Eat, sleep, sell, repeat
Repetition, repetition, repetition.
Plenty of research shows people need to see your marketing message several times, in different ways, before they buy. If a customer says no, is it game over? Be honest, do you give up after your first knock back? Many business people do. But that’s a mistake. Dust yourself off. And get back on the horse.
You’ve probably seen the stats below on LinkedIn or Twitter? They claim it takes between 5 and 12 contacts before the vast majority of sales are made. Maybe it’s made up, who knows. But think about it. How many times do you speak to your clients? It’s rare that a sale happens on the first few contacts.
This secret cheat is simple. Just keep going. The more times you reach a client, the more chance of making the sale. Better to contact 1,000 prospects 5 times than 5,000 just once.
So does that mean you keep calling people day after day asking “ready to buy yet?” Maybe that could work for some. But for most, it means using different methods.
Let us plan a campaign for you which has 5 or more contact steps. These could be a brochure to warm them up, followed by an eshot with an invitation to meet. Next week could be a promo postcard with a focus on an individual product or service. Then a call. That’s four. Then how about a voucher booklet of special deals, backed up by some social media posts?
Ditch the cliche
Flick through your industry’s trade magazine. We bet you’ll find at least one cheetah or sports car, sprinkled in amongst pics of people shaking hands or looking like they’re having the BEST MEETING EVER. Don’t be like them.
If you want to stand out, quit looking like everyone else. Using professional photography costs less than you think. Or cheat. Mash-up stock photos. Use them out of context. You can sign into your account and choose ‘stock images’ to browse our selection. Let’s work up a campaign which makes you memorable.
use fonts properly
The typeface you use says much about your business. Your font choices determine whether you look old-fashioned or hip. Trustworthy or exciting. Traditional or fun. Safe or outrageous.
Don’t use too many fonts. That looks amateur. Cheat. Get a professional look by sticking to a couple, and use them in different weights.
Every Business Needs New Customers
Oh, to just stand still! Every business needs to find more customers. Of course, it’s important to nurture existing relationships and look after the customers you have.
It’s true that selling to existing clients is cheaper than finding new ones. But, clients leave. They move away. People retire. It’s natural. Business is like a leaky bucket. If you’re not topping up the water, at some point the water disappears.
Is your marketing like a swinging pendulum? Nothing, then lots. Nothing, then lots? Don’t worry, we’ve all been guilty of this. Do a bit of marketing. Then it gets busy. So we stop and focus on doing work. Then that’s done. Then it’s quiet. So we start marketing again. But it takes a little while to get things in motion. And then we’re busy again. So we stop.
Boom to bust, feast to famine, extremes are never helpful. Best to do a little bit each week. Work out what you’re going to do over the next couple of months, then stick to it. Being consistent is important. Better to do a little bit, often. A dripping tap of marketing.
GET YOUR MESSAGE OUT WITH PRINT
Leaflets are a handy way to get attention. If you have a simple message, DL is the perfect size, the same size as one of these panels! Print double-sided and use the front to grab attention, then the back for detail and your ‘call to action’.
When you’ve got more to say, it makes sense to spread your message out. Folded leaflets are easier for people to digest and if you’re posting out your leaflets, stick to something which folds to DL.
Did you know, the actual material your brochure is printed on makes a difference to how you are perceived? Check this handy guide to see what your choice says about you…
100gsm uncoated is best for reading text or writing on – use for forms or instruction sheets.
130gsm gloss coated makes colour photos look most vibrant. Use for low-cost menus or mail drops.
170gsm silk coated is elegant – think eggshell paint. Coated thick finish, looks professional.