Inspired Questioning

As a consultant for digital marketing strategies, the epitome of establishing a strong relationship and deep understanding of a client's business is asking great questions. I was reading an article, 100 Great Questions Every Entrepreneur Should Ask, and discovered so many I had never thought to ask of myself, prospects, or clients. 

Because it is so defining and brings us to the core of what we want our business to mean, this question was the one that spoke loudest: "What one word do we want to own in the minds of our customers, employees, and partners?"  The question's author, Matthew May, explains, "This deceptively simple question creates utter clarity inside and outside a company. It is incredibly difficult for most people to answer and difficult to get consensus on--even at the highest levels. Apple = different. Toyota = quality. Google = search. It’s taken me three years to get one of my clients, Edmunds.com, to find and agree on their word: trust." 

I want my customers to define my business with one word: partner. I want them to trust me to ask questions in and outside of my wheelhouse. I want to be the person they send random emails to and ask, "What's your take on this?" Because that's my goal, I'm thrilled when I actually get those kinds of moments. Whether it's brainstorming on an initiative they're taking with their employees or sending me the most recent proposal from another media company, it's what sets me apart from the others, right? How exciting.

My methods, which are continuously being improved, start with removing ulterior motives (get money out of my head) so that I can open myself enough to see customers' real issues, and their truest strengths, without making assumptions. It is a difficult line to take because we want to be selfish. We're culturally nurtured to look out for number one and find angles to take so we win. By setting our motives aside and asking these types of questions of ourselves, we can liberate our minds and processes enough to come up with something really special that stands for more than what we thought it ever could.

A Moment to Capture Their Attention

In advertising, and all things media, we have mere seconds to capture the attention of our desired audience. But, what is the secret to capturing that attention? I've learned that it changes so dynamically, there are no rules. What I think is a tacky and strange message from a caveman ends up being a brilliant tactic to build brand awareness and create viral discussion.

Some tips on getting their attention? Create a call to action...

1) Offer things a percentage off vs. fixed dollar amount discounts

            It creates a sense of "a deal" where a dollar reduction can sometimes devalue your service or product.

2) Make it super easy

            Having to come by the store and maybe get a deal is not nearly as intriguing as, "bring this card, get one item free," a clear message shows that the customer isn't getting bait and switched. 

3) Make it believable

              Inundated by advertising, our consumer is now hyper vigilant about who to trust in their purchases. Offering them something that raises their suspicions actually reduces trust before they even know who you are. To build trust, create a culture of customer feedback and testimonials that potential customers can feel good about. "Thinking about buying here? Your neighbors did and they loved it!"