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.

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.

First, let me talk about what a company needs.

(Top of right column) ->

What your company needs.

You need a business marketing strategy on how you plan to sell your products and services to prospects. When you sell and get a few customers, you will need a strategic marketing plan in place to boost your customer totals and revenue.
For a small business, I highly recommend a direct marketing strategy. Direct marketing means just that–sending a message directly to a prospect or customer who more than likely will make a purchase.

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 that your products were made for them. Direct marketing goals include a prospect to buy directly from a campaign, lead generation activities, and/or supporting your field selling activity.

The Heart of Business Success- 

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.  

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. 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 will not be able to use it with prospects. 

 

1. Keep it simple. 

2. Use automation such as a CRM.  

3. Learn and use analytics every single day. 

 

4. Halloween is every day. Customers get treats and offers to build on their relationships. 

 

5. Customer-centric marketing strategies remind us to learn more about customers.  

6. Prospects are potential customers which require  stronger messages of attention. 

 

7. Develop customer profiles pays you repeatedly.

 

8. Think of direct and customer-centric promotional  strategies as a well-oiled machine. 

 

9. Your response rate will hit double digits. 

10. Have you heard the phrase “Direct-to-Customers Marketing?”  Remember you heard it here first. 

 

11. Do you follow a customer’s journey? Make sure it’s  connected to your data and analytics. 

 

12. Thinking creatively can help you get more customer information. 

 

13. Direct-2-customers  marketing  can increase the likelihood of a two-way communication with each customer. 

 

14. Increasing customer conversations (your customer service) can increase data collecting  for additional personalization. 

 

15. Better customer data leads to future relevant communication. 

 

16. Customer acquisition is easier when you “buy in to a long tail.” 

 

17. Create a great opening line for networking and your direct marketing toolset to increase customer connections. 

 

   Please share with others – except your competition!

   Sharing time with you is genuinely appreciated. Please join our Direct2Customers Marketing Community today!

  Learning and doing, marketing, and selling ideas, is what you’ll find at your Direct2Customer Community. 

  It’s what I do. It’s what I love to do. 

  Thanks again for reading. Questions?  Mdoc@direct2customers.com or 800-251-3608 

         

I thought you might want to know a few promos from the USPS…

I thought you might want to know a few promos from the USPS…

Subscribe to Our Direct-2-Customer Community-It’s FREE

I thought you might want to know a few promos from the USPS…

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 a local USPS or contact a direct mail company member in this LinkedIn Group,

Direct Marketing and Mail Success

Group to learn more about these programs available from the United States Postal Service.

Please share with others – except your competition! Your time is genuinely appreciatedDon’t forget to join our Direct2Customers Marketing Community today in the form below!

Learning and doing, marketing, and selling ideas, is what you’ll find at your Direct2Customer 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 

     

Not Every Direct Marketing Strategy Will Suit Every business

View marketing as a science. Whatever product or service you offer your audience, everyone is different. The larger the audience, you must adjust your data collection and analysis. You will need to adjust or add new segments and customer profiles on a schedule. Change comes and goes differently within your audience. You are always reading and always doing.

read more

The Art of Copywriting

This form of writing stems from the well-informed point of view. For example,
My name is John Smith, President of XYZ Company, and 99.5% who have purchased Product X, make more in sales than all the other products combined.”
The third person is more authoritative by mentioning the person by name, his or her position and further, by building a clearer brand image for company X.

read more

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“I’m looking for answers.” Part Two.

“I’m looking for answers.” Part Two.

“If business growth is all about your marketing and sales effort, which one adds more to the bottom line?”

Within a small business and especially a B2B company, the answer is simple.

They both do!

“I’m looking for answers.” Part TwO

REMEMBER...

“If business growth is all about your marketing and sales effort, which one adds more to the bottom line?”

OK Mike, but you asked, “Why is business growth and development more challenging today?”

Because a large percentage of businesses will increase sales activity, which is a hopeful solution and depends on a defined growth strategy using the tools of marketing and sales. The selling process is a constituting part of a larger whole; constituent, of marketing.

As noted above, a percentage of small businesses do not excel at both sales and marketing. Most businesses try by hook or crook to increase sales, but that is a short-term effort that can bring temporary results.

Therefore, the correct answer is---

The answer for the business owner lies somewhere in the "indecision of sales and marketing."

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, to enable the selling team to increase sales. And is the most common problem to befuddle the small business is they think of marketing as—

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 some time in the future?

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?

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!

   Sharing time with you is genuinely appreciated. Please join our Direct2Customers Marketing Community today!

  Learning and doing, marketing, and selling ideas, is what you’ll find at your Direct2Customer Community. 

  It’s what I do. It’s 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
“I Need a Headline That Work in All Media”

“I Need a Headline That Work in All Media”

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.

I 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 of successful marketing and sales campaign.

“Learn by reading, Learn by doing.”

MarketingDoc

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.

Let me know what you think.

   Please share with others – except your competition!

   Sharing time with you is genuinely appreciated. Please join our Direct2Customers Marketing Community today!

  Learning and doing, marketing, and selling ideas, is what you’ll find at your Direct2Customer Community. 

  It’s what I do. It’s 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
I’m looking for answers.

I’m looking for answers.

“If business growth is all about your marketing and sales effort, which one adds more to the bottom line?”

MarketingDoc

THEY BOTH DO!

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, marketing, advertising, and selling was usually in all the wrong ways.

Hence, I am looking for comments to the second headline of this post. Do you agree or disagree?

Which one adds more to the bottom line, marketing, selling, or both? Please share your thoughts and experience with some examples if possible in the comments below.

Let me Explain

Let me Explain

Most small businesses are excellent at one or the other, but rarely very good at both. Based on experience, depending on which one the management team is comfortable with, well, it could be one or the other. Either will grow the business if leadership makes sure there is a firm commitment to the sales or marketing effort.

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 growing.

But somewhere down the line, business growth becomes stagnant.

Leadership has become complacent. It seems like when a small business finds a new customer, an existing customer somehow disappears. It becomes more difficult to meet business growth goals.

Once contracted, I collect a lot of information about a company’s marketing and sales teams. 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 development ideas.

 

Summary -

Build A Direct Marketing Strategy Using the Four Basic Business Building Blocks Below.

When marketing and sales are looking to return to first-class business growth and development.

NUMBER ONE

The business team must have a complete understanding of customers’ and prospects’ needs and wants, and selling the products and services that meet those needs and wants. People change. Markets change.

 

 

NUMBER TWO

A successful selling growth strategy requires a focus on the basic skills of prospecting, lead generation, and face-to-face selling. Add personalization as a goal. Do you need better data? Is your database or CRM up-to-date? Don’t grimace, just do it!

NUMBER THREE

Leadership must define “what is a great sales lead” and what are the steps to take to nurture the lead prospect into a customer. A past customer will require some incentives to establish them as a returning customer.

NUMBER FOUR

Provides a customer service strategy that encourages more and repeat business. Learn more about prospects and customers. I used a storybook type of writing that served as a reminder of the needs and wants of each prospect and customer. Add personalization. Become known as a solution provider.

OK Mike, you asked,

but why is business growth and development more challenging today?

First, let me hear your answers and comments.

I want to get an ongoing discussion session and share with us what you learned by reading and/or by doing. I’ll be happy to share my thoughts and answer all your questions. 

Plus, all answers and comments will receive a free subscription to our Direct2Customers Marketing community and an issue of Direct Marketing+Mail Success.

I will complete this blog post week, February 8th.

Click here to read Part 2 of I’m Looking for Answers

Please share with others – except your competition! Your time is genuinely appreciatedPlease join our Direct2Customers Marketing Community today!

  Learning and doing, marketing, and selling ideas, is what you’ll find at your Direct2Customer community. 

  It’s what I do. It’s 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