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A delicate balance

May 9, 2018

In the Mad Men days of advertising, it was all about mass media, reach and frequency. How many people can you reach and how often can you get your message in front of them? Today’s marketing is a little more complicated than that. The channels have shifted from print, radio, and TV to more than we can count and within each medium, there are more individual channels than our forefathers in the business could have ever imagined. Today, it is all about balance.

Back in the day, the advertisers controlled not only the message but also the distribution channels. The formula used to be simple – it took 8-12 exposures to a marketing message for the audience to take notice.

Today, as marketers who also serve as publishing organizations, you aren’t bound by those constraints. When you own the enewsletter or Twitter account or control your direct mail schedule – you aren’t beholden to just a budget dictating how often you communicate. It’s still just as important, but now you have other elements (like the fact that your audience is also creating content about your brand) to factor in.

Frequency is a delicate balance. You have to communicate often enough that you stay relevant but not so often that you’re annoying. Here are some best practices for you to consider as you map out your communications.

Enewsletters: If it is packed with breaking news or super current content, then your audience will be okay with a weekly publication. On the flip side, if it’s bite-sized (300 words or less) then once a week is probably okay too. If it’s a mix of helpful information and a smidgeon about you, monthly is plenty. But anything less frequent than that is probably not enough to be something your audience counts on.

Email marketing: These are the emails you send when you are hosting an event, have a sale or are promoting something new. You can send the same (or similar) content out 3-5 times over the course of a couple weeks. But then you need to give your audience a rest. You shouldn’t bombard them with a flight of emails every month or your open rates will plummet.

Social posts (Facebook, Instagram, LinkedIn, etc): Once or twice a day is good as long as it’s about them and not about you. These are not channels where repeating the same thing over and over again is advised.

Twitter: Twitter is a unique animal. Because the feed moves so quickly, if someone doesn’t see it real time, odds are they are not seeing it at all. So it’s okay to re-tweet the same message multiple times during the day. If you want a global audience, don’t forget to schedule your tweets on a full 24-hour cycle.

Blog posts: If you’re not adding new content aimed at being helpful every week, odds are you are not growing your audience. But for most organizations, blogging is more about influencing the search engines. If you’re blogging more for SEO purposes, every two weeks is a reasonable rhythm.

Traditional media: Odds are, your budget is going to control this one and you’ll have to be choosy about where you appear to get enough frequency. Having a greater presence in one or two channels (a print pub and a radio station for example) is much smarter than being a mile wide and an inch deep. Media mix is very valuable if you can afford it. But if it simply dilutes your exposure, it’s hurting more than it is helping.

Every audience is unique. While these are helpful guidelines, you’re going to want to experiment with your specific audience to see what the optimum frequency balance is for them.

New CMO Council report on digital media reliability expectations

April 26, 2018

In a wake-up call to digital media platforms like Facebook and Google, marketing leaders globally say they will no longer tolerate deficient advertising measurement. Most see a need for more effective data transparency and detailed, timely and reliable reporting systems.

According to a new study from the Chief Marketing Officer (CMO) Council, news coverage about inaccurate, questionable and false digital media reporting measures have already caused 21 percent of marketers to pull back on advertising spend. More than 70 percent of brand leaders admit that negative news headlines have had an impact on budgets.

The new report, titled “Engage at Every Stage: An Investigation of Video Activation,” was produced in partnership with video journey company, ViralGains, and reveals that 95 percent of marketing leaders surveyed believe digital media must deliver more reliability. To download the report, click here.

In a clear rebuke to the digital media industry, marketers are also calling “viewability” standards into question as only 3 percent of respondents agree on the definition advocated by the Media Rating Council. This defines reasonable viewability as 50 percent of content playing for two consecutive seconds with the sound off. In addition, 30 percent of marketers who agree with this standard admit that they can only approve of it because there isn’t a better metric to embrace.

“The frustration across the marketing ecosystem is palpable, and new headlines that breach trust and showcase systemic carelessness have inflamed the issue,” noted Liz Miller, Senior Vice President of Marketing for the CMO Council. “The industry as a whole must align on transparency and reliability. If we don’t live up to these expectations, we will see more accounts up for review and more orders being pulled. That’s not to say all is lost; there is still excitement about the next evolution in digital engagement, especially through online video content.”

This negative outlook of the digital media landscape comes as marketers intend to significantly boost investments in online video advertising—a channel that 28 percent of respondents believe is more important than other media investments and that 40 percent say is growing in importance. In fact, 95 percent of marketers intend to increase investments in 2018, with nearly half increasing spend by up to 25 percent.

Marketers expect more from their investments, demanding total transparency into traffic, viewers and engagement (73 percent), real-time access to customer data and intelligence (45 percent), and fees based on performance outcomes (40 percent). Intelligence is also a core demand when it comes to digital advertising as marketers are looking to learn more about their customers through the in-demand channel.

The report is based on research conducted by the CMO Council through an online audit that collected insights from 233 senior marketing leaders. Of these, 163 are actively investing in digital video advertising. Some 43 percent of respondents represent companies with revenues greater than $1 billion, and 47 percent hold the title of CMO or senior vice president of marketing for their organizations.

Your Organization’s Mark

April 25, 2018

In marketing terms, an organization’s trademark, or “mark,” is any word, phrase, symbol, design, sound, smell, color, or combination of these, used by a company to identify its products or services, and distinguish them from products and services provided by others.

We’ve talked many times about the importance of having a unique mark and protecting it both legally and by using it wisely. It’s one of the most valuable and important assets your company has.

But that’s not the kind of mark I want to talk about this week. I want to turn your attention to a much grander, broader mark. I’m talking about the mark that your organization is leaving on your community. When we think about companies that have helped shape Des Moines, we can’t help but point to the Principals, Merediths, and Wellmarks of our world, whose civic-mindedness has changed the landscape of our shared community.

For every company the size of those giants, there are hundreds of businesses with a handful of employees. Normally those companies fly under the radar because it’s assumed they can’t possibly have that kind of impact. I want to challenge that belief. Whether you are a solopreneur, have fewer than 20 employees or maybe have a few hundred people who work in your organization – you can leave your mark.

Think I’m crazy? I offer my small agency as an example. I’m very proud of the work we do for clients across the country. We help them connect with their best-fit prospects and create lasting relationships with their customers. But honestly, that’s just us doing our job and what we get paid to do. Important – yes. Our legacy in this community? No.

20+ years ago, we were part of the team that conceived, created and launched Jolly Holiday Lights for the Make-A-Wish Foundation and 10+ years ago, we conceived, created and launched the YESS Duck Derby for Youth Emergency Services & Shelter of Iowa.

These events raise a combined $500,000+ a year for those organizations. They are the largest fundraiser for each of them and they have become a significant part of their brand, their connection to the community and help them serve more children every year.

That’s our true mark. We used our best resources to change our community for the better and hopefully those non-profits will live on for many, many years, caring for the children who need their help.

My point is this – if we can do it, so can you. Lest you think I’ve forgotten that this is all about marketing, let me connect the dots. Being an organization that changes the course of your community is good for business. Here are some of the ways it translates to your bottom line.

Brand building: No doubt, being perceived as a company who serves the community is a powerful way to generate awareness, respect, and appreciation for your brand.

Employee attraction: Today’s employees want to work for an organization that has a greater purpose than just making a profit. They want a company with a connection to the community and a conscience.

Tip the scales: If a prospect is trying to decide between you and your competitor and one of you is known for doing something special for your shared community – who do you think will get the nod. No doubt you have to be good at what you do and fairly priced, etc. But being a good corporate citizen may just be what gets you the nod.

I challenge you because this doesn’t happen by accident. What mark will you leave on this community?

A bird in the hand

April 18, 2018

Short of your employees, there is no one more important to your business than your current customers. We give this incredible lip service but our actions suggest we don’t actually believe it. Think you’re different – check your marketing budget. What percentage of it is spent on your own bird in the hand – your existing clients?

There’s a level of excitement in chasing after and winning a new customer. I get it — the thrill of the hunt and all that. In many organizations, that’s where the emphasis and rewards are loaded so it makes sense that for many of us, it’s where we gravitate. But whether you own the business or are just responsible for it hitting its marketing and sales metrics – if you want to exceed the goals, focus on the people who have already demonstrated that they’re willing to give you money. It turns out they’re the most likely ones to give you even more.

Consider these facts from both a Forrester Research study and a Harvard Business Review research project:

Acquiring a new customer can cost five times more than satisfying and retaining current customers
A 2 percent increase in customer retention has the same effect as cutting costs by 10 percent
A 5 percent reduction in client defection can increase profits by 25-125 percent (industry specific but seriously – 25% is the low end!)
On average, loyal customers are worth up to 10 times as much as their initial purchase
The cost of bringing a new customer to the same level of profitability as a lost one is up to 16 times more

As companies ramp up their business development efforts sometimes their best customers feel a little less special. After all, you’re investing all of your time and energy into catching someone else’s eye even though they’ve been loyal to you for some time. When I review an organization’s marketing plan, if their current customers appear at all, they’re almost always an afterthought or certainly occupy the smallest portion of the budget. Given their importance – that seems a bit off.

Here are some ways you can make those valuable clients feel valued.

Listen when they complain: Whether it’s in person, over the phone or on a review site, when your client airs an issue – listen and learn. It’s easy to dismiss a complaint as an aberration or someone having a bad day. Don’t make that mistake. Ask a couple questions. Acknowledge your mistakes if you see the truth in their feedback and ask for an opportunity to re-earn their trust. Make them feel heard.

Give them exclusivity: The more of your smarts and insights you share with the world at large, the more you should offer your clients something you don’t give to anyone else. Hold a client-only event, create a special ebook or do something like what we do at McLellan Marketing Group – create a holiday that honors them every year. MMG’s “Who Loves Ya Baby Day” is one of our favorite days of the year.

Ask for their opinions: Don’t wait for them to speak up. Regularly solicit their feedback on your product/services, how you service them, what else you might be able to offer them that would be valuable to them. Promise to report back what you learn from the inquiry and how you’re going to change because of the input. Then, make sure you do both. Show them you will respond and they will keep helping you get better.

Your current clients helped you get to the level of success you enjoy today. They’ve earned your loyalty and attention. Don’t overlook this bird in the hand. Serve them well and they will help you create even more success down the road.

Are you building a community?

April 11, 2018

Last year, I spent a weekend with my daughter and her boyfriend at a Supernatural Convention in Chicago. If you’re not familiar with the TV show Supernatural it’s in its 13th season, largely due to the huge fan base that it has built and how vocal they are about the show and its very existence. Its parent network, CW, has been close to pulling the plug more than once in its thirteen seasons but the Supernatural community rallies and puts an end to the discussion.

Beyond just watching the show, over the timespan of three years, a small team of fans documented the power of the Supernatural fandom. They raised over $100,000 on indiegogo.com to create a 90-minute documentary on the phenomenon.

We just went because we all like the show and thought it would be fun to interact with the cast. I had no idea how huge all of this was until we experienced it first hand.

What started as a weekend lark turned out to be a crash course in creating rabid fans and a community that keeps the business end of the Supernatural franchise humming. I believe that one of the key marketing strategies that organizations need to understand, embrace and consciously invest in is that very thing – creating a fan base or community that is your foundation and strongest platform for amplifying your message.

Here’s how the Supernatural team built their community. There’s plenty of ideas for all of us to steal in their recipe.

Create an exclusive club: Everyone is not going to love you or what you sell. Don’t worry about them. Focus on the people who do. Make them feel special by inviting them to private events, sharing some secrets with them and by restricting access to only the best of the best.

So many businesses invest all of their time and money chasing after the unknown. Instead, identify the customers who deliver your most consistent and profitable sales. Who loves you the most? How can you make them feel special?

Give them access: One of the hallmarks of the Supernatural phenomenon is the amazing access the fans have to the stars of the show. At the conventions, they’re hanging around, joking with fans, posing for photos and appearing in casual Q&A sessions from the stage. They’re also active on social media, sharing fan’s tweets and posts and responding to questions and commentary.

How accessible are your leaders? Can your best customers reach them directly? Do they candidly connect with your most important audiences? Do they do it in an authentic way?

Create traditions that inspire emotional connections: One of the most impressive elements at the Supernatural convention was how they’d built some cornerstone traditions, like a Saturday night concert with the show’s stars, into the event. The convention veterans couldn’t imagine missing it and the newbies were hungry to experience it.

What traditions do your customers look forward to sharing with you year after year? If you don’t have any – maybe it’s time to create one. It could be a client only event or an annual charitable activity like working on a Habitat home that you invite them to share with you.

One of the mental shifts we all need to make when it comes to thinking about our customers is that they aren’t customers, they’re fans and the way our business survives is to grow and deepen the connection to our fan base.

Identifying, empowering and celebrating your biggest fans isn’t just fun, it’s a marketing 2018 necessity. Given the power and voice of our customers today, we can’t afford not to make sure they have plenty of good things to say.

The Like Element

April 4, 2018

We’ve talked several times about the concept that no one buys anything until they know, like and trust the company who is doing the selling. If you aren’t on their radar screen, they can’t possibly know you exist. So marketing’s first job is to identify the right audience and put us in front of them on a consistent basis until we get noticed.

Of course, getting noticed isn’t enough. Once you have their attention, you need to do something remarkable, given how many people are trying to earn their attention. You have to be relevant. And not just once — but on a regular basis. You have to matter to them long before they understand that you can help them solve a problem or achieve a goal.

This week, I want to focus on that middle phase – the like element. Our likeability is completely within our control and yet, I don’t think most businesses or marketing/sales people consciously think about how they can earn that reaction from someone. We also probably don’t give enough thought to how we taint or damage that reaction without meaning to do so.

How do we increase our likeability?

Walk a mile in their shoes: The more you can demonstrate that you understand their struggles, worries, hopes, fears, and desires – the more you can connect with them. This, by the way, does not mean asking them the irritating questions that feel canned and insincere like, “what keeps you up at night?” It’s about truly understanding it because, as best as you can, you’ve put yourself in their place.

Actually be selfless: There’s nothing more annoying than someone pretending to care or help when really what they’re trying to do is figure out a way to get to your wallet. You need to help and serve because it’s the right thing to do, not because it will benefit you financially. Many of the people you help will never spend a dime with you. But some of them will. Enough of them will to make it worth your efforts and along the way; you’ll earn the reputation of being an organization that genuinely cares about the people it encounters.

Let it get personal: You know that sales technique where they teach you to notice pictures or mementos in someone’s office and then try to connect based on those? “Hey, you like golf too?” I am definitely not talking about that. I’m talking about letting people get to know you by sharing the other elements of your life. That might be connecting with business colleagues on Facebook or weaving some personal elements into your blog posts. But being personal is all about being human.

You’re always on stage: That said, be mindful of how you present yourself because who you are does matter. There are some topics that are polarizing by nature. I’m not saying you shouldn’t post about it on your social accounts, support them with your dollars or have a strong opinion. But recognize the cost of that choice.

Don’t shy away from your mistakes: Whether you have a business that is reviewed online or just had an unhappy client express themselves in public – it’s an opportunity to show that you take good care of your customers and are willing to admit when you’ve made a mistake. Owning and fixing that mistake in public is actually one of the best ways to boost your likeability. Perfection isn’t believable. They know you’re human and are going to mess up. They just want to know you’re going to do something about it when you do.

While this all seems like common sense, you and I both know plenty of examples of businesses that definitely do not live by these principles. Why not earn your prospect’s business for the long haul by being genuinely likable?

Employees – your most important audience

March 28, 2018

Companies fall into a very familiar pattern. We invest a significant amount of time and energy into chasing after and wooing new customers. We spend the lion’s share of our communications and marketing dollars trying to convince people who have no idea who we are that they should buy what we sell. There’s nothing wrong with that effort. But it’s not the most important, your employees are.

Some organizations are wise enough to allocate resources to continuing to woo their current clients, reassuring them that they’ve made a good buying decision, trying to serve them at a deeper level and turn them into raving fans who write reviews, drive referrals and re-purchase.

Both of those audiences, as well as influencers and other key groups, are vital to your business. I’m not suggesting you ignore them. But, I am saying that most organizations ignore or under communicate to the most critical audience you have – your employees.

You know all the reasons why they matter. They’re the ones delivering (or not) on your brand every day. They are the conduits to your customers. They have to deliver on and honor whatever your external marketing is promising. When they have no clue what your marketing is saying, it’s tough for them to have a shot at fulfilling your customer’s expectations.

And yet, despite all of that — they’re also who you talk to the least.

I’ve never met an employee for any organization (including my own) that feels like they are completely in the loop. Maybe it’s not possible. But we can do a lot better.

I believe there’s added urgency around this marketing issue. We live in a time when stellar employees are hard to find and harder to keep. Combine that with the reality that marketing’s most potent moment is woven into customer service and care right before, during and after the sale.

You cannot be successful if your team is playing at the minor league level. Your customers and prospects have too many other choices.

So how do you truly communicate with your team?

Make it a commitment: Calendar and conduct regularly scheduled all team meetings (whether that means you do it in a single conference room, over Skype, or have to travel from office to office). Monthly is probably ideal but nothing less than quarterly. In these meetings, you report on company goals, the health of your business, celebrate customer and employee successes and provide a mix of inspiration, vision, and expectations. These meetings are a wonderful time to recognize employees who have gone above and beyond, tell stories about the importance of the work you’re doing and ask for feedback on issues. It should also be where your employees feel comfortable asking questions or expressing concerns.

Tell them first: If you are launching something new (marketing campaign, product, change in policy, etc.) be sure that your team knows about it and has time to ask questions, make suggestions and talk about how they need to prepare for whatever reaction (more traffic on the floor, increased activity on the website, etc.) they believe will result from your efforts.

Create informal and safe spaces: Some of the most effective department heads or CEOs I know have taken the conversations to a more casual and impromptu level as well. They hold “drinks with Drew” or “bagels with Bob” kind of events where people can attend and participate if they want to and know it’s a safe place to ask questions or raise concerns. I have no idea what is magical about conversations held over food and drink but it works.

Bottom line – your teammates should be your #1 priority. Take good care of them and they will take good care of your customers. And there’s no better marketing tool than a delighted customer.

Making your Facebook ads work

March 21, 2018

Many “serious” businesses dismiss Facebook advertising. They think they understand the audience, and it feels too frivolous for the work they do/what they sell. I’m not going to suggest that Facebook ads are for every organization. I don’t believe any medium is. But if you’ve dismissed it without doing your homework, you may be missing a huge opportunity.

More than 1.4 billion people use Facebook to connect with the people, events, and topics that matter to them. But the beautiful thing about Facebook advertising is the precision of their targeting. If you want to talk to all 1.4 billion users, you can. If you want to talk to the people within a single zip code or even a certain radius of your business, you can do that too.

You can also segment your audience by demographics, interests or who they hang out with online. Without a doubt, the specificity of their targeting is one of the biggest advantages of this particular advertising medium.

If you’re going to use Facebook ads, there are some ways to make it work even harder for you.

Track Facebook ad traffic in Google: Be sure to use Power Editor in Facebook for your ads. When you’re creating your ad, you’ll see a field that says add UTM parameters from the destination URL. When you do that, it will let you see the traffic your ad generates in Google Analytics.

It’s not about likeability: One of the biggest wastes of ad dollars is when people use Facebook ads to generate more likes for their business page. Use your advertising dollars to move someone further along your sales funnel. Drive them from Facebook to your website or some other sales generating site.

Automate with ease: There are tools out there like AdExpresso that will allow you to automate many of the optimization options you have available to you. With AdExpresso you can do A/B testing and store all of your media, so it’s handy for building new assets, easy to understand analytics that come packed with recommendations on how to reduce waste, increase conversations and lower your cost per click.

Use lead ads: Facebook ads used to have a lousy conversion rate on mobile devices. 63% of people who clicked on a Facebook ad did so from a mobile device. But only 34% of them converted (download, sales, etc.). So Facebook has added Lead Ads to solve that problem. Now, when a mobile user clicks on an ad, all they have to do is tap a couple of times on prompts and Facebook fills out the entire form. This is a relatively new offering, but it looks promising.

Use daily budget pacing: Historically, when advertisers elected to create ads with daily budgets, it meant Facebook would spend exactly that daily budget amount each day. Usually, spending exactly the same amount every day doesn’t produce the best results; for example, tests show that allowing daily spend to vary slightly from day to day (based on the different opportunities to show ads each day) leads to equal or better cost per objective than spending the same amount every day.

Facebook now makes it possible to handle your daily budgets better. Each day Facebook will spend, on average, the daily budget that you specify. Based on the different opportunities to show ads to people in your audience each day, on some days they’ll spend less, and one some days more. But in any calendar week (Sunday through Saturday), they won’t spend more than seven times your daily budget.

Before you dismiss Facebook as an advertising medium – do some experimenting. The cost of entry is low and the potential for most organizations is pretty impressive.

Your voice is powerful

March 14, 2018

One of the most remarkable aspects of marketing in this era is that every human being is a publisher. We can write reviews that impact businesses. We can share our expertise to create a position of thought leadership. We can amplify the messages that others create/share by volleying their content to our audiences. Each of us has a voice, and it is powerful.

As I scan through my social streams, I watch people exercising that power and it seems that for many of them, they’ve missed a key consideration that comes along with that voice.

You are always on stage. No matter where you are, what you say or who you are with – it is being documented, and it paints a picture of you for all to see. Like it or not, people draw conclusions based on those glimpses into your thoughts, actions, and attitudes.

No matter what your privacy settings are – what you share is not private. Google never forgets anything and in this day of instant sharing, screenshots and phones that serve as video cameras — someone can always capture your most private moments and make them public.

We live in complicated times. Between the most polarizing presidential election I can remember, the Parkland shooting, the Black Lives Matter crisis, police being gunned down in the street, terrorist attacks happening with increased frequency and all of the other social issues – there’s a lot going on. Every one of these moments in history has the capability of inspiring deeply held emotions, opinions, and beliefs.

It’s human nature to have a very visceral reaction to these events. Heck, it’s human nature to have a strong reaction to the more personal events we individually face like canceled flights, a business deal gone bad or the loss of a loved one.

Today – some have a tendency to voice those reactions through all channels, regardless of who can access those channels. And if my social feeds are any indication, people often post those responses to these highly emotional events without thinking about how their reactions might be interpreted by the wide variety of people who see them.

I’m not suggesting you shouldn’t share your political beliefs, your feelings about the tragedies our country is dealing with or anything going on in your personal life. But I am suggesting that you remember you’re not just talking to a few people anymore. Everything you say, like, share or comment on becomes a reflection of who you are, both personally and professionally. We all need to have a very clear understanding of the implications of that sharing.

Depending on how/what you share – you may very well attract people to you/your business based on your common attitudes and beliefs. You may also, especially if your opinions are expressed in a very strong/pointed manner, repel people from you/your business. And it’s not just potential customers. It’s future employers (who doesn’t Google job candidates today?) and even potential employees.

If you own your own business, there’s freedom to do as you please. After all, no one is going to fire you. But there are many examples of employees being fired for what they’ve posted online.

None of us, from the CEO of a Fortune 500 company to the owner or employee of a locally owned retail business, can expect our digital activities to go unnoticed or to have no consequence. Every action adds to your brand – intentional or not. Keep that in mind as you’re about to fire off your next Facebook post, tweet or share that photo on Instagram.

You are what you share. And who you are has always had a huge influence on whether or not someone chooses to do business with you. Today, more than ever.

Hire for the soft skills

March 7, 2018

Remember a few years ago when it was simple to hire? There were so many people that had been displaced by the recession that finding a qualified and available candidate was a piece of cake.

That is definitely not the case today. The employee shortage is real and in certain sectors, it’s a serious crisis. Not only does that make it harder to find that next vital team member but it means that every hire is even more critical because you can’t afford to make a mistake and have to start all over again.

We have all experienced the cost of a bad hire. It’s the cost of the investment you made in recruiting, interviewing, training and onboarding them. But it’s also the cost of the damage they do if they’re not as qualified as you think. The staff suffers too when you have a bad hire. Not only do they have to pick up the slack (again) while you replace the bad hire but it ripples through the fabric of your culture.

The only thing worse than a bad hire is a hire that is a bad culture fit because they don’t have the soft skills that you need. It’s easy enough to interview for and test for aptitude. It’s a completely different challenge to screen an applicant for the difficult to discern or measure traits like leadership, adaptability and how they match your culture. And yet, those are the elements that will most likely determine how successful this candidate is in your company.

Why am I talking about hiring in a marketing column? It’s simple – your employees are your biggest marketing expense. Every day their choices, behaviors, and attitudes translate your brand into how your customers and prospects see you. There is no better insight into a business’ heart and soul than to observe its employees.

We have to interview better. We need to ask more questions that give us a peek into how the person works, rather than if they can do the work. Let’s assume you use the first 10-15 minutes of an interview to determine if the candidate is able to do the tasks of the job. (You should be doing onsite testing too but that’s a different topic.)

After they’ve cleared that hurdle, most interviewers actually go into selling mode, talking about the company and trying to woo the applicant. Avoid that temptation and instead, ask questions like these to get a read on their soft skills.

Tell me about a time when you were asked to do something you’d never done before. How did you react? How did you approach it? What did you learn?
What has been the biggest change you’ve ever had to deal with? How did you adapt to that change?
What’s the most interesting or surprising thing about you that is not on your resume?
What’s the biggest misperception that coworkers might have about you and what might make them think that it’s true?
Describe a time when you were working on a team and someone on the team did not understand you. How did you know they weren’t tracking with you and what did you do?
What was the most difficult decision you’ve had to make in the last six months? How did you approach it?

These are tough questions to ask and even tougher to answer. Which is the point. You’re considering setting this person loose inside your organization. They’re going to influence your team and either impress or alienate your best clients. I know it’s easier to interview with safe questions that only focus on the tasks of the job. But if you get this wrong – it’s a mistake that can cost dearly.

Ask the hard questions. Find the right brand advocate. It’s worth the effort.

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