Category: Communication

3 Types of Value You Can Provide Right Now

3 Types of Value You Can Provide for Lead Generation & Customer Acquisition

Today I’m talking about the one key element of your marketing: value

Your business success is directly related to the value you provide to your audience, so think about these questions: What value do your customers get as they consume your content? What will make them trust you? And then want to work with you? And then want to refer you? And then want to keep coming back for more? 

There’s a general consensus for how value works: The more value you provide, the more people you touch, the more money you make. 

I’m going to provide info on 3 types of value you can try right now – lead magnets, content offerings with upsells, and brand awareness campaigns. 

Lead Magnets

The first type of value I want to share is a lead magnet (also called an opt-in). A lead magnet is a valuable, relevant freebie that you offer your website visitors in exchange for their contact information. I’m sure you’ve seen these before, and I’m guessing that you subscribed to a lot of lists because of this type of opportunity. 

The offer you provide can be a free PDF, an introductory call, a brief trial of your service, an audio lesson, a guided meditation, an educational webinar, or perhaps a video tutorial. 

It is essentially anything that you think will be valuable and relevant to your ideal customer. It’s a piece of important content that can be exchanged for contact information.

Here are some ideas: if you’re an acupuncturist, maybe you can share a neat infographic with 4-5 at-home acupressure techniques to relieve stress or specific pain points. If you have a blog, you’re most likely sought out for lifestyle advice so maybe you can create a resource guide for specific local products and services. If you bake cakes and other sweets, maybe you can share a top-secret recipe that is strictly for subscribers. If you’re in real estate, perhaps you can make a checklist of proven methods to selling your home in 30 days. 

Is there a way you can integrate a lead magnet right now? 

Content Offerings with Upsell

The second type of value I want to share is a free content offering with the opportunity to upsell. This means that you provide a free offering, and either during the offering or at the end of the offering, there is a call to action for the prospect to work with you in some way. If your income has been impacted by this pandemic, then this can be a great way of supplementing it. 

So what does this look like? A webinar is an easy way to implement this. You can also create a series of free videos, or use IGTV or Facebook Live to share information and make an offer. If you’re a hairstylist, perhaps you could share a few messy bun tutorials for our “stay-at-home” sassy ladies who want to add a little oomph to their sweats style. If you’re selling beauty products, perhaps in the shopping cart experience, you can offer up-sells as people check out. If you’re a fitness professional and have a digital program, maybe you can offer a mini version of it (or maybe even a sneak peak at a module) so that people can see the value of working with you AND feel inspired to purchase the full version. 

Is there a way you can create an offering with an up-sell attached to it?

Brand Awareness Campaigns

The third type of value I want to share is a brand awareness campaign, particularly for the purposes of audience growth. This is essentially a campaign that lasts a day or a few days, or even 10 days or a month. During the campaign, your prospects are receiving regular content from you, and the content isn’t just blog content or image content, it’s a specific campaign with a specific timeline and overall goal. 

So what would this look like for you? If you’re a tai chi instructor, maybe you do “14 Days of Tai Chi” and share a quick movement every day. Or, maybe you’re a health and wellness coach, so you could create a “10 Days of Healthy Living Eating Plan” and each day you share a recipe that utilizes unique ingredients based on whatever your prospect needs. Or maybe you’re a bodyworker or healer, and for a series of days you share stretch sequences, or relaxation methods, or guided meditations. 

Do you see how you can be super creative with this? Perhaps you have some time now to focus on this type of campaign? Is there a way you can create a campaign to grow your community and with you leading the way? 

Here’s what you need to remember though: we are in strange times. We have all been impacted by this pandemic, and unfortunately, there’s a bit of a collective mindset of lack right now. 

How can you alter your messaging right now?

Here’s the thing – you can sell right now, but you have to do it in a way that is relevant to what’s happening in the world. How can you alter your messaging to reflect more compassion and support, and how can that messaging truly make your customers feel like your product or program or service is incredibly valuable right now, even in a pandemic, perhaps especially in a pandemic. 

So, think of the opportunities you can put out into the world right now. It’s a perfect time to really unleash your creativity. What do your people need right now? How can you be seen as a leader right now? 

At the end of the day, think about this: If your prospect never buys from you, how can you provide such tremendous value that they’ll learn something new, or feel inspired to be a better person, or be empowered to become who they really want to become?

Need more help? Check out my 1:1, group and self-study offerings: https://christinagiordano.com/offerings/

4 Essential (and Simple) Rules for Copywriting-2

4 Essential (and Simple) Rules for Persuasive Copywriting

Need your copywriting to stand out a bit more? Here are 4 writing tricks that will instantly make you more persuasive.

These copywriting tricks are simple but massively important!

  1. Do talk with one person at a time. 

Have you ever started emails or videos with “Hi everyone” or talk about “all of you out there” all the time? Well, chances are, people aren’t reading your emails or watching your videos in groups. They’re going to read and tune in to your content individually and will likely want to feel as though you are connecting with just them. Pro tip: format your emails so that each one starts with “Hi [first name”] which will seem even more personal. 

  1. Do use contractions.

You’re allowed to sound like a human! We don’t all talk like robots 24/7. I’m vs. I am. We’re vs. We are. Gone are the days of formal-sounding communication. You want to sound human, more personal and more conversational. Contractions make your copy instantly sound more persuasive and easy to read. Pro tip: you can even use words like “gonna” and “kinda” and “sorta” – because that’s how we talk and text these days! If it’s appropriate for your market, anything goes.

  1. Do use numbers in your headlines.

In your headlines, are you giving readers “money saving tips” or are you giving readers “three tips that will save you at least $100 a week?” Are you selling “quick and easy recipes” or are you selling “quick and easy recipes with 5 ingredients or less?” Can you tell the difference? Which ones sound more persuasive? Pro tip: try to use a number as the very first word in your headlines.

  1. Do use concrete instead of abstract language. 

This is a big one! You must know the difference between concrete and abstract language. Example: get rid of the belly bulge vs. get healthy. One is specific and concrete, and the other is general and abstract. The goal with this rule is to always use concrete, specific language that engages the reader and really helps them picture their situation. Pro tip: start with a vague headline then get more specific with each new one. Keep going until it feels concrete.

Need more help? Check out my 1:1, group and self-study offerings: https://christinagiordano.com/offerings/

Workshop: “How Do I Get the Word Out about My Business?”

You’re Invited to a Special Launch of the Tribe & CGC Marketing Workshop Series

“How Do I Get the Word Out about My Business?”

This workshop is for those independent practitioners and small business owners who find marketing their businesses to be challenging, tiresome, disingenuous, and intimidating.

If you’re feeling stuck, lost, or simply wanting more out of how you currently promote your business, then this workshop will help you:

  • Learn how to create a brand message with a unique selling proposition,
  • Learn how to differentiate yourself amongst your competition,
  • Learn about the online and offline marketing options available to you,
  • Learn about the pros and cons of each marketing option,
  • Learn about the top 3 best practices for each marketing option, and
  • Learn how to create a plan of action and marketing schedule that works for you.

It’s time to empower yourself with tools that will help you generate more business, re-engage past and inactive clientele, and become more secure and confident in how you present your business to the world.

This marketing workshop series will include lecture, exercises, discussion, take-home materials and Q & A breaks. For those unable to attend the first workshop, a video link can be provided for the same price.

Pricing:

This is regularly priced at $50.00, but it will be discounted at a special price to celebrate the launch of the 2018 Marketing Series hosted by Tribe and CGC. Details for this series to come!

$10.00 for Tribe members

$15.00 for the general public

REGISTER HERE!

Marketing Worshop KickOff

3 Free Marketing Tools to Get the Word Out about Your Business

3 Free Marketing Tools to Get the Word Out about Your Business

One of the questions I am asked most frequently is “How Do I Get the Word Out?” It’s a heavy question with a very long answer! However, it doesn’t have to be complicated, intimidating or even stressful. It just takes a bit of creativity and some knowledge about the tools available to you. Below are three free marketing tools that I highly recommend. If you’re just getting started in your marketing journey, contact me and I can help you out! Otherwise, read on and take advantage of what’s out there on the web.

  1. MailChimp is one of my favorite platforms to get the word out. It’s not only user friendly, but it’s completely FREE for your first 2,000 subscribers. With its drag and drop design features, advanced tracking capabilities, savvy integrations and robust automation, MailChimp can help you get the word out seamlessly and professionally. This is a great email marketing tool that you can use to start building your database of subscribers and followers. If you want to share content from your blog, or new services within your repertoire, or special offers from your website, you can easily do so by creating a campaign in MailChimp. Bonus tip: create a free gift or promotion to deliver to new subscribers in order to thank them for signing up.
  2. HARO (also known as Help a Reporter Out) is a great way to take advantage of the “digital PR” side of online marketing. PR can get pricey, and everyone loves press. That’s where HARO comes in. It connects you with reporters for digital (and possibly even print!) media placement. HARO was created out of the need for journalists to expand their networks in a variety of fields and generate more sources for information, interviews and quotes. In return, sources are able to secure valuable media coverage, which not only exposes their brand to a larger audience, but also provides them with additional backlinking to high authority websites for SEO. Subscribe to their site (a FREE subscriber option is available!), browse queries that interest you, and respond.
  3. Medium is another easy to use and FREE marketing tool where you can write or share your blogs and content. Medium gives everyone who sets up an account the ability to write and share their stories within their platform. Furthermore, you are able to join in on the experience by reading works done by other writers, based on the categories and industries that interest you the most. You’ll find inspirational and unique pieces from a wide range of personalities, and in the end, they will help you tell your story too. Everyone loves a good story! Medium is a great platform for you to share yours. Bonus tip: create a content calendar to keep yourself accountable, and focus on trending topics (like seasons or holidays) when planning to ensure maximum exposure.

If you want to hear about even more ways to get the word out about your business, I will be hosting a special marketing workshop on Friday, September 22 from 12:00pm to 2:00pm at Tribe. This workshop will be the launch event for my monthly marketing workshop series beginning in 2018. The 2018 series at Tribe will focus on a new digital marketing topic (or question) within each workshop every month. They will include lecture, exercises, discussion, take-home materials and Q & A breaks, along with a video link for those unable to attend or those who want to keep the workshop in their records. If you’re feeling stuck, lost, or simply wanting more out of how you currently promote your business, this workshop is for you. Stay tuned as there is more information to come!

Need more help? Check out my 1:1, group and self-study offerings: https://christinagiordano.com/offerings/

5 Practicesof an Effective Communicator

5 Practices of an Effective Communicator

Businesses and personalities alike find communication easy, but they often forget that communicating well takes skill. Fortunately, for those that struggle with facilitating positive messages and exchanges of information, good communication habits are the product of regular practice. Keep in mind the following five things that effective communicators do and you’ll be well on your way to sharpening those skills and proudly communicating to fellow businesses, colleagues, and customers.

  1. Make sure your communication is reaching a personal level. Most people will not care or pay attention to what you are saying unless you are reaching them on a personal level. The personal level doesn’t have to be particularly deep; it just has to be present. A way to establish this personal connection is by paying attention to how the message you’re giving will be received by the other person. How will it impact them? Good communicators will provide information on the ways in which services and products will benefit their customers. This gives their audience a reason to listen and a reason to remember the message.
  2. Represent the facts you provide. Inaccurate information is not only useless, but it can prompt negative feedback and criticism from those that read it or heard it. If you’re not sure about something you’re saying or writing, either don’t speak it or say that you are unsure about it. Often times, we can get carried away in conversation and begin to speak about “facts” we only slightly recall from literature or from someone else. This can only discredit you as a valuable source of information. If the fact is unknown, it’s best to keep it out of your communication.
  3. Be brief and be specific. Good communicators know how to get to the point quickly. Not everyone has the time to read through long form content, especially if there is a purpose or call to action with your message. Understanding the value of brevity is not only something a good communicator values, but also a trait that is practiced frequently and appreciated by many. If you have something to say, simply say it. Ambiguity can actually discredit you, and superfluous words can end up boring those you are trying to reach. Good communicators respect the time of others and choose to use simply and straightforward words.
  4. Ask for feedback and clarification. While it’s necessary to make sure others understand your messages, it’s equally important to understand what they are saying back to you. Accept feedback and clarification whenever possible. The way in which you think the information you carry is important is exactly what the other person thinks about their information. Both communicators want to be heard and understood. Understanding each other’s message is vital in responding to one another. If you aren’t sure what someone means, ask for clarification! If you want to make sure you’re heard, ask for feedback.
  5. Listen. An enormous piece of good communication is the ability to respond appropriately to what another person is saying. This ability requires active listening and making the effort to understand everything that another is speaking. If you don’t listen, and therefore respond inappropriately, the person you’re speaking with will literally feel unheard, and even unimportant. Responding appropriately is not only required for effective communication, but it makes it all the more enjoyable for both parties.

What tips do you have for effective communication?

Need more help? Check out my 1:1, group and self-study offerings: https://christinagiordano.com/offerings/