Personalize With Passion – Meredith Crawford – Hard Corps Marketing Show #40

It’s time to get personal! In this episode we discuss how to use the capabilities of technology and your customer data points to add that personal touch to your marketing content with community champion, and owner of Solerno Media, Meredith Crawford.

Learn about how personalization techniques are important to making your customer feel special, how to make intentional decisions when it comes to personalizing content that people would actually be interested in and how to avoid some of the many creepy factors that can sabotage your marketing efforts.

Takeaways

  • Your personalization possibilities are endless when based on the many data points you collect. Establishing a database can help you organize and store those data points.
  • To get your max impact, make efforts to go to a deeper level when trying to connect with your customers. It’s a better long-term strategy.
  • To do personalization well, think about your customer and become aware of the patterns they exhibit.
  • The best marketers make their personalization appear as coincidence. Be the best!
  • Avoid the creep factor! Don’t overtly say you’ve been watching customers’ behavior and don’t leave blank fields in email templates.
  • Consistency is the key. Take time to get to know your customer and build out their journey. This has been shown to deliver best results.
  • Develop a welcome email or welcome series. They get the relationship off on the right start and set the tone and expectations for future email communications.
  • The biggest challenge is keeping emails fresh and innovative. Mix up the content (i.e. ebooks and graphics), topics and delivery format.
  • The best way to get emotional impact is to be true to your brand, be value driven, step out of the expected and be authentic.

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13 People Share The Books That Changed Their Careers

Who says summer reads can’t have substance?

by Rebecca Muller, Editorial Fellow at Thrive Global

Everyone has a book that changed them. Leading up to National Book Lovers Day on August 9th, we asked our Thrive Global contributor community to recommend the books that made an outsize impact on their lives — and we were floored by the number of amazing recommendations that rolled in.

Welcome to the first installment of our Books To Thrive By series, which focuses on books that will change the way you view career success. These reads will reignite your drive, motivate you to think outside the box, and even inspire you to make big decisions about your career.

Look out for three more posts this week, recommending books that will alter the way you see yourself, your relationships, and the world around you.

Want to evangelize your own game-changing book? Share a photo of the book on Instagram with the hashtag #BooksToThriveBy for a chance to be featured on Thrive’s Instagram.

Happy reading!

How to be a Productivity Ninja by Graham Allcott

“This book changed how I viewed time and productivity. It made me realize you can’t manage time, but you can manage your attention. And if you know when you are at your best and your attention level and energy is highest, then you know when you can do your best work. It has also changed my relationship with my inbox — I no longer dance to the tune of everyone else’s to do list — I work out what I need to achieve each day on my big projects and prioritize those.”

–Jackie, law firm executive, London, England

Shoe Dog by Phil Knight

“Written by the co-founder and creator of Nike, this book takes you on the journey of how Nike came to be, and candidly shares the trials and tribulations of all of it. It’s a must read for anyone with a pulse, especially if you own a business or are interested in creating one. It has allowed me to view building a business in a more positive light.”

–Jennifer Leibick, cycling instructor/health coach/domestic engineer, San Francisco, CA

You are a Badass by Jen Sincero

“This book was such a game changer for me in so many ways, but a few wins include: launching my own business, finally paying off student loans, and a seriously improved my mental mindset. I’ve revisited this book time and time again over the last 2.5 years and it’s never let me down. It’s just the right mix of wisdom, humor, and motivation to get you going on building a life you love.”

–Teresa Ruiz Decker, entrepreneur, Santa Cruz, CA

Blink: The Power of Thinking Without Thinking by Malcolm Gladwell

“This book gave me reassurance and helped me value my “gut instincts” about my personal and professional decisions. After reading it, I understood that these gut instincts are actually based on our ability to process and filter key variables we experience quickly.”

–Jennifer Zar, sponsorship manager, New York, NY

The 7 Habits of Highly Effective People by Stephen R. Covey

“It opened my eyes to what the business world could be like, and it inspired me to become a better leader. My life did a 180 after reading this book. I went back to school and got my MBA. I left working on a farm for an office job and joined the tech world. This book made a direct impact on my life and my success.”

–Meredith Crawford, business coach, Oakland, CA

Lean In by Sheryl Sandberg

“This book allowed me to succeed. It made me realize my imposter syndrome was common, and I wasn’t alone or crazy. It made me realize that it was normal to struggle as a woman in business, and that the path to career success wasn’t a straight ladder, but a weaving jungle gym. I read the book when my career was stagnant, and after reading it, I was inspired to take action and get back on track for professional success.”

–Charelle Griffith, marketing consultant, London, England

The Dip by Seth Godin

“I was maintaining two careers and had my current business as a side hustle, and this book convincingly showed me that I was never going to be truly great at all three of them. It become clear to me that I was scared to commit to one of them out of fear. Rather than waiting until I had to make a change, The Dip helped me approach the decision as what I got to change.”

–Charlie Gilkey, author, Portland, OR

Your Money or Your Life by Vicki Robin and Joe Dominguez

“This book caused me to look at business in a completely different way. It helped me realize that we can so easily remove ourselves from the rat race of life if we can simply understand the concept of ‘enough’ – enough money, enough house, enough car, enough stuff. It also explains that money is what we trade our life energy for; doing so will make you reconsider that next purchase when you think about how long you had to work to earn the money you’re about to spend.”

–Michael Hambrick, personal finance coach, Atlanta, GA

See You At The Top by Zig Ziglar

“This was the first book that exposed me to the thinking that I’m in control of what happens to me. It taught me that it’s up to me if I succeed or not.”

–John Boudreau, consultant, Wilbraham, MA

Drop the Ball by Tiffany Dufu

“As a new mom, I was majorly struggling to balance work and home life. This book inspired me to focus on the things that matter most and let go of society’s ridiculous expectations of women. It allowed me to feel more free and productive than ever before.”

–Taylor Bento, financial paraplanner, Knoxville, TN

Presence: Bringing Your Boldest Self to Your Biggest Challenge by Amy Cuddy

“This was an incredibly empowering read about how women can control their confidence from the inside, and that confidence is not a gift or something that needs to be earned…it’s something inherent within us all.”

–Sara Reed, career and life coach, Milwaukee, WI

The Alchemist by Paulo Coelho

“This book changed my professional life. I read it during a stage in my career in which I was longing for a sense of inner peace. This simplistic, though powerful, book, has taught me that the discovery of the worldly treasures we all seem to be seeking, at certain stages in our lives, is indeed found within.”

—Jassir de Windt, communication expert, Amsterdam, the Netherlands.

Start With Why by Simon Sinek

“I read this book after I lost my mom. I turned 30 a few weeks later and had a midlife crisis. I no longer knew what my purpose was, all I knew was that I wanted to bring value to the lives of others including myself. This book taught me that everyone has a ‘why. Why do you get up in the morning? Why does your organization exist? Your why is your purpose that inspires you to do what you do. When you think, act and communicate starting with why, you can inspire others.”

–Karee Upendo, entrepreneur, Racine, WI

 

Feast and Famine: 6 Actions to Keep Your Startup Running Smoothly

It happens to every startup at some point: booming business trails off and in the blink of an eye, you go from feast (extreme highs) to famine (extreme lows).

While it can send you into a spiral wondering when the next client or customer will arrive, here are three foolproof actions to take during both periods that will proactively protect you during each phase.

When business is booming and you’re in feast mode

  1. Build up your cash assets. Many startups keep margins slim so they can continue to grow and keep their investors happy, but end up not being solvent enough when famine hits. Don’t assume you will be able to raise funds at the drop of a hat when famine starts to set in (or that your investors will write you another check). Deposit an amount that feels ambitiously large on a regular basis into your cash reserves. This will become your marketing budget in a time of famine—NOT cash used to cover operating expenses.
  2. Build visibility. Optimize your website’s SEO, run ads, hire a PR agency (if you can afford it) or growth hack your own PR. Visibility is a long game, and can be expensive, so get a jump start on it now while you have the cash flowing in. Achieving the visibility your startup deserves requires both time and consistency. Challenge yourself to complete at least two activities a day to bring visibility to your startup. These daily activities could include posting on social media, sending out inquiries to a handful of media contacts, submitting an article to relevant industry media sites, FAQ boards or Quora.
  3. Cultivate relationships with customers. While your startup is still in feast mode, get to know each of your customers on a personal basis. Find out their interests and areas of expertise. Get to know your customers on a personal level, not just a professional one. Find out how your startup has changed their lives.

When business is taking a dive and you’re in famine mode

  1. Run marketing campaigns. Just as the stock market when you want to buy low, you want to dive into your marketing cash when sales start to drop off. I’m sometimes asked how much money a company should expect to spend on marketing during the lean times. While the answer is somewhat dependent upon that individual company and industry, a good rule of thumb is that you should plan to dedicate at least 20 percent of your revenue on marketing to grow your company. Make a splash and run a bold omni-channel marketing campaign in a hyper-targeted market.
  2. Leverage relationships with customers. Remember those relationships you built with your customers during feast times? Now is the time to cash in on them. Use your current customer base to find new customers. Offer referral promotions and other incentives to entice your customer base to share your products and services with friends and family. While often overlooked, referral promotions can increase the number of customer testimonials in your marketing materials (including website, social media, referral sites, ads, etc.). Social proof and word-of-mouth marketing is a strong motivating factor to get someone to try your startup’s products or services, and now is not the time to be shy about the benefits your customers have experienced as a result of your business.
  3. Stay the course. Change can take time, but it takes even more consistent effort. No matter what size company you have or what phase you are in, famine is part of the natural life cycle of a business. It is just a matter of time before persistence pays off.

3 Secrets To Building A Strong Personal Brand

Maybe you’re looking to level up your career or launching an entrepreneurial venture, and you’re not sure where to start with personal branding. Maybe you’ve already started and you’re trying to gain more traction.

Whatever your case may be, you can use these three tips from Meredith Crawford, founder of Solerno Media, to build a memorable brand that will attract a loyal fan base and endless career opportunities. Meredith has served for years as CEO of an email marketing platform company, where she was tasked to create a cohesive story and manage multi-million dollar campaigns. She has not only done it successfully, but has now shifted her focus to small business owners and works with them to build strong, marketable and profitable brands.

Create A Brand Around Your Passion

People like to know the story attached to what you are marketing—whether it be your talent or your products. They want to know why it is important or special, which is really what sets you apart. The combination of vulnerability and enthusiasm draws people into brands, services, and thought leaders. Crawford suggests you ask yourself, “Think about the WHY behind what you are doing. What fuels it? What is the difference you want to make with your company, in your local community or the world?”

Putting your passion at the center of your brand can feel risky at first. The truth is, no one forms emotional connections to brands that exist “to be excellent” anymore. Sharing the deep-seated reason behind what you do builds strong emotional connections with your customer. It’s personal to you, and as a result, it becomes personal to them. For example, Elon Musk’s passion for sustainable technology has powered the Tesla brand.

Flaunt Your Quirks

Build a brand that accentuates—not hides—what makes you (or your business) different. Reflect on all the things your friends and family say about you. What are your so-called “trademarks”? Is it a particular phrase? Organizing style? A well-ingrained habit, like rescuing animals found on the side of the road or drinking coffee every morning? Whatever they are, identify your quirks and work them into your marketing. Your customers will see them as something that makes you unique.

Give Others Something To Remember

Whether it is through prompt, frank and thoughtful communication or the interior design of your stores, or a hassle-free purchasing experience online, create a memorable experience for your customer. Crawford brought up her time working at a bookstore to illustrate this point.

Crawford’s example illustrates that point: “I worked at a 40-plus-year-old independent bookstore during the rise of the big box bookstores and Amazon’s Kindle release. This bookstore was something of a legend—it had survived two fires and was still family-owned. Although the industry was going through rapid changes, customers kept coming back and buying books from us because of our legacy. Alumni from local colleges brought their families back to reminisce. People came from other states to gawk at this fairly old, fairly large independent bookstore. Some still remembered the founder and the early days of the bookstore and wanted to experience its continued existence.”

I am what you could call a multipotentialite—someone with different passions and interests. I like to stretch my abilities and dabble in many different things, but at the core of everything I do is a desire to motivate and connect with people. I am the founder of millennial … MORE

The Successful CEO’s Secret Side

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Redesigning A Digital Interior Design Shop

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