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121: From a Blog Writer to a Conversational Dynamo

Filed Under 121 Conversation, Business Book, Successful Blog | 29 Comments

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Dynamo? Oh Wow!

Sure, Dawud, put me on the spot, why don’t you? . . .

Have you read, Dawud’s latest one-2-one post? He answers the question, Are You Having A Conversation With Your Niche Audience? and he invites you to help him come to his best answer. The conversation in the comments brings up some fabulous thinking on the subject.

Then what does he do? He asks me (and you folks reading) about how I got to be a conversational dynamo. I sort of feel like I’ve been asked to explain what a great kisser I am — whether I am one or not.

His actual question was.

What’s helped you go from just being a writer on a blog to becoming a conversational dynamo?

I won’t waste your time, I’ll pretend like he knows what he’s saying. We all know I can talk and that there are a few comments here and there on my blog. So let’s start from that premise. What makes the conversation happen here? Am I a conversational dynamo or is it smoke and mirrors?

I vote for the second.

Conversation is two or more people talking together. I can talk all I want. That doesn’t mean anyone will listen. Does it? Some days, I feel pretty sure that no one does. So what makes it special when they do?

It’s got to be more than me. Of course, it is. I can only guess at the recipe, but here goes.

A Recipe to Be A Conversational Dynamo

  • Write with one part heart. Put it out there open wide and let everyone see what it is you have to say. Don’t hedge your bets. Know that some days everyone will disagree and that all days some people will not see eye to eye. Be okay with that. Like them anyway. They’ll respect you for that.
  • Then write with another part thinking mind. Offer it without fear and let folks know what you’ve learned lately about life and yourself. Don’t be stingy with your knowledge thinking that one day you’ll need to know more than someone else. People can tell when you’re holding out on them.
  • Lavish it all with room for everyone you meet to be who they are, to come in and change your ideas, and expect them to be every bit their best. Hope they expect it of you.
  • Welcome every person at the door. Call each one by name. Let every one of them know that you are glad he or she is here.
  • Then after you make all of them feel at home, stop talking and listen.
  • Stop talking and listen some more to each one individually.
  • And care about what they say with your head and your heart.

That would be my recipe for becoming a conversational dynamo, if I were to guess how.

I leave you with this question for next week.

What do you do when suddenly no one seems to be paying attention to your blog?

If you’re reading this, I’d love to hear your answer in the comment box below.

–ME “Liz” Strauss
Work with Liz!!

One2One is a cross-blog conversation. Find the answer at dawud miracle on Monday. You can see the entire One-2-One Conversation series on the Successful Series page.
In Case You Missed It: Writing 06-13-07

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3.5: The 1 Word, 1 Sentence, As Many Words as You Need Test

Filed Under Inside-Out Thinking, Perfect Virtual Manager, Successful Blog, The Big Idea | 11 Comments

Still The Decision Model

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Chris Garrett and I had a conversation yesterday morning. We discussed the difference between the way we see our blogs and the way our readers see them. That got us talking about testimonials.

Testimonials are more than meet the eye. They tell us what customers value . . . what we do for them.

Chris and I talked about using surveys to focus a businesses. We agreed that the key is to listen carefully. Read every word that is said. Look deep in the text for the hidden testimonials.

One goal of great survey is to gather what customers say and use it to promote our businesses.

But don’t stop there.

Look closely at what the testimonials say — testimonials often reveal what we don’t know about ourselves and how people see our work.

That’s what Chris and I were talking about . . .

The 1 Word, 1 Sentence, As Many Words as You Need Test

Other people see what we do in ways that often surprise us. Try this test about your own work then pass it on to a friend. Here’s how it works.

Do a favor. Write a testimonial for someone’s blog — in this case would you do mine, please? (Write your answers in the comment box.)

1. Describe my blog in one word. _______.

2. Describe my blog in one sentence. _______________________________. <

3. Describe my blog in as many words as you need. _____________________

________________________________________________________________

________________________________________________________________

________________________________________________________________

Now write a testimonial for your business or blog. Write your answers in the comment box too, if you are ready to.
1. Describe your blog or business in one word. _______.

2. Describe your blog or business in one sentence. _____________________.

3. Describe your blog or business in as many words as you need. _________

________________________________________________________________

________________________________________________________________

________________________________________________________________

What do you think other people will see in you? Make a prediction.

Now print out this page and do it a few more times. Each time as another friend to do it with you. Compare each new person's testimonial to the one that you wrote. Write a new each time, you'll find you'll get closer to your message if you do.

Pay attention to what bits your friend calls out.

When you have finished the exercise, check to see how close your prediction was.

You might be surprised what you learn about yourself.

--ME "Liz" Strauss
Is your business stuck? Check out the Start-up Strategy Package. Work with Liz!!

Related
To follow the entire series: Liz Strauss’ Inside-Out Thinking to Building a Solid Business, see the Successful Series Page.

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3.4: How to Answer the Only Customer Questions that Count

Filed Under Inside-Out Thinking, Perfect Virtual Manager, Successful Blog, The Big Idea | Leave a Comment

Still The Decision Model

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Used well, this four-point definition/decision model can make your business thinking solid, swifter, and more customer-centered.

  • An explicit description of our customer and the niche market he or she represents
  • A company name and identity that fits and appeals to that ideal customer
  • A tagline that states what we promise and deliver
  • A “do line” that answers “What do you do?” in a few words

The goal of the four-part definition is the deep thinking. That’s the only way to stand on solid ground when the tough questions come. By thinking through and answering the four parts of the decision model, we’re writing the unique and compelling story of the business. .

How to Answer the Only Customer Questions that Count

The compelling story — the four-point definition — is important because it answers the only two questions customers care about when choose who to hire.

Key Question 1: What problem do you solve? (Can you, will you, do the job?)

Key Question 2: What is your unique value? (What do you cost? What are your benefits per buck?)

The two key questions are it. This is just one way the fou-point definition/decision model streamlines our business thinking. More on that laters . . .

Use the Two Key Questions

Now picture me back at that party where someone has asked, “What do you do?” I might answer this way, using the two key questions to guide my reply.


Answer to Key Question 1: I help businesses turn strangers into customer-friends who are fiercely loyal.
Answer to Key Question 2: I have a knack at seeing what businesses do in the way a naive, intelligent customer does. I show clients how they might fix any disconnects in their strategy and relationships.

When it’s you, be sure to answer the two key questions. Then STOP.

Let your audience have a chance to take in what you said. You’ll most likely hear your audience say it back to you in some way. Of course, it’s more meaningful when they talk about it themselves. Even their questions work in your favor.

Explian the problem you solve. Tell why you’re uniquely qualified. Then listen. When I do that I often hear someone tell me why I’m the right person to solve a problem.

Can you stand to hear a potential customer thinking, then talking, about how you might be the right person for a job?

–ME “Liz” Strauss
Is your business stuck? Check out the Start-up Strategy Package. Work with Liz!!

Related
To follow the entire series: Liz Strauss’ Inside-Out Thinking to Building a Solid Business, see the Successful Series Page.

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3.3: Three Steps to an Intriguing Answer to “What Do You Do?”

Filed Under Inside-Out Thinking, Perfect Virtual Manager, Successful Blog, The Big Idea | 11 Comments

Still The Decision Model

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You’re at a party, a social. Someone walks up. You introduce yourselves. She offers her card and asks, “What do you do?”

The rest of the conversation and possible future business hinges on how you answer that question. Before you start consider the outcome you’re going for.

Many folks would tell you this is the time for your “elevator pitch.” I suggest that term might not be the best way to look at a relationship. Why don’t we say that an authentic conversation is our goal. After all, if you’re looking for potential clients, we want to know them well and for them to know us too.

Let’s look at how we might talk about ourselves without getting caught in that self-promotional loop.

Three Steps to an Intriguing Answer to “What Do You Do?”

Marketing and self-promotion are only difficult when we’re not inside what we’re talking about. When we’re fully-expressed in what we’re saying, the words come out as if we’re talking over a kitchen table to a close friend. So how do we get to the answer that is ourselves fully expressed, that says what we do?

It takes these three steps.

  • First Define It. Pull all of the ideas your message needs to communicate into a one sentence. Your ideas should include: your customer, the problem you solve, your unique approach or service, and should reflect your most powerful skill. Let that sentence sit for a few days.

    My first try was something like this: I spark discussions that get thinking businesses to engage their customers in beneficial conversation. (I know. I know.)

  • Then Refine It. Return to the sentence edit it down to shortest most conversational form. Consider the sound and meaning of each individual word. Use the simpler words when you can. Avoid buzz words and don’t try to say everything that you do — leave a little room for your listener’s imagination. When you’re happy with it, let the sentence rest again. If you get frustrated, leave the task and go back later. Take your time.

    I refined it to: I teach businesses how to turn strangers into fiercely loyal customer-friends.

    Hint: You’ll know that you’re at a good one when you can hear someone replying, “How do you do that?” After all the goal we established was to get a conversation started.

  • Then Make It Part of You. When you’re sure it’s done, practice saying the sentence until it rolls off your tongue. Keep practicing your answer until it becomes as easy as saying your name.

Everytime you say the sentence in answer to the question “What do you do?” listen and watch the response. Use that feedback to adapt it even more.

The idea is to have the answer inside and thought through before the question comes up. Then the self-conscious blues won’t get in the way of you being able to show your best thinking and skills to someone new.

Try on a few answers, if you’re not sure. Having a handful is better than being caught out without one.

What do you say when someone asks you, “What do you do?”

–ME “Liz” Strauss
Is your business stuck? Check out the Start-up Strategy Package. Work with Liz!!

Related
To follow the entire series: Liz Strauss’ Inside-Out Thinking to Building a Solid Business, see the Successful Series Page.

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3.2: Three Steps to a Killer Tagline that Customers Pass On to Others with Enthusiasm

Filed Under Inside-Out Thinking, Perfect Virtual Manager, Successful Blog, The Big Idea | 20 Comments

The Decision Model

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Back to business . . .

We’re on the way to Building an Outrageously Solid, Customer-Centered Model to Test All Business Decisions. What we’re going for is to define the business by building these four parts.

  • An explicit description of our customer and the niche market he or she represents
  • A company name and identity that fits and appeals to that ideal customer
  • A tagline that states what we promise and deliver
  • A “do line” that answers “What do you do?” in a few words

My version might look something like this:
Ideal customer: Thinking businesses and entrepreneurs who understand that relationships are crucial to success
Company name: Successful-Blog
Tagline: You’re only a stranger once.
Do line: I show businesses how to make irresistible products and services that attract fiercely loyal customer-fans.

What’s packed in that definition? Let’s concentrate on the tagline for now.

Three Steps to a Killer Tagline that Customers Pass On

A tagline is brand statement. It’s what we want folks to remember about us — the perception and reality of who we are rolled together in a few words. Nike said, “Just do it.” Burger King said, “Have it your way.” Verizon knew we were all saying, “Can you hear me now?” Think on the businesses you know. How many taglines can you remember? My point exactly.

A killer tagline is not just one that we remember. It resonates. We find something we recognize, something we identify with inside the words. That’s why we wear a “Just Do It!” t-shirt.

Killer taglines describe something about who or where customers want to be.

Here are three steps to a killer tagline that customers pass on.

  1. Make a promise that benefits the customer.
    Do you remember ever saying, “But you promised. . . .”?

    Promises are things we don’t usually forget.

    If you want folks to remember a tagline, make a promise. Make it a promise that your customers will care about. That means the promise has to offer something for THEM.

    Make your promise about what you will do for them. What one thing will you deliver without fail. What need will you fill? What can your customers count on you to do over and over again?

    I want to work with thinking businesses that care about relationships. My tagline promises they’ll learn ways to establish long-lasting relationships with a community of customers they want.

  2. Say it simply, out loud, and often.

    Powerful taglines don’t waste words. The longest example I gave has only five. Five words make it easy to understand, remember, and repeat. Five words means that there’s nothing hidden, no small print, no “take backs,” no thing to worry about. Five words means that you have through what you’re promising and that you know it well enough to say it in five words. Can you use six? Sure, but be certain that you need every one.

    Talk about your tagline promise often. In other words, repeat your promise out loud. Call attention to it. Let folks know that you stand behind the words. No one does this better than Phil Gerbyshak. He’s the Make It Great! man.

    When we say the words out loud, or write them in a comment box, it tells folks that we use those words with intent. Every time we repeat our tagline, the subtext is “and you can say I promised.”

    Imagine a promise offered that comes with a subtext that says “You won’t be disappointed.” Who wouldn’t want to try that? How many folks wouldn’t talk about it after they did?

  3. Deliver on that promise every time.

    Under promise and over deliver. You’ve heard that before. But don’t back off on what you can do. Be there. Show up. Put your head and heart fully in it. That’s what you’re following your passion to do.

    Nothing beats the feeling of a promise that someone kept. Even better than that is when someone keeps it a second time. That moves a person to a special category of friend.

    When a business delivers on a promise once we’re impressed. When a business makes it their business to keep their promises every time, we give them back our loyalty and our trust. The next guy has a hard time stealing us away from that.

Three simple steps. We’ve known them since we were kids. Make a promise that means something. Say it out loud to show that you mean it. Then deliver without fail.

Who wouldn’t want to tell their friends about service like that?

What do you know about promises that businesses have made to you?

–ME “Liz” Strauss
Is your business stuck? Check out the Start-up Strategy Package. Work with Liz!!

Related
To follow the entire series: Liz Strauss’ Inside-Out Thinking to Building a Solid Business, see the Successful Series Page.

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