Clean up the “WE-WE” in Aisle 3 

Last week we introduced the concept from Allison DeFord with our post about the “Dreaded We-We Syndrome”. 

Let’s dig a little further…

You know who cares about us other than maybe Mom? 

Not many. 

Possibly a few other friends, family members and hopefully our pets. 

How about with your business?

Especially when it comes to our customers. 

Sadly, they could care less about where we have been, our past or any previous experiences for that matter. 

Including achievements, accomplishments, awards, sales growth, etc…

UNLESS…..

Your past experiences can help them. Right this minute!

You know what your customer’s care about? 

Solving their problem. 

They want to know, “can you help solve my problem, right now”?! 

Otherwise, they are thinking, “please step out of the way and stop bragging about WE, OUR, I and ME. You are preventing me from reaching my goal.”

Use messages to speak their language.

Sing their song. 

Communicate that you are deeply committed to solving their problems. 

Express how you work relentlessly to help customers reach their goal by delivering AMAZING products and solutions. 

You pull complicated and unwanted tasks off of their plate allowing them to focus on you and your business. 

 In turn, you free up time to help customers reach your goals. ASAP. 

More than Just “WE-WE” 

In addition to the “We-We” Syndrome, below includes other variants of this disease that might be negatively impacting your message to Soulmates (aka Ideal Buyers): 

  • “I-I”
  • “Me-Me” 
  • “Our-Our” 

In college, nearly 100 years ago, at least if feels like it…on the other hand it feels like yesterday, anyway…a lesson was taught that never left me. 

The lesson learned: NEVER use the word “I” for a business letter, cover letter or resume. 

Let’s explore an example of the “We-We” (or I-I) Syndrome. 

Have you received a cold email that went like this…

Hi There, 

I (WE) thought it would be great to put myself & my company on your radar. 

I (WE) have won TONS of awards. We are really THAT GOOD. 

I (WE) have serviced THOUSANDS of customers. Honestly, it is Shocking that you don’t already buy from us. 

I (WE) have the BEST products and services on THE PLANET. 

I (WE) enjoyed explosive growth last year. Over 10,000 %! 

I (WE) guarantee that you and your customers will LOVE us. 

I AM (WE ARE) AWESOME – JUST ASK ME/US!!!

 

At this point, are you thinking, “Please go away and stop emailing me”? 

On the other hand, are you thinking “On no, I have sent plenty of emails like this”? 

Let’s repent. Then keep moving upwards and onward. 

That was in the past. 

Avoid the We-We 

Your days of spraying “We-We” everywhere is over! (Spraying?!? Wow, that was gross! I could have used a different word there. Sheesh!)

Anyway, the person or company who suffers from the “We-We” syndrome makes the story all about themselves. 

Now, let’s think back to a time you were in public at a in-person networking event.

You meet somebody for the first time and during the entire conversation, all you hear is “WE” and “I”.

Most likely, you were completely turned off.

The next time you see that person you would probably cringe, hide and run away as fast as possible.

As entrepreneurs, this is the same challenge we face with our website and online presence. 

Especially when striving to make that great first Webpression.

 Using WE, OUR, I, and ME is making the story all about US instead of making it all about THEM.

What do we think about all day, every day? Ourselves! 

So when you’re talking to that ideal buyer, your soulmate, what’s going through their mind?

What are they thinking about? Themselves!

So the better that we understand our soulmate’s frustrations, goals, and challenges, the greater odds to build that trust they seek and long for. 

Now we can flip the script and get away from that dreaded “We-We” Syndrome. 

So let’s make a pact to clean up all the “We-We” on our website as well as on our social media platforms and make it all about them. Our Soulmates. 

That’s a powerful winning formula for you and for your business.

Bottomline: Clearly express how you’re going to help them achieve their goals.

That you are dedicated to delivering an incredible product and a winning experience. 

You are on a mission to help them reach success.

 

 

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“Out-Sacrifice Your Mate” Builds Rock Solid Relationships

“Out-sacrifice Your Mate”

Hmm….

This is such a fascinating concept.

How does this relate to business? 

Let’s take a peek…

When preparing for marriage, most of us have heard the phrase, a successful marriage relies on “compromise”.

Compromise, and you’ll have a happy marriage.

It’s all about Give and Take, right? 

Well, please allow me to share a little story with you.

Several years ago my wife and I attended a wedding of a relative.

An absolutely beautiful wedding.

It was an outdoor setting.

In the the woods at House Mountain, just outside of Lexington, Virginia.

A gorgeous day at the end of August.

Prior to COVID when we could still socialize freely. 

During the ceremony, while taking in the breathtaking views, enjoying the wonderful music, admiring the beautiful bride and handsome groom as well as the entire wedding party, a piece of advice was dropped that I will never forget. 

The preacher made a comment that he felt was the answer and key to a successful marriage.

A golden nugget that hit me like a thunder bolt.

He shared, “if you Out-sacrifice Your Mate, you will always have a happy marriage”.

WOWZER! Drop the mic.

That comment blew me away.

I had always thought the key was to compromise.  

I do this for you, you do that for me. 

This minister completely dispelled that myth by sharing this powerful concept of dedicating ourselves to “Out-Sacrifice Your Mate.” 

My wife & I found this as an excellent goal to strive towards to make our marriage thrive.

As a result, committing to trying to Out-sacrifice each other on our way to a successful marriage and happy life. 

Out-sacrifice Your Mate 

This wonderful piece of advice made me think about how this concept could also apply to business life.

How can we apply the “Out-sacrifice Our Mate” to our business and professional relationships?

I have been blessed with amazing business partners over the years.

Yet, looking back, did I work hard enough to “Out-sacrifice” each of them?

Probably not. 

What about employees? Customers? Vendors?

Just think if we enter these relationships with a deep commitment to “out-sacrificing” the other person. 

Treating it almost like a competition. 

Out-Sacrificing your business partner(s), your employees, co-workers, as well as your customers. 

If you could treat your business relationships including your customers and clients with that same unapologetic attitude of “Out-sacrifice Your Mate”, just think of the powerful results. 

Sounds like a winning formula on the path to success. 

You will attract TONS of Soulmates when word on the street is you are an “out-sacrificer”. 

This sets the bar quite high while making it easy for Soulmates (aka ideal customers) to fall head over heels in love with you. 

 

Thank you so much for stopping by to spend a few precious minutes with us. 

I deeply appreciate you! 

 

Check out our last couple blogs: 

Discover Your Soulmate: Yes, Those Ideal Buyers That Are Waiting for You

The Key to Business Success? Hunt Relationships

 

Book suggestion: 

In Adam Grant’s NY Times Bestselling “Give and Take: A Revolutionary Approach to Success“

 

 

 

 

 

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Discover Your Soulmate: Yes, Those Ideal Buyers Are Waiting for You

Well, it’s now time to discuss your Soulmate. 

Wait, Soulmate? 

You’re most likely thinking, “I thought we were discussing business”? 

Yes, we sure are. 

So what on earth does it mean to discover your “Soulmate”? 

Well, there are different names when running this exercise such as your Buyer Persona, Target Market, Avatar or ICP (Ideal Customer Profile).  

What is the definition of your Ideal Buyer or Soulmate? 

So glad you asked! 

First, your Soulmate is a person (not a business, a title or a position).

It is an actual human being who LOVES you, your product, your service, and your solution SO MUCH that they are willing to part with their hard earned money. Just to capture a slice of the magic that you deliver. 

Furthermore, your true soulmate is THE PERSON who has a concrete identifiable problem and you possess the passion, expertise and ability to fix that problem. Additionally, that person has a check, credit card, cash or virtual payment burning a hole in their pocket eager to actually pay you. 

Call that person what you like. 

Moving forward, we are going to refer to your ideal buyer as your Soulmate. 

Understanding Your Soulmate 

Many business owners fail to fully uncover and truly understand their ideal buyer. 

Typically, a culprit with this process consists of focusing on the position but not the person. 

Case on point, targeting a department such as Purchasing, HR, Finance, or Engineering leads to focusing on the position or the department only, not the actual person who seeks your solution. 

This unfortunately leads to completely missing the point. 

 Say for example, you are targeting the buyer of a large corporation, your goal is to discover the gatekeeper and decision maker. 

Then hopefully close the deal. 

However, let’s take a deep dive into the buyers of your product or service. 

What does their day actually look like? 

If you have ever served in purchasing, or maybe still play that role, what responsibility comes with that position? 

Before we take a peek into a buyers daily life, ever go to the grocery store or drug store, then upon arrival at home you discover you bought the wrong item? 

Especially when a loved one is at the door to “kindly” remind you of your blunder. 

You purchased the wrong brand, the wrong size, the wrong flavor, or the wrong quantity. Even the wrong color bananas. Too ripe or not ripe enough.

You get the point. 

We have all been there. 

As the buyer, we feel deflated and unappreciated in our attempt to perform a task for others.  Just to be informed that we totally struck out. 

Now everyone is unhappy. 

As the buyer, our feelings are hurt, the person who we purchased the product for is also frustrated. 

Well, just think what life is like for someone who is in purchasing for a profession. 

Buyers get beat up all day, every day. 

A professional in purchasing encounters these comments on a daily basis, “You bought too much. Too little. Paid too much. Bought the wrong size. Too big or too small. Purchased the wrong brand.”

On top of it all, you also bought the wrong kind of toilet paper, again. Oh the humanity!  

Buyers have the thankless position of making no one happy while constantly facing sharp criticism.

Then as a salesperson, here we come along trying to sell them our products and services. 

When that buyer is simply trying to keep their job as well as make their boss or supervisor pleased. 

Additionally, they are potentially facing a great deal of stress at home and tying to make it to their child’s soccer game on time that afternoon. 

Define  Your Soulmate 

So as you define your Soulmate and work on the Buyer Persona, define a true human being. 

Give that buyer a name. An identity. 

Take a deep dive into their demographics. 

A couple quick Soulmate examples: 

  • Debbie, 52, White, married, 2  kids, urban, bachelors degree, active on LinkedIn  
  • Zachary 27, Black, single, rural, engineering degree, enjoys hanging with friends, active on Instagram 

This is going to make your life so much easier as well as make your job much more effective. 

Therefore, get to know your Soulmate. Deeply and intimately. 

Understand their goals, frustrations, challenges, and motivations. 

Create a strong bond and emotional connection. 

Demonstrate that you understand their challenges on a deep level. 

Show your Soulmate that you have their back. 

You are ready and raring to go. Eager to guide them on their journey. 

Dedicated to helping them SMASH their Goals. 

 

For more fun thoughts, check out this post on Niche Down Til it Hurts…SO Good! 

 

 

 

 

 

 

 

 

 

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Allison DeFord: The Cure for Those Suffering from the “We-We Syndrome”

Do you suffer from the “We-We” Syndrome?

Wait, the What?!?! 

Well, sorry to be the bearer of bad news today. 

However, there is an absolutely awful disease that is causing massive disruption for many small businesses and entrepreneurs. 

It’s been racing around the world, almost like a crazy pandemic.

As we dig into the “We-We” Syndrome, this section is dedicated to my bestie, my soul sister, Allison DeFord who uncovered this awful and contagious illness. 

Allison DeFord is the Founder, President and Trailblazer of Felt Marketing, a Brand Strategist firm for manufacturers. 

Allison is also the co-host of the incredibly entertaining and informative podcast MFG OutLoud – with her awesome co-host Ray Ziganto. 

To shed a light on a few of Allison’s Superpowers, she is one of the most brilliant, creative, passionate and most importantly, possibly the funniest human being that I have ever met. 

It doesn’t matter rather it is her amazing newsletter, her podcast, a social post or video, Allison is absolutely hysterical. 

Warning: While reading anything by Allison, please avoid drinking any liquids at that time.

Otherwise, those liquids will end up on your keyword and ruin your computer. Yes, she is really that funny! 

Anyway, let’s get serious (not really). 

As an entrepreneur we suffer from many ailments and sicknesses. 

Some much worse than others. 

Actually, they can even evolve into a dreadful disease. 

According to Allison, a perfect example of a horrific sickness that many entrepreneurs suffer from is called the “We-We” Syndrome. 

What is the “We-We” Syndrome? 

So glad you asked. 

Allison explains the “We-We” Syndrome occurs when a business or entrepreneur only focuses on themselves instead of their customers. 

An example of the “We-We” Syndrome on small business website might include language that goes like this: 

  • WE deliver on time.
  • WE have top quality products.  
  • Yes, WE have wonderful expertise. 
  • WE have amazing capabilities. 
  • WE are the BEST. Just Ask Us. 

When Allison introduced me to this awful disease, of course I needed to change the wording on my very own website immediately. Yes, my own website was completely full of “We-We”. Quite embarrassing!

Well, please stop reading this post right now to check out your website or social media platform of choice.

Then, count how many times your business website and socials use the word “We”. 

Allison DeFord: The Cure for the Dreaded “We-We”Syndrome

Allison takes a deep dive on how to cure yourself from the ghastly “We-We”Syndrome by making it all about your Soulmates (potential customers): 

You know, most companies are still trying to market and communicate rationally features and benefits, “look how great our product looks.” 

It’s not motivating. And the thing is, they just don’t know that people communicate, you know, with their heart.

Well, people make decisions based on emotions, nearly 90% of the time.

So, features and benefits are not engaging your emotion.

So why continue tapping into only 10% of the decision making brain when you could tap into 90%? You can start by talking about, what’s in it for the customer? Because that’s what they care about.

Most of the time when I tell manufacturers this, they look at me with this blank stare like, “What? Really?” And, you know, then people back the decision up with rational thinking.

So traditionally, I feel like many manufacturers and brands have done this bass ackwards.

Right, and I myself have been guilty of this in the past, where we try to market to somebody rationally with features and benefits and pictures of our fleets of trucks and piles of lumber and you know, our big staff and our big building.

And then we sort of forget about that emotional part.

And effectively, you’re making it harder, harder to choose you and to trust you. 

So by making your customer, the hero of your story, you engage 90% of the decision making brain instead of only 10.

Wow! That sounds easier.

Then you make it easier to trust you faster. We all want that right?

Because it’s challenging and people  have to trust you before they buy from you.

And then you demonstrate that by choosing you, they will transform in some way, they’re going to become faster, smarter, stronger, cooler, more profitable. And who doesn’t want that?

So, how in the hell do we do this? Well, it doesn’t have to be complicated or difficult.

One, we’re going to invite them into the story to we’re going to describe their hero state, we’re going to guide them with a plan, you’re going to become their Sherpa.

And then we’re going to close the story loop.

It’s think of this like, foreshadowing in a movie. Right?

You get really excited when you know that Luke Skywalker is probably going to walk out of this movie alive at the end, he’s going to conquer the bad guys. You want to close the story loop and show people their success.

So we want to help you create better substance so that when you turn up the volume, people dig what they’re hearing.

What is that overall journey look like for your customers? Because that’s the overall experience.

Always try to answer these 3 questions:

  1. What’s in it for them?
  2. Why should they buy this thing?
  3. Whatever it is, why should they buy it from you?

And if those three questions can be answered in every bit of content that you put out on your website, it will make it so much easier to trust you and to choose you.

Standing ovation Allison! 

 

Check out the entire discussion with the AMAZING Allison DeFord 

 

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Birthplace of the Hamburger: Louis’ Lunch – Niching Down Since 1895

,

Louis’ Lunch Established 1895 in New Haven, CT

If you have ever visited Yale University in New Haven, Connecticut, hopefully you stopped by Louis’ Lunch. 

Louis’ Lunch is a landmark that also serves as a perfect example of a business that practices “Niche Down til it Hurts So Good”. 

Since 1895, Louis’ Lunch in New Haven, CT has been serving a classic hamburger sandwich to customers from across the United States.

Family owned and operated by the 4th generation Lassen Family, Louis’ Lunch currently serves as one of the oldest, family-run businesses in the country.

Walking into this national treasure is like stepping back into the 19th century. 

The restaurant prides itself on staying true to the family history by continuing to preserve the past as well as serving future generations.

Recognized by the Liberty of Congress as the Birthplace of the Hamburger Sandwich, Louis’ Lunch has been featured in The Travel Channel, The Food Network, Zagat, Food and Wine Magazine, among many others.

The establishment is probably about 600 square feet and seats around 15 customers at a time. 

Two team members work behind the counter with no computer in sight. One person taking orders while the person cooks amazing burgers. 

If you find yourself indecisive and agonize over what to order at a restaurant, then this is the place for you. 

At Louis’ Lunch, you have minimal options.

This is due to the fact that Louis’ Lunch is committed to serving a classic hamburger. Made with a proprietary blend of five cuts of meat, ground fresh daily.

Dedicated to providing you an experience of the meat’s true flavor,  your hamburger is served on white toast.

In addition, Louis’ Lunch only offers cheese, onion, and tomato as garnishes. That’s it! 

Simple, Simple, Simple 

 

The Lassen family holds firm on their desire not to offer any condiments.

The Louis Lunch experience is about the taste and simplicity of a fresh burger grilled to perfection with cheese, onion and tomato as the only acceptable toppings.

In addition, you can order chips or potato salad and a drink to go with it.

Oh yeah, also a slice of pie for dessert.

Simple, simple, simple.

So talk about niching down till it hurts so good. 

They could offer bacon, pickles, and plenty of other toppings.

Watching the cooking process at Louis’ Lunch is absolutely fascinating. 

Burgers are cooked in the original vertical cast-iron grills dating all the way back to 1898.

I’m sure they could probably make a killer hot dog as well.

They could most likely make all sorts of other things.

But guess what?

They don’t.

They keep the process as simple as possible.

The business stands a couple blocks from Yale University and they know exactly who their customer is who their customer isn’t.

If you don’t like it, they honestly don’t care.

There is a sign on the wall that reads:

This is not BURGER KING 

You Don’t Get It Your Way. 

You Take It My Way Or You Don’t Get a Damn Thing. 

 

The Lassen family continues to serve the New Haven market fiercely focused on delivering you an amazing culinary experience.

Dating all the way back to 1895. 

Displaying how to profitably “Niche Down til it Hurts So Good” the entire time. 

 

 

 

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Let’s Get as Lazy as Possible…to Get as Efficient as Possible

Do you like to be lazy? 

Before you answer, stick with me for a quick funny story…

Nearly 100  years ago, I owned an eCommerce business. 

Well it feels like it was nearly 100 years ago. 

Anyway. 

What a thrilling experience!  

As the company grew, we endured lots of growing pains (which is a wonderful problem). 

On the other hand, instead of looking at it as growing pains, more realistically, I just became a pain. 

Once the company reached a point that exceeded my skillset, it was time to call in the experts for help. 

I decided for the company to grow and also scale, we needed to move the business to a fulfillment center.

So after long due diligence process, we found a partner who seemed like a great fit and would help us reach our goals. 

It was a smaller company with a wonderful team. 

Unfortunately they also encountered running into challenges and growing pains. 

Things quickly started slipping through the cracks.

After talking with the owner of the company, we mutually decided that we need to need to hire a manager. 

Somebody that could take ownership of our project as well as champion our whole program to get the ship turned around.

So I received a phone call one day from the owner and he shares that he found a perfect candidate to manage our account.

He asked me to visit the facility to interview this new candidate. 

So I show up for the interview.

We kick off the interview with the cordial “tell us about yourself.”

Her response…

“I’m Not the Sharpest Tool in the Shed and I’m Really Lazy” 

 

SCREECH!!!!!!!  Needle off the record. Hold the phone.

“I’m not the sharpest tool in the shed and I’m really lazy?!?!?!”

WHAT?!?!?! 

I just sat there trying to register what I just heard.

My immediate thought, “Did I just hear that correctly or am I hearing things?” 

We’re in a job interview and this person just said, “I’m not the sharpest tool in the shed and I’m lazy”. 

I was absolutely captivated!!

She continues by scooting up in her chair, looks me dead in the eye and says…

“I’m not the sharpest tool in the shed, so I need things as absolutely as easy and simple as possible. If it’s not  easy and simple and I don’t understand it, how on earth could I expect my team to understand it?

That’s number one.

Number two, I am really lazy.

For example, why on earth would I put the slowest moving goods near the shipping lanes and the fastest moving goods in the back?

I want things as efficient as humanly possible to minimize the workload because I’m lazy. I want to manage as few people as possible and maximize our resources. That’s how we are going to make the company money.” 

Drop the mic!!  

She won us over instantly. 

We hired her immediately. 

She was absolutely awesome and a total rock star.

She completely turned things around within a month. 

So our running joke, let’s be lazy as humanly possible.

In other words, why do unnecessary tasks?

How can we eliminate all those profit killers and dreaded time wasters?

Things that are just consuming and absorbing your precious time and preventing you from hitting your goals?

Being “lazy” allows you to laser focus on what you want to accomplish in order to move the needle as fast as possible.

So go out there and GET LAZY!! 

 

Check this out: What is Every Person’s Favorite Word? Hmmm…

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Warning: You are Entering the “Courageously Uncomfortable” Zone

Ladies and gentlemen, please allow me to introduce you to a new term: “Courageously Uncomfortable” 

Well, it was new to me anyway. 

Maybe you found it new as well.

Anyway, this wonderful phrase and slice of inspiration comes from my dear friend April Schmidt. 

April Schmidt is woman of high integrity as well as a fierce advocate for workplace mental health. 

In conversations with April, you quickly discover that she is brilliant and passionate while also possessing a wicked sense of humor.

Simply put, April is awesome!

Well, April taught me this term about stepping out on the ledge and becoming “courageously uncomfortable”.

As April and I were exploring collaboration opportunities together, I found her passion and enthusiasm for creating a healthy workplace completely contagious. 

Captivated with her message, I invited April to join me on a LinkedIn Live interview to discuss her niche and expertise. 

However, public speaking consistently ranks as one the greatest fears by many people.  

Here I thought most of us still feared those horrifying monsters under the bed (just asking for a friend). 

Well, jumping on the virtual stage to conduct a live interview can be terrifying for many folks. 

Here was April’s post on LinkedIn sharing her thoughts about conducting a Live interview:

“Sometimes you get presented an opportunity that is really exciting. You know you want to do because it will be an amazing experience but you have hesitation because it pushes you out of your comfort zone. There’s that decision point-do what feels safe and say “thank you but no” opting to stay in the no growth zone or “yes, I will” opting to lean into the discomfort and the experience to grow?

Doing a live interview, requires taking a risk-there’s no pause button, no reset, no ‘can we edit out that comment’, no ‘can we record that again before launching it.’

I will be getting #courageouslyuncomfortable doing a live interview with Curt Anderson! I opted for the growth zone over comfort zone.”

Well, it takes courage to step out on the ledge and get “Courageously Uncomfortable”. 

As April points out, conducting a live interview brings a great deal of risk. 

What if I stumble? 

Make a fool of myself? 

Also, what if someone is offended by comments? 

Unfortunately these things most likely WILL happen. 

So to avoid taking that chance, you can stay in your comfort zone or as April coins it the “no growth zone”

On the other hand, take that leap of faith and throw caution to the wind. 

What areas fall into your “Uncomfortable Zone” that you need to shove off to the side? 

How can we reverse our very own fears and “Uncomfortable Zone”?

April is fearlessly conquering the “No Growth” Zone and also leading the charge into the “Courageously Uncomfortable” Zone.

Let’s take a page out of April’s book and smack that Fear in the backside with such force that the “No Growth Zone” completely Fears YOU. 

April, you are a TREMENDOUS inspiration! Well done my friend!! 

 

Check this out: “Out-Sacrifice Your Mate” Builds Rock Solid Relationships

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What is Every Person’s Favorite Word? Hmmm…

Pop Quiz: What is every person’s favorite word?

Hmmm… 

Believe it or not, every person on planet typically has one absolute favorite word. 

What could that word be? 

Free? Fun? Hope? Love? Money? 

Nope. 

Well, if you guessed the word “I” or that person’s name, you are absolutely correct.

That’s right, every person loves their name.

Above all, it is absolute music to their ears.

Dale Carnegie famously declared, “a person’s name is to that person the sweetest and most important sound in any language”

“Using a person’s name is crucial, especially when meeting those we don’t see very often. Respect and acceptance stem from simple acts such as remembering a person’s name and using it whenever appropriate.” ~ Dale Carnegie 

For example, walk up to someone and call them the wrong name and see what happens. 

Unfortunately, we have all been there. Total embarrassment. 

We respond quickly, “I am SO SORRY!” 

Scrambling to find a justification for the blunder. 

As a result, feeling like a complete fool as we walk way. 

Take it one step even further. 

Even worse, try misspelling or mispronouncing a prospect or potential customer’s name and see how that works out. 

Let’s flip the script and put the shoe on the other foot. 

Think about this, how do you feel when someone reaches out for the first time misspells or mispronounces your name? 

Especially when a salesperson contacts you trying to sell you something. 

You are completely insulted and offended.

A typical reaction, “if you can’t spell my name correctly, why on earth would I do business with you”?

Right? 

 If that person doesn’t take the time and care to get our name right, what else will they ignore or neglect? 

That person has immediately broken your trust. Correct?

Connection and relationship building is all about “know, like and trust.”

So a great way to make a HORRIBLE first impression is butchering a persons name. 

This kicks off the potential relationship at a deficit and a deep hole that is tough to climb out. 

Start by spelling or pronouncing the person’s name correctly. This is absolutely critical to make a great first impression. 

With that being said, since we do not know a person’s name when they land on our website or social media of choice, what do we do? 

As we recently discussed, our ideal buyers are thinking about themselves. All day, every day. 

Therefore, we want to avoid talking about ourselves. 

You especially want to avoid the “We-We Syndrome”. 

Furthermore, an excellent word to use to on your website instead of WE? 

The word, “YOU.” 

You can make it ALL about THEM by using the word “YOU.”

A few helpful lines to consider to make it all about Your Soulmate: 

  • Dedicated to serving YOU the highest quality 
  • Committed to delivering YOU on-time service 
  • Providing YOU THE BEST Solutions on the Market 
  • Working relentlessly to drive YOUR revenues and profits to unthinkable levels 
  • Not eating, sleeping or breathing until YOU Reach success 
  • UNAPOLOGETICALLY DEDICATED TO SOLVING YOUR PROBLEMS

In conclusion, make it ALL about THEM and YOU will be thrilled with the results.

Check out WIIFYS = What’s In It for Your Soulmate?

 

 

 

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What Happens When Manufacturing Meets eCommerce? Magic Happens!!

Manufacturing Meets eCommerce!

Sounds like a classic monster movie.

Not the King Kong vs Godzilla type of movie. Though they were great.

However, let’s go real “old school”. True classics.

I’m talking about “Abbot and Costello meet Frankenstein.”

“Abbot and Costello Meet The Invisible Man.”

Another classic, “Abbot and Costello Meet The Mummy”  (How on earth did Rotten Tomatoes give it a 27%?).

Sorry to digress. 

Anyway, to get back on topic.

Let’s discuss Manufacturing Meets eCommerce.

So, what exactly does that mean?

Most importantly, it means that when Manufacturing Meets eCommerce, new doors open with brand new profit opportunities appearing for you.

According to the National Association of Manufacturers, three-quarters of the 251,774 U.S. manufacturers employ less that 20 employees.

Many of these companies have limited resources.

Especially when it comes to executing eCommerce and Digital Marketing strategies.

Let alone employ the necessary staff with experience tackling the ever-changing demands of maintaining a healthy online presence.

eCommerce Opens New Doors

Manufacturing Meets eCommerce

Executing eCommerce strategies allows manufacturers to open new doors.

Explore new markets.

For example, you can connect directly with end-users. Even consumers.

Shrinking the supply chain is essential to conquering the viscously competitive global market.

Ever lose a bid or a customer to a country with cheaper labor costs?

Taking on an eCommerce strategy provides the path to increased competitiveness.

Yet, where do you even start though?

If you are new to eCommerce, it can be daunting?

Overwhelming. 

Challenging. 

However, eCommerce offers incredible possibilities. 

First, it takes time and money to build a strong online presence and profitable eCommerce strategy.

Small manufacturers with limited time and resources face an uphill battle.

Unfortunately many then get discouraged.

Finally to just simply give up.

Especially since many websites start out costing in the tens of thousands of dollars. With no guarantee of a single penny of ROI.

Another option, spend very little on a new website only to see poor results.

Either way, it is tough to justify the investment unless profits follow.

There is another way though. 

When Manufacturing Meets eCommerce

Fast fact for you…

There are incredible resources to tip your toe into the eCommerce waters. 

For example, here at B2Btail, our daily passion includes connecting manufacturers with expert web designers, internet marketers and eCommerce providers.  

We also offer a wide array of FREE educational tools and resources to help you create a positive experience. 

Above all, when Manufacturing Meets eCommerce your company gains a competitive edge.

As a result, eCommerce offers the opportunity for an entirely new strategic shift in the business.

Lastly, eCommerce creates the opportunity to Scale Your Proprietary Process OR convert your Proprietary Process into a Proprietary Product.

Just remember, when Manufacturing Meets eCommerce, magic happens.

 

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Circle the Bases with Your Soulmates (aka Your Ideal Customers)

Ready to Circle the Bases with Your Soulmates? 

Wait, what the heck does that mean? 

So glad you asked. 

Let’s dig in.  

By chance, are you a baseball fan? 

Good, same here! 

Ok, so now let’s circle the bases with your Soulmates (your ideal buyers).

How?

By placing your Soulmates/ideal customers into buckets on each base. 

Where to start? 

Picture a baseball diamond. 

Then start running the base paths and drop each particular Soulmate (Buyers) at each base. 

Who are you singles, doubles, triples and home runs?

Let’s take a look…

 

Related Article: Discover Your Soulmate: Yes, Those Ideal Buyers Are Waiting for You

 

Scoring Runs as You Circle the Bases 

 

Singles – Solid customers who you would take all day, every day. 

Having lots of singles in your lineup helps maintain a diverse customer list. 

Especially when you avoid relying too heavily on one particular customer or even a handful. 

Additionally, hitting a home run with every at bat is highly unlikely. 

However, hit over .300 (3 out of 10) and you are ending up in Cooperstown NY at the baseball Hall of Fame. 

Hitting for average plays perfectly into creating dynamic results for your long game. 

Additionally, a high batting average means you have built a stellar reputation as a clutch hitter. 

 

Doubles – How about those stand up doubles?

Hitting ground rule double is so rewarding.

A double means you are officially in “scoring position” when you land on 2nd base.

Sales from your doubles are significantly higher than your singles.

They are still relatively low maintenance.

Serving your “doubles” costs you virtually the same as your singles from an expense standpoint.

Therefore your doubles drive so much more to your profitability and success. 

In addition, those blessed doubles help you reach your goals so much quicker. 

Let’s say it together, “We Love the Doubles”!! 

 

Triples – To hit a triple, you need to hit the ball deep in the gap. Get a lucky bounce off the wall. Then run like hell.  It’s an absolute thrill when you make it to 3rd. 

Especially when diving head first, safely.  

Phew! That was exhausting.

You jump up to High five the 3rd base coach. Then you start wiping off all of the dirt on your uniform trying to catch your breath. 

Hoping someone can bring you home.

Lots of time, energy and hard work involved involved with landing a triple. 

Doesn’t happen often but certainly exciting and exhilarating when you find yourself standing on 3rd with a customer. 

 

Home Runs – Everyone LOVES a home run.

Brings the crowd to their feet.

You stand at the plate after a sweet swing admiring the shot flying out of the park.

You round the bases as the fans go wild.

The competition looks at you in disgust.

The opposing pitcher kicks the dirt and curses you out.

Your team greets you at the plate with hugs & high-fives. 

However, the crowd just sees the final result.

People don’t realize all of the hours at the gym hitting the weight room.

The hours of batting practice and thousands of swings that it took to hit that one particular home run.

How about the dozens of strike outs, pop ups and ground outs behind each home run? 

Tons of blood, sweat as well as tears. 

In business, this equates to all of the unanswered emails and ignored phone calls that led to the home run customer. 

Yet, as the ball clears the fence (contract is signed, order is complete, credit card is processed) it’s time to celebrate.

Embrace the victory. 

Running Home as You Circle the Bases 

Awesome job! 

All of your hard work is paying off. 

Treating your business as a baseball game helps simplify the process. 

Breaking customers into these buckets allows you to visualize each type of customer. 

Now you can focus on the amount of time, energy and strategies required to attract and nurture each type of customer. 

Most importantly, it’s time to Play Ball!! 

 

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Do You Suffer from the Entrepreneurial Curse?

Do you suffer from the dreaded “Entrepreneurial Curse”? 

You’re most likely thinking…”Wait, what is this “Entrepreneurial Curse” you speak of”? 

So glad you asked. 

The “Entrepreneurial Curse” goes as such… 

Trying to be EVERYTHING TO EVERYONE which leads to being NOTHING TO NO ONE. PERIOD (or exclamation point)!

That darn Shiny Object Syndrome where entrepreneurs keep chasing butterflies. 

A tremendous blessing for many entrepreneurs includes possessing amazing skills and talents such as creativity, innovation as well as being a true visionary. 

Entrepreneurs are idea machines. 

Generators of brilliance. Massive problem solvers. 

Brainstorming and developing tons of awesome products and services while also creating powerful solutions for all sorts of challenges. 

However, sometimes too many. 

Expanding and widening the scope of the current menu creates options and choices. 

Forks in the road. 

For example…

“Our customers LOVE food.”

“We LOVE making food.” 

“We will capture MORE customers by giving them more options.”  

“Since we make awesome pizza, how about we start selling sushi, BBQ and peanut butter & jelly sandwiches at our pizza shop?”

Shiny objects anyone? 

Forks in the road provides choices. 

Yet, the inability to select a clear path at the fork either creates distractions or even worse, profit killers. 

One leg goes this way, the other leg goes the other way. Interesting visual, right? 

Having choices and options are great.

However, the inability to pick the clear path spreads out your time, energy and resources.

Pulling us in different directions. 

Ever try chasing two rabbits? 

Being too diversified instead of giving everything you’ve got to being the best in a specific area, field, topic, product or solution,  slips into the dangerous zone of trying to be “Everything to Everyone”. 

Examples of the Entrepreneurial Curse  

Let’s explore several additional examples of trying to be everything to everyone. 

Lots of “Jack of all trades, master of none.” 

For example, let’s say we launch an awesome line of air purifiers.

Who is our target customer? 

Anyone who breaths must be our target customer, right? 

Probably not!

How about this amazing line of pet products that we sell?

Everyone who owns a pet is our customer, right? 

Wrong!

If we just take a shotgun blast approach we should pluck a few customers. Right? 

Another example, just to beat the point to death, “We sell soap! Therefore, everyone who has skin is our customer.” 

You get the point. 

Many manufacturers also struggle horribly with the Entrepreneurial Curse. 

Trying to please everyone when we end up pleasing no one. 

When asked to describe their Soulmate or ideal customer, they typically respond…

We bend metal for everyone. 

We cut steel for anyone. 

Sure! We can 3d print anything for any company. 

Absolutely! Anyone that needs plastic injection molding is our customer. 

Really? 

When you talk to them long enough within 15 minutes they will share with you that they serve a specific industry within targeted sector. 

They already live in an extremely narrow niche operationally. 

The disconnect hits with sales and marketing efforts. 

The moral of the story, narrow down the menu. 

Unapologetically commit to one thing.  

Stay ferociously focused on your solution and giving everything you’ve got leads to dynamic results. 

Separates you from the competition. 

Creates advantages that your competitors could only dream of doing. 

 

 

Check this out: Niche Down Til it Hurts…So Good

Warning: You are Entering the “Courageously Uncomfortable” Zone

 

 

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Pull Your Finger Out of a Glass of Water and What Happens?

Let’s try a test. Grab a glass. Fill it up with water. 

Then place your finger in the glass of water. 

Now pull your finger out. 

What happens? 

Not much. 

Hardly anything really. 

A slight ripple. 

Then shortly afterwards, literally within moments, the glass of water completely forgets the finger ever existed. 

OK, let’s compare that same example to your current role or position. 

Either at your job, your business or even a volunteer role such as serving on a non-profit board. 

Are we just taking up space where once that seat is vacated, a slight ripple occurs?

Will anyone realize that you have left the building? 

On the other hand, will folks feel a major void or gap? 

Let’s set egos aside and be completely honest here. 

Our ego says, “absolutely”!

This place couldn’t survive without me. 

In reality, are we truly making a difference?

For example, Steve Jobs moved on to another life in 2011. However, Apple continues going strong. 

Life simply moves on. 

SMASH THE DARN GLASS 

Broken Glass

So how about your role? 

When you leave your job, voluntarily or if asked to leave, will anyone notice? 

For business owners, if you closed it down today, who would care? 

Would customers notice? 

Or would they simply move on to the competition? 

Think deep and be honest with yourself. 

Who would REALLY feel a deep void with your absence? 

Like, “WOW! What happened”? 

Otherwise, who might not notice for weeks or even months? 

“Hey, what ever happened to (Fill your name in here)? 

Let’s go back to placing our finger in the glass of water example. 

What if on the other hand (yes pun intended) you put your entire fist in the glass of water? 

Total disruption – major waves – water displaced – the glass might even break. 

You might take on a few scrapes and cuts (hopefully no stitches or trips to the emergency room). 

How about smashing the glass to leave a distinct mark.

You have GREATNESS within you! 

Don’t we have a daily obligation to expose and maximize our God-given talent to the fullest extent possible? (Thank you Winnie Benjamin for that slice of brilliance).

You have skills, talent, passion, experiences, and expertise to share with your Soulmates as well as the rest of the world for that matter. 

So, are you ready to completely smash the glass? 

Cause lots of waves and total disruption. 

Why settle for mediocrity? 

Stop Being the Best Kept Secret by niching down til it hurts. 

We will get bloody and bruised along the way, no doubt. 

However, there is nothing more rewarding in professional life than entrepreneurship. 

The point here, inaction or playing it safe could be your worst enemy and greatest competition. 

We have only one life to live. 

Therefore, let’s hit it as hard as possible.

We are not here for a long time so let’s make it a GREAT time. 

Especially since pursuing your dream, passion and expertise creates enormous possibilities. 

Deliver your products, services and solutions with an unapologetic commitment and tenacity.  

So, when it is finally time for you to pull your finger out of the glass, make darn sure that the water knows that you were there.  

 

 

 

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