tag:blogger.com,1999:blog-50866190857424247942024-03-05T09:00:27.690-08:00Goodcopy for Good MarketingGoodcopy for Good Marketing. A blog about marketing in the real world.Edie at Goodcopy.comhttp://www.blogger.com/profile/05056261598723521951noreply@blogger.comBlogger91125tag:blogger.com,1999:blog-5086619085742424794.post-38736694688160969192012-02-21T08:08:00.000-08:002012-02-21T08:27:19.745-08:00Of Manhole Covers and Marketing<p class="mobile-photo"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhtP__VxTM-6Ebu3jPA32A27fHhJytmrB9-bLgEHIMklo4u4avl4ONy86nBiM_3mAdFp2WWZyoopvXlv-wv7Gx-uVLV_0w7jU4pbVZUBViMMOSOh4h2VVot17FBUaiNaigBUDZ2f6mEUKo/s1600/116849702-739746.jpg"><img src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhtP__VxTM-6Ebu3jPA32A27fHhJytmrB9-bLgEHIMklo4u4avl4ONy86nBiM_3mAdFp2WWZyoopvXlv-wv7Gx-uVLV_0w7jU4pbVZUBViMMOSOh4h2VVot17FBUaiNaigBUDZ2f6mEUKo/s320/116849702-739746.jpg" border="0" alt="" id="BLOGGER_PHOTO_ID_5711626354361451874" /></a></p> You've probably heard the question asked, "Why are manhole covers round?" Answers vary from the obvious ("because manholes are round") to the more obscure. Wikipedia <a href="https://secure.wikimedia.org/wikipedia/en/wiki/Manhole_cover#Circular_shape" target="_blank">offers several possibilities</a>. My personal favorites?<br /> <ol><li>A round manhole cover cannot be accidentally dropped into the round hole it covers.</li><br /> <li>The circular shape makes the heavy covers easier to roll.</li><br /> <li>Round castings are easier to machine lathe than those of another shape and less expensive to produce in a size wide enough for a person to fit through.</li><br /> <li>The round shape makes it easy to replace an open cover without having to line up the corners.</li><br /> <li>A round tube holds up better against the earth's compression surrounding it than a shape with corners would.</li></ol><br /> If I were to guess, I'd say it's probably a combination of all these things (and maybe more) that made round manholes and manhole covers so popular.<br /> <br /> Which brings me around to marketing.<br /> <br /> Like a manhole cover, the best shape for your company's marketing is also round. More to the point, the best <em>approach</em> to your marketing is a well-rounded one. Just as the reasons for using a round manhole cover are many and varied, so too are the reasons for choosing each specific element in your marketing plan. The big difference? In marketing, there is no one-size-fits-all.<br /> <br /> As you consider new marketing opportunities for your company -- and reexamine existing channels you're not sure are still working as effectively as before -- ask yourself, "How well does this approach fit with my overall marketing plan?" If the answer is "not very well" or the reasons you come up with for trying it aren't very sound, you know where that idea should go: straight into the file shaped like a manhole cover.Edie at Goodcopy.comhttp://www.blogger.com/profile/05056261598723521951noreply@blogger.com0tag:blogger.com,1999:blog-5086619085742424794.post-2135417854497283182012-02-17T08:02:00.000-08:002012-02-17T08:03:17.409-08:00A Fish Story Worth Remembering<p class="mobile-photo"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjUPhhk5MtrIlkLoyc7y8EOzue8lLWJCYKmI87iyFMg2MTewPMjXtqS03f1bWYzRoB19MqeuVZPEvx6eHs8U9hbvGZdwLL-ude9Hu-DpMz30CYASF2lqJ9Ne_cXgZJcky0SCTBP5deiY98/s1600/88016185-797410.jpg"><img src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjUPhhk5MtrIlkLoyc7y8EOzue8lLWJCYKmI87iyFMg2MTewPMjXtqS03f1bWYzRoB19MqeuVZPEvx6eHs8U9hbvGZdwLL-ude9Hu-DpMz30CYASF2lqJ9Ne_cXgZJcky0SCTBP5deiY98/s320/88016185-797410.jpg" border="0" alt="" id="BLOGGER_PHOTO_ID_5710135821047652898" /></a></p> Many years ago, a pike was placed in a tank with live minnows. As you'd expect, the pike immediately swam at the minnows and ate them. After a few days, a glass partition was added to the tank, and the minnows were placed on the other side of the glass (away from the pike). The pike continued to swim after the minnows, but kept running into the partition. Eventually, it gave up and swam around its own side of the tank instead.<br /> <br /> After some time, the experimenters removed the glass partition separating the fish, but the pike still did not go after the minnows. It had been conditioned to think it could not reach its prey. An account of a similar experiment involving perch is available <a href="http://www.jstor.org/stable/1412284" target="_blank">here</a>.<br /> <br /> So what does any of this have to do with business? Well, people, like fish, often give up too soon. We condition ourselves to believe a goal is unobtainable because we've experienced setbacks in the past. We give up trying, even if the barriers that once held us back are no longer there.<br /> <br /> So the next time someone (even that small voice inside yourself) tells you, "Oh, we've tried that before, and it doesn't work," remember the story of the pike. Then give it one more try.Edie at Goodcopy.comhttp://www.blogger.com/profile/05056261598723521951noreply@blogger.com0tag:blogger.com,1999:blog-5086619085742424794.post-7445516985722763712012-02-10T08:12:00.001-08:002012-02-10T08:12:49.749-08:00Six Steps to Handling Mistakes at Work<p class="mobile-photo"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjO091Qfrf3uPVzWMj14hSZUe-f4J2KZoileLKwaKvUBtgyXod_4TnAupbn0KTa-9AMGikpMn2Sv-KkRSuMTmjh1hw7kSsDxpORe_MQHbndkHmFM1xSPH6KnCf-Xycz9DWwiELvsyj4rxw/s1600/96228319-769750.jpg"><img src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjO091Qfrf3uPVzWMj14hSZUe-f4J2KZoileLKwaKvUBtgyXod_4TnAupbn0KTa-9AMGikpMn2Sv-KkRSuMTmjh1hw7kSsDxpORe_MQHbndkHmFM1xSPH6KnCf-Xycz9DWwiELvsyj4rxw/s320/96228319-769750.jpg" border="0" alt="" id="BLOGGER_PHOTO_ID_5707540679716328834" /></a></p> Mistakes are a natural part of life... and business. How you handle those mistakes will go a long way in turning a dissatisfied customer around. Here are a few things you can do when mistakes occur at your company to help resolve the issue and make sure it doesn't happen again:<br /> <ol><li>Acknowledge the mistake. When someone brings an error to your attention, own up to it. Apologize for any inconvenience it may have caused, and get to work (with the customer) to resolve the situation.</li><br /> <li>Act swiftly. As soon as a mistake comes to light, get to work fixing the problem. If it's a quick fix, all that much better. However, if resolving the issue will take more time, let the customer know that, too, and set a realistic timetable for reaching a resolution.</li><br /> <li>Keep the customer involved. Ask the customer what you can do to make things right, and keep in close touch with them until the issue is resolved. This will help the customer see how seriously you take the situation... and their business.</li><br /> <li>Follow up and follow through. After the situation has been resolved, follow up with the customer to make sure everything is now okay. Follow through on any promises you made, and let the customer know how much you appreciate their feedback.</li><br /> <li>Schedule a postmortem. Once you've had a little time to breathe, gather together the key members of your team who worked on resolving the problem. Figure out what caused the initial error, and decide what can be done differently in the future to prevent the same thing from happening again.</li><br /> <li>Shore up your processes. This goes hand-in-hand with the previous step. With the team's recommendations now in hand, start implementing the changes you think will help your company move forward into the future.</li></ol>Edie at Goodcopy.comhttp://www.blogger.com/profile/05056261598723521951noreply@blogger.com0tag:blogger.com,1999:blog-5086619085742424794.post-62583302733970330222012-02-07T08:33:00.001-08:002012-02-07T08:33:12.871-08:00Break the Ice - 6 Cold Call Success Strategies<p class="mobile-photo"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjtuP69Al2NA7OOJ6a7NRuIUgjyHFLqbcbvQdwLZsvJ0s5HYdtiJK1u6cvxKipbt9k6aamlGnmYsfKqz51_JmUCqL9xrdWxzEB-ug_PcM0nEiu4LkFLPmmeCsleGefSaC8hKQaCe8Vtor4/s1600/134250786-792872.jpg"><img src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjtuP69Al2NA7OOJ6a7NRuIUgjyHFLqbcbvQdwLZsvJ0s5HYdtiJK1u6cvxKipbt9k6aamlGnmYsfKqz51_JmUCqL9xrdWxzEB-ug_PcM0nEiu4LkFLPmmeCsleGefSaC8hKQaCe8Vtor4/s320/134250786-792872.jpg" border="0" alt="" id="BLOGGER_PHOTO_ID_5706432680296286242" /></a></p> Few of us enjoy making cold calls, but for many salespeople cold calling is inevitable. Here are six tips to help warm your next cold call:<br /> <ol><li><strong>Don't make the cold call your first point of contact.</strong> Instead, start with a letter or email. Introduce yourself, your company, and the products or services you provide. Explain the benefits the prospect will gain from working with you, and let them know you will be following up with a phone call to set up an appointment to talk.</li><br /> <li><strong>Or the last.</strong> Don't jump right into a sales pitch on your first cold call and expect to close a sale. Respect the person's time, their schedule, and the fact that your call was not on that schedule before you made it. Ask if this is a good time to talk. If it isn't, suggest times when you could call back, or offer to meet in person if that will work better for the prospect.</li><br /> <li><strong>Do your homework.</strong> Find out ahead of time who you should be contacting at a prospective company. Learn what you can about their business and how your solution can best fit their needs.</li><br /> <li><strong>Prepare an outline.</strong> Have some idea what you want to say before you make your call. Start with a script if that makes you comfortable, but try not to make it sound too mechanical or forced. Relax as best you can and try to be yourself. Your preparation and earlier contact should help.</li><br /> <li><strong>Ask questions.</strong> Don't do all the talking. Instead, introduce yourself, and then ask the prospect about their company and the role they play in it. Listen carefully to their responses. Work to build a rapport and connect with them one-on-one.</li><br /> <li><strong>Follow up.</strong> As your call wraps up, try to set a time to meet face-to-face or over the phone again. After hanging up, send another email, thanking the person for their time, and reminding them of any future appointments you made. If they had questions you were unable to answer on the spot, find those answers and pass them along as quickly as possible. And create a schedule of regular follow-up activity to help you stay front-of-mind.</li></ol><br /> So what other advice do you have for warming up cold calls? I'd love to hear your suggestions and success stories in the comments below.Edie at Goodcopy.comhttp://www.blogger.com/profile/05056261598723521951noreply@blogger.com0tag:blogger.com,1999:blog-5086619085742424794.post-82874184112422751502012-01-27T07:59:00.001-08:002012-01-27T07:59:28.314-08:00What Does it Take to be a Successful Entrepreneur?<p class="mobile-photo"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiXf2J1LsF-7aoYwmvIPDx6RljeHkVSMcBHzz8Zr7bUG9dV_MkZRuXSAYD66Hdw-fdvzrYNL678ChF2SYv6h6rp1Cu2ZkiArysD1krRrR0B1BHMFCCleqDPGbLMrcliJxGX9Jd1oLoFIUA/s1600/108681998-768315.jpg"><img src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiXf2J1LsF-7aoYwmvIPDx6RljeHkVSMcBHzz8Zr7bUG9dV_MkZRuXSAYD66Hdw-fdvzrYNL678ChF2SYv6h6rp1Cu2ZkiArysD1krRrR0B1BHMFCCleqDPGbLMrcliJxGX9Jd1oLoFIUA/s320/108681998-768315.jpg" border="0" alt="" id="BLOGGER_PHOTO_ID_5702342045236138002" /></a></p> Many books and articles are written by and about successful entrepreneurs, with great information about what it takes to succeed. If it were possible to distill all of that information into a few words, it might be this: Being a successful entrepreneur really just boils down to solving problems and being resilient enough to find answer without giving up.<br /> <br /> As Thomas Edison famously said: "If I find 10,000 ways something won't work, I haven't failed. I am not discouraged, because every wrong attempt discarded is often a step forward." Hopefully, you won't need 10,000 attempts to find the solution you're looking for, but many people give up after only a few tries. <br /> <br /> Whether you own a new company, have been in business awhile, or are an employee with the desire to become successful, the next time you run into a problem, take the initiative to find a solution. Be persistent, and don't give up at the first sign of resistance. Yes, that is easier said than done. There are many entrepreneurs, but not nearly as many successful ones. Those who succeed are champion problem solvers and have the will to not take no for an answer.Edie at Goodcopy.comhttp://www.blogger.com/profile/05056261598723521951noreply@blogger.com0tag:blogger.com,1999:blog-5086619085742424794.post-16498780548513077582012-01-24T08:12:00.000-08:002012-01-24T08:13:11.894-08:00What Are Your Product Photos Saying?<p class="mobile-photo"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjrsy0noEdBqOwA4qpymbKngKmJ1FQ9Gx6IoxOiBYuFcOiYrBRuc3L7Xl8RcM9kQX-B1pz2NFWkSX3-WbYoI_8sAriKJbM7cRzPmGo-o0xglAcXaH-ZbQOhlwSFS9s0cCIChDgdHMZooZQ/s1600/106480800-791895.jpg"><img src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjrsy0noEdBqOwA4qpymbKngKmJ1FQ9Gx6IoxOiBYuFcOiYrBRuc3L7Xl8RcM9kQX-B1pz2NFWkSX3-WbYoI_8sAriKJbM7cRzPmGo-o0xglAcXaH-ZbQOhlwSFS9s0cCIChDgdHMZooZQ/s320/106480800-791895.jpg" border="0" alt="" id="BLOGGER_PHOTO_ID_5701232329215601842" /></a></p> If a picture's worth a thousand words, have you ever thought about what your photos are saying? We live in a visual age, where images surround us. Whether on your website, marketing materials, billboards, or ads, the photos you choose to represent your products and services are very important. Here are a few tips to ensure your photos are saying what you want:<ul><li>Don't photograph your products on a cluttered shelf. Rather, depict them in use in an appropriate abstract environment or on a clean white background.</li><br /> <li>Save your originals, and don't reduce their file size. You never know when you'll need to re-purpose images, such as if you want a low-res image from your website to work in a high-resolution print brochure.</li><br /> <li>Take a lot of photos when you have the opportunity. You may be surprised how a new angle or different lighting can change the appeal and appearance of your products.</li><br /> <li>If images don't do justice for your products, don't use them. Consider posting a "photo coming soon" placeholder, rather than posting a poor-quality photo. But do so only if you fully intend to post an image later.</li><br /> <li>Adjust the resolution of photos on your website to ensure they won't slow the load time for the page. Nothing is worse than a great photo nobody has the patience to download and see.</li><br /> <li>Use intriguing photos to supplement Facebook posts and create additional interest. Organize these photos into albums for easy viewing, and use relevant album names, such as "new products," "seasonal promotions," and so on.</li></ul>Edie at Goodcopy.comhttp://www.blogger.com/profile/05056261598723521951noreply@blogger.com0tag:blogger.com,1999:blog-5086619085742424794.post-5097869593146050492012-01-20T08:39:00.001-08:002012-01-20T08:39:24.693-08:00Will the World End in 2012?<p class="mobile-photo"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiXCON8a5mN3EoaN3wfoch6HRhicLQWMkDBniTKqGhbrt2UQFjwe-oi6e6smQkS9WzFsjEEKBK3ijdbGK7247U8O-3Ybf2IUy3puwFMXCoafQa4Bwx6gssyZq5eqp1GKP2yS6bYcJRTJpY/s1600/92374058-764694.jpg"><img src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiXCON8a5mN3EoaN3wfoch6HRhicLQWMkDBniTKqGhbrt2UQFjwe-oi6e6smQkS9WzFsjEEKBK3ijdbGK7247U8O-3Ybf2IUy3puwFMXCoafQa4Bwx6gssyZq5eqp1GKP2yS6bYcJRTJpY/s320/92374058-764694.jpg" border="0" alt="" id="BLOGGER_PHOTO_ID_5699754742096824050" /></a></p> There are doomsday predictions that say the world will end this year. We won't be able to validate those predictions either negatively or positively until this time next year (if there is a next year!). But one thing is certain: Sadly, 2012 will be the end for some businesses.<br /> <br /> While going out of business is an unfortunate reality that happens in many industries (especially in a down cycle like we've been experiencing lately), it does NOT have to happen to your business. <br /> <br /> So how can you keep from becoming part of the statistics in 2012? Make a real commitment to marketing your business.<br /> <br /> Marketing does not have to be overly complicated or require a large budget. It might be as simple as figuring out the ideal prospects who would purchase what you sell, then targeting those prospects with relevant messages via as many marketing channels as your budget allows. If your budget is tight, focus on a niche group. Start small, and grow your business from there. <br /> <br /> If you don't have one already, start a marketing calendar today, and set up a plan for various marketing activities that you will do throughout the year. Be encouraged and proactive, so we can all look back at this time next year and chuckle about the latest doomsday predictions.Edie at Goodcopy.comhttp://www.blogger.com/profile/05056261598723521951noreply@blogger.com0tag:blogger.com,1999:blog-5086619085742424794.post-72494458919791197672012-01-17T07:59:00.000-08:002012-01-18T15:09:52.485-08:00An Internal Newsletter Your Team Will Love<p class="mobile-photo"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEguYTvuR4q51MOuJzRXQQ_r0Vsy-B6g5n1knzdiHEIduWO4dYkojxpg1eZC3eq11e6M5F__K0HoxKM8LU2q47K-oODJoFFszh3a-E1FccL0Ufs-YZq1Dfgd7Nk9OAS8Ap-Gt578rMU8kMs/s1600/87638606_cropped-792486.jpg"><img src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEguYTvuR4q51MOuJzRXQQ_r0Vsy-B6g5n1knzdiHEIduWO4dYkojxpg1eZC3eq11e6M5F__K0HoxKM8LU2q47K-oODJoFFszh3a-E1FccL0Ufs-YZq1Dfgd7Nk9OAS8Ap-Gt578rMU8kMs/s320/87638606_cropped-792486.jpg" border="0" alt="" id="BLOGGER_PHOTO_ID_5699113194522713362" /></a></p> While newsletters are a great way to build relationships with customers, many companies overlook the team-building opportunity an internal newsletter offers within their own doors, as well. Internal newsletters are a great way not only to learn more about colleagues, but also to keep employees informed about company news, events, and other important announcements. Here are a few tips for creating an internal newsletter your employees will love:<ul><li>Create a plan by defining the frequency of your newsletter (such as monthly or quarterly) and the types of articles or sections you'd like to include. Also develop a template you can easily modify for each issue.</li><br /> <li>Encourage teamwork by assigning a few people to specific parts of the newsletter each month, such as pulling company stats (sales volume, incoming calls, trade show outcomes, etc.), writing feature articles about company events, and so on.</li><br /> <li>Create an idea library. Stockpile various ideas, photos, jokes, quotes, seasonal graphics, etc., to save time down the road.</li><br /> <li>Acknowledge employee birthdays, corporate anniversaries, new hires, promotions, etc.</li><br /> <li>Consider offering a "message from the president" to make employees the first to know about new products, company changes, initiatives, etc.</li><br /> <li>Highlight successes. If a department had an outrageous month, highlight their achievements, and offer a company-wide congratulatory message.</li><br /> <li>Share encouraging survey results, customer compliments, and thank you notes from appreciative customers.</li><br /> <li>Consider a Q&A section where employees can submit questions and have a leader provide answers in an open forum for all to see.</li><br /> <li>Use an "employee spotlight" article to help staff members get to know their colleagues better. This type of article can range from information about the employee's position within your company to their personal hobbies, interests, and the like.</li></ul>By creating an internal newsletter that encourages team-building and focuses on the successes of your employees, you can not only increase communication amongst your colleagues but also boost employee morale and give your team something fun to talk about around the water cooler.<br /> <br /> What other ideas can you think of for an internal newsletter? Share your thoughts in the comments below.Edie at Goodcopy.comhttp://www.blogger.com/profile/05056261598723521951noreply@blogger.com0tag:blogger.com,1999:blog-5086619085742424794.post-71233916188291181322012-01-10T08:14:00.001-08:002012-01-10T08:14:35.413-08:007 Rules for Prospecting in 2012<p class="mobile-photo"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjsQIqlM2vMTypEHk7V6QKPRCLXz7bIB9mAxpJXwbXRFTYwbkKFSuexp-eJesTBZBHQxR5q2J8qdDdXYIBoNkDmw64w-EKvQ5lxVvyVYJ42aDe2jOa7sr3xG6cYLyPzh-Pz1hPXvOU17B4/s1600/120072050-775414.jpg"><img src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjsQIqlM2vMTypEHk7V6QKPRCLXz7bIB9mAxpJXwbXRFTYwbkKFSuexp-eJesTBZBHQxR5q2J8qdDdXYIBoNkDmw64w-EKvQ5lxVvyVYJ42aDe2jOa7sr3xG6cYLyPzh-Pz1hPXvOU17B4/s320/120072050-775414.jpg" border="0" alt="" id="BLOGGER_PHOTO_ID_5696037494172624722" /></a></p> The best way to not only survive the recession but to actually thrive in it is to bring in new clients and new business. Growth is possible, even in this economic climate.<br /> <br /> The lifeblood of all businesses is gaining new clients. Acquiring new clients is challenging enough in any environment, but especially today. The lack of new clients is often the primary cause for the decline and failure of a company. <br /> <br /> To get new clients, you must look for prospects who fit what you do best. Here are seven rules for prospecting in today's environment. Following these rules will make it easier to start new relationships that will lead to new opportunities in 2012 and beyond. <br /> <br /> <strong>1. Do This, and You Can Forget All the Other Steps!</strong><br /> <br /> You must have heard by now that all you have to do to get new business is to send a few tweets and Facebook posts, then sit back and wait for the hordes of leads to flood your website and your phone lines, right? Inbound marketing can fix all of your company ills by solving all the lead generation problems. Old school prospecting is a thing of the past. Your leads will now pursue you. No doubt you have read and heard about all of this, and for those who believed it, it wasn't too long before frustration set in. Thousands of dollars later, the realization came that these are half-truths. Sure, there is a place to mix in these tactics, but to really succeed in growing your business, nothing can replace real prospecting that leads to real relationships that open the door to real opportunities. <br /> <br /> <strong>2. Have a Plan.</strong><br /> <br /> You will never know where you need to go if you don't have a plan. This is an old rule, but it applies as much today as it did in the past, and it will continue to apply far into the future. You must know the profile of the person and the company you can profitably do business with. You must set real goals and have a realistic plan to achieve those goals. Know what you want your ideal client to do as the next step when you are prospecting, and use that as your objective. Break it down to a step-by-step process, and track your leads to see where they stand in your sales lead funnel.<br /> <br /> <strong>3. Research Before You Make the First Call.</strong><br /> <br /> Do some homework on your potential prospect before the first call or meeting. Know who the decision makers are, and try to find out their hot buttons ahead of time. The more you learn, the better your chances for making a connection and bond. You may never get that chance again. But don't waste too much time researching. If you stop all of your prospecting activities to research, your pipeline will grow stale, and you will halt your momentum. So do your research, but don't stop your prospecting.<br /> <br /> <strong>4. Decide What Methods to Use.</strong><br /> <br /> Which are the best methods to use for lead generation? The best way to open the door to a relationship with your ideal client depends on the prospect. Some will like phone calls, some will like email, some will prefer direct mail, some will only respond to referrals, and some will respond to a business or casual network environment. Don't just rely on one method. Use as many as you can, and vary your approach. Let your prospect decide which one is best for them. <br /> <br /> <strong>5. Just Do It.</strong><br /> <br /> Doing everything you need to do once you start the process of prospecting is not easy. Get help where you need it. It doesn't matter if your process is not perfect. Can't get an appointment to see the top decision maker? Go for the second in command. Do whatever is necessary to keep the activities moving forward. Work hard, but also work smart. Use all of the productivity tools and help you can get. But whatever you do, don't let anything stop your momentum. Keep your eyes on your goals.<br /> <br /> <strong>6. Make Them an Offer They Can't Refuse.</strong><br /> <br /> Great. You are filling your pipeline and getting appointments. Now what? You will greatly improve the odds of getting your prospect to say yes if you have a compelling proposition that adds real value or potentially solves a problem for them. Why should they do business with you over any other similar company that wants their business? Why should they choose you and invest their limited time with you? How are you going to help them grow their business and improve their business results? In other words, you must answer the question: what's in it for them? <br /> <br /> <strong>7. Ask Questions and Follow Up.</strong><br /> <br /> Ask great questions and (more importantly) listen to their answers. Take notes so that if you can't give answers instantly, you will be able to get back with them with the correct information later. Most of the prospects you meet will be juggling multiple tasks just like you are. It is very easy to forget about you and your proposal. Follow up relentlessly until you get an answer. Of course, you don't want to be a pest, but at the same time don't take a lack of response as a negative answer. Be respectful, but don't give up easily. These character traits are what set apart the top achievers from the also-rans. If you learn these skills and master them, your prospect pipeline will never dry up.Edie at Goodcopy.comhttp://www.blogger.com/profile/05056261598723521951noreply@blogger.com0tag:blogger.com,1999:blog-5086619085742424794.post-48162267482053374312012-01-06T06:35:00.000-08:002012-01-06T11:18:50.894-08:003 Simple Steps to Marketing Success in 2012<p class="mobile-photo"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhC5_mS1MdY9PvHDtUTPoPfW_zgnhBSSiaQpZH9TuvjpbjDec4grQLExzmKsZKmqyAWZegqA6X9AhP_gpF4Z3m-UtTH0gzEDxEYX1dQFCSKUsYPKARzz6YYWiDTEQ5bbEcabWtpIVJWGRY/s1600/116502379-730896.jpg"><img src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhC5_mS1MdY9PvHDtUTPoPfW_zgnhBSSiaQpZH9TuvjpbjDec4grQLExzmKsZKmqyAWZegqA6X9AhP_gpF4Z3m-UtTH0gzEDxEYX1dQFCSKUsYPKARzz6YYWiDTEQ5bbEcabWtpIVJWGRY/s320/116502379-730896.jpg" border="0" alt="" id="BLOGGER_PHOTO_ID_5694600636668373506" /></a></p> Marketing for businesses can fall into several categories. Marketing that's too complicated can lead to never getting it done, while marketing that's ineffective can lead to its early demise. Neither of these scenarios helps a business achieve the ultimate goals for successful marketing: leads and sales.<br /> <br /> Fortunately, effective marketing does not need to be complex in order to yield results. Follow these three steps to build a sustainable marketing program.<br /> <br /> <strong>Step 1: Get Found</strong><br /> <br /> It's simple. No matter how great your service or business is, it won't matter much if your customers can't find you. Just as important, they have to be the right kind of customers for your business and your products. Your company needs to be found in the places your customers frequent the most. Your customers don't spend all of their time in one space, and neither should you. Get the word out about your business through effective multi-media campaigns. <br /> <br /> <strong>Step 2: Convert</strong><br /> <br /> Capturing their attention is only the first step. In order to make it effective, you must get your prospect to engage with you somehow. Your content and sales information has to turn tire kickers into buyers. Get them to act by making a great offer. It doesn't necessarily have to be a discount; it can be an offer for free information or anything that your prospect finds valuable in order to help them make a decision about what you sell. Engage them and offer them value before you ask for a sale, click, or call. But do ask for them to act.<br /> <br /> <strong>Step 3: Analyze, Test, Improve, & Repeat</strong><br /> <br /> The only way you can improve your marketing is to constantly track, test, and tweak. Constantly work at improving the results. But above all remember that consistency is the key to any successful marketing. You must have an active marketing calendar that takes into account where, how, and what your customer wants to learn about your company.<br /> <br /> Marketing your company is really not that hard. Successful marketing requires that you educate your prospects and provide value. Build trust and provide real information that truly helps them. Do that consistently, and you will realize that marketing is not as difficult as it seems.Edie at Goodcopy.comhttp://www.blogger.com/profile/05056261598723521951noreply@blogger.com0tag:blogger.com,1999:blog-5086619085742424794.post-50991443302984200852012-01-03T08:05:00.001-08:002012-01-03T08:05:54.306-08:00Making Connections<p class="mobile-photo"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjTcabWesA7vUfkQdC9kQTfKnw4Xo6MeU6Y8UbK8oxrF3VrQFhhVYmo0GLjljqqZ-Svjufw7QhcxWH7kYyTDMR9wqlhBrGKv2zVbj3IXLZFvsMshBZZ5YXdqJL_I7ClZ0ofv39AlRe9mN0/s1600/86489258-754307.jpg"><img src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjTcabWesA7vUfkQdC9kQTfKnw4Xo6MeU6Y8UbK8oxrF3VrQFhhVYmo0GLjljqqZ-Svjufw7QhcxWH7kYyTDMR9wqlhBrGKv2zVbj3IXLZFvsMshBZZ5YXdqJL_I7ClZ0ofv39AlRe9mN0/s320/86489258-754307.jpg" border="0" alt="" id="BLOGGER_PHOTO_ID_5693437658669875538" /></a></p> Inside every human being is a desire to connect in real and tangible ways. This desire for connection permeates everything we do and every decision we make: even our decisions of what to buy and when. We respond to ads because we connect with them somehow. A spokesperson, scene, or catchphrase resonates with us and makes us laugh, or cry, or both.<ul><li>A soldier sits down in a quiet moment to listen to a recordable storybook his child sent from home.</li><br /> <li>A team of clydesdales pulls an iconic wagon into New York City, then bows silently before the Statue of Liberty in reverence.</li><br /> <li>A couple drives frantically to the top of a parking ramp. The man jumps out and signals his confused girlfriend to follow, just in time to... miss the airplane banner flying by, asking her to marry him.</li></ul>Each of these commercials (and many others like them) tells a story that, at first glance, has little to do with the product they're selling. Instead, they show the product (or in the case of the clydesdales, a symbol of the product) in real-life situations that make it far more relatable than a simple product shot or feature list ever could.<br /> <br /> Here are links to the three commercials I mentioned in this post. A quick warning: If you haven't seen these, you might want to have a box of Kleenex nearby for the first two. Feel free to list some of your own favorites in the comments at the end of this post.<br /> <br /> <a href="http://www.youtube.com/watch?v=x2IQ4jpsoOA" target="_blank">"Active Duty" Hallmark Commercial</a><br /> <br /> <a href="http://www.youtube.com/watch?v=p4yfivS8SWs" target="_blank">9/11 Tribute from Budweiser</a><br /> <br /> <a href="http://www.youtube.com/watch?v=AZeHSFLfu8c" target="_blank">Wherever Life Takes You (Chevy Cruze ECO)</a>Edie at Goodcopy.comhttp://www.blogger.com/profile/05056261598723521951noreply@blogger.com0tag:blogger.com,1999:blog-5086619085742424794.post-13465525428999158122011-12-30T08:09:00.001-08:002011-12-30T08:09:24.495-08:00Time for Some Year-End Decluttering?<p class="mobile-photo"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhbbAsWBmF_qFSpgKGJr1Vj_rrUdnXlanE6Clal5_KDg9xBz6zb9-AT0xZ2BholqKYYFLIm1nka-NrlcFySvdIgCSvUTcg_4ShPtvTSFUXdDiwhAB8Dqc95plu3QBJIbRi2Khr8Z2QzFIM/s1600/109195046-764496.jpg"><img src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhbbAsWBmF_qFSpgKGJr1Vj_rrUdnXlanE6Clal5_KDg9xBz6zb9-AT0xZ2BholqKYYFLIm1nka-NrlcFySvdIgCSvUTcg_4ShPtvTSFUXdDiwhAB8Dqc95plu3QBJIbRi2Khr8Z2QzFIM/s320/109195046-764496.jpg" border="0" alt="" id="BLOGGER_PHOTO_ID_5691954219713097218" /></a></p> A cluttered desk is said to be the sign of a cluttered mind. (I've also heard that a clean desk is the sign of a cluttered drawer, but that's another story.) In any case, clutter can lead to confusion, and confusion can lead to poor results. So like that desktop (or desk drawer), an occasional cleaning may be needed to clarify your marketing.<br /> <br /> With the new year just around the corner, this seems as good a time as any to get started.<br /> <br /> <strong>Declutter your message.</strong> Are you sending a clear, consistent message with all of your marketing? You should. People will remember you more readily if you keep your message consistent and clean. "You're in good hands." "A diamond is forever." "The breakfast of champions." "Is it live, or is it Memorex?" I could go on, but you get the point. A consistent, unified message helps to make your marketing more memorable and effective.<br /> <br /> <strong>Declutter your design.</strong> Ever visited a website, seen a billboard, watched a commercial, or read a print piece that left you overwhelmed? Perhaps maybe even your own? One of Steve Jobs' proudest legacies at Apple was simplicity (and elegance) of design. It carried through (and still does) not only in the products Apple makes but also in its packaging, its website, its print ads, its stores, and all of the various other marketing the company does. Simple, clean, elegant design provides visual clarity and eliminates the unnecessary clutter, confusion, and noise.<br /> <br /> <strong>Declutter your approach.</strong> Are you a dabbler? A jack-of-all-trades-but-master-of-none? That may serve you well in life, but it's no way to handle your marketing. That's not to say you shouldn't market in multiple media (you should), but you need to start with a plan that spells out the reasons and goals for each medium you enter. Once that's established, you can then work your plan, knowing that each marketing effort you start is part of a grander vision with clear expectations and tangible goals. <br /> <br /> Schizophrenic, hit-and-miss marketing efforts, taken just for the sake of "doing something" or following the latest trend, will drain your budget and leave you with just as schizophrenic results. On the other hand, clear, consistent, clutter-free marketing will (over time) produce more consistent and satisfying results. And isn't that the goal of marketing?<br /> <br /> So, what are some other ways you can think of to declutter your marketing? Feel free to share them in the comments below.Edie at Goodcopy.comhttp://www.blogger.com/profile/05056261598723521951noreply@blogger.com0tag:blogger.com,1999:blog-5086619085742424794.post-50591901202352269572011-12-27T09:00:00.001-08:002011-12-27T09:00:37.940-08:00Marketing Takes a Holiday<p class="mobile-photo"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhfsmWcPHgfs9axcwnoNe9oQls3vuoVWdn2DN8LxPMqCKY6YCdxzw05Wi7M3H49WRnmr7aBn0UpB52056ZHLhE21YC-7ttRBFzXGVM2A9eLsSGmE4xRmKb6cs-zZ7VbxIEsrbUu1a6KV0s/s1600/skd188823sdc-737941.jpg"><img src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhfsmWcPHgfs9axcwnoNe9oQls3vuoVWdn2DN8LxPMqCKY6YCdxzw05Wi7M3H49WRnmr7aBn0UpB52056ZHLhE21YC-7ttRBFzXGVM2A9eLsSGmE4xRmKb6cs-zZ7VbxIEsrbUu1a6KV0s/s320/skd188823sdc-737941.jpg" border="0" alt="" id="BLOGGER_PHOTO_ID_5690854166947202994" /></a></p> If you're planning a winter getaway or are already thinking about a summer retreat (and really, who among us isn't thinking about summer already?), here are a few ideas to help you take your marketing with you on the road....<ul><li><strong>Hold a sale.</strong> We've all seen ads with the idea of "the boss is away, so we're having a sale" or something to that effect. Have fun with it, and make it memorable.</li><br /> <li><strong>Send postcards.</strong> Bring the names and addresses of your top customers with you, and send them postcards from on the road. Or send postcards back to the office, and have your employees post them in a common area where everyone (customers included) can see them.</li><br /> <li><strong>Blog about it.</strong> Along those same lines, post regular updates to the company (and/or your personal) blog, with lots of photos and details about the things you're doing on your trip.</li><br /> <li><strong>Encourage involvement.</strong> Ask your customers to send you updates when they go on vacation, then post them to a display at work or as guest posts on your blog.</li><br /> <li><strong>Have some fun.</strong> Bring along an item related to your company, such as a shopping bag or mug with your logo on it, or a fun object like a garden gnome or stuffed animal wearing a company shirt. Then take pictures of the object sitting in front of popular tourist attractions.</li><br /> <li><strong>Make a promotion/game out of it</strong> by encouraging your customers to do the same thing on their trips or by having people guess where these photos of your "mascot" were taken. If you have your customers take their own photos, supply them with the "mascot" to take with them on their trip, and offer an incentive for participating (such as $x off their next purchase for each photo they provide).</li></ul>So, what other vacation-related marketing ideas can you think of? I'd love to read about them in the comments below.Edie at Goodcopy.comhttp://www.blogger.com/profile/05056261598723521951noreply@blogger.com0tag:blogger.com,1999:blog-5086619085742424794.post-65124212797466185202011-12-23T05:34:00.000-08:002011-12-23T05:35:04.878-08:00Gumming Up the Works<p class="mobile-photo"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh4fDHMGrz5_2eDNW43wRH3peDEAh5Wg6I_bn6zuRLbY5Gw7hwEskGZVmDU26MI1y0df61L7CtLD-IaJmAG95G2IqldLXdljWBzszQa1gXIl-XMqA9jHSwEyM8bU4kjTOKu-rIbilrZuqo/s1600/90992025-704879.jpg"><img src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh4fDHMGrz5_2eDNW43wRH3peDEAh5Wg6I_bn6zuRLbY5Gw7hwEskGZVmDU26MI1y0df61L7CtLD-IaJmAG95G2IqldLXdljWBzszQa1gXIl-XMqA9jHSwEyM8bU4kjTOKu-rIbilrZuqo/s320/90992025-704879.jpg" border="0" alt="" id="BLOGGER_PHOTO_ID_5689316854093195122" /></a></p> Here's something to chew on as you think about your business plans for the coming year: <br /> <br /> A young entrepreneur moved from Philadelphia to Chicago in 1891 with $32 in his pocket and the idea of selling his family's scouring soap to customers. As an incentive, the 29-year-old offered free baking powder with each soap purchase.<br /> <br /> Before long, the baking powder became so popular that he began selling it instead. He then came up with a new incentive: two free packages of chewing gum with each can of baking powder sold. <br /> <br /> As you might have guessed, the gum proved more popular than the baking powder, so he decided to change his product line once again. And that is how William Wrigley, Jr., started one of the most iconic brands of chewing gum on the market today.<br /> <br /> In business (as in life), things don't always go exactly as we plan. Markets change, technologies evolve, and what worked yesterday won't always work today, tomorrow, or down the road.<br /> <br /> Knowing when -- and how -- to adapt can mean the difference between success and failure for any enterprise. In Wrigley's case, that meant understanding his customers' evolving needs -- and adapting his product line to meet those new demands.<br /> <br /> What will it mean for you and your company in 2012? Only time will tell, so be prepared to recognize new trends, embrace new attitudes, and adapt your plans accordingly.Edie at Goodcopy.comhttp://www.blogger.com/profile/05056261598723521951noreply@blogger.com0tag:blogger.com,1999:blog-5086619085742424794.post-84808154901442575582011-12-20T09:16:00.001-08:002011-12-20T09:16:25.102-08:00Seven Steps to a Better Sales Letter<p class="mobile-photo"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhwzxzV-OP1Fmuplv1BuYn8sw6-Fq-4GW2iiiw1T0AYn1J4cr8_OBngsoOYXZpqZjDtvSXQdUxP4mTVAGIzW3w8bU7JEoUyZcByOfj7a-yHIR5BNSOgW__93SZ_MpWsCdQxyxjk4NZEdcc/s1600/E000179-785103.jpg"><img src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhwzxzV-OP1Fmuplv1BuYn8sw6-Fq-4GW2iiiw1T0AYn1J4cr8_OBngsoOYXZpqZjDtvSXQdUxP4mTVAGIzW3w8bU7JEoUyZcByOfj7a-yHIR5BNSOgW__93SZ_MpWsCdQxyxjk4NZEdcc/s320/E000179-785103.jpg" border="0" alt="" id="BLOGGER_PHOTO_ID_5688260636432714306" /></a></p> Even in today's increasingly wired world, sales letters remain a staple of most sales processes. Whether on paper or by email, a well-crafted sales letter can help reinforce your sales message, convey information about your products, break the ice, and warm a cold call. Here are seven tips to help you make your sales letters more appealing.<br /> <ol><li>Plan ahead. Outline your thoughts before you start drafting your letter. Decide what you want to say and how you want to say it.</li><br /> <li>Start strong. If you're not sure how to open your letter, consider a quote, anecdote, story, or other attention-getting device. But keep it short. Remember, you want to get the reader's attention... not get it and then lose it right away.</li><br /> <li>Don't bury the lead. Avoid the temptation to "build excitement" for two or three paragraphs before revealing your reason for writing. Come out and state it right away in the opening paragraph or two. If you're offering a discount or requesting a meeting, say so up front. Your reader is busy. Respect their time.</li><br /> <li>Use short, active sentences. Your letter will flow better and be easier to read. By the same token, keep the tone conversational and avoid exaggerations, embellishments, and flowery prose.</li><br /> <li>Consider headlines and bulleted lists. Busy readers are far more likely to skim your letter than to read it word for word. Headlines and bulleted lists will help draw attention to the points you want to emphasize.</li><br /> <li>Add a P.S. A reader's eyes are naturally drawn to the P.S. line when they read a letter, so use a P.S. to restate your offer or emphasize a key point you made elsewhere in your letter. Consider making it a handwritten P.S. (depending on your penmanship) for even greater effect.</li><br /> <li>Proof it carefully. Don't rely on your software's spell-checker to catch every mistake. Ideally, you'll want to print the letter out and proof it on paper, rather than just proofing it on screen. If time permits, allow a day between the time you write the letter and proofread it, so you see your words with fresher eyes and a more objective point of view.</li></ol>Edie at Goodcopy.comhttp://www.blogger.com/profile/05056261598723521951noreply@blogger.com0tag:blogger.com,1999:blog-5086619085742424794.post-12360669872962963712011-12-13T09:21:00.001-08:002011-12-13T09:21:50.019-08:004 Steps to Turning Objections into Sales<p class="mobile-photo"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiG_7w9rhoAdsRFks2vSz_DCXBOrTs33kyVPt5XGYq-s2tt1HO0-YDARTos0qjgIACJ1PAb-7mcbZuyFsmJQhlmb5vsPfShv3H5ZB4ZudtzRLI36bsMmRwAy7nwF5GqPSdU3Q8vAC1TyBE/s1600/97058532-710020.jpg"><img src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiG_7w9rhoAdsRFks2vSz_DCXBOrTs33kyVPt5XGYq-s2tt1HO0-YDARTos0qjgIACJ1PAb-7mcbZuyFsmJQhlmb5vsPfShv3H5ZB4ZudtzRLI36bsMmRwAy7nwF5GqPSdU3Q8vAC1TyBE/s320/97058532-710020.jpg" border="0" alt="" id="BLOGGER_PHOTO_ID_5685664438852133810" /></a></p> Objections are a natural part of virtually any sales process. How you deal with them will go a long way in helping you close more sales. Here are four steps to help you turn objections into sales:<br /> <br /> <strong>1. Believe in what you're selling.</strong><br /> It's always easier to convince someone else to buy your product or service if you truly believe doing so is in the best interest of the customer. When you believe in the products you sell, your passion and enthusiasm shine through. So make sure your products and services are worthy of your talent and time. If they aren't, decide why not. Then improve them until they are. <br /> <br /> <strong>2. Anticipate objections.</strong><br /> What potential worries might prospects have when they first see your products? The specifics will vary of course based on the kinds of products you sell. For some, there might be pricing concerns or worries over setup costs and the learning curve. For others, security, safety, or support might be more apropos. Whatever the case, think of as many objections as you can ahead of time, then look for creative ways to address those issues as part of your presentation. Prospects will feel more confident investing in your products or services once they see how much thought and effort you put into overcoming the "real world" challenges facing them.<br /> <br /> <strong>3. Listen... and hear.</strong><br /> We've all heard the adage that we have two ears and one mouth so we listen twice as much as we speak. In sales, listening is essential -- as is truly hearing what a prospect is saying and determining what they really <i>mean</i> by what they say. So how can you improve your listening? Start by asking questions and restating the concerns a prospect shares with you, so you're sure you understand them properly. All of this will go a long way in helping you connect, build trust, and reach a mutually beneficial sale.<br /> <br /> <strong>4. Remain positive.</strong><br /> This is potentially the hardest step to follow. No one likes to hear criticism leveled against the products and services they've worked so hard to develop, build, and sell. But objections are natural, and they aren't personal. Remember that the customer is just trying to make sure they get the best value for their hard-earned money. So try not to get defensive when someone raises an objection. Instead, try to get to the bottom of what's causing the concern, so you can address it properly and help the prospect feel more comfortable about the sale. Stay as professional and upbeat as you can. Don't sugarcoat legitimate concerns, but don't get shaken, either. Remember that objections are a part of every sale.Edie at Goodcopy.comhttp://www.blogger.com/profile/05056261598723521951noreply@blogger.com0tag:blogger.com,1999:blog-5086619085742424794.post-87016438676678602922011-12-09T09:06:00.001-08:002011-12-09T09:06:29.584-08:00Are You Just Spending Time...or Investing?<p class="mobile-photo"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiMWnW6sGgIxkEIWUhC7Zqf9Fxa2auPsob-90wVl8ercKJx_5sICmkhNwZLDVz7U-EHIhDAw-IypOpsHybjxEmUJobOhuUiqed179qNA0ppYKlCAuvxI2mpqcV4fvLPGPTRqnw85Wt9mio/s1600/87787850-789586.jpg"><img src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiMWnW6sGgIxkEIWUhC7Zqf9Fxa2auPsob-90wVl8ercKJx_5sICmkhNwZLDVz7U-EHIhDAw-IypOpsHybjxEmUJobOhuUiqed179qNA0ppYKlCAuvxI2mpqcV4fvLPGPTRqnw85Wt9mio/s320/87787850-789586.jpg" border="0" alt="" id="BLOGGER_PHOTO_ID_5684176141808611730" /></a></p> December is a time of reflection for many of us, as we approach the end of one year and the start of another. Recently, I ran across a quote from Helen Keller that I thought fit this spirit well, and I wanted to share it with you here.<br /> <blockquote>I will not just live my life.<br /> I will not just spend my life.<br /> I will invest my life.</blockquote><br /> As you probably know, Helen Keller was an incredible woman who, despite being born both blind and deaf, became an accomplished author, speaker, and activist. She invested her life helping others, and the world was better for it. In her lifetime, she inspired many with her words and actions alike, even earning the Presidential Medal of Freedom from President Lyndon Johnson in 1964.<br /> <br /> I like the idea of life as an investment. Unfortunately, in our busy and hectic world, it can be easy sometimes to forget that time is our most precious commodity and that we must do more than spend it. We must invest it in the people we care about, the causes that inspire us, and the businesses we're working to grow.<br /> <br /> So how are you investing your life? And how do you plan to invest it in the year ahead?<br /> <br /> Michelangelo once wrote, "The greatest danger for most of us is not that our aim is too high and we miss it, but that it is too low and we reach it." Make sure you're aiming high and investing your life wisely.Edie at Goodcopy.comhttp://www.blogger.com/profile/05056261598723521951noreply@blogger.com0tag:blogger.com,1999:blog-5086619085742424794.post-86192909223524529732011-12-06T09:08:00.001-08:002011-12-06T09:08:15.730-08:00Why Your Business Needs a Portfolio<p class="mobile-photo"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgJNPbtl7j378i2cjj7eEi-glUus9wq_HtZJ0-oXjHIk_apjXAiH2dkyAq_q1cYI2sVfeOybV2711LPrQvpQHJi0u5drhE7YxZKoFUz28UFLl34G00uEWdGanZFCGgikj-hPb1YDlcWWOg/s1600/87511037-795730.jpg"><img src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgJNPbtl7j378i2cjj7eEi-glUus9wq_HtZJ0-oXjHIk_apjXAiH2dkyAq_q1cYI2sVfeOybV2711LPrQvpQHJi0u5drhE7YxZKoFUz28UFLl34G00uEWdGanZFCGgikj-hPb1YDlcWWOg/s320/87511037-795730.jpg" border="0" alt="" id="BLOGGER_PHOTO_ID_5683063346374802002" /></a></p> When many people think of a portfolio, they think about job hunting. However, portfolios can be a valuable tool for any type of business. A portfolio can not only help you showcase your products and marketing efforts, but it can also help you organize your achievements, such as special certifications, awards, letters of recognition, thank you letters, customer testimonials, and more. In addition, a company portfolio can be a great training tool for new employees, merging businesses, or joint ventures with other organizations. Here are a few tips for creating a company portfolio you can be proud of: <ul><li>Designate one person in your company to be in charge of your company portfolio.</li><br /> <li>Consider inserting documents or photos into plastic sleeves or pockets in a three-ring binder. Not only are the pages protected, but they can also be reorganized.</li><br /> <li>Use labeled tab dividers to organize by date and/or topic.</li><br /> <li>Include original documents and marketing materials whenever possible, and do not write on the documents themselves. Instead, insert a piece of paper to highlight the date or write other notes.</li><br /> <li>Keep separate binders for news articles, advertisements, promotional materials, certifications, awards, etc.</li><br /> <li>Create a marketing binder that highlights all of your print materials, from simple, one page product flyers to product catalogs. This is also a great way to keep track of previous promotions, past products, and messaging.</li><br /> <li>Create a reminder in your calendar to update your portfolio regularly (monthly or quarterly) so information doesn't fall by the wayside.</li></ul>Edie at Goodcopy.comhttp://www.blogger.com/profile/05056261598723521951noreply@blogger.com0tag:blogger.com,1999:blog-5086619085742424794.post-26704996056150366002011-12-02T08:16:00.001-08:002011-12-02T08:16:40.505-08:00Marketing Your Goodwill<p class="mobile-photo"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgaztp99mIwol8vZFdC3PokOZrUnF9XVg9MseMtYeWnf1syJk7sf4ZMZxFh2xQUdurTVguBZruHYBWntQwuAoSoUYunZ3wUR_mbjdU2p_C8-D0EA8B1lx1EMY9XFJZhwSCF3JgKctb-4g8/s1600/87634963-700505.jpg"><img src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgaztp99mIwol8vZFdC3PokOZrUnF9XVg9MseMtYeWnf1syJk7sf4ZMZxFh2xQUdurTVguBZruHYBWntQwuAoSoUYunZ3wUR_mbjdU2p_C8-D0EA8B1lx1EMY9XFJZhwSCF3JgKctb-4g8/s320/87634963-700505.jpg" border="0" alt="" id="BLOGGER_PHOTO_ID_5681565707908406338" /></a></p> In the business world, the benefits of charitable giving are two-fold: Giving lets you not only help those who are in need, but also enhance your company's reputation. Many customers show increased loyalty toward generous brands. Here are a few creative ways to market your goodwill:<ul><li>Encourage customers to purchase from you rather than your competition by designating specific products or services for your charity. For example, "5 percent of proceeds from all XYZ pet products purchased benefits local animal shelters."</li><br /> <li>Add a feature section to your website, highlighting your charity. Include a link to the charity's website, as well as information about any upcoming charity events.</li><br /> <li>Create a giving campaign for your charity, and encourage customers to join in. This will help build stronger relationships with your customers and nurture a sense of pride in helping toward a common goal. For example, you might try something like this: "We will donate $1 for every canned food donation we receive during our Annual Food Drive for the Hungry."</li><br /> <li>Send a press release to local media to publicize your donations to charities.</li><br /> <li>Promote your charitable involvement in your newsletters, flyers, brochures, advertisements, etc.</li><br /> <li>Promote your charity at your business. Make brochures about the charity available, include charity flyers with purchases, hold internal fundraising contests, etc.</li><br /> <li>Advertise your products and services in your charity's preferred communication vehicles, such as newsletters.</li><br /> <li>Offer exclusive discounts to people involved with your charity.</li><br /> <li>Donate items to your charity that they can use for raffles or other fundraising events. The presence of your donation is an advertisement in itself.</li><br /> <li>Instead of sending customers Christmas cards or gifts, let them know you are making a contribution to your charity instead.</li></ul>Of course, while corporate giving is a great way to build your business, don't forget that your primary motivation should be to help others.Edie at Goodcopy.comhttp://www.blogger.com/profile/05056261598723521951noreply@blogger.com0tag:blogger.com,1999:blog-5086619085742424794.post-31032831674965525712011-11-28T08:44:00.001-08:002011-11-28T08:44:14.687-08:00Trade Show Fashion Faux Pas<p class="mobile-photo"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhsYBmPr5itcGSQYjx9PaXeqLMjt25VvroPHYBYJ5-u6ITg5318eYq2_hD-qceHk3tX76CarAY45Z4_sEJN7XyVuRXLiWPmiCWdSZ2vWTcSiTOj_DyiRaeJRONuPjhLv5rj3TUzgNOq7J8/s1600/78026641-754690.jpg"><img src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhsYBmPr5itcGSQYjx9PaXeqLMjt25VvroPHYBYJ5-u6ITg5318eYq2_hD-qceHk3tX76CarAY45Z4_sEJN7XyVuRXLiWPmiCWdSZ2vWTcSiTOj_DyiRaeJRONuPjhLv5rj3TUzgNOq7J8/s320/78026641-754690.jpg" border="0" alt="" id="BLOGGER_PHOTO_ID_5680088473352335938" /></a></p> It doesn't take a fashion expert to know that some things don't belong at trade shows. Here are a few examples of what not to wear at trade shows and other business events:<ul><li>Too much or too little. There is nothing worse than freezing or sweating at a networking event. Dress in comfortable layers that you can easily add or remove as needed, such as a suit jacket over a dress shirt.</li><br /> <li>Clothing without a pocket or two. Pockets are always handy for business cards, pens, breath mints, etc.</li><br /> <li>New shoes. While new shoes may look nice, nothing looks worse than missing out on important introductions because you can't stand to be on your feet. Trade shows usually involve long hours and lots of standing and walking. Stay in the game by picking a shoe that's made for walking, or watch the competition walk all over you.</li><br /> <li>Cologne. Fragrances should be alluring, not overpowering. If you are within talking distance and can smell someone's perfume or cologne, it is too strong.</li><br /> <li>Clothes which are too tight, too short, too revealing. No matter whether your pants are popping a button because they shrunk in your closet or are snug by choice, clothing that is too tight is not only unprofessional but distracting.</li><br /> <li>Gaudy jewelry. You want to be remembered for your personality or impressive product knowledge, not your giant jangling earrings or over-jeweled hands.</li></ul>Edie at Goodcopy.comhttp://www.blogger.com/profile/05056261598723521951noreply@blogger.com0tag:blogger.com,1999:blog-5086619085742424794.post-55852644820646986922011-11-22T06:08:00.001-08:002011-11-22T06:08:38.425-08:00Nailing Down the Details<p class="mobile-photo"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjOvbc9yvccqXrtKqRpOj1bBKGDkfE73D3xSVtCq1qhQGI0g-zKDw-zkcVPpe1s1eHn44cQGSp30EKqR-ibFzkZUgZOfiAN8J_sdB0qXV2LDLrHwGPt8feXMX-i_wbTv2oLXfd2Uq_mjCc/s1600/93233584-718425.jpg"><img src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjOvbc9yvccqXrtKqRpOj1bBKGDkfE73D3xSVtCq1qhQGI0g-zKDw-zkcVPpe1s1eHn44cQGSp30EKqR-ibFzkZUgZOfiAN8J_sdB0qXV2LDLrHwGPt8feXMX-i_wbTv2oLXfd2Uq_mjCc/s320/93233584-718425.jpg" border="0" alt="" id="BLOGGER_PHOTO_ID_5677821862725120210" /></a></p> I'd like to share a verse with you, written four centuries ago by a Welsh clergyman named George Herbert and published by Benjamin Franklin in his Poor Richard's Almanack.<br /> <blockquote>For want of a nail, the shoe was lost.<br /> For want of a shoe, the horse was lost.<br /> For want of a horse, the rider was lost.<br /> For want of a rider, the battle was lost.<br /> For want of a battle, the kingdom was lost.<br /> And all for the want of a horseshoe nail.</blockquote><br /> It's amazing to think how important small details can be in our own lives, as well. In the case of this poem, the fate of an entire nation rested on a single nail. While obviously farfetched, this story does illustrate the far-reaching effects a seemingly insignificant detail can have in shaping events in our lives... and in the lives of our businesses.<br /> <br /> So, as you consider the activities and decisions facing your company in the days, weeks, and months ahead, be careful not to overlook any horseshoe nails. <br /> Edie at Goodcopy.comhttp://www.blogger.com/profile/05056261598723521951noreply@blogger.com0tag:blogger.com,1999:blog-5086619085742424794.post-57795364577115510712011-11-18T09:14:00.000-08:002011-11-18T09:15:10.235-08:003 Things Your Business Can Learn from a Chameleon<p class="mobile-photo"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiimOqb5XyQ6TyB46a-bqkdGqkLOU-L-5_Ll5okXYL26qL7VgV-0_FFbpKGhA76umTxC2nLUpTFMUjv-Z0R2qOZVEBY1-cvbBvISzQ0Qxcw8I5Vp-BfSajrnAY8HzoAARFA6WyjQfF68Qg/s1600/112803811-710236.jpg"><img src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiimOqb5XyQ6TyB46a-bqkdGqkLOU-L-5_Ll5okXYL26qL7VgV-0_FFbpKGhA76umTxC2nLUpTFMUjv-Z0R2qOZVEBY1-cvbBvISzQ0Qxcw8I5Vp-BfSajrnAY8HzoAARFA6WyjQfF68Qg/s320/112803811-710236.jpg" border="0" alt="" id="BLOGGER_PHOTO_ID_5676385591223884114" /></a></p> Chameleons are amazing creatures. And not just because they appear in a hit '80s song or <a href="http://teusje.files.wordpress.com/2010/08/commachameleon.jpg" target="_blank">humorous word-nerd send-up</a>. No, chameleons are amazing for three distinct reasons. And each relates (in its own small way) to business.<br /> <br /> <strong>1. Chameleons adapt to changes surrounding them.</strong><br /> While the common belief that chameleons change colors in order to blend in with their environment is not true, chameleons do change color based on temperature, light, and mood. As a chameleon grows warmer, for example, its colors become brighter and more distinct.<br /> <br /> Business application: Like the chameleon, we, too, need to adapt to changes affecting us. As the competition turns up the heat, we need to let our true colors shine through, so we can stand out from the crowd.<br /> <br /> <strong>2. Chameleons can focus on two things at once.</strong><br /> A chameleon's eyes move independently of one another, allowing it the peculiar ability to watch two things simultaneously... without moving its head. What's more, each eye has a horizontal radius of 180 degrees and vertical radius of 90 degrees, and can see in three dimensions.<br /> <br /> Business application: While a singular focus can have its advantages in certain situations, being too focused on only one option (tunnel vision) can sometimes make us overlook opportunities or obstacles in our way.<br /> <br /> <strong>3. Chameleons strike quickly and with pinpoint control.</strong><br /> A chameleon's sticky tongue is a marvelous thing. Roughly the length of the creature's body and tail combined, it can extend and retract in just a fraction of a second, with deadly accuracy and control.<br /> <br /> Business application: Like a chameleon hunting its dinner, we need to remain nimble, too, so we can act quickly and with pinpoint control when opportunities arise.Edie at Goodcopy.comhttp://www.blogger.com/profile/05056261598723521951noreply@blogger.com0tag:blogger.com,1999:blog-5086619085742424794.post-62976354609667029162011-11-15T06:55:00.001-08:002011-11-15T06:55:27.472-08:00Fostering Innovation, Embracing Mistakes<p class="mobile-photo"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiOlxnbX2DHs-g348E7aP4MGOAibKPlbCjv0eSIy-5gTJpvqb9glctcRAmAFNt4RF3dfahxTZzINYGvsc8F897qxfGiGpWF94D8F7dsKtbnzW-aftBbZEImvxkaIZlQ6cuBVHBSE_fMbTo/s1600/92835710-727473.jpg"><img src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiOlxnbX2DHs-g348E7aP4MGOAibKPlbCjv0eSIy-5gTJpvqb9glctcRAmAFNt4RF3dfahxTZzINYGvsc8F897qxfGiGpWF94D8F7dsKtbnzW-aftBbZEImvxkaIZlQ6cuBVHBSE_fMbTo/s320/92835710-727473.jpg" border="0" alt="" id="BLOGGER_PHOTO_ID_5675236328110657698" /></a></p> Think mistakes are always bad? Think again. William L. McKnight, a former president and chairman of the board at 3M, has been credited by many with fostering the company's emphasis on innovation. In 1948, while president of the company, McKnight had this to say about mistakes.<br /> <br /> <blockquote>"Mistakes will be made. But if a person is essentially right, the mistakes he or she makes are not as serious in the long run as the mistakes management will make if it undertakes to tell those in authority exactly how they must do their jobs. Management that is destructively critical when mistakes are made kills initiative."</blockquote><br /> <br /> Today, 3M holds patents on hundreds (if not thousands) of products, ranging from Scotch® brand tapes and Post-It® Notes to fiber optics, fuel cell components, security devices, and more. By accepting mistakes as an inevitable part of business, 3M has built and maintained a highly successful brand in a fiercely competitive market. Along the way, they've earned a reputation as a leader in fostering innovation and attracting top talent to their team.<br /> <br /> So what can you learn from one of the world's leading brands? Embracing initiative means accepting mistakes and learning to loosen the reins.Edie at Goodcopy.comhttp://www.blogger.com/profile/05056261598723521951noreply@blogger.com0tag:blogger.com,1999:blog-5086619085742424794.post-20902258970216384972011-11-11T09:59:00.001-08:002011-11-11T09:59:40.960-08:00The Power of a Good Word<p class="mobile-photo"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgLARQXOSAu6LEWf0i7-hrfFWgsjZvlAxvSvB50x1T_1pba50kISZnMwfohY7CarEfMbd4n280OFgdr5vX2lRMHTbtshn20N5n_vzW-aKZuCa_ZjTsify7YorL01HhzvKRqbosRoKCGrso/s1600/108708885-780961.jpg"><img src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgLARQXOSAu6LEWf0i7-hrfFWgsjZvlAxvSvB50x1T_1pba50kISZnMwfohY7CarEfMbd4n280OFgdr5vX2lRMHTbtshn20N5n_vzW-aKZuCa_ZjTsify7YorL01HhzvKRqbosRoKCGrso/s320/108708885-780961.jpg" border="0" alt="" id="BLOGGER_PHOTO_ID_5673799467060412434" /></a></p> Referrals are among the most effective and least expensive marketing tools available to small business owners. People don't always trust an ad or sales call, but they do trust their friends. <br /> <br /> Think about the places you've done business with in the past week, month, or year. What first led you to those establishments? Was it an ad on TV, on the radio, or in the newspaper? Perhaps a piece of direct mail? Maybe a billboard or website? Or a particularly persuasive sales call? All of these are effective means of marketing to the public. But none is as effective as a referral from a colleague or friend.<br /> <br /> A referral from a friend will carry far more weight in most people's minds than the cleverest ad or most well-articulated sales call. So how can you generate more referrals for your company?<ul><li><strong>Model it.</strong> If you want your customers to start referring people to you, refer your friends and colleagues to your customers' companies, too. Reciprocity is a powerful thing. If you refer business to others, they will be far more likely to refer business to you.</li><br /> <br /> <li><strong>Ask.</strong> When you meet with established customers to follow up on a sale or just to check in, ask if they know anyone else who might need your services. Even if they can't think of anyone on the spot, your question will plant a seed and remind them to think of you when they do come across a friend who might benefit from what you sell.</li><br /> <br /> <li><strong>Offer an incentive.</strong> Provide a discount or special thank-you gift for those who do provide referrals. Make it something fun and worthwhile that will make your customers realize how seriously you take their business. In some cases, that might mean a month of free service, a free upgrade or enhanced service plan, or some other unique perk available only to them. Tailor your incentive to your own specific business and customer base. You may also want to offer a discount to the prospect who was referred.</li> <br /> <br /> <li><strong>Keep doing what you're doing.</strong> If you're providing outstanding service and support, along with exceptional products and services, referrals will come. If someone enjoys doing business with you and feels like you're providing good value for their money, it's almost certain that eventually they will start telling others about you and talking you up with their friends and colleagues. Of course, the opposite is true, as well, so make sure you're providing the kind of service worthy of a positive referral.</li><br /> <br /> <li><strong>Say thanks.</strong> Whether you have a formal referral program or not, when someone tells you they were referred by a friend, make a point of thanking that friend. Even something as simple as a hand-written note in the mail will let your customer know how much you appreciate their kindness.</li></ul>Edie at Goodcopy.comhttp://www.blogger.com/profile/05056261598723521951noreply@blogger.com0tag:blogger.com,1999:blog-5086619085742424794.post-80319820285026920832011-11-08T07:03:00.001-08:002011-11-08T07:03:26.629-08:00What's Your Mission?<p class="mobile-photo"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjFDi8dgQw0tomYH7RE4qdF1qZbOVFkIH-L6URlC16-2cjll-EdH2n-voylN0x9Hi4aeJPm9M8_7jZZdKJlnXBUF_Q3BCnKy_jmzTgUtjhhlBO1iOEbiq-y2gFLVRTm-8HGRImt1oCGdhM/s1600/56458897-706629.jpg"><img src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjFDi8dgQw0tomYH7RE4qdF1qZbOVFkIH-L6URlC16-2cjll-EdH2n-voylN0x9Hi4aeJPm9M8_7jZZdKJlnXBUF_Q3BCnKy_jmzTgUtjhhlBO1iOEbiq-y2gFLVRTm-8HGRImt1oCGdhM/s320/56458897-706629.jpg" border="0" alt="" id="BLOGGER_PHOTO_ID_5672640792109668530" /></a></p> Gandhi once said, "A small body of determined spirits, fired by an unquenchable faith in their mission, can alter the course of history." Gandhi and his followers certainly did just that, as have many others who took a mission to heart.<br /> <br /> In the 1980 movie, The Blues Brothers, Jake and Elwood Blues are men on a mission. They experience a revelation and decide they must get their old band back together in order to earn enough money to save the Catholic boarding school where they were raised. Not quite as grand a mission as Gandhi's, no doubt, but a mission just the same.<br /> <br /> Chances are, your company has a mission, too, with an accompanying mission statement, carefully crafted and culled to provide optimal guidance in the decisions you make as an organization. <br /> <br /> But what about you personally? What's your mission? What drives your own personal decisions? Your career, aspirations, and dreams? What prism do you use to focus your thoughts and cast light on the choices you face at work, at home, and in the world?<br /> <br /> Experts like Dr. Stephen Covey advocate the need for a personal mission statement to guide the decisions that affect your own life and career. Just as successful companies use mission statements to clarify and filter their organizational decisions, many successful individuals do the same on a personal level, as well.<br /> <br /> FranklinCovey has put together an <a href="http://www.franklincovey.com/msb/" target="_blank">online Mission Statement Builder</a> to help you create a personal mission statement for yourself, your family, and your team. I recommend checking it out and giving it a try.<br /> <br /> As you begin filtering your day-to-day decisions through a personal mission statement, you may be surprised to find that reaching your goals becomes easier.Edie at Goodcopy.comhttp://www.blogger.com/profile/05056261598723521951noreply@blogger.com0