The tool I use to get more referrals π
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Friend -- this email was written before Friday's U.S. Supreme Court decision to overturn Roe v. Wade. If you find solace in your work, then this email is for you. If you, like me are still processing your feelings, feelings that if put into words would burn straight through the page, know that you are not alone. As a woman who choose to carry her two babies, in power, who held her friend's hand as she bled from a desperately wanted pregnancy that didn't take and is only here today thanks to a life-saving procedure that is now illegal, I laugh out loud at the thought of talking about CTAs when everywhere around me rings with the cries of more important calls-to-action. And yet...if you find solace in your work, then this email is for you.
-Courtney
Hey Reader,
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Fun fact: My husband is an economics professor.
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Of course, he's not the useful kind of economist who can predict the stock market -- more like Russell Crowe theorizing pigeon flocking patterns in A Beautiful Mind. (My husband tolerates my jests, mostly.)
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In truth, he focuses on cooperation and bargaining theory and I'm always surprised by how much behavioral psychology plays a role in his work. (And by how anyone can read his papers when they're written in hieroglyphics.)
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During our most recent date night I was bemoaning the fact that there isn't really a "market rate" for copywriters. It's totally subjective and a real pain in the π.
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That's when my husband pulled out his favorite party trick -- relating my woes to an economic theory that is always, annoyingly, on point. (It's a good thing he's dashingly handsome.)
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An economist named Richard Thaler found that customers were willing to pay a higher price for a beer if they knew it was coming from an upscale hotel versus a run-down grocery store. The perceived value of the upscale hotel allowed it to charge higher prices.
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I think online business owners today are becoming very good at upping their perceived value.
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π We buy aesthetically pleasing website templates...
πΈ Invest in brand photography...
π And fret over whether our copywriting is saying just the right thing so site visitors will feel a sense of belonging and be compelled to work with us -- and pay for the perceived value of our work.
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Perceived value is very good for business, but here's where IT CAN LOSE YOU FUTURE WORK.
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π You've got to deliver on your promise AND provide a stellar client experience.
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Your price is more than a transactional purchase. It's an emotional investment and clients expect a premium experience if you're going to charge a premium price.
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I, too, have been wooed by perceived value and become disgruntled by a poor client experience.
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Clients who feel just meh (or worse) about their experience with you won't risk their own reputation by sending friends and colleagues your way.
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A stellar client experience isn't just about doing the job you were hired to do.
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A dang-did-they-deliver-and-then-some experience is about:
- Frequent Communication
- Proven Process or Workflow
- Engagement
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It often comes down to reminding people that you're doing your job and showing them what they're paying for along the way.
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There's one tool I use to deliver on all three points -- Loom.
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Every BP client raves about Loom and many have uttered the phrase "I never thought to use it like that!"
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Discover 7 Creative Ways To Use Loom and level-up your client experience.
Once you start using Loom you'll find yourself thinking, βThis meeting could have been a Loom.β
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Let me walk you through a before-and-after use case in my business and my favorite Loom benefits including:
- Time zone and family-friendly nature
- Fewer meetings
- Less emails
- Clearer communication
- And yeah, a high-touch client experience
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β― Off to hit play on my new client welcome video,
Reading: After a slew of heavy reads, I'm back on my contemporary romance game with Just Last Night by Mhairi McFarlane.
Watching: I love a good legal drama with twists and turns galore. The Lincoln Lawyer on Netflix scratches the itch. (Also, Neve Campbell does not age, apparently.)
Loving: Franklin, Kentucky! Took a long weekend to visit family in the country and had a blast backyard camping, riding in Amish buggies, feeding the sheep, canoeing, and watching my kids make sweet summertime memories with their cousins.
ICYMI βοΈ
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