Terrible Customer Service is Bad Marketing

Imagine how hard 24 Hour Fitness will have to work in their marketing to compensate for the bad customer service of their managers. Don't let this happen to you!

SIMPLE INCIDENT, SIMPLE SOLUTION
In the rain I slipped entering my gym in Alameda (it's at a shopping mall) where the floors are super slick, and there are NO doormats. I alerted the gym attendant so she could put down towels, salt the floors or at the very least wipe up the wet spot so no one else would slip. She did nothing. I watched as someone else slipped. This could have been a simple solution, right?

So, I alerted the manager at HQ in hopes they'd actually give a hoot that one of their long time members was trying to save them from a lawsuit. (and no, there were no floormats at the gym when I was there, so they're either lying or too lazy to drive to the gym to check on that personally. )

UNFORTUNATE RESPONSE CAUSING ILL WILL, BAD PRESS
This was their 'we-take-no-responsibility-but- are-making-lots-of-wrong-assumptions' reply:

"...Unfortunately, we are not responsible for the sidewalk, that is left to the Mall Management. I realize we have experienced inclement weather and have floor mats at the entry way. I have given my staff instructions to towel the floor off when wet and post signage as necessary.

Please feel free to contact me if you have any further problems. Thank you!"

Raquel Engelund

Club Manager

510-523-2450

BAD PRESS, WARRANTED
What a sad reply . . . Um duh, you think the universe is responsible for raining? You have to tell someone to wipe a wet floor? Geez . . .

I expect this is why this club gets such horrid comments about them online ("Rip Off Report" was the title I saw frequently about this company. Don't believe me? search 24 hr. fitness customer service!).

So, if you get this kind of horrid customer service let people know. And for heaven's sake, take care of your clients so you don't stoop to this pitiful level. And find a gym that gives a hoot since this one apparently doesn't.

Using Drugs Supports War

I was inspired to share this beautiful 'marketing message' written by my friend Claudia Ruiz, a popular blogger for Columbia's national newspaper. Claudia has educated me a bit about how drugs have ruined her beautiful country (part of the reason she left) and how her hopes are to help people shift their thinking which just might save the beauty, cultural richness and intellectual vastness her country has to offer. Her beautiful graphic reads: "If I use drugs I support war". In the first day she's already had over 800 responses.

Now THAT'S some great marketing!

And if you don't read or write in Spanish, you can still comment in English and perhaps Claudia will translate it for you so her readers can know what English speaking residents think of her impressive 'one woman's fight for humanity' campaign.

Let her know what you think! After all, knowledge is bliss, ignorance is expensive & fear-driven.

Is it Slow or Do You Just Suck? Tips from a Marketing Coach

I love this hilarious email from a national organization in my industry (below). It's how we all feel in a recession even though few will admit it: are we just untalented, unworthy of success, offer products or services that are not as good as our competitors, or do we suck at our job? Or is work just slowing down?

NOTE FROM THE ORGANIZATION (unnamed to protect the innocent sender from embarrassment):

"If any of you are wondering if it’s slow around town or maybe you just suck, well, it’s slow around town. Some probably do suck, but let’s just blame it on the economy so we can all feel a little better heading into the holidays."

If you're feeling like you suck, too, welcome to the club. If I'd not survived several recessions myself, and career changes, I'd not realize that one can learn to be super creative during this period, tapping skills or marketing talents you'd no idea you had.

WHAT'S MY STORY?
When I finally started making some cash as a musician, getting ready to audition for some great jobs, my solid silver flute was stolen by my college roomate's boyfriend who melted the silver to buy drugs. There was a 3 year waiting list to order another handmade pro model (built just to fit my embouchure- mouth) . So, while I had another non-professional model flute, I just couldn't perform at the same level or tonal quality and had to grieve losing the career I'd been groomed for my entire life . . . and then move on in order to pay my rent [survival is a great marketing teacher!].

I took my 'amateur' flute to write and perform 'incidental music' for live theatre. Surprisingly, I almost liked that more animated representation of my music than just performing on stage. And I didn't have to be locked in a practice room for hours each day perfecting my skill - a very hard discipline for a social person. I found a new vitality to this type of music, and discovered 3 career hops later that I actually use the essence of music in my marketing today- creating ideas for clients, intuiting a deeper understanding of their business and potential markets. See, it's all about creative thinking and taking action.

And this example is NOT really about me, but shared so you'll extrapolate and use this 'understanding' in your own marketing during this critically tough time.

FINDING CLIENTS IS LIKE MAKING MUSIC, HUH?
In marketing one's business, the secret is to couple analysis & business experience with abstract imagination to find that key essence in your product or service. That's how you attract those who need what you offer - forming a kind of harmonious existence, just like playing in an orchestra. This is a critical path to recession proofing your business. You'll get into a rhythm of discipline outreaching to help those types of people who need your talents, skills, understanding, wisdom, connections, resources or "offerings".

So, where do you meet them? Just pick up the paper and start a bit of networking, thinking of it as a gift to help you find people who need what you offer (scroll down to find the 'networking tips' report). If you need some tips to inspire your OWN creativity, consider marketing as a sort of 'spiritual' practice: like music which requires deep thinking, good listening for harmony, attunement with others, clarity of pitch, passion of delivery, and practice, practice, oh-so-rigorous practice. Then apply those lessons to your own business. If you can't make it happen yourself, let our Marketing Coaching guide you to 'symphonic' bliss.

That's what I've learned weathering 3 recessions. And no, you don't suck. The economy does. After all, Knowledge is Bliss. Ignorance is just an expensive mistake.

Do It Yourself SEO

If you've been told by a web designer that they know how to "optimize your website", then ask them how many sites they've got #1 on Google for that business's 'category', not just their 'name'. (i.e.; the 'category' of 'dentist', not just #1 for their name like "Dr. Jones Dentistry"-- anyone can do that!)

Chances are, they really aren't SEO specialists even though they really believe they know how to do SEO.

It's quite sad to see so many people being misled by misguided designers. I don't think they're lying to people, they just don't really know that search engines change how they rank sites so the (nonwritten) rules change daily. And if you're not following the changes, you're certainly not an optimizing expert.

YOU CAN LEARN SOME SEO TECHNIQUES
The good news is that I'll be teaching what SEO is really about and some do it yourself tips to improve your ranking at this upcoming webinar with my hostess, Caterina Rando on November 13th: http://www.attractclientswithease.com/allisonblissevent.htm


Sign up now before it sells out! Happy Halloween!

"The Feminine Business Model?"

I wonder if this radical shift in our economy recently can force us to shift our business models a bit? My colleague, Sasha Sabbeth, a Leadership Soul CoachTM in the Bay Area, recently suggested some of the principles she advises for transitioning to a ‘feminine’ business model. While I’m not sure of the gender, certainly it seems to me the ideas are ripe for our times and worth mulling over as we plan our business development:


• To get what you want in work, give up the ‘masculine’ war model requiring one person wins at the expense of another. The recommended alternative is to craft your suggestions (or pitch ideas) from the ‘feminine’ model showing how your idea is for the greater good of all concerned.


• Bring your intuition and compassion to the forefront of your business, without solely relying on rational, material proof, or digital thinking. The old style of doing business is about using force and power rather than reliance on inspired action.

Sasha shares her top tips for success in today’s world:

Succeed In Sync With Your SoulSM - find your fastest access into your intuition, your values, your passions, and your sense of life purpose destiny.

Honor your soul. Identify your passions, purpose, deepest values and intuition. Then craft yourself and your life so that you are bringing a dauntless commitment to live your life by those 4 elements. That way, regardless of what happens in your life, you will be able to have these principles guide you.

How Our Spirit Affects Our Marketing

I think I've found the 'real' secret to marketing: it's about clarifying exactly what we offer and who we really want to attract, NOT just how many dollars we want to earn. In fact, earnings are not what is really satisfying - ask any megamillionaire (I've interviewed many of them).

What is satisfying is helping those you truly care about. And of course, making that into a profitable business.

So, I've been testing my experiences around this "marketing as a spiritual practice". Here's a few ideas, along with an experience from a client today:

1. when you talk about or plan your marketing with an expert - or write it out yourself - you're beginning to manifest your goals. You're 'putting out to the universe' the ideas you have, and by speaking or writing, you're clarifying them so you can sell them. Naturally, getting expert advice just saves you time and money so you reach your goals more quickly with less mistakes - but you already knew that! **

2. meditate, go for a walk, take a shower or do whatever it takes to clear your head of your 'to do' list and just imagine who your perfect clients would be: smart, fun, appreciative, young, old, musicians, teachers, or whatever it is you deeply enjoy in those you help. By clearing your mind and just visualizing this, you're already starting to make it real, gain clarity for your outreach, and sometimes it even happens really quickly.**

3. At the risk of sounding very California airy fairy, I'll tell a secret: I actually say a prayer or light a candle or perform some kind of ritual that has meaning for me after I meet with a new client. Plus I visualize the results I recomend to them coming to pass while I'm writing out their marketing action plan with an intention of accelerating their dreams into action.

Does it work? Well, read John Scott's reaction from "Modern Vocalist" below. His company offers voice coaching and a fascinating technique he calls "Voice Yoga" that significantly improves singing. But he offers more than that: job coaching for singers, a venue to perform, and a sound recording studio. Now THAT is a full package a singer could really benefit from, don't you think?

** Dear Allison,

I just had to tell you what happened after our first marketing meeting. I went home, and met my perfect client. A talented singer songwriter who has an incredible voice, excellent music skills, and is ready to record his first album. And he not only signed up for weekly sessions, but also bought my package of instructional videos. It was a like huge affirmation that I'm on the right track!

Thanks for the amazing coaching!

-John D. Scott

If you wish to contact John, email him at: support@modernvocalist.com

WHAT IS YOUR EXPERIENCE WITH THIS?
I'm alway eager to hear what works for business - knowledge is bliss, after all! Look forward to sharing your comments with my readers.

With sincerity, Allison

"Every Entrepreneur's Dilemma"

Twenty years in business and I still find myself in the 'entrepreneur's dilemma' - I have the time to make changes to my website, but not the money. Or when I have money pouring in, I've no time to improve my business.

I might get stuck on this issue and not do anything if I'd not seen it crop up and slap me in the face so many times. I've now learned to slap back.

While I put cash in reserves to try to resolve this dilemma, there just always seems to be more need than cash.

So, today I'm starting something new: I'm spending the money on items I need to improve at the same time I'm starting to put 'out to the universe' a request for more cash or income. I'll let you know what works, if anything does.

And I'd love to hear how you handle this, too?

Email Communications are Faltering

We all know that our tendency to open email from those we don't know has lessened over the years. Here's a study from Jupiter Research showing an alarming fact: "22% of e-mail users said they use social networking sites instead of e-mail, with scores more indicating they have used instant messaging (IM), text messaging,and cell phones instead of e-mail."

So,while this is consumer research, those of us handling business to business marketing- B2B - (selling services to other businesses) need to take heed of these trends. Why? Because I find that the consumer trends filter down to us B2B folk in a few years -time to prepare for this.

If you're not using other strategies for outreach and marketing communications, you're in for a rude awakening. I'd love to hear what's working for you. And if you need ideas or help you can certainly contact our agency.

If you need to know how to build a mailing list for e-news campaigns, take a look at our special report that shows you this step by step process.

Have Your Website Do The Work For You

We all work too hard leaving too few hours of time to ourselves.

So, here are some ideas on my recent marketing coach article about how to save time by having your website work FOR you.

Here's an example:

Provide detailed descriptions of how your services work. Or, make sure your site can “answer” the 5-10 most common questions people ask when they want to know what working with you (or your product) will be like, and how to get started.

Don’t make potential clients sift through annoying FAQ pages – it’s the lazy way out.

If you have the proper info, your sales will increase: Your prospects won’t have to wait for you to respond, and they’ll get a better sense of whether your service or products meet their needs (or not). Make your website work to deliver that information. Here’s an example of how my marketing coaching package answers common questions.

Put your prices online
Don’t make your visitors ask. You remember the old adage, “If you have to ask how much it is, you probably can’t afford it”? Well, it’s likely that many of your site visitors are thinking the same thing. So make it easy for them.

If you’re worried about your competition finding out your pricing, you’re probably not confident in what you’re offering and whether it’s a fair price. In that case, our “Knowledge is Bliss” business evaluation can get you on track. (see our website for prices and details) and use this as a guide on how to build pricing for your own site.

What works best for your business? We love your ideas and opinions which you can leave by clicking on the 'comments' link below. Perhaps we'll feature you and your ideas in an upcoming article for the media. After all, "Knowledge is Bliss" & ignorance is just, well, expensive!

“Green your business for better earnings”

81% of consumers prefer to purchase from companies with a 'green focus'. Don’t you prefer to do business with those kinds of companies? Of course, that concern is so top of mind for most of us now that Al Gore has taught us the deeper truth.

I made a big mistake.

I stopped promoting the 'green' purpose of my own company figuring it sounded like 'marketing hype', I now realize the error of my ways -- I'm not really speaking my truth if I don't let people know my beliefs and help my own clients bring a green focus to their worthy businesses. Especially, when change is often very easy. . .

Here's a simple example: I asked my gym to switch to a greener floor cleaner when the chemical lysol smell gagged me after ramping up my heart rate on my spinning cycle. They were happy to make that change not realizing how it bothered customers in a 'health' club -- funny isn't it? They laughed too and immediately switched cleaners and then started PROMOTING how green their health club was. See, easy change, big difference for me! And judging by the dozen sweaty club members who winked at me when I made that request, the club probably saved a good chunk of revenue (over time) too.

We all want to make a difference. So, I contributed content and examples to this article for the East Bay Business Times to stimulate ideas on steps we can all take—large or small.

I’d like to add a comprehensive list to my website for my clients and readers of my blog. So, please write a comment below to let us all know what you’re doing so that you inspire us to go just that much further in our efforts.


Remember: “Knowledge is Bliss” and lack of it can get you into trouble 

Great Ad Campaigns Aren't Enough

I just read that Kaiser, the behemoth healthcare association in California, only signed up 100,000 new members last year. And that despite their fabulous ad campaign about 'thriving' using Allison Janney to voice over clever scripts about how eating blueberries and staying healthy is Kaiser's mission. Well, of course it is. If you stay healthy, Kaiser saves money. Still, it was such a nice campaign, don't you think?

It seems to me that Kaiser must have one awful sales force of brokers (or they're not incentivized enough to sell Kaiser) if they can only find 100K new members. As a small business owner, I can authoritatively comment on the awful selection of health coverage today--insane prices for awful coverage. Or programs that are so confusing to understand you can't possibly get your value from the coverage. Or insurance providers like Aetna who loses every claim one submits, has the absolute worst customer service and earns their money apparently by ripping off customers.

Sure, this is a rant, but there's a marketing lesson here. Advertising alone just doesn't work. A successful company in today's world needs a great product with decent customer service, great marketing and a solid sales force. If Kaiser can't even get it right in this aging baby boomer society of ours, who can? I think it's the small businesses who are filling these needed niches. What do you think?

Marketing is Like Dating

Marketing is Like Dating

Marketing like Dating? Is it really crazy? Don't you want to attract the relationships that are truly right for your business just the same as in your personal life?

If we'd apply the lessons we learned from dating to marketing, it would be just so much more effective. Using lessons to get to know someone (our market) or develop a friendship (business relationship) can be completely applicable towards getting more clients. Why? Because people are people, whether they're making a purchase or dating you. We all want to have a great relationship with fun, commonality of values and sharing great moments in both our personal lives and in our businesses.

This article looks at some common problems that arise with easy solutions to consider.

In both business & dating, we struggle with common problems: "Wouldn't it be easier if they already knew us, we didn't have to prove ourselves?" or "Sometimes we just don't know what to say -- maybe it will be taken the wrong way." See, it's the same in marketing as it is in dating. So, if our job in marketing is to authentically educate our clients, then many of the same rules and techniques apply. What do you think?

Building a list of Great Potential Clients

One of the hardest marketing chores for many businesses is building a list of great 'target prospects' or potential clients to whom one wants to sell one's products or services.

What are the ideal methods for this?
Naturally, each business or each owner has their own favorite ways of finding their perfect client. Here are a few I've used with clients--and a few they use on their own with varied success:

1. rent mailing lists.
This method is truly a crap shoot since you've no relationship with the people on the list, so it's least likely to 'perform' for you. But it's a great way to start testing outreach, and for specific sales campaigns it can generate some good return on the invested cost.

2. post blogs and respond to readers who reply. At least they know something about you having read your blogs. It's a more likely sale this way, and a great way to build a list.

3. Capture enews or newsletter subscribers by offering something free to them. Again, they're ready something about your company so your foot is in the door a bit further trying to sell to this list.

4. Social networking. Post links to your site and sign up forms so you can capture their information if they're interested in what you sell.

5. Networking or speaking to organizations. Collect cards of people you meet in person at events, or networking and build your own list. Since you've met the person, know something about them and they you, this is a much faster sales cycle--meaning they are more likely to purchase your products/services sooner since they've met you.

6. Go to the library and find companies you want to serve on their proprietary databases. I often find this is much faster than searching online for lists that are not exactly what I need. No kidding, librarians are a vast wealth of info. If ONLY I'd realized that while I was in college :)

7. Media lists, like Bacon's Directory and similar collections are usually out of date as soon as they're printed due to a large turnover in that industry. But it's still one of the best for building a media list.

What are your favorite ways to build a list? Give us your comments and let us learn from your experiences because after all, Knowledge is Bliss.