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No matter where you go in the world, you’ll find that people have their favorite places. One coffee shop is better than the other five, there’s a particular restaurant you should go to, and there’s even a better place to change the oil in your car.
We have preferences for where we shop online and which websites we read the news. Everyone has their favorite everything.
So what makes a brand “favorite”? Why are we attracted to some and not to others, and why is there a disconnect between what we like and what others like?
Like a magnet, a brand has the power to pull in the ones who are attracted to it. There is a direct correlation between how a brand expresses itself and who is drawn to it.
In today’s episode, we’ll discuss how to determine if your brand is attracting the right people and how to adjust your brand for the right people.
Highlights, Takeaways, Quick Wins
- A magnetic brand brings the right people in and keeps them interested while the people that aren’t in your audience move away.
- What you do will never be as important as who you do it for.
- Everything you do about a brand has to go through the lens of being a good experience for your customer.
- Know who you’re trying to reach and build your brand for those people.
- Be willing to evolve to meet the needs of the people you’re trying to connect with.
- A magnetic brand puts humanity before business.
- The #1 way to become magnetic is to stop assuming and start listening.
- Focus on the people you’re helping—at some point, the wrong people will get bored and move on.
- Craft an experience with your brand that’s unlike anything people expect.
- If you’re not providing something your target audience is asking for, you might need to reevaluate.
- 03:21 Cory: A lot of people ask us: How do I attract the right kind of people? How do I know I’m bringing in the right kind of people? How do I know that my target audience is going to know about me and going to be attracted to the brand I’m creating? To answer those questions, today’s topic is about how to build a magnetic brand and the benefits of it.
- 03:55 What does it mean to be magnetic? A good working definition is that a magnetic brand attracts and repels at the same time. Magnets have this polarity to it, which means it pulls toward itself and pushes away from itself. A standard magnet is usually labeled with north and south poles. A north and a north side would push away from each other while a south and a north side are going to pull toward each other.
- 05:05 I wanted to make that distinction because, like a magnet, you’re going to pull toward yourself and push away from yourself. A brand attracts and pushes away. As you’re working on developing what your brand is all about you have to accept the fact that, like science, you’re going to be attracting a certain kind of person and you’re going to be pushing a type of person away depending on the kind of brand you create.
- 05:37 That can be anything from style, to culture, to language, to pricing, to a problem you’re solving. There are so many aspects to having a brand that attracts and repels. As you’re creating a brand, you’re going to have those two effects and you’ll have people in both groups. You’ll have some people who are attracted to you from your target audience and you’ll have some people who are attracted to you that aren’t in your target audience. Kyle, why should people work on building a brand that attracts people to them, rather than saying, “Here’s my thing and here’s what I’m doing?”
Appeal to the Right People
- 07:06 Kyle: Using a magnet analogy in this way is really awesome because I started thinking about everything a magnet does. It’s very similar to how a brand works. When a magnet attracts another magnet, those magnets are stuck together. A magnetic brand attracts and retains. They keep people attached to them and interested in them, and it would take an outside force to pull them apart. A lot of people might take the pushing away aspect as a negative thing because they don’t want to push people away, but the point here is your audience isn’t everyone.
A magnetic brand brings the right people in and keeps them interested while the people that aren’t in your audience move away.
- 08:10 That’s the real power of a magnetic brand to me—you’re not appealing to everyone, you’re appealing to the right people. By doing that, you’re creating a really solid foundation and a group of people that will be interested in your brand for many years to come.
- 08:29 Cory: There’s a bond that’s created and there’s some force required to separate the two that are attracted to each other. There are so many implications that we could go into, like what tears apart the two parties, the brand and the audience or customer. That could be anything from a bad experience, to a website that doesn’t work, to a company going out of business.
- 09:09 I like the idea of creating a bond. We talk a lot about how a brand as a personality and you want to come into relationship with the people who interact with your brand. The right ones are going to stay because there’s relationships and harmony. There are others who might get close but there’s not really a relationship there because they weren’t the right ones.
- 09:51 Kyle: Have you seen those magnetic devices that allow you to pick metal things up from the ground? It basically looks like a cylinder with a handle on it and when you pull a trigger, it lowers a magnet into the canister so you can pick up screws and different metal things off the floor. Mechanic shops or roofers will use them to pick up loose nails and stuff from the ground. When you release that handle again, it loses it’s magnetic pull.
- 10:52 It’s like one of those big cranes that picks up metal stuff and drops it, except it’s a small handheld device. I like that concept in relation to attracting an audience because you can easily pull them in and magnetize them to your brand. If you’re not staying on top of what their needs are, or aren’t keeping your hand on the trigger of this magnet so to speak, then you lose them because you’re not engaged with them anymore.
- 11:42 For people wondering how to attract the right people, I have three points for building a magnetic brand.
Understand that what you do will never be as important as who you do it for.
- 12:13 This is something I really believe in—a brand has to be people-focused. Actual people will be connecting with your brand, not robots or computers, and it’s people who are struggling in life. If all we’re about is ourselves, everything is going to fall apart. As a brand, you have to understand that people return to what’s in their own best interests. If I go to a restaurant that gives me moldy and gross food, I won’t go back there because I don’t want to get sick.
- 13:10 I want to return to what’s in my own best interest. As a brand, it doesn’t matter how great the business or product is, it’s about people. There’s nothing that will ever be more important than who you’re doing that thing for. There’s a lot of people that think that doing their thing is more important than the people they’re interacting with. That’s not how you leave a legacy or do anything that lasts.
- 13:57 Kyle: If nobody cares, it’s not going to be successful. The people that make any brand successful are the people who are not only interested in the brand, but are dedicated to that brand. The only way they can be dedicated to that brand is if they feel like they’ve been taken care of and there’s a reason for them to want to use that brand more than any other brand. Have you ever come across a brand and later forgotten their name?
- 14:39 Kyle: I have a quick story that I think relates to keeping people’s best interest in mind and facilitating that magnetic pull. Recently, there was a brand I was really interested in and they made a product for cold brewing coffee. If you’ve never cold brewed coffee, it’s not a hard thing to do. You put coffee grounds in water and you put it in the fridge to brew overnight. The tough part is clean up and filtering the grounds out. This company is striving to make that easy with this apparatus that allows you to cold brew coffee overnight with almost no cleanup.
- 15:42 Some friends recommended it and I was ready to buy at that point because I really trust what they have to say and the site had some great info. Then, I find out it’s out of stock so I can’t buy it. That was a bad experience, but part of me was happy for them because they sold more than they expected. They had a signup to be informed when they were in stock. This is the company’s only product. I have no other reason to be interested in them. I signed up and weeks later I was notified they were back in stock.
- 16:37 At that point, the enthusiasm and excitement was gone. I wasn’t attached to that brand anymore. I wasn’t invested in spending any money with them. I still wanted the device, but I wasn’t excited anymore in the moment. My priorities had come more into focus and it gave me more time to think about if I should really spend money on this thing. They lost me at this point. There were two weeks of time where they could have sent me information on how to cold brew coffee, what kind of coffee to use, the best way to use their thing, and why theirs is better than everyone else’s.
- 17:26 The worst part about this is they’re not the only ones who make this kind of thing. The only reason I was still interested in this particular one is because people had recommended it to me over other brands, but if I didn’t, I have no reason to stay with that brand other than word-of-mouth from other people. Even that’s kind of loose, it could change. There was so much opportunity to make a magnetic connection with the customer. I thought they would have my best interest in mind and I thought they cared about what I wanted and the reason I wanted this thing. They missed out.
- 18:16 It’s a good illustration for anyone that has a brand where you want to keep people around. It doesn’t take a whole lot of effort, honestly, it just takes thinking about the other person. Maybe you think how to brew cold coffee is a silly topic, but the truth is your audience isn’t as much of an expert on what you want to sell as you are. They’re ready to consume that because they’re interested. They may not read through all of it, but they know you’re the expert at this thing. Because you’re projecting that, they don’t see any other option than what you provide.
- 19:13 Cory: The other thing that’s interesting about that is they weren’t staying at the forefront of your mind. There was time for you to move on to other things. There was the initial attraction, but it’s like with two magnets, the pull wasn’t strong enough. There was time to go find something else or look in a different direction. What could they have done better to maintain you and not lose you as a customer?
- 20:12 Kyle: I think they could have done a few things. I think they could have had an autoresponder for their newsletter to be informed of when they’re in stock. I signed up and got a confirmation and then they were gone for two weeks. There’s no autoresponder that says, “Thanks for signing up, here’s some information about this thing.” They could have provided a ton of information right there about their product that may have kept me interested for a while. They should provide weekly, if not daily, information about the product.
- 20:55 Obviously, I’m interested and I’m interested enough to be notified for it. If that’s the case, they totally could have sent me things on a daily basis about this thing. I was craving it at that point and I totally would have purchased the product right away by the time it came out. I would have totally been magnetized to that product and it would have made their product the only option.
- 21:21 They could have kept me interested and basically drooling at the mouth to give them money. They could have made it so immersive for me. When I got there, I was excited about this thing and to keep that momentum up, they should have told me more about this thing. I vaguely new what it was about and all I understood was the benefits, not the technical aspects of how it works. All I knew was that it provided easier cleanup and a better experience.
- 22:01 They could have gone into so much detail about this thing. I did a little bit of my own research and found out some awesome stuff about it that they don’t even highlight. Those things alone would totally have kept that magnetism going. They weren’t really that big of things to ask for—500 words a week sent to my inbox. That’s nothing if you’re running a business and selling a product like this.
- 22:36 Cory: That’s so key. Everything you said goes back to the first point we had earlier—what you do will never be as important as who you do it for. Maybe their focus was so greatly on manufacturing more products so they can be sold and shipped that in the meantime, you were neglected. You were their target. You were the type of person they want on board, but because they were so focused elsewhere, they forgot to craft an experience for you that kept you in.
Everything you do about a brand has to go through the lens of being a good experience for your customer.
Otherwise, it’s just about you and nobody will care.
- 23:40 Kyle: There’s real value in bringing people into your story and I think a lot of brands miss out on that. They want to seem like they’re a well polished machine that never has any issues. This company had a great opportunity—and any brand has a great opportunity to say, “We’ve had a lot of support and we ran out of products because we’ve sold so many of them and we didn’t anticipate this much support for what we’re doing.” That tells me this brand is doing super good and I’m excited for them. I want to spend money with them because I’m happy to see them successful. Instead, I see, “Sorry, we’re out. Sign up to be notified.” It’s a blank wall experience that feels exclusive, like they can’t tell you why they’re out.
- 24:45 Cory: Or, “We didn’t manage our time well enough to create an autoresponder or create the kind of campaign that would keep you on board.”
- 24:58 Kyle: That’s not a waste of your time. It’s not a waste of your time to write that material to keep someone on board. Don’t think, “If they really liked it, they would just be on board.” That’s not necessarily true. You can’t expect someone to see your service or product, think, “That’s amazing!” and remember you for weeks, months, or years until they decide to purchase a product, especially if you’re running a premium brand.
- 25:34 This company isn’t selling something over the top expensive, but it’s definitely more expensive than other options and it’s meant to be seen as premium. If it’s premium and I’m supposed to spend a lot of money on this thing, give be reasons. Give me some effort into how you campaign this thing. How invested are you in this thing you’re selling? How excited are you about it? Share that with people.
Know who you’re trying to reach and build your brand for those people.
- 26:36 Cory: I think they had their target audience and they had most of the building blocks in place for people like you who like to cold brew, but there were things that fell through the cracks. All we want to do here is help people improve their brands. We want to help you grow and audit what you’re doing. Part of that is understanding maybe you haven’t done everything perfectly. Maybe you need to take a step back and realize what you’re doing may not be right for the people you’re trying to reach.
- 27:33 You have to be willing to evolve to meet the needs of the people you’re trying to connect with. If you know who you’re trying to reach, build your brand for those people. There’s a local coffee shop that I love called Joe Bella. The owner, Joe, is actually there in the store helping. He’s not rolling in his money somewhere. They roast the beans in-house and he’s very knowledgeable about coffee. He’ll ask what you like and what you don’t like, and he’ll make recommendations based on that.
- 28:31 This space he’s created is cool and it’s for people like me who want an experience. We don’t just want to go in and have a cup of coffee, I want to have an experience. I want to connect with the baristas or servers. I want it to be an enjoyable place. I’ve never felt that same way at Starbucks. Every time I go in there, it feels like I’m being ushered through the line. Sometimes the people there are nice, but the atmosphere and presence has never been about wanting me to be there to make a connection with me and talk with me about coffee.
A magnetic brand puts humanity before business.
- 29:42 You have to profit and do taxes if you want to stay in business, but it’s all about people because people give you the money. People give you business. People are going to be attracted to you and repelled from you. If you create an experience for the people you want to attract, they’re going to want to come back to that experience. That’s why I always recommend Joe Bella—the coffee is fantastic and the experience is amazing. It’s important to sort out how you want to build your brand based on the kind of people you want to attract.
Listen to Your Target Audience
- 30:43 Another thing to keep in mind is that there’s a lot of other magnets out there. How many coffee shops are there in any given town? Probably more than one. Why am I going to choose one over the other? There’s always going to be some kind of pull. Our good friend Winston recently moved from Louisiana to San Fransisco and the second day he was there, he told us he had to go to several coffee shops just to find what he needed, which was wifi. I guarantee he forgot about all those shops that didn’t have wifi and he has this experience that’s positive for him.
- 31:44 Now, he’s going to want to hang out there. They have wifi but it’s also created a positive interaction. It’s not an interaction where he went there and they didn’t have what he needed. That’s what you want to do. Do you want people to come hang out here? Are you going to bring in wifi or have live bands? You have to sort those things out and figure out how you want people to interact with your brand. What kind of experience do you want them to have?
The #1 way to become magnetic is to stop assuming and start listening.
- 32:24 Kyle: Listen to people and things that are happening. Stop assuming that you know what people want and what people think, or that you know what’s best for people in your audience. Don’t assume that they already know something and you don’t need to talk about it. I’m a professional in the design industry and I don’t know a lot about printing. There’s a company I want to print with called Mama’s Sauce and they have a ton of resources for how to print.
- 33:32 A lot of people going to them are print professionals who have been doing this for years, but they have things there for their audience because they don’t assume you know every aspect of printing. They call it an academy—that’s how many resources they have! They have videos on how to prepare things to go to print and I’ve gotten a lot out of it. Everyone is at a different place, so if you assume everyone knows what you’re talking about, you’re going to lose a lot of people.
- 34:15 Start realizing people don’t know every single term, even if they’re completely immersed in that career field. Create things to educate them and start listening to things they ask you. Listen to what they talk about and start writing or making videos about that. Inform people about these things, because they’ll see you as the only option. They’ll see you as the person who knows everything about your area of expertise and is caring enough to inform them about it instead of making them feel stupid.
- 35:04 There’s plenty of print sites that are assumptive. They don’t give any information, they just ask all these questions about the print you’d like to make. I’m not a printer, so I don’t know. The best thing you can do is have a link for everything. If you mention a term someone doesn’t know, you need to have a link for it, and if you don’t, make something that explains it in a way everyone can understand.
- 36:04 Cory: We always tell people if you have a website and a newsletter list, don’t just say, “Sign up for my thing!” Give them value and then when they sign up, ask what their struggles are. Ask what they’re looking for and ask what their problem is. Before you create any product, you need to validate it. You need to validate anything you want to monetize. In some cases, the validation has already been done.
- 36:34 I could probably start a coffee shop because people like coffee, but I need to do my research and make sure the town I want to create a coffee shop in are coffee lovers. Is there an actual market for this? You do that by listening, contacting people, emailing, and seeing what people are saying on forums. If you’re trying to create something without validation, you might be successful, but it’s not a guarantee.
- 37:03 This goes back to the idea of your brand being for people and about people. If I’m assuming what someone wants or needs instead of asking and listening, it’s not going to work and that’s where repelling will happen. It’s not just because you’re not attractive, it’s because there was something else more attractive that pulled them in a different direction.
- 37:30 Kyle: A brand is only as good as the people running it. This is important for people too and it’s something that’s changed for me in the last couple of years—start listening to people. If you meet someone in person, stop talking about yourself and trying to look important. Talk about them and actually listen, don’t wait to say the next thing. Connecting with them will be an amazing experience. You’ll realize there are people out there who don’t think the way you do and they can actually add to your life or your business. There’s so many opportunities and so much information we lose because we’re not focused on listening and retaining things, we’re focused on saying the next thing.
Craft an experience with your brand that’s unlike anything people expect.
- 38:56 Cory: This is so much bigger than “make a great brand.” You have to make something that causes a double take. You want people to pause for a moment because they can’t believe this just happened in a positive way. You want people to think, “This is not what I expected.”
Reach Out Personally
- 40:01 Matt asked, “What are your thoughts about reaching out to your audience personally—something that’s not an autoresponder? It seems worth my time as someone with a small audience, but doesn’t make sense for medium or bigger brands to do this. Would having someone from that cold brew company reach out to you personally have kept you engaged?”
- 40:19 Kyle: There is a brand that Cory and I both like and recommend that does this—Sweet Water. They call you with every order! They ask you how your order went. They’re not necessarily a small company, but they’ve made that a priority. They probably don’t get a whole lot of customer support calls because of the nature of their brand, but I’m sure they get them and they have a support line to call. I’m assuming when people aren’t answering calls to fix problems, they’re calling people who have made orders. They’re making really good use of their call center.
- 41:20 That’s smart of them, because that creates an experience. They’re the first people that came to mind. I’m not a big phone call person, but I appreciate that they take that extra time to do that. Emailing someone at random is a great thing and you could really connect with someone. With my autoresponder, I always ask a question in hopes that they’ll respond to that and we can start having a good conversation. I recently made some changes to that that I think are relevant here.
- 42:22 I had this welcome email that said, “Here’s what you can expect from my newsletter list and here’s this icon designer’s handbook you can download for free.” At one point I had added, “I’d like to know what you’re struggling with, so respond and let’s have a conversation.” The problem was most people do those in order, so they’d download the handbook and then they think they need to use this handbook before they send me a struggle, and maybe they don’t even go back to the email. I listened to people. Some people said, “Sorry I haven’t responded, I wanted to read the handbook first to make sure my struggle wasn’t covered.”
- 43:39 I realized this was a big problem and my response rate majorly declined. It was all because of the handbook being inserted there. I split it into multiple emails. The first one says, “The handbook is coming to you. If you would take a moment to reply, we could talk about something you’re struggling with while you’re waiting for that link to come to you.” It completely removes barriers because they’re not thinking they need to read something beforehand.
- 44:14 They’re thinking, “I really want to talk about these things I’m struggling with. I just signed up and I’m excited. Here’s what’s going on with me.” That’s part of taking care of someone and replying to them individually is something I would love to do. You have to listen and understand there’s certain paths people go down that you may not intend them to go down.
- 45:00 Cory: If someone wrote you with a question and you responded directly to that question, think about what their experience would be. When someone replies to my Invisible Details newsletter autoresponder, I read every single email and I don’t get to reply to every single one, but when I do respond, I take some to respond to them directly. That’s a huge positive experience for them.
- 45:39 I’ve even gotten responses back saying, “Wow, I can’t believe you responded to my email! I didn’t expect this.” Think about buying something from your favorite brand and they were to call or email you personally and say, “Hey, I just wanted to see if everything was going well. Thank you for shopping with us,” that would be a great experience. I think a lot of people are turned off toward these kinds of things because there’s this emphasis on creating autoresponders.
- 46:36 I’m not a huge fan of that because it feels deceptive to write out an autoresponder that says, “Hey [First Name]! Thank you for signing up! This is me writing from my inbox,” but you’re really not writing from your inbox. Think about what that experience would be for you and deliver that to your audience. Even if you have 1,000 responses a day, it’s really powerful to go in and personally respond to one person saying, “Thank you for subscribing. Are there any struggles I can help you with or questions I can answer?” That might change the whole game for that one person.
- 47:16 You may not be able to do that for everyone, but you could do it for one person. You have to craft an experience with your brand that’s unlike anything your audience expected and that’s what’s going to make you magnet. That’s also what’s going to create brand ambassadors and create word-of-mouth marketing.
- 47:34 You have to create a brand and an experience that’s unlike anything else. It’s going to take work, focus, and listening. make sure you’re not assuming. You’re pulling all of that into a fantastic experience where people remember you. That’s how you create an unforgettable brand.
- 48:23 Kyle: Back when I lived in my hometown, there was a frozen yogurt shop that opened up. It was one of the first shops of it’s kind there. It was close to the local college and we would often visit, but we mentioned that we would love to have wifi there and be able to sit and hang out. The owner basically said he wanted people to get in, get their yogurt, and leave. It really spoke to his ability to listen and change things. Most of the customers from the college next door were saying this.
- 49:39 He didn’t listen and it was all about making a sale. Guess what? The store is closed now and for good reason. I think at the end he tried to start changing a little but it was too late. Everyone associated that brand with him not caring about us. The college students went elsewhere, like a Starbucks that opened up soon after and a bigger frozen yogurt chain. It was further away but people were going there because there was no reason for them to go to the other place.
If no one is attracted to your brand and staying connected to you, then there’s no one to be a brand ambassador for you.
- 50:51 This idea of magnetism is what your brand’s success or failure could hinge on. There’s no one to say, “This brand is amazing. Please go support them and buy this product.” You can say that all day and people will see it as you promoting your own thing, but the powerful thing is when you have people that promote it for you in the way that you would promote your own brand. That’s so powerful.
What if I Attract the Wrong Kind of Person?
- 56:00 Cory: Aaron asked, “What should you do if you attract the wrong kind of person? How do you handle an audience member who’s a total jerk or a time-suck?” I think of those “We reserve the right to refuse service to anyone,” signs. Just like retail stores, you reserve the right not to serve someone, especially if your business is online. It’s up to you to block them or ignore them. There’s always going to be people who want to antagonize you, the more successful you are. That’s because people are attracted to success or the idea of that, but because they don’t have that, they want to create dissonance.
- 57:08 You can be attracting other magnets or you can be attracting nails. If you don’t want to attract nails, that’s a bummer and they have to be pulled away. You’re going to attract them, that’s just the nature of being a magnet. If they’re being disruptive, you can kick them out of your retail store because that’s your right. If it’s online, you have to feel it out. If it’s not something you can call them out on, just ignore them.
- 57:42 There’s nothing you can do. If you have comments open on your website or YouTube and it’s being disruptive or it’s not something you want associated with your brand, that’s up to you to remove it. There’s a lot of power in ignoring. A lot of people who want to antagonize get their power from the reaction of the people they’re antagonizing. The more you fuel that desire, the more they’re going to come back. It’s not going to stop.
- 58:15 As you become more successful, you’ll attract different kinds of things. Magnets attract all sorts of metal and you may only want one kind. You have to accept that’s going to happen. You need to focus on the right people.
Focus on the people you’re helping.
At some point, the wrong people will get bored and move on.
- 58:57 Kyle: We’re talking about people who are intentionally malicious. There may be people who say something against what you’re saying that actually have good intentions. They challenge what you’re saying so they can understand it better. That’s not a jerk or someone with bad intentions, that’s someone saying, “I don’t get this. Please explain it.” That’s where you have to listen to publish something about that to inform further. That’s a hole in what you’re doing, because someone doesn’t understand.
- 59:46 That’s an opportunity, not something that should be ignored. If you have people constantly saying, “This is great. I love everything about this brand. It’s the best thing in the world,” then you’re missing out a little bit because there’s no one challenging you or pushing you further. You don’t want audience full of yes men, but you also don’t want an audience full of people intentionally being corrosive for your brand.
- 1:00:16 I find it interesting this question says, “Where if they’re a time-suck,” because the only way you can take away your time is if you let them. Nobody is inherently taking your time, you’re giving your time. You choose whether to respond to that or not. It could be someone with good intentions and maybe you don’t respond because it could turn into a debate that doesn’t need to happen. You could respond by making content that explains that.
What Are the Right People Asking For?
- 1:00:52 Cory: As a followup question, Jordan asked, “What if you attract the kind of person who isn’t a jerk, but simply wants something a little different from what you offer and keeps asking for it? For example, I have people outside my target audience who keep asking me to design certain types of clothing that don’t fit my niche. Where is the balance of listening to people, and “reading minds,” and working to attract the kind of audience you want?”
- 1:01:20 Keep listening to the people who are being attracted to you, but remember who your target audience is (Related: e003 Defining Your Target Audience). Who are you trying to reach? What are their needs? Know who you’re trying to reach and build a brand for those people. If you’re trying to reach a certain kind of person, make things for what those people need or want. If I walk into a pizza place and ask for hot wings—because most pizza places have them—but they don’t have hot wings, they’re going to say, “We don’t have hot wings. I’m sorry.”
- 1:02:06 If they don’t have hot wings, I can’t get hot wings, so I’m either going to leave or get something else. Especially for online businesses, we might think, “Maybe I should be providing that.” Pizza place guy is going to have to evaluate if my request is in line with who they’re trying to reach. If I am their target audience and I ask for hot wings, but they don’t have hot wings, pizza place guy needs to add that to the menu because he wants to keep me as a customer.
- 1:02:43 It all goes back to your mission, your values, your purpose, and who you’re trying to reach. Who’s your target audience? What are you providing for them? What problem are you solving? What are the right people asking for?
If you’re not providing something your target audience is asking for, you might need to reevaluate.
- 1:03:03 If you already know what you’re offering and you don’t want to change things for a couple of years, then you just say, “Thank you so much for contacting me. This is what we’re offering right now. Thank you for your feedback. I’ll make sure to take that into consideration going forward” You don’t have to say, “No. I hate you. Go away. I don’t have that.” Thank them for their feedback and they’ll feel heard. That’s still a positive experience.
- 1:03:39 Kyle: This isn’t always possible but it does challenge you to try to make new connections with people. A lot of times, I get requests for logo designs, because a lot of people get confused on what an icon is and a logo. I’ve written about it, but not everyone sees that. They come to me asking for a logo and my focus is not logo design. If it was part of a bigger project that includes icons, I might consider it but it’s not my focus.
- 1:04:27 I used to just say, “I’m sorry, I don’t do logo design. I appreciate your feedback. I’ll consider potentially doing it in the future, but right now it’s not something I offer.”Lately, I’ve realized I have these connections with people who can make awesome logos and that I trust. I now reply and tell them to reach out to this other person because it’s not something I personally do.
- 1:05:00 When someone approaches you to do work, or buy your product, they trust you. The person coming to that pizza place to buy hot wings trusts that pizza place. If that place can say, “Bob’s Hot Wings down the street have the best hot wings in this area. I highly recommend them,” you’re not losing the customer, you’re giving them what they want in that moment and they will come back to you, guaranteed, when they want pizza. You were the person who took care of them in that moment. I’ve had this experience in certain stores that don’t offer a certain thing.
- 1:05:50 They’ll say, “We don’t offer that but you can go to our competitor down the street, they have it and it’s a great place to go.” It sounds like you’re sending them to the competitor, but you’re really enforcing that you’re the better person. You’re the one that takes care of people. For anything they carry, I’ll go back to that store. That’s strong magnetism right there, because you’re creating a strong relationship and you’re not too good to recommend something else that’s not making money for you.
- 1:06:26 Cory: That positive experience and impression you’re leaving on people is powerful. It creates a powerful connection in someone’s mind between something that was beneficial to them or helpful for them and who you are. We want to create those good connections and the positive feelings of the brain.
- 1:06:55 Kyle: It’s also helping people you care about. The people I would recommend for logo design are people I would genuinely want to see succeed and care about. It’s not just a lost opportunity all around. Maybe they don’t take it and it doesn’t fit with what they want, that’s fine, but at least there was potential there.