Many small businesses have a natural aversion to marketing. That’s understandable because marketing can be intimidating if you don’t know what makes marketing work.
In my marketing blueprint there are eight steps to successfully generating productive, response driven marketing results.
1. MINDSET Marketing is a mindset. A mindset based on your own integrity and belief in your service. When someone asks you what you do for a living, instead of telling them you’re a drycleaner, retailer or particular service, begin to think in terms of being a “problem solver.” Say something like, “I help people who enjoy quality clothing keep their clothes looking and lasting longer.” Or incorporate this problem solving mentality into your advertising messages.
Don’t use jargon or technical terms. Just speak in terms of solving your target market’s problems. Stress benefits, not features and show your customers you value results, not hype.
2. POSITIONING YOURSELF IN THE MARKETPLACE You must finally decide, are you a full service dry cleaner or a discount dry cleaner. Either way your store, inside and out must reflect this decision. Your personnel, advertising and quality must reflect this positioning statement.
Here’s a 5 point checklist to help you decide if you’re reaching the right market. Ask yourself.
1. Do they have the money?
2. Will they’ll pay a premium for better service and quality if necessary?
3. Where is the competition weak in my trading area?
4. Which influential people or companies in my community can I service that will give me credibility and great references?
5. How can I make sure my prospects know they need what we offer?
3. BUILDING PERCEPTIONS If you asked your best, most trusted customer, and I encourage you to do this.
“What is it that makes your company so good?”
“What do you value about the way your company gets the job done?”
“What do you value about the way your company treats you?”
What makes marketing work is perception. There is very little difference in dry goods and restaurants that sell the same type of food, offer the same services and deliver on their promises. To do marketing right you have to consistently build a perception in the mind of the consumer about what makes you different.
Is it that you’re more trustworthy than your competition? More knowledgeable about difficult technologies? Does your plant have more modern resources or respond quicker to customer’s requests?
What innovative marketing ideas have you implemented recently? Do you have the capacity to service large corporate clients, hotels or specific niches?
4. WRITING A WINNING MARKETING MESSAGE When you sit down to craft a persuasive results oriented marketing message, keep your problem solving mindset and target market in mind and think about what is the reason people need you, specifically to solve their dry cleaning problems. How do you know you’ve written the right message? When your prospect reads your message and says, “That’s Me!”
For example, to position yourself as the “tough stain remover” a headline like this would command immediate attention, don’t you think? “ Are you constantly switching services or retailers (be more specific) because of being ignored?” See the difference?
Use the benefit of your service from your client’s point of view. Ask yourself, what is the problem most of my customers face? How can my unique talents, resources, people and services best meet and solve these challenges?
This is why non-intrusive marketing vehicles like newsletters, e-zines and community based sponsorships are so persuasive and powerful. You can deliver this message in the form of articles, samples, case studies and educational materials in a way that your customers and prospects will appreciate.
As you craft your marketing message make sure to incorporate the winning AIDA formula. Get the attention with a problem solving headline that makes them say “That’s’ Me! Grab their interest next by telling them why you’re different and what your service can do that others cannot or will not. Sweeten the deal by attracting desire. Whet their appetitive with an offer so enticing they cannot possibly refuse. Then top it off with a sincere call to action. What should they do now to begin to build a loyal relationship with you? Subscribe to your ezine or newsletter, visit your store for a special in store offer, sign up for pick up and delivery.
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Allan Katz is the Loyalty Coach (www.LoyaltyCoach.com who helps retailers and service companies attract more customers and retain their customers through the use of proven marketing techniques he has developed and uses with his ongoing coaching clients.
He is a 'Certified Professional Innovator' from Parthenon Innovation Group in Nashville, Tennessee.
Allan Katz is former President of the Direct Marketing Association of Memphis and an accomplished speaker on retail and service marketing, problem solving, loyalty marketing and persuasive communications.
He serves as an adjunct professor at the University of Memphis Continuing Education Program on such topics as Direct Marketing, Mail Order, Marketing Your Small Business and Problem Solving.
He is the author of five books on marketing. The Complete Guide to Retail Loyalty Marketing, Building Successful Client Relationships, The Do's and Don'ts of Direct Marketing Workbook, The How - To & Marketing Resource Guide for setting up restaurant frequent diner programs and The Ultimate Marketing System for Dry Cleaners. Visit his website and take the complimentary Marketing Course at www.loyaltycoach.com .
To learn more about this author, visit Allan Katz's Website.
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Allan Katz
(Visit Allan's Website)
Allan J. Katz is the author of several
books on marketing including The Complete
Guide to Retail Loyalty Marketing, (loyaltycoach.com/completeguide.php
and the Ultimate Marketing System
for Dry Cleaners. www.cleanermarketingresults.com.
His ezine, “Remarkable Marketing Results,”
is read by over 3,500 subscribers each
month at LoyaltyCo
ach.com.
Allan is a "Certified Professional
Innovator TM with a keen insight into
identifying business opportunities using
strong creative intuition coupled with
practical, common sense thinking. His
unique blend of analytical idea generation
and excellent ability to identify the
needs and interests of others generates a
powerful bond with clients. therainmakersroundtable.com
He is former President of the Direct
Marketing Association of Memphis. He
presents seminars, workshops, lectures and
keynotes on loyalty marketing, problem
solving, idea generation and persuasive
communications.
He served as an adjunct professor at the
University of Memphis Continuing Education
Program on such topics as The Basics Of
Direct Marketing, How To Start A Mail
Order Business, Marketing Your Small
Business and Problem Solving.
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It seems like every time I conduct a marketing workshop for small business owners about half the crowd admits that they don't really like marketing - it makes them feel like they are self-promoting. This mindset is ...
