What your tagline says about you

As a writer, I love developing taglines. It's always a challenge--but an exhilarating one--to capture what a business does and whittle it down to one line. Unless your company name clearly spells out what it is you do, like "Mom's Bake-at-Home Pizza," adding a tagline can make a big difference.

First and foremost, make sure your tagline tells your story. In other words, don't waste that prime business card or advertising space on something non-descript, such as:

The solutions you need to do business.

Huh? Something that vague could apply to office supplies, technology, printing, and a myriad of other things. Not to mention it's incredibly boring, a real no-no for taglines.

Think of a tagline as your leave-behind message, so make it memorable. And while you're at it, craft something that's also simple (under 10 words) and easily spoken or read. Here are some examples of effective taglines:

What can Brown do for you? UPS
You're in good hands. Allstate
We bring good things to life. General Electric

I could go on, but for all you need to know about taglines, check out www.taglineguru.com. And if you'd like some help creating your own unique and memorable tagline, contact Word Has It at 484-888-8074!

The element of surprise

One of my favorite television shows is on tonight. I've tuned in for many seasons and followed it faithfully. So when my husband asked me earlier today if I was looking forward to the show tonight, he was surprised when I answered, "no."

"Why not?" he asked.

"Because I've lost interest. It's too predictible," I told him.

Predictibility can affect your marketing as well. When your ads, your website or your other marketing vehicles never seem to change, people start tuning out. It's not necessarily that they don't like your product, but they've seen what you have to offer and frankly, they're ready to move on.

Time to surprise them! Yes, your message should be consistent, but think about changing the way you deliver it. Are you still handing out that brochure from 2003? It may be time to brighten your corporate colors or refresh your logo. Bring humor into your ads. Post some video on your website. Search for persuasive new testimonials. Team up with a new partner and offer a new service or a valuable seminar.

There are many ways to breathe new life into stale marketing; just remember to shake things up from time to time. When you become too predictible, a good chunk of your audience may wind up losing interest.

Presentation with a purpose

The other day I stopped in a gift shop and stayed much longer than I'd anticipated. I couldn't help it; once I entered the shop, its clever displays and delightful layout completely drew me in.

The storeowner had organized the merchandise by themes. First there was a beach room, featuring shell shaped napking rings and summery blue and white linens. Around the corner a red, yellow and orange medley of kitchen gadgets, canisters and centerpieces greeted me before I wandered upon a cool, elegantly set dining table holding various accessories in lavendar, cream and silver. I wanted to take a seat at that table and stay for the rest of the day. And you can bet I'll come back again.

The shop excelled in a concept that's also key to successful marketing--presentation. Your marketing materials should be equally captivating with a fresh, clear, and well organized layout. And don't forget personal presentation, especially with today's trend toward a more casual work environment. How impressive when a salesperson shows up looking well-dressed and professional, with a smart brochure and business card in hand.

Whether you're a small gift shop down the road or a large corporation launching a new product or service, a great presentation will always serve its purpose by bringing in more business.

The whole package

Without question, direct mail can be an effective tool to generate leads, recognition and sales for all types of businesses. If you hit the right target with the right message at the right time--well, it's a beautiful thing.

However, the effectiveness of a direct mail piece depends entirely upon whether it's read in the first place or quickly labeled junk mail by the recipient (who, incidentally, just used it to make a 3-point shot into the trash can).

Here's a perfect example. Yesterday, an 8 1/2 x 11" yellow envelope appeared in my mailbox with the words EXPEDITED MAIL LETTER, RUSH TO ADDRESSEE, EXTREMELY IMPORTANT printed in bold letters across the front. It immediately got my attention, though I didn't recognize the return address and quickly spotted a bar code indicating this was a mass mailing of some sort.

Still, I wondered, what extremely important message was inside the envelope? I toyed with the idea of tossing it aside before my curiosity got the better of me and I ripped it open, which, of course, is exactly what the sender intended.

Inside was an offer from a local car dealer. I could win a new vehicle if an enclosed key successfully unlocked a box in their showroom, and the number on the inside mailer then matched a special display board...

My curiosity was satisfied by this point and I stopped reading. However, I'm sure there are some people in the car dealership at this very moment trying to fit their keys into the mysterious box. The mailing was a success. The dealership that sent it realized if they didn't grab my attention in some way, I'd never actually see their offer.

With direct mail, consider the whole package--and make it irrestible.

Sunshine on a cloudy day

As I sit at my desk to write this, my eye is drawn to the window and the steady, driving rain outside. It's just the type of day that makes you want to curl up on the couch under a blanket with a hot cup of tea and a great book. Maybe even grab a nap.

Sometimes on a sunny day I feel the same sense of gloom. I just want to curl up and get away from it all...days when I can't find the magic words to put on paper, the single-mindedness to concentrate on research, or the brilliance to come up with a new theme for a tired campaign. So on those days in particular I seek out inspiration--my sunshine on a cloudy day, if you will.

Here's what inspires me:
Reading a thought-provoking article or quote
Sharing a good laugh
Planning a get-together with friends
Rearranging furniture
Framing a favorite photo and putting it on my desk
Looking at vacation pictures
Picking out funny greeting cards

Everyone needs a little inspiration. What's your sunshine when the clouds roll in? Think about it...

The value of newsletters

Many of my clients produce some form of newsletter to send out via email or direct mail. I highly recommend doing this, even if you can only manage to do it once a year. Newsletters are great vehicles to keep in touch with existing customers and also attract new ones.

Newsletters should be written with the recipient in mind. Therefore, they should contain information that's genuinely interesting, relevent and useful--not something they'll consider a waste of time. Incorporating photos, illustrations, quotes or humor can make a newsletter more appealing. And a good newsletter can be any length if it's well-written, informative and contains the right type of message.

An effective newsletter might include the following:
Industry news of interest to customers
Tips to help them become more productive, save them money or make their life easier
A brief mention of any new employees, departments or procedures
Special seasonal greetings
Community outreach
Invitations to seminars or other events they may enjoy
A reminder of how to get in touch with you

On the other hand, an ineffective newsletter generally contains:
A sales pitch, essentially asking customers to spend more money with you. (On the other hand, it's always wise to thank them for their loyalty.)

A self-congratulatory piece all about your great services, your awards, your brilliant marketing, your fantastic sales trips...in other words, a final product that's all about you, you, you.

Email or Snail Mail?
Most companies have turned to electronic mailing rather than printing and sending out their newsletter. The best option for you really depends on your customer base, and how they are more likely to communicate. It's always great to have some hard copy newsletters to bring to trade shows, toss into mailings or keep with you on the go.

**Do you want to produce a newsletter but don't know where to begin? Contact Word Has It at 484-888-8074 or www.wordhasitwrite.com. We'll handle it for you!

A tough proposition

A Unique Selling Proposition (USP) is a statement about what makes your company unique. Having a USP puts you at a distinct advantage in your marketing, because it gives you an immediate direction, focus and message that you can continue across all mediums. Without a USP, your marketing tends to be scattered and general, and with all the competition out there you really need to be different.

Here's why crafting a USP tends to be tough: when I ask clients what their USP is, without fail almost all businesses answer, "our service." Okay, what about your service? "It's great." "We're nice to work with." "We have a good system in place."

Frankly, that's not a USP. Almost any business will boast about their customer service, so consequently that doesn't mean anything to anybody. If you're absolutely convinced your service is superior, dig a little deeper and find what about your service makes it special. That's probably harder than you think.

When it comes to your USP, you may need to think outside the box. The USP doesn't have to be about the obvious, like customer service. It can be:

-the approach you take to solving a problem
-your convenient location
-a promise or guarantee you offer
-a target audience you serve
-your extended or weekend hours

Another thing to keep in mind is this: your USP should be something only your business offers, and you must deliver on it. When crafting a USP, keep it to one strong sentence that's self-explanatory.

If you're unsure of your USP, don't be discouraged. Lots of businesses turn to outside resources, such as customer surveys, to help find the answer. It may take you some time to discover what makes your business special, but it's time well spent that will result in a better, more focused message.

I'll trade you a pen for some hot sauce...

Trade shows are notorious for freebies. You know, the pens, magnets, chip clips, mints, pencils, and the other miscellaneous items that eventually wind up littering your car floor or landing in the trash can.

These types of incentive items are usually scarfed up by trade show participants--in mass quantities--mainly because they're inexpensive, but also because they're "useful."

I'm not denying that pens are useful. But everybody owns dozens of pens, and honestly, I don't think anyone ever received a free pen at a trade show and thought, "Whew, what a relief, I just saved myself a trip to Staples to replenish my pen supply." And when you're participating in a trade show or Expo, you have a golden opportunity to stand out in a sea of standard booths. So why settle for a givewaway that's ho-hum when you can really make an impression?

Here are some cool give-aways I've picked up at various trade shows; also items that could be called useful, but not necessarily traditional. More significantly, I remember the name of every single company that gave them to me. (Bet you can't say that about the last pen you picked up.)

1. Custom-labeled hot sauce from a graphic design company offering "hot-n-spicy marketing ideas."

2. A refreshing original (non-alcoholic) drink from a printing company that was cleverly named and served in sturdy plastic cups displaying the company's logo. It was a great draw for those wandering the crowded, warm Expo Center.

3. Freshly baked chocolate chip cookies from a caterer that smelled wonderful and tasted even better.

4. Mousepads from an IT company featuring a striking wildlife photo that also reinforced the company's brand.

Get the idea? A little imagination results in a lot of impact. And these ideas didn't cost a lot, either. So grab a pen and start thinking about what you can do to stand out at the next trade show!

Is there too much ME in your marketing?

Businesses rely on marketing to promote their products and services in a way that will attract customers. Yet there's a common mistake many make in their marketing messages. They go on and on about what makes them great, all the while ignoring the very audience they're trying to appeal to--the customer.

Take a look at your website, your brochures, your last direct mail piece. How many times do you use the word "we" versus the word "you?" We have years of experience...we're conveniently located...we're cheaper than the competition.

These are all great things to mention, but after awhile your marketing begins to sound a lot like bragging. Fortunately, that's easy to remedy. Take a sentence that starts with "We" and think about how you could reword it and address it to "You," as in, "you, our customer."

Here's an example:
We have the best prices on top-quality furniture.
That's nice. Yawn.
Now, turn it around:
You'll save 15% on top-quality furniture.
Wait...I'll save 15%? That sounds good to me!

Is there a lot of ME in your marketing? Remember, it's all about YOU!

Marketing: Luxury or Necessity?

It's no secret that many businesses have suffered over the past year due to the economic decline. Those still in business have had to make major cutbacks, and whatever is viewed as a luxury rather than a necessity is typically the first to go.
To many companies, marketing is a luxury. After all, it's not cheap to invest in direct mail, internet campaigns, or trade publication advertising. And who really wants to shell out hundreds of dollars to join a local networking group? But here's the thing: If you're not getting your name out there, even in a down economy, how are people going to know about you?

Yes, it's frustrating when you don't see immediate results for your money, and in most cases, marketing does not yield immediate results. It should really be viewed as a long-term investment that slowly--but eventually--will pay off.

The key to good marketing is consistency. The more you put your name in front of a prospect, the more they'll remember you. And they may not call now--simply because they're happy with their current provider or don't see a need for your services--but they'll mention you to someone who does. Or, perhaps they'll think of that elevator speech you gave in front of the local chamber when circumstances are different.

So don't think of marketing as a luxury. It's actually a necessity, especially when times are tough. Persistence pays off, and sometimes when you least expect it!