How to Lose Clients? Do Exactly What They Want.

How to Lose Clients? Do Exactly What They Want.

Alternatively, you can do what they need. But how could you dare propose to your clients what they need instead of what they want? Simple: become their customer. See, while the trick for winning a client on pitch day is obedience, the only true guarantee for you to maintain your client for decades is challenging the brief. And the only way you can challenge the brief, is by becoming their customer. Living, breathing, eating (skip sleeping) .. with them. Truly understanding what “a day in a life of ….” means: – What do they talk about when they mention your brand – Where / When do they usually talk about you – Who do they enjoy talking to / listening to about you Anyone who can provide accurate answers to the above questions at any given point in time, will make it very difficult for their client to walk away. Especially if these answers come with a: so what? So, how do you “become” their customer? You Listen! There are THOUSANDS of organic mentions of each and every consumer product / service in social media everyday, and the majority of these mentions carry either a positive, negative or a neutral sentiment. By listening to some of that conversation you can draw a customer wish-list, namely: – What they want you to start doing (opportunities) – What they want you to stop doing (weaknesses) – What they want you to continue doing (strengths) So, whether you are an established brand or a new one trying to penetrate a new market, that kind of conversation analysis can not only outline your...
Four Principles for Building Solid Influencer Relations

Four Principles for Building Solid Influencer Relations

Over the past 6 years, I’ve been fortunate enough to work with many of Canada’s leading social influencers, the majority of which I can now proudly call friends. However, as with every relationship, it took a lot of consistent & genuine effort to go from small talk to deep and meaningful conversations. Yes, the initial trigger for building these relationships may have been a business one, but the effort that followed was ALL personal. Today, these friendships have become so carved in stone that even the business we do has become personal, which by no doubt has helped me realize an exponential ROI for many of my influencer outreach campaigns. So…is there a secret sauce for building solid, sustainable and un-breakable relationships with social influencers? Well, truth of the matter is there are four communication imperatives that must be adhered to for building solid friendships with the most prominent social influencers. Here they are – told from the influencers perspective: 1- Show me you know me: the main sign of respect to any social influencer is speaking to them in their own language, about topics they are interested in. Engaging influencers in activations that have nothing to do with their areas of interest tells them you have made “zero” effort to really know them. 2- Win me over with unique experiences: in a world driven by word of mouth, a customer’s first hand experience has replaced the press kit, so what better way to engage your influencers than to offer them unique, relevant well planed brand experiences that compel them to share. Paying your influencers will never fully substitute...
5 Digital Resolutions to Consider in 2015

5 Digital Resolutions to Consider in 2015

Its Dec, again. Always amazes me how we all seem to be racing against time till the 11th hour of this last month of the year as if the world is coming to an end, only to go back to exactly the same cadence, rituals and habits as soon as the clock passes midnight (well .. we usually wait until the hangover wears off and then we go back to the same rituals). And as with every Dec, it’s a time to reflect on what was, what wasn’t and what should be, followed by that ever evasive commitment to a new year resolution. That’s fair, all humans are born aspirational, yet we all love comfort zones, which is why we have an ever evasive aspiration to get out of our comfort zones And whether we’re 25, 45 or 70, there’s always merit for building a: start, stop, continue plan for our next year. – What should we start doing? – What should we stop doing? – What should we continue doing? I’ll leave the personal stuff for you to figure out, as only you (and Santa) know if you’ve been bad or good. But here are 5 digital-life resolutions I highly recommend we consider for the new year: 1- True happiness comes from the inside. Whether you share it on Facebook or not is irrelevant. 2- Being really good at what you do trumps how many times you can do it per second. So stop living on 5 screens and responding to 2 AM emails. Sleep. 3- Your text / whatsapp / viber / IM persona will never replace...