Marketing Ideas

No one buys anything from a person or business he doesn’t trust. You wouldn’t buy a car from a dealer you thought was ripping you off, or from a salesperson who you thought wasn’t being honest with you, right?

Most people have always gone into a skeptical mindset when they make big-ticket items, like televisions and cars, but that skepticism is leaking into smaller purchases too. With all of the hyped-up advertising, with promises that can’t be delivered, you can’t really blame consumers for being cautious.

It’s precisely this reason that you need to use marketing techniques that put customers’ minds at ease. Here are a few ways to get trust from your customers, which is a first step to making any sale:

Testimonials
People believe what other customers have to say about you and your product more than they’ll believe what you have to say.

Using testimonials in your catalogs, brochures and other marketing materials is what will convince people that your product is the best, that it works and that it won’t break.

Get testimonials by asking customers what they liked about your product or service and how it helped them. Ask if you helped them solve a problem – these kinds of benefit testimonials work especially well. Write down their comments, and get their written permission to use them. It helps if you offer a discount or something valuable in exchange for their time. But, be sure you get the testimonial before you offer the discount or you might be called out for bribing your customers!

Write articles to establish yourself as an expert
Writing free articles for your local newspaper or magazine can be a great source of getting trust from the community. Write about what you know – your industry or your type of product – but don’t only talk about you and your product. In fact, it’s best if you don’t mention your affiliation at all in the article. Your name, occupation and/or business name will most likely be in the credit line. You might also get a headshot to accompany the article. People want to buy from those they think are knowledgeable – knowledge equals trust.

Ask for referrals
Give out your business cards to your customers and ask if they know anyone who might need your service. You can also ask your friends and family to ask their friends and family for referrals. Also, try some networking events like social industry dinners – they can be great places to strike up a conversation and find someone that might need your product, or knows someone that might need your product.

Personalize your direct mail
Use people’s names on letters and postcards – people will be more apt to read something that is addressed to them by name rather than to “Dear customer.” You trust someone that you know personally, and using names are an easy way to evoke trust. Also, try to get to know your target market – whether they have kids, pets, etc. and use that info in your direct mail pieces. “Now that your kids are about to go back to school …”. Make people think your direct mail is talking directly to them.

Lastly, once you establish a contact, keep following up periodically. Once a month or once every other month is good – enough for them to remember you, but not enough to annoy them. Once you earn consumers’ trust, the rest of the sales process is much easier!

 

When people first start a new job or start a new business, when do they feel like they have officially “arrived”? Usually, it’s when they get their business cards! Getting your nice new business cards is an exciting time – for some reason seeing your name on a small piece of cardstock with your title and contact info is enthralling.

 

If you’re just starting up a new business or you’ve changed jobs and need to get new business cards printed, your basic options for where to get these cards is a traditional brick-and-mortar printing company, or an online business card printing company.

For this post, I’ll go with the online company for the following reasons:

Online companies are generally cheaper. They’ll save you money, plain and simple. They generally have less overhead costs and may not need as many employees. The savings the company gets by employing only a few people to multitask are forked over to you.

You have a plethora of options. You generally have many more designs and templates to choose from when you shop online.

You’ll get your cards faster. Online companies can start printing orders right away, so there isn’t as much backlog. A small backlog means you get your order quicker. Also, many processes are automated, so the process can get started overnight, without anyone having to run the equipment.

It’s convenient. You can shop and order at any time of day. You can shop in the comfort of your pajamas if you want to! Plus, with the rising gas prices you won’t have to drive to pick up your cards or to check out the proof – everything can be emailed or mailed directly to you.

Let’s face it. It’s not your full color brochures or flyers that can get you to increase your sales. It’s actually the kind of service you provide that turns a potential client to a definite buyer.

Even with outstanding and excellent work in your ads, it doesn’t take a genius to know that if you don’t combine it with great customer service, you’ll surely lose even that iota of success you imagined. Without good customer service to back up what you promised, no amount of color, design and copy would save you from failure.

Hence, it is a must that your staff and employees can deliver what you have promised. If they can sales-talk their way with their actions, then the better for your business. Who wouldn’t be enticed with someone who can tell you everything you need to know about the things that they’ve advertised? Not only do you come out as experts in your field, you also build credibility and trust among your prospects, which can fast track their decision to buy from you.

And who doesn’t love salespersons who serve you with a smile and friendly attitude every time you walk in their doors? Whether we like it or not, the attitude of our staff reflects the way we deal with our clients.

So remember: it’s not your ads that provide success. It’s the people in your organization and great customer service that brings in the best results.

I think that what it takes for your business brochures and other marketing collaterals to become effective movers for your business is a strong headline. It all boils down to the headline that you provide your marketing brochures that can make or break your target clientʼs impression of you.

For one thing, a headline should be the very first thing that your readers should see. Look at any newspaper and youʼll notice that the headline is usually in big bold letters, with a different color than the rest of the text. This is precisely because you want to make sure that your headline gets the attention. Not only that. But your headline is what draws your clients in to your ad. And if you really have a great headline, getting them to read more of what you have to say is easier.

Second, your headline should be able to provide the punch that your brochure needs. The oomph that you want to give your collateral is basically found in your headline. So do not save the best part for last. Rather, make it your very first offer. Compel your readers to look at what you can do and virtually shout your benefits to your target audience.

Lastly, make it short and simple. Just a few words will do, and yet, it should be able to tell the whole story. If you canʼt make it happen in just 10 words, then try a sub-headline to further describe your sales message.