WHAT'S YOUR VIBE?

The image you project could make — or break — your business.

We Turtles recently met with a prospect who'd seen a dramatic drop in business at his shore-based motel. His competitors, meanwhile, were thriving. He and his co-owner wife — let's call them Tim and Tina — were desperate for some marketing help.

After a lengthy questioning and brainstorming process, we noted some key opportunities they were missing out on. But we also left with one major impression: These people need an extreme image makeover!

The minute we opened the door to the motel office, we encountered a cloud of cigarette smoke. Posted in the cramped space was an entire wall of signs blasting assorted warnings: Lost-key charge $50; Lost beach-badge fee $65; Late checkout fee $20/hour; No Jacuzzi after 11PM; No more than 4 people to a room; No pets; and on and on with admonishments and potential fees.

Tim gruffly answered the phone, "Motel." Meanwhile, there were two dogs panting from behind a fenced-in area, we sat in dilapidated chairs, and the place looked like it could use a good dose of Mr. Clean.

Tim and Tina are as nice as can be. They're hardworking people who pride themselves on running a sparkling-clean, family-oriented motel. But the image they project — from the smoke-infused air to the intrusive posters to the lack of phone finesse — could be turning prospects off.

Your image — and specifically your business image — is part of your marketing strategy and must not be overlooked.

What comprises your image? For starters:

• Your office - Is it clean, organized, comfortable, and welcoming? Are restrooms shipshape? Is the lighting too dim or too harsh?
• Your phone-side manner - Do you and your staff have a pleasant phone demeanor? Do you sound rushed or impatient when you answer? Do you clearly state the name of your company? Do you return calls promptly?
• Dress code - Do you require a particular dress or uniform code?
• In-office behavior - Is your staff cracking gum or blowing bubbles? Are they gossiping where others can hear? Are they courteous — even when clients push their buttons?
• Music or TV - Is it tuned to a channel that's appropriate for all ages? Is the volume too loud?

Now, give some serious thought to these questions:

• What image do you want your business to project?
• Are you doing everything you can to project that image?
• What improvements could you make to:
• Your office?
• Your phone demeanor?
• Your dress code?
• In-office behavior?
• Other areas?

So, what's the verdict? Are you giving good vibe — or do you need an extreme image makeover?


Contact the Turtles today for help!

5 MARKETING LESSONS WE LEARNED FROM THE INFOMERCIAL

Have you ever bought a Bacon Genie, a Bonsai Chopper, a Bowflex, or a Shamwow? I caved to the Pasta Pro. And I admit ... I'm occasionally bewitched by the tacky infomercial (those Green Bags look pretty nifty).

You've got to give it to those info-advertisers: We may chalk them up as silly-talking charlatans, but there's something compelling about their pitches. And many are millionaires — so how silly can they really be?

That got me thinking ... we could probably learn a few marketing tricks from these masters of persuasion. Here are five:

1. They engage us.
Buff fitness guru "Shaun T." prances around a room of equally buff hotties who perform moves from his groovin' Hip Hop Abs program. Acquiring six-pack abs actually looks fun!

Tony Little, the pony-tailed man of steel, woos customers with witty banter and drop-dead-gorgeous specimens who stride his Gazelle Freestyle trainer. Could exercise really be this easy and enjoyable?

Even over the course of a 30-minute spiel, the infomercial pros grab our attention and convince us their gizmos will change our lives.

So here's what we can learn: Nab your prospects' attention and clearly demonstrate how your product or service will make their lives easier or better.

2. They make us an offer we can't refuse.
You know the deal: Buy our doohickey today, and we'll throw in three extra thingamajigs for the same price. It's a nearly irresistible offer that convinces us we're getting lots for our money.

In addition, pricier items often come with payment plans. Cash-strapped prospects may not spring for the $179.99 OrbiTrek. But offer them "4 easy payments of $44.99," and they could change their tune.

Lesson? See what you can offer your clients and prospects in the way of freebies, gifts-with-purchase, and payment plans for big-ticket items.

3. They give us testimonials. Lots of them.
Much of the infomercial is comprised of real people giving testimonials, often accompanied by before-and-after pictures:

• The beer-gut guy who's now a near Adonis
• The once acne-ridden teen with flawless skin
• The saggy-faced woman who looks 20 years younger
• The misshapen sweaters that — voila! — regain their form on Huggable Hangers

There's good reason for these testimonials: They provide credibility and fuel sales.

We always encourage clients to include testimonials in their marketing materials; so if you haven't yet heeded our recommendation, listen to the infomercial guys!

4. They call us to ACTION.
Infomercials do everything in their power to get us to act immediately. They know: If they don't reel us in right now, they may lose us as customers forever. The minute we click to another channel to "think about it," we're goners.

So the call-to-action has a sense of urgency: "Call in the next 10 minutes, and you'll receive two extra bonuses."

What reason do your customers have for acting now? Perhaps there are limited quantities, an expiration date, a bonus valid for two weeks, a special price available this month only ... think about what would compel your clients to action.

5. They repeat themselves.
Infomercial gurus don't run their ads once, then pull them off the air. They run 'em again ... and again ... and again. They know that familiarity breeds sales — and that prospects have to see a message at least nine times before they'll consider buying.

The same goes for you. You can't run one ad, send one postcard, or publish one newsletter and expect to see results. Repeat, repeat, repeat!

Need a marketing strategy but don't know where to begin? The Turtles can help you get noticed in 2009 with lots of budget-friendly ideas. Contact us today for a complimentary consultation.

IS YOUR MARKETING EGO A FLIRT...OR A WALLFLOWER?

When it comes to marketing, "strutting your stuff" is critical, especially in a down market when it's easy to let the blues get the best of you. Don't be bullied into hiding. Instead, try some of these tips to grab the spotlight and restore your ego's warm, healthy glow.


SHARE YOUR PASSION:
Are you passionate about your work? Even if business is slow, be sure to show others that you do what you love ... and love what you do. Just like a smile, enthusiasm is a contagious, relationship-building tool.

Show: Brand yourself well.

• Symbolize. We've said it before, but we can't stress it enough: Create a distinct logo and emblazon it on everything, including your clothing, stationery, brochures, Web site, and direct-mail pieces.
  
  
• Verbalize. Develop a tagline that clearly defines what your company does, and include it in all your materials.
  
  
• Personalize. Define how your company differs from your competition and build that into your marketing message. Remember: That omnipresent line, "We provide quality service," is not a differentiating message!

Tell: Enlighten others why you love your work. Your message should be short and sweet. Also, be sure to deliver on your promises. Do you:

• like working with people?
• love a good challenge?
• take pride in the benefits of your products or services?
• enjoy solving problems?

Share: Dole out your knowledge and expertise to build exposure and awareness.

• Consult: Educate your prospects during consultations. List several options that will solve their problems and explain the pros and cons of each.
  
  
• Speak: Take part in public-speaking opportunities. Though it's one of the most feared tasks in life, facilitating seminars or lectures is a great way to "stand out" from the crowd.
  
  
• Volunteer: Lend your talents to organizations so others can see what you're capable of.

SHOUT THE NEWS:
Are great things happening in your company or industry? Score some well-deserved airtime by shouting your accomplishments from the rooftop!

Collaborate: Submit press releases to your local media partners, newspapers, or trade magazines. A newsworthy story is a great way to get free press.

Articulate: Write articles about your industry's developments. You'll be seen as the expert by educating others.

Circulate: Print your news, press releases, and articles and distribute them to your prospects and clients through the professional organizations you belong to.

Situate: Post your news, press releases, and articles on your Web site. These become valuable resources for visitors who will, in turn, share the information with others.


Need lessons on how to strut your stuff?
The Turtles can help!

Contact us today and schedule a complimentary, one-hour marketing check-up and learn how to become a marketing flirt.

4 LESSONS WE LEARNED AT SCHOOL

The new headmistress of a private school recently asked us to submit a marketing proposal. She noted that the institution had been "resting on its laurels" for several years and had done very little marketing.

As a result, its enrollment had plummeted, and a reputable, once-thriving school was now fighting for survival.

The few promotional materials they did have — including a parent handbook, a trifold brochure, a flyer, and a Web site — were shoddy. The pieces looked and sounded dated and oozed generic — nothing distinguished this school from its competitors.

The Web site (whose "Webmasters" were volunteer parents) teemed with divergent styles, inconsistent fonts, and spelling/grammatical errors.

Worse yet, each piece flaunted a different logo, diluting the school's brand identity.

Finally, when we arrived at the school to make our presentation, there was a tiny sign marking its entrance. It was so obscure, we almost blew past the place!

While the school had eked through on volunteer power and photocopied marketing pieces, it was now paying the price.

And in an effort to pinch pennies, it was sending a poor (albeit untrue) message: "We're dusty, old, and tired."


Lesson #1:
First impressions count.

When we Turtles got a hold of the school's marketing materials, we had an immediate first impression. Unfortunately, it was not a terribly good one.

Had we been parents considering this facility for our kids, we may not have investigated further. Because what these pieces said to us — dusty, old, tired — sent a message that the school itself was dusty, old and tired.

Even the near-inconspicuous sign at the entranceway did not bode well.

Once we visited the school, we found it to be extraordinary. But, sadly, its materials did not convey "extraordinary."

Don't risk losing prospects due to bland, shabby, or amateurish materials that fail to convey your fabulousness. You do not need to invest huge sums to create stuff that's catchy, fun, professional, and just plain different.

What do your materials say about you?


Lesson #2:
Will the real logo
please stand up?

With four different black-and-white logos floating around, the school had muddled its identity. But among the logos was one that was quite striking. We urged the committee to adopt it and freshen it up with some color.

To their credit, they were on the right path: At least they had a logo (well, several).

Some small companies fail to create a distinctive identity for themselves, and may be overlooked in the process, chalked up as "small potatoes," "hobbyists," or "moonlighters."

Please note the emphasis on distinctive identity. Clip art, which is available to the entire world, is not distinct!

If you take your business seriously, others will take you seriously, too.

Does your logo convey your company's personality?


Lesson #3:
What about brand?

There's an old marketing mantra: Brand or get branded. Meaning, if you don't brand yourself, others will do the job for you — and you may not like what they have to say. Make sure your brand doesn't happen by accident!

In addition to its all-over-the-map logo, the school had another branding issue: Its materials failed to differentiate it from the competition. The copy was generic and verged on trite: "We want the best for your child." And what school doesn't?

Make an effort to set yourself apart with a polished brand. Here are three key steps you can take now:

• Find out who you are. Start by making two lists, one that describes your company's current personality, the other describing the company you want to be. The two lists may be similar; if not, work on evolving into the brand you envision.
  
  
• Give your company a look. What are your signature colors and styles? Make choices that work for your "dream" brand and keep them consistent in all your materials.
  
  
• Act appropriately. Reinforce your message throughout your company, from the way you answer the phone to how you treat customers and employees to the way you conduct yourself at networking events.

And don't forget that big, beautiful sign at your front entrance, showcasing your company's name in all its glory!

Have you taken charge of your branding?


Lesson #4:
A penny saved could spell failure.

With enrollment at capacity and a stellar reputation in the community, the school was flying high on success. Surely, this momentum would continue. There was no need to throw more money at marketing, right?

Sadly, no. A few years after it launched its marketing moratorium, the school began to suffer from shrinking enrollment and a severe identity crisis. The question was even posed: "Will we have to close our doors?"

Fortunately, the school's new headmaster believes in the power of marketing and will most likely turn things around before it's too late.

So we leave you with this final piece of advice:

• When times are great, don't stop marketing
• When times are tough, don't stop marketing

Marketing doesn't have a beginning or an end. It's something we need to do day after day, year after year.

What is your plan for marketing in 2009?


Need a marketing strategy but don't know where to begin?

The Turtles can help you get noticed in 2009. Contact us today for a complimentary, one-hour marketing check-up and learn how promotable you are.

THREE TIPS FOR DEVELOPING AN EFFECTIVE MARKETING PLAN

A prospective client recently shared her latest marketing brainstorm: to promote the launch of her new law firm through an advertising blitz in area newspapers. Nearly all her marketing funds would go toward this one effort.

It was all we do from screaming, "Don't do it!"

Of course, there's nothing wrong with some newspaper advertising as part of a marketing campaign. But to invest your entire budget in a single medium is just not wise.

Still, what's a small company to do? When times are tough and budgets are tight, what are your options?

For starters, you need a marketing plan. It doesn't have to be a phonebook-sized document filled with fancy data. You can simply write your ideas, budget, and timeline on a spreadsheet.

Just keep these three key things to keep in mind while developing an effective marketing plan:

1) Are you too ambitious?
Many small businesses make the mistake of launching too many programs at once when they don't have the resources to sustain the momentum. You're better off limiting yourself to fewer options — but doing them frequently and well.


2) Go for the mix.
Never rely on one medium to be your marketing workhorse. No matter how much you believe in, say newspaper advertising, be sure to diversify your marketing portfolio and deliver your message through a variety of media, like direct mail, word of mouth, networking, publicity, e-newsletters, Web sites, radio ads, and so forth.

This way, you're likely to increase your reach and number of impressions. Hey, they don't call it "marketing mix" for nothing!


3) Remember your core.
Sure, it's tempting to want to attract new clients, and many small companies invest most of their resources into doing just that. However, you've already got an important audience right in the palm of your hand: your current customers.

Make sure you devote at least half your time and budget to this key group. You've already won them over; now you can focus on promoting additional products and services to them.

Of course, you should also consider launching a client-referral program that encourages them to point their friends, colleagues, and family members to your doorstep.

MARKET YOUR BUSINESS IN A DOWN MARKET

The economy has tanked. Prices are rising. Sales are sluggish. Businesses should abandon all marketing efforts and lay low until the storm has passed. Right? Wrong! While your marketing budget may seem like a disposable "luxury," it is more important than ever to promote yourself during tough times. Many businesses actually thrive during economic downswings simply because their competition is hiding under a rock, waiting for things to improve. Companies that succeed when the going gets rough know the secret: smarter marketing. Notice we didn't say "extravagant, expensive" marketing. You don't need to spend big bucks to get yourself noticed. Here are 6 things you can do now without breaking the bank. 1) STAY IN TOUCH WITH YOUR CLIENTS. It costs more to win new customers than to retain existing clients. Make them feel important by reaching out to them on a regular basis. Give them a call. Send them handwritten notes. E-mail them with industry updates or other things that may interest them — a book or restaurant they might like; a travel hotspot they'd dig; or even a recipe they'd enjoy. The point is, stay in touch. 2) LAUNCH A CLIENT-REFERRAL PROGRAM. Our spa gives a five-dollar gift certificate for every new client we refer. A local business coach rewards her referring clients with Starbucks gift cards. Since word-of-mouth and referrals are both effective and cost efficient, implement a client-referral program that incents people to send business your way. Even a nice note, like the one our dentist sends, is greatly appreciated. 3) NETWORK. Business and networking organizations cost money and time, so it's important to hone your memberships down to a key few that work for you. Ax those groups that don't yield good prospects and referrals. At one time, we Turtles belonged to eight organizations. We were never home! We eventually narrowed them down to three and became involved in each of these groups by serving on boards and committees. This has given us tons of great exposure and boosted our credibility among members. 4) START AN E-ZINE. An e-zine (or electronic magazine, like the one you're reading) is both easy and affordable. It keeps you in front of clients and prospects and lets you disseminate valuable information to hundreds, even thousands of readers at a time. Position yourself as the expert and include things like educational articles, helpful tips, a question-and-answer section, special offers, invitations to upcoming seminars, and so on. To give your e-zines high-octane style and selling power, check out the Ezine Queen, one of the premier experts in e-mail marketing. You can learn more about her here. 5) GRAB A PARTNER. Forming strategic partnerships with professionals whose occupations complement yours is a great way to expand your marketing efforts. For example, if you're a business attorney, you may want to reach out to accountants, financial advisors, business advisors, and even other attorneys in complementary fields. If you're a personal trainer, hook up with nutritionists, massage therapists, weight-loss organizations, and healthcare professionals. Offer to refer business back and forth. Send out a mailing to your clients introducing your partner(s) — and ask your partner(s) to do the same. Conduct workshops, seminars, and networking events together. 6) WHAT ABOUT BLOG? A blog is a potent marketing vehicle. Here you can post news, opinions, musings, and/or commentary and establish yourself as an authority in your field. You can also invite visitors to comment on the topic at hand, creating a dialogue between you and your audience. Assign a member of your company to be the designated blogger, or invite various members of the organization to create their own blogs, each with its own spin. Just be sure to update the blog frequently — weekly or even daily — to keep it fresh and relevant. To set up your blog, check out blogger.com, googleblog.blogspot.com, or typepad.com. Ready to market your business during the economic slump? We Turtles can help. Contact us today for a complimentary consultation.

BUT I HATE TO WRITE!

Okay, okay, we know. Not everyone enjoys writing as much as we do. In fact, from what we hear, a lot of you would rather get double root-canal treatments than write your Web site content, start a blog, or update your corporate brochure.

Still, writing great copy is an important skill for small-business owners. How else will potential clients learn about your company, your product, and why they should buy from you?

The good news is — at some point in our lives (unlike learning the guitar or learning to paint) — we all learn how to write. The bad news is, not everyone writes well or has mastered the art of copywriting (writing that sells products or services).

Back to the good news: Copywriting is not brain surgery. In fact, with a few pointers, anyone can learn to do it. (For a terrific online course by one of our fave mentors, check out the Red Hot Copywriting Bootcamp, below.)

Here are five reasons why you should learn to write your own copy:

1.) Writing can mean the difference between success and mediocrity.
We love great design. And, sure, a piece has to be graphically appealing in order to grab your prospects' attention. But once they're "in," you've got to convince them to take action.

How? With words ... the right words.

Draw readers in with a catchy headline (if you fail to reel them in at this stage, you've lost for good). Then pepper your content with specific benefits that answer the question your readers are asking: "Why do I need this product or service?"


2.) No one knows your business better than you do.
Your company is the product of your dreams, blood, sweat, and tears. You know it inside and out. You know why you launched the business and what you want people to take away from it. No one is in a better position to educate prospects than you are.


3.) Knowing how to write lets you get your ideas to market quickly.
So you get one of those 3:00 AM marketing brainstorms, and you're itching to hit prospects with your great new idea. You put in an emergency call to your local copywriter to drum up a direct-mail campaign — and she's got a three-week backlog. If you don't act now, your competition will beat you to the punch.

Instead of waiting for someone to craft your copy every time a brilliant thought comes to mind, you can write the piece yourself and get it out the door before your competitors know what hit them.


4.) Writing is integral in today's world of digital marketing.
Web site, blogs, e-newsletters, social-networking sites, professional-networking sites ... these are all important tools in today's marketing world. And what do they have in common? They all require writing.


5.) Writing is an expensive skill to outsource.
For some projects, copywriters get paid the equivalent of a new car — or the down payment on one. And because of the number of sales they're able to bring in, these pros are well worth the investment.

But if you can think of other ways to invest that money (and we're sure you can), why not give writing a shot?

To give you an idea of what some writers charge, here is a list of "typical fees" cited in Robert W. Bly's book, Secrets of a Freelance Writer:

Print ad .................................. $950 — $3,000+
Sales letter ..............................$2,500 — $8,500+
Postcard ................................. $1,500 — $2,500
Brochure ................................. $750 — $1,000 per page
Mail-order package ................... $13,500
Newsletter ............................... $750 per page
Online ad (100 words) ............... $500
Press release .......................... $750 — $1,000
Web site (6 pages) ................... $5,500 — $6,500