I run a small reiki practice in the UK. www.3candlesreiki.co.uk and am struggling with marketing over all. I’ve recently been poundng the streets leaving flyers and cards in shops library’seetc and hopefully this “scattergun approach” will pay dividends. Hoever my online marketing is restricted to trying to keep on page 1 of google, bing, yahoo etc. However i was thinking as a marketing novice I’m probably missing a trick with the online strategy ( or lack of ) ( the health system over here ( NHS ) is totally locked down as far as reaching people on or offline, for obvious reasons ). Any ideas appreciated!
Jay’s Answer: Your scattergun approach is likely to leave you very tired and frustrated. Not everyone is likely to become your client nor will everyone be interested in your approach. So, I strongly suggest with focusing on those that are your clients first. How did they find out about you? Why did they choose you? What have they told their friends about you? Then, find more people like them, in similar situations and approach them (through seminars, demonstrations, special offers, etc.).
Please advice me on how to market or make interested clients find my safari company that i want to start in a few weeks from now.
Jay’s Answer: As I see it, you have two basic problems:
- having people who are looking find you – and -
- having these people choose you (instead one of your competitors).
My suggestion is to start with the second point first – once someone finds you convincing them that you’re the perfect choice for them. Once you’ve achieved that, then you can get more website traffic and/or phone calls. Otherwise, you’ll spend money getting initial interest but not having anyone sign up.
I have come here because I am in need of a name for my online store. I have searched and searched, however I am unable to come up with something unique and creative. I will be mostly selling on my store party dresses, skirts, accessories. The store will be for girls only, however in the future it could change, so something that is unisex and that would catch people attention would be ideal. I also have to consider the domain, so something that is likely to be available is mainly what I am looking for. It could be two words that rhyme, or a misspelled word, or a made up word. The store is online, and I will be selling worldwide.
Jay’s Answer: If you’re going to start selling to just girls, then pick a name that appeals to them. Otherwise, you’ll have a name that won’t appeal to anyone.
What age girls? Living where? At what parental income level? Why would they want to buy from you? Do you make them by hand? Are you using special fabrics, patterns, styles?
A name alone won’t attract attention unless it’s aligned with those that are looking for what you’re selling.
I need help with an elevator speech. This is what I came up with so far: “At Travel Solo No More, we help the solo traveler get out there and see the world by reconnecting them with old friends or by establishing new ones in a warm and friendly group setting while building lasting vacation memories.”
I am a travel consultant and my ideal client is the person that does not have anyone to travel with for whatever reason. My ideal clients are 35+ mainly women, not well traveled, interested in meeting people, traveling together and making new friendships. I would love to eventually build the group to include men; maybe do a couple of events involving them. I know so many people that would like to travel but they don’t have a partner and don’t want to go on vacation with couples. This group will cater to them.
Jay’s Answer: What you wrote is too long, and unfortunately not very memorable.
I previously wrote the article “Is Your Elevator Pitch a Monologue or a Dialogue?“. Using these principles, you could change your speech to:
I help the single traveler explore the world
I plan friendly group trips for people who want to travel together
Where in the world have you always wanted to visit?
If you’re trying to craft a speech for a networking group, you’re likely better off sharing a tiny story about a recent solo traveller: “Jane had always wanted to see Ireland. But her husband didn’t want to go and she didn’t want to do it alone. I helped set up a friendly group trip, matching her with other solo travelers. She had the time of her life.”
We have had a business for a couple of years, and are really wanting to change the name. We specialize in complete residential exterior remodel. Currently the company’s name is CK Remodeling, LLC. We have been tossing around Aspect Remodel, or Aspect Construction and Remodel, or Rybuild, LLC (which we are considering purchasing). Amazingly, nothing has really raised any great interest. Your opinion on the matter? Should we just stick with our original name? Thank you!
Jay’s Answer: In general, I recommend keeping a name unless there’s a darn good business reason for changing it (i.e., not simply because you’re tired of it). You’ve presumably spent a couple of years building your “good name”, so changing it means you’ll lose the name recognition.
None of the names you list are noticeably better than your existing name – they don’t add any information to the name that would help understand why people would want to hire your services.
Looking for a good theme / tagline for our upcoming company meeting where sales and management staff will meet to hear reports from various company departments and where two professional speakers will speak – on how to manage stress and customer service; and the other on sales strategies. Also presenting are key vendors whose focus is on technology. Goal of meeting is for sales and management staff to become more strategic in their daily actions with customers
- No-Stress Sales Secrets
- Effective Selling Begins With You
We are creating a university football program ad and they’re celebrating the 30-yr anniversary of the stadium and field (Youngstown State University. It’s located in Youngstown Ohio and the team name is YSU Penguins). I have a photo of the opening day crowd that I plan to use, but am at a loss for a catchy and unique slogan. Your recommendations would be greatly appreciated!
3 National Championships
11 Playoff Appearances
20,630 Loyal Fans
What Will The Next 30 Years Bring?
My company name is: THE CANDY AVENUE! It specializes in candy buffets, chocolate fountains, sweet desserts etc. for weddings or any event.
Jay’s Answer: Make Your Next Event Extra Sweet
(Photo by Amplified Group)
If you’ve been in business a while, people have likely pigeonholed what you do, for whom, and your “claim to fame”. That’s a good thing, but it also prevents you from growing your brand (or changing direction). If you were selling shoes, and now are selling real-estate, your brand will have trouble stretching, and your credibility will suffer. So how can you grow your brand?
If you’re simply expanding your offerings naturally (a product line extension, a new targeted application of your existing technology, or a new flavor) you ought to:
- Explain what’s new.
- How this naturally tells the story of your growth (we started out here, and as we saw more demand or opportunity we seized the chance)
- Ensure your existing clientele that you’re not abandoning them – just continuing to do great things for new people.
If you’re instead going in a new direction (showcasing a entirely new skill set, reaching an entirely different market, or selling something that your existing clientele might not care about), you need to team up with someone else who has expertise/strong branding in your new area. When you start in a new area, no one likely knows you (even if you have a strong brand recognition in a different area). And if they knew of the “old” business model, they might think you’re overreaching and not immediately trust your offering. So instead of trying to strike out on your own, team up. After a few exposures to your teamwork, people will start to believe that:
- Since the expert teamed up with you, you must be good.
- Your new brand makes sense, since an expert validated it.
- You are who you say you are.
A great team is mutually beneficial. Your expert will help you get noticed in your new niche. Your expertise in another niche will enhance the expert’s credibility (I’m the person they came to roll out this new important offering). Your team doesn’t have to be a long-term relationship – just long enough for you to be able to benefit from the “lift”.
How good are people at making good decisions? Not very.
- 44% of lawyers wouldn’t recommend young people become lawyers.
- 83% of business mergers/acquisitions failed to create any value for shareholders.
- 40% of doctors “completely certain” of a diagnosis are wrong.
Why? The authors claim there are 4 villains to decision-making:
- Narrow framing (too few options)
- Confirmation bias (looking for agreement)
- Short-term emotion (vs. bigger picture)
- Overconfidence (in the future)
To combat these villains, they propose 4 strategies (“WRAP”):
- Widen your options
- Reality-test your assumptions
- Attain distance before deciding
- Prepare to be wrong
The book’s full of interesting scenarios that highlight each of the villains and how the strategies have been used to provide better tools for decision making. Here are some highlights:
- Instead of trying to decide between two options (OR) can you combine them (AND)?
- In deciding between doing something (or not), consider opportunity cost (what could you do with the resources otherwise?).
- When presented with two (or more) options – imagine you can’t choose any of these. What else could you do (vanishing options test)?
- Can you (slightly) defer a decision by deciding to do “all options” (Multitracking) until you have enough real-world data?
- Shift your viewpoint alternatively between prevention (avoid bad) and promotion (achieve good).
- Look for others that have solved your problem (perhaps in a different domain)
- Use analogies to help re-describe your problem in other terms (minor -> major differences)
- Look for dissenting opinions to better understand what you’re not naturally seeing. If you don’t have any dissension, beware!
- Deliberately test our assumptions. A mistaken assumption may be a large business opportunity.
- Compare our inside view of a situation with the “general statistics” for our type of situation. We think we can see what others can’t, but the numbers don’t generally lie. Shift between zooming in and zooming out.
- Ask experts not for predictions, but for data that will help you understand both your assumptions and the past trends for various options (“What percentage of cases get settled before trial?”)
- Create small experiments to test theories (“ooch”).
- People are bad at predicting the future. Instead of looking for giant leaps, test smaller steps (Instead of hiring an employee, can you hire them as a consultant for a try-out period?).
- Emotions sway our short-term perception. Consider vantage from 10 minutes/10 months/and 10 years into the future (10/10/10).
- What would we advise our best friend in this same situation?
- Agonizing feelings are a sign of a conflict in your core priorities (long term emotional values, goals, and aspirations).
- Ensure you act upon your core priorities (minimize lesser priorities).
- Instead of trying to paint a single image of a future, paint a range of images (worst- and best-case).
- To reduce the likelihood for worst-case, anticipate the problems (“What would it take for this to be true?”).
- Craft tripwires (automatic “wake-up calls”) to ensure clarity of decisions.
- Group decisions need to feel fair (“process”). Make sure everyone’s options are heard, repeated back, and enlarged.
- People regret what they didn’t do.
Should you read this book? Make your own decision!