Tag Archives: marketing

Business

Business Owners, How Do You Get Out of That Vicious Cycle?

Business Plan - Picture courtesy of cuvc.org
Business Plan - Picture courtesy of cuvc.org

by Lisa J. Lehr

Business owners can easily get stuck in a vicious cycle: Business isn’t so good. They can’t afford to outsource their marketing. They do it themselves, results remain poor, and business remains not-so-good.

How do business owners get out of this vicious cycle? It’s not easy, but it’s simple: they make a decision to get serious about their marketing before they lose their business altogether. If you’re a business owner finding yourself in this rut, here are some ideas to get you started:

1.      Define your audience. If you try to market to everyone, you end up marketing to no one. Who’s your target market? Once you’ve figured this out, you may discover you don’t have to spend as much money on marketing as you have been.

2.      Find a copywriter. Ask other local business people or do an online search. You can work with someone locally or long-distance, as you prefer. Fee structures vary. After you’ve interviewed a few, it’s best to choose one in the mid-range. Highly paid copywriters are the best, but a lot of their cost is simply their fame. Don’t choose the lowest bidder—you’ll get what you pay for.

3.      Get a website! It’s mind-boggling that some business owners still don’t “get it” that a website is absolutely essential. Many potential customers want to “check you out” before they call you or come into your place of business. If they can’t, they may well go to your competitor instead. It’s really not a highly technical task anymore, but if you don’t have the skills or the time to do it yourself, outsource it.

4.      Put an opt-in box on your website. Collect names and e-mail addresses. Keep a list. Then keep in touch with your list. It’s that simple.

5.      Have a call to action. This can work in harmony with the opt-in, such as “download your free report,” or separately, such as “call for a free consultation.” But be sure to tell your website visitors what you want them to do.

6.      Give them free information. It may seem counter-intuitive, but giving away information accomplishes two things: it establishes you as an expert, and it makes people feel indebted to you. Free information can take many forms. Ask your copywriter about it.

7.      Take advantage of free publicity. Twitter, Facebook, YouTube, and several other social media tools are free. Learn how to use them.

8.      Leverage testimonials. The first thing you need to know is that you (almost) never use a testimonial word-for-word. That would be akin to recording a real-life conversation and transcribing it as-is for dialog in a novel. (It really doesn’t sound very good.) If you do not haves testimonials (maybe you’re a new business), your copywriter can help you work around this.

9.      Leverage customer complaints. Complaints are not all bad! Among other things, they tell you what you need to improve. While an unhappy customer spreads the “bad” word much farther and wider than a happy one spreads the “good” word, you can turn an unhappy customer into a happy one.

10.  As a local business, you can create a “coupon swap” program with another local business and double your potential customer base.

11.  Ask your copywriter what kinds of marketing collateral would benefit your business. White papers, news releases, fliers, brochures, postcards, and many others are all in the repertoire of any good copywriter.

These are all ideas I thought of in just a few minutes. If any of them sound mysterious to you, it’s probably because you don’t have the marketing expertise that a copywriter has. And that’s fine; you’re not expected to. That’s what copywriters are for.

Get serious about your marketing. Talk to your colleagues, log on to Google, do whatever you need to do to find a copywriter who will make your marketing work…before your business becomes another victim of the vicious cycle.

Lisa J. Lehr is a writer and copywriter living in Grass Valley. She can help you promote your business with a full range of online and offline marketing pieces. A member of Empire Toastmasters, she’s available to speak to your business or professional group. Visit her website www.justrightcopy.com for more information, opt in for the message series, and receive a free Marketing Guide.

—
Lisa J. Lehr
I write words that make you money–just ask me how.
www.justrightcopy.com
Visit my website and sign up for my fr~ee marketing tips.
New! No~cost Marketing Guide now available at my website.

Bits & Pieces

Stay Hydrated Without Putting Yourself in Danger

by Lisa J. Lehr

The weather is warming up, people are heading outside to exercise, and we’ve been told our entire lives to drink “plenty of water.” Not everyone realizes, however, that it’s possible to drink TOO much. How much is enough, and how much is too much?

You may remember back in January 2007, when Jennifer Strange, 28, a Sacramento-area mom of three, was found dead in her home of water intoxication. Jennifer had competed in a radio station’s “Hold Your Wee for a Wii” contest. The contest winner would be whoever drank the most water without going to the bathroom; the prize, a Nintendo Wii video game system. Jennifer wanted to win it for her kids.

“Holding it” against nature’s urging to get rid of it is intuitively a bad idea, and putting yourself in danger in order to gain some material thing is just foolish. The bulk of the blame lies with the radio station, however; station officials had been advised that someone had previously died of the same cause in a hazing incident, and they reportedly didn’t take Jennifer seriously when she complained of feeling ill. Still, this story should be a warning to everyone who might think that if drinking plenty of water is good for us, then there’s no such thing as “too much.”

Wrong. Continue reading Stay Hydrated Without Putting Yourself in Danger →

Business

In Business, You Can’t do Everything Yourself!

Photo courtesy of Blog.Autoshopper.com

By Lisa J. Lehr

What’s wrong with this picture?

The fictitious Modern Widget Company in Grass Valley has a small staff of reasonably capable people who do pretty much everything. One day, Bob notices a leak in the restroom. “I can fix that,” he says, “and I’ll save the company a ton of money.” He goes the hardware store, buys some parts, and fixes the leak…or so he thinks. Next morning, when the staff comes to work, the toilet has crashed into the basement. You see, Bob didn’t know water was leaking under the floor, rotting out the floorboards.

Sally arrives, late and breathless, wearing a hat. Embarrassed, she confesses she’d cut her own hair. With an important presentation coming up, she didn’t have time to go to the beauty parlor. “It’ll grow out eventually,” she says, red-faced.

Jeff and his carpool buddy Jenny call to say they’re going to be late. They were on their way when they heard a strange racket coming from under the hood of Jeff’s pickup truck. “I can deal with that,” says Jeff. “Who needs AAA?” They might not make it in till afternoon.

What do all these people have in common? They tried to fix a problem themselves when they really needed the services of a professional. They ended up with problems far more serious and expensive to fix than their original problems. They suffered embarrassment, wasted time, and inconvenience.

Then one day the staff at Modern Widget Company is ready to launch their new Super Widget.

“I’ll do a website,” says Bob. “I’m a pretty geeky guy.”

“I’ll write a sales letter,” says Sally. “I majored in Creative Writing.”

“I’ll send out some e-mails,” says Jeff. “I like to do e-mail.”

“I’ll make a brochure,” says Jenny. “I’m a pretty good artist.”

So they did. How did their cobbled-together marketing program do, you ask?

It bombed. You see, Bob, Sally, Jeff, and Jenny made the same mistakes twice: they thought they knew what they were doing—but they didn’t.

If you’re offering a product or service, you need a professional marketing program to reach your audience and make them buy. Even the best product or service is only as good as your marketing plan. Run, don’t walk, to find a professional marketing writer—before you waste time and money, before you suffer embarrassment and inconvenience. And definitely before your business crashes into the basement…figuratively speaking.

 

Lisa J. Lehr is a writer and copywriter living in Grass Valley. She can help you promote your business with a full range of online and offline marketing pieces. A member of Empire Toastmasters, she’s available to speak to your business or professional group. Visit her website www.justrightcopy.com for more information, opt in for a message series, and receive a free Marketing Guide.

—
Lisa J. Lehr
I write words that make you money–just ask me how.
www.justrightcopy.com
Visit my website and sign up for my fr~ee marketing tips.
New! No~cost Marketing Guide now available at my website.

Business

Six Secrets to Shortcut Moneymaking

Lisa J. Lehr

by Lisa J. Lehr

Want to make money in business? As much as possible, and as fast as possible? If you’re in business, of course you do. Here are six secrets to shortcut moneymaking.

1. The first secret is…there is no real shortcut. There is, however, a shortest distance between where you are now and where you want to be, and everyone knows the shortest distance between two points is a straight line. The straight line in business success is a plan that includes no unproductive use of time or money.

2. Figure out your USP—your unique selling proposition. Especially if you’re a local business with some competition, you’ll need to stand out from the crowd. What makes you different? Spend some time figuring it out.

3. Advertise your product or service. Do all that your budget will allow. If your budget is small, start with inexpensive (and free) forms of advertising. As you begin making sales, roll as much as you can back into your advertising. This is where your highest ROI will come from.

4. Ramp up your marketing as your budget increases. Always stay in front of your target market. Even as your product or service takes hold of the market, and word-of-mouth advertising spreads—unless you’re getting so many orders you just can’t keep up—continue advertising. (And if you are getting so much business you can’t keep up, you can do one of two things: increase your prices, or narrow your offerings to the most lucrative products or services.)

5. Upsell. It’s a basic principle of selling that there are three ways to make more money: get more customers, get your customers to buy more often, and get your customers to buy higher-priced products and services. The third one is the most cost-effective. If your customers like your product or service, and if they trust you, they are more than happy to spend more money with you.

6. Work with a professional copywriter. Many companies have tried to crank out their own marketing programs, and even as that tactic has failed, have continued to try. You’ve probably heard the definition of insanity: doing the same thing and expecting different results. Give your business the competitive edge by letting a professional take charge of your marketing program.

There you have them: six secrets to shortcut moneymaking. The truth, however, is that they’re not really secrets—most smart marketers already know them. And they’re not really shortcuts—they’re just the shortest possible route to where you want to be: making money with your product or service.

Lisa J. Lehr is a writer and copywriter living in Grass Valley. She can help you promote your business with a full range of online and offline marketing pieces. A member of Empire Toastmasters, she’s available to speak to your business or professional group. Click Here to visit her website for more information, opt in for the message series, and receive a free Marketing Guide.

—
Lisa J. Lehr
I write words that make you money–just ask me how.
Visit my website and sign up for my fr~ee marketing tips.
JustRightCopy.com
New! No~cost Marketing Guide now available at my website.

animals, Business

Have a Pet Business? Add an Online Channel to Multiply Your Sales

by Lisa J. Lehr

If you own a small business in the Grass Valley-Nevada City area, you may already feel that your livelihood is precarious. Small business are getting shoved out by large chains, and in “this economy,” customers set aside some of their loyalty to locally-owned businesses in favor of stretching their own purchasing power.

If you own a pet-related business in this area, you may be worried about what’s happening in the local economy. But don’t give up hope! By adding an online channel to your business, you’ll be able to reach outside the local area to bring in customers (and their money) from all over the country.

America is a nation of animal lovers. We provide homes for pets in greater numbers than any other country on earth; most households in America have at least one pet, and those pets are cherished family members. And most people in the pet products and services business do what they do for the love of animals—not for the love of money.

Yet the money is there for the taking. Pets are the new status symbols; a well cared-for pet is a sign of achievement. Check out these figures from the AAHA’s 2004 (US and Canadian) Pet Owner Survey:

* 94% think their pet has human like personality traits.
* 93% would risk their own life for their pet.
* 87% include pets in their holiday celebrations.
* 84% consider themselves Mom or Dad to the pet.
* 82% think of their pets at least once a day when they’re away.
* 80% said “companionship” is the major reason for having a pet.
* 78% greet their pet at the door before they greet their spouse.
* 67% of pet-containing households recognize pet birthdays.
* 62% sign letters or cards as being from their pets as well as themselves.
* 57% would rather have a pet than a person with them if stranded on a deserted island.
* 55% have an emergency preparedness plan that includes their pet.
* 43% of pets (not including fish and snakes) share beds with their people.
* 36% say their pet enjoys watching TV.
* 33% talk to their pets on the phone or through the answering machine.
* 25% say they brush their pet’s teeth.
* 24% of dog owners sometimes dress their pets.
* 18% have attended a birthday party for someone else’s pet.

Now, as you look at this list of statistics, you may notice a theme: pet owners increasingly treat their pets like people. As the number of children per household declines, the number of pets is increasing. Baby boomers, a powerful segment of today’s market, are quickly becoming empty-nesters and replacing their grown two-legged children with four-legged ones. Indeed, many people now call themselves pet parents or guardians rather than “owners.” Thus we have a hugely profitable strategy for entrepreneurs in the pet business: position pets as members of the family. With this in mind, you can create human-like products for pets:

  • ·         Gourmet and specialty pet foods.
  • ·         Doggy and kitty treat cookbooks.
  • ·         Pet clothing.
  • ·         Human-type pet furniture.
  • ·         Coordinating “Mommy and pet” jewelry.
  • ·         Designer pet carriers, buggies, and strollers.
  • ·         High-end grooming products, such as aromatherapy baths.
  • ·         Pet birthday party supplies.

All of these can shipped to online buyers, and you can probably locate drop-shippers to streamline the process.

So if you’re a pet-business owner in Nevada County who’s struggling with the economy and the encroachment of big-box stores, you may be able to give your business a boost by offering your products to a national customer base. Get a website. Set it up to sell. Create a system to capture your site visitors, keep in touch with them, and keep them coming back.

If you don’t know how to do this, get help from someone who does.

Lisa J. Lehr is a writer and copywriter as well as animal lover living in Grass Valley. She can help you promote your business with a full range of online and offline marketing pieces. A member of Empire Toastmasters, she’s available to speak to your business or professional group. Visit her website www.justrightcopy.com for more information, opt in for a message series, and receive a free Marketing Guide.

—
Lisa J. Lehr
I write words that make you money–just ask me how.
www.justrightcopy.com
Visit my website and sign up for my fr~ee marketing tips.
New! No~cost Marketing Guide now available at my website.

Business, Local Writers & Contributors

Are You Ready to Get Serious About Your Marketing?

by Lisa J. Lehr

Business owners can easily get stuck in a vicious cycle: Business isn’t so good. They can’t afford to outsource their marketing. They do it themselves, results remain poor, and business remains not-so-good.

How do business owners get out of this vicious cycle? It’s not easy, but it’s simple: they make a decision to get serious about their marketing before they lose their business altogether. If you’re a business owner finding yourself in this rut, here are some ideas to get you started:

1.      Define your audience. If you try to market to everyone, you end up marketing to no one. Who’s your target market? Once you’ve figured this out, you may discover you don’t have to spend as much money on marketing as you have been.

2.      Find a copywriter. Ask other local business people or do an online search. You can work with someone locally or long-distance, as you prefer. Fee structures vary. After you’ve interviewed a few, it’s best to choose one in the mid-range. Highly paid copywriters are the best, but a lot of their cost is simply their fame. Don’t choose the lowest bidder—you’ll get what you pay for.

3.      Get a website! It’s mind-boggling that some business owners still don’t “get it” that a website is absolutely essential. Many potential customers want to “check you out” before they call you or come into your place of business. If they can’t, they may well go to your competitor instead. It’s really not a highly technical task anymore, but if you don’t have the skills or the time to do it yourself, outsource it.

Continue reading Are You Ready to Get Serious About Your Marketing? →

Business, Local Writers & Contributors

Do-it-Yourself Marketing: Bad Idea

by Lisa J. Lehr

What’s wrong with this picture?

The fictitious Modern Widget Company in Grass Valley has a small staff of reasonably capable people who do pretty much everything. One day, Bob notices a leak in the restroom. “I can fix that,” he says, “and I’ll save the company a ton of money.” He goes the hardware store, buys some parts, and fixes the leak…or so he thinks. Next morning, when the staff comes to work, the toilet has crashed into the basement. You see, Bob didn’t know water was leaking under the floor, rotting out the floorboards.

Sally arrives, late and breathless, wearing a hat. Embarrassed, she confesses she’d cut her own hair. With an important presentation coming up, she didn’t have time to go to the beauty parlor. “It’ll grow out eventually,” she says, red-faced.

Jeff and his carpool buddy Jenny call to say they’re going to be late. They were on their way when they heard a strange racket coming from under the hood of Jeff’s pickup truck. “I can deal with that,” says Jeff. “Who needs AAA?” They might not make it in till afternoon.

What do all these people have in common? They tried to fix a problem themselves when they really needed the services of a professional. They ended up with problems far more serious and expensive to fix than their original problems. They suffered embarrassment, wasted time, and inconvenience.

Then one day the staff at Modern Widget Company is ready to launch their new Super Widget.

“I’ll do a website,” says Bob. “I’m a pretty geeky guy.”

“I’ll write a sales letter,” says Sally. “I majored in Creative Writing.”

“I’ll send out some e-mails,” says Jeff. “I like to do e-mail.”

“I’ll make a brochure,” says Jenny. “I’m a pretty good artist.” So they did. How did their cobbled-together marketing program do, you ask?

It bombed. You see, Bob, Sally, Jeff, and Jenny made the same mistakes twice: they thought they knew what they were doing—but they didn’t.

If you’re offering a product or service, you need a professional marketing program to reach your audience and make them buy. Even the best product or service is only as good as your marketing plan. Run, don’t walk, to find a professional marketing writer—before you waste time and money, before you suffer embarrassment and inconvenience. And definitely before your business crashes into the basement (figuratively speaking).

Lisa J. Lehr is a writer and copywriter living in Grass Valley. She can help you promote your business with a full range of online and offline marketing pieces. A member of Empire Toastmasters, she’s available to speak to your business or professional group. Visit her website www.justrightcopy.com for more information, opt in for a message series, and receive a free Marketing Guide.
—
Lisa J. Lehr
I write words that make you money–just ask me how.
www.justrightcopy.com
Visit my website and sign up for my fr~ee marketing tips.
New! No~cost Marketing Guide now available at my website.