Archive for the "Marketing Tips" Category
Jul15

WORK – and getting to YES!

Posted at 7:13 AM • 2 Comments

We all work. Some are lucky and talented enough to do what they love. Others have learned to love what they do. Some folks – both! But no matter your position, there are marvelous things to learn from the following 3 books. Enjoy!

Drive: The Surprising Truth About What Motivates Us… And it isn’t all about money. Like all things, once our basic shelter, food and safety is taken care of, there are other things that are often equal to or more important than money. They are Autonomy, Mastery and Purpose. I believe that budding entrepreneurs can learn a great deal about themselves by reading this book. Management definitely needs to read this if they want to keep great employees.

Author Daniel H. Pink is not just talking about the creative, highly skilled employees either. He gives perfect examples of the same drives in basic service jobs. A lesson to us all to see with new eyes the people who work all around us.

Right along with this book is Rework which is written by the founders of 37Signals, Jason Fried & David Heinemeier Hansson. On the cover it reads: Ignore this book at your own peril!

Let me quote just one small part:

We’ve all seen job ads that say “Five years of experience required.” That may give you a number, but it tells you nothing.

….it requiring some baseline… It makes sense to go after candidates with six months to a year of experience. It takes that long to internalize the idoms, learn how things work, understand the relevant tools, etc.

But after that, the curve flattens out. There’s surprisingly little difference between a candidate with six months of experience and one with six years. The real difference comes from the individual’s dedication, personality and intelligence.

The bold is mine! WOW! There’s a thought provoker. This is an awesome book and speaks to anyone looking for the best employees today and in the future. The beautiful part is in the end when they talk about Inspiration.

Inspiration is perishable… a magical thing, a productivity multiplier, a motivator. But it won’t wait for you. Inspiration is a now thing. If it grabs you, grab it right back and put it to work.

The third book I just completed is by Robert B. Cialdini:Yes!: 50 Scientifically Proven Ways to Be Persuasive. This is a most interesting book. But more importantly, their continual reminder that ethical persuasion IS possible and is valuable to all involved in the transaction. The book is not anecdotal, but instead gives many examples from small business to corporations, to international situations.

This easy to read little book has something for every business/entrepreneur. Take time to read it. You won’t be disappointed. You may be very surprised at the small things that can make a BIG difference! But here is an intriguing example:

… trimeth labs are more commonly known as coffee shops…. we doubt Howard Schultz (Starbucks Corp.) ever dreamed that the beverages he’d made available on every street corner and in every shopping mall could be a potential tool of influence and persuasion.

…Shortly after drinking the juice (spiked with caffeine) all the participants read a series of messages containing very good arguments advocating a certain position on a controversial issue. Those who had consumed the caffeinated beverages before reading these arguments were 35 percent more favorably disposed toward that position that were those who drank the unadulterated drink.

…the results showed that caffeine has little persuasive power reading messages containing weak arguments!

…Given a choice, then, you should make your presentations when people are most alert – shortly after they’ve had their morning coffee fix, and never right after lunch.

There you are- although it’s been nearly 2 months since I’ve posted, in that time I’ve enjoyed these books. Let me know if any of them inspire you!
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Apr13

You think you know Marketing on the I-way?

Posted at 1:29 PM • No Comments

I love the title of this thought provoking book,
GONZO MARKETING
by Christopher Locke. Of course, if you’re a Hunter S. Thompson reader, you’ll recognize the play on words.

But Gonzo Marketing is most definitely a paradigm shift view of the internet’s role in relationship building, commerce and marketing where “social criticsm, biting satire, and serious commerce meet” – devoid of  mass media, target market, and corporate bullying.

It’s rather exciting to think that just like “he who owns the press has the power”… the little guy now has some weight via cyberspace. You can have your own website/blog, speak your mind, find those with similar attitudes, tastes and interests, and build a presence. Many of the successful ones – whether it’s only a few thousand visitors or millions – are beginning to catch the interest of the corporate world.

The following quote from the book may entice you to look into it:

Bottom line: the fundamental message of marketing must change from “we want your money” to “we share your interests.” In this respect, corporate underwriting is a way – perhaps the only viable way at present – for companies to put their money where their mouth is.

But don’t be fooled. Visitors are becoming quite discerning between sites that are built from passion and create a trust with their visitors … and those that are still trying to ‘sell’.

Here Locke is talking not about advertising or sponsorships, but genuine ‘underwriting’ … where they roll with the interactions on the site. They are willing to allow the open dialogue and comments because they feel they share in the interests of the visitors of the particular site. It is less about ‘branding’ and more about relationship!

Locke discusses the opportunity to once again meet each other as ‘people’ on the internet – not as a number in a market segment. What a grand vision.

I encourage you to take a look at the book. Don’t cheat and rush to the last chapter. Browse each chapter. Then enjoy the final chapter and become part of the subtle, yet provocative changes occurring in marketing and the internet as I write!

Let me know what you think! Success to you, Ellie

PS Aren’t you proud of me? I’m a day early in getting my Wed. Book Review posted.

Mar22

Double Your Business

Posted at 7:30 AM • No Comments

We all read about other business successes. We love thinking we might be the next Bill Gates, or maybe Donald Trump will want to invest in our business. But while your dreaming big, consider the things you might do today, this month, and this year to reach your goal.

The next time your working on your accounting, ask yourself how many customers created the income on your books. Now ask yourself: How can I double that number?

If you look at your advertising/marketing budget for last year, ask how you might double that number this year.

In other words, the idea of a plan for your business is simply to look at where you are, and ask a simple question: How can I double that result?

A couple suggestions:

  • Can you create a promotion that brings your regular customers in and encourages them to refer another? That could potentially double sales dollars and customer list.
  • Can you gently upsell? Upsell is when you encourage another purchase related to something they’ve just bought. No, I don’t mean hard sell or being a pain-in-the-butt. Think about it. Is there a way to give them a 10% off of an item that may complement what they now have in their hands.
  • Do you have regular sale days for particularly popular items that offers a good deal on a second item?

Get creative. But consider how it supports your regular customers while encourage more sales and new customers. This is how you build a business.

So, let me know how YOU doubled your business.

Warmly, Ellie

Mar21

Facing the demon: Business Plans

Posted at 1:31 PM • One Comment

I was looking over my earlier post about Ways to Get Noticed and realized that there’s something that has to occur BEFORE you’re able to market your business. JUST WHO ARE YOU? WHAT IS YOUR PRODUCT or SERVICE? WHAT MAKES YOU DIFFERENT?

I have a short list of ponderings that might help you answer those questions. We tend to be so involved in our businesses, we don’t see it from our customers’ eyes.

PASSION

  • Quiet your busy mind. When you’re thinking about your business, go for a walk or sit by a stream. Go someplace where you can hear your heart speak. Silly? Maybe. But think about your business and your dreams. How far apart are they. What do you love about your business and what do you dislike? What can you discard? What do you want to improve? Before you analyze the numbers, listen to your heart. Then look for ways to bring the heartspeak to your business practice.
  • Having done the above, make a list of the discards. Make another list of ideas to improve. Mark those items that you can do next week. Then just do them. put a time frame on the other items in the list.

WHO/WHAT ARE YOU?

  • You’re a gift shop, computer store, restaurant. Okay, that’s obvious. But what’s unique about YOUR gift shop, computer store, restaurant. Take those thoughts and try to create a tagline for you business name. A tagline is like your slogan. You know, NIKE and Just Do It! Find a phrase that says in a few words what is wonderful and unique about your business. Be sure it’s clear and doesn’t leave anyone wondering what the heck the business IS!!!
  • Next, how can you rework your location, your ads, your promotional material, your press releases, etc to fit this tagline. This will bring a cohesiveness to your business. No matter how wide your business may seem, there is a perfect tagline.

WHAT DOES IT MATTER?

  • In working with the above thoughts, don’t forget to consider your customer/market. If it doesn’t matter to them, then it won’t really work. What benefit are you giving them? Variety? Inexpensive pricing? A single niche? Why will choosing your business be a benefit to them when they compare you to others.

With these ideas you can now go to the previous marketing tips and truly make them work for you. Without a clear picture of what your business is and what benefit it is to your customer, your marketing will never quite accomplish what you hope for.

So take a quiet moment and get in touch with your dreams. Attach them to your reality. Then consider what you need to do to blend them. This blending is what will make you stand out.

Much success to you. Warmly, Ellie

Mar11

21 Ways to Get Your Business Noticed

Posted at 6:21 PM • No Comments

In today’s uneasy economy, everyone’s pinching pennies trying to balance their budgets. Marketing and advertising are often ignored, thinking they’re ‘frills’. But today you CAN’T ignore either. Here are 21 ways to get your business noticed. Most are no-cost, the others low-cost.

Don’t whine and complain. If you’re still in business, the time is NOW to get the word out. Don’t worry about your neighbors, the business down the block, or what’s happening across town or in another state. Grab a half dozen of any of the following and start getting your business noticed.

EASY:

  1. Business Cards – don’t have them? Get them and start passing them around – today! Be sure to include your tagline so folks know what it is you offer.
  2. E-mail – even without a website, you can stay connected to your customer base via e-mails.
  3. Post Cards are inexpensive and can offer a lot of info. They can be handouts that work as well as a brochure, or stuffed in a shopping bag, etc. Come on, I KNOW you can think of something unique to your business.
  4. Referrals – ask everyone – other businesses, people you meet, and especially satisfied customers – for referrals
  5. Testimonials – right along with Referrals, ask folks for testimonials. If you can, get a photo to go with it. Adds great credibility.
  6. Network with vendors – those folks you buy from can also help spread the word. Talk to them. Help each other.
  7. Snail Mail – don’t forget a postcard or note in the mailbox makes a BIG impression in our digital age!

FAIRLY EASY:

  1. PR – publicity and press releases – don’t just do the standard layout, let the public know if you’re creating a charitable event, etc. Be upbeat and excited.
  2. Write an Article – do you have favorite websites or blogs you read regularly? Can you be a guest writer and share something important that benefits the reader? Do it. Then you can add your byline with your contact info.
  3. Speaking – think about the benefits your business offers and then consider the appropriate places that might want to benefit from hearing about it. Your enthusiasm will win over any fear. Make a list of 5-7 items you want to share and talk about them. Be brief. Keep it simple. And smile!
  4. Seminar – can you offer a seminar or workshop that will help your customers while benefitting your business?
  5. Network with complementary businesses – if you work with another business on a regular basis (EX: restaurant and B&B, bridal and event planning), possibly you can do some joint promotions.
  6. Website – there is no reason to not have a web presence today. Folks check the web before heading to a new area, or to get hours, specials etc. Even if all you can manage is a one-page site with all your info, a few nice photos, and descriptions of your business, it’s worth it.
  7. Weekly/Monthly Newsletter – offering tips/promotions/specials – keep it short and sweet but remember you are talking with someone who most likely has already done business with you. Share a bit of yourself with them. Keep it  short and newsy.

FUN:

  1. T-shirts - go ahead, create a t-shirt, be sure to put your ‘tagline’ on it, and wear them everywhere. Be sure to list website and/or phone.
  2. Create a Unique Marketing Item – Put together an inexpensive little package that highlights your business in a fun way.  EX: for a pet store you could create a little pouch that has travel items for a cat or dog. Then put a tag on it that says, “XYZ Shop says bon voyage” …you get the idea
  3. Tagline – this is used on everything – the little line that goes right under your business name – mine is “Confessions of a Wannabe Entrepreneur”… what’s yours?
  4. Your PITCH – this is 150 words or so. When someone asks what you do, be ready with a brief, clear, answer. A question or a bit of humor can be added to this. Remember, if it works, you may need to be able to share more. Ideally they’ll ask questions. Be ready to give more info!
  5. Window Displays – change them frequently. Figure out ways to highlight the benefits of shopping with you rather than your competitor. Be creative. Don’t forget to tie in the less obvious items your shop may sell. Consider designing a window for someone else where you can place info about your shop. EX: placing finance related books  in a  mortgage broker’s or financial advisor’s window)
  6. Try Something Unusual -  hire someone to walk through town with a sandwich board advertising your business and handing out coupons. Or maybe a costumed character handing out samples in front of your location. Think fun!
  7. Are you on Facebook or other social media sites? Create a fan page – or send out a few ‘tweets’

NOW is the time to get your business noticed. If your doors are open, step up to the plate and start spreading the word. Change your words; change your attitude; start making money!

Pick 5 or 6 items from above and start having fun!