Time for Some Year-End Decluttering?

A cluttered desk is said to be the sign of a cluttered mind. (I've also heard that a clean desk is the sign of a cluttered drawer, but that's another story.) In any case, clutter can lead to confusion, and confusion can lead to poor results. So like that desktop (or desk drawer), an occasional cleaning may be needed to clarify your marketing.

With the new year just around the corner, this seems as good a time as any to get started.

Declutter your message. Are you sending a clear, consistent message with all of your marketing? You should. People will remember you more readily if you keep your message consistent and clean. "You're in good hands." "A diamond is forever." "The breakfast of champions." "Is it live, or is it Memorex?" I could go on, but you get the point. A consistent, unified message helps to make your marketing more memorable and effective.

Declutter your design. Ever visited a website, seen a billboard, watched a commercial, or read a print piece that left you overwhelmed? Perhaps maybe even your own? One of Steve Jobs' proudest legacies at Apple was simplicity (and elegance) of design. It carried through (and still does) not only in the products Apple makes but also in its packaging, its website, its print ads, its stores, and all of the various other marketing the company does. Simple, clean, elegant design provides visual clarity and eliminates the unnecessary clutter, confusion, and noise.

Declutter your approach. Are you a dabbler? A jack-of-all-trades-but-master-of-none? That may serve you well in life, but it's no way to handle your marketing. That's not to say you shouldn't market in multiple media (you should), but you need to start with a plan that spells out the reasons and goals for each medium you enter. Once that's established, you can then work your plan, knowing that each marketing effort you start is part of a grander vision with clear expectations and tangible goals.

Schizophrenic, hit-and-miss marketing efforts, taken just for the sake of "doing something" or following the latest trend, will drain your budget and leave you with just as schizophrenic results. On the other hand, clear, consistent, clutter-free marketing will (over time) produce more consistent and satisfying results. And isn't that the goal of marketing?

So, what are some other ways you can think of to declutter your marketing? Feel free to share them in the comments below.

Marketing Takes a Holiday

If you're planning a winter getaway or are already thinking about a summer retreat (and really, who among us isn't thinking about summer already?), here are a few ideas to help you take your marketing with you on the road....

• Hold a sale. We've all seen ads with the idea of "the boss is away, so we're having a sale" or something to that effect. Have fun with it, and make it memorable.


• Send postcards. Bring the names and addresses of your top customers with you, and send them postcards from on the road. Or send postcards back to the office, and have your employees post them in a common area where everyone (customers included) can see them.


• Blog about it. Along those same lines, post regular updates to the company (and/or your personal) blog, with lots of photos and details about the things you're doing on your trip.


• Encourage involvement. Ask your customers to send you updates when they go on vacation, then post them to a display at work or as guest posts on your blog.


• Have some fun. Bring along an item related to your company, such as a shopping bag or mug with your logo on it, or a fun object like a garden gnome or stuffed animal wearing a company shirt. Then take pictures of the object sitting in front of popular tourist attractions.


• Make a promotion/game out of it by encouraging your customers to do the same thing on their trips or by having people guess where these photos of your "mascot" were taken. If you have your customers take their own photos, supply them with the "mascot" to take with them on their trip, and offer an incentive for participating (such as $x off their next purchase for each photo they provide).

So, what other vacation-related marketing ideas can you think of? I'd love to read about them in the comments below.

Gumming Up the Works

Here's something to chew on as you think about your business plans for the coming year:

A young entrepreneur moved from Philadelphia to Chicago in 1891 with $32 in his pocket and the idea of selling his family's scouring soap to customers. As an incentive, the 29-year-old offered free baking powder with each soap purchase.

Before long, the baking powder became so popular that he began selling it instead. He then came up with a new incentive: two free packages of chewing gum with each can of baking powder sold.

As you might have guessed, the gum proved more popular than the baking powder, so he decided to change his product line once again. And that is how William Wrigley, Jr., started one of the most iconic brands of chewing gum on the market today.

In business (as in life), things don't always go exactly as we plan. Markets change, technologies evolve, and what worked yesterday won't always work today, tomorrow, or down the road.

Knowing when -- and how -- to adapt can mean the difference between success and failure for any enterprise. In Wrigley's case, that meant understanding his customers' evolving needs -- and adapting his product line to meet those new demands.

What will it mean for you and your company in 2012? Only time will tell, so be prepared to recognize new trends, embrace new attitudes, and adapt your plans accordingly.

Seven Steps to a Better Sales Letter

Even in today's increasingly wired world, sales letters remain a staple of most sales processes. Whether on paper or by email, a well-crafted sales letter can help reinforce your sales message, convey information about your products, break the ice, and warm a cold call. Here are seven tips to help you make your sales letters more appealing.

1. Plan ahead. Outline your thoughts before you start drafting your letter. Decide what you want to say and how you want to say it.


2. Start strong. If you're not sure how to open your letter, consider a quote, anecdote, story, or other attention-getting device. But keep it short. Remember, you want to get the reader's attention... not get it and then lose it right away.


3. Don't bury the lead. Avoid the temptation to "build excitement" for two or three paragraphs before revealing your reason for writing. Come out and state it right away in the opening paragraph or two. If you're offering a discount or requesting a meeting, say so up front. Your reader is busy. Respect their time.


4. Use short, active sentences. Your letter will flow better and be easier to read. By the same token, keep the tone conversational and avoid exaggerations, embellishments, and flowery prose.


5. Consider headlines and bulleted lists. Busy readers are far more likely to skim your letter than to read it word for word. Headlines and bulleted lists will help draw attention to the points you want to emphasize.


6. Add a P.S. A reader's eyes are naturally drawn to the P.S. line when they read a letter, so use a P.S. to restate your offer or emphasize a key point you made elsewhere in your letter. Consider making it a handwritten P.S. (depending on your penmanship) for even greater effect.


7. Proof it carefully. Don't rely on your software's spell-checker to catch every mistake. Ideally, you'll want to print the letter out and proof it on paper, rather than just proofing it on screen. If time permits, allow a day between the time you write the letter and proofread it, so you see your words with fresher eyes and a more objective point of view.

How Much Printing Do I Need?

Deciding how much printing to order is not always an easy task. Sure, sometimes it's as simple as looking at the size of a mailing list, but other times it can get tricky trying to balance the price savings of bulk ordering with limitations in storage space, long-term usefulness, and overall need. As you plan your printing purchases, consider the following:

Shelf Life
Will the piece need to be updated frequently, or will it remain as is indefinitely?

For some items, such as business cards, you might consider ordering preprinted "shells," which contain all of the static design elements common to all versions of that item, with space left open for more dynamic (variable) content. That way, when you need business cards for a specific employee, for example, it's just a matter of dropping in the appropriate contact information and cutting the cards down to size.

Preprinted shells allow you to take advantage of bulk discounts, and many printers (including us) will even store them for you onsite and help you manage your inventory, so you don't run out at inopportune times.

In addition to business cards, shells may also be useful for letterhead, manuals, and even certain brochures or other promotional pieces that have common designs but dynamic (variable) content.

The Aging Process
Paper ages, and it doesn't always do so gracefully. Storing your printing in a cool, dry place helps, but it will only slow the process. As your printing gets older, it can fade, warp, and dry out. Carbonless paper, for example, will lose some of its transferability as it ages. If you have forms you use infrequently, consider ordering them in smaller quantities.

If you have any documents you know you'll want to keep on hand indefinitely, consider acid-free paper. When properly stored, acid-free paper will resist fading, yellowing, and becoming brittle much better than ordinary stock.

Past Experience
If the item you're printing is a reorder, look to the past to determine how much you'll need to order this time around. If you can't remember how much you ordered last time (or when that was), give us a call. We can check our records and help analyze your needs to determine your best strategy for future purchases.

4 Steps to Turning Objections into Sales

Objections are a natural part of virtually any sales process. How you deal with them will go a long way in helping you close more sales. Here are four steps to help you turn objections into sales:

1. Believe in what you're selling.
It's always easier to convince someone else to buy your product or service if you truly believe doing so is in the best interest of the customer. When you believe in the products you sell, your passion and enthusiasm shine through. So make sure your products and services are worthy of your talent and time. If they aren't, decide why not. Then improve them until they are.

2. Anticipate objections.
What potential worries might prospects have when they first see your products? The specifics will vary of course based on the kinds of products you sell. For some, there might be pricing concerns or worries over setup costs and the learning curve. For others, security, safety, or support might be more apropos. Whatever the case, think of as many objections as you can ahead of time, then look for creative ways to address those issues as part of your presentation. Prospects will feel more confident investing in your products or services once they see how much thought and effort you put into overcoming the "real world" challenges facing them.

3. Listen... and hear.
We've all heard the adage that we have two ears and one mouth so we listen twice as much as we speak. In sales, listening is essential -- as is truly hearing what a prospect is saying and determining what they really mean by what they say. So how can you improve your listening? Start by asking questions and restating the concerns a prospect shares with you, so you're sure you understand them properly. All of this will go a long way in helping you connect, build trust, and reach a mutually beneficial sale.

4. Remain positive.
This is potentially the hardest step to follow. No one likes to hear criticism leveled against the products and services they've worked so hard to develop, build, and sell. But objections are natural, and they aren't personal. Remember that the customer is just trying to make sure they get the best value for their hard-earned money. So try not to get defensive when someone raises an objection. Instead, try to get to the bottom of what's causing the concern, so you can address it properly and help the prospect feel more comfortable about the sale. Stay as professional and upbeat as you can. Don't sugarcoat legitimate concerns, but don't get shaken, either. Remember that objections are a part of every sale.

Why Your Business Needs a Portfolio

When many people think of a portfolio, they think about job hunting. However, portfolios can be a valuable tool for any type of business. A portfolio can not only help you showcase your products and marketing efforts, but it can also help you organize your achievements, such as special certifications, awards, letters of recognition, thank you letters, customer testimonials, and more. In addition, a company portfolio can be a great training tool for new employees, merging businesses, or joint ventures with other organizations. Here are a few tips for creating a company portfolio you can be proud of:

• Designate one person in your company to be in charge of your company portfolio.


• Consider inserting documents or photos into plastic sleeves or pockets in a three-ring binder. Not only are the pages protected, but they can also be reorganized.


• Use labeled tab dividers to organize by date and/or topic.


• Include original documents and marketing materials whenever possible, and do not write on the documents themselves. Instead, insert a piece of paper to highlight the date or write other notes.


• Keep separate binders for news articles, advertisements, promotional materials, certifications, awards, etc.


• Create a marketing binder that highlights all of your print materials, from simple, one page product flyers to product catalogs. This is also a great way to keep track of previous promotions, past products, and messaging.


• Create a reminder in your calendar to update your portfolio regularly (monthly or quarterly) so information doesn't fall by the wayside.

Marketing Your Goodwill

In the business world, the benefits of charitable giving are two-fold: Giving lets you not only help those who are in need, but also enhance your company's reputation. Many customers show increased loyalty toward generous brands. Here are a few creative ways to market your goodwill:

• Encourage customers to purchase from you rather than your competition by designating specific products or services for your charity. For example, "5 percent of proceeds from all XYZ pet products purchased benefits local animal shelters."


• Add a feature section to your website, highlighting your charity. Include a link to the charity's website, as well as information about any upcoming charity events.


• Create a giving campaign for your charity, and encourage customers to join in. This will help build stronger relationships with your customers and nurture a sense of pride in helping toward a common goal. For example, you might try something like this: "We will donate $1 for every canned food donation we receive during our Annual Food Drive for the Hungry."


• Send a press release to local media to publicize your donations to charities.


• Promote your charitable involvement in your newsletters, flyers, brochures, advertisements, etc.


• Promote your charity at your business. Make brochures about the charity available, include charity flyers with purchases, hold internal fundraising contests, etc.


• Advertise your products and services in your charity's preferred communication vehicles, such as newsletters.


• Offer exclusive discounts to people involved with your charity.


• Donate items to your charity that they can use for raffles or other fundraising events. The presence of your donation is an advertisement in itself.


• Instead of sending customers Christmas cards or gifts, let them know you are making a contribution to your charity instead.

Of course, while corporate giving is a great way to build your business, don't forget that your primary motivation should be to help others.

Boost Your Sales Team's Confidence With Internal Product Catalogs

No salesperson likes to say "I don't know" when answering a customer's question. While an occasional question may stump you, an internal product catalog is a great way to train your team and teach them the ins and outs of the products and services you sell. A well-produced internal catalog will help reduce those "I don't know" moments and ensure your salespeople are knowledgeable enough to represent your products and services effectively. Here are a few tips for creating just such a catalog:

• There is no such thing as "too much information." Gathering product information that covers anything and everything you can think of and having it readily available at your sales team's fingertips will save a lot of time, hassle, and frustration should questions arise later.


• In addition to detailed specs, pricing configurations, and other sales team info, be sure to insert copies of finalized marketing slicks that your customers may have in front of them, so your sales team can refer to those items as needed.


• Consider using a three-ring binder, so pages can be easily organized, updated, and replaced.


• Conveniently organize sections with labeled tab dividers for easy access.


• Avoid page numbering if you plan to replace/update pages, since the removal/addition of pages can affect page numbering throughout your entire catalog.


• If necessary, date the updated documents in the lower corner of the page, so you know their relevance.

Remember, the more knowledgeable your team is, the more satisfied your customers will be.

Trade Show Fashion Faux Pas

It doesn't take a fashion expert to know that some things don't belong at trade shows. Here are a few examples of what not to wear at trade shows and other business events:

• Too much or too little. There is nothing worse than freezing or sweating at a networking event. Dress in comfortable layers that you can easily add or remove as needed, such as a suit jacket over a dress shirt.


• Clothing without a pocket or two. Pockets are always handy for business cards, pens, breath mints, etc.


• New shoes. While new shoes may look nice, nothing looks worse than missing out on important introductions because you can't stand to be on your feet. Trade shows usually involve long hours and lots of standing and walking. Stay in the game by picking a shoe that's made for walking, or watch the competition walk all over you.


• Cologne. Fragrances should be alluring, not overpowering. If you are within talking distance and can smell someone's perfume or cologne, it is too strong.


• Clothes which are too tight, too short, too revealing. No matter whether your pants are popping a button because they shrunk in your closet or are snug by choice, clothing that is too tight is not only unprofessional but distracting.


• Gaudy jewelry. You want to be remembered for your personality or impressive product knowledge, not your giant jangling earrings or over-jeweled hands.

Nailing Down the Details

I'd like to share a verse with you, written four centuries ago by a Welsh clergyman named George Herbert and published by Benjamin Franklin in his Poor Richard's Almanack.

For want of a nail, the shoe was lost.
For want of a shoe, the horse was lost.
For want of a horse, the rider was lost.
For want of a rider, the battle was lost.
For want of a battle, the kingdom was lost.
And all for the want of a horseshoe nail.

It's amazing to think how important small details can be in our own lives, as well. In the case of this poem, the fate of an entire nation rested on a single nail. While obviously farfetched, this story does illustrate the far-reaching effects a seemingly insignificant detail can have in shaping events in our lives... and in the lives of our businesses.

So, as you consider the activities and decisions facing your company in the days, weeks, and months ahead, be careful not to overlook any horseshoe nails.

3 Things Your Business Can Learn from a Chameleon

Chameleons are amazing creatures. And not just because they appear in a hit '80s song or humorous word-nerd send-up. No, chameleons are amazing for three distinct reasons. And each relates (in its own small way) to business.

1. Chameleons adapt to changes surrounding them.
While the common belief that chameleons change colors in order to blend in with their environment is not true, chameleons do change color based on temperature, light, and mood. As a chameleon grows warmer, for example, its colors become brighter and more distinct.

Business application: Like the chameleon, we, too, need to adapt to changes affecting us. As the competition turns up the heat, we need to let our true colors shine through, so we can stand out from the crowd.

2. Chameleons can focus on two things at once.
A chameleon's eyes move independently of one another, allowing it the peculiar ability to watch two things simultaneously... without moving its head. What's more, each eye has a horizontal radius of 180 degrees and vertical radius of 90 degrees, and can see in three dimensions.

Business application: While a singular focus can have its advantages in certain situations, being too focused on only one option (tunnel vision) can sometimes make us overlook opportunities or obstacles in our way.

3. Chameleons strike quickly and with pinpoint control.
A chameleon's sticky tongue is a marvelous thing. Roughly the length of the creature's body and tail combined, it can extend and retract in just a fraction of a second, with deadly accuracy and control.

Business application: Like a chameleon hunting its dinner, we need to remain nimble, too, so we can act quickly and with pinpoint control when opportunities arise.

Fostering Innovation, Embracing Mistakes

Think mistakes are always bad? Think again. William L. McKnight, a former president and chairman of the board at 3M, has been credited by many with fostering the company's emphasis on innovation. In 1948, while president of the company, McKnight had this to say about mistakes.

"Mistakes will be made. But if a person is essentially right, the mistakes he or she makes are not as serious in the long run as the mistakes management will make if it undertakes to tell those in authority exactly how they must do their jobs. Management that is destructively critical when mistakes are made kills initiative."

Today, 3M holds patents on hundreds (if not thousands) of products, ranging from Scotch® brand tapes and Post-It® Notes to fiber optics, fuel cell components, security devices, and more. By accepting mistakes as an inevitable part of business, 3M has built and maintained a highly successful brand in a fiercely competitive market. Along the way, they've earned a reputation as a leader in fostering innovation and attracting top talent to their team.

So what can you learn from one of the world's leading brands? Embracing initiative means accepting mistakes and learning to loosen the reins.

What's Your Mission?

Gandhi once said, "A small body of determined spirits, fired by an unquenchable faith in their mission, can alter the course of history." Gandhi and his followers certainly did just that, as have many others who took a mission to heart.

In the 1980 movie, The Blues Brothers, Jake and Elwood Blues are men on a mission. They experience a revelation and decide they must get their old band back together in order to earn enough money to save the Catholic boarding school where they were raised. Not quite as grand a mission as Gandhi's, no doubt, but a mission just the same.

Chances are, your company has a mission, too, with an accompanying mission statement, carefully crafted and culled to provide optimal guidance in the decisions you make as an organization.

But what about you personally? What's your mission? What drives your own personal decisions? Your career, aspirations, and dreams? What prism do you use to focus your thoughts and cast light on the choices you face at work, at home, and in the world?

Experts like Dr. Stephen Covey advocate the need for a personal mission statement to guide the decisions that affect your own life and career. Just as successful companies use mission statements to clarify and filter their organizational decisions, many successful individuals do the same on a personal level, as well.

FranklinCovey has put together an online Mission Statement Builder to help you create a personal mission statement for yourself, your family, and your team. I recommend checking it out and giving it a try.

As you begin filtering your day-to-day decisions through a personal mission statement, you may be surprised to find that reaching your goals becomes easier.

The Power of Words

Here's a little story about how the power of words can evoke emotion, especially in the world of marketing.

An elderly blind man was sitting on a busy street corner with a cardboard sign next to an empty tin cup. The sign read, "Blind -- Please help." People would glance at the sign, but nobody gave the man any money.

Then a young copywriter saw the man with his sign and empty cup. He felt disappointed as he watched all the people walk past without an ounce of empathy, so he took a marker, flipped the sign over, and rewrote the blind man's message.

Suddenly, people started putting money in his cup until it was overflowing. Surprised, the blind man asked a stranger to tell him what the sign said. He replied, "It's a beautiful day. You can see it. I cannot."

Who's Who?

Depending on the nature of your business, your customers may spend a lot of time on the phone talking to sales reps, customer service, customer support, etc. If you're looking for a great way to add a personal touch to these interactions, consider posting photos of your sales or support staff on your website, business cards, and other marketing materials.

Employee photos are a compelling way to capture your visitors' attention on your website. More importantly, though, conversion rates increase when people can connect emotionally. Photos are a great way to foster this kind of connection between your customers and staff.

Because people buy from people, they are often curious about who they are speaking with. Photos increase interest in day-to-day interactions and help customers and prospects recognize and remember the members of your team, making them more likely to approach your staff at trade shows or other social events.

In addition to posting individual photos, group photos and candid shots of employees at work are great ways to show off your facility, the various skills you can offer in-house, and the potential bulk of your workforce.

An Important Message from...You

If your business is looking for a great way to relay important messages and create a favorable impression of your company, consider a "message from the owner" (or president, CEO, etc.). Here are a few tips to create a "message" that speaks for itself:

• In addition to creating a standard "mission statement" message from the owner, consider offering regular messages via a company website, newsletter, blog, sales letter, Facebook page, Twitter feed, etc. to communicate new initiatives, announce new products, or simply offer an insightful perspective on a relevant subject.


• Include a photo of the owner/president/CEO. Readers feel more of a connection when they can put a face with a name.


• While the messaging is most effective when it comes from the owner him/herself, consider help from a member of your communications team for message ideas, editing, and wordsmith help.


• In addition to sharing a message with customers, a message from the owner is also a great way to create a sense of community within an organization and narrow the gap between the owner and coworkers.


• Encourage feedback and open lines of communication whenever possible. A forum where customers or coworkers can ask questions and receive a response from the owner can be a powerful marketing tool. Consider highlighting questions and responses as topics for the messages.

Try Before You Buy

What better way to offer a glimpse into your quality products, services, and support than with a risk-free trial or evaluation? Depending on your product, a free trial is not only an effective marketing tool to increase interest and expand your customer base, but it also helps establish rapport with potential customers and shows them your product or service is valuable and worth purchasing. Here are a few tips for offering a free trial:

• Set a clear time frame for your trial offer, such as a 30 or 60-day evaluation period.


• Consider a first-time discount if the user decides to purchase from you, as well as a referral program that offers coupons with a trial to pass along to friends.


• Avoid scaring away potential customers by asking only for necessary information when signing up for the free trial.


• Don't spam those who provide information. Offer an option to sign up for promotions if they are interested.


• Notify users before the trial ends to avoid sharp cutoffs or automatic billing.


• Lastly, think of a free trial program as a way to improve your products or services. You can gain valuable feedback from those who choose not to purchase from you.

Increase Sales by Becoming a Detective

If sales of your products and services have been diving off a cliff or are just plain flat, there are other paths to improvement besides simply reducing prices. To find the clues that lead to those answers, you will need to do a little detective work.

Good detectives don't typically rely on just luck and good fortune to solve a crime. Neither can you when you're looking for answers to the crime of slow sales. Detectives follow a certain protocol to try and find the criminal. You must also follow certain steps to find what you are looking for.

Gather the evidence.
The first step that a detective takes is to carefully collect evidence. A clever detective tries to recreate the crime scene and see it through the eyes of the suspect. Slow sales leave a similar trail of clues which can be collected and analyzed. Look at your business through the eyes of your customers and prospects. What unnecessary obstacles and hassles are you unwittingly creating that stop a prospect from doing business with you? Work to remove any unnecessary conditions and restrictions that are making your customers jump through hoops to do business with you.

Good cop, bad cop
You have undoubtedly heard about or seen on TV crime dramas the technique known as "good cop, bad cop." After the suspect is brought in for questioning, a "bad" cop tries to intimidate the suspect while the "good" cop tries to gain his trust so he spills the beans and admits to the crime. In a business setting, you must be able to present your company as the "good cop." If you can become the trusted source for your customer, sales leads will begin beating a path to your door.

Persistence is key.
Detectives with long and successful careers typically have one common trait -- they don't give up easily. In tough economic conditions, offering great service and products is no longer enough. It is expected...and only the starting point. The slow economy has undoubtedly played a role in slow sales for some companies. But there are companies that have experienced continuous sales growth, even during the recession. What is the difference? These companies have a very good understanding of their customers. By staying close to their customers, these companies have learned to adapt as needed and stay ahead of the curve by offering what their customers need and want.

Don't overlook the details.
Detectives solve crimes by doing their homework first and then completing all the nitty-gritty, unglamorous tasks that the TV crime dramas don't show. Great companies survey their customers to find out what they need and then over-deliver on what they promise. When you can do that, you will be able to lock up slow sales forever and throw away the key.

Jared from Subway Has Important Marketing Advice For You

So what in the world could a pitchman for sub sandwiches be able to teach you about marketing? As it turns out, quite a bit!

Jared's story about how he lost weight while eating Subway sandwiches has some important marketing lessons that should not go unnoticed. With a little thought and analysis, you can choose the areas where you can apply these lessons to your business.

Lesson number one -- Jared has an intriguing story that people become curious to learn more about. This story line is interesting and different, which helps it stand out from the barrage of boring, yawn-inspiring advertisements. Think about how you can create a story around your products, services, and brand. Strive for real human interest, not just simple feature descriptions.

Lesson number two -- Jared's story has an emotional appeal to it. The story is believable, and people become engaged because we all like to pull for underdogs. Every human being makes daily purchasing decisions with emotional aspects to them. If you can infuse your brand story with believable emotional appeal, you will have a distinct advantage over your competition.

Lesson number three -- Jared provides visual proof that eating at Subway has helped him take off the pounds. As much as possible and in as many areas as possible, you must provide testimonials and proof in your marketing that reassure your audience how your products and services will work for them, too.

Lesson number four -- The Jared campaign has been running for a long time now. Surely, the franchisees, employees, corporate management, and even the ad agency handling the account must be getting sick and tired of seeing the Jared ads. Many companies, large and small, mistakenly stop a successful marketing campaign simply because they themselves are tired of it, even though their audience is still responding. If you need entertainment, go to the movies. If you want to make money, continue running a successful ad until your market stops responding to it and the campaign stops producing results.

Lesson number five -- This lesson is perhaps the most important for you and your company. Subway makes sandwiches. Sure it has a little different twist, but it is similar to thousands of other sub shops across the country. One of the things that has helped it stand apart and enjoy growing sales is that Subway was the first within its category to take its product (subs) and reposition it as a health food. Through Jared's story, Subway took a sub sandwich and turned it into a diet product. With one simple story, the company was able to tie into the healthy eating wave. The product didn't change much, but the story around the product did. Now how brilliant is that?

So how can you reposition what you currently sell into something that can increase the value proposition without completely recreating it? Jared and Subway have provided a path. Create a story with emotional appeal that repositions you and your business in the minds of your target audience. If Subway can turn bread and sandwich meat into a diet pill, surely you can come up with something.

How to Build a Powerful Brand

The word branding began simply as a way to tell one person's cattle from another by means of a hot iron stamp. Unless you are selling cattle, the branding we are referring to here is a little different. Wikipedia defines it this way: A brand can take many forms, including a name, sign, symbol, color combination, or slogan. The word brand has continued to evolve to encompass identity -- it affects the personality of a product, company or service.

The American Marketing Association defines a brand as a "name, term, design, symbol, or any other feature that identifies one seller's goods or services as distinct from those of other sellers."

If you ask someone to give an example of a brand, the most likely answers will be: Coca-Cola, Disney, Starbucks, Google, and Apple, among a few select others. While most companies don't have the budgets and resources to build brand awareness like these large corporations do, it is still important to understand why building a brand is important for companies of every size.

What are the advantages of building a brand name?

Let's take a look at a few examples. People willingly and gladly pay four dollars for a cup of coffee at Starbucks, when they could pay a lot less at many other places. Coke products have been imitated by many companies, yet they can still charge a healthy premium over the other brands. Apple has built legions of loyal customers who stay in line overnight to be the first ones to purchase their latest products. That is the power of having a brand name.

Still think this only applies to big companies? Think again. Every company has a brand of some sort. Your brand is your reputation in the marketplace, and it is being defined every day by your customers, your prospects, and even your competitors.

How do you build your brand?

Fulfill the promises that your company makes. Every time. Each time you do this successfully, you are building your brand. When you do this consistently over time, you build trust. Trust leads to word of mouth. Word of mouth leads to more customers and longevity. Do that long enough, and your company will be the next overnight sensation with a powerful brand name everyone can remember.

Turn Callers Into Customers with Messaging On Hold

Think about the last time you called a business and were put on hold. Dead air can make a 30-second wait feel like forever. The majority of callers will hang up if they feel like they've been on hold too long, and many of them will never call back.

On-hold messaging is a great way to decrease caller hang-up by entertaining callers and making their wait feel much shorter. It's also a creative way to inform and educate callers. Many of your customers aren't aware of the variety of products or services you offer. On-hold messaging provides an easy marketing opportunity to target customers or prospects that have already shown interest by calling your business.

Here are a few ways to get the most out of your on-hold messaging:

• Inform callers about upcoming sales or promotions.


• Advertise tradeshows, open houses, and other events.


• Educate callers about new products and services.


• Highlight industry resources and other helpful websites, articles, etc.


• Provide fun facts and intriguing trivia questions and answers to get the listener thinking.


• Remind callers about upcoming holidays and important events.

While nobody likes getting put on hold, well-produced messaging can keep your callers entertained and informed while they wait.

Is Your Company Tagline Boring Your Customers?

A tagline is a short, descriptive phrase used alongside a company logo to drive home the message and promise of a brand. If your tagline is getting long in the tooth or does not resonate any longer, it may be time to take a look at upgrading it. Even big brands like Coca-Cola change their tagline when it needs reinvigorating. It's never too late to change a tired tagline.

Eric Swartz of the Byline Group suggests sitting down and asking yourself some core questions about your company:

• Who are you?
• What are your values?
• What is your vision?
• How would you describe your corporate culture?
• What nouns and adjectives would you use to convey your brand's promise and its solution?
• What words might your customers use to describe your company?
• Are there any misconceptions about your company that need to be cleared up?

(More information here: Slogans That Are the Real Thing)

To get your creative juices flowing, here is a list of the top 10 taglines since 1948:

1. "Got milk?" (1993, California Milk Processor Board)
2. "Don't leave home without it." (1975, American Express)
3. "Just do it." (1988, Nike)
4. "Where's the beef?" (1984, Wendy's)
5. "You're in good hands with Allstate." (1956, Allstate Insurance)
6. "Think different." (1998, Apple Computer)
7. "We try harder." (1962, Avis)
8. "Tastes great, less filling." (1974, Miller Light)
9. "Melts in your mouth, not in your hands." (1954, M&M Candies)
10. "Takes a licking and keeps on ticking." (1956, Timex)

(Source: The 100 Most Influential Taglines Since 1948)

Not having a great tagline (or one at all) may not doom a business, but having a memorable tagline can certainly help a business stand out from the clutter of a crowded marketplace.

Free Shipping: A Powerful Marketing Tactic

The online commerce world is constantly changing, yet one thing remains the same: the dramatic impact "free shipping" has on sales. "Free shipping" is the top offer customers look for and will respond to in e-mail messages. In addition, many customers abandon their shopping carts because of high shipping charges and select retailers who offer free shipping over those who don't.

Many people wonder, is free shipping really free? Unlikely. Pricing is often a perception game, with the cost of shipping getting absorbed into the product cost. However, many people would often rather pay more for a product than pay the extra shipping.

Here are a few creative shipping promotion ideas to encourage customers to purchase from you rather than your competitor's website:

• Offer a shipping promo relevant to purchase amount. For example: Receive free shipping with an order or $50 or more.


• Send a free shipping code as an exclusive offer, such as a birthday or anniversary promo, or to those who "like" you on Facebook.


• Depending on the types of products you offer, consider an affordable $1/item shipping option.


• Offer free site-to-store pickup, which also encourages additional sales when customers pick up their package.


• Offer a customer loyalty club that offers free shipping or reimburses shipping after reaching X amount of annual purchases.


• Consider offering a free shipping club that usually carries an annual membership fee. For example: Pay a $30 annual membership fee to receive free shipping on every purchase for one year. This not only encourages loyal customers to purchase more than they may otherwise, but also encourages customers to do their shopping exclusively at your business versus another because of free shipping.


• Offer a flat-rate shipping promo. While shipping isn't free, it can often encourage customers to make more purchases, knowing they will only pay X for shipping regardless of their purchase amount.

Can Simplicity Win?

Today Google is known for many things, including its innovations and search engine domination. But with the passage of time, it is easy to forget an important lesson Google provided that we can all learn from and apply to our own businesses.

Not long ago, Yahoo! and AOL dominated the Internet like Google does now. It was common to use the homepages of these past giants to see calendars, news, sports scores, weather, stock quotes, personals, email, auctions, games, classifieds, travel information, and more. The thinking was that more is better, and so they kept adding more. Shopping, horoscopes, real estate...the list goes on.

Then came Google. In complete contrast, the Google homepage contained just a simple logo and search box. Underneath the search box, there were two simple options: "Google Search" and "I'm Feeling Lucky."

At a time when we are being bombarded with marketing messages and our email boxes are packed with spam, it's no wonder many complain of information overload. Maybe to stand apart and catch attention it's time to do the opposite of everyone else. Sometimes less is better. Sometimes simple wins.

It seems to be working quite well for Google.

Boost Sales with FAQs

Many people enjoy shopping online for one main reason: convenience. A frequently asked questions (FAQ) section on your website will save your customers time by providing them with quick answers and relevant advice. At the same time, it will also save you time by eliminating repetitive questions. A well-produced FAQ will reinforce buying decisions and shorten the time it takes to order from your business. Here are a few tips to get the most out of your FAQ section:

• Answer each FAQ with well-written content that will also help rank in search engines for keywords relevant to your industry. Doing this can help turn your site into a resource for customers and other prospects.


• Allow answers to expand and minimize with a single click, so the questions remain easily scannable and readers don't have to wait for a new page to load each time. Do not create the FAQ as a separate file (such as a PDF) that customers need to download to read.


• Update FAQs frequently to ensure answers are still relevant.


• Organize questions so they are easy to find, such as by category, with the most popular questions first.


• Use brief, informative answers. If detailed answers are required, provide a link to more information. Have the link open in a new window, so the visitor doesn't have to leave the current page.


• Focus on providing helpful information. Avoid flashy designs that distract from your content.


• Include various contact methods should the reader want more answers. In addition to general contact information (phone, fax, email, mailing address, etc.), provide a question form that's easily accessible from your FAQ page.

Become a Resource for Your Customers

The average prospect is bombarded by so many salesmen eager for their business that they can be selective over the solution provider they choose. While quality and price will always remain important factors, the level of expertise and guidance provided is often just as important. Here are a few ways you can become a resource for your customers:

• Offer hands-on training as an extension of your customer's organization. By enhancing their ability to anticipate, understand, and solve problems, you can help them develop solutions faster and more efficiently than on their own.


• Provide a newsletter, or encourage customers to sign up for your blog. Then fill that newsletter or blog with tips, articles, industry trends, new product highlights, and relevant industry articles and resources. Create an archive section on your website that makes all previous information you've provided available for viewing.


• Create a resource page on your website that offers a comprehensive list of engaging and helpful links to industry resources, helpful websites, associations, event calendars, etc.


• Create an industry chat forum through your web page that gives people with similar interests the ability to chat with others about your industry, products, resources, etc.


• Stay current on industry trends and new products, as well as competitor solutions, so you can offer educated answers to your customers.


• Stay involved with your customers. Periodically check in to see how they are doing and to show that you sincerely care about them and your relationship with them.


• Put yourself in your customers' shoes. Learn more about their industry, customers, associations, events, etc. Think of creative ways you can help them be more successful in their ventures.


• Don't just use a sales pitch. Instead, share your enthusiasm and knowledge. Salespeople who are passionate are the most successful because their belief in the products or services shines through.

What does a $300 million cable have to do with your bottom line?

We've all heard the adage that time is money. Well, in the financial markets of New York and London, they measure that time in milliseconds and the money in hundreds of millions of dollars.

More precisely, a new transatlantic cable, currently in development, will save traders about 6 milliseconds per transmission. The project's cost: $300 million. Once finished, the company behind the cable plans to charge as much as 50 times more to use the service than existing alternatives, and financial companies are already chomping at the bit to pay.

Why? According to one estimate, a savings of just one millisecond would add $100 million to a large hedge fund's annual bottom line.

So where can your company shave time?

• Start small. Sure, you're not likely to see a $100 million savings, but even little time-savers -- a few minutes here, a couple seconds there -- add up and can help you work more productively.


• Streamline processes. Engineers working on the new transatlantic cable project studied commercial flight paths between New York and London in planning their route. As a result, the new cable will be about 310 miles shorter than existing lines. What best practices can you follow to achieve similar savings at your company?


• Plan for the future. This is the first new transatlantic line installed in the last 10 years, and planners have spared no expense to make sure it lives up to its promise. If it fails -- or someone builds a faster conduit -- all they'll have is a very expensive piece of cord lying at the bottom of the ocean. So how can you plan ahead to keep momentum going? Start by investing in technology, building up infrastructure, and creating a mindset of efficiency and effort at your company.

Why You Must Diversify Your Marketing

If you ever listen to financial experts, you will inevitably come across an often repeated phrase: "Diversify your financial portfolio." Why do financial planners preach this ad nauseam?

History has taught them that, if you put all of your eggs in one basket, you increase your risk of losing your portfolio. The greater the concentration in one type of investment (just stocks, or just bonds, or just parking cash in a low-interest money market account), the greater the risk that you will lose in the long run. So diversification in this instance is really just risk management.

Advertising and marketing have been around a long time now. Traditional options range from mass marketing like radio, TV, billboard, and newspaper ads to personalized print and direct mail advertising. Websites, email marketing, social media, and mobile ads are the new kids on the block. Experts in each of these specialties claim their medium is the best investment. Whether a fresh-out-of-school social media guru or an old-school yellow page ad rep, each has a valid point to consider that paints their tool in the best light.

So what should you do? Which medium really is the best to use for your business? Only you can answer that, but the smart money may be to take a page out of the financial experts' wisdom and apply it to marketing your company: diversification. You don't need to use every advertising medium known to man, but you shouldn't put all of your eggs in one basket either.

The prospects, leads, and customers you are looking for use different media for different reasons. When you only use one, you are only reaching a small portion of your audience. So manage risk in your marketing campaigns by diversifying your marketing portfolio. When you accomplish this, your financial portfolio will be much happier, too!

Become More Approachable

Many people think that simply attending social or networking events is enough to get their name out there. However, being approachable and remembered are far more important than simply showing up. Here a suggestion on how to become more approachable:

• Always wear a nametag at company events. Seeing your name will make people feel more comfortable (especially if they've forgotten it), and your company name can easily be a conversation starter.


• Extend a friendly handshake, and introduce yourself to someone new.


• Walk slower, smile, and look around. Make eye contact with people. This makes it easier for people to get your attention. If you are hanging out in one area, put your cell phone, computer, and other distractions away, so you don't appear too busy to visit with others.


• Bring business cards with you everywhere. Don't avoid people if you don't have time to talk very long -- simply say you're sorry to be rushed. Then give the person you're talking to your business card, and ask them to contact you to continue your conversation another time.


• Prepare a brief, creative answer for the question, "What do you do?" An intriguing response can easily fuel a conversation.


• Be friendly to everyone, regardless of their job status or title.


• Avoid crossing your arms. You will appear distant and unapproachable otherwise.


• Don't be afraid to ask questions. This shows you are listening.


• Share experiences, whether successes or failures. People remember stories they can relate to more than hard facts.

Importance of Customer Testimonials

Customer testimonials are a great way to reinforce the quality of your products and services. They can also influence the decision-making process of new prospects. When it comes to trying a new product or service, opinions from actual people who have experienced your products or services firsthand are the most trusted form of advertising and promotion. Here are a few tips on how to get the most out of using testimonials:

• Start asking! Many businesses feel embarrassed or don't have time to ask for testimonials, but the rewards of positive reinforcement by far outweigh the time you spent asking for them.


• Suggest specific topics for customers to write about. For example, why did they choose you over the competition? Have them list a few of your strengths. Or get them to talk about what part of your product or service they liked best, how you were the best value or saved them money, how helpful your customer service and communication skills are, or something similar.


• In addition to offering details, ask for one concise statement that sums up their experience with your business. Then use that statement as a stand-alone quote.


• Use specific names and locations in testimonials to add credibility. For example, if your business markets to other businesses, be sure to use their name, title, business name, and location. Consider adding their company logo or a link to their website.


• Get people talking. In addition to static testimonials, encourage customers to post reviews or talk about your company via social media such as Twitter, Facebook, and product review portions of your website.


• Utilize your testimonials in relevant areas of your website, on brochures, in direct mail pieces, and throughout your marketing.


• Focus on quality, not quantity. Descriptive, quality testimonials will garner much more trust than generic, one-line quotes. And remember, gathering testimonials is an ongoing process, so don't rush your customers to respond either, or your responses may suffer as well.

Measure twice

There's an old adage among carpenters: "Measure twice, cut once." A moment spent verifying a measurement can save the time and frustration of having to re-cut, sand, or replace a board if the size is off by even the smallest amount. Taking shortcuts can literally lead to "short cuts," which require more time, resources, and expense to fix and make right.

The same idea holds true for pouring a slab of concrete, laying tile, hanging a door, installing cabinetry... and running a business. Sometimes, in the rush to get things done, we all forget to "measure twice" before pushing forward on a project or policy. We think we're working smarter, when in reality our shortcuts are short-circuiting our efforts and making us spend even more time, energy, and money fixing mistakes we would never have made if we had just taken the time to do it right from the start.

Of course, measuring twice doesn't mean delaying decisions indefinitely or dragging our heels for fear of making a mistake. That could prove even more harmful than moving too fast. What it does mean is taking a step back, verifying our course, and then moving forward more confidently than before.

So the next time you're tempted to cut corners, just to get things done, stop for a minute, assess the situation, and make sure those corners aren't important to the structural integrity of your project before you pull out that blade.

Need a spark? Give these four websites a try.

Looking for some inspiration to help carry you through your day? Here are a few websites worth visiting to reignite your creative spark.

GoCreate.com
Humbly calling itself the "creative center of the universe," GoCreate.com provides tools, ideas, and links to articles and web resources meant to stimulate creative thought. While you're there, be sure to check out the Creativity Toolbox, filled with all kinds of interesting (and sometimes unusual) features, including a "create your own quote" generator, name prompts (to help with naming products or services), a random word generator, right brain workouts, and more.

Kickstarter.com
Kickstarter bills itself as the world's largest funding platform for creative projects. Stop in and spend a few minutes exploring projects by artists, photographers, filmmakers, writers, musicians, performers, and other creative souls, whose talent and vision are limited only by a lack of capital. Even if you aren't looking to invest in a project or to list your own project for funding, you'll walk away feeling inspired, rejuvenated, and ready to tackle your day.

StumbleUpon.com
Wouldn't it be nice if the Internet had a button you could press that would instantly take you to a website you've never visited before, but one that fits your interests to a tee and piques your curiosity? That's the idea behind StumbleUpon. After registering with the site and providing a list of topics that interest you, the StumbleUpon engine will begin delivering content that matches those interests every time you click the Stumble button. Like a page? Click the thumbs-up button. Not so much? Click thumbs-down. Each click will help to train the system to better match your tastes. Many of the sites featured are hidden gems you might never have otherwise found on your own. You can even "follow" people with similar interests, as well as your Facebook friends, to further personalize and enhance your experience.

War Letters
Ok, this one's a little different than the others on this list, but it's no less inspiring. PBS created a documentary (viewable online) of letters written to loved ones from the front lines of various U.S. wars. The website features information about the production, special features, and links to other sites dedicated to preserving these important pieces of our national record. Watch the documentary itself (52 minutes long), read the letters, and grab some inspiration, enlightenment, and encouragement along the way.

Tuesday, August 30, 2011

How to Stand Out in a Crowded Field If you had to choose one or the other, do you think it would be wiser to work on your company's weak points or to push its strengths? On the surface, it seems that shoring up the weaknesses makes more logical sense, but in reality doubling down to push your strengths and create a wider gap to stay ahead of your competitors is the smarter tactic. Why? To stand apart from your competitors, your firm needs a point of differentiation in the eyes of your target market. In the mind of your audience -- your current customers and prospects == the strengths of your company are what draws them to you. Working to widen the gap further accomplishes two things: It makes it harder for your competitors to catch up and entrenches your company as the leader in your marketplace. Of course, this is not to say you should ignore the weaknesses, but they shouldn't be your primary focus. Instead, you should devote the bulk of your resources to developing your strengths. By working primarily on your weaknesses, you may inadvertently make your company seem more similar to your competition, rather than having it stand apart. So throw aside common wisdom and defy the herd mentality. Blaze a path by continually working on advancing your strengths in order to be the thought leader in your market.

Excellent report showing the traction QR codes are making in the US market. Shows who are using the codes and where they are scanning.

"Monday, August 29, 2011

14 Million Americans Scanned QR or Bar Codes on their Mobile Phones in June 2011
Data from comScore, Inc., shows that 14 million mobile users in the U.S. (6.2 percent of the mobile audience) scanned at least one QR code in June. Of those, 60.5 percent were male, 53.4 percent were in the 18-34 age group, and 36.1 percent had household incomes greater than $100,000. Users are most likely to scan codes found in newspapers and magazines and on product packaging. "For marketers, understanding which consumer segments scan QR codes, the source and location of these scans, and the resulting information delivered, is crucial in developing and deploying campaigns that successfully utilize QR codes to further brand engagement," Mark Donovan, comScore senior vice president of mobile, explained."


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