Tag Archives: marketing message

The ‘Wild Rumpus’ of Storytelling

With the release of Where the Wild Things Are this weekend, I found myself falling quickly back into a magical part of my childhood. Siting next to my grandfather as he transformed a $2.99 paperback book into a fantastic journey. With each page, the smell of a new book and the hope of following Max as he explored a magical forest all from his imagination, I sat motionless waiting for the wonderment to wash over me.  In only ten sentences (that is all that’s in the entire book) I was quickly transported to the land of monsters, being crowned Queen of the Wild monsters and dancing with the monsters in a “Wild Rumpus”. As I look back, the story was mesmerizing, it had a way of grabbing my attention and making me want to know more. I told every friend I had about the book and before long, my whole first grade class was reading the book.

All of this reminiscing got me to thinking about marketing for business and how the way your story is conveyed can really make the difference in what your customers believe.

Combating the Big, Scary Monster or Does Your Company Have an Engaging Story?

It’s often frightening to think what it is that makes our business stand out from others. What is unique about your company? Does the customer you serve find that your service is head and shoulders above your competition? Do you know why? These questions, among many others are often hard for business owners to define. It’s not always easy to step outside of our businesses and really experience what you provide from the customer’s perspective. Take a look at this article from Entrepreneur.com  for some story starters and begin defining your story.

Are You a Kid Hiding in a Wolf Costume or What Can Storytelling Do To Showcase Your Business?

So many business that are launching a new website or implementing a new marketing tactic fall into the same trap. “Me too” marketing. Often they take inventory of what their competitor is doing and say we do that too.

For instance. Say you own a bakery. You competitor is within one mile of you. You can’t exactly use the same wording as they are, like “Your neighborhood baker”. If you used the same type of marketing, potential clients could get confused as to which one of you was the “neighborhood baker” that advertised in the local paper. What could be worse? Well, imagine if that same potential client went to the “other” bakery and had a horrible experience. Just think how you could loose out on clients the next time this potential customer’s friends mentions the neighborhood baker. They might say the experience was awful and if you were to run an ad with the same tone, they might think it was you!

Instead of copying what your competitor is doing be aware of their tactics and  brand yourself in a different light. For instance be “that baker on the corner who makes biscotti that is perfect to dunk into coffee”. Your true customers will remember the little things you do that are different. They will talk about those little things with their friends and then their friends will talk, etc. Word of mouth marketing is great, but for it to work, you have to have something that makes you stand out of the crowd. Be the expert in your field. Be the place people are talking about favorably. Have something unique that your customers can cabbage onto and tell others to see for themselves.

Let the Monsters Romp or How Your Customers Can Help Sell Your Business

Finally, the glue that holds your storytelling together in the world of marketing effectively is utilizing the valuable chapters your customers provide for your story. Client testimonials on a web site, in a promotional brochure or even better in a television commercial are invaluable. You can talk all day about how great your product or service is, but potential clients understand your bias and often discount it. However if the average Joes and Janes rave about your biscotti and how it is perfect with their favorite cup of coffee, they’ll be thrilled to be quoted in your advertising pieces. What’s even better? Do you know a famous person or person of influence within your community that raves about your product or service? Have you approached them for their insight. It could be worth its weight in gold!

Bottom line, don’t be afraid of marketing your company’s message through crafty storytelling. Just like a good book, a well-defined marketing story can intrigue, inspire and yes, involve your customers. Getting the word out there is your next step.

Let the wild rumpus begin!

Sarah @ Dog-Eared Pages

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The Importance of a Sticky Message

 

What Are Your Messages Saying?

What Are Your Messages Saying?

So you have an ad budget, but you’re not sure where, how or when you should release the dollars, much less what the ROI will be once the greenbacks leave your hands. Yes, it’s tough to part with hard earned cash to promote your biz, but my guess is you’ve probably had a bad “advertising” experience before and now and you’re a bit shy of where your next marketing adventure could take you. My guess is, the number one problem your past marketing failed to do was be “sticky”.

 

Why Should Your Marketing Message Should Cling Like Saran Wrap

When it comes to crafting your marketing message, it pays to have someone who massages words for a living help. Bottom line, if you’re marketing ace isn’t talking to you about creating a message that capitalizes on your customers emotions, while evoking that light bulb moment, then their words and your cash are falling on deaf ears. Translation, your message won’t stick to your clients and your clients won’t stick with you.

Crafting a message that resonates with your customers is key. Make your message stick with these tips:

  • Make emotions flow-If you aren’t considering what it is your customers need and why they seek your product/service, start now! These are called pain points. When a person seeks a product or service, the have a need. Doctors are called upon because people feel lousy. Plumbers show up to the scene because there’s a flood in the basement. So, what thing is it your product/service fixes? 
  • Testimonials, Testimonials, Testimonials– Did you hear me? If you aren’t collecting testimonials from your current client base, you must. Get a LinkedIn account, send out a request for a recommendation to your “connected” clients and instantly you have a testimonial that you can use for countless marketing pieces. Nothing sells your biz better than word of mouth, especially the mouth of a happy client.
  • Unforgettable, that’s what you are – If you want clients to remember you, create something about your business that’s memorable. I don’t care if you are an accountant that shows up to your client’s office on a motorcycle (actually does exist), or you offer your clients a trip to Hawaii for referring a friend, or even better yet your product or service is so remarkable that people can’t get enough. Whatever it is, do it with excellence and create an exciting experience for the client’s you serve. How cool would it be for a client to receive a gift basked of fine chocolates just as a thank you. I am pretty sure they will remember you. And, you don’t have to break the bank, just doing something thoughtful is enough. So get to thinking about that one thing that can set you apart.

Bottom line, when the message is crafted, make sure you are speaking to the right person in the right way. Create a moment for them that they say, ahh ha, this is what I need and I am picking up the phone/walking in the store now because I can’t be without (fill in your product/service here).

Wishing you the best in message crafting-

Sarah @ Dog-Eared Pages

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Does Your Business Stand Out in the Crowd?

 

Pumpkin Hunting Oct. 08

Pumpkin Hunting Oct. 08

 

This weekend my husband and I journeyed out with friends for the annual pumpkin patch expo. It’s something we have done for a few years now and it’s always a blast. Maybe it’s just being around dear friends or the fact that we drive golf carts in search of the perfect pumpkin, I don’t know, but whatever it is, it’s interesting to see which pumpkins we award as the “perfect pumpkin to carve”.

One friends says she likes the warty pumpkins because they have character. Another likes pumpkins that are smooth and flat on one side as they are easier to carve. We like pumpkins that are oval. To us, that’s what a pumpkin “should” look like. 

So as we were in search for our perfect pumpkin I was reminded how crafting a marketing message to catch a customer’s attention can not only seem like a quest, but the message can also get lost in a sea of other everyone else is doing. Finding your business might be very similar to looking for the right pumpkin. There’s a million of them out there, but what really fits your needs?

Here’s how to stand out in the crowded market and make your marketing message the one customer’s find, remember and act upon.

  • Delve into what your competitors are doing. Know their message inside and out. Is it successful? If not, why?  How can you capitalize on their weaknesses? Are your competitors using flashy images? Should they be and if so, why aren’t you using eye-popping images to grab attention?
  • Use keywords and messaging that resonates with your audience. Know what your customer’s speak sounds like. What are terms that get their attention? Are you talking over their heads?
  • Define your target market and talk to them. If you haven’t had a chance to chat with the people who purchase your products/services you should. How can you effectively communicate your company’s message to them if you don’t know what challenges, goals or expectations your customers seek? It’s a good practice to set up focus groups and parade your advertising ideas in front of the people that will be purchasing your product/services. Gage your message’s effectiveness based on their comments. Revise if you need to. It’s much cheaper to revise than to pull the plug on a campaign that’s been running for a few weeks or months!
  • Try something new.  With the Web 2.0 boom, there are a lot of new vehicles that your company can use to get your message out there without spending a ton of ad dollars. Survey your solid client base. See if they know about Twitter, LinkedIn, YouTube or even MySpace. If they don’t, discover why they haven’t had a chance to learn about Web 2.0 and take it on as a new way to market yourself if it’s true to your target market, of course.
While you may not find a marketing vehicle that’s totally perfect, you can always fine-tune your ideas so that your customers are more willing to choose your product over the competition. With a little homework on your part, you can find the right messaging and and solid marketing platform. In the end, you create a more effective way to catch your customer’s eye.
All the best-

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