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Author: David Dunworth

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Best Practices Entrepreneurship Marketing

Marketing IS Oxygen

Marketing IS Oxygen

It’s true. Without effective marketing, your business would shrivel up and die. As a living being, breathing is vital to our existence. Your business, nonprofit, or practice sort of mirrors that same necessity. It only makes sense to keep your business, nonprofit, or practice “alive” and growing in an oxygen-flowing rhythm.
I work primarily with nonprofits, ministries, wellness practitioners, dentists, and physicians, but every small business owner is always in the market for new clients, customers, or patients. Every business owner of every type suffers from the same constraints.
For one example, the field of dentistry is rife with competition, and the stand-alone practitioner is becoming increasingly under attack from corporate dental outfits.
As for physicians, if they’re not “hospitalists” and have regular patient visitations, they are always hoping to take on new patients.
Wellness practitioners like chiropractors and others struggle constantly to keep the flow of new clients coming through the door. Small business owners are forever wondering how to keep the doors open and customers buying enough to turn a profit. It’s the same situation for nearly everyone who does not have a firm handle on the marketing and sales end of the business. They’re almost on life support, so to speak.
Marketing is the oxygen that keeps the business breathing, sustainable, and growing. Yes, you are a business owner, and businesses rely on effective marketing.
However, nonprofits, dentists, some doctors, anyone who books appointments to make their living, and any other type of specialist profession -school failed you in so many ways. I’m confident your entire education included everything to be a great practitioner, advisor, accountant, etc. Upon graduation, you received a pat on the back, loads of “attaboys” & “attagirl,” and healthy and hearty “Good Luck” wishes. You also walked away with sizable student loan repayment debt large enough to be its planet.

The main reason why people go into business is to take control of their lives. They trade working for someone else and choose to rely on themselves, and their ability to make a difference.

Herein lies the rub for all the professionals just mentioned. School failed you. Where were the courses for business administration? Where was all the marketing training? You learned how to be the technician of the business, but not an owner of a business.

That’s where the spaceship leaves the docking station and goes into open space without a fixed trajectory. Unless you’ve got the skill level to navigate outer space, you’re relying on luck.

How does one market a business? Ads in the local paper? Postcards in the neighborhood? A Billboard at each end of town? Sponsoring the local youth ball teams? Videos on YouTube? Facebook Live? What about webinars? Tele-seminars? Direct mail? All of the above? None of the above?

To the average small business owner, it’s anybody’s guess.

Here’s another all too familiar, inadvertent error. Someone’s niece or nephew (or a staff member) who claims to know about social media gets asked to “market” the business to reach new prospective buyers. What do they know other than “likes and shares?” You cannot pay the mortgage with either of them.
Or, to keep up with your neighboring competition, you hire someone to buy Facebook and Google Ads and have yet to learn why they cost so much for so little in return.
Still worse, even if you obtain some new donors, clients, or customers, you don’t know what’s working and what’s not. What is a good return on investment for your marketing investment?
I’ve uncovered all this “spaghetti tossing against the wall” style marketing and much more in floundering businesses everywhere. It’s epidemic in proportion to the rest that have it tuned in.
One business or practice often copies from another, thinking, “If this stuff is working for them, it should work for me.” Not necessarily. What do those who “market’ according to unfounded beliefs fail to consider? From whom are they copying get their marketing approaches? A knowledge-based approach.
This issue is no laughing matter. The blind and mute leading the same is a pause for genuine concern. Local markets are different, and neither are patients. For instance, marketing to an entire zip code probably contains households living paycheck to paycheck as well as working managers, supervisors, and executives. It would be best if you considered where the best opportunities are for the least amount of marketing spend.
Return on investment means a great deal to those who depend on booking appointments and retaining donors, customers, or clients for the long term.
Imagine canvassing your area; you spot Bubba sitting on the porch in his wife-beater t-shirt, spitting tobacco saliva into the grass. He’s drinking a beer at 2:00 pm and has two broken-down cars in the front yard. A washing machine and a ratty old couch are on the porch alongside him.
Do you honestly think Bubba and his family are concerned about regular wellness maintenance and prevention?
Four blocks over, the homes are well-kept, grass and shrubs are neatly trimmed, and relatively new autos are parked in the driveway. No debris, junk, or unkempt houses are on the entire street. The landscape is terrific.
Why waste your money sending postcard mailings to Bubba and his neighbors when you can easily target homeowners block by block? The Post Office has means to help with that sort of thing.
This brings me to another point; identifying ideal leads. We just scratched the surface of this aspect of marketing. Who IS your perfect avatar/persona? Where do they live, work, and play? What’s their income, education, and size of their family? There are a lot of demographics, psychographics, and geographic answers to define before you can even begin to market your business.
From where do your ideal avatars receive their information? Do they even hang out on Facebook or the internet at all? To what magazines do they subscribe? How do they evaluate quality vs. value? What about special needs? Are they young, old, or middle-aged?
Where do your existing leads live? How far away from you are they from you, and will they commute to be treated in your business? I live on the Gulf Coast of Florida. Would I go to Jacksonville to a chiropractor?
Before you even consider creating a marketing strategy, there is a boatload of questions to define answers. You can’t play Pin the Tail on the Donkey with marketing, or you’re likely to be the ass.
Marketing isn’t an industry where anyone can effectively perform it. Heck, even the so-called gurus get it wrong once in a while.
In these times of critical uncertainty, it pays to manage your marketing dollars more than ever. There’s no room for trial and error.
Every idea to be tried must be tested before enacting. I’m sure you’ve heard fellow businesspeople in your town ask, “Have you ever tried direct mail?”
The typical response is something like, “Yeah, I tried it. It didn’t work.” I’d bet a new car on the fact that they didn’t go through the Q&A scenario we just discussed. Nor did they test their headline, content, graphic, or even the envelope color or the address’s ink color. They reached for the pin and transformed into an ass.
When the day comes that your business isn’t growing, it’s dying. This fact is a stone-cold reality in any business. Grow or Die. It’s the battle cry of successful entrepreneurs.
There are books written on the subject of direct response marketing. How many have you read? How much direct-response marketing have you used to grow your business?
Here’s a special TREAT for anyone who reads this during the first half of 2023. Until May 31, 2023, anyone who sends an email to me requesting a free bundle of marketing materials, including the complete course on Magnetic Marketing by the world-renowned Mr. Dan Kennedy. His 25th-year expanded course includes everything from the oral, visual, and written content – worth $500 +. Email me at davidjdunworth@gmail.com with the Subject Line – Free Share Bundle Request and I’ll send a digital copy of 16 items free. I’ll also through in a 90-minute free consultation – NO SELLING! If you know me you know I love giving. *

Categories
Advice Marketing Skills

You Don’t Have to be a Master to Write Effective Copy

You Don’t Have to be a Master to Write Effective Copy

It’s true; anyone can write copy to market and sell their goods and services IF they possess a few skills. But, if you want to maximize your efforts, you may want to either: hire a qualified professional, or two: practice enough to cut the mustard.

Here are the three things you need to produce copy that sells without the 10,000 hours University. The expectation is that it takes 10,000 hours to master any skill.

First, you must know your prospective customer, client, or patient. This is an absolute must.

Guessing what’s being talked about in your prospect’s mind is no way to enter the conversation. That’s correct; you read it right. You’ve got to get in on the conversation already swimming around in the noggin of your ideal target. They are constantly going over the stressors inside their minds as they work 60-80 hours a week against the pressures of their industry.

Think strongly about a single person when writing copy to target your target audience. Get a firm picture in your mind of precisely who that person is. When you created your personas (some call them avatars) for each product you happen to sell, you should have gotten so unique that you should have named the singular.

I target practitioners. You know, physicians, dentists, attorneys, and the like. I refer to my physician persona as Pat. I don’t know why other than Pat is both male and female. For Dentists, I call them Bob because whenever I’m in the chair getting work done, my head bobs to and fro from the headrest to the spit sink. Attorneys – I call them all Rob ( with a long O as in Robe). Get it? I make my visuals appropriate depending on which persona I’m targeting.

My research into my personas has taught me precisely the pain points, struggles, challenges, and difficulties each has in their mind. What’s keeping them up at night? For instance, the typical physician worries about the constant cuts the insurance companies place on reimbursement for services rendered.

They also have concerns about their investment portfolio, mainly because physicians don’t typically know about business or finance.

As for dentists, they have patients (or the lack thereof) on their minds to the point of distraction. The amount of money they have invested in their office layout is staggering, as it takes nearly $1 Million to outfit a multi-station practice. The failure rate of dentists is so alarming that corporate dental is slowly taking over the industry.

The dreams they held when they first decided to become a dentist have faded significantly since they opened their business. No one talks about it, but dentists have the highest suicide rate of practitioners, bar none. The stress is enormous.

Attorneys are a lot like dentists. They suffer the same situation except for the investment in office furnishings. Their dreams have faded, there are always more new clients, and the competition is fierce depending on their niche. More and more attorneys are finding ways to specialize in carving out a niche within a place.

Regardless of the niche or audience you target, you have to know where to reach them. That’s another segment of the persona research that must be comprehensive. Where do they get their information? Not just the internet. What magazines, newspapers, television stations, and radio stations do they favor? Your job is to get your message in front of as many people in your niche as possible. Only 2% of the target audience is ready to pay attention to your cleverly crafted messaging.

So you see, this is the exercise you need to work on to get a real handle on your ideal prospect.

you have to have the ability to write just like you talk. Now leave the dock worker lingo to the streets. I was kidding. So, be casual, considerate, polite, and somewhat direct. If you want them to do something, you have to tell them. People like direction. They don’t take vague innuendo whatsoever. And, just because guys like Gary V and Tony Robbins can drop F-Bombs in every other sentence when they’re on stage doesn’t permit you to be crude, rude, and offensive under any circumstances.

Get your ideal target in your mind and imagine having a quiet conversation with them over a coffee or beer. Speak to their issues. They don’t want to hear about you and what you do. The only thing they care about is how you can solve their concern. They could care less about your features and benefits; your whizzbang is the best, etc. There’s only one thing on their mind, and that is what’s chewing them up inside.

Offering information that can improve your target’s life is a great way to build a relationship. Don’t just think you are one because you speak like a friend. Be helpful, be generous with information. Educate your prospects about how your goods or services can quickly resolve their challenges. You’ve got to impress them that YOU are the only solution because you’re so unique in the marketplace. You are unique. You do have a well-defined, Unique Service Proposition, don’t you? The original term was a Unique Selling Proposition, but I wouldn’t say I like the word sell. I’d instead service my clients all day long and never have to sell them. Third, when you are crafting your messaging, you must always be thinking about preparing it in such a way as to give them a “Reason Why” they should pay attention to you. Direct Response Copywriting is about eliciting an immediate response – an emotion-driven reaction to act now. That is the founding principle of DRC. An early ad man in the late 1890s – 1900s named J.E. Kennedy referred to his form of advertising as Reason Why Ads.

His premise was that if you thoroughly explained the benefits and could prove them, his reasons why they should buy were straight to the point.

Give your audience a Reason Why You are the Only Solution. Give a Reason Why They should listen to Your every word. Give them a Reason Why They should buy what You are selling. Tell them all this and ASK for the sale. A clear Call-To-Action (CTA) must accompany every communication.

You don’t have to be a master copywriter to produce well-worded and engaging copy if you utilize the abovementioned skills. If you don’t think you have it within, you had better recheck.

We all can write as long as we believe we can do it. It doesn’t take a Harvard Business School Degree to write, just the will to do so and some basic skills along with encouragement by following these tips.

Categories
Best Practices Growth Skills

How Stage Presence Can Undermine Authority and Influence (But It’s Easy to Correct)

How Stage Presence Can Undermine Authority and Influence (But It’s Easy to Correct)

Stage presence is often regarded as a critical component of effective communication, particularly in public speaking and presentations. However, many speakers overlook its impact on their authority and influence over an audience despite its importance. In this article, we will explore how certain aspects of stage presence can inadvertently undermine credibility and influence and provide practical strategies to correct these issues.

The Pitfalls

Poor stage presence can manifest in various ways, each of which can detract from a speaker’s authority and influence. One common pitfall is a lack of confidence conveyed through hesitant body language, vocal intonation, and eye contact. A speaker appearing unsure or nervous diminishes their perceived credibility and undermines their ability to persuade and inspire their audience.

Another detrimental aspect of stage presence is excessive nervous energy, often manifested through fidgeting, pacing, or distracting mannerisms. While some level of movement can enhance engagement, excessive or aimless movement can detract from the speaker’s message and create a sense of chaos or disorganization.

Furthermore, a monotone delivery devoid of emotion or enthusiasm can bore the audience and diminish the speaker’s ability to captivate and motivate them. Similarly, a lack of vocal variation, such as speaking too softly or loudly, can make it difficult for the audience to stay engaged and attentive.

Strategies for Improving Stage Presence

Fortunately, improving stage presence is achievable with practice and awareness. Here are some effective strategies to enhance authority and influence through better stage presence:

Confidence is the cornerstone of effective stage presence. Without it, even the most well-prepared speaker can struggle to connect with an audience. Fortunately, confidence is a skill that can be cultivated through deliberate practice and mindset shifts. Here are some strategies to build and bolster confidence on stage:

  • Thorough Preparation – Prepare thoroughly for your presentation by researching your topic, organizing your content, and familiarizing yourself with your material. The more prepared you are, the more confident you will feel when delivering your speech. Practice your presentation multiple times until you feel comfortable with the flow and content.

 

  • Rehearsal – Practice makes perfect, and rehearsal is essential for building confidence on stage. Rehearse your speech aloud, preferably in front of a mirror or with a trusted friend or colleague. Pay attention to your body language, vocal delivery, and pacing, and adjust as needed. Rehearsing in different environments can also help you adapt to various speaking conditions.

 

  • Positive Self-Talk – Monitor your inner dialogue. While easy for negative self-talk to become a part of your natural dialogue, consciously switch to positive affirmations and encouragement. Remind yourself of past successes and strengths and focus on your ability to deliver your message effectively. Visualize yourself giving a successful presentation with confidence and poise and affirm your capability to connect with and inspire your audience.

 

  • Value Focus – Shift your focus from self-doubt to the value of your message and its potential impact on your audience. Remember that you are sharing valuable insights, knowledge, or inspiration that can positively influence others. By focusing your attention on the significance of your message, you can transcend self-consciousness and channel your energy into delivering it with conviction and authenticity.

 

  • Mindfulness and Relaxation Techniques – Practice mindfulness and relaxation techniques, such as deep breathing, meditation, or visualization, to calm nerves and center yourself before taking the stage. These techniques can help alleviate anxiety and promote a sense of calm confidence, allowing you to present with clarity and composure.

Implementing these strategies consistently and intentionally can gradually build and reinforce your confidence as a speaker. Remember that confidence is not about eliminating all doubts or insecurities but acknowledging them and choosing to focus on your strengths and the value of your message. With practice and perseverance, you can cultivate the confidence needed to command the stage and captivate your audience with your presence and presentation.

Body language conveys confidence, openness, and authority on stage. It is often said that actions speak louder than words, and as a speaker, your body language can either reinforce or undermine your message. Here’s how to master your body language for maximum impact:

  • Stand Tall with Relaxed Confidence – Begin with a confident posture. Stand tall with your shoulders back, chest open, and head held high. Avoid slouching or hunching over, as this can convey insecurity or low confidence. Instead, imagine a string pulling you up from the crown of your head, elongating your spine, and projecting confidence.

 

  • Purposeful Gestures – Gestures can enhance your message and engage your audience, but they must be deliberate and purposeful. Avoid aimless or excessive gesturing, which can distract or convey nervousness. Instead, use gestures to emphasize key points or illustrate concepts, keeping them natural and in sync with your verbal delivery.

 

  • Maintain Strong Posture and Eye Contact – Maintain a robust and grounded posture throughout your presentation. Plant your feet firmly on the ground, distribute your weight evenly, and avoid swaying or shifting excessively. Maintain steady eye contact with your audience to establish rapport and convey sincerity. Scan the room and make eye contact with different audience members to create connection and inclusivity.

 

  • Facial Expressions—Your facial expressions can convey your audience a wealth of emotion and meaning. Smile genuinely to convey warmth and approachability, and use facial expressions to express enthusiasm, empathy, or conviction as appropriate to your message. Avoid maintaining a neutral or stoic expression, as this can come across as disinterested or aloof.

 

  • Mirror and Match Audience Energy—Adapt your body language to match your audience’s energy. If they seem engaged and enthusiastic, reflect their energy with animated gestures and dynamic movement. Adjust your body language to convey calm confidence and attentiveness if they seem more reserved or contemplative. Matching your audience’s energy helps establish rapport and keeps them engaged with your presentation.

You can project confidence, authority, and authenticity on stage by mastering your body language and consciously aligning it with your message and audience. Practice these techniques regularly and solicit feedback to refine your body language and enhance your stage presence. Remember, your body language is a powerful tool for connecting with your audience and amplifying the impact of your message.

In conclusion, stage presence plays a crucial role in shaping the effectiveness and impact of public speaking and presentations. While poor stage presence can undermine authority and influence, it is within everyone’s reach to improve and refine their performance through awareness, practice, and strategic execution. By cultivating confidence, mastering body language, managing energy, enhancing vocal dynamics, and fostering authenticity and connection, speakers can elevate their stage presence and maximize their ability to inspire, persuade, and lead.

Categories
Growth IT Marketing

Unlock Next-Level Content with AI

Unlock Next-Level Content with AI

The role of AI in content creation is more significant than ever, and, likely, you’ve already encountered articles or copy generated by artificial intelligence without even realizing it. The growing influence of AI isn’t isolated to just content; it’s a transformative force across multiple industries.

As businesses increasingly understand the importance of attracting organic traffic and engaging their customer base, the demand for original, high-quality content is rising. The upside is that technology, remarkably, AI is poised to meet this growing need more efficiently than traditional methods.

So, whether you’re crafting articles, social media posts, or any other form of content, AI can streamline your creative process. Utilizing AI can save you considerable time and significantly reduce the financial investment needed to hire specialized writers.

Why is this important for you? Leaning on AI tools for content creation allows you to focus more on strategy and less on the manual labor of writing, thereby giving you an edge in today’s competitive landscape. By understanding how to integrate AI into your content generation process effectively, you can fulfill the ever-increasing content requirements without sacrificing quality.

The Role of Human Creativity

The notion that artificial intelligence might eventually overshadow human writers has indeed been a point of concern. While it’s easy to marvel at the technological prowess of AI, particularly its ability to sort through enormous datasets and generate text, one has to remember that it still lacks several crucial human attributes. Imagination, emotional resonance, and a deep understanding of cultural nuance are uniquely human traits. These are the elements that allow human writers to craft content that informs and deeply connects with the audience.

The Limitations of AI

AI is powerful but confined by its very nature. For example, while it can sift through millions of articles and web pages to collect data or verify facts, it cannot intuitively understand the subtleties of human experience, emotion, or cultural context. Imagine trying to program a machine to write humor or create a piece of fiction that truly captures the human condition. These tasks involve a level of creativity and a nuanced understanding of human psychology that AI cannot replicate.

Collaboration, Not Competition

In recognizing the respective strengths and weaknesses of both AI and human creativity, the wisest course of action is to combine their capabilities. AI serves as an invaluable ally, handling the labor-intensive, analytical tasks in content creation like data collection and preliminary drafting. This collaboration allows human writers to devote their energies to the creative and emotionally resonant elements, enriching the final content.

The value here for you, particularly if you are involved in content creation or strategy, is multi-layered. Understanding the interplay between AI capabilities and human creativity allows you to optimize your content production process. You can deploy AI for time-consuming tasks requiring brute computational power and reserve the human touch for elements that require emotional intelligence and creative flair. This dual approach maximizes efficiency without sacrificing the quality that only human input can provide.

By recognizing AI as a powerful tool rather than a threat, you’re better positioned to create content that is not only efficient but also profoundly engaging for your audience.

AI writers like ChatGPT utilize natural language processing (NLP), which happens to be a segment of the artificial intelligence field that focuses on enabling computers to understand, interpret, and respond to human language. This is far more than just a keyword-based search; it’s an intricate process that mimics human cognition to some extent.

Categories
Growth Leadership Personal Development

The Importance of Mission-Focused Leadership in Volunteer Management

The Importance of Mission-Focused Leadership in Volunteer Management

In my experience as an international ministry key executive, I’ve found that mission-focused leadership is critical in managing and retaining volunteers. Volunteers are drawn to causes that are bigger than themselves, and it is our responsibility to keep the mission at the forefront of everything we do.

When volunteers see that their efforts are directly contributing to a meaningful mission, they are more motivated and committed. This requires constant communication about the mission and how their roles align with it. It’s important to regularly remind volunteers why their work matters and the impact it has on the community and the world.

Moreover, mission-focused leadership means that we must model the values and vision of our organization. As leaders, we need to embody the mission in our actions and decisions. This inspires trust and loyalty among volunteers, who look up to us for guidance and inspiration.

By keeping the mission central, we create a sense of purpose and direction that energizes and sustains our volunteers. They feel part of something significant and are more likely to remain dedicated to the cause, helping us achieve our goals more effectively.

In conclusion, focusing on volunteer retention, healthy relationships, spiritual growth, leadership development, organizational effectiveness, and maintaining a mission-focused approach are essential strategies for creating a thriving volunteer culture in any faith-based organization. By addressing these areas, we can build a strong, engaged, and committed volunteer base that will help us fulfill our mission and make a lasting impact.

 

Categories
Growth Leadership Personal Development

: Enhancing Organizational Effectiveness to Support Volunteer Growth

 Enhancing Organizational Effectiveness to Support Volunteer Growth

In my role as an international ministry key executive, I’ve come to realize that organizational effectiveness plays a crucial role in supporting volunteer growth and retention. Volunteers want to feel that their time is well spent and that the organization they are serving is well-run and mission-focused.

One of the key aspects of organizational effectiveness is being organized. Volunteers should not have to pick up the slack because of disorganization. When volunteers show up, they should find everything in place for them to do their job effectively. This not only respects their time but also boosts their morale and willingness to serve.

Training is another critical element. Many volunteers are highly capable individuals who simply need the right training to excel in their roles. Providing comprehensive training sessions and ongoing development opportunities helps volunteers feel more competent and confident in their abilities.

Lastly, it’s essential to set clear terms for volunteer roles. By offering defined terms of service, such as a semester or a year, volunteers are more likely to commit without feeling overwhelmed. This approach often leads to volunteers choosing to extend their service beyond the initial term.

Enhancing organizational effectiveness not only makes the ministry more efficient but also creates a more fulfilling and engaging experience for volunteers, encouraging them to grow and stay committed to the mission.

 

Categories
Growth Leadership Personal Development

Fostering Volunteer Retention through Healthy Relationships

Fostering Volunteer Retention through Healthy Relationships

As an international ministry executive, as well as having worked in the nonprofit space at just about every level, I’ve often faced challenges with volunteer retention. It’s a common issue that stems from various factors such as a chronic shortage of volunteers, high turnover, and mediocre morale. However, I’ve found that one of the most effective ways to address these challenges is by fostering healthy relationships within the organization.

I think you’ll agree with me that “healthy” relationships are the cornerstone of any thriving community, especially within a faith-based organization. I know it is with what we do at TIMFBO.

When volunteers feel valued and connected, they are more likely to stay and contribute meaningfully. This begins with creating an environment where open communication is encouraged, and issues are addressed directly rather than being swept under the rug.

I make it a point to talk to people I disagree with, not about them. This approach fosters trust and respect, which are essential for healthy relationships. Additionally, by addressing toxic behaviors and promoting a culture of grace and truth, we create a space where volunteers can thrive and grow both personally and spiritually.

By prioritizing healthy relationships, we not only improve volunteer retention but also create a more vibrant and effective ministry. Volunteers who feel supported and valued are more likely to stick around, contribute their best, and ultimately help advance the mission of our organization.

Categories
Growth Leadership Personal Development

The Truths About Trust – A Comprehensive Exploration

The Truths About Trust

A Comprehensive Exploration

Trust stands as a cornerstone in the architecture of human relationships, both personal and professional. This invisible glue binds people, enabling them to collaborate, love, and grow together. Whether it’s a friendship, a romantic connection, a business partnership, or a community, trust serves as the foundational element upon which all positive interactions are built.

However, the importance of trust is often underestimated, and its presence can be taken for granted. Trust is subtle in its existence but glaring in its absence. Trust remains in the background when everything goes smoothly, quietly facilitating cooperation and empathy. But when trust is lost or broken, its absence is felt acutely. Relationships can crumble, negotiations can stall, and the sense of betrayal can leave lasting scars.

That’s the worst time to appreciate its significance because the damage may be irreparable. Rebuilding trust is challenging, often requiring time, effort, sincere communication, and demonstration of integrity and reliability. In some instances, the wound is so profound that the trust cannot be restored, leading to the termination of the relationship.

Instead of leaving trust to chance or assuming it will always be there, trust requires intentional nurturing. It needs continuous attention, validation, and reinforcement. Like a delicate plant that requires sunlight, water, and care, trust must be nourished with honesty, consistency, and understanding. It must be protected from deceit, miscommunication, and neglect.

Here are three truths about trust to consider when fostering high-trust relationships:

  • Trust is Not Automatic: It must be earned and maintained. It starts small and grows through consistent actions that demonstrate reliability and integrity.
  • Trust is Fragile: Even long-standing trust can be shattered through a single act of betrayal or dishonesty. The recovery is often slow and arduous.
  • Trust is Transformative: When present, trust can elevate a relationship to new heights, unlocking potential, creativity, and deep emotional connection.

Understanding these truths about trust invites us to be more conscious and deliberate in our interactions with others. It encourages us to recognize the value of trust and to invest in it actively, ensuring that our relationships are robust, fulfilling, and resilient.

Trust is a Skill

Trust doesn’t just materialize; it’s a cultivated skill. Understanding this can transform how we approach relationships and interactions in our personal lives and professional arenas. But what does viewing trust as a skill rather than an inherent trait mean?

Firstly, it means recognizing that trust is not static or absolute. It’s dynamic, evolving, and responsive to our actions and behaviors. Like any skill, it requires practice, patience, and perseverance. Just as a musician fine-tunes their craft or an athlete trains to excel in their sport, individuals can learn to build and sustain trust through conscious effort and consistent practice.

Developing trust as a skill involves several key components:

  • Understanding: A comprehensive understanding of what trust means to different people is essential. This includes recognizing the values, beliefs, and expectations that underlie trust in various contexts.
  • Communication: Clear, honest, and open communication forms the foundation of trust. Learning to articulate thoughts and feelings transparently while listening attentively to others is vital to building trust.
  • Consistency: Trust grows when actions match words. Being consistent in behavior and following through on promises helps in establishing a pattern of reliability, which in turn strengthens trust.
  • Empathy: Being able to see things from another’s perspective and showing genuine care and understanding can foster a deeper connection and trust.
  • Ethical Behavior: Acting with integrity and honesty, even when no one is watching, reinforces the perception that you are a person who can be trusted.
  • Adaptation: Just as no two relationships are the same, the skill of trust must be adaptable to different circumstances and individuals. What builds trust in one relationship might not be applicable in another. Learning to navigate these nuances is part of mastering the skill of trust.
  • Recovery: Even in the strongest relationships, trust can be challenged or broken. Part of the skill in trust is learning how to repair and rebuild when trust has been compromised. This requires humility, accountability, and a commitment to making amends.

Trust Drives Results

Trust transcends being a mere “soft” skill. It fuels tangible outcomes in organizations, operating as a powerful force that directly correlates with success in various forms. Let’s break down how trust, often seen as an emotional or subjective quality, translates into quantifiable results:

  • Reduced Turnover: In high-trust environments, the turnover rate decreases by as much as 50%. The importance of this cannot be overstated. Lower turnover means reduced recruiting and training costs, better knowledge retention within the organization, and a more cohesive and experienced team. Trust creates a sense of stability and belonging, making employees less inclined to seek opportunities elsewhere.
  • Enhanced Performance: Employees who trust their leaders perform 20% better. Trust enables an open line of communication where ideas are freely exchanged and feedback is given and received. This environment fosters innovation, efficiency, and a shared sense of purpose, all of which contribute to higher performance levels.
  • Increased Loyalty: With an 87% lower likelihood of leaving, trust manifests as a strong sense of loyalty within the organization. Loyalty leads to long-term commitments from employees, ensuring a consistent and dedicated workforce that’s invested in the organization’s mission and goals.
  • Positive Organizational Reputation: Trust not only impacts internal dynamics but also the external reputation of an organization. A culture of trust attracts talent and customers alike. People want to work for, and with, organizations that have integrity and value relationships. This reputation can be a significant competitive advantage in the marketplace.
  • Discretionary Energy Utilization: Trust encourages employees to go above and beyond their basic job requirements. This discretionary energy is channeled towards benefiting the organization, leading to innovation, improved customer service, and often unexpected positive results.
  • Strategic Alignment and Execution: Trust facilitates alignment around shared goals and smooth execution of strategies. When trust
  • exists between various levels of an organization, strategic initiatives are more likely to be understood, embraced, and effectively implemented.
  • Risk Management: Trust provides a foundation for constructive dialogue and collaboration. This atmosphere allows for better risk assessment and decision-making, as individuals feel safe to express concerns, ask questions, and propose alternative solutions without fear of retribution.

Trust Begins with You

Trust and risk are indeed inseparable, intertwined in a delicate dance that requires a nuanced approach. Here’s how trust starts with an individual and grows into something greater:

  • Taking the Initial Leap: Trust is not a passive attribute; it’s a proactive choice. Someone must make the first move, extending trust even when uncertainties linger. This leap of faith may feel risky, but it sets the stage for trustworthiness to be revealed. By choosing to trust, you invite others to meet your expectations, and in doing so, you unlock the potential for deeper, more meaningful connections.
  • Understanding the Virtuous Cycle of Trust: Trust begets trust. Extending trust to others opens doors for trustworthiness to be demonstrated. When one person takes the risk to trust, it encourages others to reciprocate, creating a positive feedback loop that strengthens relationships. This cycle not only builds trust but can repair it when damaged, fostering resilience in relationships.
  • Nurturing Trust Like a Garden: The analogy of nurturing a garden illustrates the delicate and continuous care required in building trust. Just as a garden needs consistent attention, feeding, and watering, so does trust within relationships. You must plant the seeds, nourish them, and be patient as they grow. A garden doesn’t bloom overnight, and neither does trust. It requires time, effort, and the understanding that the process is as important as the outcome.
  • Recognizing the Role of Risk: Trust and risk are two sides of the same coin. Trusting others involves vulnerability and the risk of disappointment or betrayal. Yet, without this risk, there’s no opportunity for trust to flourish. Embracing risk as a natural part of the trust-building process helps to frame it not as a barrier but as a pathway to deeper connections.
  • Personal Responsibility and Accountability: Trust starts with you. It’s a personal responsibility, an active role that each individual must embrace. Being trustworthy yourself, meeting commitments, acting with integrity, and being consistent in your actions lays the groundwork for others to trust you. Likewise, holding others accountable for their trustworthiness reinforces a culture of trust.
  • The Power of Empathy and Understanding: Trust-building is about empathy, understanding, and recognizing the humanity in others. It requires a genuine interest in others’ well-being, listening actively, and validating their feelings and perspectives. This emotional connection is often the glue that binds trust within relationships.
  • Long-term Investment in Relationships: Building trust is not a one-time act; it’s a long-term investment in relationships. Whether in personal relationships or organizational contexts, trust requires ongoing attention, evaluation, and reinforcement. It’s an evolving process that adapts and grows with the relationship itself.

Trust, as we have explored, is a complex and vital aspect of all personal or professional relationships. It’s more than an abstract concept; it’s a tangible force that shapes interactions, decisions, and outcomes.

  • Trust as a Skill: Trust is not accidental; it’s a cultivated and learned ability. By recognizing the dynamics that underlie trust—being Able, Believable, Connected, and Dependable—, one can consciously build and enhance trust within various relationships. Intentional trust-building takes practice, understanding, and effort, much like any valuable skill.
  • Trust Driving Results: Beyond emotional connections, trust is an organizational success engine. High-trust environments lead to measurable positive impacts, including lower turnover and higher performance. It’s more than a “soft” skill; it’s a crucial factor that influences the very bottom line, reinforcing a culture of excellence and dedication.
Categories
Capital Growth Leadership

KEEPING THE REVENUE BUCKET FULL THROUGH RETENTION

KEEPING THE REVENUE BUCKET FULL THROUGH RETENTION

When I was a club manager, I remember acquiring new Members was my main priority. Or so I thought it was my number one responsibility. In my world, Members are customers who not only pay for the right to walk in the door, but if you make a mistake, they still come back the next day. In the rest of the world, distraught customers never return but speak ill of you and your organization across town.

Maintaining a full Member Roster is paramount for a club’s survival. Focusing on new ones is counterproductive to growth if you continually replace those who quit. Treating Members like Kings and Queens to be raving fans is equally, if not more, important.

It’s the same in every business, including nonprofits. Growth and sustainability go hand in hand with retention.

Keeping those involved with your organization is paramount to long-term sustainability and capacity building. To think otherwise is naïve.

Naïve is how you could describe me in my early club management days. I was in the military managing Officer’s Clubs.  My knowledge was limited at the time because I looked at the new initiation fees and growth in the dues, but I ignored a simple truth. We were keeping those happy who were already contributing to our profitability; it cost very little, while new Member acquisition was ten times more expensive.

Once I got my thinking straight (I pulled my head out of…) and developed a comprehensive Member Retention process, the clubs prospered.

But that was then; this is now. Generating leads and performing online client, customer, or patient acquisition is how business is conducted in the digital age. Everyone with a smartphone or computer searches for goods and services online. They can search by brand, item, and cost. You name it. What is being said about the company or the brand online on social media? How is XYZ Company doing against its competitors?

These are the types of evaluations going on routinely. If businesses wish to stay atop their positions on social media, they had better respond to every comment, good or bad.

However, nonprofits might be different from the typical small business. Sure, social media is a valuable tool and should be maximized. New interested parties might seek you out after seeing your postings online if you are consistent, frequently, and consistently. If negative reviews are posted, it’s not the end of the world. Responding sincerely to every comment can mitigate negative reviews.

Like the title’s image, it doesn’t matter how much revenue you bring in; if it is draining out of your business, what’s the point? The holes in your customer retention program need equal attention, lest you run empty.

 

If your new acquisition revenues cannot exceed efficiency or poor retention, you will not sustain them.

 

We all know that the value of a customer (or donor, patient, or client) far exceeds that of a new acquisition. If a customer remains loyal for an extended period, it is easy to calculate Customer LifeTime Value (CLTV). CLTV equals the length of the average donor times the average dollar contributions over time minus the cost of acquisition and fulfillment. This is a simplified version of the formula. You can learn quite a bit more here.

 

Retain Donors by Making Them Sticky

 

Service is typically the area of focus for a company to ensure the satisfaction of its stakeholders. We also know that leaving it to only a single department is far from correct. Business Insider says more than 20% of online reviews are fake. While it is hard to control what a disgruntled employee, hacker, or even a real customer might espouse, a solution is far from your control.

 

Everyone on the team should be involved with reasonable customer satisfaction. Of course, that is easy to state, and it’s not so easy to initiate and control.

Online Reviews and Your Online Presence

In this digital age, customer retention is built by online reviews. Those critiques shape the opinions of researchers as well as referrals from friends. According to Myles Anderson of BrightLocal on theSearchEngineLand and Blog, as many as 88% of customers trust online reviews.

Conversely, the same holds true. Negative reviews can kill sales, sales momentum, and productivity of a company, eventually weakening its customer base by having to trim expenses to meet revenues. It’s a downward spiral to the bottom.

 

Reviews Tied to Individual Performance

 

Each time an employer evaluates an employee, there are chances that the most recent actions influence the report. It’s human nature, almost unavoidable unless there are excellent records of employees interacting with customers, etc. Now there is.

 

Customer satisfaction reviews and online surveys aligned with the business and those operating it can be tied directly to individual performance. This is a terrific tool to evaluate periods when you do not oversee employee actions, but from the customers’ perspective, their view says it all.

 

 

Categories
Branding Growth Marketing

PAY…STAY…REFER

PAY…STAY…REFER

This is one of my favorite topics because it is the heart and soul of Magnetic Marketing!

It’s rather simple. This is exactly what you want your customers, clients, or patients to do. You want them to pay for the benefit of working with you. You want them to stay with you and continue paying for as long as possible. And, you certainly want them to refer others to you.

Well, it’s easy to say, not so easy to do, is it? Let’s break it down into bite-sized pieces.

Pay – It all starts with identifying your ideal prospect so that you don’t end up shouting “Buy From Me” all the time to a public that is already being bombarded by nearly 1500 messages a day. They’re deaf to it. By messaging only those that will resonate with you, you have to be very specific in who you are targeting. Think of it like this. Say you’re a coach for speakers, and you target speakers nationwide.

We know there are +/- 3500 registered speakers in the National Speakers Association, but that’s just a tiny fraction of those that are in the game. Just as a guess for this example, let’s say there are 35,000 speakers in your market (it’s probably more like 350,000).

This process I refer to as external marketing because you are seeking customers or clients from outside your organization. Get it?

If your message is crafted so well and your offer is so outrageously attractive, you’ll only resonate with 2% at most. Why? Because only a small fraction of them might be ready for your message at this time. 35,000 speakers aren’t hanging around the email inbox hoping to get an invitation from you. None of them are. But you might catch the attention of a fragment of them with your well-written copy. Then what?

You have to nurture those who raise their hand to signify they have some interest. It’s a dating ritual. You caught their attention, now you have to romance them a little and build a relationship. If you do everything right, they might pony up with your fee and dance. That’s the easy part. The fun is just getting started.

You’re successful enough to receive payment for your services, but for how long? If you only have one pitch, one service, what happens once you’ve delivered it? Best to have more than just a lead magnet and a tripwire to capture them as a client. Your main service (consider everything as a product) is what you’ve sold, and delivered, what else can you offer to keep them engaged and interested in working with you further?

Stay – This is the point when your marketing switches from external to internal. You’ll be doing a lot of marketing to your existing customers or clients to keep them interested in you and what you offer for as long as possible.

I shared the formula to calculate customer lifetime value more than a few times over the years. The formula hasn’t changed one iota. Go here for some info.  This is the number you want to continue to grow, and it will as long as you retain the customer and said customer continues to purchase from you. That means you are going to make certain you have upsell or cross-sell items, new products from time to time, OR, a recurring monthly payment product, like a membership. Just about any business segment can conceive a membership product or service. You just have to be creative.

The hidden beauty of a membership-style business is that you have recurring revenue coming in 24/7, thereby allowing you to work on new offerings to serve new customers or those who have yet to elect membership.

Most of you know I came out of the private club industry, where membership is King or Queen.

We knew we were banking $4 Million a year coming in before we opened the doors. That takes the pressure off just a bit, but it still requires us to make them want to STAY. Creating a membership offering can keep you on top of your game.

Refer – This is the big payoff. This is what you’ve been working so hard for. If you’ve done your job by creating happy and satisfied customers or clients, you should be encouraging them to refer their friends and family, work associates, and church friends to your business. Imagine, you have already spent a fortune acquiring and nurturing your current base, so any new referrals cost you bupkis. And, they are going to be easier to work with because they are acting on the relationship their referee has already established. Yahoo!!