Thursday, February 13, 2020

THE RIGHT PACE FOR ULTIMATE SUCCESS

I've long been fascinated by the conundrum of how fast to
move and how much to do in life. If we don't "keep up" and
do enough, if we don't take action and work hard and get
stuff done, we fall behind and fail to achieve. On the other
hand, when we give in to the temptation to rush and hurry
and multi-task all day long, it seems like we wear ourselves
out and miss some of life's best moments. What's a person to
do?
This week I was struck with the concept of "right pacing."
We've long talked about "right sizing" in business and
government. How big should an organization be? How many
employees does it need? How efficient should it be? Too much
emphasis on efficiency and speed and performance-at-any-cost
and eventually employees burn out and quit -- or rebel in
protest. Too little focus on productivity and we fall behind
the competition and eventually go bankrupt.
Career counselors have focused on the concept that each
person achieves optimum fulfillment by doing their "right
work," defined as work that respects their values and uses
their best talents. We inevitably become unhappy, less
productive and far less fulfilled when we do work that
doesn't suit us or that conflicts with our deepest values.
This week it struck me that we each have a "right pace" for
our lives and that failure to honor our inherent "pacing"
stresses us and perhaps even kills us at an early age.
We've long known about Type A personalities that move
quickly, and Type B personalities that prefer a more
leisurely pace through life. Type A's are called "race
horses" and we know that forcing them to slow down or
putting them "out to pasture" seems to kill their
enthusiasm, their energy and their productivity, while
"turtles" naturally move slower and forcing them to run
may give them a premature heart attack.
This week, I read about a new study that claims testing the
pace with which we walk may be as accurate a predictor of
over-all health as far more complex and expensive medical
procedures. Apparently simply walking down the hall outside
our doctor's office is a pretty good measure of balance,
coordination, strength and neurological function.
Interesting!
Americans have long been in love with the idea of speed. We
didn't invent the automobile, but we certainly fell in love
with it. We did invent the airplane and have done more with
rockets and space travel and instant communication than any
people on earth. We love speed! We love multi-tasking and
"doing more with less." We love being first and are proud of
being the most productive (fastest) people around.
But, we also know there is something good about making love
slowly, about "the pause that refreshes" and "stopping to
smell the roses." We know that time spent with a child,
watching a sunset or savoring a meal is a good thing. We
know that the desire to "slow down" is almost universal.
What are we to make of these contradictions?
My sense is that the most successful people find and honor
their personal "right pace" in life. Some love the
exhilaration of multi-tasking, rapid decision-making and
racing through life. Good for them! But others need to be
more deliberate, slower, and more thoughtful and I suspect
they are most successful when they honor their own "right
pace." And I suspect many of life's artists, writers,
teachers and poets have hurt their success by trying to
"keep up" with our cultural preference for speed.
Speed is good, but so is meditation. Speed is often rewarded
with more money, fame or power, but we also know that "haste
makes waste" and sometimes being slower, more deliberate,
more precise and more thoughtful has it's own advantages.
Find your right pace! Honor the part of you that "knows" how
much to tackle each day and do that, and only that. Vary
your pace and the pressure you allow in your life. Slow down
so you can respond quickly when the situation calls for it.
I find some solace in the observation that "Fools rush in
where angels fear to tread." I love speed and action and
adrenalin as much as the next guy, but there is also wisdom
in mastering the art of doing nothing, observing, and
waiting for the right moment. Find and listen to your "right
pace" in life. I suspect your happiness and long-term
success may depend on it.

Wednesday, February 12, 2020

SEVEN WAYS TO USE CUSTOMERS TESTIMONIALS IN YOUR CONTENT

Building trust for your business is difficult. But, don’t worry. You can increase trust with customer testimonials. Testimonials prove to consumers that your business has happy, satisfied customers.
Instead of telling shoppers your business is great, your customers can speak for you, which is more effective in building trust. In fact, according to statistics, customer testimonials are the most effective form of content, coming in at an 89% effectiveness rating, compared to other content types. So, you’ll want to take advantage of customer testimonials and use them in a variety of ways to increase trust and boost conversions.
Here are 7 ways to use customer testimonials in your content.

1. Add Testimonials to Your Homepage

Many times, the homepage is the first page on your website that users will see. By adding customer testimonials to your homepage, you can make a great first impression on first-time visitors.
Here’s how MemberPress displays customer testimonials on their homepage:
In the middle of their homepage, they display 3 testimonials from their happy customers that describe how they used MemberPress to reach their goals. They also include photos of the customers. Adding photos to your customer testimonials is a great way to grab the attention of website visitors and show that the testimonials come from real people.

2. Add Them Next to CTAs

Don’t stop at just the homepage. You can add customer testimonials to many different places on your website by adding them next to CTAs (call-to-actions). For example, you can add a customer testimonial next to the CTA on your pricing page or product page.
A user that visits your website isn’t always ready to buy, they may still be thinking about it and looking for information that tells them they can trust your business. But customer testimonials act as a form of social proof. So, when a user sees a customer testimonial on your product page, it encourages them to buy the product for themselves. Adding testimonials near your CTAs is an effective way to drive conversions. In fact, according to social proof statistics, testimonials can increase conversion rates on sales pages by 34%.

3. Incorporate Testimonials into Blog Content

Sometimes, users will land on your website by chance after discovering one of your blog posts online. This is a good opportunity to get that user interested in what your business has to offer by incorporating testimonials into your blog content.
But, instead of adding testimonial quotes into the body of your blog post and distracting readers, add them to the sidebar instead. With a WordPress plugin like Testimonial Rotator, you can easily add rotating testimonials to the sidebar of your posts or pages.

4. Create a Customer Testimonial Page

You can also put all of your glowing customer testimonials into one place by creating a customer testimonial page on your site. A customer testimonial page can give website visitors more details about the results your customers have gotten from your product or service.
For example, BioClarity has a dedicated page on their site to display testimonials, called “Proven Results.” On this customer testimonial page, they include before and after photos, quotes from satisfied customers, and video testimonials.

5. Use Them in Email Marketing Campaigns

Email marketing is one of the most effective strategies for turning leads into customers. So, be sure to add customer testimonials to your email marketing campaigns.
There are a number of ways you can use customer testimonials in your email marketing campaigns, including:
  • Adding short product reviews
  • Sending video testimonials
  • Sharing user-generated content
  • Telling customer success stories
  • But, don’t throw customer testimonials into your emails without a rhyme or a reason. Make sure they’re relevant to the content of the email and personalized to the subscriber. For example, if a subscriber has previously browsed men’s suits on your website, you can send them an email that features your online store’s top-rated suits along with customer reviews for them.

    6. Share Testimonials on Social Media

    You can also share customer testimonials with your followers on social media. Testimonials are typically short quotes, so they’re perfect for sharing on social media platforms like Facebook, Instagram, and Twitter.
    Here’s how Jimdo shares customer testimonials on social media. On the company’s Instagram page, they share an eye-catching image with a testimonial quote on top of it to grab the attention of users. Then, they add the full testimonial to the caption.

    Image Source
    You can easily create images to share your testimonials on social media using a free tool like Adobe Spark or Canva.

    7. Create Case Studies

    Take customer testimonials a step further by turning them into case studies. A case study goes more in-depth than a customer testimonial because it shares the full customer story, including why they needed your product/service, how it helped them reach their goals, and what results they got.
    At OptinMonster, we regularly create case studies that show how our customers use OptinMonster to grow their email lists, generate leads, and increase conversions. Here’s an example of an OptinMonster case study:

    To create a case study, all you need to do is interview a happy customer or send them a survey. With the answers they provide, you can then write a case study and post it on your company blog.

    Over to You

    That’s it! With these tips, you can make the most out of your customer testimonials. Get ready to turn the words of your happy customers into more sales for your business.

Saturday, February 8, 2020

THE 3 MOST IMPORTANT WORDS FOR MARKETING ANY BUSINESS

Want to know the three most important words for any growing business?
Trust
Relationships
Efficiency
Personally, I don’t think it’s even debatable.
(Most people think it’s not scalable though...which it wasn’t, until now...keep reading.)
If you want anyone to invest their time or money with you they MUST have some level of Trust in you and your abilities.
That’s because business is built on Relationships. It is a proven fact that humans have a deep rooted need for human connection.
And sustained success is impossible without being Efficient. Time is literally our most finite resource. You cannot create more. All you can do is learn how to maximize the way it’s spent.
The problem? Until now, technology has failed us as entrepreneurs, marketers, and sales professionals. Disguising ineffective and impersonal marketing tactics as “efficient” just because it’s automated. Who cares, if it doesn’t work and the results are weak. Agree?
With trust today at all-time lows, it’s no wonder that so many businesses are finding that their marketing is not as effective. Enough is enough. It’s time for small businesses to finally get the leg up.

Friday, February 7, 2020

WHY 2020 WILL BE DIFFERENT (OR NOT)

I’m going to tell you why this year will be different for you … or why it won’t.
First, did you set goals at the beginning of the year? I ask because there’s a pretty clear divide these days.
Some say SMART goals are the key...
S – Specific
M – Measurable
A – Achievable
R – Relevant
T – Time-Bound
After all… you don’t know where you’re going unless you plan it, right?
And yet, how many times have you made the same goals? Lose weight, reach a certain financial goal, spend more time with family…
Goals are dreams unless you have a system to make it happen.
THAT’s why this year will be different.
Because this will be the year you focus on how to support your processes in order to reach those goals.
But goals cannot be achieved without a system. This is even more true in business..
I know firsthand how difficult it is to make a change in one’s life - and I know what it takes to grow a business. They are interconnected. It is the systems and the tools that have helped grow both my company and my client’s businesses.
I want you to know it too because I know that THIS year will be the year you meet... no, surpass your business goals. (Spoiler: reaching that goal also affects other areas of your life. It’s a net positive for your own life.)
In business, it starts with making sure you have a full pipeline of quality leads. The need to build lasting business relationships, and get more leads and clients...the right (and largely automated) way.
It’s the system that supports your goals. Not the other way around.
To 2020 - and to you! Make it happen.