Research shows it's not a good idea to eliminate marketing efforts during a down economy just to save money on your bottom line. The reasoning certainly makes sense. A graphic design firm I collaborate with informed me of something really interesting: McGraw-Hill Research found that companies that maintained or increased their marketing efforts throughout the 1981-82 recession saw an average sales growth of 275% over the next five years? But those who cut their marketing saw a paltry 19% sales growth over the same time period.
Keep your name out there, while your competitors hold tight to their wallets. When the market picks up (and it will) you want to be the first people think of. Remember, out of sight, out of mind - people forget quickly when they haven't heard from you in awhile.
Friday, November 14, 2008
Sunday, October 12, 2008
How important are good headlines? They can make or break your message!
According to all-time great advertising master David Ogilvy, "Headlines are 90% of your ad's effectiveness. I’ve had one ad out-produce another ad by 22 times. The only difference was the headline.
So, what makes a good headline? The trick is to NOT be self-serving, but to provide your reader with a clear benefit...from their perspective. Try to step outside your own experience and into your prospects' shoes. For example, what would be important to you if YOU were buying or selling a home?
Also, the number of words is not always so important. As long as your message is meaningful to your reader, it doesn’t matter if it's interesting and speaks to them.
So whenever you're creating a flier, sales letter or anything designed to be in a prospect's hands...focus on the headline. As Ogilvy also said, "If it doesn't sell, it's not creative."
Top tips: Headlines should be written with the self-interest of your reader in mind; they should appear to be newsworthy, as people love news; make headlines seem to offer a quick and easy solution to a problem; avoid headlines that only provoke curiosity...combine that with all of the above, and you’re virtually guaranteed a winner!
So, what makes a good headline? The trick is to NOT be self-serving, but to provide your reader with a clear benefit...from their perspective. Try to step outside your own experience and into your prospects' shoes. For example, what would be important to you if YOU were buying or selling a home?
Also, the number of words is not always so important. As long as your message is meaningful to your reader, it doesn’t matter if it's interesting and speaks to them.
So whenever you're creating a flier, sales letter or anything designed to be in a prospect's hands...focus on the headline. As Ogilvy also said, "If it doesn't sell, it's not creative."
Top tips: Headlines should be written with the self-interest of your reader in mind; they should appear to be newsworthy, as people love news; make headlines seem to offer a quick and easy solution to a problem; avoid headlines that only provoke curiosity...combine that with all of the above, and you’re virtually guaranteed a winner!
Thursday, August 14, 2008
The Saga of the Self-Employed: Prioritizing Your Time, Maximizing Your Marketing
If you're self-employed like me, I'm sure you've often said to yourself, "I just don't have time to market my business!" Serving clients and managing your business takes up enough time - so how can you possibly add sales and marketing task to the heap of things to do?
You may have tried all those time management techniques alrerady, like delegating tasks to others, making daily priority lists, scheduling an appointment to focus on "yourself"; but still time is still scarce. One thing I've tried to do is fit marketing in in new ways, in addition to the writing letters, making phone calls and sending emails that still play into the mix. Here are some ideas to try:
If you're going to a workshop, networking or cultural event, maybe invite a business contact to join you so you can get to know each other better.
Have a casual coffee or lunch with a prospect or colleague...and ask a third or fourth party to go along to create new opportunities for all of you.
Hold a "meeting" while taking a walk in the park, going for a run, playing a game of tennis, working out at the gym, or any other untraditional place other than an office or restaurant. Chances are, your associate will love the idea!
Read an interesting article or blog, and shoot a short note to a few people who also may find it relevant.
"Market" while shopping, dining, or running errands - all great options for meeting new people. Introduce yourself by name and occupation, which often time can lead to a connection for new business.
Attending social events with business cards in your pocket.
Make the most of your relaxed time. Maybe when you're at the beach you can enter contact into your database on your laptop. Or you can make some phone calls from a park bench. Ask your kids to help you stuff envelopes. Team up with a friend for a drink and some idea brainstorming. Get creative...and do whatever you can do to include marketing in your daily diet!
You may have tried all those time management techniques alrerady, like delegating tasks to others, making daily priority lists, scheduling an appointment to focus on "yourself"; but still time is still scarce. One thing I've tried to do is fit marketing in in new ways, in addition to the writing letters, making phone calls and sending emails that still play into the mix. Here are some ideas to try:
If you're going to a workshop, networking or cultural event, maybe invite a business contact to join you so you can get to know each other better.
Have a casual coffee or lunch with a prospect or colleague...and ask a third or fourth party to go along to create new opportunities for all of you.
Hold a "meeting" while taking a walk in the park, going for a run, playing a game of tennis, working out at the gym, or any other untraditional place other than an office or restaurant. Chances are, your associate will love the idea!
Read an interesting article or blog, and shoot a short note to a few people who also may find it relevant.
"Market" while shopping, dining, or running errands - all great options for meeting new people. Introduce yourself by name and occupation, which often time can lead to a connection for new business.
Attending social events with business cards in your pocket.
Make the most of your relaxed time. Maybe when you're at the beach you can enter contact into your database on your laptop. Or you can make some phone calls from a park bench. Ask your kids to help you stuff envelopes. Team up with a friend for a drink and some idea brainstorming. Get creative...and do whatever you can do to include marketing in your daily diet!
Wednesday, June 18, 2008
First Impressions Are Lasting Impressions: Why Good Bios & Photos Are So Important
Let's face it, we live in a world of first impressions. Don't you skim the photos and headlines before you decide to read the rest of the story? And doesn't that fabulous pair of shoes beautifully displayed in the window make you run inside to find out that maybe they're comfortable and affordable, maybe they're not?
Same thing goes for how your present YOURself. How you present yourself mean the difference between someone wanting to work with you, and someone not. Having literally written THOUSANDS of biographies, or more fancily coined "professional profiles," over the years, I am constantly hired to turn the facts of someone's progression and talents in life into something unique, enticing, and sellable. Marketing your business is one thing, but marketing yourself? Just as important.
Don't kid yourself. Biographies today ARE widely read, thanks to the Internet. When people Google you, or go to your company's website and "check you out," let them find you - but let them find the BEST you possible. With a grabbing, well-written bio, and an inviting, professionally taken photo. Don't send the wrong message - you can't afford to.
Princeton Psychologist have discovered that it take 1/10 of a second to form an impression of a stranger from their face and that longer exposures do not significantly alter those impressions. Read more.
Who are you and how do you want the world to see you?
Professional photographer Michael A. Robinson stresses that when you include a random photo of yourself on your bio page, you are sending an incongruent message. Prospects will read your bio and hear Expert, Knowledge, Experience, but your photo may say just the opposite. Which means, your bio will not land that
Same thing goes for how your present YOURself. How you present yourself mean the difference between someone wanting to work with you, and someone not. Having literally written THOUSANDS of biographies, or more fancily coined "professional profiles," over the years, I am constantly hired to turn the facts of someone's progression and talents in life into something unique, enticing, and sellable. Marketing your business is one thing, but marketing yourself? Just as important.
Don't kid yourself. Biographies today ARE widely read, thanks to the Internet. When people Google you, or go to your company's website and "check you out," let them find you - but let them find the BEST you possible. With a grabbing, well-written bio, and an inviting, professionally taken photo. Don't send the wrong message - you can't afford to.
Princeton Psychologist have discovered that it take 1/10 of a second to form an impression of a stranger from their face and that longer exposures do not significantly alter those impressions. Read more.
Who are you and how do you want the world to see you?
Professional photographer Michael A. Robinson stresses that when you include a random photo of yourself on your bio page, you are sending an incongruent message. Prospects will read your bio and hear Expert, Knowledge, Experience, but your photo may say just the opposite. Which means, your bio will not land that
Thursday, May 29, 2008
Baffled by Social Networking - Internet Marketing?
I remember in 1984 when I graduated college - the "good old days" (geez, I sound old!) when the New York Times Help Wanteds were two sections thick, and were THE place to look for a job. A time when you completed your writing assignments longhand on a pad; when commercial artists actually did mechanicals to create marketing brochures and such. What happened???
I thought my typewriter was pretty cool too, then came the word processor which freaked me out - but I learned it...and I wrote on! Then came my first computer - the Mac Plus. Took me a month to get it out of the box, and when I did, another month to learn it! From there, the rest was history - now I have a super-duper custom-built computer which is the bread and butter of my business. Seems we all want faster, better, smarter equipment - but with that comes learning how to make the most of it. The computer has evolved from a tool to write with to an all-encompassing, self-contained world for marketing, meeting, socializing, researching, dating and much more.
Lately, I realized that I needed to take the next step into the undeniably popular arena of social networking. People want to connect, on personal and professional levels, and I found this podcast particularly interested given by a guy who himself just stumbled upon success in this here-today, here-to-stay way of technology. Check it out - Peter Shankman gave a great talk sponsored by River Communications Group in New Hope, PA!
http://www.rivercommunicationsgroup.com/maymeetingpodcas.html
Here's to keeping up with the times! See you online!
I thought my typewriter was pretty cool too, then came the word processor which freaked me out - but I learned it...and I wrote on! Then came my first computer - the Mac Plus. Took me a month to get it out of the box, and when I did, another month to learn it! From there, the rest was history - now I have a super-duper custom-built computer which is the bread and butter of my business. Seems we all want faster, better, smarter equipment - but with that comes learning how to make the most of it. The computer has evolved from a tool to write with to an all-encompassing, self-contained world for marketing, meeting, socializing, researching, dating and much more.
Lately, I realized that I needed to take the next step into the undeniably popular arena of social networking. People want to connect, on personal and professional levels, and I found this podcast particularly interested given by a guy who himself just stumbled upon success in this here-today, here-to-stay way of technology. Check it out - Peter Shankman gave a great talk sponsored by River Communications Group in New Hope, PA!
http://www.rivercommunicationsgroup.com/maymeetingpodcas.html
Here's to keeping up with the times! See you online!
Sunday, May 18, 2008
Realtors and Professionals Alike: Make Time for Marketing!
We all know the scenario: you have a few deals in the works and are busy keeping them together. Maybe you have a listing appointment one day, a closing the next, tons of paperwork to do, and some serious buyers
to show apartments to in the middle of it all.
Granted, real estate is a detail-oriented and time-consuming business. But what happens when your deals are done and you’re looking for more?
What most agents fail to do while they’re busy is prepare for these in-between times. When they get slow, they may put together some quick postcard or letter, then may not get results so throw their hands up saying,
“I tried marketing saying, and it didn’t work.”
To help ease the rollercoaster cycles of activity and finances, you must head the slow times off BEFORE they arrive. Ensuring a steady flow of business requires a dedicated ongoing effort and an effective marketing
plan. Just as you make appointments with others, make one with yourself each day to focus on bringing in new business.
Marketing vs. Selling
The real estate business is a sales business first and foremost, based on how many apartments you sell, and how many deals you’ve closed. Marketing is different in the sense that, in this arena, as an agent you are not selling houses – you are selling services to those in the market to buy real estate. Think about what distinguishes you as a professional, who your target market is, and why they would want to use you instead of someone else. That’s marketing that generates leads.
MOTIVATIONAL MARKETING QUOTES
“Customers buy for their reasons, not yours.”
~ Charles Revson, cosmetics industry pioneer who build & maintained the Revlon empire
“In the factory we make cosmetics; in the drugstore we sell hope.”
~ Orvel Ray Wilson, expert in the areas of sales, marketing and management has brought him international acclaim as an author, keynote speaker and sales trainer
“People don’t want to be marketed TO; they want to be communicated WITH.”
~ Flint McGlaughlin, Publisher of Marketing Experiments Journal
to show apartments to in the middle of it all.
Granted, real estate is a detail-oriented and time-consuming business. But what happens when your deals are done and you’re looking for more?
What most agents fail to do while they’re busy is prepare for these in-between times. When they get slow, they may put together some quick postcard or letter, then may not get results so throw their hands up saying,
“I tried marketing saying, and it didn’t work.”
To help ease the rollercoaster cycles of activity and finances, you must head the slow times off BEFORE they arrive. Ensuring a steady flow of business requires a dedicated ongoing effort and an effective marketing
plan. Just as you make appointments with others, make one with yourself each day to focus on bringing in new business.
Marketing vs. Selling
The real estate business is a sales business first and foremost, based on how many apartments you sell, and how many deals you’ve closed. Marketing is different in the sense that, in this arena, as an agent you are not selling houses – you are selling services to those in the market to buy real estate. Think about what distinguishes you as a professional, who your target market is, and why they would want to use you instead of someone else. That’s marketing that generates leads.
MOTIVATIONAL MARKETING QUOTES
“Customers buy for their reasons, not yours.”
~ Charles Revson, cosmetics industry pioneer who build & maintained the Revlon empire
“In the factory we make cosmetics; in the drugstore we sell hope.”
~ Orvel Ray Wilson, expert in the areas of sales, marketing and management has brought him international acclaim as an author, keynote speaker and sales trainer
“People don’t want to be marketed TO; they want to be communicated WITH.”
~ Flint McGlaughlin, Publisher of Marketing Experiments Journal
Sunday, May 4, 2008
The Freedom to Work Remotely While Not Missing a Beat - is it Freedom, Really?
The one thing I most love about my work is the ability to do it from my home. I have my awesome setup where I feel most comfortable, creative and organized - fully equipped with a computer, two printers, a copier, fax, file cabinets galore, a speaker phone of course...the works. Well, not EVERYTHING one could think of, but at least everything I need to do my job. The next best thing, as I sit here in sunny Florida with my laptop and wi-fi card (ok, another gadget to help my productivity), is the ability to work remotely. I can write and access my documents, get on the Internet from anywhere, and virtually pick up where I left off before I headed for the airport to get on that plane. I even worked AT the airport, AND on the plane (despite the endless chatter of the guy sitting next to me).
The coolest part is that I can actually access all the files on my HOME COMPUTER and work from there as if I were sitting at my own desktop - working on my home server, using the most incredible invention yet, Go To My PC. The best monthly fee I've ever paid. Or is it?
My dilemma always comes from working too much, and not being able to separate myself if I do have to get away. Is it truly productive when we're able to work remotely with such ease as I do, or is it detrimental to our well being? Don't get me wrong, I love a good time, relaxation, getaways and the like better than anyone. I can remove myself from the tediousness of life and work when I have to. But is all this technology and mobility really good for us, or just good for our clients? OK, for now, I sign off...and the laptop is getting shut down too (I promise), at least until tomorrow. Enjoy your Sunday (the day of rest????)
Sunday, April 27, 2008
Writing About Yourself vs. Writing For Others
You'd think it would be easy, writing about yourself. After all, who knows you better than you! Not so. To be honest, the hardest biography I ever wrote in my entire life was (and still is) my own. Now mind you, I've literally written THOUSANDS of biographies for everyone from brokers to business icons over the years, but when it comes those painstaking paragraphs about me, I am in a constant state of flux. So imagine the task of redoing not just my bio, but my entire website that reflects who I am, and what I do!
One of the first rules of marketing one's business or self is to identify your image - guess you could call that "branding." Even people need to be "branded," which I realized when I took on my own monumental mission of marketing. When it came to creating my new-and-improved website, I decided I needed to not only be true to my expertise, but true to myself. I wanted it to reflect a bit of who I am, which is in some way traditional yet progressive, detailed yet out-of-the-box creative, professional yet personal with my client relationships.
The image of the antique typewriter has always intrigued me, as it represents the nuts and bolts of my craft, and the first days of written prose at its best. Not to mention that I'm a collector and love the old things!
So after hours upon hours going into weeks upon weeks and months upon months, I found the template - and the design/designer - that I felt could best portray "me." Yes, we are always changing and evolving, especially those of us in a creative field. But I do feel as close to satisfied as I can be with my brand new website, and hope that it presents me in a desirable light - to those seeking my services, and those who want to know more about me. I invite you to visit Valerie's Website, and welcome your comments!!!
One of the first rules of marketing one's business or self is to identify your image - guess you could call that "branding." Even people need to be "branded," which I realized when I took on my own monumental mission of marketing. When it came to creating my new-and-improved website, I decided I needed to not only be true to my expertise, but true to myself. I wanted it to reflect a bit of who I am, which is in some way traditional yet progressive, detailed yet out-of-the-box creative, professional yet personal with my client relationships.
The image of the antique typewriter has always intrigued me, as it represents the nuts and bolts of my craft, and the first days of written prose at its best. Not to mention that I'm a collector and love the old things!
So after hours upon hours going into weeks upon weeks and months upon months, I found the template - and the design/designer - that I felt could best portray "me." Yes, we are always changing and evolving, especially those of us in a creative field. But I do feel as close to satisfied as I can be with my brand new website, and hope that it presents me in a desirable light - to those seeking my services, and those who want to know more about me. I invite you to visit Valerie's Website, and welcome your comments!!!
Monday, April 21, 2008
Marketing: It's Not Magic, It's No Mystery, It's a Must!
I’ve been a marketing communications writer for over 20 years. Does that make me an expert? Yes and no. Unlike a math problem, there is no one definitive solution when it comes creativity. One simply can’t put a period at the end of the writing process , which is ongoing, open-ended and ever-improving. As stated smartly by Jay Conrad Levinson, marketing guru and author of the best-selling marketing series in history, Guerilla Marketing (http://www.gmarketing.com/), the same logic applies to marketing - a vital element in any person's or business' success. “Marketing is not an event, but a process…It has a beginning, a middle, but never an end. You improve it, perfect it, change it, even pause it. But you never stop it completely.” Words of wisdom for sure.
Whether I'm reinventing my own marketing efforts for my writing business or helping clients succeed in theirs, marketing is important...and should be continuous. Time, did you say, no time? Well, join the club. But as they say, no one made a greater mistake than he who did nothing, because he could do only a little.
Whether I'm reinventing my own marketing efforts for my writing business or helping clients succeed in theirs, marketing is important...and should be continuous. Time, did you say, no time? Well, join the club. But as they say, no one made a greater mistake than he who did nothing, because he could do only a little.
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