Drew McLellan, Author at McLellan Marketing Group

Are you a trust agent? Do you need to be?

September 13, 2009

Chris Brogan (one of social media's Godfathers) and Julien Smith, a trend analyst and expert on building communities have released a new book, Trust Agents.

The subtitle pretty much tells you what to expect….using the web to build influence, improve reputation and earn trust. And that's exactly what the book focuses on. Sort of.

The book defines 6 characteristics of trust agents:

Make your own game: Breaking with established ways and standing out from the crowd.
One of us: Being immersed in your community and truly belonging.
The Archimedes effect: Focusing your unique abilities to enhance your efforts — finding leverage.
Agent zero: Using your network/building relationships so that you have access.
Human artist: Strong relationship builder — recognizing that by genuinely helping others you can also help yourself.
Build an army: You can't do it alone. Align with others, collaborate and create an avalanche.

The book is a quick read — lots of good stories and examples. Both Chris and Julien make their money by being their own version of an online superstar. They use themselves as examples throughout the book and rightfully so — they've walked the talk.

Which begs (I think) the bigger question. Does everyone need to be a trust agent?

Do you need to be a web superstar to be a trust agent?

In short, I think the answer is yes. And no.

Yes, I think you do need to be a trust agent. And no, I don't think you need to do it online.

Go back and re-read the six bullet points. Not one of them is dependent on being online or remotely recognizable on Facebook, Twitter or LinkedIn. All six core skills are simply about being the kind of human being that other people want to be around, want to do business with….in short, trust.

What social media and the web does is give you the tools to become and remain truly human…at a distance. And that's where this book is different. It's not about the tools. The tools are fluid…ever-changing and hopefully, ever-improving.

Instead, this book focuses a little on the why and a lot on the how of becoming a trust agent. If you want to do it online — you will dog ear many pages of this book. If you want to do it the old-fashioned way, there are still plenty of good lessons for you too.

Fair warning: If you're a social media neophyte, you'll devour the contents. If you're a digital native who lives and breathes social media, you'll find the book a good reminder of what you already know with some fresh stories and tips tossed in. But I'm pretty sure everybody — regardless of your social media sophistication, will find the book relevant and helpful.

You can buy the book by clicking here.

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Are you afraid of Facebook and other social networks?

September 11, 2009

Apparently, if you are a manager, the answer is yes. If you're someone updating your status and telling people your home will be unoccupied (and ripe for a burglery) the answer is no.

Two studies were recently released and I find the results ironic.

We're afraid

Though 70% of US marketing, management and HR executives say they plan to increase social-media use at their companies, more than 80% say they are concerned about the risks, and many do not have policies or training in place to avert reputation mishaps or lost productivity, according to a study by Russell Herder and Ethos Business Law.

The graph shows that we're at the "I'm afraid but don't know what to do stage." Further proof that most business leaders are still in the dark when it comes to social media. They have heard enough to suggest they should be afraid, but they don't know how to create policies or educate their employees.

Look at the opportunity this presents. Are you in a position to help your company think through a smart, rational social media policy? Could you offer to do some SM 101 training for not only your co-workers but your senior management team as well?

Seems like a way to contribute and get noticed for doing so.

On the other hand….

We're not afraid

As we blithely tell people we're headed out for dinner or that two week vacation to Maui, we assume that everyone who is seeing that update is a "friend."

The truth is…we're giving away vital information about ourselves and our whereabouts that is potentially being used by professional burglars to establish a list of targets, according to a new report from UK insurer Legal & General.

“The Digital Criminal” report, which was prepared with assistance from reformed burglar Michael Fraser, found that nearly 38% of users of sites such as Facebook and Twitter have posted status updates detailing their holiday plans and one-third (33%) have posted status updates saying that they are away for the weekend.

The study goes on to say that certain types of "updaters" are more likely targets. Are you a “Chatterbox,” “Loner,” or “Holiday Snapper?”

The Digital Criminal report (pdf) is available free for download. It details the personality types that burglars will target online, offers advice on the type of information that is potentially valuable to a burglar, and provides tips to social media network users to help safeguard privacy.

It seems to me that when we should be cautious and concerned, we're not. And when we let ignorance cloud our opinions, we are overly so.

More reminders that this brave new frontier is in its infancy.

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Who is your sales call nag?

September 9, 2009

Let's face it…staying on top of sales calls and sales efforts is grueling. Good salespeople know that it's a numbers game…how many people you contact, how many touches per person, over what period of time yields X sales.

Do relationships matter? Of course. Is it about being a straight shooter and actually caring about what they need, not just what you sell? You bet.

But, if you don't stay in touch and keep the sales process going, you can't build a relationship or learn what they need.

But that sort of diligence requires discipline. Or, if lacking the discipline…a nag!

That's what a new website called Client Lunchbox is all about. Client Lunchbox is all about (and only about) consistent reminders for following up with hot prospects. It's targeted at realtors, but I am telling you — if you do any regular sales, you'll love this tool.

In a nutshell, here's how it works.

You load up your prospects (name, phone and e-mail)
Build a cycle of sales activity (follow up call #1, send sales sheet #1, etc.)
Set the timing of when you want to do each activity
Be ready to get those reminders!

Then, every day — you get a reminder e-mail with your To Do list, including the person's name and contact info. So you can react right from that e-mail, without looking anything up.

One of the best features of this site is that you can just hit reply to the reminder e-mails and key in a new prospect's information….and the website automatically adds them right into your system and gets them loaded into your sales cycle.

So you never had to log back into the website to add names to your prospect list. The site is clean, simple and easy to manage. Don't be put off by the realtor slant, if you sell — you will come to quickly value this tool.

There's a 7 day free trial (click here and then scroll down past the pricing to get to the free trial button) so give it a spin and let us know what you think of it. Or, check out their free online tour first.

Photo courtesy of Shutterstock

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Hype is so 1990s

September 8, 2009

One of the marketing trends that has been emerging for the past several years is the idea of authenticity. Consumers want to have real conversations, not be “sold” by over zealous ad copy.

The over the top style of copy triggers today’s consumers to be on guard. They feel manipulated, which, as you might imagine, does not lead to a spending frenzy. Need to check the hype level of your marketing pieces? Watch for these dead giveaways.

Over-promising: On the extreme side, these are the “I make $10,000 a month and only work 2 hours a day” ads that are prevalent today. But anytime you take an extreme result and position it as the norm, you are guilt of hype.

Big and BOLD!: If you’re using lots of all capped words or putting an exclamation point at the end of every other sentence, you might be working TOO HARD at making your point. You are also guilty of hype.

Two other variations of the Big and BOLD hype are the underlining all the important words, until practically every word is underlined or the colored text techniques. Both qualify as hype.

Exaggerations and hyperbole: If I tell you I’m having the most incredible sale ever on this planet you know its hype. But that doesn’t stop many retailers from having “the biggest sale of the season with prices that cannot be beat!” Smaller scale, but same kind of hype.

It’s easy to dismiss these tactics as what “those” other businesses do, but if you take the time to look at your own printed pieces, website, and ads you may to be surprised. Hype has a way of creeping into your marketing materials. It’s time to clean house and get with the times!

Photo courtesy of Shutterstock.com

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How to prepare for that big pitch

September 7, 2009

No matter what business you’re in, you have to “pitch” to win business sometimes. Maybe it’s a bidding war, you and your competitors each putting on your best dog and pony show. Or maybe it’s as simple as a face-to-face meeting.

No matter the formality or how clearly defined your competitors are — we all pitch for new customers/clients.

How to Win A Pitch by Joey Asher (click here to buy the book) delivers a no-nonsense guide to the key fundamentals needed to win sales pitches. And I don’t just mean coverage of the basics – there was plenty in here that was fresh — despite my years of experience.

Asher’s five fundamentals are simple: ensure that the pitch is

Focused on a business solution
Simply organized
Delivered with passion
Interactive
Well-rehearsed

As Asher points out, so many pitches are done so badly that simply doing well on at least some of these fundamentals can significantly differentiate you from your competition. But the book doesn’t settle for that — it delivers rock-solid techniques and methods to excel in each area.

This book is the best of both worlds… it presents a simple framework that beginners will be able to understand and also has enough depth that veterans will be glad they read the book.

If you get involved in sales pitches and presentations in any way (and if you want to sell big, there’s no doubt you will) — then you’ll be well served to read this book.

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Are You Ready for Virtual Events? (Dennis Shiao)

September 4, 2009

Drew's Note: As I try to do every Friday, I'm pleased to bring you a guest post. Meet a thought leader who shares his insights every day. So without further ado…Dennis Shiao.

Again, enjoy!

The recent economic situation is providing a catalyst for companies to look at cost-effective alternatives to meet and hold events. This, combined with reduced travel and marketing budgets, is giving rise to “virtual events.” From a marketing perspective, a virtual event is a cost-effective way to communicate and engage with partners, customers and prospects. This also presents a great opportunity for marketers to stand out. A successful virtual event strategy reduces costs, increases productivity, extends reach, provides rich data intelligence, and benefits the environment. To successfully implement a virtual events strategy, there are five questions to consider first:

What is your strategy?
Most companies are simply extending their physical events by adding a virtual component, or in some cases, replacing physical events with virtual events entirely. We advocate that companies strategically look at their overall events program and what makes sense based on their objectives and audience. The strategy can include a mix of physical-only, virtual-only, or a combination of both (hybrid).

Who are you reaching?
Consider who you’re seeking to target with the virtual event, such as customers, partners, employees or prospects, and their level of technology sophistication and literacy. These factors will dictate how you communicate, educate and drive your audiences to the virtual event. For example, a solution with no downloads is a lower barrier to entry than one that requires a download.

Do you have the right staff?
One misconception is that a virtual event is easier and quicker to produce than a physical event. While you eliminate certain aspects of the planning process, such as travel, a physical venue, and lodging, a virtual event is still an event. You want to ensure that you have the right staff to promote and drive attendance, to sign up vendors, partners or other types of exhibitors to participate, and to manage the process from beginning to end.

Do you have the right virtual event platform technology?
Depending on your needs and your audience’s technology aptitude, you’ll want to make sure that you have the right virtual event platform technology. This includes a platform that is flexible enough to grow with your needs, including audience size, reliability and integration with third-party Web 2.0 technologies and other applications. Furthermore, an integrated reporting backend is critical for rich data intelligence and tracking, as well as to generate detailed reports and lead score report cards to accelerate your sales pipeline.

Do you have executive buy-in?
Though virtual events have experienced tremendous growth over the past few months, their adoption by corporate marketers is only just beginning. Securing executive buy-in or aligning a business owner with an inaugural virtual event program provides a mandate from above to proceed with the program, including budget allocation and staffing. While you may not be able to answer yes to all of these questions, the above provides you with key success factors for implementing virtual events as part of your marketing program.

Dennis Shiao is Client Services Executive with InXpo and author of “It’s All Virtual,” and is a frequent writer on virtual events, virtual worlds, virtual trade shows, virtual meetings and more. He counsels corporations on their virtual strategies.

Every Friday is "grab the mic" day. Want to grab the mic and be a guest blogger on Drew's Marketing Minute? Shoot me an e-mail.

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Twitter and Facebook are mainstream when…

August 30, 2009

…your parents are using them?

Check out this latest TV spot from Verizon and see if it resembles anyone you know. (e-mail subscribers, click on this post's headline to view the spot.)

Anyone who thinks that social media, Twitter, Facebook and all the rest are just a fad better think again. They are now regular features on every major news channel, newspaper and are popping up in TV shows (I saw a Twitter reference on Psych the other night.) and TV spots.

The question is — what does that mean for you? Is this going to change your entire life? Will you never market your products or services through traditional media again? Is your audience waited with bated breath (I always preferred the visual of baited breath, but…) for you on Facebook?

No, no and again….no.

As marketers, I think it is very important that we keep all of this in perspective. Social Media offers us new opportunities. But we can be authentic and transparent (the top 2 buzz words of the SM movement) on a radio spot or with a flier too.

Social media is now pretty main stream. That doesn't mean it is the only fish in the stream. Keep your options open. Even if your parents are your Facebook friends! (like mine are!)

Update: See what Jeremiah Owyang is saying on this topic. (Hat tip to Andy Drish for pointing me to this.)

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Are you making or breaking trust in your marketing? (Vanessa Hall)

August 28, 2009

Drew's Note: As I try to do every Friday, I'm pleased to bring you a guest post. Meet a thought leader who shares her insights every day. So without further ado…Vanessa Hall. Again. Enjoy!

Vanessa has made a special offer for readers of this blog: Download the 7 truths every marketing and branding person needs to know ebook by clicking here.

In marketing your products and services you have the power to make or break trust. The reality is you are doing most of it inadvertently.

Imagine if you could actually build trust deliberately with your target market? Here are 7 key things that you need to know about trust:

1. Marketing is a maker or breaker of trust

Trust is fundamentally our ability to rely on people, organisations, products and/or services to deliver an outcome to us.

Marketing creates Expectations in the minds of the market, taps into their Needs, and makes a heap of Promises both implicitly and explicitly. It’s on these three things, what I call ENPs®, that your customers trust. It’s what they rely on.

Meet ENPs and you have their trust. Break them and you lose their trust.

2. Their Expectations of you may have nothing to do with you.

Expectations come from lots of different places. While you can use your marketing to create Expectations, if you are in an industry that gets hammered in the media (eg Banking), they already have Expectations of you that have nothing to do with you and everything to do with what other people tell them.

3. You must know your market’s needs

Your market has basic Needs for survival, for safety and security, for love and belonging, for esteem and respect, and for creativity and freedom. Good old Maslow1 is hard to go by when we look at Needs, and marketers are aware of these.

Most people are driven by one core Need in most of their buying and relationship decisions across the board.

Know what your market’s Needs are, and meet them.

4. Your implicit Promises will catch you out

You make a lot of Promises in your marketing. Promises can be explicit or implicit. The explicit ones are usually the ones that everyone knows about, and that your organisation will, most times, back you up on.

But the implicit, suggested ones, like ‘everyone smiles in our store’ (because on the ad everyone looks friendly and happy), are the ones that catch you out.

When your customers or potential customers don’t experience what was implied to them, they don’t even bother complaining, but they don’t buy, either!

5. You cannot do it alone

Too many times I’ve seen great marketing and branding fall flat because the rest of the organisation didn’t back it up. ‘We put weeks into that campaign. We had a significant increase in enquiries, but *&%$# customer service let us down.’

You have to all work together. The customer doesn’t care who in the organisation was to blame. You’ve just broken their trust.

Work with sales, back office, customer service, whoever needs to deliver on the ENPs you’ve just put out to the market.

6. ENPs = ROI

Meet the Expectations and Needs of your market, and keep the Promises you make to them and you WILL improve your ROI. It IS as simple as that!

7. You must have trust if you’re going to extend your brand

Seriously, don’t even bother trying to create a brand extension if you have not secured the trust of your market. When your customers truly trust you, they’ll buy it without too much convincing (as long as you still meet their ENPs). You don’t have to spend as much on your marketing if you have their trust.

Trust is powerful, but it’s also fragile. Get it right, and enjoy the results!

Vanessa Hall is one of the world’s leading experts on trust. Her practical models for trust are gaining global acclaim. She’s as passionate as they come, loves speaking and writing about trust, but most of all, loves watching the amazing results her work has on organisations, individuals and communities around the world.

The truth about trust in business – How to enrich the bottom line, improve retention and build valuable relationships for success is available now in the US.

Every Friday is "grab the mic" day. Want to grab the mic and be a guest blogger on Drew's Marketing Minute? Shoot me an e-mail.

Photo courtesy of Shutterstock.com

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Fight! Fight!

August 24, 2009

How many movies have you seen where a pivotal scene is played out on the playground. The protagonist and the antagonist square off, ready to duke it out. They are surrounded by other kids, shouting “fight, fight!” with great enthusiasm.

I’m not so sure we outgrow that instinct as we become adults. There is something very primal and very intoxicating about a good fight. But as adults, rather than gather on the playground, we gather in courtrooms, legislative bodies, corporate America and the media.

And in marketing.

Whether you are old enough to remember the battles between Burger King and McDonald's played out in their TV spots or enjoy the current bickering between Apple and Microsoft (or as it plays out…Macs versus PCs)… there are lessons to be learned from these skirmishes. It’s good to know the rules before you roll up your sleeves.

Picking (or getting called out) a public fight is a little like spinning top. Once you release it, it goes where it wants to go.
Just because you’re ready to be done, doesn’t mean the media or your opponent will be.
You will be fighting for the opinions of the neutral group. Those who loved you before the fight will keep on loving you and those who didn’t aren’t likely to change their take either.
If the spectators have a stake in the fight, they’ll care about the details. Otherwise, you’re just a sideshow. It’s pretty tough not to make a spectacle of yourself if you’re being viewed as free entertainment.
The bigger and more public the fight, the harder it is to make up and resolve it. That sort of public lashing leaves scars and animosity that’s tough to heal.

Sometimes the fight is worth it. Sometimes the fight is unavoidable. But don’t lose sight of the risks as you decide whether or not to wage battle.

Photo courtesy of Shutterstock.

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What we can learn from SPAM

August 18, 2009

Remember when the word SPAM meant that meat substitute in a can? Today, it seems like there is no escape from the relentless barrage of junk e-mail.

Every day, electronic hucksters offer us investment opportunities, Nigerian fortunes to be shared, PayPal and bank look-alikes who want us to update our credit card information, Canadian pharmaceuticals and enhancements of every variety.

Annoying? You bet. Expensive? Just ask any of the major corporations who have spent millions to build firewalls. But let’s remember one thing. The odds are against them and yet they keep at it. The spammers wouldn’t keep sending the e-mails if they didn’t work.

What can we learn from their tactics?

Your headline is vital. In this case, it’s the subject line of the e-mail. If it isn’t compelling, you’ll get no further. Tell them why they can’t afford to stop reading.

Brevity works. You don’t need to pack every fact into each effort. One key message per marketing piece should be your rule of thumb.

Frequency is critical. Sending just one piece is a waste of money and time. On average, it takes 8-13 impressions to really catch someone’s attention. So don’t stop short.

Know your audience’s heart. Headlines like “we won’t say no to your loan request” and “be the man she wants you to be” play on the recipient’s deepest emotions – fear, worry, insecurities.

It’s not about you. SPAM e-mails never wax on about their company’s history or tout their depth of industry knowledge. They cut to the chase and talk about their product and what it will do for the recipient.

Naturally, I am not endorsing you start sending out SPAM. But there’s no reason we can’t borrow from their techniques. Just remember, use your knowledge for good, not evil!

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