Jul 11 2011

The Real Entrepreneurs

Many traditional marketers haven’t a clue . . .

                                                           

Real entrepreneurs

                                           

respond in an instant and 

                                  

develop ideas thoroughly

                              

from beginning to end.

 

                    

Today’s marketing people are not adapting well to current economic realities. They see themselves as part of the solution to a problem that they do not understand . . . one they are not trying hard enough to overcome.

The no-light-at-the-end-of-the-tunnel economy we’re presently in doesn’t, for example, automatically translate to everyone being interested in finding a better dollar deal. Instead, when budgets are restricted is when entrepreneurs need to invest more heavily in building long-term relationships, as they would expect of their own suppliers.

Traditional marketing pros are missing this.

They are still knocking themselves silly trying to fit business owners into their media and social media games and patterns and rate cards and strategies instead of adapting what they know to help entrepreneurs do more with less

. . . instead of pulling their chairs up to the same side of the table.

                                                                     

This doesn’t mean reinforcing the customer service department. It does mean building customer service into the job decription for every single employee. When every staffer is also a customer service specialist –poof!– you no longer need a customer service department! Nurturing long-term relationships becomes your new business. 

Marketing traditionalists are missing this point, and others like it. The “new” cyberspace marketing pros are also missing the point. First off, the whole world is NOT tuned into the Internet which means the perspective that every human on Earth is aware of Mashable, YELP, Tweets, BFs, DMs, clouds, and the advent of Cicret Bracelets is false. So the perspective is warped.

Second, when traditionalists wrap their marketing strategies around media airtime, print space availabilities and “special rate card deal packages” or “online marketing and SEO experts” (most of whom are self-designated, unproven, and over-priced) parade out their website and email bells and whistles, entrepreneurs end up the losers. 

If you’re a small business owner, operator, or manager, you need to be looking AWAY FROM formula marketing solutions that do not bend over backwards for you the same way you bend over backwards for your customers.

This is not an economy where you can simply accept blanket marketing recommendations without questioning.

                                                                        

Marketing pros need to be thinking more like entrepreneurs. They need to be looking much harder at ways to market products and services for maximum impact without spending as much money as in the past. They need to be offering their services more on a performance incentive basis, and put their wallets where their mouths are. 

Entrepreneurs need to challenge marketing people more to get “more bang for the buck” and –by the same token — be willing to reward generously for performance. A marketing success that produces $1 million in new sales should be well worth a $250,000 or $300,000 fee because you end up with the balance — money you never had before! 

Bottom line: Get streamlined. Get simple. Look under new leaves. Push for impact and relationships instead of deals. Yeah, I know about car dealerships; but they’re in their own world. This post is about reality and your business. It’s about looking to Twitter instead of network TV, postcards instead of elaborate mailers, emails . . .

                                                                       

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hal@businessworks.US

STRATEGY/ CONTENT/ CONNECTION

Higher impact. Lower costs.

——————-

Business Development/ National-Awards/ Record Client Sales

Entrepreneurship & Expansion Coaching    931.854.0474

Go for your goals, thanks for your visit, God Bless You!

OPEN  MINDS  OPEN  DOORS

Make Today A Great Day For Someone!

 

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Aug 18 2010

ADVERTISING NO-NO’s

Nine “Do Not” lessons

                                         

learned from 30+ years 

                                               

of sales-winning advertising

                                                                                                                                             

I know, accenting the negative isn’t always the best thing, but if you know what NOT to do, it’s a lot easier to figure out what you can and should do. I don’t pretend to know what you can and should do, but I sure can tell you what I’ve found out that doesn’t work (and throw in a few hints about stuff I know that works better!).

Here’s the scoop:

1. Do NOT advertise that you have integrity, or even about what wonderful integrity-inspiring things you or your business have done. When you conduct business at all levels with a high-trust approach and attitude, you will gain or boost a reputation for integrity that speaks for itself!

2. (…and this is really #1): Here is the single most difficult marketing, advertising, sales and PR challenge to face for all businesses everywhere (yes, you did indeed read that right: “all businesses everywhere”)– ready for this? — Do NOT promote how great you are to the rest of the world. Nobody cares. Well, maybe your mother cares, but nobody else does.

3. Do NOT get too cutesy. Readability must come before cleverness in font (lettering) use and treatments (Italics, boldfacing, spacing, underlining, shadowing, using a horseshoe for the letter “U” or crossed swords for “X” or an egg for “O”…etc.). And don’t trust a designer to worry about readability; most have no training or experience in how to design with and around text, especially branding lines.

4. Do NOT emphasize product and service features. Nobody buys features. People buy benefits. Make sure your marketing, advertising, sales, promotion and PR efforts focus on benefits — on answering the question, what’s in it for me?

5. Do NOT buy into fancy dog and pony presentations that stress how the work a creative service provider individual or organization or group or team can do for you will put you head and shoulders above the rest of your industry or profession. Get rid of creative service providers who seem more interested in winning awards for themselves than in making sales for you. Use performance incentives.

6. Do NOT ever accept a media rate that’s printed on a “rate card” or “rate sheet.” Think of it as the asking price for a house just put on the market this morning. Media people who aren’t willing to work with your budget aren’t worth your time and consideration. There are always other ways to market your business.

7. Do NOT try to hand-off advertising/marketing/PR responsibilities to someone who works with you because they articulate well or can write a mean email. And don’t try to do it yourself unless it’s what you specialize in. Remember that there are two success keys involved: writing skill and psychology expertise. Persuading customer and prospect brains is what it’s all about. 

8. Do NOT communicate too little or too much. Ask prospects and customers what they think the right amount of information is. Have someone who’s experienced at it run a focus group for you to get these answers, and to test alternative marketing approaches. 7 target market representatives for an hour works for this purpose. Give each a $20-$25 value reward for their participation.

9. Do NOT “settlefor ads, commercials, websites, landing pages, blogs, brochures, news releases, or social media executions or strategies that don’t feel right! If you don’t feel sure about something, remember it’s your business. Your gut instinct is your best decision maker.   

                                                                   

www.TheWriterWorks.com or 302.933.0116 or Hal@BusinessWorks.US  

Thanks for visiting. Go for your goals! God Bless You.
 “The price of freedom is eternal vigilance!” [Thomas Jefferson] 
Make today a GREAT day for someone!

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Apr 07 2009

CUSTOMIZED BIZ SERVICES = BIG RETURNS

News curiousity pumps media

                                              

to suck more business dollars 

                                                                             

    You make a living by providing products and services to customers or to other businesses. You see this period of time as appropriate to cut back on expenses and so, wherever possible, you opt for standard cookie-cutter representations in your promotional efforts because they’re less expensive. BIG mistake!

     FIRST of all, you will NEVER make money by cutting costs. You can ONLY make money by making sales!

     SECOND, stop believing all the mainstream media reports that nothing is selling and that the sky is falling. These news stories, designed to sell advertising space and time, are simply not true! They are exaggerated and over-emphasized on purpose.

Here’s the real-deal truth:

Struggling economy reports attract curiousity. Who’s struggling? Where? How much? Curiousity sells newspapers and news magazines and builds broadcast news audiences. Increased print and broadcast sales figures are used to pump up rate cards to suck more advertising dollars out of naive businesses that are already financially beleagured. 

                                                      

     Contrary to most network TV news slants, for example, many products and services ARE in fact selling, and selling well! You need only look around you at what the most successful companies are doing to make that happen. Promotional programs that look and feel like everybody elses’ don’t make sales.

     Customized marketing tools and messages do make sales! People are buying from businesses that cater to them, that take a personalized approach, that interact, that educate, that prove and demonstrate performance of benefits, that back up features with meaningful warrantees and guarantees, and that lean to the green whenever possible!  

     The bottom line is that savvy companies are shortening up on their long over-priced traditional media budgets, and lengthening out on their customization approaches to low-priced Internet marketing. If your business hasn’t fully explored this thinking, consider the 4th and 5th Blogroll recommendations on the bottom right of this page. Both are excellent resources for customized Internet marketing services.

                                               

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  Hal@Businessworks.US   302.933.0116

  Open Minds Open Doors 

 Thanks for your visit and God Bless You.

  Make today a GREAT day for someone! 

  

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