Show Notes
Understanding the change you want to make for your client and helping them see the whole picture from the beginning, is one of the best ways to offer valued in your marketing content.
Be sure to grab the resource shared at the end if using your podcast content to bring in new customers is something you want to know more about or maybe it’s already part of your goal. It’s going to help you see the potential and explain how you can apply this strategy in your business.
Simon Sinek loves the Four Seasons Hotels and Resorts. I know this because he has shared stories about their relentless pursuit of “experiences of exceptional quality.” What I love about their approach is that it’s their mission. It has no finish line. Providing exceptional service so their guests have an exceptional experience requires doing lots of things well, every single day. I truly love how focused they on the client experience specifically. They measure how well they are doing based on the customer’s experience.
It sounds like common sense, but most companies aren’t using this statistic to drive their operational decisions.
Lead generation and bringing in new clients is a lot like that too. There’s no finish line and it requires doing a few things well – consistently. That’s often a good thing. We know that if we work our plan, leads come in, and you can do great work with and for your clients.
It can also be why you don’t see the results you’d like.
When there’s no due date or deadline it can be easy to push this off or postpone it for other very real, very important priorities. We often understand intellectually that regular lead generation activity brings in leads on a regular basis AND businesses large and small still struggle with this. I get it.
In a big picture view, that can feel overwhelming – exceptional every day doesn’t just happen. The Four Seasons has created an environment to empower their employees to make it possible for them to do their job, as a valued part of the exceptional client experience. Instead of making it a goal, they’ve made it an intention.
Marketing is like that too – it’s doing things well, with intention, on a consistent basis so your company can make an impact.
Seth Godin describes marketing as the act of making change happen. That definition implies two key things.
First is the action, the act. After all, when we’re marketing we know what transformation we’re trying to create, right? That’s why intention has to be there.
What do you want people to do and what change are you seeking to help them make for themselves or for their business?
Second is the change itself. Yes, we’re hoping to make a prospect a client, but it’s so much more than that. You may be helping a company streamline their work so they can impact more people, or maybe you help organizations create an environment that leads to long-term partnerships.
When we distill all the many different methods and outcomes, what we’re left with is the engine in your business. Without marketing, there are no new clients, there is no impact or transformation. It’s our responsibility to market and make our own impact. We aren’t at the whim of the markets, we CREATE the market which is an incredible opportunity.
That’s why it’s so important to be clear and intentional about the change we want to make. It’s also why we measure and track our performance. We want to find out what’s working so we can do more of that.
Like the Four Seasons, we can identify what an exceptional experience is for our company. Also like the Four Seasons, adding empathy for our customers means we’ll be better marketers because we’ll see things through the lens of our clients.
We’ve created a framework to help our podcast clients meet business goals with their audio content. Yes, a few have gotten millions of downloads, but more of them have more modest stats and that’s okay because the metric that matters in this case isn’t listens, it’s impact.
We call it the Listener Journey.
Maybe you’ve been marketing for a long time and what used to work is becoming less and less effective. If you’re new to the marketing game the options and choices can be overwhelming.
Where should you put your limited time and resources?
That’s the question we’d like to help you answer.
If you want more information about how we’ve come to this particular transformation and impact, check out our Insights for Growth at