Mar 4, 2021
Defining Your Message With Lisa McLeod
Focus on what you really need
Are you being caught in a trap of spending heaps of marketing and getting no traction? We’ve got Lisa McLeod here from Selling with Noble Purpose and she's going to talk about how to make sure that you have a clear cut and defined message. So Lisa, what are some of the main blunders when people start marketing and trying to sell in a new business? What are the things you think they need to focus on?
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Focus on these three areas
Elizabeth: There are three main things that get in peoples’ way. The first thing is, what they think it means to sell. This is over-describing what they do. Secondly is their expertise. Most people start a business because there are some customers out there who are not getting their needs met. What gets in their way when they are trying to sell is that they are too deep in their expertise. Lastly, they don’t have clarity and purpose. They think their purpose is to sell, but the purpose is to make a difference to your customers. This should be the center of your marketing message and not your product. How do you make a difference to customers? What is your impact?
I’ve definitely fallen into the trap of doing that previously. I’m an engineer who thinks very much in detail. I was in a spot where I knew I had a great product, but I thought, what if I have the cure for cancer but I don’t have the voice and clear message to tell everyone about it. Do you have an example of seeing businesses that highlight what they do instead of why they do it?
You need a clear voice
Elizabeth: That's right. What they do versus why they do it. Let’s say with the cure for cancer, the fact whether it's injectable or it's a pill, all we care about is the cure for cancer. We need to think this way as sellers. We had an IT company we were working with and it's an American based company. They do IT services and you can outsource all your IT to them. So when I started working on it, we said, what impact do you have on customers? One guy in the room stood up and said, we help small businesses be more successful. That’s what happens when you have that clarity of purpose.
Every time you interact with a customer, that's what you're trying to do, is to help them be more successful. And if you're a business owner one of your challenges is getting your people to have the right behaviors with customers.
Absolutely. We changed our marketing messages around after addressing the question of what are we actually doing? We've redefined the message of what we do in business and what we do for people's lives to challenge their operations through creating kindhearted personal relationships driven by cutting edge advancement. We changed our marketing message and said we guarantee your uptime and if you go down, we pay you. The message is very clear, we guarantee that your business will run perfectly with technology and we're happy enough to put our money where our mouth is.
Elizabeth: The exercise you have done is really important. Finding your why can be easy if you have a small business with a handful of employees, but if you go to a mid-size business, you need to be explicit. Why? Because you want a competitive differentiation.
Even if what you are selling is not unique you’ve got to show that you do your business differently. Second, you need an emotional engagement with your people. You have to drive emotional engagement with your team to motivate them to try new innovation. As a leader, you have to articulate the impact you have on customers and make that the north star of the business.
Differentiation is Key
As your business becomes bigger, the message shouldn’t get watered out. What is the differentiator between copycat-like businesses such as McDonalds and Hungry Jacks?
Elizabeth: You’ve got two key ways to differentiate yourself. Number one is your product, and number two is the experience of doing business with you. I was running the session for a group of leaders and we were talking about this. McDonalds and Hungry Jacks can’t be differentiated from each other. What interests me during the session is, I asked who stands out among these organisations? There is an east coast of America company called Chick Fil-A and a west coast company called In-N-Out Burger. I thought people were going to come to blows arguing about which one is better. The reality is, is the food better at either one of these fast food chains? The place of true differentiation is the experience that you were creating for your customers.
Don’t change your business only in response to your competitors
If you've got a business and you're trying to try and work out how to make sure that you are targeting your audience appropriately and being separate from your competitors, what's the best way to do that?
Elizabeth: If response to your competitors is the basis of what you're doing for your business, you are not going to create a differentiated experience. If you want to create true differentiation and be clear with your message, you need to find your purpose in the way you do it. You have to answer these three questions:
When you answer these questions, this creates the story of your business and that's the story you go out to the market with.
Talk to your customers and get honest feedback
I always say the best way to find out how you make a difference to your customers is to ask them, would that be fair?
Elizabeth: Totally. If people are buying your products or renewing their contracts with you, this means that you are doing something as simple as creating a great experience. Or maybe helping them to be more successful because as an IT company, you are doing all their back up IT. Company owners can sleep at night knowing that you take care of the technical side of their business. It’s not just about the product but the impact you are making on your customers.
Find out the “why”
We've had a customer who had to leave and so I asked them, what could we have done differently? So if you're selling something that's not very much a commodity and not like a burger, like an IT service, How do you make sure that you understand your competitors? How do you make sure that you know them well enough to know that you're doing the right thing and you're definitely doing it differently to the competition?
Elizabeth: Instead of asking your customers why did you buy from us, instead, how did working with us impact you? They can say, you were cheaper, you were the first one here or you had more widgets, but what matters is to know the impact you have on them. This is how you will differentiate your business in the competition.
One of the products we sell was by far the cheapest in the industry, it is selling us as the hook to get you in the door. It is not a high-profit product. It is up to think about possibly what if their current provider isn't doing what they meant to be doing and starting to dive in to see how we are different from their current provider.
In B2B, target businesses you are excited about
Elizabeth: I once asked the customer, “why did you pick us”? They said, we picked you because we could tell that you were really excited about our business. And so I started saying that we only go for businesses we're really excited about. You have to be specific on what you sell and make sure you have a lens on it.
It’s the frame of mind. When you are excited that rubs off on other people. Once you have purpose in business, what's then the connection to profit?
Elizabeth: Companies with a purpose bigger than money outperform their competition by over three hundred and fifty percent. People that sell with purpose, whose purpose is to improve life for customers, outsell people focused on targets and quotas. And this is important if you're in any kind of a sales function or if you're a leader in the business, the reason why is flip it. Who would you rather have calling on you? Someone whose purpose is to help you or someone who's just trying to close you? It shows up in every aspect of the business because you've got to have really clear systems and processes just to be a successful business.
But you will not be a differentiated business which is the most profitable business, you will not be differentiated unless you have clarity about how you and your team make a difference to customers if you're just sort of running your business in that transactional way. Profit is the test of your validity.The purpose of a business is to improve life for customers. Profit tells you whether you're doing it or not.
Create a tribe of true believers
So you're focusing on the right information. A good example is Apple. What they're selling is the experience of selling the support. They're selling a beautifully crafted product. Their message is clear.
Elizabeth: That's right. Steve Jobs was very famous. He had a conversation with John Sculley and he was trying to persuade John Sculley, who was the CEO of Pepsi, to come to work for him. And as the CEO of Apple with the great excitement and honor, I got to interview John Sculley a couple of weeks ago for a piece I did for Forbes. And he said, I remember Steve Jobs saying you want to sell sugar water for the rest of your life or you want to change the world?
Apple is a good example. And you might be listening to this and you might sell ice cream or concrete, but there is innovation in every space. And the reason Apple has innovated, the reason the customer experience is amazing. The reason the products, they're always on the cutting edge, the reason they look beautiful, the reason that out of the box experience is great is because they're not selling technology. They're selling making a difference to you. They're selling you on having a beautiful experience. And that's where everyone's eyes are pointed to. And where that comes from is the language of the leader.You point the team and if you point your team towards revenue targets.You'll only be mediocre if you point your team toward something bigger and then use those commonplace metrics as a way to measure your progress. You'll create what I call the tribe of true believers, which is definitely what the people at Apple are also places.
So I understand that you've got a special code that we can copy for any of the listeners now?
Elizabeth: Yeah. So if you want to buy the book, you can enter your receipt number, which I love. But if you don't, just for your listeners, just enter the code BBF and you'll get the assessment.
There's no reason why people can't jump across it and get that happening. I'm going to ask you a question. It's probably going to be an easy one to answer, but we ask most of our guests, what's your favorite book?
Check out Selling With Noble Purpose
Elizabeth: So my latest book is Selling With Noble Purpose. I will tell you a book that has influenced me greatly, which is Viktor Frankl's Man's Search For Meaning. And there's a connection between that and the work that I do. Some people don't think a man searches for meaning is about finding something to tether yourself to during challenging times. And he was a victim of the Nazi concentration camps. The thing that I realised in reading that book years ago was people need to tether themselves to something bigger than themselves and that that was the key to surviving a challenging time.
While my circumstances are not as dramatic, there's a story in selling with noble purpose about when my husband and I lost a business and I had to dig deep and find a way to come back from bankruptcy. Selling With Noble Purpose is a lot of how I did it. I'm not comparing myself to Viktor Frankl. I'm saying I was inspired by him and I thought about him a lot. I thought about what I didn't know ten years ago when I was having to come back from the recession, but I realised in hindsight that tethering yourself to helping your customers vs tethering yourself to your revenue number, that will give you the tenacity to prevail.
That's good advice. I know that I found that a long time ago that I love helping people with technology. But what I really love doing is making a difference in their lives. And the book that changed my life is the Go-giver by Bob Burg. He's changed my mindset about business and how people hold your information.
Elizabeth: There is now reviewed data that says that everything that you've just described about helping others and putting them first results in you. Winning your market, having more profitable business and enjoying your life a lot more.
Living for something bigger than yourself. Hopefully that means you're leaving a legacy behind or you have set a good example. If anyone is looking to better their business and make sure that you are selling with noble purpose, you can jump across sellingwithnoblepurpose.com and jump onto the assessment. Otherwise, stay good and stay healthy out there.