Email as a marketing initiative seems to have no appeal to most small business owners. While email pours into our inboxes by the hour from the smallest of businesses to mega-brands and retail giants, Main Street business owners dismiss email as a marketing initiative. Why? The biggest reason I hear is because they don’t want to be a burden to their customers’ inbox.
Your Email Message is NOT a Burden to Your Customers (not if you follow some simple guidelines)
If your customer willingly gives you their email address in exchange for some information, in response to an offer, or for some other value, they have given you permission to send them email messages. Your email messages are NOT a burden if you keep your messages relevant, helpful, informative and useful. In other words, if your email serves the people on your list, you’re doing email right.
Restaurant: Weekly specials and discounts. Live entertainment announcements, new seasonal menus, special offerings for those with special diet or lifestyles. Birthday and Anniversary offers.
Massage Therapist: Health & beauty tips for the body and mind. Announce special offers when massage bookings are light for the upcoming week. Massage therapists, yoga instructors, personal trainers, and chiropractors can team up to cross promote each other while building useful and engaging email messages.
Electrician & Plumber: These professionals can team up with one another and provide home safety tips, energy conservation advice, preventative maintenance.
Landscaper: Tips on curb appeal, low-cost landscape improvements you can do yourself, home gardening tips.
It’s a gift when people sign up for your email. It’s a wonderful opportunity to have your own audience who says, “Yes! Send me your info and your offers!”
Customer loyalty transcends price. Being convenient and helpful with good advice and information matters. If you take the approach of being a helpful resource with your email message, your marketing message will be received in the same spirit.
Don’t stress if your emails don’t all get opened. The name of the sender (you) and your message will usually be seen. You’re still keeping you and your business in top-of-mind position. Not everyone is ready to buy at any given time…but when they are, your helpful presence in their inbox will remind them you’re there and ready to serve them. You also stand a much better chance at getting a referral from a member on your email list by keeping in touch.
Email Topics Make Good Social Media Posts
The great thing about marketing your business online is, most of your efforts can be repurposed. A blog post (like this one), can be used in an email and also as social media post. Once the content is finished, the deployment of the message on other media is quick and easy. Each can serve to deliver your marketing message, be shared by members of your audience, and to further grow your list and reach.
Today, a large percentage of people who see your ads in print, your participation in a Groupon deal, or see your vehicle on the road, are going to check out your website. This is a unique chance to acquire a lead ad grow your email marketing list. Your website needs to make an offer of some sort. We call this a Lead Magnet. It’s something irresistible like a discount or some piece of valuable information. Customer interactions of all kinds should include a method to record their contact information.
“There’s money in the list” is the mantra of so many mega-successful entrepreneurs. Why? Because when someone gives you their email address, they are giving you permission to send them your information and offers. We call this Permission-Based Marketing.
A productive customer list is a valuable asset. Your business is worth more to you and also to a potential buyer if you have a list of customers whom you have serves and who respond your marketing.
Statistically, a restaurant email will be opened by about 34% of its recipients. So if you have 1000 people on your email list, 340 people will open your email message on average every time you send. If just 5% off those people decide to come in to patronize you, that’s 17 more tables served. If the average table is 3.5 people and your average check is $20 per person, that’s $1190.00 in sales for every time you send out an email. Does that want to make you double the size of your email list?
Granted, a massage therapist or an electrician isn’t likely to get the heavy response of a restaurant, but the effect will be similar-a few extra bookings, a few extra quotes, a few extra referrals, and A several thousand dollars in extra sales throughout the year.
A big email list can recession-proof your business. In every economy there are winners and losers. Have a big list and there will be a portion of the list who are doing well even in a down economy. Keeping in touch with email is dirt cheap as compared to most any other marketing media.
If disaster strikes and you have a fire in your place of business or if your landlord sells out and you lose your lease, you can quickly reach out to your customers and tell them you have moved into a new location. If you need to make any other kinds of special announcement, you can reach all your customers to let them know with email.
When you have a big email list, you don’t need to spend time and extra marketing cash on loyalty programs, equipment or training. Marketing automation delivers your message and your offers consistently.
Email marketing IS a project. The best way to do it is to schedule several months worth of messages in advance. Although it’s not an easy task, it IS worthwhile.
The good news is, you can get professionally written emails sent to your list weekly, bi-weekly, or monthly for a fee that allows you to come away with a strong return on investment.
To learn more about our Email and List-Building Marketing Program for Small Business Owners, contact us today. There’s no charge for a strategy session.
Looking for ideas or themes for your emails, social media, videos, or in-store promotions? Small Business U. provides this FREE RESOURCE every month to help you prime the pump so you can create interesting, fun and engaging content to help your marketing and message stand out from your competition. Never miss an issue: SUBSCRIBE!
Monthly Holidays in April, 2018
National English Language Month
National Month of Hope
National Canine Fitness Month
National Internship Awareness Month
Distracted Driving Awareness Month
National Child Abuse Awareness Month
National Donate Life Awareness Month
National Cannabis Awareness Month
National Fair Housing Month
Month of the Military Child
International Guitar Month
Keep America Beautiful Month
National Autism Awareness Month
National Couple Appreciation Month
National Decorating Month
National Humor Month
National Landscape Architecture Month
National Inventor’s Month
National Jazz Appreciation Month
National Soft Pretzel Month
National Straw Hat Month
National Poetry Month
National Pecan Month
National Volunteer Month
Occupational Therapy Month
Sexual Assault Awareness Month
Stress Awareness Month
National Safe Digging Month
4/9/2018 Hugh Hefner
4/13/2018 Thomas Jefferson
4/23/2018 William Shakespeare
4/26/2018 Carol Burnett
4/26/2018 Melania Trump
4/27/2018 Erik Schmidt (Former CEO of Google)
National Public Health Week
National Window Safety Week
National Work Zone Awareness Week
Animal Control Officer Awareness Week
Crime Victims’ Rights Week
National Library Week
Cancer Registrars Week
Boys and Girls Club Week
National Pet ID Week
National Volunteer Week
National Princess Week
Sky Awareness Week
Every Healthy Kid Week
4/1/2018 April Fools Day / Easter
4/2/2018 National Ferret Day
4/3/2018 National Find a Rainbow Day
4/4/2018 National School Librarian Day / National Walking Day
4/5/2018 National Deep Dish Pizza Day / National Read a Road Map Day
4/6/2018 National Student Athlete Day
4/7/2018 National Handmade Day / National Love Our Children Day
4/8/2018 National Zoo Lovers Day
4/9/2018 National Name Yourself Day / National Former Prisoner of War Recognition Day
4/10/2018 National Siblings Day / National Equal Pay Day
4/11/2018 National Bookmobile Day / National Barber Shop Quartet Day
4/12/2018 National Grilled Cheese Sandwich Day
4/13/2018 Natinal Scrabble Day / National Thomas Jefferson Day
4/14/2018 National Reach As High As You Can Day
4/15/2018 National Tax Day / National Take A Wild Guess Day
4/16/2018 National Bean Counter Day
4/17/2018 National Ellis Island Family History Day
4/18/2018 National Animal Cracker’s Day
4/19/2018 National Hanging Out Day
4/20/2018 National Look Alike Day
4/21/2018 National Kindegarten Day / National Aucioneers Day
4/22/2018 National Earth Day
4/23/2018 National Picnic Day
4/24/2018 National Teach Children To Save Day
4/25/2018 National DNA Day / National Administrative Assistants Day
4/26/2018 National Take Our Sons and Daughters to Work Day
4/27/2018 National Arbor Day / National Day of Silence
4/28/2018 National Pool Opening Day
4/29/2018 National Shrimp Scampi Day
4/30/2018 National Military Brats Day
Getting your business noticed in a world of heavy competition is actually easier now than it has ever been in history. Everyone, whether you’re a business owner, a professional, or just a regular citizen, we have the ability to create our own broadcasting channel.
One word says it all: CONTENT. Creating useful content your potential and existing customers will appreciate is it direct route to breaking through the noise, getting noticed, and creating an audience.
Did you ever think you would be in the information marketing business? Probably not. But read on!
Content comes in many forms.
My best suggestion is to look at your website as an information delivery system, not just an online ad where in inform and educate your potential customers.
You may be thinking, “How can I create content for my website? Why would anyone care about my content?” Here’s my response: Whatever you make, do, or sell in your business, whatever services you provide, there are people out there looking for it online. First, they’re looking for information about it. By providing information, you become visible (they land on your website). By providing helpful information, they begin to trust you. By being genuine and not delivering a sales commercial, they begin to trust you.
Create a web page or a blog post (like an article) about every product or service you make or sell. Describe it, in every detail. Describe the type of customer’s who buy it or use it. Describe the features and benefits.
Not only will this help the customers to understand what you’re doing and selling in your business, it’ll also tell the search engines (this is a natural search engine optimization process) so your business will become more visible when someone is looking for a business like yours.
Need help brainstorming content ideas? Ask Andrew
The more you imitate real-world media, the more your content will be seen. Think about TV shows and radio shows. They are consistent. There are weekly shows and daily shows. They are aired consistently on a schedule.
In the Information Age, even small businesses can leverage information to make acquire new customers and make more sales.
Getting noticed means creating useful material on a regular basis. Some businesses will do this. Some won’t. The ones who do will benefit.
Aside from written content, I also recommend video. Video is as simple as looking into your webcam and talking. There’s no need for high-tech equipment. You can always move up into better quality equipment later but cheap equipment today provides very acceptable quality.
I started creating demonstration videos for products I sell in my wholesale business in 2011. In that time, my videos have accumulated more than 1 million views. Considering some videos go viral and can get a million or more views in a week, 1 million plays in 7 years seems like nothing. BUT, these videos have resulted in helping me sell hundreds of thousands of dollars worth of product and driving tons of traffic to my website (Mazerwholesale.com). My point is, all content has the potential of getting you new customers and real sales…so it matters.
A YouTube channel is free. Uploading videos to YouTube is free. People love to consume information on video. YouTube is the second biggest search engine right behind Google. If your videos include information that people want to know about, your videos will be viewed. If you do a good job with your video then people will visit your website.
Your videos and your blog posts make terrific social media posts. Now you have a blog post with a corresponding video and then you use social media to syndicate that content. The best time to start blogging and creating videos was about 15 years ago. The second best time is right now. There will never be less competition than there is right now. My best suggestion and what I do every just about every day is write down ideas for new content.
Every time I read something in a book or an article or listen to it a podcast that I think is share worthy, I write it in my notebook for later consideration to share with my audience. It’s as simple as that. You don’t have to have 100% unique thoughts or ideas.
Be real, be yourself, and deliver information you would want to have delivered to you. Be valuable and people will pay attention. This is how you get noticed in a world of competition. This is how you become a thought leader. This is how you get to be known, liked, and trusted in the marketplace.
You will of course need to make your content interesting and useful. Written, audio or video content is not about making a commercial message for your business, but rather it’s about value. Providing good, useful information is the only content you ever want to post online.
Need help with content marketing plans and ideas? Let’s talk. Start here. Ask Andrew.
If you liked this article and you want to get notified when new small business marketing and management articles are published, CLICK HERE.
In this article, you’re going to learn how get your business in front of 1000’s of local and potential customers FREE with Facebook Events.
The 2 examples are restaurant-related but Facebook Events can be used in any type of local business. You just need a theme ans a little imagination.
You don’t have to put on a party, a parade, or hang banners or posters in order to have an “event.”
Your Event Can Be Anything You Want It To Be
An event can be a one-day affair or it can last all month long! Your event can revolve around a single item or a theme. It just takes a little imagination and a topic. The best way I can explain is with a couple of examples. Let’s pull an idea off of our March Marketing Ideas Calendar:
March 6th is National Oreo Cook Day. Take advantage of the popularity of this American favorite and create an Oreo Cookie Day Event!
If you’re in the restaurant business, you can promote Oreo Cookie milkshakes, Oreo cheesecakes, Oreo cupcakes, Oreo ice cream cake. Do you think there are some people around town who would be intrigued by the idea of an Oreo-inspired dessert selection? Of course, especially if it were a limited-time event.
But wait, National Oreo Cookie Day is just a 1-day holiday and maybe it’s not worth the trouble or risk of preparing all these Oreo-related desserts. No problem! Make your event last all week! Who’s stopping you? Here’s all you do: Announce how your restaurant is celebrating National Oreo Cookie Day by featuring Oreo Cookie-related treats all week (or all month, of you want) long!
Subscribe to The One Good Idea Newsletter to get our Monthly Marketing Ideas Calendar delivered every month.
Here’s another idea: The month of March is Caffeine Awareness Month. Create an event on topic of coffee.
Your coffee vendor will be happy to provide free samples and personnel to entertain your customers with taste tests. You could market this event every day of the month OR just on weekends or just on Saturdays…whatever you want! Facebook lets YOU make the rules and they’ll keep marketing your event for as long as it lasts.
Use events to capture customers’ contact information so you can add them directly to your marketing list for future promotions/invitations.
You can even sell tickets to events by linking to a site like Eventbrite or a page on your own site which can sell tickets can collect money.
Facebook has created a smart phone app which millions of people have already downloaded. This app informs people of events going on nearby. People who don’t have the app still have the ability to see events in their news feed.
Fewer and fewer people actually see your Facebook fan page posts due to recent changes on Facebook’s move to sponsored (paid) posts. However, events will appear in your Facebook fans’ Notifications. When someone clicks on an event notification, here’s an example of what they might see:
When someone clicks on Interested or Going, many of their Facebook friends will see this in their Notifications. Some people will want to share this information because, let’s face it, we want to share good times with our friends. Another added bonus is the ability to sell tickets to an event and the Find Tickets button allows you to bring ticket buyers to your website or to another destination, such as Eventbrite (another place to market your event whether you’re selling tickets or not).
So when a Facebook Friend clicks Going to an event, this is what appears in her friends’ Notifications. This acts as social proof and starts the whole cycle again of possibly reaching more and more people who may otherwise never have known your business exists, so maybe they’ll end up as customers.
Supporting a cause will popularize and endear you and your business to a section of the population who feels affinity toward the cause. This locally-owned liquor store is running an event featuring food, wine and spirits and is donating proceeds to The Ronald McDonald House. I feel fairly certain the liquor and wine vendors will be supporting the store by sponsoring some food, drink, personnel, and maybe even some money for the event, all the while, driving customers to the store who will be obliged to support the cause by making a purchase.
Never run out of ideas for your events, promotions, social media posts, or email marketing ideas, Subscribe to The One Good Idea Newsletter to get our Monthly Marketing Ideas Calendar delivered every month.
Need some help with ideas on how you can leverage Event Marketing on Facebook? All you need to do is ask, CLICK HERE.
March 2018 Marketing Ideas Calendar
Never be at a loss for marketing ideas again! Subscribe to The One Good Idea Newsletter.
In it, you’ll get more than 50 ideas for your social media posts, emails, print, and in-store promotions, PLUS one or 2 other marketing tips, tools & tactics you may have never known about. One Good Idea can change your business and your life forever…SUBSCRIBE!
Asset Management Awareness Month
Endometriosis Awareness Month
Irish-American Heritage Month
Multiple Sclerosis Awareness Month
National Caffeine Awareness Month
National Brain Injury Awareness Month
National Celery Month
National Craft Month
National Credit Education Month
National Frozen Food Month
National Kidney Month
National Noodle Month
National Nutrition Month
National Peanut Month
National Colorectal Cancer Awareness Month
National Music in Our Schools Month
National Professional Social Work Month
3/3 Alexander Graham Bell
3/12 Mitt Romney
3/20 Kathy Ireland
3/24 Sam Ballmer – CEO of Microsoft
3/26 Larry Page – co-founder of Google
3/29 Sam Walton – known for Wal-Mart and Sams Clubs
3/30 Celine Dion
Universal Human Beings Week
National Write a Letter Appreciation Week
National Pet Sitters Week
National Consumer Protection Week
National Procrastination Week
Newspapers in Education Week
National Read and eBook Week
International Celebrate Your Name Week
March 11 – 17
National Sleep Awareness Week
Girl Scout Week
Brain Awareness Week
March 18 – 24
National Inhalants and Poisons Awareness Week
National Animal Poison Prevention Week
National Fix a Leak Week
Health Information Professionals Week
American Crossword Puzzles Week
March 26 – April 1
National Cleaning Week
3/1/2018 National Peanut Butter Lover’s Day
3/2/2018 National Read Across America Day (Dr. Seuss Day) / National Employee Appreciation Day
3/3/2018 National Anthem Day
3/4/2018 Marching Music Day / National Hug a G.I. Day
3/5/2018 National Cheese Doodle Day / National Multiple Personality Day
3/6/2018 National Oreo Cookie Day / National Dentist’s Day
3/7/2018 National Cereal Day
3/8/2018 International Woman’s Day / National Proofreading Day
3/9/2018 National Day of Unplugging / National Barbie Day
3/10/2018 National Pack Your Lunch Day / National Women and Girls HIV Awareness Day
3/11/2018 National Promposal Day / Daylight Savings Day
3/12/2018 National Girl Scout Day / National Plant a Flower Day / National Napping Day
3/13/2018 National Good Samaritan Day / National K-9 Veterans Day
3/14/2018 National PI Day / National Registerd Dietitian Nutritionist Day
3/15/2018 National You Think Everything is Wrong Day
3/16/2018 National Everything You Do is Right Day
3/17/2018 St. Patricks Day
3/18/2018 National Awkward Moments Day / National Supreme Sacrifice Day
3/19/2018 National Let’s Laugh Day
3/20/2018 National Proposal Day / Spring Begins
3/21/2018 National Common Courtesy Day
3/22/2018 National Goof Off Day
3/23/2018 National Near Miss Day
3/24/2018 National Chocolate Covered Raisin Day
3/25/2018 National Medal of Honor Day / National Tolkien Reading Day
3/26/2018 Epilepsy Awareness Day
3/27/2018 National Education and Sharing Day
3/28/2018 National Little Red Wagon Day / National Something on Stick Day
3/29/2018 National Mom and Pop Business Owners Day
3/30/2018 Virtual Vacation Day / National Doctors Day
3/31/2018 National Crayon Day
The information below is not new. It’s not my opinion. I learned it from Jay Abraham, known for his guru-status as a master marketer, author, and mentor to hundreds of successful people and business owners. I’m not certain Jay Abraham was the first to distill this “3-Ways” philosophy. It was probably determined decades (or perhaps generations) before him. It may have been Jay Abraham…I most certainly did learn it from reading his books.
The 3 Ways are simple and straightforward and even if you’ve heard them or read them before, they’re worth pondering frequently. Doing so will help remind you to keep these facts in mind every time you invest in marketing, manage your people, and interact with customers. You may come up with some other ways but their most likely a subset of one of these 3 main ways.
A continuing flow of new customers is one way to increase sales. It’s also necessary in order to maintain sales. We will always lose customers through attrition: they move, they change providers, change lifestyles, they die…So, it’s important to keep a customer acquisition strategy in your marketing plans. Here are a few New Customer Acquisition Strategies:
Offer more selection, offer higher-priced options. Create incentives such as combining products or services to reach higher purchase plateaus. Do you know the size of your average sale? Set aside some time with a pen and a notebook and brainstorm some ideas on how you can create some value-added products or services (or combinations of products or services) to stimulate larger sales.
I was consulting a restaurant recently. They always had a selection of homemade cheesecakes. At the end of the meal, their wait staff would say, “Would anyone care for dessert?” That’s not how you sell dessert! I created a dessert menu featuring 4-6 selections which I trained the staff to deliver while the dinner plates were being cleared. Dessert sales soared. EASY! (We would have used a dessert cart if the dining room was situated differently.)
Did you know that adding this: (*) next to certain menu selections will increase the sales of those selections? It’s true! You don’t even need to explain what those symbols mean. You can train your staff to say, “They’re the chef’s specialties.” These should always be the dishes (or products or services) you love to deliver because you do them well and they’re profitable. Can you think of some dishes, products, or services you can emphasize so you can sell more of them and charge more for them too?
How often do you serve the average customer? Get that pen and notebook back out and write down some ideas you have to increase customer frequency. Here are 3 ways I have used successfully over the 3 decades I’ve been in business:
Collect customer contact information and keep in touch. It’s not your customers’ job to think of you all the time..it’s YOUR job to remind them. Use email to inform them of your new menu, your specials, your promotions. Send them special Birthday Vouchers. When people give you their email address, they are TELLING you, “Send me your offers!” This is a gift, so don’t be shy to deliver. Use email.
This is an extreme example but a true one. I have also been known to show up at customers’ places of business. There is a bonding which takes place in these types of scenarios. I’ve found that most business owners become closer and more loyal with more face time and more handshakes.
One more thing:
Never forget about giving your customers a 5-star experience. There’s no substitute for it.
Consider this example of how a 10% improvement in each of these 3 areas create dramatic results:
Let’s say your average customer spends $30 per transaction. Let’s say you see him/her once/month. That’s $360 in sales per year. Let’s say you have 500 customers like this one. That’s $180,000 in sales.
Let’s say you increase your customer base, your average-size sale and your customer purchase frequency EACH by 10%.
Now you have 550 customers, each spending $33.00, 13.2 times per year. Here’s the math: 550 x $33.00 x 13.2=$239,580.00
That’s almost $60,000 in increased sales…a 33% increase. How much profit will you gain from a 33% increase in sales?
It’s good to have your eye on a goal and plans to help reach the goal. I hope this stirs your imagination and motivates you to take action.
Free and Open Source Software Month
American Heart Month
An Affair to Remember Month
Black History Month
Canned Food Month
Creative Romance Month
Great American Pie Month
National Bake for Family Fun Month
National Bird Feeding Month
National Cherry Month
National Children’s Dental Health Month
National Grapefruit Month
National Heart Month
National Hot Breakfast Month
National Library Lover’s Month
National Macadamia Nut Month
National Snack Food Month
National Weddings Month
Famous February Birthdays
2/6 Ronald Reagan
2/7 Charles Dickens
2/12 Abraham Lincoln
2/17 Michael Jordan
2/18 Enzo Ferrari
2/22 George Washington
2/24 Steve Jobs
2/25 George Harrison
2/28 Randi Zuckerberg
US Snow Sculpting Week
Feb 1 – 7
Women’s Heart Week
National Patient Recognition Week
Solo Diners Out Week
Feb 5 – 11
Burn Awareness Week
Boy Scout Anniversary Week
Feb 7 – 14
International Week of Black Women in the Arts
Dump Your Signficant Jerk Week
National Crime Prevention week
Feb 12 – 18
Children of Alcoholics Week
International Friendship Week
Random Acts of Kindness Week
Feb 14 – 21
Alzheimers Disease and Dementia Staff Education Week
Learning Disabilities Week
Feb 19 – 25
Brotherhood / Sisterhood Week
Pay Your Bills Week
Build a Better Trade Show Image Week
Feb 26 – March 4
Telecommuter Appreciation Week
Peace Corp Week
2/1/2018 National Freedom Day
2/2/2018 Groundhog Day
2/3/2018 National Missing Person Day
2/4/2018 National Homemade Soup Day
2/5/2018 National Weatherpersons Day
2/6/2018 National Frozen Yogurt Day
2/7/2018 National Send a Card to a Friend Day / National Periodic Table Day
2/8/2018 National Boy Scouts Day / National Kite Flying Day
2/9/2018 National Pizza Day
2/10/2018 National Cream Cheese Brownie Day
2/11/2018 National Inventors Day
2/12/2018 National Clean Out Your Computer Day
2/13/2018 Fat Tuesday / Safer Internet Day
2/14/2018 Valentines Day / National Organ Do nor Day
2/15/2018 Singles Awareness Day / National Gumdrop Day
2/16/2018 National Caregivers Day
2/17/2018 National Random Acts of Kindness Day
2/18/2018 National Drink Wine Day
2/19/2018 Presidents Day
2/20/2018 National Love Your Pet Day
2/21/2018 National Sticky Bun Day
2/22/2018 National Chili Day
2/23/2018 National Dog Biscuit Day
2/24/2018 National Tortilla Chip Day
2/25/2018 National Clam Chowder Day
2/26/2018 National Tell a Fairy Tale Day
2/27/2018 Spay Day / National Polar Bear Day
2/28/2018 National Public Sleeping Day / National Tooth Fairy Day
When I clicked on to LinkedIn today, the first thing that popped up was a post by Richard Branson. The article was about taking notes. He says if it were not for the notes that he took throughout the course of his career he would have lost the ability to take advantage of numerous opportunities.
Ideas are fleeting. They can slip through the cracks so quickly. Yesterday I heard that the human brain can only capture the equivalent of about a Post-It note’s worth of information at any given time. In a typical meeting or conversation with a person or a group of people the topics and ideas can bounce around by the dozens. Good ideas can just evaporate so quickly.
Subscribe to my One Good Idea Newsletter where I provide small business owners with actionable ideas you may have there thought of. One good idea can change your business and your life…it happens all the time! CLICK HERE.
Branson’s article validated me in a certain sense because I’ve been carrying around an old fashioned marble composition book everywhere I go for about the last 15 years. I have hundreds of these books filled with notes and ideas and daily journals and customer orders and email addresses and all kinds of other information. I’m kind of proud of this and today a multi-billionaire validated my habit and routine.
The reason I’m sharing this with you today is to sort of enforce my new goal which is to review my notebooks habitually. Jim Rohn used to say, “Run the tapes again. Take 10 minutes to go over the day. Take an hour to go over the week. Take a day to go over the month, and take a week to go over the year.”
I’ve been hearing a lot about the word habit lately. Habit being more important than motivation or discipline. Discipline creates habits and habits are what creates consistency in behavior and, therefore, success. Habit, NOT discipline, is the key to the biggest successes. I believe my habit of rising early has made a massive difference in my success. I DO have the habit of taking notes. My weakness is in reviewing them. I’m determined to make a habit of reviewing my days.
To come public with my thoughts and feelings and notes on this subject, it’s my intention to make it a public announcement so that it will help me with the discipline I need to continue the good habit of taking notes but also forming the habit of reviewing them and acting upon the good ones.
These are not only the stepping-stones to building my business but they are also the Mosaic of much of my life. Who knows, maybe they will come in handy for my children and even my grandchildren. I believe that would be my greatest gift and legacy. Not a bad aspiration, if I do say so myself.
I’m Andrew Mazer and I’ve been serving business owners my entire adult life. I started my own wholesale company, Mazer Wholesale, Inc. in 1986 when I was just 21 years old. This business still exists today. I learned how to successfully market my business and products online and eventually began helping other business owners in various fields do the same. I’ve help restaurants, hotels/motels, service companies like massage therapists, electricians, garage door repair companies, venture capital money lenders, law firms and more leverage the power of the web to get more customers and make more money.
I would like to share my wisdom and experience with you if you will SUBSCRIBE to my One Good Idea Newsletter.
In this article, you’re going to understand why more pictures in your marketing translates into more revenue in your cash registers. The examples in this article are restaurant-related but any business can easily fit this advice into their online marketing strategy.
Your marketing has only seconds to deliver a message. In order to get people to read the words on your website, you need to capture their attention with pictures first.
Fast and clear communication is a top priority when marketing your business. Eyes gravitate to images, the brain will understand the image and then the person may decide to read the text. Too many words and too few images and you run the risk of losing your website visitor before they’ve taken the time to learn more about your restaurant.
What are you selling? Are you selling a high quality dining experience, speed and convenience, a casual family dining experience, or a romantic experience? Pictures of your food and photos of typical customers in your dining room help people to see themselves in your place, eating food and having an experience. Images help people confirm they’re looking at the kind of place for them or for their occasion. Pictures plant ideas, aromas and flavors into the mind and put people in the mood for food. Think about the national brands and how they advertise on TV using images of rich-looking, steamy pasta dishes, families laughing and smiling as they plunge a forkful of lobster tail into a dish of melted butter. YOU can do this too!
The smart phone in your pocket right now and a table with a white table cloth is all you really need to take a good photo of the food coming off your line. Take pictures of everything!
A picture is worth 1000 words. You have a wonderful selection…but it’s all words! The menu you post on your website can have photos of every dish! Your menu with photos will help people decide to choose your restaurant over your competitors simply by putting them in the mood for your food.
There’s an old saying in marketing: THE MORE YOU TELL, THE MORE YOU SELL.
First, say it with a picture. Next, say it with words.
Do you have a signature dish?…one that you like to sell more than any other? Sell more of it by showcasing it with a great photo and deeply detailed description. Give it its very own web page and get people to give you their feedback and testimonials on it. Post a photo of a customer preparing to devour that masterpiece! That’s marketing.
Restaurant Marketing Fundamentals Part II: Repurposing
What is repurposing? It’s reusing your marketing materials (assets) for more marketing actions. Now that you’re building this library of photos of your food, your dining room, and delighted customers, you can use these assets for your social media marketing, your email marketing and on all your online profiles. The more images uploaded onto your Google, Yelp, and Trip Advisor profiles, the more likely it is you will attract new customers from these marketing engines.
Easy to Do– No Special Skills Required
Taking photos, saving them in your computer and uploading them to a website, social media post, or search engine profiles takes no special skills and can be done in a matter of minutes. Every bit of this kind of marketing will serve you and your business indefinitely…these are business assets that work for you driving more new customers, revenue, and making your business more valuable over time. •
If this makes sense but you need some help getting this process started, just ask for some help. That’s what I’m here for.
There’s a special page setup on our website. Go to: www.smallbusinessu.org/AskAndrew
Best wishes for a strong 2018.
Your friend in the marketing business,
January Calendar of Marketing Topics
Using a topic (ideas provided below) and a CTA (a Call-To-Action) such as a limited-time offer or a coupon is a great way to stimulate sales.
Read through these off-beat holidays and use your imagination. How could you use any of these to make a unique marketing message for your business.
National Bath Safety Month
National Blood Donor Month
National Braille Literacy Month
National Hobby Month
National Hot Tea Month
National Oatmeal Month
National Slavery and Human Trafficking Prevention Month
National Slow Cooking Month
National Soup Month
Jan 3 – J.R.R Tolkien
Jan 8 – Stephen Hawking, Scientist
Jan 17 – Benjamin Franklin
Jan 17 – Muhammad Ali
Jan 22 – Guy Fieri
Jan 29 – Oprah Winfrey
Did you know I’ve been marketing my business online since 1997? I have lots of experience (successes and failures alike). I’m also half way my 32nd year in business. Tap into my knowledge…ask me anything CLICK HERE.
January 1 – 7
Diet Resolution Week
Silent Record Week
New Year’s Resolution Week
January 8 – 14
National Pizza Week
Universal Letter Writing Week
Home Office Safety Week
January 11 – 17
National Soccer Coaches Week
January 15 – 21
Hunt for Happiness Week
Sugar Awareness Week
No Name Calling Week
January 23 – 27
Clean Out Your Inbox Week
National School Choice Week
National Irish Coffee Week
Catholic Schools Week
1/1/2018 National Hangover Day / New Years Day
1/2/2018 National Personal Trainer Awareness Day
1/3/2018 National Fruitcake Toss Day
1/4/2018 National Trivia Day
1/5/2018 National Whipped Cream Day
1/6/2018 National Cuddleup Day / National Technology Day
1/7/2018 National Bobblehead Day
1/8/2018 National Winter Skin Relief Day
1/9/2018 National Law Enforcement Appreciation Day
1/10/2018 National Bittersweet Chocolate Day
1/11/2018 National Milk Day
1/12/2018 Kiss a Ginger Day
1/13/2018 National Rubber Ducky Day
1/14/2018 National Sunday Supper Day
1/15/2018 Dr. Martin Luther King Day
1/16/2018 National Fig Newton Day
1/17/2018 National Bootleggers Day
1/18/2018 Get To Know Your Customers Day
1/19/2018 National Popcorn Day
1/20/2018 National Disc Jockey Day
1/21/2018 National Hugging Day
1/22/2018 National Blonde Brownie Day
1/23/2018 National PIE Day
1/24/2018 National Compliment Day
1/25/2018 National Opposite Day
1/26/2018 National Spouses Day
1/27/2018 National Chocolate Cake Day
1/28/2018 National Have Fun At Work Day
1/29/2018 National Puzzle Day
1/30/2018 National Plan For Vacation Day
1/31/2018 National Backward Day