Everybody remembers the “make a wish” tale – you must choose wisely, as you only get three wishes, and the wishes must all be considered wisely. From this tale, we learn that we must be careful what we ask for.

I like to ask questions. Maybe too many, but questions always provide answers..unless you ask the wrong question. Have you ever asked the wrong question? Yes. You. Have. I have too!

Get it right! Ask the right question.

Good question asking is a skill and can be applied to all relationships – spouse, children, employee, employer, friends, customers, etc. The applications are endless. Every question can deepen our understanding of a topic or person. There is no such thing as a stupid question, but there are ways to ask a question that are better than others.

Here are some examples:

• Q: How was your day? A: good, bad, great, awesome, etc. This closed-ended question doesn’t really give you much, so follow up with what made your day _______? Now we are getting somewhere! Tip: Dig deeper with follow-up questions. Follow general questions with specific ones. 
• Q: How are sales? A: Great they have doubled! This general question can elicit an answer that can be misleading – sales doubled from what? Better question: How are your sales compared to this same timeframe last year? Tip: Make sure to ask for context and reference to give the answer meaning.
• Have you ever been asked if you want “anything else?” I hate this question. The answer is, of course I do, I have a long list of else, but you don’t sell them here. Another egregious offender: Did you find everything ok? Tip: Specific questions will garner more insight. Try to avoid yes or no questions unless they are truly satisfying a simple purpose.
• Recently my husband called me and informed me that he grounded the kids. I asked, “What does grounding mean in our house?” We figured out our definition of grounding because of an open-ended question. Tip: Have a purpose for asking and a desire to know the answer. Every question you ask should help you gather either facts or elicit an opinion. Know which kind of information you need and frame your questions accordingly.
• What if someone asked you if it was it sunny on the day you were born? I don’t know if it was sunny when I was born – does it matter? I can’t think of one thing someone would do with this information. Tip: Ask questions only if the information elicited is necessary. If you don’t really need the answer, don’t ask the question. Be respectful of people’s time and attention. Answer this – what will you do with the answer?

We ask questions because that is the way we improve, learn, connect and tell stories. Ask away, friends!

“Successful people ask better questions, and as a result, they get better answers.” ~ Tony Robbins

While marketing is a dynamic and ever-changing field of study and profession, one major underlying tool marketers utilize is psychology. Innovative marketers have a true understanding of their target market’s actions, and use this expertise to shape their client’s approach. Understanding why a generation, society or any group of people acts the way they do is essential to connecting and communicating efficiently with them. 

However, there are other ways to apply psychology on the job to improve not only your career, but also your happiness and personal life. I had the pleasure of attending a guest lecture by Dr. Mark McKinney and Dr. Steve Fedorko in the Temerlin Advertising Institute at Southern Methodist University, where they spoke about this notion in depth. As psychologists who spent many years in the marketing and advertising world, they had an interesting perspective on how to succeed in business. Their book, My Client Is The Devil, is a “groundbreaking book to help client service professionals deal with stress on the job by learning simple techniques to become more psychologically hardy”. While I have not yet read the book, their presentation inspired me to take a step back and evaluate my perspective on life.

Client service fields are notorious for “burning out” their employees. Drs. McKinney and Fedorko attempt to alleviate the stress placed on these employees by emphasizing the importance of three competencies: control, commitment and challenge. Modern psychology has found that people who exhibit control in their personal and professional life, stay committed to their goals and readily accept challenge tend to be more resistant to stress and have a contagious effect on the people around them.

Everyone knows that positive people are more fun to be around, but sometimes people need a reminder to spread a little positivity. Drs. McKinney and Fedorko proposed a tool to help alter our perspective that may initially seem trivial, but has truly transformed my daily outlook in a positive manner. Rather than looking at a situation and making outward statements such as “why me?” or “this isn’t fair,” instead ask yourself what positive outcomes may come of this situation and assume that others are well-intended. The Drs. provided examples of how to apply this attitude that ranged from dealing with road rage to major work dilemmas. By practicing this attitude in smaller, every-day situations, it transforms into a habit.

Epictetus, a philosopher and teacher in Rome in the first century, said, “Men are disturbed not by things, but by the view which they take of them.” While this idea has been around for thousands of years, in our modern world full of constant business and high expectations it is easy to forget how big of a role our attitude plays in our happiness and eventually our overall success. Taking a moment to think before we react truly puts the problem we are dealing with into perspective.

We tend to go through life amid a continual buzz that productivity brings – endless email, phone calls and deadlines. And although this productivity fuels our life, it is also important to drown out the distractions, and focus on the importance of listening.

To most of us, listening seems like common sense. Don’t we all listen? The answer is no. In fact, I myself have spent the last 20 years hearing people, rather than really listening. Only recently have I truly understood the difference.

My limited years of life experience may have rendered this realization obvious or trivial to others, but for my generation of millenials, this art is lost. As a generation of young people dependent on constant communication, we search for instant gratification and quick conversations to fill our days. I have found that recently as I focus on this idea, I have learned more about my friends and family, and even more about myself.

Stepping back and sincerely listening to what others are saying allows you to understand their point of view, interpret the problem better, and solve the problem more efficiently. Listening and having empathy towards others is something that is highly overlooked in the business world, and when implemented can really give you and your business an edge in a competitive market. In the marketing world, where client relationships make or break a deal, listening to your clients’ wants and needs is necessary to get the job done correctly.

So remember to take a step back, especially during this hectic holiday season, and listen to the people closest to you. Listen to your clients to better understand their goals and how they want to achieve them. Listen to your family and friends to understand their emotions and help problem solve. But most importantly, listen to yourself. Dedicate time daily to thinking about your happiness, goals and aspirations and listen to what your mind and body are telling you.

“When people talk, listen completely. Most people never listen.” –Ernest Hemingway

We all recently celebrated Thanksgiving, spending the day focusing on what we’re grateful for. But it shouldn’t end there. Gratitude is not a moment, not a day, not a week, but a way of life.

There are obvious things to feel grateful about – food, shelter, family, friends. But don’t stop there. Be mindful. What does being grateful really mean? Where did the feeling come from?

According to The Gratitude Experiment, focusing on gratefulness and expressing gratitude raises our level of well-being and happiness. In an experiment, a test group was divided into three, with one group directed to journal gratitude, one group directed to journal the things that irritated them most during the day and one group was allowed to choose their focus. Not surprisingly, the group focusing on gratitude had a much greater sense of well-being. Statistics show that cultivating an attitude of gratitude increases overall happiness by 5%.

Dr. Robert Emmons, professor of psychology at University of California, Davis is leading a research team to quantify the causes of gratitude and its effect on health and well-being. They feel strongly that it begins with children. If we can raise grateful children, we are way ahead as a society.

Our friends at The Gem also focus on gratitude as part of their recommended daily regimen. It has a place of honor in the daily GEM journal distributed during their “Day in the Life” series. In fact, it is part of the mentality surrounding their brand. As an element of integrative nutrition and holistic living, gratitude is near and dear to the heart.

There is always something vying for our attention. The holidays bring commitments and distractions, professional to-do lists are ever-growing, our culture of connectivity brings with it no shortage of dismal world news, anxiety over the economy and political positioning, and the responsibilities of our home lives loom large. But take a moment at the end of each day and reflect on at least a couple of things to be grateful for. Some days it will pour out. Some days, you’ll be lucky to be thankful for the roof over your head. With practice, it becomes easier.

As a member of the rockin’ team on the Porch, we are actively and mindfully grateful for our wonderful clients and the chance to have an impact on their business and grow with them.

What are you grateful for?

In the latest installment of my never-ending quest for more energy and mental acuity, I recently turned to our friends and clients at The GEM. Nature and age have a way of guiding those ready to hear the call for a healthier lifestyle.

While inspiring, I didn’t feel ready for a juice cleanse. But I was delighted when The GEM offered the chance to experience a gentle route to health and well-being in their newly launched  “A Day in the Life of a Gem” series. A Day in the Life is a four-part series led by Chief GEMologists: Leslie Needleman, Mary Kathryn Bass, and Maury Neirling.

And let me tell you, It’s been an eye opener.

I have learned that in addition to juice and cleaner eating, there are other elements to this whole GEM lifestyle thing. And guess what? It makes a huge difference.

I love to cook (full disclosure: In my opinion there is nothing that wine or a stick of butter can’t fix!). And while I have always been cognizant of the importance of eating healthy, what I thought was good nutritional value at our dinner table couldn’t live up to the nutritional standard I learned about at The Gem.

My biggest concern going into this was the food itself — because for me, food means comfort and an expression of love for my family. And I asked myself, will this satisfy my taste buds or ruin my cooking mojo? And if so, is it worth it? So, I set about this with a tiny bit of skepticism. And I am happy to say, it was unfounded. I couldn’t have been more wrong.

Each session starts with a delicious sampling of Gem fare. The savory lentil soup in a quinoa salad, topped with a dollop of smooth, fresh jalapeno pesto scaled my taste buds like an episode of The Chew. And the nutritionally dense, but creamy and flavorful Tahitian Pearl smoothie was beyond delicious. I have been impressed with just how good it all tastes, all while following the 80/20 rule: eighty percent plant based foods.

After a light bite, we move on. We learned about the importance of water – the right kind of water. Filtered water. Thirty two ounces first thing in the morning to flush the system and then consistently throughout the day. It’s surprisingly easy.

A lot of the other things covered I was already doing. Excercising every day? Check. Stretching every day? Getting there. Supplements? Yes, but they have helped me make some healthy tweaks. Buy organic? Mostly. But it was interesting to learn how important it is to buy grass-fed meats. And, to find out how little we need dairy. Your mother’s food pyramid has changed.

Some things have proven to be a little more difficult. Under duress, I gave up my artificial sweetener. That hurt. And, I’m still wrestling with swapping wine for calm tea.

What’s especially nice is that the series is broken down into sessions focusing on a specific part of the day. We started with morning, and the late session covered mid-day. Having a week to practice everything between sessions is very useful and allows time to incorporate changes into your routine.

We walk away with three focus items each week.  And the Gem team is always available to answer questions.  You get the feeling that they genuinely want everyone to experience the vitality that comes with making a few changes. It’s not just about juicing, it’s a lifestyle and it’s hard not to walk away motivated. I’m looking forward to next week’s session on Pantry Cleanout and Kitchen Essentials.

The Gem Mantra is “Diamonds on your Inside”. I may not be shining bright like a diamond yet, but I do feel more energetic and focused. There is a reason this brand is so successful!

Cheers! Your company has a clearly defined brand – a simple, relevant customer promise that competitively gives you an edge. Check that off the list, right? Absolutely! But before you move on to other things, have you thought about your internal processes?

What must you do internally to execute the brand? To make it come alive? Become more than just a piece of paper? Ensure that your customers understand the brand as you intended?

Before you talk about your brand to the masses, you need to first look within to be sure you’re delivering on that brand throughout the organization. You don’t want to set an expectation that disappoints later! So consider this carefully – What are your customer touch points? Think about ALL of them, from where your store is located to how well the product performs or even how clean the front desk is when you walk in the door.

They’re all important.

Ergo, all companies need to identify and proactively manage their brand at all points of customer contact. Make a list of your contact points. Especially the less obvious ones like:

• the way your phone is answered
• how seamless your billing processes are for customers
• what your employees say to others about their job
• the attire of your salespeople
• the quality of your packaging
• the functionality and ease of navigating your website
• your response time for customer questions

Basically, everything you say and do as an organization reflects on your brand. Look carefully at your internal processes. If you’re experiencing problems at a touch point, they need to be addressed – you don’t want a seemingly minor issue to be the string that unravels all the work you put into building your brand. Assess each item on your list, and then prioritize those you need to change.

The goal is to eliminate negative experiences and keep or build on areas in which you are strong. Strong in communicating the brand promise.

Often, we ask a client, “If you do everything right, what’s the one thing you want your target to remember about you? If we conducted research now, would they give that answer?”

This is the fun part, folks! Branding and marketing rocks! Every company has struggles, but strategic marketing built on a strong brand is the impetus for success!

Go team!

Julie Porter is the chief rocker at Front Porch Marketing. You can follow her, julie_porter, or her company, itsfrontporch, on Instagram; and Twitter @juliedporter01 or @itsfrontporch; and like us on Facebook at FrontPorchMktg.

It started as a typical day, moving forward, stopping at the store to pick up milk. I back out of the parking spot, turn the wheels to drive forward, and realize I’m stuck. In reverse. The gear shift is broken. After several scrapped knee-jerk plans (sit and wait, don’t move, don’t turn off the car, drive the car home in reverse) the final decision is made.

Tow it. Fix it. Move forward. 

During this brief, chaotic situation, it occurred to me that I take two beautiful abilities for granted; the ability to shift gears and the ability to move forward. Thank you, vehicle, for the head smack. How awful it would be to only move backward!! Unfortunately, we find ourselves looking backward far too frequently.

We can’t redo yesterday, last week or 10 years ago, so why do we spin our wheels in reverse?

Companies do this all the time. All the time. How many times have you heard or said:

• We will not carry zuladings because we tried and they don’t sell …
• We will not invest in social media (insert any marketing tactic print, radio, TV, community outreach, etc). We tried and it doesn’t work …

Decisions made from a rear view will hinder future success. 

A couple of real business examples:

1. In 2009, Starbucks breakfast sandwiches were a hard fast no. Too much aroma competition. “Coffee must win.”
2. For most of this decade, Michaels Arts and Crafts’ only mass reach tool was the weekly insert in the Sunday paper. The company would not invest in anything else because, “Only print worked.”
3. In late 2009 Domino’s Pizza changed its pizza recipe! After almost 50 years. “Yes, please” was not the initial response.

In all these cases, they didn’t let their rear view to deter them from moving forward. Yes, history can repeat and lessons should be learned; but what didn’t work once might work today because it is a new day, with a different landscape, different customers, and different needs.

Business strategy should always be forward-thinking and used to drive success.

Everyone has the ability to shift gears and move forward personally and professionally. If something is broke, fix it! By the way, I rode my bike to pick up my repaired vehicle. And you know what’s beautiful about a bike? It only goes forward.

Your company has gone through the branding exercise and has a clearly defined brand! Cheers to you! 

And by that I mean a simple, relevant customer promise that competitively gives you an edge. Check that off the list, right?

Absolutely! But before you move on to other things, have you thought about what you must do internally to execute the brand? To make it come alive? To become more than just a piece of paper? To ensure that your customers understand the brand as you intended?

Before you talk about your brand to the masses, you need to first look within to be sure you’re delivering on that brand throughout the organization. You don’t want to set an expectation that disappoints later. What are your customer touch points?

Think about ALL of them, like where your store is located to how well the product performs or even how clean the front desk is when you walk in the door. They’re all important.

Here’s an example. My parents, who are in their late seventies, recently had an eye doctor appointment which had been scheduled some months prior. When they showed up at the office, the staff told them the ophthalmologist wasn’t in – he was stuck in another city due to weather. What? Hello? Could the staff not call patients to reschedule before the trek to the office? Even though the doctor is an excellent ophthalmologist, his brand was tarnished that day by his people. If this happens enough, patients will leave.

Ergo, all companies need to identify and proactively manage their brand at all points of customer contact. Make a list of your contact points. Especially the less obvious ones like:

• the way your phone is answered
• how seamless your billing processes are for customers
• what your employees say to others about their job
• the attire of your salespeople
• the quality of your packaging
• the functionality and ease of navigating your website
• your response time for customer questions

Basically, everything you say and do as an organization reflects on your brand. If you’re experiencing problems at a touch point, they need to be addressed – you don’t want a seemingly minor issue to be the string that unravels all the work you put into building your brand. Assess each item on your list, and then prioritize those you need to change.

The goal is to eliminate negative experiences and keep or build on areas in which you’re strong. Strong as in communicating the brand promise.

Often, I’ll ask a client, “If you do everything right, what’s the one thing you want your target to remember about you? If we conducted research now, would they give that answer?”

This is the fun part, folks! Marketing rocks! Every company has struggles, but strategic marketing built on a strong brand is the impetus for success!

I’m obsessed with customer service. Have been for some time. Retail brands can be wiped from my consumer consumption in a swipe if things go sideways.True for you too, right? If you don’t feel valued or respected, why should you spend your money there?!?

Customer service has never been easier or harder. Gone are the days:

• Where the employee servicing the customer are the only touch point.
• As an owner, major stakeholder, CEO you never hear about bad experiences.
• 9-5 customer service. A social world means 24-7 visibility. Customers want quick resolution at anytime of the day.

One negative experience can end the relationship.
I had a favorite clothing store, a national brand and I loved them. They were the best. They kept a book on me. I could call ahead. They would have a room waiting with items in my size and preferences.

Until one day … the manager texted me that my loyalty reward was going to expire on Monday. I went to redeem and OOPS it expired on Sunday. The manager wasn’t there, the employees could do nothing for me (even though I shared the text). I decided I would return when someone followed up. It has been 14 months.

Excellent service creates loyalty.
This year, I ordered my Christmas cards. I waited patiently, for them to arrive but after an appropriate length of time and still no cards I called to inquire. They shipped to a previous property and had been delivered and signed for. I FORGOT to change the shipping address in my profile. How did they respond? “We will express print and ship tomorrow overnight.” I asked how much this wonderful solution would be?? It was FREE because they appreciated my business. Just. Wow.

Three benefits of having a customer service strategy. Customer service:

• Differentiates. Blue Ocean Strategy by Chan Kim & Renee Maubogne tells us we need to differentiate to set us apart from a sea of sameness. Recommended read!
• Creates loyal customers.
• Creates happy employees.

Can you service your way to sales? Absolutely.

Can you service your way out of sales? Absolutely.

Do you have a customer service strategy? If not get on it. Your team, customers and P&L will thank you.