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Who Wants to Save Money, Time and Hassle? Part 2

Who Wants to Save Money, Time and Hassle? Part 2

Please see the previous blog post where I introduced two key decisions that were formative in our rolling out a “one-stop shop” destination for our customers.

These two decisions were to add Direct Mail and then Signs; one decision was made in the crucible; one decision was made in the timing.

This post covers two more key decisions that helped us become a “one-stop shop” destination.

This decision was made by our clients

I highly recommend peer groups. I used to be a cowboy. I thought I could figure it out all on my own, and I enjoyed trying to figure it all out on my own. But eventually I came to the end of myself and started asking for help. When I started asking for help, I realized the beauty of “the pool of shared meaning.”

Peer groups expand the “pool of shared meaning” and help you see your problems/opportunities from new perspectives.

It was in one of my peer groups that it dawned on me that we absolutely had to offer website creation and management to our clients. Even though I had heard my clients ask over and over for websites, it was not until my friends in my peer group hammered me that I finally got it.

The next decision was made in the personnel

We have wanted to offer marketing services to our clients for years. Such a natural extension for us. We have worked with over 5,000 different small businesses since 1966, and we’re a small business ourselves. We’ve seen ‘em come and we’ve seen ‘em go. We’re blessed to still be here!

We knew we could offer marketing services, but we were all so busy with design, direct mail and printing that we couldn’t prioritize them. So, when the timing was just right, two key persons joined our team, and we were off to the races. These key individuals were knowledgeable and dedicated to helping our clients.

These four decisions; to add direct mail, signs, websites and marketing services helped us become a truly a “one-stop shop” destination for our clients.

Who Wants to Save Money, Time and Hassle? Part 1

Who Wants to Save Money, Time and Hassle? Part 1

Just about everybody, right? That’s what we thought too, and the answer to “Who Wants to Save Money, Time and Hassle?”

I can’t say that we were able to accomplish this from day one. We just didn’t have the expertise or the money to roll out a fully formed “one-stop shop” destination for our customers back in 1966.

But I think we’re pretty close now. We haven’t “arrived” that’s for sure. But if our clients need marketing/design/print/digital/mail/sign integration…we’re there.

As I reminisce on 51 years of family business, there are two key decision points that defined our pursuit of the “one-stop shop” destination.

This decision was made in the crucible

One key decision point was 1996. We decided to go all-in on Direct Mail in October of this pivotal year. This decision was made in the crucible. We had printed well over a million direct mail pieces for the 96 campaign and I had trusted a friend to do the direct mail processing and get them all in the mail stream.

I was in the middle of my unsuccessful State Senate race at this point, and my friend called with some really bad news; he couldn’t get all of the mail done in time. One thing is for real about political printing; limited shelf life. The mail has to be in the mailbox BEFORE election day or it’s worse than worthless.

By the end of that difficult Monday, I had moved over 1,000,000 pieces of printing to three different mail houses in the Nashville area, and I had decided “never again.” Never again would I send mail to mail houses that may or may not meet my client’s deadlines.

Even in this difficult situation, we made all of our deadlines, and we were in the direct mail business.

The next decision was made in the timing

Another key decision point was 2015. We decided to go all-in on Signs. How did this happen? We had puttered around with sign making for years, but in 2015, our Sign Guru showed up on our doorstep. He was more than ready to join our team, and we were more than ready to welcome him!

So, the decisions to add Direct Mail and then Signs were key to our becoming a truly “one-stop shop” for our clients. One decision was made in the crucible; one decision was made in the timing.


The Difficulty of Making the Double Sale

The Difficulty of Making the Double Sale

Years ago, I launched a new business that just about everyone told me wouldn’t make it. Eventually, “everyone” was right. The business lasted 6 years, had increasing sales every year, but I shut it down when the first waves of the Great Recession washed up on our beach.

There were many reasons why the business didn’t make it, and the difficulty of making the double sale was a major contributor.
What’s a double sale? It’s easier to explain than define, so here goes. If you’re selling cars and your potential customers don’t even know they want or need a car, you’re trying to make a double sale. If you start with selling a car, you may indeed “sell” them on your car, and you will have made the second part of the sale. But then you have to go back and “sell” them on having a car in the first place.

A lot of sales efforts break down at this point.

Or, you could sell them on having a car (so far, so good!). But then a world of opportunity opens up and your potential client realizes that there are a lot of cars out there for sale. You’ve sold them on buying a car (first sale); but then you have to convince them that your car is the best for them (second sale).

Even more sales efforts break down at this point.

I’m not offering any solutions to the double sales difficulty; I’m just pointing out how hard it is to make the double sale. It is helpful to the sales professional if he or she realizes that they are in a double sale situation.

First step in making the double sale? Realizing that you’re in a double sales situation.

3 Tips to a More Powerful PR Strategy

3 Tips to a More Powerful PR Strategy

Good public relations do not equal good marketing. They are related, but one is not the other. Marketing is the process of wooing your customers to buy from you. PR (Public Relations) is talking to others about your service, products, or industry.

WARNING; It’s not your sales pitch; it’s a conversation, verbal or written, as a guest on someone else’s established platform. It can be one of the most powerful tools in your overall marketing strategy because being a guest is a great endorsement of you and shows you are a trusted expert.

Marketing strategies are different than public relations strategies. Marketing strategies tend to send press releases to local or national media in hopes that someone will call for an interview. Public relations strategies mean skipping the “send and wait” mentality and, instead, getting out there and getting active.

To get active, know who to call and target them directly. Remember, your endgame is a public conversation with their audience. Be willing to be quoted and willing to talk on camera. Then, they’ll think of you first when they’re doing a story where you can help “dramatize” their point. Marketing and PR are similar in one respect: they both require you to think about your first step and then take it.

PR Tips:

  •  TIP 1: Pitch the right person. Find out who books guests or does stories related to your industry, etc.
  • TIP 2: Engage with the editors. The person with the final say can encourage their writers/hosts to use you as the go-to expert.
  • TIP 3: Follow up. Return calls and emails, and don’t wait to be contacted. Remind them you are here.

For more information contact us at (615) 893-4290 or info@waxfamilyprinting.com

Does your message/logo have the power of attraction?

Does your message/logo have the power of attraction?

Make your message magnetic—literally! Magnets are a powerful way to make your message stick. There are thousands of ideas for using magnetic marketing.

Sports:

Hand out the schedule for your local sports team on a magnet with your logo at the top!

Food:

From kitchen weight-and-measure conversions to nutrition recommendations, there are many ways your name can be a permanent fixture on any refrigerator. Think about what “sticks.”

Home and Garden:

Garden tips and home-improvement checklists are great resources you can give away.

For more information contact us at (615) 893-4290 or info@waxfamilyprinting.com

 

Destroy the typical FAQ with Video Answers

Destroy the typical FAQ with Video Answers

Did you know that most first-time callers to your business initially went to your website to find answers to their customer service-related questions? We live in a visual world. You may have a page of FAQs on your website, but is that enough for everybody? Many people need to “see” it to understand it. Why not put your answers on video?

Make quick, two-to-three-minute videos explaining the answers to the most asked questions. Start the video with something like: “Many people have asked us recently: how does…?” By starting with the simple question, you’ll know what to show specifically in your video.

Your call volume may go down and website visits may go up. The good news is customers are finding the answers they need, in a format they can easily consume.

For more information contact us at (615) 893-4290 or info@waxfamilyprinting.com