Posts Tagged ‘sales’

How to Be a Marketing Drama Queen

by Travis Heermann  ||   No Comments

Evoking response is the primary duty of any marketing campaign. Generating more sales and revenue than the campaign cost to produce is the bottom line. Any good marketer knows that the first step is understanding the benefits of the product or service. Why should the customer care about what you’re saying? How can your widget make their lives better?

Advertising legend David Ogilvy realized that the best ads focused on one major benefit and included the others in subordinate roles. Stressing the strongest benefits creates the strongest possible response. But you can’t just say what the benefits are. You have to make them dramatic, so that they fling themselves at your prospect’s mind and stick there. You want to make them keep reading, call, click, whip out their credit cards.

A powerful way to do that is to turn your benefit into a promise.
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10 Writing Tips to Get (and Keep) Prospects’ Attention

by Deidre Rienzo  ||   No Comments

Making a powerful impression on your readers isn’t easy. They’re busy, impatient, and quick to click away from that site or close that brochure. The good news? Creating connections with words isn’t rocket science. It just takes a little know-how. Check out these 10 writing tips for ways to draw readers in—and keep them wanting more:

  1. Keep it simple. Tell readers what they want to know. Be as concise as possible with short, powerful sentences. Remove extra words. Does it all need to be super-short? No. But remember that long sentences can be harder to follow. Use them sparingly.
  2. Use friendly formatting. Make it easy for prospects to find what they’re looking for. Use bullets, headlines and subheads. Break up the text into clear, organized segments. This will allow readers to scan and skip over things they already know.
  3. Ask questions. Not 20, but one or two. Questions can help you connect, and help your readers figure out what they need.
  4. Be real, be personal, and be unique. It’s ok to be conversational and friendly. In most cases, writing doesn’t have to be formal to be effective. You don’t have to sound like a robot. The more real and honest you sound, the more your readers will relate to you.
  5. Know your audience. You can’t relate to every reader. You have a specific market, right? Know them, and talk to them in a language they understand.
  6. Use appropriate lingo. Does your audience “get” your specialized, expert lingo, or do they understand a different language? If you’re selling lawnmowers to landscapers, they will be more “tuned in” to your lingo than a general consumer (who might appreciate simpler language).
  7. Testimonials. You can praise your own merits, but when someone else says it, the impact is so much greater. Use snippets where they’re relevant.
  8. Show your benefits, not your features. What benefits will your readers get if they choose you? What’s in it for them? Tell them. It’s easy to get caught up in the part that excites you, but remember, it’s the benefits that make their legs wobbly.
  9. Go with the flow. Pay attention to the natural sequence in which people want to acquire information. Organize your content accordingly.
  10. Make it easy to get in touch. Use a “call to action,” overdo your contact info, and offer a free consultation. If they know you’re accessible and eager to talk to them—taking the next step will be natural.

Have you discovered ways to really connect with your reader? Have any of these writing tips worked for you? If so, please share your experience.

What Every Business Owner Should Know About Marketing

by Travis Heermann  ||   3 Comments

Marketing can be boiled down to a few simple ideas–but they are ideas that can be difficult to implement.  Absorbing these ideas–implementing them on a consistent basis–will put you head and shoulders above your competition.

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5 Things You Should Never Do When Writing a Sales Letter

by Travis Heermann  ||   No Comments

Even in the Age of the Internet, the workhorse of direct marketing is still the sales letter. It’s a tried and true formula, and it still works quite well. Entrepreneurs and small businesses often try their hands at writing sales letters because they don’t have the budget to hire a direct marketing firm or even a high-quality freelance copywriter, some of whom demand thousands of dollars for a single letter. The problem with amateurs writing their own sales collateral is that they tend to make mistakes that torpedo their efforts before they even get under way.

Here are a few tips for what to avoid. (more…)

New Sales Strategy: Show Up

by David Sattler  ||   No Comments

Today we interviewed a new client who has devised a fiendishly simple, yet remarkably effective, sales strategy: he shows up. More specifically, he gives an underserved niche in his industry — a very large niche — the time of day.

In return, they give him large checks.

“Eighty percent of success,” as Woody Allen famously observed, “is showing up.” Here’s how it works for our new client:

His insurance agency exclusively offers insurance to owners of apartment buildings in New York with fewer than 100 apartments. (In New York this is considered a small building.) Most of these folks are ignored by insurance agents. Many complain that the only communication they ever receive from their agent is a bill.

He takes the time to educate them a little about the insurance they need, and in return approximately half become his clients. Twenty minutes of Commercial Building Insurance 101, and he lands a new client at least half the time.

Is your sales batting average over .500?

Here’s another example: I sometimes drop in, unannounced, on a client. Usually I’m in the neighborhood and just saying hello. Almost every time it turns into new paying work: “Hey, as long as you’re here, can we give you this project?” A 20-minute visit, when balanced against the dollar value of the projects it generates, is the most lucrative and successful form of marketing I can imagine.

In addition, clients are loyal to people who pay attention to them and treat them as important. This is true in industry after industry, and pays dividends beyond sales and revenue. (A recent study, for example, showed that people don’t file malpractice suits against doctors who listen to them and answer their questions, rather than brusquely rushing them out of the office, even when mistakes or bad outcomes occur.)

When was the last time you got out from behind your desk and actually visited your clients? When was the last time you called one of your clients and said, “Tell your employees not to eat breakfast tomorrow morning, because I’m coming in with a tray of bagels?” How often do you call your smaller clients, not to make a sales pitch, but just to see how they’re doing?

In other words:

  • Talk to your clients regularly, even if you have no business reason to do so.
  • Find underserved market niches within your industry, and give them some attention.

It works.

Latest from the blog:

How to Connect with Readers and Grow Your Audience

Whether you run a business or a marketing team, you need a content marketing plan. Of course, developing and executing this plan is easier said than done, especially when juggling multiple priorities. Experts recommend setting aside time to sketch out topics, then writing posts and even developing general themes by week or by month. Then,…

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2015-04-25T18:50:56+00:00

Larissa Nycz Montecullo, Tribecca Designs
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2015-04-25T18:49:53+00:00

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2015-04-25T18:52:18+00:00

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Industry: Security & Investigations   |   Services: Brand strategy, website development, marketing materials

2015-04-25T18:46:25+00:00

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Industry: Creative agency   |   Services: Website content

2015-04-25T18:50:35+00:00

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2015-04-25T18:49:31+00:00

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Lee Angus, Legacy Alliance
Industry: Professional services   |   Services: Corporate communication

2015-04-25T18:51:21+00:00

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Industry: Media   |   Services: Marketing strategy, marketing materials

2015-04-25T18:47:19+00:00

Lucien Harriot, Mechanism Digital
Industry: Media   |   Services: Marketing strategy, marketing materials

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2015-04-25T18:45:55+00:00

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Industry: Security & Investigations   |   Services: Sales letters, advertisement copy, website content

2015-04-25T18:48:07+00:00

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Industry: Creative Agency   |   Services: Marketing consultation, bylined articles, blogs, website content

2015-04-25T18:47:41+00:00

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Industry: Healthcare   |   Services: Employee newsletters, corporate communications

2015-04-25T18:49:09+00:00

Gerald Pennington, Stryker Spine Global Marketing
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Industry: Sports marketing   |   Services: Website content, marketing support

2015-04-25T18:52:52+00:00

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2015-04-25T18:51:53+00:00

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