.
How great is it to have a captive audience?  When your listeners hang on to every word you say as you speak to a group or even just a single individual!   There are some people who experience this magic every time they speak.  You can probably think of a few right now who always have people stop and listen to every word they say.

“Let me tell you a story” is an opening that captures an attentive audience pretty consistently! Stories have a successful track record from our childhood to adulthood  in making us stop and listen.   When someone says, “let me tell you a story,” you can almost feel a shift in your “being” as you go into a more relaxed mode.  You sit back and listen, and “connect!”

So what is it about stories?  What do stories do?   First they get our attention, directing us away from where we are. Then something happens and we become totally attentive as the story unfolds. Lastly closure is provided.  Each segment flows to the next.  AND within each segment, each sentence connects and flows to the next as do each of the words used in each sentence … bringing you into the “tide” of the story, and keeping you there (via the structure) until the ending!

When a story ends, you walk away with a complete A-Z communication that via its completeness has been listened to and heard.  The pieces “connect & flow” AND MOST IMPORTANTLY the “communication” is remembered because of the “closure” that is used.  How often, when asked to describe a book or a movie, do you maybe get fuzzy on the pieces of the “happening” but you can always share how it ends …right?

The story structure works wonderfully, as you would expect, when telling an actual story and/or when putting your marketing message into a story scenario.  BUT ALSO, the story structure works wonderfully in ALL types of communications.

Lets break down the structure of a story as you might implement it in ALL types of communications:

1. OPENING!
   Openings are used to catch attention, set the stage, get your listeners & readers in sync,  get your listeners & readers positioned & ready to hear the next part of your communication. Openings can vary in style:
   Simple: ATTENTION!  HEADS UP!  PICTURE THIS!
   Targeting:  Are You A 45+ Year Old Runner?
   Introductory Statement:  A love of soccer is sweeping the USA!!!
   Actual Story Telling:  A Financial Planning client came into my office today.  His pain was great and his stress level high!
   .
2. SOMETHING HAPPENS!
   From the stage that is set in the opening, a message is shared. The message might be:
   An announcement
   Sharing of information.
   Adding life with scenarios of the statement
   Making a point.
   Sharing emotions.
   A happening.
   An actual story
   .
3. CLOSURE!
   Closure provides completeness, an ending  …something that is required by our human DNA.  We look for it in everything we do, from eating dessert, to knowing the answer to a mystery, to getting over a loved one’s death, to finishing a book,  to graduating from schools ,… we thrive on having “closure & completeness!”
   .
   When you provide closure, even in the simplest of communication it is like dotting the “i” and crossing the “t.”  If you don’t provide it, you can get by without it … people usually know what you mean or fill in their own closure, BUT it is so much stronger and you make a much more cleaner “complete” connection when you do dot the “i” & cross the “t.”
   .
   Adding closure to all your business communications, short & long  will add that extra glue for connecting to and captivating your audiences. Closure can be of several types with each type, in one way or another, summarizing & delivering the WHY of your communications. Some of the types are:
   Simple Statement:  See You There!
   Call To Action:   Buy Now!  
   Emotion:  Cheers & Joy!
   Direct WHY:  To Your HEALTH!
   A Result:  They lived happily ever after.

Use the structure of a story in ALL your communications, short & long. Here is a short communication shown with partial use of a story structure and then with complete use of the story structure:

1. With partial story structure– using Opening & Message only.
   Greetings! Have a wonderful day.
   This can work, i.e you can get by with this. Does it captivate?
   .
2. With complete story structure–  adding a “closure” with the WHY.
   Greetings! Have a wonderful day. You deserve it.

Quietly say both of  these greetings to yourself as though you are receiving them from someone else and see if you experience an extra “bond” when (the why) “you deserve it” is added at the end. Specifically including the “why” … not assuming it .. provides immediate clarity for “connecting!”  AND I ask you, which greeting “captivates” you more?

There are so many ways to apply the story structure to your business communications for having captive audiences. Turning your marketing messages into stories is an obvious and very KEY way.  Structuring “ALL” your communications around the story structure is a bigger way that will enable you to tremendously increase your connectivity with all audiences both online AND offline.

If you are catching on to what I am sharing, start creating your communications  with the story structure and let me know the differences you experience.

If you are not quite comfortable with how you would start using the story structure, I  invite you to schedule a private workshop with me for assistance.  We can customize a workshop specific to your business and your learning needs. Your email or phone call is welcomed.  310-306-1453 or margieh@todaysway.net  You also may be interested in my Content Marketing & Messaging Expertise Program … click here for all details:

In today’s business world, making less than “complete” connections with your audiences is almost equal to making no connections. There is just too much information out there.  You can’t afford to be lost in the crowd.  You must know how to  “captivate”  will all your communications.

Join me in saying, “YES” To Having Captive Audiences!

Enjoy ….
margie
310-305-1453

 

Be Curious! There is no better message to send for maximizing these last few months of 2021 than the message of “being curious!” I’ve been exercising it and it’s a magic ticket to opening new doors, new contacts, new opportunities and new business!!!

Toddlers are wonderful at being curious. Is there anything more pure? When we are young, we are in such awe of the simplest things… taking in each new experience, item, taste, sound 200% …with such a wholeness as we connect to each new experience. Then something happens … I don’t know when, but at some point we decide we know the answers … no more exploring… no more curiosity. And it gets worse when we decide we know the answers & outcomes to future events and happenings.  And then we wonder why we feel old???? How dare we!

Pull out your curiosity as you go into these final months of the year. Wipe your mind clean of all pre-conceived notions and take on each day with “curiosity!” Take a walk and look around as if you were a toddler….. see what you discover of interest. Why is that tree different? How was that door designed? What is the most popular car in your neighborhood? Just start asking questions of all you see! Bet you discover some items you’ve never noticed before.

Another way to exercise curiosity is to realize that “everything” is a miracle. Take that thought and look around. The pencil on your desk at one point in time was a miracle! Who thought of this idea? The streetlights were at one time a miracle! Who designed the first streetlight and what is the story behind it?  So many things around us that we just take for granted and yet, I bet, have fascinating stories to discover and know.

Be curious with each other!! Show interest. Ask questions. Inquire about one’s day or week! Is there anyone who doesn’t feel a bit better when someone they know shows an interest in what they’ve got going on?  Cares about how they are doing?  It just takes some curiosity and a question or two to make someone’s day and therefore, your day will be made as well!

And how many times have I heard business professionals say they don’t know what to say at networking events and/or online with messaging, etc.  Just be curious!  Go up to someone and simply ask how did you happen to come to this event? Be curious!!  Online & offline, be curious about your prospects. Ask questions! Be interested! Explore! It’s not about you … it’s all about them. Be curious!!

Maybe there is an uncomfortable emotional situation that needs to be managed but you don’t know how? Ask caring questions such as can I help you sort this out? Or can we talk about what brought you to this point?  Be curious but again, also caring …. with sensitivity to your timing.

In business, there is no need to sell your prospects. Simply be curious and ask them questions! Find the needs they have that match your solutions and discover how you and your prospect are a win/win!!! Also be interested in the industry you share with them … the industry that seeds the needs for which you have solutions. Inquire about how they arrived in this industry, what their role involves. Share your own interest and participation in this industry and how it might relate to them. Be curious!!! Uncover all the nuances that will lead your clients to you because … as you show interest, they in turn will be interested in you!

Curiosity will open doors!  Curiosity will create new relationships! Curiosity will develop new business!  Curiosity will build trust, credibility, and loyalty.

Take on the remaining months of 2021 with curiosity!!!  Continue being curious throughout 2022!!  Then share your success stories with me… I’ll be waiting!

Curiosity has been keeping me busy with several new aspects to my business.  The newest is forming a membership group, something that has been mentioned to me but I always have “pre-answered”,(without knowing more), that a membership group would not apply to me! Well, finally last spring I became curious!!!  I explored all that membership groups are and who has them and for what reasons.  Long story short, I am so excited ( like a little kid) that I became curious and am in the process of creating a membership group for those who are not comfortable, have a fear, or are just not successful with selling!  I will be launching it soon with a very low founding member fee. The number of founding members will be limited so if you would like to be on the list of “first to know” when the launch opens, send me an email, margieh@todaysway.net and I will include you. IT IS GOING TO BE GREAT!!!

Couple of other exciting things are also happening … thanks to being curios…. but will wait to share in future posts!  Until then, BE CURIOUS!!! You will find new energy & new opportunities!!

Be #communicationsstrong

Here’s to your communications success!

margie

Facebook? YouTube? Instagram Reels? Stories? Facebook? Snapchat? TicTok? LinkedIn? Twitter? Video? Ads? Text? Messenger? Text Message? Direct Message? Email? Phone? Facebook LIVE!

SO MANY ONLINE RESOURCES TO CHOOSE FROM? They all shout “winning” reasons for using them … so should you use ALL of them? Only a few? Do the bells & whistles make a difference?

Do you ever get swept up with these decisions? There are different ways to go if you do find yourself overwhelmed,  ranging from ignoring them all and sticking with what you know  to switching to the newest and latest features on the top winning resource of the month!

Here’s an idea for you. …  Interview & hire your resources like you would an employee! After all, our resources are our employees … yes?  We use resources to perform specific jobs for us. They are the mediums for our messaging … just like we hire employees to be the mediums, i.e. carriers of our messaging!!

AND we wouldn’t hire the sales person of the year if they were not right for our purposes.. .right? So it is imperative to know our purposes and hire those that can achieve those purposes.

Where do you begin? Just like you do when looking to hire someone – you begin with a job description of what you need done and then you interview applicants!

Example #1: You need a resource that will enable you to attract people to your business. The job description might be something like this:

“ this job requires having access to new contacts, either directly or indirectly,  that match our targeted demographics, professionals over 40 who need guidance for changing their career. Also required is the ability to be relationship oriented, i.e. know how to first establish rapport and  transparently lead new contacts to an awareness of our existence.  Soft selling important.  Must be able to build trust.”

TicTok, Facebook, Instagram Reels, and LinkedIn apply.  You immediately thank and dismiss TikTok and facebook because of the age demographics.  Instagram Reels & LinkedIn definitely are stronger and both are able to develop awareness…. LinkedIn may have a stronger access to the targeted demographic and also more indirect & direct ways to attract contacts….. LinkedIn would get the job offer.

Example #2:  You need a trainer for using a new machine that helps moms do the laundry. The job description might read as this:

“must be able to help new buyers know how to use a brand new machine that helps busy moms to the laundry. Must be able to instill the simplicity of using a machine, and how it is one of a kind.”

Applicants include a pdf doc detailing each step in using the machine; a slideshow showing each step of using the machine with photos & easy to read written description below;  a recorded video; a live facebook training upon purchase.  The pdf and the slideshow are eliminated as not being able to simplify the process as well as the other applicants.

Video is intriguing as it could serve two roles … one for training and one for marketing. It can also be referred to after the initial training.   The live facebook could be excellent for training as it allows live Q & A. It’s a lot more restrictive but could definitely deepen customer bonding and contribute towards loyalty. This becomes a toss up! Maybe both applicants could be hired? Something to think about.

An added benefit to writing out your job descriptions for each task required in your business is that you start thinking of things that would not necessarily come to mind. In writing example #2, the live Q& A is something I hadn’t thought about until I started writing!!  You also pick up much more clarity on what you are doing and why!

Don’t let today’s resources tell you how to communicate for “THEIR” purposes …. tell today’s resources how they will be used for “YOUR” communications and purposes!!

Start playing with this approach.  Use it for any task.  Who/what can best open new doors? Who/what can best nurture and lead prospects? Who/what can best service existing customers?  Which resources can best support and/or deliver the messaging needed at the right time, for example in many cases videos are not great for attracting people who are not yet looking for what you are about, as they have no reason to click the video open much less take the time to watch.  However with the right product a video might be a great opening, for example if you sell camping gear .. videos on our national parks etc might do a great job attracting future prospects.  It all gets down to your job description.

Worse case it forces you to give some deeper thought to your marketing/selling needs and how you address those needs.

Be #communicationsstrong

Here’s to your communications success!

margie

“How Are Business Relationships Formed?”Business Relationships, i.e. Sales/Marketing Relationships are formed in the same way as all relationships!

• First, there is a “matching” that attracts! Nothing specific, just a good feeling that there is a future to explore -> TRUST!
  .
• Second, something “specific” is discovered that is in common with both sides -> CREDIBILITY!
  .
• Third, more commonality, matches, and at a deeper level, needs and solutions are explored and acknowledged. Could this be perfect? -> EXPERTISE!
  .
• Fourth, sharing details & matching details, and more sharing details & matching details … if all are doable ……LOYALTY evolves:

–> the business relationship forms a client.

–> the schoolyard banter forms into a lifelong friendship.

–> the bar room conversation brings dating that forms marriage.

The steps within the process are the same! Don’t make it be more than it is because when doing so, the flow is gone, doubt creeps in, many miscommunications follow –> all falls apart!

Be #communicationsstrong

Here’s to your communications success!

margie

Happy Juneteenth!

PURPOSE is the topic and the purpose of today’s new federal holiday is to celebrate the emancipation of enslaved African Americans. Since its first celebration, it has been observed by celebrating African American culture. So I ask, do you have a set intention or purpose for how you might celebrate today?  OR, now that I’ve presented the idea of applying purpose to the day, what might you do that you hadn’t thought of?   Maybe just call African American friends with a holiday greeting? Or support an African American business? .Both, pretty easy to do and adds some richness to their day and your day also, yes??

And back to everyday communications …  how much purpose are you putting into each of your verbal & written communications?   Do you give it any thought?   Do you ever get asked,  “So what’s your purpose?” and really have one or simply answer .. “none!  No purpose!!”

An interesting exercise to try is to pay attention to all you say and/or write within a span of a few hours. Be aware of any “purpose/intention” you apply to the words you say or write.  THEN, take the next few hours to consciously apply “purpose/intention” to the words you say or write.  Take note of any differences in the results of your communications and in how you feel about your own communications.
Let me know what you discover.

Usually we think of applying “purpose” to an overall goal –  what is the objective, what is the target we are trying to reach or achieve.   Then we apply everything to that one longer term purpose.  But, when you start to apply “purpose” to individual actions, amazing things can happen!!

Take the example of setting a purpose to be more supportive of one’s staff, fellow employees and/or friends!   We might set a general goal that sets up activities, invitations, etc.   This is all good.  However, the weakness in just setting a general goat is that the purpose can just subliminally be forgotten in an immediate interaction, conversation, correspondence. When we start consciously setting a purpose to show/provide support within each & every individual interaction/engagement being spoken or written,  our tone, our patience, our words, our results, our satisfaction with ourselves ALL improves.

I challenge you to take this on.  In these present times where emotions are raw, miscommunications take place daily, and many steps forward seem to come with more steps backwards,  we can do our part to contribute value to this world with our immediate interactions..  It simply begins with remembering, i.e. being 100% conscious of our purpose/intention for each and every individual communication we speak and/or write.

Be #communicationsstrong

Here’s to your communications success!

margie  

Conversation Rules! In business and life, conversation opens doors, lets us through doors and then helps us understand the paths taken from these doors!  Conversation identifies needs & solutions; can sooth grief; convert conflict into agreement; deepen joy; extend authentic empathy; close sales; create surprises and miracles! Conversation has no software upgrades nor does it require a financial investment. It is available to all with immediate access!

With all its greatness, conversation is bypassed by many –  those who are lost for how to open a conversation and sometimes by those who don’t know how to continue and deepen a conversation. It doesn’t matter where – in business, out and about, in the grocery store, anywhere — opportunities, for whatever the reason, are missed.

If this is happening (or not happening) to you, an easy “go to” for opening and enriching conversations are the tried and true 5 interrogatives, “who, what, when, how & why” … the 5 W’s we’ve been taught to address when we write or talk about a subject, i.e. who are you talking to, what are you saying, how do you want the audience to receive/respond to your info and when, and lastly what is your “why,” your purpose, for what you are saying.   With a small bit of tweaking, the 5 W’s are great “go to’s” when lost for words to open and/or deepen our conversations. Use them for “opening” conversations with strangers, with employees and/or with friends to discuss sensitive situations, create engagement with prospects & clients, deepen relationships, explore differences, and more!

Let’s look at each one:

WHY: Why is used when curious! If you’ve lived with a 2 -3 year old you are very familiar with “why?” However, it works! Why is also used as an exchange for one’s purpose. “What is the “why” of your speech, what is it’s purpose?”  Why can be a bit invasive, so sometimes it needs to be softened. Be sure to use the right delivery, as it can make the receiving end become defensive.

Opening with WHY: “It would be great to know the “why” behind this event!“ and “Forgive me, I’m just wondering why you look sad today?”

Deepening with WHY: “Why do you say that?” and “Your “why” for this solution would be?”

>>>>>>>>>>>>>>>>>>>>>>

HOW –  How is great for showing interest.  Tone of voice is very important …. You must be authentically interested or “how” can come across “doubting” … Use it to reflect interest & wonder, not doubt.

Opening with HOW: “How was the event last night?” “How are you feeling?”

Deepening with HOW: “ How did you accomplish that?” “ How do we go about contributing more to this situation?”

>>>>>>>>>>>>>>>>>>>>>>

WHAT – Another great opening for both interest and curiosity! Tone of voice plays a role , for example, there are multiple ways to say, “What in the world?” Delivery is always important.

Opening with WHAT: “What brought you to this event?”

Deepening with WHAT: “What was it that inspired you?”  “What’s the objective here? “

>>>>>>>>>>>>>>>>>>>>>>>

WHEN – When can create a reply, but be careful. It can create a simple short answer. Be prepared to follow it up with a how, what, why, etc..

Opening with WHEN: “When did you arrive?” “When did the meeting start?” and/or “When the meeting began I was on the phone, can you tell me what I missed?”

Deepening with WHEN: “When was that?” and/or “When I arrived, I was doubtful of this event, what did you think of it?” “When I was young we couldn’t do things this way … your thoughts?”

WHO – Who is kind of an inquisitive opening and sometimes needs a follow-up.

>>>>>>>>>>>>>>>>>>>>>

Opening with WHO: “Who are the creators of this event? Would you know their backgrounds?” “Who are the decision makers here? Anyone I might know?” or “Who are you?”

Deepening with WHO:  “Who would respond to the message delivered in that speech? What type of professionals? and/or “Who benefits the most from these services? “Who are we targeting?”

>>>>>>>>>>>>>>>>>>>>

Each one of these triggers have multiple ways they can be used based upon where you are, what the situation is, and all the surrounding elements. Remember to watch your tone and delivery. If using the 5 W’s in an email, explain your intended tone or recipients will apply their own tone to your words. Also always, always, always use them authentically. Wait for the answers and respond accordingly. One of the most abused phrase is “How are you?” Think how many times you’ve been asked that question without the person asking even waiting for your reply! Do not turn the 5 W’s into just figurative terms… use them authentically. Be authentic with all your communications.

Know, the next time you see an opportunity to open dialogue with a stranger, take on an uncomfortable situation at work or home,  want to just be more social and interactive with fellow workers or community members …. go to these easy to remember triggers of “who, what, how, when and why. One of them, for sure, will be useful in opening up a dialogue and/or adding value to continuing dialogue.

Be #communicationsstrong

Here’s to your communications success!

margie  

Do you struggle while thinking of what to talk about in your online communications? Maybe you become lost for ideas on types of content to share? In this article, I talk about how to create a week’s worth of online marketing messaging & content from one single thought. Sounds amazing, but it’s really pretty easy to do!

First let’s address coming up with that one thought!  Where do you go to get your thought? You could pick the first thought that randomly comes into your head.  You might get lucky and have that work. However …

If you want to add some purpose to your thought, there are two places to go:

1. The Buying / Selling Process we’ve been talking about quite a bit in the mailings:

-> Attract: What thoughts bring your future buyers to your “waters”?

-> Connect: What thoughts “catch” the specific attention of your buyers?

-> Engage: What thoughts share your products/services with your prospects?

-> Convert: What thoughts have your prospects to asking how they can buy?

2. The components of your business. Your business provides solutions to problems …. This includes:

-> Source of the problem, want or need. (Demographics, activities, lifestyle)

-> Actual problem, want or need.

-> What you do .. process you use in matching your solution to want/need.

->The result – What people receive via your product or service.

-> Your passion .. why you do what you do.

Look within all of the above and think via your heart! Ideas flow when you focus on your heart vs your mind. Try it!

Here is an example of one thought expanded into a week of content is:

THOUGHT: Healthy food is more expensive. Bad food cost less. 

For your blog post, main article, or a message to an email list You might go to the “source” of the problem. How did this come about?  Convenience? Busy Lives? Fast food? etc.   Create an opinion article … Question if it really is more expensive … agree that maybe in a one–to-one comparison it is cheaper, but over time as you eat more cheaper food your health costs may increase, energy may be lower in school and at work so that you are less productive, etc and ask, which is more costly?  And so on …

Three short articles :

1. Compare 5 unhealthy foods vs 5 healthy foods. — Show differences in cost, calories, nutrition, convenience

2. Fun ways to change your eating lifestyle and stay on budget – Cover services such as Hello Fresh , etc.

3. Compute difference in cost of a one day menu with bad food and with good food. – Upon arriving at the difference in cost, what does it equate to in what might be given up in other areas of life… gas, starbucks, movies.

Social Media Posts …

1. Photo of shrimp cocktail vs French fires

2. Before and after photo of person who switched to healthy eating lifestyle

3. Photo of butter & salt .. Is this your addiction?

4. Link to a step 1 for transitioning to healthy eating habits.

5. Video for how to choose breakfast cereals

6. Link to intake form to get started eating a healthy diet

7. Photo of family eating ice cream cones … and written below in text:

When is this a bad moment? When is this a good moment?

Think you can do it? Come up with your one thought and see how creative you can be! Remember to concentrate on your “heart” while coming up with your variations … I promise they will appear right before you!!

Be #communicationsstrong

Here’s to your communications success!

margie  

Happy Spring ….  here’s to the arrival of vaccines for us all as we acknowledge the one year anniversary of the pandemic!  Going forward online conversation, socializing, marketing will continue to grow and grow within our business & personal lives, be it for the new found convenience or just because we have discovered the amazing “worldwide” doors that are open to us online!!  A plus you might say from the pandemic.

This week, I hope to support your “ease” in participating online by simplifying your understanding of the flow of communications. Know that it doesn’t have to be complicated ….

Communications … marketing, sales, networking, socializing, personal … ALL types of communications, follow a natural flow that comes within our natural instincts as human beings. It’s possible (and very easy) to overthink this flow… make it complicated, confuse the issue, and just enable ourselves to get in our own way for having our communications be successful.

I believe the easiest way to describe this natural flow is with stages that have applicable labels to all assigned styles of communications, such as marketing, sales, networking, socializing, personal. Labels that will simplify are: Trust, Credibility, Expertise, Loyalty.

• TRUST is the first stage. It begins when we are first attracted to people. We are attracted because of a likeness between us, something that we both have in common … similar tastes, likes, likeness, etc. As we learn more & “like” more & more, we begin to build “trust.”
• CREDIBILITY follows trust. As we begin to trust new acquaintances there may be something said that hits home, causes a high-five, a “wow … that’s me!” reaction. We show the person that we “get them!” These are the moments and words that build “credibility.”
• EXPERTISE evolves from these earlier “get to know” stages. Now there is a reason to want to know more, explore each other, find out how far we can take this matching of our selves that has been so “right on” while building trust & credibility. This is also where things can get messy. There are lots of “matches” to explore and learn about. We want to be at our best and show our “expertise.”
• LOYALTY is part of our human instinctive behavior also. We find something we like and go with it, we maintain a loyalty to it. Ever have a hard time leaving your hair cutter? Or manicurist? There is a seeded loyalty that seems to always come with these services.. and they are the best way I can describe it.   All the pieces are good and we want to keep our communications .. they are working, so stay put!! It’s what keeps couples together, friendships strong, and yes, clients returning with repeat and referral sales.

I hope you see how easy this flow can be applied to ALL your  communications. If you would like guidance on applying its simplicity to your sales & marketing communications, (or other) let’s have a conversation. I integrate it into my trainings and it is a core piece of my “7 Step Formula For Achieving All Goals” … which upon learning once, you’ll discover how easy it is to apply when going after additional communication goals & more!  ​​​​​​

Be #communicationsstrong

Here’s to your communications success in 2021!

margie   

Here is a question for you!   How many things did you believe about online marketing, when you first began being active, that ended up being falsehoods???   It can lower your overall motivation and excitement for all that social media & digital marketing DOES provide. So should it be of benefit, I wanted to share  4 false assumptions that ALL  my clients, across the board, believed when they first arrived at my trainings.  I  refer to these false assumptions as myths  …. 

FOUR MYTHS OF ONLINE MESSAGING & MARKETING

1.  When we post, our posts will be shown to ALL our connections, friends, followers, peeps, etc.
   It would be sooooo nice if this was accurate, but I am sorry to say it is a myth.  Back in the day it may have worked that way.  In theory it is said to work that way.  But in today’s online environment bandwidth does have its limits for all the social media/digital marketing platforms.  And each platform has its algorithm for who gets to see what. It is wise to inquire with each platform we use to get a good understanding who will see the posts we spend time creating and why they get to see them!!
   .
2. Our target market will immediately see our posts when we use keywords and hashtags.
   The word in this myth that makes the difference is “SEE” – A  keyword or hashtag may get posts into designated feeds for viewing, but our prospects still need to “see” our posts.  Messaging must be created for the stage of the buyer journey we are targeting with our messaging,  Also there is the old adage that something needs to be “in front” of people at least 7 times (heard its gone to even 14 these days)  before it is “seen” by viewers/readers.It is not an automatic “build it and they will come” activity … some focus, thought & patience is required. PLUS, even a good use of keywords & hashtags can have other elements affect their success, for example, how many posts use our chosen hashtag and where will that put us in the feed based upon the quantity generated at the same time!   And, per social media platform, be sure to know how keywords & hashtags are applied –  are they even used for traffic routing? are they mixed with other elements of the platform’s algorithm?  And so on.
   .
3.  It’s about us! 
   It’s never about us in marketing and sales, online and offline!  It is always about the prospect & client.  Every post we create…. All our online messaging … MUST be focused on our market audience and where their mindset is.  What will THEY respond to?  What will catch THEIR attention?  They come to their social platforms with much on their minds and scan through the posts …  and this is where any engagement we hope to achieve must begin. It is imperative that we know our buyers well so we can connect to THEM and their needs.It is also most beneficial to present messaging so that it speaks directly to our readers.   Beginning a post with “I” just puts ourselves in between the message and the reader … it distances the message which defeats the purpose and lessens the opportunities.
   .
4. Videos will open doors.
   Don’t get me wrong here. Videos are great!  BUT when used for opening new doors they can limit the opportunities because people need to be motivated to click open a video and watch OR if it arrives in process, people need to decide to take the time to continue watching.  There are other types of content with short messaging that can be seen just as it passes by in the feed  …. without having to read … or use any effort. They just get included in the reader’s scan of the feed.  These are the type of posts that will create initial attraction to us and upon that ATTRACTION & AWARENESS taking place…  videos, depending upon the topic & length can be a perfect “next step.”   Think PURPOSE with videos.

There are more myths out there, but these four were across the board  upon the arrival of my clients. If you have some or all of these false beliefs, I hope this article has helped you know the truth.  I welcome any questions you may have!

I also invite all who are serious about creating effective content & messaging to come and learn one-on-one with me.  While you learn you create “with me” content & messaging you can put immediately into action!   Click here to know more of the details …

.Be #communicationsstrong

Here’s to your communications success in 2021!

margie   

Do you have a strategy for your business communications?   Using one makes a world of difference.   Just look at this image for starters …

Strategies Rule! They make accomplishing goals much easier AND more achievable!

Why? Because focused thinking is used to plan the entire journey of getting from A – Z prior to beginning the journey. There is no more “guessing” as you go .. . no taking a shot with fingers crossed! You have a directive, a guide!

A great example of the difference between having a strategy and not having one is simply when working on a jig saw puzzle! If you have ever sat down to work on one you dump out a box with 500 – 1,000 pieces and begin! I remember being very young and actually looking at each piece and trying to find a home for it by building up from the first two pieces I would “finally” find that fit together. THEN I “learned” that I could sort & group the flat edge pieces, then pieces with holes for tabs, pieces with tabs, and then sort again by color etc!  There was a plan, a strategy, to use that made it so much easier and achievable.

The next breakthrough I had in finding a GREAT strategy was in my voice and data networking career. I realized one day while reflecting, in general, on all the technology I have watched evolve and have been a part of that a MAJOR common denominator was/is the international standard of communications for computer networks. This standard was comprised of 7 layers, from the plug to the screen / output device and it was applied consistently across all the types of transmission and technologies I worked with through the years. AND it worked! It was what kept it all together and also allowed one to know where to go when things needed fixing.

I started to apply it to human communications and found a direct parallel. And why not? A human being developed these 7 layers, right! It is built upon the way our minds work in general. MORE EYE OPENING … as I studied it more and more, the standard is built upon a process that we all use subliminally for our everyday decisions … more on that another time.

As a business communication strategy it is perfect. It takes the “pieces” that are part of a marketing campaign and tightly layers them together so you cannot get off track, keeping you on the path to your goal as follows…

1. Define Your Goal
2. Who do you need to talk to for achieving goal? What are their demographics?
3. Where are they located either online & offline?
4. Based upon their locations, map the buyer journey, attract, connect, engage, convert and define umbrellas of topics needed for success at each stage of the buyer journey. (for example, CEO’s relate to profits & revenue).
5. Building on layer #4, define examples of exact messaging topics needed for success at each stage of the buyer journey. (for example, CEO’s need stats & facts showing what makes money).
6. Identify the specific medium that best presents the communications at each stage of the buyer journey … video, text image, plain text, webpage, pdf, image, slideshow, etc.
7. Execute!

These 7 layers take the mystery out of “what to post online, when, where & how!” They create an easy to follow directive. AND give those who use it great insight into their own business communications. Lots of new awareness is uncovered that can be beneficial within one’s marketing mix and beyond.  We tend to slide around on the surface of our messaging and communications … digging in deep makes us sharper and wiser!

Another benefit of these 7 layers is once learned, they can be applied to ANY goad you have!! Honest! I joke, but it’s actually true that one can use these 7 layers to have your kids do what you want them to do… or close. 🙂 You have a fighting chance, let’s say that!!

Strategies make all we do much easier. Having a plan works. Having a plan that you can rely upon is even better.

Let me know if you’d like to learn these 7 layers by choosing a real targeted goal and working together with me in implementing the 7 layers for reaching your goal. It’s the core of T H E, my program that stands for Target, Harness(the pieces), Execute. Let’s have a complementary conversation ..  contact me at 310-306-1453 or margieh@todaysway.net

Take 2021 on with focus, purpose, and success. A strategy makes that happen… one more time …. easier and more successfully!!

Be #communicationsstrong

Here’s to your communications success in 2021!

margie