Month: September 2013

Why Your Emails Sputter and Die

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Writing emails can be painful.

(If I’m honest, writing is always painful for me. Nobel Prize winner Thomas Mann noted that “A writer is someone for whom writing is harder than it is for other people.” That makes me feel a little better.)

It’s painful because it matters to me. Because YOU matter to me.

Sounds cheesy, but it’s the truth.

I can’t just throw some words together and send the email out. I want to give you something of worth, something you can use.

Very few of the emails I receive live up to that standard. They’re thinly-veiled sales pitches — if veiled at all — or totally fabricated stories told in an attempt to get me to take some course of action.

Excuses to stay in my face… and sorry excuses at that.

Don’t get me wrong. You should sell. When you write an email, you should have a profitable end result in mind.

But please… PLEASE… if you’re emailing your list or producing other content, say something valuable.

The profitable end result you have in mind should be mutually profitable.

Let me get to my point…

I can feel you drifting.

Last Tuesday, I gave a presentation at an entrepreneurship training program on Chicago’s west side.

During the Q&A segment, one gentleman asked me what he could do to get people to open his emails.

Good thing he asked that question because quite a few others in the room have the same difficulty.

Here’s what’s interesting. Every time Old Navy sends an email, my wife opens it and I end up spending money. Every time Ulta Beauty sends an email, she opens it. More money changes hands.

So what’s the difference?

The only reason anyone opens a letter is that he believes there’s something in it for him. That was true of snail mail a century ago and it’s true of email today.

My wife opens emails from Old Navy knowing full well that there will be a sales pitch. But she also knows there’s a good chance she’ll get a good deal on products she likes. She’s getting a deal: coupons, lowered prices, preferred customer discounts and/or a chance to see what’s hot and new.

That’s valuable to her.

(Keep in mind that not everyone feels like my wife does about Old Navy. Most people don’t open 100% of their emails.)

If you want to get people to open your emails, that’s where you start.

Develop a reputation for delivering value to the people you’re reaching out to.

Remember, value is defined by the reader. If your Dad sent you a birthday card, you’d open it right away. I couldn’t care less about it; he’s not my dad. There’s nothing for me inside that envelope.

That’s Why the Email’s From Line Is More Important Than the Subject Line

When you send messages that matter, your list will read them even if your subject lines aren’t that interesting.

If you’re known for sending fluff or irrelevant sales pitches, the From field will get your email trashed no matter how great your Subject is.

It all falls apart when it becomes apparent to your reader that you only send emails when you need something. 

No one likes to be on the receiving end of that kind of treatment.

Telling good stories is a powerful way to add value to your email marketing. And you really only need 3 ingredients to tell good stories.

Discover what they are in this video:

Henry Ford: Misunderstood Marketing Genius

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Henry Ford is widely regarded as one of the greatest entrepreneurs in history. When you hear his name, you automatically think about how he innovated the use of assembly line techniques to revolutionize the automobile industry.  Listen to what Harvard Business school professor Theodore Levitt wrote about Ford:

“We habitually celebrate him for the wrong reason, his production genius. His real genius was marketing. We think he was able to cut his selling price and therefore sell millions of $500 cars because his invention of the assembly line reduced the costs. Actually he invented the assembly line because he had concluded that at $500 he could sell millions of cars. Mass production was the result, not the cause, of his low prices...He was brilliant because he fashioned a production system designed to fit market needs.” (Author’s emphasis)

Ford understood an indispensable key to successful marketing: the needs and desires of your target market must dictate the products and/or services you provide. That should be obvious. Unfortunately, many businesses work hard to sell what they want to sell (their latest invention or a gadget they think is really cool) instead of what the market wants or needs to buy. Those businesses fail.

Now, let’s look at this point from another angle. What did Henry Ford himself say about his market? “If I’d asked my customers what they wanted, they’d have said a faster horse.” Doesn’t that negate what we’ve said thus far? Far from it.

Nobody wanted cars, it’s true. But they did want to travel more quickly. So Ford did manufacture and sell what people already wanted; it just came in a different package than they expected.

I think there’s an important lesson here. According to another Harvard professor, Paul R. Lawrence, all the decisions we make are based on 4 basic drives: to 1) acquire/achieve, 2) bond, 3) learn/comprehend and 4) defend. If you think about it, everything you purchase satisfies at least one of these motivations. For example, I may buy a Rolex watch to acquire the admiration of my peers. Or, maybe I’ll get the Timex to defend my bank account.

Of course, these drives are unique for everyone. That’s why you have to dig deep and really get to know your ideal clients. What drives are dominant in their decision-making process? What shape do those drives take? What stimulates those drives?

Creating your ideal customer profile is great, but make sure it’s rooted in reality, not your imagination.

Give ‘Em a Reason

Having a product people want usually isn’t enough to make you successful. We see companies with great products or services fail all the time.

Think about the multimillion dollar ad campaigns we see during major political elections. Candidates don’t settle for “getting their name out there.” They beat up the other guys and present specific “evidence” to demonstrate that they are the best choice. (Whether or not their statements were true is another conversation.)

Remember Paul Lawrence’s 4 Drives theory. Your sales and marketing messages should communicate the specific ways your offer will address these deep-seated drives in your audience. How does your product satisfy their desire to acquire something they badly want? How will they come to learn something they desperately need to know by working with you?

Just being the better choice won’t get a candidate elected; it certainly won’t convince people to buy from you. You have to give them a compelling reason why they should buy. Paint an accurate picture of life as they know it, then paint one showing what their experience will be like after they get their hands on your product. The more vivid the image, the more compelling it will be.

Back up your claims with proof: scientific or clinical evidence, testimonials, case studies, awards, etc. Make it real for them.

Once a prospect sees himself enjoying their new life, making the purchase is the next natural step. This usually takes work (research, writing, rewriting, testing). So does filing bankruptcy.

Oh, and One More Thing

People generally won’t buy from someone they don’t trust. It is of the utmost importance for entrepreneurs, marketers and sales people to gain the trust of their prospects and customers.

Allow me to refer you to an interview I did with a third Harvard man, best-selling author Charlie Green. During our 30-minute interview, Charlie talked about

  • why trust is critical to you success in business
  • specific ways you can build more trust in your relationships
  • mistakes you might be making which can sabotage your efforts to gain the trust of your prospects
  • common myths about trust
  • how long it really takes to start building (or rebuilding) trust
  • and more.

Check out the “30 Minutes to More Trust” interview here. I learned quite a bit and I think you will, too.

 

 

Unexpected Insights for the Christian Entrepreneur Pt. 4

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“Go! For I will send you…to the Gentiles.” – Acts 22:21 (NASB)

In Part 2 of this series, we talked about finding your message and standing for it boldly, no matter who doesn’t like it. We described your true audience as self-selecting. The message determines the audience inasmuch as the people you most want to work with and who will get the greatest benefit from working with you will respond to the message. Those who don’t probably aren’t your ideal clients or customers.

While I believe that’s 100% true, I’ve neglected an important factor.

Your message is made for someone. You are “sent” to reach a certain market, as it were. Paul had a very clear message, one that he couldn’t alter or water down. But he also had a target audience. The Lord had called him to preach that message to the Gentiles.

Paul is totally committed to the gospel. He was determined to concentrate solely on Christ and His completed work on the cross. This message is of the utmost importance: Paul could never tweak it to fit his hearers or to make it more appealing. But the message is precisely what those hearers need at the deepest level.

While the Apostle is dedicated to the message, he’s also passionately committed to his audience. The two can’t be separated. Both are utterly essential.

Consider the following:

1) By all means, your business should stand for something. Some people will be offended, and that’s okay. Stand firm.

2) Your message should be based on your provision for someone’s needs. If you stand for something irrelevant, you’re missing the point. Your message is only important in that it meets your market at a point of need.

3) Your message (and even your business) is not more important than your market. It’s important because of your market.

4a) Make sure you know who you’re “called” to serve. Otherwise you’ll waste a lot of time.

4b) Knowing who you’re called to serve implies that you know who you’re not called to serve. In Galatians 2:8, Paul explains that he was sent to the Gentiles and Peter was sent to Israel. There is value in knowing who not to focus your efforts on.

5) Unless your message is the gospel of Jesus Christ, you don’t have to be as stalwart as Paul on the wording or positioning of your message. But the changes you make should be for the purpose of improving your ability to reach your target audience.

Read Parts 1, 2, and 3 of the Unexpected Insight series. Or move forward to Part 5.

Unexpected Insights for the Christian Entrepreneur Pt.3

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(If you didn’t read Part 2 of this series, check it out here)

“Let us stop just saying we love each other; let us really show it by our actions.” – 1 John 3:18 (NLT)

I think if I had one message to share with the world it would be this: IT’S NOT ABOUT YOU. This idea applies to every area of life. Let’s focus on how it pertains to business for now.

Businesses don’t exist for their own sakes. Sure, you become entrepreneurs to earn money and to try to live the life you dream of. Hopefully you also hope to make the world a better place and improve the lives of others through your work. But ultimately, your business is not about you.

Walmart founder Sam Walton reminds us that “There is only one boss. The customer.” Without customers, you have a hobby, not a business. So why do so many companies treat their customers and clients like anything less than the very reason they exist?

Why do many entrepreneurs fall in love with their product or service, to the detriment of the people who they are designed to serve? Theodore Levitt gives some terrific illustrations of this point in an article he wrote for the Harvard Business Review in 1975 called “Marketing Myopia.” Using examples from Hollywood to oil companies to railroads, Levitt shows numerous billion dollar mistakes companies and entire industries have made because of their preoccupation with their products instead of their customers. Many businesses have made themselves obsolete in the process.

(I strongly encourage you to read “Marketing Myopia” and take notes. The historical and practical lessons are profoundly valuable.)

Instead of being enamored with what we offer, we need to make our customers our number one business priority. How do our products serve them? How do they want to be served? How could they benefit them even more according to their expressed desire?

Elsewhere I have called this mentality “lowercase syndrome.”

As a Christian entrepreneur, you put God first, others (aka your customers/clients) second and yourself last. You should esteem others more highly than yourself, offering yourself as a servant, even as Christ humbled Himself to become a servant (Philippians 2:3-7).

Should you try to earn as much money as possible? Absolutely! Do it by offering the most value in the marketplace, becoming the most trusted provider of whatever you sell and making it as easy as possible for your ideal customers to buy from or work with you.

(John Wesley, founder of the Methodist church, had 3 rules concerning money. The first rule is to make as much as you can.)

For many of us, business is what the Lord has purposed for our lives. Do you think He designed a plan for you that required you to focus on yourself, your needs, your desires? Of course not. Selfishness is never God’s desire. He wants you to consider the needs of the people around you. Your business might be one of His ways to help you think about yourself even less.

Be a good steward of your opportunities. Be a blessing to each and every one of your customers instead of thinking of them as walking dollar signs.

In the words of advertising legend Leo Burnett, “What helps people, helps business.” I think God is pleased with that.

Unexpected Insights for the Christian Entrepreneur Pt. 2

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Read Part 1 of Unexpected Insight for the Christian Entrepreneur.

“On hearing it, many of his disciples said, ‘This is a hard teaching. Who can accept it?’ Aware that his disciples were grumbling about this, Jesus said to them, ‘Does this offend you?

“From this time many… turned back and no longer followed him.” – John 6:60-61,67 (NIV)

Although Jesus’ spoke His words to everyone, they weren’t accepted by everyone. In fact, scripture says that many people deserted Him because of His teaching.

Was this a surprise? Of course not. Verse 64 indicates that Jesus knew some would stumble. So why did He say what He did, knowing that He would alienate a significant portion of His audience?

Because the truth is the truth, no matter who rejects it. The truth will appeal to some and offend others. But the essential message itself must never be changed or watered down to make it more palatable to a wider “market.”

What in the world does this have to do with your business? More than you may think. Take a look at this Charles Atlas advertisements from the 1930s:

COMICAD_charles_atlas_3

Can you think of anyone who might find this (or the many other similar ads he ran) offensive? Did the potential backlash stop him from running them (and making a huge impact on the culture of the day)? Clearly not.

Atlas wasn’t worried about the people who might not like what he had to say. He wasn’t trying to convince them of anything. But the men who could relate to these messages were more than happy to send him money.

This is what Charles Atlas stood for, and he became an icon taking that stand in his unique, in-your-face manner.

So, what’s at the heart of your business, product or service? What do you stand for? Boldly take your stand right there, even though some people won’t like it.

(Example: In the copywriting arena, there’s always the long copy vs. short copy debate, or direct marketing vs. Madison Avenue-style general advertising. It’s simple enough to pick a side, and when you do, you instantly inherit opposition.)

There are 3 kinds of people you’ll encounter: 1) people who want what you offer, and with whom you can have a mutually profitable relationship, 2) those who never intend to buy from you and 3) people who don’t know you. If you want your business to become everything it’s capable of becoming, you need to tell your story, stand up for your position and be yourself. You and your message will resonate strongly with the people in group #1.

Who cares about group #2? Does it matter if they hate your ads or are offended by your stance on issues?

Individuals in the 3rd group will self-select their way into one of the first 2 groups as they get to know you.

Here’s the thing: if you dilute your message to appeal to everyone, it’s more difficult to tell the difference between people who are really with you and the ones that are “tire kickers.”

“Hard sayings” have a way of pre-qualifying your crowd.

In His 3 year earthly ministry, Jesus never backed away from the speaking the truth, even when it was harsh. As a result, He made more enemies than true followers. But in the subsequent months and years, those faithful few turned the world upside down for Him.

So here’s the point (which I’ve probably taken too long to get to): you can water down your message or choose not to take a bold stance on issues that are important to you and you’ll have access to a bigger crowd. But that crowd will be full of lukewarm listeners.

On the other hand, you can tell your story full-strength and create fired-up disciples and evangelists along with some folks who really dislike you and your cause. But there will be no lukewarmness.

Which way will you choose?

Tags: “christian entrepreneur”  business  marketing  advertising  messaging  bible

Unexpected Insights for the Christian Entrepreneur, Pt. 1

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“The horse is made ready for the day of battle, but victory rests with the LORD.” – Proverbs 21:31 (NIV)

There is an interesting dynamic at play that Christian entrepreneurs in every industry have to deal with: finding a balance between taking action and having faith in God as Provider. How do we avoid going to one extreme or the other?

The verse above paints a clear picture we can apply to our business lives.

As people of faith, we know that God has promised to supply all of our needs (Philippians 4:19), and we should trust Him fully for this provision. But does that mean we sit idle and wait for Him to do all the work? Obviously not.

Ultimately, victory and success comes from His hand. (That’s even true for people who don’t believe it!) But He still expects us to “make the horse ready for battle.” It’s less a matter of God “helping those who help themselves” (which isn’t in the Bible, by the way), and more an issue of cooperating with what He wants to do.

In most cases, the Lord uses His people to accomplish his will in the world. He works through us. E.M. Bounds said that “Men are God’s method…When God declares that “the eyes of the Lord run to and fro throughout the whole earth, to show himself strong in the behalf of them whose heart is perfect toward him,” he declares the necessity of men and his dependence on them as a channel through which to exert his power upon the world.”

He wants us to be willing co-workers (1 Corinthians 3:9).

What does that mean in practical terms?

It means do your part. If you want to win the battle, you have to prepare the horses. If you want to get customers, you have to market your products or services. If you want to retain clients, you have to treat them right and provide them with real value.

Do the best work you possibly can, then leave the results up to your Provider.

Read Unexpected Insights for the Christian Entrepreneur Pt. 2.

Juxta-Positioning

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Positioning is establishing your identity in the mind of your audience. Your positioning can be bad or good, strong or weak.

The best kind of positioning is when you can “own” a word or concept. Google IS online search. Kleenex equals facial tissue. Volvo is synonymous with automotive safety.

Sometimes, it can be appropriate to position your company, product or service relative to an established brand. Juxtapositioning, as it were.

There are countless ways to juxtapose your business, product or service with competitors. Here are 5 of the most common:

  1. Us vs. Them – offering uniqueness of a company or product over against a competitor
  2. Before & After – demonstrating a unique end result
  3. True or False – exposing the uniqueness of reality over common perception
  4. Exotic vs. Commonplace – uniqueness of origin, philosophy or perspective
  5. Ancient vs. Modern – discovering the uniqueness of ideas from a forgotten era

When your unique value proposition (UVP) is strong, but demonstrably different than the leaders in your field, Us vs. Them juxtapositioning is appropriate.

Slow Lube Lansing Positioning

As an example, take this photo from an auto shop in Lansing, IL (one of Chicago’s south suburbs). While Jiffy Lube and others offer 10 minute oil changes, emphasizing speed, this shop takes the opposite approach — a “slow lube.” It makes you wonder: what are the other guys really doing to you car? What are they missing or messing up? The contrast is stark.

Why try to compete with the other shops on speed? Quality and “proper service” aren’t even on their radar.

Before and After is simple, right? Think exercise machines and acne medication. Demonstrate how the future can be better and brighter with your product or service.

Where misconceptions are hurting people in the market, or just keeping them from buying from you, become a mythbuster. Remember those commercials sharing the “truth” about how corn syrup is as safe as sugar? That’s full-fledged True or False juxtapositioning at work:

Exotic vs. Commonplace can be best seen in the way we Westerners love products from the East, from green tea to yoga. The opposite is also true. People from around the world clamor to get their hands on American products and brands.

People get bored. We associate the familiar with the results and experiences we already have. To have a new experience or better results, exotic products hold special appeal.

Ancient vs. Modern plays on the notion that we’ve traded something significant from the past to make way for the electronically-enhanced artificial present. Technology, as much as we love it, seems to have trumped wisdom. Instead of reaching out to touch someone, we have touchscreen phones and tablets.

There’s a longing for “the good ol’ days.” (I reckon there has been ever since Adam and Eve.)

Titles including “The ancient art of…” or “long-lost secrets of …” have a mysterious attractive quality. They help sell millions of books, courses, classes and products every year.

The-Ancient-Art-of-Tea Positioning

How can you use these juxtapositioning techniques to strengthen your place in the market?

 

What Marketing is All About

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“You’ve gotta come and see this!” my wife exclaimed as she ran into my office (which is any room with no kids in it at the time) last night.

“What is it?” I was curious what had made her so excited in the middle of the night.

“Just watch,” she said, unpausing the DVR. She played the commercial for the 2014 Honda Odyssey.

Normally she doesn’t get excited about commercials, but this one had her head spinning. “Honey, I need that van!” kept rolling off her lips for the rest of the night.

Honda is really onto something here.

What Makes This a Great Commercial?

There’s nothing particularly brilliant about the special effects. It’s not thigh-slappingly funny. But it got the only thing that truly matters right.

It showcases the built-in vacuum.

The commercial is brilliant because it highlights a brilliant move Honda made when they designed this car.

honda-odyssey-2014-built-in-vacuumimage via theshoppingmama.com

Maybe they hired a mind reader, or maybe they just asked van drivers what they wanted in a new van. However they came up with the idea, they’re now offering something that moms and dads (the ideal customers for vehicles like this) have been wishing they’d had for years.

That’s what marketing is all about folks. Finding out what people want and helping them get their hands on it.

Honda’s the first car manufacturer to offer this innovation (if I can call it that), but they won’t be alone for long. Their unique selling proposition won’t be unique for long.

What do they need to do to keep the advantage?

P.S. Are you having trouble crafting your own rock-solid USP? You should consider this.

Worst of Signs, Pt. 2

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Here are a couple more instances of crummy signs in my south Chicago neighborhood.

Teeth Sign Chicago

This is a billboard for a dental practice just off the highway. Maybe it’s just me, but it seems terribly offensive, or at least insensitive. But it’s been in the same spot for several months, so maybe it’s working better than I think. Of course, since the sign isn’t keyed to produce trackable leads (in direct response fashion), it’s hard to know for sure, even for Dr. Atcha.

Pops Sign Lansing

If I have to point out what stinks about it, you need some help, too.

If I ever sign up for Pinterest, I’ll be sure to have a board dedicated to the good and bad advertisements I see around Chicago. There are plenty of both.

Did you see It Was the Best of Signs, It Was the Worst of Signs Pt. 1?

It Was the Best of Signs, It Was the Worst of Signs

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dad highest rank

This billboard by the National Responsible Fatherhood Clearinghouse and the Ad Council is one of the best advertisements I’ve ever seen. It doesn’t qualify as direct response or direct marketing, but it is promotional.

More than that, it’s emotionally powerful. For proud dads like myself, for those who are saddened by the lack of father figures in our nation, and particularly for military families, these 7 words speak volumes.

It’s among the best of signs because it’s targeted, which makes it laser-guided towards specific emotional responses. The imagery aims right at the heart.

Does your advertising evoke the right emotions in your target audience?

support

I mentioned this sign in an interview I did last year as being one of the dumbest signs I’d ever seen. I went back to take a picture of it in the window of a shop in south suburban Chicago.

The handwriting is nice, but that’s about as far as the positives go. And if I’m not mistaken, that shop is no longer open.

This is among the worst of signs because it is wrongly focused. Businesses cannot walk up to would-be customers and say “Hey, give me some of your money.” Businesses only stay in business because they provide value to their customers.

The business exists for the customer, not the other way around.

The sign doesn’t offer any reason whatsoever for the reader to support the business. I could understand a sign that says “Support American Businesses.” That’s asking the customer to do something that is in the best interest of the economy of his country. That means it’s good for him in the long-term.

This particular sign comes much closer to panhandling than marketing. It’s just asking for support without promising anything unique or valuable in return. What reason does anyone have to support them?

Are you giving your audience reasons why they should do business with you in your advertising? Are you telling them what’s in it for them? If not, you’re completely missing the point.