As a marketer, I’m always fascinated by the presidential elections. Because I believe winning an election largely comes down to who has the most effective marketing.

In my book, one of the main reasons Democrats haven’t done as well in the past few elections is that their marketing has been way too vague. By the time candidates make it through the primaries; they’ve had any spark of uniqueness beaten out of their message in an effort to appeal to the widest number of voters

They strive so hard to not offend anyone, they won’t commit to what they really stand for because then someone might not like them. Speeches turn into lists of vague platitudes and meaningless corporatespeak. Then the candidates seem fake, and no longer relatable.

In the end, voters have no good reason to choose one over another. So a lot of people just don’t bother to make a choice at all.

Republicans, on the other hand, are never afraid to scream their views at the top of their lungs—no matter how many people they alienate or offend. Because they know that although they may anger some, those in their core constituency will only like them more. Plus they get a ton more free press by taking a stand—especially a controversial one.

The same holds true with marketing your small business. If all your marketing looks and sounds like your competition no one is going to notice you—let alone like or remember you.

You have to find a way to stand out from the crowd, even if it means you won’t appeal to some people. So don’t be afraid to be quirky. Or funny. Or stand your ground. Or do something different. Because if you don’t people won’t have any reason to choose you over the competition either.

What do you think about my theory on marketing in the presidential campaign?

What are you doing to stand out from the competition in your business?

Post a comment and let me know…

[tags] clear compelling marketing, compelling marketing, marketing, winning the presidential campaign, presidential campaign, building your small business, small business, marketing [/tags]

Okay, so lately I’ve been reading all this stuff about Twitter. First it was articles wondering why the heck anyone would be interested. Now, more recently, I’ve started reading that’s it a great way to build your personal brand and online community.

If you haven’t heard of Twitter yet, basically it’s a way to let people in your community know what you are up to by answering the simple question “What are you doing right now?”

Twitter claims it helps you stay “hyper-connected” (Hmmmm, definitely not sure I want that. I’m the person that loves to turn off the cell phone and email and get away).

They also claim “Twitter puts you in control and becomes a modern antidote to information overload.” Mainly because you can schedule quiet times on it.

Yeah, right. You can turn off your cell phone and email too, but how many people actually do (I’m pretty sure I’m in the minority on that one).

But clearly people are into it. In fact, there’s already a whole lexicon of words out there related to Twittering including, but by no means limited to:

• Tweeter – A user of Twitter (also Twitterer).
• Tweet: to post on Twitter
• Tweeple – Twitter people, Twitter members, Twitter users
• TwinkedIn – Inviting friends made on Twitter to “connect with you on LinkedIn” (why does this scare me a bit???)
• Twis – To dis a fellow twitterer. Bad form.
• Twitosphere – Community of twitterers
• Twittectomy – unfollowing friends
• Tweetaholism – the continued use of Twitter as an addiction that is difficult to control

I’ll stop on that last note as I see red flags rising, but if you’re interested you can find plenty more Twitter-related words with a quick Google search.

So, is it a useful marketing tool or simply another way to waste a day without actually DOING anything???

According to a recent article on WebPRoNEws, Twitter can help you:
“Understanding humans better benefits business
Think overall strategy, not just tactics
Twitter has good search placement (tactic)
Twitter is a goldmine of permission-based marketing (strategy)
Building relationships also builds trust and opportunities
Niches are inevitable (and present); find yours
One-to-many communication is efficient and on your terms”

For me the jury is still out on how valuable this tool might be to us marketers (that means every entrepreneur).

I already spend more time than I like on social networking sites, blogging, articles submissions etc. And I’m not so sure I want to add Twittering to the list.

Besides, how addictive is it? And do I really want everyone to know exactly what I’m doing all the time??? Personally I like to retain a certain air of mystery…

Have you tried Twitter?

If so, I’d love to know what you think, why you do or don’t like it, and whether it’s worthwhile as a marketing tool for small businesses.

[tags] Twitter, marketing, social networking tools, social networking, Tweeter, tweet, tweeple, twinkedin, twis, twitosphere, twittectomy, Tweetaholism, LinkedIn, blogging, social networking sites [/tags]

I’m a readaholic. Which is a good thing in my industry. Because I read tons of books, newsletters and blog post on marketing and copywriting.

Today I got a terrific blog post from WebProNews.com titled Bad Content Equals Bad Sales. The author cites some clear-as-a-bell examples of the problem with not putting enough content on the page.

What it boils down to is, you need to put exactly as much content as it takes to get people interested, answer all their questions, deal with their objections, and get them to take action (IE call, buy, email, sign up, etc.). No more, no less.

Otherwise they will leave and buy from someone else who does all these things. If you can do all that in 200 words—great. If it takes 2000 that’s fine too.

I can’t tell you how many times I’ve tried to shop for something online, and been stopped because the Website didn’t give me the info I needed to make a buying decision.

Sometimes it’s something as simple as the dimensions or weight of an item, the type of bulb it takes, or the material that’s missing. Other times it’s the guarantee or shipping info…Or compatibility with another product…Or a phone number (if I can’t call and get a live body on the phone, I’m not buying from your Website!).

Here’s the thing, your Website is your salesperson. And a good salesperson should know all the answers. And it should be able to convince you to buy (sometimes even if you weren’t planning on it). If it doesn’t you have a problem.

But enough of my ranting. Check out the WebProNews article here:

http://www.webpronews.com/topnews/2008/04/16/bad-content-equals-bad-sales

Then post a comment here and let me know your thoughts…

[tags] Web Pro News, bad concent equals bad sales, sales, marketing, bad content, WebProNews, Stacy Karacostas, marketing [/tags]

The copywriting workshop Paul and I put on last week was a huge success! Seventeen savvy entrepreneurs gathered in a room to spend the day working on their own marketing materials. We spent more than half the day helping everyone laser in on the key ingredients of effective copywriting including: target market, Unique Selling Proposition, benefits and more.

Then we helped everyone work on their headlines, offers and calls to action. Provided suggestions for writing enticing leads and compelling feature/benefit bullets, and gave all kinds of tools to help them make all their marketing the best it can be—even after they leave the class.

More than just talking teaching, we made this a really interactive event with group exercises, one-on-one work and a bunch of hot seats to help people get their big questions answered. SO much amazing information was covered, and so many powerful ah-ha moments were had by attendees, I think we all left the day energized (though with a mighty brain cramp from stuffing in so much valuable info in 8 short hours).

Here’s what a few folks had to say abut the day:

“Thank you as always I am impressed with your depth of knowledge and clarity of communication. I always like listening to the hot seats and working out real life issues, and I now have a lot of tools for other pieces I will work on in the future.” Elisha Rain – E. Rain Photography

“Great class! Good info-well paced. I really liked the focus on features vs. benefits. At some point I’d benefit from 1 to 1 coaching, but this was a great introduction at an affordable price.” Robert Lowry – Copywriter

“I found learning how to change features into benefits and simplifying calls to action very useful, as well as all the hands-on work. I really enjoyed hearing solutions for other people’s marketing pieces. This has saved me tons of time and money testing terrible marketing pieces.” Michael Patterson

“Learning more about the USP (Unique Selling Proposition) – what this is and why it is important, as well as the double readership path was very useful. I especially enjoyed having both of your teaching in a small group as well as all the brainstorming.” Amy Lang – Birds & Bees & Kids

“Fun workshop. Thanks. I got an inkling of what I need to do to get marketing. It could have taken months to get to this point. This workshop sped up my path to clarity.” Lisa Longnecker

“Thank You! I was immediately impressed with the professional backgrounds of the other participants. The fact that professional copywriters attendee told me this would be a power session. I got so much out of this workshop that I’ll be able to apply to all the marketing I do. The manual alone was worth the cost of the workshop!” Pam Jackson – Allied Van Lines/The Growth Coach

Paul and Stacy putting another attendee on the Hotseat

Stacy helping one of the attendees hone in on the right message

[tags] Turbo Charge Your Marketing Small Business Copywriting Workshop with GKIC Marketer Paul Galasso, Paul Galasso, Stacy Karacostas, Turbo Charge your Marketing, Small Business, small business copywriting workshop, copywriting, workshop [/tags]

A little while back I was on a long plane flight from the east coast, and happened to catch the last movie with Steve Carrell—Dan in Real Life.
To be honest, when I had seen the ads and trailers on TV I wasn’t all that interested in watching this flick. But I was stuck on an airplane for five hours and the earphones were free. So I figured what the heck. Even bad movies are better when you’re stuck on an airplane.

To my very pleasant surprise, I discovered this is a really charming little movie. In fact I’d give it a A-. What was really interesting is that the ads for the movie didn’t give you a realistic look at what the movie was actually about.

My suspicion is that the reason this movie didn’t do well at the box office was the ads didn’t set up accurate expectations of the movies content. Heck, they were almost ads for a different movie with the same actors.

Had I seen an accurate ad for this movie, I probably would have paid to see it at the box office. And I suspect a lot of other people would have too. Instead, those who did see it were likely disappointed because they didn’t get what they were expecting. And the rest of us just didn’t see it.

This same thing often happens with marketing products or services. How many times have you gotten an email with a juicy, curiosity inspiring headline, then opened the email to find out it’s just another pitch for penis enlargements? Happens to me all the time.

And I see it with other types of products and services as well. What I believe happens is that marketers come up with a headline or hook that will draw prospects in. Then figure they can explain the rest once they have your attention.

The problem is, anytime the product or service you are selling doesn’t meet your prospects expectations, they are bound to be disappointed. And they may even start complaining to their friends and co-workers. This can start a backlash of negative publicity no one wants to create.
It also often results in a high rate of returns. This can cost your business a ton.

The moral of the story? Truth in advertising and marketing is the key to creating long term success.

Don’t ever make promises you can’t back up with your product or service—no matter how compelling they might be. In the end it only hurts you, your business, and your sales.

Have you ever purchased a product or service (or gone to a movie or restaurant) with one set of expectations, only to discover the reality was much different?

If so, I’d love to here about it. Please post a comment letting me know your reaction to this type of marketing mistake.

[tags] Stacy Karacostas, marketing, marketing your small business, are you setting the wrong expectations, wrong expectations, marketing expectations [/tags]

Last week, Paul Galasso asked me to run his GKIC marketing meeting for him while he was in Tennessee at the Glazier/Kennedy Info Summit. It was a blast, and the folks there really got a lot out of it! Here’s a group photo from the night.

That’s me on the front row, second from the right…

We had about 20 some odd marketing focused entrepreneurs, and I took them through my 4 Steps for Turbo Charging Your Marketing Materials. Then I had them work in groups to apply what I taught to their own materials. Folks were so thrilled with the info I presented, and how it transformed their copywriting from ho-hum to sales-making, another 6 people signed up for my and Paul’s April 10th copywriting workshop.

Here’s what a few of the small business owners in attendance has to say…

“Actually applying the 4 Simple Steps to my flyer was incredibly useful. And I especially enjoyed learning to write in a conversational format.” Michael Patterson

“Your presentation was filled with lots of good info. It was so helpful to finally learn what really bad copy is.”

“Stacy, your presentation was both entertaining and informative. I found the section on creating a powerful call to action especially helpful!”

If you’re looking for ways to maximize the results of your marketing, I highly recommend attending this monthly meeting. Your first visit is free so you can try it out and see if it’s for you. Learn more at: http://www.nobsseattle.com/local_meeting_times.php.

Hope to see you there!

Stacy

[tags] Glazier Kennedy Inner Circle Marketing Meeting, copywriting, marketing, inner circle, Glazier Kennedy, marketing meeting, Stacy Karacostas [/tags]

Nine times out of town, when I ask small business owners why someone should do business with them instead of their competition, they tell me it’s their great customer service. Yet everyone knows that very, very few business these days truly offer great customer service. So for the most part that phrase has lost its value in sales and marketing.

Besides, great customer service isn’t just about answering the phone nicely. Or delivering on time. That’s an expected level of customer service. You have to go above and beyond the norm, and over deliver, to make an impact.

Surprise people with something they don’t expect, that has nothing to do with making a sale, and they’ll remember. Make them feel valued and respected. Do something they didn’t ask for but can appreciate (I love sending my clients one of my favorite businesses books as a holiday gift).

Soon they’ll be coming back for more of this special something they can’t get anywhere else. Best of all, this extra something doesn’t have to be big or costly. It just needs to be meaningful.

See what I mean in this short video clip “The Simple Truths of Service” inspired by Johnny the Grocery Store Bagger. It’s about 3 minutes long, a beautiful true story, and a simple reminder of how small things can make a big impact—on other people’s lives and on your business.

Click Here To View The Movie! – http://www.stservicemovie.com/

[tags] exceptional customer service, customer service, service, marketing, marketing tactics [/tags]