Here’s what podcast cohosts Jonathan Goodman, Carolina Belmares, and Ren Jones talked about this week on the Online Trainer Show: In Episode 39, The Difference Between Marketing and Branding, and Which You Should Focus On, Ren offers up a world-class metaphor: Let’s say you get dressed up in your best clothes and go out and ask everyone you see to marry you. They’re all going to say no. It’s not because of your marketing. You look great. It’s because you have no brand.
They don’t know who you are. “Actively taking an interest in people is a branding exercise,” Jon says. Participating in communities, answering questions, creating and sharing free content—all those things establish your brand, and help people feel they know you. Once they know your brand—who you are, and what you represent—they’re far more likely to respond to your marketing. In Episode 40, Preventing and Overcoming Disgruntled Clients, Jon explains why he defaults to trust and good intentions. “Unless I actually have hard
evidence that something is untrustworthy or ill-intentioned, I assume it’s not,” he says. “Most of the time, the person just isn’t a strong communicator. … They’re not skilled at communicating the nuance and the emotion and the meaning behind their words.” Maybe they’re in a hurry. Or they don’t think it’s important to read their message before sending. Or they assume you know something you don’t. It’s not easy to convince yourself a harsh or rude message isn’t intentionally harsh or rude. And sometimes your first impression is exactly what the other person intended. Your best move is to respond with curiosity instead of anger or defensiveness. If the other person is a client who’s upset about something you did, or didn’t do, you should know what it is, and what you can do to fix the problem. A lot of the time, Carolina says, the issue is one of
expectations. Either the client had unrealistic expectations, or you failed to deliver something you promised. You’ll find every episode here: --> The Online Trainer Show |
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