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Nurture your passion

Nurture your passion

Nurture your passion

Find out how to build your business around what you are really passionate about

There will be aspects of your business that seem difficult and other aspects that come naturally to you. By discovering what you really enjoy doing and building on this to nurture your passion, not only will you find business life easier, but you can use this to define your uniqueness. 

The enjoyable aspects of your business will be the part of the business that gives you true satisfaction when it is done well. It will not be so surprising then, that this area of your business will be the most valued by your customers.

Organisation

Take a step back and look at the big picture

It may seem a little unusual, but may I ask you to sit back, relax and step out of the hustle and bustle of your everyday business life for a moment. 

Now take a look at the big picture of your business and think about the aspects of your business you do well. 

Consider the questions below and use them to discover your passion. Once you know your passion, you can use this to differentiate your business from your competition. 

  • What parts of your business do you enjoy and what comes naturally to you? 
  • What gives you great satisfaction when it is done well? 
  • How can you highlight this aspect of your business? 
  • What is the process you have developed to make your product or service so special? 
  • How does this process benefit the customer? 
  • Does this generate true value for the customer? 
  • How can you make this unique in your industry?
Call to action

You may already have a successful business and offer great products and services, but not know why. 

If you haven’t discovered your passion, you may be working very hard pushing your business in a direction away from the areas you enjoy most. Instead, by knowing your passion, you can build on what comes naturally to you. 

Business life will get easier and your products and services will grow to become unique in your industry and highly valued by your customers.

Marketing Workshops

Try our marketing workshops for FREE

The first FREE introductory workshop will cover the Business Posture section of the Strategy Builder training programme. 

This 45 minute call will cover the following areas: 

  • Splitting your marketing activities into customer acquisition and customer nurturing marketing strategies 
  • Add clarity to your objectives by asserting a well defined USP 
  • Generate a business posture by presenting value and results combined with your passion to deliver 

The complete workshop programme includes Marketing Analysis, Content Marketing, Information Architecture, Improving Communication and Measuring Success. These workshops can be arranged as 45 minute telephone / Zoom calls to be held once a week (a time and day that fits). Those companies who wish to take this further can arrange one-2-one training or join an existing workshop group held on Wednesdays or Thursdays.

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Primary motive

Primary motive

Primary motive

How to Develop Business Strategies that make your Products and Services Desirable to Your Customers

If you have discovered your passion for your business and know what you do best, you can build on this to add more value to your products and services. If you know your products and services will deliver results for your customers then highlight these benefits in your marketing to develop business growth and increase your market share in your business arena.

Business growth

Planning business growth and setting sales targets

Increasing your profits is naturally orientated around improving one or more of the following goals:

  • Increase your lead generation efforts to get more enquiries 
  • Increase your conversion rate from your enquiries to get more customers 
  • Increase your number of transactions per customer to get more sales 
  • Increase your average sale per transaction to get more revenue 
  • Increase your gross margin to get more profit 

Your marketing strategies will outline how you plan to implement these goals and include targets and milestones in order to measure the success of your strategies. 

The prospects that see these value added benefits and appreciate your motives for implementing them will become great customers because they will embrace the passion within your business. Other prospects that fail to see this will only be interested in discounted deals anyway, and not help you in your marketing strategies. 

If your motives to add value and results are clearly visible, your products and services will appeal to a wider market audience. This will include larger businesses and businesses outside of your normal demographics. With a larger audience, your products will be in demand and your plans to increase margins will become easier to implement. 

Adding value and results will also bring substance behind your marketing. The reasons for any offer or campaign will now be based on your motives to add value and deliver results to your customers, not to increase profit. As a consequence, your customers will be attracted to your offers and your marketing strategies will stand a higher chance of success.

Relevancy

How to add value and results

Look at your current portfolio of products and services and assess each one by the following: 

  • How valuable are they seen by your customers? 
  • How effective are they in delivering the expected results? 
  • How closely do they relate to your passion? 
  • What could you give more to increase value and results? 
  • What could you share more to increase value and results? 
  • How could you serve more to increase value and results? 
  • What investment to increase value and results would you consider? 

If your motives behind how you plan to implement your business growth goals are unclear, you risk pushing away your customers with aggressive sales techniques and unattractive prices. If your motives are simply to increase profit, your customers will quickly see through this and walk away. 

Whatever the price of your product or service, your customers will only want to buy it if they know it will add value and deliver results to their business.

Marketing Workshops

Try our marketing workshops for FREE

The first FREE introductory workshop will cover the Business Posture section of the Strategy Builder training programme. 

This 45 minute call will cover the following areas: 

  • Splitting your marketing activities into customer acquisition and customer nurturing marketing strategies 
  • Add clarity to your objectives by asserting a well defined USP 
  • Generate a business posture by presenting value and results combined with your passion to deliver 

The complete workshop programme includes Marketing Analysis, Content Marketing, Information Architecture, Improving Communication and Measuring Success. These workshops can be arranged as 45 minute telephone / Zoom calls to be held once a week (a time and day that fits). Those companies who wish to take this further can arrange one-2-one training or join an existing workshop group held on Wednesdays or Thursdays.

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Writing toolbox

Writing toolbox

Writing toolbox

A collection of tips and tools to help you write more compelling content.

Support

Support

Contacting support

How can we help you?

We hope this page helps you find the answer to your question. If you need any help, please search the help centre or contact us at support@netflare.co.uk or complete the form below.

Support FAQs

Currently all workshops are held online. You can make an appointment to speak to Jon who will be able to discuss the workshops in detail.

We are continually adding help pages on the website under the Website builder section. If this doesn't help, please call 01954 202 464 (9am-5pm) or contact support@netflare.co.uk

Please call 01954 202 464 or email accounts@netflare.co.uk

Contact us

Please raise a support ticket by completing the form:

Alternatively, call Netflare now on 01954 202 464 to discuss your support query, or send an email to support@netflare.co.uk

 

 

 

 

Contact

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Contact Form

Please use our contact form to send us a message. We will contact you within 24 hours.

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Make an appointment with Jon to chat about how Netflare can help your business.

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CB24 5UB

01954 202464
07967 671924

Writing power content

Writing power content

Writing power content

Learn the secrets of writing power content with relevance and clarity, and get your message understood. 

Writing power content is all about finding the best way to package your message so that the reader immediately sees how it is relevant to them and it is understood with your intended meaning. 

This technique can be used for simple and complex messages; the more complex the message, the more comprehensively packaged the message must be. 

The diagram below outlines the steps involved in getting your message across to the reader. To depict these challenges, I have chosen the analogy of a vehicle trying to deliver a parcel that travels on a certain quality of road, through a thick fog. 

The vehicle represents your intentions behind the message, the quality of the road represents your level of authority based on trust and status, and the thick fog represents the environment and shared experiences used to communicate your message. 

In this analogy, choosing the right vehicle to travel on the smoothest road in fine weather and in a familiar environment would all increase the chances of a successful and efficient delivery.

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Choosing the right vehicle

1: Choosing the right vehicle

Let the reader know your intentions.

Your intentions behind the message are the most important part of the article; your intentions will raise the expectations of the reader. 

If your intentions are unclear, you risk losing the reader, and the prospect of your message never being received. 

How you disclose your intentions can be described using the Gricean Maxims (see Improving Relevance). 

  • The quality aspect of your intentions represent the truth behind your claims and the evidence to prove the facts you use. You would emphasise quality when you anticipate cautious readers; raising doubt in your message will crush any assumed credibility. 
  • The quantity aspect of your intentions represent the amount of information you claim to be providing. You would emphasise quantity when you anticipate the reader is looking for specific information. 
  • The relevance aspect of your intentions represent the subject of your claims. You would emphasise relevance when you anticipate the reader is looking for relatable experiences. 
  • The clarity aspect of your intentions represent your claims of how you intend to deliver the information. You would emphasise clarity when you anticipate the reader is looking for a process for guidance. 

Use the Headline and Promise to Encapsulate your Intentions 

Instead of using the headline to state the result, try to describe the benefits the reader will gain once they have understood your message. 

Use the promise (the first part of your article) to outline your intentions in detail. Emphasise the aspects of your intentions to satisfy the anticipated readers' ability and requirements.

Communication fog

2: Entering and Clearing the Communication Fog

Create the Environment. 

The reader will find your article relevant if they apply their own experiences, perception and inference to obtain conclusions that matter to them. 

By describing an environment with scenarios you anticipate the reader will be able to relate to, you can create scenes in their minds eye that allows you to demonstrate or unfold your message at the peak of their expectations and hence delivered with maximum impact.

Smooth highway

3: Building a Smooth Highway to Understanding

Become the Trusted Adviser.

Trust will develop in your relationship if you can continually pass the tests of integrity, ability and benevolence. 

Depending on the environment you have created and the experiences you are sharing, certain aspects will be more important than the others. 

Emphasise your evidence of reputation and integrity to help develop your trust when describing experiences where consistency and honesty are important. 

Emphasise your evidence of benevolence to help develop your trust when describing concern and sincerity are important. 

Emphasise your evidence of ability to help develop your trust when describing competence, proficiency and share of control are important. 

Influence the Reader Along Your Desired Path.

Your ability to influence will be determined by the environment you create, the experiences you share and your percieved status within this environment. 

How you represent your culture and reputation, passion and motives, systems and organisation, and style, will reflect your personality, charm, and benevolence, and hence your ability to influence. 

Emphasise your culture and reputation to help demonstrate the quality of your resources and support. 

Emphasise your passion and motives to help demonstrate the strength in your beliefs and the risks you are prepared to take to show concern. 

Emphasise your systems and organisation to help demonstrate the structure behind the information you are providing. 

Emphasise your style to help demonstrate your reasoning skills and your willingness to compromise.

Deliver the message

4: Deliver the Message

Influence using impartial or persuasive techniques.

Impartiality

Offer impartiality by setting the scene as you see it, ensuring that your motives are completely transparent. Reason with current opinions and offer alternatives. Empathise with the reader by comparing your views with others. Summarise and show understanding for the readers concerns by dealing with objections. 

Agree outcomes by stating your conclusions and suggesting the next step. 

Persuasiveness 

Persuade your reader by stating your views and outlining the benefits you offer. Link these benefits with your passion and motives and show concern for the welfare of the reader. 

Position your arguments by describing known problems and how they are currently solved, explaining why your solution is better. Clarify common goals and provide new information that supports your argument. Be willing to reason and compromise with your reader. 

Explain your motives and why you offer these solutions. State your obligations and any promises to deliver the stated results.

Reflection and analysis

5: Support the Reader with Reflection and Analysis

The reader will understand the message the way you intended if the information was relevant to them. 

This can only happen when the reader is able to apply their own experiences in terms of memory, perception and inference and obtain conclusions that matter to them. 

It is therefore important to allow the reader time to reflect on the new information you have provided, and allow them to analyse and digest it. Offer alternative articles that support your arguments. 

Provide access to a wider range of reading material to help inform your reader. Give them a better understanding behind your intentions and motives by offering choices in what to read.

Destination

6: Conclusions and Outcomes

Describe the Destination.

Using the environment you have created, wrap-up and conclude your experiences and summarise with the new found benefits. Reiterate the message and explain why your intentions make the message relevant.

Alternate paths

7: Call to Action

Offer alternative paths to readers with more experience.

Consider the abilities of your reader: 

  • The Naively Optimistic Interpreter will draw conclusions from the first message that makes sense to them. Offer the simplest next step to this reader; they will accept the easiest path. 
  • The Cautious Optimist will explore the message to gain a deeper level of understanding. Offer background information to support their reasoning. 
  • The Knowledgeable Understander will infer meaning from the information, but will only appreciate and value the message if it reached the expectations suggested by your intentions. Make the call to action interesting by challenging these readers to more in-depth paths of discovery.
Marketing Workshops

Try our marketing workshops for FREE

The first FREE introductory workshop will cover the Business Posture section of the Strategy Builder training programme. 

This 45 minute call will cover the following areas: 

  • Splitting your marketing activities into customer acquisition and customer nurturing marketing strategies 
  • Add clarity to your objectives by asserting a well defined USP 
  • Generate a business posture by presenting value and results combined with your passion to deliver 

The complete workshop programme includes Marketing Analysis, Content Marketing, Information Architecture, Improving Communication and Measuring Success. These workshops can be arranged as 45 minute telephone / Zoom calls to be held once a week (a time and day that fits). Those companies who wish to take this further can arrange one-2-one training or join an existing workshop group held on Wednesdays or Thursdays.

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Messaging strategy

Improving communication with messaging strategy

Messaging strategy

Become proactive and improve communication with a messaging strategy. 

When combining newsletters with auto-responders, you will have the ability to build credibility and trust with your customers and prospects.

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Following up enquiries

How to follow up enquiries in a consistent and professional manner. 

Your marketing campaigns probably bring in product and service enquiries by email, website, telephone, fax and post. For each enquiry you get, you’ll no doubt attempt to follow up and send information to the prospect as quickly as possible.

More about following up enquiries
Autoresponder email

Using auto-responders

How to Use Auto-Responsers. 

Using a tool to automate the process of responding to enquiries will enable to you deal with enquiries much more professionally, improve your sales conversion rate and ultimately save you hours of work.

More about using auto-responders
Educate

Educate

How to educate your customers with impartial information. 

When your prospect is looking for information to help them make a decision, they will be attracted to valuable impartial information. By offering this information as a stream of emails, it will become collectable, and referred back to at a later stage.

More about educate
Differentiate

Differentiate

How to take your prospect along incremental steps to help differentiate you. 

When your prospect is looking for more information about a given product or service, they may not be ready to buy, but will be open to advice and persuasion.

More about differentiate
Persona driven sales

Ready to buy

Auto-Responders for people ready to buy. 

Your prospect is ready to buy, but needs a little persuasion to commit to the transaction. Use this auto-responder to keep connected to your prospect so that they return and make the sale.

More about ready to buy
Marketing Workshops

Try our marketing workshops for FREE

The first FREE introductory workshop will cover the business identity section of the brand development training programme. 

This 45 minute call will cover the following areas: 

  • Splitting your marketing activities into customer acquisition and customer nurturing marketing strategies 
  • Add clarity to your objectives by asserting a well defined USP 
  • Generate a business posture by presenting value and results combined with your passion to deliver 

The complete workshop programme includes Marketing Analysis, Content Marketing, Information Architecture, Messaging Strategy and Measuring Success. These workshops can be arranged as 45 minute telephone / Zoom calls to be held once a week (a time and day that fits). Those companies who wish to take this further can arrange one-2-one training or join an existing workshop group held on Wednesdays or Thursdays.

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Back-end marketing

Back-end marketing

Back-end marketing

How to Create Explosive Growth with Back-end Marketing Strategies

By nurturing your customers, you will begin to form strong relationships with them. This will allow you to make available increasing levels of value as the relationship grows. Your back-end marketing strategies can be viewed as a funnel of trust layers of additional value you make available to your customers as they begin to trust you more. 

Starting from a customer who has just bought from you for the first time and working down to your perfect customer who has implicit trust and buys high value products and services from you, you can determine between 4 and 7 distinct layers of your trust funnel. 

Build trust layers and create products and services around them

For each trust layer, build and shape specific products and services tailored to the customer type and the level of value they will appreciate. Give, share and serve at each layer everything you are able in order to educate and improve your relationship with them. Their trust will increase and will eventually become more interested in the products and services in the next trust layer, and will buy higher value services from you.

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Marketplace

Follow up all customer enquiries

When your customers ask questions, they are reflecting the changes in your marketplace. It is an opportunity for you to understand your marketplace and discover what products and services are being sought after. 

You should relentlessly follow up all enquiries. When a customer has an enquiry, it will become part of your consultative process to help them find the solution. As part of this process, you should demonstrate impartiality and pursue with the genuine intention to help to the end even if they do not buy your product or service. The reason for this is that you can ask questions in return. It is not difficult to ask questions if it is not about money or sales.

up-sell

Up-sell by offering higher value services

Develop products and services around your trust layers.

As you work in your marketplace and develop products and services around your trust layers, you will be able to offer stepped value services and make available enhancements if the customer is ready to buy.

Preferred customer

Create preferred customer lists

With any list of customers, there will be a small percentage that will respond to higher value offerings and want it. 

These will be the customers that will get the most out of your services because they appreciate and value it most. 

To help these customers, you can create privileged groups and even name them such as ‘premier customer’. You can create a range of products and services that will only be available to these limited set of customers. These will be the customers you invite to move to the next trust layer and offer higher value services.

Communicate

Communicate regularly with your customers

In order to build a good relationship, you need to communicate regularly and spontaneously. 

The reasons for communication could be any of the following: 

GIVE: 

Think of innovative ways as to how your products and services can help their business.

SHARE: 

Highlight an interest in their business by sharing new information.

SERVE: 

What more can you do for them? 

The method of communication can be: 

  • e-newsletter email 
  • auto-responder lists for specific offers 
  • personalised letter
  • telephone 
  • booklets or reports 

While your marketing messages are communicated automatically using regular newsletters and auto-responder emails, your customer is being carried along a value information path to educate them using impartial information. At the same time, you are providing solutions through your products or services. Any enquiries made as a result of this communication will be followed-up to encourage the customer to move down the trust funnel.

Marketing Workshops

Try our marketing workshops for FREE

The first FREE introductory workshop will cover the business identity section of the brand development training programme. 

This 45 minute call will cover the following areas: 

  • Splitting your marketing activities into customer acquisition and customer nurturing marketing strategies 
  • Add clarity to your objectives by asserting a well defined USP 
  • Generate a business posture by presenting value and results combined with your passion to deliver 

The complete workshop programme includes Marketing Analysis, Content Marketing, Information Architecture, Messaging Strategies and Business Analytics. These workshops can be arranged as 45 minute telephone / Zoom calls to be held once a week (a time and day that fits). Those companies who wish to take this further can arrange one-2-one training or join an existing workshop group held on Wednesdays or Thursdays.

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Customer relationship analysis

Customer relationship analysis

Customer relationship analysis

How to Take Control of Your Customer Relationships and Determine your Quality Issues

Having a process to build good relationships with your customers and prospects will make business communications easy and turn your customers into great customers. 

A great customer or prospect will be someone focused on the results, have an understanding of your unique systems and processes and know that only with you will they will get a higher level of service or better product than from anywhere else. 

This exercise is performed by analysing your existing relationship with each customer or prospect type and reviewing their existing or perceived qualities. By comparing their current qualities with the desired qualities you wish they had, you can derive your 'quality issues' and plan a method of moving them from where they are to where you want them to be.

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Quality issues

How to Improve the Quality of your Customer Type

Use the columns in the table below to outline your relationships with each customer type. 

Customer Type Perfect Customer QualitiesExisting Customer QualitiesQuality Issues

Customer Type:

Indicate your category of customer 

Perfect Customer Qualities:

Consider the type of relationship would like to have with each customer type. For example: direct, indirect, peer, consultant, adviser, reseller, long-term, friendly, professional, etc. 

Indicate the attributes of each customer type that would make them the perfect customer. For example: open, patient, understanding, knowledgeable, trusting, etc. 

Existing Customer Qualities:

Consider the actual relationship with your customers. For example: demanding, impatient, distant, wrong-person/department, unrealistic expectations, etc. 

Indicate the current qualities of your customer type. For example: No-time, Low-value, Not-fully-utilised, etc. 

Quality Issues:

Indicate the qualities of your customers that need improving. The idea is that if you could attract and nurture customers that had more of these qualities, you would have a better business. For example: Informed, Educated, Enthused, Active, Nurture, Confidence, Knowledgeable, Scalable, Reassured. etc 

The derived quality issues will be used to identify the subject matter needed to help educate your customers. This will be explored further in the Customer Scenario Analysis where the quality issues will be associated with customer scenarios.

Marketing Workshops

Try our marketing workshops for FREE

The first FREE introductory workshop will cover the Business Posture section of the Strategy Builder training programme. 

This 45 minute call will cover the following areas: 

  • Splitting your marketing activities into customer acquisition and customer nurturing marketing strategies 
  • Add clarity to your objectives by asserting a well defined USP 
  • Generate a business posture by presenting value and results combined with your passion to deliver 

The complete workshop programme includes Marketing Analysis, Content Marketing, Information Architecture, Improving Communication and Measuring Success. These workshops can be arranged as 45 minute telephone / Zoom calls to be held once a week (a time and day that fits). Those companies who wish to take this further can arrange one-2-one training or join an existing workshop group held on Wednesdays or Thursdays.

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Website strategy

Website strategy

Website strategy

A new way of thinking about managing the growth of your website. 

As your website evolves, your information architecture will be required to manage the three areas of influence:

  • Graphic design changes will be implemented to keep your website synchronised with your branding and style guides. 
  • Content will be added to your website to help inform your customers about your latest products and services. 
  • Customer interaction, such as ecommerce, personalisation and application style features, will be added to reflect the current demands and expectations of your customers.
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Information Architecture

Information architecture principles

Introducing Information Architecture for your website. 

No matter how well your website is organised, the following issues will present serious challenges to the development and structure of your website.

More about information architecture principles
Reliance

Communicating trust

How to Develop and Build Trusting Relationships with your Customers. 

All business relationships will share an element of risk during a transaction. The level of risk a business is prepared to take will depend on the perceived trust between the provider of services and the requester of services. 

This is particularly critical in situations where the provider cannot be forced to co-operate in assisting or delivering services to the requester. It is in these situations where trust is a valuable quality and will greatly influence the likelyhood of a satisfactory transaction.

More about communicating trust
Persona driven sales

Developing trust layers

Once you have built up a trusted relationship with your customers, you will experience easy and enjoyable business with them. 

You will be able to communicate your passion and work with customers that use your products and services as you had intended. Only with a trusted relationship will you be able to deliver the value and results you have promised. But trust only comes with a growing relationship bonded with regular and reliable communication.

More about trust layers
Question zoning

Question zoning

How to Derive what Your Visitors Want to Know and in What Order. 

Question Zoning aims to improve the quality of communications with your visitors and hence improve the level of success you are experiencing from your website.

More about question zoning
Path scenarios

Determining path scenarios

How to influence visitor behaviour by providing paths of information. 

If you could find a way to anticipate, respond to, and influence your visitor behaviour, it seems reasonable to assume that the levels of success you are currently experiencing from your website would be greatly improved.

More about path scenarios
Classification

Content classification

How to classify your articles, enable automatic internal linking and improve the navigation of your website.

Making the content on your website highly visible and accessible from almost anywhere within your website will mean that your visitors will be able to decide where to navigate. This ability will probably be the most powerful feature of your website.

More about content classification
Marketing Workshops

Try our marketing workshops for FREE

The first FREE introductory workshop will cover the business identity section of the brand development training programme. 

This 45 minute call will cover the following areas: 

  • Splitting your marketing activities into customer acquisition and customer nurturing marketing strategies 
  • Add clarity to your objectives by asserting a well defined USP 
  • Generate a business posture by presenting value and results combined with your passion to deliver 

The complete workshop programme includes Marketing Analysis, Content Marketing, Information Architecture, Messaging Strategy and Measuring Success. These workshops can be arranged as 45 minute telephone / Zoom calls to be held once a week (a time and day that fits). Those companies who wish to take this further can arrange one-2-one training or join an existing workshop group held on Wednesdays or Thursdays.

I'm interested in
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