Seventhman Blog

  1. Positioning Statement: The Most Powerful Weapon in Your Marketing Arsenal

    "positioning"Most often, we’re so involved with that big idea for our business that we forget to make a succinct description about what makes our brand stand out.  We often overlook drafting that positioning statement which can help identify our distinct value to our customers, of what differentiates us from the competition out there.  While having a mission and vision is great to start with, we’re simply living in an age where attention span runs as quick as a 5-second sound byte.  If you can define your business in one sentence worth an elevator pitch, what would it be?

    Going Beyond the Slogan Concept

    When I started my outsourcing business, I have spent a lot of time in bringing my mission-vision to life – to define what exactly is it that I do, who I’m doing it for and what makes my offering unique.  So, I’ve come up with this statement: “We Help your Business Save Money and Accelerate Growth with Global Outsource consulting.”  Believe me, it’s not as simple as you think, but the effort is well worth it.  While the term ‘positioning statement’ may sound like a jargon for those who are not into marketing, creating one helps you focus on a niche than becoming another generic brand with messages scattered all over the place.  A positioning statement is not just another memorable slogan; you need to build that emotional connection with your customers/target market.  It’s not rocket science, really… you’ll see.

    The Next Step is Yours for the Taking!

    Don’t confuse a slogan with a positioning statement.  Crafting one is invaluable; think of it like the Sun of your marketing plan where other elements revolve.  A slogan or tagline is something that will evolve from this positioning statement.  You probably remember Nike’s famous slogan, ‘Just Do It’.  While it is quite ambiguous when it comes to the benefits it offers to its consumers, the brevity used for this advertising campaign just got stuck to our minds, like super glue.  Know this – that the next step you will take in your business will be influenced heavily by how well you write that positioning statement.  It even helps you build better business relationships as you have a compass guiding you in reading your road map while you tread the path to business success.

    Redefining Your Brand

    Let’s brainstorm this time and make a list!  Start with defining who you are, what your industry is, who your target customer is, what are their needs, who are your competitors, what value do you offer over your competitors, and what benefits do you offer.  Don’t worry if the list gets too long as you will narrow it down later.  Keep in mind that while editing, you have to give your target customers a reason to believe that you can deliver what your business promises.  And as always, don’t try to stuff a lot of items that don’t make sense.. because keeping things simple will always work the best.  Write.. rewrite.  You have to own that statement!  You have to make it look and sound credible.  Got it figured out?  You can come up with the final three and ask your team to cast their votes.  You can even test for feedback and see which one resonates well with your customers.

    You may not need a tagline to go with what you’ll come up with – but having a clear, compelling and thought-provoking definition of what your business is all about will give you that competitive edge, no doubt!  Sit down, get creative and take time.  A powerful positioning statement is worth all the investment you can make for your brand.

  2. What Makes Your Customer Service Exceptional?

    "customer experience"Whenever I meet a small business owner, I’m often tempted to ask if their business have a ‘soul’ –  that is, if they are customer-centric.  There’s no denying that people are demanding world class customer service these days and where loyalty is at stake, it only makes perfect sense to come up with effective means of improving customer satisfaction scores by investing in training for your front-line or virtual team.  Marketing professionals make the mistake of mixing up customer loyalty and customer experience, and this can come at a high cost — your brand reputation.  The problem why many programs won’t work is that loyalty is more about relationships and though they may appreciate all those discounts, freebies and perks, it doesn’t necessarily mean that they will buy more.

    Redefining Your Customer Touch Point

    Someone mentioned that it’s five times more costly to get a new customer than keep new ones.  If that’s the case, why do businesses lose the good ones?  Perhaps, achieving high levels of customer service is a myth?  But then, we hear brands like Southwest Airlines who keep customer service at its finest.. thousands of miles above the ground.  I bet that what worked for them is not only creating superior value for customers to buy, but making customers feel valued.  The more you customize the experience, the closer you get at building that relationship many have been blogging about.  Customers are not just some number on your balance sheet, your score cards.  You may be proactive in taking steps to improve satisfaction rate and at the end of the day, it’s more than just doing business in order to generate revenue.

    The Fundamentals of Creating a World-Class Customer Experience

    I have been an avid participant in this weekly twitter chat that talks about customer service, and it’s an amazing source of insights and best practices from key influencers and folks who are passionate about the subject. The #custserv chat happening every Tuesday nights at 9-10 pm is something you might want to add on your to-do list where getting social is concerned.  I’ve been itching to ask if they can name one important component of what makes an awesome customer service and I think, the answer will vary a lot.  I believe that training your front-liners is crucial to your company’s success and the challenge is how to make them feel this sense of purpose.  To motivate your team is one thing, to make them enthusiastic in giving out a one-and-done resolution to your customers is another.  It will all start with the passion to help..

    The Makings of a Transcendent Customer Support Revealed

    I recall someone asking me weeks ago on what makes a good customer-centric website and here’s the best way I can answer that question: It’s not about where your customers intend to do business with you that matters, but how available you are when they need your help.  Investing in a good website may help lessen the amount of phone time or the load of tickets you get each day in your inbox. It will come down to a customer-friendly website that’s easy to navigate, easy to read, updated, understandable and most importantly – complete.  This is why I would recommend entrepreneurs to invest in developing a good website that doesn’t look like some free blog template tweaked for the sake of keeping an online presence.  Besides, there’s no point creating an interface for your customers to interact with when your site gives them a crappy experience.  That means dabbling in some codes or hiring someone to do it for you.

    Then, all you have to focus on is listening to your customers so you can build conversations with them that create trust over time.  And by talk, I mean going beyond the typical ‘yes/no’ type of questions.

    Are you ready to engage now?