April 17th, 2018

Investing in customer service helps activate your flywheel . Think about how to leverage the customer experience to improve your product or service.

Focus on one goal

The customer service goal is simply your goal, and the value proposition should be how it brings value to your customer and will ultimately create a profitable return on investment.

According to professionals like the ones at Salesforce, if you want to make more money, it’s important to put focus on your customer’s needs and be ready to respond as they raise issues. You can then use the lessons from these interactions to build a more consistent and comprehensive response strategy.

Identify opportunities to drive revenue

I want to close with an example from one of my customers. They have an online marketer who helps them generate leads. They have noticed that most of the leads they are getting are from the same local area. They decided to focus their marketing efforts on those customers and to see how far they can get in that space. They tried a few different tactics, but for the most part the leads that they were getting were not very interesting to the local marketer. In addition, they were receiving a higher percentage of text-based leads compared to email leads. These leads had much shorter lifecycles as well (a few days) so they were not that high quality. The local marketer started to wonder if the digital marketer would want to open up that lead or if it was just too much of a pain to get to. They decided to see if they could convert some of these leads to buy with a call-to-action that didn’t require their customers to visit a website or mobile app. They decided to go with a banner ad that was not even on the page. They took a picture of it and used this as a call-to-action to the user to contact them by email.

The result? They got a great response to their ad. They saw an increase of 22% in leads to them in the next month compared to previous months and ended up taking the lead at a conversion rate of 34%. The entire conversion for them from lead to sale was reduced from an average of 35% to just 28%.

On another note, you need to consider the fact that some of the leads will simply not respond to an email. If you can’t get the lead to click the call-to-action (like the example above), it won’t make any sense to continue with email marketing. You will need to contact the lead by phone or video chat to convince him to visit your website.

Avoid using your own website

What if you have a site with a lot of content, but people just can’t find what they’re looking for? If you’ve already optimized your site, what can you do to improve conversion rates?

First of all, you want to be very clear about your call-to-action on the landing page. In case someone has never visited your website before, he should be able to get a clear idea of what’s going on before hitting “sign up”. Second, you should check the page speed of your site. What if a visitor arrives and spends only five seconds in your website’s navigation? He’s very likely to bounce out of your site. Do you have enough space on your site for him? 3. Find the call-to-action by reading the copy First of all, it’s important to decide which action you want to take.

Ali Heath Cook

January 1st, 2017

I cannot remember a time when I did not sing. I can remember sitting on my grandfather’s knee, next to the fire and singing songs from the 1920’s.  Irving Berlin’s song Alexander’s Ragtime Band was one of my favourites.

I had my first singing lesson when I was 8 years old.  My singing teacher seemed really old and reminded me of the bad witch in The Wizard of Oz.  She scarred me.  She made me sing songs with words that I could not understand.  Songs that meant nothing to me.  Scales and arpeggios, which had no significance to anything I wanted to sing for pleasure.  I often cried in her lessons.

Then in my early teens, I discovered Pink Floyd.  Dark Side of the Moon was never off my record player and it was then that I realised why I had to sing scales and arpeggios.  The track on that album that changed my outlook on singing was ‘Great Gig In The Sky’.  I thought, “This woman’s singing scales!  I don’t have to be an opera singer after all.  I can be in a rock band and sing scales.  I can scream, I can sing out loud or I can sing in a whisper.  Just like her!”  My singing teacher hated the track and told me I would be a classical singer and would never sing with a band.

In 1990, a singer in a local band was struggling to reach certain notes in one of his songs and I said, “Why don’t you try doing this”.  All the years of having singing lessons suddenly came flooding back.  The scales and arpeggios that haunted me as a kid, the breathing exercises, now made sense.  I enjoyed giving that person the answer to his problems.  Unlocking the door on something that had been trapped inside for so many years.  That was when I decided to be a singing tutor, but with one difference.  I felt that there wasn’t a tutor around at that time who was teaching in the way that I would have wanted to have been taught.

Singing is fun, singing can be a spiritual experience, and singing is a release. My philosophy has always been that,  “If you leave my lesson without a smile on your face, then I have failed”.  Like me, most of my pupils will cry during a lesson, but not from frustration or anger or from being shouted at because they got something wrong.  But, because they felt that they had achieved something that they never dreamed could be possible, or simply because they were moved by the lyrics of a song.

You do not have to be technically good to be a great singer.  I would much rather hear someone sing a song completely out of tune if they sang it from their heart, than hear someone sing a song technically correct but with no emotion or feelings for it.

Teaching and singing is my life and my passion.  I also work as a session musician, singing on other people’s records, and have made adverts for European T.V. and cinema. I work regularly as an actor and made my first feature length film in 2006.

Both singing and acting have always played a major part in my life. In 1987, I set up a Theater Company with a group of graduates and toured the country with our own devised work, commissioned pieces, workshops and plays.  Being a performer, not only as an actress, but as a singer too, I know what it’s like to have stage fright and to be nervous when recording or playing in front of an audience.  Most of all I know what it takes to get over those nerves and make every performance special.  To have the feeling that my whole body is singing out.  I teach because I want everyone to have that magical feeling of confidence.