After researching the keywords for your pay-per-click ad campaign, you can't just add keywords to your ad. Instead, you have to write copy that encourages visitors to click. But first, you need to know how to craft ad copy that draws in more customers.

Writing copy for your keywords

Your ad's design may draw attention, but the copy convinces them to click. Your ad copy allows you to make a lasting impression on potential customers. The better your ad copy, the less you'll pay for your cost-per-action (CPA). CPA is the cost to get someone to do something with an ad. Google AdWord's average CPA is $48.96 for search and $75.51 for display. Facebook Ads CPA is $19.68. However, when your copy encourages visitors to take action, you can decrease those prices.

Why ad copy matters

Ensure you know what ad visuals and platform you'll use before you write copy. <ul><li>You only have so much space to make an impression, so stay to the point. Google Search Ads have a headline limit of 30 characters and a 90-character description limit. Facebook and Instagram feed ads are limited to a 40-character headline and 125-character text limit.</li><li>Prioritise ideas that focus on solutions and benefits. Emphasise benefits over features. Use audience research to help you understand what solutions and benefits to put first.</li></ul>

Keep ad copy to the point

Ad viewers can be at any stage of the conversion funnel.<ul><li>Leads closer to the top of the funnel (TOFU) respond better to awareness-related messages. Your copy should be inviting and light.</li><li>Those near the bottom of the funnel (BOFU) need a nudge from your copy to take action. Use action verbs to make your copy more intentional.</li></ul> Customise your ad's copy and call to action, considering your intended reader's funnel stage.

Customise based on funnel phase

Social proof is evidence that customers like your product or service. It gives you credibility. Reviews and testimonials  show that other people enjoy your product or service, which helps other viewers trust you. Stay within your ad platform's character limits and keep your social proof short and impactful. If you need more room, consider using a copy-focused graphic.

Entice with social proof

Your ad copy affects your customer's journey after they click. For example, if the landing page doesn't match the vibe of your ad, they may get confused and leave. Keeping your tone and language consistent will reduce the friction between ad click and conversion.

Line up your ad copy and landing page copy

Your call to action (CTA) should consist of a powerful phrase that matches the action you want your visitor to take when they click your ad. Ensure that your CTA fits the standards and goals of your ad platform.

Creating the finishing touch with your CTA

You can't solely rely on your ad visual for conversions, your copy has to be enticing as well. Here are some of the best practices to write ad copy that converts.

marketingandsales

Marketing & Sales

writing

Reading & Writing

How to Write Ad Copy That Gets More Clicks

Marketers may fall into the trap that they think they want to sell to everyone. If Coke and Nike sell to everyone, they think they should sell to everyone.
But you cant. You don't have the time and enough money. So that is good news because now you can be specific. You can say it is for these people but not for those people.
<ul>
<li>Who is it for? Who is it for psychographically? What do they believe? What do they dream of? What are their fears and desires?</li>
<li>You get to pick the who. They have a problem they know they want to solve. They have the means to solve it, and you are able to keep your promise.</li>
</ul>

How do I find your "who"

Be very sure you can name one person by name that will do business with you. Can you name ten or a hundred people by attribute? If there aren't ten or a hundred people who will stop by and do business with you, you should probably make something else.

Specify your "who"

We may know how to make things but making things are not the hard part. What is hard is figuring out what people want and how to earn trust and attention.
<ul>
<li>People don't know what they want. It took someone to make an iPhone and show people, and then only did people want it.</li>
<li>We need to find empathy to understand how people think before we can make a product people will want.</li>
</ul>

How to know what people want

You don't get to decide what's important to other people. When you show up, you have to deal with their world views, their biases, their fears.
As marketers, we have to see what one type of person in a certain setting buying our product will be reminded of.
For example, if you're at a baseball game, someone can probably sell you a stale hot dog because it reminds you of going to the ballgame with your grandpa. But in a business setting, you would never buy it.

How to resonate with your audience

Marketing is about how we talk to other people in a way that earns their trust, get them excited and gain enrollment. You have a marketing problem if you battle to serve the people you want to serve because they don't understand you or don't believe you, or don't talk about what you make.

How to know when you have a marketing problem

A collection of Insights from marketing mogul's best books, blogs and videos

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Business

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Time Management

7 days with Seth Godin

You can only become successful at marketing when you know who to sell to. Seth Godin takes marketers through the process of finding their "who".

Watch Seth Godin, Founder of The altMBA and author of "This Is Marketing" explain who marketers need to find their "who" in order to be successful. One of the biggest traps marketers fall into is that they want to sell to everyone. You can’t. You don’t have enough time, and you don’t have enough money. And that’s good news because now you can be specific. Pick a “who” that has a problem they know they want to solve, a means to solve it, and you are able to keep your promise. If those 3 things are true, then marketing is easy. Free marketing courses in HubSpot Academy: https://clickhubspot.com/PopularCourses-b7o 📔 Grow Your Career and Business with HubSpot Academy: https://clickhubspot.com/Popular-Courses 📔 Favorite Free Certification Courses: • Social Media Marketing Course: https://clickhubspot.com/Social-Media-Certification • SEO Training Course: https://clickhubspot.com/SEO-Training-Course • Inbound Course: https://clickhubspot.com/Inbound-Certification • Inbound Marketing Course: https://clickhubspot.com/Inbound-Marketing-Certification • Email Marketing Course: https://clickhubspot.com/Email-Marketing-Certification • Inbound Sales Course: https://clickhubspot.com/Inbound-Sales-Certification • Taking your Business Online Course: https://clickhubspot.com/Business-Online About HubSpot: HubSpot is a leading growth platform with thousands of customers around the world. Comprised of a Marketing Hub, Sales Hub, Service Hub, and a powerful free CRM, HubSpot gives companies the tools they need to grow better. HubSpot Academy is a worldwide leader in free online training for inbound marketing, sales, and customer service professionals. We specialize in comprehensive certifications, singular topic courses, and bite-sized lessons for professionals looking to grow their career and business. #HubSpot #sethgodin

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Videos

Download HubSpot's Free Buyer Persona Templates: https://clickhubspot.com/vko

Watch Seth Godin, Founder of The altMBA and author of "This Is Marketing" explain who marketers need to find their "who" in order to be successful. 

One of the biggest traps marketers fall into is that they want to sell to everyone. You can’t. You don’t have enough time, and you don’t have enough money. And that’s good news because now you can be specific.

Pick a “who” that has a problem they know they want to solve, a means to solve it, and you are able to keep your promise. If those 3 things are true, then marketing is easy.

Free marketing courses in HubSpot Academy: https://clickhubspot.com/PopularCourses-b7o

📔 Grow Your Career and Business with HubSpot Academy: https://clickhubspot.com/Popular-Courses

📔 Favorite Free Certification Courses:

• Social Media Marketing Course: 
https://clickhubspot.com/Social-Media-Certification
• SEO Training Course: 
https://clickhubspot.com/SEO-Training-Course
• Inbound Course:
https://clickhubspot.com/Inbound-Certification
• Inbound Marketing Course: 
https://clickhubspot.com/Inbound-Marketing-Certification
• Email Marketing Course: 
https://clickhubspot.com/Email-Marketing-Certification
• Inbound Sales Course: 
https://clickhubspot.com/Inbound-Sales-Certification
• Taking your Business Online Course: 
https://clickhubspot.com/Business-Online


About HubSpot: 
HubSpot is a leading growth platform with thousands of customers around the world. Comprised of a Marketing Hub, Sales Hub, Service Hub, and a powerful free CRM, HubSpot gives companies the tools they need to grow better.

HubSpot Academy is a worldwide leader in free online training for inbound marketing, sales, and customer service professionals. We specialize in comprehensive certifications, singular topic courses, and bite-sized lessons for professionals looking to grow their career and business.

#HubSpot #sethgodin

Hundreds of FREE Marketing Tools at your fingertips. Subscribe to take your business to the next level! 

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HubSpot is a leading growth marketing platform that empowers thousands of companies with the tools they need to grow better. Here you’ll find fresh content on social media marketing (TikTok, Facebook, Instagram, YouTube, + LinkedIn), email marketing, SEO solutions, paid ads, business trends, and much more. 

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Finding Your "Who" with Seth Godin

Organisations grow when they develop a base of customers. Businesses profits and political ideas become movements because they built and shaped a group of people by what they do. This is the most important thing an organisation does and the only part you can't outsource.

Growing a customer base

It's doubtful that the first product or service you develop will be precisely what potential customers want. Failure fuels new projects. It is a way to figure out what customers don't want. Most of the time, the innovations an organisation brings to the market is not immediately adopted. Of course, you will have early adopters, but most customers prefer to wait.

Failure moves projects forward

The paradox: Organisations need to be agile and willing to pivot as they engage with an invisible or sceptical market. But, at the same time, ideas don't spread through a market at once. That is why it is important to identify your smallest viable audience. By seeing them and serving them, you can refine your product while establishing conditions for growth.

The smallest viable audience

<ol><li>Your core audience starts to spread to word. You've built the network effect into your offering so that it works better when people tell their friends and colleagues. For example, Twitter and the ice bucket challenge.</li><li>Your success at serving this small but viable audience gives you the team, cash flow, and social proof to find a different set of customers.</li></ol> The hard work of customer development is finding a reason for your customers to bring new customers.

Growth comes from two places

Seth Godin's Blog on marketing, tribes and respect

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Personal Development

Customer development

In most pyramids, the top gets the attention, but the foundation is most important. In marketing, the base of the pyramid is INTENTION. Intention comes with design thinking.<ul><li>Who is it for/what is it for?</li><li>Have you identified the smallest viable audience and built a product that works wonderfully for this audience?</li><li>Your story is linked with your intention. A story works when it becomes your audience's story.</li></ul>

The base of the pyramid

The parts of the pyramid:<ul><li>Intention is the base of the pyramid and the most important.</li><li>Retention comes next. Existing customers are worth more than new ones.</li><li>Remarkability. The conversations that happen because of your work. People will only talk about your work because they believe it will help their goals.</li><li>Permission. The privilege of delivering personal and relevant messages to the people who want them. This is a future asset.</li><li>Tactics, words, and images. What is your narrative that engages with people? Where is their status? What sort of affiliation do they desire?</li></ul>

Modern marketing pyramid

Discover the world of business and economics.

economics

Economics

The pyramid of modern marketing

This strategy helps to persuade. Use a list of three to convey the main point, such as three words or complex phrases sorted by bullet points: Ways to use this sales technique:<ul><li>Identify three pain points of your prospect.</li><li>List three end-picture benefits of your product.</li><li>Mention three of your top customers.</li></ul> Why it works:People like patterns. Three is a quick pattern any person can find. Anything over three causes scepticism from your prospect.

The 1-2-3 Close

This sales technique takes the skill of storytelling and applies it to a journey similar to yours to show that their challenges are solvable. How to use this technique:<ul><li>Identify your prospect's job title, responsibilities, and industry.</li><li>Consider a customer contact or account similar to the situation.</li><li>Find one pain point the customer had that your prospect can relate to.</li><li>Tell the story in a way that lays out the problem and then the solution.</li></ul> Why it works:Research shows that when our characteristics are similar to a character in a story, we identify with the character, which drives persuasion.

The Similarity Close

Instead of stating what your company can do, show your prospects that your product works for others. Ways to use this technique:<ul><li>Link out to a written or video customer testimonial for your prospect to view.</li><li>Include a customer quote with their company name and job title.</li><li>Tell a story about a customer using the BAB or PAS cold email formulas.</li></ul> Why it works:Research showed that third-party reviews of a product are 12 times more trusted than a company's product descriptions.

The Testimonial Close

Instead of focusing solely on facts and figures, consider thinking about feelings.Applications for this sales technique:<ul><li>Send your congratulations for recent personal or company accomplishments.</li><li>Let them know you're thinking of them by passing along articles they would enjoy.</li><li>Find a commonality, such as having the same birthday, initials, or alma mater.</li></ul>Why it works:People are driven by emotion. A study showed that 95% of our purchase decisions take place unconsciously.

The Emotion Close

Humour breaks out from the stale selling techniques by showing you have a sense of wit.How to use humour in action:<ul><li>Use a funny gif in your email.</li><li>Do research on a social media account to find your prospects unique interest and reference it in a funny way.</li><li>Use self-deprecating humour to show your awareness.</li></ul>Why it works:Funny people are likeable. Humour puts people into a relaxed mood.

The humor close

Either this or that. A simplified process can lessen overwhelming decisions.How to use this sales technique:<ul><li>List two times you could schedule a call.</li><li>Offer a free trial or schedule a demo.</li><li>Ask if you should reach out later or let it be.</li></ul>Why it works:A study suggests that limiting options can lead to more creativity. With fewer options, we can expand our thought processes.

The Alternative Close

It can feel very persuasive when someone shows that they understand your point of view. Ways to use this sales technique:<ul><li>Suggest ways to solve their problems by researching articles they have shared.</li><li>If your competitor has problems, reach out to your prospects to help ease their situation.</li></ul>Why it works:A Harvard Business School report that empathy increases sales persuasion when you show a prospect the use in what you're selling. By going beyond to solve their problems, you'll earn their respect.

The Empathy Close

Expert tips on how to tap into the human psyche and turn potential customers into actual ones

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Books

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Leadership & Management

Understand yourself and those around you.

psychology

Psychology

How to Sell Anything

Different sales techniques will resonate with various audiences. Trying different techniques can help to see what resonates with your audience.

Sales techniques for email that practice the power of persuasion, backed by science. Includes examples and how-to suggestions.

7 Sales Techniques With Proven Success

If you want to win deals consistently, you can't sell how you want to be sold to. Instead, you have to adapt your strategy to the personality type of the potential buyer. There are four personality types:<ul><li>Assertive</li><li>Amiable</li><li>Expressive</li><li>Analytic</li></ul> Most prospects will be a mix of these personality types. But if you're familiar with the core personalities, you can change your selling strategy to fit any situation.

Four types of buyers

This type is goal-oriented, decisive, and competitive. They care more about the results and less about personal relationships. They can be impatient and controlling. Traits:They speak in declarative sentences and ask a few questions. For example, they're likely to say, "I'm looking for a new sedan," rather than, "Can you show me your sedans?" How to sell to them:<ul><li>Ensure you're prepared for the meeting.</li><li>Be highly efficient. Keep your statements to the point. Don't repeat facts.</li><li>Emphasise how your product will solve their problems.</li><li>Steer clear of personal opinions and testimonials.</li></ul>

Assertive personality type

These people value personal relationships and want to trust their business partners. They will dive into finding unexpected solutions but won't do much research before a meeting. Traits:They are great listeners and might ask personal questions to get to know you outside your professional role. They are friendly, calm and patient during meetings. How to sell to them:<ul><li>Pitch a vision.</li><li>Take the time to build rapport.</li><li>Use examples of similar clients who successfully used your products—flesh out the story.</li><li>Walk them through the decision-making process.</li><li>Give them personal guarantees.</li></ul>

Amiable personality type

Expressives tend to make decisions taking their emotions into account. They are often concerned with others' well-being. They are creative, outgoing, and spontaneous. They value mutual respect, loyalty and friendship. Traits:They want to feel connected and bond on a personal level, but they are also sure of their beliefs and speak more in statements. How to sell to them:<ul><li>Present case studies.</li><li>Emphasise an ongoing relationship.</li><li>Facts and figures are less important than how the buying decision affects their business on a human level.</li></ul>

Expressive personality type

Analytics love data, facts, and figures. They'll research you and your business before meeting and ask a lot of detailed questions. They want to understand the available options and won't make a quick decision.  Traits:They are concerned with facts, not emotion, and won't spend time getting to know you on a personal level. How to sell to them:<ul><li>Don't rush them. Be prepared for a longer selling process.</li><li>Assume they are prepared and have done their research.</li><li>When you make a claim, back it up with data.</li><li>Provide detailed information.</li></ul>

Analytic personality type

Discover the four core personality types of customers and how to sell to each.

The 4 Personality Types of Buyers & How to Sell to Them

Prospects, or potential customers, are the fuel for the sales pipeline. Every prospect represents a possible sale, making it important to grow your base of prospects.
Prospecting is used to expand the size of the potential customer base. Sales reps will reach out to leads and nurture them into opportunities, using techniques such as making calls, direct mail, networking events, and connecting on social platforms.

Sales prospecting

<h4>The sales process moves from cold leads → to warm opportunities → to hot deals. Prospecting is what happens in-between.</h4>
<ul>
<li>Sales and marketing source leads. Leads are unqualified prospects and come from marketing or sales.</li>
<li>Sales qualify leads into prospects. Sales get to know leads and decide if they're a good fit (qualified) to become a prospect.</li>
<li>Sales nurture prospects into opportunities. Sales make prospects more interested in the sale, turning them into "opportunities."</li>
<li>Sales close opportunities into deals.</li>
</ul>

The stages of the sale prospecting process

<ol><li>Follow the prospect before you connect with them.</li><li>Find them in groups. Join and engage in groups where your prospect is active.</li><li>Hype them up. Follow the prospect's activity and help to up engagement.</li></ol>

How to find new sales prospects

We need to study prospects and be relevant when we reach out to them.
Steps to find an authentic common ground that gives traction to the relationship:
<ul>
<li>Lean on customer relationship management (CRM). CRM technology helps to keep all your interactions with your prospects at your fingertips - the email you sent, notes from all your meetings, the pitch deck.</li>
<li>Research your way into their world. If it's a publicly-traded company, read their investor reports.</li>
<li>Find the channel that sticks. If the prospect doesn't answer the phone, try to connect on LinkedIn. Be as relevant as you can.</li>
</ul>

How to approach a new sales prospect

Questions to help you qualify a prospect:
Is this the right person?
<ul>
<li>Does the prospect match your ideal customer profile?</li>
<li>Are they interested in your product?</li>
<li>Can they influence the deal or even decide to purchase?</li>
</ul>
Is this the right company?
<ul>
<li>Is it in your territory?</li>
<li>Is the industry a good fit?</li>
<li>What’s the size of their organisation? </li>
</ul>
Is this the right project?
<ul>
<li>Is the department funded to pay your price?</li>
<li>Will the project be a priority for the company?</li>
<li>Will the team be using the product for the right use case that will create an impact?</li>
</ul>

How to qualify a sales prospect

You won't get far with prospects by repeating the same general information on your company's website. To go deep with them, you'll need to learn their accent and become knowledgeable about their lives at work. Learn about specific industry trends, their companies and their lives.

Moving sales prospects to the next stage in the sales cycle

It's not about closing the deal but about closing every step of the deal. <ul><li>Obsess over the next step. End the conversation with a question. "Can we connect for five minutes after you've taken a look?"</li><li>Advance but qualify. Prospecting is about moving forward. Don't over-focus on a deal that won't be worth it. Ask at every stage if the prospect is still a fit.</li><li>Selling is a team sport. You won't have all the answers and need to lean on those who give you the information you need.</li></ul>

Keep the conversation moving

Grow your customer base by finding and nurturing new prospects with our sales prospecting guide.

How to Do Sales Prospecting the Right Way

Marketing is not a random exercise. Rather, marketing is effective when it is done with intent and planning. Start marketing by answering this question: What is your marketing for? All marketers make change happen. It can be trivial: marketers change non-customers into customers, but it is often much more profound. We help customers become the person they want to be. For example, Harley Davidson turns a specific group of people from disrespected outsiders into beloved insiders.

The purpose of marketing

Marketing is the act of going into the world with the intention to make a change happen. This means you're responsible. You're making the change and bringing it forward. That makes you responsible for the effects and side effects of what you do.

Marketers are responsible

Marketing gives you the leverage and the tools to make a change happen. Marketers can get under people's skin. They tell a story that spreads. They make stuff that people want to engage with. What do you want to change? From what state to what state, from what belief to what belief, from what status to what status?

Finding your true north

“Marketing is the generous act of helping someone solve a problem. Their problem. Marketing helps others become who they seek to become”. Seth makes a distinction between bad marketing and good marketing. My Favourite Software, Books, & Tools: ➤ HubSpot: https://bit.ly/3BvXqcd ➤ SEMrush: https://bit.ly/3y0xFP7 ➤ AppSumo: https://bit.ly/3eQ6O0r ➤ Bluehost: https://bit.ly/3xN36Ml ➤ Supermetrics: https://bit.ly/3gYYivH ➤ Fiverr: https://bit.ly/3hL1mxJ ➤ proprep: https://bit.ly/3B8EGiJ ➤ Get the Principle of Marketing book by Kotler: https://amzn.to/3z6iWCp ➤Try Amazon Prime Student FREE: https://amzn.to/3jv7rOp ➤Create a Free Amazon Business Account: https://amzn.to/3CAS6EW #sethgodin #marketingplan #marketing PS: Some of the links in this description are affiliate links. Affiliate commissions help fund videos like this one.

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Marketing Tutorials

Seth Godin on Modern Marketing

You don't need to change the entire world to build a successful business; you just need to change someone's world

You have to do things other people aren’t going to do. You have to be more than different, because different got you in the door but you have to remain thoughtful. It's the random unexpected acts of kindness, no matter how big or small, that will help you be not only remembered but also talked about and shared.Be curious about people. Show that you're excited to see them and that you care about their needs and interests and details of their lives. They'll notice and they'll love it.

How To Be Someone's Favorite

Send small, short , unexpected personalised messages. You could send an email, or a direct message on twitter or Instagram. But if you really want to bring out someone’s super fan send a video message. By sending a video you’re making it personal and more likely a person is to <ol><li>open than video </li><li>receive your message </li><li>feel the need to respond positively because you’ve done something unusual </li></ol>﻿

Send Unexpected Messages 

People don't become superfans the moment they find you. They become superfans because of the magical moments you create for them over time.

It represents the total number of people who know about your brand. Creating superfans is all about executing strategies that will take a person from each stage to the next, from casual to active to connected to the top of the pyramid: superfan.

Pyramid Of Fandom

Disney implemented this simple strategy: Hire your fans. They’re the ones who know your brand, who love what you do and who will bring a special energy to their role that an outsider may not be able to capture. Whether it’s as a volunteer for a one time event or a long term paid role in the leadership of the company. If you bring someone on, make sure the relationship is fair and balanced. You don’t want to ask too much of them without giving back in return, so be mindful of their workload and what you’re demanding of them.

Get Them Involved 

<ol><li>Search on Facebook or LinkedIn groups, type in keywords that you believe your target audience maybe using to find each other. </li><li>Ask people about their biggest challenge related to a specific topic: Post your question on social media or even in your email in the autoresponder series people receive after they subscribe to your list. </li><li> Find 10 people and ask them to spend 15 minutes with you talking about a problem to your area of expertise. When talking you can hear not only their words but emotion that comes along. Use this to connect with your audience authentically. </li></ol>

Learn The Language Of Your Audience

Go out of your way to provide your most dedicated fans with special access to events and experiences, it will not only forg a special connection to the brand, but also makes them fee compelled and excited to share the experience wide on social media. Sharing happens for 2 reasons <ol><li>because we love to tell stories </li><li>because it elevates our status </li></ol>People crave status almost as much as they crave money. Use this to your advantage by tapping into peoples innate desire to feel special. A good VIP experience is one in which you make sure you're not compromising the integrity of connected community.

Offer Platinum Access 

When speaking with your casual audience, Get comfortable sharing things about yourself and your life, perhaps outside of the realm of your niche but also more personal, in order to bring attention to the person behind the brand and foster meaningful connections with your audience.It's not about B to B or B to C. It's about P to P: person to person relationship.Share stuff about yourself that you'd share with your friends. You want people to get a sense of who you are as a person behind the brand. It's just about being more human.

Breaking The Ice 

When you're helping people to do something, give them a one-stop shop to get started with that thing and then build up with some small quick wins. For eg: let's say your business involves helping people podcast. You can deliver number of quick wins from that one page by packing it with resources and information about what gear to purchase how to find guests for the show and how to figure out what the first episode will be about.Finding all this great info will almost be a quick win for your readers one that will motivate them to continue, knowing that this so much content available.

Quick Wins : Pack Your Getting Started Page

There are two aspects to this strategy: Painting a picture of the future of what life will be like if they DO take action with you and what life will be like if they DON'T. To craft a picture of don't- start with identifying their problem and help them become more aware of it. But be careful to not prey on their fears. Use it wisely and compassionately. For the do- Show them examples of transformation. Do this using testimonials It's one thing to tell people what will happen if they follow you but another to prove that your stuff works by showing people who were just like them not too long ago

Use Time Travel To Take People From Casual To Active 

Every comment on your Facebook page or an email asking you a question is like a handshake offered. Don't leave anyone hanging, follow up with everyone especially in their first interaction with your brand. Humans want to give back to those who give to them and in many cases people just want to receive attention. Have systems and resources in place to respond to people and keep track of your interactions, so you can follow up later. Be the different brand that cares and you're going to stand out among the crowd like no other.

Return Every Handshake 

Humans have a fascination for how things work and opening up your factories to them:<ol><li>Helps them appreciate the quality and care behind the product</li><li>Makes them feel unquie and special</li><li>Connects your audience with the people behind the brand </li><li>It gives your audience something to share. </li></ol>It can be as simple as giving people a glimpse of where your work.Host GigsOpen up your brand and business to your audience. Ask them questions and give them a forum to share their answersGoing live is actually not scary as you think, people don't expect you to have everything nailed down.Tip: call out people's names.

Open The Factory Doors And Stage A Gig

The world has 3 types of people Mavens,connectors and salespersons. Mavens are engineers, creators and salespersons use persuasion to bring a change.If you're a connector you make change happen by connecting people,you're like a hub for others to network.If you want to build a community rich with engagement, then you have to tap into your inner connector. Natural connectors see value in every person yheu mee and like everyone for who they are. The beauty is that once you start to tap into that small piece of yourself and out into action.Then use this to bring people together.

Tap Into Your Inner Connector To Bring People Together

Every once in a while, highlight some of the amazing things community members are doing. While doing this it's always great to feature a range of different people from the audience. This way it's more likely that a person reading listening or watching will find someone just like them. When people see others like them succeding using ideas you teach, they're more likely to see themselves and their own potential in a similar light and they're going to want to stick around and engage.

Bring Them On Court and Pass The Ball

artsandculture

Society, Arts & Culture

Customers, followers, subscribers. It's easy to just look at the numbers. How many likes? How many purchases? How many email subscribers? But as entrepreneurs, we have to remember that there are people behind all that data. People who are looking to us to be a leader, to give advice, and to care. In this dog-eat-dog world, these are the people who are looking for someone who they can trust, and who they know have their best interests in mind. These are the people, if you connect with them in the right way, who will become Superfans. Followers may "like" an Instagram post. Customers may buy a product. But "Superfans" will be your biggest supporters. They will promote you and your products because they know you have made a difference in their lives. They will tell their friends. They will send you encouraging emails. Whether you're a shy YouTuber just starting out, or the leader of a Fortune 500 company, your superfans are out there waiting for you to connect with them. You don't need to change the entire world to build a successful business; you just need to change someone's world. People don't become superfans the moment they find you. They become superfans because of the magical moments you create for them over time.

Pat Flynn

Superfans

They do get mixed up a lot. But there is a very important distinction.
<ul>
<li>Customer service is part of the broader customer experience. Customer experience means all of the interactions a customer has with a brand and how they feel about those interactions (the people you interact with, their advertising, the packaging, the physical location, the ambiance, the decor, etc.)</li>
<li>Customer service is the assistance a company provides to help a customer with its products or services. That’s a very specific part of customer experience, often the most important or most memorable part.</li>
</ul>

Customer experience vs customer service

The whole concept of an experience guarantee is based on the idea that your customer is trying to solve a problem, and that’s the insight you need to have to create a wonderful experience and experience guarantee. The way you do this is by listening to your customers. And while that seems simplistic, companies are not as good at listening as they’d like to believe.

The problems customers are trying to solve

To create an experience that allows you to win customers and retain them:<ol><li>Make a guarantee, promise to solve the problem. This could be a customer service provider saying. “I’m going to take care of this for you.”</li><li>Keep the promise: Making a promise in your marketing or advertising is not enough. You have to now act to make sure that promise is kept.</li><li>There will always be a time when you’re unable to keep your promises, or at least in your customer’s mind, you did not keep your promise. You have to find a way to restore trust so that your customer is willing to give you another chance.</li></ol>

Solving the problems customers have

“When you promise to solve a particular problem, you’re also saying, in effect, ‘If your problem falls outside of this, we might not be the best choice for you'”

“When companies try to be all things to all people, they end up not being very good”

Once you identify that problem and you make a particular promise, then you can focus on your customer experience. Whether it’s your marketing, operations, delivery, customer support, you name it, your focus can be on keeping that promise. That’s an important aspect because it gives you that focus. Having an experience guarantee allows you to be a lot more focused and make smarter decisions.

Laser-like focus

Guaranteeing a great experience for your customers isn’t hard, but are you actually delivering on that promise? Jeff Toister, author of The Guaranteed Customer Experience, joins us to talk about the key to earning (and keeping) our customers’ trust and business.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

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Podcasts

On Inside Intercom you'll hear the team from Intercom interview makers and do-ers from the worlds of product management, design, startups and marketing.

Inside Intercom

Jeff Toister on a guaranteed customer experience

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