Pay Per Click Marketing Centricity

What "Small Thing" Can You Add to Differentiate From the Competition?

One of my biggest "passions" and supposed "talents" (at least according to the Clifton Strengthsfinder) is coming up with strategies and ideas to help businesses perform better. Unfortunately, it's difficult to blog about ideas in general. It's not difficult, though, for you to generate them.

Have you had a brainstorming session recently to generate new ideas of how you can differentiate from competitors to attract new prospects and maintain current customers? If not, I think it's a good idea to have one session at least every quarter - preferably with different groups of people to ensure new ideas are injected into the process.

These ideas don't have to be expensive, time-consuming or even "brilliant." The most important aspect of any differentiation idea is that it will be observed and appreciated by your prospects and customers.

Okay. I can't resist. Here's one example of a very simple idea that came to mind today of how a local small business that most of us use every week, could easily implement something that would differentiate them from the competition; win more new customers; generate additional revenue from current customers; and increase retention rates.

Like most Americans in the suburbs, we pay for trash pick-up service. Now, there doesn't seem to be too many opportunities for a trash company to differentiate itself - other than price. As long is the price is competitive and the trash is gone when you get home, most people are satisfied.

Our trash company, as well as all the others in this area, offer a 90 gallon (large) trash can on wheels (toter) for an additional, small monthly fee. Like most trash cans, these toters tend to get very dirty and smell pretty "ripe" after a month or two of heavy use by a family of four.

So, when the trash can reaches the peak of "ripeness," I'll take it to the end of the driveway and try to clean it. For those of you who have one of these large toters, this cleaning process is not as quick and easy as you'd think.

First, it's impossible to reach the bottom of the toter with you hands to grab all the "stuff" that is always stuck at the bottom. You know the stuff that refuses to fall out regardless of how hard the mechanical arm on the trash truck shakes the toter? Your best option is to use a broom and power washer to scrub and spray everything out as the toter is tilted on its side. This process usually takes about twenty minutes and then I usually add a little bleach to kill the "ripeness" and then let it air out for awhile before placing it back in its home in the garage.

Bottom line is this cleaning process takes a good amount of time and is not all that pleasant. So here's the opportunity for my trash company:

Provide and charge a fee for an extra service where they'll replace my "dirty" toter with a "clean" toter every quarter (or every other month) - whatever makes sense for the billing cycle. I already pay an extra fee each month for the toter, simply add a new line item or increase the toter fee to switch out my toter every few months. They already have the process and equipment in place to pick-up, clean and deliver these toters for those customers adding or removing the current service, so they would only need to make very minor changes to their business model.

Small thing? Sure. Small things can generate a lot of revenue though. And time and convenience are extremely important in today's society and many people are willing to pay extra for services that help them save time and makes their lives a little easier. Even if it's just the trash.

Should You Create a Blog to Market Your Small Business?

Should you create a blog for your small business? For many small businesses, I think it is absolutely worth the initial small investment of time and money to create a blog to market your small business. Take a look at this article in the San Francisco Chronicle that talks about several small businesses that created a blog with good results.

In addition, I've listed ten reasons you should consider creating a blog for your small business:

Radio Advertising: Radio Announcers are not Marketers

I heard an awful, live radio advertisement/interview while listening to one of the sports radio stations in St. Louis and wanted to share the lesson this poor business owner just learned.

This small business owner has a landscaping business and recently acquired the exclusive license in the area for a golf putting surface that can be put down in your back yard so you can work on your putting stroke without hitting the golf course.

This small business owner paid for a live commercial promotion with the announcers. This type of radio advertising usually comes at a premium price because you're using the on-air radio talent and a greater number of listeners should hear the advertisement because it's number one in the advertising rotation.

Whatever this poor small business owner paid, it was too much.

Marketing Static: What's the Frequency of Your Message?

One of the larger AM Radio stations (watts) in the country, KMOX, is based here in St. Louis. Today, they began broadcasting in HD Radio.

Like many consumers, I've heard a little about HD Radio, but not sure I could provide more than three or four sentences on the technology.

During the lunch hour, I happened to be in my car flipping through the stations and stopped for the news report on KMOX. During the news, KMOX announced their new HD Radio broadcast and conducted a brief interview with one of their in-house technicians.

Let's skip the part why you would interview a technician to inform your audience of this "big deal" and focus on his message. "John, tell us about HD Radio," said the interviewer.

"Well, HD Radio is a new technology that allows us to broadcast the same content we've been broadcasting, but now it's broadcast with a digital signal. It may not sound like a big deal, but it sure is a bid deal to us techies."

Wow, doesn't that make you excited that KMOX is now broadcasting in HD Radio? You may not be too excited because John has told us about a feature. A feature of a new technology that most of us know very little about.

Perhaps we would have been more excited if John described a benefit. Maybe even a benefit that directly addressed a problem most of us have experienced while listening to AM Radio.

Same question, but let's try a different response:

"HD Radio makes your listening experience on AM Radio much more enjoyable. The current analog signal for AM Radio can be easily distorted. You know when your listening to AM Radio and something is about to come up that you really want to hear, but at that very moment, you start driving through a tunnel; under a bridge or near power lines and all you hear is static? That goes away with HD Radio. You won't miss another important point, idea, phone number or home run. The quality and clarity of HD Radio for AM Stations will be equivalent to what you hear listening to FM today."

A little bit more exciting - don't you think? After hearing this message, I'd certainly be more apt to continue listening or be interested in finding out more information about HD Radio.

Try to avoid using features in your marketing messages. Whenever feasible, clearly state the primary benefit of someone using your product or service - preferably a benefit that directly addresses a recognized problem. You'll receive less "static" and more interested customers.

Your Marketing: Is it Tempting?

I love Business 2.0. It's one of the few magazines I read front-to-back. In the new May issue, Andy Raskin writes an interesting article entitled, "How to Lead Your Customer Into Temptation."

In the article, Mr. Raskin discusses research conducted by Baba Shiv, formerly of Univ. of Iowa and now at Stanford. Mr. Shiv's studies how consumers make decisions. Something important to all of us.

I always like to point out how the small things you do or don't do while marketing and selling your products or services, are key to your success. This study is another example.

How to Increase the Likelihood Prospects Remember Your Sales Message

I recently finished reading Selling the Invisible (TB-$C) by Harry Beckwith. Really good book and I highly recommend to anyone who markets services.

Below is one of many excerpts I thought really hit home for those of us who attempt to sell services.

Consider this:

[Your wife] sends you to the store for milk. You bring home milk.

Next time, she says, "Get raisins, Drano, Gummy Bears, milk and some hundred-watt light bulbs."

You forget the milk; but it's the milk you family needed most. All you have for breakfast tomorrow is  [dry] cereal.

Marketing Successfully Without a Perfect Product or Service

Have you ever experienced the perfect product or service? If so, I'd sure like to hear about it. I think most people would agree, including marketers, that no product or service is perfect. Since it is the perception (which is reality) of your customers that no product or service is perfect, then, don't be afraid to admit to one or two shortcomings in your sales and marketing efforts.

I talked a little bit about this in a previous post about presenting a one or two-sided argument when marketing a product or service. While recently reading, Selling the Invisible, I ran across this study which reinforces why you should not avoid discussing a shortcoming.

Marketing Gone Wild: How to Alienate Customers in Your Marketing Efforts

Did I miss something? Is there some direct marketing guru suggesting that companies send more than one direct marketing piece to the same address, at the same time, in hopes that at least one of the pieces will be opened?

I used to have a Chase credit card. A few years ago, my wife and I decided to consolidate our two credit card accounts into one account. By no means would I consider myself a loyal Chase customer, but they never did anything to make me hesitant to one day return as a customer either. Until today...

Why You Should Not Be Afraid to Provide the Details

I came across a great article in The New Yorker discussing how experts are no better, and sometimes worse, than "regular" people at predicting future political and economic events. While not part of the main theme of the review, I found the small blurb below particularly interesting to those of you who must convert prospects to customers:

Plausible detail makes us believers. When subjects were given a choice between an insurance policy that covered hospitalization for any reason and a policy that covered hospitalization for all accidents and diseases, they were willing to pay a higher premium for the second policy, because the added detail gave them a more vivid picture of the circumstances in which it might be needed. In 1982, an experiment was done with professional forecasters and planners. One group was asked to assess the probability of “a complete suspension of diplomatic relations between the U.S. and the Soviet Union, sometime in 1983,” and another group was asked to assess the probability of “a Russian invasion of Poland, and a complete suspension of diplomatic relations between the U.S. and the Soviet Union, sometime in 1983.” The experts judged the second scenario more likely than the first, even though it required two separate events to occur. They were seduced by the detail.

When writing marketing copy or creating a sales pitch, then, don't be afraid to include the details. For instance, if you were able to save a previous customer $1,032, use that detailed number. Don't change it to "over $1,000." Details, especially when written down,  give you more credibility - so use them!

Should I Use a One-Sided or Two-Sided Argument When Presenting My Product or Service?

When presenting to an individual or group, is it better to present only "your side" of why a customer should purchase your product or service or is it better to also present some of the drawbacks or concerns some people may have about your offering - items your competition might present?

According to research, it depends on the specific sales opportunity. In most sales situations, though, it is more credible to present a two-sided message. These messages, in general, are more credible because they acknowledge your product or service does have shortcomings. If it was "perfect," then competition would most likely not exist.

In fact, research suggests that it is worthwhile to disclaim at least one minor feature because it will increase the buyer's confidence that the seller is "telling the truth." The belief that the seller is telling the truth, then, creates credibility in the mind of the buyer and strengthens the positive aspects of the product or service even more. Two-sided messages are perceived as opposing the sales goal, therefore resulting in the belief that the sponsor is honest.

It may also be a good idea to refute the weakness or counterargument once it has been presented. For example, "I can tell you that there is a high likelihood that our product will cost more than others you may consider. The reason is we use the highest quality parts available to reduce the number of breakdowns and ensure a longer useful life for the product."

In general, two-sided messages are more effective when the audience is critical, skeptical or unfriendly (e.g. already use a competitor's products or services); is well educated; or is likely to hear opposing arguments from your competition. In addition, by offering some of your shortcomings, you also lower the customers' expectations for the product or service and lessen the likelihood of dissatisfaction.

One-sided messages are more effective when your audience is friendly (e.g. already use and like your product or service); already favor and/or agree with your message; or they are unlikely to hear counterarguments from others or your competition. If you face competition, then one-sided messages will usually lose credibility with your audience in the long-term.

The bottom line is that you should be honest about the shortcomings of your product or service. Buyers will perceive you as more trustworthy which is often more important than the positive or negative aspects of your solution.

by Rob Reed  web: www.terrakon.com   blog: www.marketingcentricity.com