How to Interact With the Right Customers

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The Secret to Making 2015 Your Best Business Year Ever

How to Interact With the Right Customerpowered by ActionCOACH

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You need results for your business and we do that.

Fueled by passion and driven by results, we help businesses realize their full potential.

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Lee ConstantineMarketing Director

Lee Constantine is a young marketer and writer who intuitively understands that you need to constantly produce content and engage to win an audience. Michael DurantCEO, Chief Creative

Michael Durant is a creative branding genius groomed by his gift to turn imagination into reality. He is known for helping people realize their wildest dreams.

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What is a brand voice?What are you saying and how are you saying it?How your brand archetype can grow your businessIs it interacting with the right customers?

Your takeaways

Your brand has a specific archetype that influences your message both internally and externally. It also influences how your brand gains and interacts with customers. In the webinar, we focus on the following: What is a brand voice?What are you saying and how are you saying it?How your brand archetype can grow your businessIs it interacting with the right customers?

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Finding your brand voice is difficult.

Finding your brand voice is difficult. Without it, you dont have a clear direction for the company. Its not clear who you are as a brand or what you represent. Its like walking blind folded.

The same can really be said for your customers. If you dont have a clear brand voice, your customer might as well have a blind fold on when they walk into your store or your place of business, or your website for that matter. If its not clear what you do or what your represent, then theyre going to leave confused and without giving you their business.

The brand is how you differentiate yourself. Its how your stand out and truly add value to your customers in their eyes.

Michael, you always say coming up with a great brand voice or a great brand identity figuring how your brand would walk and how it would talk. Will you expand on that?5

The art of marketing is the art of brand building. If you are not a brand you are a commodity. Then price is everything and the low cost producer is the only winner.Philip KotlerProfessor at Kellogg School of Management

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Your Brand VoiceA companys tone of voice will inform all of its...

DesignThe look and feel of EVERY piece of marketingWritten copyWebsiteSocial media messagesEmailsPackagingAnd more

A brand voice encompasses a lot of things. Its often not what you say but how you say it.

It included all these channels, and many more. Your podcasts, webinars, and your in person sales pitch, for example. Does every employee know talking points to pitch your company in the correct way if the opportunity presents itself? A lot of people like to say that marketing needs to come before sales pitches, some say sales before marketing. But the truth is that they need to complement each other and be developed at the same time.

You cannot have sales with marketing and vice versa. You just cant. If you think going out to a networking event is about sales, its not. Its your marketing. Its every word you say. Sales is how you say it and how persuasive you can be. If you want to be effective, they both need to be on point.

We do this all the time. I do a lot of content for a lot of different business and over time their brand voice really stands out to their customers and target audience. Which is hugely important. But content is only half of it. Your content needs great presentation. Design is a big deal.

Michael you can attest to this. I mean someone could have all the right wording and information for a client or a bid submission or some point of sale, but if they dont have a great image to match it then theyre competing based on price. And if another companys voice outshines yours, then youre not going to close.

A lot of businesses struggle with this. 7

Your Brand VoiceA companys tone of voice will inform all of its...

The HOWThe look and feel of EVERY piece of marketingThe WHATWebsiteSocial media messagesEmailsPackagingAnd more

They are in essence, the WHAT and the HOW.8

Who is your customer?

So who is your customer?The best way to determine your marketing channels is to figure our who your customers are.Marketers often create custom personas of their ideal customers in order to better tailor their messaging to these individuals. This process should be your first step when thinking about your brand voice.

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Who is your customer?

As a starting point, consider these:

Is your ideal customer male or female?How educated are they?What is their rough income bracket? How much discretionary income do they have?Do they have children?What types of news/media do they consume?

As a starting point, consider the following questions:Is your ideal reader/customer male or female?How educated are they?What is their rough income bracket? How much discretionary income do they have?Do they have children?

And the WHAT types of news/media do they consume? and WHERE online they are going to find these. Thats where you need to be.

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Medium intentPaid SearchYelpPartnershipsNewsletterSocial MediaOrganic SearchBanner adsReferralsWebinarsHigh intentLow intent

Searching for your productRecommendation from a trusted sourceNot searching for your product

We all know these channels. Weve talked about these before in previous webinars. They apply to your brand voice and messaging a great deal.We break down our channels by purchase intent which are usually the same for every business.

We have all of these channels where our customers are. Our sales funnels for each of these three intent columns dictate our sales pipeline first of all, but they also greatly affect how we message to those people. Customers who hangout on yelp or on our webinars are going to interact to our messaging and information very differently than our customers that read our newsletter and definitely differently than our followers on our social media channels.

Crafting messages tailored to them is not easy. And almost IMPOSSIBLE if you dont have a clear brand voice. 11

Why is this important?Its an expression of the people behind the brandIt sets you apart from the restIt build trustIt is used to influence and persuade

Why is tone of voice important?Its an expression of the people behind the brandThe above quote points out that its not justwhata company does, butwhoit is that makes it a brand. A tone of voice both embodies and expresses the brands personality and set of values. Its about the people that make up the brand the things that drive them, their loves and hates, and what they want to share with the world.It sets you apart from the restA brands tone of voice should be distinctive, recognizable and unique. This may seem like a tall order until we consider the use of our own language in everyday life. We all employ language - both written and spokenIt builds trustThere really is a strong link between familiarity and trust. Because something familiar requires little effort to process mentally, we are more likely to feel at ease around it. Thinking along these lines, a company must be consistent in its use of language so that its writing becomes familiar to the customer. Creating a specific tone of voice, then, plays a crucial part in this.12

Heres an example of consistency. Im going to show our twitter page as an example. Our messaging is all about inspiring business owners and entrepreneurs and giving them free tools, resources and information to help them build a better business whether its operations, marketing or their team, we have the knowledge to help you grow.

This is just one channel, though. Remember when we said we have to tailor our content across many channels? 13

TwitterFacebookBlog

Heres an example of our brand voice across many channels. Our twitter, facebook, our blog, our email, our website. The voice is that same as well as the design. But the content is different. Its tailored to the people who use those channels the most and how they like to receive information.

THIS IS HOW WE INTERACT WITH OUT CUSTOMERS.14

Why is this important?Its an expression of the people behind the brandIt sets you apart from the restIt build trustIt is used to influence and persuade

It can be used to influence and persuadeAs American author Maya Angelou once said, "People dont always remember what you say or even what you do, but they always remember how you made them feel.Its often thewaywe say something that breeds a certain feeling. People can be very sensitive to language, forming impressions of people as soon as they begin to hear or read their words.

A simple request can be articulated in different ways:Carefully chosen words can be used to persuade or influence an audience. For example, politicians tend to speak using short, simple sentences as a way of projecting the idea of honesty and self-evident universal truths. Meanwhile, financial service companies are sometimes accused of deliberately using jargon-heavy language as a way of implying a sense of superiority.

By and large, a successful tone of voice should go without notice. The aim is not for your audience to remark on your great writing but, instead, to remark on your great business.

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Why is this important?Its an expression of the people behind the brandIt sets you apart from the restIt build trustIt is used to influence and persuade

These are very much EXTERNAL to your brand.

These are very much INTERNAL to your brand and greatly affect how you INTERACT with your customers!

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Who are you as a business?

Who are you as a business?17

Who are you as a business?

As a starting point, consider these:

What does our company represent?How do we interact with our customers?Do we appeal to more lifestyle or practicality? WHY are we in business?

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Define your brand archetypeA symbol, theme, setting, or character type that recurs in different times and places in myth, literature, and rituals so frequently as to suggest that it embodies essential elements of universal human experience.

To answer these questions, we define our brand archetype.

So what is a brand archetype?A symbol, theme, setting, or character type that recurs in different times and places in myth, literature, and rituals so frequently as to suggest that it embodies essential elements of universal human experience.19

Define your brand archetypeA symbol, theme, setting, or character type that recurs in different times and places in myth, literature, and rituals so frequently as to suggest that it embodies essential elements of universal human experience.

What does that mean?

So what does that mean? And how does it apply to your brand?20

Stories, values, beliefs, strengths, etc., about your brand that

Make communication more effective Allow strategies to come more naturallyMake growth transitions easier

Define your brand archetype

Lets use a simpler definition

Archetypes are stories, which can define your organizations values, beliefs, strengths, and more.

What do they DO for your brand? WellMake communication more effective (internally and externally)Allow strategies to come more naturallyMake growth transitions easier

Once your figure out who are and what your brand represents to your customers, all these things become so much easier! This is usually a long process that requires hours of discussion and brainstorming with your team.

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Stories, values, beliefs, strengths, etc., about your brand that

Make communication more effective Allow strategies to come more naturallyMake growth transitions easier

These are very much INTERNAL to your brand.Define your brand archetype

These are very much INTERNAL to your brand and also greatly affect how you INTERACT with your customers!22

Heres an example. Michael expand on these.23

The end goal:To humanize your brand voice.

Market your company as if you were marketing a person.Everything an individual can do a company can do also. Thinking from this perspective could open up a variety of new options for a brand voice.

Companies have a reputation for being generic rather than unique. Therefore, those companies who market with the perspective of an individual can gain a big advantage. And to do that requires a lot of work to truly begin INTERACTING with the right customers in the right way.

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Recap Finding your brand voice is difficultIts WHAT you say and HOW you say itWHERE are they hanging out online and offline?Your brand archetype determines how you interact with them and how they perceive youThe end goal is to human your brand voice

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Thursday, October 1, 2015 from 8:00am-3:00pmhttp://blueprint.smithdurant.com/superhero-bootcamp-september/

1-day Business Bootcamp

We go over topics like your marketing more in-depth in our September bootcamp. http://blueprint.smithdurant.com/superhero-bootcamp-september/

Also visit http://blueprint.smithdurant.com/superhero-bootcamp-september/To register for our bootcamp next month. 1-day bootcamp, 90-day plan

$299 valueThis is an exclusive invite.

You can attend for FREE!26

mdurant@smithdurant.com 702-583-7301@michaeldurantlv

Lets talk about your business goals. www.smithdurant.comLee ConstantineMarketing Director

Michael DurantCEO, Chief Creative

lconstantine@smithdurant.com 616-291-4664@leeconstantine

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