Put A Little Personality In Your Marketing
by Ann Clarke - originally published in Home Office Computing magazine.
Ann Clarke is a public relations expert who has been nationally
recognized for her success in personal promotion marketing. When asked
what were some of the secrets to her clients’ success, Clarke laughed.
"There are no secrets--we recognize that consumers want to do business
with someone they know. It’s called 'handshake marketing' and it's done
by companies and individuals alike. And it's why Wal-Mart has greeters,
and why local TV stations fight to broadcast the Parade of Lights. It
pops up in advertising, in print and on TV. It’s making it easier for
the people you want to do business with to get to know you. It's just
another way for the consumer to say, 'gosh, they’re just like me--same
values, same interests--we have so much in common, I feel comfortable
in doing business with them."
Clarke suggested these ten quick, inexpensive tricks to put a little personality in your marketing.
1. Put your picture on your business card, your stationary and every
piece of paper that leaves your office. People are 80% more likely to
recall your name if they have a picture to associate with it! A photo
on your business card automatically sets it apart from 90% of the cards
out there.
2. Make your business card a sales tool. Make it into a coupon;
offer a discount or a small gift; stash a card in with the check when
you pay your bill.
3. Keep a handful of business cards with you wherever you go. You
never know where a client will come from. Dash off a "thank you for the
excellent service" note on the back of your card and leave a card with
the tip at a restaurant.
4. Spend your money with those who already LOVE you. Reward your
good clients with a discount or a small gift every time they use your
service. Laureen Persson, a certified massage therapist in Fort
Collins, Colorado, gives bottled water to every massage client. Reward
repeat customers with a discount or a punch card. Market yourself to
those who have done business with you, then reward them every time they
send you a lead. At the very least, a phone call or a thank you note.
Better: chocolate, flowers or movie tickets. REALLY reward them when
the lead becomes a client--dinner, theater tickets, gift certificates.
5. Spend your money with those you know. Create relationships with
businesses you use: give them leads, promote their business. They will
promote you in turn. Create a WIN-WIN atmosphere.
6. Get to know the people at the paper. Create name recognition
through press releases. Send your PR to the right person. Make sure
it’s newsworthy: when you sign a new account, get a new project, or
complete a project. You’re building name recognition with the reporters
as well as the public.
7. A newsletter can be your best marketing piece. Avoid company or
canned newsletters--they end up in the trash. Put lots of personality
in your newsletter as well as information and news your customers can
use. Try to have a photo to illustrate each segment.
8. Take your camera with you everywhere you go. Take pictures of you
doing the things you love, with the people you love. Then use those
pictures in ads, flyers, newsletters and postcards.
9. A personal brochure can open the door. Create a front cover that
says "pick me up" and include a personal biography. Selling is
emotional so include your family, your hobbies and why you are in
business. Make it say "this person is just like me" through your
personal code of ethics--what you stand for. Include testimonials from
past clients and well as key benefits.
10. Affiliate with organizations which promote service and
networking: Chambers of Commerce, service clubs, and networking groups.
Volunteer for projects you love. It doesn’t matter if it’s Partners,
Wishes Are Horses, Alternatives To Violence, The Boys and Girls Clubs
or your church. Invest your most precious asset: your time. You will
not only feel GREAT about volunteering but you’ll build relationships
to last a lifetime, in both your business and your personal life.
Clarke concludes, "If you put a little personality in your marketing
and put yourself in the spotlight, people you’ve never met will at
least feel as if they know you. And better yet, they will want to do
business with you!"
You may reprint this article and make copies for your team.
Ann Clarke
GR8 Ideas At Work!TM
"Award-winning consultant, speaker, photographer and writer"
PO Box 412, Masonville CO 80541
toll-free: 877-669-5089 - (970) 669-5089 - fax PHONE: 970-669-5089
FAX: (970) 669-7929
Our Mission: GR8 IdeasTM to grow your business to the next level!
©Ann Clarke 2002-2008