tag:blogger.com,1999:blog-29054513734156167682024-03-14T14:09:59.205+00:00Simply Great Copy's Simply Great BlogAll sorts of stuff about advertising, direct mail, positioning, copywriting, value propositions, marketing, attitude, customer retention, growing a businesses and having fun making sure your business is perceived well.Chris Crosslandhttp://www.blogger.com/profile/03904287200481166013noreply@blogger.comBlogger84125tag:blogger.com,1999:blog-2905451373415616768.post-59729872799301449532021-04-22T10:07:00.001+01:002021-04-22T10:08:03.473+01:00A lesson I was taught years ago.<p> </p><p class="MsoNormal"><span style="background-color: white; color: #333333; font-family: Arial, sans-serif; font-size: 9pt;">There is one word which I’ve learnt to use in
various ways over the years that’s probably earnt me more than any other.</span></p>
<p style="-webkit-text-stroke-width: 0px; background: white; font-variant-caps: normal; font-variant-ligatures: normal; margin: 0in; orphans: 2; text-decoration-color: initial; text-decoration-style: initial; text-decoration-thickness: initial; widows: 2; word-spacing: 0px;"><span style="color: #333333; font-family: Arial, sans-serif; font-size: 9pt;">It’s not a long word or
particularly clever and it can fit into a sentence or statement very
easily and can even be used on it’s own.</span></p>
<p style="-webkit-text-stroke-width: 0px; background: white; font-variant-caps: normal; font-variant-ligatures: normal; margin: 0in; orphans: 2; text-decoration-color: initial; text-decoration-style: initial; text-decoration-thickness: initial; widows: 2; word-spacing: 0px;"><span style="color: #333333; font-family: "Arial",sans-serif; font-size: 9.0pt;"><o:p> </o:p></span></p>
<p style="background: white; margin: 0in;"><span style="color: #333333; font-family: "Arial",sans-serif; font-size: 9.0pt;">When you use the word, it magically gives the
person you are talking to the impression that you are interested in
what they are saying and makes finding things out quite easy.<o:p></o:p></span></p>
<p style="-webkit-text-stroke-width: 0px; background: white; font-variant-caps: normal; font-variant-ligatures: normal; margin: 0in; orphans: 2; text-decoration-color: initial; text-decoration-style: initial; text-decoration-thickness: initial; widows: 2; word-spacing: 0px;"><span style="color: #333333; font-family: "Arial",sans-serif; font-size: 9.0pt;">I never over do this word, and if you use it with the wrong
inflection, you can get into trouble.<o:p></o:p></span></p>
<p style="-webkit-text-stroke-width: 0px; background: white; font-variant-caps: normal; font-variant-ligatures: normal; margin: 0in; orphans: 2; text-decoration-color: initial; text-decoration-style: initial; text-decoration-thickness: initial; widows: 2; word-spacing: 0px;"><span style="color: #333333; font-family: "Arial",sans-serif; font-size: 9.0pt;"><o:p> </o:p></span></p>
<p style="background: white; margin: 0in; text-align: center;"><span style="color: #333333; font-family: "Arial",sans-serif; font-size: 9.0pt;"><b>What’s this word – really</b>.<o:p></o:p></span></p>
<p style="-webkit-text-stroke-width: 0px; background: white; font-variant-caps: normal; font-variant-ligatures: normal; margin: 0in; orphans: 2; text-decoration-color: initial; text-decoration-style: initial; text-decoration-thickness: initial; widows: 2; word-spacing: 0px;"><span style="color: #333333; font-family: "Arial",sans-serif; font-size: 9.0pt;"><o:p> </o:p></span></p>
<p style="background: white; margin: 0in;"><span style="color: #333333; font-family: "Arial",sans-serif; font-size: 9.0pt;">Yes really. Someone tells you that their
service is the best, you say “really tell me more.” <o:p></o:p></span></p>
<p style="background: white; margin: 0in;"><span style="color: #333333; font-family: "Arial",sans-serif; font-size: 9.0pt;"><o:p> </o:p></span></p>
<p style="background: white; margin: 0in;"><span style="color: #333333; font-family: "Arial",sans-serif; font-size: 9.0pt;">Clients tell you of their next project -”
that sounds really challenging how can I help.”<o:p></o:p></span></p>
<p style="-webkit-text-stroke-width: 0px; background: white; font-variant-caps: normal; font-variant-ligatures: normal; margin: 0in; orphans: 2; text-decoration-color: initial; text-decoration-style: initial; text-decoration-thickness: initial; widows: 2; word-spacing: 0px;"><span style="color: #333333; font-family: "Arial",sans-serif; font-size: 9.0pt;"><o:p> </o:p></span></p>
<p style="background: white; margin: 0in;"><span style="color: #333333; font-family: "Arial",sans-serif; font-size: 9.0pt;">It’s really easy to use really and I know
that you will really find it very useful – really!<o:p></o:p></span></p>
<p class="MsoNormal"><o:p> </o:p></p>Chris Crosslandhttp://www.blogger.com/profile/03904287200481166013noreply@blogger.com0tag:blogger.com,1999:blog-2905451373415616768.post-17145427444879939422021-04-16T08:54:00.006+01:002021-04-16T09:22:04.814+01:00Who makes the decisions and why?<div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhIrgn8XMEjj5JDhlju7q5HTK54Dl8YHqy6G6Pcn3BuUQQ69U31_Xz1c8_N9cCaivp2vWdmrgsaQjGotssS1QTc8dsYfho5qhaUSXWahit5sVi9iVmi1OKwJGRAUj73aHGsNojN_Ek8w3k/s1737/Two+Bees+Low+res.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="1151" data-original-width="1737" height="133" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhIrgn8XMEjj5JDhlju7q5HTK54Dl8YHqy6G6Pcn3BuUQQ69U31_Xz1c8_N9cCaivp2vWdmrgsaQjGotssS1QTc8dsYfho5qhaUSXWahit5sVi9iVmi1OKwJGRAUj73aHGsNojN_Ek8w3k/w200-h133/Two+Bees+Low+res.jpg" width="200" /></a></div><br /><p>After all
the marketing and communications planning and implementation, you have to wait
and hope that a prospective or exiting customer makes the decision to engage.</p>
<p class="MsoNormal"><span lang="EN-GB" style="mso-ansi-language: EN-GB;">You might
want to use a cattle prod to get them to pick up the phone or make an online purchase
or reply to your latest personalised direct mail – but sadly it is their
choice.<o:p></o:p></span></p>
<p class="MsoNormal"><span lang="EN-GB" style="mso-ansi-language: EN-GB;">Choice is one
of the many obstacles.<o:p></o:p></span></p>
<p class="MsoNormal"><span lang="EN-GB" style="mso-ansi-language: EN-GB;">Desire,
immediate need, appreciation of your product or services benefits, even the
time of the day all make up the background noise that gets in the way of
engagement.<o:p></o:p></span></p>
<p class="MsoNormal"><span lang="EN-GB" style="mso-ansi-language: EN-GB;">So, what to
do?<o:p></o:p></span></p>
<p class="MsoNormal"><span lang="EN-GB" style="mso-ansi-language: EN-GB;">Here are 5
things to consider. I call it the <b>WATER</b> approach.<o:p></o:p></span></p>
<p class="MsoNormal"><span lang="EN-GB" style="mso-ansi-language: EN-GB;">Water is the
key essential to life – try not watering your garden in the summer and see what
happens.<o:p></o:p></span></p>
<p align="center" class="MsoNormal" style="text-align: center;"><b><span lang="EN-GB" style="font-size: 16pt; line-height: 115%; mso-ansi-language: EN-GB;">W</span></b><span lang="EN-GB" style="font-size: 16pt; line-height: 115%; mso-ansi-language: EN-GB;">ait
– <b>A</b>dvocacy – <b>T</b>argeting – <b>E</b>ngage – <b>R</b>epeat<o:p></o:p></span></p>
<p class="MsoNormal"><span lang="EN-GB" style="mso-ansi-language: EN-GB;">Your
marketing communications plan should be seen as a continuous activity – not a one-off
series of events to support business development.<o:p></o:p></span></p>
<p class="MsoNormal"><span lang="EN-GB" style="mso-ansi-language: EN-GB;">You must <b>Wait</b>
for the blooms to develop. It’s never a quick fix. Marketing activity can in
B2C be fast moving, but you still have to be realistic about timing.<o:p></o:p></span></p>
<p class="MsoNormal"><b><span lang="EN-GB" style="mso-ansi-language: EN-GB;">Advocacy</span></b><span lang="EN-GB" style="mso-ansi-language: EN-GB;"> is so important. It’s more than
recommendation. It builds brand faster than many other activities. The amount of
investment you make to find a new customer should also be reflected in the investment
you make in making them all become advocates for your products or services.<o:p></o:p></span></p>
<p class="MsoNormal"><span lang="EN-GB" style="mso-ansi-language: EN-GB;">There is
very little excuse for blanket broadcast marcomms. <b>Targeting </b>is so much
more than getting the right person, think about timing, the wider environmental
situation, and key individuals who may influence the people you need to engage with.<o:p></o:p></span></p>
<p class="MsoNormal"><span lang="EN-GB" style="mso-ansi-language: EN-GB;">The hardest
one of the WATERING process is <b>Engage. </b>Try doing something radical and
pick up the phone and see if the target of your business affection has seen any
of your marketing and would they like some additional information, or could you
include them on your database. Invest in positively trying to engage with just
10% of our target audience and at least 30% of your new and existing customers
on a regular basis.<o:p></o:p></span></p>
<p class="MsoNormal"><span lang="EN-GB" style="mso-ansi-language: EN-GB;">And finally.
Don’t stop with just the one campaign. Marketing communications is a <b>Repeat</b>
activity. Make sure you have a clear and consistent message that is flexible
enough to encompass all your business activity and keep going on about it.<o:p></o:p></span></p>Chris Crosslandhttp://www.blogger.com/profile/03904287200481166013noreply@blogger.com0tag:blogger.com,1999:blog-2905451373415616768.post-39368943325087652012021-04-09T13:54:00.010+01:002021-04-09T14:18:38.831+01:00Covid Copywriting - 5 things to consider<p></p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiv-9Oxik8AT58FNIrTzvVwFUGgXiPBr4bRaXTsPBWSqGMl3vKvbhyrE-KW6NmY_EhWuRgEFJwl0Zo2dL4-jyjdLWDN_NRk0e9kBSZYUl5y0AXVxSabwF-Lfx7Ksq0fpm_bt_TwEOTHGmo/s1632/2020-07-29+07.43.34.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="1224" data-original-width="1632" height="150" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiv-9Oxik8AT58FNIrTzvVwFUGgXiPBr4bRaXTsPBWSqGMl3vKvbhyrE-KW6NmY_EhWuRgEFJwl0Zo2dL4-jyjdLWDN_NRk0e9kBSZYUl5y0AXVxSabwF-Lfx7Ksq0fpm_bt_TwEOTHGmo/w200-h150/2020-07-29+07.43.34.jpg" width="200" /></a></div><br /> <p></p><p class="MsoNormal"><span lang="EN-GB" style="font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-GB;">It’s increasingly clear that the Covid 19 pandemic has
changed the world we live in at a fundamental level. Covid has given almost
everyone on the planet an opportunity to rethink the way they perceive the
world around them.<o:p></o:p></span></p><p class="MsoNormal"><span lang="EN-GB" style="font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-GB;">What does this mean for copy and content creators?<o:p></o:p></span></p><p class="MsoNormal"><span lang="EN-GB" style="font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-GB;">Well I’m sure we can all agree that to ignore the new
“reality” we all find ourselves in is not a sensible or viable option. We are
all consumers; we have all changed the way we make consumer choices. Some have
been placed upon us through new rules and regulations, but I believe the most
important changes copy creators must consider are those which govern the way everyone
now perceives their world.<o:p></o:p></span></p><p class="MsoNormal"><span lang="EN-GB" style="font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-GB;">Here are 5 things to consider if you are planning to
communicate with your clients, key influencers, or employees.<o:p></o:p></span></p><p class="MsoNormal"><b><span lang="EN-GB" style="font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-GB;">Risk</span></b><span lang="EN-GB" style="font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-GB;"> – Just reflect on how the
real and perceived level of risk to the individual has changed. Risk levels
have an impact on choice and willingness to invest in new ideas, processes, or
products. <br />
<!--[if !supportLineBreakNewLine]--><br />
<!--[endif]--><o:p></o:p></span></p><p class="MsoNormal"><b><span lang="EN-GB" style="font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-GB;">Trust</span></b><span lang="EN-GB" style="font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-GB;"> – Pre Covid
if you required an audience to change the way you, or your company, or your
market sector was perceived the level of trust was understood. Just think about
used car salesmen and politicians for example – it was the considered wisdom
they both had a level of trust which was manageable. Covid has changed that – for
example national airlines have taken action which has altered the way they can
be trusted, especially by their current and future employees, and customers.<br />
<!--[if !supportLineBreakNewLine]--><br />
<!--[endif]--><o:p></o:p></span></p><p class="MsoNormal"><b><span lang="EN-GB" style="font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-GB;">Awareness</span></b><span lang="EN-GB" style="font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-GB;"> – All sizes
of companies are going to have to show they are fully aware the world has
changed. Digging out a successful marketing communications strategy from a few
years ago will just look out of place. It is obvious when TV commercials are
still aired with 2019 content- it will be the same for all online and offline
marketing collateral.<br />
<!--[if !supportLineBreakNewLine]--><br />
<!--[endif]--><o:p></o:p></span></p><p class="MsoNormal"><b><span lang="EN-GB" style="font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-GB;">Empathy</span></b><span lang="EN-GB" style="font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-GB;"> – Not just a
softer tone of voice, but a clear understanding of the needs of your target
audience. When putting offers to the market for example you may need to
consider extended low interest credit options together with extended guarantees.
<br />
<!--[if !supportLineBreakNewLine]--><br />
<!--[endif]--><o:p></o:p></span></p><p class="MsoNormal"><b><span lang="EN-GB" style="font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-GB;">Integrity</span></b><span lang="EN-GB" style="font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-GB;"> – Do you
know how you or your company / organisation is perceived? What do your
employees think about the company or organisation they work for? Is fairness
and transparency clearly part of the values that guide decision making? Do you
have a statement on the rights of individuals to be recognised regardless of
their age, sexuality, creed, religious affiliations, and gender identity? These
are very important issues and your communications need to reflect the changes
that are happening. Covid 19 has created a new space that has given permission
for major structural changes to society to be discussed and faced up. <o:p></o:p></span></p><p class="MsoNormal"><span lang="EN-GB" style="font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-GB;">Just 5 things to consider. Undoubtedly there are going
to more. How many have you considered in the past 24 hours?<o:p></o:p></span></p><p class="MsoNormal">
</p><p class="MsoNormal"><span lang="EN-GB" style="font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-GB;">At the time of writing April 2021, there is clearly a
long way to go with the Covid pandemic. If you would like to explore any of the
themes in this article please contact me <a href="mailto:chris@simplygreatcopy.com">c</a></span><a href="mailto:chris@simplygreatcopy.com"><span lang="EN-GB" style="font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-GB;">hris@simplygreatcopy.com</span><span lang="EN-GB" style="font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-GB;">. <o:p></o:p></span></a></p><p class="MsoNormal"><span lang="EN-GB" style="mso-ansi-language: EN-GB;">
<br style="mso-special-character: line-break;" />
<!--[if !supportLineBreakNewLine]--><br style="mso-special-character: line-break;" />
<!--[endif]--><o:p></o:p></span></p>Chris Crosslandhttp://www.blogger.com/profile/03904287200481166013noreply@blogger.com0tag:blogger.com,1999:blog-2905451373415616768.post-70936762202081262012016-04-05T10:14:00.002+01:002016-04-05T10:14:49.448+01:00Business development in an uncertain marketplaceTowards the end of 2015 and for the 1st quarter of 2016 I've been working with a team of entrepreneurs setting up a B2B service offering.<br />
<br />
Nothing I haven't had the privilege of doing before, but what was so surprising was the way they viewed the short to medium term and how they were building in "uncertainty" into their business development model.<br />
<br />
There has always been a degree of not knowing exactly what was going to happen in the future and the need to have "a plan" if things change. But working with these people and some additional research I've undertaken over the past 3 months have revealed 7 key changes that are going to happen which will create and sustain an "uncertain" marketplace for the foreseeable future. This is primarily in the UK marketplace but I've found parallels in the US and Germany.<br />
<br />
The 7 key changes are;<br />
<br />
<ul>
<li>Labour costs are going to rise significantly</li>
<li>Margins are going to reduce</li>
<li>Some prices will rise - mainly on professional services</li>
<li>Business owners will be forced to take less from their businesses</li>
<li>Experience will become more important than youthful exuberance</li>
<li>Real time face to face business communications will start to replace basic telephony</li>
<li>Investment in IT will be more important than investment in marketing</li>
</ul>
<div>
All the above just make the very uncertain world we wake up to every morning just that little more difficult to be confident in.</div>
<div>
<br /></div>
<div>
Confidence is going to be very important in every aspect of how business owners grow and maintain their competitive advantage.</div>
<div>
<br /></div>
<div>
Over the coming weeks I intend on focussing on how owners of VSB's (Very Small Businesses), and SME's (Small and Medium Enterprises) will need to radically change the way they think about how they invest in marketing and what they must do to give themselves the best chance of survival.</div>
<div>
<br /></div>
<div>
The next 2-5 years will see a dramatic change in the UK and possibly other international markets concerning the impending changes that have already begun. Those who sit on their hands might survive just as well as those who grasp some of the above. What I can guarantee is that if you get stuck in the middle ground with a half hearted response to just a few of these major changes you and your business will be in trouble.</div>
<div>
<br /></div>
<div>
<br /></div>
<br />
Chris Crosslandhttp://www.blogger.com/profile/03904287200481166013noreply@blogger.com0tag:blogger.com,1999:blog-2905451373415616768.post-65594722062220498612015-12-24T10:23:00.003+00:002015-12-24T10:23:58.134+00:00Thoughts for marketing in 2016<div class="MsoNormal">
Broken ankle time off has now come to an end and I’m back
out and about after a 3 month quiet time.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
This time has been really useful to take stock of my current
marketing thoughts and concerns and hopefully be in a position to now offer
clients views and direction as they prepare for a very uncertain future.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi2uueksv4vadbcSD7WbX5FVKY8fjs0ys_Zo5hzu9ihZYOFAomlmCqB0bVqf6eKZY1C4uikv1grHsqZi3WA2vF5fJGE3YeuQCprB1-a0p1AuDPM7yRg9-14gkdMKU1EHOt8P8pPrKmfknQ/s1600/ID-100377279.jpg" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" height="150" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi2uueksv4vadbcSD7WbX5FVKY8fjs0ys_Zo5hzu9ihZYOFAomlmCqB0bVqf6eKZY1C4uikv1grHsqZi3WA2vF5fJGE3YeuQCprB1-a0p1AuDPM7yRg9-14gkdMKU1EHOt8P8pPrKmfknQ/s200/ID-100377279.jpg" width="200" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">Are you ready for the marketing challenges of 2016?</td></tr>
</tbody></table>
<div class="MsoNormal">
Across all market sectors there are going to be some seismic
shifts in the fundamentals that underpin the stability of each marketplace
during the next 2 to 5 years. I used to be overly concerned with identifiable
and individual incidents, such as macro and micro fiscal changes, the EU debate
and demographic change. </div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
But now I’m more concerned with the organic flight and
fight response that I think consumers will start to exhibit in light of a toxic
combination of lack of job security, rises in inflation, removal of some
differentials in wages of lower paid employees, reduction and removal of many
social security benefits, rises in homelessness, more and more violent terrorist
activity, and the inability of any government to manage the views and values of
the majority in society.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
The individual in my view will soon become just that – an
individual. Sounds great, but after a short time, any reference to shared and
common values will dissipate. I predict
a move to individual and national protectionism, linked to increased suspicion
of others, fear of authority, and a need to reduce risk.<o:p></o:p></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
If you’re in business today, I suggest you start to plan
for:<o:p></o:p></div>
<div class="MsoListParagraphCxSpFirst" style="mso-list: l0 level1 lfo1; text-indent: -18.0pt;">
</div>
<ul>
<li><span style="font-family: Symbol; text-indent: -18pt;">·<span style="font-family: 'Times New Roman'; font-size: 7pt; font-stretch: normal;">
</span></span><span style="text-indent: -18pt;">A 30% reduction in non-essential spending</span></li>
<li><span style="font-family: Symbol; text-indent: -18pt;">·<span style="font-family: 'Times New Roman'; font-size: 7pt; font-stretch: normal;">
</span></span><span style="text-indent: -18pt;">Lower property values</span></li>
<li><span style="font-family: Symbol; text-indent: -18pt;">·<span style="font-family: 'Times New Roman'; font-size: 7pt; font-stretch: normal;">
</span></span><span style="text-indent: -18pt;">Increase in company insolvency as interest rates rise</span></li>
<li><span style="font-family: Symbol; text-indent: -18pt;">·<span style="font-family: 'Times New Roman'; font-size: 7pt; font-stretch: normal;">
</span></span><span style="text-indent: -18pt;">Lower rents in the long term</span></li>
<li><span style="font-family: Symbol; text-indent: -18pt;">·<span style="font-family: 'Times New Roman'; font-size: 7pt; font-stretch: normal;">
</span></span><span style="text-indent: -18pt;">Lower food costs – but also less choice and
increased home cooking/baking</span></li>
<li><span style="font-family: Symbol; text-indent: -18pt;">·<span style="font-family: 'Times New Roman'; font-size: 7pt; font-stretch: normal;">
</span></span><span style="text-indent: -18pt;">Reduction in car ownership in real terms</span></li>
<li><span style="font-family: Symbol; text-indent: -18pt;">·<span style="font-family: 'Times New Roman'; font-size: 7pt; font-stretch: normal;">
</span></span><span style="text-indent: -18pt;">Less foreign travel</span></li>
<li><span style="font-family: Symbol; text-indent: -18pt;">·<span style="font-family: 'Times New Roman'; font-size: 7pt; font-stretch: normal;">
</span></span><span style="text-indent: -18pt;">Increased pressure on wages to maintain
essential services</span></li>
<li><span style="font-family: Symbol; text-indent: -18pt;">·<span style="font-family: 'Times New Roman'; font-size: 7pt; font-stretch: normal;">
</span></span><span style="text-indent: -18pt;">More crime and just as worrying an increase in
the perception that we live in a more lawless environment</span></li>
<li><span style="font-family: Symbol; text-indent: -18pt;">·<span style="font-family: 'Times New Roman'; font-size: 7pt; font-stretch: normal;">
</span></span><span style="text-indent: -18pt;">Changes to how we trade with Europe</span></li>
</ul>
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In short marketing folk need to start to stop worrying about
increasing market share and improving brand value and start worrying about
finding new customers.<o:p></o:p></div>
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<br /></div>
<div class="MsoNormal">
The good news is that for many the internet will help. Many companies
still regard a fifty miles radius from their base as there market – not anymore.
I know of a lawn company who recently started an online advice line and now
provides clients around the world access to their considerable expertise.<o:p></o:p></div>
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There are thousands of potential customers who are happy to
pay for knowledge, expertise and guidance.<o:p></o:p></div>
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<br /></div>
<br />
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In short the UK market is heading for prolonged stagnation –
so create a global proposition and start finding income from beyond or current horizons.<o:p></o:p></div>
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<em style="background-color: white; color: #222222; font-family: arial, sans-serif; font-size: 12.8px;">Image courtesy of Anoop Krishnan at FreeDigitalPhotos.net</em></div>
Chris Crosslandhttp://www.blogger.com/profile/03904287200481166013noreply@blogger.com0tag:blogger.com,1999:blog-2905451373415616768.post-44666633569477655772015-10-27T09:51:00.000+00:002015-10-27T09:54:25.284+00:00What can a broken ankle teach you about marketing? Part 3<div style="margin-bottom: .0001pt; margin: 0cm;">
<span style="font-family: inherit;">Well this broken ankle malarkey has taken more out of me than I
thought it would - healing when you're a bit older takes time. But it has given
me the time to really review how I've generated new business for myself and for
my clients and here are some of my conclusions.<o:p></o:p></span></div>
<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi-la5952fHzV_oN_DSKPFkskM6QL_2cFk-hkb4eqzWKQDKJmFj0IEYQqMAfuPqb8j1fDgtpyLaWDsAXapeLtXTtiPwBe0dnqXE1XkImw6ZOA8UndnWGYQKPTOnAarD_d_WXFSYw0c8Qk4/s1600/ID-100162612.jpg" imageanchor="1" style="margin-left: auto; margin-right: auto;"><span style="font-family: inherit;"><img border="0" height="165" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi-la5952fHzV_oN_DSKPFkskM6QL_2cFk-hkb4eqzWKQDKJmFj0IEYQqMAfuPqb8j1fDgtpyLaWDsAXapeLtXTtiPwBe0dnqXE1XkImw6ZOA8UndnWGYQKPTOnAarD_d_WXFSYw0c8Qk4/s200/ID-100162612.jpg" width="200" /></span></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;"><span style="font-family: inherit; font-size: small;">When was the last time you thought about why clients love or hate you?</span></td></tr>
</tbody></table>
<div style="margin-bottom: .0001pt; margin: 0cm;">
<span style="font-family: inherit;">The primary reason why businesses
struggle, falter, and fail is not because of failures in marketing, or finance,
or even effort. They fail because the idea behind the product or service was
crap in the first place. Sorry but you can't polish a turd and eventually the
market finds you out.</span></div>
<div style="margin: 0cm 0cm 0.0001pt;">
<span style="font-family: inherit;"><br /></span></div>
<div style="margin: 0cm 0cm 0.0001pt;">
<span style="font-family: inherit;"><b>So lesson number one</b> - if you can't
generate new and repeat business, ask yourself if you have something worthwhile
to offer, or are you just pissing in the wind and wasting your time.<o:p></o:p></span></div>
<div style="margin: 0cm 0cm 0.0001pt;">
<span style="font-family: inherit;"><br /></span></div>
<div style="margin: 0cm 0cm 0.0001pt;">
<span style="font-family: inherit;"><b>Lesson number two</b> - if you are making
clients happy and they are paying with real money then find out why. You
probably think you know, but in my experience you might not. I used to think
clients used my services to generate more business - but I found out that
clients used me to challenge them about what the future for their market might
look like. My natural instinct to create space in a marketplace that has yet to
be filled, led me to ask questions other marketing folk just ignored. <o:p></o:p></span></div>
<div style="margin: 0cm 0cm 0.0001pt;">
<span style="font-family: inherit;"><br /></span></div>
<div style="margin: 0cm 0cm 0.0001pt;">
<span style="font-family: inherit;"><b>Lesson number three</b> - when you find out
what you do that others will pay for - just get on with doing it. The time I've
wasted doing everything else but getting on with doing what I do has cost me
thousands. You don't have to have the best website, or nice business cards, or
a new brochure - you really don't. Just find a client and do what you do - and
then ask that satisfied client if they can help you grow your business by
giving you an introduction to someone else. If you sell a product rather than a
service you can do the same. Get your customers to become advocates for you.
And when I say ask them, I don’t mean email them, I mean sitting with them eyeball to eyeball and asking them directly. In all the years I’ve been doing
this, not once has a happy client said no!<o:p></o:p></span></div>
<div style="margin: 0cm 0cm 0.0001pt;">
<span style="font-family: inherit;"><br /></span></div>
<div style="margin: 0cm 0cm 0.0001pt;">
<span style="font-family: inherit;"><b>Lesson number four</b> - marketing and selling
are two different skills, but increasingly forget the selling bit. Customers
will come to you when they are ready. Selling is very old fashioned. Having
excellent negotiation skills and being able to build a relationship with a
stranger on the phone in less than 30 seconds are more valuable than learning
how to handle a few objections!<o:p></o:p></span></div>
<div style="margin-bottom: .0001pt; margin: 0cm;">
<br /></div>
<div style="margin-bottom: .0001pt; margin: 0cm;">
<span style="font-family: inherit;">The fastest way of growing your business is to make your clients
genuine advocates for what you do – part 4 will focus on how this can be achieved.</span><span style="font-size: 13.5pt;"><o:p></o:p></span></div>
<div style="margin-bottom: .0001pt; margin: 0cm;">
<span style="font-size: 13.5pt;"><br /></span></div>
<div style="margin-bottom: .0001pt; margin: 0cm;">
<em style="background-color: white; color: #222222; font-family: arial, sans-serif; font-size: 12.8px;">Image courtesy of winnond at FreeDigitalPhotos.net</em></div>
Chris Crosslandhttp://www.blogger.com/profile/03904287200481166013noreply@blogger.com0tag:blogger.com,1999:blog-2905451373415616768.post-48117054573006461422015-10-12T12:19:00.001+01:002015-10-12T12:19:04.816+01:00What can a broken ankle teach you about marketing? Part 2Enforced stillness and the requirement to slow down as a consequence of breaking my ankle has been both frustrating and surprisingly enlightening.<br />
<br />
I've learnt that a portion of my working day was just wasted with "doing things".<br />
<br />
Now I can't do so many activities and have to focus on stuff I can do, it's really clear I've been wasting time. I don't think 1 shall be as unfocused as I was, and I suggest that if you get to the end of the day and have missed your objectives you might want to reflect on what got in the way.<br />
<br />
Practically speaking the old busted ankle has given me the time to take a long look at what I do and what I want to do over the next few years. But part of that process was a little bit scary.<br />
<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjVjUBzRrXJY_0MahJRpyHMXpxo0h28eUb7J16Jh8V76CgZKtD8niDVjoU2hOFl6xRYhppljieBxkYTsivPMLZvrfzxctf0_7DkPBAFcOF6wcYJu276KO-k7M1xyoCJf9DroBO3v68s8EI/s1600/ID-10076985.jpg" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" height="132" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjVjUBzRrXJY_0MahJRpyHMXpxo0h28eUb7J16Jh8V76CgZKtD8niDVjoU2hOFl6xRYhppljieBxkYTsivPMLZvrfzxctf0_7DkPBAFcOF6wcYJu276KO-k7M1xyoCJf9DroBO3v68s8EI/s200/ID-10076985.jpg" width="200" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">When was the last time you did a bit of planning?</td></tr>
</tbody></table>
My Marketing and Business Development Plan was 3 years out of date and most of the action points and milestones I so carefully crafted were just not hit. How the hell did that happen?<br />
<br />
Do you have a plan for marketing your business? How's it going?<br />
<br />
Well don't break your ankle to find out! - If like mine it's out of date and just a forgotten wish list then do yourself and business a favour and make it a priority to fix.<br />
<br />
There are loads of ideas on the web about how to build a marketing and business development plan - if you want to know where to look just email me and I'll send you a list of places that have always inspired me.<br />
<br />
It's taken me the best part of 10 hours to get my ideas down on paper and now I'm putting the milestones into my Google Calendar so I get a kick every month. They say if you don't plan you're planning for failure - well I'm not sure. But what I've have learnt is that if you do plan you really should take it out every week and see if you're on track and not leave it in a drawer hidden away.<br />
<br />
Next up on the list is a review on the return I have managed to get on the various different marketing comms activities I've used over the past 5 years. The initial results surprised me.<br />
<br />
<br />Chris Crosslandhttp://www.blogger.com/profile/03904287200481166013noreply@blogger.com0tag:blogger.com,1999:blog-2905451373415616768.post-72692547693293164832015-10-07T09:50:00.000+01:002015-10-07T09:50:51.700+01:00What can a broken ankle teach you about marketing? Part 1I've broken my ankle.<br />
<br />
<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiSaUSG_O1dndCuoheGDlfL-V0WMOMySOseWoEYSOLmYgSqD3TrVPudm0OuuHUv8X3zd8zp7d3vy7q8vfaLXbfswt-DWstyeFjKF0olHGUc7eTlIpaZFMi3yEf-f8RcqPkpA8t-MWQciq4/s1600/ID-10092186.jpg" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" height="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiSaUSG_O1dndCuoheGDlfL-V0WMOMySOseWoEYSOLmYgSqD3TrVPudm0OuuHUv8X3zd8zp7d3vy7q8vfaLXbfswt-DWstyeFjKF0olHGUc7eTlIpaZFMi3yEf-f8RcqPkpA8t-MWQciq4/s200/ID-10092186.jpg" width="132" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">Take my advice - don't do this!</td></tr>
</tbody></table>
<br />
Completely my own fault even though I've tried to include the dog as part of the incident!<br />
<br />
I'm back from hospital and have to be non weightbearing for at least another 4 to 6 weeks, so you can expect a few more blogs, as I have more time.<br />
<br />
And as I've been lying in bed reading and reflecting some ideas are developing concerning time and marketing.<br />
<br />
With a busted ankle I can assure you EVERYTHING takes a lot longer and you need HELP to get even the most basic things done. ( I won't go into all the details, but be under no illusion not be able to get around with speed and precision is a real problem).<br />
<br />
Speed, precision, and flexibility are all aspects of today's marketing communications activity - so we all think, but are they really? When you only have one good leg and have to plan carefully just getting from the office to the loo, things start to slow down.<br />
<br />
You also can't make meetings without a struggle, and you get tired and have to take rest when normally you would be expected to running around doing doing doing.<br />
<br />
But 10 days into this, even though I'm not loving it, I'm doing some great work and have come to an understanding that we might think we have to be doing doing doing, and have to react with ever shortening timescales, but WE REALLY DON'T.<br />
<br />
Because all of us actually respond better if we can consider and reflect before we make a decision, just like I have to pause and reflect before I decide to hop into the kitchen for a cup of coffee. We think we can make up our minds faster and faster, but we can't and we don't like when we have to.<br />
<br />
I'm developing ideas on how this has an impact on inertia and its relationship with the decision making progress. Eliminating friction and inertia for our customers to make a purchase decisions is often linked to pricing strategy and third party recommendations - and it is, but I'm convinced it's also linked to our innate "slow processing" capacity which has been part of our mindset for generations.<br />
<br />
Over the next few weeks I hope to show that taking time over marketing strategy and tactics and understanding that our customers prefer to take time, should be something to consider.<br />
<br />
<em style="background-color: white; color: #222222; font-family: arial, sans-serif; font-size: 12.8px;">Image courtesy of sippakorn at FreeDigitalPhotos.net</em><br />
<br />Chris Crosslandhttp://www.blogger.com/profile/03904287200481166013noreply@blogger.com0tag:blogger.com,1999:blog-2905451373415616768.post-8940043964233007112015-09-07T10:08:00.000+01:002015-09-07T10:08:03.688+01:00A fundamental change in purchasing decision behaviour is taking place - are you ready?We all worry about what other people think. It's in our nature. We are concerned that other people might have a better insight or appreciation of a given situation and none of us like to find out after the event when it's too late.<br />
<br />
The internet ensures we don't have to rely on salespeople to sell us goods and services until we want to buy them, but that means we are now faced with having to make our purchase decisions on our own.<br />
<br />
And the truth is we're not very good at it.<br />
<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhU3bffEY7Mks9vLn9yfPSpf9vvw7oSJyKkIFHBn7EzKwRW_hnSCE-M4k2IU6rduNX5AGjfy35MMyUdSoojmWuPSLveNz3N-qxyfYMTGi5Fho5GyXB2c6ksLcxA3pQWQ0DJMroUPKcDIuY/s1600/ID-100207351.jpg" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" height="150" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhU3bffEY7Mks9vLn9yfPSpf9vvw7oSJyKkIFHBn7EzKwRW_hnSCE-M4k2IU6rduNX5AGjfy35MMyUdSoojmWuPSLveNz3N-qxyfYMTGi5Fho5GyXB2c6ksLcxA3pQWQ0DJMroUPKcDIuY/s200/ID-100207351.jpg" width="200" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">No reviews or testimonials tells a very negative story</td></tr>
</tbody></table>
<br />
This has led to the critically important "review".<br />
<br />
If your goods or services have no reviews or third party testimonials then you are in big trouble.<br />
<br />
Forget all the rubbish you read of tracking the customers journey and enticing them with enriched content. If at the point of purchase there are no reviews or testimonials then I can guarantee the best you're going to get is a call to find out more - and in the majority of cases you're just going to be ignored.<br />
<br />
If what you sell is crap then stop selling it. You can no longer polish a turd and expect it to outshine the competition.<br />
<br />
Encourage reviews, ask for them when you feel it appropriate, have a reviews system built into your post sales communications process.<br />
<br />
If you get a bad one - deal with it in real time and for all to see. Prospective customers understand that things go wrong sometimes and that problems crop up. If they can see you have dealt with the issue quickly and resolved the issue it builds confidence.<br />
<br />
Bottom line is NO Reviews No Sales!<br />
<br />
<em style="background-color: white; color: #222222; font-family: arial, sans-serif; font-size: 12.8px;">Image courtesy of Stuart Miles at FreeDigitalPhotos.net</em>Chris Crosslandhttp://www.blogger.com/profile/03904287200481166013noreply@blogger.com0tag:blogger.com,1999:blog-2905451373415616768.post-42194487653965562642015-08-27T10:09:00.005+01:002015-08-27T10:09:57.710+01:00The first sale is not the hardestTraditionally new customers are thought of as the hardest to gain. New business development is still seen as one of the most important jobs in any company and is usually staffed by hard nosed professional communicators with an eye for a good margin.<br />
<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh1EVFnJZzSHK4QF658qQ7ycxiV_QcikOmLhn1Cr5HVnGkf5Vu-HoL0ewDUQv7yzfHGUYbefATIvEakXfIpWMMfN90SXx7DOs6bi6tAbyR4koAVKY11Uca0IWNBkvzW_KFSIp96nMI9Qpk/s1600/ID-10079414.jpg" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" height="199" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh1EVFnJZzSHK4QF658qQ7ycxiV_QcikOmLhn1Cr5HVnGkf5Vu-HoL0ewDUQv7yzfHGUYbefATIvEakXfIpWMMfN90SXx7DOs6bi6tAbyR4koAVKY11Uca0IWNBkvzW_KFSIp96nMI9Qpk/s200/ID-10079414.jpg" width="200" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">How are you going to earn that second sale?</td></tr>
</tbody></table>
But like everything else - times have changed and are continuing to change as customers learn that they are in complete control of the buying process. Customers are slowly realising that they can buy when they want, at a price point of their choice, new or secondhand without any help from a smooth or not so smooth talking salesperson.<br />
<br />
So the first sale you make is going to be very much like the second sale you make to that customer - not really under your influence.<br />
<br />
But there are 4 things you should consider when trying to get that second sale:<br />
<br />
<ol>
<li>Thank your new customer for the first sale. Not in an email. By way of a "thank you" postcard. No offer, no special deal, just a plain old thank you and perhaps some handy customer service details.</li>
<li>Having established postcards as a media calculate the most probable next order date and 2 weeks before hand send another postcard with a discount code of say 15% off everything you have on your website</li>
<li>If that fails and you have an email try the same with an email</li>
<li>Change the offer - if practicable try a buy 1 get one Free, or a related product or service add-on </li>
</ol>
<div>
If you can get the second sale - you have a significantly higher chance of hanging on to your new customer - that's why the second sale can be the hardest.</div>
<div>
<br /></div>
<div>
But the good news is that most companies still work on the assumption that new customers are more important, and don't really care about them after they get the first order. If you do, and put the investment into chasing down those second orders, growth will be more sustainable and competitive advantage improved.</div>
<div>
<br /></div>
<div>
<em style="background-color: white; color: #222222; font-family: arial, sans-serif; font-size: 12.8000001907349px;">Image courtesy of Nutdanai Apikhomboonwaroot at FreeDigitalPhotos.net</em></div>
Chris Crosslandhttp://www.blogger.com/profile/03904287200481166013noreply@blogger.com0tag:blogger.com,1999:blog-2905451373415616768.post-22107594996630938972015-08-10T18:55:00.000+01:002015-08-10T18:55:09.247+01:00What Jeremy Corbyn can teach every marketerJeremy Corbyn is currently one of four politicians who want to lead the Labour Party. For those readers outside the UK the Labour Party is the official opposition party in the House of Commons, facing down the Conservative Party who have a small but workable majority.<br />
<br />
<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjP0FW9yXO-_g6JzQ-m3bXNfXNQk7vT-e6r4o91sP_fkg84aNdTeh_obZTkCwqC5TRm746JKR2Tnut3VHHaqhJCuwwiT6x1Gk0lrnF888NPybdyv7KDZVaDHeiMEa0sMqu2o2A2WLxOL84/s1600/jc-small.png" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" height="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjP0FW9yXO-_g6JzQ-m3bXNfXNQk7vT-e6r4o91sP_fkg84aNdTeh_obZTkCwqC5TRm746JKR2Tnut3VHHaqhJCuwwiT6x1Gk0lrnF888NPybdyv7KDZVaDHeiMEa0sMqu2o2A2WLxOL84/s200/jc-small.png" width="162" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">Could this man hold the secret of marketing success?</td></tr>
</tbody></table>
But you don't need to know anything about UK politics to learn from Corbyn when it comes to marketing communications.<br />
<br />
He's successful because of 3 important factors:<br />
<br />
<ol>
<li>He's genuine - he really and truly believes in what he says</li>
<li>He's not soundbite driven - he says it how he feels, he does not have any alternative audience he has to appease</li>
<li>He's perceived as a leader and not a follower - he is someone anyone will follow regardless of their political persuasion or class loyalties - he has a universal appeal </li>
</ol>
<div>
As a marketer or someone who is responsible for communicating your company's products or services this translates into 3 principles you must follow:</div>
<div>
<ul>
<li>If you are trying to con customers with a crap product or service you will fail</li>
<li>If your value proposition sounds false you will fail</li>
<li>If your product or service has very limited appeal, you will fail</li>
</ul>
Please take a long hard look at your product or service. If you are failing to win new business or retain existing clients stop blaming sales and start asking yourself some difficult questions! </div>
Chris Crosslandhttp://www.blogger.com/profile/03904287200481166013noreply@blogger.com0tag:blogger.com,1999:blog-2905451373415616768.post-2548075657484429712015-07-22T08:08:00.000+01:002015-07-22T08:08:06.247+01:00What is your marketing motivation?Why do you bother with marketing?<br />
<br />
Is it all about profit? Or is it all about the product or service benefits? Is it about raising awareness of the thing you love to do and can do well, and you hope will bring in some money?<br />
<br />
Whatever it is unless you market with the right fundamental attitude you will fail.<br />
<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiImVz6el4-tB0cxbNssuy5IJAbgRAj7kj0GQ7t-AM1DYYTesMyFXdZWEwgoLmSG__05bb5qSVLuVPcFaotPIxJ71zYbSLx6adWsTR_FEtL2QLyhprr6swmEqKf7fhJSUUqT5kx7RticBE/s1600/ID-100212469.jpg" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" height="150" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiImVz6el4-tB0cxbNssuy5IJAbgRAj7kj0GQ7t-AM1DYYTesMyFXdZWEwgoLmSG__05bb5qSVLuVPcFaotPIxJ71zYbSLx6adWsTR_FEtL2QLyhprr6swmEqKf7fhJSUUqT5kx7RticBE/s200/ID-100212469.jpg" width="200" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">What really motivates your marketing?</td></tr>
</tbody></table>
The secret is not why you market what you do it's the way you get up in the morning and go about it.<br />
<br />
The only mindset or key attitude you need is the right motivation - and that is:<br />
<br />
<div style="text-align: center;">
<b>To Always Exceed Expectations</b></div>
<div style="text-align: left;">
<br /></div>
<div style="text-align: left;">
If you do everything connected with your marketing with this attitude you will succeed. </div>
<div style="text-align: left;">
<br /></div>
<div style="text-align: left;">
If you consider the other person whether a client or supplier as a possible advocate for your business or organisation and you always try to exceed there expectations you will succeed. </div>
<div style="text-align: left;">
<br /></div>
<div style="text-align: left;">
If your key motivation is to make everyone who can influence the success of your operation to really be impressed with what you do and how you go about it, then YOU WILL SUCCEED</div>
<div style="text-align: left;">
<br /></div>
<div style="text-align: left;">
Because there are so many scumbags out there whose main motivation is to:</div>
<div style="text-align: left;">
</div>
<ul>
<li>Screw the customer</li>
<li>Pay suppliers late or not at all</li>
<li>Make false claims about their products or services</li>
<li>Never deliver on-time</li>
<li>Ignore complaints</li>
<li>Etc.etc</li>
</ul>
<div>
You must do everything, say everything, deliver everything, driven by the desire to exceed the expectations of everyone all the time.</div>
<div>
<br /></div>
<div>
<em style="background-color: white; color: #222222; font-family: arial, sans-serif; font-size: 12.8000001907349px;">Image courtesy of David Castillo Dominici at FreeDigitalPhotos.net</em></div>
Chris Crosslandhttp://www.blogger.com/profile/03904287200481166013noreply@blogger.com0tag:blogger.com,1999:blog-2905451373415616768.post-80948521794399831912015-07-13T10:51:00.000+01:002015-07-13T10:51:35.166+01:00Trust - the lifeblood of every business, brand, individual and even a countryAs you stare across at the person you are doing business with today, perhaps for the first time or for the hundred and first time, ask yourself what are you really buying or investing in.<br />
<br />
The bottom line is you need to be convinced that what you are promised is what you're going to get.<br />
<br />
If you're unsure you might take a reference or even a risk, but what's at stake fundamentally is this<br />
<br />
<div style="text-align: center;">
CAN I TRUST THIS PERSON OR THE BUSINESS HE OR SHE REPRESENTS?</div>
<div style="text-align: left;">
<br /></div>
<div style="text-align: left;">
Trust takes years to earn and seconds to squander. But amazingly everyday promises made will be broken, invoices deliberately not paid when they should be, total untruths sold as fact, and individuals let down.</div>
<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhv67cbStIFd9YYRDx5cuiu5kFVvxTOGVQjO8C_bn8eCDGmyqsE9t1yMmJyH0p5e2vAJba3Us1bW_O9Ct9-R21pBRtZ5u2AWIBvGuZ-A9LUqSX1m064p0C1ymmV8PkzkxWg37cLpsUpN3o/s1600/ID-10085361.jpg" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" height="132" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhv67cbStIFd9YYRDx5cuiu5kFVvxTOGVQjO8C_bn8eCDGmyqsE9t1yMmJyH0p5e2vAJba3Us1bW_O9Ct9-R21pBRtZ5u2AWIBvGuZ-A9LUqSX1m064p0C1ymmV8PkzkxWg37cLpsUpN3o/s200/ID-10085361.jpg" width="200" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">Do you think trust had something to do with this mess?</td></tr>
</tbody></table>
<div style="text-align: left;">
<br /></div>
<div style="text-align: left;">
Greece has lost the trust of the whole world and the consequences are having and will continue to have terrible consequences for the whole population. People will die, the hopes and aspirations of probably two generations will be severely curtailed, and the impact on other lives across the world will be dramatic. All because the "Greek Brand" has become synonymous with broken promises, </div>
<div style="text-align: left;">
self-interest and total mistrust.</div>
<div style="text-align: left;">
<br /></div>
<div style="text-align: left;">
Is your company like Greece? Are you aware that you as an individual could have as much credibility as a Greek politician?</div>
<div style="text-align: left;">
<br /></div>
<div style="text-align: left;">
Things go wrong, timescales have to slip for health or other reasons, but the way you communicate unwanted information is critical to the way you and your business is perceived, the real secret is if you recognise the value that trust has in the relationship you will be sensitive to the needs of the people you are dealing with - if you don't think trust is important then you'll just treat them with contempt and not worry about letting them down or not paying an invoice etc etc.</div>
<div style="text-align: left;">
<br /></div>
<div style="text-align: left;">
Do you care?</div>
<div style="text-align: left;">
<br /></div>
<div style="text-align: left;">
If you don't eventually you will end up like Greece, friendless, bankrupt, and without a future.</div>
<div style="text-align: left;">
<br /></div>
<div style="text-align: left;">
<em style="background-color: white; color: #222222; font-family: arial, sans-serif; font-size: 12.8000001907349px;">Image courtesy of thephotoholic at FreeDigitalPhotos.net</em></div>
Chris Crosslandhttp://www.blogger.com/profile/03904287200481166013noreply@blogger.com0tag:blogger.com,1999:blog-2905451373415616768.post-21997007569916711842015-07-02T07:26:00.001+01:002015-07-02T07:28:35.324+01:00How do your customers decide when making a purchase decision?You know your product or service offer better than anyone else - or you should do!<br />
<br />
You know what makes your product or service different and special - or you should do!<br />
<br />
You are responsible for making sure you have a clear value proposition that can be easily understood by your new and existing customers. Those purchasers need to make a purchase decision in your favour - and you need to help them every step of the way.<br />
<br />
<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhwNrFfhBFRHevbQ2iNL9HE8c63MbuTUdmd9-yJ1YJIG0VWGNJvDGdmA57fji0_zAPOCZ80yamK1tgui7l5J_cpa7G2kk_pKzU47-73BRFT-iqvbBJ5BQ-SozXzCfl4km21AAzElCcfI8k/s1600/ID-100271519.jpg" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" height="150" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhwNrFfhBFRHevbQ2iNL9HE8c63MbuTUdmd9-yJ1YJIG0VWGNJvDGdmA57fji0_zAPOCZ80yamK1tgui7l5J_cpa7G2kk_pKzU47-73BRFT-iqvbBJ5BQ-SozXzCfl4km21AAzElCcfI8k/s200/ID-100271519.jpg" width="200" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">What information do your customers need before they buy from you?</td></tr>
</tbody></table>
<br />
Just for the next few minutes put yourself in that prospective purchasers position. Write down all the motivations that they might have, what they are looking for, the significance of price and availability etc.<br />
<br />
Make sure you include if they might need to take others into the decision making process. Perhaps they might need credit, or perhaps they might need to be sure you have a sound business platform before they buy from you!<br />
<br />
Also consider if this purchase for them is a risk. What guarantees would you expect to find?<br />
<br />
What you will find is that in most cases the number of factors that could impact on the purchase of your goods or services are many and varied.<br />
<br />
Now the problem is that before the internet gave us access to perceived unlimited information, if a prospect was unsure they would contact you and ask questions.<br />
<br />
Now if you don't have the information on your website, in the vast majority of cases<br />
<br />
<div style="text-align: center;">
<b>YOU NEVER GET THE CALL</b></div>
<div style="text-align: left;">
<br /></div>
<div style="text-align: left;">
That's why it's imperative you put yourself in the buyers position and make sure your online presence both static (website) and dynamic (social media) deals with all the information needs your new and existing customers need.<br />
<br />
<em style="background-color: white; color: #222222; font-family: arial, sans-serif; font-size: 12.8000001907349px;">Image courtesy of Stuart Miles at FreeDigitalPhotos.net</em></div>
Chris Crosslandhttp://www.blogger.com/profile/03904287200481166013noreply@blogger.com0tag:blogger.com,1999:blog-2905451373415616768.post-14994777497392153172015-05-26T09:38:00.001+01:002015-05-26T13:12:57.925+01:003 easy ways to sabotage your marketing <table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiPOO5CoOPhQA1HEsCf8kPGWJUp8V1myevO6S8WViBlsjSV6nkHVULmXmIAr1-5cdsCjAQED28oaUTCuNh-WRk-F0TfXvAeTbx0ikogbTHdYqlBHU1c91-zreW7IKjA27BMdUFWY-xLh90/s1600/ID-100123881.jpg" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" height="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiPOO5CoOPhQA1HEsCf8kPGWJUp8V1myevO6S8WViBlsjSV6nkHVULmXmIAr1-5cdsCjAQED28oaUTCuNh-WRk-F0TfXvAeTbx0ikogbTHdYqlBHU1c91-zreW7IKjA27BMdUFWY-xLh90/s200/ID-100123881.jpg" width="200" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">Are you wasting your marketing effort by doing any of these 3 things?</td></tr>
</tbody></table>
Marketing costs are based on real cash, real time, and in many cases really hard work.<br />
<br />
But many individuals, companies and organisations sabotage all their marketing activity when they indulge in the following three actions:<br />
<br />
<ol>
<li><b>They are crap at paying their bills</b> - not paying your invoices early or at least before the due date is the biggest way of damaging personal and business credibility. I've worked for hundreds of companies and the vast majority think they can get away with abusing suppliers without it damaging the perception of their brand. Well they can't and apart from being a bad way to manage a business it's a wonderful way of devaluing a brand.</li>
<li><b>They are crap at leadership and management</b> - having a demotivated team in the office is another fantastic way of wasting your marketing budget. Why would anyone who has to suffer the daily agony of working for and with poor leaders and appalling managers feel anything but contempt for the product or service they help sell. When they go home or socialise and explain what an a***hole they have as a boss, it's the company's brand that suffers.</li>
<li><b>They actually have a crap product or service</b> - it may come as a bit of a shock but many companies try really hard to sell a substandard product or service. They waste time and money trying to polish a turd. The sad thing is that in most cases the owners actually believe they are offering superb value and it's the market that has it all wrong. </li>
</ol>
<div>
If you want your marketing to work for you please consider:</div>
<div>
<ul>
<li>Paying your bills 5 days before they are due</li>
<li>Treat your staff with respect - if you have poor managers get rid of them</li>
<li>Be honest about how good your product or service actually is, and if its rubbish then do something about it</li>
</ul>
<div>
<em style="background-color: white; color: #222222; font-family: arial, sans-serif; font-size: 12.8000001907349px;">Image courtesy of satit_srihin at FreeDigitalPhotos.net</em></div>
</div>
Chris Crosslandhttp://www.blogger.com/profile/03904287200481166013noreply@blogger.com0tag:blogger.com,1999:blog-2905451373415616768.post-79105454601897655462015-05-11T08:41:00.001+01:002015-05-11T08:41:22.178+01:00Marketing is like a coat hangerLike a lot of blokes I have a nasty habit of throwing my best clothes down on a chair, or the floor, etc. This irritates my wonderful wife who begs me to consider the value and use a &^%$£&^ coat hanger!<br />
<br />
<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiwpRJN7K0sNGYbC5l4bKgeIEy8PcD0g8ziNg6sEiL40WW67NIEechKAEnCNDgPNTOr-Kzpra1b5Ne3pvXm56nQau6Doa4eLrILKK1ZLq_SGS0oD0u4ffNSdjI0RelEN9dGpBoZnwncxyw/s1600/ID-100142109.jpg" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" height="143" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiwpRJN7K0sNGYbC5l4bKgeIEy8PcD0g8ziNg6sEiL40WW67NIEechKAEnCNDgPNTOr-Kzpra1b5Ne3pvXm56nQau6Doa4eLrILKK1ZLq_SGS0oD0u4ffNSdjI0RelEN9dGpBoZnwncxyw/s200/ID-100142109.jpg" width="200" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">Do you use these?</td></tr>
</tbody></table>
<br />
In recent months as the UK economy has been waiting for the election result, a number of clients have treated their marketing in the same way. They just discarded plans, stopped investing, refused to participate in social media, and just threw their marketing activity "on the floor".<br />
<br />
I've done it myself. When you're super busy and have piles of work you just forget to do the basics. Some will notice this is the first blog in quite a few weeks!<br />
<br />
Marketing takes time and investment and needs to be part of a business plan just like managing cash flow and new product or service development.<br />
<br />
Marketing is just like the coat hanger you use to protect and keep your best clothes in the best shape possible.<br />
<br />
And the most important part of your marketing coat hanger is the bit at the top - the hook or loop that you use to hang the item up with. That loop has to be strong and resilient and designed to take a lot of weight. In marketing terms that hook has nothing to do with money or time. The hook or loop on your marketing coat hanger is all about focus and importance.<br />
<br />
I consider marketing to be the most important function in running and developing a successful business - and every business needs to start the day with a marketing moment. Every day is a marketing day and a day which is dominated by anything else is a wasted day.<br />
<br />
I can assure you that businesses that fret over investing 5 or 10 percent of turnover on marketing are competing with businesses that invest 20% as a minimum.<br />
<br />
So put your business away each night on a marketing coat hanger you can be proud of, rather than just leaving it in a crumpled heap on the floor, waiting for someone to tread on it.<br />
<br />
<em style="background-color: white; color: #222222; font-family: arial, sans-serif; font-size: 12.8000001907349px;">Image courtesy of winnond at FreeDigitalPhotos.net</em>Chris Crosslandhttp://www.blogger.com/profile/03904287200481166013noreply@blogger.com0tag:blogger.com,1999:blog-2905451373415616768.post-14477063214564384302015-04-21T08:54:00.001+01:002015-04-21T08:54:05.550+01:00Personalisation of messages and information is just the startIt used to be that if you didn't have a website you were in trouble.<br />
<br />
Then, if you didn't have an active email or emarketing programme you were in trouble.<br />
<br />
<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiZqzmMj3GY7bD9Xl4Oia9zG7MCTHL_hwTCZ9aiCheLh73CCCJddfYV80iV6p7LDLluYMDaCf-4Lt37pzjiOwQL8wONoYAjAcFSHnt8eS8sAJXy6ovGYiiWc5EtRthuXpTwweLaDSQmPfI/s1600/ID-100128867.jpg" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiZqzmMj3GY7bD9Xl4Oia9zG7MCTHL_hwTCZ9aiCheLh73CCCJddfYV80iV6p7LDLluYMDaCf-4Lt37pzjiOwQL8wONoYAjAcFSHnt8eS8sAJXy6ovGYiiWc5EtRthuXpTwweLaDSQmPfI/s1600/ID-100128867.jpg" height="163" width="200" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">Contact Us - Why should they?</td></tr>
</tbody></table>
<br />
Now if you can't or won't embrace the concept of personalised online engagement you could seriously be missing out.<br />
<br />
I recently tested a generic newsletter with an offer to my white list. Compared with 18 months ago the results were really quite a surprise. Open and click through rates were down significantly.<br />
<br />
Filters that automatically place emails in smart inboxes have stopped generic messages in their tracks and recipients increasingly will only engage with something that is obviously personalised and relevant.<br />
<br />
So back to the test. Same list but now segmented by purchasing history and potential. Each email sent using the name in the individual and their company in the subject line and in the body copy a reference to their company with a specific offer.<br />
<br />
The results were impressive.<br />
<br />
The problem is the time and resources I now have to invest in making sure my emarketing is up to the required standard.<br />
<br />
I'm not convinced that I have the right solution for my size business and I shudder to think of the investment in time and resources that will be required for a large retail company. The problem is that competitors that are able to combine prospect and customer data with personalised communications across all media, will be at a significant advantage over other businesses who just don't have the time, understanding, and money to play by the new rules.<br />
<br />
And this is just the start - within 5 years the vast majority of online sales will be conducted via platforms that allow people to see and talk to each other, 24 hours a day, in any language, sharing screen images and information. The businesses that are gearing up for that level of engagement will be in a very dominant position.<br />
<br />
How would your business cope if your top 5 competitors improved their engagement strategies and you did nothing?<br />
<br />
<em style="background-color: white; color: #222222; font-family: arial, sans-serif; font-size: 12.8000001907349px;">Image courtesy of Stuart Miles at FreeDigitalPhotos.net</em>Chris Crosslandhttp://www.blogger.com/profile/03904287200481166013noreply@blogger.com0tag:blogger.com,1999:blog-2905451373415616768.post-11484521896988509582015-04-14T08:57:00.000+01:002015-04-14T08:57:34.894+01:00Why dogs would succeed in any sales and marketing jobWe have a small, and I mean small, rescue dog called Dinky - see image!<div>
<br /><table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgGHXEg8kJxsh-SpBYBRqjyRb_uJVK4eg4FgGeFDXRg2z-JYjpmX34gs32WhGXPwUduJ9y6FVejsB0quW2blgRoQCgYJ-smXrtICq7s0Khu2IUZhkpnkMpNBhrxU_nt6JegUUJSdtGgSs0/s1600/2015-03-01+12.30.42.jpg" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgGHXEg8kJxsh-SpBYBRqjyRb_uJVK4eg4FgGeFDXRg2z-JYjpmX34gs32WhGXPwUduJ9y6FVejsB0quW2blgRoQCgYJ-smXrtICq7s0Khu2IUZhkpnkMpNBhrxU_nt6JegUUJSdtGgSs0/s1600/2015-03-01+12.30.42.jpg" height="150" width="200" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">I may be small but I'm all dog!</td></tr>
</tbody></table>
<div>
Dinky like most dogs would be great in most sales and marketing roles because he has 5 traits which are critical for success:</div>
<div>
<ul>
<li><b>Persistence</b> - if one of us won't feed him then he will find one of us who will and then if that fails he will bother one of us again in the nicest possible way. BUT HE WILL GET FED </li>
<li><b>Boundless energy</b> - he will keep on going even if he is knackered because he loves being out and about and doing things</li>
<li><b>Knowing the rules</b> - he knows not to do things which will get him in to trouble, or at least not get found out</li>
<li><b>Being individual</b> - he has a real and genuine personality for being friendly and nice to people and very nice to children and not bark and make a fuss at the slightest thing - unless he sees a cat!</li>
<li><b>Being confident</b> - although he weighs in at less than 4 kilos he confidently approaches bigger dogs and gets on well with them</li>
</ul>
<div>
Sales and marketing roles are becoming very complex and very fast. The average in post time is less than 3 years and in some senior position can be half that.</div>
</div>
<div>
<br /></div>
<div>
You still have to be technically competent and always on a learning curve, but that's just the stuff you have to know. As a person you must have the above "Dinky" qualities in abundance if you are to survive and prosper.</div>
</div>
Chris Crosslandhttp://www.blogger.com/profile/03904287200481166013noreply@blogger.com0tag:blogger.com,1999:blog-2905451373415616768.post-83291564738489436412015-04-09T08:25:00.000+01:002015-04-09T08:25:46.400+01:00Posting invoices improves salesI used to email my invoices because it was direct, fast, efficient and cost nothing.<br />
<br />
Why would I want to pay for the envelope, printing, paper and the stamp and then have to take the time to print and fold the invoice and then stuff the envelope, stick on the stamp and then walk to the post box?<br />
<br />
<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgH9EbahuC3uuAfnYGkOIUiaW1GRPE0cHIyFwDlGZgvQ7U31IibN_H3oZUDszojzI9DNB2SGMouTM965hrl6ZrdV6eV63a-wIxpqxIienAyduP9K6L1m687TlXLxqLM5hXiVhdr9GDOns4/s1600/ID-100146170.jpg" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgH9EbahuC3uuAfnYGkOIUiaW1GRPE0cHIyFwDlGZgvQ7U31IibN_H3oZUDszojzI9DNB2SGMouTM965hrl6ZrdV6eV63a-wIxpqxIienAyduP9K6L1m687TlXLxqLM5hXiVhdr9GDOns4/s1600/ID-100146170.jpg" height="200" width="200" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">Do you email your invoices?</td></tr>
</tbody></table>
<br />
Email everytime - until three months ago.<br />
<br />
I had a number of invoices to send and I wondered what would happen if I mailed them and included a few extra items.<br />
<br />
The thing is the invoice gets opened - I address it to Accounts Payable and or the MD.<br />
<br />
Weight wise, a 4 page newsletter or set of service offers can be included without any extra postage being charged.<br />
<br />
You can send your invoice with a nice covering letter on nice paper - your invoice will stand out if it's on nice stock and in colour with a good offer.<br />
<br />
You can include all sorts of items.<br />
<br />
I recently suggested sending a nice wrapped teabag out with a jovial letter directed at the MD suggesting now was a good time for a cup of tea and a sit down to read all about some new social media research - that was included in the same envelope as the invoice.<br />
<br />
My results are pretty impressive.<br />
<br />
It costs me in time and material costs about £2 to mail an invoice, marketing update, and two copywriting offers.<br />
<br />
So far my invoices have been settled quicker, which is marvelous and I've picked up several hundreds pounds worth of new work.<br />
<br />
But the biggest shock was when I sent a referral request out and asked for people who I could contact and received 3 responses - no work yet but 3 new warm leads.<br />
<br />
So don't email something that your client has to process - mail them something they can deal with and also benefit from.<br />
<br />
This month I plan to do both. Mail and email - same info and offers to see what will happen.<br />
<br />
<em style="background-color: white; color: #222222; font-family: arial, sans-serif; font-size: 12.8000001907349px;">Image courtesy of Stuart Miles at FreeDigitalPhotos.net</em>Chris Crosslandhttp://www.blogger.com/profile/03904287200481166013noreply@blogger.com0tag:blogger.com,1999:blog-2905451373415616768.post-84479835049741581212015-03-30T08:55:00.001+01:002015-03-30T09:15:16.354+01:00The key sales messages you must be making all the timeSurprisingly we all forget that we are all different.<br />
<br />
We seem to think that with a bit of segmentation and buyer persona analysis we can group our prospects and customers into a couple of nice looking columns on a database.<br />
<div>
</div>
<div>
This of course is not how it is in the real world. It's a very good idea to undertake thoughtful targeting, but sadly everyone we are in contact with is at a different stage of THEIR buying cycle.</div>
<div>
<br /></div>
<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhvMmqNh-GRgWBFp2XLN984580Jb1NoC55XY36l8KFCmfHxwwgk_bWMsfKPf7ILoYE4WcNOf0wyE02rH8J6AtvG83K_r4DDKrrLMgfbnskxBRPBEBGqn6bPIx1IAFO-iUdKkAIAdqzaeAk/s1600/ID-100213525.jpg" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhvMmqNh-GRgWBFp2XLN984580Jb1NoC55XY36l8KFCmfHxwwgk_bWMsfKPf7ILoYE4WcNOf0wyE02rH8J6AtvG83K_r4DDKrrLMgfbnskxBRPBEBGqn6bPIx1IAFO-iUdKkAIAdqzaeAk/s1600/ID-100213525.jpg" height="150" width="200" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">What are you trying to tell me?</td></tr>
</tbody></table>
<div>
However you can overcome this by making sure you use certain key messages throughout your marketing communications. Sometimes you just need one or two, in others like long tail direct mail items you need all of them.</div>
<div>
<br /></div>
<div>
The key messages you have to have working for you all the time are:</div>
<div>
<ul>
<li>I'm here</li>
<li>I'm relevant to your needs</li>
<li>I'm very good at what I do</li>
<li>I'm risk free</li>
<li>I'm really easy to deal with</li>
<li>I'm an asset to others</li>
</ul>
<div>
Take a look at the landing page of your website, or the last direct mail piece you sent out.</div>
</div>
<div>
<br /></div>
<div>
The challenge is to make sure that above the fold on your website homepage, or within the body of the headline and first two paragraphs of any direct mail going to prospective customers, you can include all of the above messages.</div>
<div>
<br /></div>
<div>
So you could use the following as a template.</div>
<div>
<br /></div>
<div style="text-align: center;">
<i><b>If You're Looking for a UK Based B2B Copywriter - Then You've Just Found One</b></i></div>
<div>
<i><br /></i></div>
<div>
<i>Thanks for visiting the website of Simply Great Copy, my name is Chris Crossland and I've specialised in all media B2B commercial copywriting for the past 30 years. </i></div>
<div>
<i><br /></i></div>
<div>
<i>I make two really important promises to new and existing clients - I will work on the project until I get it right, so no limit of the number of revisions as along as the brief stays the same and when my invoice is settled you own the copyright and the IP.</i></div>
<div>
<i><br /></i></div>
<div>
<i>You are always welcome to comment and amend the work we create together and I will always justify my approach. </i></div>
<div>
<i><br /></i></div>
<div>
<i>Check out the attached client testimonial list - if you want to contact any of them to find out why they work with me, please do.</i></div>
<div>
<i><br /></i></div>
<div>
<i>The next call is yours to make - you can contact me on etc etc</i></div>
<div>
<i><br /></i></div>
<div>
<em style="background-color: white; color: #222222; font-family: arial, sans-serif; font-size: 12.8000001907349px;">Image courtesy of Stuart Miles at FreeDigitalPhotos.net</em></div>
Chris Crosslandhttp://www.blogger.com/profile/03904287200481166013noreply@blogger.com0tag:blogger.com,1999:blog-2905451373415616768.post-41244937993948291752015-03-26T08:05:00.000+00:002015-03-26T08:05:26.405+00:00Selling - the only question you really need to answer to make a saleHere's a little known fact. the vast majority of businesses go bust because they provide products or services that no one wants, understands, or trusts.<br />
<br />
<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjCQ9U4qdLEjJtBLvbq4A7PEIfxrvmmW_Ug7yd6PBZeEYPX27F8_le4aqNfMtWffeCTtRiKUcLTGpUY7CU_AWMkQdKcykZDfwha-zxr2a44LD9PPktxaTciew-jsORcoT_5RVtWqKSm3so/s1600/ID-100206754.jpg" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjCQ9U4qdLEjJtBLvbq4A7PEIfxrvmmW_Ug7yd6PBZeEYPX27F8_le4aqNfMtWffeCTtRiKUcLTGpUY7CU_AWMkQdKcykZDfwha-zxr2a44LD9PPktxaTciew-jsORcoT_5RVtWqKSm3so/s1600/ID-100206754.jpg" height="150" width="200" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">Why should anyone buy what you sell?</td></tr>
</tbody></table>
<br />
Now one of the best tests you can use to see if your business has a sound product or service offer, is to as this simple question:<br />
<br />
What makes what we do so different that our customers will want to buy from us?<br />
<br />
It's an easy question and one which as a copywriter I ask my clients, especially when we meet for the first time.<br />
<br />
I get two types of answers:<br />
<br />
<ol>
<li>vague, illogical, ill thought out, confused and incoherent</li>
<li>clear, concise and easy to understand</li>
</ol>
<div>
Now I'm not saying that just because you have a clear explanation of your offer all is fine, because many company owners really believe in their own bullshit. </div>
<div>
<br /></div>
<div>
But I have found that really good offers that are delivered with clear and easy to appreciate messages which are totally understood by customers, are the mainstay of every successful business or organisation I've ever encountered.</div>
<div>
<br /></div>
<div>
As you read this be honest with yourself - is what you provide a benefit to the customer or just something you do with a hope of getting paid?</div>
<div>
<br /></div>
<div>
Customers won't tell you they are confused by what you offer, they will just walk away of click on something that does makes total sense to them.</div>
<div>
<br /></div>
<div>
Customers won't argue over the cost, they will find something that fits their price/benefit calculations and buy from someone else.</div>
<div>
<br /></div>
<div>
So to make more sales today and tomorrow all you have to do is ask the one question honestly - what makes what we do so different that our customers will want to buy from us.</div>
<div>
<br /></div>
<div>
<em style="background-color: white; color: #222222; font-family: arial, sans-serif; font-size: 12.8000001907349px;">Image courtesy of Stuart Miles at FreeDigitalPhotos.net</em></div>
Chris Crosslandhttp://www.blogger.com/profile/03904287200481166013noreply@blogger.com0tag:blogger.com,1999:blog-2905451373415616768.post-78640501907376496982015-03-22T18:46:00.000+00:002015-03-22T18:46:16.364+00:00Do you follow up enough?Well I don't and I should know better because I know when I do, it works well for me.<br />
<br />
I've read and had it confirmed over the years, that following up is one of the biggest differentiators between individuals, businesses and organisations that flourish and the rest that just about get by.<br />
<br />
Start with your own experience.<br />
<br />
How many times have you been approached at a networking event or prospected, and after expressing some interest heard those wonderful words- " I'll get back in touch next week" - and then nothing happens.<br />
<br />
<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiHEbvT7USmwb9sYkxYmvSGq6-2tOahYVRuz2Ps9Ktw6DRh4t2nArVbKMBgvNVEA1Mazroi5qJO_Ip40YmrD87qtyvjBrX3HTH2nm-dqHD_28l6nes_ll6TXpaUK_vo8dnt_Yg5we_jjJ8/s1600/ID-100274514.jpg" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiHEbvT7USmwb9sYkxYmvSGq6-2tOahYVRuz2Ps9Ktw6DRh4t2nArVbKMBgvNVEA1Mazroi5qJO_Ip40YmrD87qtyvjBrX3HTH2nm-dqHD_28l6nes_ll6TXpaUK_vo8dnt_Yg5we_jjJ8/s1600/ID-100274514.jpg" height="200" width="132" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">My reward when I have done my daily follow up calls</td></tr>
</tbody></table>
<br />
I've said it and DONE NOTHING. Firstly it's very rude and it also shows you to be all talk and no action.<br />
<br />
And yet I still forget to follow up.<br />
<br />
I think I fear rejection and use excuses like the dog needs a walk, or I've got other work on.<br />
<br />
But I know if I allocate time, have all the info to hand and get on with it - I generate huge amounts of business.<br />
<br />
So now I have a new system and I hope it might work for you.<br />
<br />
I decide in the morning who I'm going to follow up that day. It could be one person or perhaps five.<br />
<br />
I then get a list of all the contact details and resolve to make the calls or if requested follow up emails during the day.<br />
<br />
Sometimes I get some done in the morning, or all during a break - but I get them done and then reward myself with something nice. Chocolate biscuits are always high up on the list with fresh ground coffee.<br />
<br />
Currently it takes 7 to 12 contacts to secure a first order.<br />
<br />
Most of us and that includes me, give up after 2 or 3.<br />
<br />
When I'm stacked out with work I never follow up - when the order book is getting a bit thin, I follow up and it fills up again.<br />
<br />
I must be mad.<br />
<br />
But only recently after adopting my daily follow ups regardless of how much work I have, I've found the work coming in on a constant basis.<br />
<br />
<em style="background-color: white; color: #222222; font-family: arial, sans-serif; font-size: 12.8000001907349px;">Image courtesy of tiramisustudio at FreeDigitalPhotos.net</em>Chris Crosslandhttp://www.blogger.com/profile/03904287200481166013noreply@blogger.com0tag:blogger.com,1999:blog-2905451373415616768.post-14647818870520751412015-03-19T08:24:00.000+00:002015-03-19T08:24:59.469+00:00Change a cold call into an info callI was asked last month to review some cold call scripts and create some "new ideas to improve sales".<br />
<br />
WOW - are people still using cold calls to make sales I thought - what a waste of time and money.<br />
<br />
<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhwMZKdgmvS7H5YZ2QenAC22MAYfY9WfV2eHnZHv4QHGcifdmny1cksl3xjA62Xyfsmx3Zq5oMGbq4T4bny2OmTg6x70CHtX-j_dJAgeDh-3aaL-rurNoaeTbQ9YEhVvPzL7Riwr_mvxXI/s1600/ID-10089872.jpg" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhwMZKdgmvS7H5YZ2QenAC22MAYfY9WfV2eHnZHv4QHGcifdmny1cksl3xjA62Xyfsmx3Zq5oMGbq4T4bny2OmTg6x70CHtX-j_dJAgeDh-3aaL-rurNoaeTbQ9YEhVvPzL7Riwr_mvxXI/s1600/ID-10089872.jpg" height="200" width="132" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">Cold calls can really upset prospective customers and are so old school</td></tr>
</tbody></table>
The scripts were painful, but the service was good and customers were enthusiastic about the service they were getting.<br />
<br />
So why cold call? Seems that the existing team were targeted and rewarded on number of calls made per day and that was that.<br />
<br />
Long story short is I declined and then we had a little row, and I was given an opportunity to change things. I introduced the concept of the info call. It works well for products or services and all you need is:<br />
<br />
<ol>
<li>The type of business you want to target</li>
<li>Someone with a warm and non aggressive telephone voice</li>
<li>A printed and digital version of an info document about what you do which has at least 10 good testimonials quotes</li>
<li>A good follow up process</li>
</ol>
<div>
And then you call and say</div>
<div>
<br /></div>
<div>
"Good morning/afternoon - my name is <your name> from <your company>"</div>
<div>
"We provide solutions to <identify main pain point you provide solutions for>"</div>
<div>
"I would like to send some information about our services to <their company> who would be the person to send it to?</div>
<div>
"Thank you - would they prefer it via email or in the post?"</div>
<div>
<br /></div>
<div>
Don't sell anything, just get the info and get of the phone. If they want to buy or want more info there and then, just take the contact details and get someone else to call them.</div>
<div>
<br /></div>
<div>
Then mail or email them something and make sure there is a time limited offer included.</div>
<div>
<br /></div>
<div>
Then wait a week and then follow up - making sure they have had the info and are aware that the time limited offer is coming to an end.</div>
<div>
<br /></div>
<div>
The result - less calls, more orders, and happier staff. Happy Days!</div>
<div>
<em style="background-color: white; color: #222222; font-family: arial, sans-serif; font-size: 12.8000001907349px;"><br /></em></div>
<div>
<em style="background-color: white; color: #222222; font-family: arial, sans-serif; font-size: 12.8000001907349px;">Image courtesy of imagerymajestic at FreeDigitalPhotos.net</em></div>
<br />
<br />
<br />
<br />Chris Crosslandhttp://www.blogger.com/profile/03904287200481166013noreply@blogger.com0tag:blogger.com,1999:blog-2905451373415616768.post-80111280978737624022015-03-18T10:01:00.000+00:002015-03-18T10:01:02.875+00:00Postcard marketing - 5 reasons they work so wellI still hate sending postcards when I'm on holiday but I think the world of them as a business development device.<div>
<br /></div>
<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEggulVYjUqYDtUaar9cGjjv7RiQHrHUTAAac1TWdqawKXhWj-HvW9E1fr5C2VCwMJocdbOI_l_1ok1Vcq9lRrb2_OiacZt-jrYtW14AVLkl5NVqEBjB7jfnvjMtwYbwebqL5iIooDvhW94/s1600/ID-100176588.jpg" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEggulVYjUqYDtUaar9cGjjv7RiQHrHUTAAac1TWdqawKXhWj-HvW9E1fr5C2VCwMJocdbOI_l_1ok1Vcq9lRrb2_OiacZt-jrYtW14AVLkl5NVqEBjB7jfnvjMtwYbwebqL5iIooDvhW94/s1600/ID-100176588.jpg" height="200" width="200" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">Can you ignore a postcard?</td></tr>
</tbody></table>
<div>
<div>
I've used them in most market sectors with brilliant results - here are 5 reasons why you consider using them:</div>
<div>
<ol>
<li><b>They don't get ignored</b> - you don't have to open postcard to see the message. In test after test postcards get picked up and scanned read without judgement whereas envelopes get picked up with preconceived notions of junk mail.<br /></li>
<li><b>They are understood</b> - a postcard has a front and a back one with an image, the reverse with some words. The recipient knows what to expect - so you just get their attention.<br /></li>
<li><b>Postcards are low cost</b> - It's a simple printing process with a wide variety of different finishes available. And if you are mailing them, you can personalise them using variable data printing, changing text, images and graphics for no additional cost. Many mailing houses can print and mail in one process saving you time and money.<br /></li>
<li><b>They can be targeted very easily and quickly</b> - if you have to respond with speed to a competitor offer or have something to say to a few local people, postcards can be designed and printed within days.<br /></li>
<li><b>They are retained</b> - it's been found that cards which have calendars on them or just a beautiful image, are retained, or passed round. It's the ability to use nice materials that seem to make the difference.</li>
</ol>
<div>
So 5 reasons to use postcards - there are loads more but the above are why they have worked for me and my clients.</div>
<div>
<br /></div>
<div>
<em style="background-color: white; color: #222222; font-family: arial, sans-serif; font-size: 12.8000001907349px;">Image courtesy of chayathonwong2000 at FreeDigitalPhotos.net</em></div>
</div>
<div>
<br /></div>
<div>
<br /></div>
</div>
Chris Crosslandhttp://www.blogger.com/profile/03904287200481166013noreply@blogger.com0tag:blogger.com,1999:blog-2905451373415616768.post-24647067877780899272015-03-15T18:11:00.001+00:002015-03-15T18:12:17.822+00:00Prepare for changes to the buying cycleThe buying cycle follows the journey that new and existing customers go through before they purchase. It can be extended to after they have purchased - this is when they should become advocates for your products or services.<br />
<br />
The traditional cycle includes:<br />
<br />
<ul>
<li>Raising awareness</li>
<li>Recognising possible solutions to a real or perceived problems</li>
<li>Research of possible solutions</li>
<li>Identification of possible suppliers</li>
<li>Final shortlist</li>
<li>Initial contact</li>
<li>Request for solution costing</li>
<li>Negotiation and specification analysis</li>
<li>Purchase</li>
<li>Post purchase research to confirm purchase decision</li>
</ul>
<div>
The biggest and most significant change to this cycle is the decision to purchase. </div>
<div>
<br /></div>
<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiISAh46sv9i1sS1GAvw9MEWD48ILZsQCByRF8C7fcJ02b_lLsL3341tmADtmbxQtBHgA2WSRzQrcRWDPYlNbaH8HebIBS59v4GOu5_50W7FWzQIfFdmc9MElT7EzSBcFY0D7oomutOR48/s1600/ID-100113640.jpg" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiISAh46sv9i1sS1GAvw9MEWD48ILZsQCByRF8C7fcJ02b_lLsL3341tmADtmbxQtBHgA2WSRzQrcRWDPYlNbaH8HebIBS59v4GOu5_50W7FWzQIfFdmc9MElT7EzSBcFY0D7oomutOR48/s1600/ID-100113640.jpg" height="166" width="200" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">When customers decide to buy - you have to be ready</td></tr>
</tbody></table>
<div>
The following changes need to be appreciated and changes made to how sales are made and managed:</div>
<div>
<ol>
<li>Purchase decisions are being left to the last possible moment</li>
<li>There is an expectation that everything is negotiable</li>
<li>Estimates have to be within minutes</li>
<li>Delivery times have to be very quick</li>
<li>Price has to include everything</li>
<li>Terms have to be flexible</li>
<li>Sales staff have to knowledgable and have the ability to negotiate price</li>
<li>Credit checking has to be fast</li>
<li>Customer expectations have to exceeded at all times</li>
</ol>
<div>
Ask yourself the question - "Can the staff I employ to take and make sales deliver all of these?</div>
</div>
<div>
<br /></div>
<div>
If the answer is no then get training because this is an area where sales are won or lost.</div>
<div>
<br /></div>
<div>
<em style="background-color: white; color: #222222; font-family: arial, sans-serif; font-size: 12.8000001907349px;">Image courtesy of Stuart Miles at FreeDigitalPhotos.net</em></div>
Chris Crosslandhttp://www.blogger.com/profile/03904287200481166013noreply@blogger.com0