Check your marketing for signs of barketing. Does your competition say "Buy from us. We have the best service, best price, best quality, blah, blah, blah..."
Now compare your marketing. Are you echoing the same message? If you are sending the same message as your competition, then what your prospects hear is, "Woof, woof, woof, yap, yap, yap, bark, bark bark.".
What is Barketing? Barketing is any form of marketing that looks and sounds like "me too" to your prospects. It feels to your market like you are competing for attention by shouting louder. The best you might do is to confuse your prospects. Duracell and Energizer batteries did this to each other with their too similar TV ads.
A barking dog is probably not your friend. Maybe your customers conclude the same thing when you bark at them. Whether you are a big dog or a small dog barking is just plain annoying. People will ignore or shut out the noise.
Often that's what prospects do when you annoy them with your barketing. It's not their job to educate you so they just shut you out.
If your marketing is only appearing to send the same message as your competition you are only annoying your prospects with your noise.
An Alternative When all the other dogs in the pound are barking, trying to bark louder will only get you noticed for the wrong things. When everyone else is barking you need to do something other than bark. Perhaps you should "meow".
For a good example of how to say "meow" watch the recent TV ads for Mac computers. The one with the two guys, "Hello I'm a Mac, Hello I'm a PC". These ads focus on the differences between the competition. They are bold, direct, and memorable.
It answers the question, "Why should I do business with you, instead of your competition?" Garber says, "This is the most important thing businesses need to focus on.
See, most entrepreneurs try and 'convince' people they need their goods and services. That's a very frustrating and unrewarding way of marketing. Instead, they should 'attract' those people who already want to buy these goods and services, and simply show these prospects why they should buy from them, as opposed to someone else."
In Garber's case, for instance, his own personal USP, matches the title of his book, "I show entrepreneurs how to make maximum money with minimum customers. You'd be amazed how much money people are leaving on the table. I show busy entrepreneurs how to earn all that money, multiple timesover."
------------------------- One of ten marketing tips for 2010 from Craig Garber aka King of Copy.
Author and lead generation marketing specialist Craig Garberfrom kingofcopy.com has just released his annual "Top 10Ways Entrepreneurs Will (And Won't) Be Making Money In2010" list. Garber is the author of "How To Make MaximumMoney With Minimum Customers: 21 Proven Direct-Marketing Strategies Anyone Can Use" and he has some compelling picks this year. --------------
Advertising online is becoming extremely competitive. Every day you read stories about businesses spending more and more money on Google AdWords, just to make sure their ads show up higher on the page than their competitor's ads.
However, successful businesses will focus on outsmarting their competition, not outspending them. And one of the most effective ways of doing this is through direct mail. You're able to select targeted mailing lists and create marketing messages that address your prospects unique and specific needs.
Plus, mailboxes today are less cluttered, which means less competition for your prospects attention. --------------- Author and lead generation marketing specialist Craig Garberfrom kingofcopy.com has just released his annual "Top 10 Ways Entrepreneurs Will (And Won't) Be Making Money In 2010" list. Garber is the author of "How To Make MaximumMoney With Minimum Customers: 21 Proven Direct-Marketing Strategies Anyone Can Use" and he has some compelling picks this year.
5. Increased use of emotional direct-response marketing
With marketing costs spiraling out of control, using measurable direct-response marketing to evaluate the return on your marketing dollars, is more critical now than ever.
On top of this, no matter how many bells and whistles you're using to get your prospect's attention, making an emotional connection is the most effective and reliable way of captivating prospects.
"People make buying decisions based on emotional factors. They may rationalize them later with logic, but all buying decisions are initially made to satisfy emotional needs. Doesn't matter whether it's vanity, greed, hope, or fear of loss -- pushing the right emotional buy-buttons is going to be a critical component of your success in 2010."
------------------ One of ten marketing tips for 2010 from Craig Garber aka King of Copy.
Author and lead generation marketing specialist Craig Garber from kingofcopy.com has just released his annual "Top 10 Ways Entrepreneurs Will (And Won't) Be Making Money In 2010" list. Garber is the author of "How To Make MaximumMoney With Minimum Customers: 21 Proven Direct-Marketing Strategies Anyone Can Use" and he has some compelling picks this year. ------------------
December 9, 2009 Pest Control Technology Magazine [Growing Your Business] Build Relationships, Not Brands
Creating an emotional bond with customers can be more powerful than branding to build trust and loyalty.
Branding" is big buzz in pest management marketing these days, but one expert said small- and medium-size companies should focus on what they do best: building relationships.
The emotional bond of a relationship is stronger than "any kind of a bond someone can have with a logo," said George Torok, marketing expert and best-selling author. (See his marketing insights at http://www.torok.com/.) "Relationships make customers feel good," he said, while branding often makes the company look superior. A brand might imply only smart customers use XYZ pest services, while relationships give customers confidence. They build trust and make it harder for customers to leave, he added.
Although firms need to present a consistent, uniform message, they shouldn’t invest blindly in hard-to-measure branding, he said. Instead, nurture the relationships already in place.
A PERSONAL TOUCH. Technicians at Craig Thomas Pest Control in Hyde Park, N.Y., gather customer information, which is then plugged into the computer and shared company wide. When customer service and office staffers follow-up with customers, they have the account history as well as children’s and pets’ names, health concerns and other items of interest at their fingertips. Conversing on a personal level shows you care. It’s all about "demonstrating that we are part of the family," said President Craig Thomas.
Relationships must extend beyond front-line employees. "You want to put multiple hooks into your customer," Torok said. David Castro, president, Merlin’s Pest Control, Dover, N.J., rotates technicians’ routes. This allows customers to build relationships with multiple employees. "They’re comfortable with your company," which spreads the risk should a technician leave, he said.
Owners and presidents need to get out of the back office and interact with clients by phone, open houses, special events or direct mail, Torok said. Avoid "cold" direct mail "done like an ad" and instead send a memo or personal note from the president, he suggested. Thomas sends customers thank-you notes with 10 $2 bills for each referral. "Every time they pull out a $2 bill, they’ll hopefully think of Craig Thomas Pest Control." He also supports a program that resonates with customers: Nothing but Nets, which provides malaria nets to families in Africa.
Relationships with employees are just as critical. Most people tend to leave jobs because of bad relationships, Torok said. "If you have good relationships with your staff, it’s harder for them to leave." Open communication and regular customer service training build relationships with employees, which in turn helps them communicate the company’s values to customers. Business relies on technicians until a long-term relationship is established, said Joey Toth, president of Pitbull Pest Control, Las Vegas. If customers have no attachment to their technician and can get quality service at an affordable price elsewhere, "they’ll take their business someplace else."
4. You must be a problem-solver, not a sales person - If you want to differentiate yourself, you're going to have to start being a teacher first, and a sales person second."Those entrepreneurs who can educate, entertain, and inform will easily attract and retain qualified business. If you focus on 'selling,' to the exclusion of everything else, you're going to find yourself in a terrible bind," says Garber. "Being a problem solver first and foremost, gives you the positioning you want and the credibility you need, to make big money. Remember, no one cares how much you know, until they know how much you care."
One of ten marketing tips for 2010 from Craig Garber aka King of Copy.
3. Curiosity is King - Because the number of marketing messages consumers are being hit with, is increasing by incremental proportions, understanding what makes your prospects "tick" is more important than ever."Entrepreneurs who can create compelling marketing messages that arouse curiosity and self-interest will be handsomely rewarded. Self-centered messages focusing on the company instead of the customer, however, will be ignored even more in 2010."
One in a series of ten marketing tips for 2010 from Craig Garber aka King of Copy.
2. Value and ethics pay off Companies that offer quality goods and services, and who actually deliver on their promises, will continue growing, very rapidly. "The world is getting smaller and smaller, and if you want to survive, you simply must provide first-class service. Deals and discounts alone will no longer make your cash register ring. People are very willing to pay top dollar for better quality, as long as you're giving them a valid reason why they should."
The new year is always a good time to review your marketing and business. Improve your business and you will make more money. Don't fool yourself by looking for big things. Improving little details can make you alot of money.
Author and lead generation marketing specialist Craig Garber from kingofcopy.com has just released his annual "Top 10 Ways Entrepreneurs Will (And Won't) Be Making Money In2010" list. Garber is the author of "How To Make MaximumMoney With Minimum Customers: 21 Proven Direct-MarketingStrategies Anyone Can Use" and he has some compelling picksthis year.
These tips are so powerful that I will be posting them one at a time over the next two weeks.
1. Tighten up your marketing message - "The way to be different and get noticed," Garber says, "Is by addressing the most specific and passionate needs of your customers. The more you match your marketing messages to your customers, the more money you will make, simple as that. Create goods and services that cater to individuals, not to the generic 'everyman.' So for instance, if you're selling services, create programs that address the needs of busy executives, women, people who want to get in shape, and the elderly. When you cater to your customer's specific needs, you will sell much more, and you'll be able to charge top-dollar as well. This works for everything from healthcare to cupcakes."
Imagine how you would feel when you talk with a client or prospect and they say, "I read about you in the news". As good as that might feel the more important benefit is the boost it lends to your credibility and perceived value. Now you don't need to say how good you are - the media has done that for you.
There is no question that radio and TV coverage is good. Let's focus this time on the print media - newspapers and magazine. Even though readership seems to be declining, it still has tremendous power with specific markets. And there appears to be more weight to something in print versus the other forms of old and new media.
Three proven techniques to get into the print media
Write a letter to the editor This is the simplest and easiest way. All you need to do is express your opinion. But be warned. Don't complain or disparage. Instead offer a different viewpoint on an issue, add a new perspective on the season ahead or explain your support for a cause.
Write an article Even if you think you aren't a writer you can learn to write an article. The easiest article to write is a tips list. Just list the points, tips or ideas that you want to get across. Another simple yet productive technique is to interview yourself. Ask a question and answer it.
Send a news release Research suggests that between 60% and 80% of the news comes from news releases. Large corporations and publicists still use this method because it works. Email works for all three. None of these techniques work all the time - but they work enough of the time if you grab the attention of the right reporter or editor at the right time. See you in the news.
Song 2 in the saga of Dave Carroll versus United Airlines.
The message for business is that social media can help you or hurt you. United Airlines could have prevented this damage by quickly apologizing and paying for the guitar.
Of course Unitied Airlines could also train their staff about customer service. That suggests that there is a bigger problem at United Airlines.
Every marketer dreams of themself as the marketing hero. This was one of those moments. My face on a billboard. I was one of a few marketing experts that were speaking at a conference in Karaj city in Iran. While driving to the city of Karaj we were excited to see our photos on a highway billboard.
When we arrived at the conference centre in Karaj, we were greeted with the super star treatment - red carpet, photographers and videographers.
And after our presentations we were mobbed for autographs and photographs.
That's what Richard Peterson said to me at the president's banquet at the association convention in Calgary. I was pleasantly surprised by his statement.
He reminded me that I had bought him a drink at this same event two years before in Halifax.
I had forgotten but clearly he had not.
The lesson for you is that small favors are remembered more than you might think.
At the same time - small slights are also remembered.
My advice to business owners is “Don’t send Christmas cards unless your Christmas card is Sham Wow different.”
Why?
Sending Christmas cards to clients and associates is a marketing activity. Thus it should pass the marketing activity test.
All marketing activities should do at least one of the following things well. And it should do it better than the competition. Your competition is more than just your competitors. Your competition is anyone or anything that competes for the attention, time and money of your prospects and clients. At Christmas time you have a lot of competition.
Your marketing criteria:
Grab Attention Demonstrate value Build relationships
That’s what your marketing should do – at least one of those things better than your competition.
If you are thinking of sending Christmas cards then what will you do to out Sham Wow the competition?
The other important criterion is return on investment – ROI. If you spend $1 then you should expect to receive at least $2 in return.
Because it’s different, creative and playful – all words that fit with the style and service of Beakbane.
This Christmas card was delivered by email (which I’m not a fan of). However it’s different because the webpage is a Christmas tree with several links that lead to seasonal interests. For example: Roast a perfect turkey, Sinful chocolate recipes, Show shoveling tips to save your back, Top ten cocktails to put you in the festive mood, and several more.
Experts are perceived to be more valuable than generalists. A heart surgeon makes more money than a GP. When you are recognized as an expert - clients will brag about you, prospects will buy more readily and your business will be more profitable.
What is the first step?
Decide on your area of expertise. The more specific you are, the easier it is to establish and leverage your expertise. Who looks more like an expert to you - the small business accountant or the accountant who specializes in working with fast food franchise owners?
How do you project the image of an expert?
Use these techniques to build and enhance your image as an expert.
Provide information Be the source of relevant and valuable information on the topic. The information could be tips, emerging trends, product reviews, industry news or commentary. You could deliver this information in one or more of several ways - write and publish articles, write a blog, conduct seminars, answer questions, publish surveys.
Appear in the media Folks believe that you are the expert when the media calls you one. If you are providing the above information to the market be sure to also send it to the media. Topical and controversial blog posts are particularly good at grabbing media attention. Do everything you can to get the media to interview you. When they call - talk to them. (More on this in a future tip.)
Flaunt your awards Let the world know about your designations, certifications and honorable mentions. The courses you completed, plaques you received and trophies collecting dust could be symbols of your expertise. This is not the time to be shy. Be humble but not shy.
Associate with other experts When you are seen to associate with other experts folks will assume that you are of the same ilk - even if those experts are from other fields.
Be an eager student of your craft If you want to be seen as an expert be sure to keep learning. Never fool yourself and try to pretend that you know everything. Real experts are continuous learners and they are proud of that. Question your own beliefs, update your knowledge, and hone your skills.
Customer service is often a warzone - mainly because of the lack of customer service. The battle has often titled unfairly in favor of the gigantic and uncaring corporations.
What can one individual do to fight back in a customer service dispute with an airline?
Answer: Write a song and post it on YouTube.
That's what singer Dave Carroll did when United Airlines damaged his guitar. The damage wasn't event an acident. It was a wanton act of disregard for the customer. And it was "not my job" attitude that made it worse.
The Joker taunted Batman with that phrase in the movie The Dark Knight. The public image of both Batman and the Joker were stronger because of their conflict. The legend of Robin Hood was enhanced by the cruelty of the Sheriff of Nottingham.
A champion needs a formidable villain and vice versa.
The marketing lesson from that is that the public defines you by your competition.
The boxer, Mohammad Ali understood this marketing principle and demonstrated it well. He built up the credibility and threat of each of his opponents before every fight. That made his victories more exciting.
Avis could not defeat the market leader in the car rental business Hertz, so they defined themselves by the phrase, “We try harder.”
Pepsi positioned itself as the alternative to the market leader Coke. Lex Luthor was legitimized by his role as the greatest enemy of Superman. Doctor Doom is feared because he is the greatest threat to the Fantastic Four. Sir Edmund Hillary is nothing without Mount Everest. Winston Churchill would be unknown without Hitler. Wyatt Earp is defined by the Clantons. The 300 Spartans are known because of their stand against the Persian Empire. David is only remembered because of his contest with Goliath. And Delilah is only known because of her betrayal of Samson.
With its clever TV ads, Apple has positioned itself as the alternative to the market leader, Microsoft.
Who or what is the Darth Vader to your Luke Skywalker?
3) Write for newbies and more advanced readers–you can cover the same topic in two different articles geared towards groups with different knowledge levels.
4) Use customer frequently asked questions as the basis for an article.
Recently, Gifts and Tablewares Magazine asked me, as one of their retailing expert panelists, to comment on whether retailers should be targeting Baby Boomers, or shifting to Gen Xers and Gen Ys. My response includes several tips you might find helpful for selling to your customers.
Here's what I wrote...
Forget which group is the largest or has the most money... the question gift and tableware retailers need to ask is which group is the most appropriate target for the types of products you sell. Typically, younger people are not 'all that into you' if you retail tableware or kitchenware.
For most gift and tableware retailers, baby-boomers are their largest target market. That's a good thing since not only is this a massive portion of the North American population, but it's one that will inherit more wealth over the next decade. Plus, as the Gen-Xers and Ys mature, they'll want more of your products later. Meanwhile, the challenge for retailers targeting boomers is this group is becoming fed-up with the hassle-factor of typical retail shopping.
Boomers are busier than ever - especially the women who do most of this type of shopping. They spend most of their waking hours working/commuting and dealing with their 'Millennials' (20 something children who will never leave the concierge service they receive at home). At the same time boomer women are caring for aging parents. They're run ragged. In today's soft economy they may not be buying luxury; but they're still buying quality. The implications for gift and tableware retailers are several fold:
Reduce the hassle-factor for your boomer women customers. Offer easy on-line ordering. Offer to gift-wrap. Offer that you'll put together custom baskets of your goods and ship anywhere for them. Don't wait to be asked to do this; pro-actively announce it (pick up the phone and start dialing during your slow periods).Your customers' money is plentiful.Their time and energy is scarce.
Don't offer cheap junk that will end up in garage sales. Sell unique products that provide real quality and lasting value.
Hire mature employees who can relate to your target market... not students who have no interest in the products they're trying to sell.
Bottom line - your business can't be all things to all people. Targeting Gen-Xers and Ys and boomers is attracting none. Pick a lane. Forget trying to go cheap to be affordable to young people... price-wise you won't beat Wal-Mart or China. Be a specialist providing quality and remark-able customer service that your target market actually appreciates and is willing to pay for. ...................................... About award-winning speaker, Jeff Mowatt, BComm., CSP Jeff Mowatt is the bestselling author of the books, Becoming a Service Icon in 90 Minutes a Month (for managers), and Influence with Ease (for professionals who interact with customers). As a customer service strategist, Jeff's Influence with Ease® column has been syndicated and featured in over 200 business publications. To help professionals put ideas into action, Jeff heads his own training company and has produced 4 multimedia training kits. An award winning international speaker, Jeff is among the top 7% of professional speakers in the International Federation for Professional Speakers to achieve their highest designation - Certified Speaking Professional (CSP). For more Influence with Ease® tips, training resources, and information about engaging Jeff for your team, call 1-800-JMowatt (566-9288), or visit www.jeffmowatt.com. --------------------------- Very good advice from Jeff for all retailers - especially the part of hiring mature staff who can relate to the values of your best customers.
Your best marketing is customer service training for your staff.
Marketing expert & bestselling author, George Torok, offers marketing insights, tips, and strategies on branding, networking and personal marketing to business owners, marketing professionals and the marketing challenged. Your comments are welcomed.
About Me
Name: George Torok
Location: Burlington, Ontario, Canada
Co-author of "Secrets of Power Marketing".
Interviewed over 400 business leaders as host of the weekly radio show, "Business in Motion" on 93.3 CFMU.
Marketing specialist and executive consultant.
Executive speech coach and presentations skills specialist.
I am available for media interviews and speaking engagements.
Call 905-335-1997 or email George@Torok.com
