Keep Your Customers Delighted

Keeping your customers delighted, engaged, and even raving about you is easier than you think.

I have a dear colleague who can get a bit of snark on. She has a great sense of humor so I enjoy her candor and the snark.  

Recently Heather wrote about Peloton.  I only knew the name casually in passing until… surprise of surprise…they started airing on the news in our area… maybe because no one is getting as much exercise as they should be. 

There advertisements always this amazing buff-fit person in a fabulous looking condo working intently on their Peloton device.  (A very expensive piece of work out gear for the totally committed.)

She loved to mock their gaggy commercials about the super-fit.  Then she switched gears and commented on how “laser-targeted” their marketing was.  They weren’t trying to appeal to anyone who was not their target market. 

Peloton does smart marketing…

Peloton knows what buttons to push for their ideal client, and they do a great job of it.  They know how to get their target person to get up off the couch and order a Peleton for $2500 or more.  That is brilliant marketing.

Yet they take it a step farther.  Peloton focuses on delighting and keeping existing customers engaged…turning them into influencers that promote and sell more devices.  Smart company.

Heather admitted that she had signed up with Peleton to have an a virtual at home workout program.  No fancy device…the cheapest program that they offered.  For what she spent, she didn’t expect much. 

They surprised her with a free T-shirt…celebrating her completing 200 workouts.  She was so delighted and excited she told several friends and even wrote a marketing article about it.  She calculated their delivered cost to be about $3.00 or maybe less.  

Considering how many people she told and the number of people who have read her published article, they got excellent ROI.

Any business can do this

Any business can do this.  All it takes is thinking outside the proverbial box.  I’m in Oregon where we had the most horrific forest fires on record.  We still have pockets of the worst air quality in the entire world.  Thank goodness, the worst is past.

In the midst of the fire related stress and chaos I received an email from a company I’ve purchased from.

It was absolutely PERFECT timing to the perfect market. 

They sent an email titled “To Our West Coast Friends.”  It was a “we’re thinking of you” email featuring a well-known landmark in all its pristine glory.  No push. Just we’re concerned. We’re thinking of you. We can’t be there but if you need anything here’s 15% off. 

It touched me because of it’s tone and non-sales approach.  Whether I needed anything right then or not, I will remember who sent me that lovely email at a time much of the state was choking in smoke.  

I expected it to be the first of a targeted funnel. and looked forward to see what they would send next. Unfortunately, they went back to pushing sales in the next email.  What a missed opportunity.  They had set themselves apart with their approach and then slid back into doing exactly what their competitors did.

Ways to delight your customers

If you don’t want to invest in t-shirts, there are lots of other ways. If you don’t have their birthday, send a “you’ve been with us a year” anniversary email or card.  

Recognize customers for achieving some sort of milestone on your social media.  

Offer a free guide or e-book especially for your valued clients.

Send them an early-bird notice of a special event or something like a black-Friday sale.

There are lots of options out there.  It’s a matter of finding what is just right not only for your business, but the clients you want to attract and keep. 

New clients only buy 5-20% of the time.  Existing clients buy 60-70% of the time.  An excellent reason to treat them right and keep them delighted.

Want to read Heather Lloyd-Martin’s full article?  You can find it right here.

Want a quick brainstorm on the best way to keep your existing clients delighted?  That’s just one of the ways I help my client’s get the edge on their competition.  Visit my booking link here.

Push and Pull, Managing the Twins of Marketing

In marketing, we get the same magnetic push and pull found in magnetic polarity.  Whether it’s teaching about polarity or singing a rap song about the push-pull of chemistry, the impact is the same. Energy attracting or pushing apart.

The coronavirus has made teachers incredibly creative. I recently saw a news story on them teaching magnetic polarity virtually.  

Push and pull in nature…

With the help of assistants, in this case, the teacher’s children, she placed two large magnets on a table with their horseshoe shapes aligned. The magnetic poles were aligned directly across from each other.

Then she handed her son and daughter each a magnet and had them hold them in the same position. “Now, try to slowly move the magnets directly toward each other,” she guided. 

“That’s good, keep the ends pointing toward each other.”

A look of surprise crossed the little boy’s face as he encountered resistance from the magnet as he tried to move it toward his sister’s.

“Excellent, now pause a moment.” She stepped closer and shifted the magnets so the poles were no longer aligned and that one pole from her son’s magnet touched the opposite pole of his sister’s.

“Okay, now what happens when you try to pull apart.”

“It’s stuck!” The little boy said, then he put in some effort and jerked the magnet away from his sisters.  

“I did it!” He grinned victoriously as he brandished the magnet in both hands.

“Yes, you did!”

“The resistance you felt was the magnetic polarity being attracted to its opposite force. When the magnets were perfectly aligned they repelled each other. When aligned to an opposite pole, it took your force to move them apart.”

Push and pull marketing

In marketing outbound marketing is also known as push marketing. It takes your product out to where your prospects are to make it easy for them to find.  The focus is on your brand or product.

On the opposite side, inbound marketing or pull marketing the focus is on relationships. It relies on prospects that are looking for your product. 

Push creates demand by making them aware of your brand and the solutions it offers. Pull offers a way to fulfill that need.

The blend you need in your marketing efforts depends on where you, your brand, or a specific product are at a given moment. I’ve seen this over and over again with clients and former students I was mentoring. 

All businesses need a mix of both as they grow and build.

What many don’t realize 

For new businesses, you can’t start with pull marketing. First you need to help your “hungry crowd” find you have a solution.  That means you need to get your product out there in front of them. You need to use the push.

Once you have created the demand, then you can use the pull to bring them to your website and guide them to their solution.

However, push and pull must be adapted to their times to be relevant and get on people’s radar.  Some push techniques don’t work well in a pandemic. 

Face-to-face meetings are going virtual. Showrooms are going virtual. Trade shows have one option – go virtual. These are all backbones of push marketing.

Pull has also gotten more challenging due to the sheer volume of companies now focused on online marketing.  

Here are 3 techniques to get your push and pull marketing working together

In today’s environment, both push and pull need a client-centric focus. Start with your push and have your pull set up to provide the solution…the sales.

Push marketing  a crisis

There are still some classical push – outbound marketing techniques that work. Things like billboards, television, radio, print, direct mail, and eye-catching packaging. 

You can also use social media posts and paid ads.

The goal is to get your brand/product out there in front of people so they can learn about it. 

I’ve seen clever use of YouTube infographics to create brand awareness. 

Interestingly, local television stations are trying to boost local economies by getting the word out to help small businesses.  If you’ve been wanting to try some television spots and have the capital, it might be a time to consider it.

The goal of push marketing is to get attention. It should be a disrupter. Something that interrupts the flow of the day. Something that makes people question, “what was that?”  

Bingo, you got their attention.

So what are you going to do with that attention?

Pull marketing

If you have their attention you need pull-marketing to move them from where they saw you to a place where they can learn more or make a purchase.

The consumer is seeking a product based on need. They saw you and want to know more.

Pull marketing uses your reputation, consumer interest, effective SEO, pay-per-click, blogs, content, and social media. It requires your brand to be in the right place at the right time.

For pull marketing to work effectively, it must be ready and in place at the moment you need it.  You can’t wait to start building it out to when you now have traffic or you’ll be missing sales.

Finding the balance

If you already have a good reputation and a known brand, your push marketing will probably shift to push-notifications. 

These sort of blur the line between push and pull.  They are designed to be used both on your website and via social media marketing to help guide the prospect to finding their answer.

These are designed to engage visitors both on and off your website and keep your product in front of them.

However, there is a catch. You must have their permission in order to send them. 

At a time when daily emails have doubled or tripled, people are a bit more protective of giving out their email address.  You’ll need to give them a good reason for doing so. It will need to be something of value.

Value might be bonus information. It could be, a guide, a discount, easier tracking for an order, or another type of reward. Whatever you chose it must resonate, be relevant to, and focused on your target customer.

Time to Evaluate

With our changing business environment and more intensive competition, it’s a crucial time for businesses to evaluate how they are using push and pull marketing.  

  • Where is your business now? 
  • What does your outbound and inbound marketing look like? 
  • What modifications or enhancements will make you better able to connect with and engage clients…and convert them into loyal customers?

Need assistance with a quick look or more intensive updates?  Message me: judith@jculpcreativecopy.com.

Dopamine Rush…Silver Bullet to Sales

Are all dopamine rush triggers

The motivator response in our brain triggers us to take action and rewards us with a dopamine rush. It’s a surge of good feelings following a pleasant experience. It’s as old as man himself.  

A key part of survival, the primal brain includes a series of triggers that make us take action.

When we take the action, it rewards us with what is called a dopamine rush.  It’s that good feeling we get from eating ice cream, chocolate, and the like.

Can you imagine???

Our caveman ancestors spent a lot of time searching for food. Can you imagine trudging out there hunting for an animal to kill?  Hot. Cold. Windy. Wild carnivores looking to eat you. 

It took strong motivation to do it.  The primal brain drove them on. When they did see an animal, maybe rabbits, deer, bison…or a wooly mammoth, their brain rewarded them.  It offered triggered good feelings. 

The reward of satisfaction and anticipation spurred them on to the kill. Success…more good feelings rewards.

Dopamine Rush Today

We’ve come a long way, but our brain hasn’t changed.  We get a dose of adrenaline to escape a potential accident from the crazy driver in front of us. Or the idiot pedestrian who steps out into the street without bothering to check if there are cars coming.

We get the feel-good rush from foods we like and more.  We are rewarded for finding a mate, having a baby, having a circle of friends, being a part of the team. 

All of these trigger a dopamine rush.

Men get an emotional high from an action movie or a football game.  

Women get their highs from finding a perfect gift for a friend, bringing someone joy, getting a hug. Or a positive shopping experience.

When we get one of those responses, it triggers us to repeat the behavior.

In Marketing

If you have a clear avatar of your customer, the dopamine rush can be effectively triggered in marketing efforts. Our goal in their interactions with our business, or brand, is a positive experience that triggers the rush. If we succeed, they are likely to return to purchase again.

It must be a positive experience to get this trigger. Poor experiences with any touchpoint of our interactions trigger the opposite response and drive them away.

So before any active marketing campaign is undertaken we need to make sure all interactions lead to a positive experience. Website design, navigation, content, customer support, purchasing, post-purchase, shipping, and delivery all need to be positive.

Then we can undertake to target the dopamine response in our marketing efforts. We can implement them on our website, social media, and emails.

3 Techniques to Trigger a Dopamine Rush

All three techniques tie into the fact we are reward-driven pleasure seekers.  As much as we want to avoid pain or injury…we seek pleasure. There are several ways to get that result.  Here are three techniques.

Create Excitement

You can trigger the rush by creating excitement. Offer them fun. Let them win something.

You can generate excitement with a contest. We are driven to try to win, come out on top. 

Flashing lights create excitement. 

Having a winning ticket creates excitement. 

Winning at bingo triggers a reward response.

Lottery bingo games trigger the response.  State lottery games and casino gambling trigger the response. Sometimes so effectively that people become addicted.

Safeway uses this annually.  So does Publisher Clearing House. 

So do game shows and every business that put contests on Facebook or Instagram.

Use Trigger Words

Generate anticipation and curiosity by incorporating trigger words.  Focus on words that generate curiosity, imagination, and anticipation.

  • All you can ___________
  • Exclusive
  • By invitation only
  • Just
  • Now
  • Not yet
  • Ready now
  • Only 
  • Sold out
  • Bonus
  • % off
  • Limited
  • Kit     (we love kits)

Use words and phrases that make intrigue your customer and make them want answers.

  • What does this mean?
  • What’s going on here?
  • How will this help me, I need to find out.
  • Pre-announcement of something new
  • Helpful hints on how your product can be used or give them the most benefit.
  • Celebrate milestones with them – theirs and yours

Free samples, free trials, and free demos work well. Feeling like we got more than we paid for absolutely triggers the response.

Stay in touch…if we know and like a brand, we like to hear from them. Stay in touch in a way that feels individualized and personal. You can use phone, text, or emails. They all strengthen the bond and trigger the rush.

Gamification 

Games make things fun.  They give us rewards. And reward programs attract us. That’s why we sign up for them even if we don’t use them. 

If we can fire up their anticipation for getting those “points” a bigger discount, or a free gift, we have a home-run.  

Does your reward program offer multiple levels? Who wants to be in the “entry-level” group? 

If we’re interested, we want more. Our seek pleasure drive wants us to have achievement and recognition.  We want to be in “the group.”  We want to be elite. …all dopamine rush triggers.

Want to read more about how rewards programs can benefit your business and learn about different types.  See my companion article here

When I work with clients we start with their target customer and the type of RAS triggers that they respond to. Then we develop the plan and the rewards system that best suits them. Need help? Message me: Judith@jculpcreativecopy.com.

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Are Sales Training Your Customers?

Have you noticed that everything is on sale right now?  Businesses are trying to recover from lost revenues. So many are focusing on slashing prices and having sales. It’s a bonus for everyone right now, but are sales training your customers?

I don’t know about you, I’ve lost count how many sales emails I get daily. 

I had a friend, let’s call her Kathy, who had a beauty salon. When things got slow, Kathy had a special.  Discounted services. I remember a conversation we had…

Sales train customers to wait for them.
Sales Training Customers Photo by Justin Lim Unsplash

The high price of sales

“I’m so excited, things are picking up, Judi. Putting that special on Facebook really worked.”

“I’m delighted for you,” I responded but something I’d heard once kept niggling at the back of my brain. I didn’t say anything as I certainly didn’t want to be a downer.

Two days later I got a call,” We’re booked a month out!  Clients are coming out of the woodwork for our specials.”

So several months later when things slowed down again, Kathy ran more specials. The books again filled and Kathy was all smiles.

I didn’t see Kathy for a while, then dropped in to visit with her at her salon. 

The phone rang and she raised a finger to pause our conversation and reached to answer it. “Hi, this is Kathy, how can I help you.?”

I leaned against the counter waiting for her to finish.  

“Specials? I’m sorry, you missed our offer last month.”

From where I was standing, I couldn’t miss the caller’s response. “Oh well.  Could you let me know when you’re having your next special?  I’ll just wait.”

My gaze flicked to Kathy’s face…it was crestfallen.  She had trained her clients to wait for sales.

I’ve seen this scenario repeated over and over by diverse businesses over the years.  

Many department stores actually initially price goods above the MSRP knowing they will have to mark them down. They skim the cream with the first sales.  Then in 5-6 weeks maximum, they start dropping the price….and it never goes back to normal.  They have to move it out before the next batch comes in.

I used to love shopping with my girlfriend at Nordstroms in San Francisco.  Our mission…to see what great new stuff had reached the markdown stage.

Think of your local furniture or mattress store… they are ALWAYS having some sort of sale.  Instead of adding value or creating a desire another way, they focus on discounting products. Sure, we know they mark them up then mark them down, but they’ve trained customers to watch for the word sale.

Are sales training your customers?

It’s important to keep in mind, our marketing techniques teach our customers what to expect from us. If we’re always having sales, they lump us in with budget discounters.  

It’s the halo effect or guilt by association. 

While it might be a win for businesses and consumers in a pandemic when most people’s funds are crunched, this can become a fixed mindset or cycle. 

Sales will become more and more dependent on the discounts you offer. They will become commonplace and expected.

With lower profits, it gets progressively harder for a business to stay viable. What you need…alternatives.

At the same time, your brand’s value is dropping in the eyes of the consumer because of the constantly discounted prices.

3 Alternative Techniques

There are actually lots more than just three techniques, but these are particularly suited to those with an online presence be it products or services.

As an alternative to a discount, they tend to lean on scarcity and urgency as motivators.

Transparent Pricing alternatives

Transparent pricing is about showing “how” you control costs so you can offer a product at significantly lower than a competitor.  You feature both the quality of your product, and the steps you take to control costs.  

For example, Everlane is an online eCommerce operation.  They have few brick and mortar stores, no traditional advertising, and offer no discounts. 

This snippet from a Google ad explains their concept well:

Timeless Pieces Made with High-Quality Materials Designed to Last for Years. Shop Modern Luxury Basics. Ethically Sourced, Radically Priced. Ethically Made. Radical Transparency. Modern Basics. Types: A-Grade Cashmere, Luxe Alpaca, Soft Cotton, Italian Merino.

A look at their website confirms they have high-end goods and very few items on sale. I would assume those that are…weren’t good sellers. 

They also incorporate a social responsibility aspect with their 100% Human line. A portion of all sales benefits the ACLU human rights efforts. 

Subscription alternatives

Dollar Shave Club is one of the best known of this type of marketing. By cutting out the middlemen, they went direct to consumer, D2C. They went with a simple basic product…a razor.  Their target market 20-30 year-olds who wanted a razor without the frills.

For their subscription, they no longer have to remember to buy razors. The products are auto-shipped on a monthly basis.

This model used in the alternative health industry extensively.  The challenge for the consumer is keeping up with their product usage so that they don’t end up with a backlog. 

It’s a fact, some people use more than others.  Options on the delivery schedule might resolve this issue and increase the customer lifetime value.

A variation on this theme are Membership programs.  Commonly, there is an annual or monthly fee automatically charged. The member then either gets automatic gift packs or can use their “credit” to select items they’d like to purchase.  Wineries and wine clubs often use this style.

Freebies and Extras

The products are sold at full price. For each purchase level, which varies from company to company, you get bonus gifts. 

I’ve seen this used with cosmetic lines like MAC and IT. Cosmetics have a broader markup, especially D2C. The company can expose buyers to products they either love or haven’t tried.

The perfume industry also uses this format to give extras with good cause.  Why?

Studies by psychologists revealed the people would rather have a 2-for-1 than getting something at 50% value.  They transfer the value of the priced item to the gift item…regardless of its true value.

A clothing company for surfers called Surfstitch also uses this model. They offer free gifts at the $100 and $200 mark.

The type of program you might want to incorporate could be one of the above or other alternatives.  All rely on value, convenience, scarcity, and or urgency instead of giant markdowns.

When I work with clients, I want to understand their goals and ideal customer. Then I can recommend one of the various strategies to build brand value and loyalty without constant sales.

Marketing Team for Growing Your Business

Marketing + customer service are your secret weapon for growth
Marketing + Customer service + client input

You have a secret marketing team at your disposal to effectively grow your alternative health, wellness, or CBD business and it’s probably closer than you realize. It’s your customer support team and your customers themselves in addition to your marketing team. They need to be closely working with marketing.

A colleague and I were talking about this recently. He’s been a copywriter for over 15 years. One of his clients suddenly had a huge drop in his business. In less than six months their revenues had dropped over 40%. 

Desperate, he called my friend, Joshua, and asked him to come to help them sort it out and he would make the arrangements for Joshua’s travel.

Joshua flew to their headquarters for the staff meeting. He needed to talk to all the key people to see what had changed.

When he arrived to the meeting, the head of the marketing department wasn’t there. Joshua stopped and told them he couldn’t progress without everyone there. The owner made a call and an hour later the department head arrived.

Like I do, after listening carefully, Joshua started asking questions. He started digging. The products hadn’t changed. Pricing hadn’t changed appreciably. Orders, shipping, and delivery were all handled the same.

He asked to see the copy they had been sending out to customers over the past few months. 

The owner liked the new messages. He found it hard to believe that the changes they had made could cause such a dramatic change in sales. 

Could a marketing change really do that?

Instead of trying to convince him, Joshua asked who had written the copy. Turning to her, he said, “Please write the next piece that’s to go out. Do it just the way you have been…no changes. Okay?”

Slightly bewildered she agreed. Then he turned to the owner and said, “I’ll also write copy for the same content. I want you to A/B test them and we’ll see what your buyers say. Agreed?”

The owner agreed and they sent the test emails out.  The copy my friend wrote outperformed their staff writer’s copy 20:1.  Why?  He wrote directly to their target market and their mindset. He didn’t try to change them from who they were.

Management had lost connection with their buyer’s wants, needs, and mindset.

We can’t afford client marketing disconnects in the midst of this crisis.

Have you noticed it’s harder to get answers to questions right now?  I have. In my client work I’ve noticed they are slower to get back to me. 

Businesses that I deal with are slower to get back to me. Some are even completely ignoring their customer’s requests for support or have reasonable ways to be reached.  

It’s a recipe for decline, loss of sales, and a decrease in customer retention.

The answers are at your fingertips or the other end of your cell phone.  Your best secret weapon is your customer support staff and existing clients.  

Your customer support team is your “first-responders”.  Just like medics and firefighters, there are the first ones your customers interact with. They hear the stories. They know what’s working and where the problems are.

In my client work, I have found there is often a big disconnect between management and customer service. Management may assume they have it all delegated. 

Numerous studies and surveys verify this.  About 75% of management thinks they have great customer service.  Only about 25% of customers agree. 

Management may assume that they are on target. It’s easy to not accurately connect marketing strategies, investments, and focus with what the customer service team is experiencing.

Here are three techniques to lessen this disconnect and empower your business to move forward.

Talk to your real marketing team…

Have a conference with your customer service team with your marketing team listening in. Start by listening to what they are experiencing.  What’s going right? What are the concerns they hear the most often? Where, if any are the breakdowns?

Is there a product that has developed an issue? 

Is there a need that could be better met with a little tweaking?

What about a concern or information that if provided on the website could reduce interaction friction?  You want to minimize purchasing friction every step of the way. What would make the buying process easier?

Review how customer service interacts with clients or queries. 

Phone? Email? Chat? What is the typical response time?

What is the scope of your sales? Local, regional, national or beyond? 

What hours is customer support offered and are they reasonable for people beyond your time zone? 

If you’re an east coast firm doing business with not just continental USA, but also Alaska and Hawaii – you have a six-hour time difference to consider.  Even just in the continental US, it may be 5 PM  on the east coast…but it’s only 2 PM on the west coast.  This can cause a lot of customer service friction.  

Right now…and for the foreseeable future, consider shifting most, if not all customer service to remote work. If you don’t have it, consider how to create a way for that team to be able to offer support.

Also, is there a way you could have longer hours through a remote worker?  Either an opposite coast liaison or someone who would be willing to handle an early or late shift…depending on your location.

Create better customer relations by letting them know when they can expect to hear back from you.  Supply chain users are learning they have to be more flexible and things are taking longer. Retail consumers are less content to wait.

One of my clients is a distributor and while their sales have been suffering greatly, now they are getting lots of requests for “I need it right now.”  

Set expectations by having clear guidance on how you are working and fulfilling orders.

Even if you get it out the same day…we both know deliveries are not predictable. Not even express or other very expensive delivery services. 

What are your customers saying?

You might want to read some of the customer emails or chat threads to get a better sense of how your customer is feeling about your company and your product.

Visit your social media pages and check out the conversations there. Do you need to ramp up support there?

Are you getting reviews on your website or social media?  What do they say?  What can be done to improve them? 

Customer problems are opportunities for increasing sales…if you listen and act on them. 

With over 30 years in business, I know we can’t make every person happy. However, often, there is an easy fix. Product or product packaging tweaking. Digital content tweaking or additions. Better customer experience opportunities.

Get feedback and share it with customer service and marketing

If you don’t have an automatic feedback system following a sale, consider incorporating one. 

Every time I pick up groceries… I get a how did we do email.  Businesses that use square automatically followup with a little smiley face or frown option on my phone…again, feedback on how they did.

Customer surveys are a goldmine.  Offer a bonus for taking a few moments and giving you some feedback.  Keep it short and simple.  I hate my grocery store feedback because it asks way too much demographic information that is identical every time.  

Be respectful of their time.  Think of how You would feel being asked these questions.  

It’s better to have just a few quick questions and then a space for comments.  It empowers and respects them at the same time.

If you get a comment that brings an issue to your attention, have a script for staff to use as a response. Thank them and let them know this will be looked into.

When I work with clients, these are techniques I share. I recommend the findings and suggested modifications/changes be shared with all levels. Management needs the information, Customer Service wants the suggestions and Marketing needs to keep the customer in the loop of changing you are making.   

Need more recommendations? www.jculpcreativecopy.com

Halo or Horns…How is Your Business Seen?

Psychologists have understood for years that appearance and positive interactions can create a halo effect across a person and those standing close by. 

It works equally across a business. Get one area top-notch and the halo spreads across your brand. Look at Apple’s halo as an example.

You’ve probably heard the story about equivalent job applicants? 

Two people with very similar abilities, but quite different in appearance and presentation. 

The one with the more classically appealing appearance and presentation will get the job every time.

I recall one particular story where an applicant when into a business to apply for a job…obviously before the mandated online application systems. He had a scraggly beard and wore unkempt clothing.

Then he went home and shaved/groomed his facial hair and put on a business suit. He reapplied.

When they offered him the job, he clarified who he was and that he had done this in the interest of research.

How embarrassing for the business. 

But we have had these responses ingrained in us for millennia. A beast at the entrance to the cave was much more a threat than say an attractive female alone. 

In my 30 years in business, I’ve interviewed thousands of clients, students, and applicants. There are some truths that almost always hold true…and I see the same thing happening with businesses and products.  

In fact, there are numerous articles about businesses chasing the halo effect to increase their chance to gain new clients.  It’s the old “if you stand close, it rubs off on you” theory.

It’s important to keep in mind…

Once that halo is applied, it needs to be backed up with continued support. It only takes one bad product to destroy loyalty and that positive view of you  When that happens, they call it the “horn effect,”…speak of the devil.

Here are 3 techniques to earn that halo…

That halo is generated from the first brief 2-5 seconds of a customer’s encounter with your brand. That might be the physical product, you in person, or your website.  You only get one chance to create that first impression.  These tips can help you make it your best.

Halo 1 is earned with your website.

The coronavirus has made online the preferred method of connecting with and purchasing from a brand.  They will decide based on… 

  • Your website appearance
  • Ease of navigation 
  • Great product information 
  • Detail resource documents 
  • Ease of finding and using the contact information

Speaking as a customer…there is nothing worse than an inability to get questions answered.

A second Halo is your voice or tone

Its the way you share. Confident…not cocky or grandiose. Sincere, honest, and clear. 

For your products, it’s how they match your mission statement physically, price, and in the presentation.

Every type of communication needs to reflect this… 

  • Website
  • Marketing posts
  • Videos
  • Products
  • Customer communications

Passionate about what you’re doing…there is nothing that engages us quicker than a passionate person that is close to our beliefs. 

A third halo tidbit is getting client-focused…

Some businesses are built on this. Some are evolving into it. And others are fighting it tooth and nail. With all the competition out there, this last group will be getting the horns…not the halo.

To earn and keep this halo, you need to demonstrate it across every connection and interaction you have with clients and prospects.  


You don’t have to be perfect in every little thing, but get the customer focus right, and provide quality products and they will let your halo from that shine across your brand.

Look at the tone of your communications, responsiveness, and ease of access.

Right now everyone is running a little bit slower.  Put it out there.  Whatever you are able to do at the moment, communicate it clearly to establish client expectations.

A few months ago small businesses were struggling to compete against Amazon’s next day delivery. No more. Even they can’t accomplish it. Just tell your customers what you are experiencing and what you can do.

Share this across all your brand communications: website, emails, and social media.

Keep customers updated if a product is coming back into availability that has been back-ordered. Let them know if there will be restrictions and limitations. 

It’s really all about being the kind of communicator you want your suppliers to be. Share it forward with your customers and prospects.
Want to know if you earn a halo or horns? Contact me by Friday, May 8 at 5PM PDT to have a shot at winning a “halo or horns” look at your website.   judith@jculpcreativecopy.com. Please include your name, email, and website URL.

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