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Welcome to the Fortune Friday Free Marketing Tips Featured Article!
November 17, 2011
Why Your Business Shouldn’t Advertise Like McDonald’s
See, with a multi- million – or even billion – dollar marketing budget you can buy the “know, like and trust” needed to make your business work. Human psychology is a funny thing… the more we hear or see something, the more we begin to trust in it (as long as what we hear and see isn’t negative); regardless of what our common sense tells us.
Why Infomercials Work
Think about how you’ve responded or reacted to certain product / brand messages over time. Those annoying 
infomercials are a great example of how constant bombardment of messaging can work. The first time you see one you think “what a crock, who would buy such a thing?”, or “that could never work”. Then, the 15th or 16th time you catch a glimpse of the extra fancy schmancy all-in-one fried chicken, quiche, and Bundt cake maker you’re intrigued.. “Hmmm. What does this do, really? Maybe I’ve been a little too hard on this extra fancy schmancy all-in-one fried chicken, quiche, and Bundt cake maker”.
Before you know it, you doubt your original impression of the product. Then, by the 50th or 60th time you see it, your brain starts telling you you might actually need one! (Come on, admit it, I know that’s happened to you too!).You may even have half a bottle of that “amazing, scientifically proven weight loss formula” in your medicine cabinet. Or that super-duper, extra cool tomato slicer stuffed away in a drawer somewhere. Or how many times have you been going about your day, minding your own business when you see an ad or a billboard for a Big Mac? And then suddenly, maybe without even realizing it, you’re craving McDonalds…???
Ok- so, yes, this type of advertising can “work”… depending on how you define “work”. But can you spend millions of dollars to be in front of everyone 24/7? Of course not! So then why are you trying to? Wouldn’t it make sense to find a marketing strategy that works for a company like yours; not like the McDonalds’ and Toyotas of the world?
Things you need to consider before trying to advertise like McDonald’s:
- Can you afford to invest in “awareness” advertising? There are a couple of different ways to advertise: there is direct response advertising (an offer) and “awareness” advertising (some people call it “top of mind”). Awareness advertising is about putting your name out there to raise awareness. If you aren’t’ doing this constantly and consistently it’s a waste of time and money.
- Do you have the budget to advertise consistently over time? A person will need to see an ad at least 3 times before remembering seeing it- and another 10 or so times before she starts to believe in the legitimacy of the company, product or service. If you don’t have the money to invest in a long-term consistent advertising campaign, you are throwing money out the window. One ad here and there isn’t going to do anything for you.
- Do you have realistic expectations about what the ad can do for you? Ok, so you have a few hundred bucks burning a hole in your pocket and want to place an ad. So you put a coupon in the paper for 10% off your product or service, turn on the “Open” sign and wait for the crowds to line up around the block…. And you wait… and wait… Nothing happens. As stated in #1 and #2, advertising is a process and must be done consistently and repetitively. Don’t expect to place one ad and have the products fly off the shelf and the phone to ring off the hook. Unless you are using the 2 Step advertising approach you probably won’t get the response you expect.
For more information about Marketing and how to make it most effective visit: http://FortuneMarketingCompany.com
It’s Marketing, Horn Tooting is Allowed!
November 14, 2011
How often do you remind your customers of all the little extras you provide that they most likely take for granted as just a routine part of doing business with you? If you’re like most of us, probably not often enough. Marketing is as much about reminding our existing customers of our value as it is attracting new customers. So how do you gently remind your customers of all the value you bring to them every day?
Here are a couple of ways I saw businesses do it this week that I think we can all learn from:
At the Vet
My vet’s office has a notice on their counter, nicely printed and in a decorative frame that reads,
“Dear Customers, We realize that times are tough for many these days and your pets are very important parts of your lives. That’s why we haven’t raised our rates in over 3 years. We want to make sure your best friend stays a happy healthy part of your family for years to come.”
This is brilliant on so many levels – I stood there just staring and re-reading in some kind of marketing-envy trance while my dog Capone tugged on the leash wanting to get the heck out of harm’s way.
Why is this so brilliant? What marketing purpose does this simple notice serve? For one, it tells their customers they care and they are looking out for our needs and interests – every customer wants to know a business cares, right?
WOW… again, brilliant! Really? Your job, not mine? These days I feel guilty just standing at the cash register staring at the cashier if there’s no bagger and these guys are telling me I don’t even have to unload my groceries , much less feel guilty about bagging my own? Ok, that’s worth the extra 5 cents for a box of cheerios!
With this simple sign Raley’s is marketing to existing customers; setting themselves apart from the other grocery stores and reminding me of why I shop there. It’s an excellent testimonial to the value they bring their customers every day. What this sign really says is, “Other grocery stores make you do their work for them… not here! We’re different. You’re the customer – relax and let us do our job, that’s what you pay us (a little extra) for! “
Do You Toot Your Own Horn?
So, what sets you apart and what are you doing to remind your customers? Do you offer free delivery? Do you perform complimentary audits or inspections? Do you offer longer payment terms than your competition? Have you not raised rates? What are the little – or not so little – things that you – and your customers take for granted?
Or did you win an award, donate, volunteer, fund-raise, or get mentioned in the news? Did a customer rant and rave about you? All of these things are toot-worthy! Put a notice on your invoices, website, or your next ad. Or include it in a Thank You, Birthday, or Holiday cards. Don’t be afraid to announce these things on Facebook, LinkedIn, Twitter, your newsletter, – or even a special email to clients! It’s Marketing, horn-tooting is allowed!
By the way, if you liked this post, I’d really appreciate your Retweet!!! Thank you. 
Does Your Website Suck?
November 11, 2011
Welcome Smart Marketer Club Member to Our Fortune Friday Featured Article!!!
Finally, small business owners everywhere realize they need an online presence if they are going to compete in today’s world. Small business owners who just a year ago adamantly argued that their customers aren’t using the web are now jumping on board and admitting – yes, indeed they are.
But slapping up a website just for the sake of having a website can defeat the purpose – and can even harm your image if it isn’t done right.
If you’re thinking about creating a website – or even if you already have one – follow these 6 rules to make it the effective and powerful marketing tool it should be: 
- The website is not about you. A prospect is not looking for information about you; they are searching for a solution to their unique problem or need. THAT should be the focus of your home page. Use words and phrases they would use to describe their pain and then outline the solution you have to solve it.
- Have an offer. Get the most out of your website by using it as a lead generation tool. If someone spends time on your site, don’t just let them click away without engaging them further. Offer a newsletter, a free report, or even a free consultation. Do something to get them to act so you can find out who they are and market to them further.
- Be unique. Beware of canned website services; you know - the ones that offer websites for CPAs or Chiropractors or Attorneys. They all the look the same, they all have the same content, and they make it really hard to differentiate you from your competition. Invest a little bit more in a site that allows you to stand apart from the crowd.
- Your website is your online storefront. Your website is very often going to be the first impression people get of your small business. Make it visually appealing. Make it interesting, informative and engaging. Make it different – add some fun elements, or news stories or free tips that your target market would be interested in. Make sure it’s professional- and PLEASE check your grammar and spelling!
- Use testimonials and case studies. Yes, your home page should be about the prospect and their problem – but once you’ve engaged them and gotten their attention, they will want proof that you can deliver as promised. Having a page of testimonials and case studies is a great way to demonstrate that you can deliver as promised.
- Make it easy for a prospect to contact you. Have a contact page that is easy to find, with your email address, and/or phone number. Put your phone number on the home page (some experts recommend having it on every page of your website). Finding a way to contact you should not be a game of “Where’s Elmo?” If it takes more than a second or two – you risk losing them – and they could mean a lost sale.
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+Carolyn Higgins, President of Fortune Marketing Company
- Carolyn Higgins, President of Fortune Marketing Company specializes in helping small to medium sized businesses get the customers they need to sell more, increase profits and achieve all of their business and personal goals. We do this by implementing and managing marketing systems based on data and strategy - there is no guess work. For more information visit us at: FortuneMarketingCompany.com. We'd be glad to help!
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