Success On .Social

Author: jonathan.howard

  • 9 Tips for Engaging The Holiday Audience

    9 Tips for Engaging The Holiday Audience

    Tips for Engaging the Holiday Audience

    Tips to Engage my holiday audience are different than my everyday strategies. Really? Overall, the concepts stay the same; you should just be operating at a slightly higher cadence. And maybe with a few extra jingle bells. Your audience during the Holidays is generally under a time crunch, more likely to be stressed, and focused on what value you can deliver.

    What are some ways that you can reach your audience and help them save time? Ease their holiday stress? How can you show them higher value from the services you offer? From social media posts to services provided, I am reviewing 9 Tips that will help you engage your audience this holiday and keep them coming back into the new year. And Right up front here is your bonus tip, don’t forget to sprinkle everything with a bit of Holiday Cheer!

    Plan Your Content and Create an Experience

    One of the most important things you should do leading up to the holidays to engage your audience is to plan your content. Make sure that what you are posting on social media and your website matches what is happening IRL! Scheduling your posts in advance will allow you to tell a cohesive and engaging story online while still providing varied and “edutaining” content. Planning will enable you to highlight specific products and services deliberately. Your marketing and social media should lay the groundwork for the fantastic shopping experience that they can expect when they shop with you. When they enter your store or website, greet them with an experience that exceeds their expectations.

    How Do You Exceed Expectations?

    You exceed your customers’ expectations through planning. If you plan your marketing, social media, promotional calendar, and in-store events collaboratively, you can create more with less. It is also easier to get others to work collaboratively with you when you create a shopping “event.” Which only requires a theme, a sign, and people saying it is a shopping event. You can also exceed customers’ expectations by offering unexpected service standards. For example, at my last Barnes & Noble College Store, we would wrap presents for any customer that wanted them wrapped. We never included that on any marketing; we just asked if they wished to have their gifts wrapped. In the first year, we delighted a lot of customers by doing this. The next year we had customers telling us that they came to us instead of a competitor across town because we would wrap their presents for them. And the overall shopping experience was better too!

    Engage the Holiday Audience by Keep All Marketing Simple, Clean and Cohesive

    As a small to medium-size business, chances are you do your marketing. During the Holiday season, it is more important than ever to keep it simple. Don’t confuse your customers. Eliminate the need for the fine print. Utilize the same elements in your marketing across all marketing, promotion, and in-store assets so that your marketing is yours.

    Simple and Clean

    Pick a holiday color and theme and stick to it. Make all of your assets match using the same background and color you decide to apply for Holiday. A great way to create an impact for the holiday season is to change out all signage in the store to a Holiday sign with a festive base that is different from your standard signage. Changing the assets is a reasonably low-cost way to dramatically change the look and feel of your brick-and-mortar location as well as your website and social media. The signs should be a part of the story that you are telling with your product.

    Resist the urge to over-sign and do not make signs hard to understand. If you want to run a Buy One Get One Free Promotion in a category, then that entire category should be included. If your employees need a document to decipher the sale, then you are going to have customers that are upset or don’t understand the restrictions. Clear, easy to understand, no explanation needed signs and policies are essential if you want happy customers this holiday.

    Cohesive Assets

    You want your customer’s to be able to recognize your content and marketing at first glance. In seconds you want them to know that what they are looking at is representative of your brand. During the holiday rush, this is even more important as people have less free time to look further. Remember, you have 8 seconds to hold a person’s attention, you don’t want to waste that 8 seconds on them identifying your brand. Pick a Holiday color and stick to it. Use your brand color as the secondary color in all holiday marketing. If a background can’t be scaled appropriately for use on multiple platforms or signs, don’t use it. Keeping these assets cohesive across your brand will facilitate the storytelling and selling process.

    Engage by Making Shopping Easy

    A great way to engage your customers this Holiday Season is to make shopping with you easy. Create stories with your products, both online and in-store by grouping like products together. You can also cross merchandise items to tell a story. You can identify the connection between products in a well-displayed product story without a sign. If a customer needs a sign to understand the story, then that grouping may be a stretch. Clusters give your customers options and put items in their hands, or online carts that they might not have expected. Creating groupings like Great Gifts for Dad, Gifts for the Traveler, Gifts for Shoe Lovers also create a starting point for customers to look at what you have to offer.

    Holiday Gift Guides

    Another great way to make shopping easy is to create a simple holiday gift guide that features some suggested items in different categories based on what you want to highlight. A single sheet of letter-size paper on the counter can do wonders for your customers. While they may not shop at that moment, many customers will take one and may return to get something on it. These serve as tools to get your customers thinking about you as a resource for them during the holidays.

    Create A One-Stop Shop Experience

    What are some things that people ask you for that you don’t have? During the holidays, not having batteries if products you are selling require them may cost you a sale. When I say create a one stop shop experience; I understand you can not be everything to everyone! You should make sure that people can walk out with everything they need for anything you sell. Also, have an option available for them to wrap gifts, and either cards or gift tags. You want to make it easy for your customers to purchase gifts from you, you don’t want to send them elsewhere to get giftwrap, cards or batteries because they may just go elsewhere for the gift as well.

    Engage the Audience with Events But Don’t Interfere

    Events provide you with opportunities to engage followers, drive new business, introduce a wider audience to your brand, and to fill the environment with Holiday cheer. These are all reasons to have a robust calendar of events during the holidays. When planning these events be sure to take into consideration the impact they may have on your location. Will the event cause you to block off a portion of the sales floor customers may want to shop? Will a VIP Night require you to close the store early? Generally, the benefits of the event outweigh the impact on the customer in these cases but during the Holiday Season the opposite is true.

    Showcase A Charity or Socially Responsible Brand

    As you can see from the statistic to the left, cause-based marketing and socially responsible products are popular among consumers. These types of products will drive consumers to your location. Showcasing a charity or one of these socially accountable brands also allows your customers to feel good about their holiday purchase as a portion of the sales is going towards a good cause. Remember to research the values and goals of the brands that you bring in. Make sure that their stance aligns with your brand and beliefs, and you are publically aligning yourself with them.

    Know Who You Are Aligning With

    The public alignment between yourself and the cause-based brand or charity can yield many benefits. However, if the brand or charity you choose has values that do not align with your audience, you may have a small public relations situation on your hands. So do your due diligence, work with brands that have a proven track record, and be able to discuss the charity or brand you are working with in-depth based on facts.

    Engage Your Audience by Adding Local Flair

    Work with local vendors to showcase some unique items that will add a special touch to your holiday assortment. These individual items and local vendors will add another dimension to your product selection. It provides your audience with an unexpected option that will delight them. It helps you drive your business and gives local and small businesses more exposure.

    Adding local vendors also opens up the opportunity to engage another segment of an audience. Small and local businesses have loyal followers that are willing to shop at establishments that support the local economy. Allowing these businesses to market select items as part of your holiday collection helps you engage a new audience that may not have shopped with you. The goodwill that is created by doing this also extends past the holiday season. Continue collaborating with vendors throughout the year, and you will see an increase in traffic and support from many other local businesses.

    Celebrate the Season

    This one seems obvious, but it is my experience that many times, businesses forget about this. Plan events, promotions, and train your staff to highlight the meaning of the season. Be authentic in your celebration of the Holiday. Include stories of hope and goodwill in the stories you tell as part of your holiday celebration. Bring your community together with special holiday events like tree lightings, caroler, and a reading of Twas The Night Before Christmas. Surprise your audience with a free beverage while they shop, or some warm hot chocolate during the first snow of the Holiday. Remember the spirit of Christmas in every interaction and see how you can use it to make each member of your audience smile.

    Don’t Forget Other Key Holidays

    Don’t forget the other holidays celebrated by your audience. Add Hanukkah, Kwanzaa, Boxing Day, and others to your calendar and make sure to recognize them when they happen. In some areas, you may wish to bring in select merchandise for these holidays, as well. Also, make sure you use the term “Happy Holidays” when greeting your customers to be inclusive.

    Thank Your Customers

    Thank your customers for shopping with you. Thinking of you. Thank them for being loyal customers, and for choosing you to help them celebrate the Holidays. Another one that seems like a no-brainer, but many businesses do not do this enough. A great way to engage your audience is to thank them for being your audience. You should thank them for being loyal followers on social media, thank them for shopping with you when they make a purchase, thank them for stopping in when they come and browse your store or website. A customer that feels appreciated is more likely to purchase.

    Thank Your Customers Advanced Move

    Want to go one step further in thanking your customers? Run a Thank You drive! Create cards that say thank you, and have a spot for a customer’s name and a place to thank them for something, write one out for each customer with something unique on it. Create a location in-store where they can take a photo with their card and encourage them to post it on social media. Dedicate a few feed posts and maybe a lot of story posts to the customers that you thank during the Holiday. Imagine the goodwill this creates.

    The 9 Holiday Engagement Strategies

    These 9 Strategies are based on Jonathan’s 18 years of retail experience. He has seen success with these strategies used together or individually. They will help you engage the holiday audience this season. Depending on the type of business and your location these may be used at varying levels, however, we believe that the concepts are universal. Experiment with a few and build on your successes. We would also love to hear about how you engage your holiday audience and what has worked for you.

  • 7 Strategies for Successful Storytelling Webinar

    7 Strategies for Successful Storytelling Webinar

    Power Up Your Brand Story on Social Media Webinar

    We developed the 7 Strategies for Successful Storytelling webinar as a companion lesson to the blog post, Your Story on Social: 7 Ways to Maximize Impact. With storytelling being the foundation of the services we offer at JRH Graphics we wanted to take a deeper dive on this topic and highlight ways businesses can utilize these strategies immediately. We also wanted to highlight how each of these strategies could be utilized in various organizations and businesses so we provided specific exxamples of each in practice and shared some of the results we have seen.

    Storytelling on Social Media

    Goldfish attention span longer than human We reviewed the following seven strategies on the webinar, including why the strategy is successful and how to actually utilize the strategy.

    1. Get Visual
    2. Enroll Users Help
    3. Verify with Proof
    4. Create a Story Arc
    5. Expand on the Blog
    6. Enroll Influencers to Help Magnify Your Story
    7. Create Connections

    The 3 Big Win Strategies

    We focused the webinar of the following 3 Strategies that we consider our Big Win Strategies.

    1. Create an expanded narrative by utilizing the concept of story arcs. A story arc allows you to tell more of your brand story over the course of multiple posts creating deeper engagement. You brand story touches multiple aspects of your business so it should naturally touch multiple areas of your social media marketing.
    2. The second strategy is expanding your story on your business blog. Expanding your story on your blog helps highlight your knowledge within your niche and establishes you as a leader. This strategy can result in significant payoffs as blogging has a tremendous return on investment.
    3. BIG WIN strategy number three is to build relationships with your audience and followers. Social media is meant to be social, and businesses must utilize the tools available to build relationships with followers. Engaging with your followers will build trust. Talking with your followers builds loyalty. Educating your followers establishes you as an expert.

    Enjoy The Webinar

    Since we build flexible and adaptable solutions into our strategies all of the tips and strategies are moldable to your unique situation. We make sure that each strategy is adaptable to a variety of companies and that it will help you tell your winning story. Please enjoy the webinar. If you have additional questions or want to provide feedback or suggestions please reach out. Webinar also visible on the JRH Graphics channel on YouTube

    9 Essential Posts for the Holidays

    Please join us for our next webinar.  We will look at the 9 Essential Posts Framework utilized by JRH Graphics and review how to use it to get the most from your posts on social media this holiday season. Using the 9 Essential posts framework and pairing it with a content calendar you can plan the best ways to engage with followers. The framework makes it easy to provide varied content that is educational, entertaining and useful for your audience. Join us on this webinar, and “sleigh” your social media this Holiday! Get it, sleigh instead of slay!

  • Tell Your Winning Story with JRH Graphics

    Tell Your Winning Story with JRH Graphics

    Telling Your Winning Story

    At JRH Graphics, we help businesses tell their winning stories. It is the focus of what we do because we believe that your story is your most powerful tool. Your story can engage an audience and build customers for life. All the services we offer at JRH Graphics focus on this goal. Our business consulting services include services to define your niche, develop your brand, and craft your story. These services are laying the groundwork for your business.

    Reaching Your Audience on Social Media

    Once you have laid the groundwork for your company, it is time for us to tell your story. Using the brand and the key differentiators we have defined, we start to tell your story to your desired audience. Our vehicle for doing this is social media because the audience is active, engaged, and looking for businesses to follow.

    Supporting Your Story with Custom Content

    We pair our social media services with our content creation services, so what we are posting to your social media is unique. For us to effectively tell your story on social media, we need content that is specific to your brand. Generic content and stock photos do not highlight your unique differentiators. They also do not add value to the audience. The custom content that is created by JRH Graphics will highlight your unique business and its goals. Millions of pieces of content are added to social media every day; you won’t stand out on social media with generic content that adds no value to your audience.

    What makes JRH Graphics different? Multiple services all aimed at helping you reach your goal of telling your winning story to your audience.

    Flexible Options to Meet The Needs of Our Clients

    Every business is as different as the owner. For our services to work with a variety of companies, we offer flexible options to our clients. We allow each client to change the type or level of service needed on a month to month basis. Flexibility enables our clients to increase or decrease coverage based on needs. As well as allowing them to scale their services as they build the business. We focus on the needs of each client by only providing them services they want.

    To highlight how we can utilize the services offered by JRH Graphics to help businesses tell their story, we will look at Urban Jungle DC.

    The Story of Urban Jungle DC A Premier Botanique

    Urban Jungle developing the storyI had known Cody Alexander, owner of Urban Jungle DC for a few years before I began working with him. When I met him, he was a nurse, but his real love was plants, particularly orchids. Shortly after that, he and his partner began running a small garden center out of the first floor of their home in Washington, DC.  Over time they stared to experience some of the growing pains common in small businesses. They had too many clients to handle daily. But not enough clients or exposure to make a more substantial investment in the business. We had spoken about this by chance, approximately two days before I left my full-time job. I provided him with some tips based on my experience as a retail manager. I also offered him some details on social media marketing, as that was my current love.

    My Story with the Jungle Junkies Begins

    I joined the team of Urban Jungle DC as the “PR Guy” officially in January. Our first major test would be the upcoming Valentine’s Day Holiday. We had a lot of work to do in a limited amount of time. Luckily, I was able to have the Urban Jungle intern work on the specifics of the Valentine’s Day promotion. Meanwhile, I tackled other branding and story-related things. Those first few weeks, I spent a lot of time talking with Cody. I was asking a lot of questions about his brand, his philosophy on life, where he fit in as a business in the DC area, and more. I was gathering the information I needed to define his brand and differentiators. Additionally, I was observing the daily operations of the business.

    Business Consulting Services at Urban Jungle

    At Urban Jungle, the formula for success had a few components. First, they had the best exotic and easy to care for plants in the area. Secondly, we added some creative storytelling and themes to the mix adding in some quirkiness and interest. Thirdly, we focused on education and plant care. Finally, we made sure to feature the passion and love for plants that ower, Cody Alexander showcased in all that he did.

    Having the best available product does not automatically equal a win for a business. Our other key differentiators needed to be just as visible, if not more evident than the plants. Urban Jungle provided each customer with in-depth care for all of their plants, even if they did not buy them at Urban Jungle. Walk-in Clinic hours to help customers diagnose sick plants were also available. Quirky and unique containers for many of their plants was a fun aspect of the brand. We made sure that when customers came into the store, they saw lots of unique options.

    Cody Alexander as A Key Differentiator

    Cody was a Key Brand differentiatorA business without a heart, without a, why, without energy, and without passion will always fail. Cody was all of these things for this business and more. Cody was the key brand differentiator for this business. It was the one thing nobody else had. As a brand differentiator, Cody was the face of Urban Jungle. The success or failure of the company was tied to his success.

    When You Are Your Brand, Literally

    For this to be possible, we also needed to create procedures, standards and simplify other operational issues. Streamlining procedures would allow Cody to could continue positively contribute to the community, collaborate with other business leaders, and teach classes. Once these details were hammered out, we were able to start building on our successes. We were able to expand our offerings and our audience. While Cody focused on being the brand, I focused on promoting the brand.

    Social Media Management and Content Creation at Urban Jungle DC

    At Urban Jungle DC, my role as PR Guy. I managed all the social media accounts and created all the content for each profile. These two services were linked together for Urban Jungle but are not always depending on the business. Working with Cody, we developed a plan for the social media content to feature the educational aspects of the business, as well as a bit of quirkiness and fun. “Plants with Personality” became an important theme. It allowed us to tell the Urban Jungle story through the eyes of the plants. Other central aspects of the social media marketing included a focus on collaboration, building on successes, and finding unique ways to tell our story.

    Plants with Personality

    From movie start orchids running from papparazi to scorned succulents who hated supporting the orchids. All of the plants were part of the story at Urban Jungle, which was an amazingly successful storytelling tool. The audience would become connected to these characters. Some of the characters like the Wandering Cactus would make repeat appearances. Often people would come in looking to adopt a plant that was featured, calling them by the characters’ name in the social media post.

    Building A Community of Jungle Junkies

    From our first Valentine’s Day promotion, we focused on building a community around the Urban Jungle brand. A community of Jungle Junkies that loved plants. A community that became a part of the story. From influencers that became friends to customers that would come by daily, we made sure to feature as many of them as possible and build on a campaigns success. Once a Jungle Junkie always a Jungle Junkie!

    The Results

    The results we saw at Urban Jungle DC were incredible; through our efforts, he increased his followers on Instagram from 1,000 to 18,000. Sales doubled year over year. He expanded the footprint of his business and was featured in locations like Shop Made in DC, Steadfast Supply, and Think Local DC Markets. Urban Jungle was named the best place in DC to buy plants by the DCist. The shop was also featured in publications like the Washington City Paper and The Washingtonian. Urban Jungle DC was the new kid on the new kid on the block, but they quickly became a top brand and the Premier Botanique in the area.

    Flexibility to Tell Your Winning Story

    Flexibility and custom options allow our clients to select the services necessary to tell their winning stories. We focus on what our clients need at any particular moment and can build a package that will help them succeed. This different approach is what allows us to be successful with a variety of clients, no matter the strengths or needs.

  • Customer Service: The Foundation of Business Success

    Customer Service is So Out of Your Lane, Why Are You Talking About It?

    I am sure you are all thinking right now, why is this guy talking about customer service? Why not write about branding or social media or stories?  Stick to what you are good at, right?

    So to those questions, I have three answers:

    1. If you think that social media and branding have absolutely nothing to do with customer service, you are sadly very much mistaken.
    2. If you think that client relations is not customer service, you are in for a rude awakening.
    3. I am good at customer service. I am freaking amazing at customer service. It is one of my strengths, and it is very much in my lane.

    So, Let’s Talk Customer Service?

    I am talking about customer service because without customers (or clients) your business will close. If you aren’t marketing with customers in mind, your business will fail. Not treating your customers like family, the family that you like, then you are going to have a significant issue on your hands. Remember, the marketplace is more crowded than ever. Customers have more choices than ever before, and if you are not treating them like they matter, they will be gone. No matter how large or small your business, you need to be adding value. You need to surprise and delight your customers every single chance you get. From the first time, they contact you on social media, right to the 750th cup of coffee they buy from you. Every experience needs to give them a reason to come back.

    The Customer Journey

    Is it the first time you are coming in contact with the customer? What stage of the customer journey are thin? What have they heard about your business? From reviews to social media, to experts and peers impressions of your brand. A customer may have heard of your business name 30 times and gotten 15 good stories and 15 negative ones before they even contact you. As a business, you never know. Every single time I see an oversimplified version of the customer journey, I want to scream. Don’t get me wrong; the stages are valid. Their thoughts and experiences at specific stages in the buying process are essential to know so you can deliver the right message, content, and so that you understand the process. My problem is, no customer journey looks like this:

    If the customer journey were that simple, all businesses would be able to control the variables, eliminate the guesswork, and get customers from awareness to retention in 5.2 seconds flat. Seriously, these customer journey charts make it look like a walk in the park. But in the real world, the customer journey is littered with land mines, lobbed grenades, and all other sorts of marketing shrapnel. Because realistically the customer journey could look like this.

    Why Does It Matter

    The second diagram is more representative of the modern-day customer journey. Not as easy to map, not as easy to react to and about 100 opportunities for customer service to impact whether or not they decide to buy. If you look at the journey in the way that is represented in the second diagram, you realize how important it is for everyone in your organization to be on the same page. From customer service to social media, to call centers. If one hand isn’t telling the other one what it is doing, you are destined to have customer service issues that will cost you sales.

    If the overall customer experience is not a positive one, they are less likely to begin doing business with you. People like to feel good, make them feel good every step of the way.

    Customer Service and Profit

    Do you believe that this statement is true? To be profitable, you must compromise on the service you provide.

    Many companies operate in this manner, compromise the customer experience to save some money. Not everyone believes that the customer is always right. Many companies don’t see the value in making sure that the customer is delighted. This is a detrimental flaw in their culture and will lead to their demise. An American Express survey found that 78% of consumers have backed out of a transaction or failed to make an intended purchase because of sub-par customer service. Customers have options; if they are not satisfied with you they will move on

    Show Your Customers You Care By Adding Value

    Companies that value the overall customer experience are those that are successful. The only sure-fire strategy to maintain your market share is to build your policies and procedures with your customers’ interests at heart. Provide value to every customer. It doesn’t matter if they stop on your social media page, enter your store, or visit your website. Everyone should leave feeling like their experience with your company added value to their day. Be proactive, anticipate problems, provide solutions, and meet them where they are. It is your customer’s world, and you are just living in it.

    More to the Foundation

    Yes, what I have already mentioned represents a strong argument for making customer service the most critical thing in your business, but I have more for you. There are integral parts of this foundation like customer service is representative of the culture in your industry. Issues caused by poor service may be a symptom of more significant problems in your organization. Or the fact that lousy service leads to bad reputations which lead to customers choosing other businesses to meet their needs. Failure to keep the customer service foundation stable will lead to significant issues within the organization.

    Bad Service Is What People Remember

    Customers will remember and talk about the negative customer service experiences much more than the positive ones. Every negative customer service experience can potentially lose you as many as ten customers. Every negative experience can hurt your reputation, and a lousy reputation can destroy your business. You need to get it right every time to avoid a damaged reputation. Training your employees and hiring people who believe that the customer experience is the most important task at hand will help make this part of your culture. Anticipating issues and proactively solving them as well as educating and informing your customer base can go a long way in preventing negative customer interactions.

    Excellent Service Strengthens Your Brand

    Hey, look who is back in his lane! How you treat your customers is directly related to your brand. Poor service and a customer may choose another brand over you. Conversely, if you are well known for delivering a fantastic customer experience throughout a customer’s journey that may be what causes people to choose you over your competition. When everything else is equal,  customers and clients are much more likely to choose a business that delivers a great experience.

    How You Do One Thing, Is How You Do Everything

    Sloppy? Poor communication? When somebody sees the way you do something, they assume you do everything in that manner. Therefore, allowing for poor customer service in your business tells customers that you may not have the highest standards. It leads them to assume that maybe your products aren’t the best, or perhaps the food you serve in the cafe is not prepared under the proper conditions. Sure, one negative situation, maybe a crisis averted, but that same crisis will arise again if you do not address the root of the issue.

    Customer Service Issues Can Signal A Larger Problem in the Organization

    Many times customer service issues arise as a symptom of other problems in an organization. I still believe that people are inherently good, and when given the tools necessary, and under proper conditions, they want to make other people happy. Poor service many times is a sign of inadequate training and poor communication in a business. Other times it is a result of employees not being empowered to make decisions. Or a management team that is reluctant to participate in the daily operations of a business.

    Make Informed Decisions By Talking To Your Team

    If things have been going great, and then suddenly you see a rise in complaints look at the changes in your organization. What roles are different? Were associates not trained on specific procedures? Are there open lines of communication? Or are people unaware of policy changes? Engage your staff and ask for input. Listen to what they have to say. Many times employees will tell you what they perceive to be the problem, and they may be 100% right. Even if your employees don’t see the issue in the same way, they will appreciate being consulted. No matter what, don’t just ignore the problems.

    When Service is Great Things Are Just Better

    When you treat your customers like family, they will return the favor. You will be less likely to have angry customer issues, complaints about the operations of your business, and fewer lawsuits. Because when you treat your customers right, you are opening the lines of communication and allowing for the flow of ideas. Your clients and customers are much more likely to approach you to discuss issues rather than resorting to other alternatives. Treat your customers poorly, and you can almost be sure that you’ll run into problems at one point or another. They don’t have a connection with you, they don’t know your story, and they don’t care if you succeed or fail.

    Delighted Customers Leads to Advocacy, and Social Proof Money Can’t Buy

    When you provide a delightful customer experience, from start to finish, Across all avenues for every customer, client, and audience members. You will begin to see people pinballing through the customer journey into the advocacy phase. With some people arrive at the advocacy stage quicker than others. It may take more time to earn the trust of other customers. But continue to deliver the same positive experience, and they will reach the advocacy phase as well.

    What is magical about the advocacy phase is your clients and customers are doing some of the marketing for you. In our blog and webinar on social proof, we highlighted the power of a brand advocate. Someone who writes reviews or recommends your business to peers is proof that you are practicing what you preach and delivering value to your clients. It is a big win for your business so keep up the excellent work. And don’t forget, to keep the trend of positive proof going by using the great reviews and testimonials in your marketing.

    Keeping Customers Is Cheaper than Attracting New Ones

    Remember those profits you were protecting by settling for mediocre service; you can say goodbye to those right about now! Another reason customer service needs to be the foundation of your business is that keeping a customer is cheaper than attracting a new one. Once a customer purchases with you, they are more likely to continue to use your services if you continue to meet their needs. Keep in mind that those needs include being treated with respect and continuing to see value in the relationship.

    Attracting new clients requires a business to attract leads. Engage those leads and provide them more value than the competition. Hopefully, a high percentage of those leads are converted to replace the customers you lost due to poor customer service experiences. And if the cause of the negative experiences is unresolved, you will continue to lose customers you acquire. Keep your clients when you delight them with a fantastic customer experience. Then build your business when you receive new clients not just maintain the status quo.

    Customer-Centric Businesses FTW

    When your business is customer-centric, it will make sure that the experience every customer has is a positive one. Your people will go above and beyond to deliver the service that your clients expect. You will anticipate and resolve potential problems making the lives of your customers better. And you will see growth as you retain clients, move customers into the advocacy phase and continue to add value. The only path to business success is having a customer-centric business, and doing all that you can to make every decision with the customer experience in mind.

  • The Anti-Social Guy’s Guide to Social Media

    Season 1 of The Anti-Social Guy’s Guide to Social Media

    The Anti-Social Guy’s Guide to Social Media, Jonathan Howard provides his own special tips, tricks and rants. Jonathan would much rather spend an evening home with his pups than out in a group of people, so he certainly sees the irony in the fact that he is a social media expert! He lightheartedly name his social media 101/201 series The Anti-Social Guy’s Guide to Social Media. In this series he breaks down social media concepts into bite size morsels. His goal is to help everyone understand them and start applying them to their business today.

    New episodes of this video series are generally released on Fridays. Full versions of the videos will be available here and on the JRH Graphics YouTube Page.

    If you have suggestions, or want The Anti-Social Guy to answer your question please submit it here!

    To subscribe and get updates every time a new episode is posted, click here!JTNDaWZyYW1lJTIwd2lkdGglM0QlMjI1NjAlMjIlMjBoZWlnaHQlM0QlMjIzMTUlMjIlMjBzcmMlM0QlMjJodHRwcyUzQSUyRiUyRnd3dy55b3V0dWJlLmNvbSUyRmVtYmVkJTJGaDlCWDZpRHJOVE0lMjIlMjBmcmFtZWJvcmRlciUzRCUyMjAlMjIlMjBhbGxvdyUzRCUyMmFjY2VsZXJvbWV0ZXIlM0IlMjBhdXRvcGxheSUzQiUyMGVuY3J5cHRlZC1tZWRpYSUzQiUyMGd5cm9zY29wZSUzQiUyMHBpY3R1cmUtaW4tcGljdHVyZSUyMiUyMGFsbG93ZnVsbHNjcmVlbiUzRSUzQyUyRmlmcmFtZSUzRQ==

    The Anti-Social Guy’s Guide to Social Media E. 20

    I watched the webinars, reviewed the reports, sorted through the numbers, white papers, and weighed the predictions from social media heavy hitters. I took all this shook it up in a bag, dumped it on my desk and looked for those things that rose to the top! Ok, I was more scientific and focused as I selected items. I picked the newest, strongest, and best-supported ideas that aligned with what I believe social media is best used for and deliver my favorite 10 Predictions for 2020!
    December 23, 2019

    JTNDaWZyYW1lJTIwd2lkdGglM0QlMjI1NjAlMjIlMjBoZWlnaHQlM0QlMjIzMTUlMjIlMjBzcmMlM0QlMjJodHRwcyUzQSUyRiUyRnd3dy55b3V0dWJlLmNvbSUyRmVtYmVkJTJGTVExZFFGYm5qR1klMjIlMjBmcmFtZWJvcmRlciUzRCUyMjAlMjIlMjBhbGxvdyUzRCUyMmFjY2VsZXJvbWV0ZXIlM0IlMjBhdXRvcGxheSUzQiUyMGVuY3J5cHRlZC1tZWRpYSUzQiUyMGd5cm9zY29wZSUzQiUyMHBpY3R1cmUtaW4tcGljdHVyZSUyMiUyMGFsbG93ZnVsbHNjcmVlbiUzRSUzQyUyRmlmcmFtZSUzRQ==

    The Anti-Social Guy’s Guide to Social Media E. 19

    This week we take a look at ways to connect with your audience like telling your story, utilizing video, and adding value that matters AKA adding value that your audience is asking for because you do not determine what has value, they do!
    December 21, 2019

    JTNDaWZyYW1lJTIwd2lkdGglM0QlMjI1NjAlMjIlMjBoZWlnaHQlM0QlMjIzMTUlMjIlMjBzcmMlM0QlMjJodHRwcyUzQSUyRiUyRnd3dy55b3V0dWJlLmNvbSUyRmVtYmVkJTJGS1lJTkV6T3U3R1klMjIlMjBmcmFtZWJvcmRlciUzRCUyMjAlMjIlMjBhbGxvdyUzRCUyMmFjY2VsZXJvbWV0ZXIlM0IlMjBhdXRvcGxheSUzQiUyMGVuY3J5cHRlZC1tZWRpYSUzQiUyMGd5cm9zY29wZSUzQiUyMHBpY3R1cmUtaW4tcGljdHVyZSUyMiUyMGFsbG93ZnVsbHNjcmVlbiUzRSUzQyUyRmlmcmFtZSUzRQ==

    The Anti-Social Guy’s Guide to Social Media E. 18

    Not connecting with your audience? Look at these reasons and make sure you aren’t making these costly mistakes.
    December 2, 2019

    JTNDaWZyYW1lJTIwd2lkdGglM0QlMjI1NjAlMjIlMjBoZWlnaHQlM0QlMjIzMTUlMjIlMjBzcmMlM0QlMjJodHRwcyUzQSUyRiUyRnd3dy55b3V0dWJlLmNvbSUyRmVtYmVkJTJGblBuYWRRUnhwaUUlMjIlMjBmcmFtZWJvcmRlciUzRCUyMjAlMjIlMjBhbGxvdyUzRCUyMmFjY2VsZXJvbWV0ZXIlM0IlMjBhdXRvcGxheSUzQiUyMGVuY3J5cHRlZC1tZWRpYSUzQiUyMGd5cm9zY29wZSUzQiUyMHBpY3R1cmUtaW4tcGljdHVyZSUyMiUyMGFsbG93ZnVsbHNjcmVlbiUzRSUzQyUyRmlmcmFtZSUzRQ==

    The Anti-Social Guy’s Guide to Social Media E. 17

    Have you ever been stuck in a social media rut? The Anti-Social Guy provides you some ways to get out of the social media rut you are stuck in. Break out of the rut and begin engaging again!
    November 23, 2019

    JTNDaWZyYW1lJTIwd2lkdGglM0QlMjI1NjAlMjIlMjBoZWlnaHQlM0QlMjIzMTUlMjIlMjBzcmMlM0QlMjJodHRwcyUzQSUyRiUyRnd3dy55b3V0dWJlLmNvbSUyRmVtYmVkJTJGcE1IakFIZlZ0bDglMjIlMjBmcmFtZWJvcmRlciUzRCUyMjAlMjIlMjBhbGxvdyUzRCUyMmFjY2VsZXJvbWV0ZXIlM0IlMjBhdXRvcGxheSUzQiUyMGVuY3J5cHRlZC1tZWRpYSUzQiUyMGd5cm9zY29wZSUzQiUyMHBpY3R1cmUtaW4tcGljdHVyZSUyMiUyMGFsbG93ZnVsbHNjcmVlbiUzRSUzQyUyRmlmcmFtZSUzRQ==

    The Anti-Social Guy’s Guide to Social Media E. 16 LIVE

    I was going to title this Episode B!tch Please but I instead opted for the friendlier, Too Much Value? Is there a danger that you may give away too much information on social media that you may now no longer have value? I respond to this ludicrous claim and give you some safeguards and examples of people providing content up the wazoo and still being valuable!
    November 16, 2019

    JTNDaWZyYW1lJTIwd2lkdGglM0QlMjI1NjAlMjIlMjBoZWlnaHQlM0QlMjIzMTUlMjIlMjBzcmMlM0QlMjJodHRwcyUzQSUyRiUyRnd3dy55b3V0dWJlLmNvbSUyRmVtYmVkJTJGeGZLd3cyMHNrOUklMjIlMjBmcmFtZWJvcmRlciUzRCUyMjAlMjIlMjBhbGxvdyUzRCUyMmFjY2VsZXJvbWV0ZXIlM0IlMjBhdXRvcGxheSUzQiUyMGVuY3J5cHRlZC1tZWRpYSUzQiUyMGd5cm9zY29wZSUzQiUyMHBpY3R1cmUtaW4tcGljdHVyZSUyMiUyMGFsbG93ZnVsbHNjcmVlbiUzRSUzQyUyRmlmcmFtZSUzRQ==

    The Anti-Social Guy’s Guide to Social Media E. 15

    The Anti-Social Guy reviews three key components of your brand story in episode 15! He also highlights how to weave these components together to build a winning brand story that will engage on social media.
    November 9, 2019

    JTNDaWZyYW1lJTIwd2lkdGglM0QlMjI1NjAlMjIlMjBoZWlnaHQlM0QlMjIzMTUlMjIlMjBzcmMlM0QlMjJodHRwcyUzQSUyRiUyRnd3dy55b3V0dWJlLmNvbSUyRmVtYmVkJTJGcGNja2Z1Rjk5akElMjIlMjBmcmFtZWJvcmRlciUzRCUyMjAlMjIlMjBhbGxvdyUzRCUyMmFjY2VsZXJvbWV0ZXIlM0IlMjBhdXRvcGxheSUzQiUyMGVuY3J5cHRlZC1tZWRpYSUzQiUyMGd5cm9zY29wZSUzQiUyMHBpY3R1cmUtaW4tcGljdHVyZSUyMiUyMGFsbG93ZnVsbHNjcmVlbiUzRSUzQyUyRmlmcmFtZSUzRQ==

    The Anti-Social Guy’s Guide to Social Media E. 14

    Why should you post educational content on social media if folks use social media to escape? Because people are escaping from lives, work, something that they do not like. You are providing them something they do like. Educational content does not have to be heavy lectures either! Think bite size easily digestable tips.

    November 5, 2019JTNDaWZyYW1lJTIwd2lkdGglM0QlMjI1NjAlMjIlMjBoZWlnaHQlM0QlMjIzMTUlMjIlMjBzcmMlM0QlMjJodHRwcyUzQSUyRiUyRnd3dy55b3V0dWJlLmNvbSUyRmVtYmVkJTJGdERrYVBFNS1fb2MlMjIlMjBmcmFtZWJvcmRlciUzRCUyMjAlMjIlMjBhbGxvdyUzRCUyMmFjY2VsZXJvbWV0ZXIlM0IlMjBhdXRvcGxheSUzQiUyMGVuY3J5cHRlZC1tZWRpYSUzQiUyMGd5cm9zY29wZSUzQiUyMHBpY3R1cmUtaW4tcGljdHVyZSUyMiUyMGFsbG93ZnVsbHNjcmVlbiUzRSUzQyUyRmlmcmFtZSUzRQ==

    The Anti-Social Guy’s Guide to Social Media E. 13

    The Ho Ho Ho-lidays Are Here! The Anti-Social Guy may be anti-social, he still loves the Holidays!  In this video he reviews some things you should be posting on social media this year to engage your followers this holiday season!

    October 30, 2019JTNDaWZyYW1lJTIwd2lkdGglM0QlMjI1NjAlMjIlMjBoZWlnaHQlM0QlMjIzMTUlMjIlMjBzcmMlM0QlMjJodHRwcyUzQSUyRiUyRnd3dy55b3V0dWJlLmNvbSUyRmVtYmVkJTJGRjZqczcyTUpfOUElMjIlMjBmcmFtZWJvcmRlciUzRCUyMjAlMjIlMjBhbGxvdyUzRCUyMmFjY2VsZXJvbWV0ZXIlM0IlMjBhdXRvcGxheSUzQiUyMGVuY3J5cHRlZC1tZWRpYSUzQiUyMGd5cm9zY29wZSUzQiUyMHBpY3R1cmUtaW4tcGljdHVyZSUyMiUyMGFsbG93ZnVsbHNjcmVlbiUzRSUzQyUyRmlmcmFtZSUzRQ==

    The Anti-Social Guy’s Guide to Social Media E. 12

    In this episode, The Anti-Social Guy explains why it is important to create custom content for your social media pages. Content that is true to your story, and supports your brand.

    October 20, 2019JTNDaWZyYW1lJTIwd2lkdGglM0QlMjI1NjAlMjIlMjBoZWlnaHQlM0QlMjIzMTUlMjIlMjBzcmMlM0QlMjJodHRwcyUzQSUyRiUyRnd3dy55b3V0dWJlLmNvbSUyRmVtYmVkJTJGTjB5NG43MjZfdW8lMjIlMjBmcmFtZWJvcmRlciUzRCUyMjAlMjIlMjBhbGxvdyUzRCUyMmFjY2VsZXJvbWV0ZXIlM0IlMjBhdXRvcGxheSUzQiUyMGVuY3J5cHRlZC1tZWRpYSUzQiUyMGd5cm9zY29wZSUzQiUyMHBpY3R1cmUtaW4tcGljdHVyZSUyMiUyMGFsbG93ZnVsbHNjcmVlbiUzRSUzQyUyRmlmcmFtZSUzRQ==

    The Anti-Social Guy’s Guide to Social Media E. 11

    The Anti-Social Guy reveals if he thinks it is important for businesses to share a little bit of their personal story on social media. Based on the concept that people do business with people we think the answer here will be yes!

    October 11, 2019JTNDaWZyYW1lJTIwd2lkdGglM0QlMjI1NjAlMjIlMjBoZWlnaHQlM0QlMjIzMTUlMjIlMjBzcmMlM0QlMjJodHRwcyUzQSUyRiUyRnd3dy55b3V0dWJlLmNvbSUyRmVtYmVkJTJGTUdqaGYzX2Z5cDglMjIlMjBmcmFtZWJvcmRlciUzRCUyMjAlMjIlMjBhbGxvdyUzRCUyMmFjY2VsZXJvbWV0ZXIlM0IlMjBhdXRvcGxheSUzQiUyMGVuY3J5cHRlZC1tZWRpYSUzQiUyMGd5cm9zY29wZSUzQiUyMHBpY3R1cmUtaW4tcGljdHVyZSUyMiUyMGFsbG93ZnVsbHNjcmVlbiUzRSUzQyUyRmlmcmFtZSUzRQ==

    The Anti-Social Guy’s Guide to Social Media E. 10

    Success on Social Media can be boiled down to 3 Elements, CCE. The Anti-Social Guy explains CCE which stands for Content, Consistency, and Engagement. When you are able to add great content to social media, consistently while engaging your audience you will be winning.

    October 4, 2019JTNDaWZyYW1lJTIwd2lkdGglM0QlMjI1NjAlMjIlMjBoZWlnaHQlM0QlMjIzMTUlMjIlMjBzcmMlM0QlMjJodHRwcyUzQSUyRiUyRnd3dy55b3V0dWJlLmNvbSUyRmVtYmVkJTJGYXJoR2dmZ2g2djAlMjIlMjBmcmFtZWJvcmRlciUzRCUyMjAlMjIlMjBhbGxvdyUzRCUyMmFjY2VsZXJvbWV0ZXIlM0IlMjBhdXRvcGxheSUzQiUyMGVuY3J5cHRlZC1tZWRpYSUzQiUyMGd5cm9zY29wZSUzQiUyMHBpY3R1cmUtaW4tcGljdHVyZSUyMiUyMGFsbG93ZnVsbHNjcmVlbiUzRSUzQyUyRmlmcmFtZSUzRQ==

    The Anti-Social Guy’s Guide to Social Media E. 9

    Who You Callin an Expert? If you are a business and you use social media for marketing purposes, then chances are you are attempting to establish yourself as an expert, except… NOBODY IS GOING TO BELIEVE YOU IF YOU DON’T EVEN BELIEVE IT YOURSELF! You must believe you are an #expert. Write your #content from the viewpoint of an expert. Let your confidence shine!

    September 29, 2019JTNDaWZyYW1lJTIwd2lkdGglM0QlMjI1NjAlMjIlMjBoZWlnaHQlM0QlMjIzMTUlMjIlMjBzcmMlM0QlMjJodHRwcyUzQSUyRiUyRnd3dy55b3V0dWJlLmNvbSUyRmVtYmVkJTJGcG1FZlFzUnhYY1klMjIlMjBmcmFtZWJvcmRlciUzRCUyMjAlMjIlMjBhbGxvdyUzRCUyMmFjY2VsZXJvbWV0ZXIlM0IlMjBhdXRvcGxheSUzQiUyMGVuY3J5cHRlZC1tZWRpYSUzQiUyMGd5cm9zY29wZSUzQiUyMHBpY3R1cmUtaW4tcGljdHVyZSUyMiUyMGFsbG93ZnVsbHNjcmVlbiUzRSUzQyUyRmlmcmFtZSUzRQ==

    The Anti-Social Guy’s Guide to Social Media E. 8

    Want better social media photos? Use these 5 tips the next time you take photos! Just a few little tweaks can take your photos from meh to marvelous! Yes, we said meh to marvelous and you know you want marvelous photos. Because marvelous photos on social media because that means better engagement!

    September 13, 2019JTNDaWZyYW1lJTIwd2lkdGglM0QlMjI1NjAlMjIlMjBoZWlnaHQlM0QlMjIzMTUlMjIlMjBzcmMlM0QlMjJodHRwcyUzQSUyRiUyRnd3dy55b3V0dWJlLmNvbSUyRmVtYmVkJTJGb2gtTnd6UFNpTTQlMjIlMjBmcmFtZWJvcmRlciUzRCUyMjAlMjIlMjBhbGxvdyUzRCUyMmFjY2VsZXJvbWV0ZXIlM0IlMjBhdXRvcGxheSUzQiUyMGVuY3J5cHRlZC1tZWRpYSUzQiUyMGd5cm9zY29wZSUzQiUyMHBpY3R1cmUtaW4tcGljdHVyZSUyMiUyMGFsbG93ZnVsbHNjcmVlbiUzRSUzQyUyRmlmcmFtZSUzRQ==

    The Anti-Social Guy’s Guide to Social Media E. 7

    The Anti-Social Guy give you 4 Things that will help you make the most of your time on Social Media starting with his 9 Essential Posts for Businesses on Social Media. You can download this essential framework here: HTTPS://BIT.LY/2KLGFQ

    September 6, 2019JTNDaWZyYW1lJTIwd2lkdGglM0QlMjI1NjAlMjIlMjBoZWlnaHQlM0QlMjIzMTUlMjIlMjBzcmMlM0QlMjJodHRwcyUzQSUyRiUyRnd3dy55b3V0dWJlLmNvbSUyRmVtYmVkJTJGYlUwV1ZZWVRwem8lMjIlMjBmcmFtZWJvcmRlciUzRCUyMjAlMjIlMjBhbGxvdyUzRCUyMmFjY2VsZXJvbWV0ZXIlM0IlMjBhdXRvcGxheSUzQiUyMGVuY3J5cHRlZC1tZWRpYSUzQiUyMGd5cm9zY29wZSUzQiUyMHBpY3R1cmUtaW4tcGljdHVyZSUyMiUyMGFsbG93ZnVsbHNjcmVlbiUzRSUzQyUyRmlmcmFtZSUzRQ==

    The Anti-Social Guy’s Guide to Social Media E. 6

    Passion is Engaging. What does passion have to do with social media? Everything! If you post what you are passionate about in your busines you will be creating more engaging content. Your passion will shine through, and those who share that passion will engage.

    August 30, 2019JTNDaWZyYW1lJTIwd2lkdGglM0QlMjI1NjAlMjIlMjBoZWlnaHQlM0QlMjIzMTUlMjIlMjBzcmMlM0QlMjJodHRwcyUzQSUyRiUyRnd3dy55b3V0dWJlLmNvbSUyRmVtYmVkJTJGSzgydW9vd1FnN2clMjIlMjBmcmFtZWJvcmRlciUzRCUyMjAlMjIlMjBhbGxvdyUzRCUyMmFjY2VsZXJvbWV0ZXIlM0IlMjBhdXRvcGxheSUzQiUyMGVuY3J5cHRlZC1tZWRpYSUzQiUyMGd5cm9zY29wZSUzQiUyMHBpY3R1cmUtaW4tcGljdHVyZSUyMiUyMGFsbG93ZnVsbHNjcmVlbiUzRSUzQyUyRmlmcmFtZSUzRQ==

    The Anti-Social Guy’s Guide to Social Media E. 5

    Break Me Down and Save Me. This week we provide you with a content creation hack. This hack can help you create 10-20 social media posts all using one well-written blog. Even better news, this hack could get your ranking up on Instagram. Simply because you are creating content that is more likely to get saved as it is longer-form content. See also, this blog post on breaking down your blog.

    August 23, 2019JTNDaWZyYW1lJTIwd2lkdGglM0QlMjI1NjAlMjIlMjBoZWlnaHQlM0QlMjIzMTUlMjIlMjBzcmMlM0QlMjJodHRwcyUzQSUyRiUyRnd3dy55b3V0dWJlLmNvbSUyRmVtYmVkJTJGaXd5MjdLYWVHOHMlMjIlMjBmcmFtZWJvcmRlciUzRCUyMjAlMjIlMjBhbGxvdyUzRCUyMmFjY2VsZXJvbWV0ZXIlM0IlMjBhdXRvcGxheSUzQiUyMGVuY3J5cHRlZC1tZWRpYSUzQiUyMGd5cm9zY29wZSUzQiUyMHBpY3R1cmUtaW4tcGljdHVyZSUyMiUyMGFsbG93ZnVsbHNjcmVlbiUzRSUzQyUyRmlmcmFtZSUzRQ==

    The Anti-Social Guy’s Guide to Social Media E. 4

    I Hate Social Media. You are not alone, a lot of people hate the idea of social media. Simply needing to do it to promote their business is frustrating. The Anti-Social Guy provides some tips to make the whole social media process a bit easier. Allowing them to focus on the aspects of the business that they love.

    August 16, 2019JTNDaWZyYW1lJTIwd2lkdGglM0QlMjI1NjAlMjIlMjBoZWlnaHQlM0QlMjIzMTUlMjIlMjBzcmMlM0QlMjJodHRwcyUzQSUyRiUyRnd3dy55b3V0dWJlLmNvbSUyRmVtYmVkJTJGcnY2OWxfNGd0OEElMjIlMjBmcmFtZWJvcmRlciUzRCUyMjAlMjIlMjBhbGxvdyUzRCUyMmFjY2VsZXJvbWV0ZXIlM0IlMjBhdXRvcGxheSUzQiUyMGVuY3J5cHRlZC1tZWRpYSUzQiUyMGd5cm9zY29wZSUzQiUyMHBpY3R1cmUtaW4tcGljdHVyZSUyMiUyMGFsbG93ZnVsbHNjcmVlbiUzRSUzQyUyRmlmcmFtZSUzRQ==

    The Anti-Social Guy’s Guide to Social Media E. 3

    The Dreaded Engagement. As a business on Social Media you must engage with your followers in order for your efforts to mean anything. Respond to all comments, acknowledge all likes, and engage with other profiles. The Anti-Social Guy provides an example of a strategy that will keep you organized and engaging with profiles that what will help you succeed.

    August 12, 2019JTNDaWZyYW1lJTIwd2lkdGglM0QlMjI1NjAlMjIlMjBoZWlnaHQlM0QlMjIzMTUlMjIlMjBzcmMlM0QlMjJodHRwcyUzQSUyRiUyRnd3dy55b3V0dWJlLmNvbSUyRmVtYmVkJTJGS0pteU9GbmNyUkUlMjIlMjBmcmFtZWJvcmRlciUzRCUyMjAlMjIlMjBhbGxvdyUzRCUyMmFjY2VsZXJvbWV0ZXIlM0IlMjBhdXRvcGxheSUzQiUyMGVuY3J5cHRlZC1tZWRpYSUzQiUyMGd5cm9zY29wZSUzQiUyMHBpY3R1cmUtaW4tcGljdHVyZSUyMiUyMGFsbG93ZnVsbHNjcmVlbiUzRSUzQyUyRmlmcmFtZSUzRQ==

    The Anti-Social Guy’s Guide to Social Media E. 2

    Learn the Platforms and Use Them Correctly. One of The Anti-Social Guy’s pet peeves are people who use social media platforms all wrong. He starts off episode 2 warning us of an upcoming rant! Before you begin using the platforms make sure you understand the basics. Knowing the rules allows you to make the most out of your efforts.

    August 2 , 2019JTNDaWZyYW1lJTIwd2lkdGglM0QlMjI1NjAlMjIlMjBoZWlnaHQlM0QlMjIzMTUlMjIlMjBzcmMlM0QlMjJodHRwcyUzQSUyRiUyRnd3dy55b3V0dWJlLmNvbSUyRmVtYmVkJTJGWFZOZEJvVWVNMWMlMjIlMjBmcmFtZWJvcmRlciUzRCUyMjAlMjIlMjBhbGxvdyUzRCUyMmFjY2VsZXJvbWV0ZXIlM0IlMjBhdXRvcGxheSUzQiUyMGVuY3J5cHRlZC1tZWRpYSUzQiUyMGd5cm9zY29wZSUzQiUyMHBpY3R1cmUtaW4tcGljdHVyZSUyMiUyMGFsbG93ZnVsbHNjcmVlbiUzRSUzQyUyRmlmcmFtZSUzRQ==

    The Anti-Social Guy’s Guide to Social Media E. 1

    You Can’t Be Everything to Everyone, So Don’t Even Try! If you have not found this out already then I tell you. You will never please everyone, so stop trying to eengage and please those that will never like you. Instead focus on those that will and screw the rest. Seriously.

    July 26, 2019

  • Your Story On Social: 7 Ways to Maximize Impact

    Maximize the Impact of Your Story On Social Media

    Your brand story is a powerful and versatile marketing asset. Here at JRH Graphics we believe that your brand story should come first. When told correctly, it can connect with your audience at an emotional level and build relationships that can lead to loyal customers, brand advocates, and eventually, customers for life. There are many things you can do to maximize the impact of your story, including the 7 Strategies we outline below. Using the 7 strategies on social media will result in an audience that is more engaged with your brand as well as fiercely loyal to your business.

    story strategy get visualVisual Storytelling

    Using videos and images to tell your story on social media because after all, a picture is worth 1000 words, or more!

    Today, people have an attention span of approximately 8 seconds. As a result, images are more important than ever, especially on social media. Our brains can process images much more quickly (about 60,000 times) than words, and it only takes a few milliseconds to recognize a familiar object. Also, humans can recall images better than text. So by using images to tell your story, you will be able to get your point across quickly. Plus the audience will be able to recall your message better than if you used words. 

    Similiar to photos, video content boasts similar numbers because our brains are hardwired to understand visual cues. Video also has the power to ignite emotion and personal connections, and it entices viewers to seek more information. Social media is seeing a huge increase in video content because it’s ROI is the highest of any form of media. Check out these incredible video stats, and then if you have any questions about why you should use video, you can let me know!

    Visual Storytelling Should Be Standard

    If you aren’t utilizing visual storytelling techniques, you are missing out on an excellent opportunity to engage more customers. Make sure your visuals are unique, powerful, and contribute to your story. Keep this in mind to get the most benefit from visual storytelling. Create videos that speak to your brand and entertaining to get the most engagement. Include your videos on your site, on YouTube, and share them on social media. If you are concerned about spending too much money or time creating video content, start by creating videos for the content you consider to be evergreen. AKA the everyday stuff that ain’t changing!

    story strategies users helpEnroll Users Help Telling Your Story

    Encourage the creation of user-generated content. Repost and credit users for any user-generated content that you receive. In last month’s Social Proof Webinar, I reviewed the value of social proof in the form of User-Generated Content. But as a reminder, the most significant value of user-generated content is that it is someone else supporting your story. A consumer recommending a product or sharing how they utilize a product will always have more power than a brand or business talking about a product or service.

    More Powerful Story with Bias Removed

    As a business or marketer, you are inherently biased. A customer is relatable and not biases in favor of your business. Therefore, the audience trusts what they have to say. People listen to their peers. Some of the most potent recommendations are peer recommendations. Peers share the same experiences, struggle through similar issues, and take suggestions from one another. After all, who do you go to if you need a dentist, plumber, new massage therapist, or recommendation on where to go for yoga? Your friends, family, loved ones, and other peers. 92% of consumers trust recommendations made by their peers. User-generated content is an indirect recommendation for a service or product.

    When you get user content that supports your brand story, you should use it but make sure to use it properly. Get permission from the person who posted it. Schedule it to run in support of a campaign or at a time when the visibility will be highest.Tag the content-creator when you repost. For more info on the proper use of user-generated content, see this post.

    story strategies social proofDo More Than Talk the Talk

    The next way to maximize the impact of your story on social media is to verify your story with social proof. Positive reviews show your audience that you are doing more than just talking the talk. You are actually, walking the walk. Your customers have noticed and provided positive reviews that prove that you do what you say. This is incredibly important for a new business that is attempting to establish themselves and build a new audience. It is also vital that existing companies don’t lose sight of the importance of reviews and verifying their story with social proof.

    I Got the Reviews; I Am Good Now!

    Your first year in business, you were great at encouraging customers and clients to leave reviews. You even had an email campaign and links in your email signature that led right to Google and Yelp. In 2016, when you opened you got 44 reviews that were 4-Stars or higher. You also recieved eight 3-Star Reviews! In 2017 the reviews stopped pouring in as your regular customers had already written reviews. Your campaign to push for testimonials grew tedious, and you had other things to worry about. In 2017 you received ten reviews that were 4-Stars or higher, ten 3-Star Reviews and two 1-Star reviews. For 2018 you got three 3 Star Reviews, and in 2019 you have three 2-Star reviews.

    In total you have:

    1. Fifty-four 4-Star or higher reviews
    2. Twenty-one 3-Star Reviews
    3. Three 2-Star Reviews
    4. Two 1-Star Reviews

    The problem is the customer is going to value the most recent reviews more than the older ones. Older ratings are more likely to be discounted because time has passed, and things change. A potential customer may see you as a business that is now less focused on the customer. A place that used to get great reviews but is in a state of decline.

    Every Day Opportunities

    As you build relationships with clients and customers, you have plenty of opportunities to surprise and delight them. So you have a similar number of chances to ask them to write a review/recommendation/testimonial. Make it easy for them; some retail establishments even provide them with a computer on-site to write the review. Remember, don’t offer sales and promotions in exchange for good reviews. And always frame the discussion as a way to help other customers.

    story strategies create arcCreating an Arc

    Maximize the impact of your story on social media by merely telling more of it. When you create a story arc, you can feature more of your story. This increases engagement and builds a deeper connection with your audience. Plus with the possible elimination of “likes” on Instagram, saves will be the most influential metric for Instagram to measure the value of a post. It is likely we will see a shift towards longer-form captions that make creating a story arc easier. Creating a story arc also helps you plan and deliver content that is EDUTAINING (educational, useful, and entertaining).

    Planning is an essential step for creating a story arc. Make sure that all the posts that you weave together highlight varying viewpoints and aspects of the story. They all must also contribute to the main idea in the story arc. Where possible, attempt to weave in user-generated content, and social proof to help “prove” your story.

    Practical Uses and Notes on Story Arcs

    Not only can you utilize the concept of story arcs to tell your brand story. You can also use story arcs for a more practical purpose. Many times we see great content we wish to share like a post highlighting the 6 Skyscrapers You Must See Before They Topple, or 4 Amazing Sharks That Look Like Celebrities. However, 6 Skyscrapers is a lot to feature in a single post. Utilize the story arc in these situations and deliver these cool but poorly constructed buildings in a 4-6 post arc.

    Providing content in this way also creates a bit of anticipation and excitement. It keeps your audience wanting more! If you do utilize the concept of story arcs and don’t post the posts consecutively, make sure you let people know when to expect the next post.

    story strategy expand on blogExpand The Story On Your Business Blog

    As a small business owner, you want to establish yourself as a leader in your niche. A blog allows you to go deep on topics, flesh out concepts more fully, and create usable tools that will engage your followers. In previous posts, we provided statistics and other great reasons to start blogging, take a look at them if you have not yet begun to blog.

    A blog does fantastic things like allowing you to engage your audience, on your own platform, on your terms. Blogging also expands your footprint on this little thing known as the Internet. Every time you blog, you add a page to your website, a page that can be indexed. What is so great about that? Every time you pop up in a search, you have the potential of reaching a new client or customer.

    Powerful Blogs

    Having a blog drives more people to your website. A blog helps you engages more people. It’s a powerful tool that converts your audience into clients. Your blog positions you as an expert in your field and helps foster a deeper relationship with current customers. Your business blog functions as a lead generation tool. Having a blog allows you to create in-depth content that will add a great deal of value to your clients and audience. Your blog is a searchable place to dump all that incredibly useful information in your head and share it with others. Expanding your story on your blog will lead to greater sales and higher conversion rates. It will help you build a loyal audience that will turn to you when they need your product or service.

    story magnify with influencersMagnify Your Reach With Influencers

    Want to know something that has the potential to be better than a celebrity endorsement? Working with an influencer to help maximize the reach of your brand story could help you make a mark for your business. Influencers are influencers within a specific sphere, a particular audience that is interested in let us say fashion. The influencer is a peer of this audience, but they are the super cool peer that everybody wants to be. They are the ones that throw the best parties, get invited to all the events you want to go to and use all the same product, and wear all the same designers as you. They also discover all the freshest new products first, but once they discover them, you and all your friends must have them. Man, if only you could be the super cool peer!

    Okay, Let Me Tell You A Secret

    The influencers don’t discover all the coolest new products. The products are found for them by a savvy marketing guy who knows what audience they want to target. A marketer that has researched who has pull with that specific audience. Then he narrows it down from there by weeding out those who work with a competing brand, or have an aesthetic or overall brand doesn’t match the product. Finally, they meet with the remaining folks and decide who is best for the campaign, and pitch it to the influencer they choose. Most likely they don’t let the other finalists know they are out until the preferred one agrees to the campaign.

    Now, maybe it is a little less dramatic than the scene I painted rbut you get the idea. eIn order for influencer marketing to work, you need to select the right influencer, that has access to the market you are looking to access. Your brands must complement one another sand they must actually, currently use, or want to use your product. You don’t want it to look forced or fake. If that is a possibility, it could hurt or even destroy the reputation of the influencer and your brand. Look at it this way, what fashion influencer who has long been photographed in the most elegant red souled shoes would suddenly start wearing the Crocs out in public. Not any influencer that cared about their credibility with their audience. (let the hate mail from Croc lovers commence)!

    build connectionsCreate Connections and Build Up An Engaged Following

    Easier said than done? Maybe! But when it comes down to it, the best tool to magnify the impact of your story on social media is to create connections with your followers. Listen to what they have to say. Deliver content that is engaging to your specific audience. Respond to those who take the time to reach. Yes, every single one. Why? Because you are building an authentic brand that wants to fulfill the desires of your audience to connect with them. Build these connections, both online and in-person.

    Connections That Matter

    In my past life, I had a Professor walk up to me in the local convenience store and ask if I was in a rush because he needed to grab something for me. Sure, I was off the clock, but I waited, and he came back from his car with his textbook order and handed it to me. He knew the deadline was today and was so sorry he missed it, but he wanted to get it to me as soon as possible.

    Build those connections, and your story will go farther than you could ever imagine.

    Maximizing the Impact of Your Story On Social Media

    As you can see, there are many different ways you can maximize the impact of your story on social media. Some of these will work better for your brand. Try them all and try mixing them up. Make sure you are delivering quality content and that your story is the right story for your target audience. If you want to continue to explore the ways to maximize the impact of your brand story consider joining me on Monday, October 7 at 6:30 PM for the 7 Strategies to POWER UP Your Brand Story Webinar on Zoom! Snag your free tickets below.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

  • You Need A Business Blog + 20 Free Blog Topics

    Why You Need A Business Blog

    We recently posted a blog about the benefits of blogging. This post included great stats and information about why you should start a business blog, right away! We were then planning on launching the September Content Challenge but we didn’t have anyone sign up. Which said to us that you are all still not ready to blog, so we are taking a step back. We are reviewing the reasons to blog. And giving you 20 Blog Post Ideas you could start writing tomorrow. Also, we will be hosting a free Zoom Question and Answer Session mid-month for anyone who has questions about starting a blog.

    There are countless benefits to having a business blog that is regularly updated, but in the video below we present what we believe to be the most powerful.

    Among them you have heavyweight hitters like a blog helps establish you as an expert in your industry.

    Do you want to be an industry leader? Yes! Ok, lets get to blogging.

    Not enough of a reason?

    How about that blogging helps increase your visibility and drive potential clients interested in the services you offer directly to your website?

    That is a big one! Afterall, who doesn’t want more business?

    Getting closer to agreeing to starting that blog we see! Well, hopefully the following video will get you to see that the value of a blog will outweigh the downsides. If it does we have a special treat for you after the video!

    Click Here to subscribe to the JRH Graphics YouTube Channel

    20 Free Blog Topics

    ]If you would like additional blog topics set up a free Social Media Consultation Call with JRH Graphics.

  • Webinar: How Small Businesses Can Utilize Social Proof

    How Small Businesses Can Utilize Social Proof

    We followed up the blog post on Social Proof with our Social Proof Webinar!

    In our Social Proof Webinar, we focused on how small businesses can utilize social proof. Including using it on social media as well as in their general marketing campaigns. We started with a simple definition, but then we dug a bit deeper. The three major areas we focused on for this webinar were customer reviews, user-generated content, and micro-influencer marketing. We believe that these three areas can have the highest ROI for small businesses when executed properly. During the webinar, we providing the best practices, things to stay away from, and offered some examples from our experiences. All participants also had the opportunity to ask questions at the end of the webinar.

    Is This The Right Lesson For Me?

    If you are interested in social media marketing or have your own business, then this Social Proof Webinar is aimed at you. It should help you incorporate some of the primary forms of social proof into your strategy. If you are a professional marketer but want to be able to provide small business owners with advice on areas to focus, this could be the right webinar for you.

    Still have questions after the webinar? Please feel free to sign up for a Free 30 Social Media Consultation Call.

    Ok, I am Ready to Conquer Social Proof!

    The webinar is approximately 45 minutes long. So grab a pen and paper and, maybe a drink of water. Enjoy!JTNDaWZyYW1lJTIwd2lkdGglM0QlMjI1NjAlMjIlMjBoZWlnaHQlM0QlMjIzMTUlMjIlMjBzcmMlM0QlMjJodHRwcyUzQSUyRiUyRnd3dy55b3V0dWJlLmNvbSUyRmVtYmVkJTJGVDdCVHhSaWJScW8lMjIlMjBmcmFtZWJvcmRlciUzRCUyMjAlMjIlMjBhbGxvdyUzRCUyMmFjY2VsZXJvbWV0ZXIlM0IlMjBhdXRvcGxheSUzQiUyMGVuY3J5cHRlZC1tZWRpYSUzQiUyMGd5cm9zY29wZSUzQiUyMHBpY3R1cmUtaW4tcGljdHVyZSUyMiUyMGFsbG93ZnVsbHNjcmVlbiUzRSUzQyUyRmlmcmFtZSUzRQ==

  • Social Proof Defined and Explored

    Social Proof Defined and Explored

    What Exactly is Social Proof?

    If you hear the term social proof, and you are a bit unsure of what exactly it is, you are not alone. Wikipedia defines social proof as a psychological phenomenon where people assume the actions of others in an attempt to reflect correct behavior for a given situation. Below are several forms of social proof.

    Types of Social Proof: Recommendations and Endorsements

    • Experts Stamp of Approval: This is when a leader, thought leader, who is well respected supports the product in some way. Social proof in this form can be done on social media via posts and stories. It can also be done on the influencers’ blog. Being quoted on the product or in advertisements for the product is considered another form of expert stamps of approval.
    • Celebrity endorsement: This is a particular form of social proof, based on the popularity, reach, and influence of the celebrity. Unpaid celebrity endorsement holds more value.
    • User Recommendations: Recommendations from users provide a significant vote of confidence in the product’s value. All recommendations can have the same positive impact. From a customer review on your website, a Google or Yelp review, or a simple rating, or a full-blown case study, it all provides feedback from actual users and hold a great deal of value.

    Unpaid Marketing

    • Earned (not paid) Media: Has your product or service been talked about in the news? A news report or newspaper write up are both forms of social proof that will support the value of your product. Earned media is a great way to build brand awareness and increase the backlinks to your website. It is social proof that your business has earned a spot at the table.
    • Social Media Exposure: DO NOT undervalue the impact social media posts and shares can have on a customers decision to choose you. Enough positive shares of your content on social networks like Facebook, Twitter, LinkedIn, and Instagram can be all the proof one needs.

    Peer to Peer Power

    • Peer Use and Reviews: Social media exposure and peer usage and reviews are tied closely together as a great deal of peer interaction occurs on social media every day. Peer recommendations of products result in a consumer being over 80% more likely to purchase the recommended product. This word of mouth social proof is one of the most potent and common forms of social proof.

    Small Businesses and Social Proof

    While I do not like to rule out the possibility of a fantastic opportunity for a small business to rise to the top of its game while garnering celebrity and expert endorsements. I also realize that those Cinderella stories are not easy to come by. Since anything is possible, you can keep your eyes out for potential expert or celeb endorsements, but let’s focus our efforts on the more attainable items.

    Encourage Customers to Write Reviews

    You want reviews! Encourage people to write reviews of your business. Yes, a testimonial could potentially be less than stellar. That is only providing your business with an opportunity to improve; it is not an excuse for removing a customer’s ability to write reviews on your business. Reviews allow for user reviews and can increase your peer-to-peer social proof. Not having the ability to review the business or even the products the company offers sends a negative message. It says that you are not confident in your products and services which can be more damning than a bad review or even two in a sea of great ones. Some companies also offer people incentives for a review. However, before providing incentives, make sure you are aware of the rules of each platform. You don’t want a platform to throw out any review of your business based on a technicality.

    Notes on Reviews

    Most review platforms allow the business to respond to reviews. You should always respond within 36 hours. It does not matter if the recommendation is amazing or horrifying. Respond to every single review.

    Did you get a less-than-stellar mention? Ask for specifics and what they would have hoped for as a resolution. If the customer ignores your request for additional information, you can request to have the review removed. When you get the details, you can see what you can do to improve the situation.

    Share Reviews

    Mix some reviews into your posting schedule. Maybe one a month, and don’t do it to brag. Thank the customer for using your product. Try expressing joy that they solved a problem. Highlight the aspects of your brand story the review supports etc. These are all great ways to utilize social proof in your social media, and it encourages other members of your audience to share.

    Experiment with Micro-Influencers and Influencers

    Influencers marketing can be a cost-efficient way of getting celebrity social proof. This tactic is prevalent on Instagram. What usually occurs is a brand would sponsor an influencer or micro-influencers, a person with a strong social media influence in their niche area, to post about their products. Because of their social media influence, these people are celebrities to their audience. When others see them with a particular product, they will transfer the positive attributes they see in these “celebrities” to the product. Boom, celebrity endorsement!

    My friend Dani Sauter, @blonde_inthedistrict, is an influencer in the beauty, fashion and lifestyle areas and was recently named best fashion blogger by Northern Virginia Magazine. She is one of the sweetest, hardest working and, smartest bloggers (and people) I have met. With over 82K followers, she is an icon to many  DC women. She is regularly recognized on the streets (no joke) by followers who want to tell her about the product she recommended. Other times they let her know they bought the dress she wore in last week’s post, or want to take a picture with her. No joke influencer marketing works.

    Brand Ambassador Programs

    In my previous life, I worked as a retail manager at a campus bookstore. One of the most effective and impactful ways to reach our audience was by engaging our employees (many of them students) as brand ambassadors. It created a peer to peer social proof, and as we know, people value the opinion of their peers. At several of the stores, we were able to take this type of peer to peer social proof to the next level. When a student employee, became an orientation leader, we gained access to a larger group of students we could train and engage as ambassadors. All of these ambassadors had peer to peer contact with the new students. Win Win WIn!

    How Does This Apply to My Business?

    Yes, this was a peer to peer rich location. Peer to peer social proof may be slightly more difficult for some businesses. However, when you take into account the power of social media, your employees have a much deeper network than you may know. Engaging them as ambassadors could help you reach new audiences, niches, and explore alternative business channels you may not have known existed.

    Content Created by Your Audience

    User-generated content (UGC) is enormous; people love it when you share their photo. It has benefits for both parties, including increased exposure to a new audience. Plus consumers are looking for brands to feature more UGC. According to Sprout Social Index, 24% of consumers want to see more User Generated Content. UGC is a great way to build your following and generate some user social proof. We recommend encouraging your followers to use a branded hashtag or reposting user content. Don’t forget to encourage users to share this content not only on your social media but on your website, and brick and mortar location as well.

    Share and Respond to Social Media Shout Outs

    I can tell you that when you receive a shout-out from a customer, you feel like a rock star. A rock star that at least one person likes, and that is a start! So you can try to make it the start of something great by responding with a “thanks man” or more to the user giving you a shout out. Then try sharing that shout out with your audience. It is a great way to show others the love people have for your product or service.

    Humble Brags

    Do you work with clients like New York University, Georgetown, Kimpton, Wegmans, Zillow, Great American Restaurant Group, and others? Mention your clients in your bio on social media, don’t gloat highlight a couple of key clients. How is this social proof? If the top brands you listed are using you, then you must be good enough for the masses! Similarly, use critical metrics for your business in your profile, for example, the number of customers served, the number of houses sold under 60 days.

    Ok, Now I Understand Social Proof

    See, it’s not that hard of a concept to understand. Now not only do you see the value, but you also know how you can highlight these forms social proof you have for your business. Social proof is compelling. A successful business must consistently work to make sure that they are engaging customers and regularly building up their social proof. Especially since three-year-old reviews hold much less power than reviews over the past couple months. It may be hard work, but it is rewarding, and you love it!

  • What’s Your Story? Unleash Your Business Superpower

    Surrounded by Darkness

    It is 2:45 am on August 24, 2008, and blackness surrounded me. I am laying face down and unconscious in the middle of Columbus Ave in Boston. The man who had moments before been stomping on my head, yelling for me to die was gone. This vicious and unprovoked attack left two friends in the hospital and two others afraid to leave their apartments.

    To this day, I have no recollection of what happened; it was all very cloudy and grey in my mind. What I do remember is waking up in the hospital. Confused. Distraught. And in pain. But there was also something else that felt different, but at that moment I could not pinpoint what this different feeling was.

    The Darkness Returns

    Months later, my attacker pled guilty to 9 counts. But justice was not served as he walked out of the courtroom with his freedom and instructions to attend anger management classes. Once again, I was surrounded by only darkness.

    Where was the justice in that sentence?

    What message is this sentence sending to people?

    Before this moment in my life, I never had any desire to share my Story. My experiences were unique to me and had no way of impacting others. In my mind, those who said they were going to change the world were merely tilting at windmills.

    My Own Story Transformed My Thoughts and Beliefs

    I left the courtroom, angry and upset, and I walked to calm my nerves. My voice cracked as I answered the first call from a reporter following up on the case. But that small crack in my voice was the last I ever saw of the person who didn’t share his Story.  I delivered an emotional but rational response that highlighted the critical points to the argument I had laid out in my head. Ending the conversation with a simple but powerful, imagine if you were the one lying face down on the pavement, how would it feel to know that the man who did this to you walked free.

    And I continued to tell my story.  Zeroing in on all the emotions that someone experiences when they are violently attacked and continued to ask them to imagine if it was them. Just a short while had passed, and something extraordinary and entirely unexpected started to happen. People began to listen. But not only listen, these listeners then started to re-tell my Story, to rally around it, and to take actions to try to prevent things like this from happening again.

    The world around me began to lighten.

    My Story Was Now Bigger Than Me

    Then one morning, my phone rings and the voice on the other end says, “Please hold for Senator Kennedy’s Office.” The Senator wanted to use my Story as part of his floor speech in support of the Matthew Shepard Hate Crimes Bill. A bill he fought tirelessly for. Legislation that this country desperately needed if we had any chance of preventing attacks like the one that happened to me and so many others.

    That Bill was Senator Kennedy’s windmill and his legacy. I can only imagine what he felt the day the bill became law.

    Darkness is Lifted

    The passage of the Matthew Shepard Hate Crimes Bill marked the moment when color began flooding back into my life . The darkness had finally lifted.  I took a deep breath and walked back into my technicolor world a different person than when I was ripped from it the year before. That period of darkness taught me many lessons that will stay with me for a lifetime. But I was happy to return to my technicolor world and continue to use the new found superpower of storytelling to brighten the world just a bit more.

    Laying The Groundwork for JRH Graphics

    I was still many years away from establishing JRH Graphics, but I was unknowingly laying the groundwork for my future business. As the head of GLAAD’s DC Leadership Council, I worked with a team to help amplify the local stories that needed to be heard by a larger audience. And the fight for marriage equality came to DC, and GLAAD DC LC told lots of amazing and compelling stories of love.

    Then there was a wedding contest that was supposed to be for fun. It was a 3 month full fledged storytelling, marketing, and social medi blitz that landed a gay couple in second place in a NATIONAL wedding contest. That would be me and my ex-husband of course. And a small New York Times photo, of minor importance. Or we were on the cover above the fold on the day marriage was legalized in  DC. Plus a wide array of rallies, and speeches and so much more. Through this, I was honing my craft. I was learning to trust my gut. And most of all, I was repeatedly being amazed by the power of stories.

    Understanding the Importance of Stories

    I learned so many lessons running these campaigns, but none was more important than how powerful stories can be. Stories are like no other medium. They empower, inform, and encourage action. Stories are transformational. Stories capture hearts and minds. A good storyteller can simplify even the most difficult issues and create greater understanding with a story. Stories create powerful connections between seemingly unrelated things, and stories bring people together. Something we need now more than ever.

    This is My Story

    Jonathan Howard The Power of Stories So this is my Story; it is my authentic and emotional Story about how I learned of the power that stories possess. This is also a happy story for me, it is an awful thing that should never happen to anybody else. But it happened to me for a reason, and it allowed me to uncover my passion, and build a business around something I love. This story is a portion of my overall brand and a part of what makes JRH Graphics different.

    When you boil all of what I told you down to its essential elements, it is about transforming hate into love. Hate and love are universal emotions. Everybody knows love in some way, and everybody knows hate. These universal emotions are the secret sauce, they are what allows the Story to connect with an audience.

    So, What’s Your Story?

    Want to know a secret? The words you use to answer this question don’t matter at first. The first time I ask it I am listening to how you provide the answer, then I am watching your body language, and looking for something that will clue me in to the fact that there is a bit more. And then I push.

    Why do I push…

    Because each time I ask the question “What’s Your Story,” I am trying to get down to the “why.” When you finally reach the real reason behind why you do what you do, the rest falls into place. Your Story becomes your roadmap for everything you do. It provides clarity and purpose for your business as well as great content for me to post on social media.

    An authentic story that connects to your why and engages your target audience makes everything easier. Content creation is more straightforward; engagement is more organic, scaling your business is natural and creating measurable goals that move you towards where you want to be in 5/10/15 years is a piece of cake because all the key factors are aligned.

    A T-shirt is More Than Just A T-shirt

    I want to give you an example. I had a business I was working with to build a brand that they could use that felt authentic. The problem was I could not get down to the “Why” with them for weeks.

    Why is it that you make these T-shirts?  I would ask

    Because they are nice, aren’t they!

    Why not cotton socks?

    Because we make nice t-shirts.

    After a few weeks of beating my head against the wall, I finally saw a glimpse of something and pushed to eventually discover that the family made the t-shirts because after their father passed away, they could not find one of his favorite ones. They found the fabric of the original shirt and now use it for all of their t-shirts. And instead of their marketing just relying on the fact that they make nice t-shirts a fairly low threshold, we were able to create a niche for them and a new need for consumers.

    Because that t-shirt is not what they are selling, they now sell memories. And a simple story overlooked by the business owner made all the difference.

    We All Have Powerful Stories, Use Them

    I hope this highlights what a well crafted and authentic story can bring to your brand. I also hope that this gives you a bit of insight into my business and,  it inspires you to tell your Story. We all have stories they are powerful, don’t be afraid to use them.