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Banish business worries with this simple formula

October 19, 2020

Father of modern air conditioning offers three steps to greater peace

Imagine it’s 2 a.m. and you’re still awake. Worry has shattered your peace and you can’t sleep. Let’s say you own a business that did some work for a major customer and, looking back, you’re concerned it’s substandard.

The self-torment has been grinding on for hours: “What if they hate what we’ve done for them? What if they’re so disappointed in us that they don’t want our services any longer?”

We’ve all carried on these inner dialogs and most of us know how futile they are. Part of the problem is that we’re experts in “awfulizing” things -- projecting out the consequences of something to the most disturbing level possible.

Then you up the ante. “Suppose other customers hear about this and they go away, too. The business could shut down. It would be devastating.”

What’s the best way to think through this problem? The natural response is probably the worst: a brooding, back-and-forth analysis. You start thinking in depth about the work your company did, trying to convince yourself it was OK. But the nagging, inner naysayer springs to life and concludes that all is lost.

There’s a way to get off this torturous treadmill. In his book “How to Stop Worrying and Start Living,” Dale Carnegie presents an anti-worry method of Willis Carrier, inventor of modern air conditioning. It was a course of action Carrier devised to deal with anxiety over a piece of installed equipment that was failing for a customer.

Step One is this: Ask yourself, “What is the worst that can possibly happen?”

For Carrier, it was a serious financial loss for his company and, likely, the end of his job. For you, tossing on your bed in the dead of night, it’s that the customer won’t like the job and that the business relationship may end because of it. That brings us to the next step.

Step Two: Prepare to mentally accept the worst.

For Carrier, it meant accepting the loss of his employment. OK, it’s done. The job is gone. For you, it means losing the client over some substandard work. Done. The customer is gone. Now what?

Step Three: Calmly proceed to improve upon the worst.

Some backstory: Carrier had installed this equipment for a customer at a cost of $20,000 (serious money in the early 20th century). It was supposed to remove impurities from fuel but wasn’t doing the job. Carrier feared the company would be out all that money and he’d be finished working there. But now that he had accepted the worst, he began to strategize on how to improve upon it. He came up with a plan that involved spending another $5,000 to make the original equipment work properly. It wasn’t a perfect solution but he was able to stave off a crisis involving a much larger loss. Had he continued worrying, he may never have thought of this solution.

Let’s say that you -- the unhappy insomniac -- now accept the worst and calmly begin improving upon it. What can you do? Maybe apologize to the customer for the work and agree to fix it, reducing the cost on the whole job. Or in the event the customer ends the relationship, you can devise a plan of action to land new business to replace this loss.

At any rate, you’re thinking solutions, not “what if” scenarios.

And, of course, there’s always a good chance the customer won’t even be displeased with the work and all will be well. Either way, you’ll be prepared.

Now, go back to sleep and stop worrying.

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Community-oriented businesses should have a profile on Nextdoor

By ZCorp PRDigital • February 21, 2025

In today’s digital age, having a strong online presence is essential for any business that depends on the surrounding area for its customers. While major platforms like Facebook and Instagram offer broad reach, community-oriented businesses can benefit immensely from a presence on Nextdoor —a hyperlocal social media platform designed specifically for neighborhoods. Here’s why your business should be on Nextdoor: 1. Direct access to local customers Nextdoor connects neighbors and local businesses, allowing you to reach a highly targeted audience in your immediate area. Unlike other platforms that serve a global audience, Nextdoor ensures that your business is seen by potential customers in your community who are most likely to engage with and support you. 2. Builds trust and credibility Trust is essential in a community setting, and Nextdoor fosters a sense of authenticity by verifying users’ addresses. When locals recommend your business through word-of-mouth posts and reviews, it establishes credibility and strengthens your reputation. 3. Encourages community engagement Community-oriented businesses thrive on relationships. By engaging with neighbors on Nextdoor, responding to inquiries, and participating in discussions, you can foster stronger connections and develop long-term customer loyalty . 4. Offers free and paid promotion options Nextdoor provides organic ways to connect with your audience through community posts, as well as paid advertising options to further extend your reach. This flexibility allows businesses of all sizes to find an approach that suits their budget and goals. 5. Enhances Word-of-Mouth Marketing One of Nextdoor’s most powerful features is its recommendation system. When satisfied customers endorse your business, their recommendations are seen by neighbors, providing a trusted form of organic marketing that can drive more foot traffic and sales. 6. Ideal for Local Service Providers If you run a neighborhood-based business—such as a restaurant, home repair service, pet care or real estate agency—Nextdoor is an invaluable tool for connecting with nearby residents who need your services. By establishing a presence on Nextdoor, community-oriented businesses can enhance their local visibility , build trust, and foster deeper relationships with customers right in their own neighborhoods. Don’t miss the opportunity to connect with the people who matter most—your local community!

Want a loyal community around your brand? Build one!

By ZCorp PRDigital • January 27, 2025

In today’s competitive landscape, building a loyal community around your brand is essential for long-term success. A strong community fosters brand advocacy, enhances customer retention, and creates a foundation for organic growth. But how do you turn casual customers into devoted followers who champion your brand? Let’s explore key strategies to cultivate a loyal and engaged brand community. 1. Understand your audience The first step to building a loyal community is understanding who your audience is. Conduct surveys, analyze customer data, and engage in social listening to learn their preferences, pain points and aspirations. By gaining a deeper understanding of your audience, you can create tailored experiences that resonate on a personal level. Pro tip: Use tools like Google Analytics , social media insights, and customer feedback forms to gather actionable data. 2. Develop a clear brand identity Your brand identity is the cornerstone of your community. A clear and consistent voice, mission, and set of values help customers understand who you are and what you stand for. Authenticity is key; people are more likely to align with a brand that feels genuine and relatable. Example: If sustainability is a core value for your brand, showcase eco-friendly practices in your operations and marketing materials. 3. Create valuable content Content is a powerful tool for building and nurturing a community. By sharing insightful, entertaining, or educational content, you can provide value beyond your products or services. Blogs, social media posts, videos, and podcasts are excellent mediums to connect with your audience. Actionable tip: Focus on solving problems for your audience. For instance, a skincare brand might share tips on maintaining healthy skin during seasonal changes. 4. Engage consistently on social media Social media platforms are ideal for fostering two-way communication. Be sure you respond to comments. Get involved in online conversations. Interact with your audience members and they’ll feel more in sync with your brand. Hashtag power: Encourage customers to use branded hashtags to share their experiences, making them feel like an integral part of your brand’s story. 5. Reward loyalty Show your appreciation for loyal customers by rewarding their support. Loyalty programs, exclusive discounts and personalized offers can make customers feel valued. Additionally, recognizing community members publicly can strengthen their emotional connection to your brand. 6. Host events and experiences Bringing your community together through events—whether virtual or in-person—can deepen relationships. Webinars, Q&A sessions, product launches, or even casual meetups create opportunities for authentic interactions and foster a sense of belonging. Hybrid idea: Offer a mix of in-person and virtual options to make your events accessible to a wider audience. 7. Empower brand advocates Encourage satisfied customers to promote your brand. Word-of-mouth referrals and testimonials are powerful ways to grow your community organically. Provide tools and incentives for advocates to share their positive experiences with others. Implementation: Launch an ambassador program where loyal customers receive perks for promoting your brand. 8. Listen and adapt Building a loyal community is an ongoing process. Pay attention to feedback, monitor trends, and be willing to evolve. Customers value brands that listen to their needs and adapt to meet their expectations. Feedback loop: Regularly ask your community for input through polls, surveys, or direct messages. Conclusion Building a loyal community around your brand takes time, effort, and a genuine commitment to serving your audience. By understanding your customers, staying true to your brand identity, and fostering meaningful connections, you can create a community that not only supports your brand but also propels it to new heights. Start implementing these strategies today, and watch your community grow into a powerful force for your business. For businesses seeking to strengthen their marketing, Z Corp offers expertise in creating tailored strategies and driving results. Call us today at (321) 213-1818 or email info@zcorppr.com .