Okay, the headline got your attention, but sadly, there is no “marketing magic.” While there is not a secret solution that does the trick, a few strategies will grow your business and brand if you practice them. If you put these tools in your toolbox, you will experience positive changes and measurable growth. Copy this, post […]
Okay, the headline got your attention, but sadly, there is no “marketing magic.” While there is not a secret solution that does the trick, a few strategies will grow your business and brand if you practice them. If you put these tools in your toolbox, you will experience positive changes and measurable growth. Copy this, post this, save this, review this weekly in 2016, and you will see a difference. I promise.
1. Have prospects return your email. How, you say? Build a habit of ending every email with a question. Not thank you very much, and/or any of that other dribble, but a real question, such as: “Can you help me?” or “Thoughts?” If you end with a question, people will feel more compelled to answer. What if they still don’t reply? The solution to this is simple: forward the first email back to them and say, “Did you get this?” or, “Is your email working okay?” They will reply, and likely apologize for their lack of response, thus keeping the relationship and topic of the original email alive. End every email with a question. Got it?
2. Hand-address stuff. “Why? That looks so unprofessional,” you say. If you want to stand out from the crowd, you have to break the rules and be different. Hand-addressed correspondence, or simply a hand-written thank you note, is rare these days. I guarantee that every hand-written card or letter will be personally opened. Can you say that for the pile of mail that was in your mailbox yesterday? Differentiate yourself. If you do what everyone else does, you are the same. If you are the same, you will be white noise and nearly irrelevant. Don’t be white noise and irrelevant, hand address your stuff.
3. Ask the magic question. This one question can open doors — and your prospects will actually write the proposal for you. The question is, “What is it that your current provider could do better?” Ask it and then shut your mouth and listen. Don’t sell. When they finish throwing up on you about their current situation, ask the second question: “What else could they do better?” and then shut up and listen again. Refrain from going into the “we can do better” mode. Listen, take notes if need be, but do not sell. If you can simply “pick the scab” a bit, they will tell you exactly what they need, and your proposal will mirror their needs, won’t it? Try this. It is a game changer.
End every email with a question, hand-address correspondence to your prospects, and ask about the competition. I dare you to try these. Start today.
Steve Roberts is creative director and owner of Zoey Advertising, a Syracuse advertising agency specializing in business growth strategies and marketing. Contact Steve at: steve@zoeyadvertising.com or call (315) 471-7700.
