Great Advice From Unexpected Places

I learned this treasured piece of advice while shopping with my daughter for shoes, many years ago. The very nice, older shoe salesman was talking about his marriage and why he felt it was a success. What he told me was gold, and I've since used his advice in our business as well as in my personal life.

He said, "The most important thing in relationships is what happens first and last. That's what people will remember, no matter what happens in between."

He went on to explain that in the morning when he and his wife got up, they tried to make sure the first thing that happened was pleasant, and the last before they went to sleep.  A kind word, a shared moment, a smile, a hug.  

I've read the same advice in marketing books, about how your first and last contact with people are the most important moments. That's what they remember. It's absolutely true. It's not about selling, but it is ALL about building relationships.

Think about it and notice how many times throughout your day you have opportunities to make your firsts and lasts special.

Don't Make People Hunt You Down

This never fails to amaze me: People make it difficult for others to contact them! Now, I know these are the days of spammy stuff, but even so, most of the people who contact you are trying to help you, do business with you, or become a customer. 

It's often not a conscious thing, but more along the lines of "Oh, I have a Contact page on my website," or "All they have to do is hit reply to my email," or this classic from the Shoot Myself in the Foot School of Marketing: "They have my contact info." 

It's critical that people be able to contact you, easily, in a way they (not you) are comfortable with.

If you make them jump through hoops just to reach you, even a small hoop, they may not stick around long enough to buy something (or answer your email, or help you with your problem).

If you make them even a little bit uncomfortable (or frustrated) because you only give them one way to contact you and it's something they don't like (they feel uncomfortable with website forms, for example), they will find someone else who they feel better about.

I've said it before and it bears repeating: Put complete contact info on everything. Otherwise, you're just sabotaging yourself.

Soooo....For emails, that means a signature block at the bottom of every email. Set up your email software to put it there for you automatically every time you write an email. 

In your email signature include all the ways people can find you: your name (seriously), your company name, your email address, website url, phone number, address (if you have a retail location), and social media links. 

You can include an image in your email signature (like your company logo) and your motto or tag line to help them remember who you are and what you do.

For websites that means not only a contact page (or contact info visible from every website page), but multiple ways for people to contact you so they can choose the one they feel most comfortable with:  Email, phone, website form, social media. 

Just do it. You'll be amazed at how much more responsive people are! 

Whose Eyes Are You Using Anyway?

Last year one of the kids was staying with us for a while and he surprised us by reorganizing the kitchen cabinets and pantry. That was so nice of him! 

One problem though: He's over six feet tall. I'm five feet tall on a good day, Harry is 5'6". You can see where I'm going with this.

It all looked great, but unfortunately he designed for what would be good for him and what he thought we should have, instead of looking at it through our eyes and considering what would work for us.

I did try his redesign for a few days but got tired of standing on chairs and digging through to the back of the cabinets to find the items I use most often. 

It's a super common mistake and one I see made every single day as I move through life. Our clients do it all the time and we remind them: Look at what you're creating from your customer's perspective. Don't give them what you think they should have, give them what they want. Don't know what they want? Ask.

It doesn't matter whether you're designing your website, sending email blasts, doing a direct mail campaign, or setting up an exhibit at a show or event. Stop and "change your eyes" as I call it. Get several points of view.

Think about your customers/clients/collectors and who they are. THEIR perspective is critical for your success. Make it as easy as you can for them to do business with you.

An example: I recently did a website audit for a client who set up his website himself. He has the skills, and I was happy to help him fine-tune it. Did he make that most common mistake? He sure did. He took all of his products and categorized them by date because it's important to HIM to know what was published in what year. But would that help his customers find what they're looking for? Not in the least. In fact, it would make it harder for them, and more confusing.

"See" what I mean?  Pun intended.