How Can I Create A Value Proposition?

Services, Starting Out

I am a sales & marketing executive knocking on doors (but getting nowhere). Are there any suggestions how a really professional value proposition is made?

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The way to make a value proposition is to understand the customer’s needs, then show your solution to their problem. This means that you need to listen and then respond (i.e., interview THEM), not attempt to sell off-the-bat. Once you’ve established a rapport, and understand their problem, then you’re in a position to present something of value, that’s on-target and with a clear benefit to the customer

How Can I Use Direct Mail To Target Retail Executives?

Publicity, Services

We’re trying to reach specific execs at retailers of a certain size to sell a service. The idea was to use a one-time dimensional mail to drive the execs (600-1000 total) to a microsite (via a PURL) to provide more information and move them into the funnel. Any thoughts on reaching out again to those who do not respond to the mailer? Anything else to consider?

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I don’t know what you offer was, but if your mail wasn’t targeted to their problems, and was instead focused on your solution, you’re likely to get a poor response rate.

Instead of immediately calling the non-respondents, I would communicate with those that did respond. Find out what problems they have in their business that caused them to contact you. This knowledge will allow you to create a more targeted, benefit-based offer (either by phone, email, mail, etc.). If any of your respondents purchase your product, getting a testimonial from a high-profile customer would be very useful. “Jane Smith, at ABC Corp., solved her IT outsourcing needs by working with us…”

What Is A Good Name For A Bakery?

Names + Taglines

I am currently in the process of starting a bakery business. So far everything is done out of my home, which is very little mostly word of mouth and friends although clientele is slowly building. But I will soon be looking for a building to put up shop within the next year. I have been brainstorming for 2 years to come up with a name for the business and business cards and the only thing I have is the tag line “____ , pastries and more”. I will be providing breads, cakes, pies, cookies, coffee, candies, some individual desserts and maybe possibly throw some soups in there later on. I already have a logo. All I need is one little word for the beginning. Who knew picking a name could be so hard!

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You name needs to account for selling sweets and non-sweets (bread, maybe soups, etc.)

Both:

  • Flour Children Bakery
  • Flour Petals Bakery
  • Flour Power Bakery
  • Flour Essence Bakery (using fluorescence colors)
  • Flour Scents Bakery (using fluorescence colors)

If you only want to focus on the sweets side:

  • Cake-a-palooza
  • Sweet Treats Bakery
  • Sweet Things Bakery

What Should I Do After I Print My Business Cards?

Starting Out

I printed business cards out… what next? I have a painting business.

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Look at it from the other side. So you gave me a business card – why should I call you? What makes your painting business better than the others? Why should I trust you?

What you need is a business strategy. You need to first identify who you want as your ideal prospect – business? residential? apartment? How many sq. ft? Inside or outside? Multi-story?

Next, focus on what problem you solve for them. Besides putting new paint on the surfaces. Clean new look? Color consultation? Mold eradication? Crack repair?

Now, identify what makes you different / special. A technique? Years in business? Special skills or certification? 24/7 service?

These are the start for a strategy. The strategy will create the marketing plan – how to contact, who to contact, when to contact, why, etc.

Should We Include www Or http:// In Our URL?

eMarketing,

I was wondering if there are advertising industry standards on displaying website URLs in print ads? (for brick & mortar company having a website).

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Definitely not http://

If you omit (the redundant) www you can increase the text size of the URL in your ad.

I have seen some less tech-savvy folks not understand that www. is optional, and couldn’t find a URL in an advertisement.

So it depends on who you’re targeting – tech savvy or not. If you’re not sure, put in the www.

For a second opinion, check out: GoodURLBadURL.com

Are Trifold Brochures Professional?

Publicity

The “product” is IT Consulting – the immediate need is a trade show in 2 weeks. The medium is a trifold brochure. It’s professionally done – full bleed – professional graphics, etc. Headlines reflect benefits rather than features. “Increase Sales and Profits…” Most people think it looks good. But…

One of my colleagues says it’s “cheap looking” for our company. Our average sale is in the six-figure range.

Any thought on this? My experience shows that in a trade show environment when given a choice between a trifold and a 9×12 folder, most folks take the trifold.

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Trifolds are easier to grab and their layout (generally) makes it easier to scan as well. Heavyweight paper is always preferred as well, since the first tactile response is subliminally noted.

How Can I Launch My First Jewelry Collection?

Publicity

I work for a high end silver jewelry company that is ready to launch its first collection very soon. We have decided to manage in-house all the organization of the launching event. I was wondering which is the right balance for our guest list considering that our mission is to celebrate a classy and nice event that makes people talk about it for long and also get media repercussion (fashion upmarket magazines mostly). I would appreciate very much any advice about how to build the right guest list or any other comment about this kind of event. We are also thinking of what kind of giveaway or party gift would be the most appropriate reconsidering the nature of our product.

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Why would someone want to come to your event? If you have a track record, then they’d want to see your newest collection before anyone else. If you don’t have a track record, then you’re a nobody to them and will need to co-market with a somebody to attract their attention. For example, work with an established clothing designer for a runway show, using your jewelry on the models. For a wine tasting, have all the servers wear your jewelry. For an opera sampling, the singers wear your jewelry,

The media isn’t interested in writing about someone selling jewelry – they’re interested in a story. Does the jewelry designer have an unusual background? Has the silver been melted down from old tooth fillings? Are the pieces copies of ancient Roman statues? Is 50% of the profit for that night going to support a local orphanage? The media will sometimes cover social events, but then it’s clearly focused on the attendees and you may be a quick mention only.

As attendees, you obviously want people who buy jewelry (for example, previous customers of yours). You also want attendees to be community leaders, people who will attract other people to attend your event. Early adopters – people who set trends

What Is A Good Fitness Shirt Slogan?

Names + Taglines, Services

I was hoping that I can get some help on a real edgy tagline to go on the back of a T-shirt for a fitness trainer. Something that can be viewed by many and be a hook of some sort. Some examples are Nikes just do it. Suck it up. Muscle Mechanics. Make it burn, etc. Something edgy that grabs you. This can be on the T-shirt and business card.

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  • Want My Body?
  • What’s Your BMI?
  • Want A Piece Of This?

How Can I Advertise My Discussion Forum?

eMarketing,

What are some good ways of advertising a discussion forum to increase membership?

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Since you have a forum, you’ve no doubt have in mind who should be part of the forum.

The next step is for you to figure out why people would want to be part of the forum. Are there already forums for these groups? If so, what makes your forum better? Forum membership takes time on the part of participants, so people won’t switch memberships unless you’ve given them something much better.

Let’s say you’ve compared your forum to all the competition, and realized that indeed you’re targeting an under-served group that would truly benefit from membership.

Now, you need to find where the under served group goes online. Blogs? Websites? Reads newsletters? You need to get your advertisement in front of your target.

Simply posting your forum to a list of forums won’t attract the people you’re looking for.

How Can I Prepare Myself For My New Marketing Executive Job?

Starting Out

I have just landed myself a job in TGI FRIDAY’S as a marketing executive. I’m looking forward for information on how i could prepare myself before I join them. According to the marketing manager who interviewed me she needs an update of the f&b industry/ market on daily basis and also I’ll be called in to assist for a mock service in their new restaurant opening. How can I do my best? Any info/advice would be very much appreciated. I have no prior working experience at all.

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Talk to your marketing manager now. Tell them you want to do your best (they hired you, so presumably they understand your limits) and ask for examples of things that have been done in the past. Ask for critiques of the past. Get any corporate vision statements and plans for the next 3-5 years. Talk to the person you replaced (if they’re still around).

They will be training you to fit in their organization. While I can give you advice in general, let them fill your head with their needs. When you understand where they are, how they work, and what their limits are – then start looking outside the organization for answers to see what best practices are, learning from experience.

Until then, ask a lot of questions and listen to the answers. Be a sponge.