Marketing your business: Get more for less
When marketing their company, many business owners fall into the trap of constantly touting why their company, products, or services are so great. They say and write things like, “We’ve been around for 20 years,” “We sell the best solutions in the industry,” and “We’ve won numerous awards.” In truth, no one cares about accolades like that.
Instead of talking about how great you and your company are, talk about the results you’ll deliver to customers. Use phrases such as, “Increase your bottom line,” “This home is close to your children’s school,” or “Get the highest earnings with the lowest risk.” Just as you analyze the bottom line results of any investment you make, your customers do the same thing—only they’re looking at the bottom line results for them and their families. The only way to know what matters most to your customers is to ask them. So send a survey or personally ask your long-term clients what’s important to them and what kind of results they get by using your products or services. Then, talk about those things in your marketing messages.
4. Don’t Forget Direct Mail
Finally, let’s not forget that direct mail pieces (sales letters and postcards) are still a great way to market your business. Key elements of your direct mail piece are:
- A strong headline that stresses how you’re going to help them (the benefit your products or services offer). Depending on what you sell, you might talk about losing weight, having a cleaner home, feeling healthier, increasing productivity, etc.
- Testimonials from satisfied customers.
- A breakdown of the problems your target audience is facing AND your solution for each one.
- A list of any articles you’ve had published in an industry or association magazine, or any local media appearances.
- A call to action. Clearly state the next step you want people to take: “Call me today,” “Visit my website,” “Request more information,” etc.
Show people that you’re “in the know” when it comes to their issues and that you’re the best person to help them solve those challenges.
Being a business owner is one of the most rewarding professions. In what other career can you share your expertise, control your professional future, meet lots of interesting people, and make a difference in the lives of others? But to do all this well, you have to continually market your company, products, and services. By using the strategies outlined here, you’ll be better able to stand out from the competition and market your business to new levels of success.
Pam Lontos is president of Pam Lontos Consulting. She consults and coaches with businesses and experts in the areas of sales, marketing and publicity. Lontos founded PR/PR Public Relations and is a past vice president of sales for Disney’s Shamrock Broadcasting where she raised sales 500%. She is the author of "I See Your Name Everywhere: Leverage the Power of the Media to Grow your Fame, Wealth and Success." For more information, call (407) 522-8630 or e-mail PamLontos@gmail.com, www.PamLontos.com.
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