The Fatso Boss
November 20, 2008
Can you be sure your target customer is getting the right message?
A colleague of mine tells a story of calling himself the “de facto boss” to an audience. It must have been lost in translation, though, because the resulting transcript touted him as ”the fatso boss.”
Take care when speaking to your customers that you don’t alienate them by using too much lingo. You never know what they’re hearing.
Making The Connection
October 16, 2008
Corporate marketing materials are something to behold, aren’t they? Full color, glossy advertisements that are great at communicating their message. Big budgets allow large companies to go all out. Want folks to buy your perfume? Stick a sample of it in a hot fashion magazine. Selling a car? Make a zippy commercial with a sleek convertible skirting the side of a mountain.
Smaller businesses don’t often have the advantage of bottomless pockets for marketing campaigns. But that doesn’t mean that you can’t create a message that packs a punch.
The secret? Hit ‘em where it hurts.
One of the biggest benefits of being a small business owner is the power to connect emotionally with your customers.
It doesn’t matter what they’re buying, there is always a human being on the other end of the purchasing decision. Your job is to make a connection.
Sparking an emotional connection with a customer isn’t difficult. Tell your story. Get your customers emotionally involved with your products by describing them in vivid detail.
Let’s say you’re shopping for peppermint soap and need to choose based on the descriptions from two different soap companies:
Shop A
“Peppermint Soap. It will leave the user feeling fresh and clean.”
Shop B
“Think candy canes on Christmas morning. Our cheery peppermint soap will leave you feeling refreshed and ready to tango with Santa.”
Which one do you want to buy?
{Photo by mark_sebastian}
Lollipop Marketing - The Two Words That Will Keep Your Customers Coming Back For More
October 12, 2008
Remember the days when you would get a lollipop as a “thank you” when you left the bank or the doctor’s office? It was a simple gesture, but it helped you leave the encounter on a sweet note.
Now think about all of the products and services you have purchased over the last week. How many times were you told how much the business appreciated you and your business?
These days, the amount of interaction many businesses have with their customers is limited. You can enter your credit card online, then come home a few days later to find exactly what you ordered waiting on the front stoop. This is great for convenience, but not for creating loyal customers.
What can you do as a business owner to bring back the personal touch that will make your customers loyal to you?
Show some gratitude.
Here are five ways you can use common courtesy to give your business a competitive advantage:
1. Send a note of thanks
When was the last time you received a note thanking you for being a good customer? Not a note asking for more business or a reminder of an upcoming sale – simply a note to say thanks for your business? Customers notice when you appreciate them. They are more likely to provide you with repeat business or refer your services to their friends. Web-based businesses can start this process by setting up an auto-responder to send customers a message after their purchase. It’s easy to go the extra mile, though, by sending your customers a handwritten note or a personal e-mail that says you appreciate their business.
2. Make it personal
Have you created a new product that fits in well with the style of one of your customers? Found an article that you think a particular client would be interested in? Drop her a note or give her a call to let her know. Not only does this keep your business fresh in your customer’s mind, it also validates that you have been paying attention to your customer’s goals and style.
3. Don’t ignore complaints
When your customers complain, thank them. If a customer wasn’t interested in maintaining a relationship with you, he would simply shop elsewhere. A complaint gives you somewhere to start to create a loyal customer.When you receive a complaint from a customer, take the time to thank him and listen to what he has to say about your product or service. If possible, offer several solutions and let the customer choose the one that works the best for him. Listening to your customers, even if they are complaining, gives you an opportunity to give the kind of follow-up service that will make you stand out from your competitors.
4. Give them more than what they ask for
Wrap the items your customer ordered in pretty tissue paper like a gift. Drop a couple of new product samples in the box. Take a moment to picture what your customers will see when they open their package from you. Make the experience memorable.
5. Follow up
Following up is an essential component of excellent customer service. Let your customers know if they are going to experience a delay for any reason. Make it easy for them to track packages and see the status of projects.
A few days after you send out a package or provide a service, follow up with your customer to make sure the experience was a positive one. Take suggestions, make corrections and listen to the feedback you receive.
Remember, it does not take much time or money to make your customers feel appreciated. Happy customers are more likely to be loyal customers. Make an effort to sweeten your customers’ experiences and your bottom line will thank you.
Does This Hack Saw Come in Pink?
September 23, 2008
I’ll admit it. I have a thing for power tools.
Many women love dresses, purses and glittery eye makeup. And while I can certainly get giddy over a trip to Sephora, nothing will woo me quite like shine of a brand new drill press.
I was wandering through one of the big box hardware stores the other day, high heels click-clicking on the concrete floor, when I found the holy grail. Tool World.
I must have lulled myself into a stupor staring at all the shiny things with cords, because a blue-aproned salesman tentatively approached me. With understanding in his eyes, he patted me on the arm and whispered, “Can I help you pick out something for your husband?”
Just goes to show you that someone doesn’t have to be in your target market to be a potential customer. After all, a girl’s gotta have her tools.
{Photo by jolien_vallins}
The Three Letters That Will Send Potential Customers Packing
September 22, 2008
Here’s a question I received recently from a client that needed some editing work. She agreed to let me share the question and answer with you:
QUESTION
Erin, When you were editing the product descriptions I sent you, you removed the abbreviation for etcetera several times. I think it sounds like I have a lot more to say and would entice customers to want to learn more. Are you just being nit-picky or is there a real reason for me to not use “etc.” in my writing?
ANSWER
Sometimes, the devil really is in the details.
Let’s say you are selling an orange and you want to describe it in juicy detail to your customers. You want them to feel the chilly peel and see the vibrant color.
It might sound something like this:
“The orange is sweet, ripe, etc.”
You’re painting a picture. But is the picture as strong as it could be?
When you’re describing a product, make your statements clear, concise, and truthful. Pick the best benefits and sell them the best way you know how.
Sentences that conclude with the abbreviation etc. imply that there is more you could say about your product or service, but for some reason you choose not to. It makes your sentence look weak and makes your customers feel a bit slighted. If there are more benefits, spell them out.
Customers often respond best to benefits or advantages if you present them in groups of three. For example:
“Our fresh oranges are juicy, sweet, and delivered to your door within 24 hours of harvesting.”
You want to paint a picture of your products that makes your customers want to buy. By clearly laying out the details, you create a more convincing story and a stronger brand.
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