I like what designer, Chuck Green, has to say about the using an authentic look and feel in marketing: “Slick is not always the best marketing approach. “Example: My wife and I made a donation to a charity some time ago and a few months later, received a letter from a real person at the…Read More
Inertia is a powerful force and if you’re doing the right things with your sales and marketing, it may be the reason people aren’t clicking “Buy.” Here are four keys to creating urgency without manipulation so your prospectives will buy sooner than later.Read More
This mistake can completely sabotage an otherwise well-crafted promotion. This article looks at how you can tell if you’re making this mistake with your marketing and exactly what to do about it.Read More
There are any number of reasons offers fall flat. One reason that gets overlooked by most marketing experts (including me until recently) is failing to acknowledge our customer’s need to belong.
In this article I discuss how you, the small business owner, can create marketing that gives prospects a sense of belonging so they feel safe enough to take you up on your offer.Read More
Nancy is a small business owner who helps nonprofit groups create fund raising events that can double even triple their average donation. Until recently, Nancy has gotten her business primarily through in-person meetings: attending networking events, taking people out for coffee, and giving presentations. In-person is great for getting local business but Nancy wants to…Read More
To explain the value of what they offer, they focus on the processes they use, their education and certifications, and provide exhaustive features lists. Although this may impress other experts in their fields, it doesn’t help their prospects who just want to get help for their problem.Read More
A common problem I see with small business owners who are doing their own marketing is this: they know their marketing copy—what goes on their web pages, brochures, and other promotional materials—needs to get results and they figure since they’re not marketing “experts” their own way of saying something isn’t going to work.
So they take classes, read books, and ask others for help—and end up with bland, lame marketing that still doesn’t get them them the results they’re wanting.Read More
Oftentimes, your readers will see an offer and they’ll think, “Hmm, that sounds pretty good. But I have six weeks to decide whether I want to register or not.” And they’ll wait. If you don’t remind them, I can almost guarantee they’ll forget.Read More
If you’re feel frustrated because you know you need to add content to your web site or write a brochure that inspires customers to take action: subscribe to your newsletter, call for a consultation, etc. but you don’t want to resort to hype and dancing ponies, you want to know about the Customer Focused Stories.
That’s what a wrote about in this month’s ezine. Plus I provide an example to show how I applied the six step customer focused story to a brochure I created for a customer.Read More
If the marketing message on your website, brochure, postcard, or ad is well-done but the number of people responding to your offer is dismal, take a look at your call to action. Adding a few simple details that help your prospects understand how taking action fits into their life may be all it takes to turn your offer from “OW” to “WOW.”Read More