Bet you didn’t even know that when you’re measuring your success by the number of likes and follows and clickthroughs, that you may only be achieving short term success. The following article claims that the number one mistake small business owners are making is to stop developing meaningful and emotional relationships. See what else they say below, it really resonated with me:
Because the CEOs are competitive-minded, they try to solve their marketing problem with quantity (hits, clicks, likes, impressions, followers) instead of quality (emotion, inspiration, connection, identity, affiliation). They develop metric-lust, and pursue tactics that fit nicely into a spreadsheet, but aren’t really acknowledging the reality of the customer’s conscious and sub-conscious behavior.
The result, unfortunately, is an experience that fails to keep the customer around. She sees it, shrugs, and quickly forgets. The short-term marketing tactics get her into the net, but she slips right through the big hole in the bottom. You have to create an emotional experience that’s so sticky, so engaging, so compelling that they don’t want to leave. To compete in a tough market, you have to make your customers feel something.
You’ll have to get out of your comfort zone to do it, though. You can’t solve this problem sitting at your desk staring at a spreadsheet, trying to find the logical answer. Go talk to your customers. Figure out what’s frustrating them. Learn what gets them excited. And work with your team to brainstorm ways to add layers of real emotion to your business.
A fellow coach who specializes in personal coaching mentioned to me that with her clients, she can always see emotions at play but that with corporate clients, she never could. I had to disagree with her. My whole world is corporate. I work in a corporation, have corporate coaching clients and speak to corporate professionals for a living. I can attest to this that emotions are everywhere in corporations, you just have to look closer.
Recently, I was booked to speak at a symposium for the Certified General Accountants of Ontario. I was up against a concurrent session entitled ‘CRA Updates and the Appeals Process’, while mine was what the organizers referred to as a ‘soft’ subject entitled, “I’m sorry I just didn’t get to it because I didn’t have enough time’. (see same entitled E-zine Volume 4) Let me tell you that even linear thinking, fact based accountants preferred the ‘soft’ topic 2:1 that day. And as predicted, there was plenty of emotion in the room.
The toughest emotions to see are in the higher echelons of management. A client is struggling with how to effectively deal with a problem character on her staff. She may look and act unruffled on the outside but she recently admitted that if she could, she would rather just run and hide in her office instead of confronting the situation every day. I suspect many managers not only feel the same way but do exactly that. Continue reading →