Before you can tell a compelling story for a brand, a candidate for office, or a good cause, you first must walk a mile in the customer’s, voter’s, or member’s shoes.
The funny thing is, this “mile” is actually a journey that never ends. It never ends because the quest to better understand the customer never ends.
People are complex and we change our minds, sometimes several times in one day. Given the complexity, are you certain that your brand messaging is creating tight bonds with people and driving them to buy from you?
If you are certain and you have data and all the sales you will ever need, do not read on. It would be pointless for you, and I want to save you the time.
First, We Walk ‘n’ Talk
If you are in Central Texas, and physically able and willing, this first step in my consulting process is easy and fun. We will meet at a designated trailhead or spot in the city and walk for one hour, while you explain to me the details of your customer communications problem. If you live elsewhere, we can conduct this process over the phone.
I ask for the Walk ‘n’ Talk because mental constraints come off when you’re on the trail. As you raise your pulse, your senses and consciousness is equally lifted. This is the proper state for a good introductory discussion.
Next, We Outline the Objectives and Scope
Defining the mission makes it possible to succeed. No definite goal, no bueno.
Sometimes, a call or email will come in and the request is definitive. For instance, “I’d like you to write the copy for my new website,” is such a request. It’s nice to be needed. Nevertheless, what is truly needed is an honest assessment. I provide these honest assessments and this is where the exchange of money for services starts.
Following the Walk ‘n’ Talk, which is free, I’ll ask you to decide if you want to move forward and begin to outline project objectives and scope. I believe in flat fee billing, based on project needs.
Interestingly, flat fee billing doesn’t make perfect sense until there’s an honest assessment from the outsider looking in. It may seem scary, but it’s not. It’s me helping you.
I will hear you out with the intention to learn all I can. I will listen to your staff and your customers and start to piece together a comprehensive view, at which point we can agree to find workable solutions together.
Then We Do the Hard Things That Produce Amazing Results
We all have blind spots, and when you have successfully built a business on the power of your product in the marketplace, or your charming personality and incredible network, you will be reticent to accept advice from me or anyone else.
I know because I’ve been there time and time again. Not only do I reflexively reject unsolicited advice, I often feel that I simply know better than the advice provider. It’s a bad habit and I admit this to you now because I want you to see how it’s a weakness. If you can see it in me, you may be able to see it in yourself.
The bottom line is your customers will not cut you much slack. And they see and sense all—your greatest glories and your most embarrassing failures. Therefore, a new honesty is the best way forward. Let me and my team help you get there.
