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 © 2009, Business Influence, All Rights Reservedwww.businessinfluence.com.au 
Hit Refresh on Marketing
By Darren Bourke – Director of Business Influence Pty Ltd 
Marketing Materials.
Are your marketing materials up to date? I recommend youhave 20-50 physical copies of your brochures & materials on hand. Keep these atwork, in your car and in your work satchel. Have a soft copy available for quick emailattachment.
Business Stationery.
Have a fresh look at your business stationery. Better still, asksomeone you respect for their honest feedback (not your mum or best friend) on howit looks. The Black & White business name in bold italicised Times New Roman fontmight have been OK 8 years ago when you started but does it cut it now? Spendsome money on a graphic artist updating your business cards, letterhead and withcompliments slips.
Email Signatures.
Review your email communication. Are your email signaturesconsistent across the business? Is there some message or call to action at thebottom of your footer? Offer a subscription, report or news link at the bottom of youremail footers.
Email Communication.
Have a critical look at the tone and style in your emailcommunications. Is it upbeat, positive and positions you as a helpful user-friendlyexpert? If not, it might be time for a tone and style makeover.
Testimonials.
Have you collected testimonials from your customers to share withleads and prospects? I assume these appear on your website and are available forinclusion in proposals, tenders and other promotional copy. No? Testimonials areone of the most powerful word-of-mouth marketing techniques because they are fromindependent, third party, real customers (read not you).
What is your Message?
What is the underlying message that you wish tocommunicate? Check that this matches the pain or solution that your target marketseek. Don't have motherhood statements about yourself opening all your marketingcopy. Your target customer is interested in their needs and don't read lines like "Weare one of the leading providers of blah blah blah". Try and constantly research whatyour customers want and need and talk to that.
Writing.
Have a think about whether you should write a blog. Consider writingarticles to help your customers and prospects through sharing your expertise (justlike this newsletter). Articles can be posted to article submission websites that displaythem at no cost.
Speaking.
Most business owners are positively scared witless about speakingpublicly. At least consider whether you could speak to your target market on yourarea of expertise. Numerous organisations seek speakers to present at theirevents. If your business is in a niche where your target customers can easily bereached through speaking it can provide a rich vein of new business to you.
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