by Kirby Hasseman
With some extra time on your hands during the pandemic, many people have decided to create content for their business and personal brand. I am excited to see the increase in activity in video, podcasts and blogs all over the business world. I think it’s a great use of time, and a great way to use this time to create long term business value. But as you start on your content journey (or if you are just considering it now), it’s important to not just “run and gun” your content. Here are a few questions to consider to make your content marketing pop.
Does This Answer a Question Or Concern of My Customers?
When I speak to business leaders, marketers and entrepreneurs about creating content, one of their concerns is where to start. What topic should I cover? What should I write about? The easiest place to start is to make a list of questions that your customers and prospects ask all of the time about your product or service. You probably already have the answers, because you handle them all of the time. If you can write a blog or create a video that answers that question you probably have a good piece of content.
But I think it’s important that this is not just a sales video. It’s not an ad. So many people create videos that say they are answering a question, but it’s really a full blown marketing pitch that only sells their own product. The idea is that you create value by answering a real question and add value to the customer. Once you have created value in the customer’s mind, and built trust, that is a great time to offer your product or service as a potential solution to the customer’s problem.
Does This Have a Point of View?
The famous Sports Talk Radio Host Jim Rome has a mantra he says to his callers. “Have a take…and don’t suck.” That might be good advice if you are calling a radio show, but these are great words of wisdom if you are creating content. Have an opinion. The idea of content marketing, in many ways, is to establish you or your brand as the expert. We go to experts for their opinion on matters. These experts have earned the right. That’s you. You have put in the work to be the expert in your area. So if you are going to take my time with a piece of content, have a point of view. Have a take. And don’t suck.
Is This Created With My Customers in Mind?
Many marketers and entrepreneurs have a “Toby Keith” problem with their marketing. They “wanna talk about me” all of the time. When we focus all of our marketing or our content on our own company, we lose sight of what is important…meeting the needs of our customer. The best content is created wit the customer in mind. It answers a question they need. It educates them to help them do their job better or make their lives easier.
Donald Miller talks about this in his great book Building Your StoryBrand. Many companies make themselves the hero of their story. It’s a mistake. As Miller says, in your marketing (and your content) you should position the customer as the hero of the story and your company should be the guide. So your customer is Luke Skywalker and your company is Obi Wan.
These are just a few questions to consider when creating a piece of content…and you want to make it pop. I think questions can be very powerful to lead us the right direction (I talk about more good questions here). If you have more questions about Content Marketing, check out Joe Pulizzi’s great book Content Inc on the subject here.
Thanks for reading! We will keep the content coming for you! If you want to catch up, you can head to our blog page here.
by Kirby Hasseman
We have all been to the small business that has been burned too many times. They have a new handwritten sign, it seems, for each customer infraction. The signs range from “No shoes. No Shirt. No Service” to announcing to the world that they “no longer accept checks.” Some small businesses get a bit carried away until their wall is papered with things their customer is not allowed to do for fear of tasing! As an entrepreneur myself, I understand. You sometimes get tired of being taken advantage of, and you want to make sure people know it.
But it’s important to be conscious of the message we are truly sending.
Especially now, as companies, stores and restaurants get ready to open to the public again, it’s important to consider the question “What message are you sending?” As business owners, we have been anxious about getting back open again. We might be frightened what will happen if we can’t get back to business. But we must remember that part of our audience is scared too. They are wondering if it’s safe to go back out…and you need to consider what message you are sending to them!
Is It Safe To Come in?
If a customer decides to come back to your business, are you showing them that you are ready? Do you have information displayed that explains how you are going to keep them safe? Do you have signs on the wall or stickers on the floor that discuss the idea of staying 6 feet apart? You might be thinking “They already know that,” and you would be right. But subconsciously (at the very least) they might be asking if you know it. Have the correct protocols in place show them that you do. That is the reason I think masks matter. I talk about that here.
Do They Really Want Me In?
Now is also a great time to look at your entrances and behind the counter of your businesses. Is everything necessary? Does your signage look welcoming? Does it look like I really want business to come in the door? We all have seen our businesses so many times that we stop seeing what it looks like. Now is the perfect time to look at it with fresh eyes. This is a chance to treat customers as if they are coming for the first time. What do you want them to see?
I am excited to get “back to work” as a country. I am sure you are too.. Now we just need to ensure we are doing it right…so we can keep everyone safe and working! If you enjoyed this, please check out our blog page for more content. And now is a great time to brush up on your marketing skills. Sign up for our (FREE) 5 Day Marketing Course here.
by Kirby Hasseman
We are all struggling in some way during this pandemic. Some more than others. As my buddy Bill Petrie said in a great blog he wrote “We are all in the same storm. But we are not in the same boat.” Some of us are honestly sick. Many are working on the front lines, tired and stressed. But many more Americans are fine…and just bored.
And so, it’s been a little troubling to me that many of us have responded like we are teenagers who have been grounded. But not like teenagers who are REALLY being punished. We still have our phones, our television and our password to Netflix!
As far as I can tell, many Americans, (who have clearly never REALLY had to struggle) are reverting to their spoiled teenage years. You can tell by what they say. See if you can recognize a few things you are seeing on social media.
“I don’t care what you say. I do what I want!”
When leaders in the government came out and alerted the public that this virus was a real threat, the message was pretty clear (at least from states). This virus can be deadly. In order to slow the spread, we need to stay at least 6 feet apart from one another. We also needed to stay at home so we could “flatten the curve.”
Everyone was frustrated by this. I know I was. It affected our social lives, our plans and even the economy. So naturally, a percentage of people gathered in a large group, closely together, in a public place (with rifles). Awesome.
When you understand how the spread of any virus works, most reasonable people can agree this is not the best strategy. But as spoiled teenagers would do, we snuck out our bedroom window to do it anyway. Well done.
“I don’t believe what my teachers and parents…no matter what they say!”
I remember this clearly in high school. No matter what the Vice Principal said, it was dumb. My parents did not know what they were talking about. And because I was SO unique, no adults seemed to understand me! I see this clearly on social media right now. Every day, Ohio Governor Mike DeWine comes out to address the public with new updates and mandates. DeWine has widely been regarded as a leader in handling the crisis, and is respected nationwide. But that does not stop armchair quarterbacks from questioning his every move.
In addition to this lack of faith in leadership, we seem to want to argue with everything. (Do you have a natural reaction to say “No we don’t?”)
A friend of mine recently posted an article where he said that it “changed his thinking on masks.” I know he was reticent about sharing it for fear it would cause an argument, but he thought it would be informative for those willing to read it. But one commenter said “I did not read the article, but I don’t agree.” Oh, for crying out loud! That leads nicely to…
“I don’t want to do my homework!”
In the interest of self-disclosure, I struggled with this as a student. I did not always want to do the work. A lot of teenagers were like that. But I hope that I have evolved as an adult. That does not seem to be the case with many Americans. We freely share and post memes and vides that we have done nothing to verify.
Then we get all bent out of shape when they are removed. I see people all over social media complaining that their posts have been taken down and claiming that Facebook, or the Government (or the Man) is violating Free Speech. Jeesh.
First, if you have ever posted something and it has been taken down because it has been determined as “completely false,” please take a moment and pause. This is not “the man” bringing you down. If anything, they are doing you a favor. You not only look silly, but you are, quite literally, spreading lies. Simple as that.
You do have the right to Free Speech in this country. But as you may recall, you do not have the right to yell “Fire!” in a crowded movie theater. That is a crime. You might remember that from your civics lesson. Or maybe you don’t…if you did not do your homework.
You know what I heard?
This is closely related to the gossip and conspiracy theories that we are seeing all over social media. Like needy teenagers that want the approval of their peers, we are very willing to share any crazy theory that comes our way. Back to the last point, it would be great if we would all push “pause” and do some research.
But if you don’t have time to research every theory (and you don’t) then just refrain from sharing! I think Facebook should have one more step that you need to complete when you hit the share button that says “Really? Are you sure you want to leverage your reputation on this?”
If you don’t have time to research, or like me, you are just not an expert in the area of healthcare, viruses, pandemics, and the like, you could say “I don’t know.” You could rely on the expertise of those that have dedicated their lives to studying these things.
Admitting that you don’t know is not a sign of weakness. It’s a sign of strength and maturity.
So, before you spread gossip, you might consider asking an expert in the field. But that might be a challenge if you struggle with Number 2.
I don’t really care about anyone else.
Sorry to offend any teenagers reading this, but most of us were more selfish back in our teens. I know I was. But I would like to think that I have grown a bit since then. I have more life experience and understand better that my actions have consequences outside of my own life. So, it troubles me that I see what appears to be a real lack of consideration for anyone else from a percentage of the population. Have we really gone this far backwards?
I am not a scientist or a doctor. But science suggests that wearing a mask can help you from spreading your germs to others. This article says that though masks might not help you protect yourself as much, doing so would help others.
It begs the question, if you can do something that is a minor annoyance to you but can help the rest of the country, would you do it?
Please understand that I say this with love. Just like a proud parent, I see our potential. During this pandemic, I have struggled with most of these as well…that is probably why I see them.
One final note of clarification: I know I said we need to listen to our leaders. I believe we do. But that does not mean blind following of orders. We still do need to maintain critical thinking. I have never agreed with everything from any leader. If you agree with EVERYTHING a leader says, you might not have a leader. You might be in a cult. But despite that healthy skepticism, I often understand that they have more information than me at the time.
Regardless of your stance on masks, or leadership, or health experts, I would love to see us all get back to the basics. Let’s work to help one another. Let’s make others safety a priority. And let’s fight off the urge to be angry all of the time…and be kind.
Thanks for reading this! If you want to stay up on all of our content, please check out our blog page here.
by Kirby Hasseman
It’s a crazy time to try and market your business. On the one hand, you don’t want to be seen as insensitive or tone deaf to the current health and economic challenges that are facing the country. On the other hand…payroll. Your organization still has bills to pay. And when this is over, you want to have a business to market!
Madison Avenue has decided the best way to do this is to let everyone know that “we are all in this together” (even though we have been ordered NOT to be together). They remind you that these are “unprecedented times,” and we should not worry because no one is touching our pizza after it leaves the oven! What? I wasn’t worried about that…until now!
And while it’s tough to know exactly what to do and say during these “unprecedented times,” I think we are over thinking it. It’s time to get back to basics with your marketing. Here are a few quick tips on how to market your organization now…and always.
Decide WHO Your Customer Is
One of the biggest challenges I see with companies is when they try to market to everyone. Not only is that impossible (and expensive) it makes for boring marketing. If you identify exactly who your target is, you can create compelling marketing and content that resonates with them. In addition, you find that your message does not need to be everywhere. It needs to be where your perfect customer is…and there only.
Explain What Problem You Are Solving
Every good business was created to solve a problem. The lemonade stand was created to quench your neighbor’s thirst on a hot day. The pizza shop was started because people are hungry (and don’t want to cook for themselves). Whatever the problem is that your organization solves, make sure you let your customers and prospects know. So many times we are concerned that we might be “overly salesy” and we make our prospects guess what we do. Don’t do that. Make sure it’s clear what you have to offer.
Add Value Where You Can
Once you let your customers and prospects know what you have to offer, it’s a good time to add value. I still believe that the Give First Economy is in full swing. You have an opportunity to be generous here. Help your prospects. Give them information to help them solve their problem. Not only will it establish you as the expert in the field, but it will build integrity and trust with your audience.
Cover Your Branding Foundation
This is a good time to look at your marketing and make sure the foundations are covered. Is your website up to date? Do you have flyers, brochures, and print materials that tell your story (consistently with your website). Does your team look like a team? Once you have created that ideal customer, you need to make sure you are showing up the right way to them, all the time. If you need some help with this, please reach out to us and we can help.
Make Your Offer
If you have identified your customer, explained the problem that you solve, and have added value, then please don’t forget to make an offer. It doesn’t have to be over the top. You don’t have to be in their face. As a matter of fact, if you have take the other steps, it would be weird if you did NOT ask for the business! This is not the time to “get the digits” from your prospect and NOT make the call! Make your offer and give them a chance to do business with you.
It’s a great time to get back to basics with your marketing…and these are some ideas to get you started. If you want to dig deeper, feel free to sign up for our (FREE) 5 Day Marketing Course here. Oh…and make sure you never miss out on our content. Head to our blog page now and see what you have missed.
by Kirby Hasseman
I am not a doctor and I don’t play one on TV. I am also not a nurse and do not have any medical training. And while, to my uneducated mind, the idea that masks can help to stop the spread of a virus makes sense, I am not going to wander outside of my lane here. There will be no fancy graphs. And there will be no links to articles that support my theory. God knows we can find plenty from either side on every argument nowadays. Nope…this is from your friendly neighborhood marketing guy. This is my simple take on the Real Reason Mask Matter.
I was on a shopping trip recently when I discovered this. I was with my wife and we went into two different Big Box stores (of course they were Big Box stores…that is what was open). In the interest of transparency, she and I were wearing masks. The first store we went into felt strange. Almost no one was wearing a mask. We were the outsiders and we got some funny looks. Kids were running around the aisles like it was a normal Tuesday night. To be candid, I was uncomfortable. Amy and I looked for what we needed, and when we couldn’t quickly find it, we left.
We left that store and headed to the next Big Box solution. But this one felt different. Even as we walked in I noticed that employees were wearing masks. As a matter of fact, once inside I realized that all of the employees had masks on. The vibe in the store seemed more calm. So Amy and I went through the store, found what we needed, and finished the shopping mission. And this leads me to the real reason masks matter.
Masks Matter Because They Put Your Customers At Ease
As consumers, when we head out to find necessities, most of us are on edge. We look at nearly everyone with judgement. Can they cause me harm? Are they doing what they should be? I talk about it in a vlog here. It’s natural. But if I am worried about whether or not I am safe, there is one important thing I am NOT doing…shopping. If your organization does not make me feel safe, then I (as a consumer) will not want to stay there. If I must, I will either leave before I get what I need, or I will get only what I need…and get out.
On the other hand, if I feel safe, I will take the time to find what I need. I might even find a few more things. Your team wearing masks sends a signal that you care for your team and for your customers. So while I believe masks provide another level of protection from the virus, my medical opinion is not in question. The real reason that masks matter is because of your customers.
Make sure you never miss an update. You can find all of our content on our blog page here. Oh…and if you do want to look at some products that you might need to open up safely, you can head to a shop we created here.
