Think back to the worst resume you ever read: It never mentioned the skills you specifically asked for, overflowed with vague adjectives (proactive, dynamic, results-focused), and fired off so many acronyms and twelve-syllable words you needed an interpreter to get past the first sentence. If you want your customers to read and act upon your marketing copy, think about that world’s worst resume and instead:
Condense the life story. Like a resume, your marketing copy is an introduction, not the entire story. You want customers to call your company for more information.
Give your customers what they want. Your customers expect specific benefits from your technology, just like you expect specific skills and achievements in a job applicant. Yes, customers are interested in product features and what else your company can do, but most of all they want to know that your technology solves their immediate problem.
Write like you talk. Any recruiter would reject the resume of someone who described editing surveys as “elucidating opinion-evaluation processes.” Yet technology companies regularly obscure what they do and deliver by using complex language. Your technical achievements are strong enough; you don’t need to burden them with 5-syllable words and 40-word sentences.
First be clear, then be brief. We all know that readers have limited time. But if you pack too many acronyms, drop too many articles (the, an, a), and cover too much information in one sentence or paragraph, you’ll lose your customers.
Show them the next step. On every …Read more
The face of foodservice buyers is changing, requiring operators to rethink the business-to-customer (B2C) connection. Foodservice operators have already been seeing a shift in their buyer base for a lot of years, due in portion for the advances of technology.
On the back end of the foodservice small business, operators are making use of technologies to order merchandise, develop production reports, recipes and financials, but fewer operators are utilizing front of your residence technologies to their advantage. There’s no doubt that prospects have less time to delight in a meal as well as the window of chance is becoming smaller to industry a plan appropriately.
Regardless of whether a single operates for any huge contract enterprise or operates independently, thinking virtual requirements to be a part of the small business technique. When reviewing meals operations, a single needs to departmentalize every functional area of your company. Larger organizations use their sources to develop strategic plans inside their goods, processes and client demographic divisions. The benefit of a big organization could be the layers of employees in each division, but this also creates complexities and slows reaction times to buyer shifts. Inside a compact or independent foodservice come simplicity along with the ability to react promptly to buyer shifts. In either scenario, front-line operators need to retain their fingers around the company pulse and create a B2C strategy that functions for their program.
When producing a tactic to develop a B2C strategy, operators really should identify their most well …Read more
Ever since Henry Ford invented the assembly line, there has been a battle between those who embrace innovation and those who prefer the status quo – sometimes referred to as the good old-fashioned way of doing things.
I contend that the best of both worlds lies somewhere in the middle of the two and embraces technology and automation without forgetting that behind every machine is a warm-blooded operator and an end user with a beating heart.
Using technological tools to enhance connection and communication with other people is a great application. Using them to replace human interaction – not so good.
Let me give you a couple of examples:
Good: Sending a weekly, bi-weekly or monthly newsletter packed with useful information and a small amount of promotional stuff.
Not so good: Sending lots of “buy this from me” promotional messages with no attempt to provide information that the reader finds useful.
Good: Asking for permission to send email by using an opt-in process.
Not so good: SPAM-ing people by buying a list or adding them to your database without their permission.
Good: Scheduling 10-15% of your tweets to go out automatically but tweeting “in person” the rest of the time.
Not so good: Scheduling most or all of your tweets and almost never showing up “in person” to interact with your Tweeple.
The question I get asked most often about technology tools like Twitter, Facebook, LinkedIn, email marketing or blogging is, “Can these things help …Read more
As a network engineer, I love technology tools. You know, the cool stuff that helps you do your job? Virtualization, SAN’s, Remote monitoring and management, new deployment methods, better ways of managing video, voice, and email, etc. You get the point. You love the tools that allow you to do your job better, faster, more efficient at less cost to your bottom line.
Question: Do you share the same passion for marketing tools?
Your marketing tools are what you use to get new clients and it’s more than just a direct mailer or a cold call or even networking (the human kind). It’s about real benefits that matter to the client!
Now – I’m not saying that direct mailers, letters, cold calls, and other marketing methods don’t work – they do for sure – but when it comes to selling benefits, make sure you are selling the right benefits. The ones that truly matter to potential clients.
It’s pretty easy to tell a client that you will help them save money and avoid disasters by being proactive. It’s also pretty easy to tell them they can focus on their core business while you take care of “IT”. And it’s really easy to tell them that “managed IT Services” is far superior to “break/fix”. Generally, these are all true!
What isn’t so easy, however, is to sell real business benefits that are disassociated with the tools you love.
Before continuing on, you might want to grab a cup of …Read more
Before you embark on your journey towards starting and operating a successful business, there are a few things you should consider. Investors and lenders want to see in your Business Plan that there is something about your company that differentiates it from other established businesses within its particular market. The distinction could be in the form of a new product or service in the area, a new design for an existing product, or a diminishing product or service with a new “twist” aimed at revitalizing its profit margins.
A substantial amount of research should be done on existing companies within the market to inquire as to whether or not they have product lines in place that far exceed the manufacturing capacity and creativeness of those that you intend to establish. Unfavorable outcomes obtained from research should not serve to deter business owners from pursuing their goals, but rather as awareness as to the pitfalls that they could encounter in doing business in that particular market. Ultimately, the research will enable the company management team to make the appropriate adjustments.
Another characteristic of a company that has the potential to separate it from its competition is how the company incorporates community involvement into its culture. In order to do business effectively within a community, employees and management personnel must recognize that the organization has a responsibility to the community to give back in an agreed upon fashion.
Not only does community involvement provide a means of establishing relationships, it …Read more