Thanks to Rick Telberg for Tweeting this. It's a bit of a wake up call for service providers like accounting firms - this is where your SMB business is going, and if you want to reach small business, you had better be there too.
SMBs Poised to Triple Site Spend
America's 14.6 million small and medium-sized businesses (SMBs) were responsible for more than $6.7 billion in locally generated, locally targeted interactive advertising in 2008.
That's more than half the US total, according to a recently released report from Borrell Associates, which predicts these numbers will grow significantly as activities continue to shift online, MarketingCharts reports.
Highlights
While many of the smallest businesses have traditionally invested in Yellow Pages or on direct mail ads or on coupons, they are now investing 11% of their advertising dollars online, up from less than 4% three years ago.
Many SMBs consider money spent on their own websites to be "advertising," though in actuality that spending is a technology, design and telecommunications expense.
This investment in technology-supported marketing includes search engine optimization and customer databases
SMB share of the local interactive marketing budget will rise from 8% in 2008 to 18% in 2013
Only 42.1% of survey respondents say that display advertising performs strongly for their company, compared with 56.8% who say search performs strongly, and 80.4% who say email performs strongly.
It may be more difficult than it first appears for local media companies to wring predictable, increased investment from them because they are "less like a two-ton gorilla and more like a thousand four-pound monkeys, difficult to chase down and almost impossible to corral."
Revolutionizing the way small businesses grow.
Thursday, April 30, 2009
Wednesday, April 29, 2009
Why Small Businesses Won't Double Their Revenue This Year
Part of the fun we have in our practice is hanging out with small business owners. These people are smart, driven, competent and experts in their chosen industry. We always learn something, and we are always in awe of how successful they are at doing something we couldn't imaging even understanding, let alone doing for a living.
But they all have something in common - they work really long hours, they think about work constantly, and they worry - a lot.
This is where we come in. We may not understand how to run a fabricating plant, but we do know why prospects agree to stay in touch, why people buy things and why customers decide either to stick around and give more of their money or leave, taking their business with them and telling ten of their friends why they should do business elsewhere.
Here is what we have learned are the biggest reasons why small business will not double their business this year (yes, this year - even in the current economic climate).
1. They don't know who their best customers are. These are the customers who pay on time, give you most of their budget and know other people just like them.
2. They don't create best customer relationships that lead to a constant stream of referrals - great high margin business with practically zero cost of sales
3. They lose sight of their prospects. These days it takes at least seven touches before a prospect tries you for the first time - and it can take fifty, or a hundred. Most small businesses stop at four, or even two.
We'll be posting a lot more about this.
But they all have something in common - they work really long hours, they think about work constantly, and they worry - a lot.
This is where we come in. We may not understand how to run a fabricating plant, but we do know why prospects agree to stay in touch, why people buy things and why customers decide either to stick around and give more of their money or leave, taking their business with them and telling ten of their friends why they should do business elsewhere.
Here is what we have learned are the biggest reasons why small business will not double their business this year (yes, this year - even in the current economic climate).
1. They don't know who their best customers are. These are the customers who pay on time, give you most of their budget and know other people just like them.
2. They don't create best customer relationships that lead to a constant stream of referrals - great high margin business with practically zero cost of sales
3. They lose sight of their prospects. These days it takes at least seven touches before a prospect tries you for the first time - and it can take fifty, or a hundred. Most small businesses stop at four, or even two.
We'll be posting a lot more about this.
Monday, April 27, 2009
What if the Roasted Pecan Syrup Fails the Taste Test?
Sometimes I'm so happy with a product I just have to tell the manufacturer. Unfortunately, sometimes the opposite is true.
Case in point: Recently, I tried a new flavored syrup on pancakes. Pecan flavored. Mmmmmm! But hey, wait a minute, shouldn't this stuff taste like pecans? Unfortunately, not this time it seems.
I marched to the email machine and keyed in a letter:
"I am contacting you to tell you how disappointed I am with your Roasted Pecan Syrup.
Having recently purchased a bottle at a store in Ottawa, Ontario, I was looking forward to a pleasant pecan taste experience, as I do like pecans.
Unfortunately, this was not to be, as when tasting, I found that this product has practically no taste at all!
No amount of shaking the bottle changes this, although the evident pecans, which enjoy staying at the bottle's lower reaches, do rise somewhat.
If this product is meant to offer only a very subtle pecan taste, it is probably successful, but as the main ingredient IS corn syrup, one would expect there to be some sweetness, however none is offered.
Did I get a bad batch or is this normal?"
Now, I have to admit that this letter may sound a little facetious, but it is meant to be a "constructive criticism" although no solutions are offered (by me). And as I have not resorted to using expletives, I think the manufacturer could learn by this that: a) they have an unhappy customer; b) a batch of their syrup may have been sub par; or c) the product is just no good.
Companies that sell a product or service can learn from customer communications both positive and negative — and take action. I have always said, and it IS a goal of marketing, that there must be a relationship formed between the customer/client and the manufacturer/service provider. This company seems to understand this as when the web site address that is found on the bottle is visited, there is a vast array of products, recipes and information available on a site that is most impressive. Very clearly a site that is meant to be both entertaining and relationship building.
The fact that I have taken the time to contact the company, albeit with a complaint, means that I have taken an interest in their company — and I expect the relationship I have to continue in some way: a reply certainly; perhaps a refund; but maybe to be asked questions like "what could we do to improve the product?" or "what was the date code on the package?" thus taking an opportunity to improve the product or solve a problem.
It is actually possible for a company to strengthen a relationship gone awry by sending a concerned reply that conveys concern and asks for feedback. To not answer at all is the kiss of death to the relationship.
I have not as yet received a reply, but it's early days yet. I'm waiting. Tick tock.
Case in point: Recently, I tried a new flavored syrup on pancakes. Pecan flavored. Mmmmmm! But hey, wait a minute, shouldn't this stuff taste like pecans? Unfortunately, not this time it seems.
I marched to the email machine and keyed in a letter:
"I am contacting you to tell you how disappointed I am with your Roasted Pecan Syrup.
Having recently purchased a bottle at a store in Ottawa, Ontario, I was looking forward to a pleasant pecan taste experience, as I do like pecans.
Unfortunately, this was not to be, as when tasting, I found that this product has practically no taste at all!
No amount of shaking the bottle changes this, although the evident pecans, which enjoy staying at the bottle's lower reaches, do rise somewhat.
If this product is meant to offer only a very subtle pecan taste, it is probably successful, but as the main ingredient IS corn syrup, one would expect there to be some sweetness, however none is offered.
Did I get a bad batch or is this normal?"
Now, I have to admit that this letter may sound a little facetious, but it is meant to be a "constructive criticism" although no solutions are offered (by me). And as I have not resorted to using expletives, I think the manufacturer could learn by this that: a) they have an unhappy customer; b) a batch of their syrup may have been sub par; or c) the product is just no good.
Companies that sell a product or service can learn from customer communications both positive and negative — and take action. I have always said, and it IS a goal of marketing, that there must be a relationship formed between the customer/client and the manufacturer/service provider. This company seems to understand this as when the web site address that is found on the bottle is visited, there is a vast array of products, recipes and information available on a site that is most impressive. Very clearly a site that is meant to be both entertaining and relationship building.
The fact that I have taken the time to contact the company, albeit with a complaint, means that I have taken an interest in their company — and I expect the relationship I have to continue in some way: a reply certainly; perhaps a refund; but maybe to be asked questions like "what could we do to improve the product?" or "what was the date code on the package?" thus taking an opportunity to improve the product or solve a problem.
It is actually possible for a company to strengthen a relationship gone awry by sending a concerned reply that conveys concern and asks for feedback. To not answer at all is the kiss of death to the relationship.
I have not as yet received a reply, but it's early days yet. I'm waiting. Tick tock.
Sunday, April 26, 2009
Geoffrey James: Top 10 Lies Customers Tell Sales Reps Part Two
We get a real kick out of reading Geoffrey James' posts on BNET. They are interesting and we use his thinking in our own business development. Have a read and tell us what you think.
LIE #5: “I’m sorry I missed our meeting.”
How often it’s actually true: If it happens more than once, it’s definitely a lie.
Why they tell this lie: They’re trying to gloss over the fact that they blew you off.
Your best response: Let it go, but remember:customer now owes you one, whether he realizes it consciously or not.
LIE #4: “She’s not in the office.”
How often it’s actually true: Assuming it’s a cold-call, probably 10 percent of the time.
Why they tell this lie: The admin is protecting the decision-maker from contact with sales reps, usually because the real decision-maker is a pushover when it comes to sales.
Your best response: Treat it as if it were true. Ask when would be a good time to call. You may need to sell the admin on the idea that your call is important enough to put through.
LIE #3: “Hi! I’m away from my desk right now…”
How often it’s actually true: For most office-bound executives, about 25 percent of the time.
Why they tell this lie: They’re screening their calls so that they can get some real work done.
Your best response: Call very early in the morning, or call multiple times over the weekend. (Be sure to have call blocking so that you don’t come up looking like a stalker). Most executives work extra hours and they mostly take their own calls when the office is empty.
LIE #2: “Our bidding process is fair.”
How often it’s actually true: Most of the time. But rigged bidding is pretty common in some industries. (You know who you are…)
Why they tell this lie: They’re hiding the fact that a competitor — probably for irrational or illegal reasons — has the inside track.
Your best approach: If you’re certain it’s a lie, cut off all contact with the customer. The business that they’d give you isn’t worth the hassle. Trust me on this one.
LIE #1: “The check is in the mail.”
How often it’s actually true: If the check is more than 5 days late, almost never.
How to tell if it’s truly a lie: If this is the second time you’ve heard the statement, the check is definitely NOT in the mail.
Your best response: Explain that your mailbox is frequently vandalized. Insist that they cancel the outstanding check and send you a new one, using package tracking. That way there will always be a record of any check sent to you.
LIE #5: “I’m sorry I missed our meeting.”
How often it’s actually true: If it happens more than once, it’s definitely a lie.
Why they tell this lie: They’re trying to gloss over the fact that they blew you off.
Your best response: Let it go, but remember:customer now owes you one, whether he realizes it consciously or not.
LIE #4: “She’s not in the office.”
How often it’s actually true: Assuming it’s a cold-call, probably 10 percent of the time.
Why they tell this lie: The admin is protecting the decision-maker from contact with sales reps, usually because the real decision-maker is a pushover when it comes to sales.
Your best response: Treat it as if it were true. Ask when would be a good time to call. You may need to sell the admin on the idea that your call is important enough to put through.
LIE #3: “Hi! I’m away from my desk right now…”
How often it’s actually true: For most office-bound executives, about 25 percent of the time.
Why they tell this lie: They’re screening their calls so that they can get some real work done.
Your best response: Call very early in the morning, or call multiple times over the weekend. (Be sure to have call blocking so that you don’t come up looking like a stalker). Most executives work extra hours and they mostly take their own calls when the office is empty.
LIE #2: “Our bidding process is fair.”
How often it’s actually true: Most of the time. But rigged bidding is pretty common in some industries. (You know who you are…)
Why they tell this lie: They’re hiding the fact that a competitor — probably for irrational or illegal reasons — has the inside track.
Your best approach: If you’re certain it’s a lie, cut off all contact with the customer. The business that they’d give you isn’t worth the hassle. Trust me on this one.
LIE #1: “The check is in the mail.”
How often it’s actually true: If the check is more than 5 days late, almost never.
How to tell if it’s truly a lie: If this is the second time you’ve heard the statement, the check is definitely NOT in the mail.
Your best response: Explain that your mailbox is frequently vandalized. Insist that they cancel the outstanding check and send you a new one, using package tracking. That way there will always be a record of any check sent to you.
Friday, April 24, 2009
Geoffrey James: Top 10 Lies Customers Tell Sales Reps Part One
We get a real kick out of reading Geoffrey James' posts on BNET. They are interesting and we use his thinking in our own business development. Have a read and tell us what you think.
LIE #10: “We don’t have the budget.”
How often it’s actually true: About 25 percent of the time.
Why they tell this lie: This is shorthand for “we have budget money assigned to other projects that are considered higher priority.”
Your best response: Through questioning and conversation, gather information about where money is currently being spent. Once you’ve discovered what’s funded and why, reposition your offering and the value it provides so that it becomes higher priority than the budget items that are currently funded.
LIE #9: “I promise to read your brochure.”
How often it’s actually true: Never.
Why they tell this lie: They’re either trying to get rid of you, or they’re being nice. The only time that anybody will ever read your brochure is when somebody wants to sell you his “brochure re-writing” service.
Your best response: Stop depending upon brochures for anything other than a physical proof that your company has marketing money to burn. In some situations, you’ve got to have a brochure or your firm doesn’t look serious. But that doesn’t mean that anybody will ever read them.
LIE #8: “I am the sole decision-maker.”
How often it’s actually true: In anything other than “Mom and Pop” operations, almost never. And even then, Mom probably has veto power over Pop and vice versa.
Why they tell this lie: Customers tell this lie for two reasons. The customer contact wants to hide the fact that he really can’t make a decision without consulting others.
Your best response: Ask about the specific reporting structure and gently probe to find out the “stakeholders” who “influence” the decision. Read between the lines and you’ll probably be able to figure out which people actually have to be “sold” in order for a deal to go through.
LIE #7: “Your competition is much cheaper.”
How often it’s actually true: About 50 percent of the time.
Why they tell this lie: To get you to drop your prices.
Your best response: You do the same as you would if the competitor actual WERE cheaper. You position your offering, and the privilege of working with your company, as being of massively higher value than working with your competitor.
LIE #6: “We always get a big discount.”
How often it’s actually true: Never.
Why they tell this lie: Same as #7; they’re trying to get you to drop your prices.
Your best response: Ignore it and stand firm. Demands for discounts, especially at the end of a sales cycle are usually just the customer testing to see if they’ve gotten the “best deal.” If you drop your price in demand for an automatic discount, you’ll lose credibility and end up cutting a non-profitable deal.
LIE #10: “We don’t have the budget.”
How often it’s actually true: About 25 percent of the time.
Why they tell this lie: This is shorthand for “we have budget money assigned to other projects that are considered higher priority.”
Your best response: Through questioning and conversation, gather information about where money is currently being spent. Once you’ve discovered what’s funded and why, reposition your offering and the value it provides so that it becomes higher priority than the budget items that are currently funded.
LIE #9: “I promise to read your brochure.”
How often it’s actually true: Never.
Why they tell this lie: They’re either trying to get rid of you, or they’re being nice. The only time that anybody will ever read your brochure is when somebody wants to sell you his “brochure re-writing” service.
Your best response: Stop depending upon brochures for anything other than a physical proof that your company has marketing money to burn. In some situations, you’ve got to have a brochure or your firm doesn’t look serious. But that doesn’t mean that anybody will ever read them.
LIE #8: “I am the sole decision-maker.”
How often it’s actually true: In anything other than “Mom and Pop” operations, almost never. And even then, Mom probably has veto power over Pop and vice versa.
Why they tell this lie: Customers tell this lie for two reasons. The customer contact wants to hide the fact that he really can’t make a decision without consulting others.
Your best response: Ask about the specific reporting structure and gently probe to find out the “stakeholders” who “influence” the decision. Read between the lines and you’ll probably be able to figure out which people actually have to be “sold” in order for a deal to go through.
LIE #7: “Your competition is much cheaper.”
How often it’s actually true: About 50 percent of the time.
Why they tell this lie: To get you to drop your prices.
Your best response: You do the same as you would if the competitor actual WERE cheaper. You position your offering, and the privilege of working with your company, as being of massively higher value than working with your competitor.
LIE #6: “We always get a big discount.”
How often it’s actually true: Never.
Why they tell this lie: Same as #7; they’re trying to get you to drop your prices.
Your best response: Ignore it and stand firm. Demands for discounts, especially at the end of a sales cycle are usually just the customer testing to see if they’ve gotten the “best deal.” If you drop your price in demand for an automatic discount, you’ll lose credibility and end up cutting a non-profitable deal.
Tuesday, April 21, 2009
The Never-Fail Recipe for Ads That Work Like Crazy
It’s always surprising to us to see so much advertising, especially in print, which does not work. It simply doesn’t contain the ingredients needed to successfully communicate with customers.
If you make a cake, you don’t leave out any ingredients — right? Then why leave out an important part of your advertising message?
With a small budget and not a lot of space, many people run so called “business card” ads. The ad consists of the same elements that are on a typical business card: business name (usually a logo), your name, telephone numbers, and address, email address and website. Sometimes a catchy slogan too!
But where’s the offer? Where’s the call-to-action? Business card ads simply don’t do anything but take up space.
Think of your ad as a “salesperson in print.” What would happen if your salesperson dropped by a prospect and said, “Hi, I’m Ned from the ABC Company. Here’s my phone number and address. Hope you call sometime. Bye!”
Would that work? Nope, and it’s the same with ads.
If you want your ad to get results it must contain six key elements. Here’s the recipe:
One: make it crystal clear who you are talking to, e.g. “Small Business Owners” or “Sports Enthusiasts” or “Golfers” or whoever your prime target group is — get their attention by putting this at the top of the ad.
Two: use emotionally strong words to outline a concern, need or frustration this group has that your product or service satisfies, e.g. “Tired of staying up late doing your bookkeeping?” or “Are you worried about data loss, security, viruses, and keeping your network safe from hackers?”
Three: offer a solution. “Our easy-to-use bookkeeping system lets you keep track of your business without losing sleep.” Or “We can analyze your computer network, diagnose any problems you are currently having, and look for hidden problems.”
Four: offer something they can get free that doesn’t present a risk. — Visit our web site” for a downloadable sample, a report, or tips and tricks. “Drop by the store for your free whatsit.” “Call me by five pm on Friday if you want your very own free whatever.” “Get our free computer system audit.”
Five: sign the message with your contact info — your name, phone, fax, email and web address, and, of course, your logo and tagline.
Six: have you got a good picture? Include a product shot, or a picture showing the situation prospects are facing because they do not have your product or service. Here’s a secret: often the most powerful picture is one of you! Now readers can put a face on your company.
There, that was easy wasn’t it?
Next time you are putting an ad together, in a place where you are sure your Ideal Clients hang out, you will communicate far more effectively than you’ve ever done, and yes, the phone will ring.
If you make a cake, you don’t leave out any ingredients — right? Then why leave out an important part of your advertising message?
With a small budget and not a lot of space, many people run so called “business card” ads. The ad consists of the same elements that are on a typical business card: business name (usually a logo), your name, telephone numbers, and address, email address and website. Sometimes a catchy slogan too!
But where’s the offer? Where’s the call-to-action? Business card ads simply don’t do anything but take up space.
Think of your ad as a “salesperson in print.” What would happen if your salesperson dropped by a prospect and said, “Hi, I’m Ned from the ABC Company. Here’s my phone number and address. Hope you call sometime. Bye!”
Would that work? Nope, and it’s the same with ads.
If you want your ad to get results it must contain six key elements. Here’s the recipe:
One: make it crystal clear who you are talking to, e.g. “Small Business Owners” or “Sports Enthusiasts” or “Golfers” or whoever your prime target group is — get their attention by putting this at the top of the ad.
Two: use emotionally strong words to outline a concern, need or frustration this group has that your product or service satisfies, e.g. “Tired of staying up late doing your bookkeeping?” or “Are you worried about data loss, security, viruses, and keeping your network safe from hackers?”
Three: offer a solution. “Our easy-to-use bookkeeping system lets you keep track of your business without losing sleep.” Or “We can analyze your computer network, diagnose any problems you are currently having, and look for hidden problems.”
Four: offer something they can get free that doesn’t present a risk. — Visit our web site” for a downloadable sample, a report, or tips and tricks. “Drop by the store for your free whatsit.” “Call me by five pm on Friday if you want your very own free whatever.” “Get our free computer system audit.”
Five: sign the message with your contact info — your name, phone, fax, email and web address, and, of course, your logo and tagline.
Six: have you got a good picture? Include a product shot, or a picture showing the situation prospects are facing because they do not have your product or service. Here’s a secret: often the most powerful picture is one of you! Now readers can put a face on your company.
There, that was easy wasn’t it?
Next time you are putting an ad together, in a place where you are sure your Ideal Clients hang out, you will communicate far more effectively than you’ve ever done, and yes, the phone will ring.
Sunday, April 19, 2009
How Dave Could Write a Successful Sales Letter
My brother-in-law, Dave, called last night. He's started a new business—small engine repair. He's very good at it, been doing it for years working for various shops around town. Dave once installed a Ford 8-cylinder engine in his Harley-Davidson. His dad got angry when he found the Harley's engine was installed in his Ford—but that's a whole other story. Anyways, now he's striking out on his own.
Dave asked me to review a sales letter he'd written. Dave always apologizes for his grade 10 education at times like these, but I tell him, "Stop that apologizing, you're a gifted mechanic, people would kill to have your skills!"
Dave's letter was actually pretty good. The grammar was dazzling—extremely polite! The spelling was, well, …er …passable, but spellcheck could fix that.
The only problem with the whole piece was that it did not give a really good reason why anyone should do business with Dave …NOW! There was no incentive; no "special introductory offer"; no inducement for anyone to dash to the phone and call Dave there and then.
Of course I offered to rewrite the letter, (I think this might have been Dave's cunning plan all along) but I was glad for the opportunity to help out, besides, our lawnmower needs a tune-up.
The basic truth on sales letters is – sales letters have to get read. And they have to cause an action e.g pick up the phone; come right over; look at the web site …or anything else that will start a business relationship.
How do you do this? Glad you asked, here's how to do it:
To be effective, a sales letter must really get attention with a compelling promise for the recipient …and then it must deliver! It needs to have a powerful headline with an immediate clear benefit for the intended target not some wishy-washy "Hi, here we are" statement. You need to to create some trust with the reader. This can often be done by addressing the reader's concerns that are covered by the services you offer Ask them a question that shows you understand their needs, "Do you have gardening machinery that you depend on every day that's continually breaking down?" This show's you understand their needs and are not just jumping into a "rah rah" selling pitch.
Then tell them you have the solution, "Our 10 point small engine tune-up will keep you running strong all summer long—we absolutely guarantee it."
Give them your business credentials. Dave could say, "I've been repairing all makes of lawn and garden equipment for over 15 years and I love it!"
Now offer them something they can use, in other words: tell them what's in it for them if they buy your product or use your service. Don't be afraid to be bold, you need to get the message across, so use capitals, underline, or bold type—let the offer leap off the page so that if they read nothing else, they'll at least see the offer you're making.
Now add some credibility—have you got a customer testimonial you can add? People want to know what others say about you, so tell them. Use two testimonials—or even three if they're short.
Be sure your letter is memorable and has a high interest factor. You can do this by adding some free advice or tips and tricks. Dave could tell how to make an engine run better by selecting proper fuel mixtures or how to keep a lawnmower blade sharp.
Clearly state what the next action should be and give them a reason why it's important to act right away. "Be sure you're ready for the growing season—call us NOW, Spring is here and we're going to get busy!"
Use plain language, don't resort to jargon or insider talk—your customers will appreciate clear language. And don't resort to "lofty language" that you would not normally use, be sure it sounds like you.
Thank the recipient for reading your letter and sign it personally. If you know the recipient, add a note at the bottom in your own handwriting.
Last, add a P.S. This is a great place to reiterate the offer and maybe even sweeten the deal. You could say, "Take advantage of our FREE 'get-to-know-us' offer and we'll throw in a tank of gas for your mower or tractor, but you must call now!"
One last thing: all of the above assumes you have a good list to send this out to—one that is accurate and up-to-date. It's best if you have an actual name to address the letter to, not just a company name, so call around and get names. Some say a hand-written envelope with an actual postage stamp gets more response than metered mail. It's up to you.
Do a test, send out a few dozen per week. Vary the offer and see what happens.
Now Dave, the grass is starting to grow. When can you do my mower?
Dave asked me to review a sales letter he'd written. Dave always apologizes for his grade 10 education at times like these, but I tell him, "Stop that apologizing, you're a gifted mechanic, people would kill to have your skills!"
Dave's letter was actually pretty good. The grammar was dazzling—extremely polite! The spelling was, well, …er …passable, but spellcheck could fix that.
The only problem with the whole piece was that it did not give a really good reason why anyone should do business with Dave …NOW! There was no incentive; no "special introductory offer"; no inducement for anyone to dash to the phone and call Dave there and then.
Of course I offered to rewrite the letter, (I think this might have been Dave's cunning plan all along) but I was glad for the opportunity to help out, besides, our lawnmower needs a tune-up.
The basic truth on sales letters is – sales letters have to get read. And they have to cause an action e.g pick up the phone; come right over; look at the web site …or anything else that will start a business relationship.
How do you do this? Glad you asked, here's how to do it:
To be effective, a sales letter must really get attention with a compelling promise for the recipient …and then it must deliver! It needs to have a powerful headline with an immediate clear benefit for the intended target not some wishy-washy "Hi, here we are" statement. You need to to create some trust with the reader. This can often be done by addressing the reader's concerns that are covered by the services you offer Ask them a question that shows you understand their needs, "Do you have gardening machinery that you depend on every day that's continually breaking down?" This show's you understand their needs and are not just jumping into a "rah rah" selling pitch.
Then tell them you have the solution, "Our 10 point small engine tune-up will keep you running strong all summer long—we absolutely guarantee it."
Give them your business credentials. Dave could say, "I've been repairing all makes of lawn and garden equipment for over 15 years and I love it!"
Now offer them something they can use, in other words: tell them what's in it for them if they buy your product or use your service. Don't be afraid to be bold, you need to get the message across, so use capitals, underline, or bold type—let the offer leap off the page so that if they read nothing else, they'll at least see the offer you're making.
Now add some credibility—have you got a customer testimonial you can add? People want to know what others say about you, so tell them. Use two testimonials—or even three if they're short.
Be sure your letter is memorable and has a high interest factor. You can do this by adding some free advice or tips and tricks. Dave could tell how to make an engine run better by selecting proper fuel mixtures or how to keep a lawnmower blade sharp.
Clearly state what the next action should be and give them a reason why it's important to act right away. "Be sure you're ready for the growing season—call us NOW, Spring is here and we're going to get busy!"
Use plain language, don't resort to jargon or insider talk—your customers will appreciate clear language. And don't resort to "lofty language" that you would not normally use, be sure it sounds like you.
Thank the recipient for reading your letter and sign it personally. If you know the recipient, add a note at the bottom in your own handwriting.
Last, add a P.S. This is a great place to reiterate the offer and maybe even sweeten the deal. You could say, "Take advantage of our FREE 'get-to-know-us' offer and we'll throw in a tank of gas for your mower or tractor, but you must call now!"
One last thing: all of the above assumes you have a good list to send this out to—one that is accurate and up-to-date. It's best if you have an actual name to address the letter to, not just a company name, so call around and get names. Some say a hand-written envelope with an actual postage stamp gets more response than metered mail. It's up to you.
Do a test, send out a few dozen per week. Vary the offer and see what happens.
Now Dave, the grass is starting to grow. When can you do my mower?
Wednesday, April 15, 2009
Intuit Study Shows Small Business Owners Issues have Changed in 6 months
Intuit, has reissued a portion of a US survey originally conducted in July 2008 to see changes with small business owners and accountants in mid-January 2009.
Small business owners' biggest concerns have changed.
"Finding time to develop and run my business" the second largest concern in the summer 2008 survey,has dropped more than 50 percent in the January 2009 survey, landing right before "keeping up with the competition" (6 percent).
"Paying the bills" has grown by 10% to the number one concern in the US.
More and more it seems small business owners are looking for help, advice and coaching. Where do they turn? To trusted advisors, most often, their accountants.
* Nearly 80 percent said they would feel more confident having an accountant as a close business advisor during this time.
* 40 percent expressed an interest in getting business advice and consulting from their accounting professional – nearly double.
How are accountants responding?
66 percent of accountants surveyed have increased services they offer, including:
* Business consulting.
* Payroll services.
* Tax services.
* Bookkeeping.
* Online accounting.
Signs of the times? Or does it take a recession to convince accounting firms that they are in a privileged position to help their small business clients. What's your opinion?
Small business owners' biggest concerns have changed.
"Finding time to develop and run my business" the second largest concern in the summer 2008 survey,has dropped more than 50 percent in the January 2009 survey, landing right before "keeping up with the competition" (6 percent).
"Paying the bills" has grown by 10% to the number one concern in the US.
More and more it seems small business owners are looking for help, advice and coaching. Where do they turn? To trusted advisors, most often, their accountants.
* Nearly 80 percent said they would feel more confident having an accountant as a close business advisor during this time.
* 40 percent expressed an interest in getting business advice and consulting from their accounting professional – nearly double.
How are accountants responding?
66 percent of accountants surveyed have increased services they offer, including:
* Business consulting.
* Payroll services.
* Tax services.
* Bookkeeping.
* Online accounting.
Signs of the times? Or does it take a recession to convince accounting firms that they are in a privileged position to help their small business clients. What's your opinion?
Friday, April 10, 2009
Why be a hermit?
I got a big surprise this morning.
There I was having a conversation with someone who I know, like and respect, when it came up that he did not have an internet connection. In fact, he did not even have a computer in his home.
Now this is not a poor, disadvantaged person from a third world country. This is a very intelligent person, with a nice home, in a nice neighbourhood, a steady job, a charming wife, and beautiful (and extremely intelligent) children.
I was dumbstruck. Even gobsmacked!
It was as if he'd told me he was a visitor from another planet here on a fact finding mission — but wait, that would assume some technical expertise of some kind wouldn't it?
I resisted the urge to ask why they had shut themselves out from the vast (bigger than vast really), amount of information and services available on the net, let alone email!
But I guess what struck me most was my own assumption that everybody is online these days.
I know it must have been like that when telephones became common — and expected — in homes. I do remember when fax machines came in — all of a sudden it was expected that any business had one. We reach a "tipping point" where a new piece of technology is just expected to be ubiquitous. We went through it with the microwave, and further back, the TV and I guess at one time, the fridge and stove.
But really, am I nuts? Is it possible to even exist these days without a web presence? Without email, Facebook, Google, Linkedin …Twitter? Or is this guy right? Maybe he's spending more quality time with the family or reading a good book. Maybe he's getting more things done around the house or has a few great hobbies?
Naaaa!
There I was having a conversation with someone who I know, like and respect, when it came up that he did not have an internet connection. In fact, he did not even have a computer in his home.
Now this is not a poor, disadvantaged person from a third world country. This is a very intelligent person, with a nice home, in a nice neighbourhood, a steady job, a charming wife, and beautiful (and extremely intelligent) children.
I was dumbstruck. Even gobsmacked!
It was as if he'd told me he was a visitor from another planet here on a fact finding mission — but wait, that would assume some technical expertise of some kind wouldn't it?
I resisted the urge to ask why they had shut themselves out from the vast (bigger than vast really), amount of information and services available on the net, let alone email!
But I guess what struck me most was my own assumption that everybody is online these days.
I know it must have been like that when telephones became common — and expected — in homes. I do remember when fax machines came in — all of a sudden it was expected that any business had one. We reach a "tipping point" where a new piece of technology is just expected to be ubiquitous. We went through it with the microwave, and further back, the TV and I guess at one time, the fridge and stove.
But really, am I nuts? Is it possible to even exist these days without a web presence? Without email, Facebook, Google, Linkedin …Twitter? Or is this guy right? Maybe he's spending more quality time with the family or reading a good book. Maybe he's getting more things done around the house or has a few great hobbies?
Naaaa!
Thursday, April 9, 2009
Your IT budget on a shoestring
Great post by Tania Samsonova
You have recently started a business, but don’t have a huge budget for all things IT?
Here are 17 free or inexpensive tools that will help you to establish your online presence and spread the word.
1. Create a Facebook webpage for your business. (Not a group, though; only people who are on Facebook can see a group and participate in it, while a Facebook page can be seen by anyone.) Become a fan (there is a button for it) and ask all your Facebook friends to become fans, too. Cost: free
2. Create your company’s profile on LinkedIn. Cost: free
3. Blog! Blog a lot. Write something interesting and useful, so people want to come back for more. Write often, to become a habit with your readers. Cost: free
4. Microblog! Post on Twitter. (Take care and do not overspam your followers; post something they will find useful – information about freebies, discounts, promotions, news and events, for example.) “Live tweet” events on Twitter. Cost: free
5. Get yourself a good domain name – short and meaningful. Avoid acronyms. Speak to your reader. “YourNews.info” is better than “MyNews.com”. Cost: as low as $9 per year.
6. GoogleApps will give you a free hosting (but you will need your own domain name, see above). Cost: free
7. A business e-mail on hotmail does not look cool. You can get a free business e-mail from Google (but you will need your own domain name, see above). Cost: free
8. You can create your own professional-looking website on a blog platform, choosing one of a million freely available styles. Check out Wordpress 2.7 – WordPress has recently grown into a full-scale content management system. Check out Blogspot, too. With Blogspot, you can redirect your domain name to your blog-based website for free, so it has a “grown-up” url and not a third-tier domain name. Blogspot, however, offers fewer features if you want to develop a full-scale website. You can use your own domain name with Wordpress, too, but in this case you will have to pay a small amount to Wordpress for the redirection (something like $15 a year). Decisions, decisions. Cost: free to $15.
9. TikiWiki is another powerful and free content management system and groupware. It is open source and free, and you can find hosting for as low as 0.95 per month. Cost: from $0.95 per month
10. Attend meetups and various camps: there is DemoCamp, Barcamp, CloudCamp, BookCamp, Podcamp and millions of others. When you register, insert a link to your website and blog. (Many event management systems, like Eventbrite, have this feature.) Cost: free
11. Search Engine Optimization. Check this great document from Google. Cost: free.
12. Use Google Analytics and Google AdWords to find out who is visiting your website and what they expect to find there. Cost: free.
13. Create videos and post them on YouTube. Create responses to other people’s videos. This simple and short presentation was viewed almost 800,000 times: http://www.youtube.com/watch?v=-dnL00TdmLY
14. Inbound marketing. Create a toolkit, give people something they would want to use. Cost: free.
15. Turn your PowerPoint presentation into a Slideshare slide show. Cost: free.
16. Post your ads on kijiji and Craigslist. Cost: free.
17. Give people an opportunity to contribute. For example, create a wiki where people can share their experience and information about your product or service. Cost: priceless. People love to share, and you will contribute to the community building.
Posted on April 6th, 2009 by Tania Samsonova
You have recently started a business, but don’t have a huge budget for all things IT?
Here are 17 free or inexpensive tools that will help you to establish your online presence and spread the word.
1. Create a Facebook webpage for your business. (Not a group, though; only people who are on Facebook can see a group and participate in it, while a Facebook page can be seen by anyone.) Become a fan (there is a button for it) and ask all your Facebook friends to become fans, too. Cost: free
2. Create your company’s profile on LinkedIn. Cost: free
3. Blog! Blog a lot. Write something interesting and useful, so people want to come back for more. Write often, to become a habit with your readers. Cost: free
4. Microblog! Post on Twitter. (Take care and do not overspam your followers; post something they will find useful – information about freebies, discounts, promotions, news and events, for example.) “Live tweet” events on Twitter. Cost: free
5. Get yourself a good domain name – short and meaningful. Avoid acronyms. Speak to your reader. “YourNews.info” is better than “MyNews.com”. Cost: as low as $9 per year.
6. GoogleApps will give you a free hosting (but you will need your own domain name, see above). Cost: free
7. A business e-mail on hotmail does not look cool. You can get a free business e-mail from Google (but you will need your own domain name, see above). Cost: free
8. You can create your own professional-looking website on a blog platform, choosing one of a million freely available styles. Check out Wordpress 2.7 – WordPress has recently grown into a full-scale content management system. Check out Blogspot, too. With Blogspot, you can redirect your domain name to your blog-based website for free, so it has a “grown-up” url and not a third-tier domain name. Blogspot, however, offers fewer features if you want to develop a full-scale website. You can use your own domain name with Wordpress, too, but in this case you will have to pay a small amount to Wordpress for the redirection (something like $15 a year). Decisions, decisions. Cost: free to $15.
9. TikiWiki is another powerful and free content management system and groupware. It is open source and free, and you can find hosting for as low as 0.95 per month. Cost: from $0.95 per month
10. Attend meetups and various camps: there is DemoCamp, Barcamp, CloudCamp, BookCamp, Podcamp and millions of others. When you register, insert a link to your website and blog. (Many event management systems, like Eventbrite, have this feature.) Cost: free
11. Search Engine Optimization. Check this great document from Google. Cost: free.
12. Use Google Analytics and Google AdWords to find out who is visiting your website and what they expect to find there. Cost: free.
13. Create videos and post them on YouTube. Create responses to other people’s videos. This simple and short presentation was viewed almost 800,000 times: http://www.youtube.com/watch?v=-dnL00TdmLY
14. Inbound marketing. Create a toolkit, give people something they would want to use. Cost: free.
15. Turn your PowerPoint presentation into a Slideshare slide show. Cost: free.
16. Post your ads on kijiji and Craigslist. Cost: free.
17. Give people an opportunity to contribute. For example, create a wiki where people can share their experience and information about your product or service. Cost: priceless. People love to share, and you will contribute to the community building.
Posted on April 6th, 2009 by Tania Samsonova
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