Why Should I?

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The average person gets bombarded with more than one thousand advertising messages daily. When it comes to marketing your business, the pressure is on to convey your message quickly and concisely, including benefits that give you a competitive edge. Here are a few reasons customers may choose your business over the competition:

  • Money back guarantee. Give customers a reassuring reason to buy today without the fear of tomorrow.
  • Industry-leading warranty. Increase peace of mind and perceived product value with a comforting warranty.
  • Specials or promotions. Offer savings or advertise upcoming promotions that are too enticing to pass up.
  • Customer testimonials. Let your customers do the selling for you by providing engaging customer success stories.
  • Business milestones. If you’ve been in business for 20 years or sold 10,000 products, make sure everyone knows about it.
  • Popularity sells. Share the names of other relevant businesses in your community who also purchase from you.
  • Free. Whether you’re talking about delivery, shipping, assembly, or samples, never underestimate the power of free.
  • Industry awards. If your business receives an exclusive award, spread the exciting news.
  • Local ownership. Remind customers that the money they spend in their community stays in their community when they buy local.

Encourage the Customer Voice

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One of the best ways to promote your business is to get your customers talking about you, whether on the streets, via social media, or in product reviews. Here are a few ways to encourage customers to voice their opinions:

  • Create a message board, chat forum, or guest book where customers can create an online community and share their opinions and feedback.
  • Ask key customers to participate in a “customer spotlight” section of your newsletter. Use this feature to help customers promote their business and elaborate on their relationship with your company.
  • Add product review capabilities to your website that allow customers to rank and review your products or services. Send customers a link to an online opinion survey they can take shortly after making a purchase.
  • Start a blog and encourage feedback, questions, suggestions, and sharing of your posts.
  • Offer valuable incentives (coupon, discount, free gift, etc.) as a reason to fill out a survey, and keep surveys short and sweet. This will encourage customers to complete your entire survey… and to answer future surveys when you ask them to.
  • Encourage customers to contact you any time they have questions, comments, or suggestions — and make it easy for them to do so. Include your contact details in your email signature, post your phone number prominently on every page of your website, and send a business card with every letter or mailing.
  • Engage with customers every chance you get. Ask them about their experience, seek their opinion on industry-related topics, and garner their feedback and suggestions regarding your business.
  • Don’t discourage negative customer comments. Negative feedback provides credibility and tells customers the business is confident enough to show a range of customer opinions. Honest feedback and suggestions can also help improve your business.

Plant a Seed with Catalogs, and Watch Your Business Grow

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While online ordering is a must-have for many businesses, a printed catalog can provide a great supplemental marketing tool for your website. Many people still prefer perusing catalogs at their leisure without being connected to a computer. For these customers, a printed catalog provides increased exposure to a wider variety of products. In addition, catalogs can be easily shared with others and offer staying power…with a message that can be seen again and again.

Here are a few tips for creating a printed catalog that will do the selling for you:

  • Include a mix of customer testimonials that give readers a more consumer-centric look at your products.
  • “Tell your story” by including background information about your business and the history of your products.
  • Cross-sell complementary products through suggestions in the product copy, call-outs, or the placement of companion products together.
  • Feature best-selling products in the upper right-hand corner, where the eye is naturally drawn when flipping through a catalog.
  • Think small. If you have a frequently changing product line, consider a mini catalog booklet that offers a brief overview of your product line with colorful product photos to pique interest. Refer readers to your website for an extended product line or more in-depth information.
  • Include an order form. While few customers mail in their order, many will use it to organize their orders before ordering online or calling.
  • Include seasonal inserts that can be easily updated for relevant sales and offers.

Remember, the more information customers have about your products, the more confident and satisfied they’ll feel with their purchasing decisions.

Educated Customers Are Your Best Customers

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One of the biggest marketing mistakes many businesses make is failing to educate buyers about the unique advantages of their products and services, as well as their industry in general. Educated customers are not only more satisfied with their purchasing choices, but they are also more likely to share their wealth of information and tips with other information-savvy buyers. Here are a few ways to increase sales by educating your audience:

  • Educate about pricing. If you’re offering a special discounted price because you purchased in volume, let your customers know, so they understand why your prices aren’t always so low. The same is true if your prices are higher than the competition — explain that your products are of a higher quality, that your warranty is longer, or whatever other reasons you might have.
  • Offer information on industry trends, developments, and new products via newsletters, blogs, social media posts, and the like. Provide webcasts, seminars, and guest speaking engagements at area events. Recommend helpful industry resources, such as books, magazines, and blogs.
  • Use your background or experience to become involved in industry forums, where you can share your enthusiasm and knowledge. Offer valuable contributions, such as useful answers or tips that demonstrate your expertise. Back up your information with trusted sources.
  • Provide reasons why you do business with select manufacturers or vendors, such as if they provide unbeatable quality, industry-leading warranties, or have been a dependable partner for several years.
  • Offer a comparative analysis of your products versus the competition. Define the differences between your company and the competition with factual, credible information. Back it up with customer testimonials and references.
  • Consider using on-hold messaging to educate and inform callers while they wait on the phone. This brief time slot offers a perfect opportunity to tell your audience something they may not know.
  • Include educational content on your website, such as a “tips” section, an archive of blogs, e-newsletters, a glossary of industry terms, or other types of industry resources.

The more you can teach someone something they don’t already know, the more they will trust you and gravitate toward you as an expert in your field. If you’d like help creating marketing materials that will not only impress but also educate your audience, give us a call.

Six Tips for Strengthening Your Value Proposition

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Anyone who’s spent time in sales knows that the buying process often boils down to one or two key questions: Why should I buy what you’re selling? And why should I buy it from you? A well-conceived value proposition will go a long way toward answering those questions.

But what is a value proposition? Simply stated, a value proposition is a brief statement that clearly outlines the benefits customers get from using your products and doing business with your company. It cuts through all the noise and focuses squarely on the customer and their needs.

So how can you create an effective value proposition? Here are six tips to get you started.

Get to know your customers. What makes them tick? What principles do they value? What challenges do they face? And how can your product or service help them reach their goals?

Study the competition. Start with their website, product line, and marketing literature. Visit their facility, meet their staff, and talk to their customers. Learn how they’re positioning themselves and what you can do to counteract their claims.

Discover what makes you different. Take some time to assess your own company. Look at your culture, values, and product line. Ask your top customers why they buy from you. Get input from your employees, too. Find out what’s unique about your company — and how those qualities can benefit your customers.

Focus on benefits instead of features. Benefits tend to be more customer-focused, while features can seem self-absorbed. If your value proposition doesn’t tell your customers what’s in it for them, keep trying.

Be specific. Avoid the temptation to talk in generalities. Consider Geico’s “15 minutes could save you 15% or more on car insurance” versus a more generic “we’ll save you time and money.” Both may be true, but the first is far more specific.

Make it tangible. What real-world results can people expect from your products or services? Will they save time? Cut expenses? Improve efficiency? Increase revenues? Include the answers in your value proposition.

There you have it: six tips for strengthening your value proposition. Can you think of any others? Or maybe you’d like to share a favorite value proposition (your own, perhaps?). Whatever the case, we’d love to hear your thoughts and ideas in the comments below.

Create a SWOT Marketing Campaign

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It’s important to understand how your business compares to your competition, especially when marketing your products or services. By creating a SWOT analysis, you can gain helpful insight to your business success.

A SWOT analysis focuses on your company’s internal strengths and weaknesses, as well as external opportunities and threats that may impact your business. By recognizing both positive and negative factors that affect your business, you can take an objective look at your business and use the results to improve your marketing messages. Here are a few guidelines to keep in mind when creating your SWOT analysis:

  • Strengths refer to what your company does well. List all positive attributes and advantages you have over your competition, such as an industry-leading warranty, in-house support staff, outstanding reputation, or established customer base.
  • Weaknesses include areas you need to improve in order to better compete. Examples might include high pricing, inferior products, limited resources, poor location, and so forth. An outside viewpoint of your company’s weaknesses can be very valuable, since company perceptions lack the customer perspective.
  • Opportunities refer to external chances for your business to grow and prosper. Opportunities typically occur when markets grow, demand for products increases, or you’re able to provide new solutions to a common problem.
  • Threats include external factors beyond your control, such as consumer trends, technological developments, business mergers, government regulations, political decisions, economic downturns, the like. While many things could threaten your business, give most consideration to items with a greater probability of occurring.

After completing your SWOT analysis, you should not only make a plan to reduce your weaknesses (either by minimizing the risk they represent or making changes to overcome them), but you should also ensure your marketing materials highlight your strengths to their full potential. If you need help upgrading your print materials, give our creative team a call today.

Break the Barrier

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During the mid 20th century, the one-mile run was a centerpiece event in track and field. In its illustrious history, no one had ever broken the four-minute time barrier. For years, doctors, scientists, and the general public believed that it was physically impossible for humans to run that fast. Then in 1954, Roger Bannister came along and proved all the experts wrong by running the race in less than four minutes.

What’s more amazing is that within one year of Bannister’s record-breaking race, 16 more runners broke the four-minute mile as well.

How could it be that all of a sudden so many athletes were able to break a seemingly impossible record that had stood for so long? There hadn’t been a new technological breakthrough, nor could it be explained in any outward way.

One possible explanation is that none of those athletes truly believed it was possible to run the mile in under four minutes. Roger Bannister not only broke the physical barrier of running a sub-four-minute mile. He also broke a mental barrier that had been holding runners back for years.

We all have these types of mental barriers in our lives. We all have reasons in our minds why something can’t be done. Most are self-made inner doubts and excuses.

Isn’t it time to break through your four-minute-mile barrier?

Appreciation Marketing

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Everyone likes to feel appreciated. That’s especially true when it comes to your customers. Appreciation marketing can help you develop lasting relationships and make customers think of you the next time they’re ready to purchase. Here are a few ways to show customers your appreciation:

  • Send a hand-written thank you card every time someone does business with you.
  • Reward repeat customers with special deals, exclusive discounts, and coupons.
  • Send holiday, birthday, or anniversary cards. These simple, pressure-free greetings will help increase top-of-mind awareness throughout the year.
  • Offer useful information and helpful tips to educate customers and promote your expertise via blogs, newsletters, social media, and the like.
  • Invite customers to an exclusive appreciation event designed for existing customers.
  • Collaborate with non-competitive local businesses to create a coupon book or discount program across a range of industries.
  • Create a customer loyalty program, such as a loyalty punch card, upgrade offers, or cash rewards after reaching a specific purchase level.
  • Respond quickly to customer questions or requests, and follow-up to be sure all questions were thoroughly answered.
  • Ask for customer feedback in the form of surveys and response cards.
  • Send out a voucher or postcard for a free gift, redeemable at your business.
  • Send discounts and coupons “just because” to thank customers for their business.
  • Include statement stuffer coupons with bills not only as a thank you but also to encourage customers to make additional future purchases.

If you’re interested in any of the above print marketing ideas or need help brainstorming the perfect promo to show customers your appreciation, our creative team is eager to help. Give us a call today!

Your Honor, I Object!

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When you’re in any kind of selling situation, getting objections from your prospect is actually a very positive sign. Many will see the objection as a “no” when that really isn’t the case at all.

When your prospect objects, what they’re really saying is that some issue is causing them to pause and hesitate. The mere fact that they’re giving voice to their objection offers a great opportunity to address those areas of concern. If they were truly not interested, you would receive little or no response at all to your proposal.

Objections are like an open door — an invitation for you to convince the prospect that your solution is the best fit for their need.

One of the most popular objections is the price objection, especially in today’s economic cycle. Most people are willing to spend more, but they must be given valid reasons why your price is higher. You must be able to show them the benefits and advantages of agreeing to your proposal.

In this economic environment, you’ll have to work a little harder to overcome the price objections. You’ll need to prepare your compelling reasons and unique selling proposition ahead of time. Remember that even a price objection is merely an invitation to prove your worth.

Always remember not to take objections personally. The prospect isn’t rejecting you. Just like an attorney in court, they’re merely raising their hand to voice concern about something in your presentation. Answer the objection, and you’ll win the case.

Bounce ‘Em Back to Your Site

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After all your work hard and marketing efforts enticing prospects to visit your website, it can be frustrating to see high bounce rates. Bounce rate is an Internet marketing term that represents the percentage of visitors who enter your website and bounce — or leave the site — rather than continuing to view other pages within your site or complete a desired action.

Here are a few common website mistakes that are often responsible for driving away potential customers:

  • The basics. An unattractive design, spelling errors, broken links, images that take forever to load, and other annoyances will quickly cause visitors to lose trust and confidence in your business.
  • Poor navigation. If visitors can’t tell where they are, where to click next, or how to get back to your homepage, they will likely just exit.
  • Complicated, lengthy web pages. Instead, provide information that is brief and organized with headlines and sub-headings, bulleted lists, and short paragraphs.
  • Too many distractions. Popup ads, flashing information, and similar devices can easily frustrate or lead visitors away from your site.
  • Dated content. How will visitors know if anything is the latest and greatest information if you don’t take the time to update key areas on your website?
  • Music or sound effects. These are not only annoying, but also embarrassing for visitors viewing your site from a public place. Users will likely close out of your site as quickly as possible.
  • No contact information. While a “contact us” form is helpful, your website should also include your telephone number and physical address. The more contact information you include, the more visitors will be reassured you are legit.
  • Asking too many questions. Requiring too much information from visitors may scare some away. Make it easy for visitors to request additional information by simply asking for their name and basic contact information. Also provide quick turnaround in response to show you respect their time.

Our creative team would love to help you develop outstanding marketing materials to supplement your website. Give us a call today!