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 called ‘Love
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 Baby’ honoree, 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 mentioned ‘macros,’ 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 proudly “not 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 tawkin’ to everybody, you're tawkin’ to 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 saying “does 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?
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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.