MomsTown Marketing Magic; 100+ Marketing Tips

publication date: Mar 22, 2007

MomsTown Marketing Magic

100+ Marketing Tips You Can Use Today

According to Dictionary.com “mar·ket·ing” is:

1. The act of buying or selling in a market. 

2. The total of activities involved in the transfer of goods from the producer or seller to the consumer or buyer, including advertising, shipping, storing, and selling. 

Keeping that definition in mind you need to always think of marketing from beginning to end. Marketing is not just a single press release, an appearance on a television show, or a postcard sent in the mail to drum up business. Marketing is your overall approach to how you do business. No matter where you are in your business plan, marketing is an important aspect that needs constant revising and improving.

We’ve put together some of the marketing tips that we’ve used over the years. These are the tips that have worked for us. Not every marketing tip will be a perfect fit for your business. Our hope is that with each tip, however, it will spark you to think creatively about your marketing plan, spark new ideas, and keep you excited about your entrepreneurial endeavor.

So. Here we go.

It’s in the Message

1. Create a mission statement. No business plan or marketing plan can even begin without a mission statement. The mission statement should describe what you and your company does and how your company contributes to the world. Be concise. Be unique. Be bold.
2. Create your seven-second elevator speech. Don’t get on an elevator without one. You should be able to get onto an elevator, meet a stranger, and with seven seconds you should be able to articulate what your company is all about. By the end of the seven seconds the stranger should be saying, “Oh, tell me more…” not “Oh, where’s the lobby?”
3. Develop a benefits page. This page goes into your business plan, on your website, and in your journal. Reminding yourself of the benefits you offer to others keeps you excited about your mission.
4. Be optimistic. Be positive. Approach people with a great attitude. Optimism creates marketing miracles.
5. Create a messaging circle. The circle begins with you and your idea, flows around to the people in your life (friends, family members, colleagues, and acquaintances), and continues to go around to the delivery of your message, products, and services, then flows to referral business, and back to you. A circle is never-ending and everyone is included.
6. Think fresh. Like lettuce picked fresh from the garden your message should be crisp and delightful. Fresh lettuce doesn’t need a lot of dressing. It’s good on its own. You’ll impress people most with a message that is fresh and authentic. Don’t waste your time or anyone else’s time on too many unnecessary details. Always keep the dressing on the side. If people want more they’ll ask for it.
7. Don’t bore people with your business. If they’re not interested in your message, remember it’s just business. When creating your message and marketing plan keep in mind that business is business and don’t let your emotions drive your marketing plan. The moral here is to keep your message realistic.
8. Create your message for your niche, not for you. Think like your demographic. When you’re creating your marketing plan, pretend as if you’re talking to one person. Marketing, while it shouldn’t be emotional, it should be personal. If you address one person’s needs your marketing plan is off to a great start. If one person has a need so do many others.
9. Believe in your message. Believe in your customers. Believe in you.
10. A good marketer continually asks questions. Ask yourself if you still believe in your message and ask your customers, friends, family, and colleagues what they think of your message. Gladly accept critical feedback. Your business and your marketing plan depend on it.

It’s in the Cards

11. Business cards are often your first chance to impress. If you’re going to invest in business cards, do it right. Use good stock, include your logo. If you’re not going to invest in great looking business cards, don’t invest. Save your money. We went for two years without business cards. It does start to get a little uncomfortable not having them so you will need them eventually.
12. Postcards can be a great way to target your market. Especially if they are used in a targeted direct mail campaign. Remember you can get a break in postage if you send them to the same zip code. You get a bulk rate. Be sure not to create an oversized postcard because it will cost you more. An online resource is http://vistaprints.com
13. Welcome cards. It’s always a nice touch to create a welcome card for new customers. You can create an online welcome card or send a welcome card in the mail.
14. Thank you cards. Always thank your customers. Enough said.
15. Trading cards. You can use trading cards in place of traditional coupons.
16. Card decks. Authors use card decks to outline the theme of their writings. You can use card decks as a marketing tool to outline your business offerings. Card decks can get pricey so use them wisely.
17. Referral cards. Ask your customers for referrals. Happy customers will be willing to send you possible referrals.
18. If you have a business that is built on repeat business from your customers (and most businesses do), find out your customers birthdays and special events. Send them birthday cards and holiday cards. They’ll appreciate the sentiment and lets them know you’re thinking of them. It also gives them another opportunity to think about you.

It’s in the Delivery

19. Put your best features forward. Always start a business relationship with your strengths. In your marketing campaign, always lead with what makes you strong and unique.
20. Be a good listener. Always listen to your customer, no matter how grumpy they might be.
21. You never know who you’re talking to. Don’t assume that you know everything about everyone. The person you meet on the street might become your best and most loyal customer.
22. Speak up, speak clearly, and speak with authority. For tips on speaking or to learn how to become a better speaker go to http://toastmasters.org  Joining a toastmasters group is also a great networking and marketing tool.
23. Another great resource for speakers is http://nsaspeaker.org  We’re both members and love it.
24. Look ‘em in the eyes. When you’re carrying on a conversation with anyone look them in the eyes. This includes your kids!
25. Deliver your message with a firm handshake. Girly-girl handshakes are for debutants, not women in business.
26. A smile is always your best marketing tool.
27. Greet people with energy and enthusiasm, even if you have to fake it. People, especially customers, don’t want to share your problems. You want them to always associate great feelings with you and your company.
28. Be professional. Slop gets slop.
29. Be open to new ideas. Your customers will be the first ones to tell you how you can do things better. Truth is, they often are right.
30. Deliver with style and class.

It’s Online

31. Here are the 10 of our favorite online marketing resources: (1) http://silverstorkmarketing.com
32. http://gmarketing.com   Home of Guerilla Marketing
33. http://entrepreneur.com/marketing/index.html  Home of Entrepreneur.com
34. http://www.marketingsource.com/
35. http://entrepreneurs.about.com/od/homebasedbusiness/a/makemoneyonline.htm  This site will offer you links to some of the latest online marketing strategies.
36. http://www.morebusiness.com/
37. http://duhmarketing.com  Liz is a friend. Let her know we sent you.
38. http://360publicrelations.com  Be sure to sign up for their 360 prMom Squad newsletter
39. http://www.b2bmarketingtrends.com/
40. http://www.gitomer.com/  Sign up for his newsletter. His books are also fabulous.

It’s in Your Media Kit

41. Your media kit should be unique. We send out shiny red envelopes with shiny red kits inside. It’s our signature and we know it makes an impression with the recipient. It even makes an impression with our local postmaster.
42. Press release. This tells the recipient why they are receiving your marketing materials. A press release should give the who, what, when, where, why, and how (much)  Try to keep all press releases to one page. If you can’t pitch them in a page, you can’t pitch them.
43. Include a professional photo of you or your products.
44. Include any other press you’ve received. Even if it’s a small article in a local weekly newspaper. Any media helps establish your credibility.
45. Contact information. This should also be on your press release. It’s always good to have your contact information readily available on all materials.

It’s in the Budget

46. Develop your own newsletter list online and offline.
47. Be sure to collect as much information about your customers. You must be able to communicate with them to effectively market to them and to their potential referrals.
48. Develop a media list of local newspaper, radio, and television outlets. On your media list be sure to include contact names for assignment editors. Assignment editors are the gatekeepers to the newsroom. Getting past them is your first media marketing goal.
49. Desktop publishing makes newsletters, brochures, etc. much simpler to produce. However, it might be worth your time and money to hire a professional to put it together. You want to look professional, not homemade.
50. 800 numbers are a lot more affordable than they used to be.
51. A 900 number can be used as a marketing tool and a new profit center.
52. Online classified ads are a great new “in the budget” means of marketing and advertising. Go to http://craigslist.com
53. Regional magazines offer better rates than national print publications. Regional magazines can also offer a more targeted audience.
54. Newspapers also have zone editions that can potentially cost a lot less than advertising to the entire newspaper subscriber list.
55. Online newsletters again offer a targeted audience and are affordable, however, still expect to pay more for that targeted demographic. The good news is with targeted audiences you get more quality leads.
56. The cost of advertising on television has dropped, but quality video production will still take thousands of dollars out of your pocket. You might want to try your own online video for a grassroots feel. Just remember to maintain that professional look.
57. Talk to retailers. Opening a dialogue is free. Ask where they buy their products and what it would take to get your product on their shelves. Start with smaller retailers first.
58. Talk to wholesalers. Again, talk is affordable. Find out what kind of discount they require and what terms they demand. Ask what size of an opening order do they usually purchase and ask how they find out about new products.
59. Talk to sales representatives in your industry. What territories do they reach and what markets do they serve?
60. Join trade and professional associations. Networking within your industry is imperative if you want to be competitive and keep your edge.

It’s in the Words

61. When you are marketing or developing a marketing plan you are using words to describe who you are and what your company offers. When you’re writing, think of the hook. How are you hooking your potential customer? Is your headline or your introduction interesting? Are you hooking your reader or listener?
62. Keep headlines short, two to four words, and five max.
63. Keep up your enthusiasm when you write and when you speak.
64. Write and speak to an individual. We’ve heard it called “high YOU density.” Using you and your in your copy makes it personable.
65. Engage imagination. Allow your words to show personality.
66. Subscribe to magazines. Read everything you can get your hands on about your industry and your consumers. Understanding both sides will make you an effective marketer.

It’s in Marketing to Women

67.  Honor busy schedules. Keep your message simple. This doesn’t mean you’re talking to simpletons. We are busy. Get to the point.
68. Women like to feel and touch. If you’re selling a product offer to send to her a sample of what you’re selling.
69. Give her time to make a decision. Women like to take their time. If they feel rushed or pushed, they will turn away. Even if they buy once they won’t be back.
70. Don’t think you need celebrity endorsements. Celebrity endorsements often fall flat because the average woman doesn’t relate to her.
71. Offer money back guarantees and be willing to quickly refund her money. Don’t make her work to get her money back. She will not purchase from you and what’s worse, she’ll start telling her friends not to do business with you.
72. Create a relationship with your customers. Listen to their life stories. Women need to know you truly care not just about the dollars in their pocketbooks.
73. Address their security concerns, especially if you’re doing business online.
74. Communicate to them how you intend to enrich their lives and the lives of their children.

It’s in the Design

75. Design, colors, and an overall feel to your website, brochures, and promotional materials are just about as important as the message. Design imparts a feeling. Keep your design simple and clean. Everyone has enough clutter in their lives, don’t add to it.
76. The Golden Square. This is a tip we got from our friends over at http://subhub.com   Did you know that there is a two inch square box that 88% of people who look at your website will look at and read? This small space on the Home Page is the most valuable bit of online real estate that you own. Using it wisely can be the difference between success and failure. It will have a real impact on your sign-up rate. Where is it? It's the two square inches on the left hand side of the page just below your logo. It is usually situated at the top of the left hand navigation bar.
77.  As we just mentioned, colors are very important when putting together a look and feel in your marketing campaign. Here’s a sampling of some of the emotions evoked by certain colors. The following several tips give you ideas of colors to use. For more information on color choice and design, go to:  www.sibagraphics.com/colour.php
78. Red – Love, energy, action, excitement, passion, desire, strength and danger
79. Pink – Romance, love, femininity, friendship, truth, peace and caring
80. Orange – warmth, energy, enthusiasm, vibrancy, goals and action
81. Brown – Earth, home, outdoors, inexpensive, stability and simplicity
82. Gold – Wealth, god, winning, happiness, prestige, wisdom and desire for power
83. Yellow – Sunshine, joy, intelligence, imagination, social energy, warmth and happiness 
84. Green – Growth, personal goals, renewal, youth, stability, freshness, nature, the environment, health, healing, help and harmony 
85. Turquoise – calming, emotional healing, protection, refreshing and sophistication 
86. Blue – professionalism, wisdom, trust, calm, reassured, communication, water, loyalty and formality 
87. Purple – royalty, influence, spiritual power, self assurance, nobility, transformation, enlightenment and mystery
88. White – purity, spirituality, peace, reverence, simplicity, humility, innocence and birth 
89. Silver – Glamour, high tech, dreams, clairvoyance, ornate riches, sleek and modern 
90. Grey – Security, reliability, intelligence, staid, conservative, practical old age, dignity and maturity
91. Black – Protection, power, solidity, strength, sophistication, death, formality, mystery and authority

It’s in Getting the Word Out

92. Understand SEO (search engine optimization). Google it and learn about it. SEO strategies are continually changing. Understanding good SEO techniques will help you get ranked in top search engines.
93. Learn to use your e-mail effectively. Treat your e-mail with professionalism. Too often we hear of marketing horror stories of people responding too quickly, too abruptly, and quite frankly, too crabby to people on the other end. Don’t write anything in an e-mail you’re not willing to say face-to-face.

94. Use email autoresponders to handle your e-mail efficiently and effectively.

95. Join local networking groups.

96. Join you local chamber of commerce.

97. Join a local MomsTown chapter or start one in your area. We support women in business and women getting together to support one another.

98. Syndicate your content. Writing is effective marketing. Become an authority in your industry. Write about it and submit your articles for re-print on other websites. Here’s a directory of places to submit your articles:
http://www.articlecity.com/
http://www.goarticles.com/
http://www.ezinearticles.com/
http://www.bigarticles.com/
http://www.articlealley.com/
http://www.articlefusion.com/
http://www.articlecube.com/
http://www.articlego.com/
http://www.articlegeek.com/
http://www.articlebeam.com/
http://www.articlefever.com/
http://www.articlebin.com/
http://www.articlecountry.com/
http://www.activehowto.com/
http://www.thearticlezone.com/
http://www.my-articles.com/
http://www.content-edge.com/

It’s in You

99.            Be true to your passion

100.                     Be true to your family

101.                     Be true to your friends

102.                     Be true to your customers

103.                     Be true to yourself

104.                     BE YOU! That’s the most effective marketing tool you own.