MarketingMoment

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Do you sometimes struggle with your marketing? Or perhaps you’re at the stage where you need to increase the response of your advertising or your website?

Well, take a leaf from Socrates’ book (or clay tablet, as it was centuries ago)…

Socrates was perhaps the greatest master of persuasion. His tactic was to get people to agree with him, or concede their side of the argument, belief, or debate, by getting them to say “yes”. He would do this by asking questions that people would simply have to answer in the affirmative. And he’d do this over and over until they agreed with him!

How does this help you?

By getting your prospects to agree with your statements or questions, then each time they do they are one step closer to becoming a buyer.

Why not try this ‘Socrates Method’ in your advertising and marketing, and see what happens? Oh, and feel free to report any findings here.

(C) 2010-11 T Dooley, All Rights Reserved

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When was the last time you took a long, hard look at your branding? What’s that? Branding is just for big corporations? Rubbish! It’s vital for ALL businesses. Really, every business, no matter how small, MUST have a recognisable brand. (Yours probably does; you may not just know it does.)

Moreover, it’s important to evaluate your brand from time to time — give it a ’spring clean’, so to speak. And with signs pointing to the country emerging from the recession, now is the time for us all to consider sprucing ourselves up with a bit of fresh branding — if only to let people know that we are still here . . . that we survived the economic downturn.

Now, before we go any further, let’s just get one thing straight: Your logo is NOT your brand. Rather, it is just ONE element of your overall branding.

So what exactly is branding?

Simply put, a brand exists in the ASSOCIATIONS your clients or customers have with it. And branding is about getting your prospective customers to see you as the ONLY one that provides a solution to their problem, want, need or desire. That means making sure everything you say, do or write supports that objective.

Here are six ways to help your business on the way to becoming a successful brand — whether you are re-vamping your current branding or just starting out:

1. Are You Conveying REAL Value? Is your brand ‘promise’ resonating with prospects and customers? Is it delivering the way you want it to? In other words, does the customer experience equal their expectation?

You need to make sure what you are offering and what you stand for are enticing enough to differentiate you from the competition. Think about what your target customers want from your product or service and that your competitors can’t provide. Then make a compelling claim about whatever it is and BACK IT UP to create brand trust and brand loyalty. And always, always deliver on your promises.

2. Are You Making the Best Use of Your Words? If you can clearly and compellingly communicate your value to prospects in fewer than 20 words, then skip this part. If not, read on.

Your words — those that you use on your website, in your brochures and for other branding materials — should establish a relationship with prospects by relaying the benefits of your product or service. These benefits can be emotional, functional or self expressive. So instead of simply stating you’re a life coach, for example, focus instead on what unique benefits you provide. It might be that you specialise in self-confidence coaching, or perhaps your USP (unique selling proposition) is that you also offer nutritional advice, thereby offering a distinctive holistic approach.

3. Are the Visual Aspects of Your Brand Making the Right Impression? Because the consumer mindset equates quality promotional materials with a quality product or service, it goes without saying that quality materials speak volumes about your business. It is not accidental that ‘posh’ or big-name restaurants have fancy signs, business cards and even menus; all reinforcing the same message of supreme quality. It would be difficult to sell a high-quality dining experience with homemade flyer stapled to a telegraph pole. In that vein, the look and feel of your branding materials should consistently, accurately and effectively reflect your brand and give it ‘life’.

NB: Before you change the entire direction of your design, take heed of an advertising adage that says by the time you are tired of your ‘look’, other people (including your prospects) are just starting to notice it. So don’t drastically change things. A simple logo change, but keeping the same colours, or modifying your slogan, may suffice in making your brand feel fresh without losing its original appeal.

4. Are You Up to Date? It makes sense to ensure all product information, pricing, ordering procedures, delivery policies, etc, are up to date. But you’d be amazed at how many out-of-date materials are out there. This morning, I followed a link to an elapsed (by two years!) limited-time offer being advertised. That sort of oversight can do more harm than good for a business brand.

5. Are You Being Consistent? Consistency is one of the best ways to establish trust in any marketplace. So make sure all your marketing materials convey the same look and feel — that includes your core messaging and the tone of your wording. Of course, they don’t need to be a complete match, but when viewed side by side your stationery, website and other materials should form a cohesive ‘family’. One that preferably has an appealing image and so is able to evoke the desired emotional response in your prospect’s mind. Remember, awareness and recognition are key drivers to a growing business.

6. Are You Social Enough? Recent studies have shown that the adoption by businesses of social media has more than doubled over the past year. Have you a consistent, relevant and distinctive presence on sites such as Facebook, LinkedIn and Twitter? I personally find Twitter to be one of the most effective ways to build my brands. With no less than three million ‘tweets’ or messages created every day and approximately nine million users, you really should give it a go — before the revolution is over.

Twitter enables you to easily monitor what is being said about you and your business via its inbuilt search engine. So if you come across inaccurate or negative information about your company, you have the opportunity of redress. And remember, everything you say and do on social media sites BECOMES your brand.

Many companies are increasingly using Twitter for creating or raising brand awareness, as well as reaching prospects by providing valuable links and information. If that sounds like your competition, why aren’t you doing the same? If you are, then perhaps it’s time to assess what is and isn’t working or even start something new altogether.

Branding is an essential tool in delivering company profitability. By periodically reviewing your branding, as well as your other marketing strategies, you should create a strong ‘personality’ that gets the right message to the right audience . . . which can ultimately lead to sales and business growth.

By Tracey Dooley, Creative Consultant | Editor | Copywriter

(C) 2010 T Dooley, All Rights Reserved
Got your USP nailed down but having a difficult time marketing it? Then consider a ‘power coaching’ session. I can give you everything you need to know to create a compelling USP, positioning statement or marketing message that will appeal to the best customers for you — plus LOTS of other crucial techniques to help you fill your sales pipeline. You can read more about my marketing consulting programmes — including one-off sessions — at:

www.business-marketing-advice.mediaminister.co.uk

(Why struggle needlessly when you can get expert affordable mentoring and have fun attracting clients easily?)

Want to use this article (or any article, tip or post on this blog) on your website, blog, a message board or in an ezine? Not a problem! But please give credit where it’s due. You MUST include copyright info above, along with the following:

Tracey Dooley is a freelance copywriter, editor and marketer. She has spent 18 years crafting compelling concepts and copy that successfully sell, inform, educate or entertains. Her expertise runs across many different sectors and her client list includes marketing agencies, a leading supplier of personal computers, semi-conductors and telecommunications equipment and the UK’s largest TV and interactive production company. =====>  www.mediaminister.co.uk.

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Everything we do involves an ‘underlying motivator’ that drives the motion or action taken. For example, you might take up running to lose weight, in which case, the ‘lose weight’ is the underlying motivator.

Similarly, underlying motivators play their part in getting people to do certain things — whether that be encouraging your bank manager approving your overdraft account, persuading an event organisation to take you on as a guest speaker, or enticing a prospect into buying your products.

The better you understand your clients or customers’ motivating factors or ‘motivators’, the easier it will become to convince them to buy from you…
As well as closing sales, understanding and addressing what motivates your customers will help create clearer and more effective communication.

There are five major motivating factors:

1. Recognition
Those motivated by gaining ‘recognition’ are essentially interested in gaining greater admiration, esteem, celebrity, notoriety, regard or respect.

For example, let’s say you are an image advisor. One of the main recognition motivators your target group shares is that they want to look and feel good. Some might go one step further and aspire to follow the style of, say, Sienna Miller.

Often, people who improve their physical appearance are more successful because of their confidence boost. If you can tap into this prime motivator and understand it well enough with regard to how your product or service fits in, then you will be a lot closer to motivating your prospects to buy from you.

2. Profit
Your prospective customers might be influenced by the ‘profit’ motivator. This involves people striving for success or gaining more acquisitions, growth, income, money, possessions or wealth. Are any of these provided by what you offer?

3. Urgency
This is a good one, but it is often overlooked or underplayed. Just think what would have happened if there were only 10 copies of J K Rowling’s follow-up to the first Harry Potter release! People are more inclined to take immediate action and justify their purchase decision if there is a sense of urgency about whatever it is that they are buying.

4. Efficiency
This is an enormous motivating factor — and an important one to consider, especially with today’s frenetic-paced society. Perhaps you can demonstrate that your product or service will save your prospects time and effort…

5. Internal
Some people are motivated by ‘internal’ factors. So focus on things such as creativity, duty, intellect, honour, morals and philanthropy are important to this group.

Finding out what your visitors want is vital, but finding out WHY they want these things reveals their innermost motivations. Target these motivations with your marketing, advertising, PR and web content. When you write words that tie into the emotions of your readers, and about what really motivates, you will never lose their interest or attention.

In my years as a PR exec, journalist, editor, copywriting and marketing I’ve discovered that telling people the truth and giving a reason WHY you’re saying what you’re saying is one of the most powerful psychological motivators to get people to take action. That might translate into your prospects picking up the phone to place an order, send back a reply card for more information or just simply reading all that you have to say.

I’ve also discovered that pain is perhaps the biggest motivator of all.

All animal life revolves around two powerful psychological motivators: pain and pleasure. And every single minute of the day, we are trying to either seek pleasure (through dreaming, thinking or attaining our goals, aspirations and desires) and/or we are trying to avoid pain (steering clear of traffic jams, not getting frustrated by anything or one, and so on),

People will do pretty much anything to avoid or get out of pain.

So you tie this into the specific pain your target audience — your prospective customers — are concerned about and the pleasure they hope to achieve and whether your product or service can help them.

You could ask questions like, “What would this person lose if she fails to buy my product/service?” “What is the cost of failing to act or delaying to buy?” and “What if this product/service wasn’t available anywhere?”

Just think of ways to slant your marketing messages to include motivational triggers to the emotions generated by carefully chosen and placed words. However, never be aggressive, arrogant or pushy in your presentation. That would only damage your motivational trigger . . .  and your prospect will walk away.

And bear in mind that you are NOT creating pain for your prospects. You are simply helping to see the pain — that is already there — for what it really is, and comparing it to what could happen/would be if the pain was removed and ‘pleasure’ was put in its place.

Essentially, it all boils down to playing detective. Find out what motivates your current customers as well as what motivated them to do business with you in the first place, and use this knowledge to tap into your prospects’ ‘hot’ buttons. That way, you’ll be much closer to closing the deal — and way ahead of your competitor, paarticularly so if they fail to acknowledge the importance of motivators themselves.

By Tracey Dooley, Creative Consultant | PR Doctor | Marketing & Alliance Strategist

Online marketing not getting the results you want? 
Let Tracey teach you how to produce PPC ads, blogs and email 
copy that impresses the spam filters AND your readers: http://tinyurl.com/ywyucg

(Why struggle needlessly when you can get expert affordable mentoring and have fun attracting clients easily?) 

(C) 2007-2011 T Dooley, All Rights Reserved 

Want to use this article (or any article, tip or post on this blog) on your website, blog, a message board or in an ezine? Not a problem! But please give credit where it’s due. You MUST include copyright info above, along with the following:

Tracey Dooley is a freelance copywriter, editor and marketer. She has spent 18 years crafting compelling concepts and copy that successfully sell, inform, educate or entertains. Her expertise runs across many different sectors and her client list includes marketing agencies, a leading supplier of personal computers, semi-conductors and telecommunications equipment and the UK’s largest TV and interactive production company. =====>  www.mediaminister.co.uk.

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One day it’s pay-per-click (PPC) advertising . . . the next it’s Social Media . . . then it’s a new variation on SEO (search engine optimisation) . . . and the list goes on. While these tools can help a business, not one has proven to be the ‘magic bullet’ to catapult your business to success and really set you apart from the competition.

However, there is a single, often-overlooked tool that can and does.

Many top business-owners and marketers from around the world use it. It has the power to make everything you do for your own business work better — from product launches right through to traffic strategies to customer service.

By disregarding this tool, you run the risk of letting your competition take full advantage of it . . . and so accede to them not only getting better results from ANY marketing technique or strategy they use, but also gain a significantly better market share than you.

So what is this essential business tool?

Copywriting.

“Yes, but I already know how to write,” you’re thinking. That’s great. But while we can all ‘write’, copywriting involves SO much more than simply penning a few well-crafted words. Before she or he writes, a good copywriter will spend a considerable amount of time researching the intended audience. They’ll make sure they understand buyer behaviour and how to craft your message in such a way that it really makes a splash.

The Key to Your Success — Online or Offline

Good copywriting can make confusing policies crystal clear. It can keep inter-company communications running smoothly through the careful use of words. And it can build relationships, be positively persuasive and ethically ’sell’ a company’s products or services.

In short, it is the MESSAGE that you present to your target market — at every stage of the sales process. And, as any top author, business-owner or marketing expert knows, WHAT you say and HOW you communicate with your prospect means everything to your business.

Considering Cost Effectiveness

The problem is that most entrepreneurs and SMEs lack either the time to do justice to their ‘business words’ or they lack the necessary skill sets in order to communicate their company’s message effectively.

There is no doubt that copywriting is labour-intensive and time-consuming. Let’s say you’re a small business-owner and you’re spending at least several days per week writing the copy for your sales letters or your blog posts. How much money could you have earned in that time? Would your business suffer more or less by continuing to write your own copy when you have one-hundred-and-one other things you need to do, as opposed to hiring a copywriter to take care of it for you?

No Short Cuts, Now, Please!

Okay, so let’s assume you have the time and you don’t mind that hiring outside will probably save you a lot more than your time is worth. You can always learn to master copywriting yourself through an assortment of educational tools.

What you need to do here is make sure you ALWAYS carefully choose the right words for the right audience and in the right context. If you don’t adequately explain how you differ from your competition . . . If you can’t convey all the relevant benefits you bring to your prospect . . . or the credibility you have . . . or you don’t know what response triggers to use . . . and more, then you are putting a very low ceiling on your overall business growth.

So don’t be tempted to cut costs or give short shrift to copy development. Instead, make sure you are doing everything possible to optimise the performance of the words you use for the benefit of your company. Believe me, your business will thank you for it.

By Tracey Dooley, Creative Consultant | PR Doctor | Marketing & Alliance Strategist

Better Writing Skills 101 — Write Your Way to Blockbuster Results and BOOST Business to Boot explains the ins and outs of good, effective business writing and shows you how to work within the ‘rules’ (or, indeed, when to break them) to write persuasive or professional emails, letters, brochures and more that are clear, convincing and make an impact. Find out more here:

http://bit.ly/BizWriting101

(C) 2010 T Dooley, All Rights Reserved 

Want to use this article (or any other entry on this blog) on your website, blog, a message board or in an ezine? Not a problem! But please give credit where it’s due. You MUST include the following:

Tracey Dooley of MediaMinister (www.mediaminister.co.uk) is an experienced copywriter, editor and marketer. She has spent 18 years crafting compelling concepts and copy that successfully sell, inform, educate or entertains. =====>  www.mediaminister.co.uk.

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(This is the second part of a two-part article, which I originally published in my ezine last year but is still relevant today. If you missed part one, you can access it here.)

6. Email Marketing

Despite the increasing problem with spam, email marketing still works. In fact, 2010 will still see to it that no other marketing vehicle will be as powerful, efficient and inexpensive as a regular eZine (email newsletter).

When done well, an eZine keeps your name in front of your customers and prospective clients, is a great showcase of your expertise and works to build relationships and trust with them.

Some eZines are nothing more than blatant advertising, so try to include as much valuable information as you can. It might be as simple as a local massage therapist regularly sending out a one-page update of case studies or offers, or news on the complementary health industry. Make it a New Year’s resolution to start or improve your e-newsletter in 2010.

Further reading: “E-Newsletters: Where to Start” — http://bit.ly/3Q8ZGL

“Newsletters that Build Customer Relations AND Fill Your Inbox with Orders” — http://bit.ly/6NYZGT

Aweber eZine Management — http://www.aweber.com/?212431

7. Web-Blog Synergy

Growth in e-commerce is leaping ahead of other sectors. According to figures from the IMRG Capgemini e-Retail Sales Index, online sales in July 2009 alone grew by 15.7% compared with the month before, and by 16.8% compared with a year ago.

This growth shows no signs of slowing down. So it’s vital that ALL businesses  have an online presence in order to get or remain competitive in today’s fierce marketplace. 
 Even a relatively simple website will do to begin with. Just something to get you online and that allows your potential customers, business partners, investors and employees to find out more about you quickly and easily.

The best websites integrate their website and their blog, the latter designed to keep the web presence ‘fresh’ and to update people on news, thoughts and ideas.

Further reading: “Is A Business Blog Worth It? — http://bit.ly/biz-blog

“Using Online Marketing to Your Advantage” — http://tinyurl.com/ywyucg

“Website Copywriting Secrets that Convert Web Readers into Buyers” — http://bit.ly/5UDTPR

8. Stress Benefits, Not Features

With all the companies and marketing messages out there claiming to have the best of X, Y and Z, you have to go that little bit further than most if you are to help people understand why they should buy YOUR product or service.

That means not turning features into benefits. By doing so you will position your business away from simply offering a commodity that everyone is presenting to delivering something special.

Further reading: “Are Your Benefits Featureless?’ — http://bit.ly/5jp5oj

9. Marketing is NOT Negotiable

We all know that well-managed companies are the survivors in any climate. They know how to pull through any recession or economic dip, and often come out stronger than the rest.

One of the most valuable lessons to be learned in lean times is that we need to be marketing more thoroughly and more smartly than ever before. After all, people will always need advice and services and products — regardless of what the economy might be doing.

As the study “Turning Adversity into Advantage: Does Proactive Marketing During a Recession Pay Off?”, shows organisations that a) value marketing, b) feature a corporate culture that rewards risk-taking, and c) are willing to up the ante on marketing efforts are those who come out on top.

“The firms that had all three characteristics did very well in a recession. But firms that are missing any one of them, they’re in trouble,” says Dr Gary Lilien, one of the report’s authors.

Marketing is something that ALL businesses absolutely must invest in if they wish to remain in business now … and in the future.

Further reading: “Turning Adversity into Advantage: Does Proactive Marketing During a Recession Pay Off?” — http://bit.ly/8REmTN

10. The Unexpected

Under promise and over deliver, that’s become my business motto. And it works. Good hotels leave guests chocolates on their pillow. Exceptional hotels will leave an eye mask or something equally useful and unexpected. These more thoughtful and imaginative hotels will gain by attracting customers that are fiercely loyal because they know the hotel has their desires and best interests at heart.

Over-delivering is quite simply the number one way to stand head and shoulders above your competition, and grow your business, to boot.

As well as providing excellent products and support to my clients and customers, I try to always go the extra mile. For instance, a regular client recently contacted me at 5pm on a Friday to see if I could fit in a small copywriting project over the weekend. It didn’t take me long at all, and the client was more than grateful. Yes, I do work typical business hours and I could have charged overtime and rush fees, but nurturing a strong client relationship — and repeat business — is worth a lot more to me.

I hope that some of my marketing insights will become your marketing practices for 2010 and beyond. Why not implement one or two today? You might find they transform your business for the better.

By Tracey Dooley, Creative Consultant | PR Doctor | Marketing & Alliance Strategist

Psssst . . .  Not sure where to start? As well as offering worksheets and home-study tools, I can give you profit-multiplying advice and pointers on things you can do straight away to attract new business with my Powerfully Effective Marketing sessions. 

(Why struggle needlessly when you can get expert affordable mentoring and have fun attracting clients easily?) 

(C) 2009-10 T Dooley, All Rights Reserved 

Want to use this article on your website, blog, a message board or in an ezine? Not a problem! But please give credit where it’s due. You MUST include the following:

Tracey Dooley of MediaMinister (www.mediaminister.co.uk) is an experienced copywriter, editor and marketer. She has spent 18 years crafting compelling concepts and copy that successfully sell, inform, educate or entertains. =====> www.mediaminister.co.uk.

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Despite the official end to the recession, the UK’s economy is still wavering and the immediate future looks anything BUT bright. So it’s little wonder if you’re feeling like most people in business; looking over your shoulder, wondering if you’re next in line to lose your job. If you own a business, then it’s likely you’re worried about the latest ’sales slump’. One thing is for sure; you can’t afford to be complacent right now. You absolutely MUST continue to market … perhaps more aggressively than ever before. (See my blog post, Business Survival Tools: Don’t Get Left Behind: http://TwitPWR.com/au6/)

The lead article in MediaMinister’s latest newsletter, Communiqué for Success, shows you how you can promote yourself in new, creative and low-cost (or F.R.E.E.) ways to bring customers through the door in ANY economy.

To read the full article and gain *hidden links* to recent CfS newsletter editions, you’ll have to become a subscriber. (That’s a good thing, by the way, or so CfS readers tell me!) As well as being FREE, you’ll receive a business-building report and audio CD that can dramatically improve sales simply for signing up and trying it out.

Subscribe here.

(You can unsubscribe at any time, and I NEVER abuse my subscriber’s email address. Your details are safe with me.)

Recent CfS newsletter issues cover:

Subscribe here.

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If you read copy written by someone other than a copywriter, chances are it will scream Features! Features! Features! OK, features are a very good thing indeed and, yes, readers do need to know about them. But not all of them. And NOT right up front.

Instead, you need to do what every good copywriter 
MUST do in order to educate or make the sale: turn features into benefits, and put those benefits at the beginning of your copy.

These benefits must be tied into your readers’ desires, needs and wants. So, when you solve your readers’ problems, they’ll go looking for the features — meaning they WILL bother to read the rest of your marketing message.

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According to internet marketing master Marlon Sanders, the top six ways to drive traffic to your websites are:

1. Getting affiliates to promote your products to their lists.
2. Article marketing — see http://bit.ly/9eMN3j and http://bit.ly/9KpIfn for more information.
3. Buying ads in other people’s ezines.
4. Search engine optimisation (SEO) — to generate more organic traffic.
5. Google Ad Words — and other pay-per-click (PPC) advertising.
6. Banner advertising — once dismissed, now making a comeback.

Here are a few others you might want to try: joint ventures (JVs) … co-registration … social media/networking … PR … postcard marketing … blogging.

Source: Bob Bly email, 1/7/09

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I received the following question recently, which sums up a lot of the queries I receive from both clients and prospects alike:

”I’m having trouble attracting people to my website, more specifically opt-in members for my list. Can you help?“

I’d like to share a recent post I wrote in response, but will add another tip in the wake of the social-media craze…

>>>

Answer: There are a myriad ways of achieving your goals. Here are a some to get you going:

1.  Make sure your website is targeted for your ideal customer, using language and ‘triggers’ that will appeal accordingly.
2. Optimise your web pages, especially your home page, using SEO (search engine optimisation) techniques to drive more search engines to your site, and help your visibility among the search results.
3. Start a blog, and link back to your website. Search engines love fresh content, and writing regular blog posts is an excellent way of keeping them happy.
4. Make sure your newsletter sign-up box appears not only on your web pages, but also your blog.
5. Make it worthwhile subscribing to your ezine –– just because it’s free is no longer a valid reason.
6. Write articles and submit them to online article directories. Make sure your ‘author bio’ or resource box features a live hyperlink to your newsletter, and offer a gift to subscribe.
7. Use Google Adwords to get qualified traffic. Make sure the landing page is suitably targeted.

Hopefully, this little lot should be enough to get you started and keep you busy for a while! Good luck, and let us know how you get on…

<<<

Another relatively quick and easy way to grow your database is to make full use of social media. Twitter, Facebook and LinkedIn seem to be the top three social networks. But if you don’t know where to start or are unsure whether social media is ‘right’ for your business, then you need to read one of the most popular feature articles ever seen in my newsletter, Communiqué for Success. You’ll need to sign up first. (You can unsubscribe at any time, and I NEVER abuse my subscriber’s email address. Your details are safe with me.)

Subscribe here: http://twitpwr.com/44Q/

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Do you have an in-house newsletter/ezine that goes out to your marketing or writing staff?

Perhaps you belong to a professional organisation that is actively looking for fresh newsletter articles. Ones that are relevant and useful for your members…

Then again you might publish a great website, blog or Facebook page and need more quality content…

I have written many articles and ‘filler pieces’ on a variety of business, marketing and writing-related topics – and they are now available at no charge for inclusion in your newsletter, ezine, website’s article archive, or blog.

You can access some of these articles (be sure to read the usage rules) at: http://ezinearticles.com/?expert=T_Dooley

Otherwise, feel free to browse through the rest of this blog, or sign up to my newsletter here. 

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