Are you the King of Thieves?
By Carla | June 15, 2008
A little secret about me…I am not what you would call a ‘health nut’. In fact, I’m probably the absolute farthest from it. If it’s bad for you, I love it (and despite my inner junk food addict tendencies, I try to choose wisely).
Which is probably why this particular headline struck me: INDULGE WISELY. And what followed was sheer marketing brilliance: a detailed explanation about how New York Fries were cooked in high oleic sunflower oil which is trans-fat free, cholesterol free, and non-hydrogenated.
They even cited studies that showed diets low in saturated and trans-fats may reduce the risk of heart disease (and congratulated me on making a great choice). But what I really liked about it was the acknowledgement of what french fries are: an indulgence.
No where was there any mention of french fries being a key staple in a healthy diet. Just the simple message that if you are going to indulge, choose the best of the worst.
I can’t stand marketing that tries to claim a product or service is something it’s not. Do these marketers honestly think their clever tactics are fooling their customers into thinking their junk food is actually healthy or a premium product isn’t expensive?
Instead of trying to market your way out of your category, why not opt for being the King of Thieves? If your product is an indulgence, show how it’s a wise indulgence. If it’s expensive, show how the investment is worthwhile over the life of the product.
A Lesson in Positioning
Deceptive marketing isn’t going to gain you anything because at the end of the day, your consumers will see past your falsehood. What’s even worse is if you set the expectation that your product or service is something it’s not, your tactic will likely backfire and you will lose credibility and a potential sale as a result.
Suppose you are a premium vacation company and you specialize in high end retreats. Trying to compare yourself to the average low-cost all-inclusive isn’t going to cut it because eventually your prospects will see the sticker price.
Instead, choose a position that does justice to your offering: a ‘Once in a Lifetime’ experience. Talk about what your customers will gain by splurging on this rare opportunity for adventure. By aligning your positioning with the hefty price tag, you eliminate the potential for sticker shock spoiling the sale.
How to Make Thievery Work for You
Go with what your product actually is: the best of the worst or the highest indulgence of indulgences. In short, position your product or service as the King of Thieves.
- Indulgence - Consider showing how your product is a ‘wise’ indulgence compared to other possible choices.
- Investment - Focus on the lifetime value of your product and show how the upfront investment pays off over the long haul.
- Unique - Give it a ‘Once in a Lifetime’ spin if your target market is only likely to try it once.
- Worth it — Shift the value to your target audience, focusing on showing them how they are worth spending money on.
- Luxury - Take a ‘Go Big or Go Home’ position and show how your luxury is the premium choice.
Don’t try to shoehorn your product or service into a category that just doesn’t fit. Instead go with honesty and do it with gusto, afterall, you are the King!
Topics: Newsletter Archive, Positioning | No Comments »
Technorati Tags: Copywriting, Marketing, New York French Fries Case Study, Positioning
Are You Jumping to the Close?
By Carla | May 25, 2008
Asking your prospects to take the next step is critical. But often marketers rush to close the sale without building the all important know, like and trust with their prospects.
Just because it’s easy to spell out the words ‘B-U-Y M-E N-O-W’ doesn’t mean it’s any easier to close the sale in writing. In fact, it’s much harder. You need to step your prospect through the same process you would in person, only in your copy.
Begin at the Beginning
Take a moment to think about the steps you walk your potential customers through, right from the initial ‘Nice to meet you’ handshake to the final signing of the contract. Your sales process in print should follow roughly the same logical progression.
And just as you wouldn’t start off the first prospecting meeting by bringing out the contract, you shouldn’t jump to the sale before giving your prospect plenty of opportunity to evaluate you and your business.
The Test Drive
The best way for a prospect to get to know you is by giving them an opportunity to try you on for size. Not only do you get a chance to demonstrate your capabilities, but you can assess the prospect for fit.
Even your copy should give them an idea of what it would be like to work with you. Be sure to answer the most common questions and objections in your copy and discuss a bit of your approach to doing business.
The Next Step
Any step forward is a step in the right direction. The key is making it logical, natural and easy. Perhaps your target audience needs to move forward in baby steps. Skipping to the close will at best annoy them, but more likely than not, they’ll opt for a competitor who is willing to take the time up front.
Try out one of these possible next steps:
- Request more information - Sometimes information sent in the mail is less intimidating than talking to someone. Consider putting together a demo video or an educational information package.
- Sign-up for an email newsletter - Information is a valuable relationship building tool. Make sure to skew your newsletter to educating your audience.
- Watch an informational product demo - Direct them to different parts of your web site. Keep the demos short to handle the short online attention span.
- Try a tip and send you the results - Give them one of your best tips and ask for their feedback. It’s a great way to build in a little interaction.
- Listen to a free audio recording - Adding your voice to the equation will further engage your prospects and build the trust factor a lot quicker than simply communicating in writing.
- Generate an automated estimate - Give them the tools to build a custom package online. It gives your prospects an opportunity to get excited about the options.
- Leave a comment on your blog - Don’t just direct them to your blog. Ask them to leave a comment to build on the interactive nature of blogs.
- Schedule a FREE consultation - Last, but not least, ask them to take the step of engaging with you and show them you are willing to invest in the relationship by giving them your time.
Ask yourself: are they ready to take the big next step?
The next time you are considering rushing to the close, ask yourself if you have given your prospect enough time or information to really make that decision.
Topics: Marketing, Newsletter Archive | No Comments »
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A Simple ‘Thank You’ Will Do
By Carla | May 10, 2008
I recently celebrated my birthday (I’m 29 with experience, thank you very much). And thanks to facebook and other social networking technology, I received many wishes from long time friends and new acquaintances.
It was really nice that so many people took the time to acknowledge my special day. It reminded me of a basic principle of relationship marketing: acknowledging the relationship.
When was the last time you formally (or informally) thanked your clients for doing business with you? People love to be genuinely appreciated and acknowledged (I know I caught myself sneaking away to check for more birthday wishes).
‘Thank You.’ These two very simple words have huge impact. For the frustrated customer service agent who goes the extra mile. For the caregiver who’s in charge of your child’s well-being. For the brilliant assistant who gets the impossible done day in, day out.
Why not a thank you for your best, most loyal customers who refer you like crazy? Thank you, for simply doing business with you. For trusting you to get the job done right. For being the success stories that help you attract more best customers. THANK YOU.
The Art of Saying ‘Thank You’
It’s such a simple act, but an often neglected one in designing the customer experience. Start at the beginning of your interaction and think of all the times when a simple thank you would build on the relationship.
- Proposals - A perfect time to thank your prospects for the opportunity to work with them. Remember, your prospects have invested as much time (if not more) in finding you to give you this opportunity so thank them for it.
- Post Sale - Both after choosing to work with you and as a follow-up to the product delivery. Be creative with your Thanks and always make it personal.
- Invoices - If you bill your clients, include a note letting them know how much you appreciate their business.
- Important Milestones - Both yours and theirs. Thank your clients for letting you be a part of their business.
- Referrals - When your clients go to the trouble of telling other people about you, thank them in a big way.
- Customer Service Missteps - Thank them, thank them, thank them for their patience, for their feedback and for just plain sticking with you during difficult times.
Make it a Daily Habit
Remember, be creative with your thanks and integrate them into your daily operations. Try mapping out your customer interactions and placing a gold star next to any opportunity to acknowledge your customers.
Automate your Customer Acknowledgement
Next, whenever possible, automate the process. Delegate the tasks of prepping the customer acknowledgement to an assistant, leaving yourself time for your personal touch.
In many cases, it doesn’t need to involve you at all. A well-written autoresponder as thanks for submitting a customer feedback form or a timely gift delivered on a special day will suffice.
Thank YOU from me
And just so you all know how much I appreciate you: Thank You for tuning in, sharing my blog and sending me your feedback!
Topics: Newsletter Archive, Relationship Marketing | No Comments »
Technorati Tags: Connecting Ideas, customer experience, Relationship Marketing
The Power of UN-Marketing
By Carla | May 5, 2008
Are you tired of fighting it out for the same customers?
The early adopters or enthusiastic advocates every single one of your competitors is targeting? That type of battle for market share is a battle to the bottom. The bottom being the lower than low prices and minimal service.
Shift your Market Focus
Instead of targeting the converted, why not target the customers you thought would never be your customers? The potential customers who rail against your product or service, harshly criticizing its very essence (or at least its essence as they understand it).
Shifting your focus requires understanding what it is about your product this group of customers finds objectionable. Is it price? Product delivery? Value?
Address the objections
Think about how you could address each objection. Not every objection will require a fundamental change in your product. In fact, you will likely discover many of them are perception-based and overcoming them is a matter of educating your target audience.
Start with the ones that require a shift in perception and then move into how to shift the product and the delivery for a unique proposition.
The Uncruise Case Study
The purpose of an un-marketing campaign is to position the unique selling proposition in such a way that it answers every possible objection of the un-customer. Point-by-point, the Uncruise campaign addressed every objection to cruises:
- Too crowded - Choose from one of several small boutique ships with a maximum capacity of 30 people.
- Tourist destination ports - Unique “off the tourist radar” destinations away from the cruise ship routes, many of which are unreachable by any other means.
- Boring ‘cruise’ activities - Create your own adventure or customize an existing trip with options that include hiking, biking, kayaking, swimming, snorkeling, wine tasting, painting lessons…and the list goes on.
- Stranded on board - Consider the ship to be a private hotel anchored just offshore of exciting adventure travel.
- Crowded buffets - Intimate on-board dining with plenty of opportunity to sample local fare at each well-chosen port.
- The upsell costs - Every imaginable travel cost included in the price of admission.
Go back to your target market
The genius in the unmarketing approach is the focus on truly understanding the target audience because you simply can’t address objections when you don’t know what they are. Talk to your customers, but don’t forget to talk to your un-customers as they may be able to shed more light on your next marketing initiative.
Topics: Marketing | 1 Comment »
Technorati Tags: Case Study, Copywriting, Niche Marketing
Give your Copy a Little KISS
By Carla | May 1, 2008
Stop it with the blah, blah, blah and give your readers a break. Remember the golden rule of readability: less is ALWAYS more.
Even for long copy sales letters or detailed technical white papers that need the time to fully develop the concepts, extra words, long winded explanations and unnecessary tangents will take away from your objective: to keep your readers interested and reading!
The Most Important Part of the Process: Editing
Don’t worry about the wordiness at the draft stage. Just get it out. Then go back and edit ruthlessly, taking out any extra words, ideas, sentences or even paragraphs that don’t contribute to the overall objective or key message.
Consider creating a dumping ground within your draft document for extra ideas, facts, and messages as you edit them out. That gives you one last opportunity to review the draft without them and gauge whether or not their removal has impacted the meaning or not.
More often than not, the extra information isn’t missed and the copy reads much better without it, but the odd time, you’ll be glad you saved those ideas and you can usually find a less wordy way to work them back in.
Readability 101
- Trim down long sentences - Either say it in fewer words or break long and difficult concepts into two separate sentences
- Omit repetition - Ditch it. More often than not, it’s the source of too much blah, blah, blah.
- Rephrase for efficiency - Change wordy phraseology to more efficient forms. For example, replace “Director of Energy Services” to “Energy Services Director”. It’s only one word, but too many indirect references will slow your writing down.
- Condense concepts - Instead of dedicating an entire sentence to a concept, consider working it in to another sentence.
Topics: Copywriting | No Comments »
Technorati Tags: Copywriting, editing, readability
Hooray for SOCKS
By Carla | April 28, 2008
I love socks. Really…what’s not to love about them? Socks are warm and fuzzy, comforting on a cold day. But my true love, the socks I just can’t get enough of, are the socks designed for outdoor recreation.
What do socks have to do with marketing? A LOT.
The Presentation
The reason I just can’t resist them has to do with presentation and packaging. Two-tone blue with funky orange writing or charcoal grey paired with deep red and the athletic images on the package — they scream (yes, socks speak to me) “Carla, take us with you on your next adventure!”
The product presentation is what draws the eye and grabs your attention. Whenever I hear consultants say packaging doesn’t matter, I check out their designer outfits and carefully chosen accessories. “It doesn’t matter, you say?”
Don’t kid yourself, your customers will (and do) notice. Think about how much you can improve their buying experience by spending a little extra on the prettiness.
The Messaging
Sock marketing speaks the language of their customers: blister prevention, warmth, breathability, performance. Oh how I love all those little arrows that explain all the neat-o features: extra padding for pressure points, double layered design, contoured insteps for a secure fit (all must-haves for telemark skiing).
The messaging focuses on the key problems and (quite literally) connects the dots to the solution. Not only does it grab my attention by addressing a challenge I am facing, it shows me how the socks will achieve those results.
Successful marketing makes it easy for your customers to make a buying decision. Think about how you can connect the dots for your customers.
The Delivery
Socks designed to reduce friction and eliminate blistering really do (I know because I hiked the West Coast Trail in torrential rain without a single blister). The marketing gets me to buy, but the delivery gets me to tell everyone about the socks.
It’s the most dreaded problem in marketing, a well-conceived message spoiled by a sucky delivery. It’s the delivery that really fuels my addiction to socks. Like a trusted friend, I know I can count on my sock.
How does your business deliver on its promises? It’s one thing to get customers in the door with great marketing. It’s quite another to keep them and get them to tell everyone about you.
So, the next time you are thinking about launching a new product or reinventing an old one, take a cue from socks and pay attention to the design, the copy and the delivery!
Topics: Marketing | 1 Comment »
Technorati Tags: customer experience, Marketing, messaging, product delivery
Finding Inspiration
By Carla | April 23, 2008
Facing the blank page with no ideas springing to mind. It’s every new writer’s nightmare and a common misconception about writing. You see, when it comes right down to it, there is never a complete void of ideas, or some insurmountable obstacle to creating copy.
The Myth of the Blank Page
Many writing projects start with me sitting at my desk, thinking about how to craft the perfect positioning statement for a client project or a new marketing campaign for Tangent Ideas. But when it comes right down to it, I am very rarely facing a blank page.
It’s all in the Process
Quite the contrary. I usually start with reams of notes, rough ideas, key words, hot buttons and a clear writing objective. What I start with is a process (and a simple one at that). Working from these rough elements, I begin the process of creating (a say creating because it isn’t about writing until you are nearly done).
Getting Started
Where to start. In short, start with whatever is the easiest. I typically start by organizing my thoughts into categorized bullet points, filling in whatever back-up information I think I may need as I go along. Sometimes that information isn’t readily available, so I just make a note about what type of information I hope to find and use that summary as a placeholder.
Creating your Storyboard
Now it’s time to fiddle with the information flow and create your basic storyboard. I just love the drag and drop feature because I can move bullet points from one category to another. Think about where your copy should start and where it should end and the middle tends to sort itself out.
Time to Start Writing
Working through a systematic process instead of staring into space, you will find by the time you actually start drafting your copy, much of your copy is finished. Key words will spring out of your lists, phrases are ready to be transformed into complete sentences and your categorized bullets turned into paragraphs.
A Final Note on Inspiration
The key is to stop trying to force it and don’t worry about being perfect. First drafts are about getting your ideas out (in whatever messy format you like). Editing is where you strive for perfection (and even then, don’t over think it).
Topics: Copywriting | No Comments »
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The Persuasive Power of Passion
By Carla | April 19, 2008
Ever meet a really great salesperson? You know it when you see it because selling is just so darn easy for them. Their enthusiasm is electric and you find yourself absolutely trusting this complete stranger (sometimes against your better judgment).
Ask yourself: what is it about this person that draws people in? Chances are somewhere in the equation is their passion. Sales experts call this emotional selling.
The Best Sales Pitch EVER
Sitting in my living room, casually chatting with my husband and I, was the best salesperson I ever encountered. A company fresh out of the box with no fancy literature, no corporate logo, no actual industry experience and no track record. And we were engrossed.
He sat there and described how he carefully researched the ins and the outs of the industry and in doing so, discovered a unique opportunity to add value. He talked about how their process translated to higher quality at the same or less cost.
He detailed how he hand-picked each team member to fulfill his vision, hiring industry experts who shared his philosophy. He told us how he communicated the company philosophy and their role in achieving that vision. In short, he told us his story.
By the end, we had such confidence that he would do it right that his lack of official corporate trappings and even industry experience didn’t matter. We knew exactly how he would achieve results. More importantly, we knew his passion for doing it right.
From the Sales Pitch to the Page
It’s easy to convey enthusiasm in a face-to-face sales situation. Your voice, your facial expressions, your body language tell the story. The challenge is creating that experience in your copy.
- Set the tone – Saying you are passionate sounds cheesy. Use words and style to convey your enthusiasm.
- Use simple catch phrases– Draw on quirky phrases that are unique to you. Often the small details say more than grandiose claims.
- Share your story – Share your love of your industry, your fervent study of key topics to become the best or your journey of discovery that got you to where you are today.
- Show value – Don’t forget to connect-the-dots. Your passion must translate to higher value for your target audience for them to really jump onboard.
The result is a sales force that works for you day and night, engaging prospects and selling them on your company. And like an extraordinary sales presentation, it will leave them wanting MORE!
Topics: Copywriting, Newsletter Archive | No Comments »
Technorati Tags: Copywriting, selling
Enough about YOU: What’s in it for ME?
By Carla | April 12, 2008
Narcissus: love thy self. But for the rest of you, stop with the me, me, me marketing!
Who cares? Not your target audience
It’s the most common copywriting mistake I see when asked to review copy. To put it mildly: your target audience doesn’t care about you. You need to capture their attention (and their imagination) before they will pay any attention to details about you.
Why? It’s human nature. We seek to better our situation, not to help you achieve your corporate vision of creating value for your shareholders, leading the industry in R&D or achieving new heights in productivity. Who cares? You do (that’s the point).
A word on company history, mission and vision
Details of how your company evolved, the story of how your founders innovated the industry or your lofty goal of helping a million customers achieve extraordinary results don’t matter to your customers. Not one bit.
Forget mission and vision statements. If you really must use them, find another way to work that information into the copy. Save your company history for establishing credibility after selling your prospects on your value. Until then, all that matters is how you can help them (and nothing else).
A little more about everyone’s favorite topic: me
Show your target audience how you can help them. Then (and only then) will they care about you (but only as it impacts THEM). Even your ‘About Us’ copy should address your target audience. Focus on how you help entrepreneurs (like your readers) achieve their goals.
It’s a difficult shift because it seems like it should be about you. After all, it is your company, your product, YOU who can help them. How do you write about YOUR features and benefits in terms of THEM?
Focus on the results – You will benefit from an immediate boost in sales.
- Ask a question – What would you do with more time?
- Capture their imagination – Imagine how you would feel knowing all your problems will be handled fast and forever.
- Go neutral and eliminate ‘you’ altogether – Handle more data with proven technology.
- Relate a fact to their situation – Did you know that 80% of all businesses fail within the first 3 years? That means only 1 in 5 businesses like yours has a chance of success.
Now that you have THEIR attention
Go ahead and explain how YOU will achieve results. Tell your audience about your processes, unique approach, methodologies and past accomplishments.
Topics: Copywriting, Newsletter Archive | 1 Comment »
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Marketing from the Outside IN
By Carla | April 9, 2008
Stop overwhelming your target audience with technical mumbo-jumbo and unnecessary details. The enemy of the sale is too much information.
From the OUTSIDE
Take a look at your copy from a fresh new perspective: your customers’. Instead of promoting what you do, focus on what they need.
Sometimes what they really need is simplicity and clarity. Remember: the confused customer will anyways say ‘no’.
Tune into everyone’s favorite station: W-I-I-FM
That’s ‘What’s in it for ME?’ If you want to grab their attention, tell what’s in it for them (in language they can understand in 5 seconds or less).
What’s in it for them is not just an easy-to-use product, the latest and great technology or an innovative new design. Save that discussion for later. What’s it in for them is the result.
Focus on bottom-line results
Start with benefits, not features, answering the question: what’s in it for me? Use this format for headlines, editorial hooks, body copy and the call to action.
Save feature details for the ‘proof’ of how you achieve your results. While an important element of your copy, the features shouldn’t be the primary focus.
5 Simple Steps to Copy that Connects
1. Do the Jargon Check – Scan your copy for technical language, proprietary product names or industry catch phrases. Then ask an industry outsider to do the same. Chances are you missed a few.
2. Ask for Feedback – Test your messages, poll your audience or conduct one-on-one interviews. Put key words into your marketing copy and ditch the concepts your test subjects had difficulty with.
3. Focus on BENEFITS – Make a list of all your features and translate them into benefits statements. Focus on benefits that really motivate your target audience, like profitability, free time and productivity.
4. Limit the Techie Talk – Even the most technical audience will have non-technical stakeholders. Consider placing technical details on the back of your product brochure or deeper within your web site to address the concerns of the techies.
5. Simplify for ABSOLUTE Clarity – If it can’t pass the ‘Grandma’ test, it’s back to the drawing board (and go with the Grandma who still has the flashing ‘12:00’ on her VCR).
Picture your perfect customer when writing your copy. Imagine talking to them, answering questions and solving their problems. Now put that conversation on paper.
Topics: Copywriting, Newsletter Archive | No Comments »
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