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Marketing Resource Blog
Marketing is the Secret Sauce
Lynndell Epp - Thursday, May 16, 2013
Marketing is the “Secret Sauce”
Over the past several months I have had numerous conversations with business owners of many kinds. Without fail, the topic of marketing always comes up while talking about how to improve business, get more sales and how to make more money.
This is not surprising to me, because I know the value that solid marketing practices bring to a company. However, most people I run into seem to have a view of marketing that isn’t based on the reality of what marketing truly is.
Marketing is the “Secret Sauce” that can propel your company to the next level. Without it, you may likely grow slowly or not at all. Without the “Secret Sauce” you will probably look similar to your competitors and lack the ability to dominate your marketplace.
So what is the “Secret Sauce” of marketing?
- You have to be willing to open your mind and change what you think you know about marketing. This may sound harsh, but business owners and even marketing departments within businesses do not have a clue how to market effectively.
Marketing should be looked at from a holistic approach. You need to develop a marketing system or “machine” that runs continually and on “auto pilot”. That doesn’t mean there isn’t work involved, but it does mean that your marketing should be easier to implement and track.
- Tactics Are Not Marketing! Facebook ads aren’t marketing, Groupon Ads aren’t marketing, Direct Mail is not marketing, Sending email is not marketing……..These are simply tactics that carry your marketing to the target audience. If you start with tactics in your marketing approach, you’re likely to find limited success.
Your marketing needs to start with “who”. You may have several “who’s” that you need to speak to but the “who” is the most important part. Once you have that, you need to create “The Message”. This message needs to be so powerful that it will stop the “who” in their tracks and make them pay attention. Once you have the message, you need to come up with some Offers. You must offer something or it can’t be called marketing. Once you have these things in place you’re ready for the creative and tactical approach which is essentially figuring out how to get your message in front of the audience.
- Sending out the initial marketing is only the tip of the iceberg. Once you have your marketing out in the marketplace, you need to have a system in place on the backend that helps you turn suspects into prospects and then into customers. It’s not always the job of sales to follow up 20 times and hope to close business. In fact, good marketing should make closing sales and landing customers much easier.
This is where the power of automation comes in. You need a system that can follow up with prospects, nurture them to maturity and set them up to be closed. You won’t have to rely on having superstar sales people at every turn. Granted, superstars don’t hurt to have, but how many are there? You need to make it as simple as possible to close business…even for your weakest sales people.
- So where does all of this leave us? It probably leaves you thinking that either I have no idea what I’m talking about or you might be wondering what is missing in your marketing. If you’re in the first group, I can’t change your mind with a few short paragraphs here. If you are wondering what might be missing from your marketing and you would like to figure out the “Secret Sauce”, then we should sit down and talk about what you’re doing and try to find out if there are some things that you could do differently to improve your return on investment with your current marketing.
Send Lynndell an email at Lynndell@mailmasters.net or give me a call to set up a time to meet at 303-607-9424
USPS New Delivery Schedule Announced - How Will This Affect Your Businesses?
Lynndell Epp - Friday, February 22, 2013
Direct Mail Delivery Schedule
This month the US postal service announced plans to implement a new mail delivery schedule beginning in August of 2013. This new schedule will maintain package delivery Monday through Saturday and limit mail delivery Monday through Friday.
Mail Masters understands the financial struggles facing our US postal service and their need to reduce cost. We also understand the challenge this new mail delivery service schedule could have for our customers. Mail Masters wants to take a moment to remind you that we are here to help you reach your customers in a timely manner and will work with you to adapt to these delivery dates as the August date approaches. One of the things we can do is provide feedback to the USPS and Congress about the operational impact these changes may have on your business.
If you have any questions please feel free to contact us about this impending change and for all of your mail marketing needs.
5 Things You Should Do To Make Your Direct Mail Envelopes "Do Their Job"
Lynndell Epp - Tuesday, February 19, 2013
You may be asking, the job of the envelope is the carry the letter, isn't it? Well, yes it is, but it's not the number one thing that the envelope should do to do its job.
What is the number one job of an envelope? Check out this quick Three Minute Marketing Video to get the skinny on the Top 5 Sins in Direct Mail Marketing:
Click to View the video
Now that you are ready to fire up your direct mail marketing, contact Lynndell today by
Call 303-604-9424
or
Email us below
In The Spotlight - Introducing Miranda Brazil | Account Manager Extraordinaire!
Lynndell Epp - Tuesday, February 19, 2013
We are glad to announce we have a new employee at Mail Masters of Colorado. We are excited to welcome our new Account Manager, Miranda Brazil to our team. Let’s take a minute to get to know more about Miranda and what she will be doing for all of our customers.
Interviewer: Hello Miranda,
We are glad to have you on board. Mail Masters has a lot of great plans, improvements and goals for 2013. Miranda, briefly tell us a little more about your job description, what it entails, and what you will be handling here at Mail Masters?
Miranda: My job title is Account Manager. I will handle all of our wonderful customers’ projects. This includes mail piece analysis, list acquisitions, print management, project scheduling, estimating, invoicing and other account management activities. I will be interfacing with our production staff to ensure customer projects are accurately completed and meet deadlines and specifications. I will also keep in contact with our customers on a regular basis to ensure that Mail Masters is providing everything necessary to benefit their direct marketing efforts. It sounds like a ton, but I’m excited to help everyone. In fact, I have a saying that I would like to share with all of you. I want to be known as the “easy part of someone’s day”. So basically, I’m here to help you and make your life easier….kind of like an “Easy Button”.
Interviewer: Well I am sure we would all appreciate having an Easy Button to push! So Miranda, can you tell us a little more about your background in the industry?
Miranda: I have been in this industry for about 15 years, so I have some very extensive experience which includes everything from pre-press to customer service management, project and account management.
Interviewer: Great! I’m sure all of our customers will be glad to know their direct mail projects are in good hands with you. Since your job specifically requires you to work directly with customers, tell us what your ideal dream customer would be like?
Miranda: I like to develop long lasting relationships with customers so that they are able to look at me as an extension of their company. My dream customer would share their knowledge with me about their industry so that I can better help them with things that Mail Masters does best. Also, customers who are open to trying new things are great too. So are the ones who want to take me out to lunch!
Interviewer: I agree! I hear the Chop House is great! So Miranda, what are some of your interests outside of the workplace?
Miranda: I am a very creative person so I’m really into crafts and mixed media arts. I also enjoy traveling. I have 3 dogs that I adore, but more than anything, I love to spend time with family and close friends.
Interviewer: Fantastic! Well last but not least Miranda, tell us what are your goals are and what you plan to accomplish in 2013 and beyond?
Miranda: My goals consist of learning the ins and outs of Mail Masters’ customer base and the specifics regarding different mailing requirements set forth from the USPS. I would like to use my experience from my past positions and apply them in a way that will positively affect the outcome of projects. My ultimate goal is to provide the best service I can to our customers and employees, and to help grow Mail Masters into the leading provider for direct mail, digital printing, fulfillment and marketing services in Denver.
Interviewer: That is great to hear. Thanks for your time Miranda. I know that all of us here at Mail Masters and all of our customers will be looking forward to working with you.
We are glad to have Miranda on board and know that our customers are going to enjoy working with her. We all want to give her a warm welcome! If you haven’t already met Miranda, make it a point to give her a call to introduce yourself and congratulate her on her joining the Mail Masters Team!
6 Steps to Crushing Your Competition With Effective Marketing
Lynndell Epp - Monday, February 18, 2013
6 Steps to Crushing Your Competition With Effective Marketing
- Find a market (a group of people) that has needs and desires not being met.
- The market must have people both able and willing to pay to have their unfulfilled needs and desires met.
- This market must match up with what you can and are willing to deliver, and one that you could make a compelling argument for you doing it.
- Create a question to ask that market.
- Offer something to those that answered the question in a particular way.
- Sell something to this group of people.
Sounds simple. It is. But most businesses fail at it miserably.
In my observation, many businesses never define their target audience well enough to really separate themselves from the competition. So step number one above is already out the window before the marketing even gets into place.
You may be asking how you pick a market. After all, you may service all types of businesses in a geographical area.
Find A Market
Let’s look at how to “Find A Market”, and use a commercial insurance agent as an example. If you had a commercial insurance agency, you might find that any business would be a good target for you. After all, every business needs insurance. But “Every Business” is a very difficult group to market to.
For one, it’s too big. You probably don’t have enough marketing dollars to touch everyone in your “market”. Two, “every business” is not a specific enough target that you can create a killer message for. And if you’re not specific, your marketing will be generic and incapable of speaking directly to the prospect.
Even though you could literally serve every type of business as a commercial insurer, your marketing needs to cater to a specific audience for your message to have meaning. Your message will NEVER resonate with everyone, so it needs to be specifically targeted.
Segment Your Audience
So what are you to do? How about looking through your database and finding a few companies that are in the same industry? Let’s say you find two or three businesses in the IT category, and you happen to like working with them. Now develop a marketing message that specifically speaks to the needs of an IT company.
You could use a message like…”Good News for all Denver based IT Companies……..I can save you up to 24% on your business insurance”. You may include a testimonial from one of your IT customers along with a summary of typical problems IT companies run into, an offer and a call to action. And POW; you have a much more powerful piece of marketing that will produce more results than a generic message going out to every business category.
Deliver Your Message
Once you have this message, you can place it using hundreds of marketing tactics. From direct mail, to ad placements, pay per click, social media and the list goes on and on.
If you would like to have a brain storming session on picking a niche market and developing a message that will resonate with that audience, send Lynndell an email at Lynndell@mailmasters.net to set up a time to talk. You can call as well to 303-607-9424.
Who Is This Denver Marketing Guy?
Lynndell Epp - Saturday, February 16, 2013
Who Is This Guy Showing Smart Small Business Owners The Easy, Fast, Simple, Secret and Lucrative Way To More Customers?
If you didn’t know that Lynndell Epp could help you grow your business through smarter marketing strategies, then you’ve been missing out.
Over the last 17 years, Mail Masters has become more than just a direct mail company or Denver printer; Lynndell has worked with hundreds of companies to implement his powerful, proven marketing strategies in many kinds of businesses to dramatically improve their advertising results.
Lynndell is the owner of Mail Masters in Denver, Colorado and his passion is in helping small business owners discover better and more effective ways to market their businesses and grow their income.
Lynndell accepts coaching clients who want to dramatically improve their Denver marketing results and income.
To hire Lynndell to advise or consult and help you increase your profits, please call the office and leave a voice mail at 303-607-9424 or just email him at Lynndell@mailmasters.net
Discover 5 Things you can do to make your marketing envelopes “Do Their Job”. Video Blog
Lynndell Epp - Friday, February 15, 2013
You may be asking, the job of the envelope is the carry the letter, isn't it? Well, yes it is, but it's not the number one thing that the envelope should do to do its job.
What is the number one job of an envelope? Check out this quick Three Minute Marketing Video to get the skinny on the Top 5 Sins in Direct Mail Marketing:
Click to View the video
Now that you are ready to fire up your direct mail marketing, contact Lynndell today by
Call 303-604-9424
or
Email us below
Caption Contest!
Lynndell Epp - Thursday, February 14, 2013
Who doesn’t like a funny pet photo? Here’s your chance to win! Submit your best caption for this photo via email to Lynndell@mailmasters.net.
Winner receives choice of $10 gift card or $50 towards Mail Masters services. We’ll publish the winning caption in our next newsletter and social media sites.
Sweet deals for our Sweet Day!
Lynndell Epp - Monday, February 11, 2013
Free Marketing Evaluation:
1 hour consultation. No Selling. Discover how to keep your budget under 7%. Identify 4 Marketing Systems. Learn how to develop a Marketing Message that will have prospects beating down your door.
250 FREE Full Color #10 envelopes:
Try out our new envelope printer and get 250 Free envelopes with your first order. If you want great looking color envelopes within 1-2 days at a price no other competitors can beat, then call to get your 250 Free envelopes.
Hurry! These specials expire April 30, 2013.
Recent Posts
- Mail Masters Marketing - Sweet deals May 2013
- Marketing is the Secret Sauce
- USPS New Delivery Schedule Announced - How Will This Affect Your Businesses?
- 5 Things You Should Do To Make Your Direct Mail Envelopes "Do Their Job"
- In The Spotlight - Introducing Miranda Brazil | Account Manager Extraordinaire!
- 6 Steps to Crushing Your Competition With Effective Marketing
- Who Is This Denver Marketing Guy?
- Discover 5 Things you can do to make your marketing envelopes “Do Their Job”. Video Blog
- Caption Contest!
- Sweet deals for our Sweet Day!
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