Inside the Envelope

While online ordering is a must-have for many businesses, a printed catalog can provide a great supplemental marketing tool for your website. Many people still prefer perusing catalogs at their leisure without being connected to a computer. For these customers, a printed catalog provides increased exposure to a wider variety of products. In addition, catalogs can be easily shared with others and offer staying power...with a message that can be seen again and again. Here are a few tips for creating a printed catalog that will do the selling for you: Include a mix of customer testimonials that give readers a more consumer-centric look at your products. "Tell your story" by including background information about your business and the history of your products. Cross-sell complementary products through suggestions in the product copy, call-outs, or the placement of companion products together. Feature best-selling products in the upper right-hand corner, where the eye is...

Trade shows are a proven way to showcase your company's products and services, but it can be challenging to stand apart in what can seem like a never-ending sea of booths. Here are a few tips to ensure your company gets noticed before, during, and after the event: Send teaser pre-show mailers that encourage prospects to visit your booth. Include a raffle ticket for a giveaway, promote a prize drawing, or encourage recipients to stop by your booth for a free giveaway item. Consider a theme for your booth, such as a Hawaiian theme, coffee shop theme, or sports-related theme. If you don't want to go the theme route, simply wear attire that is appropriate for the products you're selling. For example, if you sell ski equipment, you could dress in ski apparel and offer visitors hot cocoa and free demos. Attract visitors with a delicious treat they can't resist, such as homemade cookies, cupcakes, ice cream bars, cinnamon rolls, or even full-size candy bars wrapped with yo...

Flyers are a very flexible, cost-effective, and efficient way to spread the word about your company, promote or introduce your products, announce special price promotions and events, or simply educate your audience. Here are a few ways to increase sales by maximizing the use of marketing flyers: Add a flyer to every mailing that leaves your office. Include them with bills, information requests, and marketing campaigns. Fold your flyer, affix a label or seal, and send it as a self-mailer to your marketing database. Hand flyers out at trade shows, promotional events, and other industry-related affairs, not only at your booth, but also while walking around and visiting. Post a flyer on community bulletin boards, such as those found at laundromats, gyms, apartment complexes, senior centers, public libraries, local schools or college campuses, grocery stores, and the like. Check with local newspapers or magazines to learn their policy and costs for including flyers as a marketing in...

One of the biggest marketing mistakes many businesses make is failing to educate buyers about the unique advantages of their products and services, as well as their industry in general. Educated customers are not only more satisfied with their purchasing choices, but they are also more likely to share their wealth of information and tips with other information-savvy buyers. Here are a few ways to increase sales by educating your audience: Educate about pricing. If you're offering a special discounted price because you purchased in volume, let your customers know, so they understand why your prices aren't always so low. The same is true if your prices are higher than the competition -- explain that your products are of a higher quality, that your warranty is longer, or whatever other reasons you might have. Offer information on industry trends, developments, and new products via newsletters, blogs, social media posts, and the like. Provide webcasts, seminars, and guest speakin...

Anyone who's spent time in sales knows that the buying process often boils down to one or two key questions: Why should I buy what you're selling? And why should I buy it from you? A well-conceived value proposition will go a long way toward answering those questions. But what is a value proposition? Simply stated, a value proposition is a brief statement that clearly outlines the benefits customers get from using your products and doing business with your company. It cuts through all the noise and focuses squarely on the customer and their needs. So how can you create an effective value proposition? Here are six tips to get you started. Get to know your customers. What makes them tick? What principles do they value? What challenges do they face? And how can your product or service help them reach their goals? Study the competition. Start with their website, product line, and marketing literature. Visit their facility, meet their staff, and talk to their custo...

A successful marketing strategy often resembles the five steps of an exercise plan. And just like exercising, finding the motivation to get started is often the hardest part. Here are a few tips to help you give your marketing plan a workout: Follow a regular schedule. Remember that erratic actions will not bring results. Just as an occasional jog will not make you fit, marketing requires a regular, ongoing schedule. Exercise all your muscle groups. Like fitness plans which incorporate several variables, including diet, aerobic exercise, and strength training, successful marketing plans should also include several well-balanced strategies working together. Just as everyone's body is different, every company should have a customized combination of print marketing, social media, online/web marketing, e-newsletters, and the like to meet their specific needs. Don't overdo it in the beginning! Too much exercise can exhaust you and cause your muscles pain, making it hard to thi...

It's important to understand how your business compares to your competition, especially when marketing your products or services. By creating a SWOT analysis, you can gain helpful insight to your business success. A SWOT analysis focuses on your company's internal strengths and weaknesses, as well as external opportunities and threats that may impact your business. By recognizing both positive and negative factors that affect your business, you can take an objective look at your business and use the results to improve your marketing messages. Here are a few guidelines to keep in mind when creating your SWOT analysis: Strengths refer to what your company does well. List all positive attributes and advantages you have over your competition, such as an industry-leading warranty, in-house support staff, outstanding reputation, or established customer base. Weaknesses include areas you need to improve in order to better compete. Examples might include high pricing, inferior pr...

During the mid 20th century, the one-mile run was a centerpiece event in track and field. In its illustrious history, no one had ever broken the four-minute time barrier. For years, doctors, scientists, and the general public believed that it was physically impossible for humans to run that fast. Then in 1954, Roger Bannister came along and proved all the experts wrong by running the race in less than four minutes. What's more amazing is that within one year of Bannister's record-breaking race, 16 more runners broke the four-minute mile as well. How could it be that all of a sudden so many athletes were able to break a seemingly impossible record that had stood for so long? There hadn't been a new technological breakthrough, nor could it be explained in any outward way. One possible explanation is that none of those athletes truly believed it was possible to run the mile in under four minutes. Roger Bannister not only broke the physical barrier of running a sub-...