Marketing YOUniquely Blog

I used to publish a postcard newsletter called “Marketing Morsels: Direct Marketing Tidbits Full of Wholesome Goodness.” It was a tiny tool I used to build and maintain relationships with my clients.

The other day, I was digging through my tons-o- marketing stuff and came across one of my old tiny, but useful marketing tools. Here are some “Marketing Morsels” that I think will be useful to you:

The beauty of direct marketing is that experts use time-tested methods to get the results their looking for. You don’t have to reinvent the wheel to get results. Just see what has worked in the past and test it!

I recommend A FANTASTIC resource for using time-tested direct marketing principles – Denny Hatch’s “2,239 Tested Strategies for Direct Marketing Success“.

Have a great day!

Craig Valine
blog@craigvaline.com
www.CraigValine.com

It’s so funny…

This past weekend I was driving through L.A. and exited the freeway on a local off-ramp. As I sat at the light at the end of the off-ramp, eagerly awaiting the light to turn from RED to GREEN, I looked over at this van driving by and started laughing out loud to myself.

It was some guy in an ugly rusted grey van, wearing a “-beater” tee shirt, with a cigarette hanging out of his mouth.

The first thing I saw on the side of his van was “Plumber” painted somewhat chaotically in black spray paint.

At first glance I judged it and thought to myself, “this would be a great example to write about what NOT to do in marketing yourself”.

But, at a second glance, I noticed some other writing below the larger type “Plumbing”. It read:

“I know my van is ugly. I know my uniform is ugly. But, damn! I’m a GREAT plumber who’ll fix ANY plumbing problem you have, GUARANTEED or the work is FREE!”

I thought that was AWESOME.

It’s easy sometimes to judge a book by its cover. But, sometimes, if we look a little harder we find that someone has done something quite clever.

This man has used a copywriting strategy called “damaging admission”, which means basically, “show them you’re human”. Let them know you’re not perfect, but you CAN do the job to meet OR exceed their expectations.

He also removed the risk by guaranteeing his work. This in itself is an outstanding marketing strategy.

In the article below, I share some wisdom from one of my teachers that says “success leaves clues”. You’ve got to keep an eye out for successful marketing strategies that you can adapt and adopt to your business situation. You never know where they will come from.

I’ve said this before and I’ll say it again… “You’ve got to educate your prospects and clients.”

Never assume they know that you’re the one they should be doing business with. NEVER assume that they know why they should be doing business with you.

Keep marketing YOUniquely!

Craig Valine
blog@craigvaline.com
www.CraigValine.com

When it comes to marketing your services, do you ever get so overwhelmed that you don’t know where to start? I get overwhelmed often, and I’m a marketing consultant!

I mean, there are so many different ways to reach your target market, but choosing strategies and implementing them can seem like a huge task. Don’t you agree?

The way I figured how to get through this overwhelm was to focus on one specific “thing” to market myself and do it very well.
How did I figure out what that one thing was?

Well, first I had to think, “What’s the ultimate outcome I want to achieve here?”

I chose the latter.

My main focus for today is to get my target market to subscribe to my free online newsletter.

To me, this is important because my philosophy, derived from speaker, trainer and Internet marketing expert, Tom Antion (http://Antion.com), is to “sell your knowledge, not your consulting services.”

The more people (my target market) who subscribe to my free online newsletter, the more opportunities to help them benefit through my services and those products or services I endorse from other marketing experts.

I have succeeded very well by focusing on one thing and doing it well. My subscriber list grows and grows each week, and all my marketing efforts for the time being are focused on that one outcome.

So what “one thing” can you do to promote yourself?

First, know your outcome. What do you want to accomplish by doing this “one thing?”

Whatever it is, you must then decide how you’re going to accomplish this. This would be that “one thing” that you’re going to do very well.

Next, to achieve your outcome you have to decide how you’re going to get there – your “one thing.”

The key is to do this “one thing” consistently and do it well. You can do “one thing” well, can’t you? I know you can!

So, if you’re having trouble getting moving and producing the results you want to achieve…getting more business, then use this simple strategy and start reaping the rewards you truly deserve.

Marketing isn’t hard. But, it does take action. Start today by doing “one thing” to promote your services and you’ll be a better person for it (and a more profitable one, too!).

Craig Valine
blog@craigvaline.com
www.CraigValine.com

Remember a time when you shared information with someone important to you, like a friend, family member, or loved one…

,,,that was above and beyond what you ever expected.

Remember that time?

Remember how great you felt when they called you up and told you how happy and appreciative they were that you introduced them to that company?

Well, you owe it to your customers to give them the same opportunity with respect to YOUR products or services.

It’s important that you understand the power of referrals. Not only with respect to how it benefits you, but how it benefits the people giving them to you, and the people they refer.

In essence, it does three important things:

The critical component of getting referrals from happy customers is really simple: Keep them elated about doing business with you.

I’ve said this before, and I’ll continue to say it again:

“Treat your customers or clients like dear and valued friends.”

This is important for many reasons. But for this purpose it’s because “friends tend to do business with friends.”

Friends do business with friends.

Then you’ve got a heck of a referral system that just won’t quit.

Now, you may be thinking,

“I’m not sure my product or service has made
my clients want to tell anyone about me.”

Don’t despair. Just start now and ask yourself some questions to get in the mindset of creating a valuable experience for everyone who ever inquires about or does business with you ever again.

Remember, “it’s all about them. It’s never about you.”

If you haven’t been giving outstanding service, start now.

One of the greatest forms of confirmation you can give to a customer or client is the opportunity for them to give the same benefit or advantage to somebody in their life who is important to them.

Walt Disney said it best:

“Do what you do so well people can’t resist talking about you.”

Do yourself and your customers a favor:

Do this, and your business will be richer than you’ll ever know.

Keep Marketing YOUniquely!

Craig Valine
blog@craigvaline.com
www.CraigValine.com

The P.S. can make or break your letter.

According to DM legend Ted Nicholas, the 7 most used P.S. types in successful sales letters are
those which:

1. Motivate the prospect to take action now

   Ex. "P.S. We will not repeat this offer in 2004. please act now. This offer expires on 12/31/03."

2. Reinforce the offer

   Ex. "P.S. Apply today, and enjoy all the benefits of membership. Those listed here are just a handful of what’s available…"   

3. Emphasize or introduce a premium or bonus

   Ex. "P.S. We’ve ordered enough FREE CREELS – we think – to meet the anticipated response. But they are likely to go fast, so why risk waiting months while we re-order? Since your creel will be shipped as soon as you pay for your subscription, why not get it immediately by enclosing payment now?"

4. Introduce a surprise benefit

   Ex. "P.S. Please note that your Gift Card has your name on it – and may not be used by
anyone else."

5. Emphasize price or terms of your offer

   Ex. "P.S. Put our statements to the proof by subscribing for the next 12 weeks for just $12. This is the shortest subscription term we offer – and is a perfect way to get acquainted with The Gazette."

6. Emphasize tax deductibility of purchase

   Ex. "P.S. It’s important to note that The Gazette’s subscription price may be tax deductible."

7. Emphasize guarantee

   Ex. "P.S. Should The Gazette not measure up to your expectations, you may cancel this trial arrangement at any point and receive a refund for the undelivered portion of your subscription."

Keep Marketing YOUniquely!

Craig Valine
blog@craigvaline.com
www.CraigValine.com

One of the biggest marketing mistakes I see constantly, in the newspaper, on the web, within company brochures, is the missing word: YOU.

I cringe as I notice how enthralled these companies are with themselves. For instance, a sales letter I received late last year stated:

Now, I hope you’re thinking what I’m thinking…

“WHO CARES?”

Right?

There isn’t any mention of anything that benefits me. It speaks only of themselves with a proud self-serving tone.
Why would I do business with someone that doesn’t care enough to learn more about my needs, wants, and desires?
This business was too busy telling me about them and not enough about the customer.

They’re not alone, however.

Almost every direct mail piece I receive in the mail is filled with “I”, “me,” “our,” and “we.”

Now, it’s really not all that practical to write a letter without saying “I,” “we,” or “our” – but you should certainly have the word “YOU” 5 or 6 six times for every reference to “us” or “my” company.

Here are some examples of how you can easily change the way you present yourself from a “ME” mentality to a “YOU” attitude.”

* Instead of: “I am pleased to tell you…”
== > Say: “You will be pleased to discover…”

* Instead of: “Our staff is experienced…”
== > Say: “Your will be handled by qualified, experienced people who can answer just about any area of expertise…”

* Instead of: “We sell only quality products…”
== > Say: “You will love the XR250 model or you will receive double your money back!”

Does the wording make more sense?

When you write a sales letter, copy for a website or email, put yourself in the mindset of the reader of your letter.

You should constantly say to yourself:

If I were the customer, why would I be interested in this…?”

It’s the oldest lesson in sales. Maybe you’ve heard it this way: “What’s the radio station everyone listens to?”

“WII FM” (What’s in it for me?)

If you aren’t constantly telling the reader what’s in it for her, she won’t read your marketing messages.

To help you get the best results with your copy, here’s something you can do that I learned from one of my teachers.

After writing your copy, go back and highlight each-and-every “I,” “we,” “our,” and “us.” Then, re-write each sentence with a “you attitude.”

Let your prospects know you care about their interests.

Speak in terms of the benefits they will receive. Tell them what is in it for them.

They do not and will not care about you, until they know how much you care about them.

Keep Marketing YOUniquely!

Craig Valine
blog@craigvaline.com
www.CraigValine.com

The hit show “Desperate Housewives” has got me hooked. I REALLY hate to admit it. I’m not one to sit in front of the TV every night, but it’s a good show filled with humor, drama, and a few hotties.

Although I like the show, I don’t like the word “desperate”. Mainly, because I’ve been desperate before and it ain’t a good place to be.

The term “desperate” is a deep word. It has a few different meanings. In fact, the definition from Dictionary.com says:

des·per·ate
–adjective
1. reckless or dangerous because of despair or urgency: a desperate killer.
2. having an urgent need, desire, etc.: desperate for attention.
3. leaving little or no hope; very serious or dangerous: a desperate illness.
4. extremely bad; intolerable or shocking: clothes in desperate taste.
5. extreme or excessive.
6. making a final, ultimate effort; giving all: a desperate attempt to save a life.
7. actuated by a feeling of hopelessness.
8. having no hope; giving in to despair.

Look at the some of the words above. Words like “reckless”, “dangerous”, “urgent”, “extremeley bad”, “extreme”, “excessive”, “hopelessness”, and “despair”.

Have you ever felt one of these adjectives in your life or your business?

I remember when I just started out with my consulting business, I had no clue what I was doing. I was a Marketing Consultant who didn’t really know how to market my consulting services. So, when someone said “yes, I’ll use your services”, I jumped through hoops to do some work and get paid.

The problem with that was that I DID look desperate. When you look desperate, people WILL take advantage of you.

I took clients that I wouldn’t even be friends with. They were not good people sometimes. I also took work beyond the scope of my expertise, just to get paid something. It was survival. I know that. But, it wasn’t good for my longterm ambition and goals.

Once I got more educated on how to market my consulting services, I came across a valuable strategy.

In simple terms, it is “don’t appear desperate”.

We know that, right? But, the great lesson I learned was “Make prospects think you don’t need the work.”

I used to appear so eager and desperate, I would take anything I could. And, so many of the people who took advantage of me prior continued to feel like they could just call upon me at any time and expect me to jump whenever they asked me to do a project for them.

The great thing was, once I learned that the most successful consultants show a feeling of respectful indifference to their prospects, my life changed.

Sure, there will still times when I DID need the business. But, what it did for me was two things: 1. It taught respect to the people who were trying to take advantage of me, and 2. It started generating more interest in other people because they thought to themselves, “He’s doesn’t need the work. He must be good.”

If you do need the work, do other things to generate income for yourself so you don’t have to do business with just anyone.

Devote time each weed to developing one ore more proprietary products or services (such as seminars, newsletters, manuals, ebooks, etc.) that you can sell through different media channels. Don’t rely just on face-to-fact meetings. Create a variety of ways to share your expertise…and profit from it.

Developing different information products and valuable services not only give you viable options, but it will help you to determine the true value of your time and allow you to set the most appropriate fee to charge your clients.

The lesson is, don’t come across desperate. Come across as “I am an expert in my field. If my time allows, I’d be happy to see if I can help you. If I’m not able to help you in person, perhaps one of my products can help you solve your problem in the meantime.”

They will be begging you to do business with them.

Keep Marketing YOUniquely!

Craig Valine
blog@craigvaline.com
www.CraigValine.com

I think I’ve been trained well.

Since the age of eleven I’ve been reading not only marketing and advertising books, but books on selling, too! Sales classics like, “How I Raised Myself From Failure to Success In Selling” by Frank Bettger, “How to Win Friends and Influence People” by Dale Carnegie, “How to Sell Your Way Through Life” by Napoleon Hill, and “How to Master the Art of Selling” by Tom Hopkins.

One skill in particular that I have received the most benefit from is the act of writing and sending “Thank You” notes. This one act of gratitude has definitely helped solidify otherwise unstable relationships with people I’m trying to do business with.

I send notes to my customers, to prospects, to anyone who gives me a referral, or to anyone that has done something nice for me, like a clerk in a store or a customer service representative whether I’ve had contact in person or over the phone.

Thank you notes go a long way to help you get sales and build solid business and personal relationships. They are a great way to show respect for anyone who has granted you their time, expertise, or anything of value. I believe they’re are “notes of gold” that are incredibly valuable in building powerful relationships.

What should you do to get in the habit of writing these “notes of gold”?

First, go to Staples, Office Depot, or other, and buy a few packs of note cards that are either plain on the front or that say “Thank You”. They shouldn’t really say anything inside, because you won’t be able to personalize it as well.

Second, buy a booklet or two of First Class stamps from the Post Office. Keep them with your note cards. Better yet, put some of the stamps on some of the envelopes so you’re ready to mail it right after you write it.

Third, after every contact, send a thank you note and build great rapport and gratitude from the recipient.

I always include a business card inside with a “thank you” written on the front of it. One of my sales teachers (Tom Hopkins) says, “If you haven’t done business with them yet, it’s a way of thanking them in advance for the possibility of doing business with them in the future.”

If you struggle at writing notes, you can use some ideas that Tom Hopkins has put together. Just go to http://www.tomhopkins.com/documents/ThankYouNotePhraseology.pdf and print it out or download it to your computer for easy reference.

Remember, saying “thank you” goes a very long way in life and in business. Always prepare for your appointments by having a thank you note ready to be filled out once your done with your appointment. And, most importantly, be sure to mail it the same day you’ve met or spoken with the person you’re sending it to.

It may not generate a call that day. But, it over time, it will build upon your relationships with them. And, they’ll never forgot that you took the time to say, “thank you”.

Keep ‘Marketing YOUniquely!”

Craig Valine
blog@craigvaline.com
http://www.craigvaline.com