Cathy Stucker - The Idea Lady

Attract Customers and Make Yourself Famous

  • Home
  • Blog
  • Shop
  • Work with Cathy
  • About

Attracting the Right Customers

December 24, 2008 by Cathy Stucker

Branding expert Peter Montoya says that your marketing should attract the customers you want, and repel everyone else. That might seem strong, but by choosing to appeal to one group of customers, you may be alienating or even angering others.

Your first reaction might be that you do not want to lose anyone who might possibly become a customer. However, the people who are repelled by your targeted marketing would probably never have become your customers, anyway. You have not lost anything.

As an example, a radio station advertised their shock jock morning show with billboards calculated to offend all the people who would never listen to the show anyway. But the people who would enjoy the show responded to the billboards and even to the controversy they generated. The station clearly knew its market.

It is also important to remember that not all customers are of equal value to you. A software company wanted to increase their customer base, so they offered a drastic price reduction on one of their products for a limited time. This did not attract as many new customers as they thought it would, causing the company to realize that their customers were not as sensitive to price as they had imagined.

And they made an unpleasant discovery about their new customers. The people who bought from them because of the low price were very different from their usual customers. For one thing, they required much more attention than those who had paid full price. While the full price customers were sophisticated users who were able to install and use the software with very little assistance from the vendor, the discount buyers needed much more help. The net result was more work for less revenue—certainly not what they had in mind.

Pricing, packaging, advertising, image—all work to attract the customers you want. A strong message not only attracts those customers, it repels the ones that are not a good fit with the unique qualities of your product.

After all, if your product is like everyone else’s why should anyone notice or buy? To get the attention of customers, products have to be remarkable. In his book, “Purple Cow,” Seth Godin says that success and growth come with products that annoy, offend, don’t appeal, are too expensive, too cheap, too heavy, too complicated, too simple—too something. That means that while many people will not be attracted to your product, it will be absolutely perfect for others. They are your market.

This advice is especially important to small businesses. Most small companies can’t afford to compete with the big guys on the big guys’ terms. Instead, shake up your industry with a creative innovation and capture your niche while your competitors are busy making compromises to try to hold on to their sliver of the market.

Do not try to be all things to all people. Instead, focus on how you can make a remarkable product (or service) to appeal to exactly the customers you want.

Filed Under: Image, Marketing

Marketing On Hold

December 12, 2008 by Cathy Stucker

What do your customers hear when they are put on hold? 

If your on-hold messaging is tuned to a radio station, your customers may hear static (when the tuning isn’t right), programming or ads that are offensive to some customers, or even ads for your competitors.

If you use radio programming, check from time to time to make sure the sound quality is good. Choose a radio station that plays music your customers will like. Avoid controversial programming that will offend or annoy many of your customers.

There are services that can provide custom on-hold programming for your business, designed to promote your products and services.Do a search for “on hold marketing” or “on hold messages” to find them. Or, you may choose to script and record your own messages. Whether you do it yourself or hire someone to create your on-hold messaging, make it effective.

Include a few short messages, instead of one long one. You should make an effort to keep customers on hold only a short time, and you want them to get the full effect of the messages they hear.

Keep the language simple. Customers are probably only listening halfway. Don’t use a lot of jargon or numbers that will confuse them. Instead, suggest a few powerful benefits that will grab customers’ attention and get them to listen to the rest of your message.

Some of the information you might want to mention in your message would be your hours, locations, web site URL, credit cards accepted and other payment options, and your slogan. If there are questions your customers often call to ask, answer them in your on-hold messaging.

Find a reason for customers to ask to be put on your mailing list. Remind customers to ask for a catalog or tell them about your free newsletter.

Give tips and advice of interest to your customers.
Teaching them how to use your products and services more effectively will increase their satisfaction.

Offer a special available only to callers,
such as a discount on a specified product: “Be sure to ask your representative for this special telephone discount.”

Tell a customer success story. This not only is a powerful testimonial, it promotes your customers.

Use customer testimonials. Consider using testimonials in the customers’ own voices. Have customers record brief messages (you can do this over the telephone or in person) about how your business has helped them, then rotate them in your on-hold messaging.

Introduce a staff member.
Give a name and brief biographical sketch about one of your employees.

How many times have you heard a message saying, “Your call is important to us. Please continue to hold.”? Do you scream back, “If my call is so important, why am I still holding?” If you use such a message, phrase it better. At least let customers know that you understand their time is valuable, and you will be with them as soon as possible to provide the service they need.

Change your message regularly, perhaps monthly, to include mentions of new products, sales and specials, and seasonal information.

Filed Under: Customer Service, Image, Marketing

What’s Your Sign?

December 10, 2008 by Cathy Stucker

Good signage can make new customers aware of your business, and help those looking for you to easily find your location. 

How often have you looked for a business and been frustrated because you couldn’t see the sign and there were no street numbers on the buildings?

Many areas have restrictions about the size, type and number of signs you may post. Make sure your signs are in compliance and get any required permits before erecting signs.

Your sign should reflect your business. A law firm might have a simple, dignified sign, while a toy store could use bright colors and images. An upscale salon would want to portray a different image than a discount hair cutter.

Make the sign easy to read, even when customers are driving past. Letters should be bold, in an easy to read font. If you have a recognizable logo or color scheme, use it on your sign. Consider using a sign cut in a shape that relates to your business, such as a car-shaped sign for an auto repair shop.

Will customers be looking for your business name, or another name? Are you an authorized dealer or repair center for major brands? Putting those brand names and logos on your signage may attract customers.

Whether it is on your sign or the building, make your street number easy to read from the street.

If your location is hard to find, put up signs to direct customers to you. For example, if you are located behind another building and not visible from the street, put up one or more signs pointing customers to your building. Of course, make sure you are allowed to post signs in those locations.

Once customers find you, make it easy for them to park and enter. If there is any confusion about where they are allowed to park, or if they can be towed if they park in the wrong place, put up signs to direct them to appropriate parking areas. If the entrance isn’t obvious, make sure signs lead them to you.

Some businesses use a marquee to make announcements, highlight sales, tell of the arrival of new products and show other promotions. Change the message periodically so the marquee displays news. Some businesses post funny sayings or proverbs to get attention from customers.

Signs in your windows can serve many of same functions as marquees. Use professionally created signs or hire a sign painter to paint signs on your front windows.

Check work orders carefully to avoid incorrect words, misspellings and grammatical errors. Don’t count on the sign maker to do it for you.

Don’t forget other places you can put signs. Get magnetic signs for your vehicles. If you work at customer sites, use yard signs. Roofers and remodelers do this all the time. When they do a job, they post a sign in the customer’s yard announcing who is doing the work.

Signs put your message in front of customers and helps lead them to you. Well-designed signage is a great investment in your business.

Filed Under: Image, Marketing

Be a Joiner

December 9, 2008 by Cathy Stucker

Belonging to professional associations, networking groups and chambers of commerce can increase your visibility and help you find customers. Choose one or more organizations appropriate to your business, then make the most of membership.

Membership in professional and trade associations can bring prestige, especially if the organization is well respected or you must be nominated and accepted for membership. When you qualify for membership in an organization that has stringent membership requirements, your image is enhanced.

You build credibility and trustworthiness if the organization has a code of ethics and polices its membership. Put the organization logo on your letterhead and business cards and on your web site (if allowed) to let customers know about your commitment.

Your professional association may offer educational opportunities and certifications. These designations can make you stand out as an expert in your field.

Some industry organizations have award programs. Nominate your business, employees or products for these awards. When you are a finalist or winner, use that fact in your marketing.

Other members of the organization can become customers, suppliers, or partners. Choose your memberships based on your goals. Joining a group in your industry can give you credibility and introduce you to potential alliance partners; however, you probably won’t come into contact with many customers. To meet customers, join groups to which your customers belong.

If your customers are primarily located in your geographic area, membership in local chambers of commerce or the Better Business Bureau can be valuable. You will make lots of contacts with other local businesses, and those businesses and their employees may become your best customers. Local businesses usually prefer to buy from other local businesses.

You get visibility with customers, the media and others in your industry when you are listed in the membership directory or featured in the newsletter or on the web site. If there is a directory, make your listing as complete as possible. Ask if you can get a link from the association’s web site to yours. It might even be worthwhile to advertise on the association’s web site or in its newsletter.

Attend meetings and conferences. Become a familiar face to other members. Don’t join so many groups that you can’t become a presence in them. If you belong but never make yourself visible, you won’t get the full benefits of membership.

The organization may provide you with speaking opportunities. You may be able to speak to their meetings or conferences. Networking groups give you many opportunities to speak in front of the group. Take advantage of these chances to showcase yourself. Ask if your professional association has a speakers bureau, and how you can be included.

Professional, industry and trade associations may receive inquiries from the media. Let them know that you are willing to be interviewed and assist the media with stories about your industry.

When you join an organization, get involved. Run for office, volunteer for a committee, write an article (or a regular column) for the newsletter. Choose an activity that you will enjoy and that will provide benefits to you as well as the organization. 

Filed Under: Image, Marketing, Networking

Your Voice is Part of Your Marketing Image

November 10, 2008 by Cathy Stucker

What you say matters, but how you say it is at least as important.

An important aspect of your marketing is how you present yourself to others. You may think about how things look to customers—your appearance, your marketing materials, your office or retail location, etc. How you sound, however, is at least as important as how you look.

To find out how you sound to others, record yourself speaking in different circumstances such as with colleagues, in a sales presentation, on the phone and giving a speech. Listen to the sound of your voice as well as the word choices you make and other characteristics of your speech.

Do you speak too quickly or too slowly? People listen at a certain rate. If you speak faster or slower than they are listening, they may not retain your message. Keep regional differences in mind—what seems too fast in the South may not be in New York City.

When you are nervous, stressed or excited, your voice may go up in pitch and become shrill. If you notice yourself doing this, take a deep breath and relax.

Fillers are, like, you know, annoying. When you hear yourself using uh, um, like, you know, and other similar fillers, it is usually a stall because your mouth got ahead of your brain. Slow down and concentrate on what you are saying.

Speak powerfully? You sound uncertain and lack credibility if your voice goes “up” at the end of statements. To see what I mean, ask a question out loud. Do you hear how your voice goes “up” at the end, in anticipation of an answer? Now, say, “I am an excellent speaker.” Did that also sound like a question? If so, work on making your speech stronger.

Strong speech does not mean vulgar speech. If you frequently pepper your speech with profanity, clean it up. No one will be offended if you don’t swear, but many will be if you do.

Don’t use a big word where a diminutive one will suffice. You won’t impress anyone by using words they don’t understand. This is especially true when you use the word incorrectly or the word does not exist. And avoid jargon, unless you are certain that everyone hearing you will know exactly what it means.

Do you interrupt others? Calm down and let them speak. Really listen to them, don’t just wait for them to take a breath so you can jump in.

Modulate your volume. If you speak too quietly, it will be difficult for others to hear you. If you speak too loudly, it can be jarring.

Look at people when you speak to them. It is polite, and makes it easier for them to hear you. This is especially important for those who have a hearing loss, but will help everyone to better understand you.

Watch for verbal cues to see if your message is getting through. Does anyone look confused? Are they fidgeting or looking past you? Those could be signs that they aren’t getting it or they aren’t interested.

Your message is important, deliver it with importance.

Filed Under: Image, Marketing, Public Speaking

  • « Previous Page
  • 1
  • 2
  • 3
  • 4

Search

Join Me! (Get Free Stuff!)

Get useful tips and techniques to build your business, plus member-only exclusives such as free webinars, as an IdeaLady Insider. It's free!

I respect your privacy & will NEVER sell, rent or share your email address. More than a policy, it's my Privacy Pledge.

Connect with Cathy

 Facebook Google+ Twitter YouTube Pinterest LinkedIn Flickr StumbleUpon RSS Amazon Author Central

Recent Articles

  • The Short but Powerful Guide to Finding Your Passion
  • 3 Strategies for Quick & Easy Content Creation
  • What to Ask When Hiring a Ghostwriter
  • Take a Real Break – Fully Disengage
  • You Get an Extra Day

Categories

Be an Expert Blogging Business Start Ups Cash Content Copywriting Creating Information Products Creative Ideas Creative Marketing Strategies Creativity Customer Service Customer Testimonials Dealing with Clients Email Getting Things Done Growing Your Business Guest Posts Image Internet Marketing Life Lessons Making Changes Making Good Decisions Marketing Market Research Monday Morning Messages Money and Finances Motivation and Inspiration Mystery Shopping Networking Online Business Passive Income Persuasion Positive Thinking Pricing Productivity and Time Management Publicity Public Speaking Reputation Management Running Your Business Sales Search Engine Optimization Social Media Success Technology Working Smarter Writing and Publishing

Learn About

Mystery Shopping
Book Publishing
Marketing
Becoming an Expert
Free Publicity

Return to top of page

Copyright © 1998 - 2023 Cathy Stucker - All Rights Reserved