#businessgrowth

Chantal Cornelius

Beyond USPs: How to Create Real Emotional Connections with Your Customers

It’s fascinating how many businesses still rely on generic unique selling propositions (USPs) that aren’t actually unique at all. In my recent Talk Commerce conversation with Chantal Cornelius, founder of Apple Tree Marketing, we dove deep into this challenge and explored a fresh perspective on standout marketing strategies for today’s crowded market.

The Journey to Standout Marketing Strategies

After 25 years in marketing, Chantal noticed a pattern: coaches and consultants were all using the same language to describe their services. “I help you get from where you are to where you want to be” became a universal, yet ineffective message. This observation led her on a nine-year research journey, culminating in her new book “Standout Strategies.”

The Five Emotional Strategies That Make Businesses Stand Out

During our discussion, Chantal revealed the five core strategies she’s identified:

1. Certainty

This strategy focuses on being a safe pair of hands. Businesses using this approach emphasize reliability and consistency – think McDonald’s, where customers expect the same experience every time.

2. Connection

This strategy builds on creating a sense of belonging. It’s particularly effective for networking organizations where members want to feel part of something bigger than themselves.

3. Contribution

Perfect for charities and purpose-driven organizations, this strategy helps customers feel they’re making a difference in the world.

4. Growth

This approach appeals to clients seeking personal and professional development, emphasizing excitement, empowerment, and freedom.

5. Significance

This strategy caters to those wanting to be heard and respected, focusing on helping clients make a bigger impact.

Finding Your Strategy: A Personal Insight

What struck me most during our conversation was Chantal’s candid admission about her own business. She initially thought growth was her strategy, but customer feedback revealed they valued her as a “safe pair of hands” – certainty was her true strength. This highlights an important lesson: sometimes our perception of our business differs from what our customers truly value.

The AI Factor in Modern Marketing

We also discussed the role of AI in marketing, and Chantal shared an interesting perspective on using AI tools while maintaining authentic human connection. She emphasized that while AI can help create content, it’s crucial to maintain your unique voice and emotional connection with your audience.

Takeaways

The insights Chantal shared remind us that successful marketing isn’t just about what we do, but how we make our customers feel. Whether you’re a solopreneur or running a larger organization, understanding your emotional strategy can be the key to truly standing out in your market.

Want to learn more? You can find Chantal’s book “Standout Strategies” on Amazon or visit appletreeuk.com to take the free strategy assessment test.

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Listen to another episode with Chantal here

Eitan Koter

The Power of Video Commerce with Eitan Koter

In a recent Talk Commerce episode, I had the pleasure of sitting down with Eitan Koter, Co-CEO and Co-founder of Vimmi, to explore the revolutionary impact of video commerce on the e-commerce landscape. With video consuming over 82% of global internet traffic, understanding its role in driving sales has never been more crucial.

The Evolution of Video Commerce

Eitan shared fascinating insights about how video commerce is reshaping the retail landscape. Traditional e-commerce conversion rates have historically hovered around 2%, but with video commerce, particularly live and shoppable video content, businesses are seeing up to 10x improvement in these numbers.

As someone who’s spent years in the enterprise e-commerce space, I’ve witnessed firsthand how video has transformed from a nice-to-have feature to an essential tool for engagement and conversion.

Breaking Down the Barriers

One of the most compelling points Eitan made was about the accessibility of video commerce. While many businesses perceive video production as expensive and time-consuming, he emphasized that success doesn’t require professional production values:

  • Start with short-form videos
  • Use your smartphone
  • Focus on authenticity over perfection
  • Create consistent content
  • Address customer pain points

The Multi-Channel Approach

What particularly resonated with me was Vimmi’s approach to omnichannel video commerce. Their platform enables:

  • Simultaneous posting across social media platforms
  • Integration with e-commerce platforms
  • Live shopping capabilities
  • QR code integration for offline-to-online experiences

The Future of Social Commerce

Looking ahead to 2025, Eitan predicts continued growth in live shopping and shoppable video across various niches. With social commerce projected to reach $8 trillion by 2030, businesses need to start implementing video commerce strategies now.

Getting Started with Video Commerce

For those looking to dive into video commerce, Eitan recommends a strategic approach:

  1. Start with educational content
  2. Build trust through transparency
  3. Progress to product-focused content
  4. Leverage live events and shows
  5. Maintain consistent posting schedules

Key Takeaways for Businesses

As your podcast host and someone deeply involved in e-commerce, I can’t stress enough how crucial it is to embrace video commerce now. The platforms are ready, the consumers are engaged, and the technology is accessible.

For businesses interested in exploring video commerce, Vimmi offers a free-for-life package at vimmi.net, where you can experiment with live streaming and shoppable video features.

Connect with Eitan Koter on LinkedIn to learn more about video marketing and commerce strategies, or tune in to the full podcast episode for more detailed insights into the future of video commerce.

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Unlocking the Power of Winning Products: Why Sell The Trend is a Game-Changer for Dropshipping

This post is brought to you by Sell The Trend Finding a winning product can be the ultimate breakthrough for a dropshipping business. These are the products that not only resonate with customers but also drive consistent sales and high-profit margins. Yet, uncovering these gems often feels like looking for …

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Talk Commerce - Mischa Zvegintzov

A 6-Step Guide to Landing Podcast Interviews to Grow Your Influence

Being a guest on shows can be a powerful way to grow your influence, establish thought leadership, and connect with new audiences. However, landing those coveted interview spots requires a strategic approach. In this post, we’ll dive into the six essential steps to mastering the art of podcast pitching, as shared by Mischa Zvegintzov, a renowned expert in the field.

1. Don’t Aim Only for the Biggest Podcasts

While setting your sights on the most popular podcasts is tempting, don’t overlook the value of smaller, niche shows. If a podcast has an audience that aligns with your message and expertise, it can be just as valuable as a larger platform. Focus on finding the right fit rather than solely chasing numbers.

2. Have a Compelling Story to Share

To capture the attention of podcast hosts and their listeners, you need to have a compelling story to share. Identify the unique value you can bring and craft a narrative showcasing your expertise and insights. Consider what challenges or problems you can help solve for the podcast’s audience.

3. Send a Simple, Direct Email Pitch

When reaching out to podcast hosts, keep your pitch simple and direct. Mischa suggests using a template like this: “I found your podcast, and you have a great show. Are you looking for an interesting guest to be on the show? If so, what are the next steps?” This approach is straightforward and shows genuine interest in the podcast.

4. Be Prepared for Rejection

Rejection is a natural part of the podcast pitching process. In fact, Mischa notes that only about 10% of pitches may receive a positive response initially. Don’t let this discourage you. Instead, be prepared for rejection and have a plan to follow up with those who don’t respond. Persistence is key.

5. Make a Counteroffer

If you receive a “no” from a podcast host, don’t let the conversation end there. Take the opportunity to make a counteroffer by inviting them to be a guest on your own podcast. This strategic move can open doors to valuable connections and potential collaborations down the line.

6. Take Action, Don’t Wait for Perfection

One of Mischa’s most important pieces of advice is to take action and start pitching, even if you don’t feel fully prepared. Don’t wait for everything to be perfect before contacting podcast hosts. You can figure things out as you go along. The key is to start building momentum and learning from the process.

Take Action!

Mastering the art of podcast pitching requires a combination of strategy, persistence, and a willingness to learn and adapt. By following these six steps shared by Mischa Zvegintzov, you can increase your chances of landing valuable podcast interviews and growing your influence in your industry. Remember, it’s not about aiming for perfection but rather about taking action and consistently putting yourself out there. With each pitch, you’ll refine your approach and move closer to becoming a sought-after podcast guest. So, start crafting your compelling story, send those pitches, and embrace the journey of building your influence through podcasting.

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