Make it Pop!

Posted by duncant

There are 5 major components to good advertising copy: (The order of these is essential to success)

  • Command Attention
  • Showcase Benefits of Products/Services
  • Prove the Benefits
  • Persuade People to Embrace the Benefits
  • Call to Action


Advertising is sales in print. So, you need to think about the unique benefits your products/services offer and showcase that in a persuasive way. You need to emphasize results, not features.

Let’s take a minute to talk about each of these components:

  1. Command Attention: This is usually accomplished with the headline. You need an attention-getter that makes people want to know more about your products/services. The best headlines give a vivid portrayal of the benefits or show how a problem can be avoided with your products/services. The headline is the advertisement for the advertisement.
  2. Showcase Benefits: You have to showcase the benefits of your products and services and, more importantly, show how they will solve or prevent a problem. They need to know what’s in it for them. Include useful, factual and clear information to show precisely what the benefits are and how they are going to help the customer.
  3. Offer Proof: This is where you prove what the advertisement is offering. You need to establish you have a method to deliver. Consider information that establishes credibility and past performance.
  4. Persuade: You need to add compelling reasons for your potential customers to purchase your products/services. Use a hard sell approach and create scarcity. This will enact your potential customers to feel like they have to act now. Which leads into the last component.
  5. Call to Action: You need to compel your potential customers to DO something. They need to check out your site, sign up for your newsletter, purchase your products, contact you about services…something.  Offer a freebie-a booklet, sample, product, bonus, demo, consult, limited time price…the list goes on. There are lots of ways to get potential customers excited about ordering and help them feel like they are getting an amazing deal.

Good advertisements include all of these components and are not complete without any of them. You can sit down and think through any one of these components, then figure out how to best place them together for the most effectiveness.

I hope you have enjoyed this article and that it has provoked some useful thoughts for you and your business.

Thank you for reading.

PS – Check out my latest book which is a free download at: https://tannahillbusinesscoaching.com/

Direct Response or Bust!

Posted by duncant

Direct response marketing is a marketing that demands a direct response from your potential customers. This type of marketing is used to answer questions, present your branding, products and the reason you do what you do. Customers love this, as they are offered the opportunity to response, whether that be in the way of signing up for a newsletter, posting a comment on your site or blog, or purchasing a product from you.

So, what does direct response marketing look like? Well, it comes in many forms, including:

  • Direct mail
  • Print ads
  • Radio and TV ads
  • Coupons or other incentives
  • Telemarketing

Some of the advantages of direct marketing are:

  • A great way to use free time during lulls in business
  • Productive way to communicate and empower you to create more relationships
  • Great way to up- and cross-sell to current customers
  • Low cost way to rustle up new business
  • Used as leverage to turn small sales into large sales
  • Supplement your current marketing program
  • Cost-effective way to reach target markets
  • Offers measurable results
  • Reach outside your local area for new business
  • Increase the effectiveness of your sales force

These are all great things that can come from just taking a few simple steps to putting together a direct response marketing plan and executing it.

“I honestly don’t think you’ll ever find a safer, lower-risk, higher-profit method of increasing your business or profession than direct-response marketing.” Jay Abraham

Direct response marketing is one of the best ways to launch your business on a large scale and reach out to everyone in your target market whether they are in your local area or not.

I hope you have enjoyed this article and that it has provoked some useful thoughts for you and your business.

Thank you for reading.

PS – Check out my latest book which is a free download at: https://tannahillbusinesscoaching.com/

Do You Know How To Turn Your Business Card Into A Lead Generating Machine?

Posted by duncant

Your business card is the most often overlooked form of lead generation. In fact, most business owners never even consider the possibility that their business card should be driving prospects to them in droves. 

And yet, it can be one of your most versatile lead generation tools for your business’s product or service.   So, now is a good timer to review how your business card works and get it ready for 2021 when we will hopefully be out and about again. 

What you need to know…

The key is to create a business card that gets your prospects to take a specific action rather than simply provide boring contact information.

There’s a formula to follow that will help you create powerful business cards that compel your prospects to take a specific action. That formula states that you must Interrupt your prospects (usually done with an attention grabbing headline), Engage them (by promising a solution to the problem the headline presented), Educate them (by providing compelling information that highlights the value you offer) and making them an irresistible Offer (a specific call to action).

The front of the card will look like a fairly typical business card. It contains your logo if you have one, your business’s name, your name and title, and at the bottom is your address with city, state and zip code. However, the last line on the card should be in red type and say… “see opposite side for special offer.” Who can possibly resist turning that card over to find out what that special offer is?

And since most business cards were received from the individual themselves, there is already a certain rapport, relationship or trust level established that increases the likelihood that they will respond to your offer.

Why you need to know this…

Your prospects are literally bombarded with marketing messages today. They basically tune them all out. The business card just described adds a “unique” flavour to the business owner who uses them. The card with the “offer” in red effectively interrupts them. Then when they turn it over, they see another headline that Engages them by promising to solve a major problem, frustration or concern they tend to experience when doing business with a company like yours.

Since the business card itself isn’t large enough to effectively educate them on what you do, the Offer must do double duty by educating them about your product or service as well as compelling the prospect to take a specific action. Both of these can be easily accomplished by making the offer an informational offer such as a report, a CD, a DVD, a teleconference call or possibly a webinar.

But consider one additional suggestion. What if a prospect COULD become educated from your business card? With the popularity and easy access to YouTube, try this. Video yourself being “interviewed” about your area of expertise. Just a short two to three minute clip is fine.

On the front of your business card, just below your contact information, insert this wording… “Check out my expertise for yourself!” Then add the video URL for them to enter into their browser. This video should be someone interviewing you “Larry King” style and automatically positions you as an “industry expert.”

But don’t stop there. Create a second video of approximately the same length, and just below the previous wording, insert this phrase… “Here’s how I can help you now!” Add the video URL for this video, and it should be you looking directly into the camera and offering them a compelling reason to take a specific action.

The cost to you if you fail to act…

When your clients can receive compelling information about what you do in a non-threatening way, they are much more likely to respond to your offer and eventually become a client.

So are you using your business card to generate leads?

Do you know how to structure the message on the card so it generates results?

Are you aware that every marketing piece, including your business cards, should always contain what is referred to as “persuasion architecture?”

Do you have the knowledge and skills to effectively create all of this?

All of these suggestions can turn your business card into a lead generation machine.

I hope you have enjoyed this article and that it has provoked some useful thoughts for you and your business.

Thank you for reading.

PS – Check out my latest book which is a free download at: https://tannahillbusinesscoaching.com/

Prepare for Lift Off!

Posted by duncant

Last time I gave you a laundry list of tips and tricks you can use to make your word of mouth program work for you. Hopefully you’ve taken a look and decided which ones are the best fit for your company, products, services and target customers, so you can put them to work in your word of mouth campaign.

We are going to wrap up this series on word of mouth where we give you the specific steps to create a word of mouth campaign.
Now, let’s take a look at those steps:

1. Seed the market. Find some way to get the product into the hands of key influencers.
2. Provide a channel for the influencers to talk and get all fired up about your product.
3. Offers lots of testimonials and other resources.
4. Form an ongoing group that meets once a year in a resort and once a month by teleconference.
5. Create fun events to bring users together and invite non-users. Saturn, Harley-Davidson, and Lexus have all been successful with this approach.
6. Develop cassettes, videotapes, and clips on your Web site featuring enthusiastic customers talking with other enthusiastic customers.
7. Create custom CDs for each potential customer.
8. Hold seminars and workshops.
9. Create a club with membership benefits.
10. Pass out flyers.
11. Tell friends.
12. Offer special incentives and discounts for friends who tell their friends.
13. Put the Internet to work.
14. Do at least one outrageous thing to generate word of mouth.
15. Empower employees to go the extra mile.
16. Encourage networking and brainstorm ideas.
17. Run special sales.
18. Encourage referrals with the use of a strong referral program.
19. Use a script to tell people exactly what to say in their word of mouth communication.

These are all amazing ways you can get the word out about your products and services and start a word of mouth campaign that takes on a life of its own. Before you can release your word of mouth campaign out into the world, you need to go through the checklist to make sure you’ve covered all the essentials.

Here is your word of mouth campaign checklist:

1. Are all of your communications sending the same simple message? If it can’t survive word of mouth, it’s not a compelling story.
2. Is your product positioned as part of a category? For example: “A dandruff shampoo that doesn’t dry your hair.”
3. Are your examples outrageous enough to be shared?
4. Do you enhance your materials with success stories from real people?
5. Are you using experts effectively and in an objective manner?
6. Have you created mechanisms so people can follow up on the word of mouth they hear, as well as simple ways of inquiring or ordering?
7. Have you made the decision process easy for customers?
8. Have you created events and mechanisms so that once a year your prospects hear about your product, and it is easier to try or buy?

These are all essential elements to take keep in mind when taking a second or even third check over your word of mouth campaigns. I hope you’ve found this series on word of mouth to be a great resource and are getting ready to put it into action for your own products and services.

Remember, if you need help with anything in this series, try our GUIDED TOUR to gain access to the best resources, tools and business coaches you can find.

Put it to Work!

Posted by duncant

In the last post we talked about how to conduct word of mouth research and then put that research to work. Today we’re going to give you some great tried and true ways to use word of mouth when building and executing your campaign.

We’ve done it in a list form, so you can go through and highlight the ones you want to put into action. These are offered by George Silverman which you can find in his amazing book The Secrets of Word of Mouth Marketing.

Here they are:

  • Give them something worth talking about
  • Cater to your initial customers shamelessly
  • Give them incentives to engage in word of mouth
  • Ask them to tell their friends
  • The customer is always right
  • Always tell the truth
  • Surprise the customers by giving them a little more than they expected
  • Give them a reason to buy, make them come back and refuse service from anyone else other than you
  • Make eye contact, and smile, even through the telephone
  • Find ways to make doing business with you a little better: a warmer greeting, a cleaner floor, nicer lighting, a better shopping bag, extra matches, faster service, free delivery, lower prices, more selection.
  • Never be annoyed when a customer asks you to change a large bill even if he doesn’t buy anything.
  • The customer is your reason for being. Never take her for granted. If you do, she will never come back, and will go straight to your competition.
  • Always dust off items, but never let the customer see you doing it.
  • Never embarrass a customer, especially by making him feel ignorant.
  • Never answer a question coming from a desire to show how smart you are. Answer with a desire to help the customer make the best decision.
  • Never shout across the store, “How much are these condoms?” or anything about the personal items a customer is buying.
  • When you don’t know, say so. Do whatever you can to find out the answer.
  • Every customer is special. Try to remember their names.
  • Don’t allow known shoplifters into the store.
  • Don’t ever let two sales staff talk when a customer is waiting. The worst thing you can do is count your cash while a customer is waiting.
  • If you can suggest something better, they will be grateful. Always respect their choice.
  • Never pressure anyone into buying anything.
  • Never knowingly give bad advice. Just help people come to the right decision.
  • Personally visit the store of the competition or assign people to visit and report back to you.
  • Hire a shopping service to prepare periodic reports on how your people are treating your customers.
  • If you hear of a store where the management is insulting the customers, buy it, then put up the sign “Under New Management” outside. Then sell it later based on the increased sales.
  • One expert (in the drugstore’s case, a nurse or physician) who is convinced you are better brings hundreds of customers and their friends through word of mouth.
  • Always look for ways to make a stranger a customer.
  • People will walk several blocks to save a dollar, or see a smile, or be treated right.
  • Always run a sale promotion or an offbeat event. Make them come back to see what you are cooking up next.
  • Use the best sign-maker you can find and pay him more than anybody else.
  • If someone is mad at you, they will tell everyone who will listen for as long as they are angry, maybe even longer. So, correct any dissatisfaction, and ask customers to send their friends.
  • Treat your employees and salespeople who sell to you the same way you treat your customers.
  • Have a zero error system. There may be terrible consequences for example, if a mistake is made filling a prescription. Have people check each other’s work for safety.
  • Occasionally make intentional mistakes to see if people are checking.
  • Always measure your performance.
  • Always ask a customer to “come back soon”
  • If customers say they are moving away, offer to send them their favourite items by mail.
  • Tell jokes.

 

I know this is a lot of information to digest, so I we’re going to wrap up this lesson and leave you with the homework of going through and taking a look at the tips and tricks you like best. Also, look for tips that fit your company, products, services and target customers for the most effectiveness.

If you need help with this process, try our GUIDED TOUR and get all the help you need from our experience business coaches.