PERSONAL BILLBOARDS (AND CONVERSATION STARTER?)

I was working on my laptop the other day in at a Paradise Bakery in Phoenix (free Wi-Fi and an excellent "frequent flier" program) when I looked around at several other people, like me, all busily tapping away at their laptops.

Whether it was the potent mix of a particularly strong coffee coupled with a ray of sunshine that hit me just right I do not know, but I suddenly thought…"hey – all that advertising space".

• How many people have laptops?
• How many people use them in public places?
• How many people glance at them while walking by?

Imagine a simple ad on the back of the laptop lid…

"Ask me about…[insert product or service]"

or "Need [insert product or service]? Visit www.[insert website].com"

Nothing elaborate, and something that can be read from ten to twenty feet away. Buy a simple clear or white weatherproof label, print, stick and voila!

In this economy, anything’s worth a shot, right? Who knows what sort of conversation might ensue…

A GUARANTEED WAY TO GENERATE INTEREST

If you’re reading this, then it worked. A thought-provoking or challenging "hook" is the first step in getting attention. What you do with it after than, of course, is up to you.

In social media, products like Twitter rely on interesting "tweets" in order for people to converse. Tweets that are considered good are "retweeted". There are even awards ("Shorty Awards") for the best one-liners.

A captivating lead-in can make a huge difference, no matter what product or service you’re offering. Sometimes, the difference between you and your competition might just be getting someone to stop at your store or website and not the next guy’s.

For example, which sounds more interesting?

• EXPERIENCE IS AS IMPORTANT AS QUALIFICATIONS




• YOU GET WHAT YOU PAY FOR : ASK ABOUT EXPERIENCE

Now, perhaps these aren’t the best of tag lines, but if you are trying to stand out from the crowd by virtue of your experience, both are adequate. However, in my opinion, the second tag suggests a slight "challenge", possibly that cheap isn’t always good…? Both articles or websites, blogs, flyers, brochures or whatever could have very much the same contents, but giving the prospect something to think about could be the margin you’re looking for.

When you’re writing your next article, blog post, advertisement, web site…etc, consider asking a question that people might not have thought about. Take a different view on an everyday subject. Be controversial. Stimulate discussion. Make them wonder what mysteries are inside

Bear in mind, that the content is important too.

I’ve written about being #1 on the major search engines (see SO YOU MADE IT TO THE TOP OF GOOGLE). Have a great seo-friendly site that gets you placed is important, but it’s no use if people aren’t staying on the site.

Ditto anything else. The content is as important as the title, but having a good lead-in certainly helps.

HANDS-FREE MARKETING: WHAT’S SO SPECIAL ABOUT YOU?

I see it on websites, in email signatures, business cards, refrigerator magnets, calendars…and lots of other places: “I appreciate referrals”, or a variation thereof.

To be quite honest, I don’t know too many businesses that don’t appreciate referrals, I’m one of them. But why should people refer me anyone? What’s so special about me that I deserve it?

If you’ve provided value, service or other benefits to you clients, you would hope that word would get around. Unfortunately it doesn’t always work that way. Sometimes people need a gentle prod to remind them.

So where am I going with this?

Tell them! If you’re so great, let them know. Why should people do business with you? Do you offer great service, dedication, commitment to your client? Do you do something that no one else does (legally I would hope)? If so, tell people what they can expect. Don’t just ask for referrals, give them a reason.

For existing clients, a little reminder…”hey, I did this for you and you were really happy”… For potential clients “hey, if you work with me you’ll get this and this and even this”….

It’s okay to “show off”, “toot your horn”, “shamelessly self-promote”. It’s not rude and it’s certainly not cliché. Your competitors are doing it, why shouldn’t you?

Next time you’re updating your email signature or card or other marketing materials, consider adding a couple of bullet points highlighting the benefits of doing business with you. You don’t just sell a product or service, you’re good at it, and for a reason.

Stand out from the crowd. You’re unique. Show them how unique. Just don’t lie or embellish too much