I have a confession to make. I sometimes dread the thought of going to a networking event to meet new people. (Probably because some networking events can be truly dreadful.) But the majority are worthwhile--and here's why:
-When I think about it, several of my current clients came to me via networking opportunities. I've also reached out to new aquaintances, or at the very least referred them.
-Networking forces you to stay on your toes. That elevator speech can get kind of rusty when it's never brought out and dusted off.
-Chances are, you'll learn something new. I met someone who specialized in catching cyber criminals once. Fascinating stuff.
-There's kind of an unspoken understanding, especially at after-hour events, that you're not the only one who wanted to go home and kick off your shoes after a long day. But hey, isn't it nice to know you're not alone?
-Someone put a lot of time and effort into coordinating the event. It's nice to show your support by simply showing up.
-Finally, you should never miss a chance to get your name out there. You never know when you'll get a call or email that starts with, "Remember me? I met you last week at that networking event!"
Tuesday, September 7, 2010
Second-rate is never okay
Awhile ago I ordered a box of mugs with my company logo imprinted. They arrived looking really great, just as I'd pictured. I was impressed.
When I ordered the mugs originally, there was a special offer for two free additional mugs with a different imprint. So I took advantage of that deal and sent a different logo for the free mugs. They didn't arrive with the first order, but I was assured they'd shipped seperately.
A week later I received the additional mugs. When I opened the box, one was broken in three pieces. Both mugs displayed a logo that was barely recognizeable because the colors were completely wrong. The quality was downright terrible. I wasn't so impressed anymore.
I called the company to inquire about replacing the mugs and was told that because they were free, they couldn't be reproduced. Basically, the company didn't care that the two mugs weren't useable--my original shipment was the only one that mattered to them because I'd paid for it.
My opinion of that company went downhill fast. If they really cared about the quality of their work, regardless of cost, they would want to produce a quality product every time--or make it right.
They didn't see it that way. Too bad.
When I ordered the mugs originally, there was a special offer for two free additional mugs with a different imprint. So I took advantage of that deal and sent a different logo for the free mugs. They didn't arrive with the first order, but I was assured they'd shipped seperately.
A week later I received the additional mugs. When I opened the box, one was broken in three pieces. Both mugs displayed a logo that was barely recognizeable because the colors were completely wrong. The quality was downright terrible. I wasn't so impressed anymore.
I called the company to inquire about replacing the mugs and was told that because they were free, they couldn't be reproduced. Basically, the company didn't care that the two mugs weren't useable--my original shipment was the only one that mattered to them because I'd paid for it.
My opinion of that company went downhill fast. If they really cared about the quality of their work, regardless of cost, they would want to produce a quality product every time--or make it right.
They didn't see it that way. Too bad.
Tuesday, July 13, 2010
The benefits of brainstorming
As an independent consultant, I'm used to working alone. I like the peace and quiet most days, but I miss the busy buzz of a productive office. And I also miss having a team of colleagues to brainstorm with. It often makes the creative process so much easier.
Fortunately, I know a lot of creative people; some in the same field, and others who are just really good at thinking outside the box. I call on that network of fellow freelancers often becase I know it will yield great results. It's amazing how many times I'll present a rough idea or concept, and after the brainstorming process, I'll walk away with a much different--and better--solution.
They say the best things in life are meant to be shared. That goes for ideas, too.
Fortunately, I know a lot of creative people; some in the same field, and others who are just really good at thinking outside the box. I call on that network of fellow freelancers often becase I know it will yield great results. It's amazing how many times I'll present a rough idea or concept, and after the brainstorming process, I'll walk away with a much different--and better--solution.
They say the best things in life are meant to be shared. That goes for ideas, too.
Tuesday, May 25, 2010
What your tagline says about you
As a writer, I love developing taglines. It's always a challenge--but an exhilarating one--to capture what a business does and whittle it down to one line. Unless your company name clearly spells out what it is you do, like "Mom's Bake-at-Home Pizza," adding a tagline can make a big difference.
First and foremost, make sure your tagline tells your story. In other words, don't waste that prime business card or advertising space on something non-descript, such as:
The solutions you need to do business.
Huh? Something that vague could apply to office supplies, technology, printing, and a myriad of other things. Not to mention it's incredibly boring, a real no-no for taglines.
Think of a tagline as your leave-behind message, so make it memorable. And while you're at it, craft something that's also simple (under 10 words) and easily spoken or read. Here are some examples of effective taglines:
What can Brown do for you? UPS
You're in good hands. Allstate
We bring good things to life. General Electric
I could go on, but for all you need to know about taglines, check out www.taglineguru.com. And if you'd like some help creating your own unique and memorable tagline, contact Word Has It at 484-888-8074!
First and foremost, make sure your tagline tells your story. In other words, don't waste that prime business card or advertising space on something non-descript, such as:
The solutions you need to do business.
Huh? Something that vague could apply to office supplies, technology, printing, and a myriad of other things. Not to mention it's incredibly boring, a real no-no for taglines.
Think of a tagline as your leave-behind message, so make it memorable. And while you're at it, craft something that's also simple (under 10 words) and easily spoken or read. Here are some examples of effective taglines:
What can Brown do for you? UPS
You're in good hands. Allstate
We bring good things to life. General Electric
I could go on, but for all you need to know about taglines, check out www.taglineguru.com. And if you'd like some help creating your own unique and memorable tagline, contact Word Has It at 484-888-8074!
Monday, May 24, 2010
The element of surprise
One of my favorite television shows is on tonight. I've tuned in for many seasons and followed it faithfully. So when my husband asked me earlier today if I was looking forward to the show tonight, he was surprised when I answered, "no."
"Why not?" he asked.
"Because I've lost interest. It's too predictible," I told him.
Predictibility can affect your marketing as well. When your ads, your website or your other marketing vehicles never seem to change, people start tuning out. It's not necessarily that they don't like your product, but they've seen what you have to offer and frankly, they're ready to move on.
Time to surprise them! Yes, your message should be consistent, but think about changing the way you deliver it. Are you still handing out that brochure from 2003? It may be time to brighten your corporate colors or refresh your logo. Bring humor into your ads. Post some video on your website. Search for persuasive new testimonials. Team up with a new partner and offer a new service or a valuable seminar.
There are many ways to breathe new life into stale marketing; just remember to shake things up from time to time. When you become too predictible, a good chunk of your audience may wind up losing interest.
"Why not?" he asked.
"Because I've lost interest. It's too predictible," I told him.
Predictibility can affect your marketing as well. When your ads, your website or your other marketing vehicles never seem to change, people start tuning out. It's not necessarily that they don't like your product, but they've seen what you have to offer and frankly, they're ready to move on.
Time to surprise them! Yes, your message should be consistent, but think about changing the way you deliver it. Are you still handing out that brochure from 2003? It may be time to brighten your corporate colors or refresh your logo. Bring humor into your ads. Post some video on your website. Search for persuasive new testimonials. Team up with a new partner and offer a new service or a valuable seminar.
There are many ways to breathe new life into stale marketing; just remember to shake things up from time to time. When you become too predictible, a good chunk of your audience may wind up losing interest.
Sunday, May 23, 2010
Presentation with a purpose
The other day I stopped in a gift shop and stayed much longer than I'd anticipated. I couldn't help it; once I entered the shop, its clever displays and delightful layout completely drew me in.
The storeowner had organized the merchandise by themes. First there was a beach room, featuring shell shaped napking rings and summery blue and white linens. Around the corner a red, yellow and orange medley of kitchen gadgets, canisters and centerpieces greeted me before I wandered upon a cool, elegantly set dining table holding various accessories in lavendar, cream and silver. I wanted to take a seat at that table and stay for the rest of the day. And you can bet I'll come back again.
The shop excelled in a concept that's also key to successful marketing--presentation. Your marketing materials should be equally captivating with a fresh, clear, and well organized layout. And don't forget personal presentation, especially with today's trend toward a more casual work environment. How impressive when a salesperson shows up looking well-dressed and professional, with a smart brochure and business card in hand.
Whether you're a small gift shop down the road or a large corporation launching a new product or service, a great presentation will always serve its purpose by bringing in more business.
The storeowner had organized the merchandise by themes. First there was a beach room, featuring shell shaped napking rings and summery blue and white linens. Around the corner a red, yellow and orange medley of kitchen gadgets, canisters and centerpieces greeted me before I wandered upon a cool, elegantly set dining table holding various accessories in lavendar, cream and silver. I wanted to take a seat at that table and stay for the rest of the day. And you can bet I'll come back again.
The shop excelled in a concept that's also key to successful marketing--presentation. Your marketing materials should be equally captivating with a fresh, clear, and well organized layout. And don't forget personal presentation, especially with today's trend toward a more casual work environment. How impressive when a salesperson shows up looking well-dressed and professional, with a smart brochure and business card in hand.
Whether you're a small gift shop down the road or a large corporation launching a new product or service, a great presentation will always serve its purpose by bringing in more business.
Wednesday, May 19, 2010
The whole package
Without question, direct mail can be an effective tool to generate leads, recognition and sales for all types of businesses. If you hit the right target with the right message at the right time--well, it's a beautiful thing.
However, the effectiveness of a direct mail piece depends entirely upon whether it's read in the first place or quickly labeled junk mail by the recipient (who, incidentally, just used it to make a 3-point shot into the trash can).
Here's a perfect example. Yesterday, an 8 1/2 x 11" yellow envelope appeared in my mailbox with the words EXPEDITED MAIL LETTER, RUSH TO ADDRESSEE, EXTREMELY IMPORTANT printed in bold letters across the front. It immediately got my attention, though I didn't recognize the return address and quickly spotted a bar code indicating this was a mass mailing of some sort.
Still, I wondered, what extremely important message was inside the envelope? I toyed with the idea of tossing it aside before my curiosity got the better of me and I ripped it open, which, of course, is exactly what the sender intended.
Inside was an offer from a local car dealer. I could win a new vehicle if an enclosed key successfully unlocked a box in their showroom, and the number on the inside mailer then matched a special display board...
My curiosity was satisfied by this point and I stopped reading. However, I'm sure there are some people in the car dealership at this very moment trying to fit their keys into the mysterious box. The mailing was a success. The dealership that sent it realized if they didn't grab my attention in some way, I'd never actually see their offer.
With direct mail, consider the whole package--and make it irrestible.
However, the effectiveness of a direct mail piece depends entirely upon whether it's read in the first place or quickly labeled junk mail by the recipient (who, incidentally, just used it to make a 3-point shot into the trash can).
Here's a perfect example. Yesterday, an 8 1/2 x 11" yellow envelope appeared in my mailbox with the words EXPEDITED MAIL LETTER, RUSH TO ADDRESSEE, EXTREMELY IMPORTANT printed in bold letters across the front. It immediately got my attention, though I didn't recognize the return address and quickly spotted a bar code indicating this was a mass mailing of some sort.
Still, I wondered, what extremely important message was inside the envelope? I toyed with the idea of tossing it aside before my curiosity got the better of me and I ripped it open, which, of course, is exactly what the sender intended.
Inside was an offer from a local car dealer. I could win a new vehicle if an enclosed key successfully unlocked a box in their showroom, and the number on the inside mailer then matched a special display board...
My curiosity was satisfied by this point and I stopped reading. However, I'm sure there are some people in the car dealership at this very moment trying to fit their keys into the mysterious box. The mailing was a success. The dealership that sent it realized if they didn't grab my attention in some way, I'd never actually see their offer.
With direct mail, consider the whole package--and make it irrestible.
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