(Podcast) Roseann Higgins, the Millionaire Matchmaker

(Podcast) Roseann Higgins, the Millionaire Matchmaker

Roseann Higgins is CEO of Especially Selective, the only “romance headhunters™” in the country.

Roseann describes her business this way:

“We search for your dream girl at hundreds of the right events and get to know her for you. So you go on the best dates of your life!”

What does Roseann know about devotion? Well, the divorce rate in the U.S. exceeds 50%. Contrast that with Roseann’s matches: they have a divorce rate below 4%.

I think those numbers speak for themselves.

What’s the Best Way to Forge Emotional Bonds with Your Audience?

What’s the Best Way to Forge Emotional Bonds with Your Audience?

“I need your expertise. I’m building my personal brand and need better positioning on social media. I can’t spend 10 years touring trying build an emotional bond with my audience. Do you think you can help?”

Matthew fronts a rock band, Vinyl Station, and he thinks like a business owner. He wants to take control of his reputation. He needs strategies that leverage his strengths. Strategies that don’t demand a giant budget to execute.

I said yes. We agreed to meet the next day at Peixoto Coffee.


Peixoto is a pretty typical coffee bar in many respects. Old downtown building. Exposed brick walls. Thrift-store furniture. Pierced & tattooed baristas. Metal chairs and tables on the sidewalk out front.

Like I said, typical. As we sat down, I told him, “I don’t really like their coffee, but I keep coming back.”

Does that make any sense?

I’m a coffee lover that didn’t like their coffee. So why do I keep coming back? I’ll give you a hint:

  • It’s not the atmosphere. Plenty of coffee shops around here have the same atmosphere.
  • It’s not the people. They’re no better or worse than any other shop around.
  • It’s not the location. I actually pass a dozen coffee shops on my way to Peixoto.

So what is it?

It’s the emotion I feel.

Feelings are Stronger than Thoughts

Why do I go back to Peixoto over and over again? Because I have an emotional bond with their story. I don’t think about them as a business. In fact, I don’t think about them at all. Rather, I have feelings for them.

There’s the difference:thinking versus feeling.

Do people think about you? Or do they have feelings for you?

The smart folks at Peixoto hooked my emotions. They made it almost impossible for me to imagine going anywhere else for coffee meetings.

Now that’s some powerful brand building there.

If you’re an entrepreneur, a business owner or a personality, differentiation is the name of the game. That’s why What You Do matters far less than Who You Are.

Good Feelings Beat Rational Thinking Every Time

I didn’t like Peixoto coffee. Yet I kept going back. That is not a rational thinking.

Imagine this scenario is true for your business:

Even though some people aren’t crazy about your products or services, they keep coming back for more. They keep buying from you. And they are so happy about buying from you that they recommend you to their friends.

That’s exactly how Peixoto affects me.

You wanna talk about Branding Power? Now that’s branding power. Do you want people to connect like that with you? Of course you do.

So what is it that Peixoto did to hook me? How did they grab my emotions so strongly that I hate to go anywhere else for coffee?

The answer is stunningly simple:

They told me an amazing Origin Story – a love story. Their Origin Story made me fall in love with their little company.

Strategies that Turn Business into Pleasure

See, Peixoto is the only coffee shop for hundreds of miles in every direction that grows and harvests their own coffee beans.

The same family that grows the coffee beans in Brazil also sells me the coffee in Arizona. They plant it, grow it, harvest it, ship it, roast it, brew it and finally sell it to me.

The coffee doesn’t change owners from the time it’s planted in the ground until they pass that beautiful white porcelain mug across the stainless steel counter into my eager hands.

I love that story. It makes Peixoto completely unique. And it makes me feel like I am a small part of something amazing and cool.

And so – because I feel that way – I keep on giving Peixoto my business. And I keep on encouraging other people to give them business as well.

(In fact, I had yet another meeting there yesterday. Peixoto is also my favorite “office-away-from-the-office.”)

Brand Yourself with Your Origin Story

Every great Origin Story has three key elements:

  1. A Hero – Your brand’s story should have a hero who resembles your ideal customer.
  2. A Struggle -Your hero should find himself in a predicament that your ideal customer can relate to.
  3. A Solution – Your hero should find a solution that not only resolves his predicament, but is available to your customer today.

The heroes of the Peixoto story are the owners, Jeff Peters and Julia Peixoto Peters. They are just like me: they love a good cup of coffee. And just like me, they don’t like mass-market coffee.

They struggled to find coffee as delicious as the coffee they drank in Brazil. But not just anywhere in Brazil. See, Julia’s father in Brazil actually owns a coffee farm. They couldn’t find coffee that tasty anywhere else.

Their solution? They decided to open their own coffee shop and sell coffee from Julia’s family coffee farm.

They roast the coffee in their own shop. They grind, brew and sell it right there on the corner of Arizona Avenue and Boston Street in Chandler, Arizona.

How to Create, Attract and Keep Customer Emotion

What Peixoto has done with their Origin Story is something you can do as well. Your Origin Story will communicate your emotion to your audience. And your audience will give your their emotion in return.

Every Origin Story is a love story. Find the love in your story, highlight the Hero, the Struggle and the Solution. Then share it with the world.

A compelling Origin Story is your first best way to make yourself irresistible. It lets you brand yourself and define your identity in a way that makes you stand out from the crowd.

Whether business branding or personal branding doesn’t matter: an emotional connection beats a rational decision every time.

Love: It’s the best customer loyalty program in existence.

A related note: Peixoto’s Origin Story kept me coming back until I learned to love their product as much as I love their story. Now I buy their coffee by the bag to brew at home!

Logos vs. Faces • Science Tells Us Which is Best

So you want to create an identity for your business? Science tells us which type of images work best.

HINT: It’s not the ones most people use.

(Transcript)

Let’s talk about how we – how our brains perceive images, words, messages.

And how that affects us when it’s time to set up our marketing, our advertising and our branding.

Neuro-scientists have established pretty conclusively – beyond any doubt – that the human brain / mind / psychology reacts to faces much more positively than to things.

Babies as early as two-weeks old show a marked preferences for faces over things.

Now, before you guys jump in and say, “awww, that’s only true for females rather than males…” No, that’s true for all – both genders – from the beginning.

It is true that males prefer “Things Over People” more than females do.

But across the board, the human brain reacts – even if it’s at a subconscious level – to images of faces much more positively, much more strongly, and much more predictably than the human brain responds to abstract ideas.

So how does that affect us?

I was looking at a potential client today that needs to update their branding. (Now I’m not going to go into what branding is and is not.) Let’s just talk about the kind of thing that they currently have.

Currently, their brand is this very abstract, geometrical, obviously very-high-tech – I don’t know – series of embedded letter “L’s”, it looks like.

Nice colors. I mean, the colors are not terribly interesting. But that’s kinda of tertiary significance.

The primary significant that you want with your imaging is something that is arresting to the eye and utterly unforgettable and completely identifiable and unique.

And they’re nowhere close to that.

Secondarily is what the image actually contains. And tertiary is the colors itself.

These folks have an extremely abstract logo. And what their brand is – is anybody’s guess. So they clearly do need help.

Were I advising them – if they hired me – I was gonna say, “Look, the first thing you’ve gotta do is, you want your image to be something that people instantly relate to. And the human brain instantly relates to faces.”

And in addition to faces – layered on top of the face itself – is a personality.

What we’ve gotta do primarily – number 1 thing – is we’ve got to connect the idea of a personality with a face and character – connect it in the minds of your target audience – with you.

So when they think about YOU – Mr. Company – what they think about is – they think about a person.

And it doesn’t have to be You the CEO or You the Founder, or You even The Spokesperson.

But they’ve got to have an image – a facial image – and a personality that they feel good about, that they can connect with your offering. Whether it’s a service or a product or a company or a club.

People will remember a person with a personality – with a distinctive look and distinctive, relatable personality – long after they’ll remember some sort of abstract image with – you know – well-designed fonts and colors and geometric logo. Those things just don’t have the same kind of cognitive power that faces and personalities have.

When it’s time to create that image for your offering – whether it’s a company, a product a service, whatever it is – rather than going first to the people who design abstract images and they worry about color, think about giving a face and a personality to your offering.

That can be someone who stands for the offering like Colonel Sanders stands for KFC. Like Jack the Clown stands for Jack-in-the-Box restaurants. Like the Geico Gecko stands for Geico Insurance.

But it’s got to be something with a recognizable face. (There’s sound neurological reasons for that.) And a personality that we both relate to and admire.

Remember, if your audience doesn’t feel it, they aren’t gonna love it.

See you tomorrow.

Eric the Car Guy: The Power of Honest Flaws

Eric the Car Guy: The Power of Honest Flaws

[Transcribe]

Hey there YouTube. It’s Jack Heald with Cult Your Brand. When I had originally planned tonight’s episode, I was going to be doing a critique of various social media influencers, looking at how well or how poorly they use the loyalty triggers to create the types of emotional connections in their audience that powerful loyalty triggers will create.

But I do something else besides just write about loyalty and psychology. I occasionally like to fix my own car. In fact, four years ago I stumbled onto a guy who calls himself “Eric the Car Guy.”

And he did such a great job of explaining to me how to change the timing belt on my 2007 Honda Ridgeline, that I became a subscriber to his channel, and have been a supporter and a follower ever since.

So when I looked at his January newsletter today – I think he sent it out two or three days ago, but I just got into it today – he does something in here that I felt like I had to share with you. And that’s what we’re gonna look at today: Eric the Car Guy and how incredibly well he uses one of the most powerful loyalty reflex triggers: The Persona.

[Music]

So this is Eric the Car Guy’s January 2019 newsletter. This only goes to people who are actually his subscribers. He gets really personal in here. It’s kind of amazing. I’d like to just highlight some things in here.

Eric says “I don’t feel the same way I did when I started 10 years ago. I don’t feel the same hunger, (or maybe “desperation” is a better word.) I think that’s what attracted people to my channel in the first place: the desperation and the way I overcame it.”

“I think they saw the same desperation in themselves and my videos helped them overcome it. Let’s face it: if you’ve got a broken vehicle and you can’t get it to work, you might be feeling pretty desperate.”

Eric’s right about all of that. But what he’s telling us here in this newsletter is that his youtube views over the last couple of years are lower than he wanted them to be. And he thinks the reason is because he’s no longer as relatable as he used to be.

Eric is one of the most I suspect one of the most successful guys on YouTube and he says he’s not relatable. Now he rightly diagnoses that part of the reason for his success was that he was extremely relatable, What he fails to recognize is that as he shares what’s going on with himself, he continues to be relatable.

So let’s take a moment real quick and review the the elements of a powerful emotionally compelling persona.

Now a powerful persona – in fact this comes from my training course How to Craft an Irresistible Persona – a powerful persona does something to us as individuals. It creates in us a desire to follow that person.

A well-crafted persona will inevitably provoke emotions in the follower and give the followers confidence that the person that they’re relating to is worth following and is trustworthy.

When we see Hollywood create powerful movies – movies that really connect with their audience – they’re doing a couple of things.

They’re creating positive emotions in their audience. And they’re doing it by creating heroes who are actually believable.

We see the important components of creating a powerful, emotionally resonant persona in the person of Steve Jobs.

Now Steve Jobs had a reputation as being a narcissistic asshole. And a lot of folks think that that narcissism – that assholery that he was so famous for – actually weakened him in terms of his ability to lead Apple and in his terms of his ability to persuade people.

But in fact it was his well-kn own asshole or his well-known narcissism that made him human.

One of the things that human beings love to do is put someone up on a pedestal. But when we put someone up on a pedestal, one of the things that happens is we stop relating to them because we know ourselves. We know we are not perfect.

One of the things that Steve Jobs narcissism did was it brought him off of his pedestal. As brilliant as he was, as visionary as he was, as charismatic as he was, we all knew he was also an asshole, And we also knew that he was he was very much like us.

And in a strange way that humanity – that Steve Jobs exhibited for decades in front of the entire world – is what is a great part of what made him so compelling and so persuasive.

He had flaws and he didn’t hide those flaws.

If we have a modern Steve Jobs, it’s probably Elon Musk. He’s every bit as visionary – in fact possibly even more visionary – than Steve Jobs.

Where Steve Jobs was fundamentally an artist who was concerned about the style and aesthetics of things, Elon Musk is fundamentally an engineer. And there are some of those very common engineering quirks that we see in Elon Musk. But those don’t make him relatable.

It is his flaws that make him relatable. And he’s got a couple of doozies. We’ve seen them exhibited here in the last several months.

He tends to be a little bit morose sometimes. In fact I think it is his deep fear and concern about the future of the human race that drives his creativity. But it also sucks him down into a black hole of depression sometimes. And because he displays that for the world, it humanizes him for us.

Yes, he’s on a pedestal in many ways, (to us – the normal humans around the world.) But he’s also human. And because we see those flaws in him. it makes us feel like, “oh he’s one of us!”

It makes him relatable. And because he’s relatable to us, it makes us much more willing to listen to and believe and most importantly follow him.

He’s got flaws that he doesn’t hide.

I’m gonna go back to Eric the Car Guy’s videos now. He says this, “Just about every one of my dreams in life has come true, thanks to the success of Eric the Car Guy. So why am I not happy? I’ve been asking myself that question a lot lately.”

I want to pause here folks. Do you realize this is one of the most successful youtubers on the planet sending out a newsletter to his subscribers saying “I don’t feel happy. I’m struggling with depression “?

Eric, I’m going to talk directly to you now, man.

You could not have done anything more powerful to improve the strength of your brand, to increase the emotional resonance that you have with your audience, than by sharing this fear, this flaw, this weakness that you have.

One of the most powerful things that any brand persona can do is prove that they are human. I talked about Steve Jobs. I talked about Elon Musk, And we see the same thing here now with Eric the Car Guy.

These people who have great success, we look up to them. But we also want to relate to them.

Why do we want to relate to our heroes?

Well, because if we see that someone who is just like us has achieved great success, then that means that someone just like me can achieve great success. That creates the type of emotion that creates in us is hope. And there is almost no emotion in the world stronger than hope.

So, as you create your brand’s persona, if you want to create that kind of incredibly powerful emotional connection with your audience, then you’ve got to share with them that you’re human. And the way you do that is the way Eric the Car Guy did it: by sharing a fear or a flaw that everyone can relate to.

This is Jack Heald for Cult Your Brand. Thanks for watching.

19 Free Tools to make your #DigitalMarketing Easier

19 Free Tools to make your #DigitalMarketing Easier

I have used or still use every one of these tools and can recommend them.

Graphics & Photo Editing Creation

  • Canva – There’s no reason on earth why you shouldn’t be using this. I use the paid version because I get more options I need, like multiple team members and brand colors.
  • PicLab – This little tool is good for photo editing and graphics – and works on your phone. ( Apple Store & Google Store )
  • BeFunky – I like to modify existing photos using cool filters and effects. This one makes it ridiculously easy.

Video Recording

  • Screencast-o-matic – I’ve been using this since 2012. I keep coming back to it because it hits the sweet spot between “Simple” and “Powerful.”
  • Loom – My top choice for Quick & Dirty videos. Does a good job of capturing screens and webcam at the same time.

Slideshow Videos

  • Animoto – Quick & easy slide-show video creator. I used it till I found this next one.
  • Automagical – this one is my preferred tool right now. I can make slide-based presentation videos up to 2 minutes. And they charge by the video rather than by the month. I really like this one. (I made this video with it.)

Automatic Social Media Posting

  • Buffer – If you need to schedule posts to social media, especially across multiple channels, you need a scheduler. I’ve used Tweetdeck and Hootesuite as well, but I prefer Buffer.
  • Quuu – Quuu will automatically create up to 6 posts for up to 3 social media accounts. The best part is that the posts are curated by Real Live Humans. I like it so much, I signed up for their advanced service Quuu Promote to get my own articles into that mix.

Video Conferencing

  • Zoom – These guys are the Big Dogs in video conferencing. For small businesses, the free version is more than enough.

Event Scheduling

  • FaceBook Events – I don’t think I need to say anything about this.
  • EventBrite – I really like the additional options EventBrite provides. The free stuff is great, and the paid is even better.

Live Video Marketing

  • Facebook Live – Move facebook stuff. No comments needed.
  • Periscope – This is twitter’s live video marketing tool. It’s not easy to start using, but it is totally worth it.

Automatic Appointment Scheduling

  • Calendly – I like to offer people the opportunity to schedule with me without me having to do any of the work. (Who doesn’t like getting other people to do the work for them?) Calendly is my favorite choice, but there are plenty of others out there.

Email

  • Mailchimp – The free version supports up to 2000 names and 12 outbound campaigns a month. (I think that’s accurate; I’m doing this from memory now.) I pay for it because (a) it’s worth it and (b) I need it. But I started with the free version and it did fine for me for a long time.

Get Organized

  • Workflowy – This is another tool I have been using for years. It’s an outliner that works the way the old ThinkTank outliner worked. (Yes, that is a reference to The Time Before Windows.) I use it to help me organize my thoughts, take notes on meetings, track activities. If you don’t love it, I’ll give you double your money back.
  • I Done This – This is basically a souped-up task list. I like it because I can just quickly jot down what I just did, then look back and see, “oh yeah, I got stuff done.” Of course, it also lets you jot down your “To Do” list, and anything undone rolls forward to the next day. I keep this one permanently opened on my browser.
  • Trello – I really like the KanBan style of project management. Easy to see at a glance how a project is coming along. I’ve never needed more features than the free version provides.

What free tools do you depend on? Let me know.