WEBBY’S : JULY 2009 ONLINE

The July edition of Webby’s Updates is now online at www.JDELtd.com. Simply visit the site and click on the “news” button to read it.

This month features include two marketing pieces, JDE client reviews, news, new website launches and, of course, Webby’s Trivia.

Happy 4th of July!

10 Ways to “Say it with cards”…

By that I’m referring to your business card. That little piece of real estate is, or should be, as much part of your business "personality" as your own. Not only does your business card contain your contact information, it’s an introduction and a reminder for later. When someone is going through the stack of cards on their desk, rolodex or folder and they come across your card, they should recognize it and by virtue of that, recognize you.

That little 3½ x 2 inch piece of paper should be very important to you and your business. If you’re a small business owner, self employed or have discretion as to how you card looks then you have an enormous impact on your business image. Here are some things to consider:

Empty space – keep a fair amount of it. Too much information is as bad as too little. Invariably, the card will look crowded and dense. A good idea is to write down everything you would like to put on your card and then prioritize it. Use both sides – there’s a whole other 3½x2 space to use. Consider putting slightly less relevent information on the back of your card. Your fax number for example, unless you think it’s critical. Your blog address, mailing address…yes, your mailing address…how many people write to you based on your card? More people are going to call or email you… Make it legible. Use a clear font and a good contrasting color. If it’s too small, it’s going to be a pain to read. Don’t try and be clever. To be brutally honest, it’s annoying. Use a good stock. Yes, the economy makes it hard to spend money on some things where we know we can save, but you often get what you pay for, especially when it comes to business cards. Use at least a 12pt card stock. Do consider the return on investment. Plastic business cards may be cool, but they’re expensive. Can you justify that cost? Glossy or not? If you’re going to get a UV (glossy) finish, consider the color of the card. Glossy cards have a nice, waxy feel to them, but they tend to show fingerprints easily on darker colors. Another thing to consider is that if you are trying to save money, think about using a lighter color card. Unless you’re going to a custom printer, most card colors are printed onto the paper. Depending on the quality of the cutter, this can lead to cards looking "worn at the edges" as soon as you get them, especially with a UV finish. A lighter color, or white, doesn’t show this. I’ve designed cards with a white border just to prevent this problem. A matte finish can look very classy. but so can gloss. UV tends to "weather" better. Include a photo? It’s up to you but ask yourself why. First, it takes up space. Second, it needs to be a good one. Third, it should be you and not you and family, you and pets…you get the idea. Do you want people to "remember" you? Well, your winning personality should take care of that. Use photos with caution. If you’re ordering 1,000 business cards, remember that you should try and resemble the photo as you get to the end of the stack. Planning on changing your hairstyle/color? Consider your cards… What should be on it? The "Dave Segrove rule of thumb" is as follows: Front Name Title (optional) Credentials (optional, depending on legal requirements. If you have a whole bunch of certifications, consider that having an alphabet after your name may impress some people but it may intimidate others) Telephone Email Web address (optional – could go on the back) Photo (optional – see sermon above) Logo Quote or catchphrase (optional)The Back Back Address Fax Blog Alternate phone Web address (if not used on the front) Alternate website (if you have another) Space for notes or appointment(s) (optional) Industry required logos (such as Equal Housing etc) Map to your business location (useful for retail) Hours of operation (retail) As you can see, there is much to choose from. Considering that you should leave "breathing space", pick carefully. The background. While a uniform color looks nice, a graphic can be quite eye-catching, as long as it doesn’t interfere with the foreground. What should be avoided? This is just my opinion but you’ve read this far…"I appreciate referrals". Who the heck doesn’t? So why waste valuable space by putting that on your card? Photos that are not relevent should also be avoided. "Clever" sayings that are not part of your mission statement, slogan, motto or catchphrase, tagline etc. If you have the space, perhaps something else to fill it? Oversized or strangely shaped cards. There is a little more room for the latter, provided they fit into a standard business card slot in a rolodex or folder. If your card is too big, where might it end up? How can you get it customized? Work with a designer. Yes, I know it involves a cost, but many designers are not that expensive. I know I’m not, and I really mean that. A good designer will work with you, learn about you and what your business message needs to convey. He or she should provide "mock-up" designs and taylor them until you’re happy. Listen to the designer. Work with them. Ask to see their portfolio and only move forward if you have a good feeling about them.

I don’t pretend to have all the answers, but I do design a lot of business cards. I do believe in being different for each client. You’re unique, so your card should reflect this. "There are many ways to skin a cat" the saying goes (though I have never understood why a cat), and the same applies to business cards.

Would love to help with any questions or concerns.

You’re different…just like everyone else…

The title of this post was intended to be somewhat tongue-in-cheek, but there is at least a grain of truth in it. While many marketing consultant, “gurus” or “experts” might beg to differ, I’m of the firm opinion that one size does not fit all when it comes to marketing.

Why? Because we’re all different.

I do some 1:1 and group marketing development exercises and in one I asked people a simple question:

“I’m a potential client. Why should I do business with you?”

At least 7 out of 10 times, the question stumps. But when you consider it, it’s not a particularly difficult one, at least it shouldn’t be if you’re prepared.

Like it or not, your marketing “radar” needs to be on, whether fully or partially, 24/7. Whether your marketing strategy is verbal, printed, online or whatever, you need to be somewhat prepared to jump on an opportunity. So, consider these questions:

1. What do you do for your clients?
2. What are three benefits you provide your clients that no one else can?
3. How can you back up these claims?

Write down the answers using non-technical (non-industry) jargon. The first should be relatively straightforward. The second may take some thought, as will the third, but consider your track record, testimonials, awards etc.

Now, when marketing yourself, know these answers. Whether on your materials or in person, craft your answers accordingly:

1. “Here is what I can do you.”
2. “Here is why you should use me and not someone else.”
3. “Here’s my proof.”

Be different. Be you.

Dave

Please visit my small business development site www.SBGenetics.com for other articles.

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