You see, people value what they pay for, and if they are your ideal customer, with a problem you can affordably solve, they are more than willing to pay. It’s the principle of causality where a customer's investment with your business results in an immediate benefit or relief from their point of pain. It is this symbiotic relationship between investment and reward that builds relationships and ultimately a dependence on your business for what you provide.
The problem with free is that the customer has no investment in the outcome and there is a tendency to attract those with interest but no real need for what you offer. The resulting lack of perceived value in your product or service means you are having to work harder for longer to convert these freeloader’s into customers, who ultimately reject you when they can no longer justify the expense.
Now, I am not saying that free does not work. Simply that to get the best value from free offers you need to ensure that they are pitched at your avatar. That is someone with a need for your products and services that is willing to pay for it. And, be sure that an alternative offer would not be more appropriate.
Let me give you an example. As a society we are addicted to our morning coffee and there are thousands of people that have an insatiable need for their barista crafted shot on their way to work.
A cafe could offer FREE COFFEE to get people in the door but all you do is giveaway profits because you have unconsciously told these potential customers not to spend money for what they need.
Alternatively, if the cafe were to offer $2 coffee when the average price is $4, and carefully position some banana bread by the counter,the likely outcome is that the customer would spend $6 because they were positioned to spend, and they consider the treat they desired as a bargain at $2 because they would have paid $4 for the coffee they needed elsewhere.
Both options attract the people, but the second is more aligned with the objectives of business and has the added benefit of creating loyalty due to the law of reciprocity, where your customer has the psychological urge to repay the value you have given them with their repeat business.
Shannon Daniels is a business growth strategist at Emanation who specialises in bridging the gap between where you are and where you want to be. www.emanation.com.au
A website is your opportunity to be found by people who are searching for the products and services you sell. It must be responsive so that it can be easily navigated and read on all devices and it must contain information that is relevant to what the user is looking for in order to gain any traction.
The key thing to remember is that people only visit websites when they are looking for something in particular. They don’t randomly browse websites for something to do.
This means for your website to work for you must employ a strategy that identifies:
Don’t waste time, money and effort adding content to your website that people may not be looking for. You could be penalised by search engines if your content is deemed irrelevant.
Facebook and other social media platforms have a different purpose. They enable you to converse with customers and prospects, share content, build trust and ultimately reach more people.
Unlike websites, people do not want to be “sold to” or talked at on social media. They expect a conversation and content that contributes to their lives, and trust referrals and what others say about your business.
People using social media are not actively looking for your products and services which gives you a unique advantage over other forms of marketing because a person's natural barriers that safeguard them from sales are not in play. Through building trust, adding value, and educating through conversation, social media users will naturally brag about you and want what you offer.
Facebook and social media is all about the audience. Your business is only important to them when it shares content that entertains, adds value, or is relevant to their interests.
An effective social media strategy identifies:
If your sole objective is to sell using Facebook don’t try to do it for free using your business page. Your followers will disconnect and you will become frustrated and disillusioned. If you’re goal is to sell on Facebook or any other social media platform make the investment in targeted advertising. This expands your reach beyond those that already know about you and ensures that your followers feel valued for more than the money the spend which is essential for them to share how amazing you are to their networks.
Hopefully, this article has given you a clearer picture about the how, the why and the what when it comes to having a different strategy for your website and social media. If you need any assistance please reach out to the author Shannon Daniels at Emanation. www.emanation.com.au
About the author
Shannon Daniels is a digital marketing strategist at Emanation. He has started, built and sold several businesses over 20 years and is passionate about connecting business owners with solutions that work for them. You can learn more about Shannon at www.emanation.com.au/shannon-daniels
Why your CPA is the most important metric when it comes to your business and why knowing what is will help you make better business decisions!
What is your CPA? Or should I be asking do you know what a CPA is? Here's a hint, I'm not talking about your accountant and it's something that will honestly dictate just about EVERYTHING you do in your business once you know what it is. A surprising number of business owners don't know what their CPA is and what this means is that they inevitably end up spending the wrong amount of money in the wrong places for little nor return.
Is this you? Biting the on the lemons life gives you and gritting your teeth against all that bitterness and stress? Chances are you are doing this because you feel you have no other choices. You're overwhelmed, time poor and spend most of your waking hours just trying to make things work in your business. The funny thing is everyone of us has the same 24 hours in each day and yet some manage to find time to be working ON their business so they don't have to spend so much time working IN them but how are they doing this?
You might think this flowchart is pretty simple and you're right, it is a very basic system for troubleshooting a lamp. Now whilst you may think "Why would any one need instructions like this.", what if you employed someone who had never used a lamp before? What you now consider a "simple task" might need to be laid out in such a way that makes it easy to follow and ensures the same results regardless of who does the job. You see as unlikely as this particular example is this is the essence of why we have systems in business.
When growing a business, it’s important to define, implement, and establish systems early on. A business system is a working combination of people and automated applications organised to meet a certain set of business objectives. How much of it relies on people and how much on automation will of course depend on the desired outcome and what area of your business it is used in but the fact of the matter is systems can make or break your business.
Customer experiences ultimately determine what kind of relationship you have with your clients and how prospective clients see you. You want to make sure that your customer experience touch-points are not only clearly defined for you and your team but also designed to make them all about the positive experience of that client or prospect. Here are five sure fire ways to ensure you not only over-deliver when it comes to customer experience but that you also ensure trust, loyalty and advocacy from your clients and team.
Social Media Master Ant Ulijn shares the Top 3 Tips of DIY Social Media for Small Business
Social media has been, without a doubt, one of the biggest game changers in business. From it’s infancy in the business world to it’s now almost all seeing and all knowing presence, social media has given the smaller players access to the world and a stage to compete with some of biggest names out there and win!
Is Facebook becoming too powerful and is it shaping the way people think?
You may have seen recently in the news that Facebook has chosen to combat “fake news” posts, but what does this mean? We all know that Facebook has ultimate control over what we see on there but does this control also mean they have too much influence on public opinion and the distribution of news?
We are the last to ask for help but are often the ones who need it most, so what can small business owners do to combat their mental health issues?
Vulnerability time. We all know that ,as humans, we are flawed and we go through times thats are, shall we say not so great for us mentally and emotionally. This takes a toll on both our our own physical health and our relationships with other people. As small business owners, our stressors can be many and varied, and the way we cope with them is too.
Do you leverage your relationships on social media?
Inevitably, you will interact with a wide range of people through your business and they have needs outside of just what you offer. Through casual conversation, you may uncover a need they have that, whilst you can’t service, you know of other business owners could. Why not promote these complimentary services as part of your social media strategies.
You’ve probably heard the saying “Plan for pleasure because pain will schedule itself” and this applies to business in much the same way. If you don’t plan, you’re planning to fail. The greatest idea or startup won’t make it past first base without a killer plan and someone who can articulate that plan clearly. As an entrepreneur, you understand what you want and how you want to get it but no one gets far on their own so you need to be able to share these ideas and plans with those on the journey with you.
Ant Ulijn shares 7 Tips On How NOT To Post On Facebook and why they are important to the success of any business using Facebook.
Everyone loves to vent and with Facebook, we can now vent to the entire world if we really want to. This could be anything from complaining about the neighbours to a full blown political rant. Freedom of speech is such an incredible thing that we are lucky to enjoy here in Australia, however that freedom can land you in hot water professionally. There are 7 Tips On How Not To Post On Facebook that I will share with you now. Make sure you read to the end because the final key is one of the most, if not the most, important of all.
P.S. Make sure you read to the end because the final key is one of the most important of all.
Marketing can be expensive. With so many options and avenues, it can take a long time to really find the right ones for your business. However there is one form of marketing that will always provide results and often has little or no outlay costs. It’s good, old fashioned word of mouth or “referral marketing”.
Let's be realistic. When your computer crashes or you just can't figure out how to do something, you just wish someone was there to do it for you. TeamViewer allows you to have someone remotely log in to your PC and take control of the situation. This could be your IT support within your business or, for those less tech savvy parents or grandparents, the kids can give you a hand from anywhere in the world.
TeamViewer offers a free personal use option as well as licensing to access more features and participate in their affiliate program. For more information just click on the TeamViewer logo to the left and start solving some of your more complex computer troubles.
Why your personal trainer doesn't do your push-ups and why your coach won't either.
I hear this all the time. "I had a business coach once and it didn't make a difference." The very next question out of my lips is. "What did you work on with them?". Responses vary but it is usually something along the lines of "My business." or "Getting more money.". So hears my question. Is getting a business coach enough to get you results? I think you all know the answer.
What do you think of Facebook's new status update options?
So what did you think when you logged in to Facebook and first saw this on your business page? Chances are if you're a bit of Facebook veteran, you just shrugged it off as another update and started to fiddle with the options to see what they did. But what about those of you who already struggle with the use of Facebook for their business? Your reaction was probably more along the lines of "Oh what the hell is this now!?". Am I right?
We all know the importance of Social Media in today’s market. If you’re not online with Facebook, Twitter, Instagram and such, you’re being left behind by your competition.
Social Media is the now one of the most utilised tools of businesses, big and small, because of it’s low costs and ease of access for their target market. If you do the sums, Social Media as a whole has the largest reach per marketing dollar than any other media because it’s so much a part of our lives now.
Did you know that Google was originally named BackRub? Can you imagine billions of people around the world saying “Just BackRub it.” or “Yeah, I’ve BackRubbed myself heaps!”. This is a prime example of why the name of your product is so important to its success in any market and why you need to make sure your brand and name are going to not only stand the test of time but the Test of the Internet. What’s the Test of the Internet I hear you ask? Well it’s not exactly a science but here it is in a nutshell.
It is important for business owners to stay connected with whats going on in the world of business which can be quite difficult with the volume of information we have at our fingertips.
So rather than clutter your life with anything and everything why not subscribe to information from credible sources. I recently found Dynamic Business which has a great mix of content for all areas of business.
I recommend you check them out at www.dynamicbusiness.com.au
Business Strategist - Emanation
Hi, I'm Ant from Emanation.
Many of you already know me but for those that don't, here's a little bit of my story:
I worked for large corporations for the first 10 years of my working life. That's a decade of being treated like a number, building something for someone who I have no connection with and basically being a slave to a clock and a computer. I knew there had to be something more than that for me and then I was offered the opportunity to work with best friend and take the risk of going from the known into the unknown. To go from having a wage and minimal responsibility for the "Big Picture" to running a small business was a risk but today, I am glad I did.
It is not uncommon for a business coach to ask what do you need to do to get that goal? and it's usually not that hard come up with the answer, but taking action is another matter entirely. Which is why my ears pricked up when I heard a business consultant ask a different question.
What fear must you overcome in order to take the action necessary to reach that goal?
Fear may not always seem logical but it's biologically imprinted on our brains and is the very reason mankind still exists. Fear helps us evaluate risk, Fear tells us when to run, Fear keeps us safe.
Then their is psychological fear, a fear we create in our minds as a means of creating certainty when the world doesn't give it to us. We reflect on our past experience, make assumptions about the unknown and often unconsciously decide if an action will cause us harm or not.
Tony Robbins describes this phenomena as the fear, faith cycle and I share this because understanding it allows you to interrupt your thinking and overcome the fear that stops you doing what you must to achieve what you want.
You may be surprised at the results you get from that little extra effort which grows your belief, expands your potential and encourages you to more action in spite of fear.
If you could benefit from a business coach that knows its about more than just the actions you take then reach out to Shannon Daniels at emanation.
Many of you already know Shannon but how many of you know his story? In the book "Visions of Success" Shannon shared some of his story and how he got to where he is today. It's not all rainbows and lollipops and like most entrepreneurs he has faced many challenges throughout his business journey but he has used each one as a lesson to learn and grow from.
Shannon is a father, an author, an entrepreneur, a community leader and a business owner. Having raised his son Bailey as single parent and balancing at times university study, owning a business, parental responsibilities and his continuous journey of professional and personal development, Shannon knows what it means to value your time.
Your business, like your health, needs to be checked and maintained constantly to allow it to grow and develop a healthy future for you and your team. Taking an hour to do this can save you days and weeks of stress and who knows how many dollars in lost income ans wasted opportunities. Below are outlined the top 10 reasons why you need to measure the health of your business.
Lead generation is so much more than advertising, and yet advertising is one of the few lead generation tools that small businesses typically limit themselves to. Advertising worked in the old days and it’s not cheap so it must work, right? Well yes, and no. Advertising has its place and a great looking ad with carefully crafted copy in the right place should get results, but it can also be expensive and ineffective. In order for an ad to work it must be seen by someone looking to buy at the time they see the ad which according to Chet Holmes is just 3% or people at any one time.
Why do you get a personal trainer? Is it because they know more about nutrition and fitness than you? Is it because you want someone to yell at you while you lift your own weight in solid metal? Whilst the answer may be yes, the reality is that the reason you hire a personal trainer to keep you accountable. This is why you should treat your business like your body and have someone in your corner who's sole focus is on you achieving your goals.