Road to Success [Podcast]
Welcome to episode 10 of the Make it Matter Podcast – today we talk about what happens when something goes wrong, and how dealing with it the right way can change everything.
I know you wish every interaction with a customer or a client could be perfect, but that’s not reality. The big question is: what happens next? How you handle it could make all the difference.
Success in business is NOT about avoiding mistakes – it’s the grace that follows. Will you be petty and defensive, or will your kind response end up being what the customer remembers most?
So, just to sum up our episode, here are the 3 things that we hope you can get out of this:
- The customer may not always be right, but you gain nothing by proving them wrong.
- Assume that people will tell the world about the mistake, so give them a good ending to the story!
- “The road to success is paved with mistakes well-handled.” -Danny Meyer https://www.amazon.com/Setting-Table-Transforming-Hospitality-Business/dp/0060742763
So our hope for you and your business is that you not try to cover up your mistakes and be seen as this flawless, perfect, and beautifully run business…but be more real and authentic by exposing your mistakes and make it right by turning it into a positive.
You Miss 100% Of The Shots You Don’t Take
“You Miss 100% of the Shots You Don’t Take!”
I always thought this quote was from Michael Jordan. But no, turns out it was MICHAEL SCOTT (quoting Wayne Gretzky).
There’s a reason I bring this up. In the past few blogs, we’ve been encouraging you to create your own email campaign, knowing it’s an inexpensive yet effective way to grow your business. But what happens when it has the opposite effect?
What if they… UNSUBSCRIBE!
It’s funny, the older I get, the more I realize how insecure we all are, even as adults. We look down at teenagers constantly checking their Likes, but if I’m honest, I maybe do that too (Side note: why do pictures of my puppy get more Likes than pictures of me?!?)
Seriously though: Don’t feel sad. Every time I send out an email, a few minutes later, I get a few “unsubscribed” notifications. Does it make me sad?? Sometimes. (like the time my mom unsubscribed – definitely had to talk to a therapist about that…)
Yes, it can be a subtle form of rejection in a way… like someone saying, “I don’t need you anymore. Don’t bother me. You’re dead to me.” (ok, that last one might be a little dramatic).
BUT on the other hand, what if it’s also a good thing?
One of the most important words you need to know about marketing is: ENGAGEMENT. People love having a big subscriber list and brag about having a bunch of followers, but those numbers can be very empty. What really matters is, how are people engaging with what you share?
When someone unsubscribes, treat it as an opportunity to get some important feedback. What might their decision to unsubscribe at this time suggest?
- Were you sending emails too frequently?
- Was your information no longer relevant?
- Was your content boring?
- Is there a problem with your design?
- Are your emails mobile-friendly?
- Or did you do everything right and the unsubscriber just has tons of their own unresolved personal issues? (✔️ most likely)
The key is to keep moving forward! Do everything you can to create value for the email community you’ve built, and let the unsubscribes show you how to improve your game.
Michael Jordan may not have said that thing about not missing 100% of the shots, but there’s another inspirational poster where he says this:
“I can accept failure, everyone fails at something. But I can’t accept not trying.”
Write that email! Try that new campaign! And if you’re still afraid of rejection, give me a call – I promise, BOS Media will never unsubscribe from you.
Email Marketing And Puppies
The big update in our house this month is a new addition named Bailey.
She immediately brought so much love into our lives. It’s amazing how her simple desire to play, get attention, and be affectionate helps brighten up the day.
What does that have to do with email marketing? A lot, actually.
First, they’re both completely IRRESISTIBLE. I mean, just look at that picture! With that emoji heart, it almost feels surreal, but trust me, she really is that cute.
Email marketing can have that same power! Studies show that email marketing is the number one most effective vehicle for customer acquisition.
It makes sense – you’re able to connect directly at the epicenter of most people’s lives: their phone. Like a puppy, you nestle right into their inbox, next to messages from family, friends and work. Hopefully you also bring VALUE to the audience (as we talked about last time), making your emails even more fruitful.
And the great thing is, those effects are measurable. Here’s where email marketing might even be BETTER than puppies! It’s kind of hard to quantify “adorable”, but if you want to know if an email campaign is successful, the numbers are readily available.
Open-rate, click-through rate, bounce rate, even the unsubscribe rate. All of this gives you valuable insight into the audience response, and how that’s translating into new business.
But what about the cost? That’s where many of us get stuck. With puppies, it’s the vet, the training, the supplies, the food, and of course, picking up poop.
For an email campaign, the good news is, it’s actually one of the cheapest forms of marketing, with the highest ROI of any campaign. (No wonder we get so many emails everyday!)
But to do it right, it will take a valuable resource: TIME.
At BOS Media, our hope is that you are able to make it PERSONAL, customizing an approach that connects with your specific audience. If you ever need help figuring out your own email strategy, we would love to come alongside you to make it happen.
Like the puppy waiting at the door for you, we’ll be here whenever you need us. Give us a call!
Giving Tree
“Once there was a tree… and she loved a little boy.”
So, now you have some people subscribed to your email – what will be your main purpose? To sell to them? NO!! To help them.
I know what you’re thinking: “I’m the one who needs help! I don’t even know what to write about in my emails.”
Don’t worry. Today we’ve brought in an industry expert to show us how it’s done:
A tree.
Specifically, the Giving Tree. If you haven’t read it, warning: this simple children’s book might make you cry. But it really is one of the best examples in history of what it means to PROVIDE VALUE for the people you serve.
In the book, we follow all the different ways the tree gives to the little boy throughout his life:
- providing shade and a place to play;
- providing apples to eat and sell;
- providing wood for a boat;
- and finally, providing a quiet spot to sit and rest.
Some people read this and think, “The tree gets the short end of the stick – why would I want to do that?” It’s a fair question, especially in the early years of building a business. But remember: the goal is to play the long game. Think about it this way: the tree is “in business” with the boy when he’s a kid, all the way until he’s an old man.
If you do this right, you’ll have a customer for life.
The important thing to remember is: YOU HAVE SO MUCH TO GIVE. Probably more than you realize. Here are our TOP 5 ideas for email content that will create value for your subscribers:
- Help them solve a problem. We say this all the time, but one of the most important questions to ask in business is, “What problem am I solving for people?” If you can answer that question, your content is sure to provide a distinct benefit to customers.
- Link them to relevant case studies. “Case study” is just a fancy way of saying, “How are other people solving this?” Do your research and pass the findings on to your subscribers.
- Teach them something new. Learning is power. E-books, e-courses and webinars can help position you as the expert in your industry and create invaluable bonds with your customers.
- Give stuff away. Never underestimate the power of free resources. It could be a discount, or a small promotional gift. Honestly, I’m shocked at how often I go to Del Taco just because they offer me a BOGO burrito.
- Share success stories. Tell about the practical ways your product or service has worked for others. It may sound self-serving, but it helps people see the tangible difference you’ll be able to make in their lives too. AND if you’re don’t want to sound braggy, let someone else say it for you through a customer testimonial!
Hope you’re inspired to start coming up with your own ideas! Remember: it’s about them, not about you. Trust me (and the tree) – helping them really will help you in the end.
Pivot [Podcast]
Welcome to episode 9 of the Make it Matter Podcast – today we’re back (finally!) to talk about “Pivoting” – an extremely important concept as we navigate this year.
Pivot is our word for 2020 – a reminder that we have to be adaptable, and willing to make the major shifts in order to keep moving forward.
Obviously, this has been one of the most challenging years in history. BUT hopefully, that also brings some opportunity for some much-needed adjustments. Most of us don’t change until we have to; now, we have to. What are some pivots you can make?
But before we go on, here’s a quick, inspiring video on pivoting. https://www.youtube.com/watch?
Listen as Hanju share’s his own pivot story from a background in corporate that led to the birth of BOS Media Group and also Bru’s early in marriage story when Jill asked, “is this it?” Scary question, but led to a new world of traveling/friends (sometimes I think, if we had our wedding over, 95% of the guests change)
What about YOUR Pivot? What advice do we have for people navigating change? Ask yourself this, “If this time was perfect, what would it be perfect for?”
Free Gmail
What was your first email address? Mine was [email protected]. I was so happy that my first and last name was available. It helps since I was the only Hanju that I knew existed. Until…I started getting these odd emails from people that claim to know me that I didn’t know. I found out later that there’s another Hanju Lee that lives in Baltimore who had the email [email protected]. People were getting yahoo and hotmail mixed up which were two of three that existed at the time. The third one was aol.com. I ended up contacting Hanju in Baltimore to say hi. I wonder how he’s doing nowadays.
For those of us who got a start to our online presence via email, we can probably remember when gmail changed the email game. But looking back, it’s actually a pretty surprising origin story for what has become one of the biggest, most relevant and powerful companies in the world.
It didn’t start with the intuitive internet search engine to dominate all search engines (literally becoming a verb!) Their first major move was to offer something for free that people wanted and needed at the time: Free email.
Think about it…the revolution that led Google to who they are today all started with FREE.
So what’s the lesson here? Obviously, we’re not recommending you just give away your products. The key is to look deeper and have a greater appreciation for the extreme importance of what can be gained from this “free” exchange.
There’s a reason Google started with email.
Most small companies don’t think enough about building their contact list. One of the most important things a business can do for their future growth is to have a core base of subscribers and fans that they want to hear from.
That’s the brilliance of Google’s original strategy. Their “free” platform had us all lining up to GIVE THEM this valuable contact information!
Next thing you know, they had millions of users, which means millions of eyeballs on all the things that drive business in the Google ecosystem.
So the question is: what are some creative ways that you can be more intentional about capturing emails? What could you give away in exchange for that info?
No matter the size of your business, I hope this inspires you to start thinking of a strategy.
If you do it right, that free exchange could be extremely valuable.
Have a great week everyone. Talk to you next Thursday for some more insight on the power of FREE and how it can revolutionize your business.
Just Do It
Over the past few emails, we’ve talked about the importance of a brand strategy, and some practical ways this can make a significant difference for your business.
Now, all you gotta do is IMPLEMENT!
Honestly, that’s where so many companies get stuck. We KNOW the right thing to do, but most of us are just too busy to make it happen.
The problem is, you cannot NOT brand. One way or the other, your target audience ALREADY has a perception of your brand – but is it the perception you want??
As we’ve said so many times:
Your brand is not what YOU say it is,
it’s what THEY say it is.
That’s why BOS MEDIA GROUP exists. We don’t want you to miss out on the benefits that come with a clear brand strategy – we want your business to shine!
Let us help. This is WHAT WE DO – it might feel like extra work to you, but it’s literally our favorite part of the job. We would love to come alongside you, customize the perfect plan to fit your needs, and then present you to the world.
Schedule a FREE Consultation with me by clicking on the button below – we’ll help you put your best foot forward.
Brand Examples
I really hope these recent blogs have helped you understand the importance of a brand strategy. Today, I wanted to highlight some companies who show us some tangible examples of how effective it can be when you do this right.
Presenting: Our Top 5 Favorite Branding Role Models.
1. Apple
If you’ve ever seen Simon Senek’s Ted Talk “Start with Why,” you know Apple is the first example he mentions in his “Golden Circle” framework. They start with answering “why,” making the “how” and “what” much more compelling. If that sentence made no sense, I strongly recommend watching this.
| On top of that, Apple does a brilliant job of highlighting the same qualities in their consumers that they do in their products – if you are an Apple person, you are also innovative, imaginative and creative. Somehow using a Mac reflects that you Think Different. THAT is some meaningful branding. |
2. Trader Joe’s
First of all, Dark Chocolate Peanut Butter Cups are the best branding strategy ever.
But we also like how they’ve differentiated themselves from their competitors by positioning themselves as a “national chain of neighborhood grocery stores.” It feels like shopping in a corner store, with elements that make shopping fun – whimsical product names and helpful employees in Hawaiian shirts. All of that adds up to a brand that feels like a friend.
3. Oreo
Speaking of sweet treats, we gotta show some respect for milk’s best buddy. Mainly because despite being 108 years old, they definitely figured out social media:
This doesn’t mean you have to chew on your product until it looks like Elvis. It’s about bringing creativity, fun and innovation to your messaging. As we say at BOS Media, “Be more human” (even if you’re a cookie).
4. M.Lovewell
Just in case you thought only the big companies have a brand strategy, here’s a local shop that is an inspiring example of knowing who you are and letting that shine through all aspects of your brand.
I love everything about M.Lovewell – the font, the photography, even the way their store smells when you walk in the door. So it’s not surprising to read their About Us page (click on image below) and find, this flows right from their story, and their mission to “inspire others to love well.” That’s exactly what they do.
5. Southwest
Had to end with this one, because at BOS Media, we believe in businesses being “all heart.” Southwest is so committed to that, they made it their logo. Here’s to more of that in our companies (and in the line for open seating on your next flight).
Bottom line: I would love to do anything I can to add YOUR NAME to this list. Whenever you’re ready to re-think your brand strategy, please give me a call.
Building A Strong Brand
Last week, our family watched the movie Inside Out together. On top of it being an “emotional” experience (literally – much love, Bing Bong), it also speaks to the way BOS Media believes the best brand strategy should be built.
Inside Out.
Too many companies do the opposite – they look outside first, trying to figure out what’s cool or trending, then reverse-engineering a strategy around how to please most people. I think we all knew someone like that in middle school – let’s not run our business that way.
If you’re going from the inside out, it starts with a question that only you can answer:
“What’s your story?”
If you really know that, it will help you set priorities, and give customers a clear understanding of your identity. When you feel lost, it will be the North Star to guide you home.
Your story matters. The good and the bad, the stuff that changes along the way, and the non-negotiable things you are willing to fight for. All of those ingredients will lead you to your most effective brand strategy.
What is a brand strategy?
- What your brand stands for.
- What promises your brand makes to customers.
- What personality your brand conveys through its marketing.
Don’t underestimate the power of your story to inform this strategy. You may take it for granted, but the unique details that brought you to this point will differentiate you from the competition and help you have a sharper focus on what to highlight.
At BOS Media, we would love to help you create a brand strategy. But before you reach out to us, start with someone even more important: YOU. Our hope is that you don’t just go to work and do a monotonous job day after day – remember who you are! The more you stay aligned to that, the more other people will be inspired to join in and do business with you.
Logo Doesn’t Matter
I hope that subject line got your attention, because there are way too many companies out there who have the wrong idea about this. In fact, many of them would finish the sentence:
Your logo doesn’t matter unless it’s BIG!
They think putting their logo on the side of a building will make it significant.
But there is a much more important question that we need to be asking:
WHAT DOES IT MEAN?
If you don’t know the answer to that, it doesn’t matter how huge your logo is. The branding that truly resonates with people has a lot more substance underneath it.
It reminds me of a podcast that we did a while back [Brands are the new human]. We talked about one of the most important questions that will help differentiate your business from anyone else:
“What problem are you solving?”
The more you understand this, the more it drives everything you communicate.
I know we keep coming back to this, but I’ll say it again:
Your brand is not what YOU say it is,
it’s what THEY say it is.
Ask yourself:
- What do others feel about my company?
- What do others say my company is about?
- What problem am I solving for them?
This might sound cheesy, but seriously: once you’re solving problems for your customers, your logo size will increase in the place that matters most: IN THEIR HEARTS.
So please, stop trying to make it BIGGER, or prettier, or bolder. Dive deeper into what your company represents. The logo that has a PURPOSE behind it will resonate the most.
Your logo doesn’t really matter – unless it means something.
If you still want to make it bigger, I guess we can help you find a skyscraper. But if you want to MAKE IT MATTER, give us a call, we’d love to work with you.
