.e. use the words and phrases they use to describe the issues/challenges/frustrations they're facing.

4. Make your prices visible

It’s the easiest way to get people to know that you have a product or service for sale. Gone are the days when you'd be thought of as being tacky for putting your prices online. Once someone has seen your prices they will come to you to for help and you won’t have to sell to them because they ‘ll have already had the ‘how much does it cost' question answered. I know this sounds harsh but doing it this way gets rid of the time wasters who can't afford your products or services. I'm a big believer in ‘where there's a will, there's a way.' If they want your services they'll find the money.

5. Give them an action – tell them what to do next

This really is the close, or as I prefer to see it, the start of the relationship, and it doesn't always have to include a sale. It does however, need to include an action. And, that could be as simple as buy now, or share or please leave a comment.

[box]You don’t close a sale, you open a relationship if you want to build a long-term, successful enterprise – Patricia Fripp TWEET THIS[/box]

In the comments below, tell me what your biggest frustration or challenge is with selling – whether that's online or in person. Let me know what top tips you have for selling without sounding like a salesperson and what action you'll take as a result of watching and reading this post too. I'd love to hear.

Thank you, as always for watching, reading and contributing here. If you found this useful, please share it with your friends!

With love and gratitude – as always,

September 5, 2012

Drive sales by establishing your core values and identity

By JaneFrankland | business start ups, Marketing, Sales | No Comments

The power of ‘why'

There are so many considerations when starting a business, but one that’s so often overlooked is establishing and communicating your business’ core values. Typically, entrepreneurs focus on branding, business plans and financing. Then there’s a mad rush to roll-out! However, neglecting to consider your core business values from the start could have serious implications further down the road.

My favourite example of this is via leadership expert and author Simon Sinek. He believes in starting with your ‘Why.’ Through his bestselling book, ‘Let’s Start with Why’ and his TED talk, he says that if you have a sincere and compelling “why” that resonates with like-minded people, it can propel your business to stellar and lasting success. The same goes for attracting outstanding and loyal employees. If you employ people who have core values aligned with yours, then they’ll see their job as more than just a pay check; they’ll see it as a personal mission. They’ll truly value their job, champion it with others and work for you through blood, sweat and tears.

Turn your marketing message inside out

Whilst Sinek's book and talk are a few years old, the message he conveys is powerful and relevant. He discovered that all great inspiring leaders and organisations think, act and communicate in the same way, and that it’s the complete opposite to everyone else. He explains how by drawing, what he terms, ‘The Golden Circle.’ The circle’s inner core contains ‘why’ and around it is ‘how’, followed by ‘what.’

He maintains that every person within a business knows ‘what’ their company does; some also know ‘how’ they do it, but few know ‘why’ they do it. And, with regards to the latter he’s not talking about the profit (result). ‘Why’ to Sinek means what’s your business’ purpose, your belief, and your cause. Why does your business exist and why should anyone care? He argues that the inspired business’ and leaders all communicate from the inside out.

Sinek illustrates this point with Apple. If they were like any other business their marketing message might be: “We make great computers, they are beautifully designed, simple to use, and user friendly. Want to buy one?” Instead, they communicate their message: “We believe in challenging the status quo; we believe in thinking differently. The way we challenge the status quo is by making our computers simple to use and user friendly. We just happen to make great computers.”

Apple has turned their marketing message inside out. As a result they are known for their cutting edge ethos and uber coolness which draws buyers to them. As great as their products are, ultimately it is their core values that drive brand loyalty.

[box]“People don’t buy what you do; they buy why you do it.” TWEET THIS[/box]

The goal is not to do business with people who need what you have. The goal is to do business with people who believe what you believe.

Sinek says his idea is not new; it’s grounded from the tenants of biology. If you look at a cross section of the brain it’s broken down into 3 major components that correlate perfectly with the Golden Circle. The outer layer – the neo cortex corresponds to ‘what.’ It is responsible for our rational thought, language, and is analytical. The middle two sections make up our limbic brains and correspond to ‘how’ and ‘why.’ They are responsible for our feelings, trust and loyalty. They govern all our behaviour, decision making and have no capacity for language. When we communicate from the outside in, we can understand it, however, it won't drive behaviour. When we communicate from the inside out, however, we are talking directly to the part of the brain that controls behaviour.

Do business with those who believe as you do

Why is it important to attract those people who believe as you believe? The answer is on account of the law of diffusion of innovation. The early adopters and innovators make way for the others. They want to be seen as being the first, they take on your beliefs and make them their own. Everything they do, is for themselves. The ‘what' you do simply serves as the proof for what they believe. Remember always, people buy for themselves and they follow those who inspire them not because they have to, but because they want to.

In the comments below, tell me what your biggest frustration is with driving sales. Let me know what top tips you have for dealing with it and whether you've tackled this through your marketing message. Let me know what action you'll take as a result of reading this post too. I'd love to hear.

Thank you, as always for watching, reading and contributing here. If you found this useful, please share it with your friends!

With love and gratitude – as always,

September 2, 2012

Six tips to boost conversion rates and increase sales

By JaneFrankland | Marketing, Sales | One Comment

Using psychology in online marketing

What I want to cover today is how you can use age-old psychological triggers in your online marketing that will help you increase your conversion rates, lower buyer resistance and enhance your user’s experience when they visit your website. I have six tips for you here but if you want to understand more on this subject then I’d encourage you to read one of the best books written on this subject: Influence: The Psychology of Persuasion, By Robert Cialdini.

1. Emotionally connect

I know it’s kind of obvious but we are emotional creatures and all of us make our decisions based on emotion. It’s not just a female trait! Interestingly, logic is used, but only after the fact – to justify the choices we have already made (emotionally).

Effective online marketing therefore needs to capitalise on this and appeal to our feelings as oppose to our thoughts. So when you are marketing online, use this principle when promoting products, services or offers on your website, or in your campaigns and watch your conversions rocket. When writing copy make it stir something deep inside the reader and talk to one person at a time. Make them feel a connection with you and be specific, not vague or wishy washy. Emphasize how the product will make the buyer feel during or after use, or how it will remove an existing pain and get them to use their imagination.

2. Increase perceived value

We all know that value is not the same as price. If your offering is not seen as delivering more value to the end user than the price asked for, then no one will buy. So when marketing online, you need to ensure that the perceived value far outweighs the perceived cost.

You can increase value by lowering the price, but you can also get the same effect by:

Explaining the outcomes that the user will get more clearly, and exactly what it will mean for the buyer.
Comparing the product to other solutions (in a favourable way).
Including free ‘premiums' or bonuses.
Improving your product.
Outlining all the negative consequences of not purchasing.

3. Appeal to self-interest – WIIFM

As harsh as it may sound we’re all motivated by the what’s in it for me (WIIFM) factor. When someone tries to sell us something, most of the time our first thought is, ‘how will this product or service help me?' So with this in mind make use of the psychological principle when marketing online or pitching. Ensure that your offering directly tells the buyer how it will help them. One of the easiest ways to do this is by using ‘you’ in your sales copy as oppose to more impersonal language. Here’s an example. Would you be more inclined to purchase an eBook about people who have managed to lose weight, or would you rather purchase one that tells you how to do it yourself? More than likely you would buy the eBook that is going to help you, rather than the one that simply recounts the experiences of others.

4. Solve problems and sell solutions

Don’t concentrate on selling the features of your product or service. Instead focus on selling the benefits. To do this identify the problems your buyer has and then demonstrate how you product or service solves those problems.

For example, if you are selling an eBook about gaining weight, then the main audience are clearly people who have a weight problem. Tell the customer how your eBook will solve that problem, and remember to invoke an emotional response in doing so (for example – ‘imagine how much more confidence your will have when you have lost your weight.’)

5. Be believable

There are only three reasons why people don’t buy from you.

They don't want what you're selling.
They don't trust what you are saying.
They don’t understand what your offering.

I can’t stress it enough – trustworthiness, and credibility are extremely important especially online, where the barrier to entry for sellers are so low. These days’ people are also concerned with online security and fraud, or paying for a product online only for it never to arrive. Therefore, you need to do everything possible to boost your credibility in the eyes of your visitors and customers. Here are a few tips:

Emphasize that your customers are safe when purchasing by having full SSL encryption on your website.
Make sure your branding is consistent, clean and professional. This demonstrates reliability and credibility.
Offer testimonials and case studies – especially video testimonials. As what others say about you is believed much more readily than anything you can say about yourself.
Provide several ways to get in contact and respond to requests or queries quickly.

6. Assume a positive outcome from the offset

Work on the basis that your visitor is going to buy and act accordingly. Use language in your copy to do this e.g. rather than saying ‘if you buy the new weight loss program, you will get…', say ‘when you purchase the new weight loss program…' – this assumes the visitor is going to purchase the product or service, helping them to accept the decision before it has been made.

[box]“Online reality is almost replacing actual reality so get your face behind your virtual real estate so people to feel closer to you.” TWEET THIS[/box]

In the comments below, tell me what your biggest frustration is with converting prospects into sales and what top tips you have for dealing with it. Let me know what action you'll take as a result of watching and reading this post too. I'd love to hear.

Thank you, as always for watching, reading and contributing here. If you found this useful, please share it with your friends!

With love and gratitude – as always,

August 26, 2012

How to video blog like an expert

By JaneFrankland | Marketing, Sales, video | 6 Comments

The secret of a successful video blog

Without a doubt, video now fills the missing piece of the online jigsaw. It allows us to add a personal touch to our website and communication. It often helps to speed up our relationship building which in turn develops sales for we all like to interact with people who either inspire us or who we can relate to. And, business is always done with people who we feel we know, like and trust. Video helps to bridge the technology gap created by computers and business and today it is a vital medium for our business development. So, how do you get started with it when you've never done it before, and what tools do you need?

In answer to this, when you’re starting out, you need to consider the following points:

1. Know your objective from the start e.g. is it to:

Attract people to your website?
Aid the sale?
Improve the buyer/user experience?
Build trust and rapport?
Position yourself as an expert e.g. through interviews?
Increase your SEO rankings and traffic?

2. Branding

Whilst the Internet is forgiving, you must be aware that this is just another medium for your brand. Your video blog doesn’t have to be of film or even studio quality but it needs to be fit for purpose. No-one actually expects Hollywood-style production from your blog either. In fact, polished videos reek of corporate subterfuge so much so that even content-producers who can make a polished video choose not to! You are portraying an image though so you must make your communication appropriate for your marketing objectives.

3. Essential tools

Video camera – An iPhone is a good solution and rivals much more expensive equipment if it is used well. If you film with it, always remember to use it horizontally. An alternative is a Kodak Zi8 (Flip Killer)/HD/+10hrs camera or one of my favourites, the camera on your Mac (iMovie) if you have one.

Tripod – Using a tripod means you avoid wobble! Improvise if you must by using a table, box or chair or another flat and steady surface.

Camera angle – Ensure a proper camera angle. Many amateurs use an angle that is too low, unflattering and shooting up into their chin.

Frame – Your frame is equally important. You say the most with your head and shoulders only, so frame from the waist up or higher. If in doubt think about what you see on the news. If you’re seated a stool is preferable to a sofa.

Lighting, shadows and background – Focus on good light and a simple background. In many situations you're limited to the available light, and a reflector board can be a lifesaver. They are cheap, easy to use and very mobile. If you're videoing outside the natural sunlight should be fine but be aware of shadows, and if the sun is low it can cause squinting. If you're videoing inside, try to avoid mixed lighting, e.g. sunlight through a window mixed with artificial light. Depending on the strength and quality of your light sources, you can either turn the artificial lights off or block out the window light. Overhead lights aren't great as they create ugly shadows on the face. If they are all you have you may be able to balance them with a reflector.

Sound – this is often overlooked but it’s a massive distraction if below par and will put viewers off. Always avoid background noise, like traffic, birds tweeting, sea, crowds and the wind. If you’re using a camera you might want to consider a lapel microphone.

Posture – Look straight into the camera, have good eye contact, smile and use minimal movement. Try to be relaxed, but show energy.

Script– It's best to keep the script short. I'd aim for about 2/3mins if you can. People tend to lose interest if it's any longer plus everyone's short on time. What I find quite effective is to start with a question, and then to answer it. Have a few bullet points and then list them as tips. Remember that often more attention will be on how you look and how you make the viewer feel than what your content is. Entertain in preference to educate, but make it congruent with your brand. If you're worried about remembering what you have to say you can use an autocue or teleprompter, e.g. www.cueprompter.com.

Wardrobe – This is so often overlooked but it’s an important consideration for your branding. Do you want to appear professional, corporate or laid back? Whatever your preference, as a rule of thumb, it’s best not to wear stripes, patterns and colours such as black and white. Teal and plum are two of the most universally flattering colours for skin on camera, whereas neon and brights will almost always overpower you, washout your skin tone, and put the focus on your clothes rather than your face.

Editing –There are some great tools for editing such as iMovie, Camtasia and Screenflow. Remember to cut the fluff out, stay succinct and to the point.

[box]“Online reality is almost replacing actual reality so get your face behind your virtual real estate so people to feel closer to you.” TWEET THIS[/box]

In the comments below, tell me what frustrations you have with your online video marketing and if you have an top tips for starting out with video. Let me know what action you'll take as a result of watching and reading this post too. I'd love to hear.

Thank you, as always for watching, reading and contributing here. If you found this useful, please share it with your friends!

With love and gratitude – as always,