Dear Leaders, Entrepreneurs, Dreamers, and Creators of Great Things: I write these Love Letters each month with the hope of bringing you a little encouragement, some marketing help, and a few minutes of joy. Whether we are already friends or have yet to meet, I hope you’ll enjoy my stories from the road and some awesomely random takeaways, tools, tips, and updates.
No Spoilers
A few weeks ago, I was wandering in a bookstore, when a young woman approached me and asked if she could help me find anything in particular.
Normally, I would mutter something like, “No, thanks, I am just looking.” But I had the time, and she seemed so keen to help, that instead, I honestly replied, “Well, I just finished this series and I loved it and I am hoping to find something similar to read next.”
Her eyes lit up. “Yes,” she gushed, “that series was amazing! I have just the thing!” And for the next 10 minutes, she led me around the store and pointed out three other series that I should read, telling me each time what I would love about each one. She was so excited to describe the characters and plot, while careful not to give away any spoilers. I admitted that I likely would listen to them on audio book because I had some long drives coming up, and she encouraged me to take photos of the covers so I would remember them. Her enthusiasm was so infectious that several other shoppers stopped to listen along the way. I left the store in an entirely different mood than when I went in.
Getting excited about stuff is hella attractive.
Have you ever tried to have a conversation with someone whose default setting is “meh”? It’s the worst. But excited people? They are fun! I don’t even care what you’re excited about! Lego. Boats. Dogs. The migratory pattern of birds. Bowling. It doesn’t matter! If you’re excited, it’s going to be interesting to talk to you.
I think we’ve been convinced to hide our quirkiness and make small talk “professional” (whatever the heck that means.) But if we really want to create real connections with humans… getting excited is a sure bet.
Stop hiding your weird, wonderful excitement, friends. I want to hear all of it. And chances are good other people do too.
Winds of Change
One theme has been constant across every conversation I have had with clients these past few months: change. It’s happening in every industry and every market.
Change drives movement. It forces decisions. It exposes our weaknesses and often shakes up long-held patterns. And as uncomfortable as it can feel – change can be good! Every single one of our customers is also experiencing change. If they weren’t, they wouldn’t need the solutions or products we are offering. Without change, we’d have a tough time selling anything.
So, how should we talk to people in the midst of change? Here are five things you should be doing right now if you and your customers (or employees) are navigating a changing landscape:
1. Find the pain. When markets shift, so do priorities. What kept your audience up at night six months ago might now be a “nice to have.” Revisit customer interviews, re-run surveys, and actually listen on calls. Then pivot accordingly.
2. Strategist. Not tour guide. In uncertain times, people spend differently. They’re not looking for fun tips. They want someone to tell them exactly what to do right now. Ditch the buzzwords and get to the point. What problem do you solve? How do you make life easier, cheaper, faster, or better?
3. Love the ones you’re with. It costs less to keep a customer than to find a new one—especially in a down market. Focus more on the people you know than on raking in new leads. Create retention campaigns, loyalty programs, and customer-only offers. Make your people feel seen and valued.
4. No sugar coating. This is the big one – stop telling people what they want to hear, and tell them the truth. Trust is everything when things feel unstable. Be real about what’s happening and how you’re handling it. Audiences are far more loyal to leaders and brands who tell the truth than those who spin a false sense of certainty.
5. Speed up. In a shifting market, certainty is a luxury. Don’t wait to be sure or ready before you launch. Test messages, offers, and formats quickly. Learn fast, fail fast. The first one to adapt, wins.
Most importantly, do something. Sitting and waiting for things to “go back to normal” is a losing strategy. Get moving. Start today.
This is where I share the good stuff
… the latest websites, books, & tools that are inspiring me, the people who are making me smile, and the stuff I have been writing on sticky notes.
- What if the answer is something unexpected? Good read from one of my favorite people.
- A book for everyone, in every situation.
- ICYMI, a short sermon about brand marketing.
- My newest favorite artist. Imagine these on a gloomy winter day!
- Some of y’all respond to these love letters regularly, and I LOVE THAT, but I also notice that some of y’all don’t have any of your contact info in your email signatures. Here’s an easy way to change that.
- A little inspiration from one of my favorite Insta accounts.
Have you bought my book yet?
If not – what are you waiting for? You can find the links here. If you have ordered it – thank you! Also, please take a few minutes to leave a review on the site you ordered from. It means the world to me, so thank you!
Thanks for reading, friends! If you want to get these in your inbox every month, be sure to get on the mailing list. And if you are looking for a speaker who will motivate your organization to get up, get moving, and face change head-on, I would love to chat.
