“The traditional business definition of marketing is identifying and fulfilling customer needs. There’s no mention of your business. Marketing is all about the customer.” Heidi Richards Mooney
Do you remember the “WIIFM” formula when designing your promotional tools? You know, the “what’s in it for me?” The “me” in this case is not about you, your company, your product or business, rather it is about the customer, the prospect, the reader, the person you are trying to get to take action regarding your product or service.
How many times have you picked up a brochure about a company to find out what they can do for you only to find it filled with stuff about them? And have little or no idea what they can do for you? Your customers and prospects could be asking the same question.
One of the biggest mistakes companies make is to talk about themselves and their products rather than talking about the CUSTOMER and what he/she will gain by doing business with them. “The traditional business definition of marketing is “identifying and fulfilling customer needs.” There’s no mention of your business. Marketing is all about the customer.”
Identify and focus on the benefits. Prospects want to know how what you offer will benefit them. You MUST make it clear what benefits the prospect will receive from doing business with you, otherwise then there is no reason for that prospect to do so. You MUST focus on what the prospect is going to GAIN by using your product or service.
In order to articulate the “what’s in it for them,” you must first understand the difference between a feature and a benefit. A feature is something that your product does or has (for example, a shirt can be 100% cotton). A benefit to 100% cotton could be durability, easy-care or even wrinkle resistant. Now you’ve given them the WIIFM. Why the prospect might want to purchase the shirt.
Count how many times you refer to you – that includes the “I,” the “WE” and your “company name.” Take a second look and count how many times you refer to the “YOU,” the “prospect/customer” or “she/he.” If your copy has more than 50% “I,” etc. take a look at how you can reword it to tip the scales in favor of the prospect. Good copy should be at least 60-75% prospect focused and only 25-40% focused on who you are, (such as the awards you have, the color of your building, the type of equipment you have, etc.).
To change things around in your marketing message whether it is in your proposal writing, brochures or your website (any advertising), you must identify the goals, objectives and obstacles of your prospect. Then you show your prospects how you can help them reach their goals and overcome their obstacles.
Once you know how your business benefits your customers, and you begin to focus on the how the customer benefits formula, you can write copy that will increase prospect response. You will begin seeing a greater response to your marketing messages and your bottom line!
(There are 42 “You’s” in this article and only 2 “I’s.” Did it get your attention?)
Redhead Marketing specializes in creating copy that makes you stand out. Need a print ad for a publication? Need a flyer in a hurry? Let Redhead Marketing create it for you. Special Holiday pricing starts at just $50. Call 954-625-6606 or email heidi (at) redhead marketing dot com (no spaces) Today!
The whole point of advertising is to get noticed. With all the noise these days both online and off, it is difficult at best to get seen…
That’s why I recommend publicity over advertising. Do things like createingan event or a stunt that will get you noticed in your niche. Get busy on social networking sites where your customers and clients hang out, including the top 3 Facebook, LinkedIn and Twitter. Having said that, there are reasons and places to advertise online that will pay off without spending a fortune.
When you list your business above, use keywords to describe what you do using benefit words (eg. “24 hour turnaround” or “loose weight or you don’t pay”) rather than vanity words (like BEST, AWARD WINNING) – people don’t believe that anymore and they don’t search for businesses that way.
This will take you less than an hour to set up and about 10-15 minutes a month to maintain.
Find sites that sell to your audience that compliment what you do and see if they will either sell you space on their site, list you in their links or if they have a newsletter that goes out to your target audience see if they do ads. Most of the time these ads are innexpensive and you can test for very little money. BTW, one insert is not a test. You need to create a campaign and keep your ad in for a minimum of 5-6 issues to see if it is going to work. Remember that it takes that many impressions before people begin to recongize your company. It also builds credibitly.
And remember to add social networking to your marketing plan. I know so many people who just hang out on SN Sites but don’t really know how to effectively use them to get attention for their businesses. Before you waste a lot time check out what those you admire are doing and model them. Don’t copy them, learn from them. See what they are doing and what is working for them. See how you can adapt to your own situation.
As you can see, I could go on and on about this topic. Let’s just say there are many ways to advertise without breaking the bank and many of them are FREE. The price you pay is TIME which by the way IS NOT FREE. Once its spent you NEVER GET IT BACK. So use it wisely.
August 19th is Lifesavers Day ~ Life Saver mints were formulated in 1912 by Clarence Crane, a producer of chocolates in Cleveland, Ohio. He had the candy manufactured by a pill maker who discovered that his machiner only worked if it punched a hole in the center of each candy which lead to the name Lifesavers. And on August 19, 1913 the trademark was issued about the same time that Edward Noble bought the formula, manufactured the sweets and had them sold as Pep-O-Mint Life Savers. He established the Mint Products Company in New York City. With takeovers in the confectionary industry the formula has been resold many times but Life Savers survives as a distinctive product.
This advertisement shows an enduring example of good product design: the ring shape of Life Savers represents a miniature ‘life preserver’ (a life buoy, vest or jacket), a safety device that originated in the mid-19th century. The sale of Life Savers in small aluminum-foil rolls contributed to their distinctive branding. Edward Noble encouraged retailers to place them next to their registers to promote them and increase sales, which is still a practice today.
Check out this black and white clip of the Lifesavers factory aimed at a 1920 audience: http://australianscreen.com.au/titles/lifesavers-advertisement/clip2/ Notice how it has all the elements of typical black and white movies of the time, villain, heroine, secret plot and solution.
Did you know: 54 miles of Life Savers roll candy is produced on an average day? More than 46 billion Life Savers are produced annually, weighing in at 57.5 million pounds. It’s estimated that there are a million locations in the United States where you can buy the famous roll candy.
How about a campaign called “Customers Like You are a Real Lifesaver!” Send them a mailing with lifesavers custom imprinted with your company name and logo.
August 10th is Lego Day ~ Legos were invented by Godfred Kirk Christiansen (1954) in response to a need for toys that would challenge children to think. Legos comes from the word “Leg godt” which means “play well.”
Over the next 52+ years dozens of organizations have come up with ideas and events to create a world record for using the most legos, creating the largest construction and even the tallest towers. In fact, in 2006 the World record-smashing LEGO tower measures over 96 feet tall beat the former record by only 7 inches. The structure, built by hundreds of children in Vienna, created a whopping tower of LEGO measuring 96.7 feet. In fact, The new tower is so tall, the children assembled the structure in pieces before adults lifted each section to the pinnacle by a crane.
~ Read the whole story here: http://dvice.com/archives/2008/10/world_recordsma.php.
What records have you attempted to “break” in your company, your community, your circle to gain attention of the media and promote your business?
And be sure to check out LEGO SERIOUS PLAY ~ an innovative, experiential process
designed to enhance innovation and business performance here: http://www.seriousplay.com/
Panda Express, a leading Chinese quick service chain (with 1000+ locations) created their own panda campaign to launch a new addition to their menu. Here’s what they did: they sent a plain white box containing two plush pandas named Tom-Tom and Eddie to select marketing restaurant and marketing trade media editors to roll out their Beijing Beef advertising campaign. They followed up the mailing with an email campaign explaining the chain was “stirring up pandemonium” with its new dish. The results? Mentions and full spread articles in several of these publications, far exceeding Panda Express’ expectations.
What type of marketing ideas could you come up with to promote your business during Panda Day?
In the last post I talked about the importance of Content, creating a Community and Building a Directory to get your blog noticed, read and followed. Here are 3 more tips to Get Your Blog On:
#4 ~ Add photos. Photos add “life” to a blog, personalize it and make it more interesting. That does not mean EVERY post should have a photo it just means that readers will appreciate if you “mix it up a bit.” Share bits of you.
Let readers into your life by showing your personal side. On my blog Success and then Some, I often post pictures of me networking. Not only does it get people to “see you” in person it also makes you more real. More human. And if they see you as a real person, they are more likely to follow you.
Some great place for Royalty FREE photos include: Fotolia, Fotosearch and Dreamstime. There are also a whole host of free sites from which you can grab photos. A great list of free sites such as Flickr can be found at http://pstutorialsblog.com/44/free-stock-photos/. You can also “google” the photos you are looking for to get some great photos. Be sure you check the licensing from any of these FREE sites before using the photos.
Tip #5 ~ Add Videos to your blog posts. Some of the most popular posts on blogs are the ones that include a video. But don’t just post a video, be sure you also post a commentary about the video. And the video doesn’t even have to be one you created. It can be one you found on YouTube or other video-sharing site. The people who post videos to these sites appreciate the added “publicity” when bloggers refer to their videos and share them with their readers. You can also create your own videos to post to sites such as YouTube, Google Video and Blip.
I created a video about flowers, using Powerpoint, music and Camtasia Studios. You can see it at my blog Tulips Talk.
My good friend and mentor Terry Brock regularly posts videos to YouTube and in fact has one called Marketing with YouTube ~ How to do it.
Robin Goode has a great list of tools you can use to automatically post your videos at the top video sites athttp://tinyurl.com/6bhlre.
Tip #6 ~ Promote your blog on social networking sites such as Twitter, LinkedIn and Facebook. And niche social networking sites that cater to your target audience. I belong to several other social networking groups such asBoomer Diva Nationwe help one another promote our “stuff” all the time. For instance we have our own Twitter Tuesdays and every Tuesday we help one another spread the word about our blog posts, events, products and services and more. There are tools and plug ins for most social networking sites that allow you to automatically post your blog articles as they happen. For instance, use Tweetfeed to post to your twitter account. And you can update your profile with videos from YouTube on Facebook, LinkedIn and more.
These tips and others will help you draw more attention to your site and increase the chances of others becoming loyal followers. Stay tuned for my next post when I talk about blog design, connecting with other users and checking stats to increase blog followers.
Starting a blog may be the craze these days, but is it for you? Do you have what it takes to not just start a blog, but stick to it? Do you know what you want to accomplish with your blog? Do you know how you want to position your blog, what you want to write about and more importantly who you want to write for? A blog without an audience is still a blog, but it may not be effective in achieving your overall goals.
If you want to have an audience, you have to market your blog. You have to let people know it exists. Most people don’t write for themselves, they write for a consumer, a fan or someone(s) who has similar interests. Having others read what you write affirms that you have information worth reading. And if you have ever received comments on your blog you know that feeling that someone does take what you have to say seriously. Even when they don’t agree with your stand, they took the time to respond.
If you want to increase your readers and get more feedback from them (comments) you need to create a plan. And there are “little” things you can do every day to make that happen. In fact, I created a list of 15 tips to get your blog on the radar of your target audience and am sharing 3 tips today. That means I have content to span 5 blog posts. Maybe more if I decide to add to it. Here are those 3 tips:
Tip #1 ~ Create good content. Many blog consultants will tell you that content is king and that you need lots of it. I believe what you really need is strategically created informative or entertaining (and best if it’s both) content that interests readers and gets visitors to become followers. Writing posts strictly for the search engines may get you better rankings in the short term, but in the long term could hurt your credibility.
If you are having trouble coming up with content, start with a list of something in your genre or niche. Lists are very popular with readers and often lists get picked up and referred to on other blogs. On my blog WE Magazine for Women, I compile a quarterly list of Women Bloggers to watch. It is by far the highest visited (and commented on) post of all the blog posts we write.
Other types of content that are popular with readers is how-to advice. Teach what you know. On my Redhead Marketing blog I write about how to use weird, zany and unusual holidays to promote your business.
Write a 99 Ways to article. Or 33 steps, or 47 tips. Break those tips down into bite-sized pieces and do a series. For instance, the 99 ways could be broken down into a series of tips over a period of time such as a few days or weeks. Similar to what I am doing here with 15 tips shared over 5 posts.
Tip #2 ~ Many successful bloggers have increased their following and built a loyal base by creating an online community on their blog. You can create a forum, a social network or a simple chat room. In fact, most blog software these days allows or has plug ins that will help you establish your community. For an example of how one person did this, check out JamieOliver.com. Keith Ferazzi (author of Never Eat Alone) has a great mix of website, blog and community to take a look at as well.
If you are not sure if you should include a “community” for your readers, check out “Should Blogs Have a Forum?” at Blog Herald
Tip #3 ~ Create a Directory on Your blog. The Directory can include resources your readers would value and want to visit often. By including the directory link you increase the likelihood readers will return (provided the content is good). You can start compiling your directory content based upon your blog posts.
For instance, if you write a technology blog and offer the latest and greatest gadgets in every post. The gadgets could then be compileed and referred to in a directory of recommended sites that your visitor can refer to often. A directory could work with almost any type of blog. A parenting blog could list parenting resources, magazines, books, experts, educational sources, etc. A social media blogger could create a directory of social media sites, social media tools, resources, plug-ins, experts, etc. You get the idea. One of my favorite blogs BlogHer has a directory of other female bloggers on their blog. It is one of the most popular and respected blogs in the blogosphere.
The point is a directory can increase readers because if the content is good, your readers are likely to refer to the directory on their blogs and in their newsletters and emails. After all, if they find a great resource, they too will want to let their readers know about it. Why not be the “it” they refer their readers to?
… and get your audience to buy more of what you have to sell
Any good copywriter will tell you words sell products (and services). Many times people will look at a picture and have the desire to achieve an outcome or be like the photo portrays but it’s the words that get most people to hand over money for your product or service. Words tell the story behind the picture. Words will make your copy stand out, get noticed and more importantly get results! Before you publish a single word, here arefour tips to get you started.
1. Take a look at your product or service from the customer’s perspective.Make a list of all the benefits (what the customer will gain from using your product) and features (the reasons or justification for buying the product). Prioritize your lists in order of importance.
2. Now look at what makes your product different or superior to your competitor’s products. What do you offer that your competition does not?This is called positioning.Positioning will help you develop the right strategy to sell.
“Customers don’t want to be befuddled by specialized language any more than you want to be hit with all medical lingo when you go to the doctor. So, speak, write, and present in a language and manner the audience will understand.” Dave Green
3. Who is your target audience?What are their needs, wants and motivations to buy?Are they rich, poor, educated, young, older, professionals, blue collar workers, etc.?
4. Create your plan.What do you need to say to get your point across and how many words or “copy” will you need to make your point. While it is not always the case, a general rule of thumb is that the greater the investment in a product or service, the more copy you will need to convey the message. Keep in mind, there are exceptions to this rule.Simple products/services with well-known (evident) benefits will require less explaining than those that are more complicated.
Reprinted from WORDS THAT SELL! Finding The RIGHT Words or “WRITE” Words To Get Your Point Across, Get Your Reader to Take Action and Get Your Info Products Noticed!And more importantly Sold! Including 229 Words & Phrases that PAY! This special report is available when you sign up for Cashing in on Info Products at www.cashinginoninfoproduct.com by Heidi Richards Mooney
In the next post I will share 5 more tips to jump-start your copywriting
The Quirky Marketing Greeting Card Contestis officially over!
The “rules” were to “Create a fun, quirky, unusual card message as a promotion for your company, product or service and tell me what you did. The message should be creative and promote something you want to spread the word about. It can be a product, a new product launch, an event, a celebration, a strategic alliance, does not matter. As long as the message can be expressed on a greeting card or postcard.”
What surprised me is that some people did just that and others sent in cute cards with no purpose in mind. They did not have a clear message nor did they promote their company in any way, shape or form. Having said that, we did have a few people who followed the directions and sent us some cute and/or quirky cards. It was a tough decision, in fact so much so, it took the judges an extra week to decide who to bestow the honors to.
Honorable Mention winners receive a half page ad in WE Magazine for women.
Kristine Sheehan of The MerryBird.com for her Valentine Postcard announcing her pen and Ink portraits for your Valentine.
Lisa Moren Bromma of Wise WomenInvestor.com for her postcards announcing her services and invitation to visit her website.
3rd Place winner in the Quirky Marketing Greeting Card Challlenge is Jessica Sellers of Chrysalis Logos.com – her card focused on “Make up Your Own Holiday Day” and offered an economic stimulus incentive (discount on services) to anyone who placed an order on that day. Way to Go, Jessica! Jessica won a One-year Charter Membership in the Women’s eCommerce Association.
2nd Place winner in the Quirky Marketing Greeting Card Challenge is Mr. Jim Barber. Jim promoted his company Tooter Talk (www.TooterTalk.com) with a picture of him on the cover standing in on stage at the IMPROV with the headline “Do You Know What Today is?” The inside said simply… “Today is the first day of the rest of your new career!” Talk about perfect timing in this economy! Jim won a full page ad in WE Magazine for Women!
1st Place winner in the Quirky Marketing Greeting Card Challlenge is …..drum roll please………………
Racheli Smilovits of WCS Lending! Racheli didn’t send in the required one entry – she sent in SIX! And each one was clever and unique. The one that cinched the winning was the postcard attached to a bag of peanuts that said “It will be NUTS to Navigate throught the Real Estate Waters without a Professional Lender.” And her contact info, etc. The graphic she used was a walnut shell and her beautiful face peeping out of it. Racheli won a two page article interview in the Spring Issue of WE Magazine, a copy of her choice of one of the fabulous books in our library AND a $25 gift certificate from SendOutCards (choice of Visa Gift Card, Candy, Brownies and more).
Each of the above entrants will also receive a frameable Certificate customized with their names and date of the Quirky Marketing Contest as well as a mention in the accompanying media release announcing the Winners!
And if you haven’t yet picked up your copy of Quirky Marketing, go here: www.QuirkyOffer.com. More than $2,000 worth of bonuses are waiting for you when you do!
My business hasn’t used formal advertising in years. Well, very little. And the advertising we do is mostly “traded” for products and services. Most of our new business is referral based. We have kept track over the years and at least 80% of our business comes from a referral.
In Part One I talked about creating a list of your CHAMPIONS – those who refer your company to others on a regular basis. Next, review your list every 3-6 months. When someone on the list hasn’t sent you business in a while, pick up the phone and call them. Just call to say HI. To see how she or he is doing and find out if there is anything you can do to help them. Don’t ask for business or a referral. Just listen.
Now that you have reviewed your list, focus on those FANS who love doing business with you but don’t think to refer others. Here’s a few tips to help you turn those FANS into World Class Champions:
1. Make it a habit to ask every customer why they chose your company. They will appreciate the opportunity to tell you and their trust and confidence in your company will increase.
2. Let them know you are building your business from referrals and that you appreciate and value any business you send their way.
3. Educate them about the products and services you offer. When you providing a product or service, give them a little more. When we send a floral arrangement or plant to a customer, we include care instructions. Our brochures and fliers tell customers about the value we provide our customers. Share these things with your FANS. Arm them with enough info so they can go out and “sell” for you.
4. Reward them. When they share their “circle of influence” with you, be very grateful. Tell them, show them. Make a referral to your FANS in return when possible and appropriate. Every time your FANS receive something of value from you it will remind them to send more referrals your way.
5. Follow up. The FAN may send customers your way or give you names to call. When they give you names, make sure you follow up. Call and introduce yourself and mention where you got their name. One of my biggest accounts came because a FAN told me to call a new hotel that was about to open. I called, offered to help with their Grand Opening Celebration and they are now one of my best customers. And they refer their patrons to us! That FAN became a CHAMPION because we rewarded her. What comes around, really does go around.
Remind your FANS that you value them. Provide impeccable service all the time and you will turn those fans into your greatest CHAMPIONS. Having CHAMPIONS on your team is like having an uncompensated sales force working for you all the time!
It’s Day Two of Make a Referral Week. The perfect time to go out and MAKE some REFERRALS and put your system in place to get referrals in return.
