marketing ideas | Words For Hire

I stood up from the pile of work on my desk to stretch. I was hot, my hair was sticking up and I was tired and cranky. I looked out the window and sighed. It was a beautiful summer day. The branches lifted ever so gently, the cloudless sky was clear and blue and the sun seemed to beckon me with its rays.

As I took in the moment and simply breathed in, two little girls came into view. Both wearing brightly colored shorts and tops chatting happily. They part ambled, part skipped as they made their way closer to my window. I watched them with a smile remembering the summers of my youth.

The little girls sat down across from my window where there’s just a bit of curb at the end of a grassy hill that leads to a pond. They sat facing each other in intense conversation (which at age 10 could be about anything from Hannah Montana to world peace). I cocked my head as I watched the ease they exhibited. One of the little girls held up her cell phone and snapped a photo as they continued to chat away (now that’s one thing I didn’t own as a kid!).

Children buy, sell and negotiate every day of their life. They do it naturally, without sophisticated strategies and tools. They sell their ideas to other kids (which is how you find yourself playing boogey man instead of dress up); they negotiate with teachers and parents. Children do it without questioning the ROI or metrics, it is as natural to them as having a conversation.

Those two little girls reminded me of our “new era” in marketing. We talk about engagement, transparency and conversational marketing but are we really doing it? Have we simply took our fancy corporate branding and toned it down with everyday language or are we really talking to people?

While I am very much in business to make money, I want to do business with other human beings. I want my marketing to talk to and not at people.

If you really want to reach people, then talk to them. Lose the industry jargon and corporate speak and talk to them as though it were just you and them sitting on a stoop on a hot summer day. If you want your messaging to convey authenticity then be real. What would you say one on one in a non-sales situation when asked about your business? Compare that message to what’s on your website and in your printed collateral – how does it match up?

We have fallen into this trap that people will only take you seriously if you use the “right” language. So, we start there and we strip our messages of all humanity and warmth. People are smarter than that, give them a little credit. Talk to them, really talk to them and you may be surprised at how they respond.

Do you find that you describe your business or even job differently in social settings? Are you more natural in social settings? What makes you not use that approach all the time?

Image by Oberazzi via Flickr

Written by Karen D. Swim

Growing up my mom was big on seasonal meals. We ate fruits and veggies in season, often from our own garden. Summer was a season of lightness, where crisp cool fruits and vegetables took center stage. Fall was the beginning of foods that warmed your body and comforted your heart. Steaming bowls of chili, soups and stews accompanied by fresh homemade cornbread. Even now I can close my eyes and smell the rich aromas of mom’s stew, all of the tasty vegetables combining in a savory combination of love and goodness.

The pattern of business also follows seasonal shifts. In summer, we tend to lighten the load as we make time for play. We put off complex projects that are not essential and opt for a more casual pace. The arrival of September signals a change, time to get back to work. We may find that we are ready to add new textures and tastes to our own business stew. We may expand with new products or services or delve into new avenues of marketing. We mix it up and in so doing we create a richer, more flavorful dish. Below are a few ingredients that you can add to your spice shelf. Add one or two or try them all to create your own tasty selection.

Face to face marketing. We have become so spoiled by the ease and efficiency of web marketing that we often forget that we can still use some of the traditional methods. Go to a local networking meeting, visit your chamber of commerce or set up appointments with local businesses who need your services. In these trying economic times, a little face time can be just the reassurance a potential customer needs to buy.

Add new media. Enrich your business with new forms of content delivery such as video, audio, photos or animation. Record a series of podcasts with tips in your area of expertise. You can upload them to iTunes and add them to your website. Use video to share information and tips and post it on YouTube, Hulu or your own website. If you like Powerpoint, prepare a presentation and upload it to Slideshare. You can even have your own radio or TV program using sites such as BlogTalkRadio and UStream TV.

Grab a partner. Work with someone in your area of expertise to create a joint offering, or partner with someone that offers complemntary services. Partnerships can help you to create deeper client engagements by expanding your portfolio of services. It can also help all involved to share the load of creating, testing and breaking through to a new space. For example, Writers can team up with photographers, marekting agencies, videographers, SEO consultants, graphic designers, printers and more. Think outside the box.

Teach, coach, consult. You can add another layer to your business by teaching rather than doing. Develop self directed e-courses or on demand webinars, add coaching and consulting to your service offerings. All of these services are fairly easy to add to your portfolio and have the potential to expand your client base and revenue stream.

Step into the Spotlight. Pump up your marketing and increase your visibility with interviews. Radio, tv, newspapers and magazines are all within your reach. Join HARO (Help a Reporter Out) for free and you will receive three emails per day chock full of leads of people seeking experts. I have countless friends who have been featured in stories as a result of HARO, including friend and colleague, Trish Lambert. If you need publicity tips, Jeff Crilley, Joan Stewart and Sanyika Calloway Boyce have excellent resources to get you started.

Great cooks are not afraid to experiment with textures and flavors, and neither should you. Don’t be afraid to mix it up a little, as you may be surprised with the dish you create!

We would love to hear from you. Do you have any spices to add to the list? Any sources to recommend? Let’s share our knowledge as we all grow and succeed together. Add your comments in the comment box or wherever you happen to read this message. 😉

Remember that if you need a little help with your marketing strategy you can always give me a call!