At first blush, what I’m sharing may smack cheezy. Cheezy as in hairy-chested, gold-chain-infested, Hasselhoff-esque infomercial. Hear me out. Please.
If you choose to use the Daisy Chain Reaction Technique during, not after your listing and selling transactions, you can expect to unfurl perpetual referrals. [Whad-a-ya think about my Daisy Chain name? You know Evian is Naive spelled backwards right? And last, that sentence reads cheezy, right?] Sweet Baby Jesus.
Every time a buyer or seller chooses YOU and agrees to exchange $1,000’s of their dollars for your services, you have the absolute best opportunity to respectfully, conversationally and with permission, ask for referrals and recommendations during the transaction. Not at the closing or heaven forbid, after the closing. You have this opportunity because you’re trusted, liked, respected and you’ve delivered Super Hero results.
WHOA! Before we shuffle another step – all this perpetual referral unfurling and Daisy Chain Reactioning, doesn’t happen accidentally or supernaturally like spontaneous combustion. Success is predicated (cool big word eh?) on delivering WOW style results and kept promises.
Let me say it another way, if you suck and you’re lazy and you’re serving crap sandwiches and calling it steak, you’re dismissed and this won’t work for you. Scram
Still here? Sweet. Let’s talk about how. Then if you can stomach it, or you need a chuckle, a video semi-example. [ Shrug, I’ve got a new chrome HD flip. Learn from my mistakes. Now we can all be a Tarantino or Oprah or a movie star. Woo-Woo! ]
The Daisy Chain Reaction Technique
During the transaction buyers and sellers are all a-twitter about real estate. They are swapping real estate experiences with everyone they talk to. During the transaction, they’re hyper aware of friends who are thinking of making a move. If you handle yourself majestically, you can detonate a Daisy Chain Reaction of opportunity.
1. Attract a paying customer – duh.
2. Make your compelling, persuasive, presentation of services.
3. After you’re chosen, hands shake, smiles exchange and the Listing/Buyer Agreements are signed, pause, thank them again and in your own words share that you appreciate their trust and confidence and you’ll keep all your promises or they can fire you on the spot.
4. Share (in your own words) that to make sure you’re on track and they’re pleased, from time to time you’re going to ask them how you’re doing. [This will allow you conversational leverage future “Thank Yous”.]
5. Share (in your own words) that your goal is to create an experience that is better than they expected, if one of their neighbors or friends or co-workers asked them how it was going, they would say YOU rule. And if anyone asks for a realtor recommendation, they’d say you’re THE Go-To Woman for all things real estate.
6. The hard part – deliver crazy, audacious, on-time as promised actions.
In steps 1 – 6 you’ve positioned yourself to conversationally ask for referrals and recommendations during the transaction. Deliver strong, wait for the “thank you” and take these next steps.
7. When your clients say “thank you” [ For example, after progress reports, showing appointments, contract presentation, contract negotiations, option period expirations, etc, etc.] respond naturally and say, “Thanks for the compliment, you’re welcome!”
8. Immediately follow up with with something that sounds like this, “It sounds like you’re pleased and things are going well?” and remind them of your earlier conversation (Step 5.), then ask for a referral recommendation. (If you’d like to hear more about what this step might sound like, watch the video below.)
9. If they share a referral, congratulations. If they don’t, no worries, thank them and rock on.
10. Lather, Rinse and Repeat Steps 7 -10, at every significant milestone and enthusiastic “Thank You”. I imagine you might ask 5 or 7 times during the transaction.
Does It Work?
Let me know if it works for you. I know this, if you always do what you’ve always done, you’ll always get what you’ve alway gotten. In other words, if you have clients and you do a fantastic job and your clients say thank you, then you have earned the privilege of asking for referral recommendations during the transaction. If you’re asking for referrals infrequently, awkwardly at closing or worse, sometime after closing, you’re self strangling your prosperity.
Follow Steps 1 – 6 and you will have set the stage for asking conversationally and respectfully. Follow Step 7 – 10 and allow your delighted clients to help you take excellent care of their friends and family and grow your prosperity. Follow Steps 1 – 10 and you’ll unfurl a chain reaction of perpetual referrals.
I didn’t include specific written directed scripts/dialogue because I thought I’d be tedious to read. I thought it’d be mo-better to record them instead. If you’d like to hear what Steps 1 -9 might sound like, watch the video below. Understand, I’m not advocating the use of my words, use yours. I am a believer in perfect practice and the more familiar you are with what you’re going to say, the more persuasive, crisp and beneficial your conversation will be.
My hope for you is that a slight shift in your strategy will allow you to speak perpetual referrals into existence…which is actually the easy part. The hard part is delivering referral worthy results. I know you can do both.
Thanks for reading. You RULE. Here’s the video.
The rise of influencer marketing and its effect on digital marketing
(BUSINESS MARKETING) More businesses are planning to invest a larger part of their marketing budgets on more relatable, branded content and influencer marketing.
The digital age has created more savvy consumers, and the barrage of advertising on top of the plenitude of content online can be a lot. Many consumers have learned to hide ads or they simply scroll past them to their content of choice. Most business owners know that digital marketing is a crucial part of any ad strategy, and branded content and influencer marketing continues to grow in the market, because consumers see that it’s different from traditional advertising.
Hardly anything stayed the same in 2020, and traditional advertising also has shifted. Advertiser Perceptions reported on the trend for 2021, based on a survey from late 2020.
“More than half of advertisers using paid branded content and influencers say doing so is more critical than it was a year ago. Throughout the second half of 2020, 32% increased spending on branded content and 25% spent more to back influencers. They’re now putting 20% of their digital budgets into the complementary practices, which is more than they put into any other digital channel (paid search is 14%, display 13%, paid social 12%, digital video 12%).”
The benefits of branded and influencer content are that you are speaking to the consumer where they already are, when you choose an influencer. The people who follow their accounts are more likely to trust that the influencer would only share something they like or use themselves. The best matches are when the influencer marketing fits nicely into the kind of content, the voice, and any specialties they already deal with.
The word “influencer” as well as the concept rubs some people the wrong way. Marketers see the value, though, as influencer marketing can be effective if done well, and the cost to hire them is often less than a traditional ad campaign. If I want to know about food in a city, I’ll follow the hashtags until I find a local food blogger or micro-influencer whose style I like. Then I’ll seek out those restaurants when I visit. Sure, some of the meals are comped, but the truth is that food bloggers and influencers like to share their food recommendations. I have been influenced this way more than once, and not only for food. I am not alone in this, either, which is why it’s an important part of a marketing strategy.
In influencer marketing, the content creator is then given free rein to create within their own style, voice, and persona. They need to connect with their audience in an authentic, familiar way without creating a dissonance for their followers between their public page(s) and the brand. The level of trust is fairly high with influencer marketing, and many influencers realize that promoting something crappy or something outside of their area of expertise or recognition hurts everyone involved.
The power of storytelling comes into play here, as with all good advertising. Branded content is specifically all about the story, often the story of the business’s philosophy or some lifestyle aspect that goes with the brand’s vibe–or is so off that it goes viral. Some branded campaigns join into or build off of conversations already happening in the wider world. The purpose is to have people engage with the brand, with the content, build awareness, encourage conversations, sharing, comments, all with the long term goal of fostering a positive image of the brand so that down the line, they will become consumers.
Think of 2004 Dove’s “Real Beauty” campaign, based on a study showing that around 2% of women saw themselves as beautiful. The widely studied, award-winning campaign featured women of all backgrounds and body types, without airbrushing and Photoshopping them into a narrow vision of “beauty.” While some people hated it, many loved it and applauded the brand for treading into traditionally uncharted waters. Among haters, fans, and people who weren’t sure what to think, the Dove Real Beauty branded content campaign generated conversations. The campaign also encouraged women to feel good about themselves and lift up other women. One could argue that the campaign you could argue that the Real Beauty campaign was a forerunner to the currently popular body positivity movement, which started gaining traction around 2012. Dove increased sales by at least $1.5 billion in the first ten years the branded content campaign ran.
The goal of branded content is to raise awareness of the brand, but the path from point A (creating the content) to point B (brand awareness, ultimately leading to better sales) is not a straight line. Brands are paying attention to grabbing attention, aka building brand awareness via more upper funnel marketing than lower funnel.
One thing that marketers are looking for now, however, is almost eliminating the funnel. With the mind-boggling increase in e-commerce since the beginning of the pandemic, clickable sales capability becomes important in any kind of marketing, including influencer and branded content. It pays to listen to customers, to find an influencer who meshes with your brand’s purpose, and to create thoughtful branded content that isn’t out of line with your core product or service.
Need design help? Ask a Designer offers free peer-review for better design
(BUSINESS MARKETING) Good design is more than just slapping some fonts and colors together. Ask a Designer promises free design advice on their new website.
With the necessity to create and maintain an online presence for our businesses nowadays, content creation is essential. One impact this proliferation of content has had on entrepreneurs, bloggers, and small businesses is that many non-designers have had to take a stab at design work. Sometimes this works out for the amateur designer, but often it could be better: More effective, accessible, and appealing. This is where Ask a Designer comes in.
Creating designs online can be fun, but your average Canva, Squarespace, or WordPress user, for example, has no more of a sense of design than the man on the moon. Design work encompasses so much more than just slapping some words on a stock photo and calling it a day. While there are truly incredible and helpful free or inexpensive DIY design and business tools out there, nothing beats the power of knowledge and experience.
Ask a Designer provides one more level of professional review and counsel before a business owner puts their DIY (or even paid) design work out there for the world to see—or worse, not see. As a writer, I have always valued editorial reviews, comments, and feedback on my writing. Second eyes, third eyes, and more almost always serve to improve the content. It makes business sense to get as much feedback as possible, even better to get expert feedback.
For example, an experienced web designer should have a good idea of how to incorporate and test for UX and UI purposes, thus making the user interaction more functional and pleasant. A skilled graphic designer knows what colors go together for aesthetic appeal, accessibility, and even the psychology behind why and how they do.
Take logos. Pick a color, image, and font you like, and go for it, right? I’m afraid not. There is a lot of data out there on the science and psychology of how our brains process logos. There are examples of logo “fails” out there, as well. Consider the uproar over AirBnB’s logo that many thought evoked genitalia. Or the raised eyebrows when Google changed their color scheme to one similar to Microsoft’s palate. Just search for “logo fails” online to get an idea of how a seemingly innocent logo can go horribly wrong. I haven’t linked them here, because they would need a trigger warning, as many of the worst examples can be interpreted as some sort of sexual innuendo or genitalia. Searchers, be warned.
It always makes good business sense to use professional designers when you have the option, just as it makes sense to use professional writers for copywriting and professional photographers for photography. After all, if you have the chance to get something right the first time, it saves you time and money to do so. Rebranding can be difficult and costly, although sometimes rebranding is necessary. Having a designer review your design (whether logo, WordPress, blog, or other) could possibly help you from missing the mark.
How does Ask a Designer work, and is it really free? It’s super easy—almost like designers had a hand in it! Know what I mean? First, you go to the website or app and enter your question. Next Ask a Designer will assign your question to the appropriate type of designer in their network. Within 48 hours, they’ll get back to you with feedback or an answer to your design question.
While Ask a Designer is available to anyone to use, the website suggests it is especially helpful for developers, teams, junior designers, and business and product owners. They suggest, “Think of us as peer-review in your pocket.” The team at Ask a Designer will provide feedback on specific projects such as websites, logos, and portfolios, as well as answer general questions.
Examples of questions on their website give a good idea of the scope of questions they’ll answer, and include the type of feedback they provide. Sample questions include:
- “How do I choose colors for dark mode?”
- “I’d love feedback on a logo for a restaurant.”
- “I’m an industrial design student and I’d like to move into automotive design. What are some resources that can get me to where I need to be?”
- “Please send me some feedback on [website link].”
- “How can I use my brand fonts on my website?”
- “I’m a full stack software engineer. Are there any resources you could suggest for me to level up my design or UX skills?”
Ask a Designer is new, and so they currently list 2 design experts, each with 20 or more years of experience in their fields. They promise to add more “desig-nerds” soon. It may sound too good to be true, but from what they state on their website, this expert design review service is free. Considering the other excellent tools out there with some free components out there for business, it is possible that this is true. Whether they will add a more in-depth paid version is yet to be seen. In any case, it’s worth trying out the app or website for your burning design questions and reviews.
6 tips to easily market your side hustle
(BUSINESS MARKETING) It can be hard to stand out from the crowd when you’re starting a new side hustle. Here are some easy ways to make your marketing efforts more effective.
Side hustles have become the name of the game, and especially during these turbulent times, we have to get extra creative when it comes to making money. With so many of us making moves and so much noise, it can be hard to get the word out and stand out when sharing your side hustle.
Reuben Jackson of Big Think shared five ways that you can market your side hustle (we added a sixth tip for good measure), and comment with your thoughts and ideas on the subject:
- Referrals: Don’t Be Afraid to Ask!
If you’re going to make a splash, you have to be willing to ask for favors. Reach out to your network and ask them to help spread the word on your new venture. This can be as simple as asking your friends to share a Facebook post with information that refers them to your page or website. Word of mouth is still important and incredibly effective.
- Start Where You Are
Immediately running an expensive ad right out of the gate may not be the most effective use of your (likely) limited funds. Use the resources you do have to your advantage – especially if you’re just testing things out to see how the side hustle goes in the real world. You can do this by creating a simple, informational landing page for a small fee. Or, if you’re not looking to put any money into it right away, create an enticing email signature that explains what you do in a concise and eye-catching way. Check out these tools to create a kickin’ email signature.
- Gather Positive Reviews
If you’ve performed a service or sold a product, ask your customers to write a review on the experience. Never underestimate how many potential customers read reviews before choosing where to spend their money, so this is an incredibly important asset. Once a service is completed or a product is sold, send a thank you note to your customer and kindly ask them to write a review. Be sure to provide them with links to easily drop a line on Yelp or your company’s Facebook page.
- Be Strategic With Social
It’s common to think that you have to have a presence on all channels right away. Start smaller. Think about your demographic and do some research on which platforms reach that demographic most effectively. From there, put your time and energy into building a presence on one or two channels. Post consistently and engage with followers. After you’ve developed a solid following, you can then expand to other platforms.
- Give Paid Marketing A Shot
Once you’ve made a dollar or two, try experimenting with some Facebook or Twitter ads. They’re relatively cheap to run and can attract people you may not have otherwise had a chance to reach out to. Again, the key is to start small and don’t get discouraged if these don’t have people knocking your door down; it may take trial and error to create the perfect ad for your hustle.
- Go Local
Local newspapers and magazines are always looking for news on what local residents are doing. Send an email to your town/city’s journal or local Patch affiliate. Let them know what you’re up to, offer yourself for an interview, and give enticing information. The key is doing this in a way that your hustle is seen as beneficial to the public, and is not just an ad.
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