Ask the Experts: Understanding Your Audience

Each month, I invite guest contributors to speak about timely, relevant, and sought-after topics that are important for cause-focused organizations like yours to be aware of as you grow. For August, I've invited my friend, Jen Gordon, to share about uncovering the hidden desires of your donors and customers. Understanding your audience will be a key to your success.

Q. What are the latest trends in your industry?

A. What I’m seeing lately is a trend toward companies identifying their marketing strategy first, and then outlining the tactics they will take to align with that strategy. By “strategy," I mean really digging into the hidden and unspoken desires of your prospect, and developing your approach to that audience around those wants.

In the past I’ve seen marketers using tactics like, “Hey, let’s send out a direct mail piece like the one I saw from XYZ organization.” Or, “Oh, let’s send an email campaign about our next fundraiser,” before truly identifying why their prospects would want to engage the content.

There has always been interest in the marketing world around the psychology of marketing, but today there is a lot more content readily available about the psychological drivers that cause prospects to take a certain action, to leave, buy, or donate. Nir Eyal writes a blog that focuses on consumer behavioral triggers and habits. Though most of his work focuses on software development, the concepts he teaches are applicable to any industry.

Q. What is the biggest mistake you see people making in regards to what you do?

A. One of the mistakes I have seen many times over the years of creating landing pages and sales funnels is that business owners may have a short-term plan or campaign they want to launch, but don’t have a clear roadmap for the year in terms of where they want to be in 30/60/90 days or six months, etc. They generally know what they want to achieve, but the path getting there is often unclear.

Right now, I’m working on a marketing calendar (with some inspiration from this SEJ post) for my own product, the Hope Deck, using Google Sheets, Google Calendar and Trello—all free tools!

Q. What is your best piece of advice?

A. If you aren’t trained on how to uncover your prospect, donor, or customer’s hidden, unspoken wants/desires, then find someone who is. :) Learning how to do this while working on the Hope Deck has completely changed how I connect to, and communicate with, my audience.

It has allowed me to understand how I can bring the maximum amount of value to my customers. I no longer assume that I am a part of my target audience, which I have done in the past. My mind is open to a wider range of problems people want to solve, and emotions they want to feel or not feel.

Q. What is one thing readers can do this week to improve?

A. Start figuring out what your audience really wants—not what they need, but what they want. I created a spreadsheet for the Hope Deck where I am in the process of identifying my customer’s unspoken desires. Don't get overwhelmed. Keep it simple to begin, and then edit or expand it over time.

Q. Anything else we should keep in mind?

A. The best way to uncover these hidden wants and desires is to actually talk to your customers or donors. I’d recommend recording the conversations, if possible, so you can review them later and pick up on details you may miss in the moment. Another option is to get them in writing through emails or surveys. You'll then use their language when speaking to them in your emails, social media, and any other communication pieces, so that it's familiar and relatable.

And be sure to ask them open-ended questions about why they choose to partner with, donate to, purchase from, or do business with you. Most of the time they won’t express their hidden desires outright, but you can infer from their answers what is important to them, and from there brainstorm motivation, emotional triggers, and things like that.

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Jen Gordon is a momma, artist, and entrepreneur based in Atlanta, Georgia. For the past eight years of her career, she’s specialized in conversion centered design, working closely with marketers and business owners to increase sales by testing and optimizing their sales funnels. Her geeky passions include finishing stuff, brain rewiring, crafts of any sort, and anything Dolly Parton has ever said or sung. :) You can find her latest creative project, a collection of inspirational postcards, at www.HopeDeck.com.

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I'm Kristi Porter, and I started Signify to provide writing, consulting and strategy services to nonprofits and for-profit organizations with a social mission, primarily through copywriting, marketing and business communications. I believe that cause-focused organizations like yours are the future of business. You're proof that companies can both make money and do good. And I'm here to help you get noticed and grow. When you succeed, we all win.

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Make It Easy For People to Talk About You

This month we've been talking about building your business, lessons to learn from, and making it look more professional. Today I want to give you one of my top tips for getting the word out about your organization, a new product or service, latest initiative, or some other big news you want people to know about.

I first heard about this strategy in an interview Jon Acuff did years ago with Connect Faith magazine. It certainly wasn't the focus of the article. It was just sort of a side note in the feature, but it stopped me in my tracks. I think I literally quit reading and exhaled, "hmmm," aloud. It was so simple, but so remarkable for me as an event marketing professional. I started implementing it immediately, and never looked back. It was an incredibly effective tool for the organization I worked for at the time (that they still use), and it's proven itself time and again for the clients I work with now.

So, what is it?

Provide social media samples and images for your network of influencers.

Let me explain. You likely write emails, blogs, and social media posts for your organization's latest, greatest, and next big thing. You spend a lot of time crafting exactly what needs to be said, sending it out to your database, and posting it on your social outlets. If you have a staff or board, maybe you even give them a nudge to forward and share it. You're excited, and you know they will be too. You're gearing everyone up to shout this message from the rooftops! Perhaps, if you're a real go-getter, you even send a reminder.

But after the launch, you look back and hear . . . crickets.

Few people shared the message.

They said they would. They were excited. They had every intention. But, in the end, time or writer's block or a Netflix binge got in the way.

They'll do better next time, right?

Maybe. I'm not usually a cynic, so it's entirely possible. But I'd rather you provide all influencers with sample social media posts and images to make it as easy as possible for them to talk about what you've got going on.

In the interview I mentioned above, Jon stated that when the events he was speaking at provided him with posts he could literally copy and paste on his social media outlets, it removed any barriers to his good intentions slipping away. 

Sure, you'd probably rather someone gush in their own words about your organization, but what's better: the slim chance that they might do it, or the high probability that they will? I think most of us would prefer the second option.

So, that's what I started doing and it worked BIG TIME! Awareness and engagement increased. Influencers thanked us for supplying them with exactly what they needed, and in the end, we reached more people, sold more products and event tickets, and gained a larger base of supporters.

What's an influencer?

This might all sound great to you, but perhaps you're asking yourself exactly who an "influencer" is and how you find one of these mythical creatures. Probably the purest definition from a marketing perspective would be someone with a large and established network. They influence crowds. These are usually big name folks. 

Maybe this is the person who started your organization, a spokesperson, a celebrity affiliation, well-known speaker, author, or personality, and people like that. To work with them on the level I'm talking about here, you'd already need an established relationship. It's highly unlikely that you can just email George Clooney and tell him that your organization provides relief to third world countries, and by the way, you have a new product coming out, and would he post it on Twitter if you wrote him the samples . . . Ummmm, sadly, probably not. (But if you try it, and it works, please let me know!)

In addition to the types of men and women with large networks, I believe you should also include all others already in your circle. The "low hanging fruit," if you will. After all, everyone has a network of some size. And sometimes grassroots movements are the most effective. So, be sure to include staff, volunteers or interns, board members, event speakers, and anyone who has a vested interest in seeing your organization or event succeed. When you've made it this easy for them, you might just be surprised who ends up sharing.

What should you include?

As mentioned, you should include pre-written social media samples and images. The three I am typically asked to write for include Facebook, Twitter, and Instagram. But you'll need to determine if those are right for you.

Here are a few other tips:

• Make sure all pre-written text is the correct length for each outlet. For example, don't send people copy that should be Tweeted about, but extends well beyond the 140 character count. #annoying

• Ditto with images. They aren't a one-sized-fits-all. Make sure you provide images that are correctly sized for wherever you're asking them to share.

• Write it from that person's point-of-view, when necessary. At times, it may be fine for everyone to say the same thing in the same way, but with some easy tweaks on your part, it will be far more effective. For example, if you're sending these items to event speakers, write it as "I'm speaking at..." rather than just general event info. (Or include both)

• Try writing two to five examples for people so they can use whatever fits their voice/brand, or can say different things at different times without just sounding repetitive.

• Encourage people to customize the text for their own voice or brand, but don't expect it. Some will, but most won't.

• Always provide a deadline or schedule, and always send a reminder. Again, people are busy, so if you're on a timeline, they need to be made aware of it.

• Deliver it in whatever way works best for you and your crowd. This may be via email, Dropbox, Google Drive, Google Site, a hidden webpage, or something else. I would not suggest sending huge, mass emails, though. Segment the group as needed. For example, send an email to staff only, and don't include event speakers unless they are staff members.

Want to take it a bit further?

• Include videos for sharing as well.

• If the people you're sending these items to are also bloggers, you might even consider writing some blog posts they can copy and paste as well. (Don't forget images or video!)

• Ask people if there is anything else you can provide them with for sharing. Maybe their website has a banner image that can be used, or maybe they have an email list and would be happy to send something out that is customized for them.

• Host this "spread the word" kit on your website so that other fans can share it.

• Include a "spread the word" kit or just one or two samples and images in confirmation pages and emails to event attendees. (Don't give them too many items or they'll get overwhelmed.)

Anything else to remember?

Hopefully, you're excited about this strategy. In fact, you're mind is probably already buzzing with the different items you can put together, and how you can utilize it for your next launch. I can't wait to hear about how it goes!

The other added benefit of this technique that we haven't really talked about yet, is that this strategy allows you to control the message. Maybe you've asked someone to share about your event before, for example, but they got the details wrong, or didn't make it sound very exciting, or just missed the mark somehow. This trick ensures that your message is said exactly as you wanted. No more guessing. (I have a PR background, so this this method means a lot! ;)

Before I go, I do want to give you one note of caution: use this strategy sparingly. You want to save it for important things, not a coupon for $5 off an next order. Definitely don't wear your people down, or they'll be less likely to share when you really need it.

Other than that, there are lots of ways you can tailor this strategy for your cause and organization. And if you find a way to improve upon it, let me know!

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PIN THIS POST FOR LATER:

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I'm Kristi Porter, and I started Signify to provide writing, consulting and strategy services to nonprofits and for-profit organizations with a social mission, primarily through copywriting, marketing and business communications. I believe that cause-focused organizations like yours are the future of business. You're proof that companies can both make money and do good. And I'm here to help you get noticed and grow. When you succeed, we all win.

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7 Lessons From the First Year of Business

I tend to get a little sentimental this time of year. Sure, there's the Fourth of July, which many people across the US celebrate. I, too, am deeply grateful for all of the people who made (and make) our freedom possible. But I also moved into my first solo apartment on a sunny Independence Day weekend in 2003. And last year, I officially launched this business on July 1. So, the beginning of July has many layers of significance for me. Freedom takes on many forms.

Naturally, I've been reflecting a lot on this first year of Signify, which was created to help small nonprofits and social enterprises get noticed and grow through effective marketing and communications. It's been my desire to help cause-focused organizations like these succeed because they are making positive impact on the world. They are the types of businesses I support personally, and now I'm able to support them professionally as well.

So, here are seven lessons that I've learned over the past 12 months. I think you might find them helpful as well, whether you're just starting your organization or need some additional perspective as a seasoned business owner.

1. You must start, and remain, flexible.

One of the hallmarks of tech companies, which continually sets them apart from other businesses, is that they're pretty nimble because their feedback loops are small. Meaning, they put something out there, which isn't necessarily perfect, then they gather feedback, make improvements, and relaunch. They live in this mode.

However, most businesses tend to try and perfect their product or service prior to launch, gather feedback slowly, and then might make some adjustments over time, and eventually relaunch. It's usually at a snail's pace, especially for nonprofits. But if you haven't noticed, your phone's Facebook App is updated every two weeks! They don't wait for major fixes, they test and tweak along the way.

I get it. You don't want to be a tech company. Neither do I. But I think there are some valuable lessons here. Less than six months into Signify, I hired a business coach for a short-term project. I would've actually hired her earlier, but I had to meet certain qualifications to work with her.

One of the first things she told me was rethink my mission slightly. She was afraid I'd narrowed my niche a little too far to be profitable. And it was a good point. So, before I even had a website, I made the shift. It was a relatively small step, but it did make a difference, and has brought in some fantastic additional leads and clients that I might not have had the privilege to work with otherwise. 

Startups tend to bend toward flexibility because almost everything is a learning process. My story above is probably not unlike one of your own. However, startups later become big girl or big boy businesses, and with experience, they tend to slow down in adulthood. I could see myself doing the same because I might feel that I have things "figured out." But the lesson for you and me is keep the mindset of the youngster. Organizations that stay agile are more connected to their audience, willing to learn, and lesson the pains of having to make large changes after heading down the wrong path for too long.

2. Even solopreneurs don't work completely alone.

When you're just starting out, the thought of hiring people, event to do small tasks, seems like an absolute luxury, doesn't it? And today's technology makes it easier than ever to learn things out of your depth, like using Canva to design graphics when you aren't a designer. 

So, most of us cobble everything together, using bandages and duct tape to run our business. We declare it good enough for now, and when we _____(insert milestone), we'll hire someone else to improve it. 

However, the ability to scale your business often means relying on others, and we all started our business to eventually scale, if only by a little bit. My website is built in Squarespace, which prides itself on putting the capability to design a website in the hands of the everyman. And, as a project, I actually designed a simple website for a client in early 2016 using Squarespace. So, I knew my way around it. 

But I also knew there were better things to spend my time on, like working on paid projects and writing my site. And I wanted it to look better than anything I could do myself. So, this was the first thing I hired out. Yes, it was scary because it was a big expense for me, but I've been really happy with it, and again, it allowed me to do tasks that actually paid me rather than spending my time designing a site, and taking much longer than a pro. (Thanks, Madison and Dusty!)

I've also hired an account because I'm world-class terrible with numbers. And I spend a lot of time asking and listening in Facebook groups to learn from others as well. None of us can do everything. It's just not possible. My clients are often looking for the unicorns that can do it all (and I don't blame them), but the truth is, they don't exist. So, be humble enough to learn from others or ask someone else to do the work. You'll relieve a lot of stress when you cross this line.

3. Relationships are everything.

You've already realized this, but sometimes listening to "experts" can be a little misleading. For example, I was under the impression that I would build this business differently than I've built the rest of my career.

There are a lot of people online touting that if you just put great content on your blog and promote it on social media, your email list will just steadily build and those people will become clients. It seems so easy, and guys, I fell for it. #goodmarketing

I have no doubt that this is the case for some people. It has, however, not be the case for me. Instead, I spent years freelancing while I had a full-time job, volunteering, giving free advice, and building long-term relationships. These are the amazing people who have become my clients. 

When I first started talking about my business, they were excited for me. They asked how they could be a part of it, and were thrilled to have more of my dedicated time—and, low and behold, they were happy to pay me! For the first three months, they sustained Signify. I thought it was incredibly wonderful, but it wouldn't last. I needed to do what those experts said instead. So, I did, and while I've made some great new relationships and a few potential leads, it hasn't been everything those experts said, at least so far.

Six months. Nine months. Now twelve months. My business is still running because of people I know first-hand and referrals. Helping people is an amazing thing. Helping friends is even better. With the exception of two jobs, one of which was at a restaurant, every job I've ever had has come through a personal relationship. So, for me, this new endeavor shouldn't be any different.

Think about who you know. Be good to your friends. Try to be helpful. It will come back around!

And do yourself a favor, and get a mentor if you don't already have one. These relationships have been invaluable for me.

4. To some extent, organization determines your success.

This may seem like an odd inclusion, but getting organized has come up several times over the past year. I'm a pretty organized person by nature. It's just part of my personality. And I can't work in a messy environment, whether that's on my physical desktop or my computer's desktop. However, it's also something I often end up discussing with clients.

I've heard stories of people losing leads because they weren't organized enough to find the right documents to send to these potential clients. They simply took too long, and the lead moved on. And I've known clients who weren't very productive because they were unorganized. It stopped them from making much progress, whether they were gathering sales or donations.

I also worked on a fundraiser that started out fairly disorganized. Employees left the organization, and files were everywhere, changing hands year-to-year, getting scattered throughout the organization along the way. I felt like Gretel chasing crumbs down the hallways. There were a number of things we did differently last year, and organization was one of them. They actually ended up grossing 400% over the previous year in donations! Yes, there were absolutely other big things involved in making last year different than previous years. Otherwise, this girl would be on her way to the millionaire's club. But the staff all noted that organization helped the process feel more smooth and professional. It showed to them, and to donors.

If organization doesn't naturally come to you, I urge you to find a system that works. It doesn't have to work for everyone, but it has to work for you. Your productivity will increase, your stress and that feeling of scrambling will decrease, and you'll look and feel more professional. And I think those are two keys to success.

5. Comparison really does kill.

Theodore Roosevelt said, "Comparison is the thief of joy," and Teddy was right. Recently a friend and I were talking about this subject. It's difficult to look on the internet and see emails, ads, and posts by people who are doing similar things—and thinking they're doing them better.

One of the proposals you have to continually make with your business, whether starting out or just seeking out a new client, is your position. You have to declare what makes you different, which helps build your case.

This is easier on some days than others, depending on your mood or how business has been going lately. But the thing my friend and I reiterated for each other, and what I want you to hear as well, is that what makes your organization different is you. The service or product may be the same or similar to someone else, but no one can take away your individuality. YOU are what you bring to the table. Be confident in that.

(But if you want a few ideas from nonprofits and social enterprises that you can tailor to make your own, take a peek here.)

6. Without strategy, your plans have no purpose.

I'm a huge proponent of strategy, but even I lose my way. (Like, a lot.) It's just so easy to see the To Do list building and get distracted by tasks. But if you never move from small tasks to actually accomplishing your goals, you're just going to spin your wheels. And that's the opposite of progress.

This is actually a series I'm planning to do soon because it's occupied my mind during June. I can't stop thinking about it . . . likely because of this season of reflection that I'm in. And I'm grateful for it. This is a prime time for learning.

To keep your business moving forward, you need a strategy. This may be a marketing strategy, refining your products or services, growth or expansion in general, bringing on additional help, etc. There are a thousand things this could include. You'll have to decide for you. For me, it means adding to my 1) client base for revenue and 2) email list so that I can continue being of help to others through my blog and Special Features, my monthly newsletter. That means I need to make all efforts concerning those two goals a priority, and figure out how to handle everything else. This will likely mean some outsourcing. Again, scary, but good. I'll keep you posted.

Consider your strategies. Are they working? What can you to do improve them?

7. Even in "failure," show yourself some grace.

I have a confession to make. And it's a hard one for me. 

I didn't meet all my goals this year.

A year ago, when I looked forward to this time, I thought I'd be in a different place. I thought I'd have some digital products, an online course, a larger list, more income, etc.

Some of this realization has been difficult for me. As a goal-oriented person, it really is a hard confession to make. You may look at it and think it's no big deal. You may even think that yes, of course, things look different after a year. We can't predict the future. And, if it were you saying these things, I'd say that you're absolutely right.

Sure, these things might not officially be labeled "failures," but they were for me.

It's always different when it comes to ourselves, yes? I've always been my toughest critic. 

During the last year, I've had to adjust goals, timelines, and so much more. Some of these have been incredibly difficult because consistency is the pulpit from which I preach. But I know there was a good reason I made each and every one of these changes. I didn't take them lightly. I had me in mind, and I had you in mind. 

I have to continually remember that I've also had some great successes. I've helped out friends with their projects, launched my website and online presence, improved my health, and sustained myself financially, to name a few.

On the days that I remember my failures, I also have to remember my wins. Not to do so is a disservice to myself and my clients. We've done some great things together. I have to show myself some grace. I'll use the past experiences to propel myself forward.

I encourage you to do the same because the world needs our work. No one else can do it.

Here's to year two! Wishing you abundance and joy as well.

If your organization is new, did any of these surprise you? If you're a seasoned business owner, what other advice would you give?

NOT-SO-SIDE-NOTE: a HUGE thank you to everyone who has supported me over the past 12 months. I have amazing family, friends, and clients. I'm more grateful than I can say! 

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PIN THIS POST FOR THE FUTURE:

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I'm Kristi Porter, and I started Signify to provide writing, consulting and strategy services to nonprofits and for-profit organizations with a social mission, primarily through copywriting, marketing and business communications. I believe that cause-focused organizations like yours are the future of business. You're proof that companies can both make money and do good. And I'm here to help you get noticed and grow. When you succeed, we all win.

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How to Successfully Launch an Event or Campaign: Lessons From Hamilton

On Saturday, I had the absolute privilege to see Hamilton: An American Musical on Broadway! After trying to get tickets for over a year and a half, it had a lot to live up to, and it absolutely did!

It was an amazing show, and it also has some important lessons to teach us about event and campaign launches.

"WAIT FOR IT"

Build buzz. Lin Manuel-Miranda actually started talking about this show back in 2008, when it was still mostly just an idea in his head. He had one song written, but he knew the show had big potential.

Lesson: If you're excited about your product or launch, talk about it and get other people excited too. Start with your circle of insiders and biggest fans. And especially if you're trying to sell something, these early conversations will help you decide not only if there is a market, but the value of it as well.

"I AM NOT THROWING AWAY MY SHOT"

That one song? He sang it at the White House. He was invited there to perform, but instead of singing one of the songs from In the Heights, his hit show at the time, he decided to test out this new material. What better place to talk about a Founding Father? President Obama's reaction to the concept? "Uh, good luck with that." Ha! But then he belted out the title song, "Alexander Hamilton," and people were ready to line up for tickets—years before it would open.

Lesson: Look for unique opportunities to talk about your product or event, even far in advance. This will allow you to build anticipation. And don't forget to include the influencers in your life. Let them help you get the word out as needed. It will add credibility, and help get you in front of new audiences.

"NON-STOP"

From the time Hamilton opened Off-Broadway in early 2015, I heard about it everywhere! On TV, from friends, on social media. It moved to Broadway just a couple of months later, and immediately sold out for months at a time—as it still does. And almost two years later, people are still talking about it. Not only do they have an email list and soundtrack, but they have additional merchandise at the theater and online, and they also released a Mix-Tape last year with celebrities singing some of the popular songs. This gives fans who've already gone something else to remember it by, and people who haven't yet been, and chance to feel included while patiently waiting for tickets and the traveling tour.

Lesson: Whether your event or product has a defined timeframe or an open one, you've gotta hit the marketing hard. Use every available avenue to talk to your fans, potential fans, and their friends. Word-of-mouth still has the strongest return on investment, but there are multiple options for reaching your target audience, and it will likely take a combination of all of them to get the job done. Be creative and consistent. 

"RIGHT HAND MAN"

In the emails I received about the show and in the program, there were always ads by relevant services and destinations. In the emails, it was usually about other Broadway shows and ticketing partners. In the program, there were several ads about American Revolution museums, vacations in the Caribbean where Hamilton grew up, or other Broadway shows.

Lesson: When it's right for your event, product or organization, consider building partnerships. These can be short- or long-term. Maybe the services or products are complimentary, maybe the person is speaking at your event, or maybe they just love what you're up to. Just like influencers, partnerships have the ability to put you in front of new audiences and expend your reach. Just remember, it needs to make sense for both parties and be valuable to your audience.

"ONE LAST TIME"

I was finally able to buy a ticket last June, so I had nine months to wait before actually attending the show. Because it was so far in advance, the tickets weren't even ready at the time of purchase. So, a couple of months later, I received an email that my tickets were ready. I still had a few months to go, but I got excited all over again! And a few days prior to the show, I received another email with helpful information about getting to the theater, some Q&A and a digital "Hamilton Tour of NYC."

Lesson: It's not over till it's over. Just because you have initial buy-in, don't dismiss the opportunity to talk to your audience, delight them all over again, or get in on the countdown. And always be helpful. By anticipating people's wants and needs, you'll be the hero.

"BLOW US ALL AWAY"

Like I said, I waited a year and a half to sit in those seats. By the time I did, I knew the music, watched a documentary, and been consuming all kinds of info on A.Ham and the American Revolution. So, not only was I well prepped, but I had very high hopes. However, I knew they wouldn't let me down—and they didn't.

Lesson: You can have an amazing launch, but if what you're actually marketing doesn't deliver, you'll lose the confidence of your audience, and they'll be less likely to follow you down this road a second time. Make sure your product or event has a solid foundation to stand on.

"YOU'LL BE BACK"

On my way out the door, it was all I could do not to purchase every piece of merchandise I saw! I managed to restrain myself, but I did snag another picture of the marquee on my way out, just to make sure I had a really good one for Instagram.

Lesson: After your launch, be sure to follow through. That could mean a survey, or a thank you, or asking people to take some sort of next step. But don't let the experience end with the purchase. Use the purchase to extend the experience.

What are your best practices for a launch?

Do you have an event or product launch coming up? If so, I can help you with just the writing portion, or I can be a little more hands-on and involved. Just let me know how I can help!

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PIN THIS POST FOR LATER:

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I'm Kristi Porter, and I started Signify to provide writing, consulting and strategy services to nonprofits and for-profit organizations with a social mission, primarily through copywriting, marketing and business communications. I believe that cause-focused organizations like yours are the future of business. You're proof that companies can both make money and do good. And I'm here to help you get noticed and grow. When you succeed, we all win.

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