I just found this gem of a blog called Yellow Pages Power by Steve Yankee.  Almost all of his posts have a great little nugget of information about designing or writing ad copy for yellow pages.

In “Extras” Help Your Ad Outperform Others, I just learned this…

And here’s a little known fact for you: yellow pages aren’t really printed on yellow paper. It’s far more economical to print phone directories on white paper stock, and then use yellow ink to print the background color, and black ink to print the ads themselves. For years, having a yellow ad background was your only available choice but lately, most phone books have offered “white reverse” ad backgrounds, where your ad can feature a non-yellow background. This is another inexpensive trick to improving your ad readership.

I had actually wondered about that a few times.
Look Steve’s blog over.  It’s definitely worth the read.

I first saw Stanford’s Persuasive Technology Lab on Grokdotcom’s “Stanford’s 10 Guidelines for Increased Web Credibillity” by Jeff Sexton where they have a 65 slide show, which is definitely worth watching but it is kind of long so I included the short list here:

Stanford Guidelines for Web Credibility

1. Make it easy to verify the accuracy of your information.
2. Show that there’s a real organization behind your site.
3. Highlight the expertise in your organization and in the content and services you provide.
4. Show that honest and trustworthy people stand behind your site.
5. Make it easy to contact you.
6. Design your site so it looks professional (or is appropriate for your purpose).
7. Make your site easy to use — and useful.
8. Update your site’s content often (at least show it’s been reviewed recently).
9. Use restraint with any promotional content e.g, ads, offers).
10. Avoid errors of all types, no matter how small they seem.

These guidelines are based on three years of research involving more than 4,500 people. Want to read the additional comments and supporting research on each guideline?

I have been using postcard marketing campaigns extensively - for my own businesses as well as managing postcard campaigns for my clients’ businesses. I have even made postcards for individuals (professional outside salespeople).
Postcards are an inexpensive and highly effective way to launch new products, generate targeted traffic for a website, and stimulate interest in a new product, website, or company; not to mention generate immediate sales.  I have even successfully used them to spread the work to companies with complimentary - but not competing - products that we will happily reciprocate if they send leads our way.

You might be amazed at the range of positive responses you can get out of highly targeted postcard marketing campaigns. Recipients are often thrilled to learn about a product or service they did not know about. I keep postcards on my desk and personally handwrite and send between 40 and 75 per week. I believe handwritten notes are most effective and certainly the most targeted.

This post from startup nation about the benefits of postcard marketing lists five traits of effective post cards as told by the experts at the post office. The five traits are:

1. They’re eye-catching: Your postcard doesn’t have to be art, but it helps if it’s attractive. Adding a high quality photo or other image will help
2. They’re simple: It’s a postcard, not a novel. Pretend every word is costing you $500. A jumble of information won’t do it. Simple, bold headlines like “Fall Fashions Are In!” or “50% Off Cookware” work best - then explain where, when and a few other details
3. They’re timely: Messages such as “Your Service Contract Expires June 1” work great - if you have a timely message of some kind for your customers, use it
4. They’re two-sided: Be sure to use both sides of your postcard, but not every inch. Use one side like a poster and the other for a few details. Or put an ad on one side and a personal message on the other
5. They’re multifaceted: A postcard can double as a coupon, gift certificate or event ticket. Ask people to present the card to claim an offer. It’s an easy way to measure effectiveness.

I couldn’t agree more. I might add a few others but these will certainly get you started on the right foot.

Pay special attention to #2 (They’re simple).  Probably the easiest trap to fall into is what I call information-creep.  When designing a card it is very easy to want to add one more bullet or one more detail or one more line or one more image, etc. Keep it simple with an effective headline and a great offer and you will get your chance to tell them everything you want about your products when they call.

I have to add this one:  If you are going to send one, send three. The effectiveness of your postcard marketing campaign increases exponentially by sending multiple postcards.

If you want help with your postcard marketing campaigns, call me at (832) 628-0987 or contact me online.

The Internet is abuzz with chatter. Many times the comments flying around forums, blogs, and social networks are unsolicited feedback about businesses, products and services. Positive word-of-mouth (sometimes classified as viral marketing) provides marketing results that money cannot buy, and negative feedback can have the opposite effect if not handled properly.

How to Get the Right People to Talk about Your Company

To identify the people that will give you the best results when talking about your products or services, look for groups online that are most like your customers. There will always be more people talking about you than customers – just picture how many people talk about sports cars but do not actually own them.

Finding people that use your product or service, who are also the types who will vocalize your product in a good way takes some research and time but you wil find them with a little diligence. Create a list of qualified target “talkers” from sources such as:

1. Bloggers who run blogs that relate to your product or service.
2. People who request free promotional items and samples by phone or online.
3. Trade show visitors who complete contest or “more information” entry forms.
4. Website visitors that complete your reply form online.
5. Find a few good online forums to hang around in like Google Groups or Yahoo Answers.
   

After you have identified your target commenters, think about what you could do to motivate them to write about you. Talkers are usually motivated by some combination of the same three elements; perks, recognition, and feeling important.

How to Identify the Topics Related to Your Business that will Keep them Talking

Create something in your business that is worth talking about. If nothing new, interesting, or out-of-the-norm is going on, then any discussion about it will probably feel contrived and boring.

For example, when cereal-maker General Mills released Fiber One bars last year, fitness and diet forums were blasted with discussion about the snack bars. The bar was hailed as one of the best quality and most nutritional granola-like products on the market, and sales of the product skyrocketed.

How to Chime Into the Conversation

Provide a forum and easy ways for people to talk about you. Some common online techniques will provide a place for your admirers to talk, and you to join in where appropriate.

NOTE! Be respectful. Remember that people are in those forums to chat and learn - not to hear your marketing pitch. They hate that and can smell it a mile away no matter how cleverly you insert comments about “this new product you found.” Add valuable and helpful comments to the discussions.

Try these techniques:

• Post positive testimonials from satisfied users on your blog or website as a conversation starter.
• Send an e-newsletter.
• Create a forum.
• Start an active blog with fresh new posts regularly.

How to Know if the Word-of-Mouth Campaign is Going Well

Believe it or not, there is actually a Word of Mouth Marketing Association. Within this association, there is a segment called the Research and Metrics Council that deals specifically with gaging the effectiveness of word of mouth campaigns.

They break down online word of mouth marketing into four categories of social networking sites; online communities, blogs, forums, and ratings/reviews.

You know you are successful with word of mouth marketing when people are saying good things about you. If your most influential customers are satisfied, and are talking about it, your marketing is working.

A tool you can use to gauge if your word of mouth campaign is working well is called the Net Promoter Score. This number can help you gauge the level of customer loyalty. This information comes from the answer to one commonly-heard question – something along the lines of “How likely are you to recommend XYZ Company to your friends.” The answer to this question divides respondents into three categories; Promoters, Passives, and Detractors. Promoters are the most value resource since they are the most loyal, and will give profitable referrals. Passives are neutral, and Detractors are seen as a liability, actually working against business development efforts. A business can calculate its own score by using this formula:

% Promoters - % Detractors = Net Promoter Score

When compared to competitors, this score is said to correlate to business growth, profit, and development.

The Flip Side of Word of Mouth: What to Watch Out For

Jack Trout has wrote “Is Word of Mouth All It’s Cracked Up to Be” for Forbes Magazine to help put word-of-mouth marketing into perspective, and explain some unavoidable consequences to people talking about your product. Most notably on his list is the inability to control what people are saying about you. He points out that word-of-mouth is finicky and unreliable, and should be used as one of many marketing tools in your promotional efforts.

The best marketing strategy is to use multiple methods that integrated with one another to clearly state your main message about your company. When people are talking positively about you, you have definitely done something right.

How do you get someone to think your website is so important they bookmark it? Better yet, try becoming a saved TAB in their browser, automatically opening each time Firefox or IE is opened. That is an accomplishment.

1. Offer Free Samples and Giveaways

An excellent example of this technique is Wal-Mart’s site. They have developed a free sample page on their site where manufacturers offer free samples of their products. The four or five samples offered change regularly and cover a wide range of products from coffee to skin cream. People bookmark their site and check it like clockwork. Deal forums buzz about the latest additions to the page, and people talk about it on the Wal-Mart blog.

2. Take a Poll

Ask an interesting but simple question. People that are interested in the topic will come back later to view what the consensus is by other like-minded site readers. A good example of this is USA Today. After you select your vote an updated tally of all votes appears. People become fascinated by what others are thinking, and the anonymity gives the belief of honest answers.

3. Provide Fresh, Original Stuff to Read

By offering new content to readers, they will come back to read more about the topic of interest. Make sure it is well-written, and you may become a resource in the business.

4. Give a Chance to Win a Prize

Of course, the prize needs to be something that readers will value. Daytime television shows are excellent at promoting their website through contests and prizes. For example, Rachael Ray’s daytime show regularly gives the studio audience substantial prizes worth several hundred dollars, like digital cameras, for example. Her active website is cross-promoted after the TV giveaway is announced, and at-home viewers are encouraged to go online to complete an online contest entry form for the same prize.

5. Become a Directory Resource

Within your page, you can provide links to other related resource pages where visitors can go for additional, related information about the topic. Lists of links, called directories, are a great way to do this. Be sure to check the links regularly to make sure they are still functional, and continue to add new ones as you find sites that might be of interest to your readers.

6. Report the News First

In your specific business, you are probably one of the first to know about breaking news stories. Report them on your site, and you will become the industry news leader, where people interested in your field check back regularly. Sports sites typically do a good job of including a news section where readers can go to see the latest information on games, players, and stats.

Use All Available Resources and Try all of the Above

Social bookmarking is another new way to get people coming back for more. Darren Rowse has written an article entitled, “Social Bookmarking: Getting Your Blog Noticed”, where he details the major social bookmarking sites, and how to use them to your advantage. Something you can learn from Darren is that creating a valuable website or blog involves more than just writing. He is very honest about his efforts in the areas of getting out there and networking, learning, meeting, greeting, and doing. It takes a lot of hard work to create real value and value is what keeps people coming back.

Do all of the above to help you get there. Just one or two are a great start but you should experiment with each of them from time to time and use most of them on a regular basis.

The beginning of a new year is a time when people reflect on their personal and professional lives.  It is a time of goal setting and reflection. This makes the flip of a new year a wonderful opportunity for leveraging the high level of motivation to make notable change in your small business. 

Get SMART about Your Goals

As with any change, it is essential to first carefully plan your goals and objectives. Goals need to be S.M.A.R.T., which stands for:

• Specific. The goal must answer the six W’s: Who, What, Why, Where, When and Which.
• Measurable. The goal must answer: How much? How many? When is the goal reached?
• Attainable. Have a reasonable timeframe, detail a goal achievement plan.
• Realistic. Is your business willing and able to work toward the goal?
• Timely. Without the urgency of a deadline, the goal will probably not be achieved.

5 New Year’s Resolutions to Consider

This year, resolve to make changes in the way you do business that will improve the quality of your work, increase your profit, and make your company the best that it can be. While there are thousands of possible goals your can work on, these five can have the biggest impact on your small business. 

#1: Fix Profit Leaks

Nurture a mentality of finding ways to save the business money. Reward cost-savings and profit leak identifications. When you spend your time getting it right first, you avoid costly “do-overs.”

An example of a concrete plan used in the building industry, including a worksheet for calculating the cost of quality, can be found in this article by Ed Caldiera called “How to Fix the Profit Leaks in your Business.” 

#2: Create a Marketing Plan, and Stick To It

Make a plan to be more involved in learning about marketing for your business. Network with others in your business online and in person to find what is working for similar businesses in different markets.

#3: Pay Attention to Your Marketing Database

Many small businesses do not have one - gasp! Perhaps you do but it is so full of clutter, inaccuracies, duplicates, and incomplete profiles that it is useless. Clean it, start one, or do whatever you need to do to accurately capture your customers’ and prospects’ information. This invaluable tool is essential for small businesses today. 

#4: Make it Easier to Work

Make it a goal to look at the internal work processes of your business. Are you working the smartest way possible? Do a work-flow analysis of your small business and look for ways to trim processing times, and cut out unnecessary tasks. There are plenty of workplace activities that happen “because we’ve always done it that way.”

#5: Make it Easier for Prospects to Work with You

Track your customer and prospect comments, especially the negative ones, and make changes when feasible. Are people telling you that your phone system is a pain in the neck? Fix it! An hour or two spent correcting the phone system can save you hundreds of abandoned calls.  The same holds true for your company website. Do people say they cannot figure out where something is? Make changes to help customers buy from you!

New Year , New Opportunity

Small businesses need to constantly evaluate what is working and what is not. Begin the New Year with a plan that plots out a year of goals. Break down the goals using a simple system like the SMART method and design a plan you can stick with until your resolutions are achieved.

Want to brand yourself? Focus. Pick one thing great thing about yourself and focus on communicating it clearly.

Getting yourself branded into the minds of your market could be as simple as 1-2-3. It isn’t but it could be:

1. Determine the most valuable and differentiating benefit your company offers your target market.
2. Create one simple message that communicates your company’s value and difference to your customers.
3. Focus on communicating that message to your market constantly and with everything you do. After you communicated it, remind them again. Focus.

There! All done. Now you’re branded. Of course it is not as easy as 1-2-3 but those are very important steps and if you were only to pick one way, that might be the way to go. Focus on repeatedly clearly communicating your most valuable differentiating feature to your market.

The Importance of Branding

Two of the biggest intangible benefits branding creates are confidence and value. Branding helps potential customers feel confident that by purchasing your brand they are working with someone they can trust. They know your product will taste a certain way, drive a certain way, or even make people envy you in a certain way.

The value perception is also improved in successfully branded products. In an almost illogical way, customers perceive more value in products that have been effectively branded. Energizer brand batteries last longer, right? I really don’t know but there’s a little bunny that has been swinging a drumstick since forever and I think about him as my eyes switch from Energizer to the other pack, to and from, little bunny, to and from, every time I buy, er, Energizers.

The biggest tangible benefit of branding is bigger margins. Energizer batteries cost more. So do Diesel jeans, Cross pens, and branded cereals.

There a thousand ways to communicate your brand to your market. Use freebies, testimonials, postcards, celebrity message telemarketing, banner ads, or bumper stickers. Whatever you do make your message clear and focus on communicating it in everything you do.

Increasing Traffic Volume is Not the Answer to Sales Lead Woes

If you can increase your lead generation rate from 5% of traffic to 15% of traffic now then all future increases in traffic volume will be more valuable.

Traditional wisdom says that to get more business, you need more traffic. The logic is sound enough and basically true but is based purely on numbers - only accounting for quantity (number of site visits and/or page views) with no no thoughts given to how visitors are treated once they arrive. Having more people come to your site does not necessarily mean you will receive more qualified sales leads.

Do Not Depend on Traffic Alone

Simply getting more people to visit your site should not be your goal. Change the way you think about your site and change your focus. Just for a while, do this:

STOP Asking: “How do I get more people to visit my site?”

START Asking: “How do I sell to more of my current visitors?”

Many sites are excellent at generating traffic but have low lead generation rates and low conversion rates. You cannot just get them in the door, then leave them there.

Once the potential customer is on your site, your work has only just begun. You must create a site that is void of unnecessary content and is focused on a clear message. Then, you must tactfully, graciously, and effectively guide them through your purchasing process. If you do not, they will leave without making a purchase or bookmarking your site for later visits.

Get More Sales Leads from Current Traffic

1. Use Accurate Keywords
   

When designing site menus and writing page content, use keywords that accurately describe your products to your customers. In a small way, what I am saying here is, “don’t try to be everything to everybody.” Define your customers first and write for them. That is, speak to the people you want to buy and they will. Use keywords that describe precisely what they want because those are the keywords that keep their attention on the page and start them thinking, “this place has what I am looking for.” Not only will the correct keywords increase qualified leads but they will often decrease unqualified leads. Using accurate keywords and keywords phrases is beneficial to your SEO efforts as well.

2. Give Value - Lots of Value
   

Give your visitors (potential customers) an attractive, well-designed site that is intuitive and full of unique content. Not only will this get people to link to your site and recommend it but they will bookmark it and think of it as a resource - and you will become the expert and the source. People like buying from experts. Think pdf’s, white pages, images, unique articles, videos, etc.

3. Show ‘Em Fast

Within several seconds of entering your site, your visitors should know exactly what you do, who you are, and how to buy. Much longer than that, and you have lost them. This one requires attention to details and feedback - listen carefully and drop your ego. You will understand what I mean by that statement only after you design and site you think is great only to hear people say, “I don’t understand how to…”

4. Give Contact Opportunities
   

Do not reinvent the sales process. Give multiple contact opportunities on every page with clear calls to action so interested leads know how to become customers.

It’s About What You Give To Those You Receive

Capturing a qualified lead takes a proactive approach on your part. You cannot expect the efforts you have made to increase traffic to carry you through till the end of the sales process. On top of getting visitors to the site, you need to show them want they want and tell them how to get it.

Increasing traffic volume is important and almost always desirable but you will benefit in the long term from emphasizing the importance of your lead generation rate. Again, increase your lead generation rate now so each incremental increase in traffic volume will be more valuable.

Why are many of your qualified sales leads not converting into sales?

Why Leads Do Not Turn Into Customers

Perhaps you are trying to convert the person on the other end of the phone into a customer. Or maybe you run an online business and are trying to turn your browsers into buyers. No matter where your business is conducted – online or offline – the following six points might be some of the hidden reasons why you are not selling as much as you can.

1. You did not ask for the sale

Many sites do not ask for the sale regularly throughout the sales process. People (site visitors) should not have to dig around your site to find out how to buy. Salespeople should understand this concept.  I personally do not like direct methods of asking for the sale (e.g., “Are you ready to sign up?”) and prefer more subtle methods - guiding methods - with suggestions such as, “I only need a credit card to get your order into production.”

2. The leads feel like they are being sold

Many customers turn off as soon as they sense a sales pitch so focus on what you can do to solve each customer’s problem. It sounds “canned” but helping people get what they want is truly, as Zig Ziglar put it, the way to get what you want. Sell benefits over features don’t be afraid to give your company’s qualifications and experience and provide examples of your services or product in action. This is especially true online. 

3. Working with you (or your salespeople or systems or whatever) is too difficult

For offline sales, you need to salespeople and systems that are ready to serve. Knowledgeable salespeople backed by systems and support that help them answer customer concerns, solve customers’ problems, and generally break down barriers are musts to maximize your conversions from leads to customers.

Along the same vein, your e-commerce site needs to lead visitors through the decision and buying process and right through the payment process. If your site does not accept payments online but is meant for generating sales leads, design it to support your salespeople and customers with information that will guide them through the buying process.

Map your online and offline sales processes – and run them by a third party for unbiased feedback. Cut fluff and add features that help make it easier for the potential customer to do business with you. 

4. Your inquiry response time stinks

You need to contact your sales leads as soon as possible (really - ASAP) after receiving an inquiry. The longer they wait to hear from you, the more likely they are to go elsewhere. I cannot stress this enough.  It difficult to reply to customers immediately but there are automated systems that will help you and you should take advantage of them. If nothing else, check your email often (without becoming a slave to it) and respond by phone or email to inquiries as soon as you get them.  You will be amazed at how much sales leads appreciate an exceptionally fast response. Sales leads show appreciate with money.

5. You have not convinced your lead that they need your product or service

That is, you may not have not showed them a solution to their problem. When you contact a lead, customize your response to show them how your business will meet their needs. Clear away the stuff that will not pertain to them and just give them what they need. Keep it short and succinct. If there is not enough information to do this, ask what you need to ask to find out how to help them best. Never be afraid to ask questions. that will help your clients.

6. The lead has a question that has not been answered

Some sales leads have hesitation(s) they may not not be able to put into words.  An example of such a hesitation might be based on a customer’s lack of industry-specific knowledge and his hesitance to display his weaknesses at the bargaining table. These unmentionable questions are tough to learn but through diligent questioning and your dedication to creating solutions for customers you will learn over time what these questions are so listen carefully and respond to them.  Provide information on your website to alleviate concerns as you uncover them and make sure your salespeople are aware of customer concerns and have the knowledge, training, and tools they need to respond to them.

If you have any questions about the above or would like to discuss your lead conversion rates email me at chris@leadoptimize.com.

Hello, Mr. Denny. How is Your Personalized Customer Service?

Have you ever bought something from a salesperson that not only remembered your name, but where you went to college, and that you are an avid hockey fan? This type of personalized customer service feels great and, if handled properly, will drive the repeat business you crave.

Existing Customers Getting More Attention

Personalized customer service occurs in all size companies across all industries. Many companies are now placing more emphasis on establishing a solid relationship with existing customers, rather than trying to get new ones.

Technology and Your Personalized Relationship with Customers

The internet has revolutionized the business/customer relationship. Businesses that are online are capable of providing excellent personalized customer service and building positive customer relationships through regular online communication and immediate responses to customer inquiries.  Salespeople can give regular updates on products that might be of interest to the customer based on their preferences. In addition to generating new business, company websites can also be used to update and inform customers on a regular basis and individual online accounts with passwords allow for personalized content.

Businesses can use technology to store customer preference information in electronic files for future reference and they can find new information through careful online research. Accessing detailed customer information is easy and valuable to companies wanting to build personalized customer relationships. Next to the old fashioned style of sales, which is every bit as important as it has always been, technology is the best means to “know your customers” in detail.

Who is a “Good” Customer?

Philip Harper has written an article called “How to Delight Your Customers: Get Personal”. In his explanation of how to delight your customers, he stresses the importance of identifying the “good” customers.

What makes a customer a “good” customer? Someone who loyally purchases from your company, and understands the benefits associated with your product or service. You do not want to pour expensive resources into disloyal customers that only buy your product when it is on sale, usually buy from your competitors, and when they do buy, consistently complain.

After you know who your good customers are, nurture their loyalty by giving them personalized customer service and paying attention to their requests. Customers appreciate one-on-one service that is not too in-your-face and makes them feel more like they have a friend within the company or “know a guy.”

Optimize Personalized Customer Service

What should a salesperson do to optimize his personalized service efforts?

1.      Maintain a file of customer activity including detailed transaction history, a record of customer contact points, and customer responses to marketing initiatives.

2.      Decide which customers to target based on the analysis of customer activity files.

3.      Use customer targeting tools and zero in on personalized direct marketing by finding ways to start conversations with customers.

4.      Build a personal relationship with customers and develop and maintained them through personal service and initiatives such as loyalty programs, rewards programs, and reactive or proactive customer service programs.

5.      Pay attention to privacy (always important online and off line).

6.      Measure outcomes to test effectiveness. Use profit margins and market share and other such as conversion rates, retention/churn rates, same customer share rates, and customer acquisition costs.

Personalized Purchases

Caring enough about your customers to remember the little details about them will begin to build a relationship. People often have a sense of obligation in a relationship and this business/customer relationship is no different. Be genuine and truly look out for your customers and they will return the favor by personalizing their purchases.