Well, that launch went well. (It did not.)

A few years ago I consulted to a small music tech startup that was launching a wireless guitar accessory that modified the sound of electric guitars.

The product was very innovative, and the company had raised money to launch it.

As is often the case with tech startups, the founders were two very tech-y engineers and had no marketing knowledge.

I knew my role as a marketing person would be challenging because I’m no guitarist and have no idea what their potential customers like.

But I’m creative and can find connections between things quickly, so I knew I could help them.

When I entered the project, the company had just completed a pre-launch of the product and it flopped.  Results were close to zero.

They said, “We don’t understand, this product is every guitarist’s dream come true.”

Hm.  

I reviewed all of their marketing and promotional materials in depth and watched hours of videos demonstrating the product, how they spoke about it and presented it to their audience.

I noticed that audio and video product demos usually played heavy metal or Jimi Hendrix songs.

I had this thought that MAYBE their people didn’t resonate with that kind of music, but I was immediately shot down with this idea.  And when I asked why this kind of music was always used in videos and promos, they said that this was their audiences’ favorite kind of music.  

How did they know this? They assumed it, because it was their favorite (and anyway, tech engineers know best – cue big eye roll).

Of course, I wanted to test this assumption, so when they signed a partnership deal with Guitar World Magazine, I pushed for a different kind of campaign  – to send a survey to the magazine’s 100K+ email list, which would help us nail down EXACTLY what guitarists wanted to hear.

Because they were eager to launch again (and launch with results), they went for this idea.

Well well well.

As it turned out, only 20% of respondents (over 500) favored Jimi Hendrix and heavy metal.  Most people favored Eric Clapton and Blues.

“Womp Womp, you engineering geniuses!” 

This was just ONE bit of data that surprised them and confirmed why the pre-launch didn’t work.

Please survey your people. Get to know them better, understand what they want so that you can serve content that’ll make sense to them and will let them know you get them!  

In the spirit of surveying, I’ve also created a summer survey!  I want to get to know you better, create content that’ll benefit you and your business and will help you share amazing content that will attract the RIGHT clients.

Help me create better content – – >> https://bit.ly/summer-survey-21

And because I ❤️ & appreciate your time, if you fill out the survey by Monday 9/6/21 at 11:00PM EDT, you’ll be entered to win a $100 gift card from Amazon.

I will announce the winner on Tuesday 9/7/21 at 3pm EDT and will notify them via email.

HERE is the LINK again

It’ll take you 10 minutes or less  – I really appreciate our connection 🙂

Need your help with this Summer Survey

How is it already the end of August? 

I love summer so much, I never want it to end!

As you know, I’ve taken some time off this month, and I’ve been thinking about all that I’ve accomplished this year.

This time last year, I decided to hunker down and figure out exactly what it’ll take to consistently be visible in my business – to provide valuable content to my readers, to promote my offers, to build and engage with my audience.

I mean, I’ve always been a marketer, and I’ve always kinda marketed my business, but not so strategically and not very consistently.

But today, I’m proud to say, I’ve figured it out!

I’ve been sending out emails, writing posts – new content every single week for the past year.

I know exactly what has to be done in order to create a system, a content machine that will allow me to consistently market my business, support my launches, even when I’m not there!

(this blog was written and scheduled to go out before August!)

I write content with you in mind, so I want to make sure that this content lands exactly where you need it to.  

I love writing, but if the content isn’t surviving its purpose, I want to tweak it – my mission is always to help you find your voice and share it so that the RIGHT clients will find you.

In the spirit of summer and in celebration of the end of it, I’ve created a summer survey to help me better understand how to help you create content and use it to build your client base.

So, if you have a business, or if you’re selling something, please help me make my content better by filling out this survey, which will take you 10 minutes or less to complete.

I want to make sure I’m providing valuable, helpful content you’ll love reading.

Here is the link to the survey: https://bit.ly/summer-survey-21

As a token of my appreciation, anyone who completes the survey by Monday 9/6/21 at 11:00PM EDT, will be entered to win a $100 gift card from Amazon.

I will announce the winner on Tuesday 9/7/21 at 3pm EDT and will notify them via email.

HERE is the LINK again

It’s been an amazing year, full of challenges, failures and successes and I’m so so grateful for our connection!

Thank you for not giving up on me

Earlier this year, I launched a new workshop and emailed my list, existing clients and prospects about it several times during the week – automated + personal emails.

Lots of emails landed in people’s inboxes.

Fact: It takes ~ 5 emails for a potential customer to say Yes.

On a coaching call that same week, a client said, “I don’t want to bother my audience by sending out too many emails, bc I don’t like it when I get too many.”

Also fact: Your thoughts about what your audience wants are just assumptions unless you validate them (asking them directly or thru data).

Don’t let assumptions be your guiding principle.

It’s tough to capture people’s attention these days. They might see an email and they’ll think about it. Then, they’ll see another email, which will convince them to go check you out on social media and read testimonials on your website.

And when they receive that last email, they will have already been convinced.

I know this happens because I survey my clients often. I ask them what made them sign up and how they arrived at a decision.  People also respond often to my emails during launches.

One woman thanked me for contacting her and not giving up on her. Then, she attended my paid workshop.

This is your friendly reminder to keep communicating with your people, whether it’s in free content or promotional.  

People don’t necessarily respond right away.  It doesn’t mean they’re not interested.

You’re not bothering them. If they signed up, followed, liked, they want to hear from you.

When they buy your service/product and get the results they want, they’ll thank you.

Have you ever surveyed your audience? If you want to get to know them closely, here’s a simple way to do this (via automated emails or personal ones):

  1. Think of 3 or more questions you would ask your audience, followers, customers if you had a chance to speak with them privately.
  2. Create a simple Google Form with the 3 questions (Pro tip: open ended questions will give you more insight into how they think and feel)
  3. Send an email (automated to your list, or personal), asking them to fill it out, and give them an incentive to do so. (for example: Everyone who responds is entered to win, the winner receives a gift card).
  4. Review all responses and pick out the main words, phrases and language your audience uses to answer the questions you’ve asked.
  5. Create content that answers their questions and solves their problems.

Warning: You might find that the people in your world are not the RIGHT customers after all.  

Keep communicating with your audience, they want to hear from you!

People are bananas and the Worst Criticism

“I LOVE criticism about my creative work” – said NO creative PERSON EVER!

Actually, said no human ever.  

People ask me often if I receive rude replies to my emails and how I handle criticism.

Honestly, criticism has made me doubt myself often.

Some people don’t love my words, and I’ve received some mean comments and responses to my emails and other content.

Seems like the more content I put out there, in any shape and form, the more criticism I receive.

Sometimes I receive responses full of rage.  

Not only do people unsubscribe from my list, but I’ve been reported as a ‘spammer’, I’ve been told my emails are stupid and crappy, some emails have included a subtle ‘F*@$ you’.

Some of these unexpected emotional reactions came from content I write on behalf of my clients, from THEIR audience, and then my clients forward these responses to me. Ouch.

I used to take this personally and get really upset – I’d put my work on a long ass pause, and in some cases I’ve turned down clients because I thought my writing wouldn’t be good enough.

I’ve thought alot about this and at some point concluded, “Maybe there’s good information here, maybe I can learn from this?”

After a while, I realized, “NAH…. if someone is going to throw an adult temper tantrum at an innocent newsletter, then it has nothing to do with me or the quality of my writing.”

I think many people are going through some sensitive times right now, no use letting someone’s shit fit dictate whether your work will be seen or not.

Your words are important.

Oh and then also, I save these fun criticisms in a folder I call “people are 🍌”, to remind myself that it’s not about me, but just a hand of bananas  – and also they make great content!

People are bananas and the Worst Criticism

Keep sharing your voice!

I Need to Rebrand my Business + Build a New Website

On a recent call, I spoke with a G about her business.

She doesn’t do one thing, and she isn’t one thing.

She’s an artist, a tarot card reader and a nutritionist.

She thought her business ‘required’ certain things to grow her client base.

She said, “I want to rebrand + build a new website, so I’ll be able to be more focused with my message and get more clients.”

As we drilled down into specifics, she revealed that her business wasn’t earning as much as she’d like and she thought that she could ‘earn more’ if her website was more professional looking.

She said, “I want more work, I want to help more people, but I just don’t know how to ‘get more clients’.

If you’ve been following me, you know how I get a twitch in my left eye when someone says, “get clients”.. Because…

Clients aren’t for the ‘getting’ and the RIGHT clients can COME TO YOU with the right message.

Photoshoots, rebranding, new websites are just a distraction.

And you know where she got the idea that her website wasn’t professional looking?

Friends, family, some random experts on social media who said professional websites are the missing link to more clients.

Fact: Many of my clients have had businesses for 20+ years, without a website and no social media presence. 

It’s not necessary. 

I’m not saying it won’t be un-important forever, or that it’s not FUN, but if your business isn’t earning what you want it to earn, and if you’re still trying to figure out from where new clients are going to land, the website+rebrand can take a backseat for now?

Are you trying to figure out a good marketing strategy when scrolling social media?  Are you surveying non-experts for their opinion?

Stop it. 

If you want to attract new clients and understand exactly where they come from, I would suggest doing something else.   Follow these 5 steps:

1 – Define your target market – what are their problems, their needs, their wishes, their desires? What is missing for them?  What is your solution?

2 – Survey your target market – maybe you have a small email list, maybe you’ve been active on social media.  Ask them targeted questions and record everything.  Note their language and the words they use.  Present your solution to them and ask them questions about it (best if questions were open ended).

3 – Clarify your message according to the survey- create your brand voice, map out your main messages, your values and stories that support these (nothing like a great story, but if a story doesn’t have an underlying message, it’ll soon be forgotten).  Create a communication plan that supports your messaging.

4 – Create an offer that is an extension of your messaging – for example, one of my main messages is “you don’t need a website in order to grow your client base, you can do this by talking to a lot of people – in person, on social media, via email”.  My 1-DAY VIP OFFER (where we spend 4-5 hours on your business together), we clarify your message (so you can clearly articulate your work in speaking and writing), create an offer, and create a content plan to which you can refer people who ask about your work.

5 – Communicate with as many people as possible  – put your content out there, be as visible as possible, share your message, make offers on email, social media and face-to-face.  When people ask you what you do, you can tell them with words AND refer them to your work on social media (FREE) or invite them to sign up to your email list, where they can receive content you worked on in #3.

Once you have these in place, you will have a lot more clarity about what your ‘new brand’ will stand for and what your ‘new website’ will look like.

In the meantime, you will have understood what your target customers want, how they communicate and if your offer resonates with them – you will even EARN money along the way.  

OH, and don’t think you have to have all the pieces above in place in order to share your message – you can do that imperfectly and immediately.  Once you start working on your message, so much will be revealed for you! 

As a matter of fact, I encourage all my clients to get ‘messy’ with it and to practice it before it’s perfect. 

Perfect will never come!

Either way and whatever you choose, there’s no right or wrong – your journey in this is unique to you.