Marketing Tips Forum

You should know that there are five crucial things that you should do to create a good impression on a potential client or customer to begin the journey to closing the sale before you ever talk to the potential client in person, on the phone, or communicate via the internet.

1. Create a positive, dynamic, informative website. Your prospect may find you via the Internet long before you find him! Chances are that will be via a search engine or by going directly to your url when recommended by a friend, colleague, or associate. Your website could be forming the very first impression your prospect will ever have”of you and your business! Be sure your website is positive and dynamic”to generate a positive response from that prospect and make him want to do business with you. Similarly, provide quality content and information on your website that your prospect can really use”not just a bunch of fluff and sales pitches. Finally, make sure your website is easy to navigate and use!

2. Send the prospect a polished, professional proposal or brochure. If your potential prospect hasn’t discovered you, but rather you are in the position of making yourself and your business known to your client, a professional, vibrant (think full color!) proposal, brochure, postcard, or other marketing piece will likely make your first impression for you. Again, you want that impression to be positive and reflective of what the prospect can expect when they do meet you and do business with you. Be sure anything you send out to a potential client is polished and professional. You can never remake a first impression.

3. Do your research on your prospect beforehand. If it is possible, you should do a little information uncovering about your prospect or your prospect’s business. Take the time to really understand their needs and desires so that you can better serve them. The better you are able to serve your customers, the better they will serve you in terms of sales. However, it is not all about sales, but human interaction and care. People want to know that someone cares; and if you are the person who cares, it is sure to reflect well in your bank account.

4. Make it personal. For example, if you are connecting with a new customer to try and sell him on some special consulting services that you would like to provide him, then make sure that your presentation has been specifically tailored to reflect the needs of him and his company. Utilize his company’s name and logo throughout the presentation. Use their financial data, if you have access to it, to show how your service will increase company profits. If you are selling a specific product to a client, personalize it with their name on the label. These are small details that if used properly, can have a major impact on your ability to close the sale.

5. Send your prospect a free sample. You may not know this, but when people receive mail, they organize it into two piles: one is the junk pile and the other is the keep pile. Bills, personal mail, and packages end up in the keep pile, while advertisements always end up in the junk pile. It is not surprising that no one really reads the junk pile, they just throw it away. To avoid being placed in the junk pile, try sending your prospects samples of your work for free. If you provide a service, send a classy but cheap gift that will get used but will also encourage the prospect to give you a call when in need of the service that you provide.

Plan ahead, take a few proactive steps to generate a positive first impression, and watch your sales soar!

Your most recent marketing piece looked fantastic! It was full-color, packed with great information about your business, and eye-catching. But . . . its been three weeks since you sent it out and you havent heard a thing. Not even a blip on the radar. No one has called mentioning the mailing, and business hasnt picked up the way you had hoped. And the fact is youre discouraged!

Lots of marketing companies and people get caught up in the artistic side of marketing pieces that they don’t realize the point of it all: to get customers. Throughout the process, many of them make deadly mistakes that end up costing their client big time in the end. Go through the following 5 common, but fatal, marketing mistakes and see if any of them have applied to your business; it could mean lots of money for you.

Mistake #1- The marketing piece is all about you! Potential customers are very self-centered. Let’s be honest, we are all self-centered! But when it comes to business, you the business cannot afford to be. The customer does not want to know all about you and what you do, but rather all about what you can do to help the customer. He has a problem, and needs you to solve it. Therefore, you must figure out what the customer’s problem is and what are you going to do to solve it. That’s the information that should appear on a mailing so that it doesn’t end up in the trash.

A good marketing piece should be attractive, don’t get confused. However, it should also clearly state the benefit of your product or service to the customer. Be sure to write using bullet points so that it’s easy to read.

Mistake #2 – Being too cute or too clever. Your customers do not know you and therefore really don’t appreciate cleverness or cuteness the way your family and friends do. Be professional and compelling in a marketing piece. This will ensure that your piece doesn’t end up in the trash.

Remember that content is as important as clever and cutesy. Give the prospect a reason to keep your marketing mail. Make your marketing piece informative, helpful or a reminder”make it meaningful to your customers.

Mistake #3 – Your marketing piece contained no call to action. This mistake is probably the most common of them all. You absolutely must give your customer a reason to take action, otherwise, why are you sending them mail?

A marketing piece should be designed to elicit a specific response within a specific timeframe. Thats why many promotional pieces include a coupon, a special promotion with an expiration date, or a free gift offer when the customer does something specific within a certain timeframe. Give customers a reason to respond”and they will!

Mistake #4 – You don’t have any references. Customer testimonials from real people are as good as gold. They let your customer know that you really are good and make them want to be witness as well to your great work.

Mistake #5 ” Your marketing piece offers no guarantee. Customers want to be assured they will get the best quality, the best price, and the best service. They want to know that when they encounter a problem, it will quickly and easily be resolved. Tell your customers what theyre getting, what they can expect, and what you will do about it if you fail to meet their expectations.

If you put these 5 principles into action, you will be amazed at the difference it will make for your business, especially if your marketing pieces have not been yielding you the results you desire. If you are satisfied with your marketing pieces, then learn from them and make sure that all in the future follow the advice written here.