Posts tagged "marketing"

The Difficulty of Making the Double Sale

September 8th, 2017 Posted by Uncategorized 0 comments on “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

September 1st, 2017 Posted by Uncategorized 0 comments on “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

Does your message/logo have the power of attraction?

August 25th, 2017 Posted by Uncategorized 0 comments on “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.


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


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


Destroy the typical FAQ with Video Answers

August 18th, 2017 Posted by Uncategorized 0 comments on “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

Can you See the Hidden Squid?

August 11th, 2017 Posted by Uncategorized 1 comment on “Can you See the Hidden Squid?”

Some SQUIDS (S=Safety issue, Q=Quality problem, U=Unusual situation, I=Income costing, or D= Delivery) are hard to see because we don’t own up to them. Or maybe other team members around us won’t own up to them.

Why don’t we see our mistakes? Pride. Complacency. Inattention to detail. The list could go on and on. Sometimes we even cover up our mistakes intentionally. How many times have I walked through the production area of our shop and seen a print job in the recycle bin? Didn’t know anything about that squid, but sure enough, somebody else did and “hid” it in the bin.

But I’m not talking about the mistakes we know about, and then won’t acknowledge. I’m talking about those squids that we don’t readily see. There is a whole class of squids that lurk in the dark shadows that we don’t even know are there.

Former Secretary of Defense, Donald Rumsfield famously said, “There are known knowns. These are things we know that we know. There are known unknowns. That is to say, there are things that we know we don’t know. But there are also unknown unknowns. There are things we don’t know we don’t know.”

So, now we’re talking about “known unknowns” and “unknown unknowns.”

I’ll give you a couple of examples.

Our multi-talented sign guy was on vacation. We are not adequately cross-trained in that department, so wouldn’t you know it, here comes a nice sign order. This order was a bit unusual in that it was more complicated than normal. But we had produced this very job many times before.

We simply weren’t ready. So, we jobbed out this job to a friendly sister company. We cleared a couple hundred dollars, when we normally would have cleared somewhere near six to seven hundred.

Some would say, “where’s the squid here?” We got the job, we farmed it out, the customer is happy…” what’s the harm; what’s the foul?”

On the surface, this is all true. But the hidden squid is in what we lost. We lost the opportunity to make a better profit. The team lost the opportunity to be challenged with a difficult job when our lead sign guy was out. Lost opportunities are hidden squids. They must be acknowledged and learned from.

So, what did we do going forward? We did write up the Squid; we did discuss what we would do differently.

The biggest takeaway from this squid was that we simply were not ready for anyone in a key role to take a vacation, get sick, or simply be away from the office for a few days for any personal reason. This is not healthy.

So, we have to cross train vigorously.

The problem with a hidden squid is that you might not even know what hit you. So, make sure you spend time looking for the hidden squids.

For more information contact us at (615) 893-4290 or


Keep your competitive edge so you can be on the cutting edge

August 4th, 2017 Posted by Uncategorized 0 comments on “Keep your competitive edge so you can be on the cutting edge”

Growing a business requires laser like focus and attention to detail. One of those details, is assessing what your competition is doing and how much of a threat they are to your company. Here are a few ways you can keep your edge in a competitive market.

·       Know the competition – Put on your best PI costume and take a look at what your competition is doing in person and online. How do their sales associates interact, how are they greeting people, is information easy to find, how hard is it to checkout, etc.  If you aren’t comfortable doing this, ask a close friend or family member to do it for you. Then compare notes and see where you could improve your own procedures.

·       Connect with leaders – You can learn a lot about what is happening in your industry by following industry leaders on social platforms and in LinkedIn communities. Connecting with like-minded individuals could create relationships that help connect you to new partners and customers.

·       Step up your marketing – Make more effort to tell people who you are, what you sell and why they should buy from you. It doesn’t have to be expensive; marketing can range from posters in your window and leaflet drops to Facebook ads and website enhancements.

·       Look after your existing customers – They will be your competitors’ target market. Provide better customer service by being more responsive to their needs and expectations. If feasible, consider offering low-cost extras such as improved credit terms, discounts or loyalty programs – remember, it’s cheaper and easier to keep customers than to find new ones.

If you need help with any of the above items, we’re happy to help! Give me a call at 615-893-4290 to talk more about it.

The right brochure is a “Salesman in Abstencia”

July 28th, 2017 Posted by Uncategorized 0 comments on “The right brochure is a “Salesman in Abstencia””

I often refer to brochures we print as “salesmen in abstencia.” What do I mean? A good brochure keeps selling long after I’ve left the presence of my client/prospect. And compared to paying the salary and benefits of a salesman, a good brochure is an awesome good deal!

Marketing brochures can be one of the most effective and versatile tools a business or organization can use to inform customers of their services or products. Simple to produce at an economical cost and easy to distribute, brochures are well worth your consideration when coming up with a marketing strategy.

By creating a brief, but informative version of your organization’s message, you can rapidly relay core ideas, or products and services you provide to your audience. A printed brochure can also be passed along by customers providing your business with even wider distribution of this information.

With good design, quality materials and the right message, your brochure could be the piece of marketing that differentiates you from the competition. If you need help creating a brochure that stands out, let us know!

Contact us at (615)893-4290 or

Creating customer profiles by answering these 7 key questions

July 21st, 2017 Posted by Uncategorized 0 comments on “Creating customer profiles by answering these 7 key questions”

“In order to know why John Smith buys what John Smith buys, you have to see the world through John Smith’s eyes.” If you’re looking to understand your customer’s wants and needs so you can continually provide them personalized service and create customer loyalty, try answering these 7 questions about your ideal customer(s):

·       Who are they (age, gender, location, income level)?

·       What products and services do they need?

·       Who else provides those products and services (your competition)?

·       How can you set your products and services apart in a positive way customers will notice?

·       How close are your target customers to buying what they want from your company?

·       What will it take to get them to make that purchase?

·       What will it take to retain their business?

Customers and prospects expect a high level of personalization. From marketing emails to sales pitches, communication must be tailored for the given prospect and their place within the sales funnel. Answering these 7 questions will help you create content and materials that will speak directly to your ideal customer.

Contact us at (615) 893-4290 or

Common email errors; making stupid mistakes can hurt you

July 14th, 2017 Posted by Uncategorized 0 comments on “Common email errors; making stupid mistakes can hurt you”

A typo in an email to a friend can make them and us chuckle, but for businesses, the same typo can damage your credibility. Some email errors can even make subscribers feel devalued by brands, potentially leading to social shaming and decreased loyalty, or loss of business completely. Here are some of the most common email errors:

1. Content errors:  These are simple typos that can occur in the body of the email or the subject line. Those in the body may go unnoticed, but typos in subject lines are likely to cost businesses at least a few email opens. They will also cause your more grammatically correct clients to roll their eyes!

2. Dated information: This refers to promotions for sales that have already ended or events that have already happened. Subscribers will be stumped by the call-to-action and aggravated that they wasted time reading the email. This mistake results in an instant loss of credibility.

3. Irrelevant offers: Even if offers are valid, they are still likely to confuse contacts if they are irrelevant to them. Take, for instance, notifications about events coming up in the local Dallas store sent to customers in Chicago.

4. Broken links: These mistakes are pretty straightforward; links can either take contacts to the wrong page, or take them to no page at all. This issue can cost brands serious bucks if the contacts clicking on those bad links were originally intending on making a purchase.

5. Invalid personalization: Including a person’s name in the email greeting can impress contacts, but when emails show up saying “Dear First Name,” or “Dear […],” the intended effect is reversed.

The easiest way to avoid sending an email with the above issues is to test, test, test! Send test emails internally before sending out a campaign; others may likely spot typos that the creator overlooked.

Contact us at (615) 893-4290 or

Can in-store signage maximize newsletter subscriptions?

July 7th, 2017 Posted by Uncategorized 0 comments on “Can in-store signage maximize newsletter subscriptions?”

Continuing with the theme of increasing your marketing reach by combining digital and print advertising, in this blogpost, we’ll look at how you can use your in store promotional space to encourage newsletter subscriptions.

Whether you run a restaurant, a school, a retail shop or a business to business service based company, chances are good that you’ll have a client visiting you at some point.  Use in store promotional posters, table tents, hang tags, window clings or other signage to encourage customers to visit your website and sign up for your email newsletter.

Include a QR code that links to a mobile optimized page on your site with a short subscription form for a great customer experience. Entice customers to subscribe with an instant money saving coupon that can be emailed directly to them and shown to staff as proof of subscription.

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