The Blog | Warwick Merry CSP CVP

Are You Listening?

Today’s Get More Goer comes to you from the gates of the Forbidden City in Beijing. Check out the 1 minute video for the full details.

If you can’t access YouTube to see the video, then you know what it is like in China. No YouTube, no Facebook, no twitter and even

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TV channels are monitors and the news service can drop out at any time if the censors don’t like what is on. (But not if they are on their lunch break!)

Essentially the video is asking, how well do you read your clients? Do you deliver what they want?
Most of the time our existing clients tell us what they want. Why wouldn’t you deliver that?

How is your Chinglish?

I am just off the plane from China. What an amazing place! It was a great conference and I had some fabulous experiences.

One of the things China is famous for is Chinglish. That is, writing in English a statement that almost makes sense but isn’t exactly what they wanted to say. Check out the photo of the sign I saw for Self Help BBQ Meat.

Have you ever spoken or written in something similar to Chinglish? You knew what you wanted to communicate but it just didn’t come out how you wanted.

It can happen with family, friends, work

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colleagues, customers and partners. Sometimes you need to get clarity on the communication. Confirm with a phone call what was said in the email, because it didn’t come out right. Check with a mentor or peer if they hear what you think you are saying.

If in doubt, double check and keep communicating. So how is your Chinglish?

What’s Your Why?

Target

In recent presentations and discussions with clients, there has been a lot of discussion about peoples “Why”. It can be challenging enough to keep yourself continually focussed and on track, let alone your team. The thing that will do that is your “Why”.

So why do you do what you do? Is it:

Make $1,000,000
Because the boss said so
To provide for my kids
To ski the Alps of Europe
I don’t know what else I can do
To get a
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It’s what I have always done
Because I want to retire at 50

Whatever the reason, HAVE a reason. Have a POSITIVE and attractive reason. Get a Target for yourself that you really want to achieve. So many people are not inspired by their work purely because they do not know their Why.

So What’s Your Why?

Can You Turn a Fault into a Feature?

Screen
I got a message from a friend on Facebook on Friday regarding a conference I was the opening keynote for today. She said:
Eeek! My 3 year old sat on my laptop and cracked the screen…. not great for anyone but esp an editing photographer!! I will give up my EXPO table for Monday…..I was reliant on my laptop for that! I will just come and network and listen instead!
I quickly got in touch with her and insisted that she still exhibit. When things like this happen, you MUST use them as a feature. How much more attention would she get with a printed picture of her child sitting on her

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laptop stuck to the laptop than the same old boring image. Most of the guests could relate to something similar happening. She would be far more memorable as “The woman whose kid sat on her laptop”. We came up with several different solutions she could use and still take advantage of this event.

Too often we take these setbacks and try and hide them from our prospects. It is a great way to show your humanity and show that things happen to everyone. It is also a great way to stand out. Can you turn a fault into a feature?

PS Email me your story of an Exhibiting tragedy and go in to the draw to win a ticket to the Exhibit Like A Pro Intensive on 1 September – valued at $495. Details on the day at www.ExhibitLikeAPro.com

Share the Reading Love

In Australia (as with a lot of the world) our newspapers are either speakers for corporates, so low brow they are not worth reading, or severely lacking in journalistic integrity. In fact, it’s fair to say that I have not purchased a news paper in years.
I am certain that this situation is contributing to the rise and rise of the humble blogger. The issue becomes, with so many bloggers out there, which ones are worth reading. Which ones have intellectual stimulation balanced with the right amount of humour and entertrainment?

Personally, I read a couple of different blogs in my industry. But there is one Australian Made blog I suggest you look at. It is divacultura.

The lovely Tanya writes daily and shares her thoughts, observations and photos from her experiences. If you want to keep in touch with the real world, I can highly recommend it.

Have You Got the Right Gear?

Here is something a little different. I was feeling a little cold today so thought that I would share it with you. I put together this little video for your enjoyment. It even has a message in it!!

Enjoy!

Can They Hear You?

Mic
Too many people in this world keep their light hidden. They have thoughts, ideas, dreams, contributions, VALUE that they do not share.

Why?

Who knows. It could be intimidation, lack of self-worth, shy, being over looked, for whatever reasons, their voice is not heard.

You HAVE to speak up.

What you have to offer the world is too important to keep to yourself. If you can’t speak up, find a way. Write something, do something, paint something, raise your hand, do whatever you need to do to be heard.

What Just Happened?

New Website
I love the John Lennon quote “Life is what happens while you are busy making other plans”.
That is exactly what happened to me this morning. I had plans all ready to face the day, write the Get More Goer, write some web copy for the new websites, finalise visa details for my China gig (which is very exciting) and many other things on the to do list. Well that all went out the window when I received an email

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from a colleague saying that it looked like my website was hacked.

I don’t understand hacking least of all hacking my site, but it was important to get it fixed. Three hours and lots of phone calls later it was. It has also added quite a few things to my to do list.
Throughout it all, I knew the important thing was to stay focussed on the job at hand and keep a good attitude about it, maybe even have fun with it (have a look at the replacement website I built above). This is just a typical day in our life. The joy of having a plan is now I can change it and keep moving forward.
Maybe the better question is not “What Just Happened?” but “How will I deal with What Just Happened?” So how will you deal with it?

PS Registrations have started rolling in for the Exhibit Like A Pro Intensive on 1 Sept in Melbourne. If you want to learn how to dramatically increase sales by Exhibiting and Sponsorship, register here now.

Are You Consistent?

Who would have thought it?

Just one little day late because we had a public holiday and I got several emails wondering where the Get More Goer was.

The reason for this is consistency. Typically (and my apologies for my tardiness this week) the Get More Goer hits your inbox every Monday and it has been doing this for almost 5 years. Naturally some people have come to expect it and

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get distressed when it is not there.

The same is true for any business. Consistency is part of the service. You know what will happen, there are no unpleasant surprises. McDonalds is a great example. You know the food will not be of the highest quality and presentation, but it is consistent. So consistent that it is the foundation of its own international economic index.

With it being the Queen’s Diamond Jubilee, the monarchy is another organisation that has a foundation of consistency, as evidenced in the photo. Years in between photos but the pose is the same.

What about you?

Are you consistent in what you do? Do you make sure that your colleagues, suppliers and customers get no nasty surprises?

PS Consistency of sales is another thing that is important. Join Danielle Storey and Me on Sat 1st September for the Exhibit Like A Pro intensive. You will learn the secrets to Exhibiting and Sponsorship that will bring you extra sales. More information is here at www.ExhibitLikeAPro.com

How Do You Recover?

Customer service is important but don’t forget your service recovery skills either. Research shows that a customer who has a good experience will tell three to five people but a customer who has a bad experience will tell 11 people and now with social media, I suspect it’s more.

This weekend I was away with our B&B group of seven people. We had booked a large and lovely place in Echuca (see the picture) with additional bungalow. We arranged and paid for it all over the internet before arrival. When we arrived at the agent we found that it was an additional $150 for the bungalow in addition to the $1,000 we had already paid even though this had not be advertised anywhere.

I raised this with the booking agent who happened to be the owner. Some of her comments included, “we have never had this problem before”, “My team know what they are doing I am sure they would have mentioned it”, “I wasn’t part of your original conversation so I can’t know for sure what was said”. At the end of the day, she had a very unhappy customer and she did not care.

There are many things that she could have done, at the very least acknowledging the emotive side of the transaction. While she may have got her $150, she won’t get any further business or recommendations from the seven of us who were here and she won’t get positive comments on her website.

So how do you recover?

What’s the One Thing?

Sleep at Expo What’s The One Thing?

A colleague of mine sent me this photo last week. It seems this gent was a bit tired at the expo stand so thought he would take a nap. I think I need to add this to my list of “Things not to do when exhibiting” – fall asleep! Although, maybe he was just modelling for the coffins you see in the background!

I am often asked by people, what’s the one thing that you can do at an Expo that makes the biggest difference. There is one thing that comes to my mind straight away. It makes the biggest difference when Exhibiting, Sponsoring or even attending to the everyday aspects of your work and your social life. That one thing is to smile more.

You would think it would be obvious but too often the expression on your face is different to what you think or want. A smile can relax you, relax your guest, put you in a better mood, release endorphins, create a better environment and quite simply, power up your attitude.

Your mission today, should you accept it, is to smile more. Are you up to it?

PS If you want to learn other tips tools and techniques for exhibiting, join me today at 3pm Melbourne time for the Exhibit Like A Pro webinar. Even if you can’t make that time, register and you can access the recording. Click here to register.

What makes a Good Call to Action?

What makes a Good Call to Action?

In my Local Area Marketing and Get More Face To Face Sales presentations, I talk about making it easy for the customer to buy. One element of this is a clear instruction on what you want your customer to do. In essence, a good Call to Action.

Without knowing it, we are surrounded by Calls to Action. Think of some of the commercials you have seen or hear or interactions you may have had at a shopping centre.You will have heard

“Call in the next 15 minutes and get a bonus ….”

“Use EFTPOS when you next go shopping”

“American Express, don’t leave home without it”

“Have you had your Inner Health plus today?”

“Did you want fries with that?”

“Did you want to take advantage of our 2 for $5 chocolate bars?”

So what makes a good call to action? Unfortunately there are no hard and fast rules. Each target market and each buy modality has a different approach. While there are no hard and fast rules, there are definitely some key principals to be considered.

Start with the Call to Action

When preparing an advert, writing an article, creating a commercial you MUST know what your call to action is before you start. Knowing the call to action will help sculpt what you are creating. The body of your content will be providing the evidence to support your reader or prospect to take action.

Make the Call to Action Crystal Clear

Quite simply, confused minds never buy. So even if you are giving something away, a confused person will not claim it. Having multiple actions or confusing statements around the action we prevent people from taking it. Separate the call to action from the body of the text or the initial information so there is no mistaking exactly what the audience is expected to do.

Have a Strong Why

For anyone to take advantage of the offer, the Why needs to be strong for them. It can be evidence of success, a free trial, a discount, additional bundling of items or even a guarantee of results. Different audiences will have different drivers but you must be clear on what will appeal to your target market and build that in to the call to action. The why my be initially mentioned or alluded to in the advert or article copy to get the audience ready for it. Whatever the reason, it has to be attractive and offer value to the audience.

Lay the Foundation for Action

Let’s be honest, a simple line saying “call now” will not bring about action. The foundation or need for action has to be built into the copy to make it happen. Infomercials are brilliant at this. Essentially, you need to highlight the problem that your product or service will solve. Your target audience needs to see their own pain in the copy. You can then show them how you solve the pain or get them to take action to find the solution to your pain.

Mind Your Language

Use the appropriate language to describe the urgency of the offer. This not only relates to the words you use but also to the emotive sense you create. Direct the audience to take action with words like:

Call
Buy
Donate
Register
Order and
Discover.

You can create a desire for the audience to act using phrases like:

Register in the next 5 minutes for….
Order now and get a free gift
Call now and you also get…
Be one of the first 10 people who…
To get your free copy of….
For a limited time only…

Deliver on Your Commitment

Too often business are so focussed on getting the prospect to act, they forget to respond. If you are offering something for the first 15 who respond, be sure you deliver it. One of my wives once got excited by an infomercial for some Victoria Principal cosmetic. She called and was advised that the phones were incredibly busy and they would call back if we left a number. We never got the return call and they lost a significant sale!

It can be easy to set up technology to respond to your enquiries giving the free ebook, download or special report. Make sure your systemise your response (whether you use technology or not) so that EVERYONE gets what they are promised. If you don’t deliver on your promises, it will not take long for your name and that of your business to be mud in the marketplace.

Research Your Customers

Clients often ask what is the best offer to encourage prospects to respond to a call to action. The answer lies with your customers. They know exactly what their problems are and what it will take for them to act on them. Using a simply tool like Survey Monkey with the right questions will tell you what the burning desires or problems your customers have. Use this research to craft your Call to Action.

Test It

Too often business create a call to action and then rest on their laurels. You need to test your call to action to see what works best. This means having two slightly different calls to action. Monitor the response that each one gets and then select the best one. Then you can again create a slight change to the call and split test it also. The aim is to develop a call to action that consistently feeds leads and qualified prospects into your marketing funnel.

Do It!

Your next step is to include a call to action on your next piece of marketing copy. Use these guidelines to create something and then slowly but surely tweak it until it gives you optimal results.

Warwick Merry is the Get More Guy – a motivational speaker and trade show specialist. He ignites and inexhaustible passion to Get More out of life.

Sign up for his Get More Goer – a weekly slice of inspiration at www.warwickmerry.com

How Often Do You Touch Them?

Point How Often Do You Touch Them?
Too often I see sales people, internet marketers, and people working the expo booth expecting the next person they talk to or who reads their stuff to instantly buy from them. The reality is it probably won’t happen.

I believe you need to touch people several times before they become a prospect or become more interested in what you have to offer. By the way, I am using the term “Touch” as in connect with them on some level. I am a huge fan of client and prospect Touch Points. The more quality touch points you have, the more likely they are to engage you or retain you as a supplier.

For example, I spoke at a conference recently. There were a few people in the audience who had seen me speak before, they also had received my Get More Goer on a regular basis. So it was no surprise to me that at the end of the session when I was offering my new Get More Business Success 12 CD Pack, it was the attendees who I had previously “Touched” who purchased it.

With the many Touch Points, you are allowing the prospect to Know You, Like You and then Trust You. So what can you do to provide quality Touch Points and when it comes to your clients and prospects, how often do you touch them?

PS Want to learn some more tips for Exhibiting and increase your Exhibiting ROI? Join Danielle Storey and Me on our next Exhibit Like A Pro Webinar.
Details and registration are here.

How Good Are You?

apple How Good Are You?
I have been sharing the speaking platform with Brad Tonini (Australia’s Sales Strategist) quite a bit of late. While he has many great ideas and messages, there is one that has been resonating with me quite a bit. It is his concept of “Are you good enough to get better?”

I know so many people who are good at what they do but they reach a point and stop. What about you, how good are you? Are you good enough to get better? It doesn’t have to be in relation to your job functional skills either.

Can you get better at the soft skills, engagement techniques, industry knowledge, your leadership skills or your marketing techniques?

All I know is that once you are ripe, you rot. So be good enough to get better. How good are you?

How Is Your Community?

Cleft How Is Your Community?

I had the pleasure of speaking at the Rotary Club of Box Hill Central during the week. My grandfather was a Rotarian and I always enjoy being able to contribute to my community.

What about your community? Do you contribute? That doesn’t mean you buy chocolates for the local Kindergarten fundraiser or give money to the tin rattlers at the traffic lights, but do you give some kind of significant contribution of time, energy or resources to those around you?

At Rotary I was talking about the 7 Secrets of Success and one of them is contribution. It is amazing what Rotary and Rotarians do. The Box Hill Central Club is the home of Operation Cleft. It is this group of people who arrange for cleft palate surgery and speech therapy for those in need in Bangladesh. Basically, they are giving a smile for life!

If you are looking to contribute to your

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at the very least a donation to Operation Cleft to get a year end tax deduction!

Click here to find out more about Operation Cleft and what they do.

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