Monthly Archives: March 2016

Signage, the Under Utilized Advertising Tool

Less than 20 years ago, no one imaged they’d be able to advertise their company through a crazy thing called the internet. With more and more advancements in technology, advertising is becoming more and more popular and easy to do. We’ve become so focused on reaching our online followers that we often forget those who aren’t online; those who drive past your business every day or maybe driving down the highway past a billboard for your business. Advertising got its start long before the internet and many forget to consider the old reliable form of signage.

If done correctly, signs can be a creative, attractive, and informative way to help boost business as well as stand apart from your competition. According to studies, 50% of new customers choose to enter a business because of a sign that attracted their attention. This just goes to show that sometimes old ways are the best ways.

Signs act as a silent salesperson. The great thing about a sign is you design it, install it, and then let it do the work for you. Signage in front of a business stands as a reminder for future instances where your business may be needed as well as a marketing tool to draw customers in while driving past. Signs used inside your business can help customers locate certain products and even encourage spontaneous purchases on certain items.

Signs are an essential component of marketing for a business. Signs that feature logos are a great way to help reinforce your brand. Signs are also a great way to draw attention and convey important information about your company. Outdoor signs have 24 hour a day, 365 day a year visibility meaning their impact on customers is continuous while you only have to pay a one-time fee for it.

If you’re going to be purchasing a sign for your business, it is important to consider the different types available. Signs come in a variety of materials such as metal, plastic, and wood. If you’re looking for something that may not be very permanent or easily movable, vinyl banners may be a great option. For signs mounted to the sign of a building, metal is typically a great option. Corrugated plastic signs are great for contractor companies such as landscapers and roofers to show “hey we did this work” at previous worksites. All of these options can easily be customized with vinyl decal lettering which comes in a variety of color options and can be printed to just about any shape or size. It is also very durable and weather proof!

If you’re in the need for advertising for your business, don’t forget the old, yet still relevant, methods and be sure to get yourself some signage!

Ethical Bribes Create Trust, Value and Leads

If you’re like most experts, you’re looking for ways to reach more of your market in order to build trust, create value and ultimately do business.

One of the best ways to do this is to give potential customers and clients a “taste” of what you do by way of samples. Someone who perfected this model is Debbie Fields. As the story goes, when she first came up with the idea for a business Debbie tried to sell her cookies. Not many people were interested.

Rather than give up, she put a “sample” plate together, going door to door, offering free cookies to whomever was willing to take some.

Within a short period of time word got around how good the cookies were. Debbie Fields aka Mrs. Fields, quickly went from giving her cookies to reluctant strangers to building a multi-million dollar enterprise. Granted, there was a lot of work building the business, but had Mrs. Fields not been willing to give people a taste of what she offered, she would have ended up like countless others; throwing in the towel, chanting, “This stuff doesn’t work.”

Actually, giving people a sample of what you do can work great. In the online space you can offer eBooks, eReports, videos, audio files, podcast shows and articles to name just a few of the many ways to create value first before asking for the sale.

Make sure whatever you offer is of very high value. The notion that it can be low quality because it’s free is way off base. After all, in many cases this is the first touch point potential customers have with you.

Additionally, make sure that you have a clear path to where you want to take people. What is your end game? Where do you want potential buyers to end up? What needs to be put in place to make this happen?

If you’re a consultant who uses free reports to secure leads, do you have a process in place to follow up with those who have expressed interest by opting in for your report.

An obvious path would be:

  • Opt in
  • Series of follow up messages
  • An invitation to complete an assessment
  • A complimentary coaching call for those who put effort into the assessment
  • A discussion on what solutions you provide via various consulting programs

Authors, a chapter of your book turned into a report is a really nice giveaway. Another idea for authors is to shoot a short video that explains something written about in your book. Then there’s the idea of hosting a webinar on a topic that is directly related to your book.

Bottom line is this; whatever industry you’re in, if you are a service based business, offering free content is one of the best ways to gain trust, generate leads and grow your business while serving your market.