The Lady Thigh Shaper Debacle: Why Unsolicited Direct Mailings Are a Major Fail in the Digital Age

Sorry for the hiatus. I was knee-deep in true crime blogging about the Jodi Arias trial but now I'm back on track with my Zenful blog. So where were we?

A few months ago I was sent a piece of unsolicited mail. That's right, folks. An actual postcard that was delivered to me by the U.S. Postal Service. I didn't even know direct mailings still existed? I was not having the best day so when I read the postcard about "lady thigh shapers"-- evil looking stocking contraptions that reminded me of those horrid circulation stockings (which are not fun to wear--been there, done that!) -- I wasn't a happy camper.

I fired off an email to their customer service rep and basically told them they wasted postage by sending me an unsolicited piece of mail (can you say recycle bin?) and asked them to take me off their mailing list and to never contact me again. First, it is insulting to me as a woman. Did they find pictures of women online and say hmmm, look at the thighs on her, she really needs our vice-constricting thigh shapers, that will not only suck the cellulite in, but will also cut off her circulation? Thanks, but NO thanks!

I'm not going to name the company because I don't want to give them any publicity. C'mon, in the age of the internet and email campaigns, sending unsolicited direct mail is a HUGE waste of money -- not to mention it's a MAJOR fail.

That piece of mail really annoyed me and it only takes one customer, like me, to spread the word--and not in a good way! I told other friends about what happened and posted the information on my social media about my bad experience with this company. As a result, at least 200 plus people read about this company's spammy direct mailing. A lot of my female friends commented on what a lame product it was anyway--why would women even WANT to wear those awful stockings? Sorry, but the lace trim doesn't disguise the fact that they look like shapewear for women FAR older than me.

So word to the wise to all lady shapewear companies, don't send out direct mailings and insult women who never "opted in" and shared their contact information with you. I'm sure they bought my information from a list but the tired tricks of circa-90s direct mailings just don't work--and they definitely DO NOT work on me.

Major fail. You won't ever catch me wearing lady thigh shapers. Ever.

Return on Investment: Are You Selling & Marketing Benefits?

As a former fundraiser, I was always marketing and pitching the benefits to donors. If they chose to invest their donation in the cause, what benefits would they receive and where would their money go? In this tough economy, whether you sell the latest widget or gadget, or want to increase your donor base...it all comes down to benefits.

Don't Just Talk About Your Products & Services: Show Worthwhile Benefits
I recently had the benefits vs. products conversation with a client partner. When I write sales copy for my clients, this is always in the forefront of my strategic brain. I explained how these certain products needed to show the benefits as opposed to just talking up the brand as a product unto itself.

Yes, people invest in the brand solely for the brand name, but that brand name comes with benefits - usually high quality and reliability that people can trust and rely on every time they "invest" in that particular brand. When people drop a chunk of change for a product or service, they don't fork over their money blindly. They want to receive value, in the way of benefits, in exchange for their investment.

Show your benefits - whether visually/graphically, audio/video, or via the written word (or all of the above!)  It all comes down to a valuable investment. People want to know what they get in return for the money they plan to spend on your products and services...and are they a worthwhile investment that will yield successful results? How will these benefits improve their bottom-line, and even more important, how will these benefits improve their LIFE?

Are You the Only Person Who Likes Your Product or Service?
I know that sounds like an odd question, but look at the show "Shark Tank" -  many contestants have competed on there with products that don't make sense (or they are the only one who likes their product). Yet they still ask investors to back a product that honestly won't sell in the "real world." If you haven't done your market research BEFORE you launch a product or service, you are looking at problems down the road.

If you are the only one who likes the product or service, it's going to be a tough sell. You need to think strategically - who are the target markets and who would actually use this product or service and will they invest in it? It won't do you any good if you are the only person on this planet who believes in or likes your product or service. You want others to like and believe in your products and services BEFORE you sell or market it.

I know that sounds like a no-brainer but there are some businesses who take the knee-jerk approach. They realize, after the fact, that they can't sell anything because no one else is invested in the "benefits" of the product. You could have the most amazing product or service in the world, but if you can't show why your products and services could make someone's life easier then you need to start at square one.

Tunnel Vision Content Won't Win You Fans
This also holds true of your content marketing. If you create a blog or website and you only write about topics that interest you, then you'll be your biggest - and ONLY - fan. Think about content that interests your target markets. If you don't care about sales or a bottom-line, that's one thing. However, if you want people to jump on your bandwagon then don't produce contently solely for yourself.

Whether you are a fundraiser or a new start-up, think return on investment when you market your products and services (or cause)...and show don't tell!

Twitter Marketing for Dummies (2nd Edition) by Lacy, Kyle [Paperback] (Google Affiliate Ad)

What Stops You From Telling Your Story?

Last week I wrote a pitch for a guest blogging spot for a health/wellness-specific blog. My friend forwarded it to me because of my background and journey with yoga. My friends and family know that I'm Miss Yogini and that yoga is a part of who I am. The criteria of the pitch was to send a brief synopsis about your personal health and wellness story. I sat and thought about it for awhile. I've had a long journey with yoga; yoga has played an integral part in my life and goes beyond just "exercise" for me. I couldn't imagine NOT practicing yoga and meditation. 

As I wrote my pitch, I thought about the twists and turns my life has taken over the years, and how yoga has been the glue that has held me together. I don't think I would even be an entrepreneur if it hadn't been for the positive influence of yoga, and how it's helped me mind, body and soul. No matter how stressful or crazy my day or week has been, I simply return "to the mat" and know all is right in the world...or at least, in my world.

People don't like talking about themselves. I have worked with clients who were "phobic marketers" because they did not want to come across as braggarts. The ego is a funny thing and can be a double-edged sword. But without your ego, you couldn't get up in the morning, put on your clothes and walk outside that door (or sit at your desk, if you work from home!). However, the ego has a mind of its own, and can also turn someone into a narcissistic show-off (as I have seen in social networking groups).

How can you tell your story without coming across like a fake or a boring windbag? Where & how do you start?

We all walk different personal and professional paths. Our experiences make us stand out and set us apart from each other. However, don't let your ego or your insecurities get in the way of telling people your story. 

If are shy and not sure how to overcome your story-telling barriers, try these tips below. Even if it's merely passing along sage business advice that your grandpa once told you when you were younger, that's a step in the right direction...AND it's definitely part of YOUR personal story. 

Create content that resonates honestly with who you are, and what your brand, products and services represent.

Whether you are the manager of a high-end retail clothing store or write ebooks about dog breeding, find your authentic voice and stick with it. The best way to tell your story is through blogging. You don't have to be a Pulitzer Prize winner to write a blog that captures readers' attention. And don't copycat other people's blogging style. Find a style that fits well with your business climate, industry and  your personal voice. Before you start blogging, research other blogs in your industry/niche to get a "feel" for what's out there. Check out my blog editorial tips. 

Do people know HOW to find you? Where can they read your story? 

• Is your bio hidden on page 5 of your website? Do you even have a bio? 
• Are your press releases and articles included on your website? 
• Make sure you have a section on your website or blog (About or Media/Press Section) that organizes your content in one place. It makes it easier for people to quickly find you and to learn about your story. 

When was the last time you searched online for your name or company brand?

Enter your name or company name into Google. What comes up in the search engines? If you don't have ANY information listed about you or your brand, that's not a good sign.

Sign up for a Google Profile and always include a warm, engaging photo on your social media networks. You don't want someone else telling your story for you...tell your own story! Make it easy for people to find you via your picture and online profiles. You want to stand out in a good and positive way -- especially if you have a common name. 

How do you share your story with others online (or offline?) I'd love to know! 

 

 

 

 

 

 

 

Smartest Small Budget Marketing Tips

Aloha! I am back on the grid after spending an amazing week in Paradise (aka Maui). My vacation was much-needed, and am feeling refreshed and relaxed.

While I was away, I was included again on The Toilet Paper Entrepreneur (Tip #105).  Mike features smart marketing tips for businesses on a limited budget. I share why it's important to invest in a professional copywriter. I have seen first-hand what happens when people try to wing it with their web copy, and it is NOT a pretty sight.

Great marketing tips on Mike's blog! Hope you'll check it out, and I welcome you to add your personal marketing tips and feedback.

 

Why You Need to Invest in Good Marketing Talent

After three days of battling a flu bug, I'm back in action. I'm slogging through emails and did battle with a Facebook hack job this moring. Aw, all in a day's work! On a positive note, I read a great article this morning 7 Business Mistakes You Ought to Avoid by Neil Patel. The flashing neon 'sign' that stood out for me was #3 Good talent costs a pretty penny.  He hit the nail on the head -- he goes out of his way to keep good people on his team. These pros may cost him more money, but they are well worth his investment. He brings up another worthwhile point: when you have smart people working for you, you don't have to worry about training or micromanaging them. I absolutely agree!

I wish more business owners and solopreneures would step up to the plate when it comes to hiring professional marketers. Marketing is such a catch-all term and not everyone is a marketer, but if you want to survive in today's market it's important to invest in a dynamic marketing team who knows what they are doing. Marketing goes beyond that quirky advertising exec and it even goes beyond social media tools. Even if you outsource and hire marketing contractors, marketing is a wise investment. If implemented correctly, you will see big returns on your marketing investment.

As a marketing professional, it's frustrating when prospects return my proposals with that dreaded statement: " Too expensive." I'm sure I'm not the only contractor out there who's been rejected because of their price.  My rates are competitive and fair. If people don't want to invest in their marketing, that's their perogative and I usually chalk it up that the prospect isn't a good fit for me and doesn't understand or clearly sees the value of my marketing services (even though I spell it out for them a, b and c). It's also frustrating when business professionals don't take the time to learn about how marketing can help them -- you can only hold a person's hand so much. However, I have my share of clients who really 'get' marketing; it's fun to watch when the light bulbs turn on and they see their tangible results.

If you don't have time to market your company, take Mr. Patel's advice and hire good people to work for you. Maybe the marketing techniques and tools you are using at this very moment aren't setting your business on fire (if they were, you wouldn't need to hire a marketer). That's exactly why you NEED a marketing professional:  he/she  can steer you away from what's NOT working and guide you in the right direction.

I work with a fantastic marketing company, Adapt Marketing & Design, who specializes in hospitality marketing. The owner, Ryan, is a 'big ideas' guy and he's smart --he knows his marketing but he also knows why he needs good people on his team. He has a complementary blend of artistic vision (his graphic designer) and a wordsmith (me, the copywriter) to balance out his team.

Leave your marketing to the professionals so you can concentrate on your customers and your business. 

How to Refresh Your Business Image in 5 Easy Steps

As I drove around my small northern California town this week, I noticed a lot of "Going Out of Business" signs. Unfortunately, this is the norm for many local, small businesses based on the U.S. economy. It's sad to see long-time businesses closing their doors.

What is really happening and why are these businesses closing up shop? Could they have saved their business? Was their marketing non-existent? Obviously, it comes down to dollars and cents. However, marketing is an integral part of any business - small, medium or large. But what does it take to shape things up on the business-front? Do what any celeb does who has taken a nose-dive in the public eye - re-invent yourself!

If you teeter on the edge of closing up shop, check out these five marketing steps and see where you stand. Could you do something different with your marketing strategies? Is it time to bite the marketing bullet and embrace change?

Last year, I helped one of my clients, a local tax & financial consultant, basically re-invent her business image. This marketing overhaul included working with a web designer to create a new company name, logo/slogan and brand-spanking new website. As the copywriter, I wrote strong, cohesive copy that tied back to her new branding.

What did she learn from "refreshing" her business image? After twenty plus years as a local tax & financial consultant, she wants to remain competitive in the local market and attract new clients/bring in new business. She realized her old name and slogan weren't working - it was time to spruce up and super-charge her image - and it's definitely working.

If your business teeters on the edge of closing up shop, check out these five easy marketing steps and see where your business stands.

1. Don't create a cryptic-sounding company name and slogan. If YOU read your slogan back to yourself and can't understand it, then it's definitely time to go back to the drawing board. If you have no idea what your company or slogan means, then how do you expect customers to understand what you're all about? What worked 30 years ago probably won't work in 2010. However, "don't fix what's not broken either" - if your slogan is what really makes your business, don't change just for change sake.

2. Apply the "KISS" rule to your marketing messages - whether it's an ad or tweet. Keep it short & simple.

3. Make your message sound believable and forget the hype - when you send out email campaigns, leave out the spam-sounding headlines. Don't make promises you can't keep and don't go overboard with the wording - goes back to the above "KISS" rule. Steer clear of confusing language and use easy-to-read bullet points and attractive graphics in your emails.

4. Be creative. Make your company look enticing & sound attractive - whether it's your store front window or marketing brochures. Would you shop at a store that promises quality merchandise but the brochure includes unappealing, washed-out photos of that same merchandise? I know I wouldn't shop there!

5. If your message sounds boring and uninteresting, forget holding customers' and clients' attention for long. As a copywriter, this is where I suggest descriptive words come into play. As a consumer, I'm more apt to check out a day spa that paints me a picture of "picturesque, meandering forested paths while sipping Earl Grey tea" as opposed to "kick back & check out our cool day spa in the mountains." Also, what you write in your marketing messages isn't about what YOU like or want - it's what interests your customers and what appeals to them.

It's time to get inside customers' and clients' heads - think about how to describe, promote and market your features, amenities, products and services that will keep you on the map - literally! With online marketing, it makes it SO easy to have a strong marketing presence between websites and social media. Use these tools to your advantage and don't let technology pass you by! It could be a matter of saving your business!