Rebranding

Got Clients? No? Then Stop Putting Cats in Dresses

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Two_cats,_dressed_as_humans,_holding_rope,_which_doll_appears_to_be_skippingBack in January, I had the assignment from hell.  Every day, I had to cold-call 50 people I didn’t know, asking if they wanted digital marketing for their business. There were several things wrong with this scenario:

1) Most people I spoke with didn’t know what digital marketing was or why they needed it.

2) I had a quota to fulfill, so I didn’t have the luxury of time to research their companies.

3) I undervalued what Got Clicks brought to the table thinking that a big-named company could deliver the goods better than my little company. I was wrong.

4)  The power is NOT in the list, (I had literally thousands at my fingertips…) the power is in what you have to offer.

What did I do? Well, I didn’t hit quota, I can tell you that. (Nor did many of the other salespeople I had trained with for that big conglomerate.) But I came away with something far more important. We were missing something in our technique – the ability to listen.

Stop Putting Cats in Dresses

I made the simple (yet fatal…) mistake of talking about my solution before understanding their company, their products, or even understanding what their pain points were. As entrepreneurs, we create a product or solution first and THEN look for customers to sell our product to. It needs to be the other way around. Find the Pain, Find the Money THEN Follow Your Heart. Otherwise, you’re putting cats in dresses – forcing your solution to people who really don’t want (or need…) what you have to offer.
I spent endless amounts of time yapping about how I used Facebook, Twitter, LinkedIn and a kickin’ lead capture page to generate leads (and results.) What’s wrong with that? Nothing –  if it’s the right fit for that customer.

But what if it isn’t?

I’ve had more than one client have HUGE success independent of social media. Why? Because they spent the time learning what their clients REALLY were hungry for. They created what I like to call “Raging Cookie Fans.”  Raging cookie fans will go to great lengths to find you if you have what they’re hungry for.  Social media and web pages only make it easier for them to find you.  But you MUST have the product, solution or service your fan base is hungry for, otherwise, no Facebook, Twitter or cool website will EVER work if you fail to understand the pain points your customers face and how you can solve them.

The Click Retreat Begins This September

IF…

S-E-L-L is a four-letter word
Marketing means misery
Your client base has fallen off and you don’t know why…

Then maybe it’s time for The Click.

I began teaching this workshop last April and it was a HUGE success. I’m teaching it again in September and it’s perfect for those of you who are:

  • Stuck in your business and need a serious reboot.
  • Considering starting a business, but you find social media and website stuff overwhelming.
  • You want some hand-holding and help honing your message and finding RAGING cookie fans for your product or service.
  • You’d like someone to unveil your communication style and how you can successfully approach your clients without it being a hollow, sales-y pitch.
  • You want to meet other entrepreneurs who are interested in joint venture opportunities.
  • You want a weekend away where your main focus is on the messaging of your company.
  • You don’t want a “rah-rah” weekend and then it’s over. You want continuity, a well-defined start-to-finish program that you can implement with your style and your clients in mind.

If it’s time for you to Find The Click, LEARN MORE HERE

Rebranding the Right Way

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tootsies7daysDaisiesAwardIt’s one thing to get the marketing message right for a new business, but what about a well-established, well-loved, successful business? That was the challenge that came into the shop a couple of months ago.  How do you transition clients over to the new brand?

Verrryyyy slooowwwly…

Beth Estey of Tootsie’s Mini Spa had a couple of dilemmas:

1)  Gift Certificates – The system she had was tricky for customers to order gift certificates and print them off.

2)  Rebranding – While Tootsies had received 5 Daysies awards for Best Pedicure, they were being pigeon-holed into that one service.  Many customers were surprised to learn of all the other offerings.  Beth needed a way to educate her clients that Tootsies was a lot more than playing footsies…

4)  Social Media – Tootsies has a very loyal following, how were we going to bring them to liking a new entity such as Mini Spa VT?

Here’s a before/after video of the transformation of the website.  You’ll see some of the ways we made it easier for Beth’s clients to buy from her.  What do you think?

Last Saturday, Beth conducted a “Win a Free Facial” Facebook contest which was very popular.  She gave me one so I could have the whole experience.  The result?  The REN products left my skin softer than a sugar glider.  She had light appetizers, she had another upsell opportunity of receiving a full-blown facial for $50.  She also took the care in writing down all the products used that day and emailing the list to the client so they knew the products.  Later, she’ll set up a coupon code so those same participants can use her new website to order REN products at a discount (how cool is THAT?)

As for transitioning the social media, Beth will use the techniques outlined in this blog post – again, it will go slow and steady so that clients aren’t jolted.  If you make it easy for your clients to continue buying from you, tell them what you’re doing, give them a forum to give an opinion (such as Facebook), you’re engaging your customers and have your hand on the pulse.

If your company needs a website makeover, let’s talk!

Rebranding: It’s More Than a Pretty Logo

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Sarah Spencer Got Clicks 2013When I went from brunette to blonde about a year ago, I was scared to death.  I was excited about the new color, yet, I wasn’t sure if it would suit my personality, my style.  Would I fall victim to “dumb blonde” syndrome?  While I had fun being blonde, I did go back to my “roots” and I’m chillin’ with the brunette thing again and loving it.  When you start thinking about branding your company, it’s a much bigger commitment than changing the color of your hair, but it can sure stir up some strong emotions:

  • Fear, (will they like my new style?)
  • Excitement, (I can’t wait to ditch this old, tired persona, )
  • Confusion, (is this good for business?)

I’m starting work with a very smart client who recognizes that her shop has out-scaled her branding.  She’s known for one product,( in fact, she’s won numerous awards for it,) yet that niche has turned to a nightmare because she’s limited to one small window of opportunity for her business.  Niche marketing is great, but you need to look down the road at other products and services.  It’s healthy for businesses to reinvent themselves, just make certain you do it in a way that doesn’t confuse your existing following.

1)  Brand with Sense:  I know there’s been a lot of talk about the value (or devaluing) of keywords lately, but if you use common sense, you’ll know that if your domain name contains the keywords your customers will be typing into a search, it’s a pretty good idea to start with a solid domain name that tells what your product is in milliseconds.

2)  Brand Across Platforms:  If you’re going to change your image, go all the way.  Don’t leave your blog with the old imagery and your website branded with the new logo.   Check your content, too.  Find and replace your old tag lines with new ones that will resonate with your customers.

3)  Brand Your Social Media: Make sure your social media keeps up with the new branding.  Yes, you can change the name of your business in both Facebook and Twitter.  Here’s a GREAT youtube video on changing your name in Facebook and a very concise article on changing your name in Twitter

4)  Respond:  If you’re a brick-and-mortar entity, you know some are going to balk at change – it’s human nature.  The most important thing you can do is get clear on how you feel about your branding and then spread that vibe through every media channel you can think of – Facebook, Twitter, Yelp.  Make sure you respond promptly to your customer fan base with the reasons you made the change.  It doesn’t need to be a diatribe, something like, “Yes, we loved the success we had with ABC brand, but now that we offer so much more, we feel the new name, DEF expresses more of our products and services.  Thanks for the feedback, come back and see us and let us know in person how we can serve you in the future.”

Yes, it’s scary to rebrand, but sometimes it’s smart and necessary.  If you need help with this very big step, I’m all ears…