Why Small Guys Should Think Twice About Social Media

Posted on 2014/09/27 by Jerry Fletcher

I learned a few things when I spent a day last week at a conference of small business people.

Kate asked, “Like what?”

“There’s an elephant in the room,” I said. “The noise about that big beast is the thing that gets in the way of most of those folks having a solid marketing and sales plan. The keep being told about the tremendous reach of the major social programs. The data is reasonably accurate but the fact that Facebook gets to sky zillion people doesn’t translate to people coming into your establishment in east Podunk Junction where the total population within 20 minutes of your store wouldn’t fill a football stadium. Part of the problem is that they believe the big numbers will be a magic charm.”

Chris chimed in, “Then there is the don’t know factor. They don’t know what they don’t know and I don’t know if they will ever find out!”

“Easy there, web master,” said Rob our branding guru, “you’ll get yourself all whupped up like the topping on one of grannie’s lemon cream pies only it ain’t quite so tasty. What I mean is that some folks didn’t grow up with all this stuff and so they just don’t get it. Give’ em a break. Shucks, they make great customers for you.”

“You have a point,” said Chris.

Kate asked “So why do you still have a long face?”

“Because they want all the bells and whistles but they aren’t willing to learn how the digital world works.”

“Boy is that the truth,” said Rick, our Direct Marketing expert. “I get requests that require the most sophisiticated approaches every day from people that don’t have a clue as to the tools we have to use to meet their expectations. They want to do automated digital marketing and are not willing to learn what is reqired and what it costs both in terms of time and money whether they do it themselves or hire a pro.

Gail interjected, “Look, I’m one of those people that just doesn’t quite get it. Not because I haven’t tried. I’ve taken classes and I try to stay up to date with webinars and online resources but they keep changing stuff and I don’t have time to keep up, I have a business to run. You and the other digital types need to remember that all these things are tools. I don’t have to relearn how to use hammer each time I need one and you know as well as I do that most manuals for this stuff are non-existent or written for the cognoscetti not for us non-techies!”

“That is what I heard all day long,” I said. “Over breakfast a former sales person for a Fortune 500 company that had opened her own business said she was much happier but just couldn’t figure out whether to go networking and making cold calls or figure out how to put Twitter and Facebook to work for her.”

“So you told her to get to Networking and Cold calling, I’m sure,” said Kate.

“Yes, I said, “but I suggested that she should start asking customers if they used social media and if so which and for what. Later in the day in my presentation I noted that a recent Gallup poll says that 62% of Americans do not use social media to make buying decisions.”

“However,” Rick said, if she asks the right questions, once she learns about her customers she will have a better fix on an approach to all the digital marketing she might do.

“Right,” I said. “All day long it came back to the wrong questions. In my view, the right ones are:

What media (traditional or digital) do your prospects or customers actually use? Why?
How do they relate to it and the offers they find in it? Why?
If they had to pick just one way of being contacted which would it be? Why?

What do you think?

Jerry and his merry band will be back next week

This blog is from the experience of Jerry Fletcher. Learn more at his consulting website: www.JerryFletcher.com

Need a speaker that this crowd deemed “Captivating and Practical” ? Learn more at: www.NetworkingNinja.com

How To Sell What They Want To Buy

Posted on 2014/09/13 by Jerry Fletcher

“I heard you say that serendipity is not why sales close,” said Kate as she took her seat.

“That’s right, I replied. “Jim, one of my clients, was speaking at an event with a top mergers and acquisitions guy. Each made the same point. In their view the organizations and individuals buying companies were buying what they believed the purchased outfit could do in the future. Past achievements were just that…past. The M&A guy focused on the shifts in valuation away from basic accounting data to critical evaluations of people and processes. Jim pointed out that in privately held businesses, the founder/owner is so much a part of the business that purchasers are particularly interested in who is going to be running things when he or she leaves. Buyers are basing the purchase price on projected performance. ”

”That is exactly what some research on resumes uncovered,” Gail chimed in. “If you have two candidates that are equal in every other way the candidate perceived as the one that will deliver on higher expectations is the one that gets hired. Been there, done that and got the T-shirt is not enough. Getting the interview starts with the cover letter not the resume. If the letter is more than a transmittal and shows a little flair while voicing career expectations the candidate has a better chance of getting through the door.”

“Welcome to my world,” said Rob. “What you two are blithering about is Brand, plain and simple. One of the best definitions I’ve ever heard for it is that Brand is a promise. It is the sum of people’s expectations fulfilled. It is the mouthwatering first taste of the chocolate chip cookie you smelled baking in the mall. It is the relief you know those over the counter pills will give you for your arthritis. It’s what makes that two hour ride to Granny Elders for one of her Sunday dinners worth it…both directions.”

“Anticipation is what gets them,” said Chris, our digital specialist. “I keep going back to print to understand the direct marketing side of digital campaigns. The deeper I get into the swipe file the more I find that the successful campaigns get people to respond for reasons other than features and benefits. Sure, you have to have that information but the real hook is what the prospect thinks they will get for making the purchase. Sure you have to solve their problem but the solution needs to be as they see the solution, not as you do.”

Rick said, “Your mention of a swipe file reminded me of a letter I keep on the bulletin board by my desk. For years the Wall Street Journal used the same letter to generate subscriptions. It is on monarch sized paper which makes it look like it is from an executive on his personal stationery. It carries the Journal logo at the top and is about a four page letter. It begins with a paragraph that sets the scene on a beautiful spring day 25 years ago when two young men graduated from the same college. It fast forwards to today when the same two men are attending their college reunion. One is a manager in a company. The other is the company president. The rest of the letter deals with what made the difference.

The key thing however is that the recipient of the letter was constantly in front of the writer. He was focused on the desire of the reader to succeed. (If you’d like a copy ask in a comment.)

Kate nodded. “Now you know why I ask some of the questions I do,” she said. “A lot of sales people try to rush it. I find that the less I try to close the better off I am, particularly if the price is substantial. The questions I find most helpful are ones like:

What do you expect to happen if you go ahead with this?

What will happen next when we put this in place?

Afterwards, how do you think things will change?”

“If you’re going to sell what they want to buy you need to understand the emotional impact of the purchase on the prospect,” I said. “That is true whether you selling in print, on line, or face to face.”

Jerry and the crew will return next week.

Jerry Fletcher crafts Trust-based marketing guidance for the “Little Guy” adapting enterprise level approaches that work for little or no money and time. Learn more at: www.JerryFletcher.com

Jerry speaks professionally on three continents. Learn more at: www.NetworkingNInja.com

How To Get Inside A Closed Mind

Posted on 2014/08/30 by Jerry Fletcher

Factual graphics can begin to change closed minds

The saying should be “A graphic with the appropriate caption is worth a thousand words,” I said.

“I thought it was a picture is worth a thousand words,” said Kate.

“The problem is that people keep trying to put information into smaller and smaller bites,” said Gail. I saw some research I passed on to Fletch the other day that showed how to get people to see things your way. The scientists tried three ways to get folks to accept the evidence in the case:

A paragraph of copy that provided facts that were in opposition to the participant’s viewpoint.
The evidence presented as a chart or graph.
Building the self esteem of the test subjects so they are less threatened by the facts.”

Chris said, “I’d bet on the chart. As a Digital Marketing Director I know we can get real traction with graphics. I’ve used infographics to great success. It isn’t always easy and sometimes the facts are hard to pin down, but when you can find a good source it is powerful.”

“The key is what the mind perceives as ‘real’ and therefore more believable, “ I said. If you use the scientific rigor that was applied in this research you have to agree with the findings. Taken alone, the data confirms the old saying.”

Rob chimed in, “Don’t y’all just hate it when he says something like that? I mean you know he’s gonna land on that with both feet. But before he does I want to make a point ‘bout branding. A logo type is a kind of graphic and originated so that folks who couldn’t read would be able to find the tradesmen they needed. Today, logos play the same role but the other visuals that accompany any corporate communique have to be consistent with the perception of the company. As malleable as folks would like the public to be, they aren’t. So the thing for everybody to remember is you can trash your image in a heartbeat. Be careful y’all.”

“As I was saying,” I continued. “You have to understand where the person you’re talking to is on the spectrum of belief on the subject. On top of that you need to know when to say more and how to say it. An open mind is searching for data. A closed mind is not. A graphic is a great way to sneak up on a closed mind. It is like having a passkey. You’re in before the alarms can go off. And then you can get on with the persuasion.”

Gail said, “ That is, in essence what the research said. But I agree with Fletch. It is an opening to begin the persuasion. You can’t stop there. If you use a chart it must have a heading that is factual and does not draw conclusions. If it is embedded in an article the tenor of the piece should be one of sharing hard data. If conclusions are drawn it must be closer to the 1000 word level.”

“She’s kinda right.” I said. “All you “Little Guys” take note. Often we cannot get people to read the 1000 words. So write a caption for the graph. Have it open with facts and suggest that there is more information including charts and graphs available if they will just click through. Place graphics at multiple points in the copy. It will get your message read. It will be more persuasive. You’ll convince them to buy.

Let me say that again:

Use a factual headline that engenders curiosity
Make the graphic the major illustration
Put a caption under it to get people reading
Use long copy to persuade
Sprinkle the copy with graphics (and caption)
Stick to the facts
Include a specific call to action ”

Agree or Disagree? Let us know with a comment below.

Jerry and his crew will be back next week talking about what you need to know to build your business.

Jerry Fletcher is a Marketing Consultant and Coach who works with just a few select small businesses, solopreneurs and start-ups at any time. www.JerryFletcher.com

Jerry Speaks and will be making a rare local appearance in Oregon, a presentation for Oregon Horse Country on September 20. www.NetworkingNinja.com

How To Find Your Golden Key To Automated Client Development

Posted on 2014/08/23 by Jerry Fletcher

You were saying, “Little guys need automated marketing, too, just like enterprises.”

“They do,” I replied, “but they don’t have the time or money to use a system built for an enterprise. They need to squeeze as much juice out of the systems they use as they can. The good thing is that entrepreneurs are always trying to find ways to provide a better deal.”

“So what are you recommending?” asked Chris.

“Mo’ importantly brer CRM, are you telling them the whole story? I mean it’s like the difference ‘tween a shovel and a backhoe. Which is better, ‘pends on the size hole you got to dig. So are you tellin’ folks to get the enterprise software and use just part of it or systems built for the little guy that don’t cause as much stress on the wetware?

“Yes,” I answered. “I’m just trying to give the ‘Little Guy’ an edge. But I have to tell you there is a CRM system that is integrated with an inbound marketing solution that I’ve telling people about lately. The neat thing is their support team goes above and beyond to help. I was trying to get the two synced during that hot weather spell where it was over 95 for 3 days. Between my computer being in that heat and what that did to internet connections I thought I would never be able to use Big Contacts and Active Campaigns. The guys at BC ran tests using my database, made a video of it and sent it to me to see what could be done with a decent connection. And they made sure the sync took so I could use AC. (That’s Active Campaign not Air Conditioning).

As I go forward setting up a store on my web site for Marketing Without Money TM and other digital products I’ll be investigating more services that are developed and optimized for small businesses.

What I like about this solution is the simplicity. You can load all your contacts into Big Contacts using a CSV file. You can track them via company and individually by name. You can tag them so it is easy to maintain multiple lists inside your complete list. Those of you that have seen me present CRM Magic know that the list of things I believe are ideal in an integrated system include:

Contact Manager
Calendar
Automated Actions
Regular E-mail
E-mail Marketing (including Mobile)
Auto Responders
Web Landing Pages
Forms Linked to Auto Actions
Easy integration with Social Media

I wrote that list over two years ago when no low-cost, easy to use system was available for the ‘Little Guy’. It’s almost like they were listening.

But don’t take my word for it. Go see for yourself. Here are the links again:”

Big Contacts Active Campaign

Jerry and his mob (I know that’s a bunch of Kangaroos but we’re not down under at the moment) will be back next week. No one ever knows what marketing for small businesses topic will overwhelm their lunch.

Consulting: www.JerryFletcher.com

Speaking: www.NetworkingNinja.com

How Enterprise Solutions Can Be Adapted For Small Businesses

Posted on 2014/08/16 by Jerry Fletcher

Sometimes the top selling software solutions are dead wrong for the “Little Guy,” I said.

“But, Fletch,” Kate said, smiling, “The secret is that sometimes you just have to use part of it, not all of it to get your money’s worth.”

“You’re right,” I said, “That is one of the things I found out working with Kamind, my client that literally wrote the book on implementing Office 365. It was developed for really big companies but priced so that even small businesses or solopreneurs can afford it. Having the suite of office software that Microsoft offers available all the time including all the updates is why most folks look at signing up.”

“But that is only the sprig of mint on that mint julep,” Rob drawled. “I checked it out when you told me about it and there is a great deal more. You can have up to five machines in an individual network and all of them are sync’d. In otha’ words the e-mail comes into all of them and if you delete it on one it deletes on all. Even a solo can use that!”

Rick, our Direct Marketing pro said, “But wait, there’s more.”

He was pelted with dinner rolls.

After regaining his composure, he went on, “There’s all kinds of stuff built into it for collaboration so if you have work teams in your small business you can use SharePoint to keep everyone connected and all the files up to date. Or you can use Lync to have a meeting on-line with high–def video and audio screen sharing. The pricing is a steal compared to what you’d have to put out just upgrading the office suite alone.”

“You guys sound like a commercial,” I said. I agree that’s one where the value is unquestionable. Even if you only use a tenth of what is there the price is right. But I was thinking more of CRM systems. I recently took a look at the top 10 systems according to the industry magazine. Every single one of them was so ‘robust’ an untrained person would not know where to begin to implement it. The run of the mill sales person would find it ‘daunting and not very helpful’ while the marketing staff would need weeks of training to begin to build, implement and analyze campaigns.”

“So what is the small business to do?” Gail asked.

“We ‘Little Guys’ have to understand the strategic importance of what the enterprises are doing and put those parts that make sense to work for us. We need to seek out products that are a little simpler but capable of handling the tactical implementations we can afford both in terms of time and money. In the last week I’ve found myself sharing the solutions I’ve found with a distributor, an application development company, an association, a high-tech entrepreneur, a non-profit and a retailer.”

“Does that have anything to do with the product line you are working on?” Kate asked. “I know you consult on contact management and develop the campaigns used by companies from solos up to enterprises to sell their products and services. Is it different when you have to deal with the infra-structure as well?”
“Yes,” I said, “But that part of this discussion is going to have to wait until next week, I’ve go to dash.”

Jerry Fletcher, Networking Ninja, Marketing Rainmaker and Contact Relationship Magician is an International Professional Speaker and Marketing Consultant. This former Ad Agency CEO, PR agency founder and World Class Direct Marketing Agency COO crafts Trust-based marketing to build businesses, careers and lives of joy.

Consulting: www.Z-axisMarketing.com Speaking: www.NetworkingNinja.com

Marketing is Using Single Sale Secrets to Convince Multitudes to Buy

Posted on 2014/08/09 by Jerry Fletcher

“Most of the presentation was like looking for a light switch in the woods.” I answered Gail. “What every entrepreneur needs to understand is that to be successful their product or service needs to appeal to the multitudes but the only way to be sure that will happen is to understand why the single sale closes.“

Rob drawled, “let me get this heah straight…a light switch in the woods you say. Either they or you are confused.”

“Yes and yes,” I said. “I was speaking about Contact Relationship Management to a group of young entrepreneurs. Their expectation was that a CRM system should go from initial contact to final sale…seamlessly.”

Chris asked, “So what did you do?”

“I remembered what Kate said last week: Marketing is multitudes. Sales is Singles.

That seemed to get through to them. I used these examples:

You’re sitting in an audience at a conference and the speaker tells a story about a signature act –an action taken by Johnny, a young grocery bagger that kept people in the line he was working even when the store manager opened several other registers. Afterward you ask the speaker for advice on how to apply this marketing principle in your shop. She tells you the Signature Act is not marketing, it is sales. It can have a marketing impact but it is meant to make a difference one on one.” More? See the article in Resources on my consulting web site and search Signature Acts on this Blog

Marketing is multitudes, Sales is Singles.

Then I went interactive. I said: Those of you that would like to have more money to build your business, please stand up. The whole audience was on their feet. Then: If you’re willing to accept a loan from family and friends, please stay on your feet. About 10% sat down. Followed by: If you’re willing to give up stock in the company to family and friends for funding, remain standing. About 80% stayed on their feet. How many of you are willing to work with venture capitalists? Fewer than half remained standing. And last, how many of you are willing to give up control of your company for funding? Only a scattered few were still on their feet.

“All of you,” I said, “want money.” “Only a few will sell out. Each group responded to the key element for them. Each group can be approached with the promise that works for them. But every sale is singular. it is reached between you and your benefactor. There are no enmasse sales.

Marketing is multitudes. Sales is Singles

Part of the difficulty is that there are so few people that understand both traditional and digital marketing plus the age–old myopia and fear regarding sales. Well it leads to this kind of confusion.”

Kate piped up. “Fear of sales?” she asked.

“Yes,” I said. Entrepreneurs find themselves having to sell every step of the way. They have to sell their ideas to get others to join them and then they have to find the money to keep the vision alive and they find themselves having to convince alpha and beta testers. They would prefer to turn the business development, the marketing and sales of the company, over to someone else. But the customer, whether it is the banker or the buyer, wants to speak to them.”

What every entrepreneur needs to understand is that to be successful their product needs to appeal to the multitudes but the only way to be sure that will happen is to understand why the single sale closes.”

www.JerryFletcher.com is where you’ll find way too much information about Jerry’s consulting services and experience. Sign up for The Whole Enchilada there.

www.NetworkingNinja is Jerry’s Professional Speaking web site. Keynotes, Workshops Rates, Dates as well as audio and video samples.

How To Stretch Your Words And Make Your Content Soar

Posted on 2014/06/07 by Jerry Fletcher

Gail our resident copywriter was telling us about a writing assignment that for most would be from Hell.

She said, “So the client said the short brochure had worked pretty well but could I expand it. I did. It worked better so they asked to expand it again. And that one did better still. In all I expanded the copy four times.”

I asked, “What do you think made that happen?”

Chris, our web jockey jumped in, “It’s simple. You never really know which way of saying something is going to connect with the target. So the more ways you give them the better off you’re gong to be. At least that is what happens on line. Every test I’ve ever run shows that long copy beats short copy—if it is good long copy. Drivel doesn’t cut it. It has to be stuff that people will scroll on until they click through and buy.”

Gail nodded and said, “Right Chris, except for Twitter. And it doesn’t seem to matter whether you’re talking on line or off line. Sometimes repeating yourself is the best thing you can do.”

I asked, “The same exact words?” “Yes and no,” she said. I start as a friend puts it by sitting down at the computer and opening a vein. I just pour out everything I think, feel and believe about the item and then I look through all that for key words which I search and then make notes of especially the different viewpoints I find. I look for research data and surveys and hard facts to incorporate. And I listen to what the client tells me in the briefing about who they think the customer is and the benefits they deliver. I often find that they aren’t really sure who that ideal client is so I take it with a grain of salt and let the research lead me.”

“But how do you expand the copy?” I asked.

“I have a few tricks that help you make your content soar:

Turn some facts into charts or graphs and explain them in copy and captions
Find photos that support your argument and place them judiciously in the copy
List companies or organizations that have tried or used the product or service
Look at the benefits and turn them into a list.
Make ‘em bullets or number them.
Turn benefits or facts into challenging questions or quizzes
Look at the impact of the product or service on a timeline
Include a case history or success story
Extend your description of just who the product is for or the kind of company and/or problem.
Tell ‘em the need use or occasion it is for.
Include an executive summary or a front end synopsis.
Note the information in an intriguing way related to the page it occurs on so if hey want to skip around they still get the message.
Remember that you are going to have linear readers, scanners and that you have to appeal to both curiosity and the need to simplify at the same time.

And whatever you do, don’t forget to ask for the order. You can even do that in multiple ways.”

The lunch bunch is back here at a new location. Thanks in advance for telling your friends, colleagues and anyone you believe may profit from this blog.

Jerry Fletcher is a Trust Marketing Merchant. You know how solos and small businesses don’t ever seem to have enough time or money to build their business? Well, what he does is craft ways for “little guys” to be come known, liked and trusted. And you know who you would rather do business with…

Learn more at www.JerryFletcher.com

Jerry also speaks professionally on three continents. Learn more at www.NetworkingNinja.com

Jerry Fletcher's Secrets of Small Business Marketing

How to build your business, your brand and a life of joy…on and off-line.

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