#marketingstrategy

Chantal Cornelius

Why Your USP Isn’t Working and How to Fix It with Chantal Cornelius

This week on Talk Commerce, I had the pleasure of chatting with the brilliant Chantal Cornelius, founder of Apple Tree Marketing. Chantal shared some game-changing insights on marketing strategies that truly resonate with customers. In this blog post, we’ll unpack her key takeaways, focusing on how to move beyond outdated USPs and create a marketing approach that makes your business truly stand out.

Why USPs Don’t Work (And What To Do Instead)

Chantal and I both agree: Unique Selling Propositions (USPs) are often ineffective. Why? Because most businesses end up saying the same thing! Chantal’s experience working with numerous coaches and consultants revealed a common pattern – everyone claims to be unique, but they’re actually offering very similar services.

My takeaway here is that focusing on what makes you different as an individual might be more effective than forcing a USP. Chantal highlighted that USPs are easier to create with tangible products, but when selling services, the focus shifts to customer emotion.

The Power of Standout Strategies

Instead of USPs, Chantal champions “standout strategies,” focusing on how your customers want to feel when working with you. This customer-centric approach involves identifying the emotions that matter most to your target audience (safety, amusement, etc.). Chantal’s five standout strategies offer a framework to achieve this, and the right strategy for your business depends on the needs and emotions of your ideal customer. This really resonated with me because it’s so different from the traditional “features and benefits” approach.

Measuring Marketing Success: It’s Not Just About Numbers

A crucial element Chantal emphasizes is measurement. Too many small businesses jump into marketing tactics without establishing a baseline or tracking their results. Chantal’s approach is refreshingly simple yet effective. She tracks her phone calls, noting the source of each new inquiry. This allows her to see what marketing strategies deliver the best results and double-down on her success. This practical, data-driven approach is something I’ll definitely be implementing.

The Art of Strategic Marketing: Don’t Just React, Plan!

Chantal stresses the importance of strategy over tactics. Before jumping into social media or other marketing activities, take a step back to define your goals, target audience, and the best way to reach them. This is essential when dealing with a marketing crisis. This strategic approach makes measuring your success easier and more meaningful. I found this to be exceptionally helpful; often we forget that before running any marketing campaign we should first plan and understand our target audience and goals!

Public Speaking as a Marketing Tool: Share Value, Then Sell

Chantal shared her experiences with public speaking, highlighting the importance of providing value to the audience without being overtly salesy. She suggested that it’s less about actively selling and more about subtly influencing and establishing credibility. It’s a more passive approach that relies on building trust and expertise to draw in potential clients.

American vs. English Marketing: A Cultural Divide?

Chantal points out interesting cultural differences between American and British marketing approaches. Americans are generally more outgoing and direct, while Brits tend to be more reserved. This impacts how businesses approach networking and outreach. I found this comparison fascinating, and it reinforces that the “best” approach is always the one that fits your target market.

Chantal’s Advice for Small Business Owners: Start With Your Network

Chantal’s key advice for small business owners starting their marketing journey is simple: start by talking to people you already know. Use your existing network. Don’t rely solely on social media; pick up the phone, build relationships, and let your network know about your business. I personally think this is excellent advice and something many business owners can benefit from.

Chantal Cornelius’s insights on strategic marketing offer a breath of fresh air. Her focus on customer emotions, careful measurement, and a thoughtful approach to public speaking is a recipe for marketing success. To delve deeper into Chantal’s five standout strategies, take her free test at AppletreeUK.com! You can also listen to the full podcast episode for a more in-depth understanding.

Find more Talk Commerce podcasts about marketing strategy here

Talk Commerce Guest Brian Lange

Live from Shoptoberfest: The Intersection of Culture and Commerce with Brian Lange

In this blog post, I’ll be sharing highlights from my recent conversation with Brian Lang of Future Commerce on the Talk Commerce podcast. Brian’s insights were incredibly thought-provoking, prompting a deep dive into the evolving relationship between culture, commerce, and the increasingly pervasive influence of AI.

Commerce as Identity Exchange: A Human Connection

Brian’s core argument revolves around the idea that commerce isn’t merely transactional; it’s fundamentally about human connection and identity exchange. Each purchase represents a transfer not just of goods or services but also of a piece of the buyer’s and seller’s identities. This resonated deeply with me; it’s easy to get lost in the numbers and metrics of ecommerce, but Brian’s perspective brought the human element sharply back into focus. I’ve always believed in the importance of genuine human connection in business, and Brian’s words perfectly encapsulated that sentiment.

The Future of Commerce: Navigating the AI Revolution

Our conversation also touched upon the ever-evolving role of AI in commerce. Brian mentioned Norbert Wiener’s prescient observations from the 1950s about the trajectory of AI. This was fascinating, highlighting that the current wave of generative AI isn’t a sudden emergence but the culmination of decades of development. The key takeaway here for me was Brian’s emphasis on classifying interactions: human-to-human, human-to-machine, and machine-to-machine. Businesses need to understand where each interaction fits best to optimize their processes and customer experience. This is where I see immense potential for improvement in the ecommerce space.

Good Friction vs. Bad Friction: Optimizing the Customer Journey

One of the most impactful concepts Brian introduced was the distinction between “good friction” and “bad friction” in the customer journey. Good friction, as Brian explained, involves strategically placing roadblocks to ensure customers make informed decisions – such as providing detailed sizing information or offering multiple product comparisons. Bad friction is anything unnecessary, such as complex checkout processes or confusing website navigation. This is something I will certainly be implementing into my own strategies. It’s a simple yet profound insight that can significantly improve conversion rates and customer satisfaction.

The Importance of Context in Modern Commerce

Brian eloquently highlighted that consumers now purchase goods across many contexts and platforms. This makes controlling the context almost impossible for the brands. Therefore, bringing the transactional point closer to the point of decision is crucial to ensuring a successful sale. The immediacy of modern purchasing habits demands seamless and accessible checkout experiences.

Embracing the Human Element in the Age of AI

Brian Lang’s insights provided a fresh perspective on the future of commerce. His emphasis on human connection, strategic friction, and the thoughtful integration of AI offers a roadmap for businesses seeking to thrive in the dynamic landscape of today’s market. I highly recommend listening to the full podcast episode for a deeper dive into these thought-provoking concepts. Let me know your thoughts on Brian’s insights in the comments below!

Find more Podcast episodes about digital strategy here.