Check it out and let me know what you come up with. I'd love to see it!
Sunday, July 27, 2008
Neat Tool For Creative Minds!
This website lets you make word clouds quickly and easily. It's a little addictive too. I found myself thinking how cool it would be to see a favorite quote, verse or speech entered.
Check it out and let me know what you come up with. I'd love to see it!
Check it out and let me know what you come up with. I'd love to see it!
Friday, July 25, 2008
USP Is Yours Any Good?
This topic came up when I was discussing cold calls at the WNGCO network meeting this week. The USP, Unique Selling Proposition. I didn’t invent the term; you might have heard it before. I first learned it from Dan Kennedy, the famed copywriter and business guru. I’m giving him credit for it, but it has been around since the beginning of time.
It’s your “elevator” pitch, your hook or the interesting answer to the cocktail party question “What do you do?
It got me thinking about my answers and if they are any good. So a little work is in order for me! The best USP will almost always get people to say “Really, how do you do that?” or some version of that. The best thing is you get a follow up question to tell more about who you are and what your business/product/service offers.
Let’s say you sell property and casualty insurance. Your answer may be “I show people how to protect their assets for pennies a day.”
Perhaps I’m in the dog grooming/daycare business. “I help people have happier, healthier pets.”
How about radio ad sales? “I show companies how to grow their profits and get noticed in any market.”
Hopefully you get the idea. The USP should be compelling, short and easy for anyone to understand even if they aren’t familiar with you, your company or your industry. The whole point here is to generate interest in your product or services and get the opportunity to provide additional information.
Your USP must be from the point of view of your customer.
I work for ABC corp. selling insurance. Not very compelling is it? I groom dogs. Um, okay. I sell radio advertising. So what? That doesn’t tell your prospective customer what you do for them.
When developing your USP, phrases like:
save time
save money
increase efficiency
improve process
increase sales
maximize profits
generate revenue
are golden. I urge you to work on your USP and keep it fresh and up to date. You may have more than one depending on your offering and audience.
I suggest having a compelling USP for people who you may meet randomly. Your neighbors, the other parents at the soccer field, people at your church etc. They may be in the market for your services now, or in the future, or may know someone who is. It’s just as easy to have a compelling answer to the “What do you do?” question so why not?
You may want to have a slightly more specific answer if you know you are speaking to someone who in the market for your services right now. People who answer your add, or call your business for information. This is your shot to make an impression and get to the next step in your selling process.
Use your USP in all your advertising. It should be on your business cards and your web site. Use it in your VM recording. If you advertise in the yellow pages or a professional directory or your local Chamber of Commerce it should be there. This will clearly identify what your prospective customer can expect from you in the terms of a BENEFIT for them.
I hope that helps you get started. Once you starting thinking about your product/service or business from you client’s point of view, it gets easier. I’d love to find out what you’ve come up with! I’ll post more of mine after my mini-brainstorming today!
www.wngco.com
www.dankennedy.com
It’s your “elevator” pitch, your hook or the interesting answer to the cocktail party question “What do you do?
It got me thinking about my answers and if they are any good. So a little work is in order for me! The best USP will almost always get people to say “Really, how do you do that?” or some version of that. The best thing is you get a follow up question to tell more about who you are and what your business/product/service offers.
Let’s say you sell property and casualty insurance. Your answer may be “I show people how to protect their assets for pennies a day.”
Perhaps I’m in the dog grooming/daycare business. “I help people have happier, healthier pets.”
How about radio ad sales? “I show companies how to grow their profits and get noticed in any market.”
Hopefully you get the idea. The USP should be compelling, short and easy for anyone to understand even if they aren’t familiar with you, your company or your industry. The whole point here is to generate interest in your product or services and get the opportunity to provide additional information.
Your USP must be from the point of view of your customer.
I work for ABC corp. selling insurance. Not very compelling is it? I groom dogs. Um, okay. I sell radio advertising. So what? That doesn’t tell your prospective customer what you do for them.
When developing your USP, phrases like:
save time
save money
increase efficiency
improve process
increase sales
maximize profits
generate revenue
are golden. I urge you to work on your USP and keep it fresh and up to date. You may have more than one depending on your offering and audience.
I suggest having a compelling USP for people who you may meet randomly. Your neighbors, the other parents at the soccer field, people at your church etc. They may be in the market for your services now, or in the future, or may know someone who is. It’s just as easy to have a compelling answer to the “What do you do?” question so why not?
You may want to have a slightly more specific answer if you know you are speaking to someone who in the market for your services right now. People who answer your add, or call your business for information. This is your shot to make an impression and get to the next step in your selling process.
Use your USP in all your advertising. It should be on your business cards and your web site. Use it in your VM recording. If you advertise in the yellow pages or a professional directory or your local Chamber of Commerce it should be there. This will clearly identify what your prospective customer can expect from you in the terms of a BENEFIT for them.
I hope that helps you get started. Once you starting thinking about your product/service or business from you client’s point of view, it gets easier. I’d love to find out what you’ve come up with! I’ll post more of mine after my mini-brainstorming today!
www.wngco.com
www.dankennedy.com
Monday, July 21, 2008
How to Develop your Cold Call Script
In my last post, I talked about the need for a regular methodical approach to cold calling. In order to be most effective AND to greatly enhance the process of cold calling I highly recommend you use a script or "go to" notes. This will help you keep on track and aid in making sure you let the potential client really hear the best you have to offer.
Now, most of us don't like the idea of a script and hate when someone calls and is blatantly reading over the phone. I am not suggesting you do this at all. Your "script" is going to be more like talking points. Things that are worded well, covey your message in a creative but succinct way and prompt the other person to ask for more info... that kind of script sounds good doesn't it?
Here's how to get started. Work on 2 or 3 statements that describe who you are. Here's an example: "Hi, I'm Phyllis Nichols and I provide financial education that works money magic, allowing you to eliminate all debt - even your mortgage on your current monthly budget." Have a couple statements that you can tailor to your contact and prevent your from being stale. Also, practice them a bit so your timing and delivery sounds energetic, not stiff or rehearsed. The goal here is to be interesting and conversational.
Next develop 4-5 go to statements about your product or service. You might want to use this formula - state the benefit (what the buyer gains) then the feature (what it is). This takes a little practice, but will become natural. Most of us do this already when talking about something we like or find helpful.
Here's an example: Eliminate the stress of household finances (what the buyer gains) and allow us to put together a game plan to reach your goals. (What we do)
When you have your statements ready, practice them a bit so you can work them into the natural flow of your conversations. I highly recommend practicing cold calls with a friend - try out your new statements, ask for feedback. The goal is to be confident when you are on your calls.
Keep track of what works – is there a benefit that everyone is looking for? Saving money and/or time is a big one of course, but there are others. “Green”, recycling, natural or organic products and services are really popular so if you are able, integrate that benefit into your conversations. Every industry has hot buttons that resonate with your potential clients. Don’t be afraid to use them, just make sure you have a cool, creative twist that helps you stand out from the crowd!
Now, most of us don't like the idea of a script and hate when someone calls and is blatantly reading over the phone. I am not suggesting you do this at all. Your "script" is going to be more like talking points. Things that are worded well, covey your message in a creative but succinct way and prompt the other person to ask for more info... that kind of script sounds good doesn't it?
Here's how to get started. Work on 2 or 3 statements that describe who you are. Here's an example: "Hi, I'm Phyllis Nichols and I provide financial education that works money magic, allowing you to eliminate all debt - even your mortgage on your current monthly budget." Have a couple statements that you can tailor to your contact and prevent your from being stale. Also, practice them a bit so your timing and delivery sounds energetic, not stiff or rehearsed. The goal here is to be interesting and conversational.
Next develop 4-5 go to statements about your product or service. You might want to use this formula - state the benefit (what the buyer gains) then the feature (what it is). This takes a little practice, but will become natural. Most of us do this already when talking about something we like or find helpful.
Here's an example: Eliminate the stress of household finances (what the buyer gains) and allow us to put together a game plan to reach your goals. (What we do)
When you have your statements ready, practice them a bit so you can work them into the natural flow of your conversations. I highly recommend practicing cold calls with a friend - try out your new statements, ask for feedback. The goal is to be confident when you are on your calls.
Keep track of what works – is there a benefit that everyone is looking for? Saving money and/or time is a big one of course, but there are others. “Green”, recycling, natural or organic products and services are really popular so if you are able, integrate that benefit into your conversations. Every industry has hot buttons that resonate with your potential clients. Don’t be afraid to use them, just make sure you have a cool, creative twist that helps you stand out from the crowd!
Monday, July 14, 2008
Secrets to Cold Call Success
Talking with other business owners and entrepreneurs, the topic of cold calling comes up often. Many owners or inventors just don’t like to make cold calls. Some feel that it requires a “sales” personality or mentality – whatever that is. Others fall into the “I know I should do it, but I hate it” category. Regardless of your opinion or past experience with cold calls, they are essential to marketing your small business. And you should do them yourself if you want to maximize the benefits.
Here are a few tips that will help make this process easier and more effective. After all, selling something is the whole point right?
* Mindset. You have to decide that your efforts with cold calling will pay off. Embrace the opportunity for what it is – a chance to connect with someone who is in a position to purchase your products or services. Isn’t that great? Isn’t that what you want – to talk to someone who will buy?
* Prepare. Have a list of people/businesses and do a little homework. Now, I didn’t say make this a 30 day project. Some people love this step because they feel like they are making progress without ever making a call. Your calls will be more effective if you know a few facts about your prospect. For example, if you know the florist has 2 locations and is family owned ask about that. You can incorporate what you learned as part of your conversation. For example: I called you specifically as the owner of the ABC auto shop since my company specializes in accounting for sole proprietors.
Have 2 or 3 facts handy so the person you are talking to knows you took a few minutes to research them and their company and you aren’t randomly calling out of the phone book.
* Set aside time for cold calls. In the beginning, I suggest you call every work day. Putting it off is too easy and breaking it into manageable steps works. I set a number of calls or contacts I want to reach. If you are just starting, just use a clock or timer. Set it for 20 minutes and start calling. Every day. Eventually, this will be a normal part of your routine and will seem as natural as checking your email or sending out an invoice.
* Practice – call a friend or business associate and ask them to act as the client. I know this seems silly but it works. I have practiced cold calls with my husband, family members and good friends. It takes the fear right out of you and the actual call will seem easier than the practice call!
* Now, the call itself. First, relax and smile. Really. People can tell if you are smiling over the phone. Have a short text ready with your “go to” lines. That way, if you get a little stuck or nervous you’ll have a few pointers to get you back on track. Introduce yourself and start asking questions. Get your prospect to open up a bit. This will allow you a few minutes to get to know them and it will help make the call more conversational which is what you want.
In my next post, I’ll talk about your “script” or notes that will help your calls stay on track and increase your effectiveness.
Here are a few tips that will help make this process easier and more effective. After all, selling something is the whole point right?
* Mindset. You have to decide that your efforts with cold calling will pay off. Embrace the opportunity for what it is – a chance to connect with someone who is in a position to purchase your products or services. Isn’t that great? Isn’t that what you want – to talk to someone who will buy?
* Prepare. Have a list of people/businesses and do a little homework. Now, I didn’t say make this a 30 day project. Some people love this step because they feel like they are making progress without ever making a call. Your calls will be more effective if you know a few facts about your prospect. For example, if you know the florist has 2 locations and is family owned ask about that. You can incorporate what you learned as part of your conversation. For example: I called you specifically as the owner of the ABC auto shop since my company specializes in accounting for sole proprietors.
Have 2 or 3 facts handy so the person you are talking to knows you took a few minutes to research them and their company and you aren’t randomly calling out of the phone book.
* Set aside time for cold calls. In the beginning, I suggest you call every work day. Putting it off is too easy and breaking it into manageable steps works. I set a number of calls or contacts I want to reach. If you are just starting, just use a clock or timer. Set it for 20 minutes and start calling. Every day. Eventually, this will be a normal part of your routine and will seem as natural as checking your email or sending out an invoice.
* Practice – call a friend or business associate and ask them to act as the client. I know this seems silly but it works. I have practiced cold calls with my husband, family members and good friends. It takes the fear right out of you and the actual call will seem easier than the practice call!
* Now, the call itself. First, relax and smile. Really. People can tell if you are smiling over the phone. Have a short text ready with your “go to” lines. That way, if you get a little stuck or nervous you’ll have a few pointers to get you back on track. Introduce yourself and start asking questions. Get your prospect to open up a bit. This will allow you a few minutes to get to know them and it will help make the call more conversational which is what you want.
In my next post, I’ll talk about your “script” or notes that will help your calls stay on track and increase your effectiveness.
Wednesday, July 9, 2008
Independence Day For Real?
I was just looking at some photos from the Red White and Boom fireworks we had here in Columbus on July 3rd. This was our first year watching from the roof of our condo downtown. It was pretty amazing and loads of fun.
It started me thinking about Independence. For must of us I think it is about things we expect and maybe even take for granted. Things like living and working where we want, choosing the place and way we want to worship, the freedom to express our opinions about any topic.
But what about personal Independence? I once read a quote (I can't recall where/who said it, but if I find it I'll post) about living life on my personal terms. Independent. It went like this - "Doing what I want to do when I want to do it." Doesn't that sound great? It doesn't' mean no obligations or responsibilities. At least not to me.
What I take from that is that I get to CHOOSE - me - how I'm going to live my life. It's pretty exciting to realize that I don't have to follow someone else's notion of what is the right the to do, or the right way to do it.
So, take a chance.... decide from now on to live on your terms. Change the things that aren't working for you or at least make a plan to start change. Today is the only day we get guaranteed... make the best of it and enjoy it to the fullest!
Tuesday, July 1, 2008
Marketing Measurement
I recently attended a marketing seminar. The presenters were experts in small business marketing. I learned several new tactics that I plan to deploy in the next few days. I'll blog about those as implemented & I'd love your feedback!
I recieve informational emails and product offerings from Dan Kennedy.
Most of you may know of him. He's a legend in writing marketing copy and information marketing. His style isn't rah rah and sometimes he takes a pretty in your face approach. (His business partner even calls him grumpy!) Well, right after this seminar, I received an email from Dan about marketing effectiveness.
For all the flash and new ideas, not one of the speakers really pointed out the most important point in any marketing gameplan. Dan did. Here is it... so simple that I felt kind of lame for not making this the first part of my marketing plan.
Measure and Accountability = Sales/Revenue ONLY
Web hits don't count, phone calls or cool publicity in the paper, or great product reviews or subscribers to your blog - at the end of the day if you aren't coverting traffic into sales you HAVE to change what you are doing.
Of course, I'll take all the publicity I can get and would never turn down the chance for an interview or local coverage etc. because I think it will help bring in sales... but from now on, I'm going to MEASURE how an increase in traffic translates and work to improve conversions. Improving your web copy, offering referral discounts, asking for the sale...critical components that Dan hammers time and again in his material all help to make the people who check my website go from browsing to buying.
I encourage all of you to check out your current marketing efforts and see where the revenue comes from. Challenge yourself to increse your ratios and watch the profits rise!
I recieve informational emails and product offerings from Dan Kennedy.
Most of you may know of him. He's a legend in writing marketing copy and information marketing. His style isn't rah rah and sometimes he takes a pretty in your face approach. (His business partner even calls him grumpy!) Well, right after this seminar, I received an email from Dan about marketing effectiveness.
For all the flash and new ideas, not one of the speakers really pointed out the most important point in any marketing gameplan. Dan did. Here is it... so simple that I felt kind of lame for not making this the first part of my marketing plan.
Measure and Accountability = Sales/Revenue ONLY
Web hits don't count, phone calls or cool publicity in the paper, or great product reviews or subscribers to your blog - at the end of the day if you aren't coverting traffic into sales you HAVE to change what you are doing.
Of course, I'll take all the publicity I can get and would never turn down the chance for an interview or local coverage etc. because I think it will help bring in sales... but from now on, I'm going to MEASURE how an increase in traffic translates and work to improve conversions. Improving your web copy, offering referral discounts, asking for the sale...critical components that Dan hammers time and again in his material all help to make the people who check my website go from browsing to buying.
I encourage all of you to check out your current marketing efforts and see where the revenue comes from. Challenge yourself to increse your ratios and watch the profits rise!
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