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Being in marketing/design, I am amazed at how companies fail to display a consistent look in their marketing.
I recently worked with a company who did not have a copy of their logo to use on their project. I, therefore, mocked up their logo to approximate the way it looked on the sample I received. The mock-up was just that – a rough representation of the logo to hold the place of the actual logo. The client decided he liked my mocked up version and opted to use it instead of the actual logo. Granted, I think I did a good job of mocking up his logo – but it definitely isn't consistent with his other marketing efforts.
Your logo should be a recognizable representation of your brand and its integrity should be treated with respect. When your logo is clearly and consistently applied across all channels, the strong consistent look reinforces your identity.
Every piece of marketing material should be like a member of the same family, looking similar to all the other members in the family.
Keep it consistent
Your logo must be consistent in the following four ways wherever it’s used.
I’m giving you a checklist of all places your logo might be used along with a table for you to evaluate each occurrence of your logo according to the criteria listed here. Click here to download your checklist.
Need help with a new or enhanced logo? Click here to see samples of logos I've created, Give me a call. 800-779-0067 for your free 30-minute call!
For small business owners, the continual challenge of keeping the customer pipeline full and coming up with new strategies and techniques can be daunting. I’ve put together this list of 20 ways to attract clients to your company. You may be using some of these already, but experiment with the ones you haven’t tried!
You may have a very limited marketing budget and the temptation to ask a relative (we’ll call him your brother-in-law here) to build your web site is overwhelming. After all, it would be MUCH cheaper than the marketing company you interviewed and you really like your brother-in-law. And he’s learning to build web sites and built a good one for his son.
But, is relying on a family member to do your marketing the best idea? Consider this. . . .
When you started your pest control business, you likely wanted to kill bugs and make money. And you were good at the killing bugs part or you wouldn’t have gone out on your own. Then reality set in and you realized that you also needed to be good at marketing in order to make money. How hard can it be, you thought. Just get some flyers and pass them out. But, folks, it’s not quite that easy! With any new endeavor, dollars are at a premium and the hoax is that you’ll save money by doing everything yourself, including marketing. Here’s why you should NOT do your own marketing:
Here's a New Year's gift from me to you. For expert marketing advice, give me a call at 800-779-0067. I’d be happy to offer you a FREE 30-minute marketing consultation.
If you are in charge of social media posting for your company, then you no doubt occasionally suffer from some form of writer’s block. I do, too, but I’ve come up with a strategy that makes my job easier and it could do the same for you.
Step 1. Create a blank calendar/list like the one here. (By the way, you’re free to use this template for your own social media creation.)
Step 2. List the types of social media posts you want to write such as:
Step 4. Research topics for each Post Type and use Evernote or some form of organizational tool to collect links and ideas. Here are some of the sources I use to curate content for the posts I write.
Step 6. Use the scheduling tool on Facebook to schedule a whole month’s posts at a time.
Let me know if you use this strategy and how it works for you!
Are You Sick of Political Commercials?
Do they really work or just aggravate the listener?
If you’re like me, you’re probably tired of political TV commercials that seem to run every 10 minutes! Just discovered a cool site where you say how you feel about the issues, and they recommend what candidates support what you believe. Gives you a voter's guide for your area.
I conducted an informal survey on Facebook and found out that NO ONE who responded has ever changed their mind about who to vote for based on political TV ads. So, in reality, the dollars spent on this type of advertising are WASTED! They serve to aggravate people, not convince them to vote a certain way.
There are 10 purposes of any kind of advertising but to aggravate the recipient of the message is NOT one of them! What is the purpose of your advertising?
Well, folks, I’m sorry to tell you that advertising doesn’t sell! It starts the process of developing a relationship with the audience. I encourage you to read the blog article here that goes into detail about this.
Below are some quotes from this post that I think are worth considering – in case you don’t click over to this site.
Seth Godin, in his book Purple Cow, says that a company must be Sensational! He defines Sensational as seven distinct qualities a business (and the people who make it up) must aspire to embody. To be Sensational, we must be 1) fun, 2) unique, 3) interested, 4) a risk-taker, 5) visible, 6) credible, and 7) spreadable.
So, the truth is, advertising does not sell products or services (or political candidates). Advertising helps Sensational companies with Sensational ideas that offer Sensational experiences to their customers and build relationships with their prospects and customers.
Advertising and marketing are merely the vehicles through which Sensational companies can begin relationships with the people who want what they have to offer, relationships that can blossom into customers for life. Customers who pay more, stay longer and refer repeatedly.
Thank you for staying with me on this rant! But you see, I believe advertising CAN work – if it’s done right!
So if you'd like your advertising and marketing to be done right, call me now (800-779-0067) or email to schedule your free 30 minute marketing consultation!
My dentist and I have a very nice relationship and enjoy talking about the challenges of business – and, of course, he takes good care of my teeth as well. At my last visit, my mouth was propped open when he asked, “Do you have any vacations planned this year?” He then said, “Why do we ask questions when the patient can’t talk? I suppose you’ll write about this in your next email.” Well, Dr. Bob, you’re right!!
This incident got me thinking about how our customers and prospects are not always able to respond to our calls to action in emails or direct mail for a variety of reasons. Here are a few:
Timing Many times, we don’t receive the response we expect due to poor timing. Depending on what you sell, there are times of the year when your customers are most receptive to your message.
If you sell swimming pools in Minnesota, for example, winter when the ground is frozen is probably not the best time to send out a sales message unless you’re offering a “Buy Early” deal. If you provide flu shots, June isn’t the best time to promote those. If you provide pest control in northern states, early winter isn’t the best time to mail a sales message. For marketing services for a seasonal service like pest control, sales messages in the winter when pest control companies are less busy and gearing up for spring work best.
Economy If you sell an expensive item/service, your customers may not actually be candidates for your product/service depending on the demographics of your list. So it’s very important to develop a list of qualified leads and prospects who are likely to be willing and able to buy what you sell.
Not aware of the Value The customer/prospect may not be aware of the value of your service or how it will make their life easier. You haven’t made a plausible case for the benefits of your product/service. Of all the marketing tasks you do, this is the most difficult because marketing your own service/product is very difficult.
That’s why I’m offering to help you clarify your message. For just $49.95, I’ll review your marketing message (email or direct mail) and give you at least three workable suggestions to improve it. If I can’t improve it, I’ll not charge you at all! How can you pass that up? Just click this link and let me know you’re interested!
Let me hear from you!
June Van Klaveren
Compelling Communicaitons, Inc.
You’ve probably spent a ton of money to win the customers you have. But you may be overlooking a treasure chest of business potential in your own customer list or database. Your existing customers are a resource that needs constant nurturing; if you do it systematically, you will power up your sales and profits to a degree that can be absolutely astonishing. The cost of nurturing, compared to the cost of going out after new customers, is much lower!
After 17 years in business, I don’t understand why many business people don’t recognize the importance of their customer list or database.
Here’s what you can do to keep in touch with customers. (Remember, the key is regularity!)
June Van Klaveren owns Compelling Communications, Inc. where she helps companies market their products and services. If you publish a publication and would like to use this article, you are free to do so with the above credit line.
Most small companies grow through referrals that just happen for a variety of reasons. . . which led me to think about what makes a company or a person referable. Then a discussion at a MasterMind St. Louis meeting brought my thoughts together with others so I’d like to share here the three main things that make a person or a pest control company truly referable!
The diagnosis was that a several year-old root canal had failed and consequently one of the molar’s roots had broken resulting in the need for an extraction and implant. My first visit to the endodontist’s office was very informative, clinical and efficient. I spoke with the doctor for about 5 minutes and his assistant for about 20 minutes.
The day of the extraction arrived and I was greeted by the assistant who took me back to the room, clinically answered my questions, administered the nitrous oxide and got me ready for the doctor. (Yes, I basked in the euphoria of the nitrous until the doctor came in.)
I expected a little conversation and information from him before the procedure, but he plunged into the tooth extraction with just a “hi” to me. When he was done (in what seemed like 2 hours though it was probably 20 minutes), he left the room and that was the last I saw of him. In his defense, he did call that evening to check on me. But a little friendliness the day of the procedure would have helped! What could he have done?
P.S. The endodontist was one of the best in St. Louis and I had no swelling or post-op pain (and I’m grateful for that) . . . but a little friendliness would have helped! I may be spoiled by my regular dentist who excels at all these “little” things!
Want to publish this article in your publication? You are free to do so! Just remember to put the credit line below:
June Van Klaveren, owner of Compelling Communications, Inc., helps companies market their products and services. She can be reached at 800-779-0067 or at firstname.lastname@example.org.
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These articles may be freely published in any e-zine, newsletter, newspaper, magazine, website, etc. as long as my name and bio remain in tact. Please send me a link when you run my work. Just be sure to NOT edit them in any way and to always include this credit line: