Inside the Envelope

Yes, being a drama queen is typically a negative. But there is one instance where it is actually a big positive. Imagine you are in a stadium filled with your most ideal prospects. You have one chance to present and pitch your product or service. Say the right thing, and every one of them will become a client. Say the wrong thing, and you'll lose them all. That's the potential power of communication. There are many ways to get your message across. You can bore them to death, or you can entertain them. The chances that a prospect will stick around and listen are much better if you do the latter. People are drawn to those who can share, teach, and even sell something useful. They are most attracted to the ones who can entertain them while presenting. Like it or not, we live in a society that needs and wants to be entertained. If you want to stand out and succeed, you have to be able to give them what they want. This is where injecting drama into your sales cop...

It's easy to see why peanut butter and jelly sandwiches are a nationwide favorite. After all, PB&J offers creamy, sweet, smooth (or crunchy) goodness that is fruity, satisfying, filling, inexpensive, and fairly good for you to boot. Sure, peanut butter is delicious by itself (as is jelly), but when they are joined together, they create a flavor-packed, winning combination that can't be beat. When it comes to marketing, a blend of print and electronic media can easily be compared to peanut butter and jelly sandwiches. While they can both function effectively on their own, they pack a more powerful punch when joined together. For example, print promotions -- such as postcards, newsletters, flyers, or brochures -- are a great way to grab attention, increase awareness, and encourage readers to visit your website for in-depth information, product ordering, survey completion, webinar and event registration, and more. When it comes to combining print with electronic me...

Some companies think that a beautiful new website will instantly attract visitors like a moth to a light bulb. However, unless you turn the light on and direct them where to go, your visitors may wander aimlessly into your competitor's backyard. Here are a few mixed media marketing tips to draw visitors to your website: Create a "web card" that highlights your site's benefits and entices readers to visit. Mail them as postcards, hand them out at trade shows, distribute them with purchases, and so on. Create videos and post them on YouTube. Not only does Google index your content, but viewers can embed your videos on their blogs and share them via social media. Offer free original content or blog postings to other publications in your niche market. Be sure to include a link to your website to draw new visitors from these high-traffic sources. Distribute news releases to print and web periodicals in your industry. Your website link will remain in news databases fo...

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...