Marketing is an Equation

How can a small business owner get better results with their marketing and advertising dollars?  The first step in maximizing the effect of your marketing ads is to understand that marketing is an equation. 

Unfortunately, most small business advertising falls into Menu-Board style advertising.  This type of ad is similar to a restaurant menu that basically states “here is our name, here is a list of stuff we have for sale and come buy from us for no justifiable, rational reason besides we have it”.  Now, that’s not to say because the ads are done wrong and violate the  Marketing Equation doesn’t mean they won’t work.   As the saying goes, “Even a dead fish can float down stream”.   But to really maximize your advertising dollars and get more people raising their hands that want to know more about what you have to offer you need to follow some basic principles of marketing. 

So, what is your marketing supposed to do?  All your marketing ads should do the following three things:

1. Capture the attention of your target market
2. Facilitate the prospect’s information gathering and decision-making processes
3. Lower the risk of taking the next step in the sales cycle  

And, how to we accomplish what marketing is supposed to do . . .  with the Marketing Equation.

Interrupt + Engage + Educate + Offer = RESULTS! 

In my next post, I will get into the specifics of the Marketing Equation.

    

The distinction between strategic and tactical marketing is huge!

Most business owners mistakenly assume that when you talk about marketing that you’re automatically talking about tactical marketing -placing ads, generating leads, placing media, creating brochures and so forth.  They fail to realize that the strategic side of the coin – what you say, how you say it and who you say it to is almost always MORE important than the marketing medium or WHERE you say it. 

Here’s the difference between strategic and tactical marketing.  Strategic Marketing has to do with what you say in your ads, how you say it, and who you say it to.  Tactical Marketing is the execution of your strategic marketing plan as far as generating leads, placing media, creating marketing tools, and implementing a follow up system.  In other words, it’s the medium your message is delivered in.

So, if that makes sense to you . . . and it should, in order to get the “biggest bang for your buck” with your marketing dollars, it is critical that you develop your strategic message before you implement your tactical plan.  Stay tuned for my next post where I will show you a very simple way to formulate a powerful Core (strategic) message that will get your target audience to raise their hands and want to know more.    

Stand Out From the Crowd with a Handwritten Note

When was the last time you received a handwritten note?  When was the last time you actually wrote a handwritten note to one of your customers or prospects?  Too long to remember?  If you do happen to remember, how did it make you feel to receive a handwritten note?  In the age of e-mails, text messages and  instant messaging the handwritten note has become a lost art.  Here is a real simple, idea for success for business owners and sales professionals to distinguish themselves from their competitors by reviving this lost art.    

And the greatest part is that the handwritten note is simple, affordable and because it is rarely used extremely effective.  

So, when should you send a handwritten note?  

Here are a couple of ideas of when you can stand out from the crowd by sending a handwritten note:

• You have received a gift
• You were a guest in someone’s home
• You were treated to a meal
• You received a business favor
• You are replying to an invitation
• You are sending condolences
• You want to offer congratulations
• You need to apologize

Of course, like any type of activity, you should develop a system for doing this.  Commit to sending out 5-10 handwritten notes on a weekly basis.  If that seems like too much work, send out one handwritten note per day.  Then, get ready for the positive comments you’ll hear from those you send these to.  You’ll be amazed at the comments you receive with the power of the pen.