One thing that is absolutely necessary for increasing sales is getting people to actually take action. To do this, they must feel motivated to act. People are often hesitant to take any action that is different than the one they are used to taking. Change is scary. It comes with a lot of uncertainty. And simply presenting a solution to someone, probably won’t close the sale.
Many of us use praise and compliments to get people to like us and to follow us – to do more of what they’re doing. But… today’s guest, Mattison Grey, says that isn’t effective. And can actually backfire. We won’t actually get others to take action that way.
Mattison Grey is a leadership and performance specialist, speaker and author of The Motivation Myth. Since 1997 Mattison has been coaching teams and individuals and consulting in organizations in the areas of leadership, communication, sales and high performance. Mattison is fascinated by the gap between low performers and high performers and what it takes for people to move from mediocre to masterful in their chosen endeavors. Find out today how to really get people to take action.
Today, we’re all about increasing sales by turning customers into loyal, rabid fans. Today’s guest has the key to doing that in the 21st century – meaning, he tells us what today’s shoppers need in order to love your brand, interact with it, and ultimately, what they need to buy from you. Because what customers need today is very different than what they needed years ago.
Global Business Adviser, Generational Expert and Web Pioneer Brad Szollose is the *award-winning business author of Liquid Leadership: From Woodstock to Wikipedia which explores the very topic of how to Motivate Millennials…
But this is not based on management theory: Brad is a seasoned entrepreneur for over 35 years and is no stranger to the boardroom. During the Dot Com Era of the mid 90’s, Brad co-founded the very first Dot Com agency to go public on NASDAQ – K2 Design. His company grew from 2 business partners to 60+ employees, offices worldwide, 4 business partners and a valuation of $26 million.
Brad was catapulted from entrepreneur to C-Suite Executive, and began developing unique management and marketing models for the first wave of Generation X and Y– raised on video games, computers and The Internet.
Today, Brad helps businesses, educators and individuals close the Generational Divide by understanding it as a Cultural Divide – created by the new tech-savvy worker…and customer.
Brad talks to us about liquid leadership, how to bridge the gap between millennials and baby boomers, how to increase engagement with your brand, and how to turn customers into loyal fans.
Hey hey – its Sandy D. Coming at you with another episode of The Clearly Influential Podcast – the show that’s here to help you improve your business, and your bottom line, just by improving your communication skills. We’ve got some great info today about website design – and I don’t mean the simple, how to set up a WordPress site kind of stuff, I mean, we’re talking using proven psychological techniques to design a website that gets your audience to click where you want them to click.
And, that’s the goal, right? We have a website because we’re hoping for a specific action from the website viewers. Maybe you want them to buy, maybe sign up for your email list, maybe donate, maybe book an appointment, call, stop by, whatever. You need them to move from simply viewers to clients or customers. Today, you’ll learn how.
And I love, love, love talking about this stuff – here’s why. Throughout grad school, and teaching persuasive speaking, and writing scripts for clients, I’ve known how to apply these techniques to speech – to one to many speech, or to one on one speech, but when I’m sitting down at a computer, and I’m selecting images, or I’m positioning text, or anything related to web design, it just isn’t as clear to me. Mostly because I’m not a website designer. The technology gets in my way. So, hearing someone like today’s guest talk me through how to get what is in my head on the website is really helpful for me – even if I end up using a programmer, or a designer to help with the technical stuff, it helps me understand how it needs to be done, so I can get the results from my viewers – and so you can to.
Dr. Susan Weinschenk has a Ph.D. in Psychology and consults, teaches, and speaks about research in psychology and brain science. She has her own company, and her clients include individuals, and small, and large organizations,, such as The Mayo Clinic, Disney, Zappos, and the European Union. Susan is an author. Her most recent books are How To Get People To Do Stuff, 100 Things Every Presenter Needs To Know About People, and 100 Things Every Designer Needs To Know About People. She writes a blog at her own website and also has a column at Psychology Today. Susan lives in Wisconsin here in the US with her husband. Her two children are grown and “launched”. When she’s not teaching, speaking, writing, or blogging, she sings jazz in a small ensemble.
I was pretty pumped about the info she shared today – specifically, we talk about how we can use messaging that targets all three portions of our brain – the three portions that come together to make a decision about what our customers are going to do – what action they’ll take. Susan broke it all down for us and gives lots of examples.
What’s up – it’s Sandy on episdoe 28 of the CI podcast – the show that believes your business success all starts with your communication success – and today, I’m coming to you from a lovely rainy day in California. Since living in Vegas for nine years, and then moving to the central valley in the middle of a drought, I almost forgot that there’s this stuff that falls from the sky every now and then. It’s a nice change and I feel like its just washing everything outside – like a fresh start. Happy to have it.
My son was also excited today – they let him go out in the rain at school, so he’s psyched for the mud puddles. Looking forward to seeing how he comes home today. But, ya know, for him, that’s what life is all about – its about fun. His work is his play. And somewhere along the way, for many of us, that changes. We get it all twisted and stop having fun everyday, at work, or in our business.
So, we’re going to change that today and find out how we can find fun and profit in our business. After talking to our guest today, I’m seeing that it is really all about finding the clarity – making it click. I don’t know about you, but for me, everything that I’ve mastered in the past has worked this way. It’s as if when you first start something new, everything is fuzzy. You can’t really find your way, you don’t know which way to go, who to follow, which strategy is best…. and then after you get better and get some experience, its like everything just clicks. It almost feels like it comes out of no where, but it really is the compilation of trial and error over a period of time.
I was thinking about this after my softball game last week. I’ve played softball almost my entire life – since I was 7. And, I can remember struggling with it, and standing out in right field. I can actually remember, being 7, out in the middle of the grass where no 7 year old is ever going to hit the ball – and I’m standing there playing with a flower because I was so bored, and then a bee stung me. And, at that time in my life, that was just frustrating, and it was like I was never going to get it. Fast forward to last week’s game, and I was just having a blast. Because now I get it. I don’t have to think about where I need to go when the ball is hit. I’m better now, so I can play first base and actually be involved in a bunch of plays. Its fun – yet, I’m doing a better job at it then I was way back when.
The same thing happened to me with teaching. Once I found that clarity, that focus and really could see my plan clearly, everything clicked, it worked, and it was fun.
Today, we apply this concept to business with Carolyn Herfurth of The BizTruth. Carolyn Herfurth has walked on fire, danced on stage at the Sydney Opera House – and before founding The Biztruth nearly 5 years ago – played a hand in the launch of over 100 businesses. As a business and sales mentor, she’s obsessed with helping small businesses and start-ups like you gain self-trust so that you can do your business – and live your life – your way. Her ground-breaking Evolve Accelerator, live events and private coaching – supplies women entrepreneurs with the tools to generate immediate income and momentum – and equips you with the know-how to build a long-lasting, sustainable business that is fun and profitable for you. So, let’s get right into it. Carolyn is going to walk us through some areas that we need to focus on to infuse our business with fun, flow and, of course, profit.
Oh and quick reminder – jump over to clearlyinfluential.com/gift and get that template to follow for your next sales presentation – it works for on or off line, but if you’re selling one to many, it’s a huge help. I’m thinking about switching out my gift soon, so if you want it, grab it. clearlyinfluential.com/gift
Do you fear success? According to this next guest, that fear could be holding you back.
One of the ways we’re helping you is by providing you with a free template for you to create a sales video, or webinar presentation. If you’re using online presentations in your business, jump on over to clearlyinfluential.com/gift and download the free template and get started. If you’re not using online presentations, now is the time to get started!
On today’s show, you’ll learn how to appear confident and credible in your everyday conversations. Plus, we’ll talk about what might be holding you back from success.
Audrey Nelson, PhD., is an international trainer, keynote speaker, author and consultant who helps organizations increase their productivity and profitability through winning communication strategies. She specializes in gender communication, conflict management, generational and interpersonal communication skills. She holds a B.A., M.A. and PhD. in Communication.
Audrey is a published author. Her first book, You Don’t Say: Navigating Nonverbal Communication between the Sexes (Prentice Hall, 2004) was published in six languages. She also co-authored Code Switching: How to Talk so Men will Listen (Penguin-Alpha Books, 2009) and The Gender Communication Handbook: Conquering Conversational Collisions Between Men and Women (Pfeiffer 2012). Audrey is the gender communication blogger for Psychology Today.
For today, I know that many of you will really appreciate what this guest has to say because we talk about some of the difficulties that women face in business and how to overcome those difficulties just by changing our own communication. And guys, we didn’t forget about you – this guest works with both men and women to improve communication in the workplace and you can learn a few things about overcoming fear of success as well.
I just finished a great interview that I’m about to play for you where we discuss quite an interesting topic, targeting the subconscious mind with your marketing and messaging. I just interviewed Erik Luhrs. He is the only expert in the world on Subconscious Lead Generation, Persona-Positioning and Lead Generation Message Linguistics!
Don’t worry, we’ll explain what all of that means and how to use that in your business, but what I really want to emphasise before we go further is why this is so important. Basically, and I say this all the time, no one is going to take action without feeling something – without an emotional connection. You need to get the audience to FEEL something if you want them to do something, because all of the logic in the world doesn’t get people to take action. Speaking to the subconscience mind is the way to get to the audience’s emotions – the part of the brain that is really in control of the action.
I’m really excited to share this it with you because by the end of it, you’ll have a really good understanding of what types of messages are subconscious messages and how you can apply this idea to your sales funnel. Erik Luhrs is known as “The Bruce Lee of Sales and Lead Generation.” He is the creator of The GURUS Selling System and the author of the book BE DO SALE. Erik is the only expert in the world on Sub-conscience Lead Generation, Persona-Positioning and Lead Generation Message Linguistics!
Erik is also a Master Practitioner of NLP, and certified in The Silva Method and Accelerated Learning. And he has been featured by Selling Power, Entrepreneur, Fox Business News, Sales Gravy, Chief Executive and BNET. We talked about the subconscious message, he tells us why talking about benefits vs features is not going far enough and also gives the best argument for why niching is the way to go that I’ve ever heard.
Don’t you just always want to know what the other person is thinking? Whether a co-worker, significant other or the stranger I met in the grocery store – I always want to get inside their mind. I’m constantly wondering what they are REALLY thinking.
Unfortunately, a lot of us just aren’t that good at reading non-verbal cues. Something we haven’t talked about yet on this show is microexpressions. They’re tiny flashes of expressions that pop up on a face for a short time – so short that you won’t even notice unless you’re trained to. I’m talking like a tenth or fifteenth of a second. What’s cool is that the person making these expressions probably doesn’t notice that they’re making these expressions either. It happens at the subconscious level. What’s interesting is that these expressions can show us a person’s true emotion. They express fear, anger, happiness…. all the regular emotions, but at a fraction of a second, it goes unnoticed.
Our guest today says that, with training, you can become up to 90% accurate in reading these emotions. Imagine that! Most people don’t even know they exist, but with a little practice, you’ll know what people are feeling 90% of the time. Imagine the leg up that can give you in negotiations.
Dr. David Matsumoto, Director of Humintell, is a renowned expert in the field of microexpressions, facial expression, gesture, nonverbal behavior, emotion and culture. He has published over 400+ articles, manuscripts, book chapters and books on these subjects. Since 1989 Matsumoto has been a Professor of Psychology at San Francisco State University. He is also the Founder and Director of SFSU’s Culture and Emotion Research Laboratory. The laboratory focuses on studies involving culture, emotion, social interaction and communication. In 2009, Matsumoto was one of the select few to receive the prestigious Minerva Grant; a $1.9 million grant from the US Department of Defense to examine the role of emotions in ideologically-based groups. He trains law enforcement, is the author of numerous books and is a 7th degree black belt.
Today is all about finding concealed emotion and noticing indicators that most others don’t even notice. Understanding this information will certainly give you better insight into what your audience is thinking and feeling.
A few years ago, I had a student in my class that would regularly comment on my ability to switch between being somewhat scary, and being warm and welcoming. When I pressed him for a reason, he really didn’t know. He thought I looked more confident at times than others.
About a year later, this came up again in a class discussion as my students pointed it out. This time, one of the ladies up front knew exactly why. She said that when it was time for the class to speak up, I folded my hands, smiled and tilted my head. She thought it was inviting.
Although some of my students simply thought I had a split personality, the behavior was actually something I had worked on over time as I had been in front of the classroom. In my first year of teaching, students were intimidated and rarely wanted to speak with me after class or ask for help. I had to take a look at my behavior to determine why that was. I had open office hours, I invited them to stay after, I arrived early so they could talk then if needed… but nothing seemed to work.Until I changed my body language.
As a woman, I find it incredibly difficult to balance my assertiveness in the workplace with the need to come across as warm and friendly. And when I say need, that is exactly what I mean. It isn’t always about wanting to be liked, but, as we discuss today, women suffer as leaders when they are not perceived that way.
Dr. Carol Kinsey Goman comes to us today to discuss body language for leaders. And it isn’t just for woman. We talk about some of the challenges men face as well and how to overcome those.
Carol Kinsey Goman, Ph.D., is an international keynote speaker, who coaches executives, female leaders, salespeople, and change-agents to build strong and productive business relationships by projecting confidence, credibility, caring, and charisma. A frequent presenter for The Conference Board, The Executive Forum, and the International Association of Business Communicators, Carol presents keynote addresses and seminars to corporations, government agencies and major trade associations. Her current presentations include: “The Silent Language of Leaders,” “Body Language for Women Who Lead,” “The Power of Collaborative Leadership,” “Body Language for Sales Professionals,” “Communicating Change,” and (new topic) “The Truth About Lies in the Workplace.”
Carol’s clients include over 200 organizations in 24 countries — corporate giants such as Consolidated Edison, 3M, and PepsiCo; major non-profit organizations such as the American Institute of Banking, the Healthcare Forum, and the American Society of Training and Development; high-tech firms such as Hewlett-Packard and Texas Instruments; agencies such as the Office of the Comptroller of the Currency, U.S. Army Tank-automotive and Armaments Command, and the Library of Congress; and international firms such as Petroleos de Venezuela, Dairy Farm in Hong Kong, SCA Hygiene in Germany, and Wartsilla Diesel in Finland.
Carol has been cited as an authority in media such as Industry Week, Investors Business Daily, CNN’s Business Unusual, PBS Marketplace, the Washington Post’s On Leadership column, MarketWatch radio, and the NBC Nightly News. She is a leadership blogger for Forbes and has published over 300 articles in the fields of organizational change, leadership, innovation, communication, the multi-generational work force, collaboration, employee engagement, and body language in the workplace. She’s the author of twelve business books, including The Silent Language of Leaders: How Body Language Can Help – or Hurt – How You Lead. Her latest book is The Truth About Lies in the Workplace: How to Spot Liars and What to Do about Them.
Carol has been a therapist in private practice, a nightclub entertainer, and a majorette for the 49er football team — but not in that order. She has served as adjunct faculty at John F. Kennedy University in the International MBA program, at the University of California in the Executive Education Department, and for the Chamber of Commerce of the United States at their Institutes for Organization Management. She’s a current faculty member for the Institute of Management Studies.
Today, we talk about making first impressions, the often overlooked silent language – body language – that is essential to being a great leader, the problem women face in leadership positions and how and when to switch between masculine and feminine body language.
Last weekend, I was helping someone develop a video series. He wanted to include his story in an early video, but was having a tough time trying to figure out what exactly should be included and where the real tension in the story was. So, I thought I’d share some tips for developing your story because I know a lot of you have said to me that you’re still in the stage where you’re developing new products and just starting to put stuff out there. Having a clear brand story will really help with your marketing and help your perfect customers find you. The problem that I have, and that I see as really common with others as well when it comes to story telling, is that there is a lot of information that could possibly be included in a story – but that doesn’t mean that all of it should make it to the final cut. The process that I’m going to talk to you about today will guide you through the brainstorming and decision process so you can narrow down the info and find a point of focus. So – follow these quick and easy 4 steps and see what you come up with. I’d love to hear in the comments what you come up with. Also – before I forget – clearlyinfluential.com/episode23 has the show notes, and I made them downloadable today because we’re going to talk about story types and it might be helpful to have them in front of you when you start to do this for yourself. Alright – so let’s get started. Ready?
To figure out the main elements of a story, I like to use what is called Burke’s Pentad. Don’t let the name complicate things. This is just a way to figure out where the most interesting part of a story is. It is called a pentad because there are 5 elements to figure out. They are Act, Scene, Agent, Agency and purpose. Basically, this is what is being done, in what context, by who, how and what for? So, to break it down. Act is what happened Scene is the where, or could be the context – what was happening around the event. Agent is the who that carried out the act Agency is the way they did it And purpose is why it was done. If you’re just starting to create your brand story, you’re probably struggling with filtering the enormous amount of information to put it into a simple story that everyone can easily understand. For this reason, I like to brainstorm multiple stories to see what plays out well. So, I’ll start with the act and brainstorm maybe a few that come to my mind, then for each, I’ll figure out how the scenario would play out. For example, if the act is starting my first online business, my purpose would be that I wanted to homeschool my son and needed the freedom of location and financial security to do that. But, if I change the act to be deciding on which product I was going to sell, then the purpose changes entirely. For me, that part of the story isn’t very interesting and doesn’t make for a very dramatic story – so, I don’t focus on that aspect during interviews or when creating content. It is a reality, but it isn’t part of my brand story. So, now that you’ve brainstormed multiple scenarios, let’s see what we want to use.
This is an important step. This can make the difference between a story that resonates with your audience and one that falls flat. Play with some of your elements. Combine two – like act and scene, for instance, and see if you get something interesting to work with. Treat this as a brainstorming step and try out a few different combinations. Some will feel better than others. You’re looking to uncover a motive that the audience can relate to. Likely, there wasn’t one specific thing that happened that brought you from point A to point B. Likely, things were messy in real life and there were lots of twists and turns, and lots of things that happened that made you make your decision, and maybe lots of things that made you question that decision. But, for right now, to get some focus and clarity, let’s find a combination of two elements of this drama, that can quickly explain to us, and to the audience, the motive behind the actions. Again, keep in mind that you want to emphasize what the audience can relate to. This is called identification – you’re asking your audience to see a little bit of them in your brand story. The closer your audience identifies with your brand, the more likely they are to be ambassadors of that brand. Of, you can think of it this way. Your brand is doing something unique. It is breaking a bit of a mold. What justifies that action? You’ll see that question answered through a combination of two of those elements. Now that we know where the tension is, the motivation, let’s put this into a story.
There are only 7 types of stories that you can follow. I usually hear this conversation start here, and if you just jump to this step, I find, it is much more difficult to figure out the relevant pieces of the puzzle. But, if you’ve followed the steps to this point, now it is just like matching – you’ll look at what you have, at the 7 story types and you’ll find where your brand story fits. Get today’s transcript here.
Alright, so the 7 types:
If what you’re overcoming is the big name, or the major corporation that is your competition, this story might be for you.
If you’ve come to see things through a new perspective, a new light, or you’ve undergone a major change to become who you are today, this might be you. I’ve seen lots of heart centered entrepreneurs use this story – or health companies have used this – think weight loss stories where the agent feels like a new person – that would be renewal.
If you’ve set out on a journey to prove something, to find something, or to make a change, this could be you. This would be the quest. This is more of a direct path where the motive is in the purpose, or maybe the combo of purpose and scene – where you’re pursuing something better than the status quo.
If you’ve wandered down a path and are returning with the answer to share with others, this is your story. The difference between this and the quest is that in the quest, you’re not coming back. You’re going to your new location and staying. In the journey and return, you’re bringing something back with you from your experience. Maybe it was during your summer in Europe that you’ve discovered a key element to your brand, or discovered the product that you’re now selling – that would be journey and return. I’ve heard this story used when advertising super foods – they’ll often talk about a person who took a trip to a far away land and learned that people there were incredibly healthy and owed it all to this new super-food – that’s journey and return.
This is a very popular story of making something from nothing. If your story involves struggling with resources, bootstrapping your company and becoming successful despite the scenario, that could be a rags to riches story.
This would be a dark story – could be death, the fall of a hero, evil winning over good – and could be used for non-profits or PSA’s
Comedy is the opposite – it is light and humorous. If your brand is about making light of the situation, this might be for you.
Now, you’ve found your motivation and plugged it into a story format – so the last thing you need to do is tell your story.
Elements of your story should appear in all communication with your audience. You don’t need to retell a story in its entirety each and every time you interact with a potential customer, but the story should remain consistent across all social media, websites, emails, ads and actual conversations. You’ll have opportunities to tell your story in full on your About page, or in long form interviews.
Consider also how visuals can support your story. You want to use images that tell portions of your story on your site, or in social media posts.
Alright, so with these four steps, you can start to craft your brand story and tell it to your audience.
Brainstorm it, find the motivation and see which story you fit into – and then, don’t forget to tell it.
Soon you’re branding will start to take shape.
Reel insider – video marketing link http://b81dai359ykzfoaos2sfz2qd8o.hop.clickbank.net/?tid=CLEARINFLUENCE_VIDEO_MAR
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Although I don’t talk about this a lot, I have an ecommerce store – Get Unrobed.com. I sell kimono robes- mostly to bride’s to give to their bridal party, but for other occasions as well. Getting a sale through a static website, as opposed to over the phone or in person, is much more difficult for me.
For me, a lot of it comes back to the lack of feedback loop. Many visitors come and go from my site without interacting. The only data I get is from those that voluntarily interact with me, or buy from me. That feedback loop is important, in face to face communication as well as via the web. How do we know what to change if we don’t know what the other person is thinking?
Alex Harris is the founder and creative director at AlexDesigns.com. With a history that spans conversion rate optimization and AB testing, Harris brings rich insights into how companies can help guide visitors to press the buy button. Today, Alex and I talk about conversion optimization – but we really get into the importance of figuring out how your audience thinks. Alex gives us some specific software, tools and tricks for taking such an overwhelming task and making it more manageable for a small business, like me. He also gives us a great tip to quickly improve our conversion rate, even if you don’t have a lot of time or traffic to test on. You absolutely need to be doing this if you want to make money online.
After my conversation with Alex, he jumped on my site and gave me two quick changes to improve my conversion – both of which really surprised me. It really is important to remember the audience when designing any type of message.