What Do Your Customers Really Desire?

I wanted to continue my blog from last week where I discussed “What Your Customers Want to Buy,” followed up by this week where the focus is on “What Do Your Customers Desire.”  This questions are incredibly similar because a lot of the focus is out the outcome, not exactly a product or service. Remember people buy on emotion and then they rationalize with logic AFTER they purchase.

That’s why what I’m about to tell you is REALLY cool and important. If you’re a student of Direct Response Marketing or a copywriter, or student of marketing, you’ve probably heard of Victor Schwab. If you haven’t, shame on you- get on Amazon now and buy this book— How To Write A Good Advertisement

In the book he has a ton of terrific stuff on how to write copy and ads that convert. The one thing that caught my eye and made a huge impact on my was on page 47 where he talks about what showing people an advantage, yet it helps when you know what those advantages are.  So here’s his list of people’s desires and what they want to gain, be, do and save:

1) People want to GAIN:

–      Health

–      Time

–      Money

–      Popularity

–      Improved Appearance

–      Security in old age

–      Praise from others

–      Comfort

–      Leisure

–      Proof of Accomplishment

–      Advancement- business, social

–      Increased enjoyment

–      Self-confidence

–      Personal prestige

2) People want to BE:

–      Good Parents

–      Social able and Hospitable

–      Up-to-date

–      Creative

–      Proud of their Possessions

–      Influential over others

–      Gregarious

–      Efficient

–      First in things

–      Recognized as authorities

3) People want to DO:

–      Express their personalities

–      Resist domination over others

–      Satisfy their curiosity

–      Emulate the admirable

–      Appreciate beauty

–      Acquire or collect things

–      Win others affections

–      Improve themselves generally

4) People want to SAVE:

–      Time

–      Money

–      Work

–      Discomfort

–      Worry

–      Doubts

–      Risks

–      Personal Embarrassment

My recommendation of what to do with these lists, is in your marketing promotion and copy, ensure that you tie into these advantages and focus on one or more things of what people want to gain, be, do and save.  And if you can do that, they will buy from you.

I’ll leave you with this terrific quote from Napoleon Hill (and if you don’t know who he is- buy his book here—Think and Grow Rich. It was originally published in 1937) “There are no motives to action: Self-interest and fear.” So to me he’s saying that people buy out of self interest- to gain, be, do and save and out of fear. Hence so much copy is fear driven and focusing on our problems and that’s why everyone has the perfect solution for us because that’s how most of us think.  When asked what we want, it’s easier to know what we don’t want which then gets us to what we want… Happy thinking, discovering and figuring out your customers desires!

Discovering How to Add Some Disney “Mouse” Magic Into Your Business

Here are my two favorite quotes from Walt Disney:

“Think beyond your lifetime. If you want to do something truly great. Make a fifty year master plan. A fifty year master plan will change your look at the opportunities in the present.”

“If you can dream it, you can do it!”

These quotes do an awesome job of giving you a birds eye view into Walt’s psyche and how he was able to accomplish so much in a given period of time. He was the epitome of driven and going after his dreams. After reading his book, “How to be like Walt,” I certainly was able to view how when you have a dream, you go after it and let NOTHING stop you or get in your way.

I had the recent pleasure of spending 3 days in Orlando and two of them I spent at Epcot, touring and learning all of what was in Walt’s plan and how his little city in Orlando came to be. It was a fascinating adventure for me.  I got an amazing glimpse into his mind of how he accomplished his dreams and the flip side, of how he wasn’t able to see his dream of his Orlando parks come true. Yet, how his brother Roy and his team made sure it came to fruition.  When I stood there, it was hard to believe that— he actually died before any of the parks were even build in Orlando—wow…

So I knew there were some lessons that not only I could learn, but that I could share with you… The one thing Walt was through and through was a salesman and here’s how he succeeded as one:

  1. Honesty- He was so honest and forthright and sincere, you couldn’t help but believe in him and his dreams. So how can you be more honest, sincere and forthright in your business?
  2. Enthusiasm– This is one I’ve got covered, when I’m enthusiastic about something it comes through my pores, people can see it written across my face and the same for Walt.  He was enthralled with his ideas and he was infectious and it was contagious, don’t ever forget that in your business.
  3. Confidence- Walt exuded confidence, even when his business was failing. It’s about having unrelenting faith in what you’re doing.  His confidence, like his enthusiasm was contagious and infectious.
  4. Courage- This is a big one- this biggest fear is the fear of failure and the fear of rejection, Walt faced this daily. After all his company was the first one to create cartoons as feature films, which was unheard of in Hollywood and his won his first of many Oscars for doing so.  His first cartoon feature film of Snow White, blew the critiques and audience goers away… He had courage for his vision and his belief in creating cartoons as feature films.
  5. Persistence– according to Walt, nothing that was worthwhile comes easy and he had to have perseverance and faith in his own abilities. So must you—don’t ever give up—or my favorite saying from my amazing Coach Debbie Phillips, (and Founder of Women On Fire) is “Don’t give up before the miracle.”

There are hundreds of more lessons to be learned from Walt Disney, I just hope you can grasp these few and implement them into your business and your life.
And don’t forget to tell me how you do!

The Anatomy of Creating a Survey

Over the last couple of weeks, we have gone over steps how to know what your clients/customers want through creating surveys and writing out our questions.  Today, I want to put all that information together and show you the anatomy of a survey.  Other people might try to make this process really complicated or complex, yet the process is REALLY simple. And if you follow this process, I promise, you will discover EXACTLY what your customers want and then all that’s left to do is to create it!  So after you’ve created your survey- here’s what you need to think about and plan:

Survey Time Frame

In order to get the best response from your prospects, the lifespan of a successful survey is between 7 to 10 days.  Think about this 7 to 10 days time frame as a mini launch.  By keeping this prospective, you will be able to plan every single detail to make this successful.

Communication

By setting up the time frame of 7 to 10 days, you will want to send out 5 – 6 emails throughout this time.  Try to avoid emailing everyday, which could be viewed as spam.  Instead, try to send an email every other day.  Within these emails, you will want to include:

  • Why you need their help
  • Focus on your gift you want to give them (See more below)
  • A Short & Sweet Reminder about completing the survey with the link at least twice in the email
  • Always add a P.S. to your emails

The key to remember about the communication part of this process is make each email compelling so your prospects will provide you with good, solid feedback.

The Gift

Always give a gift to those who answer your survey. It is the best way to not only motivate but also to thank them.  Time is a gift to most people and therefore you want to reward them for giving you some of their precious time.  The best gift idea is something of value and compelling that you think they would want.  I like it to be electronic so it’s easily downloaded- like an eBook, eReport, MP3 audio, video, etc.

Analyzing

The last part of this process is a favorite of mine-maybe because I am a true survey geek!  All your prospects have turned in their surveys and now it is time to dig into their responses.  .  In fact, if you have used a survey tool like Survey Monkey or Zoomerang, they make analysis SO easy.  I love these tools because they do ALL the number crunching FOR YOU!  In addition, they put them in these cool graphs too.

So take advantage of your online survey tool and crunch your numbers, really taking the time to read all your date.  Pay special and close attention to all your open-ended answers.  And then use the information in your business, in your marketing—USE IT!  That’s why you created it and sent it out. So many people forget about it and don’t use that information—it’s a goldmine- use it!

Want more information about using surveys in your business? Check out—www.NeverGuessAgain.com

Already know you want to invest in a program that will show you exactly how to create surveys and use them in your business so you know exactly what your customers want?  Check out my interview with Bill Glazer where we discuss how to give your customers EXACTLY what they want.

 

 

It’s All About the Questions

There is a quote by Albert Einstein that says “If you can’t explain it simply, then you don’t understand it well enough.”

This quote says it all when it comes to the topic of this week’s blog.

It’s ALL About the Questions!

This is actually STEP 2 – AFTER you figure out your goals and outcomes of what you want from doing your survey. Creating questions for your survey products is incredibly important because it will shape the answers you will receive and ULTIMATELY what you will be able to do with that information.  Through this questioning process you will step closer to finding success in your business.

Step # 2 –It’s ALL About the Questions!

When you are coming up with questions, there are SO MANY types of questions to choose from. So let’s start with this— phrase:

“Short, Sweet & to the Point”

One way to keep questions “Short, Sweet & to the Point” is to use open-ended ones. These are the questions that will bare the most fruit for you in your surveys.  A lot of researchers and statisticians don’t particularly like open ended questions because they are the most difficult to measure because each answer is unique, so when sifting through 10k open ended answers, it can be overwhelming in going through all of them. So I highly recommend using open ended questions when you:

1.  Want detailed information in the respondent’s voice

2.  Don’t have good solid answers to create a multiple-choice—because a lot of times you can miss an answer because you didn’t give them one they would have chose. (When you create multiple-choice you’re forcing them to answer your answers that you’ve created.)

The real key to using open ended questions is they can really help not only shape your business, products, etc.; they can also shape YOUR MARKETING.  They write the answers in their voice and will give you key words and key phrases that you can use when you market to them.

Here are some guidelines for you to keep in mind as you create your questions.

1.  Are you questions short or wordy?

  • Simple and concise words are the best to use

2.  5th Grade is your target when it comes to the understanding level.

  • Do not make assumptions
  • Everyone needs to understand them

3.  Stay Away From Complicated.

  • Complication will lead to people not wanting to participate in your survey

4.  Keep your goal and the main thing you want to achieve in mind.

Next week, I am going to take you deeper into how to create those easy and inviting questions that will give you the answers to help shape your business.

PLUS– FREE 60 Minute One On One Call with ME!

If you’ve made it all the way down here to the bottom, thanks for reading, and here’s a gift for you. I want to give you 60 minutes of my time for free, with my compliments.   Maybe you’re:

  • Stuck in your business and not being able to increase your profits fast enough
  • Frustrated your launch didn’t go as well as you planned
  • In need of some help and guidance with your launch
  • Finally ready to create your online marketing funnel and don’t know where to turn
  • Searching simply for some strategic online marketing help, and hand-holding from an expert who’s got proven experience and helped thousands already….
  • problem or issue isn’t listed here… I know I can help….

Well, here’s the deal, you’re in the right place. I can help you!  Just click here. I want to give you a  FREE 60 minute call with me. I’d love to see how I can help you create the business you so deserve and helping you help thousands more people.

Are You Hard Wired To Fail?

Do you ever set important goals and then find yourself really struggling and not being able to meet them?

I used to have MANY sleepless nights when I first started my business. I would freak out about where my next dollar was going to come from or how I’d finish a project or what to do about x, y and z, it was endless. Worry was taking over my life.  Until I was able to read some terrific books on worry and learn about ways that really helped stop me in my tracks and enabled me to push past my worry and fears to create more success for myself.  The thing is there was definitely something stopping me and a lot of times I had NO clue what it was.

Have you ever felt like something was stopping you? You may be right: your subconscious mind can influence in you subtle ways to keep you from achieving your goals!

Here’s how it works: when you experienced a challenging event as a child – even something as seemingly small as your third-grade teacher yelling at you for asking a question in class – your subconscious downloads the details of that moment and marks the memory with a trigger. It’s like there’s a trigger in your mind saying, “There’s trouble here!”

If a new event activates that trigger, the creative problem solving part of your brain shuts down – stripping you of all the resources and capabilities you should have. So you stop moving forward. And you may not even understand why you stopped because it isn’t a conscious decision. Your subconscious is the one that decided to shut you down.

Want more information about how past events affect current performance, even without you being aware of it? Join my friends and colleagues Jack Canfield (America’s Number One Success Coach and “Chicken Soup for the Soul” author) and Pamela Bruner (Business Success Coach and EFT tapping expert) for a free video, “Are you Hard-Wired You To Fail: What’s Stopping You From Succeeding.” Details here: http://tinyurl.com/6o3d3u3

How to Give Your Customers Exactly What They Want

Technique #1:  Start With Your Outcome, Not Questions 

This week I want to challenge you with this thought: “Think Outside of the Box.”  The topic of this blog is a little different and will require you to think outside of the box.

Diving right into it, I do not want you to think about all the questions to put into your survey.  I want you think about the outcome first!  So many people fail before they hit the ground running with their survey because they think “Questions First.”

Think about it…before creating and writing questions, you need to know what you want from them first.  Therefore, in hindsight, your first question to ask is: “What is your Outcome.”  and “What’s your goal, what information do you need, or what kind of problems in your business will a survey help you with?”

Once you figure out your outcome, the next step is coming up with some objectives.  It is very important to limit your objectives to two for the outcome.  By limiting your objectives to two, it will help you in the end with coming up with specific questions.   Another reason for keeping it to two objectives is to follow my number one rule with surveys:

Less questions is more! No more than 15 Questions!

To help you out, I am going to give you some examples of good outcomes and objectives to get your creative juices flowing.

  • I want to get new testimonials – at least 10.
  • I want to find out what keeps my clients awake at night.
  • I want to know what my client’s biggest challenge is.
  • I want to know what my customers like and don’t like about my newsletter.
  • I want to know what kind of topics my customers want to read about in my blogs.

So your homework this week is to take the time and come up with some serious outcomes that you’d like to get for doing a survey to your prospects and customers.

Seek Out New Opportunities

Last week, I explained how overcoming setbacks is as an easy as A.B.C.
A-Ambiguity       B- Build      C-Commit
This week I am going to show you how easy seeking out opportunities is. It is as easy as N.O.W.

stands for “Never-as in “Never Giving Up!”  By making, a daily mantra of “I will never give up” means there is not a minute, an hour, or a month that you are not seeking out new opportunities.  New opportunities are the only way to completely come out of a setback.  The only way to find new opportunities is give it all you have every day!

stands for “Opportunistic”.  Before you see that word and think “I have to chase down every opportunity that comes my way”,-wait.  Have the spirit of being opportunistic but make sure it’s the right fit for you.  By going out of the box and chasing after something “just because” is not the smart way to do it.  Instead, figure out your niche and be opportunistic within that realm.  By being patient and not settling, you will find out it pays off in the long road.

stands for “Weigh-as in Weigh it all out”  When you do find those opportunities that fit your niche, do not jump in right away.  If time permits, make a list of pros and cons and see if this opportunity is truly right for you.  Sometimes people are so excited about that first job opportunity that they do not weigh out the pros and cons.  Six months later after the “Newlywed” feeling wears off, they find they are regretting their decision.

So that’s it…last week I gave the A.B.C’s of how to deal with setbacks and this week I showed you how N.O.W. will help you seek out new opportunities.

It’s All In the Balance

When life is hectic, especially right now with the holidays, time seems to slip from our hands and balancing life, work, kids, and other things is hard to do.  Yes, I can tell you to take a breather but that might make you hyperventilate.  So instead, I am going to ask you to stop and take a moment to read these seven tips on how to balance everything.

1. Don’t overbook.

This may seem unusual to people who try to crowbar as much as possible into every workday. The problem is things rarely go according to a prearranged agenda. That means a lot of time falling through the cracks chasing down appointments, unreturned phone calls, and other items that simply are not going to happen. Instead, keep your to do list as simple as possible but productive.

2. Prioritize.

The secret to booking your time effectively boils down to knowing what is important and what can wait. However, it is critical to use the sharpest knife possible in trimming the essential from the secondary.

3. Learn how to say no. 

One of the biggest land mines to effective time management is recognizing you do not have to agree to everything and with everyone. Use your priority criteria to identify requests that simply are not worth your time.

4. Organize.

Bringing your time in line is not just a matter of scheduling. The mechanics of how you operate can be every bit as important. That means organizing most every element to allow as smooth a workflow as possible.

5. Use technology.

Although personal habits and practices can do wonders for time management, do not overlook technology yet another weapon to make the most effective use of your workday.

6. Nothing is Perfect .

Try as we all may; time management is not an exact science. Do not stress out—and waste time in the process—by obsessing over every second of time. Do what you can and enjoy whatever time you spend more pleasantly or productively.

How to Get Motivated

Now that we have kicked the procrastination habit, seemed appropriate to talk about staying motivated.

What is motivation? This simple but complex word can bring both disappointment as well as accomplishment.  It drives you to take action but can also drive you to not want to do anything.  Motivation is a word that everyone struggles with at one point or another but how long this lasts is up to you!

Are you finding it hard to keep motivated – especially with the holiday season upon us? Do you find yourself going strong and then BAM!  Something comes up and it takes a lot to get your motivation back on track.  The ironic thing about motivation is when those rough times come your way, if you keep it going, you will succeed.  Motivation is not easy but with a little hard work it is achievable.

Here are five tips to keep your motivation going especially during this time of year:

1.   When you have set-backs, the worst thing to do is to focus on the negative.  Instead re-focus, and do not hesitate.  Make a plan and go with it.

2.  Stay positive.  The number one reason people lose their motivation is due to negativity. It is like a disease that overwhelms your entire train of thought.  So just don’t go there!

3.  Believe in yourself.  When you start to doubt yourself, motivation starts to slow you down.  Before you know it – your motivation is gone. Be a believer.

4.  Acknowledge the progress you have made.  By looking at everything you have accomplished, it will jump start your motivation.  And reward yourself for this, it is huge!

5.  Stay focused at all times.  Keep a to-do list to remind you of everything that must be done.  By doing this, it will help you keep your eyes on the prize.  And let you see just how much progress you have made.

There is no such thing as “Instant Success”.  Everything in this world takes time, work, and motivation.  Motivation is not easy but with a little hard work it is achievable.  Let me know what helps keep your motivation!

Have a good week!

Giving Thanks…

What amazes me every year is how fast the year really flies by. I’m not sure if it’s always flown by this fast or maybe because of my age I’m just more aware of it now then I ever was…hmmm…

I do know that I LOVE this time of year, it’s my favorite, the leaves changing, the evenings or cooler and crisper.  Time to dig out the turtlenecks and the winter coats and gloves.  And then there’s Thanksgiving, the holiday where we stuff ourselves until we’re feeling happy and once it’s over the year is basically done. I just kiss the year goodbye because Christmas is around the corner… [This photo is the family, Meredith, my partner and Harrison our son. This was taken at one of our most favorite places- Naples, Maine.]

Do you have any Thanksgiving traditions that you do each year?  We always try to spend the holiday with my brother and his family in Connecticut.  We’ve been doing that for years with maybe once or twice we had other plans, like last year when we went to Maine, which was beautiful- I’d love to spend Thanksgiving up there again.  It’s small, just he and his wife 2 kids and their dog, plus the 3 of us and our dog Lily. We spend the afternoon before Thanksgiving in the kitchen, cooking, baking, laughing, drinking wine and just catching up.  Then on Thanksgiving day we always do our holiday walk with the dogs around his neighborhood and do some more cooking, preparing and snacking.  Then we eat in the early afternoon, stuff ourselves silly.  And after we clean up we always pick a movie and watch it all of us together.  It’s all about traditions, memories and experiences…

So here I sit in the car on the fateful trek to Connecticut. This year we’re doing something new- I’m sitting in the back with the dog and Harrison is up front with my partner Meredith.  It’s such a short trip, I didn’t want to drug the poor dog, Lily just doesn’t like to be in the car for more than 30 minutes and she basically almost stands the whole way. So my son Harrison gets frustrated, so I said I’d deal with her this year. It’s an interesting perspective being in the back seat.  I can’t see the traffic so much, which is good, because I’m usually the one who always drives, so it was nice to give that up this year.  Traffic is always hit or miss on “gridlock” alert days like this day, the afternoon before Thanksgiving- driving from NJ to Darien, CT.

One thing’s for sure about this holiday is I always love to take a minute to give thanks and make a list of all I’m grateful for. It’s interesting how some things change and others are a constant like I’m so thankful for:

–       My amazing and inspiring partner of 10 years- Meredith

–       Our amazing son Harrison who’s 14 and already in high school

–       Our sweet rescue dog Lily, who just turned 4 and still spunky, albeit still not liking car rides

–       My terrific business that I’ve had for 5 years

–       My inspiring client Alex Mandossian

–       My family- all my brothers and sisters, my Mom, and most especially my Dad who taught me so much about life, about work and being in the moment for his short 73 years on this earth

–       All the lives I’ve been able to help and touch over the years- one of my main goals in life is to give back and really make a difference in this short time I’m here

–       And so much more!

What are you thankful for in your life?  What are you grateful for each day? I’d love to hear from you. I hope you have a wonderful Thanksgiving holiday with your loved ones.