Yesterday my spam filter caught 6 holiday e-cards. This morning it caught 11. I understand companies are looking for ways to cut costs. I get that people don’t necessarily have time to sign a few hundred cards. However, if you think your e-greeting has the same effect as a paper card, I’m sorry but it does not.
The general reason to send holiday greetings is to say hi, I’m thinking of you during this festive season and I wish you and your family the best. Business reasons to send holiday greetings, along with the above, are to keep you and your company name in front of the customer, to make them feel special and to add a personal touch to a professional relationship. But an e-card doesn’t do this, especially if it comes into an inbox along with a lot of other greetings.
First of all, it being caught in a spam filter makes me treat it as bulk mail. I don’t feel special getting a “Happy Holidays” email blast. It’s not personal. It doesn’t remind me of your service/product. In fact, your e-card does not make me feel like anything other than a name on your email list. At least with a paper card I’m going to open it, read it and probably put it on display in my office. If you personally signed it I’m going to appreciate the extra effort.
I’m not saying you must do paper cards, but I am saying if you are going to acknowledge the holidays, do something that won’t get filed as spam. For instance, start right after Thanksgiving and send a personal email to 10 of your contacts each day welcoming the holiday season. Thank them for their business (make this specific) and mention a way you will follow-up in the new year (lunch maybe, etc.). And don’t title it Happy Holidays!
Posted in Business, marketing, mid level professionals, personal branding, Towanda Long
Tagged business follow-up, customer relationships, experience marketing, holiday e-card, marketing, small business marketing, Towanda Long
Here’s a post from my newest blog, Queenocracy, on the art of shopping on Craig’s List. Enjoy!
It doesn’t matter that you have a great service or product. It doesn’t even matter that your potential customer needs it. When it comes to your marketing campaign, your message must engage the customer so that they understand, in their way, why they need your product/service.
Here are some ways to get your message heard and spark the “need” factor:
- Tell your story in an engaging way. Make it colorful, different and memorable.
- Highlight the benefits that are important to your potential customer, not necessarily the things that are important to you. For instance, it’s great that your shoes are scuff-proof, but if I only care that they are comfortable tell me more about comfort. Stop trying to make me care about scuffs.
- Show the specific need you answer as well as the impact on their general wellness.
- Acknowledge your competition and highlight the differences. This one is tricky because you don’t want to speak negatively about your competitors, you only want to point out your uniqueness.
- Use a customer-friendly tone. Avoid big words, jargon and by all means, condescending stereotypical language.
- Use testimonials of current customers that are similar to your target audience.
Here are three personalities that should be in your circle:
The Optimist. We all need a cheerleader, the person that will tell us we can do anything and will point out the positive in any situation. The Optimist is perfect when you’re feeling down and need a pep talk.
The Analyst. This person knows a little about a lot of things and enjoys sharing the knowledge. (S)He has a practical way of reviewing facts and presents a solution based on numbers, not emotions. You may not get an instant response, because this process may take some time.
The Naysayer. You need someone that can see pitfalls and is open enough to tell you. When choosing a naysayer make sure (s)he has your best intentions at heart. If you feel their intentions are not good then by all means find another naysayer.
Vertical customers want an expert. They want to feel like you not only understand your product/service, but that you understand their industry.
Here are a few ways you can highlight your knowledge throughout the relationship, not just during the pitch:
- Include industry news in your communications (e-newsletters, emails, website, etc.).
- Offer commentary with solutions regarding current hot topics. For example, a mask manufacturer could discuss swine flu.
- Host a monthly (or weekly, quarterly, annually) seminar. Don’t exclusively highlight your company; instead mix up the agenda with speakers from other businesses.
BONUS: This is a great way to build relationships with companies that may be able to forward referrals.
- When discussing your business, use friendly language. Avoid jargon and big words as much as possible; they don’t say knowledgeable. It says you’re overcompensating or hiding something.
Here are a few reasons why small businesses should embrace their size and not feel pressure to stretch the truth or their size:
You have an expertise. Instead of building a long list of product/service offerings, focus on your strongest capabilities. Build your business on these, and you limit the risk of mistakes, which can damage your brand image.
This will also help you focus your brand and corner your niche.
Red tape is non-existent. A great asset is there is little room for bureaucracy. Instead of dealing with an automated service, boilerplate answers and inflexible rules, your customers get to deal with a person. Trust me, that’s invaluable.
There is no “bait and switch”. How many times have you been pitched by the VP or another high-level executive at a company, only to find out you will never work with that person? Instead, you will be working with a junior team that is nowhere near the initial meeting.
Yes, this junior team may be capable, but it doesn’t matter because you’ve built a report with the initial pitch team. Eliminating the bait and switch puts you at an advantage and sets the tone for an honest work relationship.
Your business is flexible. Most small businesses are nimble by design. Can you meet or complete projects at unconventional times? Do you have a unique way to work (special worksheets, work plans, etc.)? Make sure your clients know about it.