- Christy

…………………………………………………..

Many business owners and employees try at some point in their careers to design a newsletter, flyer or other sales materials — and then wonder why their versions aren’t as graphically appealing as others.

There are a few simple tricks when you’re designing your own material that will make all the difference in the appeal of the campaign and the success of your overall marketing endeavors.

The first — and one of the most important — aspects of any marketing piece is the writing. You must know your target market well enough to know what type of text most appeals to them. Quick and attention grabbing text might be best for the younger generation. But for an older population, more description could be needed to attract them to your products or services.

In either case, keep your message simple. Boil down your message to who, what, when, where and why. Make sure every marketing piece you distribute offers this information.
The No. 1, most important item to include on all sales material is contact information. In today’s business environment this should include your Web site address, e-mail, telephone and physical address. The most important of these is your telephone number. Make sure the number is correct before you print the ads or flyers. While this seems intuitive, I’ve seen many ads, flyers and newsletters published with incorrect contact information.

The second thing you can do when designing your own materials is to think outside of the box. If you must use clip art, use only one clip art element instead of multiple elements. I promise, your customers will thank you.

One trick I like to implement when I’m struggling with the design of a marketing piece is to enlarge the artwork, logo or photograph to see what that does to the overall look of the piece. If the resolution is high enough to support enlargement, making artwork bigger can improve the overall appearance.

The third thing I highly recommend is respecting white space in all of your printed materials. Customers read from left to right and are more likely to remember the item or text on the top left and the item or text on the bottom right. Use this psychological tool to your advantage. Nothing will turn off a potential lead more than looking at your flyer and seeing it filled with clutter.

Pick only the most important selling points. Strive to strike a balance between text and imagery, white and dark.

While I’m on this point, please don’t use more than two fonts on a page. Preferably, choose one sans serif and one serif font — Arial and Times, respectively, for example. The combination of sans serif and serif fonts will add dimension to your project.

Fourth, keep in mind your method of delivery in designing your materials. Printing a cluttered newsletter on expensive glossy paper won’t make it any more effective. Instead, think about all of your design aspects as a whole piece. The paper you choose should add depth to the project. The color of the ink you choose should add harmony to the overall look.

Most importantly, you want your sales materials to “pop” — to grab attention with text, graphics and the feel of the paper.

Pay attention to creative marketing and ads you particularly like, especially if you’re your own target market. I often recommend to my clients to conduct a simple market analysis when choosing a new logo or layout. This can be as easy as carrying around the printed piece with you. When you meet someone who fits your demographic, ask for his or her opinions. Then listen, take notes and make any appropriate changes. As an added benefit, you might just find new customers this way.

My fifth and final recommendation is that you ignore all my rules. But if you choose to break them — and I often break my own design rules — do so for a good reason. Use these rules as a guide, but use your own intuition as well. As a business owner, your intuitive sense of your operation is usually pretty close to spot on.

If something isn’t working, follow the rules again and figure out what isn’t working so you can fix it and get back to the business of doing what works.

Originally published in The Business Times.

Large companies experience crises on a national level and it’s visible that what is going on is, indeed, crisis management. Smaller businesses encounter the need for crisis management regularly as well —whether it’s an unhappy customer, a disgruntled employee or defective product.

Having a crisis management plan is important for the owner and staff of every company. Having a written crisis management plan can be as important as having a written business plan. When the unexpected occurs, it usually involves quite a bit of emotion and often we aren’t thinking clearly about the entire situation. Rather, we’re acting on our emotions at a micro level, blocking out an important vision of the future and management of the situation on a larger scale.

When faced with a crisis, step back and take a deep breath. Realize that nearly every situation, no matter how dire, can be managed effectively and used to create a stronger brand.

In the 1980s, Johnson & Johnson was a victim of an act of violence against its customers. Cyanide capsules were slipped inside bottles of Tylenol in Chicago. The company didn’t have a direct hand in what happened, but they way it managed the situation set a precedent for future crisis management because it worked. Out of this “crisis” came the creation of tamper-resistant bottles. Tylenol immediately set up a method of clear communication, apologized, accepted responsibility and set up a plan for the future.

A less successful crisis management situation involved the Ford/Firestone tire recall in 2000. Instead of clearly communicating with consumers, Ford and Firestone pointed fingers and tried to distract away from themselves and the actual issue of the defective tires and their installation.

When your company experiences a crisis, it’s rarely of these proportions. Nonetheless, feelings of hopelessness, anger and frustration offer clear signs it’s time to implement your crisis management plan.

The first step is to apologize when you’re able. There are some cases in which there are legal implications to a rash apology. So this step needs to be well thought out. If there could be legal implications for your company, consult with your attorney and find out what you can say without getting into trouble.

Consider, for example, a client who’s angry with your company for a reason out of your control. The knee-jerk reaction is to be angry because it’s not your fault. A more effective response is to begin with an apology for the miscommunication that caused the decline in client relations. An apology that the situation has gotten to the point of client dissatisfaction is also effective.

The second step is to take responsibility. The buck has to stop with you. Whether you were directly responsible or not, as a manager in the situation you do have responsibility. After you apologize, take responsibility for what you can. In the above example, you could apologize for the situation and then let the client know you accept responsibility for the decline in the relationship. One of the most ineffective things that can be done in this situation is to tell the client, “It’s just not my fault.” Instead, take this as an opportunity to let the client know he or she is important to your company and you will personally take responsibility to ensure fences are mended.

The third step is to set out the plan for correction and the future. This is the most detailed step and requires quite a lot of thought. In the above example, you would explain your plan to mend fences and ensure the client is happy.

In this step, one of the most effective questions that can be asked is this: What can I personally do to make this situation better? And then listen. Do your best to implement requests into your plan of action. Repeat back to clients what they’re asking to ensure everyone is clear about the requests.

You’ll find that most of the time, the second party doesn’t really know what they want. So you take the opportunity to offer a refund, partial refund or credit for future service. Let them know you’ll be following all communications from here on out and that you’re always available to handle any situation before it becomes an issue.

These steps seem intuitive. But in the midst of a crisis, it’s hard to remember to let go of the anger and frustration so the situation can be resolved and active communication restored.

Marketing is all about communication and conversation. With appropriate crisis management, conversation can be restored quickly and painlessly. And out of many crises arise an opportunity to strengthen your brand.

Originally published in The Business Times.

I have pondered this question for quite awhile to really process the methods that are most effective. One of the biggest changes in the marketing world has been the transfer from representing the company as a large entity and instead presenting a spokesperson or point of contact.

There are certainly examples where promoting your team will be most effective. In most cases, the answer, as I found it, is that by addressing potential prospects in the first person, you’re cultivating the development of an interpersonal relationship. What I mean by this is you start becoming a tangible human with whom a prospect wants to talk instead of an unapproachable corporate team.

This goes past the stale business-to-business relationship and follows the same evolution of marketing from a “campaign” to a “conversation.” It’s no longer about how well you can put together an “ad” campaign. In today’s business environment, it’s about how well you can hold a conversation.

Large companies are finding that if they have a spokesperson or a point of contact, consumers are more likely to make the purchase.
This is exactly where companies of all sizes are finding success in the social media realm. By encouraging conversation, individual members of a company actively communicate directly with their clientele. This creates the interpersonal feeling in the relationship, which equals more sales and therefore more profit.

How is it possible that something like this is actually working? In many ways it flies directly in the face of traditional marketing methods that have worked in the past.

My personal theory is that consumers are tired of the barrage of advertisements and marketing campaigns.  Instead of being told they should buy your product, consumers appreciate that companies ask them what they want. By opening themselves up to active communication and conversation, companies are creating products and services consumers enjoy more. This means consumers are willing to buy more of the product or make the purchase from your company over your competition.

It’s all about approachability. Is your brand and your company approachable? When someone wants to talk with your company, do you make sure the path is clear and that they will not only be listened to, but their views will be respected and used in product development whenever possible?

When you’re walking your prospect through the process of purchasing from you, there will come a time when they need to see you have an entire team working with you to make the product or service sale come to fruition. By allowing the prospect to have a go-to person they trust, you’re creating the foundation for not just one successful sale — but the prospect of many sales in the future.

Knowing in advance of your marketing campaign what you want consumers to do is imperative to a successful campaign. If you’re the point of contact for the company, you should know exactly what you want a consumer to think and feel when they learn about your product. Have a plan for what steps they will take after learning about you and know exactly what your response will be when they approach you. Develop a plan for followup and be willing to change and mold that plan as you move forward and measure its effectiveness.

As a general rule of thumb, I recommend you always follow up with a prospect, even if you know they’ve purchased from your competition. By showing them the conversation is still open, you’re demonstrating your willingness to hear what they have to say and continue to strengthen your own product or service for the next consumer. By showing you’re still accessible if they ever need your product again, you just may have that opportunity for the sale.

Here’s the gist: If you talk like a large corporation, no one wants to work with you. If you talk as just a guy who does a good job and who happens to work at a large corporation, then you’re on the path to a successful business relationship.

Originally published in The Business Times.

http://www.nbc11news.com/home/headlines/11_Cares_Leave_it_to_Larissa_114458869.html

-Christy

_______________________________________________

Hi
I opened the screen door yesterday and my cat got out and has been missing since then so I was wondering if you are not to busy you could make a poster for me. It has to be A4 and I will photocopy it and put it around my suburb this afternoon.

This is the only photo of her I have she answers to the name Missy and is black and white and about 8 months old. missing on Harper street and my phone number.
Thanks Shan.

———- Forwarded message ———-
From: David Thorne
Date: Monday 21 June 2010 9.26am
To: Shannon Walkley
Subject: Re: Poster

Dear Shannon,
That is shocking news. Luckily I was sitting down when I read your email and not half way up a ladder or tree. How are you holding up? I am surprised you managed to attend work at all what with thinking about Missy out there cold, frightened and alone… possibly lying on the side of the road, her back legs squashed by a vehicle, calling out “Shannon, where are you?”
Although I have two clients expecting completed work this afternoon, I will, of course, drop everything and do whatever it takes to facilitate the speedy return of Missy.
Regards, David.

Unfortunately, no matter how solid your product or service is, without effective marketing no one will ever know about it. It’s January, and along with the abundance of health and fitness resolutions, this is the time of year many business owners begin to set their marketing resolutions. Marketing is like a diet in that it works most effectively when you stick to a plan; it is simplified when you have a strong support system in place; and when you decide to do it, you should do it and not put off until tomorrow what can be done today.

Think of marketing as the umbrella over everything you and your staff do to promote the company and its image. Marketing encompasses all of the tasks of promotion and includes everything from advertisements and press releases to who answers your telephone and the greeting they use.

Public relations can be broken down to all of those things that you don’t pay for: the press releases that you send to area media as well as pseudo events that you develop to increase your customer base. Public relations efforts are particularly effective because of the credibility they provide. Remember, though, that newspapers, magazines and television stations are not in business just give free space or airtime. You have to offer a reason for them to talk about you.

It’s proven that people don’t buy from you because you run the fanciest ad campaign. People buy from you because they know, like and trust you.

And then there’s advertising, which is everything you actually pay for when promoting your company. Advertising is the simplest to define, but can be the hardest to execute effectively. The simplicity of purchasing an ad often overshadows the need for both
creativity and strategy.

“Creative without strategy is called art,” explains Jef I. Richards, an author and recognized advertising strategist. “Creative with strategy is called advertising.”

If we look at all marketing activities as 50 percent creativity and 50 percent strategy, then we get a solid grasp of how simple this marketing concept can be.

When you develop a creative marketing plan and then focus on a strategy to carry out that plan, you’ll be amazed by the success of your efforts. Surprisingly, your only task in marketing is to create knowledge, likeability and trust among current and future customers. It’s proven that people don’t buy from you because you run the fanciest ad campaign. People buy from you because they know, like and trust you. The creativity, branding and professionalism of your company should always be reflected in your promotion. Your advertising will play a key role in creating trust among your consumers. But looking past the campaign to the real goal helps to center your efforts and create more effective promotion.

The question becomes: “What can I do RIGHT NOW to develop a strong base of customers who know, like and trust my company?” It can be as simple as picking up the
phone and making some calls to your customers to wish them a happy new year or as complex as writing a marketing plan for the year.

A successful marketing plan includes some very basic components: an acknowledgment of who your target market is (the more streamlined the better), a budget, a calendar of when you will do your marketing activities and a method for evaluation. While evaluation is listed last, it’s one of the most important pieces of the puzzle. Without proper evaluation, there is no solid way to judge success. Every successful company has a solid method for tracking the effectiveness of each part of its marketing plan.

If you have no idea how much to spend on your marketing campaign, start with 10 percent of your gross income and go from there. This will give you a strong start. When this money is targeted specifically, you will watch your bottom line grow. A strategic integrated marketing campaign will include advertising, public relations and abundant networking with your target market. So, as you begin your year and start planning,
remember that marketing doesn’t have to be hard. Are you likeable and trustworthy? Then the only missing link is to let your customers know who you are.

Do what excites you in your marketing. That’s what works.

The above column was originally published in The Business Times.

I can’t say that I’m different than any others, because I have made resolutions. Some of them I’ve successfully accomplished and some of them fall by the wayside half-way through February.

What I have found, is that some of my best resolutions don’t come from January at all.

Recently, I resolved to be a more organized person. Part of my strategy is to do something once a week to help me in my quest to lead a more organized life. Step one is to type up a weekly to do list, and break it down daily in to six tasks that MUST be accomplished that day. Six tasks seem to be reasonable, because there are always other things that come up. I LOVE the feeling of being able to cross something off of my list and watch the list shrink from a full page to a ½ page by the end of the week.

I’ve also taken on one organizational task each week, whether it is organizing a drawer in my office or a folder on my computer. I’ve picked one item to organize in my quest.

Another of my resolutions came in June of last year. That was the month I had a life altering discovery of ways to become a better version of me – both in business and in my personal life. Marcus Straub of Life is Great Coaching and his teachings have been instrumental. In addition, Mike Dooly of the TUT’s Adventurer’s Club sends me free daily messages by e-mail to inspire my day right from the beginning.

Starting my day with inspiration and choosing to fall back to that inspiration in challenging moments helps me to embrace the journey.

As you plan your resolutions for the year, break them down into daily, do-able tasks and watch how step-by-step you excel in your resolve.

Simple and powerful.

The very first step in making any goal is to get really clear about your dream. Think it through, think big and then you can make your goal. You can plan your steps, make the moves and then you can see the powerful results.

And they are powerful.

So, as we head into the most wonderful time of the year, I would encourage each of you to embrace the gifts of challenge in your life. Dream those fabulous dreams and set those fantastic goals.

We always talk about January being a time of renewal for ourselves and for our businesses.

Here’s what I have to say to you, right now, in November of 2010. There is still time to make 2010 a banner year. Don’t look toward the future to plan your success. Do it now. And watch the amazing things happen. Let’s kick this economy back into shape by dreaming big. Right now. In this moment, in this hour, in this day, this week, this month and this quarter.

Embrace the journey.