Marketing Success is in the Details

Good marketing begins with a good product or service. This is the cornerstone to any business. Second only to your product or service is your marketing. This article looks at some details that are essential to effective marketing. Ignore these details at your own risk to your business:

1. Return all email and phone messages promptly. You might think this goes without saying, but returning your calls always provides an opportunity to service your client, and service, plus sincerity, plus skill (the three S’s), provides additional opportunities to sell more of your product or service. (Sell is the 4th S.)
   
2. Develop quality business cards, letterheads, logo and brochures. Many times the only contact a client will have with your business is through your business card or brochure. Long after he/she has left your establishment, your only ability to persuade your prospective client is through your brochure or business card. We suggest that the design of these important marketing tools never be left in the hands of the local printer. Find a good designer or better yet, a competent ad agency to design your brochure.
   Here’s why: the printer knows about printing, the graphic artist understands design, but an ad agency knows about words and how to use them. Plus, not all agencies are expert in graphic design and printing knowledge. Our agency carries a huge supply of paper stock so as to know in advance what your marketing price will look, read and feel like.
   
3. Know your cost per thousand in your target demographic. For example: a direct mail price may be sent to ten thousand households, however, if your target market is high school graduates, then household numbers become a moot point. All that matters is how much does it cost to reach a thousand high school graduates, 18-21 years of age. Any other use of your money would be a waste: spend your money wisely.

This concludes a brief look at details. There are hundreds of other details that will give you the edge in your marketing efforts:

1. What does your sign look like?
2. How clean is your store/office and sales representative?
3. Do you have a polished, professional website?

The bottom line is that your tactics (the means by which you move to accomplish your strategies) must build confidence and trust. Examine every detail of your marketing effort, and before making a decision to move forward, ask yourself two questions: "Will the effort build confidence and trust?" and "Is any marketing or advertising investment cost effective?"

Know the Value of Your Client Marketing & Selling to the Right People You Never Get a Second Chance to Make a First Impression Beware of Direct Mail "Rip-off" Artists A New Kind of "Direct Mail Market" that Really Works Build a Strong Brand Marketing Success is in the Details How to Get a Zillion More Times Return on You Direct Mail Advertising