You really should, you know, even if it's hard to do.
In a world filled with big promises, big claims, and marketers shouting "I'm best, pick me!" having a 3rd party endorsement can mean a lot.
But it is hard to do. So, go about it a different way - ask without really asking.
I made some suggestions about how to do that on my other blog... Come see.
Showing posts with label advertising. Show all posts
Showing posts with label advertising. Show all posts
Tuesday, December 09, 2008
Sunday, August 10, 2008
Marketing smarter instead of more expensively
Your prospects - the people who are still spending money - see thousands of advertising messages every single day. I read somewhere that we see more now in a week than our great-grandparents saw in a lifetime. And I don't doubt it - Just the junk e-mail puts a hundred or so in front of most of us every day. Add the newspaper, TV, radio, direct postal mail, Billboards - and it's astounding.
So... how can you stand out from all this noise?
I think you need to start with the customers you have - Give them a good incentive to give you their email addresses, and then mail to them regularly. But not just with an ad.
I believe you need to send them something interesting enough that they might pass it on to friends. Then include a weekly special that's for your email list only. In other words, let them feel special, and let them invite their friends to feel special too.
What's interesting enough to read regularly, and send on? Articles about your field of expertise are one good idea. But you could also send a weekly quote, a good joke, or even a puzzle. If you get alerts about viruses, send those as a courtesy. If there's a special event coming up in your community you could give updates about it. If you're supporting a local charity you could talk about it.
Just make sure you:
1) Send something in addition to a sales message.
2) Include a call to action in the form of something special for your customer
They call it viral marketing, and if you do it correctly, you can begin to reach more and more people who are actually interested in what you offer - and spend a fraction of what it would cost to run ads in newspapers and magazines.
If you offer a "once in a while service," such as real estate sales - use this method to maintain top of mind awareness - and perhaps even to bring your customers super special (exclusively from you) deals from other businesses. (You could even sell ad space in your email - but do be sure you believe in the other person's product or service before you do!)
Spend less - benefit more! And if you can't figure out how to write those letters, write me! Copywriting to add to your income is what I do.
Yours for prosperity,
Marte
Marte Cliff
writer@marte-cliff.com
So... how can you stand out from all this noise?
I think you need to start with the customers you have - Give them a good incentive to give you their email addresses, and then mail to them regularly. But not just with an ad.
I believe you need to send them something interesting enough that they might pass it on to friends. Then include a weekly special that's for your email list only. In other words, let them feel special, and let them invite their friends to feel special too.
What's interesting enough to read regularly, and send on? Articles about your field of expertise are one good idea. But you could also send a weekly quote, a good joke, or even a puzzle. If you get alerts about viruses, send those as a courtesy. If there's a special event coming up in your community you could give updates about it. If you're supporting a local charity you could talk about it.
Just make sure you:
1) Send something in addition to a sales message.
2) Include a call to action in the form of something special for your customer
They call it viral marketing, and if you do it correctly, you can begin to reach more and more people who are actually interested in what you offer - and spend a fraction of what it would cost to run ads in newspapers and magazines.
If you offer a "once in a while service," such as real estate sales - use this method to maintain top of mind awareness - and perhaps even to bring your customers super special (exclusively from you) deals from other businesses. (You could even sell ad space in your email - but do be sure you believe in the other person's product or service before you do!)
Spend less - benefit more! And if you can't figure out how to write those letters, write me! Copywriting to add to your income is what I do.
Yours for prosperity,
Marte
Marte Cliff
writer@marte-cliff.com
Friday, August 08, 2008
Marketing to the right crowd
Everywhere we go lately there's someone crying about the economy, predicting that times are going to be even tougher than they are now, and predicting nothing but doom and gloom.
And yet... the steady flow of tourists to our nearby lake hasn't slackened a bit. Friends of mine spent Wednesday on the lake, and said the number of people burning gasoline pulling water skiers and driving personal watercraft just for the sheer joy of feeling the wind in their faces was amazing.
And... a new restaurant opened in our small town about a month ago. Their prices are far higher than anyone else around, and yet every time you go by you can see people seated inside. It's hard for me to believe that this "depressed area" can support $10 burgers and $30 steaks, but apparently it can.
So, the fact is, some people do have money. Or if they don't have money, they're willing to go further in debt to have fun.
Then too, our neighbor visited the John Deere dealer this week to buy a new oil filter for his tractor. He asked how business was going and got an answer that would startle the gloom crowd: "Great. We're far busier than last year, and it was a good year."
So folks aren't just spending money to escape for a few days - they're also spending plenty taking care of their yards and their small farms.
Think about your product or service. Then look around your own community and see how people are spending money. What are they after? Is it fun, or could it be vanity? Or are the people near you spending only on necessities? If so, look a little farther afield and see what they're looking for. (That is, of course, unless you sell necessities.)
How can you position yourself to appeal to the people who are still spending? Do you need to reach farther than your community? Should most of your marketing be done on the internet? Can you turn whatever you offer into a necessity - or position it as "fun?"
This is a question all of us need to address. Because the fact is, while some are out of work and barely scraping by, others are spending. And they're spending a lot.
Yours for prosperity,
Marte
And yet... the steady flow of tourists to our nearby lake hasn't slackened a bit. Friends of mine spent Wednesday on the lake, and said the number of people burning gasoline pulling water skiers and driving personal watercraft just for the sheer joy of feeling the wind in their faces was amazing.
And... a new restaurant opened in our small town about a month ago. Their prices are far higher than anyone else around, and yet every time you go by you can see people seated inside. It's hard for me to believe that this "depressed area" can support $10 burgers and $30 steaks, but apparently it can.
So, the fact is, some people do have money. Or if they don't have money, they're willing to go further in debt to have fun.
Then too, our neighbor visited the John Deere dealer this week to buy a new oil filter for his tractor. He asked how business was going and got an answer that would startle the gloom crowd: "Great. We're far busier than last year, and it was a good year."
So folks aren't just spending money to escape for a few days - they're also spending plenty taking care of their yards and their small farms.
Think about your product or service. Then look around your own community and see how people are spending money. What are they after? Is it fun, or could it be vanity? Or are the people near you spending only on necessities? If so, look a little farther afield and see what they're looking for. (That is, of course, unless you sell necessities.)
How can you position yourself to appeal to the people who are still spending? Do you need to reach farther than your community? Should most of your marketing be done on the internet? Can you turn whatever you offer into a necessity - or position it as "fun?"
This is a question all of us need to address. Because the fact is, while some are out of work and barely scraping by, others are spending. And they're spending a lot.
Yours for prosperity,
Marte
Wednesday, July 02, 2008
Same words, different people = different understanding
Reading computer related instructions always frustrates me, because I'm not techie enough to know what the words mean. When they say "enter name" my first question is "what name?" My name, the website name, the web host's name? What??? From there it generally gets worse.
The people who wrote the instructions knew what they meant, but sure didn't leave me a clue.
So any time you're writing from an expert status to an audience of people who are not expert, you need to remember to clarify what you mean, even when the terms are well understood in your industry. That is, unless you sell only to other experts.
The second thing to consider is the point of understanding determined by your audience's identity.
For instance, yesterday I picked up the local "ad paper" to read while I ate lunch. And I came across the words "dead broke" in one of the ads.
What's the first thing that comes to your mind? Probably a person who has no money, right? Is this person trying to sell something because he or she is dead broke and needs cash fast? Is the "broke" status given as a reason for a low price?
No, that wasn't it at all. Instead of a negative, the term was a positive. You see, I was reading ads for horses for sale. And if you're talking about a horse, "dead broke" means that horse is a good one. He's mannerly and obedient, and he doesn't get excited over things that put some horses in a tizzy.
I don't suppose you're trying to sell a horse to someone who doesn't know horse lingo, but do keep this in mind when you write an ad, or even a letter. If you're trying to appeal to people who are new to your industry or your product, be sure that you don't use any words or phrases with a double meaning. At least, not unless you go on to clarify.
Wishing you good words,
Marte
The people who wrote the instructions knew what they meant, but sure didn't leave me a clue.
So any time you're writing from an expert status to an audience of people who are not expert, you need to remember to clarify what you mean, even when the terms are well understood in your industry. That is, unless you sell only to other experts.
The second thing to consider is the point of understanding determined by your audience's identity.
For instance, yesterday I picked up the local "ad paper" to read while I ate lunch. And I came across the words "dead broke" in one of the ads.
What's the first thing that comes to your mind? Probably a person who has no money, right? Is this person trying to sell something because he or she is dead broke and needs cash fast? Is the "broke" status given as a reason for a low price?
No, that wasn't it at all. Instead of a negative, the term was a positive. You see, I was reading ads for horses for sale. And if you're talking about a horse, "dead broke" means that horse is a good one. He's mannerly and obedient, and he doesn't get excited over things that put some horses in a tizzy.
I don't suppose you're trying to sell a horse to someone who doesn't know horse lingo, but do keep this in mind when you write an ad, or even a letter. If you're trying to appeal to people who are new to your industry or your product, be sure that you don't use any words or phrases with a double meaning. At least, not unless you go on to clarify.
Wishing you good words,
Marte
Sunday, June 15, 2008
A New Lead Generation Idea
Sometimes a good idea just jumps out at you - and that's what happened to me when I read a post on Active Rain yesterday.
This was a lead generation tip for Realtors, but any business that provides a "big" service could use it.
After you've closed on the sale of a home (or installed a pool, remodeled a kitchen, landscaped a yard, etc.) throw a party! Let the client invite 25 friends for the celebration, and while they're there, do your best networking.
Hand out cards, of course, but mainly just get acquainted with these folks so they can see how friendly you are and imagine how pleasant it would be to work with you. You can also use this time to learn more about what your potential clients are most interested in about your kind of service, and use that knowledge in future marketing. If you listen well, you might learn something you didn't know about your prospect base.
You could also hand out discount cards. Make it a VIP kind of thing - because they're friends of your friends (clients.)
Let your client choose the kind of party - wine & cheese, beer & pizza, punch and cakes, or whatever fits their personalities and lifestyle.
Now, if I could only figure out a way to use this idea myself. But, all of my clients are long-distance. Hmmm... guess not. Be pretty hard to serve refreshments through the computer.
Happy second half of June!
Marte
writer@marte-cliff.com
This was a lead generation tip for Realtors, but any business that provides a "big" service could use it.
After you've closed on the sale of a home (or installed a pool, remodeled a kitchen, landscaped a yard, etc.) throw a party! Let the client invite 25 friends for the celebration, and while they're there, do your best networking.
Hand out cards, of course, but mainly just get acquainted with these folks so they can see how friendly you are and imagine how pleasant it would be to work with you. You can also use this time to learn more about what your potential clients are most interested in about your kind of service, and use that knowledge in future marketing. If you listen well, you might learn something you didn't know about your prospect base.
You could also hand out discount cards. Make it a VIP kind of thing - because they're friends of your friends (clients.)
Let your client choose the kind of party - wine & cheese, beer & pizza, punch and cakes, or whatever fits their personalities and lifestyle.
Now, if I could only figure out a way to use this idea myself. But, all of my clients are long-distance. Hmmm... guess not. Be pretty hard to serve refreshments through the computer.
Happy second half of June!
Marte
writer@marte-cliff.com
Wednesday, April 30, 2008
After the marketing, follow up and service make the sale
Earlier today I made some changes to my primary website: marte-cliff.com, but after I did it I thought maybe I need to go back and add a disclaimer for those business people who aren't just going after a one-time direct sale from their marketing.
It is absolutely true that your marketing materials have to send the right message - they have to touch some emotion in the reader (or viewer) to cause them to stop, think about your message, and take action.
But for many businesses it doesn't end there. You aren't asking your customers to just "click here to order." You're trying to draw them in to use your services, you need to explain your product in person, or you want to sell them products on an ongoing basis. After all,if you're selling your real estate services, want them to patronize your health spa, or are merchandising steel buildings, your marketing materials are designed only to bring you leads.
And if you get a dozen great leads in a day and then let them go cold because you didn't respond to their inquiries - they'll be gone by tomorrow.
Then, if you get a customer but fail to give the service they expect, they won't ever come back.
So, while your website, your ads, your letters, and the rest will bring customers to you if they're written correctly, what happens later accounts for at least 50% of your success.
I'm constantly amazed at the companies who don't bother to answer customer inquiries. And of course, when I'm the customer I'm not only amazed, but annoyed!
Why do people do that? It costs money to get a lead, so ignoring them is a lot like taking handfuls of bills out on a windy day and letting them fly.
Speaking of bills, I ran across a really strange situation lately. Someone sent me a very persuasive direct marketing piece. I think I already told you about it. It was so persuasive that I decided to Google it, and found out that it was a scam. But... in the envelope with the marketing letter was a "Million Dollar Bill."
That caught my imagination - I thought of all kinds of ways to use that for advertising, and even to enclose with a "Thanks a million" note to people who have done me a good turn. It's just a fun thing to have. On the bill was the web address of the person who supplied the bills, so I went there.
Hmmm... no prices. No way to order. But there was an email address, so I wrote, asking for pricing and ordering instructions. That was at least 2 weeks ago and I've not had a reply. Now how goofy is it to go to the trouble to set up a website for your business and then ignore someone who writes wanting to know the price and how to order?
Since then I've found several other websites that sell the million dollar bills, and I'll order from one of them. But again - goofy. This person made me aware of the product, but someone else will get the sale.
I'll bet if you keep your eyes open you'll find more examples like this. So... write and tell us about them!
It is absolutely true that your marketing materials have to send the right message - they have to touch some emotion in the reader (or viewer) to cause them to stop, think about your message, and take action.
But for many businesses it doesn't end there. You aren't asking your customers to just "click here to order." You're trying to draw them in to use your services, you need to explain your product in person, or you want to sell them products on an ongoing basis. After all,if you're selling your real estate services, want them to patronize your health spa, or are merchandising steel buildings, your marketing materials are designed only to bring you leads.
And if you get a dozen great leads in a day and then let them go cold because you didn't respond to their inquiries - they'll be gone by tomorrow.
Then, if you get a customer but fail to give the service they expect, they won't ever come back.
So, while your website, your ads, your letters, and the rest will bring customers to you if they're written correctly, what happens later accounts for at least 50% of your success.
I'm constantly amazed at the companies who don't bother to answer customer inquiries. And of course, when I'm the customer I'm not only amazed, but annoyed!
Why do people do that? It costs money to get a lead, so ignoring them is a lot like taking handfuls of bills out on a windy day and letting them fly.
Speaking of bills, I ran across a really strange situation lately. Someone sent me a very persuasive direct marketing piece. I think I already told you about it. It was so persuasive that I decided to Google it, and found out that it was a scam. But... in the envelope with the marketing letter was a "Million Dollar Bill."
That caught my imagination - I thought of all kinds of ways to use that for advertising, and even to enclose with a "Thanks a million" note to people who have done me a good turn. It's just a fun thing to have. On the bill was the web address of the person who supplied the bills, so I went there.
Hmmm... no prices. No way to order. But there was an email address, so I wrote, asking for pricing and ordering instructions. That was at least 2 weeks ago and I've not had a reply. Now how goofy is it to go to the trouble to set up a website for your business and then ignore someone who writes wanting to know the price and how to order?
Since then I've found several other websites that sell the million dollar bills, and I'll order from one of them. But again - goofy. This person made me aware of the product, but someone else will get the sale.
I'll bet if you keep your eyes open you'll find more examples like this. So... write and tell us about them!
Friday, March 21, 2008
Do you love to write? If not, don't do it.
Although I can't understand it, some people do not love to write. It makes no sense to me, because writing is downright fun, but I won't argue with those who disagree.
What I will argue with is the idea that people who dislike writing should still try to produce their own ad copy. It just doesn't come out right - and it takes valuable time away from them doing what they do best, whether that's selling houses, hanging drywall, or repairing cars.
Poorly written ads can actually make a business or a business person look unattractive to the very prospects they're hoping to win. Does it make sense for them to pay for that kind of advertising? I don't think so.
Sometimes you have something to say and you know it exists only in your own head. So you think you have to write it. You do, but only to an extent. The best solution is to dump it all out on paper, and then bring in a writer to put it together in the right order, with words that make it interesting. You and your writer work together to create a finished, polished project.
I do that for clients, and I did it for my husband. You see, he's a retired home builder and he wanted to tell people things they need to know before they hire a contractor and embark on the exciting adventure called "Building my dream home."
Between my years in real estate and his as a contractor, we heard so many tales of woe that it seemed like something we just had to do. So, since he's definitely not a writer, he merely put down his thoughts in random order. Then I sorted them out, asked him a lot of questions to fill in the holes, and turned it into an e-book called Home Building Simplified.
If you're thinking about building, check it out. And in the meantime, get a free copy of our report entitled "How to Spot a Bogus Contractor," by emailing helpmebuild@getresponse.com.
If you have marketing materials that need to attract more clients, or if you have a report or book burning in your head - but you don't like to write - get in touch.
I'll help.
What I will argue with is the idea that people who dislike writing should still try to produce their own ad copy. It just doesn't come out right - and it takes valuable time away from them doing what they do best, whether that's selling houses, hanging drywall, or repairing cars.
Poorly written ads can actually make a business or a business person look unattractive to the very prospects they're hoping to win. Does it make sense for them to pay for that kind of advertising? I don't think so.
Sometimes you have something to say and you know it exists only in your own head. So you think you have to write it. You do, but only to an extent. The best solution is to dump it all out on paper, and then bring in a writer to put it together in the right order, with words that make it interesting. You and your writer work together to create a finished, polished project.
I do that for clients, and I did it for my husband. You see, he's a retired home builder and he wanted to tell people things they need to know before they hire a contractor and embark on the exciting adventure called "Building my dream home."
Between my years in real estate and his as a contractor, we heard so many tales of woe that it seemed like something we just had to do. So, since he's definitely not a writer, he merely put down his thoughts in random order. Then I sorted them out, asked him a lot of questions to fill in the holes, and turned it into an e-book called Home Building Simplified.
If you're thinking about building, check it out. And in the meantime, get a free copy of our report entitled "How to Spot a Bogus Contractor," by emailing helpmebuild@getresponse.com.
If you have marketing materials that need to attract more clients, or if you have a report or book burning in your head - but you don't like to write - get in touch.
I'll help.
Monday, March 17, 2008
Are you driving away prospects with offers that are too good to be true...
Today I got a postal mail promotion from a well-known company - in it was a letter about a "system" for making money on the internet that "anyone can do" even if you have to go use the computer at the library.
It promised rich rewards for being an "Internet deal maker." I read the whole thing because I thought that this particular company couldn't afford to send out something completely bogus. But... in spite of the temptation, I didn't mail in the payment.
Why? Because I learned a long time ago that things that are too good to be true usually aren't true.
If I told a copywriting client that my letter would absolutely quadruple his sales within 2 weeks - would he believe me? I hope not. I know a good sales letter could do that, and I'd be glad when it did. But since there are so many other factors to consider, if I promised it I'd be a fool, or a liar.
Look at your own promotions. Are your promises reasonable? If not, tone it down a bit and see if your response doesn't improve.
And if you need a sales letter that speaks to your prospects, or a web page that shows what you can do for your prospects, drop me a note. I'd love to help.
Yours for prosperity,
Marte
It promised rich rewards for being an "Internet deal maker." I read the whole thing because I thought that this particular company couldn't afford to send out something completely bogus. But... in spite of the temptation, I didn't mail in the payment.
Why? Because I learned a long time ago that things that are too good to be true usually aren't true.
If I told a copywriting client that my letter would absolutely quadruple his sales within 2 weeks - would he believe me? I hope not. I know a good sales letter could do that, and I'd be glad when it did. But since there are so many other factors to consider, if I promised it I'd be a fool, or a liar.
Look at your own promotions. Are your promises reasonable? If not, tone it down a bit and see if your response doesn't improve.
And if you need a sales letter that speaks to your prospects, or a web page that shows what you can do for your prospects, drop me a note. I'd love to help.
Yours for prosperity,
Marte
Sunday, January 27, 2008
Marketing 101
Yesterday when I stopped to have lunch I looked around for something to read - and found the local "freebie" newspaper (weekly, 8 pages). After glancing at the 7 articles (yes, always 7) I then turned to the advertising.
I have to hand it to the ladies at the newspaper - they must be very good sales people to get so many local businesses to place ads. It's not their fault that at least 80% of those ads say nothing at all - that part isn't their job. They are often called upon to take the advertiser's information and turn it into an ad, but there's no way that they can do a copywriter's job. Even if they've been taught the difference between a useless ad and an effective one, they simply don't have the time to do more than arrange the information given to them.
Maybe I should take out an ad myself and offer a course in Marketing 101 - It would include things like:
Meanwhile - I'll keep on writing letters and e-mails and web copy for my clients, and turning occasionally to watch the snow fall outside my window.
I did have to leave my cozy office for a while today - to shovel some of that beautiful white stuff. So much fell off the roof that the pile was threatening to run into the satellite dish that keeps me connected to the rest of the world. Can't have that! And then I had to shovel enough so I could open the gate and feed the horses. I don't think they'd appreciate an excuse in place of dinner.
Life in North Idaho right now seems to revolve around snow - plowing, shoveling, and wading through.
Hope you're warm and cozy tonight!
I have to hand it to the ladies at the newspaper - they must be very good sales people to get so many local businesses to place ads. It's not their fault that at least 80% of those ads say nothing at all - that part isn't their job. They are often called upon to take the advertiser's information and turn it into an ad, but there's no way that they can do a copywriter's job. Even if they've been taught the difference between a useless ad and an effective one, they simply don't have the time to do more than arrange the information given to them.
Maybe I should take out an ad myself and offer a course in Marketing 101 - It would include things like:
- Have a reason to place the ad
- Take time to come up with a headline
- Know who you are trying to attract
- Let them know what it is you actually do
- Tell your prospects what they stand to gain by doing business with you
- Include your name
- Include your phone number
- Include your address
Meanwhile - I'll keep on writing letters and e-mails and web copy for my clients, and turning occasionally to watch the snow fall outside my window.
I did have to leave my cozy office for a while today - to shovel some of that beautiful white stuff. So much fell off the roof that the pile was threatening to run into the satellite dish that keeps me connected to the rest of the world. Can't have that! And then I had to shovel enough so I could open the gate and feed the horses. I don't think they'd appreciate an excuse in place of dinner.
Life in North Idaho right now seems to revolve around snow - plowing, shoveling, and wading through.
Hope you're warm and cozy tonight!
Tuesday, January 01, 2008
Marketing without revealing the price
I've made up my mind - from now on curiosity can motivate the cat, but not me. When I get a promotion that doesn't reveal the price, I'm hitting the delete button.
How about you? Will you keep on clicking that buy now button just to see how much it is - and be drawn in to the next step in the letter to get you buy, buy, buy?
I remember a LONG time ago reading some of the rules for promotion. I mean the rules beyond giving the prospect a good reason why they should buy, appealing to emotions, being conversational, and remembering to include both some proof and a call to action.
These rules had more to do with ethics, or perhaps common sense, if you want your prospects to trust you.
One was to give your name and a way for would-be customers to contact you. Don't hide behind your copy and hope no one finds out who you are.
Another was to be up front about the price. I think maybe the final was to be honest - but hopefully that's a given.
Anyway, right after I read that, some of the "big guns" in internet marketing started leaving the price out of their promotions. It made me cranky then, and it makes me more cranky now.
So - add that to my New Year's Resolutions. No price, no curiosity. Just delete.
I'd love to hear your opinion!
Marte
writer@marte-cliff.com
How about you? Will you keep on clicking that buy now button just to see how much it is - and be drawn in to the next step in the letter to get you buy, buy, buy?
I remember a LONG time ago reading some of the rules for promotion. I mean the rules beyond giving the prospect a good reason why they should buy, appealing to emotions, being conversational, and remembering to include both some proof and a call to action.
These rules had more to do with ethics, or perhaps common sense, if you want your prospects to trust you.
One was to give your name and a way for would-be customers to contact you. Don't hide behind your copy and hope no one finds out who you are.
Another was to be up front about the price. I think maybe the final was to be honest - but hopefully that's a given.
Anyway, right after I read that, some of the "big guns" in internet marketing started leaving the price out of their promotions. It made me cranky then, and it makes me more cranky now.
So - add that to my New Year's Resolutions. No price, no curiosity. Just delete.
I'd love to hear your opinion!
Marte
writer@marte-cliff.com
Thursday, June 14, 2007
Can you market yourself as a brand?
You've heard people refer to someone as "Having her own brand of charm" or "His own brand of wit." But what about your own brand of doing business?
Do you go about your business in a way that makes you unique? My guess is you do. And since you take the time to read about and think about marketing, my second guess is that your brand is probably a good one.
I'll have to admit, when I first thought the words "brand of doing business" I immediately thought of someone whose "brand" you would not aspire to. He was a carpet installer, cabinet maker, and general remodeler. His unique brand was to say he'd be there on Tuesday, but you could never be sure if that meant Tuesday next week or Tuesday next year. Then, when he did show up, he'd work (?) for an hour or two and rush off to try to pacify some other poor soul whose job wasn't being finished. I knew better when I hired him, so my cabinets being installed 5 months late was my own fault.
He is his own unique brand. Among the local contractors, when anyone says "He pulled a Duane," everyone knows exactly what that means.
I'll bet you can think of a few people like that yourself. People who are well known in a negative sort of way - and who are so good at it that when their name is mentioned everyone else knows what trait you're talking about.
But that's not you. Your brand may be to always be on time! It might be a talent for putting people at ease around you, or for solving problems, coming in early, or working late. It might even be your adventurous nature or your willingness to explore new marketing ideas.
Think about yourself and your business. What is it that sets you apart from the others? Can you expand on it, and turn it into a brand you'll be known for? How will saying it fit into your current marketing? Will saying it give your marketing even better impact?
I know its easier to talk about your products or perhaps the people who work for or with you. Many of us grew up with moms who said "Don't brag" and who admonished us not to make ourselves "seen" in public. So when we say "I'm good at this" we feel a little guilt. Mom would really not approve.
But, there's no way around it. If you want to make a good living you need customers and clients. And as nice as it would be if all business could come from other people singing your praises, it just doesn't happen that way. You have to promote yourself.
So this time, before you send out your next ad or letter or email... think about your brand and how you'll let strangers know about it. Take the time to incorporate it into your marketing messages so it will grow - and some wonderful trait will automatically be associated with your name.
Until next time - good marketing!
Marte
Do you go about your business in a way that makes you unique? My guess is you do. And since you take the time to read about and think about marketing, my second guess is that your brand is probably a good one.
I'll have to admit, when I first thought the words "brand of doing business" I immediately thought of someone whose "brand" you would not aspire to. He was a carpet installer, cabinet maker, and general remodeler. His unique brand was to say he'd be there on Tuesday, but you could never be sure if that meant Tuesday next week or Tuesday next year. Then, when he did show up, he'd work (?) for an hour or two and rush off to try to pacify some other poor soul whose job wasn't being finished. I knew better when I hired him, so my cabinets being installed 5 months late was my own fault.
He is his own unique brand. Among the local contractors, when anyone says "He pulled a Duane," everyone knows exactly what that means.
I'll bet you can think of a few people like that yourself. People who are well known in a negative sort of way - and who are so good at it that when their name is mentioned everyone else knows what trait you're talking about.
But that's not you. Your brand may be to always be on time! It might be a talent for putting people at ease around you, or for solving problems, coming in early, or working late. It might even be your adventurous nature or your willingness to explore new marketing ideas.
Think about yourself and your business. What is it that sets you apart from the others? Can you expand on it, and turn it into a brand you'll be known for? How will saying it fit into your current marketing? Will saying it give your marketing even better impact?
I know its easier to talk about your products or perhaps the people who work for or with you. Many of us grew up with moms who said "Don't brag" and who admonished us not to make ourselves "seen" in public. So when we say "I'm good at this" we feel a little guilt. Mom would really not approve.
But, there's no way around it. If you want to make a good living you need customers and clients. And as nice as it would be if all business could come from other people singing your praises, it just doesn't happen that way. You have to promote yourself.
So this time, before you send out your next ad or letter or email... think about your brand and how you'll let strangers know about it. Take the time to incorporate it into your marketing messages so it will grow - and some wonderful trait will automatically be associated with your name.
Until next time - good marketing!
Marte
Wednesday, April 25, 2007
What kind of ezines do you read?
My question for the day is a reaction to the ezines in my mailbox.
There are some I love, and read clear through. John Forde's for example. And then others I scan through, trying to see if there's something good, and delete.
The difference for me: Some have a good story or some good advice, presented in a clear, linear fashion, right there in the email. Others have a half dozen or more little blurbs telling you to go somewhere else to read the rest. Most of them are ads for something or other. I just deleted one a minute ago that probably had some good things to learn -- somewhere. But I didn't have the patience to wade through it to find which link might lead me there.
I did read somewhere that short emails get delivered more readily than long ones. Don't know if that's the truth, but I read it. That would be a good reason to link to your longer message on a web page if it's true.
So what do you think? What kind of ezine do you prefer? (I know that my tastes are often far removed what what other people think.)
And what about the rest of the format? Would you rather get an ezine with a header, and color, and a few graphics? Or do you appreciate a straightforward, black and white e-mail?
Share your opinion -- and rant a bit if you like!
Marte
There are some I love, and read clear through. John Forde's for example. And then others I scan through, trying to see if there's something good, and delete.
The difference for me: Some have a good story or some good advice, presented in a clear, linear fashion, right there in the email. Others have a half dozen or more little blurbs telling you to go somewhere else to read the rest. Most of them are ads for something or other. I just deleted one a minute ago that probably had some good things to learn -- somewhere. But I didn't have the patience to wade through it to find which link might lead me there.
I did read somewhere that short emails get delivered more readily than long ones. Don't know if that's the truth, but I read it. That would be a good reason to link to your longer message on a web page if it's true.
So what do you think? What kind of ezine do you prefer? (I know that my tastes are often far removed what what other people think.)
And what about the rest of the format? Would you rather get an ezine with a header, and color, and a few graphics? Or do you appreciate a straightforward, black and white e-mail?
Share your opinion -- and rant a bit if you like!
Marte
Friday, April 06, 2007
Have you considered a marketing partnership?
Staying in regular contact with your past, present, and future customers is vital to your success in business. That means you should be sending some kind of direct mail at least quarterly, and preferably more often. I recommend a newsletter, because when part of your mailing is "newsy" people are more apt to read instead of toss.
The trouble is, postage rates are climbing higher and higher and higher.
So why not share that cost with a complimentary business? What's that? Any business that serves the same clientele.
For instance, if you're in real estate you could team up with almost anyone - but the most obvious would be insurance, landscaping, pool cleaning, house cleaning, home staging, house painting, plumbing, appliance sales - and the list goes on.
If you sell cars you could team up with the person who sells tires or does detailing - or even one who sells custom seat covers or truck bed liners.
If you're a business accountant, you could team up with an office supply store or a commercial cleaning business.
The combinations and possibilities are endless - and can be a benefit to both of you - or all 3 or 4 of you. You not only save money by sharing postage, you are, in effect, recommending each other.
Think about who you know and go talk to them. It might be the beginning of something wonderful.
Meanwhile, get that second quarter mailing ready to go - the year is flying and your customers could, at this very moment, be forgetting about you!
Yours for success,
Marte
P.S. If you can't decide what to say, or don't have 3 or 4 hours to write a letter, call or write me. I'd love to tell your customers how great they'll feel when they do business with you.
208-448-1479
writer@marte-cliff.com
The trouble is, postage rates are climbing higher and higher and higher.
So why not share that cost with a complimentary business? What's that? Any business that serves the same clientele.
For instance, if you're in real estate you could team up with almost anyone - but the most obvious would be insurance, landscaping, pool cleaning, house cleaning, home staging, house painting, plumbing, appliance sales - and the list goes on.
If you sell cars you could team up with the person who sells tires or does detailing - or even one who sells custom seat covers or truck bed liners.
If you're a business accountant, you could team up with an office supply store or a commercial cleaning business.
The combinations and possibilities are endless - and can be a benefit to both of you - or all 3 or 4 of you. You not only save money by sharing postage, you are, in effect, recommending each other.
Think about who you know and go talk to them. It might be the beginning of something wonderful.
Meanwhile, get that second quarter mailing ready to go - the year is flying and your customers could, at this very moment, be forgetting about you!
Yours for success,
Marte
P.S. If you can't decide what to say, or don't have 3 or 4 hours to write a letter, call or write me. I'd love to tell your customers how great they'll feel when they do business with you.
208-448-1479
writer@marte-cliff.com
Tuesday, March 27, 2007
Read any good real estate signs lately?
Hi all,
Last week-end I got to be a passenger instead of a driver on a couple of trips in to town, so I got to do more gawking than usual. It's always fun to get to really look at the things passing by outside the windows and notice the changes that have taken place.
One thing I noticed a lot is real estate signs - and how few I could read. For some it's because the sign itself is too busy - the print is too fancy and small to be easily read at 60 miles per hour. And because of the placement, it does no good for a passenger to turn for a longer look. But for others, it's because they're torn, faded, or knocked over.
Those "silent salesmen" aren't doing a very good job!
A few of those signs had brochure boxes, so if we had been in the market for real estate we could have stopped to get some information - if there had been brochures in the boxes. Most are empty.
Now I'll admit, its been a long winter and it isn't any fun to get out there and take care of signs in the snow and the mud. But some things you need to do for your business just aren't fun. They need to be done anyway.
Before you head out there to straighten or replace the signs and fill those brochure boxes, why not take a couple of hours and re-vamp your flyer? Give those prospective buyers something good to read that will make them get on the phone and make an appointment?
In fact, before summer hits and the real estate market gets crazy, why not give ALL of your marketing materials a face-lift? Good advertising takes time, so do it now while you still have a little time.
If you're looking for more ideas to energize your business this year, check out my e-book, Getting Clients.
You just might find the idea that will double or triple your sales this year - without doubling or tripling the time you spend at work. Wouldn't it be fun to have the money for something like a new boat - AND have the time to go enjoy it?
Meanwhile, if you consider writing your ads an unpleasant chore, just write me. I actually like that part of your job.
Until next time, good selling!
Marte
Last week-end I got to be a passenger instead of a driver on a couple of trips in to town, so I got to do more gawking than usual. It's always fun to get to really look at the things passing by outside the windows and notice the changes that have taken place.
One thing I noticed a lot is real estate signs - and how few I could read. For some it's because the sign itself is too busy - the print is too fancy and small to be easily read at 60 miles per hour. And because of the placement, it does no good for a passenger to turn for a longer look. But for others, it's because they're torn, faded, or knocked over.
Those "silent salesmen" aren't doing a very good job!
A few of those signs had brochure boxes, so if we had been in the market for real estate we could have stopped to get some information - if there had been brochures in the boxes. Most are empty.
Now I'll admit, its been a long winter and it isn't any fun to get out there and take care of signs in the snow and the mud. But some things you need to do for your business just aren't fun. They need to be done anyway.
Before you head out there to straighten or replace the signs and fill those brochure boxes, why not take a couple of hours and re-vamp your flyer? Give those prospective buyers something good to read that will make them get on the phone and make an appointment?
In fact, before summer hits and the real estate market gets crazy, why not give ALL of your marketing materials a face-lift? Good advertising takes time, so do it now while you still have a little time.
If you're looking for more ideas to energize your business this year, check out my e-book, Getting Clients.
You just might find the idea that will double or triple your sales this year - without doubling or tripling the time you spend at work. Wouldn't it be fun to have the money for something like a new boat - AND have the time to go enjoy it?
Meanwhile, if you consider writing your ads an unpleasant chore, just write me. I actually like that part of your job.
Until next time, good selling!
Marte
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