If Sales Are Slow…

You’ve probably heard the saying, “People like to buy, but they don’t like being sold to.” But you may wonder what it really means.

It means that people are buying what you sell. It means people are spending money. But it also means that people are only willing to open their wallets and part with their money if one condition is met first. That condition is met when you’ve presented a clear value proposition.

Wikipedia defines a value proposition as “a business or marketing statement that describes why a customer should buy a product or use a service. It is a clearly defined statement that is designed to convince customers that one particular product or service will add more value or better solve a problem than others in its competitive set.”

In plain speak, this means a prospect won’t buy from you until the value of your products and services is clearly presented in such a way that the decision to buy is second nature. This value must also be superior to what competitors are offering.

This value proposition doesn’t mean lowering your price or being the cheapest in the marketplace. That’s typically a losing value proposition. A winning value proposition is one where you add benefits that others can’t or won’t match.

Once you’ve defined your winning value proposition, it’s time to clearly communicate that statement with your audience via all of the marketing and sales channels available to you.

Sales will improve dramatically once you’ve articulated a clear and powerful value proposition. You’ll know it’s the right one when your prospects feel like they’re buying from you, not just being sold to.

Email or Direct Mail?

As more businesses and marketers have turned to email marketing, it is fair to wonder if direct mail marketing still works as effectively as it once did.

Email marketing is a good way to stay in touch with customers and prospects. Just like social media marketing, it has its place in the marketing mix. However, a downside to the massive increase in marketing emails is that only an estimated 19% are even being opened (according to the Direct Marketing Association).

Direct mail marketing still works, and it works very well. However, marketers cannot just create any type of campaign and expect it to be successful. Here are some tips and suggestions from the pros:

• Keep specialized lists, and target each with the right message. That means no mass-mailing everyone the same message and offers. This requires a bit more preparation but will generate the best responses because you are offering the right message to the right audience.
• Instead of mass quantity, think quality first. Fewer, better-targeted and better-crafted mailing pieces are more effective than regular, lesser-quality pieces. Print & Copy Factory offers Variable Data Printing, which is very smart and effective way to target your key prospects.
• Think lumpy mailings. People still enjoy receiving freebies, so include a logo pen, pencil, tiny Frisbee, mini-DVD, or mini-CD card with your contact info on it. Although these types of mailings can be more pricey, the retention and response rates can pay a handsome ROI on the investment. Check out our promotional products website, with over 800,000 items you can imprint your logo on!! www.YourMarketingResourceCenter.com
• Be creative. People still enjoy programs that offer discounts or a gift with repeat purchases. Set up a loyalty rewards program that ties a buyer’s repeat purchases with discounts and rewards. Then announce it with a direct mail campaign.

Head to the link below to learn more information from the Small Business Administration (SBA), or sign up for a free direct mail class that we offer every month… Then start setting up your next direct mail print campaign with Print & Copy Factory today!

3 “Old School” Marketing Tactics that Still Matter

Even though Facebook has more than one billion active monthly users, many businesses still aren’t using it to its full potential. Here are a few easy ways to use Facebook to increase exposure, communicate with customers, and grow your business:

• Offer Facebook fan-only specials that are promoted to fans who currently “like” your page. Encourage them to stay tuned for future deals as well.
• Use Facebook as a quick way to spread the word on exciting flash sales that have short time windows to act.
• Run contests via your Facebook page. Remember to read Facebook’s contest rules first, though, so you don’t violate any inadvertently.
• Ask thought-provoking questions, create quizzes, and post survey links to encourage fan participation.
• Add a Facebook social media widget that enables users to like your page without having to search for you on Facebook.
• Include a Facebook link in your email signature, on your website, and on printed pieces such as business cards, receipts, statement stuffers, table tents, and newsletters.
• Share exciting news about your company by posting updates on your Facebook page.
• Don’t forget that Facebook is a social website. Use it as a way to communicate with your audience, rather than simply to promote your brand. Post interesting content you think will be relevant to your audience, and encourage people to share your posts and to comment on them.
• Post photos from company gatherings, including grand openings, customer appreciation events, staff outings, and other celebrations. Encourage fans to tag themselves in the photos. This will allow their friends to see the photos and increase your exposure.
• Request input and involve your fans in product decisions, such as new product launches, celebratory events, and preferred customer rewards. Share responses on your wall, and thank fans for their contributions.
• Schedule posts in advance to be published at a later time to ensure your messages are delivered at the optimal time to reach your audience. Check out thisFacebook help center post for step-by-step instructions on scheduling a post.

Like most types of marketing, Facebook requires dedication. While immediate results are unlikely, a well-nurtured Facebook account can help many organizations strengthen relationships and grow their business.

Marketing is about telling your story. Sales is about having conversations.

From the point of view of marketing, every single business is unique. No two are exactly alike. The mistake occurs when everyone in the industry looks at what others are doing and copies it. The story is no longer unique.

To sell more and to make the job of sales easier, you need to position your marketing message in a unique way that resonates with and attracts the types of customers you’re looking for.

When you do this right, you will end up having conversations. Conversations that will ultimately lead to sales.

If you don’t tell your story, you can be sure that your competitors will tell the story for you. And that is not the story you want prospects to hear.

Stories and the Caveman

From the beginning of time, when early human beings drew paintings on cave walls, people have been telling stories. Stories are in our DNA. Stories connect one generation to the next. The human brain has a special soft spot for stories.

That’s why the most successful brands have a story wrapped up in everything they do. We’re bombarded with marketing messages every day. Why do we remember some brand messages and not others? Because those brands have planted a seed in our brains with their unique and interesting story.

No one forgets Coke and their story of a top secret recipe kept in a vault. Apple, Starbucks, and Virgin are among other brands that tell their story very well.

Why Do We Do It?

Your story should be not just about what you do or even how you do it. The story really should be about why you do it. That part of the story is what connects people with you and your business. That’s what becomes the story of your brand and business.

How Do We Do It?

This doesn’t have to be difficult to do. All you need is a pad of paper, a pen, and a quiet space to think. All you have to do is answer the question: “Why are we doing what we do?”

That’s a big, hairy topic, I know. But you have to tackle it and get it down on paper. If you can manage to answer it in an authentic way that captures the imagination of your prospects, you’ll make your marketing messages focused and much more effective. People may not remember you or your logo very well, but they will always remember your story.

In turn, that makes the job of sales much easier. It opens the door to conversations. Those conversations will lead to real sales. Your story will make it easier to reach prospects looking for what you do.

A unique marketing story told in an authentic way will make the job of selling much easier. That’s what successful marketing is all about.

The two go together like peanut butter and jelly.

lessons on direct mail

Direct mail has been a proven money maker for many years and continues to prove its worth to this day. In this age of all things digital, it’s ironic to note that many who have tired of wasting valuable time and resources with unproven tactics are once again turning to direct mail.

If you’re one of the wise ones who have penciled this powerful strategy onto your marketing calendar this year, it would be smart to learn from one of the best direct mail sales letters ever written.

In 1974, Martin Conroy wrote a simple, two-page sales letter which was continuously mailed out with very minor changes between 1975 and 2003. Not only did it have amazing longevity, but it was responsible for raking in over a billion dollars in new sales.

This letter was a simple story. The best salesmen, teachers, CEOs, and communicators know that stories told well sell! Whether you’re selling something or trying to get others to take action, simple but powerful stories can do much of the heavy lifting for you.

There are many reasons this piece proved to be so successful. The classic formula of attention, interest, desire, and action are beautifully articulated in the piece. Here are a few other lessons to learn:

1. It pulls you in with a story and emotional hook which makes you want to read more.
2. It’s simple and clear, so you can follow to the end without getting lost.
3. Emotions and hot buttons are weaved throughout the copy so your interest remains high.
4. The benefits are crystal clear.
5. There’s a clear call to action.
6. It offers a risk-reversal and guarantee for those on the fence.
7. It makes a promise and restates that promise at the end.
8. It provides three options: Good, Better, and Best.

These simple 781 words proved to be a key circulation builder for subscriptions to the Wall Street Journal for over 30 years. There are seminars and courses which have been taught using this letter as a prime example. Studying the letter and learning the techniques and power can make your next direct mailer a big success as well.

Here’s a link to the letter’s text, along with some information about its amazing success.

Think about how many business emails you send each day.

Now think about the email signature you’re currently using on your emails. While email signatures are commonly used as a way to identify the sender and provide important contact information, many people are missing out on the valuable opportunity to use their signature line as a marketing tool. Here are a few tips to help you create an effective email signature that your recipients will remember:

• Create brand recognition by including your logo, tagline, mascot, or other graphic that is tied to your brand.
• Choose images carefully and use them sparingly, so your signature doesn’t overpower your message.
• Increase web traffic by enticing readers to visit your web link for a free sample, free white paper, or to subscribe to your newsletter.
• If you include a web link, spell out the address rather than using hyperlinks. This will eliminate trust issues caused by opening an unknown link and will also make it easy for recipients to copy and paste the address into their browser.
• Offer a teaser that entices the reader to ask for more information or to click a link to learn more.
• Personalize your email signature with a photo to help readers put a face with your name.
• Consider adding a brief quotation that represents your business or provides an insight into your personality.
• Create a consistent brand image by standardizing email signatures throughout your company.
• Change up your messaging frequently to keep it fresh and interesting for email recipients.

Greetings make a difference!

If you’re looking for a creative way to spread the word about new products or services or to announce an exciting special or upcoming event, it may be time to reconsider how your business answers the phone.

You or your receptionist can add marketing value by simply changing what is said when answering the phone. For example, pizza delivery companies get straight to the point when you call. “Thanks for calling Pizza Palace, this is Joe. Would you like to hear our specials?” As a customer, the thought of saving money is very intriguing and can often entice callers to learn more, even if they already had something in mind before calling.

A captivating introduction can include any type of announcement you’d like to make. For example, you might say, “Thanks for calling XYZ! Did you know that our X products are 30 percent off this week?”

You might also consider tooting your own horn or thanking customers, with a greeting like this: “XYZ is celebrating 50 years of business, and we couldn’t do it without customers like you! What can I help you with today?” Even just a simple statement can add excitement. Here’s one of our favorites: “It’s a great day at XYZ! What can I help you with?”

By adding a creative twist to your phone greeting, you can not only increase awareness and boost sales, but also expand your marketing reach without touching your budget.

Follow up with your customers after the sale is done.

Following up after a sale provides an opportunity to offer a heart-felt thank you and ensure customer satisfaction. It also lets you discuss additional services and improve a customer’s probable return to your business. Here are a few follow-up tips for after-sale marketing:

• Show your gratitude with a free offer that complements the original purchase. For example, a hair stylist could show thanks by offering a voucher for a free hair styling product. Include specifics, such as a $15 maximum value redeemable within 60 days of postmark.
• Boost sales by providing a coupon for free shipping or 25% off their next order. Encourage customers to pass it on if they don’t need to use the offer themselves.
• Suggest complementary products or services that will enhance the initial purchase and increase the customer’s satisfaction and loyalty. Consider creating an affiliate program with non-competing businesses to expand your offerings.
• Reward customers for providing referrals. Offer an exclusive discount to both your existing customer and a new referral to increase the number of referrals you receive.
• Highlight your contact information on an item your customers will keep, such as a business card, calendar, customized notepad, magnet, or pen.
• Become a resource to your customers by encouraging customers to sign up for an informational newsletter with industry tips and tricks. You might also consider providing valuable tutorials and training classes.
• Consider using the 10-10-10 follow-up pattern (or even a less-aggressive 30-30-30). Send an initial thank you within 10 days after the purchase. Contact them again after 10 days, then a third time after another 10 days. Vary your method of communication, such as a hand-written note, email, and phone call. Include an offer in all communications, and build on the urgency in each contact.
• Ask for feedback about the customer’s recent purchase or send a survey with an incentive to respond. Many customers will be eager to discuss their experience or may even have questions.
• A new idea might be to consider thanking them on Facebook or other social media.

If you need creative print ideas to stay in touch your customers, give us a call today. Our creative team is full of ideas to ensure your customers come back for more, and bring new customers with them!

Psychologists study everything and one new topic is how do people view websites. The following are results from studies of Internet site visitors and provide 15 facts you should know about how people view websites.

1. Text attracts more attention than pictures.
2. People start viewing your website from the top left corner.
3. Readers ignore banners. Surprise, surprise.
4. Fancy fonts are ignored.
5. People only scan the lower parts of your website.
6. Short paragraphs work better than long ones.
7. Ads, that are placed on the top or left part of your website, get the most views.
8. Ads, that are placed inside or below an awesome piece of content, get more views.
9. Big pictures attract more attention than small ones.
10. Also headlines draw attention.
11. Visitors spend more time looking at menus and buttons than other parts of your website.
12. Lists are better at keeping your reader focused than large paragraphs.
13. Some people even completely ignore large chunks of text.
14. White space is good!
15. Menu works best when placed on the top part of your website.

You may want to remember these tips when you are designing your next website.

Humans can’t live long without breathing.

A plant will wither and die without sun, water, and air.

A car can’t get very far without fuel.

So what makes us think that a business can keep going without doing effective marketing?

It can’t.

Leads are the life-blood of any business, regardless of size or industry. Leads turn into profitable customers and revenue.

Having a business without a marketing strategy and marketing plan is like having a garden that’s left to its own devices. Without constant pruning, watering, and the sun, the beautiful garden will be choked with weeds and soon turn into an eyesore.

Your business needs a continual flow of quality traffic. This traffic won’t come to you on its own. People won’t seek out your products and services unless you give them a reason to.

A marketing plan can be very simple.

• Figure out who your best customers are.

• Come up with messages to attract more prospects who are just like your best customers.

• Use various media (like direct mail) to let that market segment know what you’re all about.
• Create a marketing calendar to help you remember to market on a consistent basis, so your prospect pipeline never runs dry again.

Your business is a living, breathing entity. Prospects, leads, and traffic are like the air it needs to breathe.

Marketing your business with a strategic plan is the best way to ensure your business will never run out of the air it needs to survive and grow.