The Power of Storytelling In Marketing

The Power of Storytelling In Marketing

Stories create a lasting impression

I know you want to create a lasting impression on your potential customers.

But, with the clutter factor of millions of pieces of data bombarding them, how will they even remember or notice your efforts? Research suggests that out of the 11 million bits of information sent to our brain, only 50 bits are processed. So, our goal is to make sure our marketing is relevant enough to be included in that .00045% of information that the average human brain can remember.

 

This means that if something isn’t that important, our mind automatically deletes or distorts them from our memory. You’ve probably experienced how easy it is for us to forget even the most important of things. While we might have a hard time recalling what a colleague discussed during a recent company meeting, it’s interesting how we can still remember the plot of a movie we saw several years ago.

This is how powerful storytelling can be when utilized properly – it unconsciously leaves a lasting impression on our brain whether we like it or not!

 

There’s scientific proof for this – cognitive psychologist Joseph Brunner suggests that humans are 22 times more likely to store facts when they are incorporated in a story. 

Ads perform 2x better when incorporated with a story

It’s always worth remembering that customers have something in common – they are all humans and they have a wide range of emotions. Research also suggests that out of 1,400 advertising campaigns, those with purely emotional content performed twice as well as others with only rational content.

 Case study: How Kari Used Her Research Backed Story to Win Free Marketing on Fox 7 News

 

Notice how Kari didn’t have to pay for these FOUR spots on Fox 9 News. Instead, she used the power of market research to tell a very relevant story about what Minneapolis home owners were experiencing right now. It helped to sell out the stock of her product and she didn’t even pitch! All she did was educate and tell a story about the effects of having rats in your house and how they can cause things as serious as house fires!

She took a story from her Core Story and made it relevant for the newscaster so that she gave Kari all four TV spots!

Turning stories into sales 

Storytelling can be displayed in many different mediums. It can be through the form of an article, blog posts, a 2-minute animation, podcasts, Instagram stories, LinkedIn Posts, and even through VR! Whatever medium you choose, what’s important is how you can deliver high-quality messages that are relatable for your ideal prospects.

While storytelling is proven to be effective in marketing, it isn’t always easy to come up with content capable of connecting you to the audience on a deeper level and relevant enough to be shared across different platforms. This is where Empire Research Group has been highly trained over the last 30 years to create the most compelling stories to overcome some of companies’ biggest problems like objections to price, lack of appointments generated, and closing more sales.

Learn more about how Empire Research Group is utilizing the power of story, backed by market data to build your next automated sales funnel to help you create your Ultimate Sales Machine!

Keep Your D100 Clients Forever: 88 Questions to Build Bulletproof Client Relationships

Keep Your D100 Clients Forever: 88 Questions to Build Bulletproof Client Relationships

Your customers are your company’s greatest assets. This alone explains why your relationship with them is more important and crucial than you think. Simply advertising what you can offer won’t always work. Now more than ever, they want someone credible enough to attend to their needs.

81% of consumers said that trust is an important factor in their buying decision. However, most businesses forget this. It becomes their last priority, probably the reason why only 34% of consumers say they trust most of the brands they use. 

For instance, we use the term “Dream 100” here in Chet Holmes International to refer to a company’s greatest sphere of influence. They are the clients that buy the most from you the most often, your “better buyers.” Therefore you should build a specific campaign to prioritize converting them. 

Want to know more about the D100 Best Buyer? JOIN our Facebook Live streams happening every day from Feb 19th (TODAY) through March 1st! Amanda Holmes will be on with special guests talking about everything D100 Best Buyer so you can win your biggest clients and double your sales over the next 12 months!

Here’s a tip: if you want to keep your Dream 100 clients forever, you must build a bulletproof relationship with them! To help you get started, we compiled 88 questions that you can use in your dialogues to build a bond that is so strong no competitor could ever break it! 

 

NOTE: Have you signed up to be part of the exclusive invite list for our new D100 Best Buyer course coming soon? Get your special discount if you enter here.

Trust isn’t something you gain overnight, it’s something you nurture. And not all salespeople are good at this. The superstar salespeople naturally build rapport, they spend the majority of their time gaining the trust of their prospect so when it comes time to win their business it is WAY easier. Use these questions in your scripts training your team to build rapport, put them into your Linkedin messages, ask your Facebook followings. When you’re out to dinner or over Zoom, try to find ways to insert these questions everywhere and listen for what they say. You’ll be amazed at the results.

For starters, keep in mind that your clients are also human beings. They aren’t just numbers for increasing revenues. They will always have concerns, they need something, and they expect you to help them. 

How you create healthy client relationships depends on the person involved. We all have our own interests, likes, dislikes, preferences, and personalities. Our clients are no different. So the best way to get through them is through active listening and understanding.

These questions aren’t only for rapport building. It’s your way of empathizing with them. Doing so enables you to personalize their experience, know what they truly need, understand where they are coming from and what they are expecting from you. 

From your clients’ perspective, these questions will make them feel prioritized. Seldom do they have the chance to be heard. There are only a few companies out there taking the time to personally know their prospects! This can be your powerful edge against your competitor!

Building rapport with your clients is easier once you get to know them as an individual and as a person, not only as an executive or a CEO. Let them feel that they are valued, reassure them, make them comfortable, and show your sincerity through words and actions. Start establishing trust!

Before you go, make sure you sign up for early registration on a course that outlines one of the easiest strategies to exponentially increase your business here

The Biggest Time Wasters for CEOs

The Biggest Time Wasters for CEOs

On average, CEOs spend 62.5 hours a week doing work-related activities. However, further studies revealed that 80% of their time is devoted to business and management practices – factors that only account for around 20% of the company’s long-term value.

As business owners, your most powerful resource is time. So to avoid wasting this valuable resource and make the most out of it, you need to eliminate these biggest time wasters for CEOs:

1. Unnecessary Meetings

Meetings are always an integral part of the decision-making process of any business. However, 56 million ineffective meetings happen every single day in the United States alone!

Consider this scenario: A highly productive company will conduct meetings every other day or twice a week. Since we have always believed that it is the CEO’s responsibility to overlook these types of gatherings, they will attend all of them. However, if you as the business owner come to every meeting, hoping to solve every problem there is, you are most likely underutilizing your staff and managing meetings ineffectively. Learn more about managing effective meetings here.

Tip: Having a clear agenda communicated to all can turn a one-hour meeting into a 15-20-minute meeting.

2. Unnecessary Emails

Emails can be the death of good time management. Studies show that just re-reading emails without taking action on them has the equivalent of wasting AN  ENTIRE WEEK worth of vacation time.

To help you with this problem, consider mastering your time with the Touch it Once Rule. If you touch it, take action. This applies to everything, even if it’s only replying to an inquiry email.

 

Additionally, always make sure that you and your employees use a relevant subject line that clearly covers the topic involved in the email. If the subject in the email changes, the subject line should also change. This tiny detail will help your team save time by preventing you from re-reading hundreds of emails just because you can’t find that one email from three months ago.

Tip: Turn off your email notifications right now. Your productivity significantly decreases when your attention is sidetracked with a notification.

Setting standards on sending and managing emails is helpful in terms of team communication, time management, and problem-solving. Similarly, it is also important to have specific times during the day when you will respond to them. You must train your team to follow your best practices so that everyone is highly productive, avoiding the notification syndrome that throws off your focus. Instead, allot two 30-60 minute times in your scheduled day where you can focus on your email responses.

If you want to know how billionaires manage their time, feel free to check out this blog post.

 

3. Employees’ Conflict

Interacting with your employees is necessary not only in letting you know what’s happening within your team, but is also a great way of wielding influence towards them.

However, when problems ensue within the team, what should you do?

While it is true that their conflicts can greatly affect your company, it should not be part of your job to resolve issues and conflicts among your employees.

Instead, have a middle person or an HR manager who is trained in conflict management to take over and resolve workplace miscommunications. This way, you will have more time to deal with more important business matters.

 

4. Interruptions

How many times do you answer the same questions for your staff or your clients? This repetition happens all the time and you may not notice it but it’s wasting your team’s valuable time.

Quite often, our biggest time wasters are the constant interruptions that take place only for a few minutes. Answering queries, waiting for a late employee, resolving management issues, re-reading mails – all of these consume less than an hour of your day. But when these numbers are compounded, they waste a lot more time than you think.

One of our workshops involves an activity designed to identify what the biggest time wasters of businesses are. If you want to try it, this is how it’s done:

  1. Have your whole team take 2 minutes to silently write down on their paper all the ways their time is wasted in their role and what they think are the biggest time wasters in the company.
  2. The moderator (typically the CEO) then goes around the room collecting everyone’s written answers and writes them up where everyone can see. (For example, in a zoom call, you write them down for everyone to see in a screen share. In a meeting room it could be on a whiteboard).
  3. Vote on the list of the biggest time wasters in the business to see which the team believes is the most critical.
  4. Lastly, decide an action plan for what will be done to start solving this issue. Whom will do what to solve this issue.

This simple exercise made companies identify what’s stopping them from being productive and ultimately solved their decade-long problems. For employees, it enabled them to grow as a person and become better leaders themselves.

This is our ‘How to Go from Zero to a Hundred Million and Beyond’ teaching. The 3Ps: Policies, Process, and Planning that makes companies scale faster, better, smarter. Click on this link to know more.

 

5. System Intrusion

Research revealed that the second biggest worry for CEOs this year is actually cybersecurity.  This was rather surprising to us. Nonetheless, we have become a society that depends upon technology. When properly handled, technology within an organization can create an exponential efficiency no competitor can match. That is why we’re seeing companies less than five years old selling for eight and nine figures is the power of technology today is infinite.

However, when misused, tragedy can strike with loss of data and cyber-attacks can cause Goliaths to fall. On a smaller scale in day to day operations, system intrusion or system failure increases the completion time of tasks which leads to delays on projects. This is a subset of interruptions at work that is caused by technology. This can either be a system property issue that arises when the system you’re utilizing for work completion has features that fit poorly with the task you’re doing, or deficiency in system resources such as breakdowns, or glitches caused by upgrades or failed upgrades.

Nowadays, any CEO, business, or company has become reliant on technology. It becomes a great tool to help you accomplish your business goals when done correctly.

 

 

In Conclusion

Being a CEO is an all-consuming role. There is always more to do. There are always more decisions to make. The cliché that 24 hours is not enough is indeed true for you. Eliminating the above-mentioned biggest time wasters can help you free up some time that you may use to do things that actually matter. Nobody can buy for more hours in a day, what you can only do is to manage your time more effectively across various responsibilities.

 

 

Take Action

Let go of the time wasters that run down your clock. Be more productive and focus on what matters the most. We want that for you.

If you want to become smarter about your time, if you want to increase the sales of your company, let’s talk! Schedule a no-obligation consultation on how to implement growth into your company today.

 

References:

Addas, S., & Pinsonneault, A. (2015). The many faces of information technology interruptions: A taxonomy and preliminary investigation of their performance effects. Infor System, 25, 231-273. DOI: 10.1111/isj.12064

Crawford, K. (2014). The biggest time wasters for CEOs. Forefront Magazine. Retrieved from http://www.forefrontmag.com/2014/05/the-biggest-time-wasters-for-ceos/

Dierdorff, E. C. (2020). Time management is about more than life hacks. Harvard Business Review. Retrieved from https://hbr.org/2018/07/how-ceos-manage-time

Mankins, M. (2004). Stop wasting valuable time. Harvard Business Review. Retrieved from https://hbr.org/2004/09/stop-wasting-valuable-time

Vass, I. (2019). What are the biggest time wasters for CEOs? Business Woman Media. Retrieved from https://www.thebusinesswomanmedia.com/biggest-time-wasters-ceos/

Working In vs. Working On Your Business

Working In vs. Working On Your Business

Running your own business can be very challenging and quite often, the risk that comes with it outweighs its reward. According to research, two-thirds of businesses with employees survive their first year in business, half make it to five years, and only one-third will make it to ten!

The reason for failure? 82% was because of cash flow problems, 27% have no clue how much funding they require, and 14% of businesses aren’t capable of mitigating various risks. But as you observe these statistics, one can easily infer why they fail. If two-thirds of businesses can survive for a year but not for ten years, then the main reason lies with the lack of long-term planning.

This is the problem with working IN your business instead of working ON it. 

Working IN your business means that you spend most of your time doing day-to-day tasks such as sending emails to customers, answering inquiries, scheduling meetings, paying invoices, and even delivering products – activities that can easily be done by other people. While this is a normal stage in any start-up business, it’s important to remember that the majority of business owners get caught up with these repetitive tasks, leaving them with no time to assess and strategize for their future plans!

The main difference between working IN and working ON your business lies in how your time is spent. Rather than spending most of the day doing an arduous task, it’s best if you can take time in identifying problems, creating systems, establishing partnerships, and working ON your business. 

Here are some easy steps to help you get started:

  •  Reassess your objectives
  • Outsource or automate time-consuming tasks
  • Improve business plans and strategies

 Reassess your objectives

If you don’t know how to start working ON your business, think of the reason why you became an entrepreneur. Most likely, it has something to do with personal freedom, having the time to do whatever you want, being in charge of your own life, and basically just creating your own environment while pursuing your passion. 

Now, do you think you have achieved this?

It’s easy to get stuck in the mindset where you, as the owner, are the only one capable of doing your company’s tasks. But doing 100% of the work also means that the whole business operation solely depends on you.

 

Outsource or automate time-consuming tasks

Research suggested that 90% of employees are being burdened with boring and repetitive tasks. So, I am sure you are well aware of how tiring and stressful it can be when you are in charge of doing these time-consuming activities while also strategizing for your company’s long-term plans. 

This is where outsourcing is useful and convenient. It is said that 59% of companies outsource to reduce or control costs while 57% of them outsource to focus on core functions. Outsourcing doesn’t only increase efficiency, but it can also free up a lot of your time so you can focus on more important matters.

Another option that you have is to use automation tools wherein manual processes are replaced with automation to minimize cost and improve operational stability. In fact, 74% of marketers say that automation saves them time and another study reveals how sales productivity grew by 14.5% when automation was used.

So, the next time you find yourself doing daily tasks, think carefully and assess if they are really worth your time or if it is something somebody else or maybe even a software can do for you.

 

Improve business plans and strategies

What will you do if there’s a sudden conflict in manufacturing? What about your long term goals? Are you planning to expand your business? If an economic recession occurs, what will you do?

Lack of contingency plans leads to poor execution of strategies which is basically the tipping point for business failure. However, 85% of leadership teams are said to spend less than one hour per month on evaluating plans and 50% of them don’t even spend time working on their strategies! 

Given the fact that business failure is often identified with the lack of long-term plans, it’s obviously important to improve your strategies continuously and track your company’s performance so you can easily identify when something’s wrong.

Working IN your business is just ensuring that your company survives the following day.

Working ON your business means that you strive for sustainability for the next 5-10 years.

Provided that proper guidance and instructions are given, a competent employee can work in your business. But only you can work on it and rather than simply maintaining, you can easily prioritize your company’s growth and development. Because if you won’t think of your company’s future plans, then who will?

 

Solution

Chet Holmes was a trailblazing and brilliant businessman. His legacy lives on through our continued teaching of his principles and innovations in growing your business. We would love to invite you to take part in a quick 7 minute strategy call where we will provide a breakthrough for you in that short amount of time. This free session is the quickest, most effective way we know how to make meaningful impacts in our cherished audience’s businesses. Schedule your call here.

The Power of Breakthroughs in Your Business

The Power of Breakthroughs in Your Business

“By the time you read this story, the quirky cult company…will end its wild ride as an independent enterprise.” 

This was how Fortune, a major publication, predicted how Apple will fall in 1996. Every entrepreneur experiences days where the future seems bleak and impossible. It takes one thing to find success, we call it Pig Headed Discipline and determination.

Fast forward to the year 2018 and Apple was the first company to be the first trillion-dollar company!

Just like any other brands, they experienced being on the edge of bankruptcy too. 

With thousands of companies emerging each year, how do some companies stay successful? Have you ever had friends, staff, clients tell you your business wouldn’t make it? Has it ever been plastered on the news on the cover of Fortune magazine? Despite hundreds of predictions that they will fail, how did Apple manage to increase revenue by 15,000% and innovate the most popular devices that shaped our existence? They managed to have the Pig headed discipline to continue and make a breakthrough.

 Another company that experienced a breakthrough is Nintendo – a Japanese multinational company. While Nintendo has always been a successful company even during the 90s, there was a time in 2012 where their sales declined.

It was during the release of Wii U – a gaming console that failed because of poor marketing, inability to highlight unique features, and struggles with third party support. This caused a drop in revenue of 75% from their peak in 2009 to just shy of ten years later in 2017. Can you imagine having to sustain a company that just had to lay off and cut expenses for 14 Billion dollars worth of lost revenue? Five years after the failure of Wii U, Nintendo released Switch – a hybrid console that has sold more than 52 million units in just over three years and is currently sold out! Rebounding their sales significantly and becoming one of the top gaming systems on the market yet again.

What is Nintendo’s success strategy and how did a product they discontinued successfully paved the way for another? 

Was it all because of luck? Or maybe, a genius like Steve Jobs is needed? A revolutionary invention, perhaps? If not, is it even possible to have your very own business breakthrough, and how?

The answer is that it varies from one company to another. Apple’s strategies aren’t exactly the same as Nintendo’s just like how theirs are different from yours. A general recipe for breakthroughs doesn’t exist – you just have to create your own.

 

 A breakthrough can be defined as achieving success after overcoming something, and while it’s different for every brand, we will give you an idea of what the process normally looks like.

In a Forbes article, Patrick Gentempo shared how he studied how these breakthroughs can be consistently reproduced, and the results are what he referred to as “The Anatomy of Breakthrough”.

  1. Intention
  2. Peel off the layers of the known
  3. Outside inspiration

While this anatomy can be interpreted in several ways, we’ll briefly explain it in a way that can help you generate more sales and achieve your brand’s success.

Just like any process, you must first analyze what your objectives are. What are your plans like? Do you just want to advertise your brand more effectively? Or, do you prefer letting prospects be more informed of your product’s features? Whatever it may be, you have to clearly specify your goals. In order to successfully achieve your target, you first have to set one, right?

After knowing what you want, you can then peel off their layers one by one. If your objective is to reach other prospects, what’s stopping you from doing so? If your product isn’t selling well, is there a problem with marketing or are there inconsistent strategies? You have to reach and define the core reason why some things aren’t working very well.

The last step – outside inspiration – is the most important as it can be used all throughout the process. Often, we find it very hard to identify the problem and that’s probably because we always think from our point of view. 

There may be some instances where you analyze what’s lacking and you just can’t seem to find one. But if this is really the case, then why is your business still the same?

While you know what’s best for your brand, it’s always worth asking for expert advice from others. Their beliefs, principles, experiences – their whole perspective is far different from yours. Existing problems you failed to recognize for the past few years may easily be spotted by another! 

Whether you own a start-up business or a known brand, it’s no doubt that we all want to have our own breakthroughs! However, it’s inevitable that we get stuck at some point – as if we have no idea what to do next. When this happens, you can take a moment to reflect, consider the situation carefully, or consult with experts so you can have several choices on how to proceed. And who knows? Your business breakthrough might start with a single enlightenment or inspiration from those with a different perspective than yours. 

 To have your own 7-minute breakthrough session with a CHI certified growth specialist, click here to find out how you can elevate your business.