If your design looks good but it’s still not doing much for your business, try this.

If you have a brand design that includes a logo, website and collateral that looks pretty good and you think should be bringing in new prospects or business, but it doesn’t seem to be doing much…you might wonder what’s wrong. If you look at your website, you might wonder if you should change some images, or the layout, or add different information…but if you’re not really sure what’s wrong, then how do you know where to start making changes?

If you think things look okay (and people are seeing your information) but it’s not doing much for your business, this video suggests another approach you can try. It’s not another “tactic” or new feature–it’s something less obvious, but more powerful: the tone and personality of your brand.

 

 

Why is the tone or “personality” of your brand important? Because it’s what gives it LIFE! It’s what adds character and distinction. It creates the opportunity for people to like your company, because you have a style that resonates with them.

This is why getting a nice-looking template to build your website only goes so far when it comes to converting leads into customers. A template, by it’s nature, is a tool that can be used to produce a result quickly. You need a website, you search for a cool template, you plug it in and Voilà! You have a website.

But a thousand other people can do the same thing, so your site can look like Joe Accountant’s website and John Mechanic’s website and Mary Bakery’s website. The chances of someone remembering you from all the other sites they see that look similar are very slim.

Even if your site doesn’t look “great” but it OWNS that particular style of not looking great–it’s going to stand out in people’s minds. It will resonate with the audience and STILL work better than a website that looks a lot like every other site you see. (Think of Craigslist.org or Wikipedia.org, for example.)

Tone and personality create likeability with an audience. Likeability builds rapport. Rapport generates leads.

 

To offer some examples, I’ve gathered some of my favorite sites with style and personality to show you ideas.

[/vc_column_text][mk_padding_divider size=”60″][vc_row_inner][vc_column_inner width=”1/3″][mk_image src=”https://techdivamedia.com/wp-content/uploads/mailchimp.jpg” image_size=”full” align=”center”][mk_fancy_title color=”#0a0a0a” font_weight=”400″ margin_top=”10″ margin_bottom=”0″ font_family=”Lato” font_type=”google”]Mailchimp knows how to have a playful, approachable tone to welcome people new to email marketing[/mk_fancy_title][/vc_column_inner][vc_column_inner width=”1/3″][mk_image src=”https://techdivamedia.com/wp-content/uploads/method-people-against-dirty.jpg” image_size=”full” align=”center”][mk_fancy_title color=”#0a0a0a” font_weight=”400″ margin_top=”10″ margin_bottom=”0″ font_family=”Lato” font_type=”google”]Method cleaning products convey a tone that looks fun, fresh and hip[/mk_fancy_title][/vc_column_inner][vc_column_inner width=”1/3″][mk_image src=”https://techdivamedia.com/wp-content/uploads/annie-lalla-annie-lalla.png” image_size=”full” align=”center”][mk_fancy_title color=”#0a0a0a” font_weight=”400″ margin_top=”10″ margin_bottom=”0″ font_family=”Lato” font_type=”google”]Love coach Annie Lalla’s bold, feminine aesthetic shine through to compliment her coaching philosophies[/mk_fancy_title][/vc_column_inner][/vc_row_inner][mk_padding_divider][vc_row_inner][vc_column_inner width=”1/3″][mk_image src=”https://techdivamedia.com/wp-content/uploads/tech_diva_media_6.jpg” image_size=”full” align=”center”][mk_fancy_title color=”#0a0a0a” font_weight=”400″ margin_top=”10″ margin_bottom=”0″ font_family=”Lato” font_type=”google”]Dr. Dan Engle’s focus on brain injuries, holistic healing and a simplified wellness approach come through in his website style[/mk_fancy_title][/vc_column_inner][vc_column_inner width=”1/3″][mk_image src=”https://techdivamedia.com/wp-content/uploads/aubrey-marcus.jpg” image_size=”full” align=”center”][mk_fancy_title color=”#0a0a0a” font_weight=”400″ margin_top=”10″ margin_bottom=”0″ font_family=”Lato” font_type=”google”]Aubrey Marcus uses illustration and bold colors to convey his tone and attract his particular audience[/mk_fancy_title][/vc_column_inner][vc_column_inner width=”1/3″][mk_image src=”https://techdivamedia.com/wp-content/uploads/hermes.jpg” image_size=”full” align=”center”][mk_fancy_title color=”#0a0a0a” font_weight=”400″ margin_top=”10″ margin_bottom=”0″ font_family=”Lato” font_type=”google”]Hermès uses typography, specific wording, white space and imagery to carry the tone of the brand through all aspects of their presentation[/mk_fancy_title][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row]

How I Stopped Wasting Time on Cheap Marketing and Tripled My Business With This One Experiment

In the last two decades, we’ve watched society transform with the evolution of technology and access to information. Transportation, communication, commerce, food, business, education…every industry has evolved more rapidly than ever before.

A generation ago, words like “startup” or “solopreneur” weren’t even part of our vocabulary. The majority of entrepreneurs or small business owners were local businesses, often with brick-and-mortar locations. The rest of the workforce worked in jobs that often provided healthcare benefits, pension plans and steady employment for decades. People worked and planned for retirement, with two weeks of vacation days allotted each year.

If you launch a business now, you can apply and receive a business license, put up a website and get business cards printed in a day.

While it’s easier than ever to start a business, the number of small businesses that fail remains dismal: according to data from the Bureau of Labor Statistics, about 20% fail in their first year, and about 50% of small businesses fail in their fifth year.

When it’s so quick and easy to start a business, when it’s no longer so expensive to manufacture prototypes to test ideas, when connecting with people is instantaneous, when you can learn anything whenever you want, wouldn’t you think people would have better success with business?

If time, money, connecting and education aren’t the problem, what else could it be?

I think the problem is that, even though things in the world around us are improving, something inside of us is not: our communication skills.

Communication, more than just speaking to one another, is defined as “the successful conveying or sharing of ideas and feelings.”

With so much communication happening around us in every moment, it seems to me that the amount of information that we receive, understand and respond to without distraction is decreasing.

If you’ve started a business in the last 10 or 15 years, you’ve no doubt been inspired by the opportunities to reach your market cheaper, faster and easier than ever before. But if you find yourself surprised that it hasn’t happened as easily as you thought, you’re not alone.

I’ve been working in online marketing since 2008, and have personally worked with hundreds of hopeful entrepreneurs ready to make it big by attracting customers through blogging, Google and Facebook ads, email newsletters, membership sites, social media, YouTube, etc. These are all viable strategies, and they continue to evolve with opportunities.

But, again, with these fantastic tools at your fingertips, none will do you any good if you aren’t great at communication.

The inspiring thing about this is that communication skills are something you can improve — without risk, and inexpensively! What have you got to lose by investing a couple months studying how to be a better communicator? It’s an opportunity with virtually no downside and exponential upsides.

What if you started by experimenting with new strategies for connecting with people for one week? And when you do connect, what if you tried a new approach to communicating?

For example, let’s say you’ve launched your own business and have grown enough that you’re overwhelmed. You need help. But maybe you can’t afford a local employee yet. Or maybe you aren’t comfortable hiring someone and becoming a boss. Maybe you’re not sure exactly what to have them do yet. So you keep doing it all yourself, knowing you’re at your limit but not being able to move past it.

Now you decide to take this as an experiment with improving communication skills, because you have nothing to lose. What if you listed a few basic tasks that you could outsource, and connected with a local college to find an intern to work with?

You could approach it as an opportunity for you both to learn from one another, gain experience and build a greater system as a result. Starting with a few hours a week, it could fit your budget and be easier to adjust to delegating. You could create a 3-month internship to start, taking the pressure off of both of you to be perfect. The intern’s enthusiasm and fresh ideas could inspire you, and you’d end up with expanded communication skills as you mentor them and organize your business tasks.

Let’s take another example. Let’s say you have a product or service that you think is valuable but you can’t seem to get traction finding new customers. You try Google and Facebook ads, you put up signs…nothing seems to bring in new business. But you know that once you talk with someone, you can interest them. How can you get the phone to ring?

You decide to experiment with improving your communication skills, because you have nothing to lose. What if you tried connecting with new people by starting a YouTube channel where you taught about your area of expertise? By sharing information, you’d attract people interested in your market. You could offer product reviews, suggestions and tips, tutorials, case studies, interviews with experts, etc. With the approach of offering education and value, you’d learn to share your product or service ideas in a new context. Your communication would be received differently than it would as a sales pitch from an ad.

In a world where connecting and doing business in the world outside of us is easier than ever before, perhaps the greatest opportunities lie in shifting what’s inside of us.

In the few moments it would take you to make a social media post for your business or order a new run of business cards, could you experiment with communicating in another way?

Could you mail a card with a clip of an intriguing article to a favorite client? Could you make a 60-second video on your phone asking a new prospect about their goals and how you could help them with it? Could you plan a small dinner party with two colleagues you think should meet each other?

Improving your communication skills is an investment with the potential for massive ROI — in your business and your life.

How do you make social media effective for your business? (Maybe it’s not worth it.)

How do you use social media for your business? How do you make it effective–or is it a waste of time for your particular audience? There are a lot of different answers to this question. You might wonder if you really need to invest time or resources into keeping up social media profiles (or paying someone to do it for you), even though it’s common to hear that it’s something that “every business needs to have” to be relevant.

I don’t believe it’s a clear cut answer for everyone, and I think it could certainly be a waste of resources for some people. So how do you decide how much to put into it, or what to share if you decide you want to be active?

In this video, I offer my opinion on this, based on working with small businesses, startups, consultants and solopreneurs. My answer isn’t a fit for everyone, but I don’t believe ANY answer about marketing is. 🙂

I’d love to know what you think in the YouTube comments.