All posts by Jay

Be Invaluable In Your Marketing Strategy

Creative Business Ideas

Be Invaluable In Marketing

(Photo by Theresa Thompson)

It’s not enough to have something that people like. It’s not enough to have something that people are lined up to buy. It’s not enough to be seen as the “better choice”. Since we can all be ultimately replaced, you need to provide a service or skill that’s clearly indispensable.

Initially you’ve been taught to identify a niche, clarify the niche’s major “pain points”, and solve them. That’s what everyone knows. And it’s good enough to get you started. But if you’ve seen success in the niche, odds are others have also. And they’ll be eagerly trying to leapfrog your offering.

Be invaluable. If you’re invaluable, you’re clearly the go-to person for solving the problem. If you’re an employee, being invaluable equates to job security (no one else could do the job as well as you). If you’re a business owner, it’s the opportunity to market yourself as the go-to person (especially, if others have failed trying to solve these problems). You’re the undisputed expert with a long list of testimonials of happy customers.

Be humble. It’s easy to think that being invaluable means you have permission to lord over your customers. Don’t forget that people aren’t truly interested in you. They’re interested in what you can do for them. Keep your focus on the benefit you keep providing (that no else does/can). Others may be able to replace you, but make it clear that that’s second-best. Focus your marketing message that your services (or products) are more efficient and more proven (and less risky).

Be flexible. As you work your way up the marketing “food chain”, don’t get lured into thinking that being invaluable is enough. Remember that others have come before you thinking similar thoughts, and it’s likely you don’t remember their names or products. Keep learning from your competition, your customers, and other markets. Be willing to be wrong. Be willing to go back to school to keep your learning fresh.

Happy Money

Book Reviews

Happy Money Book Cover

Happy Money tells how to bring more joy into your life through your purchases (based on scientific research). It’s not about how to increase your conspicuous consumption. It is about making conscious choices on how to transform your existing spending plans into something that will make you truly happier. And these concepts have appeal for both your personal and your business lives.

The five principles aren’t earth-shattering. In some cases you may have already had a hunch about them, but until now, would be hard-pressed to prove their value.

The five principles described are:

  1. Buy Experiences. Studies have shown that many purchases lead to buyer’s remorse, because the reality of your purchase falls short of the dream. Over time, you get used to your purchase – your short-term happiness doesn’t last. Contrast this with experiential memories – their pleasure increases over time. Experiences also connect us to others, while purchases keep us separate from others. In your business marketing, consider focusing your message on the pleasant experience clients have with your offerings (the happiness benefit) rather than the product/service you provide.
  2. Make It a Treat. If you regularly purchase the same item to bring your pleasure, you’re more likely to take it for granted. The first fresh-baked cookie tastes delicious. The second, is good, but not as amazingly delicious. The tenth, even less so. Too many, and it becomes a chore to eat more. Smaller, less-expensive, novel treats are more likely to bring you long-term happiness than a routine purchase. In your business marketing, consider turning a regular offering into something seasonal – something people will look forward to getting when the time is right.
  3. Buy Time. People tend to underestimate how much time things take, and often try to pack too much in too little time. The end result is much less happiness. Focus your purchases on time-savings opportunities to give you some quality time back into your life. By equating time = money, you enjoy time less, and therefore decrease your happiness quotient. By giving away time (by donating your time) you also create the feeling that you have more time in your life. In your business marketing, focus your message on tangible ways your offering can give people back more time into their busy days.
  4. Pay Now, Consume Later. Our culture encourages us to consume now, and pay later. This practice encourages spontaneous purchases (short-term pleasure) at a cost of increase stress when the bills arrive. As A.A. Milne writes in Winnie-the-Pooh: “Well,” said Pooh, “what I like best,” and then he had to stop and think. “Because although Eating Honey was a very good thing to do, there was a moment just before you began to eat it which was better than when you were, but he didn’t know what it was called.” It is often the anticipation is better than reality. So, to increase your enjoyment, defer a purchase to allow you more time to enjoy the possibilities that the purchase will bring. In fact, if you purchase something now, but wait to receive it, you’ll doubly win: you’ll delay gratification and when you do get the purchase, it’ll feel like a free gift. In your business marketing, consider an offering where people pay up-front for a regular purchase, but receive it a bit later – but with excitement surrounding its arrival.
  5. Invest in Others. Just as donating your time can create a feeling of having more time available, so too does donating money to owners create a feeling of wealth. Even better than simply donating anonymously, is to donate to someone specifically. Such a donation creates connection (see principle #1). In your business marketing, find opportunities to allow your customers to make a difference in their communities – or – provide a way for people to feel connected to others.

Why not invest in your own (business’s) long-term happiness?

Postcard Direct Mailer Tagline

Publicity

I am about to create a post card for a direct mailer and i need help creating a tagline. My center name is Spring
House Early Learning. Its a nursery/preschool.

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Jay’s Answer: It doesn’t sound like you’re looking for a tagline (for your business) – you’re looking for a headline (for your postcard) to encourage people to take a few minutes to read your mailer.

A headline needs to be written in a way that talks to the person who’s your ideal customer (parents of toddlers). What’s on their minds? Safety. Cost. Opportunities. Convenience. Community. Values.

There are no doubt many nursery/preschools in your area. What makes yours the right choice for a child/parent? What do you offer that others don’t? What have parents commented upon?

That’s where I’d start in crafting a custom-tailored headline for your postcard. And the headline is just the beginning – there’s the offer, the imagery, the address label, the stamp, the timing of the mailing, etc.

Catchy Name To Encompass Sport Education Workshops

Names + Taglines

The Lethbridge Sport Council is a not-for-profit that receives municipal funding. There are two staff and a volunteer Board of Directors of 19 individuals. We have five volunteer committees within our organization which include Education & Development, Marketing & Communication, Governance/Executive, Sports Bid and Sport Tourism.

We are a ‘voice for sport’ and a ‘one-stop-shop for sport’ in our community; we represent sport groups in Lethbridge and assist them with things such as marketing and promotions, writing bid packages for events, volunteer management, fund development initiatives, event planning, long term athlete development and recently have started coordinating a series of sport education workshops. We would like a branding title to encompass all of the workshops we offer, host or sponsor. With this ‘umbrella’ title we want our community to associate the workshops with our organization.

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Jay’s Answer:

  • Sporting Edge
  • Sports Hub
  • Sports Central
  • Sporting Voice

 

Restructuring Marketing Dept. Of Shopping Mall

Services

Background: I work for a shopping mall mgmt company in China. Our mall is 10 yrs. old and we are lagging behind the new malls that are opening (the others are mostly high-end malls; we are a wide range). Our new goal from the big boss is to double the income from our in-house Marketing dept. (We sell ad spaces around the mall, and rent out our event spaces) Our team has decided to reorganize the structure of our Marketing dept.’s O-chart (first dept., then all others will follow). But of course, that won’t be enough. We need to update the entire processes and hire more qualified managers. FYI we don’t currently have a Marketing strategy or plan to work off of. I’m new at this job, but I’d like to help our company as much as possible.

What kinds of things should be included in the marketing DEPARTMENT mission? And what KPIs are important for our restructuring? Thank you for your help!

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Jay’s Answer: Without a strategy, you’re going to be doing a lot of guesswork, and likely without any solid data to help you make informed decisions. Now’s a good time to understand who your customers are exactly. Why do they come to your mall? Who would your older mall be more attractive to? What can you offer that other (newer/fancier) malls can’t? How can you attract more people that are likely to prefer your mall?

How To Choose Catchy Titles For Training Programs

Names + Taglines, Publicity

Generally, we provide training programs on Operational Excellence. Although the contents are good enough, the titles, seems are not attracting the prospects. How to christen the training programs so that people are wooed on to our programs.

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Jay’s Answer: A title won’t generally woo anyone to sign up (exceptions include: “100% Guaranteed Training Excellence”). What you instead need to focus on WHY people have chosen you before (instead of your competition) and why they should trust your training.

Name/Tagline For Speech Therapy Private Practice

Names + Taglines

I need a name for my Speech & Language Therapy private practice. I am a certified Speech-Language Pathologist serving children and adolescents with a variety of communication disorders. I would like a business name and simple tagline that have emotional power and that capture the concern that keeps parents up at night. Speech and communication challenges are serious to parents, so I want to avoid cute slogans and/or puns. I would like a name that speaks to the concerns and hot buttons of both my consumer (parents) and referral sources (MDs, teachers, etc.). Names under consideration are SPEAKtacular Speech-Language Therapy; Clearly Speaking…; or KidSPEAK to name a few, with the following possible tag lines: “Helping Children Find their Voice”, “or perhaps “Talking is Child’s Play”.

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Jay’s Answer: If the practice is just you, then why not keep it simply professional:

Jane Smith
Child/Adolescent Speech & Language Therapist

Tagline For Sky Marketing & Promotions

Names + Taglines

I need a cute, catchy tagline for Sky Marketing and Promotions where most of the business is selling promotional items. We thought of Get High with Sky but felt people might think of not so nice things about that tagline.The target audience is anyone who wants to promote their success through promo items. As I always say”Why are you keeping your brand a secret?” Maybe a catchy tagline or slogan and not so much cute. People should buy from me because I follow up and make sure that they get what they want. I always put them first. Sky is because the possibilities of promoting their success is endless like the sky. I hope this further answers the questions your asked.

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Jay’s Answer: Since “Sky Marketing and Promotions” is misleading (since it sounds like you either work in aerospace or do skywriting), your tagline needs to simply convey your key benefit to your prospective customers, such as:

  • Spread Your Brand Everywhere
  • Make Your Brand Memorable

 

Catchy Slogan For Small Business

Names + Taglines

Our business is Ironhorse Fabrications. What we do is rebuild refurbish or build from the ground up concessions trailers and game trailers for carnivals or festivals from your ideas or ours. We need a catchy slogan explaining our business. Any suggestions. No job to big or too small. We can build anything from metal.

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Jay’s Answer:

  • Custom Rebuilt Event Trailers
  • Specializing In Concession & Game Trailer Rebuilds

 

Creative Expertise Needed For 1 (or 2?) Companies!

Names + Taglines

I am changing gears mid-life from being an accomplished sales expert to living my dream by pursuing my hobbies… designing and making gorgeous picture frames with ribbon and bling, making wonderful sterling silver jewellery, creating custom invitations and would like to offer these items on-line and in local boutique stores. I live in a suburb NW of Dallas in an area where there are several affluent neighborhoods/cities around – all of which I am targeting! I have 3 young boys and there are a ton of kids around, so I’ve also planned details for plenty of kids parties and made customized invitations/thank you’s that fit each theme. I have heard many times that I should offer party planning services as well! I need a short and catchy name and tagline to encompass all the above… or two names/taglines – one for the bling and another for party planning services. Ideas? I need your expert advice, please! Thank you!!

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Jay’s Answer: If your passion/hobby/skill isn’t party planning, then don’t offer this service. Instead, find party planners that you like, and co-market your invitations to them.

As for a name for your picture frames, why not “Gorgeous Picture Frames” (and likewise “Gorgeous Invitations” and “Gorgeous Sterling Silver”)? Since you’ve been a sales expert, focus on the specific prospects’ needs, and create a compelling story about your offerings to them.