What’s Your Call to Action?

Every marketing piece should have a call to action that helps direct the reader to the next step. Whether you want them to click a link, download a file, or contact your business, here are a few tips to ensure your call to action gets noticed and utilized: Keep it short and simple using action verbs, such as call, buy, register, donate, or subscribe. Be specific about what you want readers to do. For example, if you want customers to contact you to set up an appointment, don't just say "contact us." Make it easy for readers by using a direct shortcut link to your sign-up page or order form, versus sending them on a wild goose chase through your website. Create urgency with a deadline such as "offer expires May 31" or "order now and get a free gift!" Include a benefit for contacting you. Instead of saying "Download our whitepaper," say "Expand your customer base with these 10 tips." Popularity sells. If your information is high demand, consider including the number of times a document has been downloaded. Build trust by including customer logos or relevant testimonials near your call to action. Provide your call to action multiple times throughout your website or marketing materials. Size and location matter. Make sure your call to action is easily visible and prominently located so readers don't miss it. We'd love to help you create marketing materials that get noticed and increase sales. Check us out online for more creative ideas or to request a printing quote today!

Are You Doing Too Much?

Once a business is established, it's common practice to add products and services in the name of diversification and the desire for more profits. It's a wise business move to choose products and services that will appeal to customers you're already doing business with.

But what's the point of diminishing returns? When does adding more products become less profitable or even start losing you money? Lego is known for its beloved interlocking toy bricks. The company has been around since 1949. You and your children have probably built many fun projects using their colorful, iconic blocks. As with many other successful brands, Lego decided to diversify. The Denmark-based company added games, movies, clothing lines, and six themed amusement parks (Legoland). Lego added many new colors to the primary colored bricks originally available. Costs were added at a much higher rate than new profits to pay for all this diversification. The once very profitable company began bleeding red ink. A new CEO (Jorgen Vig Knudstrorp) was brought in to fix the problem. One of the first questions he asked was this: "What do we need to stop doing?" Beginning in 2005, Lego sold the theme parks and whittled down half of the brick colors. They became more efficient and creative at doing what they were good at by concentrating on less rather than more. By the end of the same year, Lego was profitable again. Sometimes the answer to doing more is to actually do less. Doing less frees up time and resources to concentrate on the key products and customers that bring you the bulk of your profits. If you have too many services or products, start considering what things you should stop doing, so you can focus instead on what really matters.

If Sales Are Slow...

If Sales Are Slow... You've probably heard the saying, "People like to buy, but they don't like being sold to." But you may wonder what it really means. It means that people are buying what you sell. It means people are spending money. But it also means that people are only willing to open their wallets and part with their money if one condition is met first. That condition is met when you've presented a clear value proposition. Wikipedia defines a value proposition as "a business or marketing statement that describes why a customer should buy a product or use a service. It is a clearly defined statement that is designed to convince customers that one particular product or service will add more value or better solve a problem than others in its competitive set." In plain speak, this means a prospect won't buy from you until the value of your products and services is clearly presented in such a way that the decision to buy is second nature. This value must also be superior to what competitors are offering. This value proposition doesn't mean lowering your price or being the cheapest in the marketplace. That's typically a losing value proposition. A winning value proposition is one where you add benefits that others can't or won't match. Once you've defined your winning value proposition, it's time to clearly communicate that statement with your audience via all of the marketing and sales channels available to you. Sales will improve dramatically once you've articulated a clear and powerful value proposition. You'll know it's the right one when your prospects feel like they're buying from you, not just being sold to.

About Your About Us Page

One of the primary reasons a prospect comes to a website is to learn more about a business. The prospect wants to learn not only what you do and how you do it but -- more importantly -- why you do it. There are many competing businesses in your industry and community. Statistics have shown that one of the most visited pages on any company website is the About Us page.

Why is that? Whether you are a B2B or a B2C company, your prospects are people first. So it's natural for them to want to know more about the people behind the company they're considering working with. Prospects hire the people in the business, not just a faceless company. Unfortunate Reality The sad truth is that most company About Us pages are filled with industry jargon. Or they're carbon copies of all the other websites in their space. This makes them boring to read and easy to bypass quickly. Clues You know you've landed on one of these About Us pages when the page is filled with boastful claim after boastful claim. You see words like "industry leading," "unique solutions," "award winning," and "innovative brand." With eyes glazed over, most visitors can't exit these pages fast enough. People want to learn about people. They already know about what you do from the other pages on your website. The About Us page should focus instead on why you do what you do. How to Fix It If your About Us page has these issues, the good news is it's not difficult to fix. You need to get a pen and pad of paper. As you sit to think about re-writing the page, don't be afraid to let some personality shine through. Your About Us page is a selling tool. To sell more of what you do, you have to get the visitor to establish a bond with your company and trust you. To establish this bond, you must let the visitor know the people behind the company. A big part of your brand is your company culture. Your About Us page is an opportunity to tell visitors your story and what your culture is about. Here are eight ideas to think about as you create the content for your About Us page. Weave them into your brand story. How did the company start? Why are you in this business? Avoid all hype and jargon. Say what you want to say in as few words as possible. Include a few testimonials from happy clients. It won't seem boastful if others do the advocating on your behalf. Make it personable and interesting. Don't be afraid to show the human and vulnerable side of your company. Your visitors aren't perfect people either. So showing this side of your business allows your brand to connect and build a bond. Invite visitors to connect with you in other online places where you're active (LinkedIn, Facebook, blog). Tell them where to go and what to do next. This is the "call to action" part of the page. Tell them not just what you do and how you do it. Instead, tell the visitor why you do what you do. Your About Us page is the perfect place to share that message with the world.

The Power of Partnerships

If you're looking for a creative way to grow and create new business opportunities, you may want to consider a marketing partnership. By bringing two (or more) complementary companies together, businesses can tap into audiences they may not normally reach, providing exponential marketing exposure and increasing their customer base.

When considering a marketing partnership, it's important to choose a company that aligns with your product quality, reputation, and overall business strategy. By partnering with a company that has a high reputation of providing quality products or services, you can not only increase your perceived value, but also provide customers with additional reasons to purchase from you. Rather than joining forces on all aspects of marketing, many businesses create a marketing partnership that is targeted to a specific market sector or audience. They typically maintain their individual identities and continue to sell outside the partnership. One example of a potential marketing partnership might involve a financial institution partnering with a real estate agent and/or title company to target home buyers in their area. By combining forces, both partners can offer potential customers a smoother path to home ownership. If you need ideas for creating a joint direct mail marketing promo that can help you reach into new markets, build relationships, and increase sales, give us a call today.

Content Marketing: An Age-Old Strategy that Still Works Today

Content marketing has become one of the buzzwords in the business marketing world. Many claim this is a new way to market. That is not correct. Providing valuable content to lure prospects and visitors has been around for a while. The distribution channels for this content may have expanded recently, but the strategy has been around for many years.

One case in point involves a tiny electronics firm in Seattle. The company opened in 1954 as Magnolia Stationers and Camera Shop in the Magnolia Village shopping district of Seattle. The owner, Len Tweten, loved music, which eventually led him to move the business into the world of high-fidelity audio. This transition over time also prompted a business name change to Magnolia Hi-Fi. High-quality products and commitment to service were just a part of the overall plan to grow the business. Being a small business with no real marketing plan or budget, Magnolia Hi-Fi decided the best way to differentiate itself was to educate prospects with valuable information about the Hi-Fi world. To do this, the company introduced stereo buyer's guides (over 30 years ago), which provided educational content and answers to commonly asked questions on buying audio equipment. The buyer's guides set Magnolia Hi-Fi apart from the competition. They also positioned the company as leaders and experts in their field in the eyes of their audience. Did this content marketing plan work? The tiny store grew into a small chain, which was acquired by Best Buy in December of 2000... for $87 million! In 2004, the Magnolia brand was incorporated into Best Buy as a store-within-a-store, known as Magnolia Home Theatre. Content marketing works. It works best when you use multiple channels to distribute and share your content (print and digital work in perfect tandem for this strategy). Creating valuable content your prospects are looking for takes some work and resources. But don't overlook the rewards that can come from that work. It may not net you $87 million, but it can prove to be nearly as valuable.

The One Radio Station You Should Tune To

There's a radio station you may have never heard of, but it's one you need to tune into each and every day if you really want to grow your business. It's called WIIFM, and it stands for "What's In It For Me."

Yes, this is a fictional radio station, and yes, it's a bit cheeky, but the message is one you can't ignore. Your customers are being bombarded with messages every single day. The only messages that will register are those which adhere to the WIIFM principles. You must clearly spell out what's in it for them, or your listener will quickly tune you out. Here's a good quote to remember from Wikipedia founder Jimmy Wales: "It's actually surprising how many people don't follow this simple guideline of courtesy. I often get long, tedious emails from people explaining to me in great detail how I can help them and how great it would be for them if I would work on their project, or endorse it, etc. But they fail to consider my context. Why should I care, and even if I do care, why should I act on this rather than any of a thousand other things?" This is what your prospects and customers are thinking every time you broadcast your messages. So recall this quote when you sit down to create your message, whether in print, web, social media, or any other communication channel. Are You A Little Bit Country or Rock n' Roll? To understand what your prospects want to listen to or what they regard as important to them, you need to speak with and understand your customers. Pick up the phone, conduct surveys, go visit your customers, and take them out to lunch or coffee. There are many ways to find answers to this very important question. Rome Was Not Built In One Day Pablo Picasso painted over 5,000 drawings and images that very few people cared about at the time. But during the same period, he also created masterpieces that the world loves to this day. Don't expect to find answers the first time you visit a client. Keep asking, probing, and analyzing your findings until the answer becomes crystal clear. Seth Says If you're not attracting the right prospects to your business or converting them into customers, selling products, or building a strong brand in your community, it may be because you're not clearly stating what's important to your audience. Seth Godin said it best: "Ten years later and the ego pendulum has clearly swung in the direction of the virus. That's what we brag about and what is too often measured. How many eyeballs are passing by is a useless measure. All that matters is how many people want to hear from you tomorrow. Don't try to convert strangers into customers. It's ineffective and wasteful. Instead, focus on turning those momentary strangers into people eager to hear from you again and again." Favorite Station Building and growing a lasting business brand takes a little work. Attracting audiences that care about what you have to say comes down to providing value for the type of audience you want to attract. You now know how to find out what they care about. Take those findings and craft the type of messages your listening audience will never want to tune out. When you do that, your channel will become one of the coveted favorite stations of your listening audience.

How to Make Marketing and Sales Work Together Like Peanut Butter and Jelly

Marketing is about telling your story. Sales is about having conversations.

From the point of view of marketing, every single business is unique. No two are exactly alike. The mistake occurs when everyone in the industry looks at what others are doing and copies it. The story is no longer unique. To sell more and to make the job of sales easier, you need to position your marketing message in a unique way that resonates with and attracts the types of customers you're looking for. When you do this right, you will end up having conversations. Conversations that will ultimately lead to sales. If you don't tell your story, you can be sure that your competitors will tell the story for you. And that is not the story you want prospects to hear. Stories and the Caveman From the beginning of time, when early human beings drew paintings on cave walls, people have been telling stories. Stories are in our DNA. Stories connect one generation to the next. The human brain has a special soft spot for stories. That's why the most successful brands have a story wrapped up in everything they do. We're bombarded with marketing messages every day. Why do we remember some brand messages and not others? Because those brands have planted a seed in our brains with their unique and interesting story. No one forgets Coke and their story of a top secret recipe kept in a vault. Apple, Starbucks, and Virgin are among other brands that tell their story very well. Why Do We Do It? Your story should be not just about what you do or even how you do it. The story really should be about why you do it. That part of the story is what connects people with you and your business. That's what becomes the story of your brand and business. How Do We Do It? This doesn't have to be difficult to do. All you need is a pad of paper, a pen, and a quiet space to think. All you have to do is answer the question: "Why are we doing what we do?" That's a big, hairy topic, I know. But you have to tackle it and get it down on paper. If you can manage to answer it in an authentic way that captures the imagination of your prospects, you'll make your marketing messages focused and much more effective. People may not remember you or your logo very well, but they will always remember your story. In turn, that makes the job of sales much easier. It opens the door to conversations. Those conversations will lead to real sales. Your story will make it easier to reach prospects looking for what you do. A unique marketing story told in an authentic way will make the job of selling much easier. That's what successful marketing is all about. The two go together like peanut butter and jelly.

Increase Your Facebook Following

Even though Facebook has more than one billion active monthly users, many businesses still aren't using it to its full potential. Here are a few easy ways to use Facebook to increase exposure, communicate with customers, and grow your business:

Offer Facebook fan-only specials that are promoted to fans who currently "like" your page. Encourage them to stay tuned for future deals as well. Use Facebook as a quick way to spread the word on exciting flash sales that have short time windows to act. Run contests via your Facebook page. Remember to read Facebook's contest rules first, though, so you don't violate any inadvertently. Ask thought-provoking questions, create quizzes, and post survey links to encourage fan participation. Add a Facebook social media widget that enables users to like your page without having to search for you on Facebook. Include a Facebook link in your email signature, on your website, and on printed pieces such as business cards, receipts, statement stuffers, table tents, and newsletters. Share exciting news about your company by posting updates on your Facebook page. Don't forget that Facebook is a social website. Use it as a way to communicate with your audience, rather than simply to promote your brand. Post interesting content you think will be relevant to your audience, and encourage people to share your posts and to comment on them. Post photos from company gatherings, including grand openings, customer appreciation events, staff outings, and other celebrations. Encourage fans to tag themselves in the photos. This will allow their friends to see the photos and increase your exposure. Request input and involve your fans in product decisions, such as new product launches, celebratory events, and preferred customer rewards. Share responses on your wall, and thank fans for their contributions. Schedule posts in advance to be published at a later time to ensure your messages are delivered at the optimal time to reach your audience. Check out this Facebook help center post for step-by-step instructions on scheduling a post. Like most types of marketing, Facebook requires dedication. While immediate results are unlikely, a well-nurtured Facebook account can help many organizations strengthen relationships and grow their business.

Why You Need a Competitive Advantage

A successful business follows one core marketing concept: "Find a need and fulfill it." However, there may be many players offering similar services and products in your field. This is where having a competitive advantage can lead you to the top.

To be in the top 10% of your field, you need more than just a competitive advantage. You must also communicate that advantage loud and clear through everything you do. Competitive advantage is defined as "a superiority gained by an organization when it can provide the same value as its competitors but at a lower price, or can charge higher prices by providing greater value through differentiation. Competitive advantage results from matching core competencies to opportunities." In other words, when you create a competitive advantage for your business, you can win either by charging less than your competitors through improved efficiencies or by charging higher prices than others because of the added value you provide. In 1985, Michael Porter, a Harvard Business School professor, wrote the definitive guide called Competitive Advantage. In his book, Porter defined three ways companies can have a competitive advantage: Being the Cost Leader: offering lower prices than your competitors by providing a reasonable value while still making a profit. Wal-mart is one company that's famous for this strategy, but Costco may have mastered it even better. Low prices are in Costco's DNA and have become the company's competitive advantage. Costco still charges just $1.50 for a hot dog and a fountain drink. As prices increased, Costco began manufacturing its own hot dogs in order to keep the prices low. Massive buying power and a super-efficient distribution system, coupled with a lower-overhead warehouse business model, have allowed Costco to remain a leader with this strategy. Differentiation: providing products and services that stand apart from your competitors. This strategy involves creating a brand that clearly communicates how your company delivers value in a way others can't match. The result is a product or service people are willing to pay more to receive. Starbucks has mastered the art of charging higher prices than its competitors by selling more than coffee. The company sells a brand and overall coffee-buying experience others can't duplicate. Buying a Starbucks coffee includes the atmosphere the company creates for its customers. It's an added value the company's thousands of locations "sell" and which customers continue to buy into every day. Focus: providing your products and solutions to a niche target market that you know well. With this strategy, you understand your customers' pains and problems better than your competitors. Therefore, you can offer the best solutions at the best price. Apple understands its target audience. While others have tried slashing prices to remain relevant, Apple has been able to innovate and charge premium prices because the company understands who its market is. Where does your business fit in these models? If you haven't defined your competitive advantage or aren't clear what it could be, first answer these questions to help refine your search. What is it exactly that you provide? What problems do your services and products solve? Be crystal clear on the products, services, and solutions you provide. Who are you serving? What is your target market? Who are your ideal customers? Who is your competition? This could include local businesses or Internet-based companies. It could also include services and products from other industries that your customers are purchasing to solve their problems. Once you've completed these steps, the research phase is done. Now you must analyze your findings in order to discover where your products and services can realize a competitive advantage. The answer may not appear right away, so you must continue to revisit the process until it becomes clear. Once you've found your competitive advantage in the marketplace, it's time to communicate that advantage in every marketing piece and everything you do until it becomes a part of the DNA and culture of your company.

Innovate, Don't Imitate

One of the most effective ways to keep a competitive edge is to think like a prospective customer and compare your business frequently to your competition. What does your competitor offer that your business does not?

While it's helpful to stay informed of what your competition is doing, you should avoid copying their ideas. Rather, if you see a good idea that you'd like to implement, find a way to add more value and make it an even better idea. For example, if your competitor offers free shipping on purchases of $100, you could provide free shipping on all purchases and possibly even returns, which removes potential risk when placing an order. If your competition sells a comparable product, an easy way to add extra value to your business is through service. Whether you have longer business or customer support hours, free shipping, a better warranty, free training, or live phone operators (no automated phone service), it's often these types of value-ads that really stand out when customers compare businesses. Another great way to gain customer perspective is with a customer survey or questionnaire. Ask your audience how you can improve, what new offerings they wish you provided, and what they like best about your company. Their answers could easily point to innovative ideas that will give you a competitive advantage.

Email versus Direct Mail Marketing: Which Works Better?

As more businesses and marketers have turned to email marketing, it is fair to wonder if direct mail marketing still works as effectively as it once did. Email marketing is a good way to stay in touch with customers and prospects. Just like social media marketing, it has its place in the marketing mix. However, a downside to the massive increase in marketing emails is that only an estimated 19% are even being opened (according to the Direct Marketing Association). Direct mail marketing still works, and it works very well. However, marketers cannot just create any type of campaign and expect it to be successful. Here are some tips and suggestions from the pros: Keep specialized lists, and target each with the right message. That means no mass-mailing everyone the same message and offers. This requires a bit more preparation but will generate the best responses because you are offering the right message to the right audience. Instead of mass quantity, think quality first. Fewer, better-targeted and better-crafted mailing pieces are more effective than regular, lesser-quality pieces. Think lumpy mailings. People still enjoy receiving freebies, so include a logo pen, pencil, tiny Frisbee, mini-DVD, or mini-CD card with your contact info on it. Although these types of mailings can be more pricey, the retention and response rates can pay a handsome ROI on the investment. Be creative. People still enjoy programs that offer discounts or a gift with repeat purchases. Set up a loyalty rewards program that ties a buyer's repeat purchases with discounts and rewards. Then announce it with a direct mail campaign. Head to actiongraphicsink.com to start your next direct mail print campaign today!

Enhance Your Business Credibility

Customers have more choices than ever in today's competitive business world. That's why it's so important to do everything possible to stand apart from the competition. One great way to gain a competitive edge is to increase your credibility. Here are a few tips to help you establish and enhance credibility with your prospects and customers:

Provide customer testimonials, references, and customer success stories that enable prospects to hear about your company from a relevant point of view. Encourage people to get to know you, especially on your website. Promote what you do, what you sell, and your full business address (not your P.O. box). Include your phone number, fax, email address, and other ways to contact you. Talk about your history. People are always curious how businesses got started. By providing some background you'll not only personalize your customer's experience but also increase your business legitimacy. Popularity sells, so consider providing a list of customers on your website. If you're worried about customer privacy, use a map instead to show customer locations. Use professional photos on your website and marketing materials. Contribute articles to industry publications, or volunteer to speak at industry events. Start a podcast, create a newsletter or blog, or write a column in a local newspaper that offers how-to guides and helpful tips. Portray a professional image by using quality printed marketing materials, forms, letterhead, envelopes, labels, business cards, and more. Create a strong online presence through your website, social media, and online business directories (D&B Credibility Review, MerchantCircle, etc.). Promote any awards, registrations, certifications, or other reputable, prestigious information that will increase your credibility. Create a customer referral program that enables prospects to hear about you from a fellow customer's voice. Become involved with your community. Attend local events, buy from local businesses, and sponsor local fundraisers. Offer a seminar, training class, or webinar to share your knowledge with others. If you need help creating print materials that will enhance your credibility and professional appearance, give us a call today!