Ask the Experts: Understanding Your Audience

Each month, I invite guest contributors to speak about timely, relevant, and sought-after topics that are important for cause-focused organizations like yours to be aware of as you grow. For August, I've invited my friend, Jen Gordon, to share about uncovering the hidden desires of your donors and customers. Understanding your audience will be a key to your success.

Q. What are the latest trends in your industry?

A. What I’m seeing lately is a trend toward companies identifying their marketing strategy first, and then outlining the tactics they will take to align with that strategy. By “strategy," I mean really digging into the hidden and unspoken desires of your prospect, and developing your approach to that audience around those wants.

In the past I’ve seen marketers using tactics like, “Hey, let’s send out a direct mail piece like the one I saw from XYZ organization.” Or, “Oh, let’s send an email campaign about our next fundraiser,” before truly identifying why their prospects would want to engage the content.

There has always been interest in the marketing world around the psychology of marketing, but today there is a lot more content readily available about the psychological drivers that cause prospects to take a certain action, to leave, buy, or donate. Nir Eyal writes a blog that focuses on consumer behavioral triggers and habits. Though most of his work focuses on software development, the concepts he teaches are applicable to any industry.

Q. What is the biggest mistake you see people making in regards to what you do?

A. One of the mistakes I have seen many times over the years of creating landing pages and sales funnels is that business owners may have a short-term plan or campaign they want to launch, but don’t have a clear roadmap for the year in terms of where they want to be in 30/60/90 days or six months, etc. They generally know what they want to achieve, but the path getting there is often unclear.

Right now, I’m working on a marketing calendar (with some inspiration from this SEJ post) for my own product, the Hope Deck, using Google Sheets, Google Calendar and Trello—all free tools!

Q. What is your best piece of advice?

A. If you aren’t trained on how to uncover your prospect, donor, or customer’s hidden, unspoken wants/desires, then find someone who is. :) Learning how to do this while working on the Hope Deck has completely changed how I connect to, and communicate with, my audience.

It has allowed me to understand how I can bring the maximum amount of value to my customers. I no longer assume that I am a part of my target audience, which I have done in the past. My mind is open to a wider range of problems people want to solve, and emotions they want to feel or not feel.

Q. What is one thing readers can do this week to improve?

A. Start figuring out what your audience really wants—not what they need, but what they want. I created a spreadsheet for the Hope Deck where I am in the process of identifying my customer’s unspoken desires. Don't get overwhelmed. Keep it simple to begin, and then edit or expand it over time.

Q. Anything else we should keep in mind?

A. The best way to uncover these hidden wants and desires is to actually talk to your customers or donors. I’d recommend recording the conversations, if possible, so you can review them later and pick up on details you may miss in the moment. Another option is to get them in writing through emails or surveys. You'll then use their language when speaking to them in your emails, social media, and any other communication pieces, so that it's familiar and relatable.

And be sure to ask them open-ended questions about why they choose to partner with, donate to, purchase from, or do business with you. Most of the time they won’t express their hidden desires outright, but you can infer from their answers what is important to them, and from there brainstorm motivation, emotional triggers, and things like that.

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Jen Gordon is a momma, artist, and entrepreneur based in Atlanta, Georgia. For the past eight years of her career, she’s specialized in conversion centered design, working closely with marketers and business owners to increase sales by testing and optimizing their sales funnels. Her geeky passions include finishing stuff, brain rewiring, crafts of any sort, and anything Dolly Parton has ever said or sung. :) You can find her latest creative project, a collection of inspirational postcards, at www.HopeDeck.com.

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I'm Kristi Porter, and I started Signify to provide writing, consulting and strategy services to nonprofits and for-profit organizations with a social mission, primarily through copywriting, marketing and business communications. I believe that cause-focused organizations like yours are the future of business. You're proof that companies can both make money and do good. And I'm here to help you get noticed and grow. When you succeed, we all win.

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Why Free Help Isn't Always the Best Option

Whether you are just getting your organization off the ground, are in a growth phase, or are trucking along at a good pace, today's topic has probably hit your radar at some point. So far this month, I've covered the lessons I learned from my first year in business, 10 tools to make your small business look more professional, and my favorite tip to get people to spread the word about you. But now, I want to address how you should approach a situation in which you're asked for, or offered, free help.

No matter from what perspective you're reading this post, as a "do good" organization, you likely have a love-hate relationship with free help. You're either at a nonprofit or purpose-driven, for-profit who has taken advantage of long- or short-term volunteers, or you've been asked to do something for free for which you'd normally charge. 

And you likely have both good and bad experiences. I know I do.

Volunteers and interns can either be the best thing that ever happened to you, or the worst. Nonprofits often heavily rely on volunteers to keep the doors open. And social enterprises, especially just starting out, may be in the same position. Sometimes these people are even called interns, and become more of the process. You, like me, may also know fully-functioning businesses that are solely run by volunteers. Any of these can be a great strategy. But, it just depends on who these people are, and how hard they're willing to work. Regardless, a system should be put into place to account for any "bad eggs" that do come along. In these situations, people rarely have bad intentions. They may, however, have a bad work ethic. Or the scope of the position may change, or it was never adequately explained. There can easily be fault on both sides.

On the flip side, there may be times when you or your organization is asked to do something for free. It could be offering your service at an event, like providing free coffee at a conference. Or it might be giving away your product, such as samples in a goodie bag. As before, neither is a bad option. In fact, they could lead to other revenue sources or exposure you might not receive otherwise. But every opportunity should be carefully thought out. I don't think there is a blanket response. Value is measured in more ways than one.

In today's post, I shared with the folks over at Horkey Handbook all about the pros and cons of either being approached by someone who offers their help for free, or how to handle being asked to do something for free. 

READ THE FULL POST HERE.

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I'm Kristi Porter, and I started Signify to provide writing, consulting and strategy services to nonprofits and for-profit organizations with a social mission, primarily through copywriting, marketing and business communications. I believe that cause-focused organizations like yours are the future of business. You're proof that companies can both make money and do good. And I'm here to help you get noticed and grow. When you succeed, we all win.

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Make It Easy For People to Talk About You

This month we've been talking about building your business, lessons to learn from, and making it look more professional. Today I want to give you one of my top tips for getting the word out about your organization, a new product or service, latest initiative, or some other big news you want people to know about.

I first heard about this strategy in an interview Jon Acuff did years ago with Connect Faith magazine. It certainly wasn't the focus of the article. It was just sort of a side note in the feature, but it stopped me in my tracks. I think I literally quit reading and exhaled, "hmmm," aloud. It was so simple, but so remarkable for me as an event marketing professional. I started implementing it immediately, and never looked back. It was an incredibly effective tool for the organization I worked for at the time (that they still use), and it's proven itself time and again for the clients I work with now.

So, what is it?

Provide social media samples and images for your network of influencers.

Let me explain. You likely write emails, blogs, and social media posts for your organization's latest, greatest, and next big thing. You spend a lot of time crafting exactly what needs to be said, sending it out to your database, and posting it on your social outlets. If you have a staff or board, maybe you even give them a nudge to forward and share it. You're excited, and you know they will be too. You're gearing everyone up to shout this message from the rooftops! Perhaps, if you're a real go-getter, you even send a reminder.

But after the launch, you look back and hear . . . crickets.

Few people shared the message.

They said they would. They were excited. They had every intention. But, in the end, time or writer's block or a Netflix binge got in the way.

They'll do better next time, right?

Maybe. I'm not usually a cynic, so it's entirely possible. But I'd rather you provide all influencers with sample social media posts and images to make it as easy as possible for them to talk about what you've got going on.

In the interview I mentioned above, Jon stated that when the events he was speaking at provided him with posts he could literally copy and paste on his social media outlets, it removed any barriers to his good intentions slipping away. 

Sure, you'd probably rather someone gush in their own words about your organization, but what's better: the slim chance that they might do it, or the high probability that they will? I think most of us would prefer the second option.

So, that's what I started doing and it worked BIG TIME! Awareness and engagement increased. Influencers thanked us for supplying them with exactly what they needed, and in the end, we reached more people, sold more products and event tickets, and gained a larger base of supporters.

What's an influencer?

This might all sound great to you, but perhaps you're asking yourself exactly who an "influencer" is and how you find one of these mythical creatures. Probably the purest definition from a marketing perspective would be someone with a large and established network. They influence crowds. These are usually big name folks. 

Maybe this is the person who started your organization, a spokesperson, a celebrity affiliation, well-known speaker, author, or personality, and people like that. To work with them on the level I'm talking about here, you'd already need an established relationship. It's highly unlikely that you can just email George Clooney and tell him that your organization provides relief to third world countries, and by the way, you have a new product coming out, and would he post it on Twitter if you wrote him the samples . . . Ummmm, sadly, probably not. (But if you try it, and it works, please let me know!)

In addition to the types of men and women with large networks, I believe you should also include all others already in your circle. The "low hanging fruit," if you will. After all, everyone has a network of some size. And sometimes grassroots movements are the most effective. So, be sure to include staff, volunteers or interns, board members, event speakers, and anyone who has a vested interest in seeing your organization or event succeed. When you've made it this easy for them, you might just be surprised who ends up sharing.

What should you include?

As mentioned, you should include pre-written social media samples and images. The three I am typically asked to write for include Facebook, Twitter, and Instagram. But you'll need to determine if those are right for you.

Here are a few other tips:

• Make sure all pre-written text is the correct length for each outlet. For example, don't send people copy that should be Tweeted about, but extends well beyond the 140 character count. #annoying

• Ditto with images. They aren't a one-sized-fits-all. Make sure you provide images that are correctly sized for wherever you're asking them to share.

• Write it from that person's point-of-view, when necessary. At times, it may be fine for everyone to say the same thing in the same way, but with some easy tweaks on your part, it will be far more effective. For example, if you're sending these items to event speakers, write it as "I'm speaking at..." rather than just general event info. (Or include both)

• Try writing two to five examples for people so they can use whatever fits their voice/brand, or can say different things at different times without just sounding repetitive.

• Encourage people to customize the text for their own voice or brand, but don't expect it. Some will, but most won't.

• Always provide a deadline or schedule, and always send a reminder. Again, people are busy, so if you're on a timeline, they need to be made aware of it.

• Deliver it in whatever way works best for you and your crowd. This may be via email, Dropbox, Google Drive, Google Site, a hidden webpage, or something else. I would not suggest sending huge, mass emails, though. Segment the group as needed. For example, send an email to staff only, and don't include event speakers unless they are staff members.

Want to take it a bit further?

• Include videos for sharing as well.

• If the people you're sending these items to are also bloggers, you might even consider writing some blog posts they can copy and paste as well. (Don't forget images or video!)

• Ask people if there is anything else you can provide them with for sharing. Maybe their website has a banner image that can be used, or maybe they have an email list and would be happy to send something out that is customized for them.

• Host this "spread the word" kit on your website so that other fans can share it.

• Include a "spread the word" kit or just one or two samples and images in confirmation pages and emails to event attendees. (Don't give them too many items or they'll get overwhelmed.)

Anything else to remember?

Hopefully, you're excited about this strategy. In fact, you're mind is probably already buzzing with the different items you can put together, and how you can utilize it for your next launch. I can't wait to hear about how it goes!

The other added benefit of this technique that we haven't really talked about yet, is that this strategy allows you to control the message. Maybe you've asked someone to share about your event before, for example, but they got the details wrong, or didn't make it sound very exciting, or just missed the mark somehow. This trick ensures that your message is said exactly as you wanted. No more guessing. (I have a PR background, so this this method means a lot! ;)

Before I go, I do want to give you one note of caution: use this strategy sparingly. You want to save it for important things, not a coupon for $5 off an next order. Definitely don't wear your people down, or they'll be less likely to share when you really need it.

Other than that, there are lots of ways you can tailor this strategy for your cause and organization. And if you find a way to improve upon it, let me know!

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I'm Kristi Porter, and I started Signify to provide writing, consulting and strategy services to nonprofits and for-profit organizations with a social mission, primarily through copywriting, marketing and business communications. I believe that cause-focused organizations like yours are the future of business. You're proof that companies can both make money and do good. And I'm here to help you get noticed and grow. When you succeed, we all win.

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Ask the Experts: Event Planning Trends and Strategies

Each month, I invite guest contributors to speak about timely, relevant, and sought-after topics that are important for cause-focused organizations like yours to be aware of as you grow. For June, I've invited my friend and former co-worker, Kristi Collins from Coco Red Events to share about event planning since many of you are starting to prep and plan for fall events.

Q. What are the latest trends in your industry? 

A. As a foodie, I think my favorite trend right now is casual food, especially a Mexican buffet with fajitas and tacos. I mean, who doesn’t love queso? For dessert, we’re seeing more donut installations, pie bars, and bite-sized treats. Most cakes (wedding, birthday, or anniversary) are smaller with a statement design, such as tiers in geometric shapes, a colored glaze dripping down the side and marbled fondant.

For design, we’re seeing a lot of clients interested in a woodlands theme. Think muted colors like a dusty rose, ivory, and sage green paired with lots of greenery and other natural elements like moss, river rocks, and tree slices. I think a big reason why people are choosing to go this route is because it’s gender neutral and everyone can enjoy the aesthetic. And people always enjoy a good vintage piece. Whether it’s a farm table used as a dessert table or an old library card catalog used to display escort cards, these pieces will create more dimensions to the design.

Our clients are also moving away from the traditional photo booth with props, and opting for a Polaroid camera setup instead. Guests love it because they can take the photos with them, and our clients love it because it’s engaging. At the end of the event, we’ll gather the left over photos and save them for our client, who can turn them into a photo album. The photo album is a great keepsake, whether it’s a coffee table book for a newlywed couple or something to keep in a company break room for employees to flip through.

Q. What is the biggest mistake that you’ve seen people make in regards to event planning?

A. I think everyone should have a day-of coordinator for any event. And I’m not just saying that because I am an event coordinator. Trust me, I had someone coordinate my own wedding! I think it’s so important for our clients to be able to relax and enjoy everything that they’ve envisioned and worked hard to create. If you’re running around, making sure that everything is perfect, you will not have a good time. You should be able to mingle with your guests and enjoy yourself. Even if you’re DIYing your whole event, hire someone to handle the details and make sure that everything runs smoothly on that day. It’s worth every penny!

This is especially important at a fundraiser. Your guests are there because they believe in you and what you’re doing. Think of yourself as the brand ambassador and make yourself available to answer any questions that your guests may have. If they can’t find you to get more information about your cause, they are less likely to support it. We are there to make sure that everything goes off without a hitch and that you are able to reach your fundraising goal.

Q. What is your best piece of advice?

A. I think that people are naïve when it comes to the budget for any event. Many clients don’t know how much it costs to hire a good photographer, caterer, etc. so, they’ll spend money on little things and before they know it, they’re way over budget. My advice, choose your top three Items and spend the bulk of your money there. My top three are always food, music, and alcohol. I like invitations, but they aren’t the most important item to me. Now, if you’re a graphic designer or your company sells paper, the invitations are probably really important to you and that’s ok. Make invitations one of your top three. The important thing is to focus on what’s most important to you, and then build the rest of your budget from there.

Another great thing about working with an event planner is that we get discounts, which we pass onto our clients. A good event planner will save you several hundred dollars in various areas, covering some of their fee.

Additionally, if you’re just diving into the event world, be sure to cultivate relationships with other vendors early on. Find out how you can work together and offer discounts for your clients. Meet other like-minded vendors that specialize in your area and be sure to send them leads for dates that you have already booked. They’ll return the favor and help grow your business. The wedding and event industry is a small one, where everyone knows everyone else. Networking is so very important. Go to as many networking events as you can and start making those connections early on!

Q. What is one thing readers can do this week to improve?

A. If you’re an event planner or getting ready to plan an event, do some research. If I’m planning a company event or fundraiser, I always ask myself the following 5 questions:

1. What is this company’s daily mission?

2. What is their goal for this specific event?

3. What brand-specific elements can we incorporate into the event? (Awards, logo placement, etc.)

4. What is something fun and memorable that we can do during the event to increase brand awareness?

5. Is there something that guests can walk away with that will keep the brand or mission at the front of their mind?

Q. Anything else we should keep in mind?

A. No matter what type of event you’re planning, it’s important to remember the story your organization or client wants to tell. When guests walk into the event, they should be able to look around and know who or what this event is for. Everything should reflect the brand or personality. That’s what makes your event stand out from everyone else’s. And most importantly, make sure that your guests have fun!

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Kristi Collins has been involved with events for over 15 years. She has her BA in Musical Theater from Samford University. After theater, she went into retail, then coordinated events in the non-profit sector and finally found her calling in the wedding and social event industry. Kristi has received her Certifications in Wedding and Event Planning, as well as Social Media Marketing. She lives in Decatur, GA, with her husband, J.R., and her insanely cute dog, Toby.

Learn more about Coco Red Events.

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PIN THIS POST FOR LATER:

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I'm Kristi Porter, and I started Signify to provide writing, consulting and strategy services to nonprofits and for-profit organizations with a social mission, primarily through copywriting, marketing and business communications. I believe that cause-focused organizations like yours are the future of business. You're proof that companies can both make money and do good. And I'm here to help you get noticed and grow. When you succeed, we all win.

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