Double check and test your work always.
I know how it is. You've worked on a piece for days, weeks or months. You're sick of seeing it and you're sure everything is right. After all you've poured over it a dozen times. But as much as you want to get it out the door take the time to switch gears and be an editor. If at this point you can get another person to review the work all the better. It can be a co-worker, spouse, friend or anyone you trust to be honest and thorough. Even if such a person isn't available check the work yourself.
1. Read each word out loud, exactly as it is written. Read contractions as complete words. Is it "it's" or "its"?
2. If the word looks wrong check the dictionary. Don't rely on spell checkers.
3. Test all links and email addresses. Are they working? A few moments of testing could save you a wasted campaign that sends readers to a 404 error page.
4. Check dates and days with a calendar. Make sure December 24th is Thursday and not really Wednesday.
5. Print it out. Looking at your work in black and white makes it easier to spot mistakes.
Even if you are up against a deadline and you absolutely must turn the work in take the five to ten minutes to do steps 1 through 5. You'll save yourself the Homer Simpson, "D'oh!" moment and possibly a wasted campaign.
Wednesday
Monday
Was it something I said?
Hey, what happened to that great customer/client you used to have? You did a great job getting them interested in your company, you developed a relationship with them providing reliable products and outstanding customer service. But now you realize (hopefully you're tracking customer interactions) you haven't heard from them in awhile.
Did you do something wrong?
This may seem to simple, but call them. If you feel you need to soften them before a call send a personalized email letting them know you miss them and will be contacting them soon. When you call ask if it is a good time for them to talk. It's ok to admit to them you miss their business and are wondering if there is something you can do to win them back. Sometimes there is and sometimes there isn't. Sometimes they have changed jobs, have different needs you can't meet or (gulp) have gone out of business. But if it is something you can change or negotiate get in there and do it. Don't make empty promises. And make sure to track your contacts with customers, you may find recurring reasons for why customers/clients are falling off.
Wondering why you are losing your best customers is a waste of time. Let them know you care by calling them, and at the same time find out if an area of your business needs improvement.
Did you do something wrong?
This may seem to simple, but call them. If you feel you need to soften them before a call send a personalized email letting them know you miss them and will be contacting them soon. When you call ask if it is a good time for them to talk. It's ok to admit to them you miss their business and are wondering if there is something you can do to win them back. Sometimes there is and sometimes there isn't. Sometimes they have changed jobs, have different needs you can't meet or (gulp) have gone out of business. But if it is something you can change or negotiate get in there and do it. Don't make empty promises. And make sure to track your contacts with customers, you may find recurring reasons for why customers/clients are falling off.
Wondering why you are losing your best customers is a waste of time. Let them know you care by calling them, and at the same time find out if an area of your business needs improvement.
Sunday
Missed Opportunity
I attended an elementary school band meeting this week. That's when all the kids in the school district and their parents interested in band show up for one big informational meeting. At the end of the meeting we were given the opportunity to meet the local music shop owner while he showed off the instruments and provided information.
Chaos ensued.
Two very stressed out gentlemen jogged from one end of a long table to other simultaneously telling children not to touch the instruments on display and tossing tri-fold information brochures into the hands of adults. They also simultaneously disappointed the kids and the parents. Here's why.
Most of the kids had an idea of what instrument they might like to play but had never seen the instrument up close or had never held it. They were excited. They were ready to pick out an instrument, try it on for size and then beg their parents to get it for them. Instead they were glowered at and told not to touch the shiny objects. If they wanted to touch they had to go down town to the store and try the instruments there. I saw a lot of disillusioned faces. I saw a missed opportunity to bring additional staff to the meeting with older instruments to show the kids how they were held, what they sounded like and let the kids hold them for a few moments.
The parents were given a tri-fold black and white sheet that outlined the dos and do nots of the store's rental policy. No pricing sheet was included to inform parents of the pricing differences between renting and buying. The kids only have about 10 instruments to choose from, so a price sheet would have been easy item to provide. There was no sign up sheet in case we wanted to be contacted about lessons, in-store promotions or just more information about their rental program. They weren't smiling and they were being rude to the kids. Parents don't appreciate you being rude to their kids. I saw some angry faces and a lot of missed opportunities.
If all the buying/renting information would have been presented by friendly staff willing to show kids their products and offering a special promotion, maybe a number of free lessons with purchase of an instrument, they would have made some sales right there. Instead angry parents and disappointed kids walked away. They walked away thinking, why would I pay higher prices at a local store with grumpy, unhelpful staff when I can buy or rent the same product online for less? Our local music store gave us zero reason to give them our business, no worse than that, they turned us off from doing business with them.
Taking a bit more time to develop detailed pricing sheets, paying a few more employees for an extra hour and wearing a smile instead of growling could have meant a profitable night for the store instead of a fistful of missed opportunities.
Anytime you are interacting with potential customers it's a sales opportunity, even if no money exchanges hands. Let those potential customers know you'd like to do business with them. Don't miss your opportunity to engage potential customers when they are ready to buy.
Chaos ensued.
Two very stressed out gentlemen jogged from one end of a long table to other simultaneously telling children not to touch the instruments on display and tossing tri-fold information brochures into the hands of adults. They also simultaneously disappointed the kids and the parents. Here's why.
Most of the kids had an idea of what instrument they might like to play but had never seen the instrument up close or had never held it. They were excited. They were ready to pick out an instrument, try it on for size and then beg their parents to get it for them. Instead they were glowered at and told not to touch the shiny objects. If they wanted to touch they had to go down town to the store and try the instruments there. I saw a lot of disillusioned faces. I saw a missed opportunity to bring additional staff to the meeting with older instruments to show the kids how they were held, what they sounded like and let the kids hold them for a few moments.
The parents were given a tri-fold black and white sheet that outlined the dos and do nots of the store's rental policy. No pricing sheet was included to inform parents of the pricing differences between renting and buying. The kids only have about 10 instruments to choose from, so a price sheet would have been easy item to provide. There was no sign up sheet in case we wanted to be contacted about lessons, in-store promotions or just more information about their rental program. They weren't smiling and they were being rude to the kids. Parents don't appreciate you being rude to their kids. I saw some angry faces and a lot of missed opportunities.
If all the buying/renting information would have been presented by friendly staff willing to show kids their products and offering a special promotion, maybe a number of free lessons with purchase of an instrument, they would have made some sales right there. Instead angry parents and disappointed kids walked away. They walked away thinking, why would I pay higher prices at a local store with grumpy, unhelpful staff when I can buy or rent the same product online for less? Our local music store gave us zero reason to give them our business, no worse than that, they turned us off from doing business with them.
Taking a bit more time to develop detailed pricing sheets, paying a few more employees for an extra hour and wearing a smile instead of growling could have meant a profitable night for the store instead of a fistful of missed opportunities.
Anytime you are interacting with potential customers it's a sales opportunity, even if no money exchanges hands. Let those potential customers know you'd like to do business with them. Don't miss your opportunity to engage potential customers when they are ready to buy.
Tuesday
True You
Be yourself. Have the knowledge to know who you are and the confidence to be that person. People can spot a fake and they don't want to hang out with a fake. They steer clear of them. If you are being true to yourself then some people will like you and some people won't. The ones who don't aren't right for you anyway.
Hey, that sounds a lot like marketing your brand.
Hey, that sounds a lot like marketing your brand.
Friday
Picture This
Do you have photos on your web site of your store or employees? Take a look at them as if you've never been in your store before, you're peeking through a window and all you can see are the photos.
What message do your photos convey?
Many small businesses have heard it's important to include photos, but unfortunately they rush the process. Take time to consider what photos you want to include on your site and what you want them to say.
If you want to show your retail store consider tightly framed shots of individual displays rather than the entire store. Unless you have a lot of open space your store will looked cluttered and the viewer will not be able to discern details and determine what products you carry.
Staff photos should follow your brand. Are they happy and relaxed or professional and conservative? Consider the back ground too. Is it warm and inviting or a business office? Pictures of your staff are sending a message just as much as pictures of your store.
If you don't have any photo editing software find someone who does. Make sure the photo you post is not too dark, is in focus not grainy and has pleasing, natural looking colors. A bad photo is not better than no photo at all. You'll turn off your viewer and turn away a potential customer.
If you take away all the text on your web site would the photos be enough to tell your story? Would they tell the story you want heard? Your photos allow viewers to take a peek in your store window. Will they excite, encourage, engage the viewer to come in to your business?
What message do your photos convey?
Many small businesses have heard it's important to include photos, but unfortunately they rush the process. Take time to consider what photos you want to include on your site and what you want them to say.
If you want to show your retail store consider tightly framed shots of individual displays rather than the entire store. Unless you have a lot of open space your store will looked cluttered and the viewer will not be able to discern details and determine what products you carry.
Staff photos should follow your brand. Are they happy and relaxed or professional and conservative? Consider the back ground too. Is it warm and inviting or a business office? Pictures of your staff are sending a message just as much as pictures of your store.
If you don't have any photo editing software find someone who does. Make sure the photo you post is not too dark, is in focus not grainy and has pleasing, natural looking colors. A bad photo is not better than no photo at all. You'll turn off your viewer and turn away a potential customer.
If you take away all the text on your web site would the photos be enough to tell your story? Would they tell the story you want heard? Your photos allow viewers to take a peek in your store window. Will they excite, encourage, engage the viewer to come in to your business?
Tuesday
What your signs say about you
"Absolutely no checks accepted!!!"
Have you ever seen a sign like this? When I do it makes me stop and wonder, wow do they really want my business? Working with the public can be frustrating and it often seems people don't get the message. So we scream a little louder, but to what effect?
You want people to enjoy buying from you. If they're willing to spend their money on your products the least you can do is be polite and make it a positive experience. So instead of no, try yes.
"We gladly accept credit card and cash payments."
Yes, you may still have to tell people you don't accept checks. But I'll wager you won't have to remind very many people and in the meantime you've put a smiley face on your business rather than a frown.
Have you ever seen a sign like this? When I do it makes me stop and wonder, wow do they really want my business? Working with the public can be frustrating and it often seems people don't get the message. So we scream a little louder, but to what effect?
You want people to enjoy buying from you. If they're willing to spend their money on your products the least you can do is be polite and make it a positive experience. So instead of no, try yes.
"We gladly accept credit card and cash payments."
Yes, you may still have to tell people you don't accept checks. But I'll wager you won't have to remind very many people and in the meantime you've put a smiley face on your business rather than a frown.
Friday
Writing is a lot like exercising
Writing is a lot like exercising. It's something you know you should do, but can think of several other things to do instead. You always feel better after you've done it and you feel of a sense of accomplishment.
It seems like everyone is writing these days. Social media has turned everyone into a writer, of sorts. In the world of marketing, writing used to be reserved for copy writers. But now most marketers are called upon to write. To be the personality of their company, their product or their organization.
But not every one has a personal, casual voice when they write. The writing of many marketers sounds, well, like a marketing message. It's insincere and affected because they're trying to be what they think the company wants them to be.
It takes practice to have a natural voice when you write. To not sound like your selling a product, but letting people know that you really care about your company and it's community. I suppose some people are gifted writers and it comes easily to them. Just like there our those who seem never to work out but are fit. The thing is, most of us need to exercise to feel great and look great. Most of us marketers also need to write frequently.
It takes commitment but you'll feel much better after you've done it.
It seems like everyone is writing these days. Social media has turned everyone into a writer, of sorts. In the world of marketing, writing used to be reserved for copy writers. But now most marketers are called upon to write. To be the personality of their company, their product or their organization.
But not every one has a personal, casual voice when they write. The writing of many marketers sounds, well, like a marketing message. It's insincere and affected because they're trying to be what they think the company wants them to be.
It takes practice to have a natural voice when you write. To not sound like your selling a product, but letting people know that you really care about your company and it's community. I suppose some people are gifted writers and it comes easily to them. Just like there our those who seem never to work out but are fit. The thing is, most of us need to exercise to feel great and look great. Most of us marketers also need to write frequently.
It takes commitment but you'll feel much better after you've done it.
Wednesday
Small Business Marketing
Marketing isn't rocket science, or at least it doesn't have to be as complicated. I've found often times a small business owner will look around his/her business and think,
"Gee, we need more people buying more products more often. Let's put an ad in the paper!"
But here's the thing. When marketing is done successfully it isn't reactionary. There isn't a silver bullet you can shoot that will suddenly make the entire world aware of your business.
Instead, marketing is a combination of efforts helping you achieve a specific goal. Goal being something quantifiable, something you can measure. More people buying more stuff more often isn't a single goal, it's three goals.
And it isn't realistic to think everyone is your market so you're going to have to qualify "more people".
And those people won't be interested in all your products, so you'll need to qualify "more products".
And, that's right, you guessed it, they won't be buying all the time so you'll need to qualify "more often".
You need to be honest with yourself and take the time to define your customer base, understand the benefits of your products, and identify your seasonality. Once you've done this you can begin to ask yourself what goals you have for your business. Such as,
"Moms spend more money in my store. They seem to like to buy items for their children but usually just in the fall and before Christmas. I'd like to get more Mom shoppers into the store."
Now we're getting somewhere. Where do moms in your town go for information? What information do they find appealing and engaging? Put your ads, sponsorships, blogs, flyers in places that moms frequent and make the message about them. Help them solve a problem or appeal to their needs. Make the message about them, not about what you want them to know about you.
It's a lot of work, but it's the good kind of work. The kind that makes your business stronger and fitter and more focused on success.
"Gee, we need more people buying more products more often. Let's put an ad in the paper!"
But here's the thing. When marketing is done successfully it isn't reactionary. There isn't a silver bullet you can shoot that will suddenly make the entire world aware of your business.
Instead, marketing is a combination of efforts helping you achieve a specific goal. Goal being something quantifiable, something you can measure. More people buying more stuff more often isn't a single goal, it's three goals.
And it isn't realistic to think everyone is your market so you're going to have to qualify "more people".
And those people won't be interested in all your products, so you'll need to qualify "more products".
And, that's right, you guessed it, they won't be buying all the time so you'll need to qualify "more often".
You need to be honest with yourself and take the time to define your customer base, understand the benefits of your products, and identify your seasonality. Once you've done this you can begin to ask yourself what goals you have for your business. Such as,
"Moms spend more money in my store. They seem to like to buy items for their children but usually just in the fall and before Christmas. I'd like to get more Mom shoppers into the store."
Now we're getting somewhere. Where do moms in your town go for information? What information do they find appealing and engaging? Put your ads, sponsorships, blogs, flyers in places that moms frequent and make the message about them. Help them solve a problem or appeal to their needs. Make the message about them, not about what you want them to know about you.
It's a lot of work, but it's the good kind of work. The kind that makes your business stronger and fitter and more focused on success.
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