June '21

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G R A P H I C S - P R O. C O M 2 0 2 1 J U N E G R A P H I C S P R O 7 7 The bonus is this is all great content too. You can take the questions, make them blog posts, do live videos about the answers, and use them as posts on social media. But the key is then to organize them into an easy-to-find page on your website. Plus, you can make this FAQ into an easy-to-use guide on how to buy your products; allow people to down- load it as a PDF. You can even use that PDF as a free guide to acquire new leads. Lastly, make sure you prioritize reviews. People look to re- views more and more to feel comfortable with their buying decisions, and it helps them find clarity to see what other peo- ple have to say. A great tool I suggest is called www.helpful- EMPATHY This comes naturally to some and not so naturally to others. For all of us, look at it like this: Be kind no matter what. No matter what the person on the other side is doing, be kind. Focus on the feelings, not the facts. One way to show more empathy is to embrace complaints. Getting a customer complaint is valuable to your business. Research shows for every 100 dissatisfied customers, only five ever actually complain. When you hear from one customer and fix the issue, you are fixing it for other customers in the future. Since focusing on these three things is all about exceeding expectations, make replying to all reviews a priority, good or bad. Always take their feelings into account and avoid the facts. You might win the battle by proving you are right, but you will lose the war of keeping customers if that is your focus. If you must be correct, then something is broken in your process or policies, and you missed the clarity from our second point. RECAP To recap, spend your time focusing on improving these three things in your business, and you will see sustainable growth faster than any marketing funnel, paid ad strategy, or whatever else you have researched. Speed — Have a set standard for responding to customers, getting orders out the door, or some other way you can exceed expectations. Clarity — Have a well-organized FAQ page, point to it of- ten, and continuously update it. Empathy — Make reviews a priority, and just like speed, have a standard and system to reply to all of them quickly and without the need to be correct. Focus on the feelings. These three things matter to the customer above all else, so put in the effort to honestly evaluate how you are doing. Then get to work implementing ways you can become better. GP AARON MONTGOMERY has been certified by New York Times best-selling author Jack Canfield as a Success Principles Trainer and is the Co-Founder of OurSuc- Aaron has over 25 years of experience with personalized products and small business development. You can find Aaron co-hosting the decorator's industry podcast 2 Regular Guys Podcast ( You can also check him out on his own podcast channel and weekly live videos called Small Business Saturdays (

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