Mar 2018 – Tell My Story

Mar 29, 2018Apr 3, 2018

How does Bomb Bomb work?

Very, very well! We LOVE BombBomb.

This is why – and how it all works…

If you’ve not come across BombBomb.com, then it’s a way of sending video emails, instead of normal emails.

And it’s a REALLY powerful way to get your message heard.

When someone receives your BombBomb email, they get a video that looks like it’s autoplaying in the body of the email. And a big red button to click & watch.

(To see it for yourself, pop your email in below & we’ll send you a quick BombBomb!)

What’s really interesting – from our experience so far – is the 80-90% watch rates.

90%! It’s crazy.

I think it’s because it’s different. It’s the novelty of getting a video from someone you know, in your inbox.

And that’s the key here – using BombBomb in a super-targeted way, to help build relationships with people who already know you.

You could use them to follow up with a client, once you’ve sent a proposal or piece of work out. Just a 30-second video, to see if they have any questions you can help with.

You could use them once a customer has booked an appointment, to say you’re really looking forward to seeing them (especially for new customers – to help them get to know & like you, before they even walk in the door. And help them to actually keep the appointment!).

You could use them for keeping in touch with your clients, and sending a video email every week, with interesting, helpful content.

There’s a whole ton of stuff you could do.

As a tool to get your message received & understood – a video email can be way more effective than a normal email. And it’s SO much more personal, to build that relationship.

It’s super easy to do, too.

You can take a two-week free trial at BombBomb.com. There’s a big red box when you login – just stick in the email address that you want to send to. Film a quick video on your laptop or phone (with as many re-takes as you like) and click send. Easy!

The tracking is excellent, too. You get a notification once your email’s been opened, and again when the video’s been watched. So you know exactly who’s getting your message.

There’s a whole lot more functionality on the site too.

Now – we’re not on commission for BombBomb (honestly, no hidden motives! We just love it. Quite a lot).

And if (like me) you’re not massively comfortable on camera, then sending video emails probably isn’t something you really fancy doing.

But! Honestly, the results have been so effective, that I’ve stopped caring so much about how I look & sound on camera.

I still don’t like it! And my videos are far from perfect.

But when people’s responses are so positive – and fast – it kind of takes over the reluctance to be on camera.

It really is a great way to grab attention; get your message across & build relationships with your customers.

I warn you – it’s addictive!

Until next time

Mar 22, 2018Mar 23, 2018

Does networking REALLY work?

Well – it depends what you WANT, from going to any networking event.

But if you’re clear on what you want, then the right networking is incredibly powerful.

I’ve just got back from the first Monmouth Big Breakfast event.

It was awesome. Just brilliant.

80 switched-on local businesses, in one room. For 3 hours, over breakfast, we made our 20-second pitches & heard from two great speakers.

And we talked.

I met brilliant people I would never have met otherwise. And we talked about so much stuff – from staffing woes to dreams + schemes to re-invigorate our high street in Monmouth (which, sadly, is suffering from more & more empty stores).

I got back to my desk feeling invigorated & inspired (and then noticed the damn scrambled eggs down my jacket. Classy!).

Will we get any new business from 3 hours networking today?

Well, maybe. I’d dearly LOVE to work with some of the people I met today. I know we could bring a ton of value for them.

But that wasn’t the point.

As business owners, it’s just SO easy to get stuck in our own heads. We’re fighting the daily battle to serve our clients & grow our businesses.

Sometimes, there’s another way. A better way, even.

We just don’t know it yet.

Whatever challenges we’re facing, there are people out there who can help. People who’ve been through it before & can help us succeed.

If we’re just sitting at our desks, we’ll never know.

And we’ll certainly never meet them.

What did I learn today?

Going to networking events to sell what you do is missing the true opportunity.

It’s WAY more powerful if you network with the intention of learning. To find solutions to your own challenges. To get inspired. And to add value for others, wherever you can.

If you use networking to build your knowledge + relationships – rather than selling – then growth WILL come. In ourselves and our businesses.

Now to find my next networking event…

Until next time

Mar 20, 2018Mar 20, 2018

Should I start a blog for my business?

Yes. We believe a blog is one of the BEST ways you can invest your time, as a business owner.

Not just for the blog itself – but for the powerful ways you can then leverage the content you produce.

Here’s why…

We all know that people buy from businesses they know, like & trust.

People choose to buy the things they are familiar with.

It’s why Greggs and Starbucks have queues out the door, while the café next door is half empty.

You know what you’re getting from them. You know what’s on the menu. It’s familiar to you.

And creating new content for your business every week is an excellent way to build familiarity with people in your market.

Your blog gives you a platform to talk about things that are relevant to your potential customers – in your unique voice, with your unique take on the world.

If it’s engaging, and interesting, and useful, then people WILL read it. They’ll start to look out for you. And week after week, people start to feel like they know you, too.

So when you come to try & sell to them, they’re already familiar with you. Your chances of making that sale are far greater than starting with a cold prospect.

If you’re smart about it, you can also use your blog to talk about things you have in common with your potential customers. The stuff they can easily relate to – like family; going to a wedding; losing your keys; getting stuck in traffic. Going to Starbucks.

It CANNOT be boring. No-one’s got time for dull. And it CANNOT be all about your business.

But creating that “me too” feeling is a smart way to help get people in your market to like you more.

And again, it’s the hard work that makes the selling easier. You’re much less likely to get objections to your price when you come to sell, if people WANT to buy from YOU – because they like you.

Why would they take a gamble on buying from an unfamiliar business, if they already know, like & trust you?

It makes sense.

But better still – the REAL wins from blogging come from the content you create, and the additional opportunities this brings you.

You’ve published your blog post.
Now you can share this across all of your Social Media platforms too.
Or break it down into several smaller articles, to share on Facebook.
You can add it to your website (always good for keeping it fresh!).
You can email it to your customer list.
You can film a quick video version for your YouTube channel.
You can use it as the basis for a Podcast.
You can publish it as an article in your newsletter.
You can use it as the basis of a free PDF download or Facebook ad.
You can print copies for your reception desk or till counter.
You can send it to leads during your sales process – “We talked about XXX – here’s a blog we wrote on that very thing just recently. Thought you might find it useful!”
You can update & re-publish it, a year from now.
You can collate your blog entries into a book or Ebook.

All to drive more customers into your business.

Yes, it takes time. And yes, it takes energy.

But it costs NOTHING to get started.

Maybe you’re not a natural writer. But it IS a discipline that gets easier, the more you do it. You wouldn’t start playing the violin & expect to perform a perfect concerto.

And once you’ve created the content in your blog post once, you can leverage it again & again & again, to help drive people through your doors.

What’s stopping you?

Until next time

Mar 13, 2018

Is marketing a waste of money?

Honestly? If you don’t care about your customers, then yes. Marketing probably is a waste of your money.

Take yesterday. I tried to buy a car.

It was on the dealer’s website & exactly what we wanted – a old convertible, with enough room to get the dogs in the back. A bit of fun to trundle about in. Happy days.

We were ready to drive it home, there & then.

So I called the dealer…

“Hello?”

“Hi! I’m calling about the Saab you have for sale?”

“Which one?”

“The convertible – it’s blue?”

“Sorry, it’s sold”.

“Oh! That’s a shame”

“Alright then. Bye”

And he hung up.

Just like that.

Now – this is ALL this business does. It’s a small, family-owned company, selling older mid-price vehicles.

Their only job is to sell cars.

I was a cash buyer, ready & willing to buy a car from them, that very afternoon.

But they made it impossible for me to give them my money.

It’s crazy!

They could’ve asked what we were looking for; was there anything we were interested in? Could they keep our details on file for when something else came in?

But no. It had sold. And that was that.

They just didn’t care.

And it got me thinking.

I bet they spend a good chunk of money on marketing their business.

They have a website, which they’ve paid to have built. They pay to host that website. I can see they spend money on Google pay-per-click adverts. They pay to advertise their cars in Autotrader.

They may well spend money on a million other marketing methods.

They pay their staff to clean the cars & photograph the cars & man the forecourt & take prospective customers out on test drives.

But they made it 100% impossible for me to buy a car from them.

And I bet that, when sales inevitably start to slide, they’ll blame the marketing. Because it’s easier than facing up to the real problem, that they simply don’t care about their customers. Yup – it’ll be that pesky marketing to blame.

THIS is why at Tell My Story, we only work with business we love – and who we genuinely believe offer a great product and/or service.

You can tell as soon as you walk through the door.

Great companies simply care about their customers. They care about solving the problems that your customers are facing. About meeting their needs & wants; and respecting that you NEED those people for your business – and your family – to thrive.

These are the wonderful businesses that we get to champion, day after day. We get to connect them with people who’ll become customers, because we KNOW that when they walk through that door, those businesses will be there to help. Their marketing works. And everyone wins.

If you care about your customers, then spending money to get more of them is never a waste.

But that car dealership? They don’t care about their customers. No marketing in the world will help.

It truly is money down the drain…

Until next time

Mar 9, 2018Mar 15, 2018

What should I post on my business Facebook page?

In a nutshell – you should post stuff on Facebook that’s interesting & relevant for your followers.

The key is to first remember WHY people use Facebook.

Yes, you can stay in touch with friends & read the news.

But really, it’s a LOT deeper than that.

Lots of us use Facebook out of sheer habit, because we’re used to it.
Everyone we know is on there.
It’s an entertaining distraction, when we’re bored or stressed.
And it helps us belong. We can join groups with people who share our interests; express ourselves in our posts & comments.

So it makes sense that when we post on Facebook – as a business – it’s going to connect best when we entertain & distract; or help people feel that sense of belonging.

Of course, there IS a place for posting about your products & services (particularly your special offers).

But for many people, that’s not entertaining. It’s not distracting. It doesn’t create a sense of connection or belonging with your business.

And so it’s pretty crucial to develop a fine balance in our business posts.

Add value, add value, add value. Entertain. Distract. And THEN ask them to buy.

Here’s how:

Share articles, videos & content from other sources relevant to your audience – with a comment in your post about YOUR thoughts on it.

Generally, it’s sensible to avoid religion & politics here.

But if you sell pet supplies, then sharing a link to a new BBC article “Why using ‘baby-talk’ improves our bond with dogs” is an interesting distraction for your dog-owning customers.

And if you post “We KNEW it! Our dogs love it when we talk to them like this 😉” then it helps build that sense of belonging – that you are a business full of loving dog owners, who also chat away to them in silly voices. You’re just like me.

Share your own content – articles, blogs & videos – that are interesting & relevant to people who follow you.

This really, REALLY cannot be boring.

Even if it’s relevant – if it’s not interesting, and is dry or dull or slow, it won’t connect.

But if you sell ladies clothes, then sharing a blog post about “How to find the Perfect Jeans for your Body Shape” is an entertaining, informative read.

If you supply gorgeous high-end kitchens, then sharing a blog post about “How to Find the Perfect Layout for your New Family Kitchen” is useful & interesting if I’m thinking about changing my home.

If you’re a florist, then sharing a blog post about “How to Choose the Perfect Bouquet for your Wedding” is highly interesting & relevant if I’m getting married (or my daughter or sister is).

Now – we do get that producing your own content takes time + energy (really, we do).

BUT the smart thing is that you can use it again & again – as a blog; on all of your social media; as a download on your website; in emails to customers; as Facebook Lead Ad downloads and so on.

And they ALL help to build your relationship with your Facebook audience. They help create that feeling of belonging; that your business is the right choice for me, because we share the same interests & thoughts.

Share your special offers, products & services

Sharing compelling, time-limited offers works really well on Facebook.

It might be 30% off all vases, until Monday. Free papadums with every order this weekend. Free delivery for one week only.

It might be a video of your excited team unboxing the new collection of super-soft 100% cotton shirts, in gorgeous jewel colours for Autumn.

It might be a sneek peek into your new menu – super fresh, with new-season lamb from your local farm.

But it is always worth thinking about WHY your post would compel someone to take action – to message you; visit you; or call in to buy from you.

And sadly, just posting about what you do is unlikely to get many people’s notice.

So what’s the right balance for MY business posts then?

Well – if you sell high-value, high-ticket items, then it makes sense to add as MUCH value as you can, and ask for the sale less often.

It’s a far more considered purchase than buying a pair of shoes. And adding tons of value, so people get to know, like & trust you, is the best way to get them into YOUR business when they’re ready to buy.

If your average sale is much lower and you need a lot of customers – like in retail – then a balance of 1/3 sharing content; 1/3 your own content & 1/3 product offerings is a good balance.

We do get that this can seem like a mammoth challenge (we find keeping a spreadsheet is helpful, to track what you’re posting & when. You can track engagements that way too, to see what’s connecting best with people).

But it’s worth bothering with, because it works!

Posting interesting & relevant content WILL get more engagements, and more customers coming in to your business.

And if we can help at all – we’re always happy to have a chat about your Facebook page (no strings attached, honest!). Just get in touch or drop your details in below.

Until next time

Mar 6, 2018Mar 6, 2018

How do I market my business?

Quite simply – you build the BEST relationships you can with people. And then you increase the number of people you have a relationship with, to turn them into customers.

I’m sorry. It’s probably not what you wanted to hear.

Because building relationships takes time. There are NO shortcuts; no quick fix. You can’t manufacture relationships. You can’t go out and buy them.

But it matters. We live in a world of relentless marketing – and we’re all tired of it. We’re wise to it. The old tricks & manipulations just don’t work any more.

The good news is that it’s never been easier to find & reach people, to start building those real connections, at very little cost.

It’s the same for B2B as B2C – businesses don’t buy from you. People buy from you. And if you build relationships with the key decision makers, so that they know, like & trust you, then the sales are far more likely to come your way.

So where do you start? What do ‘relationships’ even mean for your business?

Well…

1. It’s about creating content that’s interesting & relevant to people in your market – and therefore valuable to them.

2. It’s about sharing this with them every single week – by email, on your Social Media networks & your website.

3. And then it’s about increasing the number of relationships you have, to increase the number of people who’ll choose to buy from you when the time comes (we’ll talk more about tactics & tools to build your audience in future blogs).

It truly is that simple.

The key here is interesting & relevant. It’s NOT about you – but what’s important to your customers. And it really, truly cannot be boring (none of us has time for that).

Talking about easy restoration jobs, that classic car owners can tackle at home? That’s interesting & relevant to me if I drive a 1980’s Porsche, that always needs work.

Talking about easy-to-grow vegetables to plant now, so you can harvest your own in June? That’s interesting & relevant to me if I have a garden & have always fancied growing more with the children.

Talking about whether you have to pay your staff, if your business is closed for snow? That’s interesting & relevant to me if I’m a business owner, and the forecast is not looking so good.

You get the picture.

I get to know you, because you’re sending me stuff that’s interesting & helpful, week after week. I get used to hearing from your business.

I start to like you. I get a feel for what your business is all about; who you are & what you stand for. I get that you share my values, about what matters to me.

I start to trust you – because you’re NOT going for the hard sell – but you’re putting the time & effort in to build a relationship with me.

And when I need a part for my Porsche – or trellis for my garden, or HR advice for my business – do I Google it? Do I call the business I’ve never heard of?

Or do I call YOU, who I know, like & trust? Who are popping up in my inbox & on my Facebook every week, with interesting & helpful stuff?

It works. Truly, it does.

If what you say is interesting and relevant, your potential customers WILL engage with you.

We do get that you’re busy. There’s a million things to do. And that finding time to create content isn’t easy – especially decent content (which is what you need).

But we believe it is THE most important thing that any business owner should be doing right now. Building the best relationships you can with people; and then increasing the number of people you have relationships with.

It’s not going to transform your business overnight.

But 12 months from now – when the comments & replies lead to calls, and sales, and more customers who love you – you’ll be very glad you started.

Until next time

Mar 3, 2018Feb 27, 2018

How do you collect customer data?

Simple. You do a good job – and then you ask them.

Here’s how…

In the last year, I have bought plants from my local garden centre. I had a new bathroom fitted. And then I bought blinds for that shiny new bathroom.

Not one of these companies has EVER asked for my details.

I’ve never heard from them again.

It’s crazy.

They’re leaving a whole ton of money on the table.

I’d merrily give them my details. They did a great job. I love my bathroom & the blind looks awesome. The apple tree is thriving & the seeds I bought grew into the tastiest, sweetest tomatoes.

In fact, it really annoys me that I HAVEN’T heard from them again.

It would make it SO much easier to buy what I need.

Because we have an en-suite that needs replacing this year. We still don’t have blinds or curtains in the living room. And I’ll grow more veg this year (this gardening malarkey is proving addictive!).

I would LOVE to hear about the latest offers on bathroom suites, or the latest trends in tiles and taps.

I would LOVE to browse through new fabrics for blinds and swoon over thick, heavy curtains to keep our living room cosy.

I would LOVE to know that the new bedding plants have just arrived, or discover the results of their taste tests of potatoes.

I’d buy from those businesses.

Again & again.

They have me. I know, like & trust them. They do a good job.

It would be SO much easier for them to keep selling to me – an existing customer – than to keep finding new customers from scratch, month after month, to keep the cashflow rolling in.

But they don’t even try.

And that’s the power of collecting your customer data.

‘Data’ sounds corporate & big business-y, but it really isn’t.

You’ve done a great job, met your customer’s needs & delivered your product or service.

It’s just about asking for their name & contact details, so you can let them know about more stuff that’ll meet their needs in future.

They can say no – and that’s fine. This isn’t about spamming people or relentlessly flogging stuff to them.

But if your product or service is RELEVANT to them, then it’s of interest. And not unwanted or a nuisance.

Deliver your product or service. Do the great job you always do.
Ask them if they’d like you to stay in touch about future products, services and offers that might interest them too. (If needs be, reassure them you won’t sell their details or send them irrelevant stuff).
Check the best way they’d like to hear from you (collecting their name, address, email & phone is ideal, but anything is better than nothing) – and stick it into a spreadsheet or your CRM system. Keep a list on a sheet of paper if all else fails.
And then keep your word. Stay in touch.

I promise, this works for ANY business (even yours).

Retail business?

You’ve helped find what they need. They’re now a happy customer. At your till, just say you’d love to stay in touch, to let them know when other stuff comes in that might be interesting. Create a quick form for them to fill in. Make sure ALL of your staff get how important this is.

Create a weekly email, talking about what you do – new baking recipes, or seasonal trends for Autumn, or hints & tips to maintain your car. It is NOT about you but must be interesting & relevant for your customers. Include your special offers. Get them engaged. Just talk to them. Get them to know you, like you & trust you.

And get them coming back to buy more great products from you, more often. Don’t let them turn to Amazon.

Café? Coffee shop? Sandwich bar?

It’s harder when you’re making lots of smaller sales – but entice them to opt-in to hearing from you, in exchange for a free coffee. Start a weekly email, talking about your Sandwich of the Week. Or why your pastrami is so great. Or about your new Lunchtime Meal Deal. Don’t be boring. Use the same content across your social media & blog.

Get them back to buy more great food & drink from you, more often. Get their money in YOUR tills. Not Costa’s.

Plumber? Electrician? Chimney Sweep?

You’ve done a great job – and solved your client’s particular problem. BEFORE you leave, ask their permission to stay in touch. Get their details before you go & knock up a form to record them.

And then do it. Stay in touch.

Send them something every month, with case studies of other people you’ve helped. Show them what other problems you can solve. Introduce them to your new apprentice. Tell them about a special offer for the month ahead.

And when their pipe bursts – or their lights start flickering – or their chimney needs doing again – they’ve heard from you every month. They know, like & trust you.

Make sure it’s YOU they call. Don’t let them go back to Google.

Of course, you’re busy running your business. And this stuff takes time. But it works – and it’s SO worth the effort.

(If we can help you stay in touch with your customers – making it easy for them to buy from you again & again – then just stick your details in below, for a chat. We’re really good at stuff like writing weekly emails. And we’d love to help).

Start small – but just keep in touch with your customers. And you’ll be well ahead of the game already.

Until next time

Mar 1, 2018Mar 15, 2018

Should I put my prices on my website?

Yes. We believe you should. And here’s why…

First off, we DO get that displaying your prices for all to see is a daunting prospect.

Your competitors will see what you charge. What if they undercut you?
Your customers will see – you’re not the cheapest. What if it puts them off?
And you price each job differently. There’s no such thing as a standard price list in your business. It just wouldn’t work.

We get it.

But here’s the thing.

Last night, I was looking for someone to come & attack the mammoth conifer hedge around our garden (I suspect they’re Leylandii, but that’s another story!).

I tapped the first three results on Google for “tree cutting” where I live.

All three were awesome websites – tons of pictures showing their work, clearly displaying their qualifications & packed with testimonials. Good stuff. No doubt any one of them would do a decent job.

But not a single one gave ANY indication of cost. Not even a mere whiff of a mention.

The pricing was 100% ignored.

Now – I get that it varies from job-to-job. I imagine it depends on the number of trees; their height; accessibility & where my garden is.

But as a consumer, it is SO bloody frustrating.

I WANT TO KNOW HOW MUCH IT WILL COST.

Not to the exact penny – that’s what quotes are for – but a rough idea of what I’ll need to spend.

And I don’t want to spend an hour on the phone to find out.

As business owners, it is our job to answer the questions of our potential customers. We HAVE to make it easy for them to get the information they need, to make the decision to buy.

And completely ignoring the question of price is a dangerous game to play.

Yes, your competitors will see. But it’s not a race to the bottom. It’s about telling your story throughout your website, so people get to know, like & trust you – and WANT to buy from you.

It’s not the cheapest that wins here, but the best perceived value. It’s your job to show that your business offers the best value for money anywhere.

Yes, your customers will see. That’s the whole point.

But, if you sell amazing designer jeans for £180, there’s no point trying to do business with people who want to spend £30.

If your hand-crafted, bespoke fitted kitchens start from £30,000, there’s no point trying to sell to people who want to spend £5k at B&Q.

Showing your prices repels the people who would never buy from you anyway – saving you the time, energy & hassle of trying to deal with them.

And for people who DO want designer jeans or high-end kitchens, answering the price question upfront not only builds trust, but it helps show that they’re in the right place for them. And when they do pick up the phone or email you, their expectations are already managed.

The price won’t come as a shock. They won’t run a mile. They WANT what you sell or do, and they’re prepared to pay for it.

And if – like us – you don’t have a price list, but the cost of your services reflects your customer’s individual needs, then you can still give a general indication of what they’re likely to spend.

Just explain how your prices are calculated, and answer the question that people want to know.

“If your garden is in Monmouthshire, then our hedge maintenance service starts from around £200. If your trees are very big or awkwardly located – and require specialist equipment to reach them – then we’ll let you know exactly how much extra this would be.

“But as a guide, for an average size garden, our average customer spends £210 on having their overgrown boundaries cut back. We’ll leave your hedges beautifully level & advise you about future maintenance to keep them looking their best. And we’ll remove everything we cut back for composting, so you don’t have to worry about it!

“For an exact quote for your garden, just give us a call on XXX now. And we’ll get an appointment booked for our friendly team to pop out & meet with you!”

And as a consumer, now I know.

Guess which company gets the call?

I know this price is an average – so if my garden is smaller or bigger than average, it’s likely to cost more or less than this. I’ll expect to pay more if my trees are very overgrown or difficult to reach.

But I’m happy with this level of spend. Why would I shop around any further? That business gets the call.

Or – if it’s more than I have to spend – I’ll look elsewhere. As a business owner, your time won’t be wasted dealing with people that would never buy from you anyway.

It’s powerful stuff.

Just don’t leave your customers frustrated, looking for information they WANT but can’t find.

Go forth & display your prices with pride!

Until next time