imagination for converting more people to customers.
Let’s face it, the variety of ways to get a customer in a B2B or a growing business is an unknown number. If you were looking at a map of planet earth, the customer attraction tactic may be to send a message to everyone on the planet. Is there an app for that?
A ridiculous example? Absolutely. But honestly, it does feel like that at times, right? The one missing link in B2B small business marketing is the lack of creativity throughout the marketing strategy, planning, copywriting, advertising and sales.
Look at our creativity featured image. There is graphic design, branding, and print design. Print design for this post means whatever the advertising and communication channel is used to deliver your message.
The light going on in the persons brain starts the thinking about the next marketing effort. Scattered around are some of the tools required to use for building the strategy and marketing message.
For example, creating the copy for the campaign. When you start copywriting for the next customer message, but before sharing with your team, consider weaving creativity –
- Your copywriting must grab the attention of the readers.
- The copy must focus on them and not your company.
- Differentiate your product or service from your competition.
- Tailor your copy to relevant niche customer segments or profiles.
- Use as many of your customer’s favorite communication channels as possible.
- Tell them why they should buy from you and no one else.
This is about as quick and concise to mix creativity using direct marketing copywriting. But without creativity in your organization, you are lacking a critical tool which can keep your marketing stale.
Your company is not going to stay the same forever and that goes for your creativity.
Usually, a good product and service will help your company grow. As that happens some of the one-to-one personal dialogue become harder to maintain. Further, customers are evolving, the market is ever-changing and there is more competition, direct and even indirect that you face daily. Match your products to the wants and needs of as many customers and prospects as possible. Looking at this bigger picture, can help develop more creativity.
Salespeople need to keep their focus on customer needs and be creative.
The knowledgeable salesperson can start a conversation with a customer where they left off the last time they talked. When customer comments are added to a marketing database, reviewing the comments can make a marketing message more relevant to both parties. No time is wasted, and a good salesperson used it as a leg up on the competition. That was truly a branding moment at its finest.
Writing good proposals is an example of knowledgeable data users for use in sales. No matter how hard you try to piece together good copywriting, if your data is bad, then your copy is bad.
If your data is good, the writing will get to the point quickly. Your objective is to get the reader’s attention and attract the reader’s interest, quickly. Three to five seconds is a reliable model. The copy does not need to sell but to generate immediate interest, such as sending the reader to a website landing page. Another awesome creative moment.
In the age of digital marketing via numerous communication channels, people do not hesitate to move on to something else quickly. Even the fastest and most motivated readers cannot read everything they wish. When you are direct, and your readers know your point immediately, they are more willing to connect with you and eventually make a purchase.
As with all the direct marketing strategies, customer-centric, direct mail, data driven, and digital marketing, they work harder together when built with creativity. If you are into digital, try writing copy designed for mail, direct response, or direct marketing. This copy not only focus on direct-2-customer creativity, but uses customer data from company segmentation tools, prospect and customer profiling and relevant copywriting leading to a potential purchase.
Direct marketing plus creativity, provides more ways to get customers to buy – such as:
- Create a picture of your customers’ buying patterns.
- Create customized offers for your marketing channels such as direct mail, email, sales people, advertisements, digital channels, or social media.
- Create an increasing number of marketing responses, leading to better relationships and eventually, more revenue.
- Learning what is relevant for each data segment.
- Add and correct customer information into your marketing database.
The backbone of direct marketing copy is simple – reach your customers in a timely manner with relevant communication, a strong offer and a product that exceeds your customer satisfaction.
Thanks for reading and please share with others – except your competition! Your time is truly appreciated.
Learning and doing, marketing, and selling ideas, is what you’ll find at your Direct2Customers community.
It’s what we do. It’s what we love to do.
Thanks again for reading. Questions? Mdoc@direct2customers.com or 800-251-3608