Howdy. We have been doing a direct mail campaign for the business over the past week or so. We have sent out a letter with a flyer. 200 blue flyers. 200 orange flyers.
It’s important to measure any marketing and we’ve kept a close eye on what works best – blue or orange. So far the blue flyer is thrashing the orange flyer in terms of response.
What that means is that next time we’ll use the blue flyer.
But wait………..there’s more!
There are numerous variables in a direct mail campaign:
1. The creative
2. The offer
3. The list (i.e. who you send it to)
4. The response devices
Out of those, the offer and the list are the 2 most important aspects in our experience. How do I know that?
Well, make an incredible offer and people will take it up.
Make a great offer to the right people and you’ll get a terrific response.
With any form of marketing it’s important to keep measuring and comparing to ascertain what gives you the best results. It easy, it’s simple and it works.
Regards
Brendon
This is something to remember. Not because it’s astute. But because it’s so simple.
People can’t buy anything from you until you make them an offer.
We’re just about to take some magazine and newspaper ads. In those ads we’ll do this:
We will have a call to action – that is, ask the reader to do something.
If you make an offer to your target market there is a chance they might buy.
If you sit on your behind all day the only thing you’ll get is a splinter in your butt!
Cheers
Brendon
Yesterday I did 2 public speeches.
1 at a breakfast meeting and 1 at a dinner meeting (I do these speeches just so I get fed!).
Here’s the impact:
1. 4 strong leads for web site redevelopments
2. 2 strong leads for web site marketing
3. 1 strong lead for a marketing plan
4. 2 requests to speak at other functions
I only spoke to about 50 people in total.
Could your business benefit with those sort of leads for a few hours marketing?
If so, start speaking. It’s that simple.
Regards
Brendon
Well. That’s been a busy day. We finished off 3 web sites today, 2 decent sized print ads, a small ad for our web services (goes in the local newspaper on Wednesday), took delivery of the latest book from one of our clients (Mel then packed and posted 50 back-logged orders) and sent out 10 of our postcards to local businesses.
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We took 46 phone calls, received 7 faxes, signed up for an account with a web-based company that validates digital file sending to newspapers and magazines, started writing a report for clients, wrote an article for the web site, spoke with a client regarding using his experience with us as a Case Study, received in excess of 200 emails (90% being spam), answered 20, and a few other bits and pieces.
I’d be willing to suggest that my day has been fairly typical of most people who read this web site. A big variety of things to do, lots deadlines to meet and not enough time in the day.
As the owner of this business I have to step back and think:
“Okay Brendon, you good-looking hunk of a man! How can you make your business grow?”
The answer is pretty simple. Out of all the activity we did today only 2 were really marketing activities. Writing and testing the ad and sending out the postcards.
None of the other stuff is going to generate me any business. So I have to ask myself, how is my business going to grow?
The answer to that, if the above is typical of your sort of day, is very slowly.
Here’s an example:
We’ll take a mobile (cell) phone retailer as an example.
Retailer 1 (we’ll call him Bob) – Bob has his store on a side street off a main road. His sign isn’t very big. Because of the bad position, Bob doesn’t anticipate big sales. Business isn’t great for Bob, so he has cut back on his marketing. He’s not that social so he doesn’t go out.
Because Bob doesn’t get much business he doesn’t need to employ anyone, so he attends the shop all day long.
Retailer 2 (we’ll call her Mary) – Mary has a store on a side street off a main road. Mary has the biggest sign she is legally allowed to have. It says “Mary’s Mobiles – the best deals at the best price. Guaranteed!”
Mary has also negotiated for a billboard on the main road 100 metres south of her shop. That sign says “Mary’s Mobiles – the best deals at the best price. Guaranteed! Turn left 100 metres for the best deal”
Mary has a 1/2 page ad in the local newspaper on Wednesday and Saturday. She letterboxes the local areas every 12 weeks. Mary’s car is signwritten with her business details.
Mary has also just started late night radio ads (at $33 a spot) with very promising results. She’s looking at starting TV ads in the next 2 weeks.
Mary has a loyalty program in place for existing customers who refer their friends. Mary rings up her best customers (by call amounts) every 8 weeks. Mary direct mails her database of customers and prospects a new offer every 12 weeks.
Mary is very social – she is a member of the local Chamber of Commerce and Rotary clubs. She plays golf on Thursday in a social competition where she gets to meet lots of businesspeople.
Mary’s business is thriving and she employees 3 salespeople. Mary spends her time marketing the business.
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Now I know that’s a pretty basic example. But what I want to show is that marketing works. If you market your business you’ll get more business.
If you advertise you’ll attract customers
People can’t buy off you until they know about you and what you sell. You should tell them why they should buy from you. Sounds simple enough. But in the day to day operation of a business it can sometimes get a little lost.
Let’s not lose sight of growing our businesses.
Brendon
(This post moved over from Tailored.com.au)
Had a meeting with a fellow today who found us through an ad in the newspaper on Wednesday. I’ll call him Bob (because that’s his name – I never get sick of that joke!) Sorry if you are! 😉
Bob is the exact sort of client we like to get. Bob is a no BS sort of guy. He’s blunt, to the point and, when he trusts you, will just say “Do it” and that’s it.
Bob liked our ad
Bob liked our ad. The fairly blunt message appealed to him. So he rang.
And that’s great. Because Bob is the exact sort of person we are targeting with our advertising.
When we look at our best clients they are people like Bob. Down to earth, blunt, no BS.
Some people like our ads, some people hate our ads. But it doesn’t matter. Our best clients are people like Bob – so that’s who we write our ads for. And we attracted people like Bob. And that’s exactly what we want.
* Who are your best customers?
* Who are your most profitable?
* What do they have in common?
How can you market to them?
Brendon
Howdy. Hope all is well…
I spoke with an Accountant client yesterday and I asked him what the 2 best things were that he ever did for his business. After quite a bit of thought, this is what he said:
1. Realised that business wouldn’t come to him, he had to go and get it. For him that involved lots of lead generation, advertising and making himself known throughout his local business community.
2. Realised that people buy based on how they feel about you. Not once has anyone ever asked him the marks he received on his University exams. Building rapport is critical for selling yourself. And once you sell yourself, then you’ll win the business.
If someone asked you the same question – “What are the 2 best things you have ever done for your business, what would be the answer?” – what would your answer be?
Regards
Brendon
No, it’s not because I like the sound of my own voice!
I speak occassionally to business groups, business students, etc on a range of topics.
Here’s the real reason I speak
I speak because it’s good for my business. It gets me perceived as an expert. It helps get our name out there. And it helps to generate some interest in what we do.
(Having said all that, I also do it because I think the speeches are very useful and entertaining. I just love public speaking.)
Now in a business like mine, it’s important that we have some recognition. Sure, we’ve won awards, have the high profile clients, etc but there is nothing like a professional services firm like ours actually getting out and about and meeting people.
And being positioned as recognised authorities in our field is also a terrific bonus.
Here are some other ways to aid your credibility within your market:
* PR campaign
* Develop information products
* Write articles
* Write a book
* Run a seminar
* Have an informative web site
* Write a newsletter
We do all of those. And they work well. They can work for you too.
Cheers
Brendon
We received a beautiful testimonial from a client today telling saying how thrilled they were with our work and how heartily they recommend us.
And here’s the secret for receiving great testimonials
Ask. Yep, just ask your happy clients for a testimonial. They will be, I’m sure, happy to oblige.
Then you do this
1. Frame the letter (ask them to type out the testimonials and not to fold the paper)
2. Bang a nail in your office wall
3. Hang the testimonial with all your others where clients can see it when they come into your office
4. Let the client know what you’ve done
5. And say “Thanks” for the testimonial
We’ve just done all that. Frame cost me $5. So for $5 this has happened.
1. The client received a positive and nice contact from us.
2. The client reminded themselves what a great job we did.
3. The client was acknowledged by us as being an important part of our business.
4. The client was made aware that we treat our testimonial letters with respect by framing and hanging them. That makes our client feel great.
5. The client was thanked – another positive contact.
6. Our credibility is raised in the eyes of prospects as they walk into the office (Our “Brag Wall” is located smack bang in front of the sofa in the reception area).
7. We’ll now use that testimonial in our newsletters and on our web site.
It’s not just a testimonial letter. It can be a whole lot more. Use your resources to their fullest extent.
Brendon
I went to see a client make a speech yesterday to a business group in a place called Brisbane. Brisbane is a lovely city about 100 kilometres from where I live.
The lunch was lovely, the speech went over well and I had a chat to a few people.
From that one little lunch I have 2 good leads for business. I’m not surprised. It’s how it often works.
People do business with people they like
People will do business with people they like. And they can’t like you if they don’t know you.
If you only want to do one marketing startegy for the week, then do this: Get out of the office and start going to lunches, golf days, whatever. Whatever gets you in front of businesspeople/your clients in a relaxed social setting.
Because only then can you make the contacts you need.
I’ve never been a big fan of the ‘networking’ functions. If they’re called a networking function, what they inevitably are is a function where everyone is there trying to sell themselves. If it’s a relaxed social situation then you can develop the relationship the way you want.
Have a good day.
Brendon
We’ve just won a job for a web site with one of our exisiting clients. We’ve already completed one web site for them, now they need a new web site for a different part of the business.
The clients, a delightful and funny couple, mentioned that the last web site development went a little long because we got their opinion too much.
“You guys are the experts. Tell us what we should do rather than ask us what we want.”
Web development does need to be a consultative thing. But the client is really paying for your expertise. So we need, as web developers, to provide solutions and recommendations based on our experience and expertise. That’s what we are there for.
The client hit the nail on the head. We had spoken about it in the office when we were reviewing how we could have provided a better experience for the client last time.
And to then have our client mention it really brought it home.
The client wants an expert. Be that expert.
Regards
Brendon