MBA1518 Guest Teacher – Angela Henderson – How To Use Human to Human Marketing In Your Business

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Hey oh. Welcome to the Hundred Doll RMBA show. Because your business is not going to build itself, it needs you at your best. That's why we deliver daily 10 minute business lessons for the real world. I'm your host, your coach, your teacher Omar Zenholm. I'm also the co founder of the Hundred Dollar mba, a complete business training and community online and today's episode is a guest teacher episode. On our guest teacher episode we have Angela Henderson and she's going to be teaching you human to human marketing and how to implement it in your business. Angela Henderson is a good friend of the show as well as Nicole and I. We met her a few times at conferences, podcasting conferences. She's a successful entrepreneur, podcaster and consultant. So she's walked the talk before she got on today's show. She's an expert at helping you build a great brand, a great business by building great relationships with your customers. That's why she's here today to show you how to do exactly that. So let's get into it. Let's get down to business. Today's guest teacher, Angela Henderson comes with a wealth of experience. Everything she knows and teaches her clients, she's done in her business and businesses. She's the founder of Finley and Me which is a very successful online store where she was able to develop a lot of the techniques she'll be teaching you today. Human to human marketing. The subject she'll be teaching you today is really, really important. It talks about how do you make that relationship with that customer so you can actually convert them into into a lifelong customer. What's the nature of those conversations? How do we make those connections so they are memorable and effective? I'm gonna hand it over to Angela Henderson now so she can teach you today's guest teacher lesson. But I'll be back to give my takeaways and wrap up the episode. But for now, take it away, Angela.

Hey there. Hey there, amazing people. It is Ang here from Angela Henderson Consulting where I'm a business consultant, speaker and podcaster. I am super, super pumped to be here today to teach you all about the beautiful essence of human to human marketing. So get your notebooks ready, pour yourself a beautiful glass of whatever you love, and let's get ready to rock and roll. Customers. Customers are wanting so, so, so much more in today's day and age. They don't want to be treated like a number or another transaction. They want to feel valued, connected. Understood. Enter human to human marketing. Today I want to share with you something more than what many of you have been taught. B2B and B2C. I want to share with you the importance of H2H marketing. Human to human marketing. What is human to human marketing? Why you need human to human marketing in your overall business strategy. And I'm also going to give you some ways that you too can start implementing human to human marketing into your own business today. So here we go. As I said in the intro, so many of you will probably have never even heard human to human marketing before. You're so used to hearing about B2B that business to business are B2C business to consumer. So let's just start on the really, really basics about what is human to human marketing. Human to human marketing pertains to the experience and interaction one faces with a particular brand. Let me just repeat that and emphasize that for you. Human to human marketing pertains to the experience and interaction one faces with a particular brand. Your brand. Every single day people are having are not having beautiful experiences and interactions. Your brand. Have you thought about that recently? What that looks like, how that's impacting you positively or negatively? Yeah, maybe or maybe or not. But human to human marketing is here to stay and you need it in your overall business strategy. I'll share with you a beautiful example of where I was kind of really first introduced to human to human marketing when I really stripped things back. And that was at this beautiful local Brisbane cafe called Tognini's Cafe. When I was pregnant with my first son, Finley, I would go into this cafe and I would order one of their big, crunchy, beautiful raspberry blueberry muffins with a can of Diet Coke every single day for literally the first four months of my pregnancy. And at the beginning it was just, you know, hi, how are you? But then as I became that regular was hi, how are you, Angela. They got to know my name, they got to follow how long, far along I was in my pregnancy. And then when Finley came, they took, you know, interest in Finley. So every time I went to their facility, it was always this beautiful and rich experience and interaction. I wasn't just a transaction, I was a human being. They looked me in the eyes, they called me by my first name, they greeted my children. It was absolutely amazing. And think about where you two have experienced human to human marketing, where people actually care. You're not treated like a number and you're treated like a human. Are you doing this in your own brand? Maybe, maybe not. But we need to start thinking about it. Why in a time where everything is so, so noisy, so many businesses are continuing to compete and compete and compete and you must start thinking about how are you going to stick out, how are you no longer going to be in that sea of noise, but to be you. And also a study was done here in Australia back in 2020, or sorry, 2019, back in February. And what it said was is that Australia's trust in institutions and businesses the rise, but they still have a pretty big trust issue. You see, alongside France, Australia is the least trusting country globally. In the study by Edelman's 2019 Trust Barometer, it also revealed that 26% of Australians in the study trust social media compared to the global average of 44%. So you have to be thinking about how you can connect and build trust and gain that authority with your audience in a way that others aren't. And that's where human to human marketing comes into play. One of my favorite quotes that I have, and I kind of coined this, I would say I've never heard it before, is that conversation is conversion. Let me just repeat that conversation is conversion. So when you start thinking about having these rich and juicy conversations and experiences and interaction with your customers, you will naturally have conversions. But yet so many businesses are so afraid to enter into conversations to really create that experience and that interaction that they are losing out on so many amazing customers. A lovely quote that I've heard ages ago. I can't remember who says it, but it goes something like this. I've learned that people will forget what you said, people will forget what you did, but people will never ever forget how you made them feel. How true is that? Think about the hair stylist that you go to, or think about that favorite restaurant you go to, the way they made you feel. You'll never forget that. And that's what you need to be doing within your own business. And that's the human to human marketing element of it. So many people are so wrapped up about ticking a box and doing the next social media and getting out the order and taking the credit card that they're not forgetting about how they're making their customers feel. So why do you need human to human marketing? Well, one of the best studies that I've read recently have concluded this. Most recent studies have concluded that your customers are human. That is reason number one why you need human to human marketing. Because most recent studies have concluded that your customers are human beings. Imagine that some of you are probably sitting there giggling. I know many people do when I read this and share this at many conferences that I speak to. But but it is so, so very true. And yet many people aren't treating them like humans. Reason number two why you need human to human marketing is you must stand out. You must be the purple cow. And as I said earlier, everything is so noisy. We are competing against algorithms, we're competing against getting into people's inboxes. You must stand out and be the purple cow. And this is what human to human marketing allows you to do. In the book the Purple Cow by Seth Godin, he talks about the new P is purple co. He says, when my family and I were driving through France a few years ago, we were enchanted by the hundreds of storybook cows gazing on pastures right next to the highway. For dozens of kilometers we all gazed out the window marveling about how beautiful everything was. Then within 20 minutes, we started ignoring the cows. The new cows were just like the old cows and once what were amazing were now just common. Worse than common. Those cows were boring. Cows after you've seen them for a while, as I said, are boring. They may be perfect cows, attractive cows, cows with great personalities, cows lit by beautiful light, but they still are boring. But a purple cow though, now that would be interesting. At least for a while. So reason number two why you need human to human marketing is you must stand out and Be the purple cow. Reason number three why you need human to human marketing is because emotional motivators drive consumer behavior. Emotional motivators drive consumer behavior. And when this happens, sales will come. And human to human marketing allows that to happen. It allows for those rich connections, those conversations and naturally that's where those conversions will happen. An amazing book that I read is called the Go Givers and they talk about their own sales process compared to the traditional sales process. I want to share that with you because when you start to see the go givers and this new kind of sales process that they talk about, it implements beautifully the human to human marketing. And because of that, the sales will come. But let's just talk for a moment about the traditional sales process. Typically you have a prospect, you qualify them, you present, you overcome objections, you close and you may follow up and eh, you might provide some customer service. I mean that's what we're all taught to do on a regular basis. We hear it on podcasts and we hear it over on Facebook groups and on Instagram that this traditional sales process is the way we need to go. But in the book the go Givers, what they talk about is create value first, touch people's lives, build networks, be real, stay open and you will become profitable. How amazing is that sales process? But yet so many people don't want to embrace this human to human marketing sales process because of the fear of the unknown, the fear of, well, nobody else is really talking about it. But I can tell you hand on heart that when you create value and you touch people's lives and you build networks and you be real and you stay open and you have those beautiful and rich conversations, conversions and profitability will happen. But that can only be done through the human to human marketing. One of the things that they also talk about in the Go Giver book is that the five laws of stratospheric success and they talk about the law of value. Your true worth is determined by how much more you give in value than you take in payment. The law of compensation. Your income is determined by how many people you serve and how well you serve them. 3. The law of influence. Your influence is determined by how abundantly you place other people's interests. First, the law of authenticity. The most valuable gift you have to offer is yourself. And lastly, the law of receptivity. The key to effective giving is to stay open to receiving again, the beautiful and true essence of human to human marketing. So you might be saying, well this is really great Ang, and you've opened my Eyes. And I really probably need to be looking at how I can incorporate human to human marketing into my overall business strategy. But how do I do it? Well, thanks for asking. These are a few ways that I do. I show up in my own Facebook community group, such as my group, the Australian Business Collaborative, when others have told me I shouldn't. People have said that I should outsource everything, that I shouldn't be showing up, that I'm giving too much value. But my first 18 months in business, I made $250,000 from that Facebook group because I showed up. I treated those people like human beings. I created experiences and interactions and because of that, people love me. Because of that, people said I was different from every other business coach that kind of comes in and does the seagull analogy. They come in, they shit on their Facebook group and then they leave. So I showed up when others, other gurus told me not to. I also use human to human marketing by hopping on my own discovery calls when others again told me not to. They told me I should be outsourcing this to a sales team. But here's the thing, you don't go into Mercedes or BMW or Range Rover or all those places and buy a 200, $300,000 car and don't test drive it. You test drive it, you ask questions, you're curious, etc. So I hopped on my own discovery calls when others told me I shouldn't. I also work hard to remember particular things that are relevant to people. I write a lot of notes, I recall a lot. And when I do this, if I'm on a Facebook live or if I'm on a webinar, I'm able to recall a lot. And these people have told me, they've sent me multiple messages and emails going it's because of you Ang that I didn't feel alone in the world of business. It's because of you that again, I wasn't just a number. You took the time to get to know me. I also send personalized gifts to each of my VIP coaching clients, my 12 month group coaching clients, and my mastermind clients. And I also ring all of my my new coaching clients personally. Now, some of you might be freaking out, but here's the reality. When I was on my way to a mastermind in the Maldives, I had a layover in Singapore and I called all of my new 12 month group coaching clients. Now granted, there was 12 of them in this particular round off the top of my head, so it wasn't a large number, but I rang each of them, but here's the thing, only a few of them even picked up the phone. So we had this perception that it's going to take a lot longer in order to be able to pick up the phone and have a conversation versus the email. But I left a message. People replied back going oh my goodness, I can't believe you took the time to message me. Others that did answer were like oh my God, it can't be you. Why would you call me? This is crazy. So these are really the most important factors about what you need to be thinking about when it comes to human to human marketing. Knowing what human to human marketing is that experience and interaction and not treating them like a number, not treating them like a transaction, Understanding why you need human to human marketing within your overall business strategy and also being able to look at how you can implement human to human marketing into that strategy. By some of the examples that I shared with today and remember Conversations Equal Conversions you must be thinking about how you can incorporate this human to human touch. Because here's the thing, HTH marketing is here to stay and if you don't find ways to make your customers feel special and validated, you are going to lose them to companies and other businesses that do Conversations Equal Conversions. Well that was super, super fun speaking to you about human to human marketing and if you loved learning about human to human marketing and would like to continue to learn more about how you personally could implement this into your own business strategy. Or heck, you don't even have a business strategy but need help to get clarity strategy and the support you need to grow a sustainable and profitable business. Then simply head to my website www.AngelaHenderson.com and from there you can get the tools, resources, community and support you need. Have an awesome day and back to you Omar.

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What a great lesson by Angela Henderson. Thanks Angela for the fantastic insights. This is why I highly recommend you are speaking to your customers regularly. You're in the customer support tickets, you're having video calls with your customers to learn more about them and their needs and what they're looking for. You're doing regular webinars, you're going to conferences, you're speaking to people on a regular basis. A lot of us want to just go into our office, go into our cave and build a great product and that's great. You need a great product, but you need an informed product. You need a product that understands the customer and is built around their needs. And if you do that, it will market itself. Now of course you can't just put something up on a website and hope that everybody just buys it. These connections that Angela's talking about, these conversations are required even if they're not inbound, they're outbound. You're actually making phone calls, you're sending emails to potential customers, finding out who's using your competitors products and seeing if they're interested in checking you out. There's two sites that you can use for this is called Built With. The other one's called Nerdy Data. You can pop in your competitors and find out what companies are using that software and you can reach out to these people, reach out to those companies just on their about page and simply ask them, hey, I'm building a blank, a type of tool that your competitors are. I notice that you're using so and so. I'd love to hear about what your favorite things are. What are some things that are challenging you. Your feedback is going to be incredibly helpful as I'm building this product. Even if you're not in the building phase, this is great information. People are willing to give feedback. They're not. You're not selling them anything. You're not pitching them the product that you have, but you're just telling them, hey, I noticed that you use a tool like mine or you use a product like mine, I'd love to learn what you like about it. Don't like so that I can build something that maybe you'd like and people will give you feedback and that starts the conversation. You go back and forth, you learn more and then you might offer them, hey, want to get on a call and check out what I have now, of course, like Angela said, not everybody's going to say yes and not everybody's going to, you know, be interested. But it's a numbers game. You contact 20 people, you'll get five. Right? But if you don't contact anybody, you're not going to get anybody. You get the point. If you want to learn more about human to human marketing, check out Angela Henderson's website, AngelaHenderson.comau check out her blog, listen to her podcast, even take a masterclass. Thanks so much for listening to the $100 NBA show. If you love what you hear, hit subscribe and let us know what you think of the show over on itunes. We'd love to hear from you in a rating and review. By leaving us a rating and review, you enter our weekly random draw we call Freeride Friday. Every Friday. Listen in and you can win a free ride to one of our programs like easy course or $500 course on how to build your own online course for profit. Just leave us an itunes rating and review and enter our weekly rating draw. And you couldn't win. It's that simple. It's our way to say thanks for showing us love on itunes. Before I go, I want to leave you with this. We don't buy anything until we trust who we're buying from. This is why building those relationships is so important. Think of the last restaurant you went to. Most likely it's because you read a review somewhere or you got a recommendation from a friend. The point here is that you got something that allowed you to trust them to say, hey, I'm going to take a chance. I'm going to go over there, buy, you know, buy a meal, enjoy it. But that doesn't happen until there's some sort of trust building exercise. This is why communication with your customers is so important. Thank you so much for listening and I'll check you in tomorrow's episode. I'll see you then. Take care.

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