Tips to Become a More Decisive Leader

Each January, people set New Year’s resolutions, embrace a visionary attitude for the year, or dream about possibilities for the future.

Some people thrive due to this natural “reset,” but others ignore it altogether. And some people just feel stuck. They wrestle with questions like these:

  • “I’d like to write a book, but where would I start?”
  • “I want to be more organized, but what is the best scheduling system?”
  • “I want to quit my job, but what would I do next?”

Do you feel stuck as a leader?

Twenty years from now, you won’t remember how many loads of laundry you did or which Netflix series you binge-watched in 2019. What will matter is the relationships you cherished and the challenges you overcame. You’ll feel pride when you look back at goals you achieved or significant contributions you made. And this begins with action!

Your habits compound over time to shape your identity and to impact others. But this starts with an action-oriented, decisive mindset.

Here are several catalysts to help you become a more decisive leader.

The worst decision is no decision.

Many times, people postpone decisions for fear of failing or making a poor choice.

But most failure stems from inaction, not from mistakes we make in the process. Though some decisions matter more than others, often the decision not to act is the most costly choice of all. Don’t worry about doing the wrong thing or obsess over details. Make up your mind to be an action-oriented person and to learn from both your success and your missteps.

Action trumps the “perfect” plan.

It’s easier to steer a car that is moving than one that is parked.

Often, we over-prepare or over-think things, which is really just a form of procrastination. Taking action may mean prioritizing undesirable tasks above all others, or refusing to do things you enjoy until you solve a stalled problem. Momentum is powerful, so pick one area to begin and get started!

Narrow the field.

Sometimes the hardest part of a decision is the plethora of options before you.

It takes time to evaluate the pros and cons of every choice, so pare down choices (or have your team do this for you) until you have only a handful of options to consider. It’s easier to select one choice from two options than it is to select two options from 200!

Set deadlines.

When you struggle with passivity in a certain area, don’t keep kicking this pain point down the road.

Instead, give yourself a time frame to research options and set a deadline for making a choice. Putting “deliberation dates” on the calendar transforms possibilities into realities.

Delegate more.

As you start a new season, challenge yourself to stop doing just one thing, and to empower just one person.

Step back to evaluate your schedule or ask someone to help you do this. What is sucking unnecessary time or energy? Could you purge this or share more of your load with your team?

Delegate authority to a trusted staff member and empower leaders around you by training and trusting them. And don’t micromanage people, even if their style is different than your own. This discourages others because it suggests you don’t trust them or you desire control more than you want growth!

Failure to make a decision or take quick action can sometimes hurt your business more than miscalculations along the way. Improve your decision-making capabilities and make this your most productive year yet!

Advertisements

Boost Online Reviews to Drive Profitable Consumer Action

How do you grab a lifeline on “Who Wants to Be a Millionaire?”

You ask the audience!

While experts tend to get a trivia question right two-thirds of the time, the audience gets that answer right 91 percent of the time. Why? Because individually we are limited, but collectively we are genius.

In today’s global economy, buyers understand the importance of collective intelligence. People rely on other consumers to help them decide what movies to see, which vet to use for their pets, or the best software to buy.

Recent studies show more than half of adults under age 50 consult online reviews before making a purchase decision. People trust and rely on these reviews, and products or companies that receive positive reviews increase the quality and quantity of their website traffic.

Gather and Manage Your Own Online Reviews

Customer reviews are an incredibly valuable asset in today’s world, and businesses have more power over these reviews than they may think.

Don’t leave your reputation in the hands of third-party sites like Google, Facebook, or Yelp! As you seek to generate leads and engage prospects, work to:

  • Encourage satisfied customers to leave reviews. Can you interview a brand loyalist personally? Have you launched an e-mail campaign to ask customers for reviews on recent purchases? Have you tried incentives to prompt greater response?
  • Get notified of new customer reviews and efficiently respond. Reply directly online or send a personal message to the reviewer to express gratitude or interest in their concern.
  • Aggregate and embed reviews on your business website. This increases the chance of positive reviews showing up in online searches by interested prospects.
  • Learn from reviews and improve service. Even negative feedback can signal customer engagement. The more you listen and respond to your customers, the more relevant and successful you will be.

As you flush out and manage reviews, don’t assume that search engines and review sites aren’t important. According to Mike Bluementhal, online marketing co-founder of GatherUp, Google is crucial:

“We advise small businesses to think of Google as your new Home page. Your Google brand result is one of your most important pages on the internet. That is not to say it can replace your website. It can’t. But your Google presence should reflect the best your business has to offer. People searching will see how you appear in Google and make immediate judgments.”

A Winning Formula

Bluemental says that 70 percent of new leads start at Google.

While traditionally word-of-mouth marketing the most powerful referral option, online reviews now hold tremendous influence. From phone calls, driving directions, or contact form fills, Google is the number one spot for new users to take action to connect with a business. And this behavior is strongly influenced by the customer reviews Google posts from the business website or social media pages.

In other words, manage your content and take great care of your customers! Care about what they think and streamline your service to their needs. Encourage them to share compliments. And when they do, give that content a boost so it appears far and wide online. Bluementhal says this will help entrepreneurs to improve weak areas while simultaneously growing areas of strength:

“It’s a winning formula in today’s landscape.”

Craft First-Class Flyers with 5 Quick Tricks

Want to grab attention for your event, promotion, or group?

Flyers are a low-cost form of mass communication that can be personally delivered, distributed through mail, posted in public places, or sent via e-mail. Flyers are fun to create and provide a great place to experiment with unusual images or layouts. As you explore the possibilities, here are five areas to sharpen your design:

1. Magnetic Focal Point

When you begin your design, clearly identify the theme of your message.

Look for an image or headline that best communicates this, and build your entire design around it. Every flyer should have one thing on the page that is huge, dominant, or captivating. If you catch their eye with this focal point, they are more likely to read the rest of your text.

2. Logical Design Flow

After the focal point, your flyer design should have a sensible layout that intentionally leads the reader through the page.

Strong subheads should allow viewers to quickly scan the flyer. If the skim layers don’t interest them, people won’t read the copy. Designs should include engaging color and graphic contrast. If everything is large, nothing can really grab a reader’s attention. Sequence a logical flow: left to right, top to bottom, or using visual cues like numbers, arrows, or a “map” of dashed lines.

3. Strategic Repetition

Whether your headline uses a playful typeface, script style, or an ordinary font with unusual colors, consider bringing a little of that font into the body of the text for repetition.

This may mean using one letter or one word in that typeface or highlighting key words or phrases in each section of the design to make them pop. A strong contrast of typefaces will add interest to your flyer, but intentional design repetition will bring a sense of integrity and solidarity to your piece.

4. Cohesive Alignment

Choose one alignment for the entire flyer.

Don’t center the headline then set the body copy flush left. Don’t center everything on the page but also squish extra elements in the bottom corners. Be confident in your layouts: try all flush left or flush right. Your design should feel brave and bold!

5. Appropriate Content

What should you include in a flyer?

While brochures or foldable flyers come in a variety of formats, a basic rule of thumb is this: the “where” determines the “what.” The delivery of your publication has everything to do with its content. If your piece arrives in the mail to someone on your mailing list, you can include much more on it. If it is to been seen on a display board as people stroll by, your main feature must be readable at a glance.

Flyers are fun to create because they allow you to abandon restraint.

Your flyer will often go head-to-head with dozens of competing pages, so grab their attention and really go wild. Anything out of the ordinary will make people stop and look, and that is 90 percent of your goal.

Build Momentum with Contests that Make Your Customers Smile

Boston was overjoyed again as their darling RedSox capped off a 5-1 series victory over the Dodgers to take the 2018 World Series title.

The championship was well deserved, as Boston won a record 119 games, more victories than any World Series champion except the 1998 Yankees. “Now we deserve to be known as the greatest Red Sox team of all time,” said infielder Brock Holt.

If the RedSox are not the greatest, they are certainly the most loved. According to numbers crunched by Bundle, Boston fans are “America’s most obsessed baseball fans.” Bundle’s stats include money spent on tickets, food, and merchandise, including neighborhood restaurants and bars. From May of 2003 to April 2013, the Red Sox sold out every home-game seat – a total of 820 games for a major professional sports record!

The “Perfect Game” Promotion

One Boston retailer recognized this passion and tapped into the momentum.

In 2013, Jordan’s Furniture held a “Perfect Game” promotion with one simple premise: any fan buying furniture or merchandise before May 5 would receive the furniture for free if a Red Sox pitcher threw a perfect game between July 17 and October 1. While that perfect game never materialized, the contest was certainly a home run. In 2014, Jordan’s offered a new promotion: if the Sox could repeat their 2013 World Series victory, everyone who bought furniture between before May 18, 2014, would get a full rebate on their purchase!

Jordan’s grabbed local excitement and used it as fuel for sales. And why not? A wonderful way to build brand loyalty is by making your customers smile. Like a “kiss a pig” contest generates giving, you can grow marketing engagement with an entertaining contest of your own. Here are three examples to get your creative juices flowing:

1. Get Them Snapping.

People love to snap and share photos, especially of themselves.

Capitalize on that obsession with personalized photo contests! Any photo contest can begin with these words: “Show us your _____.” Contestants then take photos that demonstrate their best, their worst, their ugliest, their cutest, etc.

Perhaps the winner of the ugliest couch gets a free upgrade from your showroom. Maybe the cutest baby picture nets a year of free diapers. The craziest bedhead gets a free cut and style from your salon. Get them sharing and enjoy the results!

2. Get Them to Go Wild.

In this scenario, customers capture shots of themselves using your product “in the wild.”

This contest could include video or traditional photo categories and might also be used as a monthly or bi-annual promotion. Winners receive a prize, a service credit, or a gift card.

When you publicize the contest, include questions that might draw fun testimonials as well. Feature results in your newsletters, social media posts, or in hilarious product reviews!

3. Get Them Celebrating.

What food do you adore? Do others love it too?

Get their taste buds tingling by building contests around minor secular observances like national doughnut day, coffee day, s’more day, etc. (Run a quick internet search of “national food days” for inspiration!)

Seasonal contests allow you to foster anticipation every year, especially during your off seasons. Ask people to vote on their favorite pie flavor then serve samples. Ask contestants to guess the number of Ghiradelli chocolates in your vase on National Chocolate Day. Ask for sweetest first date stories and give away a Valentine’s Day package at a local restaurant or hotel.

Make customers smile and keep your name front and center all year!

Use Self-Mailers to Boost Your Visibility

Looking to target prospects with confident, eye-catching designs?

Consider a self-mailer that you send through the U.S. Postal Service’s EDDM (Every Door Direct Mail) program. This cost-effective marketing solution helps you target individual zip codes or carrier routes for a significantly reduced cost.

What is a Self-Mailer?

A self-mailer is something that can be mailed without an envelope, including anything from a simple postcard to an elaborate booklet.

Self-mailers are a great medium for stunning photos and eye-catching graphics. While e-mail inboxes are currently overflowing, physical mailboxes are not. A splashy, bold design holds great potential to be seen and shared!

A superb self-mailer can have several advantages over envelope mailings:

1. Self-mailers cost less.

Self-mailers are simple: often, they have just one sheet of paper (no need to stuff envelopes or match the contents of your letter with its packaging). Postage can be cheaper for a self-mailer, especially when you use postcards or fold-over flyers.

2. Self-mailers are more likely to be seen, remembered, or shared.

While envelope mailings are typically opened and read by just one person, self-mailers are often passed along to others or laid in visible places like the kitchen counter. Coupons or event invitations are placed on the fridge or in strategic visible locations. The bold graphics and easy accessibility of self-mailers can help people remember your message long after it’s been sent.

3. Self-mailers help you connect with loyal customers.

Whether you’re promoting an event or sending product notifications, targeting previous customers can dramatically increase response rates. Self-mailers send a personal message in a vibrant, practical package.

Where the Rubber Meets the Road

Self-mailers can be used as postcards offering discounts on home maintenance and repairs, as fold-over letters from community leaders, as fundraising pieces from non-profits, as brochures and pamphlets, or even for product inventory catalogs.

These flexible products bring a clean design, a clear message, and concrete results. Looking for EDDM tips or for full graphic design services for your mailer? We’ve got years of experience and we’re just a phone call away. Give us a call today!

True Empathy Can Win the Day

A farmer had a litter of puppies for sale. As he was driving the last nail into his advertising yard sign, he felt a tug at his overalls. “Mister,” said a boy at his feet, “I want to buy a puppy.”

“Well,” said the farmer, “These puppies come from fine parents and cost lots of money. How much do you have?”

The boy dropped his head momentarily, then drew several coins from his pocket. “I don’t have much, but is this enough to take a look?”

The farmer paused reluctantly but before he could answer three puppies rolled out of the doghouse. One tiny, awkward pup hobbled behind. The boy’s eyes lit up. “I want that one,” he exclaimed, pointing to the runt. The man shook his head solemnly. “Son, that puppy will never be able to run and play like the others.”

The boy rolled up his trousers to reveal a steel brace running down both sides of one leg. “I do want that puppy. I don’t run too well myself, and he’ll need someone who understands him.”

That day the boy won the puppy because he moved the farmer’s heart. Why? Because empathy impacts people. Researchers define empathy as the ability to sense other people’s emotions and to imagine how they might be thinking or feeling. Empathy is essential to human interactions because it allows us to connect in authentic ways and to offer helpful words, comfort, or assistance. Empathy is essential in every human interaction but is especially significant for those in customer service.

Empathy Begins with Real Listening

Would you like to be more successful in minimizing difficult situations or by helping customers overcome their hesitations as you’re trying to make a sale?

All empathy begins with real listening. As you listen with empathy, ask questions like:

  • “How is this situation affecting you?”
  • “Can you tell me more about _____?”
  • “What do you think would be your ideal outcome here?”

As a person processes, take care not to interrupt. While you may not be equipped to address their concerns, asking empathetic questions can shift your focus to listen more effectively, opening new lines of communication and diffusing tension so everyone can move forward.

Empathy involves reflective listening, using phrases that demonstrate your understanding. Phrases that show customers you are taking customers seriously might include:

  • “I can understand how frustrating it is when . . .”
  • “I see this is very complicated/upsetting.”
  • “I’m sorry to hear that and I’ll do my best to help.”

Pair Compassion with Action

As you communicate compassion, be ready to follow your words with action.

Take ownership of a situation by following up immediately, by referring it to a superior, or by positively addressing both the person and the problem. Phrases like, “ok, we can fix this,” or “let’s get this sorted out right away,” will reassure customers you’re taking ownership of the problem.

Action-based empathy also means thinking outside the box for large-scale change. Erin Henkel, portfolio director at the IDEO global design and innovation company, says often positive innovation begins with empathy:

“Effective companies need employees who constantly imagine themselves in the customer’s shoes. As they make the customer’s problems their own, they are better able to meet expectations, make necessary changes, and to retain customer loyalty for another day.”

Being able to put yourself in someone else’s shoes is a hallmark of intelligent leadership and of excellent teamwork. Work hard to grow empathy and you will open new lines of communication, create greater understanding, and help everyone achieve common goals.