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Marketing Resource Blog

Don’t Talk to Me That Way

Lynndell Epp - Wednesday, October 30, 2013


Marketers and business owners who communicate the same marketing message and image to every type of prospect are making a critical mistake. If you're doing lead generation this way, you're likely turning off many would-be clients.

The marketing message that appeals to a small business owner may be much different from what works for a twenty-something consumer. Yet, many companies have clients in both categories among many others. To address this broad range of people, clients often tell me that they develop a one-size-fits-all message that won’t exclude anyone.

But, this actually excludes many prospects who don’t feel their specific needs are being addressed. The solution is to make your marketing speak to each segment in a unique way.

To do this, first list out and build a detailed portrait of each prospect type. To make sure you’re including everyone, look at your existing client types (and add any that you want to start prospecting).

For each group, ask such questions as: What are their biggest frustrations, concerns, needs and interests? Where can you reach these people on blogs, social media, at home, in their car, at their desk, etc.? Include items like Age, Job Title, Industry, Personal Information, Gender and anything else that helps you identify prospects’ situations and buying preferences.

With this information, you can develop an "ideal client profile." for each prospect type.

The Ideal Client Profile

Just for fun, let's make up a profile. Let's say you have an insurance agency. When looking through your customer list, you find your best customers are fathers with a corporate job, three cars and kids about ready to go to college. You also find single males in their twenties who have a few speeding tickets and rent an apartment.

Apply a name and a face to these people so you can start crafting a meaningful message to them. You might name them "Dan the Dad" and "Twenty-Something Jared."

Let me ask you some questions here:

  1. Would you send out the same marketing piece to these individuals and expect it to be equally effective for both?
  2. Would you water down your marketing to come across as relevant to both prospects?
  3. Do you think that different messages, images and offers would be more effective in gaining more leads from each group?

Hopefully, you see that these are rhetorical questions. Of course you would want to craft a message that speaks as directly as possible to each prospect!

Start developing your marketing message, offers, calls to action and tactical approaches to reach and convert your profiles. When you focus on your prospects and clients' needs, wants and concerns, your message will resonate with greater force.

Want to talk about it? Email or call me: Lynndell@mailmasters.net, 303-607-9424.

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?

  1. 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.

 

  1. 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.

 

  1. 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.

 

  1. 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.