More than a Few Words Lorraine Ball

If you’re looking to harness the power of testimonials for your business, this conversation with Danielle Klemm, a positioning and funnel strategist, is packed with insights.
She packed so much information into the short conversation:  Here are just a few highlights. 
There is a structure to a great testimonial
Testimonials should follow a story structure with a beginning, middle, and end. When asked to give a testimonial, customers usually describe their experiences from the end point, but that isn't where your next customer is in their process  You need to guide the conversation starting from the problems they faced before using your product or service.
Ask specific questions to prompt customers to talk about their initial challenges, the aha moments they experienced, and how your product or service solved their problems. This approach not only enhances the testimonial but also provides valuable marketing language directly from your customers.
Do more with testimonials
Beyond just posting on social media or your website, testimonials can be used creatively across various platforms. This includes integrating them into blog posts, case studies, media publications, and even at physical booths using QR codes. The goal is to make these testimonials part of your natural sales process, helping to build credibility and trust.
Learn More https://www.danielleklemm.com
 
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Seven years ago, I chatted with Luke Magsamen, who was a member of the Roundpeg team at the time, about marketing automation.  While tools have changed, the strategies we discussed are as relevant today to help you keep a business running smoothly, even while you sleep. Here are some key points from our discussion:

Automated Messaging: Automated emails and messages can engage both new and existing customers without constant manual effort. This includes sending birthday wishes or reminding customers about abandoned carts.


Essential Tools: To implement a successful automated marketing campaign, you need a good email program, engaging landing pages, and a comprehensive database of customer information.


Personalized Campaigns: Personal touches, like birthday discounts or anniversary reminders, can re-engage customers effectively. Luke shared his experience with Dollar Shave Club, where a birthday discount prompted him to make an additional purchase.


Ongoing Engagement: Automated emails can keep customers engaged over long sales cycles. For instance, sending a series of emails with different resources after a proposal can guide potential customers towards a purchase decision.


Evergreen Content: Ensure your automated emails contain evergreen content that remains relevant over time. Avoid seasonal references or outdated information by linking to updated content on your website.


Complementary Follow-up: While automation is powerful, it’s essential to complement it with personal follow-ups, such as phone calls, to maintain a human touch in customer interactions.

 
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Over the years, I have had the opportunity to work with start-ups, as they look for name for their new business or product. The process is rarely easy, but always interesting.
The process should start with a look at the ultimate customer and the unique elements of the solution being presented. Even in traditional industries, looking for a unique twist will help set the business apart.
So what else should you consider on your quest to find the perfect name?
Simple and Memorable: If the name isn’t short, punchy and relevant customers may struggle to remember it when it is time to buy! Prospective customers may do a Google or voice search for your business. If you name is hard to pronounce or spell, they may have trouble finding you.
Relevant: It may or may not be descriptive, but it should evoke a feeling, perception, or impression in the mind of your target audience.
Unique: If you want to trademark the name, it needs to be unique in the category.
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One of the things that happened during Covid was that virtual events exploded.  And today, even as we return to in person activities, there is still a place for virtual events in your marketing.  That was the topic I dove into with Michael Tucker. 
Here are some key points from the interview with Michael Tucker about virtual events:

Building Trust and Credibility: Michael loves virtual events because they are a powerful way to quickly build trust and credibility with an audience. They offer an opportunity to teach, engage, and build relationships, which can expedite the sales process.


High Energy and Engagement: Successful virtual events require high energy and engagement. Keeping the audience's attention is crucial, and this is best achieved by showing up with passion and enthusiasm, even if you’re not naturally an extrovert. The content should be crafted with the audience in mind, focusing on what is relevant and valuable to them.


Starting Small and Focusing on Quality: It's important to start with the resources you have, such as an existing email list or social media following. The goal should be to attract a quality audience, not necessarily a large one. A smaller group of highly interested and relevant attendees can be more effective than a larger, less engaged group.


Crafting a Clear Goal and Transformational Content: Every virtual event should have a clear goal. The content should be designed to help attendees achieve their goals and should lead them to the next step in their journey, which could be making a purchase or booking a call. The content must create a transformation by shifting their beliefs and actions, rather than just providing value.


Selective Value and Strategic Content: It’s important not to give everything away in the event. Instead, provide enough value to create a shift in the audience’s thinking and leave them wanting more. This makes them more likely to take the next step, such as hiring you or buying your product.

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In this conversation from our archive, I had a chance to talk with Brenden Kumarasamy from MasterTalk. Brenden shares practical tips to enhance communication and public speaking abilities. Here are four simple exercises you can add to your daily routine.
Random Word Exercise: Pick a random word and create a 60-second presentation around it. This helps improve your ability to think on your feet and make sense of unexpected topics, which is crucial in business settings.

Question Drill: Practice answering one question about your business every day. This prepares you for the unexpected questions you might face in sales calls or networking events and builds your confidence and expertise over time.


Video Messages: Send 20-second video messages to people you appreciate without retakes. This exercise helps you practice spontaneous communication and strengthens relationships.


Jigsaw Puzzle Strategy: When preparing for a big presentation, practice your introduction and conclusion multiple times before tackling the middle. This ensures a strong start and finish, which are critical for making a lasting impression.

Brenden emphasizes that these simple exercises can significantly improve your public speaking skills and overall communication effectiveness. For more tips, check out MasterTalk on YouTube.
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Social media is a lot like going to a singles bar. You’re going to meet a lot of nice people and have some interesting conversations.  But at the end of the day your goal is to bring your date home.
In the world of digital marketing home is your website and your email list.  This is where you can have that great one on one conversation without all the distractions like silly videos, cat pictures and baby images.  This is where you can control the conversation.
As your creating marketing and advertising for social media, remember, you want to bring your date home. 
 
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