To all our loyal followers, I just wanted to say Thank YOU! Thank you for reading Redhead Marketing Blog these past few years and thank you for sharing our articles with your own followers, fans and circles. It is very much appreciated.
You may have noticed I have not posted here in quite some time. Since February when Quirky Marketing Calendar ~ 365 Ways to Promote Your Business Using Zany and Non-Traditional Holidays was lauched to be exact. We did that because most of the topics I post on the Redhead Marketing Blog are topics we cover in the book and on the site. So rather than be redundant (and incur the rath of Google) we decided to only post there.
So my team and I decided to also create a blog specifically for new holiday marketing ideas. You can click on the book title above or visit www.QuirkyMarketingCalendar.com to check out the latest book. When you visit, click on a date on the calendar to the right of the page you can read about the daily holiday and get some ideas for how to market your business using those ideas. You can read all the blog posts since we started (in February). Many of the posts on the Quirky Marketing Calendar blog and site are new ideas not even in this year’s calendar.
Feel free to drop me a line and let me know what you think about Quirky Marketing Calendar.
Wishing you much success with your marketing efforts. And if I can ever be of assistance, be sure to let me know. You can learn more about me and my services at http://speakingwithspirit.com/services/
Wishing you all the best and much success with your marketing and social media results!
“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!
Tired of spending all your money on advertising and marketing that just doesn’t work? Here are 10 cheap ideas to grow your business without breaking the bank!
1) Market to Former Customers and Clients. It costs less than marketing to new customers. Make them an offer they can’t refuse, such AS $5 off their next purchase.
2) Join Associations, professional organizations, and civic and charitable clubs. Get involved and become a leader. You’ll make great contacts that can lead to future business. Also, thank new members who join your organization by offering them a coupon or sending them a postcard for a discount or something free.
3) Reward Repeat Customers. Offer a frequent-purchase card to track their spending.
4) Use Coupons to enhance your sales. Give them a reason to TRY your business.
5) Follow the Rule of Three:
*Forget cold calls. Make three warm calls a day to prospects whom others have referred to you.
*Collect at least three business cards a day.
*Send at least three notes each day to people thanking them for their business or something they did to help your business grow.
6) Encourage Word of Mouth from Your Family, Friends and Associates. Your best advocates will be those who already know you and like you. Encourage them to tell others about your products and services. Sometimes they just need the nudge to get started. And then reward them for doing so.
7) Send press releases prior to having an event or a contest or write articles for publications in your industry.
8) Create and send a newsletter or e-zine (newsletter sent via e-mail) to your customers to keep your business at the top of their minds. Include tips on flower care, positive news events, specials, discounts and coupons.
9) Give Stellar Service with a 100-percent, no-questions-asked, money-back guarantee. It will give your customers a sense of ease in doing business with you and build their trust.
10) Partner with Other Companies to promote your business. Find companies with similar customer demographics that are not in competition with your business and create ways to joint venture with them either on a one-time, long-term or event-by-event basis.
Set your sales on fire without extravagant spending by following these red-hot marketing tips
“In all things, success depends upon previous preparation. And without such preparation, there is sure to be failure.” –Confucius
Confucius could have had a flourishing business by following his own advice. Not only can preparation lead to success, but it also can help you do so without spending a lot of money. After all, with careful planning, you can achieve sizzling sales without the need for expensive advertising or marketing promotions.
Be smarter than the competition
In today’s ever-changing business climate, just keeping up with the competition isn’t enough. You have to outthink, outsmart and outdo them. How? By getting to know what they do and how they do it.
Find out your competition’s strengths and weaknesses and what products and services they offer. If the shop down the road sells gift baskets, offer more choices than they do—or better products. If the competition opens at 9 a.m. and closes at 5 p.m., consider opening earlier or closing later.
Look for ways to make it easier for customers to do business with you. The slightest increase in customer convenience will yield larger and even more frequent purchases. Plus, providing the products and services they want will keep them coming back.
Reward repeat customers
Design a customer-appreciation program to recognize customers who repeatedly purchase from you or who refer others to your business. Send them thank-you notes or small bouquets. Thank them in your company newsletter. Pick up the phone to thank them, then offer a special discount for their loyalty during your conversation.
One day a long-time customer came into my shop, Eden Florist & Gift Baskets, to purchase flowers. When I thanked him for doing business with us, he said, “I buy so many flowers here, I should get frequent-flower miles.” He was right! In fact, soon after his visit, we began creating a computer-generated Frequent flower petals card for that very purpose. The card rewarded customers with a free bouquet after they purchased 12 $25-minimum-price floral arrangements.
To more easily track customer purchases, our computer records each transaction. Thus, if a customer orders by phone, we still can track the number of purchases. When that person reaches 12, the employee taking the order asks the customer to whom they’d like to send their “free” bouquet. It’s not unusual for customers to send the arrangement to themselves.
If they choose this option, don’t forget to enclose a card thanking them for their business. Customers who appreciate your gesture are likely to recommend your business to family, friends and business associates.
Practice ‘rainmaking’ Rainmakers are people who connect other people through referrals, whether it is friend-to-friend or business-to-business. Referrals are the easiest and least expensive way to make your business grow. Start by instilling a referral mindset into your friends and customers. People don’t necessarily know you want more business unless you tell them. And even though your friends may buy from you, they may not think to tell their friends and family.
Though one of my greatest sources of referrals today is my friends, that wasn’t always the case. In the past, I had one or two friends who constantly sent business my way. However, the majority of my close acquaintances did not. One day, I mentioned this to a friend. Her reply, “I didn’t know you wanted more business.” She is now one of my best references.
Some people are hesitant to ask friends for referrals. Why? If you believe in your product and have a passion for your business, it’s a simple request. After all, friends want friends to succeed. And, if they know they have contributed to your success, it makes them feel good about themselves.
If you feel uncomfortable about tooting your own horn, consider the idea from the perspective of finding a great restaurant. After having a wonderful meal, most people are eager to share the experience by telling their family and friends about it. Flowers and food are both emotional purchases—purchases generally made with the heart, not the brain. When you want to eat out, you go to one of your favorite spots, or you try a new place that offers your favorite dish. The same applies to flowers. People go where they know they can find the products they want or people who understand their needs.
Based on emotion alone, referring your business will be easy for your friends and family. And, when the referrals come in, don’t forget to thank the friends and family who made the suggestions. Send them notes and a product sample. Make sure your thank-yous reflect your appreciation for the extra business. An added bonus to this technique is that you’ll surprise people when you thank them, putting you at the top of their minds when the opportunity to make a referral happens again.
Follow-up and follow-through
One of the surest ways to keep customers is to follow up after a purchase. Follow-up accomplishes two important things: It helps you find out whether the customer was satisfied, and it gives you the opportunity to build a positive relationship with that person.
Happy customers may tell as many as three people about their positive experience at your business. This may not seem like it can have much of an impact. But when you compare it to the number of people who will hear about a customer’s unhappy experience—typically estimated as eight to 10—then the number of those passing on their positive experience becomes that much more important.
Besides, if you don’t follow up with a customer, you may never even know he or she had a negative experience. Those people will simply take their business elsewhere. Taking the time to inquire about a purchase after the fact shows your customers you care about their business. It also helps build a lasting relationship with your customers. Not only that, but when you resolve a complaint favorably, you’re likely to increase the chance that the customer will refer you to others.
If your shop is too busy to follow up with every customer after the sale—then at least do some random sampling of your customers. Although a random sample may be less accurate, it will nevertheless provide you with an idea of how a portion of your customers views your business.
To make the task easier, call two or three customers/recipients each day. You’ll impress the recipients, who will want to do business with you, and both the sender and the recipient will know you care. In fact, on more than one occasion when an employee at Eden Florist has called a sender or recipient, that person has ordered an arrangement during the thank-you phone call. So your efforts can certainly pay off.
And don’t forget to follow through on anything you promise you’ll do for a customer. Make it a habit to deliver. When you do, your customers will trust and respect you. And your sales will sizzle!
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.
… 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
Amateur radio is a community of people that use radio transmitters and receivers to talk to each other. They are called ham radio operators, “hams” and even CB’rs. But, it’s more than just a high-tech hobby. Ham operators very often play a vital role in emergency communications. Ham radio has been used for years as a way to get messages out during national disasters such as floods, hurricanes, earthquakes and other life-threatening incidents that happen when normal means of communication are lost.
Ham radio operators use their amateur radio station to connect with individual hams as well as participating in round table discussion groups or “rag chew sessions” on the air. In fact, some participate in regularly scheduled on-air meetings with other ham radio operators. Interestingly these meetings are called “Nets” (short for Networks). These meetings are generally moderated by a station referred to as “Net Control”
Many people start their involvement in amateur radio by finding a local club. Clubs can provide information about licensing, local operating practices and technical advice as well as educational programs. New operators can study independently by purchasing books or other materials, sometimes with the help of a mentor, teacher or friend. In addition, many countries have national amateur radio groups or societies which encourage newcomers and work with government communications regulation authorities for the benefit of all radio amateurs.
The oldest of these societies is the Wireless Institute of Australia(formed in 1910). Other notable societies include Radio Society of Great Britain, the American Radio Relay League, Radio Amateurs of Canada, the New Zealand Association of Radio Transmitters and South African Radio League.
Some Ham Radio Lingo you should know:
“Copy” indicates how well communications are received. “I have a good copy on you” also used as a question, as in “did you copy?” (means to understand all)
“Come back” means to say again or your turn to talk.
Hamfest is a ham festival, a social and commercial event at which hams meet to buy, sell, and swap equipment.
“Roger” or “Roger that” means “I understand that.”
“Handle” is someone’s personal or ham radio name.
“Mama Bear” ~ female police officer.
“Smokey (Smokey Bear)” ~ State police officer who generally wears a Smokey the Bear style ranger hat.
Even with the advent of the internet, skype, Facebook and Twitter, there are still more than 6 million ham radio operators in the world. Tie in with or become a Ham Radio Operator and you have a whole new group of people to share your knowledge, expertise and resources with.
“The garbage collector is driving down my street.”
So what do these three sentences have in common?
They are some of the comments you will find on Twitter.
Ho hum… it really wants to make you get involved with Twitter, doesn’t it?
But there’s more, much more, to Twitter than this. Read on…
Twitter is a social networking site, true, but it’s also an excellent vehicle for building your business. It’s not the only way mind you, but one of the ways for you to market yourself.
Build you brand.
Find clients.
Get outsourcing help.
Have joint venture opportunities fall into your lap.
Create joint ventures with others.
Build your list.
Bring in customers to your offline business.
Tiptoe past the gatekeepers.
Gather info for your next info product.
Sell your products.
Get asked to be a guest blogger, an interviewee, an interviewer, a speaker at a seminar, a participant in an ebook, and more.
I’m not making this stuff up… it happens on Twitter all the time!
Just ask these successful marketers – Willie Crawford, Jack Bastide, Bev Clement, Thom Scott, and Felicia Slattery. They, along with a few others (17 marketers in all) tell their stories in the Twitter Success Stories ebook. In fact, my story is in there! Whoohoo….
They tell you about their personal Twitter successes and what they’ve learned in using Twitter to grow their businesses. These marketers also give you TIPS to get you on the right track.
So if you’re interested in growing your business and using Twitter as another marketing avenue, pick up a copy of Twitter Success Stories. I’m guessing you will come away with some great ideas you can apply to your business.
Heidi Richards Mooney
P.S. I pulled out a quote from the book for you that I liked:
“If you own a business of any size and you’re still not Twittering, you’re missing out on what amounts to a global virtual chamber of commerce networking event you can access anytime, day or night.” Heidi Richards Mooney
Did you know March is Quirky Marketing Month? That’s right and as you read on you will also notice that March is also “make up your own holiday month.” So we did just that. When you read the Quirky Marketing Calendar, you are sure to find ideas that will help you market your company, and come up with a few of your own. In fact, I suggest you get together with your Peeps (Peeps Day is March 15th), but don‘t wait until then) and brainstorm ideas that are off-the-wall, out of this world, unusual. Things your competition would NEVER think to do. And devise your plan of action to “just do it today.” And if you have an idea that you think others would be interested in, share it with me and who knows, your idea may show up in a future edition of Quirky Marketing.
it is also:
International Ideas Month! Imagine having your own board of directors made up of people with diverse professions and expertise that could help your business grow – and it would not cost you a dime! Did you know that one of the best ways to generate ideas is by participating in a Mastermind Group? Mastermind groups are a growing phenomenon around the world. And although it is not a new idea, it has become a new way of doing business and achieving goals and success in life. To learn how to set up your own Mastermind Group, listen to Heidi’s session – “How a Mastermind Group Can Springboard your Business,” at: www.HeidiRichards.com in the free audio section. To commemorate the day, do what the Walt Disney company does – host or hold a “Gong Show” 2-3 times a year and allow employees to pitch a concept or new product offering. Executives at Disney hit the gong if the idea is a dud – you could allow other employees to do the same.
To commemorate the day, do what the Walt Disney company does – host or hold a “Gong Show” 2-3 times a year and allow employees to pitch a concept or new product offering. Executives at Disney hit the gong if the idea is a dud – you could allow other employees to do the same. For more ideas like this, check out my newest book Quirky Marketing ~ 365 Ways to Promote YOur Business Using Zany and Non-traditional Holidays at www.quirkyoffer.com.
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.
And you can even test out the card using the place I use to send out cards and that is, you guessed it… SendOutCards.com. When you click on SendOutCards.com it takes you to my SOC website and you can have a FREE card on me just to try it out!
Send your entry to:
Redhead Marketing Inc.
Attention: Quirky Contest
P.O. Box 550856
Fort Lauderdale, FL 33355-0856
Cards will be judged by a panel of marketing experts from the Florida Direct Marketing Association.
Contest ends February 28th so you have to hurry! Winners will be announced during Quirky Marketing Month in early March in honor of the launch of Quirky Marketing!
Oh, and the prizes…
Grand Prize winner will receive a two page article interview in the Spring Issue of WE Magazine, a copy of your choice of one of the books listed below AND a $25 gift certificate from SendOutCards (choice of Visa Gift Card, Candy, Brownies and more).
The Prizes:
2- $25 gift certificates from SOC for brownies, truffles and more!
A dozen Roses delivered anywhere in the US
Several books including:
Power and Wisdom, the New Path for Women by Dr. Priscilla Marotta
Rose Marketing on a Daisy Budget by Heidi Richards
Full page ad in WE Magazine for Women
Half page ad in WE Magazine for Women
A one-year Charter Membership in the Women’s eCommerce Association
and more!
1st, 2nd, 3rd place and Honorable Mention Winners 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!
FYI: Heidi Caswell and I will be hosting a live demonstration of the SendOutCards system on Thursday January 29th at 9 PM EST. You are welcome to join us and see what all the excitement is about and learn how to use Send Out Cards to grow your business. Call the teleconference bridge line ~ 1-641-715-3840 participant access code is 361467#
Note: Greeting cards or post cards are acceptable entries. And you do not have to use the SOC site, but we hope you do! Multiple entries are also acceptable. All entries must be postmarked by February 5th in order to qualify.
The fine print: If we receive less than 7 entries, contest may be cancelled or postponed due to lack of sufficient samples to “judge.” In addition, if judges don’t feel entries warrant a first, second or third place honor, no prize will be awarded in those categories.
To all our loyal followers, I just wanted to say Thank YOU! Thank you for reading Redhead Marketing Blog these past few years and thank you for sharing our articles with your own followers, fans and circles. It is very much appreciated.
Amateur radio is a community of people that use radio transmitters and receivers to talk to each other. They are called ham radio operators, “hams” and even CB’rs. But, it’s more than just a high-tech hobby. Ham operators very often play a vital role in emergency communications. Ham radio has been used for years as a way to get messages out during national disasters such as floods, hurricanes, earthquakes and other life-threatening incidents that happen when normal means of communication are lost.
