It’s 11:30. Are You Ready?

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Deadline Lessons from Saturday Night Live

Saturday Night Live (SNL) producer Lorne Michaels once said, “I say it every week: We don’t go on because we’re ready. We go on because it’s 11:30.” He went on to say that being “ready” is a state of mind, one you can condition yourself to overcome with regular deadlines.

SNL is a long-running late-night live television sketch comedy created by Lorne Michaels. The live aspect of the show requires an absolute commitment to being ready to go on air at 11:30 eastern time every Saturday. It’s a hard deadline. No excuses can be accepted or tolerated. The show begins with a topical sketch, at the end of which someone breaks from the skit and shouts: “Live from New York, it’s Saturday Night!”

But before the show airs each Saturday night, an entire week’s worth of preparation has gone into making that episode a reality. Monday starts with a production meeting where ideas for the following week’s skits are pitched. On Tuesday, the ideas chosen are turned into skits, and on Wednesday they’re reviewed to pick the best ones to move forward.

On Thursday, the skits are tweaked and adjusted as needed. The winning skits are rehearsed on Friday and then once more before a live audience on Saturday at 8 PM before the actual live performance at 11:30.

Whatever project you’re creating — whether large and elaborate or small and simple — you likely follow a similar process. Your ideas are put on paper, the best survive, an action plan to move forward is chosen, and deadlines are given. Everything is ready, so then why do some ideas and projects never get done?

Over-thinking, doubt, procrastination, and perfectionism are the enemies of deadlines. Each one can play the role of devil’s advocate in your head to delay and destroy deadlines.

The cure might be to learn from SNL and Lorne Michaels. Take imperfect action when necessary. When you delay, nothing can move forward. You can always correct course and improvise as you move toward your goals, but nothing can happen unless you make that leap of faith to take the first steps.

SNL has aired some 730 episodes since its debut and began its 38th season this year, making it one of the longest-running network television programs in the United States. It has produced countless stars, created immense wealth for the creators, and entertained several generations of audiences over the years. The live aspect of the show creates a certain drama that most other shows lack. Some of the jokes fall flat, and there are unexpected surprises in many shows that had not been rehearsed. But the actors improvise as needed, and the show always goes on.

SNL doesn’t go on air at 11:30 every Saturday evening because they are ready. It goes on because it’s 11:30. You may never be “ready” enough if you don’t commit to a deadline to go live. Set aside your fears and worries. Time is wasting, and you may never get another chance to go live again.

Your Print Marketing 3-Step Rule

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Every print marketing piece should have an end goal in mind. Depending on the type of marketing piece, these goals can range from simply building name recognition to creating curiosity and ultimately generating sales. The next time you find yourself struggling to create print marketing that will get noticed, remember these three steps to maximize your effectiveness:

Step 1: Grab attention.
Start by getting your reader’s attention. Remember this must happen from the initial glance at your promotional piece. Try using a bold headline, graphic, photo, or marketing claim. Choose something that encourages viewers to take a moment to read your marketing message.

Step 2: Create interest.
Provide teaser information that will engage prospects and entice them to learn more. Teaser information could include an announcement about exciting new products or features, a current or upcoming promotion, or anything else that will persuade customers to learn more.

Step 3: Engage the reader.
Provide a call to action for readers who have taken time to read your marketing message. This could vary from prospects who simply want more information to those who are ready to make a purchase. Provide a website address, phone number, directions, or other contact information that makes it easy for prospects to get in contact with you about your product or service. Consider creating a website landing page that is specific for the highlighted product or service. A landing page can not only make it easy to track interest generated from your promotional piece, but it can also make it easier for the reader to learn more without losing interest wading through an information-packed website.

Our creative team specializes in creating marketing pieces that will get noticed and remembered. Give us a call today if you need help or ideas for creating the perfect marketing piece that will increase awareness and boost sales.

Repurpose Marketing Content

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Repurposing content is often one of the most cost-effective and efficient ways to create an abundance of creative content, while at the same time extending the shelf life of your current marketing investment. Here are a few tips to help you creatively repurpose marketing content:

  • Combine related blog posts on specific topics into an e-book. Add content as needed to make it flow smoothly from one post to another.
  • Convert PowerPoint presentations into videos by adding animations, background music, or a voice-over. Maximize exposure by posting your videos on YouTube and sharing links via social media, your website, email, direct mail, and other marketing tools.
  • Turn publications or articles into podcasts by simply reading them aloud or having a narrative conversation about a topic of interest.
  • Create a company history timeline highlighting the stages and evolution of your business. Include news releases, company posts, social media announcements, and articles about your company.
  • Review unconventional content as well, such as an employee handbook that may include an introduction from the president outlining the company’s vision or a well-written summary of your target audience meant to educate new employees.
  • Archive your news releases in a “news” section on your company website to increase ongoing exposure.
  • Reuse parts of press releases, case studies, white papers, and other publications. Pull key quotes, stats, facts, and highlights, then use those materials in brochures, newsletters, blog posts, website pages, and email campaigns.
  • Create a landing page or microsite using in-depth product pages or articles that you’ve already written.

No matter how you repurpose your content, just remember that the more content you create, the easier it is to generate interest, educate and inform prospects and customers, and increase sales.

No Apologies, Please

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In order to be successful in business, you must portray confidence. If you aren’t confident in your abilities or the quality of your products and services, why should a prospect or customer have confidence in you?

The words you choose in sales and marketing are very important and should portray a positive, confident image of your business. That’s why you should never start a marketing or sales pitch with an apology. If what you have to say is important, you should always say it confidently, with no apologies.

Starting a conversation with an apology (“I’m sorry to both you…”) suggests that what you have to say isn’t really important and may influence prospects or customers to think the same.

Rather than apologizing or downgrading your approach, try showing confidence by saying, “I have an exciting new product I’d like to share with you, and I need a few minutes of your time. Do you have a moment to discuss this now, or can I make an appointment with you at a later date?”

If you’re promoting a product or service of value, you should never apologize for getting in contact with prospects or customers to promote it. So, if your sales pitch isn’t important, don’t use it. If it is important, don’t apologize for using it.

Loyalty Marketing… or We HEART You!

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Customer loyalty programs are an easy and effective way to keep customers coming back to your business. Here are a few tips to help you create a loyalty program with a simple yet important goal: rewarding repeat customers.

  • Offer custom-printed punch cards or stamp cards for customers who frequent your business. A simple reward (such as “buy five car washes, get the sixth free”) may be enough to keep customers from visiting your competition down the street.
  • Utilize the back side of your loyalty-marketing promotions to advertise upcoming events, highlight exclusive offers, share helpful tips, and more.
  • Celebrate! Be sure to recognize customer birthdays, holidays, and even the date your customer joined your loyalty club.
  • Provide loyalty club members with special coupons for free upgrades, such as “upgrade to a premium deluxe XYZ for the same price as our standard XYZ.”
  • Reward customers who buy ahead. For example, if you own a repair shop, you might offer a year-long package of oil changes for a discounted rate. Not only will the customer be happy to save money, but you can ensure the customer will return to your business all year long.
  • Invite loyal customers to join a review panel group, and offer free products or services in exchange for their valuable feedback and input on how to improve your business.
  • Develop creative ways to show your company’s reciprocal loyalty to customers. Send “thank you” campaigns, for example, with exclusive discounts or promotions.

Give us a call if we can help you create loyalty program marketing materials your customers will love!

We Want Your Vote!

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With Election Day fast approaching, why not take advantage of the voting spirit by creating a few fun polls for your business? Here are some clever ways to gather opinions and reward your loyal customers in the process:

  • Ask customers to vote for their favorite products or services. Send a postcard campaign or statement stuffer with a web link to an online ballot. Distribute campaign flyers. Post information on your Facebook page, website, or other social media channels. And have a ballot box at the main desk of your business, where customers can vote by paper ballot if they prefer.
  • Encourage customers to learn more about your products by creating a game-like quest. Provide clues through various communication channels (email, direct mail, social media), and reward those who complete the quest.
  • Inspire participation by offering a grand prize drawing, as well as a guaranteed coupon or smaller thank-you to all who vote.
  • Create an “Election Day” sale to encourage extra traffic, and consider offering an additional discount to any customers who come from the polls wearing an “I voted” sticker.
  • If you’re creating an in-house promotion, remember that food is always a crowd pleaser. Consider offering cookies, cake, donuts, or simply coffee, hot chocolate, or cider.
  • Provide a follow-up marketing campaign to announce the winner, and consider running an exclusive special on that particular product or service following the election.
  • Maximize your promotions by offering combo specials that include your most popular products with lesser-known or newer products.

Our creative experts are here anytime you need help spreading the word about an upcoming sale or promotion. Give us a call today!

What Declining Sales Really Mean

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Many businesses are currently experiencing a decline in sales. Some owners and executives believe this is due to outside economic conditions. Although the economy may have some bearing, perhaps the real reasons for the decline are more fundamental issues that no one in the company wants to face. The economy has only masked the issues and helped sweep them under the rug.

Many in this predicament think, “If only we could increase sales, everything else would take care of itself.” Oftentimes, the declining sales pattern is not the real problem; it’s just a symptom of other underlying issues. Perhaps the issues are in management, staffing, or a lack of effective marketing and sales.

If your company is experiencing a sales slump, it may be time to do a little soul searching to find the real issues. If you decide to take this head on, here’s a four-step plan to help you lick the problems.

Step 1 — Assess your current situation. What strengths do you see? What weaknesses? Are there opportunities you might be missing? And what are your threats? The more honest you can be at this step, the better the foundation for the rest of the process.

Step 2 — Now that you have an outline of the problems, it’s time to make a diagnosis. What are the causes behind the problems and issues you’re facing? Look beyond the surface issues, and try to get to the root causes.

Step 3 — Now that you have the assessment and a diagnosis of the situation, it’s time to make a plan that addresses your diagnosis by taking advantage of the strengths you identified and establishing ways to correct the weaknesses.

Step 4 — This is where the rubber meets the road. All that analysis will lead to no good unless you follow up with action. It’s time to follow through and act on the plan by implementing the changes outlined in the previous step.

By following through on these four simple but powerful steps, you can not only turn around sagging sales but also position your company for long-term growth.

What is Your Customer Hiding From You?

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In order to sell any kind of product or service, you first need to know the challenges your prospects face, so you can offer the best solution. On the surface, this seems like an easy problem to resolve. You send out a few surveys and questionnaires. You dig and do your research. You think you’ve found the answers. Yet when you build your pitch or presentation around what you think your prospect wants and needs, it falls flat.

Why? Because the prospect is hiding the truth from you.

It’s not done with malicious intent. They’re not even necessarily lying. They simply want to be liked and don’t want to hurt your feelings by telling you things they think you wouldn’t like to hear. Also some prospects don’t really know what they want. Emailed and online surveys aren’t the best at this type of information gathering.

That’s the reason most surveys don’t reveal many helpful answers. The problem isn’t with the surveys themselves, but with the questions and how they’re presented. Most survey questions don’t get to the heart of the matter in order to pull out the answers you’re looking for.

What can you do about this? Pick up the phone!

The best way to get the answers you’re looking for is to call your prospects and engage them in a conversation. But before you do that (and if you don’t want the phone slammed in your ear), do your homework first.

The responses will only be as good as your questions. Your questions need to be open-ended. You must be able to tap into the emotional and/or logical reasons why a prospect would (or wouldn’t) buy your product or service. The more you’re able to get them to open up and give you honest answers, the closer you’ll get to the heart of what you’re looking for. Keep good notes on the data you gather, and review it so you can make the next call even better at intelligence gathering.

Start your call with a very brief description of why you’re calling, then quickly turn your attention to the prospect. Let them know you’re not trying to sell them anything (so it brings down the wall and barriers they automatically put up). State that you respect and value their opinion, which is why you chose them to call. Make them feel respected and special before you dive into your questions.

Once you have your answers, take the time to carefully review all the information. Look for common themes or threads in the answers. If you don’t find any, go back to your questions and reword them to get better answers. Yes, this takes real work. But the end result will be well worth your time. After you analyze the information, it will make your job of creating an irresistible offer that your prospects can’t refuse much easier.

Promote Your Company’s “EST” Factor

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In today’s competitive marketplace, it’s important that you determine your company’s “est” — the differentiating factor that gives you a competitive edge. Whether your business strives to be the biggest, fastest, strongest, lowest, or oldest at something, the “est” factor will help you push to be the best and become the go-to business for that area of expertise.

Here are a few ways to find your “est”:

  • Ask your customers. The customer voice is a great way to pinpoint areas where your business truly shines. Encourage customer feedback through comment cards, surveys, testimonials, or simply by asking customers their opinions when you meet with them.
  • Identify and enhance your strengths to add greater value to your business. For example, if your business is known for the fastest delivery services in town, you may consider opening a second location, adding additional delivery drivers, or upgrading your computer system to ensure you continue providing the fastest services possible.
  • Accept your weaknesses, and don’t become discouraged by areas where your business falls a little short. For example, if your prices aren’t the lowest, you might say, “We may not have the lowest prices in town, but we offer the longest warranty in the industry to provide greater value for your dollar.”

If you’d like help spreading the word about your “est” factor, we’d love to help. Our professional team can help create some of the greatEST marketing materials with the fastEST service you’ve ever seen!

Is Direct Mail Really Dead?

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You may have heard the hype that direct mail has died and gone to junk mail heaven. Don’t believe it. That talk comes from people who have never learned how to use direct mail correctly and effectively or who have a vested interest in spreading false and misleading information.

Why use direct mail? Because it works.

  • It works in getting clients.
  • It works to get your foot in the door.
  • It works for lead generation.
  • It works for growing traffic at brick-and-mortar (and even online) businesses.
  • It works at differentiating your company from those who rely strictly on online communication.

Direct mail marketing is extremely reliable and extremely precise. It can be inexpensive and personalized. In fact, direct mail arrives more personally than any other medium and can deliver a message with 100% exposure.

In addition to all of this, direct mail…

  • Requires virtually no tech skills
  • Can be leveraged using shared advertising space
  • Is what nearly all recipients prefer for unsolicited advertisement
  • Can bring in business without someone actively searching for it
  • Can be scaled infinitely
  • Has worked for over a century without fail
  • Has always been the king of all advertising
  • Can take almost any business to any level of success desired
  • Can be felt and not just seen
  • Has an infinite shelf life

To be clear, “junk mail” is NOT what we are referring to as effective direct mail. Some companies with large marketing budgets can afford this type of “spray and pray” mailing.

Effective direct mail marketing takes some thought, planning, and strategy. It needs to be memorable, and it needs to stand out. Businesses of all size that are utilizing this powerful tool are still reaping the rewards.

No, direct mail isn’t dead. It’s alive and kicking. If you haven’t tried it in a while, try it again. You won’t be disappointed by the results.