Archive for the 'Public Relations' Category

Nov 07 2010

Best Buy Return Policy

 If your business return policy

                                 

is this UNfriendly, you

                                      

may want to rethink it!

 

Now you KNOW that while I frequently beat up on government incompetence (being as how it’s so-well earned), that I hardly ever jump on any business.

But this email came to me today, forwarded a few hundred times. That fact alone made me immediately skeptical, so I checked out the policy link at the bottom, and came away awestruck.

Customer insensitivity is one thing, but the kind of top management stupidity that fostered this ridiculous policy (in this kind of economy no less) deserves to be heavily publicized.

The boxed text speaks for itself. It’s too bad that some businesses, like BEST BUY, see the need to run roughshod over the consumer public like this.   

BEST BUY 

If you purchase something from Wal-Mart,  Sears, and other reputable stores, and you return the item with the receipt, they will give you your money back if you paid cash, or credit your account if paid by plastic.

   I purchased a GPS for my car: a Tom Tom XL.S from ‘BEST BUY’.

They have a policy that it must be returned within 14 days for a refund! So after 4 days I returned it in the original box with all the items in the box, with paper work and cords all wrapped in the plastic. Just as I received it, including the receipt.

I explained to the lady at the return desk I did not like the way it couldn’t find store names.

The lady at the refund desk said, there is a 15% restock fee, for items returned. I said no one told me that. I asked how much that would be. She said it goes by the price of the item: $45  for you.

 
I said, so you’re going to just walk over and put it back on the shelf then charge me $45 of my money for restocking? She said that’s store policy. I said if I bought a $2000 computer or TV and re-turned it, I would be charged $300 restock fee? She said yes 15%. 

I said OK, just give me my money minus the restock fee. 

She said, since the item is over $200 dollars, she can’t give me my money back! Corporate has to do that and they will mail you a check in 7 to 10 days.! I said ‘WHAT?’
It’s my money! I paid in cash! 
I want to buy a different brand..
Now I have to wait 7 to 10 days. 
She said, well, our policy is on the back of your receipt. 

I said, do you read the front or back of your receipt? She said well, the front! I said so do I. I want to talk to the Manager! 

So the manager comes over; I explained everything to him, and he said, well, sir they should have told you about the policy when you got the item. I said, no one has ever told me about the check refund or restock fee when I bought items from computers to TVs from BEST BUY in the past. The only thing they ever discussed was the worthless extended warranty program.

 
He said, well, I can give you corporate phone number. I called Corporate. The guy said, well, I’m not supposed to do this but I can give you a $45 gift card and you can use it at BEST BUY. 
 
I told him if I bought something and returned it, you would charge me a restock fee on the item and then send me a check for the remaining $3? I told him to keep the gift card. 

I’m never shopping in BEST BUY ever again, and if I’d been smart, I would have charged the whole thing on my credit card! Then I would have canceled the transaction. 

I told “Mr. Corporate” that had I done that, I would have gotten all my money back including their stupid fees! He didn’t say a word! 

I informed him that I was going to e-mail my friends and give them a heads-up on the store’s policy, as they don’t tell you about all the little caveats. 

So please pass this on. It may save your friends from having a bad experience of shopping at BEST BUY.

It’s true! Read it for yourself!!Best Buy’s return policy

CLICK ON THE BLUE LINKS ABOVE TO VERIFY!

EVEN if this customer was “wrong,” he was right!

If your business can’t afford bad word-of-mouth, make sure all your policies are user-friendly and easily explained and supported, and that your people know how to handle situations like this better than this.  

~~~~~~~~~~~~~~~~~

 

www.TheWriterWorks.com or 302.933.0116 or Hal@BusinessWorks.US  

Thanks for visiting. Go for your goals! God Bless You.

 “The price of freedom is eternal vigilance!” [Thomas Jefferson

Make today a GREAT day for someone!

4 responses so far

Oct 31 2010

In Business for your SELF?

Three kinds of business

                                     

   owners. Which one are you? 

 

STATUS QUOS.

Invested in keeping things unchanged. Filled with hope but no action. Many absentee owners fall under this umbrella. Those who do show up regularly, hide regularly from customers and employees.

A (in more ways than one) dying breed. Motto: “Don’t Make Waves.” You may not even still be in business with this economy, or you may be on the way out the door as we speak!

                                         

ENTREPRENEURS.

If you are a serious serial entrepreneur, a serious one-time entrepreneur, or a serious family inheritor of an entrepreneurial business, you are probably too busy to be reading this right now — yes, even on a Sunday (Happy Halloween!) night.

 Entrepreneurs act, take reasonable risks, resist authority, pump passion, ask questions, think they can’t sell but sell better than anyone, have a burning desire to make their ideas work, and are “on it” 24/7. Motto: “Do It Now!”

http://bit.ly/ds34iq

 

FLOUNDERERS. 

Those in this category account for the vast majority of business owners. Those who “flounder” (like the fish of the same name–and check your ocean fishing friends on this, but that, by the way, is no “fluke”!) flop around on the business beachfront. They create commotion, draw attention, get oohs and aahs.

Business owners in this group make a lot of flip-flop sounds, accumulate a great deal of sand, and occasionally snap their teeth. But –in reality– they get nowhere, and eventually become someone’s dinner.

                                                         

Here’s a synopsis of what sparked tonight’s blog post. It’s a summary of a feature article from today’s Business Section of The Home News Tribune, which you might not know of unless you lived or worked in the Greater Brunswick/Central New Jersey area.

The story, by Staff Writer Jeff Weber jweber@MyCentralJersey.com, is entitled “AS THE EARTHWORM TURNS…Marlboro man takes all-natural drain cleaner to the top”. (Note: For those geographically-challenged, “Marlboro man”is not the tobacco icon, but a clever double entendre reference to an entrepreneur, Ricky Greer, from the nearby town of Marlboro, NJ!)

Ricky Greer founded and launched the EARTHWORM “All-Natural Cleaner” brand in March 2007.

The article suggests he was laughed at, scoffed at, and told to forget it when he tried to get started.

Did he walk away?

                                                                                 

Greer nowhas an entire line of bathroom, mold, mildew, carpet, and floor cleaners sold nationwide in pedigree retail outlets like Bed Bath and Beyond, Harmon Drugstores, Whole Foods, Wegman’s, Stop ‘N’ Shop, and Wal-Mart.

“Conventional drain cleanersare not exactly environmentally friendly,” Greer told Reporter Weber. “I knew green was going to come to fruition, and I thought this would be appropriate to everybody because everyone has drains.” 

Greer, according to Weber, “chose Earthworm for the name of his brand because ‘what earthworms do is bore their way through the dirt to allow roots to grow. What this product does is bore its way through the drain to let water flow.'” http://bit.ly/baxYDK

Boosted by feature coveragein a special National Geographic “Green Guide,” and on NBCs TODAY Show, CBSs Early Show and “But I’ve Proven I Can Do It,” Greer expects to sell 20,000 cases this year, after 13,000 in 2009. His product ranks 12th on the U.S. top 20 list, ahead of “Mr. Plumber.”

What business owner category above would you put Mr. Greer in? Relative to that inspiring story, where do you put yourself? Uh, where do you put your SELF?

Remember that whatever you’ve done, or are doing, or plan to do . . . is a choice.

 

~~~~~~~~~~~~

HELP SAVE THE ECONOMY November 2nd. Vote to move small business forward . . . Support those who endorse free market competition healthcare and REAL job creation tax incentives for America’s entrepreneurs! 

~~~~~~~~~~~~~~~~~

www.TWWsells.com or 302.933.0116 or Hal@BusinessWorks.US  

Thanks for visiting. Go for your goals! God Bless You.
 “The price of freedom is eternal vigilance!” [Thomas Jefferson] 
Make today a GREAT day for someone!

No responses yet

Oct 19 2010

The Post Office Debacle

YOU SAW IT HERE FIRST!

 

                                                 

And NEWSMAX reported this week . . . 

          “The U.S. Postal Service is close to maxing out its $15 billion line of credit with the Treasury and could run out of operating cash by the end of the year. But its contract with the postal unions is preventing the USPS from implementing the cost reductions it needs to get its finances under control.

          “Labor accounts for 80 percent of the USPS’s costs— the Service has the second largest civilian workforce in the nation, behind only Wal-Mart — and 85 percent of workers are protected by the collective bargaining agreement. “The unions have become a giant anchor on an already sinking ship,” Tad DeHaven, a budget analyst at the Cato Institute, wrote in an article appearing on The Daily Caller.

          “Last year the average postal worker received about $79,000 in total compensation, compared to $61,000 for the average private sector employee. But the union contracts “inhibit the flexibility required to efficiently manage the USPS workforce,” according to DeHaven. He cited the “no-layoff” provisions that protect most workers, which forces the USPS to lay off lower-cost part-time and temporary workers before it can fire a full-time employee.

          “Union contracts also make it difficult for the USPS to hire part-time workers, which could result in savings and give managers flexibility in dealing with fluctuations in workload. Only 13 percent of USPS employees are part-time, compared to 53 percent for UPS and 40 percent for FedEx.

          “Despite the USPS’s difficulties, the American Postal Workers Union — which represents more than 200,000 workers — is in contract negotiations with the Service and union chief William Burrus insists a pay increase for his members is an “entitlement.” He said the union wants “more money, better benefits.” DeHaven concludes: “The postal unions are likely betting that in a worst case financial scenario for the USPS, policymakers will tap taxpayers for a bailout. Unfortunately, if recent history is a guide, they’re probably correct.”

You gotta be kidding!

If you own or operate a small business, if you’re an entrepreneur, if you’re an entrepreneurship student, if you’re anyone in business with half a brain, your bowels should be in an uproar about the five paragraphs above.

 

It’s not only over-the-top insulting to all American businesspeople that –in an economy where business survival is more talked about than business profits, where unemployment, bankruptcies and foreclosures continue to plummet– that ANYone could think like this.

Why haven’t the postal unions stepped up to the plate and taken a responsible attitude and a leadership role in fixing the problem instead of trying to launch it into a death spiral, which will inevitably defeat their own existences as well as others?

And because of  self-serving greed, we stand on the doorstep of incompetence feeding the incompetent with still more government bailouts using tax dollars to save yet another catastrophic failed government business effort.                                                                      

Please remember    

to vote Tuesday, November 6, 2012 

 

www.TheWriterWorks.com or 302.933.0116 or Hal@BusinessWorks.US  

Thanks for visiting. Go for your goals! God Bless You.
 “The price of freedom is eternal vigilance!” [Thomas Jefferson] 

Make today a GREAT day for someone!

One response so far

Oct 17 2010

BEWARE OF MARKETING “EXPERTS”!

The more “expert” that

                         

marketing people 

 

claim to be, the less

                                                                                           

they seem to know!

                                                                                                                                                                                                                                                                                                        

It’s like the woman telling her doctor that she couldn’t get pregnant because her husband is a marketing guy. “Oh, and why does that make a difference?” asked the doctor. “Well,” she said, “all he ever wants to do is sit on the edge of the bed and tell me how great it’s going to be!”

— ——————————–

Most marketing people have a talent for making enticing claims, but many have no clue about producing results.

Add to this dilemma, that 37 zillion web designers, SEO engineers, and social media gurus elect to anoint themselves as “marketing experts” or “marketing specialists” so they can laugh themselves silly all the way to the bank after handing over some incredulous invoice that looks like the product of a high-priced law firm . . . hourly fees, plus commissions, expenses, and hidden surprise extras. 

I was reminded today (by Southern CA-based author and Internet marketing pro Dan Joubert) on Twitter, of a Fred Allen quote that “An advertising agency is 85% confusion and 15% commission.” Having spent my first dozen years of business in what were then the world’s three most famous ad agencies, I can attest to this “85%/15%” quote being 100% true! 

In my estimation, the only truly worthwhile “marketing experts” out there are those who have started, owned, and managed their own business for at least ten years, and who have a lifelong track-record of being outstanding sales professionals.

Short of those qualifications, you’re kidding yourself if you think some cyberspaceface “marketing expert” group can do your business justice.     

                                                                                          

And that includes (especially) top MBA school graduates taught by MBA school graduates who probably know less than your youngest niece or nephew. Case history studies contain not even a whiff of reality. I could give you hours of documentation on this subject, but suffice it to say that the vast majority (if not all) of the world’s greatest entrepreneurs never got to, or through, college.

Where is all this cynicism headed? To your dreams of having an exceptional marketing program that triggers exceptional sales. To a marketing effort that keeps your investment of dollars reasonable, and your investment of time minimal. 

Here’s how to get where you want your marketing to go:

  1. Decide early on to not fall prey to dog and pony show, song and dance, smoke and mirror acts foisted on you by endless parades of “expert” solicitors;
  2. Set yourself specific, realistic, flexible, and due-dated criteria –in writing (and the importance of “in writing” cannot be underscored enough)– BEFORE you begin to search out the person or persons to help you pull your act together;
  3. Spell out your expectations loud and clear, but listen carefully to the responses and input you get from your narrow-down-the-candidates process;
  4. Require weekly “How Goes It” progress reviews and be accessible in between.                                                                                                                                                                                                 

Marketing is both an art and a science. Those who are best at it are also psychology-savvy. They are skilled writers and visualizers who know how to attract and interest your target market, how to stimulate emotional buying motives to prompt action, and reward consumer desires with an emphasis on benefits. 

If you’re really smart, you’ll do like carpenters and heart surgeons: measure twice and cut once, instead of working your way through a large chunk of those 37 zillion “experts” for little if any return on your investment.     

302.933.0116 or Hal@BusinessWorks.US  

Thanks for visiting. Go for your goals! God Bless You.

 “The price of freedom is eternal vigilance!” [Thomas Jefferson] 

Make today a GREAT day for someone!

2 responses so far

Oct 14 2010

BUSINESS AGILITY

Does YOUR business

                                    

fit this definition:

                                                                                                           

Agility: being marked by ready ability to move with quick, easy grace . . . having a quick, resourceful and adaptable character 

???????????

                               

How does it fit or not fit?

                                                

No, this isn’t a quiz. No, you don’t have to turn in any papers. Yes, the two questions represent an important self-inventory that should help you determine the ability of your business to survive the next coming wave of lousy economy.

What? More is coming? Yes, and it will be worse than the last one, and yes (Don’t shoot the messenger!)It is on the way now! 

Like forcing the captain to own up to his miscalculations, and make a rapid course correction to keep the ship from running straight into the cliffs rising up out of the fog, November 2nd gives America’s small business owners a window of opportunity for a mid-course correction.

It’s a chance to adjust the sails of business ignorance that have led our rudderless tax-and-spend economy deeper (almost to the point of no return) into this unemployment-earmarked deficit since November, 2008. 

Oh, excuse me, The Washington Post –alongside it’s recent full page’s worth of attention to Tiger Woods visiting the Cesar Chavez Public Charter School Learning Center he just donated (Imagine that!) and another full page’s worth of photos devoted to a new Supreme Court portrait (Say “Cheese!”)–continues to overtly underplay our near-catestrophic economy.

Juxtaposed with all their Tiger and The Supreme Court (sounds like a hip-hop group)fanfare, the paper devoted only small insignificant attention to “The U.S. shedded 95,000 jobs in September”  (“Shedded”?) and that “Foreclosed properties now comprise 1 in 4 homes sold in the U.S.”

But then, who could expect anything else from such an accomplished, erudite, award-winning editorial staff? Yet, priorities do seem a bit confused, you think?

                                                                                            

The point is that the only way to fix the economy is with new jobs created by new entrepreneurial enterprises that have genuine tax incentives (not more meaningless, token, convoluted, SBA-channeled government gobbidly-gook “programs”).

Neither do we need any more bailout billions to be poured into giant self-serving, top-heavy corporations that create near-zero new jobs. 

Ah, and there’s all those wonderful government agencies sucking up taxpayer dollars for politically-inspired nonsense “jobs” that simply serve to compound and expand the deficit even more. Nothing productive is achieved, and none of it helps small business to help the economy.

So the worst case scenario is that November 2nd brings in RE-election of a Congress and Senate and State Governorships, and we suffer through another two years of record unemployment, hardship, bankruptcies, bad credit, and steadily declining dollar value.

Best case scenario for November 2nd, brings in a new wave of government (which will reverse the small-business-destructive Obama/Reid/Pelosi agenda that advances ill-conceived initiatives for healthcare, cap and trade, immigration and more, which will literally cripple small business growth and job creation nationwide) . . . to restore balance to both our economy and our lives.

Even with that, it will be two more years of financial struggle to dig back out.

So hunker down. Foster and nurture agility! Exercise inspired leadership that promotes trust and takes action. Innovate. Innovate. Innovate. And focus every business breath on your customers. 

 

www.TWWsells.com or 302.933.0116 or Hal@BusinessWorks.US  

Thanks for visiting. Go for your goals! God Bless You.
 “The price of freedom is eternal vigilance!” [Thomas Jefferson] 
Make today a GREAT day for someone!

No responses yet

Oct 13 2010

BUZZ YOUR BUSINESS

Tooting Your Own Horn

                                                     

Starts With Having A Horn!

                                                                                                                                             

 

Simple, right? Wrong. Unless you are or have retained an expert writer and marketing professional, finding the right horn to toot can be a daunting task.

It means first having a Creative Action Plan and Production Action Plan built on Goals that are specific, flexible, realistic, and due-dated. Consider what must be done just to get that far.

Begin your Action Plan with a Branding Theme. (Best are seven words or less that tell a story with a beginning, a middle, and an ending, and that are persuasive!)

Find an experienced pro for this part of the journey, or be prepared to spend much more time than you could ever imagine…and still not have good odds for success.  

Integrate that Theme as the central focus of your Elevator Speech (a persuasive 30-second verbal presentation of what you do/sell/offer, as well as underscoring the benefits of purchase or ownership).

It needs to answer the two questions: What’s the deal? and What’s in it for me?)  

                                                                                                                                                        

Compose an ongoing series of news releases and feature articles that dramatically emphasize and highlight your Elevator Speech. Distribute your releases to hand-picked target media people.

Follow up with strong, respectful, helpful, and pleasantly assertive media relations efforts.

Follow up with more news releases, and more media relations, followed by more news releases and more media relations, followed by more news releases and more media relations, followed by more news releases, followed by more media relations… 

Just as research proves that management training program participants typically fail to retain what they “learn” after only 21 days without some significant reminders and ongoing reinforcement…your news release target market will also fail to recall your “story” within 21 days, unless you reinforce it continually.

In other words, for PR to work, it needs to be an ongoing commitment, not a “one-night stand” or “overnight sensation” announcement.

  • You can try this yourself, but be prepared for rejection and misrepresented messages.
  • You can hire a professional PR firm, but be prepared to spend $5,000 to $25,000 a month in fees, plus expenses.
  • Or, you can find a “one-man-band” type professional who knows how to play the PR game and who will represent your interests for $1,500 to $4,500 a month.

Your PR efforts will produce a level of “BUZZ” (this century’s name for “word-of-mouth” advertising), and that BUZZ becomes your horn. Toot it on your website! Happy Tooting!

 

302.933.0116 or Hal@BusinessWorks.US  

Thanks for visiting. Go for your goals! God Bless You.
 “The price of freedom is eternal vigilance!” [Thomas Jefferson] 

Make today a GREAT day for someone!

No responses yet

Oct 06 2010

“GOIN’ POSTAL” DELIVERS

A Little Applause Please 

                                    

for GOIN’ POSTAL

 

Moving off the beaten path for this post, I’m going (goin’) to comment on a GOOGLE Alert response phone call I received today from GOIN’ POSTAL General Manager James Hall, who oversees 300 franchise operations across the U.S.

First, GM Hall was contacting me to let me know the circumstances involved with my blog post critique last night of one of their signs. http://bit.ly/bZrolF.

I reported that an old franchise sign which emphasized “Your Friendly Neighborhood Shipping Center” as a branding theme line, had been replaced with a new one which emphasized “Our Friendly Neighborhood Shipping Center.”

The single letter difference between “Your” and “Our” is a big one! 

The old sign/new sign references I made suggested that GOIN’ POSTAL had apparently elected to take the spotlight off their customers and put it on themselves.  

                                                               

While Mr. Hall acknowledged that my observations were undoubtedly correct –and noted that the thrust of my comments about what I had observed were indeed ones he “totally agreed with”–  he convinced me that the company had, in fact, not in any way abandoned its customer-centric business focus.

It turns out that the sign I saw was, Mr. Hall said, “…our typo error. All of our locations use Your.

Last night’s blog post also pointed out that the old sign included three major corporate logos which were not on the new sign. I raised the question if GOIN’ POSTAL felt it saw no value in being partnered up with the big boys? Mr. Hall owned up quickly that the logos should not have been on the original sign to begin with because they were not legally permitted to be used.

Presumably, this is the issue that prompted a new sign to begin with.

At any rate, General Manager Hall was both the perfect gentleman and the perfect example of leadership diplomacy policy. http://bit.ly/aaNS9u.

He took the time and trouble to respond quickly and professionally. His attitude was conscientious and considerate. He expressed appreciation for bringing the issue to public attention. He owned up to the error. He explained how and why it occurred. He offered assurance that the sign would be promptly corrected. http://bit.ly/ds34iq

What more could anyone ask? A little applause, please, for GOIN’ POSTAL for being a good example of how to deal with a “bad press” issue. James Hall, you’re a credit to your company! 

 

www.TWWsells.com or 302.933.0116 or Hal@BusinessWorks.US  

Thanks for visiting. Go for your goals! God Bless You.
 “The price of freedom is eternal vigilance!” [Thomas Jefferson] 
Make today a GREAT day for someone!

No responses yet

Oct 05 2010

STUPID BUSINESS

A stupid sign is a sign 

                                                                                                      

of a stupid business.

 

                                                      

With thinner wallets being a sign of the times, and a business with no sign being a sign of no business, there is something to be said for what other kinds of signs seem to signify. Dirty and dingy may work for a hog farm, but not a restaurant. Slick and expensive might lead you into a bank lobby, but not a nonprofit charity center.

I recently saw a sign for an orthodontist that had broken uprights for over a year. It was big-time crooked. It was big-time duct-taped.

Hmmm, not so sure about my kids going there for braces on their teeth.

Not to be outdone, a few miles up the road, another broken sign, but this one was sistered up with scrap wood which was nailed to the broken section

…for a spine surgeon.  No thanks.

                                                                                              

Even with all things being equal in terms of sign construction, illumination, materials and craftsmanship, it’s still just the frame for the message. So what’s the message? Right! Now you’re on target. Like a website or an ad, it’s the WORDS that sell.

Your Sign Checklist. Does it:

  • Attract Attention?

  • Create Interest?

  • Stimulate Desire?

  •  Bring About Action?

  • Deliver Satisfaction?

However it may do these things, it must do all of these things to be a great sign. 

                                                              

For some, the message is clever. I saw this great sleuth-outfitted cartoon character on a truck today. The Sherlock-Holmes-plaid-hat-and-coat-looking guy held stuff like a magnifying glass, handsaw, marker, blueprint, and might have had a tape measure in his teeth…Take a guess???????

A genius business name:

COUNTER INTELLIGENCE

Custom Kitchen Counter Installations.

                                                                                                    

For others, stupidity rules. A smart red, white, and blue sign GOIN’ POSTAL – Your Neighborhood Shipping Center (sporting small logos for Fed Ex, UPS, and USPS to the right of the name) was leaning against the building, having just been replaced by the same red, white, and blue color sign, but THIS one in bigger letters said GOIN’ POSTAL – Our Neighborhood Shipping Center (with no logos).

They took over the neighborhood? It used to be Your Neighborhood, you the customer. Now it’s Our Neighborhood, we the franchise. From customer-centric to self-centric (Oh sure, that’s a different way to sell these days).

To top it off, must be that the big-name logos had no value to justify keeping attached to them!

If you’re going to upgrade or repaint or revise or re-word your sign, don’t wing it! It is more important than you might think. Your sign is your business 24/7. It must communicate the exact right message in the exact right way. There’s no room for error.

This is not a task to leave up to the sign company; they are all about frames and appearances; they know nothing of words. When you want a true medical evaluation of your eyes, you go to an ophthalmologist (a medical doctor), not an optician who is all about frames and appearances.

Get yourself a professional marketing writer to come up with the exact right words. You’ll have to live with them for a long time. Get them right, right from the get go.

The best signs you ever saw never came from any sign business. Guaranteed. They came from professional marketing know-how and experience. How can you be sure? Because they work! 

Does yours?   

 

302.933.0116    Hal@BusinessWorks.US  

Thanks for visiting. Go for your goals! God Bless You.
 “The price of freedom is eternal vigilance!” [Thomas Jefferson] 

Make today a GREAT day for someone!

No responses yet

Sep 21 2010

BRANDING BREVITY

It’s supposed to be

                                            

7 words or less, but

                                    

look what just 3 can do!

                                                                              

Take this 125-SECONDS business creativity stimulation test!

 

When you set out on the path to developing a branding line, slogan, themeline –whatever you want to call it– marketing experts suggest targeting seven words or less. Sounds easy until you realize they also prescribe that the seven words tell a story with a beginning, a middle, and an ending . . . oh, yeah, and by the way, be persuasive! Yikes!

Well, in case you’re not word-challenged enough (and willing to admit it) that you decide the best route is to find yourself one of those marketers of few words to create your verbal image, here’s a simple creativity stimulation exercise:

Allow yourself five seconds of what I call “Freefall Thinking” for each of the following 25 three-word sets.

(Yes, I know that’s a whole 125 seconds out of your life, but what the hey, you’re an entrepreneur who takes reasonable risks, right? So go for it! You might surprise yourself!).

Be aware that each three-word set could be a book title — so don’t dwell on any one of them. Breeze through the list as you scribble notes to yourself, but do make a mental note of appreciation for how MUCH each three-word set can conjure up in your imagination. 

Jot down (yes, on a real, live piece of paper) the first thing about your business that comes into your mind as you read each line. No you will not be required to pass these papers in; you can stick ’em in your pocket for 21 days though, and rest assured that your notes will make  you think of something VERY exciting!

Ready. Set. Read and Jot!

  • Get it done!

  • Girls are smarter.

  • World Wide Web.

  • Not Enough Time.

  • Walk this way!

  • You have cancer.

  • New and Improved!

  • Work. Work. Work.

  • It’s A Boy!

  • This won’t hurt.

  • Take it away!

  • Make it count!

  • I Love You.

  • Tow-Away Zone.

  • One More Round.

  • Up in smoke.

  • I Pledge Allegience.

  • Take a vacation!

  • Dog Day Afternoon.

  • Wine. Women. Song.

  • Around the world.

  • I don’t care! 

  • Aw, come on!

  • Health and happiness.

  • Benefits, not features!

 

And the winner is . . . you.

There is no scoring here. Oh, I know that’s a terrible thing for you to have put yourself through and not have some way to rate your performance. The point is that you know how hard or easy this 3-word expression association test is for you.

And you know better than anyone whether you need just a little fine-tune coaching, or to dump the whole task in a competent lap and walk away because it’s too time-consuming, or that you get it and you’ve got it, and you’ll do it yourself!

If you really do this exercise, you will:  

A) Produce some awesome idea that will have major impact on your business, and maybe even your life! (No joke about the 21 days!)

B) Prove to yourself that you really DO have a way with words and should start attacking that 7-word themeline on your own or  

C) Underscore that you are a disaster with words and creative verbal expression and it might be a very good time to start shopping around for one of those marketing wordsmith wizards.

 

www.TheWriterWorks.com or 302.933.0116 or Hal@BusinessWorks.US  

Thanks for visiting. Go for your goals! God Bless You.
 “The price of freedom is eternal vigilance!” [Thomas Jefferson] 
Make today a GREAT day for someone!

One response so far

Sep 13 2010

The Customer’s Perspective

How you see

                         

your business

                                  

is not how

                          

others see it!

  

We see what we want to see. We hear what we want to hear. We feel what we want to feel.

 

How others experience your business and your business message has almost nothing to do with you. It’s all about selective perception.

                                                                                                                                                          

Pretend your business

is sponsoring a special event . . . a charity fundraising reception, for example. Your biggest customer has donated a pile of merchandise for the feature event drawing. Your assistant has done all the decorations. Your major suppliers have donated hor’ devours and beverages, the local newspaper and TV news reporters are covering the reception. The Mayor is there.

Selective perception

dictates that your biggest customer heads directly to check out the donated prizes when she comes through the door (and to make sure the reporters get the charitable company’s name and address right), your assistant will be fussing with the ribbons and streamers and balloons, your major suppliers will head straight for the bar and foodservice trays (along with the media people who are only there for the freebies), and the Mayor is working the room for votes.

Most attendees are there to be seen.

Getting people to attend an event that they’ve contributed to in some way is easy. Getting them to pay attention to your message and the reason YOU wanted them to be there is not. And the people representing the charity think every one’s there to spotlight and assist their needs. But reality is that everyone who attends, attends for their own reasons, and searches out their own payoffs.

No, it’s not being cynical; it’s being honest. Most people will never admit that they go to or participate in a charity event for any reason other than to help the charity, but the truth is there’s something more in it for them. Nothing wrong with that because –in the end– the charity benefits, but don’t kid yourself into believing that others see things the same ways you do.

The charitable event is merely an example. Others fail to see your perspective in the ways you represent your products and services. Probably 100% of customers and prospects could care less about all the great product and service features you embrace. The “What’s in it for me” benefits are all that really matter.

Are you triggering their emotional

buying motives…or yours?

In fact, NO ONE sees things the same ways you do. No ones sees and hears and processes things in exactly the same ways as anyone else. The perceptual filters in every brain vary with age, health, environment, experience, and circumstances among other factors…and they can change at the drop of a hat.

Some people still walk around blaming a bad upbringing or poor potty training as reasons for certain shortcomings or personality defects. They don’t see the world (or your business) the same way you do.

Well, that may all strike you as fairly depressing news, but there’s nothing depressing about having a heightened awareness of the fact that you need to reach customers and prospects with the sets of words that appeal most to THEM, not you. That’s important stuff!

                                                                                 

You might want to consider having a professional experienced, sales-focused  marketing writer with strong psychology training handle the creation and production of the words that represent your business. Your business messages need to feel solid to your target market. Having that happen is not a matter of luck.

Look for someone who knows how to capture and excite a broad spectrum of selective perception filters, who can help direct attention your way, and who can create messages that will trigger emotional buying motives for you.   

Hal@BusinessWorks.US

Thanks for visiting. Go for your goals! God Bless You.
 “The price of freedom is eternal vigilance!” [Thomas Jefferson]

Make today a GREAT day for someone!

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