August 2020 Favorites File
Reviews, experiences and fitting in are the three primary topics for this month’s favorites. Each of these has a role to play in building a brand. Starting from a place of purpose and intention will make each of these aspects of business easier.
Reviews (and ratings)
It was not long ago I heard an interview with Todd Caponi about his book “The Transparency Sale.” I was struck by his assertion that have a solid five star review is NOT desirable. Why? Because most people will seek out negative reviews as a means of validating a purchasing decision. As I reflected on this idea, I realized I do that. I will read a few top reviews and then find some of the lower reviews – just to see what people are saying about their experience. Sometimes I find things that make me nervous about the quality of the product or service, but more often than not, I find personal opinions that won’t likely be replicated by someone else.
We are not wired to be sold to. Being transparent and embracing all that comes with it will help your customers decide to work with you – or not. Here are a few of his stats:
- 95% of us use online review for purchases
- 86% of us view reviews as an important part of our decision-making process
- 85% of us seek out negative reviews when making a decision
And another thing to keep in mind with reviews – if a person takes the time to write comments with the rating, read them and respond/acknowledge the comment. If there is something to be done to address their concern, offer to connect with them offline and make an effort to right the wrong. In some cases, it may not be possible but acknowledging the comment will go a long way with those people who are checking out ratings and reviews as part of their decision making process.
Experience is proactive
As Joey Coleman say, customer experience is proactive and customer service is reactive. How you build your experiences to match your brand and all it stands for will bring your customers back to you and referrals flowing. Ignoring opportunities to personalize the experience you offer can be determinantal to your brand. An article from CMS Wire titled: Six personalization tips for a better customer experience offers valuable insights into the minds of consumers and their expectations.
In a report from Epsilon, 80% of customers are more likely to make a purchase when businesses provide a personalized experience. Personalization improves customer experience, helps drives sales and increases customer loyalty. Get to know your customers and build out an experience that speaks to their needs. We all feel valued when we feel valued rather than viewed as a number.
There are several other relevant and valuable stats and ideas offered in this article. I highly encourage you to read it.
Knowing where your brand “fits”
Fitting in sounds a bit cliche and maybe even a bit like a clique but when you consider it is a broader sense of who is following you and what they look like. In her most recent episode of Rebel Uprising, Dr. Michelle Mazur suggested we should take a look at our brand through the lens of “fitting in”. Where do you fit in the bigger scheme of the market?
The example she offered was that of the followers of the Rocky Horror Picture Show. If you’ve ever attended a showing of this cult classic, you can learn a lot about the brand of Rocky Horror without ever staying for the show. I think the same is true for looking at the Little Monsters (Lady Gaga’s followers) or the Swifties (Taylor Swift’s fans). And as you start to list the characteristics of these groups, you’ll start to see the characteristics of the brand emerge.
This exercise may not work for everyone but for some, it certainly could help articulate their brand in a much more authentic way. Be sure to download my brand element worksheet to guide your own discovery.
Remembering Black Panther
I had not quite finished this episode when the news broke of Chadwick Boseman’s passing from colon cancer. My family joined the ranks of Marvel fandom late in the game, just watching all the movies over the winter and spring of this year. And Blank Panther is one of my favorites of all the movies. If I’m honest, I could listen to King T’Challa – his voice and accent is calming. When I first watched the movie, I was struck by the relevance of testimony of King T’Challa at the end of the movie (post credits, I believe.)
This morning I found this quote a commencement address and given the role purpose plays in the premise of this podcast, it seemed fitting to share as well:
Purpose is an essential element of you. It is the reason you are on the planet at this particular time in history. Your very existence is wrapped up in the things you are here to fulfill. Whatever you choose for a career path, remember, the struggles along the way are only meant to shape you for your purpose.Chadwick Boseman, King T’Challa/Black Panther
May he rest in power.
Resources mentioned in this episode:
- The Transparency Sale, Todd Caponi
- The Marketing Book Podcast interview with Todd Caponi
- Customer experience is proactive, The Pursuit of Purpose interview with Joey Coleman
- Never Lose A Customer Again by Joey Coleman
- Six personalization tips for a better customer experience CMS Wire
- What does your brand stand for, Dr. Michelle Mazur, Rebel Uprising podcast
- A brand is more than a logo
How to rate and leave a review for a podcast
- On your iOS mobile device, launch the Apple podcasts app.
- Tap the search tab in the lower right corner of the screen.
- Enter the name of the podcast you want to rate or review.
- Tap the Reviews tab, then tap
- Write a Review at the bottom of the screen.
- Go to The Pursuit of Purpose on Stitcher
- Scroll down until you see Write a Review under “load more episodes”
- Write a review or leave a rating