Others do really well telling stories or relating one-to-one. As a listener, you have a unique set of conditions for connection. I observe until I have something to say; and, when I finally do have something to say, I prefer to do it with a platform—a stage, an email list, an interview.
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I pretty much hate not being in charge. You might do really well in personal, intimate exchanges. Or you might intuitively perceive the situation and be able to respond quickly. This quality of listening and gathering substance is what Sally Hogshead calls Mystique, one of the 7 triggers of fascination in the Fascination Advantage System. That means that they carefully curate their communication, are highly observant, and tend to work independently. The key to creating compelling marketing as a listener is to actually put all that great listening and perception to good use.
Acknowledge their pain or frustration. Reflect back to them their sincere aspirations. And do this anywhere you want to show up: Facebook, your blog or email list, Instagram, your sales pages, Twitter, LinkedIn, etc…. In many ways, marketing as a listener is about creating and holding space. Your website, your social media, and the experiences you create can each hold space for how your customer is experiencing the world.
Heather Plett who may or may not appreciate me making this connection recently wrote about holding space —in a listening-as-marketing blog post that went completely viral:.
A wise space holder knows when to withhold guidance ie. The solutions you create should allow your customers to trust themselves. The sales conversations you enter into—whether leveraged through email marketing or made intimate through one-to-one conversation—should give your customers the power. When your customers feel their own power—and have the space to exercise it—they will be more focused on what you are offering them. Danielle LaPorte has amassed a large community of followers by channeling the white hot truth she perceives beyond the inner thoughts of her audience.
Seth Godin posts on his blog every day. Tina Fey a creative role model of mine is also a listener and perceiver. Joke after joke, reference after reference, she packs her comedy full of always smart, sometimes wacky perception. Finally, StitchFix is a great example of a business that uses listening as its key marketing and value proposition. There was a running joke at CreativeLive that anytime someone would ask where part of my outfit had come from it was StitchFix.
StitchFix is a personal styling service that sends you 5 items about once a month personally picked for you. You fill out a style profile, link your stylist to your Pinterest board, and send them notes about what you want or need my recent box was geared to my trip to Cancun next week for What If Conference.
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Student discount: One thing is certain about young people: they eventually become full-fledged adults — complete with jobs, mortgages, and credit cards. Senior discounts: Retired people typically have less disposable income than when they were working, but their influence on others is tremendous. By offering a special discount to first responders, you align your product with professionals. Who are the experts in your niche? When they buy and recommend your products, the confidence their actions generate for potential buyers is golden. Is there a way you can accept bids from customers?
The more they feel in control of the process, the more likely you are to get the order. So would your customers. Then test the results against other pricing descriptions. In-store pickup discount: This one packs double benefits. Not only do you and the customer save on shipping charges, but visitors to your store are likely to buy something else while there. Rather, situate the pickup point at a central location in the store. Let your employees go retrieve the order while the customer shops for more.
Gift registry discount: After the bridal or wedding shower, there are typically a number of items remaining on the gift registry. Wish list discount: As with the gift registry, wish lists let you get a splendid view of the products a particular customer wants. Take-a-survey discount: Every discount needs a reason. Otherwise, the customer may believe your normal prices are too high. Providing a discount in return for answering a poll or survey is a really good reason, since it requires the prospect to sacrifice some of his or her time. Minimum advertised price: This one is similar to the MSRP discount, but carries a different connotation and is more likely to be trusted.
Customers can check to see that your offer is legitimate. Multiplier discount: This is similar to the strategy used by Restaurant.
Is there a way you can double or even triple the benefits your customers get from shopping with you? Inventory-based discount: Straight from the supply vs demand playbook, this discount is greater when plenty of stock is on hand, but diminishes along with the supply of goods. The longer the prospect waits, the higher the price.
Newsletter discounts: Many of the people on your mailing list may be there only because they want to know when discounts are available. Donate for a discount: Local school and church groups often hold fundraisers at local pizza parlors. Customers not only get discounted prices, but part of what they spend goes to support the group. You can do the same thing online. Find a cause your customers will want to get behind, then set up a fundraiser. Note how the card below offers tiered discounts over multiple visits.
Something as simple as one of these little bonuses can enhance your brand reputation, make you more memorable, and provide extra value to your customers. On a side note, some types of giveaways and sweepstakes have legal restrictions. Just avoid saying anything is free unless it actually is free. Amazon allows sellers to provide free products in exchange for reviews, but with the caveat that the reviewer disclose that information and that the seller asks for honest reviews instead of asking for positive reviews.
The same cautions apply, though. Run it past legal before going live with an offer like this. Surprise free gifts: You check in at your favorite hotel and find bottled water and candies in your room.
How can you give your customers little special gifts? Can you include free samples of another product with their next order? Maybe send a branded accessory item? Truly free gifts can build customer goodwill in a big way, but they must fit your products and your customers. Be useful.
Be helpful. Be kind. Free shipping: In every segment, ecommerce sites generate higher conversion rates when free shipping is a component of the offer. To find out for certain, test it yourself.
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Is the shipping really free? The converse of this offer is slashing the price, then tacking on an exorbitant shipping and handling fee. As a consumer, which do you prefer? Free shipping wins the day every time. Is this likely to increase your return rate?
Is it likely to gain business and build customer loyalty? Spend X, get Y: By linking order amount to special benefits, you can encourage shoppers to add additional items to the check-out cart. JCPenney frequently runs specials that lower the price when you buy a certain amount. How can this tactic work for your ecommerce business?
- The Global Womens Movement: Origins, Issues and Strategies (Global Issues).
- How to Market Your Business When You’d Rather Be Listening More Than Talking!
- Diskursforschung: Eine Einführung für SozialwissenschaftlerInnen (Qualitative Sozialforschung) (German Edition)?
- Know another quote from Taxi Driver??
- ISBN 13: 9780595328246.
- Cisco Catalyst QoS: Quality of Service in Campus Networks (Networking Technology).
Warehouse sale: Overstocks, odd sizes, seasonal goods when season ends — there are plenty of reasons why you might want to move old merchandise to make room for more. Holiday sales: Presidents Day, Memorial Day, Thanksgiving Day, and such… all are not only good reasons for sales, but consumers have come to expect them on those days. You can even combine other discounts to make your sale even more special. Wacky holiday sales: Every day of the year has at least one wacky or unusual holiday to boast.
Some of them, like National Secretaries Day, end up going mainstream. Have fun and whip up more sales at the same time when you get our customers talking about the celebration. Here is a great list of wacky holidays for every month of the year. Be there at the right time and get a significant discount. You can combine the flash with an email blast to let your customers know about the event. You can make it even more special by alerting your subscribers before others know. Give them an extra hour to save! Sales are a bigger deal and typically get far more advertising and general hoopla than do discounts.
In addition, seasonal sales occur at predictable times and can be planned for months in advance.
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