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  • Marie: Hey, it’s Marie Forleo and you are watching MarieTV, the place to be to create

  • a business and life you love. One thing that gives me so much pleasure is seeing companies

  • who are doing it right. Translation? They give outstanding customer experience from

  • their brand name to their website all the way through until when you give them money,

  • I love stumbling upon brands that just get it, and in a world where the only two brands

  • people ever talk about are Apple and Virgin, I thought it was about time that we gave some

  • other brands a little airplay. That’s why we are introducing what may become a recurring

  • MarieTV segment calledLove Your Branding Baby.’

  • This

  • segment is about looking under the hood of what smart brands are doing so you can take

  • these big impact strategies and put them to use in your business. Now before I reveal

  • today’s ‘Love Your Branding Babyhonoree, just a little bit of backstory.

  • A few months ago, we were looking for a new system to help us with customer support and

  • we researched every helpdesk system out there, and I got to say, we were pretty disappointed

  • with what we found. While there are some great companies, it was frustrating because most

  • of them were super complex and had a lack of customization.

  • I am not kidding when I'm telling you that all of us wanted to cry. Why? Because we take

  • our customer support so seriously and we felt like we were basically pushed up against the

  • wall; we even started using one of these products because we felt like we had no other choice

  • and my team was drowning trying to learn all these new terms and figure out all these new

  • rules for a product that we pretty much collectively hated.

  • These were dark, dark times, then one night, I was talking to my smarty pants friends,

  • Derek Halpern from socialtriggers.com telling him about this whole situation and he said:

  • Hey, Marie, I think you should go check out this company Help Scout. They're exactly

  • what you're looking for.”

  • It was close to midnight and within one minute, I was particular crying tears of joy, so I

  • texted Louise on my team to see if she was still up and she was and then we both started

  • freaking out over this website. I am not kidding you when I say I have never ever been happier

  • to be on any website in my entire life.

  • How did they blow my mind? By knowing their customers so well, and in this case it was

  • us, that it was like they’d been tapping our phones. Here are five super smart strategies

  • that they used that you can try in your own business.

  • 1 – A super effective homepage. Within three seconds, you know who they are, what they

  • do and how they can help you. The page has clean and simple design and while it conveys

  • a lot of key information like killer testimonials, key features, competitive analysis, it’s

  • not cluttered or overwhelming.

  • 2 – An E.T. deadline. What's an E.T. headline? It’s a line that reaches through the screen

  • with a long alien finger and touches your pain point.

  • Scalable customer support, no help desk headaches.’

  • Those four magic words, ‘no help desk headaches,’ let me know in a nanosecond that they completely

  • understood my pain and that they were different.

  • 3 – An irresistible call to action. The tiniest thing on the page is this little phrase

  • with an arrow but it packs a huge punch.

  • How it works in 70 seconds.’

  • Think about the genius of this one bit of copy. They know how time starved we small

  • business owners are and they know how important it is to get us to watch this really quick

  • video.

  • 4 – A fast and effective video. This video is tight and right. It speaks directly to

  • every frustration that we had that had been making us feel like we want to tear our hair

  • out almost as if they’d been tapping our phones. Here's an example.

  • At the 17 second mark when they mentionedmacros,’ I literally screamed out loud.

  • They knew the exact phrase and the exact tone of our biggest struggle which let me know

  • that they really understood us and that creates immediate trust.

  • 5 – They're proudlynot for everyone.” They say Help Scout isn’t for enterprises.

  • They have a very specific target customer and aren’t afraid to draw a clear line in

  • the sand not to mention draw attention to their competition. They don’t try to get

  • everybody; just the customers they're right for. I want you to ask yourself; are you doing

  • enough to say who you're for and more important who you're not for? Are you willing to draw

  • a line in the sand? I see so many big companies mess this up because they're terrified to

  • alienate anyone.

  • So remember as we've said before and yes it’s a tweetable:

  • If you're tawkinto everybody, you're tawkinto nobody.”

  • These five strategies are just the tip of the iceberg with what Help Scout is doing

  • right. I'm a huge fan and I am sure they will continue to wow us. Now before we wrap up,

  • one final lesson: if you ever catch yourself sayingdoes the world really need another

  • blank?” Yes, they do. Think about Help Scout. You don’t have to be the first people in

  • the marketplace or even the biggest, but remembers, there's probably someone out there crying,

  • wanting to tear their hair out hoping your company will come and save them.

  • Now lets turn the focus back to you. As always, insight without action is worthless. Out of

  • everything we talked about today, I want to hear about this in the comments. What's the

  • one strategy that you can take from what we talked about to help your customers feels

  • more deeply understood and like they're really in the right place?

  • As always the best discussions happen after the episode over at MarieForleo.com so go

  • there and leave a comment now.

  • Did you like this new segment? I love this kind of stuff. If you did, subscribe to our

  • channel and share this with your friends. And if you want even more great resources

  • to create a business and life that you love, plus some insights from me that I only talk

  • about in e-mail, get your buns over to MarieForleo.com and sign up for e-mail updates, theyre

  • awesome.

  • Stay on your game and keep going for your dreams because the world needs that special

  • gift that only you have. Thank you so much for watching and I’ll catch you next time

  • on MarieTV.

Marie: Hey, it’s Marie Forleo and you are watching MarieTV, the place to be to create

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塑造品牌。5個值得搶購的策略 (Branding: 5 Steal-Worthy Strategies)

  • 46 3
    Ken Song 發佈於 2021 年 01 月 14 日
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