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How Marketing Can Serve Those 87 Emotions

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Happy St. Patty’s, when we’re all Irish for a day and our emotions run green. What better time to discuss “Atlas of the Heart,” by Brené Brown.     

In her latest book, Brown explores the 87 emotions and experiences that define what it means to be human. Even though her subject isn’t marketing, it’s a must-read for those who work in marketing.

Long ago, my college marketing courses spoke of four primary emotions—joy, sadness, fear and anger—and how to use them to market to consumers, how to shout and coerce into buying. Times have changed. While we still study emotions, we now market for consumers, for serving them. As Seth Godin says, “Marketing is the generous act of helping someone solve a problem. Their problem.”

Knowing the emotions of our target audience helps us help them. It helps us solve their problem.

Identifying emotions 

While reading “Atlas of the Heart,” I compiled a list of emotions my clients might be feeling. I then brainstormed ways I can help. Here are a few examples:

  1. Stress. In recent years, my clients’ stressors have multiplied exponentially. I need to communicate how I can ease their work load.
  2. Uncertainty. Many in my targeted audience pandemically pivoted into unknown waters. How can I build their confidence in new ways of doing things?
  3. Excitement. New products. New businesses. Sharing the successes of my clients is encouraging and connects me to them.

What are your customer’s emotions and how can you help? Make a list. Start marketing for your customers.

LET’s WORK TOGETHER

What I’m Working On This Month

ZoningHub needed a landing page to coincide with an ad it’s running on an industry-related site. Together we presented the problem city planners face and ZoningHub’s effective solution.

Know someone involved in city planning? Send them to ZoningHub!

What I’m Tuned In To This Month

  1. Goodwill—do you shop or donate? Here’s how thrift stores manage their wares.
  2. Hill Women: Finding Family and a Way Forward in the Appalachian Mountains: There’s always more to a story than we know, including the stereotypes of Kentucky’s hill country.
  3. Cardamom, I swoon. You mean it doesn’t originate in Scandinavia? 
  4. Cook for Ukraine: Ukrainian, Russian and Polish go-getters come together with a powerful message for helping others.

Happy FOSS Month (No, Not Floss)

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What’s FOSS? Something for Children’s Dental Month? Nope. But for small business marketing, it’s equally deserving of a February celebration. 

FOSS is Free and Open-Source Software. It’s a cooperative approach to computer programming that offers freely licensed software for anyone to edit, modify or reuse—think WordPress and its total transformation of the internet. FOSS has also changed the economic landscape for small businesses; in fact, for many (like me!) it’s been the criterium for opening their doors.

How can FOSS benefit your business?

There are so many software options. Here are five to get you started. Best of all, they’re free!

  1. Want to set up a Live Chat on your website? HubSpot offers this and more to effectively market your product.  
  2. Want to sell online? WooCommerce is to e-commerce as WordPress is to web design. By creating an online storefront, entrepreneurs can easily sell wares from their own websites. 
  3. Need to swipe credit cards? Square is one of many point-of-sale (POS) options that records and processes payments from customers. What would farm market and show vendors be without POS software? 
  4. Can’t meet in person? Zoom. Need I say more? Zoom has become a noun, a verb, a way of life. My favorite feature for business meetings is Share Your Screen. 
  5. Are you a startup needing to start bookkeeping? Wave is a free accounting, invoicing, and receipt tracking software for small businesses. 
LET’s WORK TOGETHER

What I’m Working On This Month

The Hispanic Resource Center of ProHealth works with families in Waukesha County, Wisconsin. This 6-page newsletter is part of its effort to provide reliable information on COVID and the medical care available to them. I’m proud to participate in the fight against COVID-19!

What I’m Tuned In To This Month

  1. Wisconsin 101: Friday Fish Fry: A must hear for this beloved tradition.
  2. Radical Woman Behind “Goodnight Moon”: Always loved the soothing simplicity of this children’s book, interesting read on the author.
  3. Quality of life, not just business, rejuvenates Midwest: Interesting read on community development.
  4. Do you have a Last Letter of Instruction? You should and so should your loved ones. Includes an interactive pdf.

Perfection Not Required

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By August, my garden is a mess. You’ll find pigweed amongst the leeks and purslane in the tomatoes. I used to feel embarrassed by this—apologetic even —until a CSA farmer mentioned an interesting observation. Behind every perfect garden, she said, is a large roster of volunteers or many gallons of Roundup. In other words, a perfect garden isn’t real. 

How often do we demand perfection in our business? We can’t take that first daring leap because we don’t have our startup ducks all in a row? We can’t put up a website because we don’t have our content just right? We can’t do social media marketing because our pictures aren’t Pinterest Perfect?  

Perfection Holds Us Back

Since football is upon us, here are words of wisdom from Vince Lombardi. “There’s no such thing as perfection,” said this highly disciplined man, “but in striving for perfection, we can achieve excellence.” 

Yeah, that’s pretty good.

But perhaps Harriet Braiker said it even better: “Striving for excellence motivates you; striving for perfection is demoralizing.”

(Seriously, I needed to make excuses for my garden?)

When it comes to your marketing your business, perfection is not required. Have the confidence to be your natural you. Get out there and go for the gusto! 

LET’S WORK TOGETHER

What I’m Working On This Month

I’m super proud to serve on the board of directors for the Women, Food & Ag Network. We’ve started our membership appeal and will be sending out these postcards. Do join us!

What I’m Tuned In To This Month

  1. Why Perfectionism Isn’t Nature’s Way: Nature has many lessons to teach us about life, leadership and creating environements.
  2. Elderberries Don’t Boost Your Immune System, and Other Coronavirus Myths Debunked: Sadly, a year later, this is worth revisiting. “Preprint or peer-reviewed journal?” and other ways to determine legitimacy of claims.
  3. Big Difference for Small Business Owners: Ten insights into a rock-solid belief in yourself.  
  4. Brené Brown Summer Sister Series on The Gifts of Imperfection: Wrapping up my summer listening, a 6-episode series with lots of sisterly love.
First Step In Marketing Plans: Branding Your Business!

Pros and Cons of Joining Your Chamber of Commerce

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Have you ever thought about joining your local chamber of commerce? This topic came up recently in several entrepreneur discussions. The comments were varied and interesting.

All About Networking

A chamber of commerce is like a basket of businesses. It’s designed to connect local owners so they can collaborate with and advocate for one another. A well-organized, active organization provides education, marketing assistance and overall support. But like any such network, what you put into it determines what you get out of it. 

Based on the comments I mentioned above, I’ve compiled a list of pros and cons for joining your local chamber of commerce. 

Pros

  1. Builds Relationships: Getting to know and regularly hobnobbing with fellow business owners is invaluable. 
     
  2. Establishes Credibility: Most chambers maintain membership directories, online listings, and tourist guides. Such exposure is a great marketing tool and brings credibility to your business.
     
  3. Expands Resources: Chambers work directly with government and educational organizations. They have access to business loans, legislation, discounts, advertising, and so much more than one might have on their own.
     
  4. Being Bigger Than Yourself: Chamber membership is an opportunity to be part of and contribute to your community. It’s a chance to advocate for what’s right for everyone, not just a few. 

Cons

  1. Requires Membership Fees and Time Commitments: Upfront costs and time commitment are cause for consideration, especially for new or small businesses.
     
  2. Not Relevant to Everyone: If your business is not brick and mortar or your target market isn’t local, a chamber membership may not feel useful. Also, if networking isn’t your personal bag, you may not enjoy the social aspect of chamber meetings. 
     
  3. Focus is We, Not Me: An ethical chamber of commerce works for the good of all its members and the community (this is actually a good thing). If you prefer a self-focus for your business, this may not be the organization for you. 
     
  4. No Quick ROI: Just like any networking, the return on what you put into the chamber will need time to develop and grow. Patience will be key.
LET’s WORK TOGETHER

What I’m Working On This Month

Earlier this month I was proud to present my Ice Age Trail poster, a segment-by-segment checklist of hiking Wisconsin’s 1200-mile geologic wonder. I was amazed and humbled by the positive response. 

Stepping into the eCommerce world requires me to step out of my comfort zone (which for the most part is quietly behind the computer). Sales taxes, shipping labels, and trips to the post office are now daily activities. I’m learning so much!

Want a poster? Shop here!

What I’m Tuned In To This Month

  1. The Power of Planting Seeds: Community gardens have immensely broadened the availability for healthy food. We’re well into the gardening season, but acting now enables next year’s possibilities.
     
  2. The Lidice Massacre: Please, let’s not compare COVID vaccines or wearing masks to the Holocaust. This story shows humanity at its worst.
     
  3. Bacon-Wrapped Kielbasa: Fourth of July is coming! We made these recently and they were delish. We’re making them again next weekend!
     
  4. Part 1 and Part 2: Do we shake hands? Can we hug? Gathering post COVID leaves so many questions. Priya Parker is excellent. 

Self-Care During Small Business Month

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Earlier this month, Bard Bread & Pastry announced it was closing its doors. For the past four years, owners Matt and Natalie have been baking naturally leavened goodness in Viroqua, WI. As one Facebook fan told them, “You could taste the love in your bread.”

Unlike most small businesses, their reason for closing was not financial. Rather it was for self-care. Matt wrote in his letter, “My mental health has digressed to a point that I can no longer justify putting the bakery ahead of my own needs.” 

Not Just During Small Business Month

May is small business month and there’s lots of good talk on becoming a successful entrepreneur. But we also need to know self-care. Here are six simple ideas for nurturing yourself this month and every month.

  1. Set Boundaries
    You can’t do it all and you can’t do it for everyone. It’s okay to delegate and outsource. It’s okay to say “no.”
     
  2. Get Enough Sleep, Eat Healthy
    Sufficient sleep and healthy food are your fuel. It must be high-octane to keep your mind and body going strong.
     
  3. Spend Time Outdoors
    Stepping away from your business is vital and there’s no better place than outdoors. Spending time in nature improves health, increases focus, opens your mind to creativity, and calms the soul.
     
  4. Exercise
    It’s hard to find time, but exercise is proven to relieve stress, increase confidence, and improve your mental outlook. 
     
  5. Hang Out With Positive People
    Attitudes are contagious, whether positive or negative. Choose positive, both in your own and those around you. 
     
  6. Do a Digital Detox
    Social media sucks away time and energy. After posting your upbeat marketing message, put that mobile away. Spend your time on constructive growth. 
LET’s WORK TOGETHER

What I’m Working On This Month

I just finished a logo project for Prairie Wind Family Farm. I’m prouder than proud to work with this dear family as they feed people and improve the land in northeastern Illinois. Owners Jeff and Jen Miller, and their two sons, are special people. Be sure to check them out!

What I’m Tuned In To This Month

  1. Ice Age Trail Guidebook and Atlas, I’m wrapping up a special project of my own—soon to come! These two books were excellent resources. 
     
  2. Seeking the Heartbeat of “Our Towns”, podcast interview of Deb and James Fallows, by Everywhere Radio. Great thoughts on small town America.
     
  3. Serving Dumplings: I’ve become obsessed with this food blog. One-dish recipes, each as delicious as the other.
     
  4. It pays to advocate! Speaking up—even in court—benefits everyone. In this case, Wisconsin cottage food businesses can now expand their baking for increased income.