Why Emotional Marketing is the Key to Business Success | RR299

Janice Porter: 00:00:02

Chantal, welcome everybody. Welcome to

Janice Porter: 00:00:04

relationships rule. The podcast that explores the power of

Janice Porter: 00:00:08

connections in business. And today I have with me a second

Janice Porter: 00:00:11

time incredible guest, Chantal Cornelius, an international

Janice Porter: 00:00:16

speaker, marketing mentor and author of the new book, standout

Janice Porter: 00:00:20

strategies outshine your competitors, win new clients,

Janice Porter: 00:00:24

build lasting success. Chantal has spent years researching why

Janice Porter: 00:00:28

traditional USP, unique selling propositions fail, and how

Janice Porter: 00:00:34

businesses can instead leverage emotional marketing to attract

Janice Porter: 00:00:38

and retain clients. And in this episode, we're going to explore

Janice Porter: 00:00:42

why emotions drive buying decisions and how you can

Janice Porter: 00:00:45

identify and use your strongest emotional connection to stand

Janice Porter: 00:00:50

out in a crowded marketplace. So welcome to the show again.

Janice Porter: 00:00:55

Cranial Chantal, sorry.

Chantal Cornelius: 00:00:57

Hi, Janice, thank you so much for having you

Chantal Cornelius: 00:00:59

back. It's it's great to be back again,

Janice Porter: 00:01:01

absolutely. And when we first spoke, which was,

Janice Porter: 00:01:05

I think, around June of last year, we're now in February of

Janice Porter: 00:01:08

2025, and your book came out, I think officially in December, if

Janice Porter: 00:01:13

I'm not mistaken, it

Chantal Cornelius: 00:01:14

was October, October. And then I had an

Chantal Cornelius: 00:01:17

online launch party in in December last year. That's where

Janice Porter: 00:01:20

it was okay and and I just have to tell my

Janice Porter: 00:01:22

audience, because I love connections, and I love how

Janice Porter: 00:01:26

things happen. So when Chantal had her book and we talked about

Janice Porter: 00:01:31

coming back on the show, I said, Can you send me your book? And

Janice Porter: 00:01:34

she said, Well, she would, you know, try, but she's in England.

Janice Porter: 00:01:37

I'm in Canada. And then, of course, we had a postal strike

Janice Porter: 00:01:40

as well that happened in Canada. But she was going to a

Janice Porter: 00:01:43

conference in Costa Rica, which was, I think it was put on by

Janice Porter: 00:01:48

the Canadian the caps Association, right? The Canadian

Janice Porter: 00:01:52

Association of speakers. And I knew several people that were

Janice Porter: 00:01:55

going to be there, and one of them kindly brought the book

Janice Porter: 00:01:58

back for me, our dear friend, Azadeh. So I got to speak with

Janice Porter: 00:02:03

Azadeh and have coffee with her, and a great visit. And I got

Janice Porter: 00:02:07

your book. And so I thought that was really fun, the power of i

Janice Porter: 00:02:11

love

Chantal Cornelius: 00:02:12

the I love the way that worked out.

Chantal Cornelius: 00:02:13

Because, yeah, I was thinking, How do I get the book out to

Chantal Cornelius: 00:02:16

you? I could post it. And then I heard about the stray, yeah, and

Chantal Cornelius: 00:02:19

then you almost randomly said, Oh, but I know as a day, and

Chantal Cornelius: 00:02:22

she's going to be at the conference in Costa Rica,

Janice Porter: 00:02:26

I know, but yeah,

Chantal Cornelius: 00:02:27

it worked. It all was

Janice Porter: 00:02:29

perfect. So we're international connections. Can

Janice Porter: 00:02:33

can manage, can count. Okay, so your book, I'm we've briefly

Janice Porter: 00:02:37

talked about it, about the the strategies in your book, your

Janice Porter: 00:02:41

standout strategies before it was actually published. But now

Janice Porter: 00:02:45

let's get into the nitty gritty. So you say that USPS don't work

Janice Porter: 00:02:51

for service businesses, and I, I understand that. Now, after

Janice Porter: 00:02:56

looking into your book and reading I'm full disclosure,

Janice Porter: 00:03:00

I've read some of your book, not all of your books. So there you

Janice Porter: 00:03:02

go. So how, what's the difference? Like, I love this.

Janice Porter: 00:03:08

It's based on the five strategies are based on

Janice Porter: 00:03:11

emotions, people's emotions, right? And so USPS are all this

Janice Porter: 00:03:16

marketing gobbledy gook and jargon that people use. Is that?

Janice Porter: 00:03:20

Right? More so much, yeah,

Chantal Cornelius: 00:03:22

yeah. USPS are they're not unique. I know

Chantal Cornelius: 00:03:26

the word unique, yes. And the reason, the reason they're not

Chantal Cornelius: 00:03:31

unique, is because everybody says the same. I first noticed

Chantal Cornelius: 00:03:34

this. I started researching this back in 2015 so it's taken, it's

Chantal Cornelius: 00:03:38

been 10 years, and I started noticing people saying the same

Chantal Cornelius: 00:03:44

lines. I'm different because, you know, I'm I'm a marketing

Chantal Cornelius: 00:03:48

consultant. I can say I'm different because I have 25

Chantal Cornelius: 00:03:52

years of experience, or because I work in partnership with my

Chantal Cornelius: 00:03:56

clients, or because I listen to them. But there's nothing there

Chantal Cornelius: 00:03:59

that is, that is any different to what any other marketing

Chantal Cornelius: 00:04:02

consultant

Janice Porter: 00:04:03

say? So, okay, so let's switch it to now the

Janice Porter: 00:04:07

strategies and tell me how that works differently and how it can

Janice Porter: 00:04:11

be more successful.

Chantal Cornelius: 00:04:13

Yeah, this works because people buy based

Chantal Cornelius: 00:04:18

on emotion, right? 95% roughly of our buying decision well, 95%

Chantal Cornelius: 00:04:24

of any decision that us humans make is made. They're made

Chantal Cornelius: 00:04:28

emotionally irrationally and subconsciously. We don't even

Chantal Cornelius: 00:04:32

know that we're making these decisions. Example often use is

Chantal Cornelius: 00:04:37

about first impressions. They say first impressions count, and

Chantal Cornelius: 00:04:41

I walked into a networking event this morning knowing full well

Chantal Cornelius: 00:04:45

that people would be judging me without realizing that they're

Chantal Cornelius: 00:04:49

doing it. So they're forming opinions and having thoughts and

Chantal Cornelius: 00:04:54

making judgments, and it's the subconscious part of their brain

Chantal Cornelius: 00:04:57

that's doing it, and that's. Fine, but it does also mean we

Chantal Cornelius: 00:05:02

have to be very aware of how we walk into networking events

Chantal Cornelius: 00:05:05

depression, and what we then do is we back up the irrational,

Chantal Cornelius: 00:05:10

emotional decision with a rational, conscious decision. So

Chantal Cornelius: 00:05:17

somebody might, I might walk into a networking event and

Chantal Cornelius: 00:05:20

somebody might go, Ooh, I don't know why, but I don't like her,

Chantal Cornelius: 00:05:24

and it's because their brain has gone I don't like the color of

Chantal Cornelius: 00:05:26

her dress or her boots or whatever. And then they try to

Chantal Cornelius: 00:05:29

rationalize, well, oh, well, actually, let me go and talk to

Chantal Cornelius: 00:05:32

her and see so our brains are beavering away underneath. It's

Chantal Cornelius: 00:05:37

like an iceberg. There's an awful lot going on under the

Chantal Cornelius: 00:05:40

service, without us realizing until we kind of get to grips

Chantal Cornelius: 00:05:44

with it. This also happens when somebody is thinking about

Chantal Cornelius: 00:05:48

buying something, and particularly when they're

Chantal Cornelius: 00:05:51

thinking about buying a service, because a service is intangible.

Chantal Cornelius: 00:05:55

It's not like like a book. You can't pick it up and go. I like

Chantal Cornelius: 00:05:58

the color, color. I like the size of it. Services, coaching,

Chantal Cornelius: 00:06:02

consulting, speaking, training, they're intangible. So people,

Chantal Cornelius: 00:06:06

the the buyers, the clients, are doing this even more. They're

Chantal Cornelius: 00:06:10

making subconscious decisions about who to work with. I don't

Chantal Cornelius: 00:06:16

know if you've ever had this Janice, you've met somebody and

Chantal Cornelius: 00:06:18

you think, Oh, I'd really like to work with them, and I'm not

Chantal Cornelius: 00:06:21

quite sure why, yes, yes, that's yeah, that's the subconscious

Chantal Cornelius: 00:06:26

going, I've got an emotional connection with this person,

Chantal Cornelius: 00:06:28

right? I think the working with them will get me the results I

Chantal Cornelius: 00:06:32

want, or will allow me to feel the way in which I want to feel.

Chantal Cornelius: 00:06:37

You know, you might. I've done it. I've worked with people

Chantal Cornelius: 00:06:40

where I've gone. I don't know why. I just started a new

Chantal Cornelius: 00:06:43

coaching program, and I met this lovely lady who's also called

Chantal Cornelius: 00:06:46

Chantal, different spelling, and I just went, I think I want to

Chantal Cornelius: 00:06:50

work with her now. I then thought I put myself through the

Chantal Cornelius: 00:06:53

process. Okay, why am I doing? Oh, it's because my subconscious

Chantal Cornelius: 00:06:56

brain has made a connection based on the language that she

Chantal Cornelius: 00:07:00

uses in her marketing, and it's all about growth and development

Chantal Cornelius: 00:07:04

for her. So

Janice Porter: 00:07:06

I find that I always call it, you know, it's a

Janice Porter: 00:07:10

gut feeling, or there's right, it's something that's, you know,

Janice Porter: 00:07:14

intangible for sure. I know you saying that that gut feeling is

Janice Porter: 00:07:20

really my subconscious bringing up what I need to make that

Janice Porter: 00:07:26

connection. Yeah, exactly.

Chantal Cornelius: 00:07:28

Your gut and or your heart will make a

Chantal Cornelius: 00:07:30

decision initially, and then your head will get involved and

Chantal Cornelius: 00:07:34

say, Yes, Janice, actually, you can work with that person

Chantal Cornelius: 00:07:37

because look at their credentials or look at their

Chantal Cornelius: 00:07:39

website, it looks nice. So yeah,

Janice Porter: 00:07:42

so let's just, let's just start with what your

Janice Porter: 00:07:47

five success strategies are, and then, because I've taken your

Janice Porter: 00:07:52

test twice, I want to know how I can make this work for me, and I

Janice Porter: 00:07:56

think that will be helpful for for my audience as well. So go

Janice Porter: 00:07:59

ahead.

Chantal Cornelius: 00:08:00

Yeah, yeah. Okay. There are five strategies,

Chantal Cornelius: 00:08:03

and every business will have one major strategy, one of the five

Chantal Cornelius: 00:08:08

that that is the best one for their business. This isn't about

Chantal Cornelius: 00:08:10

trying to use all five. Remember. This is about being

Chantal Cornelius: 00:08:13

unique. It's about it's about one. Number one is called

Chantal Cornelius: 00:08:16

certainty. It's about being a safe pair of hands. It's where

Chantal Cornelius: 00:08:20

people want to they want a supplier with whom they feel

Chantal Cornelius: 00:08:24

safe and secure, who just gets the job done, who turns up, does

Chantal Cornelius: 00:08:28

the work or or tells them what to do,

Janice Porter: 00:08:30

like like your contractor. You definitely want

Janice Porter: 00:08:33

to have someone that makes you feel safe

Chantal Cornelius: 00:08:35

absolutely and it's the strategy that I use

Chantal Cornelius: 00:08:37

all the time in my marketing business, my client, I do a lot

Chantal Cornelius: 00:08:40

of mentoring, and they want me to tell them what to do. There's

Chantal Cornelius: 00:08:45

no guesswork. It's like, okay, client, do this, this and this

Chantal Cornelius: 00:08:48

to promote your business. And it'll, it'll work. So that's,

Chantal Cornelius: 00:08:51

that's certainty, okay. The second one is connection. This

Chantal Cornelius: 00:08:55

is where people will work with a supplier, or they'll look for

Chantal Cornelius: 00:08:58

somebody who can bring them into a family or a tribe, or help

Chantal Cornelius: 00:09:04

them, help them feel a sense of belonging. And I think you do

Chantal Cornelius: 00:09:08

this to a certain extent with your business. Through LinkedIn,

Chantal Cornelius: 00:09:11

you help people to feel connected to each other. So this

Chantal Cornelius: 00:09:15

isn't about you having a connection to them, it's about

Chantal Cornelius: 00:09:18

you helping them to connect with other people. Okay, it's a

Chantal Cornelius: 00:09:22

brilliant example, actually, of connection. We use LinkedIn in

Chantal Cornelius: 00:09:26

order to connect with colleagues, clients, prospects.

Chantal Cornelius: 00:09:30

Yes,

Janice Porter: 00:09:30

you you use examples of that in your book.

Janice Porter: 00:09:32

All a lot about LinkedIn being a great community for a great

Janice Porter: 00:09:36

platform for that? Absolutely,

Chantal Cornelius: 00:09:38

it's one, one of the best. Yeah, the third

Chantal Cornelius: 00:09:41

strategy is called contribution. This one is, oh, there's a,

Chantal Cornelius: 00:09:47

there's a, there's a fabulous company in the in the UK called

Chantal Cornelius: 00:09:50

stand out socks. I love it because, because they're called

Chantal Cornelius: 00:09:55

stand out and my book is called stand out strategies. Yeah, the

Chantal Cornelius: 00:09:58

company was set up by two. Brothers, and one of them has

Chantal Cornelius: 00:10:01

Down syndrome, which is a learning disability, and his

Chantal Cornelius: 00:10:04

older brother wanted, I've seen a video on them. Ah, okay, yeah,

Chantal Cornelius: 00:10:09

they, they want Dragons Den over here. Yes, a load of funding.

Chantal Cornelius: 00:10:13

I'm wearing stand out socks as

Janice Porter: 00:10:16

well. You need to use those as gifts for your

Janice Porter: 00:10:18

company. Stand out. That's right,

Chantal Cornelius: 00:10:19

yeah. And I did. I ran a big conference last

Chantal Cornelius: 00:10:22

year, and we gave all the speakers stand up as thank you

Chantal Cornelius: 00:10:25

gifts. The colors and the designs are fabulous. They're

Chantal Cornelius: 00:10:27

really they're really bright and funky. I've got yellow and blue

Chantal Cornelius: 00:10:30

ones on today. But of course, you promote. They promote, aside

Chantal Cornelius: 00:10:35

from making great socks, they promote their business on the

Chantal Cornelius: 00:10:38

fact that it was set up to give Ross a job somewhere where it

Chantal Cornelius: 00:10:42

works safely. I've seen the video. It's fantastic. It's

Chantal Cornelius: 00:10:45

brilliant, isn't it? Yeah, and the majority of the people who

Chantal Cornelius: 00:10:48

work there have some sort of learning disability, so when you

Chantal Cornelius: 00:10:51

buy their socks, you get a lovely pair of socks. But you

Chantal Cornelius: 00:10:53

also feel this sense of giving back and helping other people.

Chantal Cornelius: 00:10:58

So that's a really nice example of contribution. The fourth

Chantal Cornelius: 00:11:02

strategy is called growth. This one is about helping. This is

Chantal Cornelius: 00:11:08

where clients either want personal growth or business or

Chantal Cornelius: 00:11:12

both. The two often go together. So this might be somebody

Chantal Cornelius: 00:11:16

wanting to feel motivated, inspired, empowered, excited to

Chantal Cornelius: 00:11:21

go off and do, to do, do new things. I have a coach who

Chantal Cornelius: 00:11:25

motivates me and inspires and excites me about about new

Chantal Cornelius: 00:11:28

projects. So that's that. That's great fun, okay? And the fifth

Chantal Cornelius: 00:11:32

one is called significant, which is all about wanting to feel,

Chantal Cornelius: 00:11:38

wanting to feel seen and heard, wanting to be respected and

Chantal Cornelius: 00:11:43

recognized make a bigger impact that that sort of thing so,

Janice Porter: 00:11:47

but not necessarily making a difference.

Chantal Cornelius: 00:11:50

It could be making a difference. We are

Chantal Cornelius: 00:11:52

making a bigger impact. Yeah, that's an interesting point.

Janice Porter: 00:11:55

Yeah, because I think of contribution as making

Janice Porter: 00:11:57

a difference. And yeah, definitely the people who are

Janice Porter: 00:12:00

influencers, and you know, want to be seen and heard? Do they

Janice Porter: 00:12:05

also want to make a difference? I don't know

Chantal Cornelius: 00:12:07

if they do, then that's even better. Yes,

Chantal Cornelius: 00:12:09

yeah, okay,

Janice Porter: 00:12:11

okay, so, as you mentioned in your book, and as I

Janice Porter: 00:12:18

experienced when we spoke last time, on your website, you offer

Janice Porter: 00:12:21

people the an opportunity to go through a test to determine

Janice Porter: 00:12:26

which their strengths are, which of the five strategies are their

Janice Porter: 00:12:30

dominant ones. And I so have questions, because I did it. I

Janice Porter: 00:12:35

not only did it once, I think I did it twice, and and you've got

Janice Porter: 00:12:39

the results there. So I want you to because I was surprised. So I

Janice Porter: 00:12:45

think my primary one was growth, yes. And when I think of growth,

Janice Porter: 00:12:51

I think of my background as a teacher, and I think of, I think

Janice Porter: 00:12:56

of helping others do better in whatever it is like, so teaching

Janice Porter: 00:13:03

them LinkedIn, so doing better, so that giving them more tools

Janice Porter: 00:13:06

to work with. But I actually thought the one that came up

Janice Porter: 00:13:10

more secondary would have been my strength, one which is

Janice Porter: 00:13:14

connection,

Chantal Cornelius: 00:13:16

connection, yeah, so

Janice Porter: 00:13:17

can you speak to me about how to use both of

Janice Porter: 00:13:20

those are why one would be more stronger just

Chantal Cornelius: 00:13:23

to leave, go on, yeah, of course. And also,

Chantal Cornelius: 00:13:25

for anyone listening, the reason that Janice took the test twice

Chantal Cornelius: 00:13:29

is because I changed the test. Oh, that's right. Initially the

Chantal Cornelius: 00:13:33

test on my website, there were five columns of words, and I

Chantal Cornelius: 00:13:36

asked people to pick the words that they so if you ask your

Chantal Cornelius: 00:13:42

clients, how do you feel when you work with me, you listen out

Chantal Cornelius: 00:13:45

for the words, and then you you tick those words that they say

Chantal Cornelius: 00:13:49

and that, that was the first version of the test, and it

Chantal Cornelius: 00:13:51

worked pretty well, but a lot of people either ticked too many

Chantal Cornelius: 00:13:55

words or not enough. So some, some of the results came out a

Chantal Cornelius: 00:13:59

bit a bit strange. What I've since done is I've combined all

Chantal Cornelius: 00:14:03

of the words into one great big alphabetical test list, and I

Chantal Cornelius: 00:14:10

ask people to tick no more than 15, that's right, and they're

Chantal Cornelius: 00:14:14

the same words. I then run them through a clever system that

Chantal Cornelius: 00:14:18

we've set up, which comes up with a result. And what we're

Chantal Cornelius: 00:14:21

finding is that the second version of the test is more

Chantal Cornelius: 00:14:23

accurate because it's not leading people, right? And if

Chantal Cornelius: 00:14:26

somebody's heard me speak, or they've read the book, or they

Chantal Cornelius: 00:14:28

read articles on my website, and they're thinking, Oh, I think

Chantal Cornelius: 00:14:31

I'm growth. I'm going to tick all the words in the purple

Chantal Cornelius: 00:14:34

column, right? You can't do that anymore, right?

Janice Porter: 00:14:36

I find it confusing as well, because some

Janice Porter: 00:14:39

are nouns, some aren't some. And I always found that being a

Janice Porter: 00:14:44

grammar nerd, I was like frustrated by it. But anyway,

Chantal Cornelius: 00:14:48

that helps too. It's the sort of test to

Chantal Cornelius: 00:14:50

take without thinking about it too, exactly, rattle through it

Chantal Cornelius: 00:14:54

in a couple of minutes. Yeah. Okay, yeah. So both times your

Chantal Cornelius: 00:14:58

top strategy. Came out as growth, which is about helping

Chantal Cornelius: 00:15:04

people and and or businesses to grow personally or

Chantal Cornelius: 00:15:08

professionally. Now, if you're training somebody in how to

Chantal Cornelius: 00:15:11

build better relationships and how to use LinkedIn, more that,

Chantal Cornelius: 00:15:15

for me, definitely says growth, both on the personal and the

Chantal Cornelius: 00:15:19

business side. You could have somebody who is looking for a

Chantal Cornelius: 00:15:22

new job and is using LinkedIn personally to find a job. So by

Chantal Cornelius: 00:15:28

using LinkedIn more and by looking for a new job, they're

Chantal Cornelius: 00:15:32

growing personally, okay. Equally, there are people like

Chantal Cornelius: 00:15:36

me using LinkedIn to grow my business and looking for better

Chantal Cornelius: 00:15:40

ways of better ways of growing it. So it doesn't surprise me

Chantal Cornelius: 00:15:44

that that's that's high for you, because at the end of the day,

Chantal Cornelius: 00:15:47

particularly with businesses using LinkedIn, is about growing

Chantal Cornelius: 00:15:51

a business, about finding more clients and more contacts.

Janice Porter: 00:15:55

So what you're saying then, if growth is my

Janice Porter: 00:15:59

highest result, my strategy. Then in my marketing materials,

Janice Porter: 00:16:05

I need to speak about how I help you the the prospect. Build more

Janice Porter: 00:16:13

relationships, grow your business through visibility,

Janice Porter: 00:16:17

things like that. That would help. Okay,

Chantal Cornelius: 00:16:20

that makes sense. The best thing you can do

Chantal Cornelius: 00:16:23

is actually not use the word growth, okay, because potential

Chantal Cornelius: 00:16:27

clients won't. They don't. What I've noticed is they don't use

Chantal Cornelius: 00:16:31

the five strategy words. You know, people don't come to me

Chantal Cornelius: 00:16:34

and say, I want certainty. They come to me and say, I want to

Chantal Cornelius: 00:16:37

feel safe, I want to feel confident in my marketing. I

Chantal Cornelius: 00:16:40

want to feel clarity. So for you, Janice, have a look at page

Chantal Cornelius: 00:16:44

15 of the book, because that's got the lists on right? This is,

Chantal Cornelius: 00:16:49

this is how they used to appear on the test. Look at the purple

Chantal Cornelius: 00:16:53

list. Yeah, says purple list. So these are the these are the

Chantal Cornelius: 00:16:57

words, these are the emotions and the feelings. This is how

Chantal Cornelius: 00:17:00

your clients want to feel when they work with you. So they want

Chantal Cornelius: 00:17:05

to feel challenged. They want you to challenge them. To be

Chantal Cornelius: 00:17:09

saying, well, okay, why are you using LinkedIn like that? Or

Chantal Cornelius: 00:17:12

actually don't do that, do this. They want a sense of courage and

Chantal Cornelius: 00:17:17

education from you, where you're supporting them, pushing them in

Chantal Cornelius: 00:17:21

the right direction. They want to feel energized and excited,

Chantal Cornelius: 00:17:25

rather than you, rather than coming by going, Oh, I can't

Chantal Cornelius: 00:17:28

stand LinkedIn. I don't know what to do with it. They

Janice Porter: 00:17:31

want my client. This is great. Love it. Yeah.

Janice Porter: 00:17:33

Okay. These

Chantal Cornelius: 00:17:35

words in the purple list, and there are lots

Chantal Cornelius: 00:17:37

more. These are the ones for you to use in your marketing. So

Janice Porter: 00:17:41

even the ones that I didn't highlight that

Janice Porter: 00:17:43

brought me to that list,

Chantal Cornelius: 00:17:44

got it? Yeah. Okay, absolutely, yeah. So you

Chantal Cornelius: 00:17:46

highlighted a certain number of growth words. You highlighted

Chantal Cornelius: 00:17:50

proportionately more growth words than right? You're when

Chantal Cornelius: 00:17:55

you're writing in your marketing, you can be saying, my

Chantal Cornelius: 00:17:58

clients work with me because they want to feel a sense of

Chantal Cornelius: 00:18:02

hope and imagination about where they could go next and how

Chantal Cornelius: 00:18:06

LinkedIn can help them get to where they want to go. And

Janice Porter: 00:18:10

it was interesting that you said, gosh,

Janice Porter: 00:18:14

now I've just gone from my head.

Janice Porter: 00:18:21

Nope, gone, have to come back to it. So I'm sorry. That's

Janice Porter: 00:18:24

probably why I started to interrupt you, because I forget

Janice Porter: 00:18:26

things. I apologize that it's not, no, I'm moving on. So, so

Janice Porter: 00:18:40

Well, I think it's, it's, it's interesting, because we tend to

Janice Porter: 00:18:44

focus too much on us, and we don't think enough about the

Janice Porter: 00:18:50

other person. Like, there's all these lots of coaches I've

Janice Porter: 00:18:52

talked to and and business owners that have taken NLP, you

Janice Porter: 00:18:58

know, they think about the other person more than those who

Janice Porter: 00:19:00

haven't. But the the whole thing is about emotion. It's like,

Janice Porter: 00:19:07

right? And it's funny, you know, I actually, I talked to somebody

Janice Porter: 00:19:12

yesterday who reached out to me from an organization that I

Janice Porter: 00:19:17

belong to, and I thought I knew who he was, because I thought

Janice Porter: 00:19:21

I'd met him before, and I had I was right, but I was also right

Janice Porter: 00:19:25

about my preconceived notion about him, and so he was calling

Janice Porter: 00:19:29

me to see what my take on LinkedIn was, and if I could

Janice Porter: 00:19:32

help him. And I knew, like right away, I knew he wasn't my

Janice Porter: 00:19:36

person. I right. I didn't want that person as my client,

Janice Porter: 00:19:43

because he he wasn't all about connection and about he was

Janice Porter: 00:19:48

about growth, but he was more about give me the numbers, tell

Janice Porter: 00:19:52

me the ROI, if I work with you, it was all of that, that things

Janice Porter: 00:19:57

I couldn't answer, really, because. Because you, you have

Janice Porter: 00:20:01

to do the work. I can't promise it, right, that it's going to

Janice Porter: 00:20:04

happen if you don't go there and do the work. But yeah, I could

Janice Porter: 00:20:07

tell very distinctly that I wasn't going to work with this

Janice Porter: 00:20:11

person. Yeah,

Chantal Cornelius: 00:20:12

and that's, that's one of one, something

Chantal Cornelius: 00:20:14

that I really love about these strategies. I I've, I've had it

Chantal Cornelius: 00:20:17

in the past where I've, I've got it wrong. I've worked with

Chantal Cornelius: 00:20:19

somebody I shouldn't have done because I wasn't concentrating.

Chantal Cornelius: 00:20:23

I thought, well, I need the money, but the more I focus on

Chantal Cornelius: 00:20:28

my certainty type clients, the more I get it right. If somebody

Chantal Cornelius: 00:20:32

comes to me and says, Oh, I'm looking for really fast growth

Chantal Cornelius: 00:20:35

in my business, and can you help me get loads of results in and

Chantal Cornelius: 00:20:38

lots more clients, I say, No, that's that's not who I am.

Chantal Cornelius: 00:20:41

That's not, that's not the way I do marketing. I do marketing

Chantal Cornelius: 00:20:44

with. It's not fun, exciting or sexy. It's it's steady, it's

Chantal Cornelius: 00:20:49

regular. It's telling people what to do. So it means that

Chantal Cornelius: 00:20:53

when we know which is the right strategy for our business, we

Chantal Cornelius: 00:20:57

can get the marketing out there which attracts the right people.

Chantal Cornelius: 00:21:00

And it's wonderful, because it actually detracts the wrong

Chantal Cornelius: 00:21:04

people. It's the wrong people from getting in touch, because

Chantal Cornelius: 00:21:07

they look at our marketing go, oh, actually, well, I don't

Chantal Cornelius: 00:21:09

think I want to work with so I don't want to feel like that

Janice Porter: 00:21:12

well, or they see and they see your name, and

Janice Porter: 00:21:15

they're curious, but they haven't really done their

Janice Porter: 00:21:17

homework to see right whether there's a fit

Chantal Cornelius: 00:21:20

and it means that if, if they do slip through

Chantal Cornelius: 00:21:23

the net, and we end up having client, potential client calls

Chantal Cornelius: 00:21:26

with them, the way I do is I listen to their language. Now,

Chantal Cornelius: 00:21:30

I've been researching this and writing about it for nearly 10

Chantal Cornelius: 00:21:32

years, so it's it's in my head. I can't get it out. But practice

Chantal Cornelius: 00:21:36

this Janice, because the more you talk to people, the more

Chantal Cornelius: 00:21:39

you'll get used to listening to the language that they're using.

Chantal Cornelius: 00:21:43

And if you say to somebody, how would you like to feel at the

Chantal Cornelius: 00:21:47

end of a session working with me, or at the end of six months,

Chantal Cornelius: 00:21:50

if they're saying, oh, I want to feel inspired and motivated. I

Chantal Cornelius: 00:21:54

want to feel optimistic and I want you to, I want to, I want

Chantal Cornelius: 00:21:58

to feel stretched, those are all growth words. Whereas if they're

Chantal Cornelius: 00:22:02

saying, oh, I want, I want, I want to feel safe, that's a

Chantal Cornelius: 00:22:06

really big one for certain. So, yeah, you can, you can be

Chantal Cornelius: 00:22:10

listening out to for what they say well, and

Janice Porter: 00:22:13

just that, that whole questioning piece is

Janice Porter: 00:22:19

something I don't ask. I don't have an I don't find myself

Janice Porter: 00:22:23

saying, how do you want to feel at the end of it? So that's

Janice Porter: 00:22:28

something in itself that I think, you know, or how did you

Janice Porter: 00:22:31

feel at the end of our session? Or, you know, I'm not a

Janice Porter: 00:22:34

psychiatrist or a coach even. I'm right, but I think I um, I

Janice Porter: 00:22:43

often, if I'm talk, if I'm teaching and I'm doing a

Janice Porter: 00:22:47

training on on LinkedIn, let's say, and I'm and I'm talking,

Janice Porter: 00:22:50

and I'll say, I do a little bit, and then I'll say, does that

Janice Porter: 00:22:53

make sense? So I'm getting looking for feedback to make

Janice Porter: 00:22:58

sure that I'm on the right track, or that I don't have to

Janice Porter: 00:23:00

say it again, but that's got nothing to do with marketing

Janice Porter: 00:23:03

strategies. That just has to do with teaching technique. I'm

Janice Porter: 00:23:05

guessing, yes,

Chantal Cornelius: 00:23:06

yes. And what you could do at the end of a

Chantal Cornelius: 00:23:09

session is, is be saying, how was that? How do you feel as a

Chantal Cornelius: 00:23:14

result of that training session? That's and it's get that word

Chantal Cornelius: 00:23:17

feel in Yes, because you could say, how was that for you? And

Chantal Cornelius: 00:23:21

they'll go, oh, Janice, that was amazing, which is lovely, but

Chantal Cornelius: 00:23:24

there's no emotion in there. So if you say, how do you feel at

Chantal Cornelius: 00:23:28

the end of this, yeah, and then it's not what they say,

Janice Porter: 00:23:32

Yeah, that's good. I know that if I've had

Janice Porter: 00:23:35

conversations with prospects and maybe they're not ready to do

Janice Porter: 00:23:41

the work yet, and and they don't want to do it yet. They know

Janice Porter: 00:23:46

that they're waiting to get some money saved up, or they're or

Janice Porter: 00:23:50

they're waiting till they finished some major thing that

Janice Porter: 00:23:53

they're doing. And I remember this girl said to me a couple

Janice Porter: 00:23:57

months ago, I When I'm ready, I know I'm going to work with you,

Janice Porter: 00:24:02

because we had that conversation that built more of the

Janice Porter: 00:24:06

relationship, I think. And then, you know, I've checked back with

Janice Porter: 00:24:09

her just to say hi and whatever, and she says, Hey, I'm, I'm

Janice Porter: 00:24:13

still, you're still on the list, you know. So they get that, but

Janice Porter: 00:24:16

you do have to do that too. You have to follow up. That's

Janice Porter: 00:24:18

another whole story, but you do have to follow up to make that

Janice Porter: 00:24:20

happen. So that was one practical way to incorporate

Janice Porter: 00:24:25

emotional marketing into branding and messaging. Can you

Janice Porter: 00:24:28

give me a couple of other examples that people could use

Chantal Cornelius: 00:24:31

to absolutely it's, it's, it's a three stage

Chantal Cornelius: 00:24:36

process. The first, the first part is using language in your

Chantal Cornelius: 00:24:40

marketing. So, on your LinkedIn profile, on your website,

Chantal Cornelius: 00:24:44

wherever, however you you do marketing is use the language.

Chantal Cornelius: 00:24:49

So use literally, use the words. And I've had clients write

Chantal Cornelius: 00:24:52

phrases like, when clients work with me, they feel x, y z. How

Chantal Cornelius: 00:24:58

would you like to feel? X, Y, Z? That at the end of working with

Chantal Cornelius: 00:25:01

me, so that's that's using in your marketing the second stage

Chantal Cornelius: 00:25:04

is using it in sales conversations. I know that my

Chantal Cornelius: 00:25:10

ideal clients are really looking for confidence and clarity.

Chantal Cornelius: 00:25:15

Those are big certainty words. They are looking for confidence

Chantal Cornelius: 00:25:19

in sharing their marketing message and getting it out their

Chantal Cornelius: 00:25:23

confidence in standing up at a networking event saying, Hello,

Chantal Cornelius: 00:25:26

this is what I do. But also they're looking for clarity of

Chantal Cornelius: 00:25:29

that message. So being able to say what I do is boom, rather

Chantal Cornelius: 00:25:33

than one of the people I met this morning who took about five

Chantal Cornelius: 00:25:36

minutes to tell me all the 69 different things she did. So

Chantal Cornelius: 00:25:41

when people say to me in a sales conversation, what will I get

Chantal Cornelius: 00:25:45

from working with you? Chantal, I say things like, you will get

Chantal Cornelius: 00:25:49

the confidence to deliver your message and the clarity of what

Chantal Cornelius: 00:25:52

that message is. And they go, Oh, that's exactly what I want.

Chantal Cornelius: 00:25:55

And I've been practicing this because I know how to do it. So,

Chantal Cornelius: 00:25:58

yeah, you know it's, it's weaving, it in. If somebody

Chantal Cornelius: 00:26:02

doesn't say to you in a sales call, what will I get? Tell them

Chantal Cornelius: 00:26:07

what you'll get from working with me is, now we can't make

Chantal Cornelius: 00:26:11

anybody feel anything. So you can't say I will make you feel,

Chantal Cornelius: 00:26:15

but you can say you will get a sense of you will feel. So

Chantal Cornelius: 00:26:19

that's part two, that's the sales. The third bit super

Chantal Cornelius: 00:26:22

important is the actual delivery. So the work that

Chantal Cornelius: 00:26:26

you're doing when I'm working with mentoring clients, I tell

Chantal Cornelius: 00:26:30

them what to do. I don't say what marketing do you think

Chantal Cornelius: 00:26:34

would work? I just say, this, this and this. Just do that. I'm

Chantal Cornelius: 00:26:38

very bossy. I'm very straight talking. I have clients who

Chantal Cornelius: 00:26:42

phone me up, saying, Should I be doing this? And I say no,

Chantal Cornelius: 00:26:48

because so so and I've seen, I've seen businesses in the past

Chantal Cornelius: 00:26:52

that sell themselves, let's say on growth, but then try to

Chantal Cornelius: 00:26:56

deliver connection, and there's a huge mismatch, and you'll lose

Chantal Cornelius: 00:27:00

clients. If you do that, it definitely say that again. Say

Chantal Cornelius: 00:27:04

that again. If you so your your strategy dances growth. If you

Chantal Cornelius: 00:27:10

use growth in your sales and marketing. And potential clients

Chantal Cornelius: 00:27:14

came along and went, Oh, that's exactly what I want. That's how

Chantal Cornelius: 00:27:17

I want to feel. They buy in. They pay you some money if you

Chantal Cornelius: 00:27:22

then deliver something like connection rather than growth,

Chantal Cornelius: 00:27:28

they're not going to be happy clients, because that's what

Chantal Cornelius: 00:27:30

not. That's not what they bought from you, that's not what

Chantal Cornelius: 00:27:32

they're expecting. So you have to deliver. It's the same

Chantal Cornelius: 00:27:37

emotion. I used to think there was some leeway. I've changed my

Chantal Cornelius: 00:27:40

mind. There isn't. If people buy certainty from me, I deliver

Chantal Cornelius: 00:27:45

certainty.

Janice Porter: 00:27:48

Okay, so, okay, now I have to back up, because

Janice Porter: 00:27:52

do I mix things up? Is? Is now the question, right? Because I

Janice Porter: 00:27:59

know that if I'm talking to a client or prospect, let's say

Janice Porter: 00:28:03

about LinkedIn training, and they they're looking because,

Janice Porter: 00:28:11

well, they might have, they might already be on LinkedIn,

Janice Porter: 00:28:13

but they don't really use it properly, and they want to up

Janice Porter: 00:28:15

the level of their visibility, and they want to Use it for

Janice Porter: 00:28:20

connecting to people, I usually say quite clearly up front and I

Janice Porter: 00:28:24

don't know I think it's more connection than growth. Is that

Janice Porter: 00:28:32

the thing that I focus more on than not is building

Janice Porter: 00:28:36

relationships on LinkedIn, right? Yeah, because I believe

Janice Porter: 00:28:41

that most people are so focused on content, for example, on

Janice Porter: 00:28:48

LinkedIn, which is you still have to do that but, but it's

Janice Porter: 00:28:53

not, it's more passive, whereas you need to be building those

Janice Porter: 00:28:58

relationships, building connections to boards,

Janice Porter: 00:29:00

relationships to really, I think, to connect with the right

Janice Porter: 00:29:07

people. Because, again, it comes back to the emotion, is the

Janice Porter: 00:29:11

connection to people. So I'm babbling, but do you understand

Janice Porter: 00:29:16

what

Chantal Cornelius: 00:29:16

I do? I get it totally, yeah. So, and this

Chantal Cornelius: 00:29:19

it, you're right some, sometimes it's okay to have two

Chantal Cornelius: 00:29:23

strategies. Okay, one major one and then a little bit of

Chantal Cornelius: 00:29:27

something else. You can't have more than two. Doesn't it

Chantal Cornelius: 00:29:29

doesn't work. So what people are probably doing is they're coming

Chantal Cornelius: 00:29:33

to you because they want to feel more energized and excited about

Chantal Cornelius: 00:29:36

using LinkedIn, right? Which means that in your delivery, you

Chantal Cornelius: 00:29:41

have to energize and excite them. You can't sit there going,

Chantal Cornelius: 00:29:44

well, LinkedIn is not really very helpful, is it? And I don't

Chantal Cornelius: 00:29:48

really like it anyway, you laugh. I went to a workshop

Chantal Cornelius: 00:29:51

recently, and the presenter was teaching us a tool, and then he

Chantal Cornelius: 00:29:55

said, I don't actually think this tool works. Waste of time.

Chantal Cornelius: 00:30:00

Yeah. So, yeah. So, so they buy into you because they want to

Chantal Cornelius: 00:30:03

grow through LinkedIn, so you've then got to give them that

Chantal Cornelius: 00:30:07

excitement motivation. But because you're doing LinkedIn

Chantal Cornelius: 00:30:10

training, you Janice, you only are allowed to sprinkle in a bit

Chantal Cornelius: 00:30:14

of connection, because when you took the test, your second

Chantal Cornelius: 00:30:18

highest was connection one time, yeah, and with LinkedIn, the

Chantal Cornelius: 00:30:24

people, the reason that people use it is it's all, you're

Chantal Cornelius: 00:30:27

right? It's about, it's about building relationships. So it's

Chantal Cornelius: 00:30:32

about, I'm looking at the list of words. It's about friendship

Chantal Cornelius: 00:30:35

and harmony and being part of something bigger. So look on

Chantal Cornelius: 00:30:38

page 15 at the red Yes, those are the connection words, right?

Chantal Cornelius: 00:30:43

You I would really focus mostly on the purple words, the growth

Chantal Cornelius: 00:30:46

words, but you can sprinkle in a little bit of a little bit of

Chantal Cornelius: 00:30:49

the red

Janice Porter: 00:30:50

well. And I also think that it's because some

Janice Porter: 00:30:54

people aren't comfortable building relationship. They

Janice Porter: 00:30:57

would rather do the other so I also have to gage it to the

Janice Porter: 00:31:01

people, right? I

Chantal Cornelius: 00:31:03

think as well, people are coming to you.

Chantal Cornelius: 00:31:04

They are buying growth from you. Got it. They're not initially

Chantal Cornelius: 00:31:09

buying connection, okay? They're buying growth and then you're

Chantal Cornelius: 00:31:13

delivering growth with some connection. If you promoted your

Chantal Cornelius: 00:31:16

business purely on connection, you'd be saying, come and work

Chantal Cornelius: 00:31:20

with me, and I can help you become part of a big community.

Chantal Cornelius: 00:31:23

Yeah, yes, you can, because LinkedIn is one great big

Chantal Cornelius: 00:31:26

community. But they don't want that. That's not, that's not

Chantal Cornelius: 00:31:29

what they buy. So they want, they want to know how to build

Chantal Cornelius: 00:31:32

those connections, yeah, but in order to get growth for

Chantal Cornelius: 00:31:37

themselves or their correct

Janice Porter: 00:31:38

the ROI, yeah, yeah, okay, this is amazing, and

Janice Porter: 00:31:43

I know we could go on forever. So what I'm going to suggest is,

Janice Porter: 00:31:47

first of all, it was very insightful, and thank you for

Janice Porter: 00:31:51

indulging me a little bit there. I hope that my audience will see

Janice Porter: 00:31:55

the power of that, that exercise that we did. And I do believe

Janice Porter: 00:32:01

that, as you that the key to winning clients isn't about the

Janice Porter: 00:32:05

lowest price or the fastest service, it's about making a

Janice Porter: 00:32:08

deep, emotional connection. And I would like to encourage my

Janice Porter: 00:32:14

audience to go to your website, which will be on the apple tree

Janice Porter: 00:32:19

marketing, which will be on the show notes, under the show

Janice Porter: 00:32:22

notes, and to take your test as a start, and then to take your

Janice Porter: 00:32:27

to buy your book, because the it's it's there. I mean, it's

Janice Porter: 00:32:31

really all there. And if they want to work with you,

Janice Porter: 00:32:34

absolutely, to reach out and do so and but dive deeper by

Janice Porter: 00:32:38

looking into Chantal book stand out strategies, which I think

Janice Porter: 00:32:44

they can find anywhere as well as on your website, correct?

Chantal Cornelius: 00:32:47

It's the best place at the moment, is on the

Chantal Cornelius: 00:32:49

website. Okay? This podcast goes out, I will. It is on Amazon.

Chantal Cornelius: 00:32:53

I'm not sure it's working internationally. If you can

Chantal Cornelius: 00:32:56

contact me and I can, we can sort it out.

Janice Porter: 00:32:58

So, yeah, perfect. Okay, so any last words

Janice Porter: 00:33:02

for my audience? Oh,

Chantal Cornelius: 00:33:06

yes. If you're not sure how your your

Chantal Cornelius: 00:33:12

clients feel about you, ask them. Yeah, love that. And the

Chantal Cornelius: 00:33:17

best thing to do is very old fashioned. It's very simple,

Chantal Cornelius: 00:33:20

pick up the phone. Oh, how? You know, have a zoom conversation.

Chantal Cornelius: 00:33:26

Meet somebody for coffee, take them out for lunch. I've done a

Chantal Cornelius: 00:33:29

lot of this, of saying to clients, why is it you work with

Chantal Cornelius: 00:33:33

me? I did a lot of this in the early days when I was first

Chantal Cornelius: 00:33:35

researching this. Why do you work with me? What do you like

Chantal Cornelius: 00:33:37

about what I do? How do you feel when you work with me, and yeah,

Chantal Cornelius: 00:33:43

it's I am also developing another version of the test, or

Chantal Cornelius: 00:33:47

a couple of versions, where you can send the test to clients and

Chantal Cornelius: 00:33:50

ask them to fill it in, and I will then collate all of those

Chantal Cornelius: 00:33:54

results so you could send it to 10 clients. Yes, yeah. I will

Chantal Cornelius: 00:33:57

then collate all of those, all of their answers to make sure

Chantal Cornelius: 00:34:02

that it's growth, pretty darn sure it is, but it's just going

Chantal Cornelius: 00:34:06

to be an extra extra well. And

Janice Porter: 00:34:08

here's something somebody that I know wrote about

Janice Porter: 00:34:12

the other day, and I went at the light bulb went on, and it was

Janice Porter: 00:34:15

basically like, I'm it's about, okay, I do LinkedIn training.

Janice Porter: 00:34:19

One of the things that I encourage people to do is to

Janice Porter: 00:34:24

start, unless they are not allowed to buy compliance

Janice Porter: 00:34:28

issues, is to get recommendations on LinkedIn,

Janice Porter: 00:34:30

because that's the only social proof that we have on social on

Janice Porter: 00:34:35

LinkedIn. So with those recommendations, and I've been

Janice Porter: 00:34:39

very fortunate, and I have a lot of them on there because I ask

Janice Porter: 00:34:41

for them, I can take that information and use it in my

Janice Porter: 00:34:46

marketing as well.

Chantal Cornelius: 00:34:48

You can very definitely one word of caution

Chantal Cornelius: 00:34:52

is that the majority of people, when they write a LinkedIn

Chantal Cornelius: 00:34:55

recommendation do not use any emotional words,

Janice Porter: 00:34:59

oh, I'm going to look at. That. So that's okay,

Chantal Cornelius: 00:35:01

because people, when I was people, have

Chantal Cornelius: 00:35:03

asked me a lot, you know, Can I can I find out from my LinkedIn

Chantal Cornelius: 00:35:07

recommendations how people feel when they work with me?

Chantal Cornelius: 00:35:10

Generally? No, it doesn't work because we don't say to people,

Chantal Cornelius: 00:35:14

could you write me a LinkedIn recommendation that explains how

Chantal Cornelius: 00:35:17

you feel when you work with me? I actually

Janice Porter: 00:35:20

sometimes do ask that. So that's interesting.

Janice Porter: 00:35:22

Okay, I will look, I will look, and I'll let you do

Chantal Cornelius: 00:35:26

it. Definitely, okay, but, but

Chantal Cornelius: 00:35:28

generally, it's much better to just, just pick up the phone,

Chantal Cornelius: 00:35:31

just have a conversation and ask and then, and then listen to

Chantal Cornelius: 00:35:34

what they say. Yes, that's great for building relationships.

Chantal Cornelius: 00:35:37

Anyway,

Janice Porter: 00:35:38

I know, I know magic. It's all magic. So thank

Janice Porter: 00:35:41

you again, and thank you for thank you to my audience for

Janice Porter: 00:35:45

tuning in to relationships rule until next time, stay connected

Janice Porter: 00:35:50

and be remembered. I lost my recording. There we go. Stop

Janice Porter: 00:35:58

recording.