Expressions of Appreciation
“Feeling grateful or appreciative of someone or something in your life actually attracts more of the things that you appreciate and value into your life.” – Dr. Christiane
Northrup Have you ever felt under-appreciated? It is unfortunately a common condition in our culture. But, we can do something to combat its ubiquity. Like so many negative influences in our lives, we can turn this around and reverse its influence by doing the exact opposite. Actions may speak louder than words, but some words can have an unforgettable impact. Appreciating the contributions of others and making that appreciation known to them, will not only inspire them, but it will also add remarkable value to your own life. Expressing appreciation to others is such a simple act that it is frequently overlooked. The opportunity is ignored, or we let it pass on by without saying anything, simply because it might expose our inner self to others. We ignore the potential to connect with someone else in this way because it is easy to do. We take the easy path instead of the better one. Especially in a job situation, expressed appreciation can make a tremendous difference in job satisfaction and employee productivity.
Expressions of gratitude for a job task that was particularly well done shows the recipient that she has made a positive difference. She has contributed something of value to the business. This can have a marked impact on even the least productive employees, as they start to see the importance of their place in the scheme of things. Some people seem to have a hard time even saying thank you. For them, expressing further appreciation may take a little more effort, but for most of us it is a fairly easy habit to develop.
Make no mistake, it really is simply a habit to be kind enough to say thank you, and tell someone why you appreciate their contribution. Good habits like this are fortunately just as easy to develop as the bad ones. To develop this altruistic habit, simply adjust your thinking to include at least three expressions of gratitude every day. Set this as a goal as you get out of bed. Search your morning for something to be grateful for and someone to thank for it. I appreciate that you make breakfast for me every day. Thank you for your smile, it inspires me. I love the fact that you are so energetic so early in the day. I wish I didn’t have to go to work so I could spend the whole day with you. Develop the habit. It’s easy.
American philosopher and psychologist William James said, “The deepest craving of human nature is the need to be appreciated.” Fulfilling that craving is not a difficult task, but to develop the habit of doing so may take an adjustment of attitude. We need to stop thinking of gratitude as an incidental byproduct of life and start thinking of it as a worldview. It will condition our responses to be more in line with the importance of this deep craving that all of us share. All too easy to forget, these expressions of gratitude are very simple ways to get the most out of life by making others, as well as ourselves, feel better about our daily routines.
Sara was excited. Her grandmother had just given her the recipe for her famous peanut butter cookies, and she could not wait to make them for her friends at school. She had never been much of a cook, but she figured that with the recipe she should be ok. After all, how hard could it be? Sara enters the kitchen and begins to gather her ingredients. She notices that the recipe says she needs two bowls, but when she looks in the cabinet and sees that she only has one, she figures that should be ok. She then sees that she needs some baking soda, but only has baking powder– that should be close enough. Sara begins to get everything into the bowls. The recipe calls for her to mix the sugar with some softened butter, so she sticks the butter in the microwave. Thirty seconds later, the the butter is just a puddle. Well, that will make it even easier to mix it into the recipe, right?
Twenty minutes later, she sticks everything into the oven and triumphantly sets the timer. When she returns after the ding, she pulls them out eagerly and then stops. Wait a minute, these do not look right. They did not rise properly and just look ‘off’. Confused, Sara thought back to her cooking. Did those little details about the butter and baking soda really matter that much? She supposed so. She decided to try again the next day. Tonight, she would pick up some more butter and some baking soda.
Developing Your Marketing Recipe If you have ever made cookies, you most likely noted Sara’s mistakes right away. You knew that those cookies would not turn out right. Recipes use very specific ingredients because they have particular roles. If you do not use the right ingredients then the food will not act the way it is supposed to. When you are creating a marketing campaign, you will similarly need to follow a recipe. The difference is that you will need to develop the recipe yourself.
You know that you need a variety of different ingredients, such as direct mail, social media, online content, and paid advertising. You then need to mix these different techniques together to engage your intended audience and create the perfect recipe. Often, determining the exact recipe of success will require some experimenting. You will need to explore where your customers spend their time online and what types of information they are seeking. What types of designs and offers do they respond to best in direct mail? What social media platforms are the most important to them?
Unlike with baking cookies, when you mess up a marketing recipe, it will often not be as obvious that there was an error. If most of your marketing campaign has a decent amount of success, you might not notice right away that your paid advertising campaign was not bringing in customers unless you closely monitor your different channels. If you do not identify the problem, however, you risk needlessly spending money. To be successful in marketing, you are going to combine several different techniques into a unique recipe that helps to get your message in front of the right people at the right time. To ‘taste’ the recipe, however, you need to make sure that you regularly use analytics to gauge how well the campaign works together. You can use this data to refine your efforts and become even more successful. Creating a successful marketing campaign does require careful thought and the precise combination of different parts.
If you are interested in starting a new campaign, contact us today to get started.
Officially, a person is a millennial if they reached young adulthood sometime around the year 2000. Also commonly referred to as Generation Y, these are people who are just now becoming the age where they matter most — at least as far as marketing demographics are concerned. They’re starting to break out on their own, live their own lives, and spend a great deal of money. Historically, they’ve also been the most difficult to market to for one simple reason: technology. Chances are, if you happen to see a young person who can’t be bothered to look up from their smartphone or tablet for a single second to take a look at the world around them, you’re looking at a millennial — or at least a stereotypical one. In reality, it’s actually pretty straightforward to market to millennials, as long as you go about it in the right way.
Be Relevant By far, the absolute best way to market to millennials is the same way you market to anyone — by being as relevant as possible. Go out of your way to understand Generation Y. Discover how they think and — more importantly — what they’re looking for. You can try all the flashy gimmicks you want or sink a huge amount of time and effort into social networking and similar bits of technology in an attempt to gain a foothold in this ever-important market, but none of it will mean a thing if your message is completely irrelevant to the people you’re after.
It’s Print’s Time to Thrive Print marketing is actually one of the most powerful techniques you can use to attract the attention of the millennial generation for a very simple reason: it’s difficult to ignore. Whereas baby boomers have decades of experience sifting through direct mail and advertisements in general, it’s still something unique to the younger generation. This makes it more impactful, giving you a competitive advantage over those who forgo this route. You can also make your print and digital campaigns work together. Use a QR code on your direct mailers, for example, to give millennials the opportunity to begin the conversation in print and finish it online where they feel most comfortable.
Personality Talks Each new generation tends to be a little more informal than the one before it, but not necessarily in the way you might think. What this trend really means is that each new generation embraces a true sense of personality more than the one before it. Millennials are after a sense of fun and a company that represents a hipper image that they want to be part of. While injecting as much personality as possible into your mailers might not work for that 50-year-old housewife, it will absolutely capture the attention of a millennial. With each passing year, the millennial generation becomes more and more important. They’re already poised to overtake the baby boomer generation in spending, sooner rather than later. Now is the time to strike while the iron is hot, so to speak. By going after the millennial generation now, you’ll begin to amass an army of loyal followers ready to spend money on your products or services for decades to come.
Call or e-mail us today to get started on your print campaign. 207-464-0002 or e-mail at firstname.lastname@example.org
Creating In-Store Signs Your Customers Can’t Help But Notice
When people set out to create compelling print marketing materials for their business, they normally (and appropriately) devote a lot of attention to the types of elements that will attract new customers. Obviously, the design of that print direct mail brochure is key because it will always be someone’s first exposure to the brand. However, many people fail to pay enough attention to another area that is equally important: in-store signage. Remember, just because someone is already in your store doesn’t mean the marketing machine can take the afternoon off. When it comes to designing the types of in-store signs your customers can’t help but notice, there are a few key things you’ll need to keep in mind.
Keep It Simple If you’re designing print marketing materials to send out into the world, one of your instincts may be to try to pack as much helpful information into those materials as possible. After all, you can only have one first impression, so you need to make it a good one. When it comes to in-store signage, however, you’ll have better results if you dial back your instincts a bit and keep things as short and as sweet as possible. Think about the language you’re using on in-store signs the same way you would the headline in a newspaper. The brochures and other documents you’re sending out into the world are like the newspaper articles themselves — they contain all of the information required to answer any questions the customer may have and guide them further down the sales funnel. In-store signs are the headlines — they give you just enough information to help you in that moment, but they don’t try to tell the whole story.
It’s All About the Focus Because so much of your marketing focuses on selling yourself, it’s natural for that instinct to carry over into the world of in-store signage, too. It’s easy to forget you already have the customer right where you want them. Now it’s up to the products (or, more specifically, the way you’re showcasing those products) to finish the job. Your in-store signage needs to showcase not only what a product might do, but why someone might need it. Your signs should sell people on the benefits of what you’re offering, not necessarily on your brand. For maximum effectiveness, use your signs to provide quick answers to questions like “What can product X do for me?” and “Why will product Y make my day easier?” Above all else, there’s one key term you always need to keep in mind when designing in-store signs: compelling. If the types of signs you’re creating are always compelling and are always created with the best interest of your customers in mind, they will succeed on multiple levels. Not only will they immediately attract the attention of anyone who looks at them, but they will also add to the overall value of the experience customers are having in your store. Good signage can help turn first time customers into repeat customers in the long run.
Check us out on Facebook
The Re-Branding of Curious George
Many people are unaware of the origins of Curious George. For the youngsters who love the books and TV show today, George is just an adorable little monkey who happens to live with a man in a yellow hat. The children watch as George gets himself into all kinds of trouble, learning along with him how to problem solve. The stories didn’t begin that way, though. When the very first Curious George stories came out back in the 1940s, George was a monkey who had lived in Africa. The man with the yellow hat tricked George into coming out of hiding by playing on his curiosity. He originally planned to take George back to Europe and put him in the zoo. Instead, the two began to develop a relationship. It’s interesting to note the prevailing opinions of the time. Many people looked at explorers who went into the jungle as heroes. They wouldn’t have had as many negative associations with an explorer kidnapping a monkey from the jungle as we would today. The new books that children read today came out in the 1990s. These later books don’t really talk about how George came to live with the man in the yellow hat. The authors of these later books, which are modeled after the original books, focus on George’s curiosity and how he manages to solve his problems. The authors of the newer books recognized that people today wouldn’t appreciate the story of the man with the yellow hat kidnapping George from the jungle. When the newer books and television series first came out, the authors focused on creating a fun story centered around a lovable monkey and the trouble he could create. Rather than focus on how the monkey and the man with the yellow hat came together, they just developed an entertaining story focused around the present. You could say this was a re-branding of Curious George — and it was a complete success.
Successfully framing your company for success When you set out to market your company to your customers, you must understand your audience and what they seek. The new audience of preschoolers in the 1990s and 2000s wanted an entertaining character without the baggage that came with the original, so that’s what the authors delivered. Similarly, you should familiarize yourself with your customers enough to predict what’s going to resonate most with them. Use this to guide your marketing and re-branding efforts. Audiences might change over the years, particularly if your company’s been around for several decades, so don’t be afraid to shed parts of your original message and add in something new if it will help you reach your customers. When it comes to advertising, nothing matters more than understanding your audience. Those familiar with the saga of Curious George will find the comparisons between the popular monkey and the marketing campaigns of evolving companies intriguing. If you’re interested in developing a new marketing campaign, speak to us today. We’d be happy to help you get started. Call us at 207-464-0002 visit or website at www.fullcourtpress.biz or email us at email@example.com
Even with GPS, there are worries about getting lost, ending up in the wrong location, or otherwise having a bad experience. When someone gives you directions, whether you enter them into your GPS or they get scribbled down on a notepad, you expect them to be clear and direct and help you get where you need to go. Imagine there’s a new restaurant you’ve been meaning to try, so you call and get directions over the phone. You jot them down, as the GPS has not been working well. You know the general part of town where the restaurant can be found, but you haven’t actually been there, so you feel a little nervous looking the directions
over. You get in your car and start driving. Surprisingly, the directions seem to be taking you in the opposite direction of where you need to go. You decide to continue follow them a bit. The directions have you circle back around and eventually start heading in the right direction, but you have now wasted 20 minutes. After a few more odd turns, however, you find yourself in a part of town you don’t recognize, and you become increasingly frustrated. Eventually, starving and annoyed, you give up and head home, stopping at your favorite place to eat right by your house. By giving unclear directions, that restaurant just lost your business.
What we as marketers can learn from this experience Your customers want — and need — clear instructions from you about what to do. When you create marketing campaigns and landing pages, you want to make sure they’re simple and easy to use. If you have pages that are busy or confusing, or if your pages have multiple calls to action, you’re going to lose customers. This desire for simplicity is known as the Law of Pragnanz. People appreciate layouts and designs that require the fewest cognitive processes. We all naturally interpret things according to the simplest explanation.
Using this desire for clear directions in marketing Creating advertisements that lack a clear path of what the visitor is expected to do can be as frustrating as the directions you received to get to the restaurant. You didn’t know where to turn and — in the end — just gave up. Chances are, if you were still looking for a product or service, you would’ve just gone to a competitor (like the favorite restaurant in our story). All of your marketing materials should be designed to provide clear guidelines and instructions for your customers. Don’t be coy about what you’re actually hoping customers will do. Be upfront about the purpose of your advertisements and what customers will get from you. This will help improve your conversion rates and the success of your marketing campaigns. Too many companies find themselves trying to make advertisements with multiple calls to action or with formats that are so confusing no one knows where they should click first. Keep it simple and work to create landing pages and advertisements that are clear and straightforward to follow. You’ll keep your customers happy and improve your conversion rates.
How to Convince Customers You’re Worthy of Their Loyalty
Did you know that 71 percent of customers have stopped using a company because of the poor customer service they received? Did you also know that the average value of a lost customer is $243? Poor customer experiences cost companies money and seriously hurt the bottom line. No company can afford to just throw away $243 per person. Fortunately, there is a solution. By focusing your efforts on improving your customers’ experience, you can help encourage them to return to you, improving retention and stopping the bleed of past customers going to your competitors. Here’s how to do it.
Focus on employees Your employees are the face of the company when customers interact with your brand. Make sure they represent you well. Develop a strong relationship with employees by giving them degrees of independence, flexibility, and a work environment that’s a pleasant place to be. Employees will become more appreciative and enthusiastic about your brand and pass that along to customers.
Give employees training, then independence Focus on building a culture of independence. Allow company representatives to troubleshoot and solve problems on their own. This will help them feel more appreciated, while improving customer service. Now, when a customer calls with a complaint, the person who answers can actually help them, rather than passing the phone call from person to person.
Try to under-promise and over-deliver Far too many customers are used to companies neglecting their promises, so show that you’re different. Promise customers the minimum of what they can expect and then over-deliver.
Listen to what customers say are the weakest parts of their experience Though fewer and fewer customers actually use complaint lines to let companies know they did wrong, that doesn’t mean they’ve stopped complaining. Instead, it’s simply become more common for people to release their reviews to the public through social media. A bad review from a disgruntled customer can have an enormous impact on your company’s reputation. Address customer complaints head-on and try to make amends for their poor experience. If the customer is satisfied, then politely ask them to update or remove the bad review. Treat bad reviews as learning experiences. Ask yourself the following questions:
- What part of the customer experience was impacted (product research, pricing, the purchase itself, questions about the product, etc.)?
- Are there any patterns to the types of complaints made by customers?
- What do these bad reviews say about how customers wish to be seen in your organization?
Use the information you garner to guide you in making improvements to the customer experience. Prioritize changes based on the weaknesses customers point out in their reviews, and let them know they’re valued by your company. The customer experience can be a fantastic predictor of consumer loyalty and retention. When you learn how to convince customers to stay with your brand, you’ll see more money in your pocket and better growth. Use the above advice to update your customer experience to make the most of every interaction between customer and company.
If you’re like most business owners, you love seeing positive reviews come through your virtual door, but you don’t really go out looking for them. After all, how many customers actually respond to solicitations for reviews? Is it really worth the effort? It actually is. Consumers are depending more frequently than ever on reviews from people they know and from sources they trust. They don’t put much faith in the write-ups companies develop themselves. They assume the organization will present itself in the best possible light. Customer reviews, however, are seen as more credible. With that in mind, here are three ways you can use customer reviews to support your business.
Improve customer trust on your website Place customer reviews and case studies on your product/service pages, at the bottom of your home page, and anywhere else prospects might look on your website. Positive feedback from real, live customers will encourage visitors to take what you have to say seriously and let them know that you already have numerous satisfied customers.
Harness the bandwagon effect The bandwagon effect describes the natural human desire to try things we see others using. It explains why we instantly want the newest and latest gadget we see our friends or coworkers using. Customer reviews are a fantastic way to tap into this phenomenon. Use customer reviews to let other people know just how much past customers have enjoyed using your products and services. Invite new prospects to ‘join the club’ of satisfied customers.
Enhance your marketing campaigns Since customers aren’t all that inclined to believe whatever you claim about your company, don’t use your own words. Instead, use the words of your customers. Add quotes from positive reviews to your direct mail literature, social media posts, and radio ads. Think about the quotes movie producers use to promote their films. Take a similar approach with your advertising campaigns. Customer reviews might be one of the most valuable tools you have in your arsenal. People want to do business with reputable companies they feel they can trust, and customer reviews help to build that confidence. Take the time and energy to cultivate positive reviews. You’ll be happy you did.
How to Build a Company Culture that Helps Marketing
As managers, we all strive to develop an atmosphere of success and teamwork. When you can develop a culture that respects those in your office and encourages success, you’ll notice many immediate benefits.
- Workers will become more motivated.
- Employees will feel valued and know the role they play in the success of the greater organization.
- They’ll also feel more confident handling day-to-day situations and solving problems.
- You’ll be able to spend your time more productively, too, by not having to handle issues your employees now feel confident dealing with on their own.
When your employees feel valued and content, the impact can stretch far beyond the office walls. Happy employees present a more enthusiastic and helpful face for your brand to potential customers. Your company’s reputation for caring for its employees and its customers will spread. Referrals will grow, and your marketing efforts will have a greater impact. In short, this type of fantastic company culture can help the bottom line. So how do you achieve this type of business-friendly dynamic in your office? During hiring Building a fantastic company culture begins during the hiring process. Make hires based on two main factors: skills and how well the candidate will fit with the culture you’ve created or are trying to create. Many companies focus solely on finding the person with the best qualifications, without taking into account how well that person will fit in with the rest of the team. Ask questions during the interview that speak to the values you seek. When you’ve found a candidate that appears to work well, consider having them do a trial project with your team to see how well they get along. Among current employees Educate and empower your employees so they feel confident taking control of their interactions with customers. Teach them how to delight customers not by just telling them or giving presentations, but through examples and demonstrations. Build a culture that focuses on under-promising and then exceeding customers expectations at every turn. Teach employees to focus on solving problems for their customers. Develop concrete buyer personas that employees understand completely, so they can quickly gauge what customers seek when they speak with them. At the same time, empower your employees. Let them know they’re trusted and responsible for solving problems and finding new ways to help their customers. Have clear guidelines about when employees should ask for help and when they need to come up with their own solutions. This will help employees better assist customers and solve their problems. Customers will be happier knowing they’re speaking with someone who can actually do something, rather than just relay messages. Creating a positive culture and work environment does more than make your organization a great place to work. It can also help boost marketing efforts and improve the bottom line. By helping your employees, you’re improving the face of the brand your customers see. You might be amazed at the impact it can have on your efforts.
Marketing Lessons from Iconic Rock Bands
Few entities can inspire the kind of loyalty rock bands do. Think about performers like the Rolling Stones, the Grateful Dead, and Phish, to name just a few. Groups like these have entertained generations of audiences and encouraged strong followings among their most devoted fans. Sure, their music plays a large part in building and maintaining a fan base, but so, too, does great marketing.
Bringing the content to the people Most recording artists want to sell as many records as possible. That’s only natural, after all. So they focus on promoting albums and use concerts as a way to advertise their music. The same idea is true in business, where companies often use their professional blogs and social media channels to promote their content and toot their own horn. They might provide occasional helpful information for followers, but their main purpose is selling, and their attitude reflects that. Some of the more iconic bands, however, have taken the opposite tack. They place their primary focus on entertaining their fans. They want to provide an “experience” that encourages fans to spread their music and enjoy what they have to offer. Album sales grow naturally as the word spreads and more and more people are drawn to them. That’s the same idea behind successful inbound marketing. It all starts with the experience. Great content draws customers to your sites and pages. Once there, you engage them, encourage them to spread your information, and watch your sales increase as your brand reach grows.
Staying dedicated to the goal Success didn’t come overnight for most iconic bands. They had to tour constantly, often for years, spreading their music gradually from town to town and venue to venue. Their sound evolved naturally during that time, as they strove to meet their fans’ demands for entertainment. Eventually, they were able to reap the benefits of their dedication. Once again, the same holds true with social marketing. When you begin using a digital marketing strategy, you have to be willing to give your efforts time before you begin to see a strong return. You have to regularly produce quality content that will bring people back and encourage them to become fans. You need to hone your voice and get to know your audience. Other websites need to find your content and begin linking to it. Search engines have to recognize your value as your popularity begins to rise. In time, you’ll begin to see positive returns for your effort, but only if you continuously produce high-quality, valuable content.
Creating your own voice Of course, all the marketing in the world wouldn’t have helped these bands grow if they didn’t have something unique and worthwhile to share. They created incredible music that people love to listen to. For your marketing efforts to be successful, you have to be able to show your potential audience that you’re worth their attention, too. That means developing your own voice, creating new ideas, and building on your strengths within your niche. You want to stand out against the crowd and give people a reason to return to you again and again. The next time you sit down to enjoy the music of your favorite artist or band, pause and consider the incredible marketing lessons these musicians have to share.
If you’re ready to start taking your marketing campaign to the next level, let us know how we can help. Call Us at Full Court Press for printing, copying and mailing your next direct marketing piece.