Spice Up How You Answer Your Phone

If you're looking for a creative way to spread the word about new products or services or to announce an exciting special or upcoming event, it may be time to reconsider how your business answers the phone. You or your receptionist can add marketing value by simply changing what is said when answering the phone. For example, pizza delivery companies get straight to the point when you call. "Thanks for calling Pizza Palace, this is Joe. Would you like to hear our specials?" As a customer, the thought of saving money is very intriguing and can often entice callers to learn more, even if they already had something in mind before calling. A captivating introduction can include any type of announcement you'd like to make. For example, you might say, "Thanks for calling XYZ! Did you know that our X products are 30 percent off this week?" You might also consider tooting your own horn or thanking customers, with a greeting like this: "XYZ is celebrating 50 years of business, and we couldn't do it without customers like you! What can I help you with today?" Even just a simple statement can add excitement. Here's one of our favorites: "It's a great day at XYZ! What can I help you with?" By adding a creative twist to your phone greeting, you can not only increase awareness and boost sales, but also expand your marketing reach without touching your budget.

After Sale Marketing

Following up after a sale provides an opportunity to offer a heart-felt thank you and ensure customer satisfaction. It also lets you discuss additional services and improve a customer's probable return to your business. Here are a few follow-up tips for after-sale marketing:

Show your gratitude with a free offer that complements the original purchase. For example, a hair stylist could show thanks by offering a voucher for a free hair styling product. Include specifics, such as a $15 maximum value redeemable within 60 days of postmark. Boost sales by providing a coupon for free shipping or 25% off their next order. Encourage customers to pass it on if they don't need to use the offer themselves. Suggest complementary products or services that will enhance the initial purchase and increase the customer's satisfaction and loyalty. Consider creating an affiliate program with non-competing businesses to expand your offerings. Reward customers for providing referrals. Offer an exclusive discount to both your existing customer and a new referral to increase the number of referrals you receive. Highlight your contact information on an item your customers will keep, such as a business card, calendar, customized notepad, magnet, or pen. Become a resource to your customers by encouraging customers to sign up for an informational newsletter with industry tips and tricks. You might also consider providing valuable tutorials and training classes. Consider using the 10-10-10 follow-up pattern (or even a less-aggressive 30-30-30). Send an initial thank you within 10 days after the purchase. Contact them again after 10 days, then a third time after another 10 days. Vary your method of communication, such as a hand-written note, email, and phone call. Include an offer in all communications, and build on the urgency in each contact. Ask for feedback about the customer's recent purchase or send a survey with an incentive to respond. Many customers will be eager to discuss their experience or may even have questions. If you need creative print ideas to stay in touch your customers, give us a call today. Our creative team is full of ideas to ensure your customers come back for more, and bring new customers with them!

Lessons from the Humble Shopping Cart

In 1937, Sylvan Goldman, owner of the Piggly Wiggly supermarket chain, noticed that customers would stop buying more groceries when their arms got too full. He decided the solution would be to create something that would help his customers and, in turn, help him sell more groceries.

Sylvan and an assistant took a wooden chair, put a basket on it, and added wheels to the bottom to form the first crude shopping cart. But the new invention didn't catch on like Mr. Goldman had hoped. Men thought the carts were too feminine, and women said the carts reminded them too much of baby strollers. It seemed like the only folks using them were the elderly. Instead of giving up, Mr. Goldman hired some young male and female models to push the new carts around Piggly Wiggly. The greeters would point out the models to the skeptical shoppers and explain the benefits. In a short time, the shopping carts became very popular, which in turn made Mr. Goldman a very wealthy man. Here are a few lessons you can apply to your business from this story: Pay close attention to your customers and how they use your products and services. Observe and ask questions. Determine what you can do to make customers' lives better when using your products and services. Sometimes an increase in revenues comes from simply helping your clients in small but meaningful ways, like the humble shopping cart.

The Secret to Selling to Someone Who's Not (Yet) Ready to Buy

There was once a man named Charlie who sold insurance for a living. Charlie was a salt-of-the-earth kind of guy who enjoyed what he did. Charlie had a friend named Steve. Steve was in his late thirties and happily married, with a wife and two kids. Charlie and Steve would play the occasional round of golf with some friends. Charlie would tell Steve about the importance of having life insurance for someone in his situation, but without being pushy. Steve had his reasons for not buying at the time and would always put it off. Charlie, being the good, persistent salesman that he was, would bring up the topic regularly without being annoying. One morning while Steve was at work, a colleague who was about the same age, with two kids and in seemingly good health, had a sudden, unexpected heart attack and was taken by ambulance to the hospital. Guess who Steve called that very afternoon to get the paperwork started for the life insurance policy he had been putting off for years? What's the moral of our story as it pertains to your business? You can have the greatest product, the best service, and a great price, yet some of your prospects will still not buy. The reasons are many, and some are a mystery that you won't be able to solve right away. While you're scratching your head trying to find those answers, your real job is to continually market your services by educating your target audience about what you can do to help them achieve their objectives. Why? Because one day soon, your prospect will be ready to buy, and she will remember the persistent, but pleasant person who has been looking out for her best interest all along. Charlie knew that secret, and now you do, too.

The Power of Lists

Lists are more than just an effective way to grab attention. They're also great at getting key points across quickly and increasing readership. Here are a few tips to help you use lists more effectively in your marketing:

Use abbreviated or partial lists on marketing pieces, such as postcards and email campaigns, and encourage readers to visit your website to learn more. Promote your company's competitive advantages with a "top 10 reasons" list. Popularity sells. Use a list to advertise your biggest selling products, such as "Our Top 5 Most Popular Products from 2012." Use a list to announce or introduce new products or services. Use a list as an alternative to long paragraphs of text, and enable readers to quickly scan your key points. For greater effectiveness, keep your lists brief, such as "10 Ways to..." or "15 Tips to..." Structure your list logically (largest to smallest, most to least popular, or simply your strongest tips first). If your list includes more than just a few words for each key point, consider using bold sub-headers with brief descriptions behind them. For "top 10" style lists, always number your entries, so readers can easily follow along. Be sure to include a source whenever appropriate, especially if your list contains hard facts or data.

What Does the Fortune Inside Your Cookie Say?

A fortune cookie has an average taste at best. So why do people look forward to eating them? Because of the little piece of paper inside the cookie. You know, the one that tells a story: your fortune.

The text on the fortune is rarely profound, yet we still excitedly break open the fortune cookie to see what it says. Why? Because those simple and sometimes silly words illicit an emotional response. Your products and services are like a fortune cookie. In your mind, they are second to none, but to your audience, you may be one of many. Your values, vision, and especially your story are like the fortune in the cookie. Your prospects and customers want the fortune as much if not more than the cookie itself because that's how they connect and how they will remember you. Strive to make your services and products the best they can be. But don't forget to tell the stories behind them, so you can connect with your clients emotionally. That's the key to what will make you unforgettable.

Dream Killer

Doubt kills more dreams than failure ever will.

Fear and self-doubt are two of the biggest dream killers in most of us. Success often comes down to what we're willing to do about it. Will you take some risks and do something different than what you've always done? Many of us are so afraid of failing that sadly we'll never take the leap of faith required to do anything worthwhile in this life. Whether the dream is about starting a business, getting an advancement at work, or simply finishing a major project, something seems to hold us back. It's tempting to use the excuse that something external has forced us to procrastinate, but most of the time that something is really inner self-sabotage. That inner voice does its best to derail and destroy our dreams. So we fail before we even start. And that pattern repeats itself, over and over again, like a bad nightmare. To stop and crush that sequence we have to do one thing: take action without regard to possible failure in the ultimate outcome. Yes, we should be prudent in researching, reflecting, and consulting beforehand. But if all signs point to moving forward, we shouldn't hesitate. Instead, we need to put one foot in front of the other and take action. Success comes from taking imperfect action. Why? Because the day everything's perfect enough will never come. So take imperfect action starting today. Your dreams will thank you.

Please Give It Some Air

Humans can't live long without breathing. A plant will wither and die without sun, water, and air. A car can't get very far without fuel. So what makes us think that a business can keep going without doing effective marketing? It can't. Leads are the life-blood of any business, regardless of size or industry. Leads turn into profitable customers and revenue. Having a business without a marketing strategy and marketing plan is like having a garden that's left to its own devices. Without constant pruning, watering, and the sun, the beautiful garden will be choked with weeds and soon turn into an eyesore. Your business needs a continual flow of quality traffic. This traffic won't come to you on its own. People won't seek out your products and services unless you give them a reason to. A marketing plan can be very simple. Figure out who your best customers are. Come up with messages to attract more prospects who are just like your best customers. Use various media (like direct mail) to let that market segment know what you're all about. Create a marketing calendar to help you remember to market on a consistent basis, so your prospect pipeline never runs dry again. Your business is a living, breathing entity. Prospects, leads, and traffic are like the air it needs to breathe. Marketing your business with a strategic plan is the best way to ensure your business will never run out of the air it needs to survive and grow.

Start Spreading the Word!

When it comes to making introductions, first impressions are very important. Whether you're introducing a new business location, new employees, or even a new product or service, introductory marketing pieces are a great way to make a lasting impact. A professionally printed introductory piece can establish credibility, build report, and pique interest. However, it's important to remember that this is simply an introduction. Give readers adequate details, but don't overwhelm them. Instead, develop it as a lead-in piece that entices readers to learn more. The creative options for direct mail introductions are endless and can include letters, postcards, self-mailers, statement stuffers, personalized note cards, brochures, or even a simple folded flyer. In addition to direct mail, you can distribute introductory materials at trade shows and other events, include them with purchases, or deliver them door-to-door with eye-catching door hangers. To increase staying power, consider including an elite offer, coupon, exclusive invitation, or tear-away business card that recipients can use to keep your information at their fingertips. If you need ideas or want help getting started, give us a call today. Our creative team would love to help you start spreading the word!