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Featured
White Papers
- Free -
- PDF Format -
Use Your Image
to Build Customer Comfort
Business-to-business and consumer customers are creatures of habit. They buy-in when they are assured or comforted by who is marketing to them. Human comfort levels are reached when we “identify” with a product. Your image, “identity or brand,” is critical to gaining that customer comfort level.
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Use One Core Message
to Build Credibility
Every business needs one core message. I’m not necessarily referring to your slogan. Your slogan may be more of a condensed version (or the spirit) of your core message. A core message is everything you are in one or two sentences.
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The New-Old Standard: Communicate Socially
If you are in business you need a professionally-developed Internet social presence. Not just a one page web site. Your Internet presence MUST communicate credibility, security, and sincere social interaction to your customers.
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Keep It On The Streets
All customers buy at street level, where they live and where they work. Few buy because of product performance alone. Even fewer buy because of price alone.
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The Pen is Mightier than the Sword - or Not
Good copy writing leads readers to take immediate action. Whether you are reading a speech at a business conference or asking potential customers to move on a special sale offer, good copy writing should get the response you need.
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the 5 Basics of Media Communication
1. Your Identity
2.
One Core Message
3. 3-second Motivation
4. Street-level Focus
5. Social Communication
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Let me ask you one simple question.
Does your current media properly communicate your image and message to your customers?
If you're not sure, here is a simple way to take a step back for an objective look at your media resources. Read "The 5 Basics" below (or download the free white paper version here). Then take out a copy of your company vision and mission, scoop up your brochures, business cards, stationery, sales resources, mailers and recent ads, etc. Get out of your office. Jump in your car and drive to a nearby park. Sit down on a park bench and take a long look at your media. It's a good way to re-evaluate your media objectively. (You probably need a break anyhow.) But don't just look at it as a business owner or executive. Look at it through the eyes of your customers and see if it accomplishes the 5 basics of media communication.
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The 5 Basics
Here are the five basics that should be in every piece of media you use to communicate in today's market:
1. Your Identity (Brand)
Business-to-business and consumer customers are creatures of habit. They buy-in when they are assured, or comforted, by what is being marketed to them. Human comfort levels are reached when we "identify" with a product. Your image, "identity or brand," is critical to gaining that customer comfort level . Every business has a brand... even if they don't believe they do. Many small businesses don't think much about branding, but that doesn't mean they are not branding themselves to their markets. From mom & pop's corner store to the fortune 500 corporations on Wall Street, every company presents an image just by being in the market. Branding is either something that occurs naturally or by design. When branding occurs naturally it is still branding but usually bad branding. Your identity should be built into your media both visually and in the text copy of each piece. Your colors should be consistent. The fonts you use should be consistent. Your message should be consistent. Download my free white-paper, "Use Your Image to Build Customer Comfort," to learn more about the importance of your identity.
2. One Core Message
Consistency builds credibility. Consumers and B2B customers do not like to gamble with their money when it comes to their purchases. They want you to assure them of your trustworthiness. They want to know that you will be there for them after the purchase. They want to know why they should buy from you. Your core message should communicate exactly that.
a. What makes your product or service special to your customers?
b. Why is it better for your customers to buy from you than from your competitors?
c. How does your company guarantee customer satisfaction?
Your core message needs to be consistent across all of your marketing resources. Use it in all of your communication processes from your brochures to the way your employees answer the phone. And use it when you make business decisions to ensure that there is substance behind the claims of your core message. This consistent exposure of your message, and adherence to its claims, will build credibility in the hearts and minds of your clients. And credibility builds their comfort level regarding doing business with you. Learn more about using your core message from my free white-paper, "Use One Core Message to Build Credibility."
3. Three-second Motivation
In most marketing opportunities you will have about three seconds to captivate your audience. Most people reading direct mail never get past the envelope. Internet users will depart from a poorly done web site in three seconds, and never return. Your marketing and advertising resources must do their job quickly. Each piece must first grab the attention of the viewer and then strategically move them from one point to the next. Good media can lead buyers to action. People make decisions with their emotions and intellect. This applies to general consumers and B2B consumers. Good media moves the heart and convinces the head. Good media leads readers to take immediate action by integrating effective design and compelling copy to move buyers to make productive choices.
4. Street-level Focus
General consumer customers live in houses connected to streets located in neighborhoods. Most business-to-business customers work in offices located in buildings along streets in cities or neighborhoods. People don’t live or work in the clouds. They make purchasing choices based on how the purchase will make their own life better, easier, more productive, more rewarding, more profitable, healthier, happier etc. They don’t like to gamble when they make a purchase. Even the most liberal purchaser will bottom-line their decision to, “where they live and where they are in life.” All customers buy at street level, where they live and where they work. Few buy because of product performance alone. Even fewer buy because of price alone. There is a tendency in business to lose sight of the simplicity of marketing, to start thinking with your head in the clouds, to lose sight of your customers. Take time this week to review your marketing and sales materials and ask yourself this simple question, “Is this message going to make my customers feel like their lives will get better if they respond to it?” If the answer is no, toss it. If you can’t answer yes, then who would? Read more about street-level focus in my free white-paper, "Keep It On The Streets."
5. Social Communication
In the old days, and by old days I mean fifteen years ago, nearly all business marketing was accomplished using face-to-face social interaction. Even using such advertising techniques as TV ads and direct mailers, most final sales and customer services were done in person or via the phone. Customers were gained and retained through person-to-person social interactions. With the global introduction of the Internet this process has indeed been dramatically affected, but the underlying principles have not. Today, all marketing and advertising media should tie directly into a web site. But the Internet can be your best friend or your worst enemy.Your Internet presence MUST communicate credibility, security, and sincere social interaction to your customers. Ten years ago businesses could get away with a web site slapped together by the company president’s nephew. Such a web site today only communicates a blatant disregard towards customers at best, and at worst a complete naivety of that business’s competence in the market. It makes customers nervous when they land on a cold, poorly designed or out-of-date web site. If you are going to hold you customer base you need to evolve socially with society. Read more about social communication in my free white-paper, "The New-Old Standard: Communicate Socially," and be sure to visit the Web Development page for more information on Internet opportunities.
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Your Satisfaction Is Guaranteed!
If for any reason you are not satisfied with any of my products or services you can return the item(s) for correction or discard them and pay only any deposited amounts (or agreed-to deposits) paid at the start of the project.*
* Limitations on Guarantee: 1. Clients who terminate a project prior to completion may not use created content, or portions of created content, without written permission of James Laero. 2.
Returns for correction are limited to 5 instances per item. Following the 5th return for correction the remaining balance on contract will be billed in full. 3. In the event of an hourly-based fee, client shall pay 80% of the fee incurred to the point of termination of the contract. 4. Termination of a contract or agreed-to services must be done in writing and delivered via dated Email, or via certified postal delivery. Termination of contract or services will commence upon receipt of the same.
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