Think about when you buy a product or service online. What do you look for? In the last post, I spoke about 6 things that new clients look for when they are searching for a designer and really this applies to all online businesses. One of the things I mentioned in that post was testimonials and today I want to tell you why these things are so insanely powerful, how to get them and where to use them!

Word-of-mouth has now excelled all other forms of marketing, proving to be the most efficient way to influence customers and convince them to purchase what you’re selling. According to a study by BrightLocal, 88% of people are more likely to trust the testimonial of a stranger, than they are traditional and other forms of marketing and advertising. According to Nielsen, this number increases to 92% when it comes from someone they know, trust or identify with.

These are staggering numbers and presents a unique opportunity for you to capitalise on a completely free marketing method!

Testimonials (or reviews) are a form of word-of-mouth that can make or break sales for you. And a good testimonial is worth far more than your Facebook advertising budget!

So let’s break down WHY you need them:

• Testimonials show that people have tried and tested (and LOVED!) your products and/or services, so there’s no need for people to fear! Some people may be afraid that they are your guinea pig and first customer – with testimonials, this fear is put at ease!
• Displaying testimonials from your ideal clients will attract more of the right people, as they will be drawn to people they identify as being similar to their real or aspired self.
• 72% of consumers say reading a positive customer reviews increase their trust in a business. Testimonials not only build trust but also puts a human face on how your products and/or services are used in the real world.

How many testimonials should you display?

While one really great testimonial is more valuable than five sub-par ones, I encourage you to collect as many as you can. Display only the testimonials from your ideal clients, this will help to attract more of the right people. BrightLocal‘s 2015 study indicated:

• 40% of consumers form an opinion by reading 1-3 reviews (vs. 29% in 2014)
• 73% of consumers form an opinion by reading 1-6 reviews (vs. 64% in 2014)
• 88% of consumers form an opinion by reading 1-10 reviews (vs. 84% in 2014)
• Only 12% are prepared to read more than 10 reviews (vs. 16% in 2014)

So it is fair to assume that having around 10 testimonials is a good number to capture the attention of the most potential customers.

But HOW do you get these testimonials?

If you have provided a stellar product and service (and I am sure you have, because your a #BOSS!) your clients will be more than happy to give you a testimonial that will help grow your business. The best time to ask a client for feedback is when you finish a project. I send clients a closing feedback form that I have hosted on my website. I am genuinely interested in gathering feedback to improve my business so I start by asking a series of questions that not only provides me with feedback but also encourages the client to consider the process of working with me and the product/service they received. These questions include:

1. How did you originally hear about Brand IT Girl?
2. Do you feel you were given enough information & guidance over the course of the project?
3. Were you happy with the level of communication we maintained?
4. Do you feel the timeframes were appropriate?
5. Are you happy with the completed project?

At the end of the feedback form I ask for a testimonial. I explain that testimonials help me and my business grow and thrive and kindly ask for a paragraph to include on my website and other communication points. I make it clear that by providing a testimonial, the client is consenting to the use of their words so that there’s no confusion.

I find that a visual element also increases trust, so I always ask my clients to include a photo of themselves that I can use on my website next to their words.

Now you have the testimonials, where do you put them?

There are a range of places you can display your testimonials:

• On a testimonial page. You can see how I have set up my testimonial page here. It’s easy for me to update when I receive feedback from new clients.
• Your homepage. I use the Testimonial Rotator plugin to display testimonials on my homepage. They rotate automatically.
• On Instagram. You could display pretty crafted images displaying the words of others.
• On Facebook. Display new testimonials on your Facebook wall along with a photo of your client.
• In your E-news. Capture on-the-fence potential clients by sharing testimonials in your e-news communications.
• On landing pages and sales pages. Help to convince potential clients by placing testimonials at the place where people are making a decision.
• Share them directly. When you are pitching to a potential client, you can also include testimonials that are relevant to the customer. Don’t order do it though!
• In blog post. You can even include them in blog posts!

So, you haven’t been collecting testimonials. Is it too late?

No way! People don’t forget good products and services, so you could easily backtrack and seek out those precious words of affirmation! Start by making a list of all the clients you have worked with that fit your ideal client description. Create a feedback form on your website (you could also use a third party online form app: JotForm or WuFoo) or draft an email questionnaire.

To make it easy for you. I have created a worksheet that will help you brainstorm and identify who would be good testimonial candidates and provide you with some scripts you could use when approaching these clients!

I can’t believe that 2015 is coming to a close. What a huge year! Brand IT Girl launched only a few short months ago and has grown so quickly, it’s been such an honour to connect with so many of you! To thank you I want to offer every reader a printable workbook to help you wrap-up 2015 in style and plan for life and business success in 2016!

IT’S ABSOLUTELY FREE!!

The 2015/2016 Life + Business workbook has so many great features. It allows you to reflect on what you achieved in 2015, making note of end of year social media numbers, current health and fitness and gives you a chance to take stock of what has happened in your business. The 2016 life and business workbook then helps you to plan your personal and business goals for the new year. Set strategies and actionable steps for success throughout the year and keep track with a monthly goal tracking notebook!

SO MANY FEATURES

REFLECT ON 2015

PLAN FOR 2016

Worried about it fitting your branding?

It’s unbranded! I haven’t put my name or url on any of the main pages. The workbook does include four tear out instruction pages, but these are able to be removed and all traces of my business will be gone. So you can feel like this workbook was made just for you!

HOW CAN I GET IT?

There are really no strings attached. Put your name and email in below and check the box if you would like to be added to the mailing list – there is absolutely no obligation! The very next page you are taken to will include your download!

Instagram is quickly growing to become one of the most powerful social media platforms around. With more than 300 million members, it’s no doubt that this is a platform you need to be across.

Looking at the stats is a great way to get to know your Instagram and it can really help you plan your strategy. For instance, images that are light rather than dark generate 24% more likes. This is such a useful insight to have when you are deciding how to use Instagram! It’s also useful for brands to consider that 90% of Instagram users are under 35 years of age. That’s a huge concentration on younger to middle aged users.

Equally importantly, know when to post of Instagram (and also when not to post) is helpful when designing your post schedule.

Related: 5 Reasons You Should Be Scheduling Social Media

SO WHAT DO YOU DO WITH THIS INFO?

• Target your messages to address consumers under 35. Instagram is less useful for the older demographic. Use language and references that are relevant to the 90% of people using Instagram under the age of 35!
• Use the stats to plan what kind of images you will post and what the composition of these images will be. For instance, perhaps you would be better off choosing lighter images with high amounts of background space instead of dark close ups.
• Plan when you will post your Instagram images, avoiding the hour between 3-4pm!

WHAT NOT TO DO:

I want to stress to you that these stats shouldn’t dictate everything you do! There is always room for people that break the mould and try new things and you never know, you could be instrumental in changing those stats in the future! Sometimes, you gotta do your own thing!

NOTE: These statistics were gathered from third party sources and are relevant as of 2015.

So you want to improve your business legitimacy? Purchasing a custom domain email address to go with your domain hosting is a great idea! Think back to businesses you have dealt with that are using Gmail or Hotmail – it really doesn’t make you 100% confident that the company you are dealing with is professional, does it? And the sad part is that they probably are completely professional, but it’s little things like this that hold customers back!

Custom domain emails are reasonably priced and Google Apps makes it super easy to set up your custom email address. Your inbox looks the same as a Gmail inbox, so it’s something that you are most likely familiar with and it also offers heaps of other ‘labs’ which are like plugins or apps that can help conduct business smoothly!

So let’s get started!

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You’re writing an email pitch. WELL DONE YOU! You are being extremely brave by reaching out to someone, putting your ideas on the line and ultimately taking that next step for you and your business.

You got to be in it to win it, right? Or as my partner’s brother says “you gotta risk it to get the biscuit” – Thanks for the wisdom, Darren.

But what if you could craft your email pitch in such a way that getting a response is all but guaranteed?

RESEARCH AND PERSONALISATION

So you are emailing someone you barely know (or in most cases, you don’t know at all). My number one tip is to research who the individual or organisation is, what they offer, sell or promise and what their values and beliefs are. Once you have a good idea of who you are talking to, really think of the email as talking to that person. You don’t need to be professional to the point where you are robotic and if you email me, I want you to at least demonstrate you have looked at my website. Be friendly and approachable and make reference to all the cool things that you have learnt about the person you are speaking to. Call them by name if you can, otherwise address your email to the team as a whole.

A few things to think about that will demonstrate you did your research:

• Use the person or organisations name – don’t just open with “Hey,” – that’s just lazy.
• Mention how you came across this person and be specific. For instance:
  “I follow you on Instagram and really love all the great quotes you put up, they are so inspiring!”
• If you are asking to be features, make sure you know the correct names of the blog series you are proposing for.
• Actually read the persons blog and make sure what you are offering is relevant.

KEEP IT SHORT AND SWEET

There also has to be a balance. Time is so limited and the people you are emailing are busy people. I know that I don’t have time to read long winded proposals that are saying the same thing over and over again, so be concise and use your words sparingly.

Don’t be afraid to break up emails with subheadings and numbered or dot pointed lists. Breaking up your email into consumable chunks is really helpful for the reader and at a glance they can tell exactly what your email is about and what you are proposing. Not only is it nice on the eye, but it also actually helps you. You don’t have to work out clever ways to link your sentences together while trying to be clear and concise. Instead, you can focus on giving your reader all the info upfront. Make it easy for both you and the person you are sending your email pitch to.

ANTICIPATE THEIR QUESTIONS AND INCLUDE EXAMPLES

Here’s a hint: if you make your reader do any work, they will most likely not do it. But if you offer them everything they need to process what you are proposing, chances are they will seriously consider it. Make sure you include working links to anything and everything you mention. Perhaps you are talking about a blog series you do – link it. Or maybe you are pushing a product in your proposal – link it and attach a photo. Make it as easy as you can for the person you are emailing to take you up on your offer.

I really like it when people anticipate my questions and you can even use these questions as subheadings in your email. For instance, you could answer questions like “Why me?” or “What makes my product unique” and always address that link between what you are offering and the person or organisation you are approaching: “How my product is perfect for your readers”.

FOLLOW UP

The follow up is two fold. Firstly, give people time to respond. If you haven’t heard back from a pitch in 3-4 days, it’s acceptable to send a follow up email asking if they have had a moment to consider your offer but after that, leave it. Don’t be a jerk and have respect that people are busy and give them enough time to schedule their response to you.

The flip side is that if someone loves your pitch and emails you back, make sure you act on the response immediately! This person has taken the time to respond to you and perhaps either ask you questions, take you up on your offer or even decline – either way, they deserve a response from you!

And in conclusion, one thing I would really like to highlight – don’t send pitches via social media. Find the email address and pitch there instead. After all, first impressions last!

You’re a busy girl. Your day is filled to the brim and as you stand in front of the mirror in the morning, you know it.

You’ll be meeting with your gorgeous friend for lunch at that cafe you have been eyeing off. You haven’t seen her for months but she is looking great, and there may be a potential future business partnership in there too! This lunch is important, in a casual i’m-not-trying-I-swear kind of way.

You know that your friend dresses a particular way, it’s lovely of course but it’s not your style. But you want to make a good impression right?

You dress how she would dress, try to think how she would think and yep you’ve aced it. The lunch was wonderful. You teeter on the edge of discomfort but relish in your mastery of disguise. You spend the encounter laughing over a lentil salad and white wine (when really you prefer chicken and red – but she’s into lentils and white, so a let’s just say your happy to try new things…).

Now picture this. The next day you are back in your clothes of choice, thank goodness, you feel much more comfortable. To be honest, you look far more vibrant and glamorous. You look at ease and confident. You’re out running errands when you run into that same friend… whoops!

Your uniform and hers look nothing alike and the difference is stark. You feel exposed. Vulnerable.

It’s one of those moments when you freak out and think, “I’m a fraud and she knows it”.
But when she comments on how much she loves your “OMG! Such a cute skirt! Where did you get it!“, you realise that being you is actually not so bad. All of a sudden she wants to be like you, because when you be yourself you radiate a special energy and people are attracted to your genuinity.

Being transparent as a business is the same. It takes guts to show people who you are. Opening people up to your process, your tips and tricks, is scary. There’s a risk people won’t agree (and let’s be honest, there will always be people that don’t agree with what you are doing) and an equal risk that people may copy you.

But if you be yourself, unapologetically, you will always come out on top. You will genuinely help people by sharing your process and the things you learnt along the way and by being transparent, you will make your business accountable.

Starting Brand IT Girl, one of my main missions was to be transparent. I want you to know what I know and benefit from it!

SO HOW CAN YOU LEARN FROM BRAND TRANSPARENCY?

1. PAY ATTENTION TO MISTAKES

If a blogger or business is sharing their mistakes with you, then it is something you should take a moment to ponder. Sharing mistakes makes you vulnerable and it can sometimes be embarrassing but ultimately, if someone can learn something from a mistake I have made, I will share it every time! Think about how this lesson applies to your business and 9 times out of 10 you will uncover something you can do to improve your own situation.

2. ASK QUESTIONS

Don’t be afraid to put your hand up and ask a question or ask for more info. A lot of people who are transparent want you to engage with them. The comments on a blog post is probably the best place to ask questions or make comments because them other people can benefit from your exchange too but you may want to send through an email or engage through social media instead.

3. CELEBRATE THE WINS AND TRIUMPHS OF OTHERS

Someone who is truly benefiting from someone else’s transparency will celebrate the win they are hearing about. Jealousy is never attractive, so be classy and congratulate wins wherever appropriate. You may even make a new friend!

4. DON’T CARBON COPY AND STEAL FROM OTHERS

While advice is there to be taken, make sure you are doing it with style and integrity. Make it your own. What creates a win for one person may not work for another, so be honest with yourself and take the time to adapt the lessons learnt to reflect who you are and what your business wants to achieve.

Brand IT Girl strives to be transparent in all things so I hand over to you. What would you like to know about my process?

Some of you reading this would have been followers of Sam Bell Creative. SBC was a design and branding studio that offered bespoke design but didn’t have the scope (and heart) for future growth.

CUE BRAND IT GIRL!

Brand IT Girl offers a range of Premade Genesis Child theme for you to use on your website. We also offer an installation service and customisation services to help you create the website you want.

We still offer full custom branding and design services, so regardless of what you are looking for, we have you covered!

A mission of Brand IT Girl is to offer full transparency to my readers. I want to show you my process and share my secrets and all the things I have learnt along the way! So with that being said, there are a few key reasons for this rebrand:

1. Brand clarity and narrowing of focus

I felt really confused by my SBC brand. I didn’t feel connected with the brand identity and so it was impossible for me to expect others to feel the connection that I wanted to create. I felt like I covered everything and nothing on my blog. Looking back over the categories, I had everything from design, business advice, interior decorating, fashion and life tips and tricks – it was too broad! I felt like a mess and I am sure that’s how many of my readers saw my site too (particularly the blog)!

Brand IT Girl offers a narrowed focus, writing specifically for the ladypreneur and creative entrepreneur. The blog topics have been focused down to the following:

The SBC brand identity was flat. I felt like it didn’t have a voice and it certainly didn’t speak to me, let alone anyone else. I wanted to develop a brand that really reflected your interests and aesthetics and a brand that reflected my own personality and values.

Brand IT Girl developed as a fun and feminine identity which really captures who I am as an individual and presents a personality that you can relate to! For me this was vital moving forward.

2. Future development and creating a community

I also felt that SBC had limited future growth potential. Perhaps part of this came from my difficulties connecting with the brand. I wasn’t truely comfortable using my name and wanted a brand name that represented who I was and the vibrant people I wanted to connect with.

Additionally, I felt the SBC brand didn’t allow me to create the community that I am craving. There is a huge community of ladypreneurs and creative entrepreneurs out there and my mission is to develop a community of strong women supporting, encouraging and learning from each other. The new brand gives me the scope to do so!

So today I would also like to introduce the Brand IT Girls Connected Facebook Group!

The aim of this group is to create an environment for like-minded ladies to connect and support each other. It’s a brand new group so I would love to get to know you all there!

3. I’m undertaking a PhD!

I have mentioned that I want to be completely transparent with you, and so it’s definitely important that I talk about my PhD here.

I started a PhD almost two years ago on a topic that really wasn’t getting me excited. It was a good topic, don’t get me wrong, but I didn’t wake up every morning needing to know, and I think doing a PhD really does require you to have a burning desire for the topic. My heart was in something else and that’s something I needed to listen to, because ultimately, it’s research that will really benefit the people I work with! So recently I spoke with my supervisor and decided I would cease my PhD topic and start again with a new topic.

This proposed dissertation and Brand IT Girl are intrinsically linked. I will be looking at how personal and business identity is performed online through social media and branding. My study will be asking this question by looking at ladypreneurs, creative entrepreneurs and shelancers.

So (re)starting my dissertation was a perfect opportunity to rebrand my business with my academic intentions in mind.

Starting over can be scary. But not for me. For me, starting over is a huge relief. It allows me to be who I am unapologetically and I am confident that I can help you be the best version of yourself too!

So welcome to the brand new site and brand BRAND IT GIRL. Please do leave any feedback you have, I would love to hear your thoughts and suggestions moving forward!

Do you like the sound of being taken advantage of? Perhaps having people devalue your work?

NO. OF COURSE YOU DONT.

One of the most important lessons I have learnt since starting to freelance is the importance of setting boundaries for your business.

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