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Marketing
Learn These New Words and Be Ahead of the Pack
We all want to be ahead of the game. That can be that one office dude who wants to be the star amongst his ‘Realm of Association’ or peers. Or that can be you, against your competitors in the residential home service industry. However, not all people realize that 'getting ahead' means introducing new ideas to a sometimes stagnant plan. This applies to your business. If you want to conquer your industry, you need people attention so they can actually see what makes you different. _What's that new, interesting, or different variable you're adding to the equation? Why should customers want to try your solution? The answer? New words. That's right, new words. When you use words that pique people's curiosity, you become the person that 'has something to say.' People gravitate towards you for a drizzle of your new wisdom. Customers see you as the business like no other. After all, you say things that others don't. You probably know things that most don’t, especially being an expert in your industry. That's the wonder of spearheading new ideas. By introducing new ideas, you help attract and keep people's attention, cementing your brand into a household name. You rise above the Sea of Sameness. You stand 600 ft. above your competition. Keep reading if you want to learn what they are.
Old vs New
The concept of old vs new ideas came from one of the greatest business and communication minds of the century, Roy H. Williams. In one of his Monday Morning Memos, he said: "Old ideas are carried by old words. New ideas are carried by new words. Old words keep you inside the box. New words help you escape it. "That's how the world operates. All obsolete ideas are defined by the words of their time. In 380 B. C. a Greek astronomer called Eudoxus said the earth was the nucleus of the solar system. It's the center of the entire cosmos and everything revolves around the earth. His concept introduced the first geocentric model of the universe. The thing is, we've seen one too many technological advancements throughout this lifetime. Everyone knows the planets don't revolve around the earth. Now then, how many more people do you hear using the term geocentric, today?**Exactly.**Introducing new ideas doesn't mean making up ‘alternative facts’. New ideas are based on actual real facts. It does mean using new words to tickle peoples’ inquisitive nature. For a business, if you want to introduce compelling ideas about old things, you need to describe them with equally fresh and unique words. That's how you brand your business as revolutionary. You become a trendsetter, and once people start noticing your novel ideas, you evolve into the game-changer. Let’s be honest, innovations in the home services industry might not come by very often. You need a means to set a unique angle, even if the products and services you’re selling aren’t new. This can be done by using new words to portray your services as something no one’s experienced before. Everybody wants to get ahead. If you want to make your business the household name in the residential home service industry, you'll need new ideas. Wizard of Ads® partners are a veritable fishbowl of new, interesting, and different ideas. Book a call.
Remain Inside the Box and Fall Behind the Pack
Let's take a quick look at two marketing campaigns from two different roofing contractors. Roofing contractor 1 says: "We have a new metal shingle that not only looks like highend slate, but weighs four fifths less than slate. This will allow you to install your new roof in one day on your existing truss system without even having to remove the asphalt underneath. While it costs 50% more than asphalt up front, it is half as much as slate, and comes with a non-prorated 50 year warranty. This makes it cheaper than both asphalt and slate in both total cost and cost of ownership because you’ll have to buy 4 asphalt roofs and make numerous repairs to slate in the same time period. Not only will you have the nicest looking house in the neighborhood, this roof will add a one-for-one return on investment to your home, creating instant equity. What asphalt roof will do that?” Roofing contractor 2 says: "For all your roofing needs, our team of reliable and fast-acting workers are here to help. We have convenient hours, offer free estimates, and financing options. We only install 25 year shingles to give you peace of mind. Whatever roofing solution you may require, your roofing wish is our command." Both roofing companies offer value, but who would a customer rather choose?Introducing novel ideas like the "metal shingles that look like slate" already gets the first business ahead. New ideas like this make people wonder what you're selling. It keeps customers on the edge of their seats. It creates the illusion and pre-conception that a business's set of services is one-of-a-kind and no other companies offer it. That's the power of new ideas. It creates an unrelenting brand that automatically sets you ahead of your competition. Even if customers don’t do intensive research, they already have a perceptual reality that you’re the solution to hire. Let's face it, all businesses nowadays use the same words to describe ideas. Like target customers, demographics, gross impressions, and unique selling propositions. If you want to remain boxed and compete with other businesses within the same enclosure, be my guest. Use the same terms. Don't differentiate yourself. However, if you want to escape the box and explore uncharted territory, learn new words.
Learn the New Words
The only question that matters now is, do you want to keep up with the times or do you want to get ahead of the curve?Here are the new ideas you may want to get behind and use for your branding:
Felt need
These are the desires in the heart of customers. They are deemed necessary by customers to correct any deficiency they perceive in us. Everyone has respective needs, but felt needs are universal. They are often these three things: money, energy and time. When your customer's have their felt needs MET, you are actually selling ‘happy’.
Relevance
Relevance is more than the pertinence of a business to employees, customers, and stakeholders. It is also the degree a business or solution addresses a client's felt need. In other words, a rendered service is relevant if it meets or exceeds your customer's underlying felt need (money, energy, and time). In short, it matters if you solve their perceived problem.
Credibility
Credibility is the degree to which a message is believed. It is a measure of how trustworthy you are as a business and how reliable your services are to your marketplace. You attain credibility by under promising and over delivering, exceeding your customer's expectations. No amount of new ideas will cover up a substandard service for long.
Impact quotient
Impact quotient is the combination of relevance and credibility. The more relevant and credible your business is, the more you become the frontrunner for a service. Your impact quotient will go up with the right combination of new words. This is what we call the stickiness of words.
“It’s not what you say, it’s how you say it.” — Roy H. Williams
Competitive environment
Yopur competitive environment is the objective assessment of two key things:
- Your specific market conditions
- Your standing in the market relative to your competition
In other words, it's the strengths, weaknesses, opportunities, and threats of your company compared to the strengths, weaknesses, opportunities, and threats of your competitors. This includes your reputation, product or service lines, and brand awareness.
Limiting Factor
These are the elements or aspects of your business that holds you back. Derived from Liebig's law of the minimum. It says, your overall productivity is not measured by the abundant elements but by your most limiting resource. Where are your bottlenecks, breakpoints, and blind spots?
Unleveraged Asset
It's the ace you have up your sleeve that you’ve yet to play. Something that, when used effectively, will give you a significant competitive advantage. This is one of the most powerful tricks you can play to move to first place.
Core Competence
Your CORE Competence is what you do consistently well. This is what you are known for. Very often companies make the mistake of diversifying their offering so much that their impact quotient drops. Sometimes it’s because they are confusing their prospects. Sometimes it’s because they come across as generalists, not specialists. Southwest Airlines stay focused on regional flights with no seat assignments or food service. Just fast, easy service. That’s their CORE Competence. What’s yours?
Market Potential
The total dollars that are up for grabs in your industry or business category. This is the amount of money you and your business rivals are competing over. One way to measure this is through your [NAICS code](https://www.census.gov/naics/#:~:text=The%20North%20American%20Industry%20Classification,to%20the%20U. S.%20business%20economy.). NAICS or North American Industry Classification System is a six-digit numerical code that classifies businesses by industry. This code reveals the size of your potential market.
Share of Voice
Share of voice is the percentage of all business advertising in the category. It's the clout that a business or an advertiser has on the public. Location visibility, word-of-mouth, signage and impact on the industry, are included in this metric. When you can boost your share of voice in your market to the correct frequency, you will stand a greater chance of going from name recognition to a household name.
Share of Mind
The percentage of how much business owns the mind of the general populace. In other words, the mental real estate a business has in the target audiences mind. A higher share of mind means a higher conversion possibility with every published ad. It is measured by the equation: Share of mind = Share of voice x impact quotient
Share of Market
Share of market is how much an advertiser or a business owns from the total business in a category. Basically, the percentage of how many dollars you siphon from the market potential. Once you have total market potential dollars for your industry, take your topline revenue for the same reporting period and divide it into the market number to calculate your market share. Share of market = Your revenue / Market potential revenue
Authenticity
Authenticity is the measure of your overall realness. It's about how your prospects perceive you, based on who you say you are or what you say your business is paired with reviews and personal experience. The more authentic you are, the more trustworthy you appear in the eyes of your potential buyers.
Transparency
Transparency is a measure of truth. It's about a business showing their flaws along side their strengths. It's the admission of a downside rather than concealing or ignoring it. For businesses, being transparent and admitting their flaws and the flaws of their industry boosts credibility.
Personal Experience Factor
The personal experience factor is the buzz made by past customers regarding their experience with your business. Here's the challenge: If your buying experience doesn't align with the declared authenticity you present in your marketing, you lose credibility. You need the word on the street to coincide with your messaging. Do what you say you’re going to do, and then a little bit more.
Ad-speak
Ad-speak is yesterday's advertising style. Ad speak includes unsubstantiated claims, generalities, education, and facts about your business. Ad speak is what makes ads sound like ads — and be ignored. They don't hold any weight, making them impressively easy to ignore and forget. These can be marketing cliché’s and generic phrases. For example, saying, “we're different” or, “the ones you can trust”, sound untrustworthy.
Curse of Knowledge
Those with the Curse of Knowledge know too much to make their communication as effective as it could be. These are the blinders that come with gaining expertise. Often those cursed are very intelligent, with an unwillingness to accept new, interesting, and different information. We see many business owners who have adopted obsolete strategies that no longer work that are predisposed to stick with what they know. It's about sticking with the status quo and being blindsided in the face of innovation or proven, yet ignored principles for shiny new tactics.
Brandable chunks
These are the vivid and recurring lines used by the Wizard of Ads™ for businesses that help define the brand. Taglines and slogans are acceptable in some situations, but brandable chucks ad further context and strategy. Brandable chunks allow your business do have a more dynamic narrative than being limited to one slogan.
Black Words
Black words are those empty words that don't contribute to a colorful and desirable mental perception. Every word that a marketer or business publishes should inform a customer's ideal perceptual reality. Businesses should remove black words from advertisements to make their concepts shine more brightly.
The 4 Keys to a Rainbow Future
If you want to be the leader in your industry, you only need 4 things. Everything else stems from those qualities. Here are the 4 keys to your rainbow future:
- Remain relevant — Have the business and solutions that meet your audiences' felt needs,
- Protect your credibility — Be the symbol of trustworthiness and reliability in your industry.
- Speak to actual felt needs — Your advertising strategies must speak directly to your audience's felt needs. They must soothe their pain points and caress their pleasure points.
- Do what you say you will do — Authenticity is key. Make every effort to prove that your business is what you say it is. Overdeliver. Exceed expectations.
Everything written above is anchored on good business and marketing. Make sure you're equipped with the skills and experience to etch your business as the front runner in your industry. Wizard of Ads® can produce the new ideas to make that a reality. Book a call.
Customer Journey
STOP Putting Negative Emotions Into Your 1-Star Google Reviews
Do you want customers to see a negative review and think your business is bad, or do you want them to choose you still? How can you respond without letting emotions affect your reply?
We get that notification. A 1-Star Google review. Well shit. That ungrateful turd. They have no clue what it cost to run a business. They don’t care about hurting a small business. Their ‘facts’ are wrong or misleading. You got all the negative emotions bubbling up to the surface. It’s natural for you to feel that way. It’s actually impossible for you to not feel something. Human’s never have and never will have the ability to control the chemicals released from our lizard brains. It’s baked into our DNA. Emotional control comes from how you deal with the surge of feelings. So go on and have your negative emotions. It’s helpful to work through the feelings. It’s what you do next that matters for more. Negative emotions can be helpful if you know how to express them correctly. You don’t have to know how to control your emotions. You need to know how to pivot from them once you get them. So this won’t be an article on how to make yourself cry. If you choose to flame out a reviewer online, you might want to consider learning how to express your emotions more effectively. After all, negative emotions are a part of life. They're not going anywhere and neither are those 1-Star Google reviews. So, what's the best way to express negative or different emotions to a 1-Star Google review? We’ll it starts by going back to your 3 CORE Priniciples– helping people win in a trustworthy and grateful manner. Counterintuitively, that includes the occasional knuckleheads you’ll have to deal with, too. Google reviews are a demonstration of your company’s character. It is far less important that you are right, and considerably more important how others perceive you handled the problem publicly and privately. Do you want your next prospect to read a 1-Star Google Review and make the judgement that you are a terrible place to deal with, or do you want them to go, that reviewer is unreasonable and crazy, I would use this company? So, what's the best way to express your position without allowing negative emotions to creep into your response?
Relationships Matter
"Spoken words land softly on their feet like a cat falling from a tree. But written words often land with a thud, and the crack of a fractured relationship."– Roy H. Williams
When you're feeling negative emotions, it's important to remember that your words carry a lot of weight. Whether you're writing an email, sending a text message, or responding to a 1-star Google review, the words you choose will significantly impact other people's perceptual reality of your business. It will help if you thought about how to process those negative emotions outside of your responses. One effective way is journaling to process your emotions and writing about your feelings and emotions instead of posting them publicly. When you know how to write about emotions you can express your feelings more constructively. Write down your feelings in a journal or talk to a trusted friend or team member about what's happening before responding irrationally. If you're feeling negative emotions like anger, sadness, or frustration, finding healthy ways to cope is essential. Putting these emotions into your responses to 1-Star Google reviews will only worsen the situation and damage your relationships with other potential customers. Choose your words carefully and avoid using negative language in your marketing materials. If you'd like, we can assist you in creating an emotionally intelligent response to 1-Star Google reviews that won't be all rainbows and unicorns, book a call with Ryan Chute of Wizard of Ads® today.
Never Put a Negative Emotion in Writing
"The ax forgets, but the tree remembers." – African proverb
The great Roy H. Williams would like to warn you never to put negative emotions in writing (at least not in your 1-star Google reviews). You see, when you put a negative emotion into your responses, it's like an ax chopping down a tree. The tree may forget the pain of the ax, but it will remember the scar forever. You don't want to be the company who leaves scars on their audience. So please, never put a negative emotion in writing. It will only have more of a negative effect than good. If you're not sure what I mean by negative emotions, let me give you some examples:
- Anger: "If you want us to come rip it out we will. Just try me."
- Bitterness: "Maybe you just want to hurt small businesses."
- Confusion: “I have no idea what you are talking about.”
- Contempt: "You're nothing but a hateful jerk."
- Despair: "I'll never be able to fix your thing for such a cheap price."
- Fear: "I'm afraid you just don’t understand how much it costs to run a business."
- Frustration: "We’ve called you 5 times, left 4 voicemails, and sent 3 emails with no response from you. You must not want to resolve this matter."
- Guilt: "I can’t believe you would do this to an innocent small business."
- Hatred: "People must hate you. We sure do!"
These are just a few of the many negative emotions that can do severe damage to your business. When you're feeling any of these types of emotions, take a step back from your keyboard and cool off. Being angry is 100 percent normal, but gaining emotional control is essential before typing out a response. If you just can’t resist the impulse to unload on customers publicly, it can be helpful to talk to a therapist about the emotions you're experiencing. If you think about it, talking about how to express your feelings or how to control your emotions is safer than writing it out (in general) in a 1-star review. Remember to focus on the positive when you're ready to write your responses. Write about what you believe in – what you stand for and what you stand against — not what you feel in the moment. Use language that inspires and motivates, not language that puts people down. If you can do this, you'll be well on creating powerful responses that work to grow your business. Negative emotions also seep into your responses through the passive aggressive words you use. For example, if you immediately assume the person is a dummy, you could come across as condescending and flippant.
Don't Put Negative Emotions Into Your 1-Star Google Reviews
"If relationships matter to you at all, don't put your negative emotions in writing." – Roy H. Williams
Putting negative emotions into your 1-star Google reviews is a surefire way to turn people off. No one wants to read a response to a negative review that's full of negativity. Using negative words can make it seem like you're not trustworthy or grateful. People want to know that you’re there to help them win, not endure your world view. Some common negative words to avoid include "hate," "disliked," "worst," and "terrible." Using any of these words will make it seem like you're not happy with your product, which will make potential customers less likely to want to buy it. It's also important to watch out for words with a negative connotation, even if they're not technically harmful words. For example, "can’t" is often used in responses, but it has a negative connotation because it makes it seem like you’re incompetent or unwilling to help.
Be That "Someone Else"
"If you want to be that 'someone else,' learn to write ads that make people feel good about themselves, their future, and you." – Roy H. Williams
One of the most important things you can do when writing a response to a 1-star Google reviews is to focus on making the reviewer feel good about themselves. That means using positive and upbeat language and avoiding anything that might make them feel bad about themselves. You will never change a person's behavior until you change their beliefs. For example, words like "failure," "loser," and "reject" are all likely to make people feel bad about themselves, and you should avoid them. Similarly, words like "success," "winner," and "achieve" are much more likely to make people feel good about themselves and are more likely to get them to take action. In short, when writing your responses to 1-star Google reviews, always keep in mind your customer's emotional state and make sure that your response is likely to make them feel good about themselves. That will increase the chances that they (and others) will take the action you want.
"Win the heart, and the mind will follow. The mind will always find logic to justify what the heart has already decided." – Roy H. Williams
How About Those Who Say "Negative Emotions Improve Their Writing Process"?
Some say, "Negative emotions improve my writing process." While it may work for some people, this is not likely the case. Its far more likely that it is a selfish and indulgent way to offload negative emotions that they haven’t come to terms with in their life. The fact is negative emotions block creativity and make it harder to come up with good ideas. This is known as survivor mode thinking. On the other hand, positive emotions open up the mind and make it easier to think creatively and make more complex and high quality decisions. Therefore, if you struggle to come up with new ideas or feel blocked creatively, try focusing on positive emotions instead of negative ones. You may be surprised at how much easier it is to come up with new and innovative solutions when you're in a positive state of mind.
Emotion = Creativity?
Emotions influence the way we process information, and the way we view the world. Positive emotions don't necessarily equal creativity, but they are interconnected with effective decision making. Negative emotions block our creative thinking when we succumb to them. So if you're having trouble responding positively to 1-star Google reviews, it may be worth exploring your emotions and seeing if anything is blocking your decision making. Once you identify what's causing the block, you can start to work on removing it and think more dynamically again. If you're in the home services industry and feel stuck with your marketing strategy, book a call with Ryan Chute of Wizard of Ads® today.
Storytelling
Storytelling and Showmanship: How Memories and Experience are Created
Showmanship is the art and science of capturing and holding an audience's attention while delivering a message.
The definition of showmanship is the art and science of persuasion. It’s the ability to capture an audience’s attention and hold it captive while delivering a message. It’s a skill that you can apply in many different ways, from marketing and advertising to customer service and user experience.
Storytelling is one of the oldest and most effective forms of showmanship. By sharing stories, we can connect with others on a deeper level, create shared experiences, transfer information across generations, and build relationships. It could be a personal story about our lives or a brand story about how our products or services were used to defeat demons. Regardless, knowing how to tell a story has the power to engage and inspire people like nothing else.
There are certain elements that all significant types of stories have in common. They have a beginning, middle, and end. They have conflict and resolution. They have characters, the people that we can relate to and root for. Most importantly, they have a moral we can take away with us and subscribe to.
When creating a story, it’s essential to keep these elements of storytelling in mind. But it’s also important to remember that the best stories are those that are personal and authentic. The more real and relatable your story is, the more impact it will have on your audience.
So how can you tell a great story? Here are a few tips:
Storytelling & Showmanship
“Storytelling is a form of selling. It allows us to use the old and familiar as metaphors to help us determine the right course of action when facing the new and different. Choose the story, and you control the metaphor.”
— Roy H. Williams
If storytelling is a form of selling, showmanship is the art of persuasion. It’s about creating an experience that is so compelling and immersive that your audience cannot help but be drawn in.
“Showmanship and storytelling don’t change objective reality, but they do change perceptual reality.”
— Roy H. Williams
Whether it’s a performance, a presentation, or just a conversation, showmanship and storytelling are about creating an experience. One that will stay with your audience long after the event is over.
Storytelling
Storytelling is the ancient art of using narratives to share experiences and traditions. It is a way of communication used since the dawn of humankind.
You can use storytelling for entertainment, edutainment, or persuasion. You see it with the magician, for example, when they give you the slow reveals. First, it’s the bunny rabbit out of the hat, and then it’s the beautiful assistant disappearing. And, finally, it’s the man behind the curtain who is really running the show.
What has happened here is that the magician has taken you on a journey. He made a creative experience for you that is memorable and meaningful. In other words, he has used his storytelling skills to create a lasting memory and impart knowledge or wisdom along the way.
That is what all great storytellers do. They take their audience on a journey, creating memories and experiences that are both enjoyable and enlightening.
The best stories are those that are rich in detail and sensory description. They transport us to another time and place and make us feel like we are part of the action.
Great storytellers are also master showmen. They know how to capture our attention and hold our interest. They know how to use humor, drama, and suspense to keep us engaged.
In recent years, storytelling has become increasingly popular as a marketing tool. Use marketing storytelling to connect with the customer experience on a deeper level and create an emotional connection. Wizard of Ads® has been developing this craft for over 35 years.
Use a marketing story to sell products and services, too. You can use storytelling in advertising to promote a brand or company or to raise awareness about an injustice in your industry you have chosen to correct.
However, stories are not just for marketers. Anyone who wants to communicate more effectively and connect with their audience on a deeper level can use a storytelling campaign.
Showmanship
Showmanship is the art of putting on a show. It’s about creating an experience that is entertaining and memorable. Showmanship can make even the most ordinary products and ideas seem exciting when done well. The zest and pizzazz can take a presentation from good to great.
Returning to the magician example: Showmanship is also about the man behind the curtain. It’s the art of creating the illusion. A good magician makes it look like he is doing the impossible and takes the ordinary and makes it extraordinary.
Like stories, showmanship can be used to sell products, promote ideas, or entertain an audience. And like stories, not everyone is a natural-born showman. But with a bit of practice, anyone can learn how to add a little extra flair to their presentations.
So how do you add showmanship to your storytelling? Here are a few tips:
- Be passionate about your story. If you’re not excited about it, your audience won’t be either.
- Use props and visuals to help bring your story to life.
- Use your voice and body language to add drama and interest.
- Do the unexpected. Delight comes from surprise. An unexpected twist or ending.
- Practice, practice, practice! The more you do it, the better you’ll become at adding that extra spark to your stories.
You can use showmanship in sales and marketing and in any situation where you want to capture attention and make a lasting impression.
If you aren’t a showman or a storyteller, you’re still in good company. Wizard of Ads® can help you create the brand or marketing story you need to drive your user experience. Book a call.
How Memories and Experiences are Created
A good story can make or break a product. It’s what sells the customer experience, and it’s what customers remember long after they’ve used your product.
That’s why storytelling in advertising and marketing is so important. A well-told story can make your product more relatable, human, and memorable.
It can also help you stand out from the competition. Your storytelling campaign will make your product different in a world where everyone is selling the same thing.
So how do you create a good story?
You could tell a story about how one of your customers had an impossible to find leak, only for you to use your special techniques to discover and fix the problem quickly. You could tell a story about how ridiculously salesy your competitors can be and how you send out your real Techs, not salespeople, to solve the problem the right way. Or you could tell the story about your JetBlaster 2000 blower door tester that helped Mrs. Customer reduce the size of her new system with proper insulation.
Be creative, be unique, and be memorable. Make sure it’s new, interesting, and different no matter what story you tell. Your customers will remember you for it. Marketing storytelling will have you standing 600 ft above your competition in no time.
As the great Roy H. Williams said, “Showmanship and Storytelling Don’t Change Objective Reality – They Change Perceptual Reality”.
The Proceedings of the National Academy of Sciences recently published a wine study. Researchers from the California Institute of Technology and Stanford’s business school found the pleasure we get from wine is proportional to its price.
“The story you tell about the wine affects how it tastes.”
— Roy H. Williams
The quote means that the more expensive the wine, the more we enjoy it – not because it’s necessarily better quality, but because our expectations are higher. We’re telling ourselves a story about how great it will be, and that story affects our perception.
Whisk(e)y Sommelier
An excellent example of the wine explanation above is the [whiskey sommelier](https://thewhiskeyjug.com/whiskey/what-is-a-whiskey-sommelier/#:~:text=In short%2C a Whiskey Sommelier, any other reputable industry association.) marketing designation created by The Wizard Academy. Our whiskey sommelier courses are run by the same magic that makes people believe cheap wine is fancy.
I don’t claim to have any whiskey knowledge. In fact, none of the Wizards involved in The Whiskey Marketing School are in the whiskey industry. Yet our courses allow people to receive a level five whiskey sommelier with two years of classes. What would typically take many more years and much more experience can be learned in a short period by those with the aptitude for it.
Why?
We make the whiskey course seem more expensive by charging more. Our clients want to feel like they’re getting something valuable, so we give them a story to make them remember the experience.
The key is understanding how memories and experiences are created. It’s not just about the whiskey. It’s about the stories we tell ourselves and others about the whiskey. It’s about showmanship. It’s about making people believe they’re experiencing something special, even if it’s just a $20 bottle of bourbon.
What’s important is not what actually happened but what we remember happening. Our memories are shaped more by our expectations than by physical reality.
To learn more about how memories and experiences are created, check out our courses at The Whiskey Marketing School. We can teach you how to be a master storyteller and showman and create unforgettable experiences for your customers or clients.
Angel Skating™
Angel Skating™ is an organization whose mission is to popularize artistic roller skating through showmanship and storytelling. The goal is to teach skaters to use their art to the best of their abilities, to be in the Olympics of roller skating.
It was founded by Wizard of Ads™ Australia director Craig Arthur. His daughter was in the sport, and he thought it wasn’t packaged or promoted appropriately worldwide, which is why he founded the organization.
Showmanship and Storytelling– Packaging and Promotion
“_Packaging and promoting are just different names for showmanship and storytelling.
Angel Skating™ was born before the sun went down. An official logo, a cartoon character mascot, a series of domain names and the rules of advancement through a series of “elegance levels” were all agreed upon within 36 hours. It took all a Tour of Scotland and a comical comment from Indiana Beagle.
Showmanship and storytelling– packaging and promotion– are what_ whiskey tasting and roller skating have in common with what you _do.
And now you know what_ we _do._”
– Roy H. Williams
Now that you know what we do, do you need help with what you do? Particularly with your marketing or branding strategy for your home services business? Then book a call with Ryan Chute of Wizard of Ads® today.
Marketing
12 Languages of the Mind: Radiance, Shape, Proximity (Part 2 of 4)
Creativity sets your company apart and makes it unique. Being conscious of the 12 languages of the mind helps you understand how each one influences your creative expression.
Three 12 languages of the mind stand out as particularly important for creative expression. These are the languages for radiance, shape, and proximity. Radiance is the language of energy. Light and dark, contrast and shadow. Bright or dull. It is what gives a thought its depth and dimensionality. Shape is the language of form and structure, of lines and curves. It is what provides an impression with its contours and boundaries, its mass and its depth. Proximity is the language of closeness and distance, near and far. It is what gives a thought its perspective and scale. We’ve grown apart. How do I bring you back? These three languages work together to create the illusion of space and depth, width, and height on a three-dimensional surface. They are what give a painting its three-dimensionality. For example, pay attention to how the artist uses light when looking at a painting. Notice how the artist uses contrast and shadow to create a sense of depth. Look at the shapes and forms in the painting, and see how they interact with each other. And finally, notice the placement of objects. Ask yourself, How are they arranged with each other? That will give you a good understanding of how the artist has used the languages of radiance, shape, and proximity to create a three-dimensional effect. Ready to delve into more of the 12 languages of the mind? This article, part two, will encompass how to utilize radiance, shape, and proximity in your marketing strategy.
The Main Value of Creative Expression
“As we fall ever deeper into creative thought, we float weightlessly in a silent world underwater where time stands still and everything is beautiful.
But it is dangerous to go swimming alone. Be sure someone who loves you ties a rope to your leg so they can haul you up when you’ve been under too long.”
— Roy H. Williams
As suggested by the Wizard of Ads® in the quote above, the primary value of creative expression is it allows us to explore the depths of our imagination. It is a form of escapism that can be both therapeutic and exhilarating. When we get lost in ways to be creative or creative thought, we are free to play and experiment without judgment or consequence. We can explore new ideas and perspectives that may be outside of our everyday reality. This thinking can lead to innovation and breakthroughs in our personal and professional lives. At the same time, it is essential to remember that the mind is not always a reliable narrator. Our biases and individual experiences often color our thoughts and perceptions. As such, taking everything we think and feel with a grain of salt is vital. Your mind is an incredible tool, but it is only one part of who you are. You must also pay attention to your heart and body to ensure you live in alignment with your true self. These are 12 ways to communicate that elevate your creative expressions, whatever they may be:
- Acting.
- Creative art drawings.
- Engineering.
- Filmmaking.
- Interior decorating.
- Inventing.
- Landscaping.
- Making music.
- Painting.
- Persuading.
- Photography.
- Sculpting.
- Selling.
- Singing.
- Speaking.
- Writing.
- Or [insert another creative expression art here].
Each of us has our unique way of expressing ourselves creatively. We can break down each creative expression into these 12 languages. You want to elevate your creativity for nothing else but your company’s sake. Why? Creativity is what differentiates your company from the competition. It’s what makes you unique. When you’re conscious of the 12 languages of the mind, you can start to see how each one manifests in your creative expression. For example, if acting is your thing, you might be particularly good at persuading people. Or, if you’re a painter, you might have an excellent eye for color and proximity. Each of these 12 languages has its own unique set of attributes. When you understand how they work together, you can start to elevate your creative expression– no matter what it may be. If you’re unsure where to start, Wizard of Ads® can guide you. We help home service industry businesses like yours increase their bottom line by using the power of being creative in marketing. Book a call.
12 Languages of the Mind - Radiance, Shape, and Proximity
Together, radiance, shape, and proximity make up the three essential aspects of creative expression in the 12 languages of mind. And, when used correctly, they can seriously elevate your communication influence quotient.
Radiance
Radiance is the language of attraction and repulsion. Positive radiance is what pulls people in and makes them want to know more. Negative radiance happens when something does look or feel right. Radiance is energy. Roy H. Williams says, “outward radiance is energy expanding. Inward radiance is energy contracting. Hot and cold. Love and indifference. Dark and light.” It’s often the first language people think of when they think of creativity. After all, what’s more attractive than a bright, shiny, new idea? Negative radiance is present when we are having bad thoughts. What’s more repulsive than that sleazy salesperson desperately trying to make a questionable sale. But radiance isn’t just about being new or different. It’s also about having a positive or negative emotional impact. For example, when you see a beautiful sunset, the radiance takes your breath away. The same is true for your beautiful garden work or that enticing, newly-renovated kitchen you created. Radiance is also the language of passion. When you’re passionate about something, it shows in your face, voice, and body language. It’s no wonder that advertisers often use images of radiant people to sell their products. They know that we draw to radiance like moths to a flame. Radiance is what makes something worth paying attention to. Bright colors, neon signs, shiny banners, optimistic jackpot sounds. Radiance is often the starting point for creating something memorable. That means it’s essential you expertly avoid negative radiance at all costs.
Shape
Shape is the language of form. It’s how we give something physical condition and make it tangible. Think about a sphere and a pyramid. A sphere is smooth, soft, and curvy. A pyramid is sharp, linear, and pointy. Like phonemes, shape lends itself to a more masculine or feminine disposition. The difference in shape affects how we experience them. A sphere is smooth, free of edges or hard lines. A pyrimid is angular, specific, and directional. When choosing the right shapes for your business, you want to consider how you want to be perceived. Who are you hoping to attract? What message are you trying to convey? Shape in conjunction with proximity will affect how we perceive size. Our brain automatically adjusts the size of something based on its shape, and double so when linked with something else in proximity. In studying visual illusions, when you see a long, thin object, your brain will estimate it to be larger than it actually is. But when you view something short and wide, your brain will evaluate it as tinier than it actually is. This practice comes into play regularly when designing truck wraps and billboards effectively. We use shape to compare our physicality. A tall and thin mascot will look different than a short and stocky mascot. The way we dress also affects our shape. Wearing a baggy uniform will make us look more loose and casual, while fitted uniforms will make us look more precise and composed. Shape is also how we organize information. We use it to create structure and hierarchy. For example, we put all the nuts in one bin and all the bolts in another. And when we want to emphasize something, we give the shape more mass. We make it bigger bolder, or brighter — or, we simply bring it closer in proximity.
Proximity
Proximity is a language of one thing to another. It’s how we show relationships between things in space. When something is close to us, it will appear larger than when it sits further away. When two objects are in proximity to each other, we can force perspective, creating unexpected relationships. Our brain uses proximity to help us understand space and distance. When we see two objects close together, our brain automatically assumes they’re close to each other. When we see two things far apart, our brain automatically thinks they’re further away from each other than they actually are. You can use proximity to create a sense of depth. When we see an object in the distance, our brain automatically assumes it’s further away from us than it actually is. That is why objects appear smaller than they appear in our rearview mirror. You can also create depth by using different levels of proximity. For example, if we see a row of books on a shelf, the ones closest to us will appear bigger than those that are further away from us. That is because our brain automatically assumes that the closer objects are closer to us than the objects further away. We also use proximity to create a sense of order. Things that are close together are usually more important than things that are far apart. That is why we tend to group items. For example, we might group all the books on a shelf by genre or author. You can also use proximity to create comedy in our copywriting. When we tell a story with an ending that is juxtaposed to the story, we create an unpredictable, yet congruent connection.
What is a Work of Human Creative Expression?
In short, a work of human creative expression is any piece of art or communication created by a person. That can include a painting, a song, or even a blog post. There are no strict rules about what constitutes a work of human creative expression. It can be anything the creator feels expresses their ideas, emotions, or thoughts meaningfully. Use radiance, shape, and proximity to define your forms of expression in the residential home services industry. Whether installing new HVAC equipment or repiping a home’s plumbing, you can use these three concepts to help you create memorable and meaningful work. Using unique and meaningful language combinations will set you apart from the competition. Use these three concepts to help craft a brand your audience will remember long after you finish the job. If you are stuck in the creative process, take a step back and analyze your work from any of the 12 languages of the mind. Or book a call with Ryan Chute from Wizard of Ads® today.
Marketing
12 Languages of the Mind: Numbers, Colors, Phonemes (Part 1 of 4)
Discover the multiple communication languages of the mind!
Did you know there are multiple communication languages of the mind? According to a heavily researched theory by Wizard of Ads™, Roy H. Williams, there are 12 different types of languages. Each one of these languages is responsible for a different type of thought or analysis. For example, we process analytical thought in the language of numbers and philosophical thought in the language of symbols. Signal contradiction and signal reinforcement are two other important considerations when exploring the 12 languages of the mind. Signal contradiction is responsible for processing information against our beliefs or expectations. On the other hand, signal reinforcement is responsible for processing information that confirms our beliefs or expectations. Understanding the 12 different languages of the mind can help us better understand how people think and process information. Armed with this knowledge, you can create more persuasive communication. It will also help us learn new information more effectively. Some languages are more complex than others, but they all play an essential role in how we think and communicate. They also help us see the world from a uniquely new perspective and improve our influence with others. Each language has its unique rules and syntax to follow to communicate effectively. In this series of four articles, we'll explore the 12 languages of the mind in more detail. This article, in particular, will focus on the language of numbers, colors, and phonemes.
Perception and Comprehension
You can think of the 12 different types of communication languages as 12 ways to influence effective communication. Each of these languages is a single, separate communication channel in mind. Every idea elevates your creative expression. Whether that creative expression is wrapping a truck or selling an air conditioning repair or replacement. The 12 languages will make you better at communicating what you do. And when you interchange all 12 ideas in different combinations, the result are both powerful and elegant. How is your company communicating? As you read the next 4 articles, try to hear the 12 different communication languages in use in your marketing strategy. Alternatively, it may be an opportunity to consult with Wizard of Ads®. We specialize in creating communication strategies that are memorable, persuasive, and get results. Book a call.
Definition of Terms
Before we get into the nitty-gritty of the first three languages, it's pertinent for us to explain the definition of perception and communication. Why? We often use the language of numbers, colors, and phonemes in perceptive communication. I'll elaborate further on this later, but for now, let's focus on the definition of these two key terms:
- Perception
According to the great Roy H. Williams, Perception is the _"conscious awareness of a sensation and interpretation of sensations." In other words, it's what we focus on while looking at stuff. It's the ability to see, hear, smell, taste, and feel sensations and interpret them as if they mean something. We use our senses to perceive the world around us. How we interpret these sensations allows us to make sense of the world and communicate with others. Our sense organs (eyes, ears, nose, mouth, and skin) create sensations when stimulated by external stimuli (light, sound waves, smells, tastes, and textures). These stimuli convert into electrical impulses that travel to our brain, which interprets them. Our brain constantly processes this information and predicts what will happen next. This ability to make sense of the world around us allows us to interact with others and communicate. It's also what enables us to understand and use language. The interpretation of sensation is not always accurate, however. Our brain can sometimes trick us into perceiving things that are not really there or believing something that isn't true. That is why we should question everything we think we know and be open to new ideas.
- Communication
Roy H. Williams says great communication is, “a successful transfer of perceptions to another person." That means communication is not just about sharing information but ensuring the person understands the content and intent. It can be challenging to communicate effectively, especially when conveying something abstract or complex. That is why it's crucial to use clear and concise language and provide examples whenever possible. There are many different ways to communicate, including verbal (spoken), nonverbal (body language), and written communication. Each has its strengths and weaknesses, so choosing the correct form of communication for the situation is critical. Verbal communication is often considered the most effective but can also be the least reliable. That’s because words can be misinterpreted, misheard, misunderstood, or forgotten. It's crucial to choose your words carefully when verbally communicating. This ensures that the person on the receiving end understands what you're saying and why you’re saying it.
“People don’t buy what you do, they buy why you do it.” — Simon Sinek
Body language is another form of communication that can be very effective. It can include facial expressions, gestures, posture, and even how we dress. Like verbal communication, people can easily misinterpret body language. It's essential to know the different ways people communicate nonverbally without assuming the interpretation is completely correct. Experts often consider written communication as the most reliable form because it leaves a paper trail. It can be helpful when you need to remember something or when you want to make sure that your meaning is clear. However, you can also misinterpret the intent, emotion, and scope of written communication, therefore carefully choosing your words is critical.
There are various ways to communicate, and the best way is often a combination of the 12 languages. When communicating effectively, it's essential to be aware of the different ways people communicate. Use the best form to get your message across effectively.
The 12 Languages of the Mind
There are 12 communication languages, known as the 12 Languages of the Mind. They are:
- Numbers
- Colors
- Phonemes
- Radiance
- Shape
- Proximity
- Motion
- Taste
- Smell
- Feel
- Symbol
- Music
Some of these languages are more complex than others. For example, numbers and colors are a complex system of symbols that we use to communicate basic information. On the other hand, taste is a more simple system of perceptions that we use to communicate the language of flavor. Each language has its distinctive relevance and importance. Numbers, for instance, are a fundamental component of our mathematical system and allow us to communicate quantitative information. Colors are a vital part of our visual system and help us to identify objects. Phonemes are the basic units of spoken language and allow us to communicate with others using words. The importance of every language varies from individual to individual. Some people may place greater importance on numbers and colors, while others may rely on spoken and body language. It is important to remember that there is no right or wrong answer regarding the importance of each language. All languages have a positive and negative resonance. We call negative languages shadow languages. This forms the basis for opposites and duality. For every up there is a down. For every dark, there is a light. For every right there is a wrong. For you to be right, doesn’t mean that the contrary to your position is wrong. For example, what is better, justice or mercy? What about freedom or responsibility? Let’s explore this more with numbers, colors, and phonemes.
Numbers
When we think in numbers, we are using a mathematical thought process. People often use this language to solve problems or understand complex concepts. We use numbers to count, add, subtract, multiply, and divide. We can also use numbers to represent relationships between things. For example, as an HVAC business owner, your Technicians use meters to determine (and prove) the equipment is within manufacturer’s specifications, and prices to represent the value of investing in your goods and services. To use numbers effectively, we need to understand what they mean. We also need to be able to do essential mathematical operations and basic arithmetic. When we use numbers to understand concepts, we use a process called mathematical reasoning. This type of reasoning allows us to see relationships between things that we might not be able to see just by looking at them. For example, say your Painter is looking at a paint bucket and then the wall, trying to determine how much paint will be needed on the wall. He is using mathematical reasoning. He is looking for the relationship between the two objects to help his calculate the solution. This type of language is also helpful when we need to make comparisons. For instance, we might say that, "the wallpaper is half as thick as cardboard" or that, "a penny is 5 times less than a nickel." Comparison is a function of the language of numbers, even when abstract, like, “she is better than me”. We also often think in numbers when we are trying to remember something specific. Say, if we need to place a phone number, we might say it repeatedly until it’s etched in our noggins. Or, if we are trying to remember how many days it is until our vacation, we might count down the days on our fingers. Thinking in numbers can also be helpful when solving math problems or other issues requiring us to use our logic and reasoning skills. To illustrate, we often do some mental computations when figuring out how much ROI we should get from a purchase. Numbers are particularly persuasive, even when they aren’t accurate, like 87% of statistics. People rely on numbers as they believe they are finite and true. There is a significant amount of psychological tactics that can be employed in your business to leverage the numbers to close the sale.
Colors
When we think in colors, we are using a visual thought process. Artists, designers, and people who work with color imply this language daily. We often think about how colors make us feel when we use color language. For example, the color red might make us feel excitement, energy, or passion, while the color blue might make us feel serenity or trust.
Thinking in colors can also be helpful when we need to remember something. For example, if we need to remember to buy milk at the store, we might think of the color white. Or if we need to remember to turn off the lights before we leave the house, we might think of the color black. When we add white to color, we have a tint. When we add black to a color, we have a shade. When we add black and white to a color, we have a tone. A hue is a color to which no black or white has been added. Notice how this correlates with the positive and negative resonance I spoke about earlier? Colors have complimentary and contrasting colors. This means certain colors work well together and “look right” together. Others will be a stark contrast to each other, creating visual dissonance. Depending on what you are attempting to achieve, you choice of color combinations will make your piece blend in or POP! Use the wrong combination of colors, tones, shades, and tints, and you have visual chaos that makes you look like an amateur. You can use colors in marketing and advertising to motivate people. For example, many fast food restaurants use the color red in their logos and marketing materials because studies have shown that the color red can increase appetite. Want to choose the best colors for your business? Start with the most famous paintings that speak to your imagination. Look for the predominant colors and their pairings in that painting. You have the basis for a great colors scheme for your company. You can also create an aesthetic of glamour and legacy with the absence of color. For example, the most famous photos in history are black and white. Monet is most famous for his expert use of shadow. Not black. But shadow. Extraordinary. As an HVAC company, you can use the colors of your products and services to offer different benefits to customers. For example, Goettl uses a patented red screw to button up HVAC systems that they work on that are missing screws. Not only is it a colorful representation of their deep attention to detail, it is symbolic of their duty of care. Done well, color helps people associate your brand image. Customers will better connect certain colors with your business if you use consistent colors for your branding and messaging. There are many ways you can use colors to your advantage. For a business owner, the best way is to infiltrate your customers' visual thought process through your marketing endeavors. Find the perfect colors to represent your brand image and then use them repeatedly on your messaging. If you associate your branding image with everyday colors, tapping into your prospect’s virtual thought process becomes more accessible. This enables you to become the frontrunner in your client’s minds for a home service whenever they see the colors.
Phonemes
Phonemes are the smallest units of words. The english language is made up of just 44 phonemes. When we think of phonemes, we are thinking about how words sound. People who work with language daily understand phonemes deeply, such as linguists, translators, and Wizard of Ads™ Partners. Phoemes have a masculine and feminine nature. For example, moon, or luna, are perceived as feminine, while attack or fizzle have a sharpness to them, making them masculine. The feminine is considered to hold a positive resonance, the masculine being the shadow language. In marketing and advertising, phonemes affect your brand identity. If you were to choose a word that has masculine sounds, like Takita, you would conjur up hard, straight lines and points. If you were to instead brand using the name Nolooma, you would paint a softer, curvier, and more feminine image. So, what do you want your brand to subconsciously say? Who are you looking to attract? What message are you trying to instill? Speaking of spots, do you need help leaving your customers with a spot-on marketing strategy, one that incorporates these 12 languages of the mind? Then book a call with Ryan Chute from Wizard of Ads® today.
Customer Journey
Transactional vs. Relational Shoppers
When it comes to shopping, we can generally think of two different types of shoppers: transactional vs. relational.
“It flashed a sparkle of water as if to say goodbye and then the river curled away to go searching for the sea.” – Roy H. Williams
When it comes to shopping, we can generally think of two different types of shoppers: transactional vs. relational. (I know what you are thinking… What the hell does this have to do with the quote? Give me a second.)
Transactional shoppers are focused on the purchase itself. Like the river in Roy H. Williams’ quote, the transactional relationship focuses on the destination, not the journey. (See, I told you it makes sense.)
On the other hand, relational buyers are more interested in the experience of shopping and building a relationship with the brands they buy from. They are interested in the relationship between the sparkle of water that said goodbye and then curled away to meet the ocean.
Relational buyers take the time to dive deep and discover the hidden gems that transactional shoppers might miss. They want to know why the river originally went to the ocean and what kind of journey it took to get there. They are interested in learning about the different things the river has seen and experienced along the way.
The transactional shopper focuses on getting from point A to point B as quickly and efficiently as possible. The relational buyer is more interested in savoring the experience and building a relationship with the brands with which they have a buying relationship.
So, which type of customer are you?
Like most people, you are probably a mix of transactional and relational instead of transactional vs. relational.
2 Modes of Shopping
Each person has a relational and transactional shopping mode. You can only know the right thing to say when determining their shopper type. You and all other shoppers are totally transactional in specific service and product categories and, in others, really relational.
For example, when your HVAC system fails and the temperature in your home rises to an unbearable level, you want the problem fixed as quickly as possible. In this case, you are primarily concerned with results and price. You are not interested in building a relationship with the repairman. Your desire is for him to do his job and leave.
On the other hand, when you are looking for someone to design your home’s landscape, you want to find someone who will help you realize your vision. You want to know that this person understands that vision for your property and will work diligently to get it right the first time. In this case, price is certainly a consideration, but it takes a backseat to finding someone with whom you can establish a good working relationship.
Both modes of shopping are perfectly valid; it just depends on what you are looking for. Regarding transactional vs. relational shoppers, each personality type has a preference.
Transactional Shoppers
Transactional shoppers are all about the purchase. They want to get in, get what they need, and get out. They are price-conscious and not looking to establish a long-term relationship with the vendor. They measure your value by how cheap you are.
Transactional shoppers:
- Focus on today’s transaction only, giving little to no thought to the possibility of a future purchase.
- Only fear paying too much. Transactional shoppers look for price despite value.
- Rely heavily on the comparing-and-negotiating process, shopping at several sources before deciding to purchase.
- Do their research so they will not rely on an expert’s help.
- Consumer Reports is published primarily for them.
- Do not consider their shopping time as part of the purchase price.
- Transactional shoppers embrace the process.
Transactional marketing programs focus on immediate purchases, coupons, and discounts. Since shoppers in a transactional sales mode will shop all over town negotiating, often merchants wrongfully conclude most shoppers are always transactional. Truthfully, though, customers make more purchases quietly in relational mode.
Relational Buyers
On the other hand, relational buyers want to build a rapport with the vendor. They are looking for someone with whom they can establish a long-term relationship. They are often willing to pay a little more for the convenience and peace of mind of knowing their vendors well.
Relational buyers:
- Consider today’s transaction as one of many future buys. They look less for the product and more for the store to purchase it.
- They most fear making the wrong choice. Relational buyers purchase as soon as they have confidence in your empathy and competence. Your team must give them the confidence they seek.
- Do not enjoy nickel and diming. They understand the service you get at a discount is not the same service they get at full price.
- Look externally for an expert they can trust.
- Consider their time and energy as part of the purchase price.
- Very often become repeat customers once they are confident they found the right place to purchase from.
Relationship psychology says people are likelier to do business with those they know, like, and trust. Therefore, relationship marketing programs should focus on cultivating long-term customer relationships rather than simply encouraging one-time transactions. Building these lasting relationships means businesses must provide more than just good products and services. They need to create an emotional connection with their customers.
Some examples of relationship marketing include:
– Offering loyalty programs or rewards for repeat business.
– Hosting customer appreciation events.
– Sending personalized communications (e.g., birthday cards, holiday greetings).
– Asking for customer feedback and acting on it.
– Providing superior customer service.
Regardless of whether or not your customers are [transactional vs. relational](https://wizardofads.com.au/transactional-vs-relational-shoppers#:~:text=Consequently%2C Transactional shoppers represent lower,sales%2C and higher profit margins.), you want to book a call with Wizard of Ads™. We will help you understand your customers’ needs and develop a marketing strategy that will help you grow your business.
Transactional vs. Relational Case Study
Here is an easy peasy Transactional vs. Relational Case Study to analyze:
There are 10 shoppers in total: five transactional and five relational. All shoppers have the $100 recommended retail price, and they all want to purchase the same product.
Let’s start with the five transactional shoppers:
T1: Visits 3 stores. Spends $70.
T2: Visits 2 stores. Spends $80.
T3: Visits 5 stores. Spends $60.
T4: Visits 3 stores. Spends $70.
T5: Visits 5 stores. Spends $60.
Total: 18 store visits. Spends $340.
Transactional shoppers look around all over town at multiple stores before deciding to slurge. Each asks several questions at each of these stores and then leaves. Each transactional shopper returns to only one store to buy an item, leaving a score of salespeople frustrated without a sale.
Here are the five relational buyers:
R1: Visits one store. Spends $100.
R2: Visits one store. Spends $100.
R3: Visits one store. Spends $100.
R4: Visits one store. Spends $90.
R5: Visits one store. Spends $90.
Total: 5 store visits. Spends $500.
Meanwhile, the five relational buyers visit their favorite stores, buy things, and go home. They account for five store visits and purchases and zero upset salespeople.
Did you know that most companies spend retail ad dollars targeting the transactional mindset? Did you know half your prospects are relational buyers? So, why did your salesperson make it about price?
Transactional shoppers share a more significant percentage of all appointments than gross profits or actual sales. These shoppers care about the lowest price and will traverse many businesses to find it.
Business owners, keep this in mind: Transactional shoppers illustrate lower average sales and closing ratios, and smaller profit margins. Relational buyers depict a smaller share of selling time. Regardless, they have a larger share of sales and higher average sales, closing ratios, and profit margins.
Why do you spend 80% of your time for 20% of your lowest margin sales? Wouldn’t you rather spend 20% of your time generating 80% of your revenue? Think how much more time you’d have to close more relational buyers! Now that is exponential, profitable growth.
Indeed, relational buyers seem a more viable option to businesses in the transactional vs. relational debate.
Bottom Line– There is No “Perfect Ad”
The bottom line is that not everyone is going to like you, and that’s okay.
There will always be transactional vs. relational mindsets who engage your company. If you want more of the relational buyers, you need to speak the relational buyer’s language.
Is Your Company Transactional or Relational?
“Changing your ads so that they speak to a different shopper is easy. But changing the essence of your customer’s experience (selection, prices, sales staff) is not.”
– Roy H. Williams
Transactional vs. relational: Which is your residential home services company?
If you are not sure, here are some key questions to ask yourself:
- Do you see customers as one-time transactional shoppers or long-term relational buyers?
- What is your company culture like? Is it built on a foundation of trust and transparency, or is it more transactional?
- Do you focus more on the sale than on the customer experience?
- How do you measure success– by the number of sales or customer satisfaction levels?
- Are your advertising messages focused on selling a product or service, or are they designed to bond with potential customers?
- Do your team members view customer interactions as opportunities to build rapport and relationships? Or are they focused primarily on completing the transaction?
If you answered transactional to most of these questions, then your company is likely transactional. That means you see customers as one-time shoppers only interested in the product or services sold. Your focus is on making the sale rather than building long-term relationships with customers. (I am sorry to say, but your strategy kind of sucks.)
On the other hand, if you answered relational to most of these questions, then your company is likely relational. That means you see customers as people with whom you can build long-term relationships. Your focus is on creating rapport and developing relationships rather than making the sale. (I have to say, that is a much better strategy.)
Why is that the case?
Transactional companies tend to have high customer turnover rates. They are always looking for new customers because their old customers keep leaving. On the other hand, relational companies have much lower customer turnover rates. Their customers are loyal because they feel valued and appreciated. They know that the company cares about them as people, not just potential sales.
Build a successful business by focusing on developing relationships with your customers. It is the key to long-term success. The psychology of relationships is complex, but you can follow these basic principles to get started.
If you belong to the residential home services industry, transactional vs. relational, your customers will stay content with Wizard of Ads® aid. We build our business on relationships. Book a call with Ryan Chute today.
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