Marketing Mishaps: The "I should hope so!" factor

Marketing Mishaps: The "I should hope so!" factor

 

A few years ago, I read an article offering advice about how to be an "exceptional" employee. This was before the big stock market crash of 2008 that precipitated the recent unemployment surge, but presumably intending to guide folks toward keeping their jobs, nonetheless. The advice contained suggestions like:

• Be on time for work.
• Dress approrpiately.
• Know where all your files are, so that when the boss asks for them, you can hand them to him/her immediately.
• Don't use work time for personal matters.

I am not kidding or exaggerating — these were the tips this writer offered about being an exceptional employee. Of course, my first reaction was, "Are you serious?! This is the very least someone should do to be an ADEQUATE employee, one who receives a check next to the 'Meets Expectations' box on those infernal reviews."

Well, these sorts of "I should hope so" episodes are not limited to advice articles. Sometimes you find them in companies' marketing materials, and there's no quicker way to blend in with the crowd.

Yesterday I saw a bus stop ad for a law firm. The main message of the ad was, "WE WIN CASES!" Immediately, I thought to myself, "Really? Isn't that what you're supposed to do? And how many cases do you win? 20 percent? 30 percent? 90 percent?"

To their credit, they had a fairly small space in which to work. However, what they gained in space they sacrificed in a compelling message. What if they changed their message just a bit, to say instead, "We win cases other firms won't take"?

This happens more than you may realize. Have you seen ads for bedding companies that tell say, "You'll sleep through the night on our mattresses"? Or hotel promotions that emphasize their "clean, comfortable rooms"? Isn't that the least you expect from a mattress or a hotel room? I suppose it's a slightly different matter whan an airline brands itself as the "On-Time Airline" because the industry standard is to seldom be on time — but even so, isn't arriving on time a pretty average expectation? It's kind of like saying, "We screw up less than everyone else in our business."

I once saw a brochure for a summer camp. This was a glossy, full-color, 12-page booklet touting the beautiful location and all the exciting activities children would experience at this $2,000/week camp. Then came the testimonials, which said things like, "Little Bobby had so much fun and made lots of new friends!" Again ... seriously?! Isn't that the least you should expect from a summer camp? How is that in any way compelling to a parent?

It can be difficult to stand out in  a crowded field, but mine your features, benefits, and characteristics until you hit on what really makes you unique and different from everyone else — and then promote THAT.

Location.
Price.
Success rate.
Specializations.
Length of time in the business.
Green technology.
Additional apprecaited by unexpected offerings.

Whatever you do, avoid using words that will make people think, "Really? Isn't that the least this company should do?!"

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Until next time — happy marketing!

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Marketing Mishaps: Using Tech Speak (or Industry Lingo) with Non-Techies

Marketing Mishaps: Using Tech Speak (or Industry Lingo) with Non-Techies

Sense. You're not making any.

I came across a blog today, the intent of which is probably to help the company build business. The problem is that it's a tech company whose writer(s) does not know how to address a non-techie audience.

This month I promised to tell you how to save money by virtualizing your server(s).

This is one of the most powerful money-saving and environmentally friendly concepts in computing today. And one of the cool things is that you don't sacrifice performance. In fact, in most cases performance is enhanced.

Again, this might be a little technical, but [our company's] techs are always able to help you navigate any issues you might have.

The problem here is that the blogger/company assumes (a) the reader understands enough of the concept of "virtualizing your servers" to know (b) they need to do it and (c) be willing to spend money on this upgrade. Pay particular attention to the text in red. This writer KNOWS the info is technical, but instead of figuring out a way to simplify it, he/she thinks the fact that they have pros on their team is going to get him over that little challenge. WRONG.

Granted, there is more to this post than I am quoting here, but it's full of more techie mumbo-jumbo like "redundant machines," "virtualization platform," "load balancing across diverse hardware," and "host architecture."


Say you run the small to medium-sized business that is looking to enhance its technology performance. Are you going to read this and think, "Yup. That's probably what we need. Let's write a purchase order"? Or are you going to head back to the search engine to find a company that speaks a language you can understand?

Years ago, I remember my friend, master techie Matt Moran, telling me he threatened to fire any of his employees who spoke tech-speak to their clients. His thinking? Their job wasn't to overwhelm the clients with the depth of their computer knowledge; it was to explain the situation to the client in words they could understand and fix the problem. Period.

The thing to remember is that this issue is not exclusive to the technology field. I was in a meeting recently with a printer who was obviously adept at his business but had ZERO ability to translate the conversation into everyday English for my client — who was his potential client. She had no idea what full-bleed (printing that goes to the edge of the page) meant, not did she need to. Not in this meeting.

A while back, I did a post about the dangers of being too insider in your industry. Going top-heavy with the insider language is a perfect example of what you don't want to do.

If you're not sure whether your copy is resonating with your clients — and PROSPECTIVE clients — test it. Have non-insiders read it and give you their honest feedback. If they can describe to you what you meant to say, you know you've succeeded. If they're confused by any of it, it probably needs to be rewritten. Remember, the onus of communication is on the communicator, not the one receiving the information. Don't lose potential clients by talking right past them.

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Marketing Mishaps: Using TOO MANY FONTS on a single mailer

Marketing Mishaps: Using TOO MANY FONTS on a single mailer

There's an old rule of thumb when it comes to designing an ad, mailer, or other marketing piece that involves copy: unless you are a very gifted graphic designer, limit yourself to TWO fonts. In case you doubt me, here it is from the Creative Marketing Guru blog: 

Why It's Ugly

Too many fonts. Use only 2 fonts per marketing piece, max. Change in a typeface signals a change in function or purpose - restrain yourself!

Care to see an example?

This mailer fails on a couple different levels, but the fonts are the most immediately noticeable, because it doesn't stop at 2 fonts, or 3 fonts, or even 4 fonts. It goes all the way to FIVE fonts on one smallish piece of paper. It's just too much.

For one thing, the message looks disjointed and disorganized. Additionally, the fonts don't really represent what they were apparently chosen to describe. For example, the BIG is much bolder than the BOLD. And that BOOMING looks more like boomeranging to me. Lastly, the main font - the one meant to convey details such as the date and call to action - is unnecessarily difficult to read.

Other Mishaps

Another problem with this mailer is the Web site. Go back to the image above and see if you can locate the Web site.

Don't feel bad if it took you awhile ... the Web address is utterly lost in the middle of that challenging font, with no space around it or other reference to it.

The final problem for this one little mailer is that the image appears inconsistent with the message. It references a "Hollywood Event," and yet the background picture more readily depicts a Hawaiian beach than a Hollywood event. Do a Google images search for Hollywood and the first five results are the famous Hollywood sign; the next three are stars on the Walk of Fame.

There is a reason graphic designers and advertising copywriters command big bucks: They know what they're doing! That is not to say you MUST hire an expensive pro for your ad campaign to succeed. However, IF you are going to venture into the design world, I highly recommend that you get some education first. The following are a few books that were recommended by Dexigner, an international design links directory.

Basic Brochures

Direct Mail Design

The Best Advertising and Design in the World

May the graphic design and copy writing force be with you!

Marketing Mishaps: Having a Poverty Mindset

Marketing Mishaps: Having a Poverty Mindset

This one is admittedly a bit off our regular topics, particularly for Marketing Mishaps. One might even call it somewhat "woo-woo." Whatever you call it, though, one fact remains clear: The best marketing in the world will NEVER help you succeed in your business if you come from a poverty mindset.

What exactly do we mean by a poverty mindset? A thought process that is based in lack, want, a perception of being 'less than', victimhood, or any other mindset that focuses on what you do not have. Whether you know it or not — and more importantly, whether you believe it or not — your thoughts are incredibly powerful, and they are constantly working to attract to you exactly what they're focused on.

Say your #1 client just pulled their account for a reason completely unrelated to you. Now you're looking at your quarterly projections, starting to feel stressed out and worried about how you'll make up that deficit. This is a completely normal reaction, right? Yes — it's normal, but it's not productive. In fact, it's 100 percent counterproductive to attracting a new client to replace the one you lost. 

So what are you supposed to do when a challenge comes at you unexpectedly? First of all, take a giant, deeeeeeep breath. Then another. And another still. Keep going until you feel the stress dissipating, at least a little. 

Next up, get into a space of gratitude. "Are you out of your mind?" you might be wondering right now. "I've just lost my biggest client and you want me to be thankful?!" Yeppers. Thankful. Hopefully you don't have to think too hard to come up with something for which you are grateful. Write it down. Then, think of another thing, and write that one down, too. Keep going until you have a list that covers the entire sheet of paper.

What's the point? Gratitude refocuses our thoughts, moving them away from what we do NOT have to instead concentrate on what we DO have. In this way, we move out of lack thinking and that poverty mindset into a consciousness where we can more easily embrace and attract the wealth we ultimately seek.

What if you're just starting out, and you only have a few clients? Be fabulously grateful for those few clients! What if you don't have any clients yet? Be grateful for the opportunities awaiting you to meet and connect with new clients. I promise you, as long as you're breathing, you can find something to be grateful for.

CHALLENGE FOR YOU

How can you turn around the following statements, which are focused on negativity and lack, instead building them into powerful, positive affirmations based in a wealth mindset?

• I don't know why I even bother networking; I never get any new clients from these events.
• Oh, great. Another [_____fill in the blank with your industry title_____]. How can I compete when there are so many of us in this business?
• Susie Smith doesn't even try and she gets business. It's just not fair.
• I'd have more freedom and flexibility to build my business if I had a wealthy husband to rely on, too.
• I'm so behind — I don't think I'll ever catch up.

Can you see how each of these scenarios is focused on lack or victim thinking? Part of transitioning to prosperity thinking is recognizing the sabotaging language for what it is, and then practicing at reframing those concepts into supportive, grateful, positive language. For example, we could change the first bullet point to say something like, "I look forward to networking because I get to meet so many interesting new people. If I keep showing up, I'm sure I'll make great connections."

Additionally, it may help to have a phrase at the ready to substitute when you catch yourself spouting negativisms. My personal challenge is a tendency to run just a bit late to get to meetings. Sometimes, I'll get behind the slowest driver on the road, just as I'm in the biggest hurry. The phrase I always fall back on is, "Everything is perfect, exactly the way it is." If I just remember to say that a few times, I calm down, no  matter how stressed out I might be.

The most important thing to remember is that you are the biggest factor in your success. Not the economy. Not your business partner. Not the strength of your networking groups. YOU. Develop a prosperity mindset, and watch your marketing campaign ignite!
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Marketing Mishaps: Just because your WordPress site can have lots of boxes doesn't mean it should!

Marketing Mishaps: Just because your WordPress site can have lots of boxes doesn't mean it should!

There's no arguing that the world we live in today is a lot more complex than it was 30 years ago. Information flies at us from all directions, and is available to us from every corner at every second of the day and night. As a result, we're getting better at processing that seemingly unstoppable flow of data. Sometimes, though, more options are NOT better.

I just had a pretty typical experience of following a tweet to a site that looked promising ... until I got to the site:

It looks pretty, right? But this is the site of a self-proclaimed branding company whose brand says only one thing to me: TOO BUSY to be focused. 

You've no doubt heard about making a good first impression when you meet someone. Well, the exact same thing is true of your Web site or blog. You have literally about 3 seconds before that coveted brand new visitor decides whether to stay and explore, or chooses to hit the back button or the little X that closes your tab forever. If you want them to stay, your site has got to have a natural navigation and symmetry to it.

The problem with the site above is that there are WAY too many options. Where are you supposed to go first? The giant picture? Great. You tab through 5 or 6 images. What then?

When it comes to Web design, we sometimes get caught up in this idea that if we offer sooooo much good stuff in one place, our unique visitors will want to stay and check it all out. Wrong. They're not going to check anything out without a reason — and a natural pathway to guide them from section/option to section/option.


Think about the times you've followed a tweet to a blog post. One post, one topic. If you read the first paragraph and liked it, you probably kept reading. If you didn't like it, you left. But you lingered long enough to let the content do the persuading — it wasn't the layout of the site that sent you packing.


Simple isn't boring. Sometimes, it's more useful than we realize.
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Marketing Mishaps: Over-learning and Under-applying

Marketing Mishaps: Over-learning and Under-applying 

The best practitioners, in my opinion, are lifelong learners. They constantly add new tools to their toolbelts, so that they keep up with changes in technology, marketing strategy, and their clients' needs. There's an important distinction, however, between continuing ed that supports you in your business, industry, or work and serial education that keeps you from putting what you are learning into action.

Loral Langemeier put it best when she asked, "When will you ever use all those shelf-help books and programs you've bought?"

And these programs abound, do they not? Best e-mail marketing campaign strategies. Fool-proof list-building techniques. Best Facebook practices. Public speaking 101. Perhaps you've taken a class or purchased a product along these lines. Here's the question, though. How well are you implementing what you've learned? How many times have you reread your notes? How often have you listened to those CDs or MP3s? Where are these steps on your action plan?

Help - I'm overwhelmed. I have no idea where to begin!

First, slow down and take a deep breath! Then, take another deep breath. 

Next, take some time to do a needs assessment for your business. What kind of marketing are you using now? How is it working? Which parts are working? Where do you need to put more emphasis?

Now, evaluate your skills. How much do you know about the areas of marketing in your business that need some further emphasis? You've taken classes and bought programs - but how much do you really know? Can you fill the gaps through the materials at hand? Do you need to learn more or enlist help from a professional to create that blog, use e-mail effectively, or implement a social media program? And by learning more, I mean learn a specific technique, as opposed to taking in any further theory about why you should be using this method of marketing.

Next, you need to discern how you will know you've succeeded. This is a step many people skip - but it's crucial to the success of your campaign. First - how much is the campaign going to cost to implement, both in terms of dollars and that other very valuable currency: time? What kind of return on this investment do you need for it to pay for itself? This will be different for every business owner - but you must know the answer before proceeding. If you send 100 SendOut Cards, how many phone calls need to come in for the effort to be considered successful? How many clients must come on board out of those phone calls?

Once you've got down the method, the process, and the anticipated outcomes, all that's left is to implement. This, however, requires some strategy and planning. What are the steps involved in implementing? How long will each step take to complete? What's the timeline for completing the steps? Who will implement these steps - you, an assistant, a staff member, a friend, a hired professional? When is your launch date?

You've heard the axiom, "Knowledge is power." This is, if not a fallacy, at best an incomplete statement. More accurately, "Applied knowledge is power." What steps can you take today to begin applying all the knowledge you've been accruing?

If you'd like some help crafting a plan to implement your marketing strategy, I'm offering a complimentary 20-minute strategy session to the first two individuals who contact me via e-mail. Make sure to put "STRATEGY" in the subject line.


This is Day 35 in the 60-Day Content Challenge. I've been posting every day since I accepted the challenge on July 21st. See you tomorrow for the next post! Laura
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Marketing Mishaps: Using an Old/Poor-Quality Headshot

Marketing Mishaps: Using an Old/Poor-Quality Headshot

A real estate client of mine recently told me that he’d been advised by a veteran REALTOR® that “only rookies put their photos on their business cards. It’s just not professional.” I couldn’t disagree more. Granted, you need a professional headshot to convey a professional image, but in this day of two-dimensional marketing mayhem, a photo of you with a warm smile and an approachable look can go a long way toward setting the stage for the next step: creating the relationship.

I have a real-life example. Several years ago, I walked into an event and, on seeing one of the vendors, had the feeling, “I know this guy. Where have I met him before?” Turns out, I hadn’t ever met him – but he’d been advertising regularly for months in a newspaper I read, and he used his photo in his ad. A small, black-and-white photo in an ad that might have measured 4 inches by 1.5 inches. And still, on seeing him in person, I felt like I already knew him. That’s the potential power of a good headshot.

A few tips for making the most of your headshot:

• Make sure to drink lots of water and be well rested on the day of the shoot. Nothing will diminish your natural glow faster than tired, saggy eyes or pale skin. If need be, use a disappearing concealer to minimize bags under your eyes.
• Ladies, your makeup should be clean and natural looking. Overdoing it can make you look garish or clownish. You want to enhance your natural beauty, not attempt to hide perceived flaws.
• Avoid getting  a new haircut right before the shoot. Wear a style that is flattering and comfortable for you.
• Wear solid colors that are neither too bright nor too pale. Avoid white. Choose colors that compliment your skin tone, as this will help accentuate your natural features. Make sure your clothes are well-pressed and in good shape, as a stray thread or missing button may be more noticeable than you realize. Wear items that make you feel great and naturally relaxed.
• If you usually wear glasses, keep them on for the photo shoot. A good photographer will be able to adjust the lighting to eliminate glare.
• Limit the jewelry, making sure it is not distracting or overly shiny. You want the focus to be on your face, not the accessories.
• A warm smile is important – but be yourself. Open eyes and an honest, real look are better than a forced smile.

Most importantly, your headshot should LOOK LIKE YOU! How often have you seen a picture on a card, Web site, or other piece of marketing material that looked like it must have been 20 years old? This is not honest and it’s not helpful. Give people an honest impression of who you are by using a current photo that best represents you.

·        Spending the time and money on a quality headshot is easy to put off. Rather than hiring a professional, we get a friend to do it in the front yard, with our prize rosebushes as a backdrop. The problem is that the shortcuts show. According to Tiffani Smith of HeadshotPhotographerMatch.com:

The fact is that the greater the value of products or services that you offer, the better your image needs to be. Grainy, dark or outdated photographs tell prospective clients that you're not operating at the level of excellence that they are looking for and your business loses out on potential profits.  It's time to take your business brand to the next level and seek out a professional headshots photographer.

And for some final words about your professional image, read Seth Godin’s blog, The Power of a Tiny Picture.

This is Day 19 in the 60-Day Content Challenge. See you tomorrow for the next post!
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Marketing Mishaps: Failing to Be Media Savvy

Marketing Mishaps: Failing to Be Media Savvy

Many business owners and entrepreneurs I meet seem quite reluctant to embrace traditional media as a way of promoting their businesses – primarily because they perceive it as too difficult, or too much work. The fact of the matter is that, with the exception of breaking news and sports, virtually everything you see reported in the traditional media outlets (TV, newspapers, radio, magazines, and journals) was pitched as an idea by either the reporter/editor/program coordinator or by the source themselves. Why shouldn’t you be that source?

Still, business owners are hesitant to send news releases or contact the media, seeming to have the attitude of, “They won’t want to talk to little old me.” As Cher said to Nicholas Cage in Moonsruck, “Snap out of it!” You’re right – they won’t want to talk with you if you approach it with that attitude. But if you change your approach and believe that what you’re doing and the things you have to say matter, the media may very well want to talk with you.

Entrepreneurs are idea people. They find creative solutions for problems that others merely complain about. And quite often, those ideas are incredibly newsworthy and interesting. But it’s a wide, wide, wide, wide world, and reporters and editors cannot be everywhere. So if you don’t let them know about you, how can they possibly cover you?

Some people choose to hire PR firms to do this work for them, but if you’re a small operation, that’s more than likely way out of your budget. It IS possible to get in front of the right reporter/editor/program coordinator at the right time to get into the media. You’ve first got to believe it’s possible – and then you’ve simply go to take action.

NOTE: I will provide a FREE tip about how to become a regular media source (value: $5,000+) to the first 5 people who e-mail me before Monday, 9 August!

Tools for Your Savvy Media Toolbox

Here are a few ideas you may want to pursue, with regards to making your business more media savvy:

• An up-to-date headshot. This is considered two years old, or more recent.
• A print-friendly logo. It's amazing the number of companies who do not have a logo, which goes a long way toward branding your business.
• A media kit. This tells them exactly what makes you a good candidate for a radio or TV show.
• Regular news releases. If you're not sending them regularly, you're missing opportunities.
• An “In the News” section on your Web site. If you've been mentioned even once, you should create this. Chuck Scott and Sheri Nordstrom Scott, former students from my Want to Charge More? Start Writing! marketing classes, have a great media room on their Web site. 
• A rehearsed 10-second, 30-second, and 60-second description of  what you do and why people should care. (When the time comes, you don't want to hem, haw, and um the reporter and/or audience to sleep.)
• An article marketing campaign. (The other side of being covered by the media is contributing your own articles.)

In future posts, we’ll explore a few of these concepts in greater detail. For now, you’ve got one assignment: Get your Savvy Media Thinking Cap on and consider getting into the media game. You’ve got nothing to lose – and absolutely everything to gain.

This is Day 18 in the 60-Day Content Challenge. See you tomorrow for the next post!
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Sign up today for Laura's next workshop, Want to Charge More? Start Writing! Or e-mail Laura your questions about making yourself more media savvy.