Tag: Marketing (7 articles found) - Clear Search

How To Market More Effectively In This "New Normal"

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"Creativity is inventing, experimenting, growing, taking risks, breaking rules, making mistakes and having fun." -Mary Lou Cook

I'll be honest ... I hate the buzz phrase "new normal".

None of us want this present reality to remain the permanent reality.

That said, I use it because I think you understand what I mean -- the ground has shifted under our feet.

So, what will we be doing about this?

I should state from the outset: I'm not a Marketing guru. But, I keep my eyes open and notice what is working!

How do you do that?

1) Share Yourself
Chances are, you're not the only person selling what you're selling, right? But people will listen to what you're saying, not only because of your content or products, but because they enjoy hearing you share your actual experience.
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The Three Kinds of Customers

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"Keep in mind that the true measure of an individual is how he treats a person who can do him absolutely no good." - Ann Landers

There are really only three kinds of customers (or clients, depending on what you do).

And when you think of things in this way, it can be a clarifying exercise, especially when you consider Marketing budgets moving into 2020. I suggest you allocate budget towards EACH of these groups...

1) Existing Customers/Clients

This seems obvious, but frankly it can be one of the most under-utilized -- and yet most profitable -- groups of customers or clients to pursue.

2) "Lost" Customers/Clients

More about these in a minute.

3) Targeted Prospects (i.e. New Customers/Clients)

This is the "sexy" segment ... but in my opinion, established business owners spend far too much energy and resources going after this group.
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Selling Psychology: How Lemonade (or a Cookie) Can Increase Your Business' Sales

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"You have to set goals that are almost out of reach. If you set a goal that is attainable without much work or thought, you are stuck with something below your true talent and potential." -Steve Garvey

Consider the following story...

Alison, a young girl running a lemonade stand,  last summer, in Bountiful, Utah. Pretty typical, right? But this ten-year-old girl was exceptionally bright. She had been watching other ten-year-olds run their lemonade stands with one qualm: they let customers slip away without a sell.

Determined, the girl enacted a new selling strategy. Instead of asking customers, "Would you like any lemonade?" like the other kids did, this girl decided to ask, "Would you like lemonade or a cookie?"

From that point on, customers rarely walked away from her stand without AT LEAST lemonade or a cookie to consume.
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Evaluating Your Company's Marketing ROI

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"The sweetest two words are 'next time.' The sourest word is 'if.'" -Chi Chi Rodriguez

One of the big problems with "branded" style advertising, is that you simply cannot know whether your Marketing is really working or not. After all... if you're "getting your name out" (as the ad reps tell you), how do you know if your "name" is pulling in new clients?

It's a classic strategy by which ad reps get you to purchase more advertising from them: "We just need to go a few more months, so you can get your name out more." For most small businesses, this is a waste of money.

Well, when I've worked with advertising agencies, we enjoyed the power position with our ad reps. Why? Because we knew our numbers.

We could attach dollars and cents to the ROI from our specific ads, and we used that info to make Marketing decisions every season. And it's a MAJOR missed step for many local businesses.
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Email Marketing Strategies That Businesses Should Avoid

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To build a long-term, successful enterprise, when you don't close a sale, open a relationship." -Patricia Fripp

I know that there are businesses who are doing extremely sophisticated, enterprise-level things with their email Marketing. And they are most definitely worth studying.

But I prefer to live in the land of what is actually possible for a small business owner. And if you're like me, you like things simple.

So, I suggest you start by cutting out two bad habits, rooted in some mythology about the email medium:

1) Branded headers and clean graphics make your emails look more "professional".

So I ask you: how do you want your emails to be received? As a "professional" email -- with similar content that can be otherwise found through a simple internet search?
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The Role Of The Business Owner

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"Only those who dare to fail greatly can ever achieve greatly." -Robert F. Kennedy

When I meet with Salt Lake County business owners and clients, we always go over the particulars of their business (how money comes in, how it goes out, accrual vs. cash, etc.), but when the moment is right, I often stump the client when I ask them this question -- and, actually, I'll ask it of you:

"What business are you actually in?"

As an example of what I'm talking about, let's say you run a daycare business.

In fact, not only do you run a daycare business, you run it very well. Your employees are licensed and trained to the highest standards; your facilities are top-notch; you've got years of experience and parents rave about how their kids are happy when they pick them up.

But you're losing money, because you don't "get" what I'm about to tell you.

You see, you could have the World's Greatest [your industry here] Business (in absolute truth), and still have a poor bottom line.
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Four Steps For Attracting Better Prospective Salt Lake County Clients

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"Be careful not to compromise what you want most for what you want now." -Zig Ziglar

I should preface this to say that these steps are rooted in business ethics which, essentially, mean laying out all your information on the table for prospective clients. They can take it or leave it, but they'll at least get out of limbo. And 'limbo' is never good for you or them ... unless it's at the end of a summer luau party.

These steps are oriented to the kind of businesses that pursue higher-level clientele. A retail business, restaurant, etc. doesn't have the same kind of dynamics for which some of these steps make sense ... but that said, you CAN adapt them to your particular situation -- because they work.

So here are four steps for using the slow season to reach high value Salt Lake County prospects who have been on the fence:

1) Make an Effort to Know Them

This point is exactly how it sounds: an effort on your part. Is your prospective client a family man? Then it shouldn't take four or five meetings to remember his wife and kids' names. If not family, make a point early on to memorize his or her interests, hobbies, and tendencies. Prospects, in the end, will go with the business they feel a personal connection with. And that might start with you going to one of their kids' soccer games.
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