Print Marketing Is About Selling Value, Not Services.

There’s a common misconception that far too many marketers have that needs to be put to rest once and for all.

A Satisfied Customer Is The Best Business Strategy of All

A lot of people still seem to think that if you’re really going to carve out a stronger competitive advantage for yourself in an increasingly crowded marketplace, you need to make your services appear objectively better than everyone else’s. You need to talk about how your products are better, stronger, faster, longer-lasting, more cost-efficient, etc. All this to steal as much attention away from your competition as you can.

In truth, that is a myth. You shouldn’t be selling services at all. You should be selling the value that those services provide. In other words, the thesis at the heart of your print marketing campaign shouldn’t be “here’s what I can do that nobody else can,” but rather “here’s what I can do for you.” Mastering this approach requires you to keep a few key things in mind.

Everything Begins and Ends With Your Customer

The art of selling value instead of services is one of those situations where buyer personas come in handy.

When you begin to come up with a buyer persona for your ideal customer, you try to add as much information about that person as possible. But once your persona has been completed, you shouldn’t be asking yourself, “Okay, what do I need to tell this person in order to convince them to give me money?” Instead, you need to get answers to questions like:

  • What problem does this customer have and how do my services solve it for them?
  • In what ways will that person’s life be easier after their purchase than it was before?
  • What does that person want to accomplish, and how can I help make that happen?

Then, you work your way back to the products and services that you’re trying to sell, thinking about the problem and positioning yourself as the solution.

A Whole New Approach

This is one of those areas where specificity will carry you far. Think about the individual portions of your sales funnel and what someone needs to hear at each one to move from one end to the other. Use this “value-centric” approach not to convince someone that the time is right to make a purchase, but to give them the actionable information they need to arrive at that conclusion on their own.

In the end, there are probably a lot of other companies in your industry who do what you do – but nobody does it in quite the same way. That key thing that differentiates you from so many others is the value that only you can offer and what should be at the heart of all of your marketing messages.

 

 

 


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Everyone Is Looking to Save a Dollar: How Discounts can Improve Your Sales Revenue.

Everyone Is Looking to Save a Dollar:

How Discounts can Improve Your Sales Revenue

 

Many businesses look at offering discounts as a method for losing money. But, what they don’t realize is discounts actually generate revenue and improve their brand equity. Let’s take a closer look at how discounts increase sales and can put you a step ahead of your competitors.

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Improve Sales Revenue

First and foremost, discounts, whether they come in the form of online codes or paper coupons, will draw the attention of consumers to your business. They increase traffic and, most times, lead to a sale. Even better is that while customers are using their discounts codes on your website or in your store, they tend to look around at other products and services you have for sale, which can further boost your sales.

Spread Brand Awareness

By offering discounts, you are putting your company’s brand name into the minds of consumers. Even if consumers don’t come to your store to use a discount, your brand name will at least be implanted into their minds. Also, if they don’t take advantage of a discount, they may know someone who can and offer to let them use their discount code, which only expands your brand awareness even more.

Increase Social Media Fans and Followers

Everyone is out to save a dollar. When they come across companies that offer great discounts, they tend to look them up on social media and either hit the Like or Follow buttons. And if you’ve ever used social media, then you know that when one of your friends hits the Like or Follow button, it shows up in your newsfeed. When you offer discounts, you have the potential to greatly increase your social media fans and followers.

Build a Strong Reputation

Consumers really love purchasing products and services from companies that offer regular discounts, like military and senior citizen discounts. As you continue to offer these discounts on a regular basis, you will build a strong reputation for your company and showcase to the public that you are a socially responsible organization.

Clear Out Space for New Inventory

Have you ever wanted to bring in new products to sell but you didn’t have room because you had too much old inventory sitting around? One of the best ways to clear out this old inventory is by offering discounts. Having a weekend sale where you offer a 20% discount on the products you are trying to clear is an excellent way to:

  • Free up space
  • Increase sales
  • Spread brand awareness
  • Increase traffic to your store
  • Establish Loyal Customers

Your customers deserve a discount, especially if they do business with you on a frequent basis. This is why creating a loyalty reward program that offers returning customers a discount is essential to establishing long-term relationships with your existing customer base.

Meet Your Sales Goals

You know that to maintain a profit, you must meet your sales goals. Offering discounts may decrease profit margins for a bit, but they can most definitely help you meet sales goals to ensure you keep maintaining a profit. End of the season or end of the quarter discounts should be offered at least four times a year.

The Takeaway

Don’t be fooled into thinking that offering discounts are going to hurt revenue. It likely will do the exact opposite as well as bring several other advantages, like expanded brand awareness and the establishment of loyal customers.

 

 


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Every Extrovert Can Learn to Listen

The Courage to Connect

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When research professor Brené Brown opened up to a TedxHouston audience about shame, vulnerability, and courage, she had no idea her message would become one of the most wildly popular TEDx talks of all time (with over 24 million views). Brown has spent the last ten years studying the power of authenticity and empathy, and poses wonderful questions like these:

  • How do we embrace vulnerabilities and imperfections so we can live from a place of authenticity and worthiness?
  • How can we engage people in a way that makes them feel worthwhile, brave, and willing to commit to something bigger than just a project or deadline?
  • How can we choose courage over comfort, stretching our team to connect in ways that powerfully motivate everyone?

Every Extrovert Can Learn to Listen

Brown’s work hits home in the hearts of many who long for authentic relationships and want to see this come alive in their workplace. While there are many hindrances to open communication, one of the greatest barriers is simply our personality differences. Over half the population are considered introverts, but research shows that introverts make up only two percent of senior executives. Which gives extroverts a great opportunity to do lots of talking. But studies show that business leaders who prioritize listening are perceived as considerably more effective than those who dominate the conversation.

Invite Them to Engage

We all have room to grow, and great interactions begin with intentional listening. Here are three ways to quiet your mouth and open your ears as you seek to engage others in meaningful ways:

  1. Start every meeting with a question.

Imagine yourself standing before your team with an invitation instead of a megaphone.

Seek to motivate conversation rather than charging into a meeting with a tight-fisted agenda. Opening your gatherings with dialogue can shake out the nerves and cobwebs of the entire team, sparking creativity and building interpersonal collateral. Increasing dialogue can catalyze more “green light” brainstorming and bring a fresh, life-giving dynamic to your entire company. When you formulate meeting agendas, push yourself to start with a prompt and to leave more tangible space for discussion.

  1. Listen with action.

How can you show your teammates their insights really matter?

Often people are tentative about sharing constructive criticism, fearing negative repercussions or believing “nothing will really change.” Great leaders surround themselves with those who will give honest feedback, and they intentionally close the “listening loop” by following up with some sort of action. Close a meeting by thanking your team for their honesty, or sending personal e-mails telling them you valued their input. Make a list of things to look into, review, or change, and add timelines to these goals so your ideas aren’t lost in the weekly grind. Even if you can’t implement suggestions, make a point to tell people they are valuable and you have actually heard what they are saying.

  1. Embrace vulnerability as a step toward courageous communication.

What do you do when someone asks you a question you can’t answer? Saying, ‘I don’t know” can be the most significant reply of all.

When you acknowledge your limitations, it opens the door for your teammates to step in and shine or to admit their own uncertainties or frustrations. Vulnerability can grow powerful partnerships and prompt growth in areas you hadn’t previously targeted. Ultimately, vulnerability builds engagement, which grows teams and enriches the atmosphere. Push yourself toward bold, transparent communication, and you may be surprised at the results. Brene Brown says it like this:

“Vulnerability is not weakness. It’s the most accurate measurement of courage.”

Ready to open a new pipeline of thoughtful teamwork and open communication? Be brave, be intentional, and sometimes . . . just be quiet.

 

 


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Branding Equity: What It Is and How to Build It

Branding Equity: What It Is and How to Build It

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Carl is a business owner who is experiencing firsthand just how much the internet has revolutionized the consumer buying process. It used to be that a simple look at your products’ features was enough to sway consumers to make a purchase. But now, it’s all about the brand. In fact, Carl’s brand has become his most valuable asset. That is why he is doing all that he can to build his brand equity and distinguish himself from his competition.

What is brand equity?

Brand equity is what your business is worth without its inventory. Or, more simply stated, it’s about how valuable your brand is in the eyes of consumers and the relationships that you have with your customers.

To build brand equity, you must leave a lasting, positive impression regarding your brand in the minds of consumers. Your products and services and their demand and usefulness, of course, play a role in how well you can satisfy your customers, but they alone do not generate brand equity.

Top Tips for Using Marketing to Build Brand Equity

The steps outlined below are not in any particular order. They are three examples of essential steps that Carl has used to build brand equity, and each of them is an ongoing process. You don’t build brand equity overnight, and then suddenly get to take a vacation. You must work at creating this type of equity on a daily basis just like Carl has done.

  1. Release Information About a New Product

You can have a quality product that you know consumers will want to purchase, but they have to know about it first. This is why you should always distribute information about your products. Whether it be creating a product brochure or a how-to guide that goes into the packaging of a new product, you will want to provide as much detail as possible. In fact, Carl has found that the more in-depth and more detailed his brochures and how-to guides are, the more engaged his customers are.

  1. Monitor Trends and Perform a Competitive Analysis

Building brand equity means you can adapt to changes as they occur, especially changes related to new trends that hit the marketplace. The best way to monitor trends is to keep a close eye on Google searches. You will also want to perform a competitive analysis to see how your competitors are keeping up with the latest trends. Chances are, you can benefit from employing many of the same tactics your competitors are using. Carl, for example, performed a competitive analysis and discovered three of his competitors were enjoying an increase in sales by offering seasonal discounts. Carl then went to a local print shop and had 1,000 business cards printed with a discount code on the back. Over the period of six months, the discount generated an eight percent increase in his sales.

  1. Collect, Use and Distribute Customer Feedback

Lastly, since brand equity is all about how you appear in the eyes and minds of consumers, you will want to use their feedback and respond to it appropriately. Carl publishes his customers’ feedback in the brochures and how-to guides he creates. Customer testimonials have been proven to be a huge asset in generating sales.

 

 


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How Building Effective Teams Can Supercharge Your Business

How Building Effective Teams Can Supercharge Your Business

Team building can be an overused cliche in business circles, but there is something truly magical about what a cohesive team can create together. Individuals working alone are able to contribute specific tasks towards a goal, but a team working together adds energy and power to push their achievements higher. This is one of the reasons there are so many books and manuals focused on building effective teams. If you have never seen this in action you may not believe the synergy that can be attained — it is almost like a force of nature. See how building effective teams will maximize employee productivity and happiness as well as helping you retain your hardest workers.

Smiling business colleagues high fiving each other in an office

Effective Teams Bring Their “A” Game

A Gallup article from a few years ago stated that up to 70% of employees are showing up to work disengaged, costing the American economy billions of dollars every year in lost productivity. When you find ways for these individuals to connect to one another, they become invested in seeing each other become successful. Engaged, enthusiastic employees are ones who are constantly looking for ways to innovate and exceed expectations. If you could move the needle on even 20% of your mediocre performers, the impact to your bottom line would be significant.

Effective Teams Provide Diverse Ideas

The age-old saying that ‘two heads are better than one’ is extremely valid in today’s business world. The complexity of ideas and interconnectedness of our systems means that it is difficult for any one person to have the knowledge needed to innovate and excel. Bringing together your team in a safe space allows for the free flowing of ideas between members — and the ability to synthesize these great ideas into something actionable for leadership.

Effective Teams Blow Through Restraints

Where one person working alone may be worried about going down a specific — and potentially risky — path, a cohesive team has the bravery to take the leap. These leaps are what drive lasting change in an organization. Without this shared risk-taking and an ability to literally blow through restraints, your business can become stuck in the rut of doing things the way they’ve always been done.

Effective Teams Inspire Others

Let’s face it, everyone wants to be a part of a winning team. When you see one team that seems to get all the awards, recognition and respect, you want to see what makes them special. Many times, it’s their ability to work effectively together and collaborate to achieve a shared vision and goals. When one team in your organization is able to attain this level of cohesiveness, it will inspire and motivate others to do the same. This breeds a more positive working environment for all.

Effective Teams Have Fun Together

 

When work ceases to be work and becomes something that you enjoy doing during the day, you are able to devote your heart more fully to the tasks at hand. This joyful passion shines through in everything that you do. Ineffective teams can cause this light to dim, but having fun together can create a bond where individuals connect at a deeper level.

There are so many ways that effective teams create a sum that is greater than the individual parts. When the team truly works together as a single unit, the strengths of each person are multiplied allowing for an oversized impact on your organization’s effectiveness. Bring your teams together if you want to truly supercharge your business!

 


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Coupons that Count

Persuasive Promotions Can Transform Browsers to Buyers

 

Are you the child of a parent who meticulously clipped coupons to pinch pennies?

As the pace of life has accelerated, the frequency of in-store couponing has decreased, in part because online coupon codes and apps have blossomed.

But coupon promotions are not a thing of the past!

According to the 2017 Holiday Shopper Report, 92 percent of consumers say promotions influence their holiday purchasing decisions. And coupons can be the catalyst that converts people from browsing to buying.

So which types of promotions do your clients want, and how can you use them most effectively? Below are a few tips to sharpen your focus.senior cuts  coupons out

Keep it Simple and Straightforward

Have you ever tried to use a coupon only to find the fine print disqualifies almost every purchase? This “fake sale” frustration can turn off clients from your company for good. Keep your coupons and discounts simple – avoid the fine print and honor the effort consumers have made to connect with your business. The same goes for referral campaigns – if a customer provides a valuable referral, honor their effort with a quick, valuable, and personal token of thanks.

Try to keep things simple with your product presentation as well. Remember, an overload of options can lead to “analysis paralysis,” or situations where a customer finds it too difficult to decide which product or promotion is best. When it comes to numbers and features, promotions should be clear and compelling enough to comprehend at a glance.

Push the Freebies

Shoppers often value freebies more than they value discounts.

Whether you offer a “buy one, get one free” or you include a complimentary gift with a particular purchase, often a free item is more psychologically compelling than a percent discount that actually brings greater savings. Free stuff also warms the heart and builds goodwill with loyal customers. If a free product is too great a stretch, consider offering limited time offers for free shipping, gift wrapping, refills, or deliveries.

Price it Right

In his book, Contagious: Why Things Catch On, marketing professor Jonah Berger explains how our perception of numbers affects how we understand a discount price.

He called this theory, “The Rule of 100.” Berger’s research highlights two pricing cues:

  • A percentage discount off an item under $100 off will always look larger than the dollar discount. For example, 25% off of $75 appears larger than $18.75 off of $75.
  • A dollar discount on an item over $100 dollars will always look larger than a percentage discount. For example, $93.75 off of $375 appears larger than 25% off of $375.

Offer Tipping Points to Incite Action

A tipping point can be anything that creates urgency or builds customer confidence to the point they’re willing to pull the trigger.

As you craft coupons or print promotions, remember to highlight time-bound flash sales, limited product quantities, or how your promotion is most relevant to your customer’s calendar or budget cycle.

Alternatively, the right emphasis on product quality can also move prospects to bite because your item is “worth it” or because they “deserve it.” Discounts are great, but sometimes value is even better!

Make Your Move

Ready to transform your browsers to buyers? Printed inserts and coupons are a great way to make your offers leap off the page! We’ll help you craft clear, compelling, visually stimulating promotions that reel in prospects and keep your loyal customers coming back again and again!

 

 

 


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How to Bring in Trade Show Traffic

Visitors among the stands of companies.

Picture this: it’s three weeks before your next trade show, and you’re no closer to formulating a plan of attack. Last year, the public milling about your booth was polite but lackluster. Your IT business may not be the most exciting one at the trade show, but you know you can do better. The good news is that you can.

Here are some unique things you can combine with your print marketing efforts for maximum trade show results:

Look for Ways to Be Different

A company in Los Angeles called Finders Key Purse found they got the notice they wanted at trade shows by thinking slightly outside the box. Their product was aimed to make it easier for women to find their keys in their overflowing purses. Because they wanted to market their product primarily to college women, they decided to dress up as cheerleaders to make their booth both themed and identifiable.

The tactic had nothing to do with looking like a group of sorority sisters. The actual staff of the company was mostly composed of older women. With tennis shoes and silly outfits, they looked fun, friendly, and focused. You certainly don’t have to dress up as cheerleaders to gain attention to your IT booth. But you may want to come up with a way to give your company a fresh makeover when it comes to your trade shows. Clothing is one major way that you can set your company apart, but it’s certainly not the only way.

Stock Up on Freebies

Trade show freebies are some of the best parts of going to a trade show. Practically every company is giving out some type of gadget or item with their name splayed all over it. These are a great way to get noticed because it provides immediate gratification and keeps your company name front and center.

And of course, you’re going to need a friendly staff and excellent printed materials. Once you hook people in with a little gimmick, you have the opportunity to introduce your business and give people an idea of how you can really help them get where they’re going.

 

 

 

 


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Printed Reminders Keep Sales on Track

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Remembering to go to the doctor or dentist’s office was much simpler back in the day when nearly everyone had a printed calendar. You would go home after a visit and immediately add your next visit to your calendar. The complexities of life today means that it can be tough to keep track of everything, even if you’re putting follow-up visits in your smartphone. The cost of a missed office visit can really add up over time, causing professionals to lose thousands of dollars per year. The tiny cost of creating a simple printed reminder that can be saved to your patients’ fridge provides an extra touch point for busy individuals.

Improved Experiences

Improving the experience of patients in today’s competitive environment may mean the difference between a growing and robust practice and one that dwindles away over the years. One physician’s office saw the benefits firsthand when Dr. Marcus L. decided to implement small printed reminders for his patients. As a family health practitioner, Dr. Marcus would often require follow-up visits with patients after their blood work was returned to review their results. Many patients would forget about this check-point, costing his staff time and money due to blank spots in their schedules with no billable time.

Boosting Revenue

Dr. Marcus was already working with a local print shop on some flyers for an upcoming health fair, and his account manager heard his woes and recommended a short-term test of some printed reminders. Dr. Marcus agreed and printed up a 3 month supply of the small reminders for his staff to pass out to patients. What he discovered after that test period was quite surprising! His staff helped track the number of empty slots. He discovered that there were 25% fewer empty slots on his schedule due to the reminders!

Printed reminders help keep patients and staff on track with follow-up visits for doctors and dentists — and could benefit many other professional offices as well! Think hairdressers, aestheticians . . . the list is endless!

 

 


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The Lessons Taught by The Movie “Office Space”

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Close your eyes and picture this: On your early morning commute, you get stuck in bumper-to-bumper traffic. Your senses are bombarded with horns honking, the sound of breaks squeaking, and the pungent smell of exhaust. Your reward for making it through this mess isn’t much better. Your individual cubicle awaits, lit only by artificial lights which have a way of making you look sick and feel hopeless. Once you arrive in your allotted space, you are faced with mountains of redundant, seemingly meaningless tasks you must complete, while answering to eight different bosses who don’t communicate amongst themselves.If the movie “Office Space” came to mind during this exercise, you are getting the right idea. While the movie’s comedic portrayal of an office environment is exaggerated, as business owners, it’s wise to learn the lessons you can glean from it.

Delegate

Bill Lumbergh is the boss in the movie “Office Space.” He is often seen hanging around Peter’s (main character’s) cubicle, overreaching his boundaries and seemingly controlling every aspect of Peter’s day. Peter also has eight bosses other than Bill, or maybe including him. This means everything has to be repeated over and over to the point of insanity. This drives Peter crazy, and it is not productive either.Lesson #1: Give your employees what they need to do the job: training, materials, etc. Then, let them work. Get out of their way. Studies have even proven that micromanaging can cause employees to perform at a lower level, not higher. Just imagine trying to do even a simple task with someone standing right over your shoulder, and it’s easy to understand why micromanaging is so detrimental.

Provide Well Functioning Equipment/Updated Software

In the movie, the copy machine almost takes on the role of character thanks to the fact that it is so detested by Michael and the other main characters. It seems this copier/printer will never work properly, which causes endless difficulties. Peter, Samir, and Michael (main characters) end up destroying the machine in a rural field outside town after their frustrations reach a boiling over point.Lesson #2: You should provide your employees with what they need to get their job done as mentioned above. Sure, things break. That’s understandable. However, expecting your employees to continue to use subpar equipment, computer, software, etc. yet still pushing them to meet deadlines and maintain the same level of production simply isn’t fair.

Create a High-Quality Working Environment

It is no wonder the characters of “Office Space” so detest their jobs. They work in 6′ x 6′ cubicles with no windows. In addition, Peter is situated right across from another employee who patches calls through, so in essence, she spends all day saying “just a moment” in an irritatingly spunky voice.Lesson #3: Cubicles are sometimes unavoidable in today’s office buildings. However, give your employees the freedom to move around to break up their day. Make sure you have seating available for your employees outside where they can walk around and enjoy being outdoors. If outdoor space isn’t an option, at least make sure you provide a lounge with couches or comfortable chairs where employees can go to take a break from their own cubicle walls.Most employees understand that doing business in today’s technology-saturated society often means they are required to sit at a desk and work on a computer most of the day. This doesn’t have to look like the movie “Office Space,” though. Thankfully, with a little thought and purposeful planning, you can ensure your employees never feel like Peter or the other characters from the movie. Simply adhere to these lessons from “Office Space,” and you will be heading in the right direction.


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Is Your Advertising Take You Up or Down?

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Marketing and advertising can be quite costly. However, marketing can attract customers and earn you money. So, you need to be asking yourself “is your advertising taking you up or down.

Let’s take a quick look at three of the best ways to make sure your marketing efforts are boosting your sales revenue instead of draining your budget for nothing.

1) Keep An Eye On Frequency Rates When Online

Advertising online can an effective way to reach a targeted audience. What you want to avoid, though, is blasting your ads multiple times to the same people. The more times the same consumer sees your ad, the more they will become annoyed by it. In fact, when the same person sees the same ad twice, the click-through-rate decreases by 8.91 percent. Seeing the same ad five times decreases the click-through-rate by 30 percent. And once they see the same ad nine times or more, the click-through-rate is cut in half. More important, the cost-per-click rate increases each time the ad is seen multiple times. This is why you need to check ad frequency  and mix up your marketing mix using other effective channels like print.

2) Switch Up the Background

Both your online and offline marketing campaigns can benefit from switching up ad background colors. Did you know that ads with the color blue tend to make consumers feel calm? Green brings about a sense of peace, while yellow ignites a feeling of happiness and optimism. With this in mind, you need to integrate these colors into your ads based on the feelings you are trying to invoke. For example, if you are advertising massage services, then you will, of course, want your background color to be blue or green to portray a sense of peace and calm. If you’re advertising a theme park or vacation services, then using yellow in your background to bring forth feelings of happiness and excitement will be effective.

3) Run Your Own Blog

One of the most effective and cost-efficient ways to market your business is by running your own blog. Your blog can touch on a variety of topics, including articles discussing products you sell, tips for your using products, how to get good deals on your products, and how your products can be used to make your life simpler. The important thing is to make sure you are providing content to your readers that has value.

Once readers see that you are genuinely trying to make their lives better, they will come back to read your future blog postings. More importantly, they will be enticed to share your postings with other consumers, which is an excellent way to attract and secure new customers. Even better is that running your own blog is very affordable. In fact, if you’re a decent writer, you can write your own blog postings for free. If you don’t write, you can always hire a content creator to create the content for you.

 

 


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