Conner Marketing APRIL 2018

‘No Problem’ vs. ‘My Pleasure’ Sendi

When someone says thank you, how do you respond? It’s a core tenet of customer service that has inspired much debate. It may seem trivial, but the way you talk to clients matters. With marketing campaigns and relationship building, chances are that your business invests heavily in attracting new clients and retaining old ones. But often, a client’s decision of whether or not to continue to do business with you comes down to old-fashioned conversation. That’s why Forbes, The New Yorker, The New York Times, and countless internet forums have published articles on the phrase “no problem.” People can and will get irked by the wrong response to gratitude. The Chick-fil-A franchise goes so far as to require its employees to always reply, “My pleasure.” Should you pay this much attention to what your employees say? Absolutely. In his book “Age of the Customer,” Jim Blasingame observes that products and services don’t set you apart from the competition in the minds of your clientele: their experience with you does.

Ensuring that the unique relationship you have with your clients stays positive is well worth developing some standard practice guidelines for your team. What these guidelines should look like depends on your business. Examine your marketing materials and your demographics. What kind of experience do your clients expect from you? How can your customer service meet or reinforce this expectation? Work to create a standard for customer communication that fits your company culture and the people you serve. For some businesses, this means that “no problem” may be just that. If an informal, down-to-earth vibe fits your business, this millennialism may be harmless. But it doesn’t do you much good, either. The problem with colloquialisms is that everyone uses them. In many cases, a “you’re quite welcome,” or even a “my pleasure” can make an otherwise forgettable interaction stick out in the minds of your clients.

3 Secrets of Successful Business Videos

Engaging videos are the darling of modern marketing, and when companies do videos right, they can be hugely successful. But when they miss the mark, they might go viral for all the wrong reasons. Here are three steps I practice to ensure a successful and meaningful video. Use Bullet Points to Stay on Subject

Guerin, executive producer at Adelie Studios, reports 53 percent of people who watch business videos leave after one minute. Your videos should be between five and eight minutes. Tell a Story That Supports Your Topic Incorporate an interesting story, and keep it conversational to support and highlight your subject. This will keep the attention of your audience.

Even if the person in your video is the leading expert on the topic, you still need a plan for what they’re going to say. Lay out the facts. If someone sends you an eight-minute video, how likely are you to watch it? Eric

Stories are always persuasive. Have a Call to Action

It’s important to have a specific call to action that will benefit both you and your audience. The call to action should be very clear, easy, and compelling. Videos are a great way to have your information reach more people. My favorite platforms are Facebook and YouTube. Remember these tips to give your next business video a boost so it stands out above the rest.

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