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Write You - Key Marketing Questions - Planning Your Marketing Campaign
A new client of mine bought a 54-year-old company and told me that his first objective was to give the company a long overdue face-lift including a new logo. We sat down to talk about what he wanted, and though he was relatively open to ideas, I received strict orders to avoid the yellow and orange combination used in the company's current logo. While we were on the discussion of color, I brought out a Pantone swatch book to focus our efforts. My client was curious about how designers like myself went about choosing color.While getting a design degree, I took several semesters of color theory. I learned to look at color in many different ways, how colors react to each other, the relative nature of color, the emotive quality of color, how a pr
HOW WILL I PROVE MY CLAIMS?
Don't expect prospects to believe what you say. They are exposed to millions of messages containing marketing hype every minute of every day. Stand out from the crowd by making sure you provide proof of any claims you make.
For example, collect and use testimonials from satisfied customers. Provide research data or reference articles supporting your claims. Write articles about the product or service you sell to establish yourself as an expert. Or, get endorsements from experts your prospects are likely to recognize.
Proof of your marketing claims will move you a long way toward a sale and a happy, returning customer.
HOW WILL I CREATE URGENCY FOR THE CUSTOMER?
Most prospects will not respond with the desired outcome the first time they see your promotion. Instead, they may delay making any response. The longer they delay, the better the chance they will forget
Are you like me? Do you dream of starting a successful business? A business that will bring you wealth, allow you to leave the rat race and work for yourself, and bring out your creativity and entrepreneurial talents? Of course you do, that’s part of the American dream.Well, it was just over a year now that I had started my first business, trade-pals.com, a sales leads generation website for business professionals. So, now I am a sophomore entrepreneur. Looking back, I realize that I have made mistakes but I also have learned a lot. So, I want to take the time to share some of the things that I have learned over the course of the last year. This is random business advice from a sophomore entrepreneur, me!1. Don’t start a business with
WHO DO I WANT AS A CUSTOMER?
Let’s say you were trying to sell a video game. To effectively sell a video game to a fifteen year old requires an entirely different conversation than selling the same item to his mother. To be successful in marketing, you must segment your possible customers into different groups who share common concerns. If your product could be sold to a fifteen year old or a 40 year old, you’d better decide who you are going to focus your marketing efforts upon for the greatest success.
Visualize your prospective customers. Pick an ideal customer. This would be one you might already have intimate knowledge of (like your own age group and gender). Now, describe detailed characteristics of your ideal prospect. Be very specific. Crawl within their mindset. What is important to them? What worries them? What problem of theirs can your product or service satisfy?
Based upon your detailed description of your ideal customer, develop a powerful sales message. This message should appeal directly to their unique interests and needs. Prospects are more likely to respond when they feel you are talking directly to them about their individual needs.
Once you have decided upon an ideal customer, you must decide on the ideal outcome of your marketing efforts to that prospect.
WHAT IDEAL OUTCOME DO I WANT TO PRODUCE?
Customers buy for their reasons, not yours. If you want to sell them your product, you MUST sell to their concerns, not your own. Every piece of marketing copy must FOCUS upon them. If you don’t speak their language, you don’t get their money.
Decide in advance what ideal outcome you are trying to stimulate. Do you want to get inquiries for your product or service? Do you want to build a list of qualified prospects willing to receive frequent offers from you? Do you want to produce sales directly from your promotion? Each of these ideal possible outcomes would be designed in a different way. The first step in the successful design of a marketing message is to decide on the ideal outcome. Then, stay focused upon that goal.
Once you have determined that ideal outcome, you can develop an effective promotion. When you have a clear understanding of the action you are trying to generate, the design of your message becomes easier.
WHAT IS MY COMPETITIVE ADVANTAGE?
The cheapest and easiest marketing in the world is free advertising. How do you get free advertising? Do something OUTRAGEOUS or just different from your competition! Become news worthy. How?
When Ben & Jerry’s Ice Cream first tried to expand to a nation-wide operation, it had trouble finding distributors. They determined the problem was that Pillsbury put out the word to all distributors not to work with Ben & Jerry’s. Pillsbury’s edict effectively blocked Ben & Jerry’s from the services of the national distributors. What to do?
Ben & Jerry’s set up a one-man picket line outside Pillsbury headquarters. The picket sign read “Who’s the Doughboy afraid of?” The result? National-wide FREE publicity on television and newspapers. Publicity they couldn’t afford to buy.
In order to differentiate yourself from the crowd of competitors, you MUST be DIFFERENT!
How to differentiate yourself? Start by identifying why prospects should do business with you. Why you instead of your competitor selling a similar product or service? For example, do you provide faster results, easier procedures, personal attention or a better guarantee? If you cannot think of one reason - create one. Add something to your business you are not already doing. Change the way you currently do something.
Differentiating yourself from the competition is one of the hardest tasks to accomplish. It is also one with the largest positive impact upon your bottom line. Differentiating yourself will increase business.
HOW WILL I PROVE MY CLAIMS?
Don't expect prospects to believe what you say. They are exposed to millions of messages containing marketing hype every minute of every day. Stand out from the crowd by making sure you provide proof of any claims you make.
For example, collect and use testimonials from satisfied customers. Provide research data or reference articles supporting your claims. Write articles about the product or service you sell to establish yourself as an expert. Or, get endorsements from experts your prospects are likely to recognize.
Proof of your marketing claims will move you a long way toward a sale and a happy, returning customer.
HOW WILL I CREATE URGENCY FOR THE CUSTOMER?
Most prospects will not respond with the desired outcome the first time they see your promotion. Instead, they may delay making any response. The longer they delay, the better the chance they will forget a
So you really want some business cards – you think it’s going to make people take you seriously and get in touch with you. What you have to realise, though, is that a badly designed business card is much, much worse than none at all, and will actually lose you business. Before you go ahead and make business cards on that spiffy machine that does them for pocket change, take a little time to consider exactly what you’re going to put on the card and where.The first, and most important, thing you should put on is your name! Don’t be modest – make it big and bold, so people can spot your card in a pile. It might feel a little egotistical, but remember that you’re doing it to help them find you, not because you think you’re really important.
Based upon your detailed description of your ideal customer, develop a powerful sales message. This message should appeal directly to their unique interests and needs. Prospects are more likely to respond when they feel you are talking directly to them about their individual needs.
Once you have decided upon an ideal customer, you must decide on the ideal outcome of your marketing efforts to that prospect.
WHAT IDEAL OUTCOME DO I WANT TO PRODUCE?
Customers buy for their reasons, not yours. If you want to sell them your product, you MUST sell to their concerns, not your own. Every piece of marketing copy must FOCUS upon them. If you don’t speak their language, you don’t get their money.
Decide in advance what ideal outcome you are trying to stimulate. Do you want to get inquiries for your product or service? Do you want to build a list of qualified prospects willing to receive frequent offers from you? Do you want to produce sales directly from your promotion? Each of these ideal possible outcomes would be designed in a different way. The first step in the successful design of a marketing message is to decide on the ideal outcome. Then, stay focused upon that goal.
Once you have determined that ideal outcome, you can develop an effective promotion. When you have a clear understanding of the action you are trying to generate, the design of your message becomes easier.
WHAT IS MY COMPETITIVE ADVANTAGE?
The cheapest and easiest marketing in the world is free advertising. How do you get free advertising? Do something OUTRAGEOUS or just different from your competition! Become news worthy. How?
When Ben & Jerry’s Ice Cream first tried to expand to a nation-wide operation, it had trouble finding distributors. They determined the problem was that Pillsbury put out the word to all distributors not to work with Ben & Jerry’s. Pillsbury’s edict effectively blocked Ben & Jerry’s from the services of the national distributors. What to do?
Ben & Jerry’s set up a one-man picket line outside Pillsbury headquarters. The picket sign read “Who’s the Doughboy afraid of?” The result? National-wide FREE publicity on television and newspapers. Publicity they couldn’t afford to buy.
In order to differentiate yourself from the crowd of competitors, you MUST be DIFFERENT!
How to differentiate yourself? Start by identifying why prospects should do business with you. Why you instead of your competitor selling a similar product or service? For example, do you provide faster results, easier procedures, personal attention or a better guarantee? If you cannot think of one reason - create one. Add something to your business you are not already doing. Change the way you currently do something.
Differentiating yourself from the competition is one of the hardest tasks to accomplish. It is also one with the largest positive impact upon your bottom line. Differentiating yourself will increase business.
HOW WILL I PROVE MY CLAIMS?
Don't expect prospects to believe what you say. They are exposed to millions of messages containing marketing hype every minute of every day. Stand out from the crowd by making sure you provide proof of any claims you make.
For example, collect and use testimonials from satisfied customers. Provide research data or reference articles supporting your claims. Write articles about the product or service you sell to establish yourself as an expert. Or, get endorsements from experts your prospects are likely to recognize.
Proof of your marketing claims will move you a long way toward a sale and a happy, returning customer.
HOW WILL I CREATE URGENCY FOR THE CUSTOMER?
Most prospects will not respond with the desired outcome the first time they see your promotion. Instead, they may delay making any response. The longer they delay, the better the chance they will forget
Attrition is a real concern for all companies. Depending on the size of the company, the cost of finding, recruiting, and training new employees can be in the millions. Let us cover some concepts that will help keep your best employees. I expect some to be common sense. If some ideas are not new to you, I hope to remind you of some that were forgotten. (These are in no particular order)1) Recognition - This can be a low cost way of motivating your employees. It also works better and is less expensive than number two.2) Money - This could be in the form of base pay, commissions, or bonuses. Many employers try to boost their bottom line by paying the least possible to their employees. Many employers have not counted the cost of
Once you have determined that ideal outcome, you can develop an effective promotion. When you have a clear understanding of the action you are trying to generate, the design of your message becomes easier.
WHAT IS MY COMPETITIVE ADVANTAGE?
The cheapest and easiest marketing in the world is free advertising. How do you get free advertising? Do something OUTRAGEOUS or just different from your competition! Become news worthy. How?
When Ben & Jerry’s Ice Cream first tried to expand to a nation-wide operation, it had trouble finding distributors. They determined the problem was that Pillsbury put out the word to all distributors not to work with Ben & Jerry’s. Pillsbury’s edict effectively blocked Ben & Jerry’s from the services of the national distributors. What to do?
Ben & Jerry’s set up a one-man picket line outside Pillsbury headquarters. The picket sign read “Who’s the Doughboy afraid of?” The result? National-wide FREE publicity on television and newspapers. Publicity they couldn’t afford to buy.
In order to differentiate yourself from the crowd of competitors, you MUST be DIFFERENT!
How to differentiate yourself? Start by identifying why prospects should do business with you. Why you instead of your competitor selling a similar product or service? For example, do you provide faster results, easier procedures, personal attention or a better guarantee? If you cannot think of one reason - create one. Add something to your business you are not already doing. Change the way you currently do something.
Differentiating yourself from the competition is one of the hardest tasks to accomplish. It is also one with the largest positive impact upon your bottom line. Differentiating yourself will increase business.
HOW WILL I PROVE MY CLAIMS?
Don't expect prospects to believe what you say. They are exposed to millions of messages containing marketing hype every minute of every day. Stand out from the crowd by making sure you provide proof of any claims you make.
For example, collect and use testimonials from satisfied customers. Provide research data or reference articles supporting your claims. Write articles about the product or service you sell to establish yourself as an expert. Or, get endorsements from experts your prospects are likely to recognize.
Proof of your marketing claims will move you a long way toward a sale and a happy, returning customer.
HOW WILL I CREATE URGENCY FOR THE CUSTOMER?
Most prospects will not respond with the desired outcome the first time they see your promotion. Instead, they may delay making any response. The longer they delay, the better the chance they will forget
So you are in a baseball league that will be competing with the next town’s squad of players? You have been practicing almost everyday, sweating it out too much in order to be in perfect shape for the upcoming major event. However, you do not have enough money to produce uniforms for each. You know it to well that without the proper attire, it can be a chance for that game to be forfeited. “Hey, I have to do something about it,” you tell yourself. “I just cannot let this slip by. What if we have stage a sports fund raising program,” simply brilliant you thought.All Star Fundraisers is a sports fund raising company that has been formed in 2002. It is dedicated to offer organizations with creative and effective ideas that can really generate mo
Ben & Jerry’s set up a one-man picket line outside Pillsbury headquarters. The picket sign read “Who’s the Doughboy afraid of?” The result? National-wide FREE publicity on television and newspapers. Publicity they couldn’t afford to buy.
In order to differentiate yourself from the crowd of competitors, you MUST be DIFFERENT!
How to differentiate yourself? Start by identifying why prospects should do business with you. Why you instead of your competitor selling a similar product or service? For example, do you provide faster results, easier procedures, personal attention or a better guarantee? If you cannot think of one reason - create one. Add something to your business you are not already doing. Change the way you currently do something.
Differentiating yourself from the competition is one of the hardest tasks to accomplish. It is also one with the largest positive impact upon your bottom line. Differentiating yourself will increase business.
HOW WILL I PROVE MY CLAIMS?
Don't expect prospects to believe what you say. They are exposed to millions of messages containing marketing hype every minute of every day. Stand out from the crowd by making sure you provide proof of any claims you make.
For example, collect and use testimonials from satisfied customers. Provide research data or reference articles supporting your claims. Write articles about the product or service you sell to establish yourself as an expert. Or, get endorsements from experts your prospects are likely to recognize.
Proof of your marketing claims will move you a long way toward a sale and a happy, returning customer.
HOW WILL I CREATE URGENCY FOR THE CUSTOMER?
Most prospects will not respond with the desired outcome the first time they see your promotion. Instead, they may delay making any response. The longer they delay, the better the chance they will forget
For three days the temperature hovered around ninety five degrees, not terrible in the shade with the breeze, but insufferable inside. We live on a budget so we just put up with the heat and our broken central air conditioner. It clicked and hummed, then clicked again. But no cool air, no air at all.Then I noticed an air conditioning van in the street, stopped at our drive. One hour later he emerged from our neighbor's door only five feet from mine. I asked him if he would look at our broken air conditioner while he was here. He immediately got on his cell phone and called the office who insisted on collecting the sixty dollar fee for coming out. I argued that he was already here, but to no avail.Fifteen minutes later this boy t
HOW WILL I PROVE MY CLAIMS?
Don't expect prospects to believe what you say. They are exposed to millions of messages containing marketing hype every minute of every day. Stand out from the crowd by making sure you provide proof of any claims you make.
For example, collect and use testimonials from satisfied customers. Provide research data or reference articles supporting your claims. Write articles about the product or service you sell to establish yourself as an expert. Or, get endorsements from experts your prospects are likely to recognize.
Proof of your marketing claims will move you a long way toward a sale and a happy, returning customer.
HOW WILL I CREATE URGENCY FOR THE CUSTOMER?
Most prospects will not respond with the desired outcome the first time they see your promotion. Instead, they may delay making any response. The longer they delay, the better the chance they will forget about you. How do you make them take action now?
You can convert many into buyers by giving them a compelling reason to respond immediately. For example, give them a special price if they order now - or include a valuable bonus if they order by a specific deadline.
Get in the habit of developing a series of special offers. Use them one at a time with an expiration deadline. When one offer expires, replace it with the next offer (and a new deadline). This enables you to create urgency in the minds of your prospects and drive sales.
In summary, you need to answer all of these marketing questions before you can create a motivating web page, sales letter or presentation. The answers will reveal how you can get your prospect's attention and stimulate them to take the action you want. Stay focused on these questions and answers as you design your marketing efforts. Time to start? NOW!
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