5/29/2008: New Smart Marketing tip #36

Three “Must Knows” Before You Start Marketing

Whether you’re doing it yourself or outsourcing to a marketing pro, there are three things you need to nail down before you start.

1. Your target market.
   It’s imperative that you know who you’re marketing to.
2. Your current clients.
   Assuming you want more of the same (clients), define any prevalent industries or areas of concentration. Do they fit your target market profile, ie. do you want more of these types of clients? What kind of repeat business do you get?
3. Your USP (unique selling proposition….or niche…or identity)
   How does your product or service fill a need/want for your target market.

Unless you can answer these questions, save your money. You’d only be wasting it anyway. Get the answers, and then you can move ahead with solid, fact-backed marketing.

tip archives

tip #1: 3/03/2003

Want to move forward?
Work backwards.

Start with writing down the result you want.  Then works towards it.

For example....suppose you're introducing a new product at a tradeshow six months from now, and your goal is to get five articles placed in key trade publications.  Lay out a six month calendar now.  Then fill in what you'll do each month prior to the show.  This way you'll have an action plan and an organized method of achieving your goal.

tip #2: 4/03/2003

Almost Spring... at last! Think new beginnings.

Now's the perfect time to change your focus (if you haven't already).
Lose the mission statement or at least cut it down to a reasonable (readable) length.

It's not about you.
It's about your clients.

So focus on how you'll help them. Make their job easier. Increase profits. Save time. Tell them about the benefits they'll achieve by working with your firm.

Toot your horn somewhere else.

tip #3: 5/03/2003

Could be Aretha had it right.

R-E-S-P-E-C-T

Customer service is being touted now more than ever as the key to survival in a tough economic climate. But maybe it boils down to respect.

Think about your best clients -- the ones you enjoy working with.  Odds are the word respect comes to mind. You may not always agree with them, but you respect what they stand for and their vision for their company.

So maybe the real key to success in a difficult economy is finding more of those "A" list customers --- the 20% in the 80/20 who make your job enjoyable and challenging.  After all, it¹s not a stretch to go out of your way for people you really like.

tip #4: 6/03/2003

Who are you really talking to?

Does your copy sounds like "real speak"?  You know, the way real people
actually talk.  While this is especially relevant on your web site (where
you're communicating one-to-one), marketing copy in general shouldn¹t have
to be translated to be understood.

Let your copy reflect the way you talk when you're having a conversation.
Hard to sell something if the person you're "talking" to needs a dictionary
to understand what you're saying.

After all, are you trying to impress someone or make a sale?

Tip #5: 07/03/2003

Smart marketing doesn't have to cost an arm and a leg. Sometimes it just takes some smarts.

Some massage therapist friends of mine are savvy marketers. Their facility is tucked away on a side street that doesn't get much foot traffic. They need visibility in our neighborhood, which is very much a "walking area".

Their smart solution? They offered to set up a station at the launch of our neighborhood farmers market. For three hours, they gave free 10-minute massages to anyone who signed up. They also passed out marketing material, including a special 1/2 price massage offer. Didn't cost them anything but time. But it did give them great exposure to potential customers in the neighborhood, along with names and addresses for their database.

Now that's a smart way to market!

Tip #6: 07/23/2003

Is Your Networking Working?

Have you noticed all the articles lately about networking? Wonder why so many people are talking and writing about it? Because it works. It's also very inexpensive. And it doesn't require any special tools. Just you, some business cards, your polished 30-second elevator speech (you do have one, right?) and a smile and a handshake.

OK, one caveat -- you need to understand what networking is all about -- which is to expand your contact base and meet new people. If you're just out to pitch sales to as many warm bodies as possible, save your cab fare. Stay home and make cold calls instead.

Otherwise, pick up a copy of Entrepreneur or Fast Company or the business section of any major newspaper, and read some of the networking articles. Then get started.

tip #7: 9/15/2003

Starting a new business... or adding new products to an existing line?

If you have to pick one element that could make or break it, let it be "FOCUS".  Keep it!

Don't lose track of your original goal, your plan, your target market.  Once you're up and running, you can work on expanding your services or products.  But first, work on a successful launch. 

tip #8: 10/27/2003

Can you be too honest?

The other day someone told me I was honest to a fault.  Is that a bad thing?

The alternate is compromising yourself -- telling a prospective client something you know they want to hear, even though you don't believe it.   Where does that get you?  Or them?  Nowhere, fast.  

Having seen more than one instance where a potential client will call me in to discuss their marketing, ask for my suggestions and then do what they were doing all along (unsuccessfully), I'm opting for honesty upfront. That means saying "the mailings you're doing won't work because...".  

If that means offending a prospective account, so be it.  Better than being hired, doing same old, same old and ending up with a resounding failure.

Bottom line.....better to be honest than eat your words later.

tip #9: 1/15/2004

Before you market, make sure there is one.

Every once in a while, I meet someone who has this great idea for a new product.  One that will be the next roller blade phenomenon.  Picture product rollouts across the country.  Mass marketers selling out as fast as the product comes in.  Oprah and Good Morning America calling to book you on their shows.  Pretty exciting!

Hmmm. Let's back up for a minute.  Where's the research to show that this product will fill a need, want, desire, etc?  Who's the target market?  Where do they live?  Shop?  How many will they buy? Will they be repeat buyers?  You get the picture.

It's easy to get excited about a great idea. But the great idea will be a great disappointment unless you do the grunt work upfront. So, do your homework.  Make sure there's a market for your product.

tip #10:  2/03/2004

Think marketing is just for businesses?
Think again.  

Talk to some people who've been job hunting for a while.  If they're having a really rough time finding potential leads, it could be that they simply aren't marketing themselves.  

Because marketing doesn't only apply to businesses.  If you're serious about finding a new job, make sure you're marketing yourself.  

Make a list of your skills and strengths.  Be prepared to talk about successes in previous positions-­- increased sales, less staff turnover, awards...there must be something you can come up with. Then make sure you haven't overlooked any places to market yourself.  Think...organizations, clubs, networking groups, old friends, former colleagues, school chums.  You never know who knows about an opening that might be just perfect for you. 

tip #11: 3/08/2004

Staying in touch.... or out-of-sight -- out-of-mind? How good are you at keeping those lines of communication open? 

We're not just talking about staying in touch with customers.  We're talking BEING IN TOUCH with them.  Knowing what they need....or enjoy....finding something that might brighten their day or provide them with news of interest. 

Or what about firing off a handwritten note to a client you haven't talked to in a while?  It just might result in a new project.  At the least, it can't hurt to let someone know you're thinking about them. 

tip #12: 5/11/2004

He brands.

If you googled William Hung on 5/10/04, you'd pull up results of (about) 1,120,000 web pages. How amazing is this!

A year ago, the world had never heard of William Hung. Today, he's a celebrity. How'd this happen?

Could be that -- despite his singing and dancing -- William has some talent. Then again, it could be that we're simply drawn to his sincere, earnest nice-ness. Can you watch him without cracking a smile? Hard to do. He's having such a good time that it's contagious.

Face it. How much bad news can we view day after day before we need something distracting....or fun....or just plain silly?

Then again.....this could also be one incredible branding campaign.

tip #13: 7/06/2004

Value. Small word. Major meaning.

Do you know what kind of value you're offering your customers? Can you explain what your services are worth or what your products can do for them? If not, it's something to work on.

Try this. Ask some simple questions. For example, why should prospective clients work with you? What benefits do you offer? Increased visibility within a key market? New markets that hadn't previously been considered? More time for your client to focus on product development rather than administrative work?

If you can't come up with at least a few reasons why prospective clients should work with you, they won't. It's all about the value you provide.

tip #14: 10/25/2004

Summer lasted longer than usual this year. We've been storing up marketing tips. Now we're back and ready to talk about the WOW! factor.

Got one? Not sure what it is?

It's the response to something really amazing about a company. It's the moment when you know you've got something truly special.

Here's a great WOW! example. We've just published a new website for client, Sun + Moon Catering (see "Our Work" page). This is one WOW! company. Go to their home page and you'll see why.

See the red copy in the upper right hand column that says 99%? This company has a 99% repeat rate of business! That's a staggering number...and even if I didn't think so (which I do), the reaction I received every time I mentioned it to colleagues confirmed it. Because this just doesn't happen very often. It means that you are absolutely pleasing 9 out of every 10 customers. Not easy to do, especially when food service is involved.

BTW... the 1% that didn't remain a repeat customer closed up shop. Otherwise it would have probably been 100%.

Think about what you're doing (or not doing) to be a WOW! company. Not all of us can do it, but it's sure worth a shot.

tip #15: 1/4/2005

Happy New Year!

Time, once again, for that depressing ritual -- compiling a list of New Year's resolutions. Or as I like to call it, beginning the year on a negative note.

Gee, what fun. Let's make a list of the things we failed to do for yet another year.

Actually, I don't recall making any resolutions over the past few years. But this year I decided to write a list. Not about things to conquer/solve/fix/resolve in 2005. My list was of things I accomplished in 2004.

Rather than start the new year feeling bad about what I didn't do (last year), I'm celebrating my small victories. Sort of a "wow! look at what I achieved... I had a great year."

Know what? It feels pretty darn good. Much more fun to start off on a high. And isn't success supposed to breed success?

I'll let you know in December.

Sometimes it takes an outsider....

I did something really dumb. And the dumbest part was that it took me almost two years to realize it. And then, it was mainly because a colleague mentioned it.

Two years ago, I launched this website. But for some reason, I never bothered to change my default email. So instead of emails coming from rg@rickeygold.com, they came from rexgold@earthlink.net.

Can't imagine what I was I thinking. That I wouldn't get as much spam off my website if no one knew I had one? That makes about as much sense as opening a retail store and not putting a sign out front.

A few weeks ago, an IT colleague said "I was really glad to see you finally changed your e-mail". Wish he'd mentioned it a few years ago! Sometimes it takes someone outside your company to catch something you've missed.

tip #17: 5/17/2005

Commitment phobic? Then don't [commit]. Test instead.

Suppose you've got an idea for a new direct mail piece but just aren't sure if it'll work. Do a test. Rather than print a full run and risk a mailing that's a dud (not to mention the printing costs and postage), do a few small mailings instead. See what works...and what doesn't.

Try a different headline in one. Change the offer in another. Change the colors or a graphic in a third. Then mail each of the tests to a small portion of your database or list.

You'll know within three weeks (four max) which works best...or if there's not a winner in the bunch. Then you can either do some more tweaking, or -- if you've found success -- commit the money to a full mailing.

Why take a chance when you don't have to? Would you move in with someone without making sure you liked one another first? Okay, so it's a stretch. But you get the point.

tip #18: 6/30/2005

No "est" words.

That was the answer I got from an editor when I asked about criteria for an article I was writing. What a great answer! (and a much more socially acceptable way to say "no bull")

In other words, leave out the fluff. Dispense with the overkill superlatives -- a lot of which seems to end in "est" - best, greatest, finest, cheapest, etc. And lose the hackneyed copy like "state-of-the-art, innovative, world class, empowering."

Stick to facts and details when you're writing a news piece or press or product release. Save the prose for your novel.

How many new people did you meet last week?

If your answer isn't at least one, you may want to get out a little bit more. Because the more people you meet, the larger your network becomes. And the more you build your network, the more you'll build your business.

Think about how you find new business. Where'd your last two new clients come from? Referrals from existing clients? Advertising? Speaking engagements? Or were they referrals from colleagues or friends...or acquaintances you may know only casually.

Mine came from referrals (but you knew I was going there, didn't you!). One from a former colleague; one from a person who's new to my network.

Gee, if I wasn't out there meeting people, I wouldn't have my last two clients. And that would be my loss.

tip #20: 9/30/2005

Afraid to outsource?

It's not unusual for small business owners to think they can save money by "doing it themselves". But more often than not, it doesn't work. When you finally figure out what you've spent in time and money (even if the latter is minimal), you could have hired a professional and had it done correctly.

Think about the crummy brochures or flyers you've seen. You know the kind. Lots of clip art. Probably some typos. Boring copy that doesn't make you want to buy anything.

Unless you're a good writer with a designer's eye and a marketer's understanding of positioning, save your time and money. Hire a specialist and do it right the first time.

It could be the difference between your business' success or failure.

tip #21: 1/20/2006

It worked!

Last year about this time (Tip #15, 1.4.05), I mentioned that I no longer made resolutions, choosing to focus on the past year's successes instead. And I said I'd check in at the start of '06 to see if that didn't in fact work. My exact words -- And isn't success supposed to breed success?

Well, I'm happy to report that it does.... or at least, it did.

2005 was a year of stretching, growing, teaching, learning and reaching out. I over-committed, over-networked and took on more pro bono work than I'd planned. But the result was that I met a whole lot of great people, expanded my network and made some terrific new friends. I also picked up some new clients who I'm really looking forward to working with.

So yes, I believe that success does breed success.

But don't take my word for it. Maybe it was a fluke. See for yourself. Start building your own successes as 2006 unfolds. Big or small. ...doesn't matter. Just keep track of each achievement. Build upon this list, especially when you start to doubt yourself. Then you can check in at the beginning of 2007 and see if I was right or wrong. Deal?

It's going to be a super year!

tip #22: 4/24/2006

Some things never change. Like sales lulls. Whether you launched your business twenty years ago or are first starting today, if you wait for business to slow down before you start thinking about your marketing, you're late.

Smart marketers know that to avoid lulls, you need to stay visible. Sure, it might be hard to get out that direct mail piece when business is booming, but waiting till there is no business is just plain poor planning.

So take a half hour and put together a marketing calendar. Doesn't have to be fancy. Just put in some ideas of what you will do for the next twelve months...or six months. An e-newsletter, more networking, writing some articles, doing PR. If you absolutely can't do this, hire someone to do it for you. Otherwise, you'll have a whole lot of free time when business slows down.

tip #23: 6/20/2006

Feeling overwhelmed? Maybe it's time to cut yourself some slack.

Case in point.....I've picked up some good books on time management. Unfortunately, I haven't found the time to read them. Oh sure, I'll get into a few chapters and think "This is great!". But then I get sidetracked by something. The result? One more thing I didn't get done.

So I've come up with a solution. I'm giving myself a break. It's summer. There's no way to get through all the saved up newsletters I'd like to read.

Instead, I scanned the 200+ emails in my inbox and deleted anything over a month old. It only hurt a little and that was primarily fear that I was deleting somethingI really needed to know. But the truth is that there's always going to be something I really need to know, and there are only so many hours in a day. I live in Chicago. The weather is only beautiful on a given number of days. Do I want to miss that to read a few more newsletters? I don't think so.

So next time you feel yourself losing control of your inbox, try it. Delete just a few old emails you were saving. They'll be more. There's always more. Now go out and enjoy the weather.

tip #24: 7/17/2006

Want to make sure visitors don't return to your website?

Do what opentable.com does. Make it so frustrating for someone to make a reservation online that they pick up the phone instead (right, just what we always did before the internet!)

Maybe this doesn't happen every time you log on. But I watched someone try to do a simple task....make a reservation for lunch at a participating restaurant....and listened to the #!*?%# response when he kept getting an error message.

Unfortunately, we're so spoiled by immediate results that when they don't occur as promised, we're gone. And since there are so many other options available to us, we usually don't come back. One lost customer...who tells a bunch of friends not to bother with that site. If it occurs over and over again, what do you suppose happens? Much smarter to make sure all systems are go so you keep customers happy....and coming back.

tip #25: 9/12/2006

Don't fall in love with your product.

That's not to say you shouldn't be confident that you're bringing something great to market. Just make sure that there IS a market for what you're offering.

Entrepreneurs often get blind sided by their creations. They're so intent on perfecting their product (or service) that they sometimes miss a few critical steps. Like making sure there's a market. And that your price is one that the market will bear. Because no matter how great you think your product is, if there's not a substantial potential customer base out there, it's not going to fly.

Bottom line? Do your homework. Do the research. Talk to people who specialize in the market you're going after. Be smart. Do whatever it takes for a successful launch.

tip #26: 10/10/2006

I just went through today's mail. It included:

• two trade publications, neither relevant to any of my clients
• two postcards: one urging me to schedule a demo for something or other; the other telling me I could win a free DVD player if I would just watch a video
• a catalogue for little girls' clothing (I have no little kids)
• and two letters: one from another trade publication; the other with the ubiquitous copy "For Preferred Cardholders" on the front.

Why am I writing about this?

Because it all went into the garbage.... unopened. Zilch. Nada. Not even a peek inside the wafer sealed "free gift offer".

We're so inundated with unsolicited mail, e-mail, phone calls, even the occasional fax offers that still sneak through. If something doesn't get your attention immediately, it's garbage.

So next time you're sending out a clever direct mail piece, make sure it really is.

tip #27: 11/15/2006

Can you get me on Oprah? And please tell me how many placements I can expect to get if I work with you?

Run. Run very fast if you're asked these questions by a potential client. This is not a prospect you want to bring on board.

For one thing, few publicists, if any, will guarantee placements. Ask around. You'll hear stories about features that were bounced, spots that never aired, radio interviews that are still archived...in hope that some day, they might be resurrected.

All it takes is one big story and your feature is up for grabs. The death of a prominent person. A plane crash. Not to mention Katrina or a tsunami. The list is endless. But major events take precedence over almost everything else.

So if you've made the mistake of telling a client they'll be on the 6 pm news, cross your fingers. The only way to make certain this happens is to produce it yourself. Lotsa luck!

tip #28: 12/03/2006

Looking for PR opportunities? Keep an eye on the trends. Pay attention to what journalists are writing about, the latest studies, or anything else that's current in the media. If you can piggyback on a trend, your chances of getting media coverage can be good.

For example - some studies have just been released about the number of working women choosing to stay home for the first three years of their baby's life. I've read about this in three different newspapers in the last few days. The numbers are going up.

So what does this mean to you? If you're a woman who falls into this category, you might pitch a story about why you chose to "drop out" for your baby's formative years. If you're a new mom and back at work, your angle could be why you're bucking the trend.

Find an editor or reporter who would be interested in your story. If you're a small business owner, pitch a business reporter on the trials of running a business as an exhausted new parent. Or how you're able to "do it all" by hiring the best support you can find (a nanny, a store manager, a business consultant, etc.).

If your focus is on your child's formative years and the importance of mother and child bonding, pitch a feature reporter who covers family issues. And if you can include a number of your friends or colleagues who'd be willing to be interviewed - especially if they have differing viewpoints — even better.

tip #29: 2/02/2007

Do you have a brainstorming brigade? Not like a military swat team! A "creative support, problem solving, life issues" kind of group.

If you don't have a small group where you can brainstorm one another's problems and projects, think about putting one together. All you need is four - six business colleagues who you like and respect. Throw them all into a room (yourself included). Food and drink are a nice touch, so you can meet in a restaurant over lunch or dinner (or breakfast if you like talking in the morning). Or meet in one of the member's homes for a cozy casual evening.

You can have a set agenda of topics to discuss. Or throw it out to one of the members who's dealing with a particular issue and needs support. I have a few groups and we do both - set topic or just winging it.

Whatever the format, it's the feedback that's so important. Someone who's not involved in your business can see issues with a fresh eye. You'd be surprised at how many great ideas you can pick up this way. And the friendships you build are a really nice perk!

tip #30: 4/03/2007

How's your credibility quotient? Not sure? You should be.

As a business professional, your credibility may be the most important factor separating you from the competition. Because people like to work with people they trust.

Ensuring your credibility with clients is easy. Be credible. If you make a mistake, take responsibility. Own it. Then fix the problem.

One more thing. Never over promise. If you have a project due on a given date, don't try and look good by cutting your timeframe short. Far better to surprise a client by bringing a project in early than to promise a deadline and miss it.

After all, it's not just one project that's at stake. It's your believability... and your reputation.

tip #31: 7/06/2007

Oops. Got sidetracked and missed a few months. It's been gloriously beautiful here in Chicago (not something you normally hear). So we're taking advantage of this unusual weather and enjoying summer.

Which leads me to this month's tip.... Did you know you can work without being in your office...at your desk....near your phone...or connected to your cell phone or laptop?

Well, you can. All by yourself. I'm doing it, and it works!

Tie on your walking or running shoes. Then take off in the park or along the lake or wherever you go to just enjoy being out (no, outdoor malls do not count). If you can leave your iPod at home, all the better. Because the best way to work outside is to open up all your senses. Be receptive to all the sites and sounds and smells around you.

Don't think about work for the first ten minutes. Then gradually, start thinking about a business issue that's been giving you trouble. How to start that article that's due this week. Or why you're stuck on a creative project. Whatever you need to solve...no teeth grinding or grimacing. Relax and just think about whatever it is that's got you stuck. If you're truly relaxed and receptive, there's a very good chance that by the time your walk (or run) is over, you'll have found a solution.

tip #32: 8/07/2007

Sometimes marketing just doesn't work.

For example:

• You're really busy, so you wait until things slow down, i.e. no phones ringing at all. Then you finally decide to do some marketing. Once things pick up again, you stop.
• When a job or project is finished, you move on to the next one. You never send a thank you note or email…. or call to see if the client has any other needs. It's just on to the next job.
• You don't bother to check in with clients to see how they're faring during the year…or just to say hello.

tip #33: 11/08/2007

Don't beat yourself up.

Case in point... I was at the health club the other day and ran into an instructor whom I hadn't seen for a long time. I also hadn't been there much in the past year, so no surprise.

Sheepishly, I said, "I've become a fitness dropout," to which she responded, "You're here now."

A few hours later, I was still thinking about that conversation. Same situation. But we each viewed it from a totally different perspective. I was apologizing for my lack of attendance, but she saw it as a positive that I was there.

What does that have to do with marketing!

Suppose this has been a less than stellar year for your business...not one you want to repeat. You can either beat yourself up because of all the things you didn't do. Or you can sit down and evaluate what went right and want went wrong, so that you don't make the same mistakes next year.

Your choice: beat yourself up, or accept the fact that businesses ebb and flow. And next year, go for the flow.

tip #34: 2/6/2008

It’s February. Sick yet of the “how to organize” tips and articles?

Seems there are more of them every year. Actually, there ARE more of them every year, because now we have e-newsletters and blogs and RSS feeds and videos… in addition to all the traditional media.

I’m already behind. There’s so much to read that it’s already sabotaged my organizing progress for the new year. So I found an easy solution. I stopped feeling it was necessary to read everything.

I threw a fat stack of business publications into the garbage. Next, I deleted all the articles in the “to read” folder in my email. A quick scan of my inbox to delete another few dozen emails and I was finished.

So easy. And now I have time to tackle the rest of the organizing for 2008.

tip #35: 4/16/2008

Feeling overwhelmed by all the talk of cutbacks, layoffs, buyouts and losses? Us too. The news isn’t pretty. We need Spring to come quickly….along with warm sunshine and blue skies and the promise of lighter things to come.

We also need to use this time wisely.

Downturns are part of our economy. We had one in 1991-92….and again in 2002. What we’re seeing is a tough market. And tough markets require smart marketing.

This is not the time to pull back and cancel all marketing efforts. It is, however, the time to market a little differently. Do what you can afford. More viral marketing and word-of-mouth. Maybe some PR in lieu of print advertising.

If you’re creating marketing material, develop pieces that can serve multiple purposes….a direct mail card that can be used as a leave behind, handout or inserted into a #10 envelope along with a sales letter.

Don’t become invisible. If you do, your competitors (who are marketing consistently) will have brand recognition when things turn around. And you’ll be scrambling to catch up.

Here’s a link to a tips article from a talk I gave recently. Hopefully, you’ll find something helpful for your business.