Invite Them To Be Your Customer

Invite Them To Be Your Customer

by | May 12, 2020 | Marketing and Advertising Insights, Sound ADvice, The Not-So-Secret Writings of ScLoHo

Would you ever consider attending a wedding for which you had not received an invitation?

Would you go to someone’s home for dinner without first receiving a formal invite?

Do you think your customers, and the community in general, will walk into your place of business without receiving an invitation?

The answers to the first two questions are obvious. Most of us would never consider attending a wedding or simply showing up for dinner uninvited. The third answer is equally as obvious. Anyone can walk into a business without being invited.  But all of us are already knowledgeable about where to buy most things.  If we don’t know, we ask.  There is a better way and that is to invite before we have the need for a product or service.

The Merriam-Webster Dictionary defines advertising as “the action of calling something to the attention of the public especially by a paid announcement”.

A random definition is, “a form of communication that attempts to influence the behavior of a defined target audience or any message developed and placed with the ultimate intention of persuading a group to take specific action”.

There is certainly more to it, but in a nutshell, advertising is asking or inviting people to do business with you.

Soon, people will be roaming the streets and communities and they will be making decisions as to where they are going to shop and what they are going to shop for.

The question is, are you going to formally invite them to your business, or are you simply going to put up a “We’re Open” sign?

A formal invitation regardless of the form of communication you use is a far better bet than hanging the “We’re Open” sign.

As we begin to invite the public back into our businesses, some of the normal rules of advertising will change.  Rule #1 is “Ask Them”.  This may seem obvious, but now more than ever, simply saying, “Hey, we’re open. Come in and see us” may be all you need to get them to show up.  But there is certainly more that you can and should do.

What I just shared with you is from my weekly Sound ADvice newsletter that subscribers received last week.  If you would like to be included in receiving these weekly marketing and business tips, fill out the information in the subscriber box below.

To see the short-term “New Rules of Advertising – Post COVID-19”, click here. 

I also have several ideas on how to invite people to your business that we can talk about when you contact me.  Send an email to Scott@WOWO.ocm

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Forget Plan B, It’s Time for Plan C

Forget Plan B, It’s Time for Plan C

by | Apr 14, 2020 | Marketing and Advertising Insights, Sound ADvice, The Not-So-Secret Writings of ScLoHo

An Opportunity to Evolve…Create a Category

“When life gives you lemons, make lemonade.”

Right now, lemons are definitely being thrown at many businesses.  Are you open to making a different kind of lemonade?

Just a few short months ago, at the beginning of December 2019, I wrote and published an article and podcast with the title, What’s Your Plan B?

Not that I was foreseeing the future, I just knew that the spiraling success of economic growth and consumer confidence would one day have a flip-side and you better start getting prepared.

If you created a Plan B for your business operations, congratulations.

However now it’s time for Plan C. Yes, you may be working thru a Plan Coronavirus or Plan Covid-19 or whatever nickname you want to use for the here and now.  Also the Plan C I’m talking about has nothing to do with Medicare supplements or abortion pills.

But this Plan C is taking the past Plan A when everything was great, mixing in your Plan B which was designed for an economic slowdown, adding in the things we are learning each day in the middle of this pandemic and how we are adapting and creating a new recipe for success that we’ll call Plan C.  If you pretend we can just go back to Plan A when the stay at home restrictions are lifted, you are wrong.

If you simply put your Plan B into action, you are missing out on some of the great things that we are learning in the middle of this history lesson.  Here’s more timeless tips from my most recent Sound ADvice newsletter:

For many business owners, this is a perfect time to re-evaluate their business and potentially re-position their company.  What is it that you’re currently “known for”?  Are you known for having the lowest prices, best selection, highest quality, the fastest service? Or, are you not really known for anything specific.  Is there something different that you would like to be “known for”?

If you are looking to re-position your business, NOW is a perfect time to start planning and potentially implementing your NEW position. Many brands have been born during or immediately following a major crisis!

Do we really believe that a business can consistently offer the highest quality and the lowest price?

Many marketers make the mistake of trying to be all things to all people. Consumers’ minds won’t allow a business to own both the quality position and the discount position.

Very often the position you own is not that of a particular product or service, but rather it is an experience or demographic.

For example, Michelin doesn’t own the tire category, they own safety, while Pirelli owns the performance experience. Both come with a higher price tag and both have plenty of consumers who value their product.

GEICO doesn’t own the insurance category, they own “saving you time and money”.  They never speak to how well they pay claims.  On the other hand, if you want an insurance company that you are confident will pay your claims, even the crazy ones, you’re more inclined to lean toward Farmers Insurance. “They know a thing or two because they’ve seen a thing or two”.

In their groundbreaking book, The 22 Immutable Laws of Marketing, Al Reis and Jack Trout state law #2 as: “If you can’t be first in a category, create a category you can be first in”.

Through marketing and advertising, a business can create its own niche or demographic category.

Unfortunately, or fortunately, depending upon whether you want lemons or lemonade, now is a good time for many of us to re-evaluate the position your business holds in the minds of your customers, potential customers, and your community.

Former Chicago Mayor, Rahm Emanuel, said this about a crisis, “You never want a serious crisis to go to waste. And what I mean by that is an opportunity to do things that you think you could not do before.”

Being known for something specific is far more profitable than trying to be all things to all people!

If you’re looking to create a category you can own, click here to see The 22 Immutable Laws of Marketing.  If you’d like to further discuss creating a category for your business to own, contact me.  Also subscribe to my weekly Sound ADvice business tips and marketing email newsletter by filling out the form below.

Stay Safe – Stay Healthy – Stay Strong!

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What Is The Value Of Free?

What Is The Value Of Free?

by | Mar 10, 2020 | Marketing and Advertising Insights, ScLoHo's Collective Wisdom, Sound ADvice, The Not-So-Secret Writings of ScLoHo

One Small but Powerful Word

…but wait, if you call now, you’ll receive a second set of (fill in the blank)  absolutely FREE!  Buy two – Get one FREE!  Free Delivery – Free Interest. Free this – Free that!

There’s a reason some of the top advertising copywriters in the world lean on the word FREE… It Works!

One of the “prime” reasons Amazon and all online shopping has become so popular so quickly is in large part due to two words, “FREE DELIVERY”.  But the appeal of “free” extends far beyond online marketing.  Free is a powerful and compelling purchase motivator in virtually every business category.

In his book, Predictably Irrational, Dan Ariely tested the word “free” with candy, specifically, Lindt’s Truffle and Hersey’s Kiss.  When the Lindt Truffle was priced at 15 cents and the Hersey’s Kiss priced at 1 cent, 73% of participants choose the Lindt Truffle. When a different group was offered the same products each for a penny less, Lindt at 14 cents and Hersey’s for free, 69% chose the Hersey’s Kiss.

But using the word FREE comes with caution; using it too much or without a compelling offer can lead to the risk of customers being suspicious.

In my 23 Free Strategies to Increase Sales, one of the strategies is to offer a free “buyer’s guide” online or at your location. Consumers today are hungry for knowledge and want to reassure themselves they’ve made the best possible buying decision based upon that knowledge. This tactic can attract new prospects and guide them to prefer the features of the products you sell.

Have you considered what free strategies you might employ to increase your sales?

One of my advertising partners, Anthony Realtors offers a Free 151 step buying guide. When I first saw this offer on their web page, I thought it was a typo, but it wasn’t.  I never realized that there are so many steps to successfully marketing a home.  This buying guide also acted as a measuring stick, a point of comparison because most realtors don’t do most of the 151 items on this list.

To receive a FREE copy of the 23 Free Strategies you can use to increase your sales at little or no cost to you, click here! 

I also have another free offer for you.  Nearly every week, I have an email newsletter with tips like what you just read that is delivered to your inbox Wednesday mornings.  You can add yourself to the mailing list by filling out the form below, for Sound ADvice.

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Little Things That Make a Big Difference in Your Business Success

Little Things That Make a Big Difference in Your Business Success

by | Mar 3, 2020 | Marketing and Advertising Insights, Sound ADvice, The Not-So-Secret Writings of ScLoHo

Big Returns on Little Things

In today’s business economy you need referrals and repeat business more than ever! Nothing impacts the way your customers feel about your business more than the way you and your people treat them.

Ensuring that your people create a positive customer experience every time is no easy matter, and often it’s the “little things” that delight or annoy your customers.

 Google the name Bruce Barton, and you’ll find he was an author, congressman, and founder of Betty Crocker, and he is credited with saying, “Sometimes when I consider what tremendous consequences come from little things, I am tempted to think there are no little things.”

It’s oftentimes the little things that proved the biggest rewards!

People, not businesses, nor products, create the customer experience, and it’s that experience that will dictate your referral and repeat rates.

Little Thing #10 from our 10 Little Things for Big Paybacks is, Everything Rolls Downhill. The way you treat your staff is the way they will treat their jobs and your customers! Respecting your staff also reduces absenteeism and internal theft rates. To create a culture where your employees are more apt to do the little things makes the job fun. Celebrate successes, have staff-only events and offer employee pricing to them and their families.

Our company recently partnered with our outside consultant on a program to Up Our Culture.  What do you and your company do to create a positive environment for both your team and your customers?

If you need some ideas take a look at this list of 10 Little Things For Big Paybacks, click here.

And if you would like more Sound ADvice for your business like this, fill out the form below.

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3 Ways To Grow in 2020

3 Ways To Grow in 2020

by | Feb 25, 2020 | Marketing and Advertising Insights, Sound ADvice

Three Ways to Grow a Business

As owners or managers of a business, it’s our responsibility to not only figure out how to keep our business functioning properly and effectively, but also how to GROW our business.  Staying level or going backward are not options.  Profit and growth are key!

So how do you grow a business?  It’s more complicated than just increasing sales.  If you’re trying to grow your business, start by understanding that there are only three ways to grow a business.

1.) Sell more of what you are currently selling.

2.) Sell what you are currently selling for more money.

3.) Add additional product(s) or service(s) to what you are currently selling.

Regardless of how you slice this, nearly everything you can come up with to grow a business will fall under one of these three headings.

While discounting and sales events can help grow a business, lowering your profits is not the fastest nor the most efficient way to grow.

And if you think you can just rest and coast and all will be fine, remember the words of my mentor Ron who told me years ago you can only coast downhill.

I have a list of Eight Critical Profit Factors, factor number two is, “Have an up-sell, cross-sell or add-on sales plan”.  Include a staff incentive with every promotion and train your staff to up-sell, but not hard-sell, every customer.

Attracting a customer and getting them to open their wallets can be a difficult and costly process.  But once they’re in your showroom and have their wallets open, an accompanying up-sell is relatively easy.  Once the customer has chosen a bed, selling the matching nightstands can make the difference between profits or break-even.

This was taken from my weekly newsletter that you can have delivered to your inbox Wednesday mornings. Just fill out the form below. SoundADvice is designed to offer you meaningful and helpful tips to help you run your business more smoothly.  The issue  this was based on will help you increase your sales at a profit.  Click here if you would like to see all 8 Critical Profit Factors to improve your bottom line.

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Make It Personal

Make It Personal

by | Feb 18, 2020 | Marketing and Advertising Insights, Sound ADvice, The Not-So-Secret Writings of ScLoHo

“To Know You Is To…”

Most people can finish this statement, “To know you is to… LOVE You”!

In life, that statement may or may not always be true. However, in business, it is a prerequisite when trying to attract new customers, especially in today’s new media world. Subconsciously, people tend to do business with people they know.  It’s difficult for humans to buy from a stranger.  Not impossible, but more difficult.  Of course, this depends upon what type of product or service you are selling.

Ask yourself, would you rather purchase a vehicle from someone you are familiar with or a stranger?  Would you prefer to retain the services of an attorney with a well-known reputation or one you have never heard of?  Lastly, would you be more comfortable inviting a plumber into your home that you know, or have a stranger come to your home to repair your plumbing?

The truth is, most consumers need to understand who you are, what you stand for, and what your company’s reputation is before they’ll even CONSIDER doing business with you. This is even true when simply doing research or shopping online. In fact, research shows that people are far more apt to click on a business name they are familiar with. (Search Engine Journal; Nearly 70% of U.S. consumers said they look for a “known retailer” when deciding what search results to click on.)

My favorite used car guy sold his business. Actually shut it down and sold his lot.  I used to tell others about Dale and how my wife and I bought at least 6 cars from him.  We trusted him. One day, I asked Dale, “what car do you drive?” and a few days later I bought his personal car.  SInce he’s no longer in business, I’ve had to use a different method of buying cars and it still involves trust.  The last two cars and my next one are from dealerships I trust.  I actually have walked away from certain cars that cost less because I was weary of the dealership. This trust factor works with individual business people and with bigger businesses.  These dealerships are ones that put themselves out in the public eye with advertising and community involvement.

The trick is, how do you get people to know you before they need you?

More often than not, a series of consistent “soft steps” make that final hard step much easier. The familiarity and comfort you can build by being heard through a number of soft steps can dramatically improve your advertising results and closing ratios.

Tip #1 is… Stand for Something.  Knowing who you are is absolutely important, but it’s not enough.  Knowing what you stand for and what sets you apart from your competitors can and often times is the tiebreaker.

To see all Twelve Soft Tips to A Hard Sell, click here and contact me to see about how I can help set you apart and help make people understand that “To Know You Is to Love You!”

If you would like more Media and Marketing tips like this, Subscribe to my free Sound ADvice email newsletter that will land in you inbox most Wednesday mornings.  Just fill out the info in the box below.

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