In his book Mitch Joel provides *excellent* advice for businesses looking to move forward and survive and I thought it’d be valuable for me to share some of the parts that I found most relevant and useful for wellness and service businesses.
From Me to You – Instead of thinking that you love your customer, think about what they are doing and how you can help them. ie. think from your customer’s point of view not your own. I’d suggest thinking about what they want or what their problems are and how you can help them. Maybe it’s hosting a very low cost session packed with advice on one of their problems. Or offering free 10 minute sessions once in a while. (trials only….don’t give away everything!!) I think this also makes good business sense – someone can try your service before they buy. But you have to be okay with not getting paid.
The “new consumers” are not linear – they are scattered, connected and social.
If you think about the process you go through when purchasing something this makes sense. You’ll look for online reviews, ask friends what they think via social media, look at a few stores…..etc. etc. This is why I think just having a website is not enough marketing for most businesses. Maybe add on online reviews, plus a strong referral/loyalty program and that’d be enough….but not just a website.
The one-screen world- We no longer use one screen for watching tv, one screen as a computer and one screen for a phone…..everything is converging, and quickly. And if you think your customers are not online now, well, they will be very soon. Be ready! Joel suggests that to survive entrepreneurs need to adopt a digital-first posture. I’d say at a minimum have a mobile-friendly website.
Joel also talks about the importance of data – tracking results. In my opinion you can’t get anywhere if you don’t know where you are, so I wholeheartedly agree!
And a useful reminder….
“When you’re on a media, look around and ask yourself — Why are people here? What are they doing here? What is their experiential intent when they come here and how would I – as a brand or a company – be able to better connect without disrupting their experience? Can I provide a truly additive dose of value?”
One final note: I found the book so jam packed with good ideas that I’d suggest reading the book in chunks rather than all at once.
Are there any business books you’d recommend? Please share below!
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