Can You Be More Specific?

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“Capitalize on the post-holiday rush by driving incremental purchases amongst shoppers redeeming gift cards, taking advantage of longer sales windows or making returns,” the 2024 Digital Marketing Playbook advises. Just two weeks ago, at the Business Spotlight, I recall one of the presenters doing precisely that kind of “capitalizing” on post-holiday needs. When it was Troy Larson’s turn to give a 60-second “pitch” for his Alder Avenue Home Handyman business, he offered to help all of us not-so-handy parents assemble all those Christmas gifts.

“When a business understands their customers’ needs, they can tailor their products and marketing plan to better serve those needs, momencrm.com explains naming five main needs: 1. price points 2.convenience 3.sustainability 4.transparency 5.control/options. However, successful marketing messages are delivered “across channels when and where each person is most receptive”, epsilon.com emphasizes.

Researching and understanding your target market is one of the ABCs of all content marketing. Read, read, read, is my best advice as a content marketer, from local business publications to your competitors’ marketing materials – it all helps you hone your own message, we teach at Say It For You.

Using blog posts and newsletter issues to highlight specific services and product uses is a way to achieve razor-sharp appeal to prospects with an urgent, precise need. Interviewed for the article “Tips From the Inside” in Inc. Magazine, the purchasing agents of mega corporation Northrup Grumman answered: “Be as specific as possible when describing what you can do for us.”

 In Digital Marketing for Dummies, the authors stress that content marketing works only to the extent it is specific; the more specific you are in describing the shortcuts and solutions, the more engaging that content will be. What we have learned over the years at Say It For You is that the benefit of describing specific solutions holds true even if that solution is not one that fits precisely into the searcher’s inquiry – the general impression readers get is that they’ve come to a place where problems get solved!

Assembling the bicycle your daughter received for Christmas is only one of hundreds of different tasks that Alder Avenue handymen perform. But the secret of the “pow” in Troy Larson’s 60-second marketing “pitch” was that it was so very specific.

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Ageless Ambition: Mastering Marketing Strategies for Senior Entrepreneurs

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(Today’s guest blog post was contributed by Seth Murphy of PapaDIY...)

Embarking on an entrepreneurial journey later in life brings unique challenges and opportunities. This article unveils crucial marketing strategies that empower senior entrepreneurs to carve out their success stories. By embracing these approaches, you can achieve business growth and visibility without the hefty price tag of professional marketing agencies.

Embarking on an entrepreneurial journey later in life brings unique challenges and opportunities. This article unveils crucial marketing strategies that empower senior entrepreneurs to carve out their success stories. By embracing these approaches, you can achieve business growth and visibility without the hefty price tag of professional marketing agencies.

Plan Your Marketing Efforts

To start, creating a straightforward marketing plan is vital.  Your plan should incorporate the fundamental elements of a marketing plan: in-depth marketing research, a clear understanding of your target audience, and a spotlight on your unique selling points.  This blueprint guides your marketing efforts, ensuring they are targeted, effective, and aligned with your business objectives.  Remember, a well-thought-out plan is a roadmap to success.

Launch a Website With Users in Mind

In today’s digital era, a website is your business’s virtual storefront. As a senior entrepreneur, ensure your website is not just a digital brochure but a reflection of your brand’s ethos. It should be easy to navigate, mobile-responsive, and visually appealing to resonate with your audience. This digital asset becomes the cornerstone of your marketing efforts, providing a platform for customers to learn, interact, and connect with your brand.

Learn How to Integrate SEO

Search Engine Optimization (SEO) is a critical tool in your marketing arsenal. By integrating SEO best practices, your website becomes more visible to potential customers. Focus on embedding relevant keywords, offering quality content, and ensuring a user-friendly experience. These steps not only enhance your website’s search engine rankings but also establish your brand as a credible and authoritative voice in your industry. Learn more about content marketing by consulting online resources.

Diversify in Online Advertising

Semrush notes that digital marketing channels offer cost-effective and targeted advertising options. Utilize online platforms to reach a broader audience without straining your budget. Whether it’s social media advertising, email marketing, or pay-per-click campaigns, these tools allow you to tailor your message to specific demographics, increasing the likelihood of reaching potential customers who are interested in what you have to offer. 

Promote Within the Community

Engaging with your local community is a powerful way to build brand awareness. Master the art of attention-grabbing typography and create compelling posters to display in your neighborhood. Harness the power of online resources to design impactful and visually appealing posters. This grassroots approach to marketing not only increases local visibility but also fosters a sense of community involvement.

 Get Creative with Networking

Networking is of paramount importance for businesses as it provides a myriad of opportunities for growth, collaboration, and resource-sharing. It enables businesses to establish and nurture valuable relationships with clients, partners, suppliers, and industry peers. Furthermore, maintaining a robust network can prove beneficial on a personal level as well, as highlighted in the given scenario.

By reconnecting with old friends and acquaintances through tools like search engines and social media, businesses can tap into a wealth of knowledge, potential partnerships, and support from individuals who share a common background or interest. By typing in an old classmate’s name, graduation date, and school in a search engine for a school in Indy, for example, you’ll get quick results with options to reach out to long-ago friends. These connections can lead to valuable insights, referrals, and even new business ventures, illustrating the dual role networking plays in both personal and professional spheres.

Draw in Customers With Freebies

Freebies are universally appealing and serve as a great tactic to draw in new customers while keeping current ones engaged. Providing free products or discount coupons effectively captures attention and sparks interest in your brand. This approach allows potential customers to try your offerings without any financial commitment, lowering their risk. The excitement generated by freebies often translates into word-of-mouth promotion, a highly valuable and budget-friendly marketing method. Incorporating giveaways into your strategy is a smart move for both customer acquisition and retention. 

Encourage Referrals From Happy Clients

Referrals serve as a valuable asset in business growth. Referral Rock recommends motivating your happy clients to share their positive experiences with your offerings with friends and family. This strategy is highly cost-efficient and enhances your brand’s trustworthiness and reputation. The likelihood of individuals trying out your product or service increases when it’s endorsed by a trusted source. Leveraging customer referrals becomes an indispensable component of your marketing strategy. 

Beef Up Your Business Acumen with an Online Degree

If you feel the need to get up to speed with your business knowledge, you should be considering an online MBA program. It provides a comprehensive education in various critical areas such as economics, accounting, corporate finance, marketing, human capital management, strategic planning, and research and statistics. These core subjects equip individuals with the knowledge and skills needed to make informed decisions, analyze market trends, manage finances effectively, and develop and execute strategic business plans.

What’s particularly advantageous is that many MBA programs, including online options, offer flexibility, allowing students to balance work, family, and school commitments. This flexibility empowers aspiring business leaders to continue their professional careers while acquiring the essential expertise required to navigate the complex and dynamic world of business successfully.

These marketing strategies provide senior entrepreneurs with a clear route to achieving business success. By implementing these tactics, you can efficiently market your business, connect with your desired audience, and drive growth, eliminating the need for costly marketing firms. Success in marketing hinges on a deep understanding of your audience, maintaining authenticity in your communication, and delivering consistent value. Adopting these approaches ensures a strong and sustainable business presence in the market.

 

 

 

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Titling to Catch the Ear

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“It’s important to realize a good title is vital — it can make the difference between an editor reading your piece and relegating it to the slush pile,” Estelle Erasmus tells authors in Writer’s Digest. “A compelling headline displays an angle that makes it stand out. Even better if the title evokes emotion or even anger,” Erasmus adds.

Printed content is actually perceived with the reader’s ears as much as with the eyes. Just as the visual cues we get from the face of a speaker influence what we hear (a phenomenon called the McGurk Effect), readers can be “tantalized” by the way the title of your blog post “sounds” to them.

When our eyes process information, we attach meaning and reasoning to it, while, when we listen with our ears, we are paying attention to the tone of the speaker’s voice and whether it is loud or quiet, an essay in Cram.com posits. In fact, as a team of neuroscientists revealed in 2018, our ears make a subtle noise when our eyes are moving.

The role of blog post and newsletter titles in attracting readers is crucial. It’s the first thing that your audience will see when they come across your blog or open your e-newsletter, and it’s what will determine whether they will click on your link or move on to the next thing, aicontentfy advises.. Whether in monthly newsletters or or social media posts, it’s the titling that determines whether the reader progresses to the content of the piece itself.

Visual and auditory senses play a crucial role in receiving information and remembering content,” the National Library of Medicine explains. Poets might use sound devices such as onomatopoeia (words that imitate sounds), so that reading the poem aloud recreates an auditory experience.

Years ago at Say It For You, I began calling attention to the idea of using certain literary devices in  titles with an eye to making them more “catchy”.  In addition to alliteration (repeated consonants) and assonance (repeated vowel sounds), one creative writing technique is “threesomes” such as “right fit, right place, right now” (from WorldBusinessChicago.com).

Not only should your newsletter or blog post title be eye-catching – – in order to tantalize, make it “ear-catching” as well!

 

 

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Featuring the Seconds-to-None in Your Blog or Newsletter

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“Secondary characters add depth and interest to the world your main character inhabits, helping to make the tale more memorable,” Ellen Bulkema writes in the writersinthestorm blog. As a source of support for the protagonist of a novel, secondary characters can also be used to present an obstacle or challenge, or to serve as teachers or guides. Supporting characters don’t need as much detail as you’d give to primary characters, Bulkema admits, but can help clarify the mindset and relationships in the setting.

In a business or practice, the employees, who, while seemingly “secondary” to the business owner or practitioner him or herself, are key to the customer experience. Featuring those players in blog posts and newsletters help humanize a company and create loyal fans. As Disney Parks’ Thomas Smith explains, “…we like to go behind the scenes to show the dedication and inspiration that make our park experiences so magical for our guests.”

A corporate blog is the “space for your company employees to help prospects , providing customers with practical solutions,,” greatcontent.com explains. “It will help customers relate to you even more because they will see human faces and names behind the blog posts.” Sproutsocial agrees. “Real people are the key to authentic relationships,  Consumers want to learn more about the people behind their favorite brands.”

At Say It For You, our writers understand that, because the employees are the ones in the field and on the phone with customers and clients, they know the strengths and best uses of the company’s products and services and it is they who can best supply the anecdotes that are so useful for marketing content. One way we involve employees is to highlight specific accomplishments in a blog or newsletter. When readers learn about an employee’s enthusiasm and how that person put in extra time and effort in serving customers, that cements the customer’s relationship with the company or practice.

Featuring those “seconds-to-none” employees in the company’s or the practice’s communications can be a gift that keeps on giving.

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“Facing Up” Blog Content is a Great Idea

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Webpages with lists of staff are often one of the most-viewed pages on a company’s website, yet some companies don’t have any people represented in detail, Karen Carlson of LRS Web Solutions regrets. “They say it’s too much work to maintain, they receive spam emails, or that they’re worried other companies will pilfer their best employees.” While acknowledging those very risks, Carlson emphasizes that “The bigger risk is leaving your business faceless.”

AARP editors agree, recognizing eight senators, among them Thomas TIllis of North Carolina caretaker for his grandmother, and Maggie Hassan of New Hampshire, caretaker for her son who has cerebral palsy. The photos, along with the stories, serve to make real legislators’ tireless efforts to improve the U.S. healthcare system.

“Today’s users want to do more than just purchase from a company,” Carlson explains. “They want to put faces with names.” At Say It For You, we translate that into “authenticity blogging“, using the content to provide readers an intimate look at what goes into providing your products and services. After all, it’s the employees who are in the field and on the phone with customers and clients. Although often employees see blogging as just one more task to make their work load heavier, my team members want to interact with those employees and, in fact, highlight their accomplishments and insights along with their photos.

For some business or practice owners, a combination blogging plan turns out t be just right, with my Say It For You team providing professionally written content, thus maintaining the regularity and research needed to win search engine rankings, but with employees providing their very special touch when their time and their regular duties allow.

Blog content marketing based solely on the features of products and services is simply not likely to work. Yes, for blogs to be effective, they must serve as positioning statements and describe a value proposition. But blogs cannot do that without connecting. Showing the “faces” and the people behind those faces has the power to “amp up” the connective power of marketing content.

“Facing up” your blog content is a very good idea!

 

 

 

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