Check out the December edition of our monthly newsltter!
December 2021
Tree Hugger HERALD
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All Is Merry and Bright
Celebrating the Beauty of the Holidays
The holiday season sparks many great memories and brings the opportunity to create more with your loved ones. Throughout the holidays, we celebrate our many blessings, our family, the year coming to an end, and the new year about to begin. When Christmas rolls around, all is merry and bright, and I am always excited to get together with my family and express gratitude. A while back, my wife and I learned that especially with kids, visiting two sides of the family in one day is just way too difficult. Shuffling the kids and their presents around can be a nightmare. My wife’s side of the family always celebrates on Christmas Eve, so for many years now, we have been celebrating the holiday with her family then, where we spend the night, and on Christmas Day, we go to my mom’s house. This way, it allows for plenty of time spent with everyone, and it’s much more relaxing.
Everyone brings along a wrapped gift, and it can be either a gag gift or a normal, desirable gift. The beauty of it is that nobody knows whether or not the gift is a joke or not. Then, to kick things off, everyone draws a number to determine the order in which they will choose a gift. When it is your turn to go, you can choose to either steal a gift from someone or pick and unwrap a new one. This is always a great time, especially because my family can get creative with their gifts! No matter which house we are celebrating at, we always have phenomenal holiday food: ham, turkey, dressing, macaroni and cheese, and all of the sides to get us nice and full. Not to mention, the cookies and desserts are always delicious, too. However, my favorite part of the holiday season is spending time with family, unwinding, unplugging, and taking a little time off work. When you spend time with your family, especially those you may only see once or twice a year, you are always reminded that you don’t spend enough time together. I wish the holidays lasted longer to allow for more family time. Another one of my favorite aspects surrounding Christmas is seeing my kids’ faces light up when they open their gifts from Santa Claus. I can almost live vicariously through my children, and that excitement brings a lot of joy to our whole family. It’s always a very magical time. The holidays also offer a great opportunity to reflect on the year that is about to be over and to begin thinking about what you would like to accomplish in the new year. I enjoy setting some goals for myself and planning out how to achieve them. No matter how you celebrate, I wish you and your family a very happy and healthy holiday season, full of love and happiness! Happy New Year!
One tradition we always engage in comes from my dad’s side of the family. They have a white elephant gift exchange.
–Wesley Smith
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Engage More Customers in 2022
How This Bookstore Became a Hub for Its Community
In the age of Amazon, investing in a brick-and-mortar bookstore might seem ludicrous. But that’s exactly what Christin Evans and her husband Praveen Madan did in 2007, and since then, they have turned two historic San Francisco bookstores into community pillars and social movements. Their not-so-little print-based business is faring much better than one would expect in this digital world, and their secret is right in their community.
you. So, Christin and Praveen founded Kepler’s Literacy Foundation, which is focused on creating and promoting literacy programs, and bought GiftLit, a subscription- based book gifting company. By doing both of these things, Christin and Praveen are encouraging readership, engagement, and local advocacy. They are essentially generating customers (and doing some good, too)!
Now, It’s Your Turn!
How Did They Do It?
You may not be battling Amazon or promoting literacy, but you can use the ideas that made The Booksmith and Kepler’s essential to their communities and transform the way you engage your customers. For instance, a dentist can host a workshop for young parents who are concerned about how to teach their children best oral health practices and also create a curriculum for classrooms across the region to promote oral wellness. In doing so, they create an active community around their business as more than just a dental office — they become more essential to the next generation of oral health.
The couple purchased The Booksmith in 2007, and Christin left a corporate job to oversee the daily operations of the store. From the very beginning, she knew they had to engage with their customers and encourage them to actually visit The Booksmith. As a result, the couple was able to purchase another bookseller, Kepler’s Books & Magazines. 1. They started with the space. Christin knew her store had something that big booksellers or online retailers didn’t have: a community. The Booksmith and Kepler’s could tailor their customer experience to what locals wanted and turn their bookstores into miniature community centers. It helped the community view their stores as essential rather than just available. 2. Then, they hosted events. There is something for everyone at the store. Those who love happy hour but want to read can enjoy Silent Reads, where participants simply come to the store, read, and enjoy cocktails. Other events include mom groups, music nights, and — of course — book clubs. The community always has a reason to visit The Booksmith and Kepler’s because it invites them to stay engaged.
Don’t wait for customers to engage with you in 2022. Collaborate with your team and go to the customers instead.
3. Finally, they got involved. If you’re going to talk the talk, then you have to walk the walk! Customer
engagement should also include what you can do for your community — not just what your community can do for
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HAVE A Laugh
If you’ve seen the classic movie “Casablanca,” you might be surprised to learn the original version was more risqué that what was shown on theater screens. The night Rick and Ilsa shared in Paris was more, ahem, explicitly passionate, but those lines were dropped on the cutting room floor. And it wasn’t because of artistic choice. There was an industry standard of the time called the Hays Code (or officially, the Motion Picture Production Code). This now- forgotten list of rules predated today’s movie rating system and governed Hollywood from 1934 to 1968. It was intended to clean up the violent, drug-filled movie business much like The Little-Known Story of the Hays Code
Prohibition — which preceded it — had been designed to clean up a drunken America.
You’ve likely watched many movies and TV shows filmed under the restrictions of the Hays Code. For example, Mental Floss reports the code is the reason “I Love Lucy” never showed Lucy and Ricky sharing a bed or used the word “pregnant,” even when Lucy was expecting!
Think Better With Adam Grant’s ‘Think Again’
A Better Mindset for Growth
Think about the sting you feel when you are proven wrong. It hurts, doesn’t it?
we can speak and argue with conviction while actually engaging and listening to arguments as if
But what if it didn’t have to? Better yet, what if it shouldn’t?
Regardless of our attempts at humility, humans’ egos have inflated, and we are all conditioned to believe that being wrong somehow equates to being a bad person. However, renowned author and psychologist Adam Grant challenges this notion in his New York Times bestseller, “Think Again: The Power of Knowing What You Don’t Know.” With today’s divisive climate, Grant argues that we hold our beliefs up like a badge, illuminating them so brightly that we become blind to other truths or realities. Far too often, our mindsets focus on what is black and white, rather than understanding the gray nuances found in between. In “Think Again,” Grant’s third book, he argues that as rapidly as we get information in today’s digital world, we cannot be expected to fully know all of it. Being wrong is part of human nature, but as we gain more accessibility to information, we must be willing to do two things: rethink and unlearn. Grant challenges readers to stand in the discomfort of being wrong, celebrate that there is something new to learn, and challenge themselves to interact with those who propose a new way of thinking. By doing so, Grant asserts that
we are wrong. This allows us to learn, engage, and grow. In “Think Again,” Grant asks readers to consider better ways to approach their steadfast beliefs. Readers will find
amusement in Grant’s real-world examples of turning skeptics into believers within a variety of topics. And, through these examples, readers will discover new ways to listen so they can gain a greater understanding of the world around them.
You can pick up your copy of “Think Again” and other books by Grant from an independent book retailer or by visiting Amazon.com .
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Inside This Edition
1. 2. 3.
Happy Holidays
3 Steps to Engaging More Customers in 2022
The Little-Known Story of the Hays Code
Embrace Being Wrong With Adam Grant’s Help
4.
4 Steps to a Better Lead Nurture Campaign
See Sales Grow
With 4 Lead Nurture Must-Do’s in 2022!
People want to do business with people they trust, and you can’t form a strong relationship after just one interaction. It takes time to build a connection with potential and current clients, and the more you put into these relationships, the more you will get out of them. When lead nurture is one of your top sales priorities, you land better sales, generate more customers, and create lasting partnerships that spawn referrals and more money spent.
time? Commit to the long game, and you will gain the right customers who are excited to work with you!
Use Multiple Techniques: In today’s digital age, you may believe email is the best way to put your message at the forefront of your prospects’ minds, but that’s the wrong approach. Your prospects get hundreds of emails every day — what’s going to make yours so special? (It probably won’t be.) You also have to target them with direct mail, phone calls, and freebies. Hit them on multiple levels, allowing your business to stand out from the crowd. Track: Once you make a sale, ask the customer what motivated them to buy from you. How did they hear about you? What platforms did they enjoy? This information can
If you’re ready to get started, don’t forget these four tips.
Automate: There’s no reason lead generation has to require extra work, even if it should be a top priority. Set up weekly or monthly email messages, newsletters, postcards, celebration cards, and coupons that directly put your information in your potential consumers’ hands. This constant drip
ensures you are always communicating with your leads without much effort.
help you track what’s working and what isn’t, allowing you to invest properly in your lead generation campaign. Furthermore, track open rates, responses, and phone calls after you release a lead nurture message. This data is invaluable. Lead nurturing should be a big component of your business in 2022. We promise the effort will pay off!
Be Consistent: Far too many businesses give up after three or four lead generation tactics because they “haven’t seen a response.” Nurture takes time! You wouldn’t expect a newborn to walk — why are you expecting your prospects to invest after such a short
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