what your customer wants
Are you asking the right questions?

Do you really know what your customer wants? Have you asked them? Did you ask them the right questions? This month’s book club pick helps you find out.

I got a series of emails from a company recently. They had a product that they wanted to sell me and they were offering me a demo. This product wasn’t relevant to my business so I ignored the first email. They had me in some sort of automation system so I kept getting emails, each one becoming a little more insistent.

After ignoring all the emails I eventually got one asking if I was the right person in the company to talk to. I responded to this one telling them that they were barking up the wrong tree and, at last, the emails stopped.

Perhaps setting up this system was time and cost effective for them but it’s annoying for me. How many people got these emails and marked them as spam? How many went through the demo process just to make them go away?

The Problem

As small businesses, it is crucial that we are targeting the right people both with our sales and our inbound marketing.

In fact with inbound marketing, we are wasting even more time and resources if we aren’t creating the right content for our audience. Each blog post we write, each video we shoot, each image we create takes valuable time. Making sure that it is properly targeted ensures that this isn’t time wasted.

This is why I’m a big fan of the ‘Customer Persona’. A fantasy customer that we build content for. A customer whose needs and problems we understand. Someone who we know needs what we offer.

I covered customer personas in a recent podcast episode but I knew there was more to creating a persona than guessing who they were.

The Book

I decided that to get to know my customers and readers better I’d need to survey them. Enter Ryan Levesque and his book ‘Ask’*. I can’t remember which podcast I was listening to that recommended this book but it coincided with my decision to run a survey and I decided I’d read it before creating it. I’m glad I did.

The first half of this book is about Ryan, how he got where he is now, what motivated him and how he developed his system. Although he says you could skip this section it’s an enjoyable read and it’s convincing. He really wanted to create something that would work.

The second section is the system itself. It’s a workbook taking you step by step through the process and how to implement it. There’s nothing too techy here. If you can use simple survey software like SurveyMonkey and know your way around the basics of Excel you can follow the first steps. You may need a bit of help for the next stage, creating landing pages and videos, but there are tools out there that can make this easier too.

The key to finding out what your customers really want is asking ‘What is your biggest challenge’ and this question is at the beginning of and the heart of the Ask system.

The Verdict

I can see exactly how I can implement this book in my business. I know that I will be able to create better personas and this means I’ll be producing better content as a result.

I don’t need the full system. Although I can see how it will work for marketers the bit I really need is the ‘Deep dive survey’. The cost of the book is worth it for that alone.

The only thing I didn’t like about this book was the introduction. If it hadn’t been recommended I’d have been put off by the ‘Get rich quick’ language. It seems that every business book has to persuade you with the promise of dollars or euros to read on. It’s a shame really because the rest of the book is well grounded.

If you are serious about creating better customer personas this is the book for you. If you are committed to taking your online business further the whole book will be a valuable workbook.

*Affiliate link – I get a small cut of sales if you buy after clicking this link

Master Social Media one day at a time with the We Teach Social Kindle book I co-authored.

“365

ryan levesque ask
How To Find Out Exactly What Your Customers Need
Will Sharing Your Expertise Lose You Customers?
Will Sharing Your Expertise Lose You Customers?

Are you scared of sharing your expertise online? What happens if people don’t buy from you but go and make their own stuff? What if they take your tutorials, follow them and decide they don’t need to hire you?

As a blogger, I’ve always shared everything I know and everything I learn online. There is no secret sauce for me, it’s all available on my blog and on my social media channels but could this be losing me customers?

I don’t think so. People come to me because they have read my blog and figure I know my stuff. They come to me because they’ve watched my tutorials and decided it’s too hard to do themselves.

Of course, there are others who don’t come to me, who might find a tip on how to do something on my blog and just do it themselves. But these people aren’t my customers, or they aren’t just yet.

When I started Spiderworking I was broke. I was running a small gift company and the recession had just hit Ireland. My biggest customers were no longer buying corporate gifts.

After a brainstorming session with family, I came up with the idea of Spiderworking.

I met friends, sought advice and with €20 launched the business.

That budget bought me a domain name, a month’s hosting with Blacklight and a Skype in number. I was set for a month but I needed to make enough money to fund the next month.

I must have done something right because I’m still here 7 years on and thankfully I have more than €20 in the bank.

Buying Loyalty

Small businesses are often strapped for cash and in the early days I tried to do everything for free or for pennies but now I know that some things are worth paying for. Some of the freemium services (where there is a free version of the software but they encourage you to upgrade) I subscribed to now are the one’s I still use and am happy to pay for.

Every month I see a list of subscriptions come out of my bank account, it’s not just my web hosting anymore, it’s monitoring tools, scheduling tools and a bundle of other services that make my life easier. I’m loyal to the services I subscribe to, it would take me a lot to move to one of their competitors. Most of them have been a part of my business since those early days when I had no money.

If all the services I subscribed to hid behind paid subscriptions I wouldn’t be using them now, in fact, I’d have found it hard to go into business at all. Those tools have helped me succeed and now I’m happy to pay and I’m loyal to them.

So before you are too guarded about your methods, before you hide your expertise away think about how you can use this as content that will attract and nurture future customers and advocates.

 

Master Social Media one day at a time with the We Teach Social Kindle book I co-authored.

“365

Will Sharing Your Expertise Lose You Customers?

Do you know what to say?
Do you know how to easily answer customer queries?

I’m just about to take on a virtual assistant. For those of you who haven’t come across the term before, a VA (virtual assistant) is someone who takes on some of the duties of a personal assistant but works remotely. They often have more than one client they look after.

I can’t wait until she starts. In preparation I’ve started putting together some information for her, she’ll be answering calls for me so I need to make sure she knows what to say and how to handle common queries.

Last week I went to vote in the Irish election and the importance of this preparation became clear.

Find out why by watching the video below:

It’s not just staff or virtual assistants you should be preparing this information for. You should also be writing it down for yourself.

You can save a whole heap of time in your working day by preparing form emails that address specific commonly asked questions. You’ll still need to edit these each time you use them but having the basics in place will mean you are communicating effectively even when you are under time pressure.

It’s also a good idea to write templates for other common tasks. For example, I’ve been teaching LinkedIn workshops for the last four weeks and one of the tasks I get delegates to complete is a connection script.

This script acts as an introduction to those we connect with on LinkedIn and when edited effectively is likely to ensure that your connection is accepted.

Your Turn

Do you have systems in place to make sure you and your staff are addressing common queries clearly? Do you have any timesaving tips or processes? I’d love to hear about them so let me know in the comment section below.

 

Master Social Media one day at a time with the We Teach Social Kindle book I co-authored.

“365

social selling
Are you forgetting something?

I met a business owner at a conference I was speaking at recently. He was confused. He’d done everything right, spent time and money building a good relevant audience on social media, posted great content. He’d even had great feedback from people who read what he wrote. But he’d seen very few sales.

‘What am I doing wrong’ he asked me.

In the heat of the moment I couldn’t think of an answer, but his comments stayed with me. It was in the car on the way home that it dawned on me.

Watch below to find out more

How to get sales from social media?

If you aren’t getting sales from your social media efforts you need to start constructing a strategy. Here are 4 simple ways you can get started:

1. Start to build an opt-in email list and send out newsletters

There are lots of ways to do this but at the very least create a sign-up page on your website that you can drive people to subscribe from.

Look at the example below from GIY Ireland

create an ezine sign up page
Create a sign up page on your website for your newsletter to attract potential customers

Once you have built your list send them regular updates including news, offers, products and services.

2. Mix sales posts into your content marketing

It’s true what they say. You shouldn’t always be thinking of hard sales on social media. You need to spend time attracting potential customers to your business and you should provide content to keep them interested. Don’t scare them off with blanket wall to wall sales posts, but don’t forget to tell them what you do and entice them to buy.

In the example below from Curious Wines they’ve posted their newsletter as a Facebook post. A great way to get more from a single piece of content.

curious wines sales post on Facebook
Repurpose newsletters as Facebook and Twitter content

3. Add a call to action to your blog posts

You’ve enticed someone onto your site and delighted them with your content. Make sure readers know what to do next and how you can help them. Adding a simple text call to action at the bottom of your posts could be enough to get someone to pick up the phone.

See the example from Chill Insurance below.

call to action chill insurance blog
Chill insurance reel you in with their content then offer a solution with a call to action.

4. Use LinkedIn to warm up sales leads

Although it would be a mistake to go straight in with a sales pitch with new LinkedIn connections don’t be afraid to push for a call or a meeting after you have gotten to know them better.

Your Turn

Do you have a strategy for driving sales from social media? What tips do you have to share?

 

Master Social Media one day at a time with the We Teach Social Kindle book I co-authored.

“365

goal setting mistakes for your blog
Are you making these goal setting mistakes for your Blog?

For years I was making all the goal setting mistakes. I got measurement wrong, I focussed on the wrong stats, spent too long looking at them and chased the wrong goals. I know I’m not alone. I see bloggers obsessing about traffic without looking deeper all the time.

It’s an easy mistake to make and it’s one that is easily fixed. If you spend time setting real goals you’ll be surprised how easy it can be to achieve them.If you spend time setting real goals you’ll be surprised how easy it can be to achieve them.

2016 is just around the corner. Why not make a pledge to start working towards solid, measurable goals in the new year.

In this weeks episode I give you tips on setting those goals. I discuss which goals could be valuable and offer my experience on putting a measurement plan in place.

Listen below to find out more about the goal setting mistakes I made:



Goal Setting Blog Challenges

This week’s challenges are:

  1. Set three blogging goals for the first six months of 2016
  2. Write them down
  3. Set up a measurement chart so you can track your way to success.

If you enjoy this podcast please do me a massive favour and give me a review on iTunes, Stitcher or leave me a comment on this post. I’d love to hear your blogging stories and how you are getting on with my blogging challenges.

 

Improve your blog. Follow my weekly blogging challenges as I try to create a better blog. Subscribe on iTunes or Subscribe on Stitcher

“Improve

Are You Speaking The Same Language As Your Customer?
Are You Speaking The Same Language As Your Customer?

Are you using the right language to communicate with your customer?

Have you been to a party full of people from a different walk of life to your own? Maybe you were gatecrashing a tech event and felt out of your depth in the techie conversations. Perhaps you accompanied a friend to a college or school reunion and couldn’t join in the nostalgic conversation.

In both of these situations you’ll feel uncomfortable, you’ll be polite and smile sweetly but you’ll find it difficult to become part of the closed knit groups you have invaded.

As small business owners, it’s important we don’t make our customers feel that way. The easiest way to make our audience feel comfortable with us is to speak a language they use and understand.

Last week I joined a Blab hosted by Joel Comm. The topic was Disney and it was brilliant. Two terribly excited grown-ups shared their love of Disneyland and the Disney experience.

The Blab was fantastic, but I had a problem with the language. Watch the video below to find out why.

How To Get Your Language Right

There was nothing wrong with the language Joel and co were using in the Blab. It was perfectly fitting for their mostly US and UK audience. But are we using the right language when we communicate with our customers? Could we inadvertently be using words that don’t mean the same thing to them as they do to us?

There is no easy way to avoid these language faux pas, but we can follow a few rules to ensure we are speaking a language our customer is comfortable with. One that makes them feel like a welcome addition to the conversation.

1. Are you using the same language as your customer?

I don’t mean are you speaking French to a French man or German to a German. I’m talking about the actual words you use.

What colloquialisms do your customers use? How casual are your telephone or face to face conversations? Identifying a tone of voice and style that replicates these conversations both on and offline will put your customers at ease.

2. Avoid jargon

Jargon has a place. When we speak to other industry professionals it’s useful shorthand, it makes us feel part of the club.

Unless your target market are people within your industry or people familiar with the terminology you must avoid jargon.

I know terms that have become a regular part of my vocabulary such as ‘SEO’, ‘URL’ and ‘B2B’ cause confusion with delegates on my workshops. I’ve modified the way I use these terms now and always expand on them.

When you use Jargon in your social media posts it’s essential that you explain the terms you are using.

3. Be aware of cultural differences in language

This was at the heart of the story in my video. When you are speaking to people who live in a different culture, whether it’s the US, the UK, Australia or even Ireland make sure you aren’t pumping your posts full of colloquialisms. This will only distract or confuse your audience. If you are recording video or audio and have a strong accent speak a little slower and be more concise with your pronunciation.

4. Don’t fake it

There’s a British TV comedy series called ‘Allo Allo’. It’s set in France during the second world war. There is a character in it who is referred to as ‘That idiot British Officer who thinks he can speak French’.

Every time he appears he stumbles over words in a ridiculous French accent. It’s embarrassing to watch, even the other characters in the series are embarrassed.

Don’t be that British officer. if you are going to speak the language of your customer be authentic. Don’t use words you feel uncomfortable with just to fit in. Instead, find a tone of voice and a style of speech that works for you and relates to your target market.

P.S. If your curious on what Mickey means in Ireland find out here.

 

Master Social Media one day at a time with the We Teach Social Kindle book I co-authored.

“365

A Quick Guide To Creating A Facebook Strategy – Part 3: Measurement
A Quick Guide To Creating A Facebook Strategy – Part 3: Measurement
photo credit: graphia via photopin cc

This is part three in my series on creating a Facebook strategy:

Now that you have planned that strategy and thought about the content you will post it is important to monitor your success.

You need to do this on an ongoing basis. If you wait until the end of a campaign you may have missed some key signals on how your strategy is working. I recommend doing a weekly audit to start with and then pushing this out to bi-weekly or monthly once you are further into your plan.

Keeping a keen eye on your Facebook strategy results allows you to adjust your strategy as you discover what is and isn’t working. In today’s post I’m going to look at how to measure success dependent on your business goals.

We’ll look at:

  • Are you reaching the right people
  • How to measure growth in interactions
  • How to find your best posts
  • Tracking traffic to your website with Google analytics
  • Whisper codes and Facebook ‘Offers’

Before we start you need to go back to the beginning and look at what goals you set for your strategy. Here is how to measure success depending on the goals you set.

1. Increase audience size

Was your goal to build your community? If so this is one of the easiest statistics to measure. Make a note of how many Likes your page has when you start and monitor the growth over the duration of your campaign.

It’s also important to ensure that you are attracting the right people. You may well achieve your goal in audience size but you need to check that your audience is relevant.

You can discover this via Facebook insights.

On your Facebook insights tab click ‘People’. Here you are able to view demographic data about your audience. You can see what percentage of your Likers are Male or Female, what age group they fit into and where they live.

Going beyond page Likers you can see this same information about the people that your page posts have reached and the people who interact with you.

A Quick Guide To Creating A Facebook Strategy – Part 3: Measurement

2. Brand awareness

Is your brand getting noticed on Facebook? One good way to measure this is to measure the number of interactions you get on posts and the amount of people that are talking about your page (PTAT). You can do this manually but it takes time, particularly if you are getting a lot of interaction.

Quintly is a really useful tool for monitoring growth in interaction and PTAT. You will need to set it up prior to starting your campaign so that it can start gathering data.

In the graph below you can see statistics about interaction and PTAT both for Spiderworking.com and We Teach Social. As you can see Spiderworking had a peak but is now tailing of (due to me posting less) and We Teach Social is seeing a small but steady increase.

A Quick Guide To Creating A Facebook Strategy – Part 3: Measurement

Fanpage Karma is a nice tool that shows you all sorts of inside data on your page. One of it’s best features helps you to find out what posts are performing best.

It will show you a list of your top performing posts and your weakest posts. This should help you define what posts work best for your audience.

A Quick Guide To Creating A Facebook Strategy – Part 3: Measurement

You also have the ability to tag your posts according to type, style, tone of voice and desired action. By doing this you will be able to see what types of posts consistantly perform best for you.

3. Traffic To Website

Google Analytics

This is an easy statistic for you to measure. If you have Google Analytics installed on your website, and if you don’t you really should install it, you can see exactly how much traffic is coming from Facebook.

Click on ‘Aquisition’ on the left hand side ‘social’ and ‘Network referrals’ to see how many people have arrived on your site via Facebook.

A Quick Guide To Creating A Facebook Strategy – Part 3: Measurement

Google URL Builder

The only catch here is that you will only see the total number of referrals that come to your site via Facebook not the number that come from your page or your ads.  For a more detailed analysis you can use Google URL builder. This adds some tracking info to the links you post to Facebook allowing you to identify exactly how many click throughs come from those links. Click here to read more about how it works.

Bitly

If you shorten your links using Bitly before you post them to Facebook you are able to access information about how many times those links have been clicked and by who. This is a particularly useful tool to use if you don’t have analytics installed or if you are driving traffic to a website other than your own.  Click here to read more about how it works.

4. Leads

If your goal was to get more leads you first need to decide what a lead is. Is it an email address? A website enquiry? A phone number?

If you want to collect email addresses you can count how many you collect from competitions or other promotions you do on Facebook. You can do the same for phone numbers

If you want people to complete a form on your website use Google analytics to track those who visit your site from Facebook

Keep a record of how many of these leads convert to see how effective your lead capturing contests and promotions are.

5. Sales

Facebook offers

Facebook offers have passed their prime but they are still available. Click the ‘Offer’ icon on your status update box to set up an offer. This is a paid option but you will be able to measure it’s success when people avail of the offer.

A Quick Guide To Creating A Facebook Strategy – Part 3: Measurement

Whisper codes

Share a word or a phrase on Facebook and encourage your customers to say it when they drop in to the store or order from you on the phone. If you are an online store you can set it up as a discount code on your website. When customers use this code give them a discount or something extra with their purchase. This is a great way to know that people are finding out about you or paying attention to your posts on Facebook.

Keep a record of all these statistics so that you can measure progression over time.

These are just a few ways you can measure the success of your Facebook strategies. How do you do it? Leave me a comment below.

If you enjoyed this blog post why not subscribe to my newsletter or my blog posts via email. Click here for more info.

Are you struggling with Facebook marketing? Take my 'Build Your Facebook Page' eLearning course.

“Facebook

Find Out What People Are Saying About You Online With Mention
photo credit: CEBImagery.com via photopin cc
photo credit: CEBImagery.com via photopin cc

I’m not sure how I first stumbled upon Mention but I’ve loved it since I started using it. This tool can help you monitor online conversations mentioning you, your competitors or your customers. I use it to make sure I know who is sharing my blog posts and talking about me. It makes it easy for me to thank people and begin to build relationships with people who are interested in what I write.

Here’s how it works

Visit the Mention website and sign up for an account

Mention will prompt you to set up your first alert. I recommend that you make this your business name.

Give your alert a name and type in the keyword or key phrase that you want to track.

 

Click the ‘+’ if you want to add more than one keyword. For example I want to track We Teach Social but I also need to include ‘weteachsocial’ in order to pick up mentions of our website.

Find Out What People Are Saying About You Online With Mention

Click on ‘advanced settings’ and you can delve further asking for results that include more than one word in the same mention.

Find Out What People Are Saying About You Online With Mention

For example, if I look for mentions of We Teach Social here I will get results that mention all three words but not necessarily as a phrase:

“Do you teach social media? We need you”

This will appear in results even though it has no relation to our business.

You can also exclude search terms so I can eliminate tweets that say:

“Did you know that we teach social skills here?”

This would have no relation to our business. I am excluding results that include ‘we teach social media’ or ‘we teach social skills’

You may want to extend the list of eliminated words or phrases as you get used to using Mention.

You are also able to choose the languages you want to monitor from this interface.

Click ‘Next step’ at the bottom of the page to move on.

Now you can choose the sources you want to see results from and eliminate your own websites.

Find Out What People Are Saying About You Online With Mention

Click ‘Create my alert’

Now choose the social networks you want to add to the search. This allows you to reply to alerts directly from Mention. As you can see I’ve added the We Teach Social Facebook and Twitter accounts.

Find Out What People Are Saying About You Online With Mention

Now your alert is set up and the mentions will start rolling in. Click on your search term name on the left hand menu to see them.

If you see mentions coming in from irrelevant sources you can tell Mention not to show you stuff from there again. For example I don’t need to see my own Twitter mentions of We Teach Social. I can eliminate the Spiderworking Twitter account by clicking on the tweet and hitting the no entry symbol at the top of the screen.

Find Out What People Are Saying About You Online With Mention

You can reply to tweets and posts directly from Mention. 

Click on the mention you want to respond to. This will open it up on the right hand side of the screen allowing you to respond. If it is a Tweet Mention will automatically let your reply from your connected Twitter account, the same goes for Facebook.

Find Out What People Are Saying About You Online With Mention

Mention also flags people that mention you that it considers influential. You can filter results to just display these people by clicking ‘priority’ in the left hand sidebar.

Find Out What People Are Saying About You Online With Mention

As with all tools that claim to measure influence I’d take this with a pinch of salt. It can be a good starting point handy way to discover new people and investigate them further to see if they are truly influential.

I’ve shown you how to set up a search for your own name but it’s a good idea to set up searches that mention competitors or key customers too.

I am a big fan of this tool, I am now using their premium service as I find it useful. It’s a very cost effective way to monitor a small business.

Have you used Mention? What other tools do you use to monitor your brand? Let me know in the comments below.

If you enjoyed this blog post why not subscribe to my newsletter or my blog posts via email. Click here for more info.

Are you struggling with Facebook marketing? Take my 'Build Your Facebook Page' eLearning course.

“Facebook

How To Find Leads On Linkedin – Tutorial

How To Find Leads On Linkedin - [Tutorial]
Using LinkedIn Advanced Search

LinkedIn is a powerful B2B (business to business) network but how can you use it to meet new relevant people?

This weeks videocast shows you how to find leads on Linkedin.

To be really effective you need to do more than connect with the people you find. If they accept your information you need to push the relationship further. Make sure you are interacting with the content they share and get involved in relevant conversation threads.

Here’s how to use LinkedIn advanced search to find customers and valuable connections:

If you really want to warm up the relationship you can message them and ask them to meet some time for coffee and a chat to see how you might be able to help each other out.

Do you have a Linkedin strategy? How do you engage with those who you connect with. I’d love to hear your thoughts.

If you enjoyed this blog post why not subscribe to my newsletter or my blog posts via email. Click here for more info.

Master Social Media one day at a time with the We Teach Social Kindle book I co-authored.

“365

Putting Your Staff  At The Centre Of Your Social Media Storytelling
photo credit: D.Clow - Maryland via photopin cc
photo credit: D.Clow – Maryland via photopin cc

One of the things I love most about social media marketing is that it has made businesses and brands personal again. Big faceless businesses seem more personal now that I can talk to individuals on Twitter or Facebook.

For small businesses social media gives us the opportunity to have personal, one to one relationships with our customers even if we never meet them.

If you have a bricks and mortar business it’s even more important. If your customers are familiar with you online they will feel more comfortable talking to you in store.

Whether you are a one person telling people about you and your story or an employer you should consider featuring more human beings in your online marketing.

Showing the humans behind your business will:

Make you appear more trustworthy – You aren’t a faceless business anymore. People will feel more comfortable knowing that they are dealing with human being.

Showcase your expertise – People will begin to know who in your organisation does what and who has expertise in which areas. Your staff can share snippets of this via tips and advice.

Personal connection – We used to have connections with the people we did business with. These connections almost disappeared as we started to do business further afield. Social media gives us the opportunity to connect with our customers again even if they are further afield.

Here are six examples of businesses featuring the people behind their brand as part of their online marketing:

Using Your Website – Red Oak Tax Refunds

Click on the Red Oak Tax Refunds ‘About’ tab  and you will see a wall of smiling faces. Click on the tile next to any of those photos and you can learn a little bit more about the staff. You’ll find out what they do in the business as well as a bit of personal information. This allows customers to discover who they are talking to on the phone or emailing.

Putting Your Staff  At The Centre Of Your Social Media Storytelling

Using Your Twitter Profile – Eventbrite Ireland

Eventbrite are a large organisation yet when I visit their Twitter account I discover the person behind it. Within the bio I am directed to @ann_lowney the face behind the corporate logo. It’s good to know there is a real person behind the tweets.

Putting Your Staff  At The Centre Of Your Social Media Storytelling

If you are a smaller business including a bit of personal info in your bio can make you more approachable and spark ice breaking conversations. I recently included my three loves; cats, cake and Dr. Who in my bio and I’ve managed to get into conversations as a result of it.

Handing over the keys – San Diego Zoo on Pinterest

San Diego Zoo have handed over a Pinterest board to one of their Zoo Keepers. Amongst the boards full of cute animals, wild style and items on sale on the gift shop you will find ‘Zoo Keeper Rick’s board’. This shared board allows Rick to share his expertise adding snippets of info about the animals he photographs. 

And then there’s this picture:

Putting Your Staff  At The Centre Of Your Social Media Storytelling

Using Facebook – Bunsen

Smiling faces in our newsfeed can catch our eye. Since they opened in mid 2013 Bunsen have been posting pictures of their team on Facebook. The un-posed nature of this photo gives us a taste of a friendly and fun restaurant.

 

Using YouTube – Kew Gardens

Video has the advantage of letting you see people when they aren’t perfectly posed. It can capture a personality in a way that would be impossible using images or text alone. In this example from Kew Gardens you meet the horticulturists as they taste the Trinidadian Scorpion Butch T pepper, one of the hottest peppers in the world. As they eat their personalities are revealed as is the humour and the team dynamic.

Stories – airbnb

For those of you who haven’t encountered airbnb yet it’s an alternative to using a hotel or a traditional BnB. Users can sign up to rent out a room in their home or an entire premises for a short period of time.

Unlike my other examples the ‘stories’ section of the airbnb website doesn’t tell us about the staff. It tells the stories of the people who share their homes. Each segment features a home owner. It tells us about their lifestyle, how they discovered airbnb and how it has changed their lives.

The videos are sometimes fun, sometimes moving but more than anything else they make us remember the people. This makes total sense. I don’t really care who is behind the airbnb software and marketing but I do want to know more about the people whose homes I may be borrowing.

In conclusion

I don’t like the term ‘humanising’. By revealing the people behind your brand you are just encouraging human interactions. The brand will never be human but the people behind it are. Telling the stories of you, your staff and customers can be a short cut to telling people what your ethos is.

Do you profile the people behind your business? Do you tell people about you and what makes you tick? Let me know in the comments box.

If you enjoyed this blog post why not subscribe to my newsletter or my blog posts via email. Click here for more info.