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“Where you are going, I have already been.” — Antonia Martinez We all experience reinventions throughout our lives. Learning to walk and talk, puberty, getting your first car, your first job, first love, marriage, babies, these are all reinventions. We become someone new, we function differently and our priorities change with each one. Every story of reinvention begins in the same moment, when the main character allows a simple possibility into their reality–”unless.” “I will remain this same stuck person, unless … ” and in that moment, the reinvention begins. The Perfect Quadrant” is a 3 part framework that evolved from a personal struggle to answer the question, “why do I do what I do?” 1 - Inspire your passion totem 2 - Build your perfect passion quadrant 3 - Assess your S.W.O.T - [Strengths | Weaknesses | Opportunities | Threats] and apply Kaizen–good change In life and in business, knowing where you’re going starts with knowing where you’ve been–minutes before, it felt like a lifetime ago—barreling down I-10, the wheels barely outpacing my mind. As I neared the curve, I was thinking about mom. She
has Alzheimer’s and had been given a drug that had left her in bad shape and no one was able to help her. Earlier that day I had dropped off my little girls at their first day of school –my youngest just started kindergarten. Happily I had witnessed this amazing milestone and was now driven to meet the task at hand — to help mom…that was just minutes ago. And now, I���m hanging upside down, held by the seat belt, unable to comprehend what is happening. I watch a hand push the red button on the seat belt release and I fall to what is the top of the car. Crawling through glass, barefoot, running along the side of the road…. my mind and body seem disconnected… my car is upside down, and crushed against the edge of the curve, it is raining. All I can see is my girls in the car and it is my fault. Is my mind playing tricks on me? A car passes. I try to flag them down and they just keep going. Suddenly it dawns on me: I’m dead. I run back to my car to see if my body is in there. No body. The next car I flag stops. Several hours were spent strapped to a board in the emergency room, everyone assuring me I was alone in the car and that I was very lucky to have survived without serious injury. I spent that night alone in a hotel room, angry, sobbing, feeling confused and uncertain. I was completely alone, half way between being home with my girls in Austin and mom in need of help in El Paso. I chose to continue on to help mom but I wasn’t the same person who had started on the road the prior day. Suddenly, everything in my life looked different than it had in the moments, weeks, years, before the accident. Many of us experience these moments, when things seem to go horribly wrong and suddenly everything turns upside down. The things we thought were so important a few minutes ago—being late for the meeting, being slighted by that client, being rejected by a lover, the property tax bill—seem so insignificant that we wonder how we ever mustered so much emotion around them . After the accident, I felt in Limbo. Earlier that day two people had died on the same slippery curve. I was alive. Why? Life as it had been was gone – and no vision of a future seemed possible although life continued both personally and professionally. After 2 ½ years , I was beginning to fear I would be stuck there forever.
“The purpose of life is to live it, to taste experience to the utmost, to reach out eagerly and without fear for newer and richer experience.” –Eleanor Roosevelt
Until I had a chance meeting with an old friend who introduced me to a simple concept that helped me begin to find my way back. It’s called the“Perfect Quadrant.” Everything you do, every task in your business from the vision to the billing, and every task in your life from planning mom’s care to helping with homework, falls in one of four places.
- Hell: This is an area where you don’t really have much skill and you have no love for the work.
- Trap: This is an area where you have a lot of skill and experience, but you no longer have any passion for the work.
- Emerging Heaven: You have yet to develop your skills here, but you love the work and wish you could spend a ton of time doing it.
- Heaven: This is where your skills and your passion meet. This is where your work is brilliant. You rarely get hungry or tired because you’re so charged up
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where things make sense.
When my reinvention happened, I was spending a lot of time in the Trap; and in Hell. That’s pretty common. Business owner and friend, Steve Golab, who introduced the quadrant to me, actually took his team through this exercise. Introduced to the Perfect Quadrant by Karl Krum, Steve sat down with his team and asked them to identify where the tasks of their work fell in each of their personal quadrants. Then he reorganized his business
so that his team spent most of their time doing things they’re passionate about. That was a perspective I could get excited about. The Perfect Quadrant allowed me to begin to envision possibility in my work life first. Then, as the idea of the quadrant grew I realized I was creating something more, something different. Imagine the power of seeing possibility again in yourself and in your business. As a creative-left brain, I felt like I’d misplaced my intuitive nature. But
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once we discovered and began to build our Perfect Quadrant, my business partner, Cindy Orie, and I immediately began to create good changes. We began to learn about ourselves and each other in the work that we shared. We decided it was our desire or our heaven, to help others weave it into their mindset. From that desire sprouted a four part framework, that we���ve renamed the ���Perfect Passion Quadrant”, to get them started. Our next two blogs will show you how to build passion into your life and infuse that passion in you and in how you operate your personal and work life.
When it comes down to yes or no, understand how your best customer makes decisions and focus on trust builders to persuade.
In our last post, we walked through an exercise mapping the full path to our best customer. Instead of 1 decision maker, we identified 4 audiences, all with unique needs, leading us to our best customer:
1. The Board of Directors
3. VP of Marketing
4. Marketing Manager
In this post, exercise 4 builds a model identifying how each audience makes decisions. This knowledge will help you to brainstorm a strategic, tactical plan to meeting those needs by asking questions that get into your best customer’s decision making mindset.
Click through exercises 1 -3 for a refresher of our best customer model.
My Best Customer Exercises 1 - 5
- Begin with straight forward demographics
- Brainstorm problems, pain points and goals
- Ask yourself–”Are they the final decision
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- How do they make decisions?
- Finally, brainstorm trust builders- what does
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each person involved in the decision making process need to feel comfortable doing business with you?
Exercise 4 - How do they make decisions?
There are 4 decision making styles to gathering and processing information. Those mindsets are better understood by asking yourself how each audience would answer the following questions:
- Do you need a
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lot of information to make a decision?
- Do you make decisions on the fly?
- Do you expect a lot out of yourself and others when weighing decision making options?
- Do you value people first in making decisions?
Audience 1: Board of Directors
Let’s consider first our Board of Directors. As elected or appointed members, their goal is to oversee the activities and decisions of the company. Think about the collective way they are expected to respond in this situation. It is likely they will need a lot of information.
What is top of mind for the board? Consider questions like these:
- Does this solution fall in line with our current direction?
- Do the proposed vendors have experience in the industry?
- Do they have broad knowledge of branding? We do not want a technology only company.
Audience 2: CEO
It is also likely that our CEO needs a lot of targeted, summary information so that he can weigh options quickly. His perspective is from a strategic business focus. He may ask:
- What options exist and why is each a viable solution?
- What current budget are we working with? How much will it
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cost over the next 4 quarters?
- What guarantees will we have?
Audience 3: VP of Marketing
This VP of Marketing has a competitive mindset. She asks–what’s in it for me? She expects a lot out of herself and others.
- What are competitors doing in Social?
- Who can I trust to guide me through a successful campaign?
- Is pricing competitive?
- What if I fail? How will it impact my job?
Audience 5: Marketing Manager
Often times, a marketing manager is responsible for work planned and managed by internal folks and contractors. This marketing manager values people first. His questions are rooted in planning the day-to-day marketing activities of the teams that he works with and that the solution can be managed realistically.
- What are the requirements?
- What are the deadlines?
- How will this affect my team’s workload?
- Are we working with
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a vendor who may be a good fit?
- Is there someone I trust who can refer me to potential partners?
Armed with this information, our final step in the process is to brainstorm trust builders. What do each of our audiences need to feel comfortable doing business with you?
Our final exercise 5 will result in a targeted list of trust builders that
will be prioritized by impact based on your goals. Additionally we may need to estimate the amount of time, resources, and budget by meeting with individual team members or managers so that the overall project needs can be estimated.
You know way more about this than you think you do.
Here’s a question we hear a lot from clients: Does participating in Social guarantee I will have more business? That’s like asking: Will hiring a sales manager double my sales? In both cases, the answer is, it depends. If you hire the right sales manager who knows your industry, understands your customers, and is driven, there’s a good chance you can affect sales. You can say the same about Social.
Here’s why. Investments in Social, sales or any outbound marketing strategy aren’t a panacea in themselves. First ask yourself– no matter what
strategy I employ to affect business, do I have a Web site that allows me to reach out to a lot of potential targeted customers in creative ways with one common set of goals– to convince visitors I can help them, prove I am a credible business and provide visitors with an easy way to take action?
If the answer is no, then neither a Social or sales strategy is the right place to start. Not yet anyway. But that does pose a different dilemma. How do you get a Web site that meets all of those requirements and where do you start?
You already know a lot about the folks you want to do business with– trust in your experience.
1. ____ Begin by visualizing your Most Desired Customer– envision who they are and create a model of your best customer, the one that will become the central focus of your communication.
- __ Start with demographics.
- __ Think about their motivations and what creates the triggers to needing your product or service.
- __ Are they the final decision maker or do they task others to get information for them?
- __ What are their pain points?
- __ Do they need help now or in the future?
- __ Do they use mobile devices to find information online?
- __ Where are they looking for answers?
Your online presence doesn’t begin with you, it begins with those customers. First you must know who they are then you build everything, from your Web site to your Social or sales plan, to meet their needs.
2. ____ Next we must visually translate the model of your ideal customer to an effective Web layout. Learning basic Web Design Thinking that makes it easy for those customers to find the information they’re looking for [in the way they make decisions] and then visually directing them to take action, moves them along the decision making process. Whether through a prominently designed radio button that uses language to persuade someone to “Buy Now”, through a contact form that is easy to fill out or
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a simply stated call-to-action, “Let us Help - 555-555-5555″ at the top of every page, their experience should be like a beacon guiding them through the process of deciding you’re the solution they need. Achieving an aesthetically pleasing Web design layout shouldn’t focus on being “pretty” , or even
proclaiming your brand, as much as making it easy for someone to decide if they trust you, that you can help them and make it easy for them to take action when
3. ____ Once you have a picture of what your ideal customer needs and how to visually communicate to them, make it easy-and even pleasant-for visitors to consume information from your site. Familiarize yourself with Content Optimization so that you’re using messaging and phrases your customers do. Speak to them, addressing their needs at that time. Whether you’re a law firm, an apparel or healthcare company, your content should speak your customers’ language. This isn’t solely an SEO strategy. Optimizing content should have the intent of persuading folks to take that next step toward contacting you.
If you offer products or services locally and you have a physical address that you advertise, you are in luck. Becoming familiar with basic Local Optimization to make your business bubble to the top of Search engine results in local listings is a good thing. Your customers don’t have to sift through a lot of non-targeted Search results to find you.
4. ____ And finally, how do you know
what is and is not working on your Web site? It seems daunting and even boring to look at reports but learning and setting up basic Analytics Reporting is the information that will set you on the profitable track. Analytics will tell you what pages visitors land on and linger on. It will tell whether your customers use organic Search, LinkedIn, Facebook, Twitter or some other channel to find your site. It will tell whether they spent time looking at your services
or shared content that you’ve posted because it’s useful, clever or interesting, or whether it fizzles.
In a nutshell-
Targeted, Convincing, Credible, Actionable,
Measurable– a Web site that meets all those requirements will help you begin to plan creative ways, like Social or outbound sales, to market your business to profitability.
Like the fine art of weaving, developing and managing an SEO and Content optimization strategy requires skills women seem to possess innately: intuition, patience, focus, detail, multitasking, tenacity, and not to mention our enduring need for checklists; tangible and otherwise. We’ve known men who were amazing at content optimization, but let’s face it, for women, these innate abilities prepare you to hang with it, attending to every detail over a
long period of time, and there’s no better man to get the
job done than a woman.
It has been said that a woman’s mind is like a browser with 3,742 windows open. We think about what our kids need, our partners, the C-Suite, our husbands, our Web developers, our friends, our parents,
our partners’ parents, the five organizations we’ve joined, our kids teacher, and, eventually, personal and professional goals–our brains are stuffed with moment by moment time, quality, and cost concerns. Every content optimization project has balls in the
air all the time and women tend to juggle each one well because we’re seasoned multitaskers.
Process, Content Creation, Creative and Practical: The rule about content
is that it must be written well enough that people want to read and share it which means that it is consistent, targeted, have the right keywords for the intended audience, and get Search and Social traffic continuously
up. But if content is a dry, pointless piece of writing anchored by keywords, it won’t convert anyone who sees it. The creation of a
content optimization process must be managed and managed well. Yes, content must be both engaging and creative as well
as anchored by data but before ever getting to the optimization part, it takes the understanding and management of C-Suite expectations, collaborators, and schedules that must be met time after time; in that realm, women are especially good at making sure that those balls in the air don’t drop too often. But if they do, they can pick them up gracefully and get them back up.
Keywords, Personas, Empathy and Intuition: To even begin to understand what keywords your audience is going to use to find you, one has to begin by getting inside the customers’ head. What words might they use to find your goods and services? What peripheral terms might they come up with? What are their felt needs? What Social channels are they on? Who does that better than women who are constantly having to read those around them, intuit and quantify the needs of people who struggle to communicate them and perceive what isn’t spoken? Then, of course, we test with data, to find out if we’re right.
Optimization, Attention to Detail, Multitasking: Many studies have demonstrated that, when it comes to cognitive skills, women are generally more
detail oriented than men. Content optimization comprises a LOT of details. Each time a woman approaches a content optimization task she asks herself, “did I understand the audience motivations and triggers, have I found good keywords and placed them strategically– carefully, in all the right places within the content, headlines, meta descriptions; did I create only certain types of links; add alt text; push out and schedule to Social media”…. There’s more. Lots more… but each time she approaches the task, she gets it done and off the checklist, until next time.
Whether it’s actual neurological differences between the sexes or re-enforcing gender stereotypes as described by Dr. Lise Eliot in her book, “pink brain blue brain - How Small Differences Grow into Troublesome Gaps - and What We Can Do About It”, creating a strong content optimization process, managing people and schedules, optimizing, testing, breaking, fixing, and retesting content over and over again, while managing a team and a long checklist of tasks…as women, we’re really good at handling all that.
Four [on the fly] questions that help align expectations.
Feeling stressed after being tasked with a Web project? Most people don’t appreciate the complexity between understanding expectations and actually launching online
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that meet them, not really. It feels like being on a runaway train.
Take Social media– a few years ago no one ever heard of it, now it’s everywhere and people don’t believe they can function without it. But, in between the not knowing why it’s important and feeling an urgent need to be good at it, lies a huge stress
zone. Your boss wants a Social media campaign and it’s up to you to provide one, even though none of the objectives are clear. We get that.
So we want to give you four questions you can ask on the fly to clarify what the expectations are and align them with reasonable outcomes.
- What is the unmet need?
- What is the current state?
- What is the ideal future state?
- What do we need to get there?
Instead of your boss coming in and saying “We need to start a Twitter campaign to make the company look more progressive” and you saying “I’ll get right on it,” not knowing what she’s really looking for, you begin with…
You: “What is our unmet need?”
Boss: “To prove ourselves as a more progressive company.”
You: “How are we not looking progressive right now? (What is our current state?)”
Boss: “We don’t use Twitter and all of our competitors, as well as most of our suppliers and vendors do. We’re out of the loop. We are operating in a way that is
dated, which may explain why most of our
customers are among an older demographic. It is part of our growth strategy to reach out to a younger group of consumers.”
You: “Alright then. What are we hoping will happen when we create a Twitter campaign? (Ideal future state?)”
Boss: “Growth of our customer base, particularly in the 34-64 age brackets.”
Okay, this conversation has helped to clarify what the boss is looking for.
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Ideally, she wants to grow a specific customer base. A Social media campaign may or may not do it. But delving into Social media, if done right, will definitely help your image as a progressive company. Your boss associates Twitter with Social media. You know there are other Social channels and other strategies that might be considered to meet the ideal future state. But now at least you know where to start.
Next, ask yourself, “how do we get there?” Of course, understanding the psychological effects of creating a checklist, you’ve begun creating your Web project checklist of things-to-do to get the ball rolling right?
A great source to collect data that will support your recommendations and find Social stats is the Pew Internet Report, an annual report created by the Pew Research Center. In a 2013 report, statistics showed that:
- Nearly 75 percent of people 30-49 and nearly 60 percent of people 50-64 use Social media.
- Nearly 70 percent use Facebook and 16 percent use Twitter. But the number of Twitter users doubles every year, especially among younger adults.
That information tells your boss it’s feasible to launch a campaign that includes Twitter and other Social channels to make the company look progressive.
To grow the customer base, particularly the 34-64 age bracket audience, we need a little more information. Questions begin to pop into your head like, what are the triggers and motivations of your key demographic? What speaks to this audience? What do they watch, read, buy? What Social media do they use and what do they use them for? What kind of content is likely to get them engaged with a Social media channel?
Now it’s time to share your findings with the boss. It’s much clearer to see that going Social means developing online content that meets those needs. Now you just need to reach out to your audience on their chosen Social channels and track your progress.
So if you feel like your company’s online marketing strategies are like a runaway train, stop everything. Take a deep breath. And start with question one.
- What is the unmet need?