Advertising

Use Email to Get Inside

Use Email to Get Inside

So now that you are systematically collecting opt-in emails from your customers (if you are not see www.promoterz.com) how effectively are you using email to build the relationship with your customers? Do you see email as just a cheap replacement for traditional print, radio, or TV advertising? If so, you are leaving opportunities on the table.

The other day I saw a "Graduation-Wedding-Mother's Day" sale advertised on television. I was a little surprised that they left out Memorial Day, but it highlights a few of the draw backs of the medium. First, it is shotgun meaning that everybody sees the same thing so you are tempted to provide something for everybody in the same ad. Second, it is expensive and takes time to create ads, so the inclination is to make them either very generic or, again, cover all your bases.

Email doesn't have those problems. You know exactly who you are sending to (and with your opt-in list you know they want it) and you can put an email together in a few minutes and send it out (if you can't, check out www.promoterz.com). With these strengths, if you are using email just to say what the other guys are saying on TV you are shooting air balls.

Think of the email you get from your friends. Do they send you "Happy Graduation-Wedding-Mother's Day" emails? No, chances are they talk about last night's game, what happened over the weekend, or a great place they visited. Email allows you to be immediate and to be current. Use it that way.

Here is an example. The Suns just lost game 4 of the first round of the NBA playoffs to the Lakers. If you've got a business in Phoenix how about a "Beat the Lakers Special" in preparation for game 5? Throw in a blurb about how many teams have come back from 1 and 3 in the first round and sign off with "Go Suns!"

Customers not sports fans? No problem, find another local or regional event to mention. The point is that there are thousands of businesses out there throwing millions of dollars at generic ads. With email you now have a way to cut through all that chaos and capture your customers' imagination and enthusiasm with some thing that is uniquely you and your business. So use it.

Hey, if you got a big guy inside--get him the ball!

The average American consumer discusses brands 56 times a week. Are they discussing yours? Learn more

Building Trust Instead of Selling

Building Trust Instead of Selling

John Jantsch of Duct Tape Marketing fame was recently interviewed by a BusinessWeek editor. A few of the tidbits:

It appears to me that advertising itself is at an all time low for effectiveness, and businesses that really succeed are focusing on the idea of building trust and educating as opposed to selling.

When asked for the short list of what small businesses should absolutely be doing to market themselves, Mr. Jantsch responded with the following three:

  • One: Absolutely differentiate yourself from everyone. You have to find a way [to make] people say you're something different, whether that's to focus on a narrowly targeted market or [through] packaging. Otherwise you're just competing on price. And the line I use all of the time is that price is a really bad place to compete because there's always someone willing to go out of business faster than you.


  • Two: It's more important than ever, and easier and cheaper, to embrace technology, and specifically the Internet, as a tool to educate, market, and generate leads. It offers a tremendous way to automate the whole process and is a great tool for customer service and project management -- things that add value with clients. If a small business isn't taking advantage of these tools, they're giving up a great way to level the playing field with much larger companies.


  • Three: I always ask people how they got to where they are now. Amazingly, it's mostly through word of mouth referrals. The follow up question is: What do you do to systematically take advantage of that? One of the most powerful tactical aspects of marketing is referrals, and when it's done right, there could be zero cost.

Differentiate, use the Internet, and systematically generate word of mouth referrals. What a great list! I couldn't agree more. And you know the easiest way to do it? (shameless plug coming) PromoterZ is the easiest, quickest and most inexpensive way to do all three of those things. If you haven't already checked it out do it now at www.promoterz.com. (end of shameless plug)

When you pass out a Promoterz bounce back card you automatically build an accurate customer list, increase repeat sales, increase referrals and prevent lost business. Pretty powerful little card. Learn more

Word of Mouth Wins Again

Word of Mouth Wins Again

This from Double Click's report on the internet's role in the modern purchase process:

'Word of Mouth' Is the Single Greatest Form of Purchase Influence.

No great surprise there. We all experience it every day. The real question for us as business owners is: is there some way we can increase the positive word of mouth about our business?

I think it goes with out saying, that we have to start at the beginning with our product or service. It has to be remarkable. In other words, our offering needs to stand out so much that our customers want to talk about it. Assuming we've got remarkable, we can either leave the "word of mouth" to chance or help it along.

Shameless plug: a tool like PromoterZ™ is like a putting a megaphone in the hand of your happiest customers. Why leave the word of mouth to chance? Help it along by giving your customers an easy way for them to tell their friends about your business. End of plug.

Whatever you are doing to grow your business, remember: word of mouth rules. Do you know what your customers are saying about your business?

Find your happy customers and put a megaphone in their hand. Learn more

Hard Work and Humor

Hard Work and Humor

Inc.com has an article about Gert Boyle, chairman, Columbia Sportswear. You might remember her as the one that does "animal testing" on their clothing sending her son through a car wash.

The article details the growth of Columbia Sportwear from a small failing company to market leading success today. At one point, according to Columbia's web site, bankers told her they needed to sell the business. After realizing that she would only get $1,400 off the sale she said:

For that kind of money I’ll run the company into the ground myself.

Her story reminded me that as a business owner you can't choose what life gives you, whether death of loved ones, multiple labor strikes, or whatever. But what you can choose is how you will respond. Being in business is tough, she showed some great characteristics such as working hard, not giving up, trying new things, and humor.

It is a good read and when you get done check out the hilarious ads of "animal testing" on their site.

More happy customers. More repeat sales. More referrals. Learn more

Justifying a Fishing Trip

Justifying a Fishing Trip

I like trout. I like being out where they live. I like to watch them and figure out how they work. I have discovered an interesting characteristic of trout. They are wary and careful as they investigate food, but once they see another fish feeding, their wariness takes a back seat to quick action.

It is as if two criteria must be met, first is it acceptable food, and second, can I get it first. Since another has obviously met the first condition then it is OK to move on to the second immediately, often resulting in a feeding frenzy. This characteristic serves the trout well as it quickly discovers available food and can eat it immediately.

Maybe I have spent too much time fishing lately, but it seems that trout rely on word of mouth, so to speak, to survive and prosper.

Our customers are also wary and looking for a good, safe solution. Once they have met that condition then they will buy. A referral or word of mouth recommendation provides them with the confidence to move directly to purchasing.

So the question is, are we making it easy for our customers to spread the good news? What are we doing to help potential customers see our happy customers? Spending some time and thought on empowering your customers to share could very well lead to a purchasing frenzy.

Finally, should we use worms or flies?

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Seeds from the blogworld
We search the business blog world looking for posts that illustrate principles, or "Seeds", that if followed, or "planted", will help small businesses grow. We list them here for your convenience. Enjoy.

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