How to Survive and Succeed in A New Small Business…

How to Survive and Succeed in A New Small Business…

or to correctly reorganize one.

Making either decision is difficult. Nobody wants to fail. If you decide not to give up the ghost, and give it a shot, keep it simple. Look closely at your company’s operations and strategies. Determine what you need to improve.

First, what do you know about your customers and prospects? Customers are hard to get or to keep. Marketing and sales must perform and to meet their goals.

There are a variety of practical steps to take with marketing and advertising your company’s products and services to your prospects and customers.

What your company needs.

For a small business, a direct marketing mail strategy is an excellent model to follow. Direct marketing means just that–sending a message directly to a prospect or customer who more than likely will make a purchase, based on collected data.

Next, you will need a list of contacts that have a propensity to buy and tell them why your product is the right choice for them. You will need a copywriter that knows persuadable copywriting.

Last you need creative marketing and advertising offers about your products that were designed for all your prospects and customers. Develop a list of direct marketing goals that include prospects to buy directly from a designed campaign, from lead generation activities you build, and/or supporting your field selling activity and salespeople.

The Heart of Business Success

Creating Profiles and Segments for Prospects and Customers. 

As the sales trickle in, a customer-centric marketing strategy outline should be on your whiteboard, or at the minimum, in your head. If the customer-centric marketing strategy eludes you, here’s a smart start.

For a new, or to reorganize a small business, a customer- centric marketing strategy means you have a goal to fulfill all the needs and wants each customer expects, with a passion to succeed, provide an extra step of service, and do it all with a smile.

Stop and think for a bit about the block quote above. Then place a customer in your shoes. How would you react?

How do you decide to purchase a product or service comparable in pricing and some resemblance of similarity? Was it price sensitive? Did it come in assorted colors? How was the service? After your purchase, what did you think about the customer service?  

Another way to look at customer-centric marketing is-everything marketing starts and ends with your customer… cater to them, listen to them, and react to them. The results are amazing.  

Creating profiles and segments of prospect and customers leads to better response. Start simple. Once you start and see results. you can see what other data; you need to collect. Customers and potential prospects leave data when they make a purchase. Make sure to capture it.

When you email a purchaser, ask them what they think about your service or product. Their answers will probably show you are already doing customer-centric marketing. Collect and record this data. The best marketing strategy that pinpoints the many reasons to keep and gain new customers.  

Summary

However, many people who work in a small business management capacity, who read the preceding sentence, will comment, “I know my customers and know what they want. I need more customers because I want to grow.” 

 Do they? Do you? 

Your time is better suited to listen to, talk to, and better understand your customers. This can increase your marketing results, customer acquisition, and customer retention. 

Here are 17 short sentences that can help you learn more about customers. Plus, there is no rule saying you cannot use it with prospects. 

 

Please share with others–except your competition!

Direct marketing copy is like a puzzle.

Sharing my time with you is not over at the end of a post. There are many ideas I experienced in owning a small business. My ideas about using and writing direct marketing and customer-centric copy are from my experience as a small business owner and a marketing entrepreneur in marketing, advertising, and selling content, articles, reports based on my philosophy of people learn by reading, then learn by doing.

Please join our Direct2Customers Marketing Community today!

This is what I do and what I love to do.

Thanks again for reading. Questions?

Mdoc@direct2customers.com or 800-251-3608

I thought you would like to know a few promos from the USPS…

I thought you would like to know a few promos from the USPS…

I thought you would like to know a few promos from the USPS…

a large mailing list can save you big time when mailed!

The USPS classifies most mail based on the dimensions of the mailpiece. I consider the most common mailers “letter-sized”, so they measure 6.125″ x 11″ or smaller. Be aware that letter-sized mail that is square requires a non-machinable surcharge. Said another way, postage is higher for letter-sized mail that is square-shaped.

Post card rates, which apply to individually mailed postcards 4.25″ x 6″ or smaller, will increase one cent to 36 cents apiece. Keep in mind that the “postcard rate” for bulk mail is not available.

Bulk Mail Postage Rates. Overall, first class mail postage rates expected to increase 1.8% while marketing mail will increase 1.5%. Depending on the distribution of your mailing list, and USPS location where you drop your bulk mail, rates will vary.

Move update. The USPSR recently published a Move Update Methods Requirements Fact Sheet, available on the PostalPro website. This sheet lays out the various USPS products and services available to meet the Move Update requirement. It requires mailers to update all addresses on First-Class Mail, Parcel Select Lightweight, and USPS

Marketing Mail within 95 days prior to the postage statement finalization date.

The Postal Service Informed Delivery service allows customers to see the incoming mail pieces being delivered to their mailbox each day. You can take part in Informed

Delivery Campaigns by providing color images of mail pieces along with links to related digital content.

Recipients can access these links from their daily USPS email notifications. This is an excellent opportunity for mailers to “double down” on their touch points with mail recipients-a digital touch before they open their mailbox and then again when they open the mail piece.

Visit the USPS for their latest offers, or contact me for a direct marketing mail company member in this direct-2-customers marketing community and forum. Mdoc@direct2customers.com

Learning and doing, marketing, and selling ideas, is what you’ll find at your Direct-2-Customer community. 

It’s what I do. It’s what I love to do. Call me at 800-251-3608 

Please share with others–except your competition!

Direct marketing copy is like a puzzle.

Sharing my time with you is not over at the end of a post. There are many ideas I experienced in owning a small business. My ideas about using and writing direct marketing and customer-centric copy are from my experience as a small business owner and a marketing entrepreneur in marketing, advertising, and selling content, articles, reports based on my philosophy of people learn by reading, then learn by doing.

Please join our Direct2Customers Marketing Community today!

This is what I do and what I love to do.

Thanks again for reading. Questions?

Mdoc@direct2customers.com or 800-251-3608

Digiprove sealCopyright secured by Digiprove © 2021 J. Mike Deuerling
How to Survive and Succeed in A New Small Business…

“Doc, we need more revenue…”

“Doc, we need more revenue…”

If business growth is about marketing and sales, which one adds more to the bottom line?

THEY BOTH DO!

 arehharHere’s what I know.

Most Successful small businesses excel at one or the other, but not very often at both. Based on my experience, depending on which one is in the management team, that is a good guess. Either marketing or sales can grow the business if leadership makes sure there is a firm commitment to the marketing effort or building a sales team.

Throughout my ownership of a small business, I worked with a variety of healthcare practices, higher education, universities, B2B companies, direct mail companies, a proud selling solution provider as a partner, and entrepreneurs like myself.

No one small business I met with was the same as the next, but for marketing their products or services with marketing, advertising, and selling was usually in a dyer’s need for change.

However, why stop at one?

Today, the future success of an organization’s sales team depends on the business leadership and their development strategy. The strategy is usually a blend of their marketing and sales tactics they have developed over the years. Logically, that provides results needed to keep a business going and growing.

But somewhere down the line, business growth becomes stagnant.

Leadership becomes complacent. When a small business finds a new customer, an existing customer somehow disappears. In that scenario, it becomes more difficult to meet business growth goals.

If I get a contract, I collect a lot of information about the company, not just in marketing and sales. I ask selected questions and provide examples from my e-Book, Custom-Made Marketing, to stimulate discussions. Marketing professionals and salespeople love first class business growth and ideas for development.

For starters, here are a few of my ideas-

NUMBER ONE, Customers.

The business team must have a complete understanding of customers’ and prospects’ needs and wants. Do they sell the products and services that meet those needs and wants? People change. Markets change. Competition will change.

NUMBER TWO, Growth.

A successful selling growth strategy requires a focus on the basic skills of prospecting, lead generation, and face-to-face selling. Usually, personalization is a goal never met. Do you need better data? Is your database or CRM up to date? 

NUMBER THREE

Management must define “what is a sales lead” and what are the steps to nurture the lead prospect into a customer. If nurturing starts in marketing, when do they hand the lead off to sales? If the lead is handed off to sales, what type of reports must be filed by the salesperson. Who will share these reports with marketing? A past customer will require some incentives to Number 4 but establish them as a returning customer.

Throughout my ownership of a small business, I worked with a variety of healthcare practices, higher education, universities, B2B companies, direct mail companies, a proud selling solution provider as a partner, and entrepreneurs like myself.

 

NUMBER FOUR

Knowledge is power in a small business. Provides a customer service strategy that encourages more and repeat business. Plus, learn more about prospects and customers. I enjoy using a storybook type of writing that served as a reminder of the needs and wants of each prospect and customer. Ask and add personalization and share with marketing. Become known as a solution providers and develop a customer service department second to none.

Not one small business I met with was the same as the next. B2B companies always blamed marketing and or sales, but always looking for the easy way out. However, when marketing their products or services, marketing, advertising, and selling was always in need of help.

 

The Way I See it...

The answer for any small business management lies somewhere in the "indecision of what is marketing and sales."

To achieve success, a business must envision marketing as a business development technique— a broad brush approach to build a business through a variety of marketing channels and enable the selling team to increase sales. And is the most common problem to befuddle the small business is they think of marketing as—

Branding, yes, marketing is all of that, but does a small business need to spend time and a ton of dollars branding, hoping it yields a return on investment in the future?

Advertising development If a small business advertises, where do they put their advertising dollars? In a newspaper? On the radio? Maybe the TV? Restaurant place mats? Hoping something works?

Creating a onetime promotional campaign. Who has the time and resources to create a promotional campaign that is all wrong for the company and placed on all the wrong channels of communication and, better yet, can afford the promotion hoping to get a response?

To some, marketing is everything a company does to build and promote its products or services. That is a good use of marketing. But eventually, marketing loses its glamor or attention, it falls way short of expectations. From that point onward, marketing is never enough!

Other organizations who have ventured down similar marketing paths and felt somewhat disappointed may decide to ramp up sales by adding bodies to the sales force. That may work for a time, but it usually leads to a dead end, leaving you where you started but with less money.

Business growth and development is a very specific strategy an organization needs in its business building activities. Business growth and development does not replace marketing— it increases marketing effectiveness by maintaining a steady flow of communication to your marketplace.

Business growth and development does not replace sales, but it increases sales because your market is better informed and educated by better selling efforts. This leads to improved sales, happy selling, generating larger profit margins, an increase in return on assets, and the accountability of your sales team.

Please share with others–except your competition!

Direct marketing copy is like a puzzle.

Sharing my time with you is not over at the end of a post. There are many ideas I experienced in owning a small business. My ideas about using and writing direct marketing and customer-centric copy are from my experience as a small business owner and a marketing entrepreneur in marketing, advertising, and selling content, articles, reports based on my philosophy of people learn by reading, then learn by doing.

Please join our Direct2Customers Marketing Community today!

This is what I do and what I love to do.

Thanks again for reading. Questions?

Mdoc@direct2customers.com or 800-251-3608

Digiprove sealCopyright secured by Digiprove © 2021 J. Mike Deuerling
How to Survive and Succeed in A New Small Business…

“I Need a Headline That Work in All Media”

“I Need a Headline That Work in All Media”

You Must Create Headlines to Grab Attention.

I create them to pull the reader into the heart of my copy. No absolute authority dictates how long a headline should be. The real question is what you must say to earn your reader’s attention to the rest of your copy.

A person reads, listens, and watches for knowledge, information, or just for fun, but never to make them work. How the words you choose in your headlines make all the difference between successful marketing and sales campaign.

Writing creative headlines will yield significant results and increase the readership of your copywriting

If your marketing results are anemic, you obviously ignore that a good headline attracts your customers to look more about what you offer.
He’s a quick reminder. Direct-2-Customers marketing is all about reading. If you can get people to read your copy, you can get people to buy your products. However, to get people to read your copy, you must write strong headlines.
To write a good headline, you must have four objectives: attract attention, select your prospects, deliver a well-thought message, and pull readers into the body copy.
Headlines are vital to the success of any advertising, but it is especially important for direct 2 customers. A good headline is like money in the bank.

Ask yourself a few questions before you select a headline:

  • Have I made a promise?
  • Have I painted a picture?
  • Have I created a sense of urgency?
  • Have I explained how my product and service can solve a problem?
  • Have I explained why it is an incredible bargain?

If your creative channel is out or sorts, focus on creating a “how-to” or “why” or “number series” as added value. Then analyze your notes carefully and write your copy into the headline or subject line, just about anywhere you plan a marketing campaign. The product you sell and the attention you want from your audience determine the type of headline you want to use.

In addition, headline writing tools are paramount in email subject lines, social media, mobile, websites, landing pages, video, or anywhere else you would capture a prospect or customer. You need a crafted assembly of copy to get as many eyeballs as possible.

Do I need a headline to work in all media?

The headline for this post would capture more eyeballs if I added “How to” replacing the “I need.” There are way too many communication channels and different needs of people that make one headline useful in all shapes and sizes.

Please share with others–except your competition!

Direct marketing copy is like a puzzle.

Sharing my time with you is not over at the end of a post. There are many ideas I experienced in owning a small business. My ideas about using and writing direct marketing and customer-centric copy are from my experience as a small business owner and a marketing entrepreneur in marketing, advertising, and selling content, articles, reports based on my philosophy of people learn by reading, then learn by doing.

Please join our Direct2Customers Marketing Community today!

This is what I do and what I love to do.

Thanks again for reading. Questions?

Mdoc@direct2customers.com or 800-251-3608

Digiprove sealCopyright secured by Digiprove © 2021 J. Mike Deuerling