This morning my daughter woke up with a severe ear ache for
the second day in a row. No question about it, time to take her
to the doctor.
"Now where's the doctor's phone number?" I shouted,
hurriedly thumbing through the phone book.
"It's on the magnet on the refrigerator," my wife yelled from
the next room.
Ah yes! Refrigerator magnets. If your business depends on
people remembering your name and number when they're at
home, the refrigerator magnet with your marketing message on it
is an excellent way to make sure your info is there when your
clients and prospects need it.
Here is a good guideline for successfully marketing with
"novelty" items like pens, mugs, and calendars. Make sure your
item will be used by the kinds of people who make up your
prospects and customers. Also, people should be using your
item during the times when they need your services.
A coffee mug with your name makes a lot of sense if your
business is selling donuts.
Offer Advice Via Email
Bill Gates may not be the most popular man in America, just
the richest. Even his harshest critics give him credit for being a
savvy business person with an eye for predicting trends.
One trend that Gates predicts is that the Internet will become a
place where businesses, professionals, and consumers get highly
personalized advice.
If you've got a problem in your life or business, you can go
straight to a qualified expert to get quick and specific solutions.
Email is supremely suited for this kind of help and advice.
You don't need to adjust your schedule to mine. Just send me an
email whenever you want, and I'll give you the answer you need
as soon as I can get to the computer.
Email cuts down on the amount of time you have to spend
socializing with customers. It also helps you to work with
several customers who have similar needs all at the same time.
Think of ways you can offer your specialized advice or service
via email. For instance, can you offer tips that will advertise
your expertise?
Let Your Commitment Shine
Nothing impresses customers and prospects like knowing that
you are committed to your business and clients.
I'd much rather have my TV repaired by a person who seems to
revel in the different designs of televisions, and is genuinely
enthusiastic about fixing mine (I know such a guy!).
Even though you may feel commitment toward your work and
customers, it may not be as apparent to those just starting to do
business with you.
Make everything in your business customer oriented. People
need to sense your commitment.
When Bill came to tune my piano, he asked me all about where
I'd gotten the piano, how long I'd had it, and the many times I'd
moved it. When he was finished tuning it, he played a mini
concert for my kids. Then he sent me a postcard thank you note.
There was no question in my mind that he was committed to
his work, and, most importantly, he was committed to me his
customer.
Avoid the One-Shot Marketing Gamble
It can be a real temptation! You could announce your new
business through a long series of small newspaper ads, or go for
the one big ad on TV News.
Go with the newspaper ad. Here's why:
I can't say it enough. The key to effective marketing is to find
something you can afford--then use it over and over again.
Sometimes this means repeating your marketing faithfully for
weeks or months. Only after your ad message has had plenty of
time to sink in will the public begin to notice you and buy from
your business.
"Which marketing tool should I use?" people often ask. I
always reply: Use the one that reaches your prospects AND that
you can AFFORD to use consistently month after month!
Keep in mind that before anyone will buy from you, they have
to notice your marketing messages. Then they must become
interested in your message. Finally they have to decide to take
action.
Don't get impatient. This three-step process takes time.
Market Feeling!
Lots of times people buy from you--not because of your great
service or superior products--but because it makes them FEEL
good.
Think about your own life. Are there times when you need a
bit of a lift and go out to buy something that improves your
spirits?
Hate to admit it, but I'm that way about books. I've got
several books that I haven't gotten around to reading. Just
having them on the shelf puts me in a good frame of mind.
Be your own psychologist. When you're doing business with
someone, watch what "punches their buttons." If there is an
aspect of your service or product that reaches people on a
psychological level, do your best to convey that feeling in your
marketing materials.
Remember the old marketing adage: "Sell the sizzle, not the
stake!" At least give the sizzle equal billing in your marketing.
Take particular notice of your most satisfied customers. I
know, most business theory has you pay attention to what is
bothering customers. But it's the really pleased customer that
holds the key to greatly increasing your sales.
Market With Your Own Color
Biologists tell us that only a few animals can see color. Of
course, humans are one of those special creatures.
As a savvy marketer, you won't want to take this ability to see
color for granted. It's important to people (even if we don't
often stop to think about it).
It's much easier to remember something if you can associate a
color with it. Expensive advertising campaigns will often work
to connect a color with a company name. Coca-cola has long
used the color "red" in their marketing. Hertz likes to use
"yellow."
Pick a color for your business and use it in all your marketing
materials. My website used to be centered around the color
yellow. Later I changed it to red.
Using a chosen color over and over in your marketing also
helps to tie your messages together. It stamps your promotional
pieces with their own identity.
In the days before most people could read, an arrangement of
colors could signify a name. It still works.
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