Five Ways to Provide Mind-Blowing Customer Service

Did you know that surprising and delighting your customers is something that starts before they are truly aware of your business and brand? Each interaction throughout the customer lifecycle is an opportunity to provide mind-blowing customer service that people simply must share with their friends. Creating true advocates for your business should be your goal, and that only happens when customers are over-the-top excited about your product and service offerings. How do you inspire that type of loyalty in what can be a fickle audience? These tips will get you started down the path to lifelong devotion from your fans.

Guests getting key card in hotel

1. Treat Employees Like Gold

Your most important asset when it comes to ensuring long-term customer loyalty is closer than you may realize — your staff! When your employees are empowered to react quickly to negative situations and provide proactive support to ward off challenges, your customers will feel the difference. Employees who feel as though they’re simply showing up to punch a clock are lacking something, and that will show up in their interactions with customers. Employees who are regularly rewarded for going above and beyond expectations will continue that trend.

2. Foster a Culture of Possibilities

When you foster a culture of possibilities for your staff, they will be much more likely to take exceptional care of your customers. Why? Because employees take more ownership, and “your” customers become “their” customers . . . and friends. Good customer service is expected (and even demanded) by today’s customers. Going the next step to completely blowing your customers’ mind takes extra effort to provide unexpected benefits. This could mean providing free custom proofs to clients, adding in 10% overages “just because” or delivering earlier than expected. On time and on budget are expectations — you have to raise the bar to blow their minds.

3. Create an Easy Button

There will always be customers who are looking for the fastest and cheapest items. However, the customers you really want to cultivate are those who are willing to pay a premium for truly exceptional service and delivery times. The majority of people in America today have severely limited time, and when you’re able to show customers that you respect their needs and move quickly, they will be surprised and delighted. Optimize each process, remove unnecessary clicks from your website and apps and generally think through the user experience at every turn.

4. Focus on What’s Important

Customer-facing organizations are often looking for ways to reduce the amount of time required to interact with the public on each transaction. While this can result in efficiency for customers and staff alike, it can also cause a measure of frustration when poorly implemented. Forget the long list of meaningless metrics that don’t impact service levels or profitability. Look for measurements that directly impact customer satisfaction such as the number of calls required to resolve a return, for instance.

5. Stand Out from the Crowd

Are your competitors sending out postcards? Take their concept and go bigger: send a unique mailer that is truly attention-grabbing. There are rumors going around that “direct mail is dead”, but nothing could be further from the truth! As fewer competitors rely on print, customers are more likely to be engaged with the unique and interesting pieces that do hit their mailboxes. Have fun with your promotions and your customers will reward you richly.

The reality for businesses today is that customer retention is much less expensive than attempting to find and recruit new customers. Sure, you’re always on the lookout for new customers, but shouldn’t you also look for ways to create an over-the-top excellent service culture that keeps people returning for more?

 


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3 Opportunities for Better Customer Follow-up

Have you ever considered an online purchase but been put off by taxes or shipping costs? That’s what a Reddit user (Doug D.) experienced when he fell in love with a sweatshirt from Archrival Clothing. Doug, a UK resident, added the item to his cart, but was disappointed to find he couldn’t get Archrival’s alluringly low shipping prices since the company was based in the US.

 

Winning Follow-up

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Game over? Not quite. Someone from Archrival took note of Doug’s abandoned “Shopping Cart” and realized the shipping prices were probably to blame.

This  resourceful employee immediately e-mailed Doug, offering several alternatives to ship the order for less, including a FedEx International Economy option, Delayed First Class Overseas Mail (on the company’s dime), or European purchasing options.

Doug’s reaction? Rave online reviews for the company itself:

“Wow. My mind is blown. This is potentially the best customer service I have ever experienced. You definitely deserve a purchase just for this e-mail.” Doug and his girlfriend bought several items, ordering more than originally intended, all due to proactive customer care.

Leaky Buckets Bring Lost Opportunities

Business is all about relationships, and good relationships are built on great communication. In today’s wired world, we communicate constantly, yet connections are frequently missed. Author Dan Kennedy describes these botched follow-ups as the “hole” in our buckets. If business is the bucket where we pour energy, ideas, and money, the “holes” are wasted time, money, or failed follow up. This may include failing to track contact information, not rescuing lost customers, or belated follow-up with prospects.

What impact does correspondence have? According to Harvard Business Review, the most frequent customer complaint is poor follow-up. Fifty-six percent complain that they need to re-explain their issue when calling back. Sixty-two percent need to repeatedly contact the company to get issues resolved. As a result, 65% are likely to speak poorly about the company and 48% go on to tell 10 or more people about their bad experience. Poor communication can influence not only your customer but spill over into the public as well.

Show Them the Love!

Sometimes we fail to communicate because we are forgetful, have full schedules, or we fear looking pushy. But consistent follow-up builds sturdy bridges, and any step toward better communication will bear long-term fruit. Consider these opportunities for better follow up:

  1. Always acknowledge a message from a customer: with gratitude, with further questions, or with a confirmation of the request
  2. Give a brief status update of the issue at hand
  3. Respond via the customer’s preferred method of communication (e-mail, website, phone call). If uncertain, reciprocate with the method the customer initiated with

Use stronger written follow-up communication to:

  • Make a calendar request or recap a meeting
  • Ensure your last message was received or inquire about further questions or concerns
  • Express gratitude for an introduction or appreciation for their business
  • Congratulate clients on a recent accomplishment
  • Wish customers luck on an upcoming project or personal endeavor
  • Solicit feedback on a future project or decision
  • Send helpful information or resources (pertinent to your previous conversations)
  • Make people personally aware of upcoming incentives or promotions

To make good intentions a reality, consider adding correspondence goals to your schedule (placing reminders in your phone or calendar or sending unique printed thank you notes on a bi-annual basis) and chart a new course of consistency to ensure your relationships receive the optimal care they deserve.

 

 

 


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Stay in the Game

Finding the Off Switch

Do you ever lay awake at night feeling restless about work? Do you take projects home each evening or over the weekend? When the day is over, is it difficult for you to quiet your racing thoughts?

You work hard. And you enjoy it. But in this mobile generation, devices meant to create freedom have tethered us to the desk as we toe the line between productivity and workaholism. A study of 3,000 UK workers showed that 69 percent regularly work outside their office hours, and the average worker fails to use six days of paid leave each year. In the midst of an overwork epidemic, are you preserving your own well-being?

Digging Your Own Grave

While our parents said “hard work never killed anyone,” research says otherwise. Men who are unable to mentally relax after work nearly triple their risk of heart disease and psychologist Mark Cropley, studying health and stress at the University of Surrey, says an inability to detach brings disastrous consequences:

“Inadequate psychological recovery, or poor disengagement from work, is associated with a range of health problems including cardiovascular disease, fatigue, negative mood and sleep disturbance,” Cropley said.

What is the difference between an industrious person and a workaholic? Experts say the industrious can push past typical office hours but remain emotionally present for others, enjoying fulfilling relationships and intentionally scheduling time for things they love. Hard workers experience short bursts of stress for a deadline but follow this with a purposeful schedule reduction (like comp days or shortened office hours) to restore depleted energy.

StayInTheGame

Workaholics struggle to find this off switch. The troubling feelings or facts accompanying their lifestyle stress fails to curb their unrealistic performance ideals. Workaholics are obsessed with work and the adrenaline rush it brings; often they walk fast, talk fast, eat fast, and struggle to delegate for fear others will not do “as good a job.” While appearing externally healthy, their internal overdrive brings physical distress: panic attacks, claustrophobia, depression, decreased immune function, sleep disturbances, or an inability to enjoy life’s pleasures. Workaholics have an increased risk for metabolic syndrome, a higher need for recovery, and struggle with cynicism and emotional fatigue; when your biological systems keep working around elevated set points, you have a greater risk of cardiovascular disease (CVD), diabetes, and even death.

Worried you may be digging an early grave? Here are a few checks to flag your workaholic tendencies:

  • Your work eats into meal times
  • You are often first to arrive and last to leave
  • You are always on your phone or computer
  • You appear relationally distracted and find little time for leisure activities
  • You experience anxiety or irritation when interrupted or kept from work
  • You feel guilty when you’re not working and find it difficult to relax at night

Quality Trumps Quantity

Beyond improved health, accounting firm Ernst & Young found that for every additional 10 hours of time off taken, employees’ annual performance ratings improved by eight percent. How can you make productive changes if you are stretched too thin?

  • Reflect on reasons for compulsive work
  • Ask for help from your team and intentionally delegate
  • Set clear rules for how many hours you will work each day, quitting several hours before bed
  • Replace workaholic tendencies with positive habits: cultivating hobbies, building a skill you don’t use at work, and pro-actively scheduling time with friends
  • Resolve to save 25 percent of your energy to bring home at night. Put a fence around weekends to avoid temptation

Self-care keeps you on top of your game and ensures you STAY in the game. And that’s a win for us all!

 

 


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The Dignity of Work

Down But Not Out

Albert Serur was just a young man when he passed out cold in his client’s office. Only four months into his job, a previously undiagnosed heart condition might have sidelined him permanently. But Serur didn’t go down without a fight. Rather than recovering from emergency surgery at home, he hired a driver so he could sleep in the car between sales calls.

“Adversity helps you deal with who you are,” he says. “If you can start preparing for things proactively both personally and professionally, you’re going to be ready, and you’re going to be a better leader.”

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Will-Set” that Trumps a Skill Set

At 28, Serur is the youngest state director at American Income Life and chief executive of its Wilmington subsidiary. Serur Agencies brings weekly employee training sessions that focus less on technical abilities and more on workplace camaraderie, helping people develop a “will-set” with emotional tools to handle challenging situations. These offerings are a timely response to a felt need; in a recent Society of Human Resource Management report, “respectful treatment” was a top priority of the workers, even above pay.

“I’ve seen many people who have more God-given talent than I have, but if they have one difficult relationship issue, they just fold,” says Serur.

Valuing the “Dignity of Work

Workforce prioritization was how Starbucks recently explained the “fairly flat” performance of its stock. While a recent reduction of corporate-tax rates made the company hundreds of millions of dollars, Starbucks chose to re-invest this money in its workforce rather than funneling profits back to shareholders. Priorities included closing gender pay equity gaps worldwide, offering stock grants of $2,000 for managers and $500 for employees, expanded paid parental leave, and even access to critical illness insurance for parents of employees. Executive chairman Howard Schultz says people are an enduring priority:

“We’re trying to make long-term decisions,” Schultz said. “We’re trying to value the dignity of work. We’re trying to do everything we possibly can to demonstrate to the world … that the better way is not a zero-sum game where you leave your people behind.”

Microsoft has also seen a shift toward creating workplace wins. Several of Microsoft’s former employees have returned to the company after CEO Satya Nadella took over. These “boomerangs” say workplace culture has changed significantly under Nadella’s emphasis on “One Microsoft,” a collaborative environment that hasn’t existed in the past. Nadella has shifted reviews toward solidarity and teamwork, where employees are rewarded not just for their own work but how well they’re able to make use of others’ contributions. Boomerangs say this step away from the “smartest person in the room,” intimidation tactic has brought a more conversational, empowering environment. Microsoft has emphasized patience before perfection, incentives for developing others, and teaching staff to diffuse tension after disagreeable meetings.

Bonds that Last

Some companies use humor to grow unity. The Improv Asylum comedy troupe teaches communications skills at organizations like Google and Intel. This troupe’s mantra is that one person must always accept the premise given and then expand on the idea. “The sink is going to start spraying pink paint, you say?” “Well, yes, AND . . . lucky for us, we’re hosting the abstract art seminar this weekend!”

As it turns out, this is also a great workplace communication technique:

(The phrase) “‘Yes, but’ is prevalent in the corporate culture, and that shuts ideas down,” says Bob Melley, director of corporate training at the Boston theater company. “‘Yes, and’ encourages everyone on the team to offer ideas. It creates a bond and establishes trust.”

 

 

 

 


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How Has the Internet Changed Lead Generation?

There is no denying that technology has greatly revolutionized lead generation, especially in regard to the internet. Gone are the days of having to cold call prospects and knock on their doors. Sure, these tactics still work, but business owners are continually finding ways for lead generation to be more cost-efficient and effective. For now, let’s take a quick look at how the internet has changed lead generation and the many reasons you need to be taking advantage of technology to expand your customer base.

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Artificial Intelligence Technology Enhances Lead Generation

Thanks to advancements in artificial intelligence technology, you can engage with leads online like never before. In fact, you don’t even have to be the one engaging with them. An AI software program can do the engaging for you. Take, for example, if your website offers a chat feature. Before connecting the customer with an actual representative, artificial intelligence software can engage them in a natural-sounding conversation to determine which department the customer needs to be directed to.

Targeting Leads Has Become Incredibly Simple

When you distribute content, whether through direct mail print marketing or online, you need to have a specific target audience in mind. This target audience, of course, needs to represent people who are likely to be interested in the product/service you are selling. Thanks to the internet, it is now easier than ever to target leads.

It’s All About the Analytics

If you aren’t using analytics to track website visitors, you need to be. An easy-to-use tracking platform that is excellent for determining which pages on your site are performing the best is Google Analytics. There is a good chance the service provider that is hosting your site also provides some type of analytics to take advantage of. Regardless of the tracking tools you use, though, analyzing data on page performance can help you pinpoint which pages need to be further optimized and which ones need to be left alone. This enables you to improve time management because you can focus your attention on the pages that need improvement rather than wasting time on the ones that are already attracting quality leads.

Automated Email Sequencing

You want your emails to be as personable as possible to improve the odds of turning a cold lead into a warm lead, but you can’t accomplish this through a single email. Instead, you need to create an email sequence that is automated; this will engage your leads in a systemized manner and it allows you to warm them up to an offer.

The Takeaway

Your existing customers deserve your attention, but at the same time, you need to be focusing some of your operations on lead generation. Thanks to advancements in technology and the internet, it is now easier than ever to generate leads in a timely and cost-efficient manner. By deploying the four tips outlined above, you’ll be well on your way to capturing leads and improving customer satisfaction at the same time.

 

 

 

 


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Is Your Phone a Part of Your Body?

Is Your Phone a Part of Your Body?

This may not be far from the truth! Recent research found that the average person reaches for their smartphone 150 times a day, including e-mails, calls, photos, messaging, or checking the time.

This begs a crucial question. In terms of modern day marketing, does this rise in digital dominance erase the power of print? Not a chance!

edge of colorful magazine stacking roll

Hard Copy Rules

Naomi Baron, author of Words Onscreen: The Fate of Reading in a Digital World, surveyed university students worldwide and came to a profound conclusion: young people have a near-universal preference for print.

When given a choice of various media – including hard copy, phones, tablets, or laptops – 92 percent said they could concentrate best on hard copy.

Respondents said drawbacks of digital media included distraction, eye strain, physical discomfort, while hard copy benefits included stronger visual memory, an increased desire to “re-read,” and sensory connection enabling one to touch, experience, and “keep” printed materials. Baron said that in the Slovakian respondent data, one out of TEN mentioned smell. “There really is a physical, tactile, kinesthetic component to reading.”

Don’t Forget the Fun

Looking to draw attention back to print marketing but need some inspiration to get you started?

Print comes alive through color and texture, but also through humor. Here are a few spunky print ads that helped restore our faith in the creativity of the medium in 2017:

Snowbird Ski Resorts.

Snowbird was looking to overcome its ho-hum ski magazine campaign with something different. Cloaking its sales pitch in sarcasm, Snowbird featured one-star reviews from complaining customers.

“Too advanced,” read one review. “I’d heard Snowbird is a tough mountain, but this is ridiculous. It felt like every trail was a steep chute or littered with tree wells. How is anyone supposed to ride in that? Not fun!”

Snowbird’s agency hand-picked reviews that would tantalize hardcore athletes to give the resort a try. “We’re known for our steep terrain, long runs, and deep snow,” said Snowbird marketing director David Amirault. “Beginner skiers and snowboarders . . . often find this a challenge. However, for our core guest, it’s what makes them come back year after year.”

Creative campaigns like this will definitely keep print marketing fans coming back as well!

Burger King.

One audacious print campaign was Burger King’s “Burning Stores,” which showed actual BK restaurants on fire with the headline “Flame grilled since 1954.”

Showcasing one of its worst moments was ridiculously brave, tying BK’s “flame-grilling” service near a flame-grilled franchise in a shocking, hilarious graphic. “Burning Stores” reminded us that engaging modern audiences includes a willingness to be vulnerable. Grey Africa’s Fran Luckin, chair of the Print & Publishing jury at Cannes, called “Burning Stores” the ideal print ads for a social media age:

“We’ve got a brand being brave enough to be authentic,” she said. “It’s a move away from having every single piece of print communication be so carefully crafted and put out there as an official announcement. There’s a sense here of being more playful, more authentic, a sense that you can be a little bit more edgy in your communication.”

Luckin reminded content producers that it’s ok for companies to laugh:

“I once heard a Coca-Cola executive use the work ‘flawsome,’ which I loved. In the social media age, where people can find out information about your brand quite easily, you have to be a little bit more real. You embrace your imperfections. You have more of a sense of humor about your corporate image. [Burger King] is a brand that’s brave enough to stick its tongue in its cheek and be a little bit young again.”

 


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Labels Are a Promotion that “Sticks” With Your Customers.

Customers can be a difficult and fickle lot.

Delicious cupcakes retro sign for candy shop

They’re always shopping around for the “Next Big Thing,” surfing your competitor’s websites, and price-checking on their phones. With all the different business options available today, it can be tough to keep your business in their mind without spending thousands of dollars on local and digital advertising.

There’s a smarter way to keep your customers engaged with your brand’s identity without breaking the bank — labels!

Labels are the ideal way to turn a basic and ho-hum bag or box into a full-color masterpiece that is interesting and fun. See how you can leverage labels to create a promotion that truly sticks with your customers.

Adding Excitement to Your Packaging

Basic white or kraft boxes and bags are simple, inexpensive packaging for your products, but they don’t do anything for your brand identity.

When Maggie, a bakery owner, recently visited her local print shop, she was looking for a logo that could be printed on her various sizes of packaging. What she learned was that each size of packaging would require different setups to print the logo, and full-color printing on non-standard size items could get add up. After speaking with the sales team at the print shop, Maggie realized that there was a better option that would reduce the overall costs of using different packaging for her products.

Full-Color Labels in Any Size or Shape

Part of the challenge of running a bakery is that you’re selling all different sizes and shapes of goods.

You may need a small bag for a donut or bagel, a nearly-square box for layer cakes, and a large rectangle for sheet cakes or a dozen baked goods. Creating a single logo for packaging that would look good on all of these sizes and shapes would be difficult. However, labels are so easy to create that you can utilize a variety of labels to make a custom-printed look that features a stunning full-color image.

Add Promotions When You Need Them

Labels are an incredibly versatile promotional tool.

You can add them to a package or leave them off to create a different mood or message for your customers. If you’d like to offer a coupon on a particular type of order — for instance, a dozen donuts — then you can utilize a label to attach a printed coupon to draw added attention to the offer. The label itself could become the offer, too. You could have a batch of labels printed offering “10% Off, Tomorrow Only” and then be able to pull out this promotion anytime sales are experiencing a bit of a slump.

Operational Labels

You can also use labels within your business to classify items at a glance.

For instance, a tiny sticker that denotes which day of the week a particular item was baked, or showing a ‘Sell by’ date. Write-on labels and waterproof labels are available based on your particular needs and are a great way to keep your business organized and running smoothly.

In this particular instance, Maggie was inspired to create a series of labels for each day of the week to indicate freshness to her customers. She also worked with a designer to envision a new look for her packaging that included a single-color package and full-color labels that added a pop of color and plenty of personality to her baked goods. Since people “eat with their eyes” it made good business sense for the packaging to be as appealing as possible!

Ready to revamp the look of your products or rev up your organizational skills?

 


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Want to Be Successful? Take Time to Dream.

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One of the most famous dreamers of our time is Steve Jobs, the Co-founder and CEO of Apple, an iconic visionary who believed so deeply in the power of his dreams that he was able to bring them to life for millions of people. Jobs believed that the era of mediocrity was over and that you should put in the work on every project to make it great. His famous recommendation to a Disney retail executive to “Dream bigger” when it came to Disney stores resulted in a new type of store experience that continues to delight children of all ages. How can you leverage these same tactics and take the time to dream big in your own life?

Dream Fearlessly

Individuals often lose confidence in their dreams because everyday reality creeps in and has a way of tamping down your passion. Big dreamers are different. Even if you think they’re relentlessly optimistic, it requires constant hard work and commitment to make dreams come true, and a fearless need to be successful.

Believe in Yourself

Constantly second-guessing yourself doesn’t leave a lot of time for forward movement, making self-confidence a critical requirement for living your passion. You have to identify every element of your vision down to the smallest detail, and then break it down into the small steps required to make it happen. Professional athletes are very familiar with this concept, as they are coached to visualize making a basket, getting a hole in one, or nailing a complicated gymnastics floor exercise.

Take Action

Dreaming is great, but once the dream is solidified it is time to begin moving! Harness your beliefs and stay focused on reaching your goal. There will be others who will support you along the way — great! There will also be those individuals who are constantly looking to undermine your skills, your ability, and your passion. Graciously ignore them, and keep taking steps to move your dreams forward into reality. Pausing too long to consider the consequences can often result in a missed opportunity, which may not come around again.

Compete to Win

Successful dreamers are by nature quite competitive. They’re always looking around for how their competition is doing something and finding a way to improve upon the concept, or better yet — revolutionize it in their own way. Solving problems for your customers is a daily devotion, allowing you to rise to any challenge and overcome it as you follow your dreams.

Leave Space for Dreaming

What can you stop doing (immediately, next week, in six weeks) that will free up additional time for dreaming? It can be incredibly difficult to fuel your passion when you’re so caught up in everyday activities and overall busyness that you aren’t able to stop and think. Actively look for ways that you can create space in your daily activities that provide a block of time in which to think about the future and how you’ll get there. Your future self will thank you!

Finally, and perhaps most importantly, persevere. When things don’t work out exactly as you had planned — keep going. Remind yourself that nothing good comes overnight, and success can take years to achieve. Stay resilient, be patient and keep dreaming!


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Maintaining a Work/Life Balance: Why Perspective Is Key.

 

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Work/life balance? No problem, right? But then those daily tasks start to add up and your nights start getting longer. You start going in on the occasional Saturday, then the “frequent” Saturday. Pretty soon you’re so bogged down with your “to-do” list that you can’t even think about taking that vacation with your family.

Maintaining a proper work/life balance is a challenge, sure – but it’s also a lot easier than you might think.

Enjoying Life is a Task, Too

When the pendulum that is your work/life balance begins to swing decidedly in the direction of “work, work, work,” you start to encounter a few key problems almost immediately. You’re trying to do too much at the same time, and the quality of work tends to suffer. You’re also getting burned out, which leads to less getting done because you lack the motivation to push on when you need it the most.

This is a large part of the reason why experts agree that you should look at downtime for what it is: a mission-critical task that you need to preserve your productivity throughout the week.

As you begin to build your schedule each week, make sure to add leisure activities at strategic points when you’ll need them. Don’t be afraid to add “go to the movies” to your calendar for Thursday, or pencil in that lunch with your old college friend on Monday afternoon.

If You Want to Move Up, Plan Some Down Time

Human beings NEED downtime to stay efficient. It’s a way to periodically re-charge our batteries. It’s the reason why people say you shouldn’t cram all your studying into the night before a big test in college and should instead break your coursework down into smaller, more manageable chunks in the weeks proceeding that moment. The former is an absolute recipe for disaster, and the latter supports the way your brain operates.

If you add in leisure items to your list of things to do, you’ll enjoy the added benefit of being able to check them off said list throughout the week. When you do this, it releases endorphins into your brain – meaning that you get a boost of satisfaction from having accomplished something, anything, and you get to take a mental breather at the same time.

None of this is difficult advice to follow – all it requires is some perspective about the things that matter most in life. Yes, work is important, but actually living your life is important, too.

 


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Bullies, Burgers, and Buzz.

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What do Whopper Juniors and bullying have in common these days? They are both being talked about. A LOT.

Recently, Burger King released a three-minute video in honor of National Bullying Prevention month. The viral video revealed that 95 percent of customers were willing to report their smashed, “bullied” Whopper Jr., but only 12 percent stood up for a high school student being harassed in the same store. The “No Junior Deserves to be Bullied” spot received national attention, generating countless online shares and loads of free publicity. One blogger said this:

“Yes, this is basically a three-minute Burger King ad. And, yes, it’s not subtle. But this PSA is better than it has a right to be, and is certainly more than you’d expect from a restaurant that doesn’t really have an ethical obligation beyond selling burgers . . . this weirdly good anti-bullying PSA will wreck your day.”

Viral: Why Certain Messages Multiply

Have you ever wondered why some YouTube videos go viral? Or why some products receive more word-of-mouth and top-of-mind awareness? Whether we’re in marketing, politics, or public health, it’s helpful to consider why certain products or ideas catch fire. Wharton marketing professor Jonah Berger, author of Contagious: Why Things Catch On, devoted nearly a decade to researching this very question. We all know that word-of-mouth marketing is the most dynamic form of influence, but why do some things seem to create more buzz? Berger gives several ideas for getting your ideas to stick and to SPREAD.

  1. Social Currency. What we talk about influences how other people see us – whether we look clever, silly, or thoughtful. How can our product or idea be a fun or interesting thing for someone to share with others? Many who shared the Burger King ad found it to be a compelling social commentary, a fun (but thoughtful) perspective worthy of passing along.
  2. Triggers. People often talk about whatever comes to mind. Just like a Subway ad might be effective in a subway station, a trigger is an association that prompts people to think about related things. Burger King wisely released this PSA during Bullying Prevention month, because what is on the top of the mind is often at the tip of the tongue. Burgers and bullies were on our lips in October.
  3. Emotion. How can we craft messages and ideas that make people feel something? Our relational bent prompts us to share things that are surprising, inspiring, funny, beautiful, or motivating. Burger King tapped into a heartfelt issue, knowing that when we care, we are more likely to share!
  4. Stories Sell. Why are Super Bowl commercials so fun? Because nothing tops a great story, and these ads tell them well. Top marketers know that one way to replicate a message is to embed it in a “Trojan Horse,” or a noteworthy narrative people are bound to repeat. In this instance, the Whopper Junior had a supporting role in the greater story of bullying and social justice. But Contagious reminds us the product or idea has to be essential to the plotline: “We need to make our message so integral to the narrative that people can’t tell the story without it.”

Getting Your Message to Spread and Stick

Looking for ways to get your message to spread and your brand to stick? From large-scale publicity to customer care and referral options, we have opportunities in all sizes. We’ll help you package your stories, triggers, and ideas with several time-tested tools and tricks. Give us a call to talk options!

 


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