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Betties Book Brief – Magnetic Marketing

Magnetic Marketing Book Brief

Another month, another Book Brief! This time, we’ve read Magnetic Marketing: How to Attract a Flood of New Customers That Pay, Stay, and Refer, written by Dan S. Kennedy. This read had such an abundance of value that it may be our longest Book Brief yet! From general rules to rules of copy and creating your offers, we’ve picked our top takeaways and share them with you below.

Magnetic Marketing Key Points

  1. Know your customers’ psychographics. What are their habits and hobbies? What is causing them pain right now as it relates to your service? What do they secretly and privately desire the most? The last question is the deeper reason that a client chooses your service – touch on that to really speak to their deepest desires.
  2. Match your target market to your budget. Trying to market to every single adult in Detroit could cost $300k when our budget is only $600. Shrink your target market to the resources you can commit to and be repetitive with.
  3. What do your customers really want? An auto shop repairs cars but customers don’t want auto repair – they want to not have to be at the auto shop. When they have to, they don’t want it to disrupt their lives. As a lawyer, the number one thing you sell is an advocate. You may be the only person showing up in court that believes in them and is willing to advocate for them. No matter your niche, they want to know you’re on their side!
  4. Create an irresistible offer. When the Stratosphere in Las Vegas was equivalent to a Motel 6, they had an ad for a 2 night, 3 day stay in a deluxe suite + a bottle of champagne, unlimited drinks, and $600 to gamble with – all for $396.

Rules to Follow

  1. There must always be an offer.
  2. There must be a reason to respond right now.
  3. Instructions must be clear.
  4. There must be tracking and memorability. For every dollar spent, you must be able to clearly identify how much comes back as a result.
  5. Brand building should not cost a penny. Ever.
  6. Follow up. No excuses.

Creating Strong Copy

  1. Strong copy is written backwards. Start with customer interests, desires, frustrations, fears, thoughts, feelings, and experiences – then journey forward to reveal a solution tied to your business.
  2. Write to your audience like you are sitting across the table talking to a friend. Use the same passion and speak from your heart with emotional appeals.
  3. Be bold in your claims and promises. Zig Ziglar says, “Timid salesmen have skinny kids.”
  4. Split test the same copy with different headlines. Test, monitor, adjust. Gradually achieve the best possible results.

Always Have an Offer

  1. Every piece of content should have an offer attached.
  2. A 10 year old should be able to understand it.
  3. Every offer should be an irresistible value.
  4. You must include a discount or premium.
  5. Always explain your offer: “My team thinks that I am crazy to extend this promotion but I want to build our portfolio of mobile websites. After December 10th, the price goes up by $500 so take action today!”
  6. You offer should give a sense of urgency. An offer isn’t an offer without a deadline!
  7. Include a call to action – Fill out this form, click below, etc.
  8. Assume all of the risk and offer a guarantee.

Whew! That was a lot of great information and we are really excited to start implementing some of it into our marketing.

What’s the most valuable takeaway you’ve gained from this book? Clearly we couldn’t narrow it down so we would love to hear your thoughts! Leave us a comment on this post or on Facebook.

If you love reading our Betties Book Briefs each month, jump on the email list to receive them straight to your inbox before everyone else.

Betties Book Brief – Sell or Be Sold

You know the drill by now we’re sure, but just to reiterate, every month the Back Office Betties team reads a new book and shares the value we’ve found in it. We love this opportunity for personal and professional development! This month, our virtual receptionists dove into the extremely valuable writing of Sell or Be Sold: How to Get Your Way in Business and in Life by Grant Cardone.

Grant Cardone uses humor and experience to sell you on why and how your beliefs and convictions allow you to excel in sales. If you’re not selling them to someone else, they’re selling you with them! We’ve come up with an extensive list of takeaways for this resource that can truly help anyone, entrepreneur or not.

Sell or Be Sold

  1. Everyone is a salesman. Regardless of your profession, learning how to sell can benefit you in any area of your life.
  2. A commission doesn’t have to be cash. It can simply be that you are getting your way.
  3. Objection of price really means they’re having other objections. Is this the right service for me? Is this company going to take care of me? Will I really even enjoy the service? Am I better off buying something else better that might come out next week? Will this be a mistake like other decisions I’ve made?
  4. Offer a better solution. If someone says, “it’s too much money”, they really mean it is too expensive for the solution being offered.
  5. The customer is never the problem. Salespeople are the problem 100% of the time. Give the potential new client (PNC) a product that solves his problems.
  6. Always agree with the prospect. If a prospect states that they need to think about it, agree with them before selling. For example: “Absolutely, this is an important decision and you’ve got to make sure you’re hiring someone who is going to take the best care of you. I don’t blame you for wanting to think about it and I’d like to help you and guide you in the right direction. I know that after doing your research you’ll find that I’m the best at what I do and you won’t be in better hands with anyone else. I know you’re eager to move forward and get things going – spending time interviewing attorneys can be so time-consuming! The sooner you make your decision, you’ll be able to rest easy knowing that a great lawyer will take care of all of the hard work for you.”
  7. Problems equal opportunities for future sales.
  8. You will lose 100% of the sales you don’t ask for. Don’t be afraid to keep selling and asking for a sale. Give value, give value, ask for the sale, and be consistent – even when you’re inconsiderable. Grant responded to someone who felt pressured with, “Please do not mistake my enthusiasm for pressure! I know this will do xyz for you and that’s why I’m so enthusiastic. Now let’s do this.”
  9. Go to lunch every day with a prospect. At the very least, call and say, “Hey, I had something cancel. Are you available for lunch today?” Most of the time they’ll say no but you’ll be top of mind and they’ll remember those times you called and invited them out.
  10. Learn from every opportunity. Take full responsibility to avoid the negativity of doing the opposite. Examine what went wrong and walk away thinking about how to get better rather than sitting with rejection.
  11. Unreturned calls and emails don’t mean anything. They don’t mean that your prospect is not interested, they just mean not right now. Keep at it and stay in front of them.
  12. Debrief after sales calls. If someone asks something you’ve never heard before, write it down and come up with something to respond with in the future.
  13. There’s always time for learning. “If you can’t find an hour in your day, you are not in control of your day.”

Thoughts on this read? Do you agree or disagree with our takeaways and the sales advice given by Grant Cardone? Let us know over on our Facebook page!

How to get Law Firm Answering Services for (Nearly) FREE

Your phone has been ringing off the hook all day long as you repeatedly hit *ignore* so you can focus on the research you’re doing for an existing client’s case. Maybe 20% of those calls leave a voicemail – 80% of callers don’t think anyone will even listen to their message. Once you have time to call those few people back who bothered to leave you a message, they let you know that they’ve already found representation.

Sound familiar?

When your phone isn’t answered, you’re losing out on clients and money. BT Business estimated in 2014 that one missed phone call averaged out to a loss of about $1575 USD. Obviously this will vary from business to business but it is an alarming amount to lose from one missed call. Don’t let this happen to you!

You don’t need to exhaust yourself and interrupt your important work to answer phone calls, though. You also don’t need to hire a full time receptionist. A legal specialized answering service may be just the thing for your firm!

How to get law firm answering services (nearly) free

When you take into account the loss that is attributed to missing a call, compared to how many calls you let go unanswered, it’s likely that just having those calls answered by Back Office Betties will actually save your firm money and will definitely save you face. At the rate noted above, you only need about 3 new clients to pay for our services for the entire year! Factor in that you won’t have unhappy customers running around declaring that you never answer the phone (Americans tell an average of 15 people about a negative experience) and you can imagine the client growth you’ll fall into.

If you’re interested in giving this option a try, our 7 day free trial is your best option to make sure it’s a fit. Simply enter in some information about your firm so that we know how to answer the phone, who to transfer certain calls to, and what format you prefer for messages. We will then contact you to set up your service and your phone calls will no longer go unanswered!

If for any reason you decide that this service isn’t for you, feel free to cancel right then and there. Once you see the benefits and start hearing the feedback on how professional your firm sounds now, though, we will be here to continue answering your calls and create relationships with your new clients.

Our services are offered through a few different plans, and we never round up, so you aren’t paying us for more time than you actually need.

How many of your calls go unanswered each day?

Find us on social media and let us know!

Radical Candor – July’s Book Brief

As you know, the Betties team reads an enticing new book each month in order to share our notes and takeaways with you. This month, we read Radical Candor: Be a Kick-Ass Boss Without Losing Your Humanity by Kim Scott.

This guide to being a better boss offers a simple ideation that you have to both challenge and care. Without one or the other, your management style is severely lacking and not nearly as effective as you hope to be. Kim Scott has a reputation of leading at Google as well as Apple, where she developed a class on how to be a good boss. Her real-life stories and insightful advice truly round out her expertise in being an effective manager to give us this fabulous book.

Some of our most valuable takeaways include:

1. Every team needs rockstars and superstars.

A rockstar is like the Rock of Gibraltar and you can always lean on them and depend on them. They are steady and brilliant at what they do and they are not gunning for the next promotion. A superstar does an equally great job but they will go absolutely crazy if they are still in the same job a year from now. Use this to build a strong team that will grow with you.

2. Create a path for growth for frontline workers.

Give them a path that comes with better wages and opportunity, without having to be a management path. Make it more attractive than the management path, because people will often gravitate to that thinking it’s their only choice. This is how to nurture your superstars.

3. Avoid a shit sandwich.

This goes against everything we have always been taught but there is no good bad good balance that should be sought out. Praise the good and be candid about the bad. When you force yourself to package something like the s*** sandwich, it’s insincere and people will see right through it.

4. Encourage discussion of problems.

This is where creativity is at its finest. When you tell people to bring you solutions, it shuts down the creative process of having that discussion around the problem. Create a process for suggestions with something like a vote up or down, then provide feedback to your staff on what happened to their idea.

5. What can I do (or stop doing) that will make it easier to work with me?

Ask this of your subordinates, and during skip meetings, ask team members the same question of their manager. Always work to improve in the way you manage your staff.

6. Make it your personal business to find out the hopes and dreams each of the people who work under you.

Whether it’s business or personal, if you find out what they want to do and then can coach them or somehow tie that into what they are doing now, it gives them purpose. For example, a girl at Google wanted to run a spirulina farm (which is a far cry from her work at Google). Her manager listened to her dream and offered to mentor her on being a leader. When she’s ready to leave and start that farm, she will be a capable leader.

Have you read Radical Candor? 

How has it helped you improve your management style?

Betties Book Brief: The Happiness Project

This month, our team at Back Office Betties had the privilege of reading The Happiness Project: Or, Why I Spent a Year Trying to Sing in the Morning, Clean My Closets, Fight Right, Read Aristotle, and Generally Have More Fun.

The Happiness Project is rarely described as a book or a blog. More often it’s described as a “movement”. This book takes you on Gretchen Rubin’s year-long journey to answer the question “What do I want from life, anyway?” The simple answer? “To be happy.”

The Happiness Project is great for people that are on the go, lead busy lives, and generally just don’t have the time to dedicate to a lengthy tutorial on how to live your best life. Each chapter is packed with useful information and provide abundant stopping points if time constraints require you to tackle a few pages at a time, or you simply want to reflect after taking in these words of wisdom.

We’ve compiled some top takeaways for you which will be beneficial in your daily pursuit of happiness below:

1. Spread happiness and be near people who spread it too

“In a phenomenon called “emotional contagion,” we unconsciously catch emotions from other people – whether they are good moods or bad ones. Taking time to be silly means that we’re infecting one another with good cheer, and people who enjoy silliness are one third more likely to be happy.”

2. Challenge and growth are the keys to happiness

“Challenge and novelty are key elements to happiness. The brain is stimulated by surprise, and successfully dealing with an unexpected situation gives a powerful sense of satisfaction. If you do new things – visit a museum for the first time, learn a new game, travel to a new place, meet new people – you’re more apt to feel happy than people who stick to familiar activities.”

3. Working towards a goal makes you as happy as achieving it

“The challenge, therefore, is to take pleasure in the “atmosphere of growth,” in the gradual progress made toward a goal, in the present. The unpoetic name for this very powerful source of happiness is “pre-goal-attainment positive effect.”

“Enjoy the process.”

4. It’s normal to search for happiness even if you’re already prosperous financially

“As countries become richer, their citizens become less focused on physical and economic security and more concerned with goals such as happiness and self-realization. Prosperity allows us to turn our attention to more transcendent matters – to yearn for lives not just of material comfort but of meaning, balance, and joy.”

5. Being productive takes focus but brings happiness.

One great way to free up some time to focus on your own Happiness Project? Hire virtual receptionists from Back Office Betties at your law firm! You can only focus on so much every day. By using a virtual receptionist, you have more time and energy to focus on going to court and dealing with other aspects of your practice and life. You can leave your law firm’s phone calls to our competent, well-trained, and courteous virtual receptionists!

Betties Book Brief

Want a massive social following in your business?  Who wouldn’t!

Back Office Betties had the great pleasure of reading One Million Followers by Brendan Kane and we just had to share it with all of you!  Kane gives great insight on how to take advantage of many different social media platforms.  His growth hacks for your business and your brand make this book a must read.

Betties Take-a-Ways

This book has a wealth of knowledge!  Here are our top 5 take-a-ways pertaining to Facebook:

  • Facebook is used to share more content than email or any other online social platform. No matter how many followers you have, Facebook only shows content to 2-5% of your audience.  What’s the determining factor?  How engaging and relevant your content is.  Your content must resonate with your audience.
  • Create ads specifically to get more likes/followers on your page. Be careful not to limit your demographics when testing ads.  A great example was given about Chatbooks in the book.  They wanted to target mom’s 45 years or older who liked scrap-booking, photography, and motherhood in a Mother’s Day ad.  Instead of age targeting, they used a broad range on age and found that younger people were sharing the ads with their moms to start a conversation.  This in turn created an organic reach to the intended demographic.
  • Have a great headline with a great hook point. Ask yourself, if your potential customer is walking down the street and passes a newsstand with 100 articles, what headline would they stop to read?  It should be relevant, interesting, and meet the needs of your audience.
  • If you do ads on Facebook, do not raise the spend limit if the ad is doing well.  Facebook will reset the cost in auction and your costs will increase.  Instead, duplicate the ad and create a new one.  It’s recommended to have a budget of $11 to $25 daily on ads.  For the most part, your page ads should not cost more than $0.10 per ‘like’.
  • Use the 80/20 rule when posting.  Make sure 80% of the time your content is share worthy and 20% of the time your asking for a sale or promoting your business.

Believe us when we say this is just the tip of the iceberg on all the information given.  It also features in-depth interviews from marketing experts, celebrities, and influencers.  This book could be helpful taking your firm to the next level you’ve been wanting!

Back Office Betties

Social Media: Content is King!

 

Mastering the art of social media can be tricky, especially when you’re not sure what to be posting. What should we be sharing? How do we keep our customers engaged? These are the questions that can keep a person up at night!

Well…. maybe not that extreme, but it can be stressful trying to run successful business and your social media accounts.

5 Things You Should Do When Posting

Check out these quick tips for posting good social media content:

  • Post information that you think is valuable to your customers. In order to do that you must know and understand your customers. Who are they? What are their demographics? Why are they following you? Don’t be afraid to ask them directly what kind of content they want to see more of!
  • Share posts with a variety of information. Share articles you were featured in, press releases, or links to your blog posts. Also post articles you find interesting, videos, photos, or stories. Stay engaged and be willing to branch out on your topics.
  • Try not to over post or under post. This is a fine line to walk, and it’s all about balance.
  • Prepare a social media content calendar. Planning will prevent the day to day stress of trying to figure out something to post so you can focus more time on the quality of your content.
  • Begin or end your posts with questions. This will get your followers engaged and potentially generate comments. Which will further help you learn more about your customers/ followers.

Social media doesn’t have to be scary or intimidating. It’s just another tool at our disposal to network and market. Offer content that you yourself would want to read.

Most importantly, have fun with it and keep it interesting!

Back Office Betties

Your Social Media Accounts

Personal vs. professional social media accounts… how do we navigate managing all of our profiles!? The answer… very carefully. On our professional accounts we carefully choose the pictures we post, we write and rewrite captions, and we make sure what we share aligns with our company morals and values. If you think your personal profiles should be treated any differently, you’re wrong.

Even though your personal social media account may serve a different purpose – staying in touch with family, friends, etc.; it is still a reflection of you and your business.  People want to connect to others and create value in their relationships, this includes business as well.  Trust value is a big component of consumers.  According to Edelman Trust Barometer, 63% of people agree with this statement: “A good reputation may get me to try a product—but unless I come to trust the company behind the product I will soon stop buying it, regardless of its reputation.”   And it doesn’t just stop at the company level.  Consumers are more likely to do their research on people within companies due to the unlimited access of information they have at their fingertips.

Social Media Tips

The following are a few tips for how you can avoid damaging your image via social media:

  • When it comes to supporting causes, the more controversial it is, the more conflict-ridden it will be. We’re not saying to never support a controversial cause, but beware that it may impact business, even if it is only on personal social media accounts.
  • Avoid sharing any snaps that are inappropriate and may involve alcohol, nudity, or profanity. It tends to not land well with customers.
  • Try not to post too much. Posting several times a day is annoying and comes off like you have nothing else going on. This goes for your personal AND professional accounts.

As your business thrives, there will be an eye on you within your social media platforms.  It’s important to keep your content light, fun, but still professional and appropriate.

Back Office Betties

Building Your Audience Through Social Media

Learning how to grow your social media presence can be kind of a mystery, especially when running your business social media isn’t your main job… running your business is! Regardless of how intimidating it may appear, it’s important to be working towards continually building your social media audiences. Should it be your main goal in life? Of course not. But it can be a huge factor in growing your business, and it’s free to use it! So why not utilize it?

Quick Tips for Building an Audience

The following are a few sweet and simple ways you can expand your social media presence and start growing your followers:

  • Use hashtags. This is especially helpful for Instagram! And not just two or three, go for at minimum 10, and put them in the comments to make them less obnoxious to your followers.
  • Add links to your profiles. This could be links to anything- your website, a cause you are supporting, an article your brand was featured in, etc. Any link that shares a little more about your brand and your values is what you want to be sharing.
  • Have consistent visual branding. What’s your brand aesthetic? What vibe are you trying to send? Be consistent so your audience understands what you are all about. Plus, consistent visual branding is just attractive to the eye. You audience will also remember you.
  • Run a giveaway! This is a great way to spread the word about your brand. Something as simple as “To enter this giveaway follow us and tag two friends in the comments” is going to get people excited about you and really expand your audience.
  • Reply to comments on your pictures and messages. Get to know your followers, don’t be afraid or hesitant to engage with them! This also sends the message to your followers that you care about them and that you are listening.

Start with Basics

Obviously, there are a ton of ways you can analyze your social media accounts by reviewing data, apps, and analytics to understand what you can be doing better.  But when you are a small business owner, just start with the basics! It doesn’t always have to be a science, sometimes it just involves putting in a bit more effort and engaging your audience a little more.

Don’t be afraid of social media, it is nothing more than another tool to grow your brand and interact with others.

Are You Unstoppable?

March’s Book Brief highlight is Unstoppable by Dave Anderson! This amazing book is all about how your mindset, when coupled with action, can greatly change your performance in your career. Dave Anderson breaks down the 4 different types of employees:

  • The Undertaker: Performance is below baseline, and they achieve nothing meaningful. This can include high achievers who win by violating values.
  • The Caretaker: They do just enough to get by and collect a paycheck.
  • The Playmaker: These people have what it takes to become Game Changers but aren’t quite there yet. Playmakers are more motivated by external factors, excessive affirmation, and personal glory. They have to celebrate every win and are more wrapped up in their own success rather than the success of the team.
  • The Game Changer: They are intrinsically motivated, they do ordinary extraordinary well, and are great cultural fits. They are committed to self -improvement, they want feedback from others, and they don’t see themselves as victims but products of their daily choices and efforts.

Are You A Game Changer?

So clearly, we should all be striving towards being Game Changers, but that can be easier said than done, especially without guidance. Well,

fortunately for us, Unstoppable provides a roadmap to Game Changer status:

  • Start with the “why”. What do you want to do? Do you want to inspire others? Do you want to help others succeed? What motivates you and pushes you? What inspires you?
  • Live life in the zone. Know where you excel and spend time in this zone perfecting those skills. This is called the zone of excellence. You should spend more time in the zone of excellence. When you leave your zone, snap back into it faster.
  • A.P.E– Attitude, Passion, and Enthusiasm. Having a good attitude, passion, and enthusiasm for what you do will determine how well you do it. The more A.P.E you have, the more dedicated you will be.
  • Have mental toughness. Have faith that what you are fighting for is worth every ounce of effort. Faith is what gets you back up when you fall. Faith turns criticism into helpful feedback. It’s what keeps you moving toward your goals!

Being a Game Changer isn’t easy, nothing that involves practicing discipline over your mindset is. But having discipline is what turns unexceptional into extraordinary, and there is no other way we should be living our lives!

Back Office Betties