This Week’s Ad Critique

This ad for Discover caught my attention. There were few other orange pages in the colorful magazine. Again it is a simple ad. There are lots of action words, but the question is… does it have a clear call to action? “Switch to Discover” is oft repeated, but the ad does not say “apply today” or “call now.” What are your thoughts? Please leave a comment.


For those of you interested in continuing the conversations about effective ads be sure to visit Fletcher Freelance on Facebook. You’ll find a photo album of ads. Ads from this blog will be archived there as well.

If you have an ad you’d like to submit for review please snail mail it to:

Fletcher Freelance
518 South Union Street
Shawano, WI 54166

Get More out of your Next Business Expo or Trade Show

Market to the Right Prospects/Pre-show


As with any marketing efforts, the quality of your targeting will greatly increase your chance of a positive return on investment. Mail to your contact list pre-show. Mention a show special or new product to be introduced. You could even try a “useless without” promotion. Mail your best customers/prospects a walkie talkie. Tell them they must come to the show to get the other.

Set goals. This is the only way to know if your exhibition was successful.

Train your Staff

The appearance of the staff covering the booth is of extreme importance. Make sure they follow the dress code and even take it up a notch for business expos. A professional look is desired. Ensure that they also wear name badges. Exhibitors should be knowledgeable and act professionally.

Someone should be in the booth at all times. When scheduling booth coverage, consider breaks. Staffers should stand with good posture to encourage conversation. Most communication is nonverbal, 60%. Have an open stance, don’t cross your arms. Do not to prejudge. You never know who will be a good client. 83% of business expo attendees and trade show audiences have buying power.

Exhibitors should be prepared with a question to ask passersby. Something beyond asking how they are doing. Ask a question to engage them, something that requires more than a one-word answer. The results of a trade show or business exposition are largely in the hands of your staff. One statistic shows 88% of results are directly from staff.

When working the booth do not sit, eat, sleep, or read. Nor should you be on your phone or computer.

Booth Appearance

Literature should be minimal. As should giveaways. Things that are scarce appear more valuable. Literature and promotional items should be given, not taken. Give a premium gift with contact information. Swag should be linked to your product or service and it should be something that will sit on your prospect’s desk (not in it).

Your booth should be inviting. Do not place any physical barriers (table) in front of your booth. Visitors should feel inclined to walk in and ask questions. An attractive inviting booth may display flowers, balloons, or a statue. Primary attention should go to the back wall of the space.

Keep it simple. Highlight your name and services. If you offer several services, don’t try to promote them all at once. Think about your booth as a billboard. Create a visual speed bump that makes people slow down, but ensure that your message can be conveyed in just a few seconds. Whet the curiosity of show goers and they’ll ask a follow up.

Post Show

It is essential to nudge/remind your contacts. Lead cards or drawing entries should contain all the info you need to follow up with a phone call or email. Offer to send the info packet you didn’t give away at the show. Consider personalized promotional items or deferred rewards. If you found out where the point of pain was - you’ll know how to proceed.

Ads That Persuade

Whether you call it advertising, marketing communications, copywriting, or ads – I enjoy them all. I like reading, watching, listening to, and writing ads.

With all the communication, really an excess of ads, sometimes I feel like I’m just adding to the hum that most people block out. On the other hand, I work for some really great companies – especially local companies. I know the importance of shopping locally and how important differentiation is.

I DON’T want my clients to shout at you, post continuous updates of their low low sale prices, or overwhelm you with technical jargon. That stuff doesn’t work! I don’t even “stay tuned” for those kinds of marketing communications.

What are the techniques used in advertising? What does work? What doesn’t? Stay tuned my friends. The next couple of posts will address these questions. I’ll also provide samples of ads that I really like, not just because they’re entertaining, but because they are effective.

Rustoleum - "Any angle. Any surface. Any questions?"

This Rustoleum ad works because it is simple, addresses a point of pain (other spray paints only work when held upright), and it is visually appealing.

WHAT ARE ADVERTISING TECHNIQUES?

Simply put, techniques are communication tools that we use in our everyday lives. These tools influence thoughts, feelings, and memory. Humans naturally choose words and the way we deliver them to arouse interest, captivate attention, explain, and affect desires and actions. As a mother of a two-year-old I can tell you I constantly experiment with words and delivery methods to achieve the desired result.

Today about 50 different ad techniques have been defined. But as far back as Aristotle in 423 BC three primary persuasive techniques have been proven; Ethos, Pathos, and Logos.

ETHOS – Greek for “character.” The credibility or ethical appeal is based on the reputation of the writer/speaker/company. When you become an authority on a subject and someone likable and worthy of respect - then your marketing will have greater impact.

PATHOS – Greek for “suffering” or “experience.” Emotional appeal or appeal to the audience’s sympathy is effectively used to enhance an argument or persuade. If the audience identifies with the writer’s point of view, empathizes with the campaign – then abstract concepts become palpable and present.

LOGOS – Greek for “word.” This is often thought of as the logic of reasoning or internal consistency of the message. This is the most important means of persuasion, and the easiest to utilize. Give reasons and back up your claims with supportive evidence.

Watch for a more in-depth article on Aristotle’s Three Elements of Persuasion in the near future. Next week – 20th century and beyond.

If your ads are drowning in a sea of cliché please call Fletcher Freelance today.

(715) 584-6773

About Business Cards

I really enjoy business cards. I have a grand collection of the little things, about 150 different cards. They sell sheets of plastic holders at most office supply stores. I alphabetize them and snap them in a three ring binder. Seems a little OCD, but I learn a lot from my business card portfolio.


Your business card says a lot about you. It is often a first impression. Hopefully it is a reminder after you’ve parted ways. It is a place for your contact information. Additionally, it is a marketing piece. Your business card should motivate the holder to take action.

Your card should include more than pertinent info. If most of your work is online, do you need a physical address on your card? Instead, could you highlight your results, a product or service, your guarantee, or USP (Unique Selling Proposition)?

Of course I’m not saying you should fill every available space with content. On the contrary, your card needs to be easy on the eyes. Consider the shape, color, paper, and design. Would your card stand out as I flip through my book? What if I don’t remember you and can only form my opinion of you based on the card?

My card has rounded corners. I recently received the only other card I’ve seen with rounded corners. There are few black cards, six to be precise. The hot pink one looks cheap, but the blaze orange card of the local Harley Davidson dealer “works.” Some cards feel thin, others thick and high quality. An attorney’s card is light, translucent. It feels like velum paper. The text is embossed. It’s different, but simple – one of my favorites.

One card is very heavy on the content. It has 52 words on the front side alone. It’s still is a great card because it is easy on the eyes. The text is of varying sizes and the card has lots of graphic enhancement. The minimalistic cards can be highly effective, especially with a high quality image and an intuitive company name.

Some cards are stuffed back and front. I understand your desire to make use of space, but many people like to write notes on the back of business cards to help them remember who they met. A blank back can also be used by you. It’s a great place to write info for the recipient, perhaps additional contact info, or a service that would benefit them.

Please, unless ABSOLUTELY necessary, don’t cross out your phone number or email address and handwrite the correct one. This looks so tacky. I understand if you have to do this for a day or two, before you get new cards, but don’t try to “use up all the old ones first.” Recycle the old ones, give them to your children for a craft project, wallpaper your office with them, but don’t hand them out.

Be wary of using an online business card printing company (especially very inexpensive ones). I have two of the same cards with different company names. Not a good way to differentiate yourself. Not a good way to look professional.

I think my next card will be black; my website will be dark when I redo it. The materials that present you should have a common denominator; they should look like you. And it is okay to update now and then, even a drastic change is called for once in awhile.

Please snail mail me your business card. I’d be happy to give you my thoughts on it or help you design a new one.

Terra L. Fletcher
Fletcher Freelance
518 South Union Street
Shawano, WI 54166

P.S. Marketing Predictions for 2011 will be published in my newsletter tomorrow! Sign up NOW! Simply type your email address in the box in the left column. My newsletter is only once a month (no annoying daily or weekly emails). And of course, I never share your info.

Tips for Choosing the Right Domain Name

Your domain name or URL is important for a successful website. Your domain name builds trust and credibility. Even established businesses should have a website to make prospects feel more comfortable and secure. Email addresses at your domain name allow easy handling of customer requests and are much more reputable than email addresses from free webmail accounts. If you choose your website name carefully it will come up easily in internet searches.


Your domain should be one of two things, your company name or a top keyword (keyword phrase). Make it intuitive if possible. The domain should be unique. It is considered somewhat shady to use an only slightly modified version of an already popular website (misspellings for example). If possible choose a dot com (.com). If your traffic will not largely be based on type-ins and branding or name recognition isn’t important, by all means use .net, .org, or other suffix. You will be disadvantaged (without a dot com) if your ideal customers are a little less tech savvy. Many people who use the web still assume it consists only of dot coms.

Of extreme importance is a domain name that is easy to type and easy to remember. Don’t use words that are hard to spell. Some sources recommend avoiding the letters q, z, x, c, and p because they are not easy to type. Because of word of mouth advertising and radio advertising avoid using numbers. You’ll waste your air time explaining, “That’s the number four as a numeral.” The same goes for hyphens; avoid them. Short names are easier to remember and fit more neatly on offline marketing materials.

Email List-Building Tips

You realize there are still significant benefits and a high return on investment potential from email marketing. How do you grow your list to tap this potential? Make sure you do the following.


People to Add

    • Customers

    • Clients

    • Members

Get New Names

    • Have a monthly drawing for a gift certificate, good at your business. Entry forms should include an email address line and a check box allowing permission to be added to your list.

    • Ask every caller if they would like your newsletter.

    • Request email addresses at point of sale, online, or at the checkout.

    • Use comment cards and surveys to gather emails.

    • Have a small display sign near the checkout, reminding them to ask for your newsletter.

    • Bring signup sheets to all events you attend (networking, presentations, tradeshows, etc.).

Make it Social

    • Collect email addresses from your social media followers.

        o (Yes, I can help you get an attractive Facebook landing page and make it compatible with your email marketing program.)

    • Add a “Join our List” button to your blog and website.

    • Make your email “sharable.” Add buttons for all major social media tools.

    • Share your emails from your personal and professional social media accounts (where appropriate).

    • Ensure that your newsletter is easy to forward.

P.S. Join my mailing list by clicking the button on the right of this column or email "subscribe" to terra(at)fletcherfreelance(dot)com.

Facebook Landing Pages

A Facebook landing page is like a mini-website within your Facebook page. It doesn’t look like everything else on Facebook, it looks like you. Rather than just going to your wall, a landing page gives you a little more control. You gently guide your visitor to get to know you, to connect, and best of all… let you know they were there.


How to Add a Landing Page

First add a Static FBML app. From settings, edit. This will open up a standard text box. Use your HTML here. When on your wall, click on settings to make your new page the default landing tab.

Tips for an Effective Landing Page

Your page should be text heavy as landing pages are now indexed by Google. Some recommend using CSS. Use your landing page to gather information. Use an opt in form and invite visitors to click like. If someone stopped by, but you didn’t get any way to contact them again, it doesn’t matter that they were there.

Some sources don’t recommend linking to your website from the landing page so as to ensure receipt of contact info. A web address may encourage visitors to click your site, but will you gather contact info there? Encourage email list sign up by giving an attractive offer for the opt in. Follow up with an auto responder email that links to your website. Remember that your giveaway should be something of high perceived value. Keep it short and professional. Your email and landing page should align with your overall brand image.

For help with your Facebook landing page contact Fletcher Freelance today at (715) 584-6773 or terra(at)fletcherfreelance(dot)com.

Reasons Not to Buy

When selling in person, salespersons overcome objections. This is a positive point in the conversation as it indicates real interest. An advantage these salespersons have is the fact that they only need to address the specific objections of one individual at a time. A technique called “draining objections” is effective.


When draining objections the salesperson will list all the reasons why a potential client will not buy. When the list is all inclusive the salesperson will say, “If we can address all of these concerns to your satisfaction, you’ll want to go ahead with our proposal today, right?”

In print you don’t have this same luxury. A wise copywriter will never underestimate skepticism. If a prospect is going to think anything, they’re going to think of all the reasons not to buy.

What can you do?

Answer questions and objections that could sabotage a sales letter if left unresolved. Sure you could include a page of Frequently Asked Questions, but try this, more powerful, technique. List all the possible reasons and respond to each. Include a direct answer, a testimonial (case history or story) that addresses the concern and a restatement of your guarantee or free trial offer.

Your copy could look something like this (Ultimate Sales Letter by Dan S. Kennedy):



“As attractive as this product/service/offer is, our marketing experts tell us that only about X% of the people receiving it will respond. Although that’s okay with us from a business standpoint, it still bothers me personally. You see, I know how much the owners/users of our product/service/offer benefit from it. I read their letters; I talk to them on the phone; I see them personally when they visit us; and hundreds/thousands/millions each year tell me that “(strong, brief customer quote).” Because of this, I just hate the thought of someone not getting our product/service/offer because of some error or omission in our explanation. That’s why I held a special brainstorming session with a group of our people just to try to figure out why you might say “no” to our free trial offer. After several hours, our group could think of only three possible reasons.

Here they are:”

With a setup like that, I’d surely read on. People will be refreshed by your upfront attitude and a free trial offer or guarantee will close the deal. If you need help with your next sales letter please call or email (715) 584-6773 or terra(at)fletcherfreelance(dot)com.

Email Etiquette

Email has been around for decades. It is still a very important and very effective form of communication. One must know how to use it well. The rules have changed, so we could all use a refresher course. Follow proper email etiquette and you’re sure to communicate more effectively in the electronic realm.


• Email Marketing Rules

    o Don’t do anything that might get you identified as a spammer.

    o Only request info or permission to contact if you do not have consent to do so.

• Privacy Issues

    o People are very protective of their email addresses. Don’t share your friends’ or professional contact’s email addresses. That means: don’t send emails to lists without using BCC (blind carbon copy).

    o Don’t share email addresses. If you’re doing some cross-promotion, for example, each business should email to their own list, promoting both companies. You should not exchange lists.

• Email Content

    o Be concise and to the point, but be sure to answer all questions. Spelling, grammar, and punctuation count, especially in business communications.

    o Use a meaningful and clear subject line. And it’s okay to change the subject line in ongoing conversations. It’s hard to later find the email you were looking for when they all look the same.

• Efficiency Tips

    o Create email templates for commonly asked questions.

    o Use the same template for your monthly newsletter or any regular reports you send.

• Common Courtesy

    o Don’t write in ALL CAPS. This comes off as screaming.

    o Similarly don’t overuse the high priority option. Your email will appear more aggressive and you may fall victim to the “boy who cried wolf” syndrome.

    o Don’t mix business and pleasure. Work accounts are for work. Personal accounts are personal. Don’t send email forwards to work accounts. Don’t send business proposals to personal accounts.

    o Make scarce use of abbreviations and emoticons. These are rarely appropriate for business and can otherwise appear juvenile.

    o It is hard to convey emotion in an email. Private matters are better discussed on the phone or in person. And never make any libelous, sexist, or racially discriminating comments in emails, even if they are meant to be a joke. (Really, don’t do this in person either.)

Take a little extra time before you click send to ensure that your emails are professional, appropriate, and do not violate the rights of others.

If you need an “extra set of eyes” on your next email, please call or email Terra today at (715) 584-6773 or terra(at)fletcherfreelance(dot)com.

How to Get New Faces through Your Doors

Consumers are jaded. You can’t just run a sale and expect people to bust down the doors to shop. Okay, so maybe in a few weeks when Black Friday is upon us, shoppers will bust down doors, but what about the rest of the year? What about stores that aren’t traditional big box retailers?


That’s who I’m talking to, you, the small business without a marketing department or national franchiser calling the shots. How do YOU get people in YOUR door?

Have an Open House

You must have a legitimate reason (believable to consumers) for hosting an open house. Ribbon cuttings and grand openings are reasonable. Customer appreciation days are good. Use bring-a-friend offers to intice potential new customers to enter your business.

If you’re a member of a local Chamber of Commerce, consider hosting a business after hour’s event. Many Chambers do this once a month. You may pay a small fee and the cost of simple drinks and hors d’oeuvres, but you’ll bring in powerful business people from around the community.

Host a non-profit event. People like doing business with business people they like. Show your support for local non-profits. Don’t be shy. Let others know about the good work you do.

Tips for a Successful Event

Your event should have a theme. Encourage customers to participate. Set a budget. This includes both expenditures and objectives. Your objective may simply be to “get your name out there.” If you’re hoping for a high return on investment, you need to be able to compare sales and expenses.

Don’t forget the invitations! If possible, personally invite your previous customers, paying special attention to your top customers. Use your email marketing program to send invites, tell everyone on your social media network, hang signs, and consider traditional advertising as well. Make the event even more appealing by giving something away. Do a drawing for store credit or something that will appeal to your customers’ demographic.

Fear Marketing

Fear, one of the strongest emotions, causes us to act decisively. Fear is often more effective than repetition in persuasion and memorability. The message may be spoken, written, or implied. Successful marketing campaigns can be based upon the fear of consumers. How can you use fear in your marketing?


Who are your customers? What characteristics do they have in common? What motivates them to buy? To discover what your customers fear, analyze yourself. They fear what you fear. Most business owners have a very personal attachment to what they do. Your customers are very much like you. Identify your own fears and relate them to your product or service.

What are the negative consequences for not buying your product? What fear do your potential customers have?

In order for fear marketing to be effective it needs to meet these criteria;

• The fear must be severe or it will appear desperate.

• If the fear is exaggerated you lose credibility.

• Fear marketing must be relevant. Does it affect the audience you target?

• There needs to be an action your customers can take to prevent the negative consequences.

• Your product or service must be effective.

• Your product or service must be easy to attain.

• Provide hope. Give your campaign a happy ending.

Fear marketing should not be used if people generally are happy using your product. Fear marketing works for obvious reasons with companies that sell life insurance and in campaigns promoting the wearing of seatbelts.

Fear marketing can be used in a lighter way. Hertz does this well with their slogan, “There’s Hertz, and not exactly.” Hertz found out what consumers didn’t like about other car rental companies and played on the fears of consumers.

Identify your target market and position your marketing campaign to find and reach that audience. Persuade them with fear and hope.

See Making Fear-Based Campaigns Work for examples of fear marketing. Warning: these do employ some shocking tactics.

Tips to Improve Your Facebook Business Page

1. Add more content. Consider adding a custom landing page. Use Static FBML, Facebook’s version of HTML, to create a custom page. Remember the attention span of searchers is very short. When a visitor comes to your page they will quickly decide if they “like” what they see. If not, they will simply leave.


2. Add an RSS feed from your blog or twitter account. Warning: facebook users may not appreciate too-frequent tweets. A weekly blog, however, will likely be well received.

3. Increase your fans. Suggest the page to your friends. Make sure your in-store/face-to-face contacts know you’re on facebook. Link to facebook from your website, blog, and from your email signature. Consider joining groups (online and off) that are related to your business.

4. Customize your URL! If you have over 25 fans and you haven’t done this yet, DO IT NOW! Simply go to facebook.com/username and change your username to something easy and memorable. Then tell everyone about it! For example, “Find me on Facebook at facebook.com/fletcherfreelance."

5. Regularly make quality status updates. Get your fans involved by asking questions. Post interesting tips. Be known as a resource. Facebook should be only a small part of your online strategy. Drive your fans to your blog or website, but do so gently. No hard-selling please.

6. Give away an occasional freebie, but do so as a "thank you" for participation. For example, use a discussion or update as a focus group and offer a gift to one random respondent.

If you're stuck, call me! (715) 584-6773 or email terra(at)fletcherfreelance(dot)com. I'll help you will all your internet marketing needs.

Copywriting Techniques and Tactics

Copywriting Techniques and Tactics

1. Use copy length to your advantage. Readership drops at 50 words, but decreases little between 50-500 words. Write for the buyer. Who is going to read all that copy? Someone interested in what you have to say. Tell those seriously interested, qualified prospects everything they might need to know.

2. Robert Ringer in his book, Winning Through Intimidation, recommends that you don’t let your audience know you need this. Offer a limited number. Say you will return their check, uncashed, after the supply is gone.



3. Play on the “Bandwagon Effect.” By nature, we don’t like to be left out. “Most will buy…”

4. Or sound exclusive, “you will buy only if…” use an application process, request references, conduct an interview, or have an advisory committee determine who is eligible to purchase/join. Appeals to ego work well for business to business. Give the impression that only some can qualify, i.e. a platinum card.

5. Demonstrate a return on investment. Show hard statistics that will make it difficult to say no. use numbers and expert testimony. Make it easy to buy/do.

6. Give a guarantee or free trial offer. The time-tested, “What have you got to lose?”

Sales Letter Tips, Make them Say "Yes!"

To Build Excitement

Write the way you speak. Your sales letter should be conversational, but professional. Use spell check and proofread, but don’t rely too heavily upon those tools. Popular slang and choppy sentences are okay. Of course, grammar counts, but momentum and excitement are created by punctuation, phasing and occasional one word exclamations.

How does a 10 or 12 year old child speak when they’re excited? They talk fast! They stumble and stutter and rush on without breathing they don’t complete a sentence. But your readers will read it that way if you write it that way. They will get excited!

In a similar vein, don’t end a page with the end of a sentence. Use teaser copy to make them go on to the next page. Start or end paragraphs with a question. Use subheadings as questions.

Repetition for Retention

We all know repetition works. Even in one direct mail piece you can use repetition. Start with at straightforward statement. Use an example or life story. Include a testimonial. Highlight an expert quote. Summarize your key points with numbered bullets.

Make them Say “Yes!”

Answer objections and questions. Make a list of all the reasons why someone might say no. considering what you know about your target market or conduct a focus group to find the most relevant concerns. Address the objections and questions in your sales letter. Use them as headlines.

Create a “yes sequence.” Give a series of knowns that they can easily agree with. Start with a statement such as “Everybody knows eating right and exercise are the best way to lose weight.” Build on your case. Then end with a logical follow up, “Then of course signing up for our Fruit of the Month Club will only make your family happier and healthier.”

For help with your next sales letter call or email Fletcher Freelance at (715) 584-6773 or terra(at)fletcherfreelance(dot)com.

Time-Tested Marketing Techniques

• Present a well thought out message to personal and professional connections

• Use social media to connect with friends, colleagues, and potential customers

• Network where your prospects hang out

• Do some research and put together an informative special report

     o Use as a giveaway to entice further action (sign up for newsletter, etc.)

To craft your marketing communications, learn the basics of social media marketing, or format your special report contact Fletcher Freelance today at (715) 584-6773 or terra(at)fletcherfreelance(dot)com.

Effective Healines

Proven headlines from the book “The Ultimate Sales Letter” by Dan S. Kennedy


• They didn’t think I could              , but I did.

• They laughed when I                , but not when I          .

• Who else wants        ?

• How made me         .

• If you are           , you can            .

• Secrets of            .

• Hundreds now         even though they           .

• Warning:             !

• Give me            and I’ll              .

For help with your sales letter or other marketing communication contact Fletcher Freelance today at (715) 584-6773 or terra(at)fletcherfreelance(dot)com.

Third Anniversary of Fletcher Freelance!

It’s my anniversary, but you get the gift!

Purchase a four-hour marketing package* from Fletcher Freelance and choose your FREE genuine leather gift:

• Genuine leather coin purse

• Genuine leather checkbook cover

• Genuine leather wallet

*Four-hour marketing package is just $88! Can be used for internet marketing, printed advertising materials, or website content. To receive your FREE leather gift, you must respond by 9/30/10.

Call or email Fletcher Freelance today!

(715) 584-6773 or terra@fletcherfreelance.com

“Like” Fletcher Freelance on facebook! Facebook.com/fletcherfreelance

Why Use Email Surveys?

In addition to being quicker and cheaper than most means of conducting a survey – email surveys are more accurate!

People are more honest, direct, and frank online than they are in person or over the phone. An online researcher reportedly asked the same question in an intercept (face to face, on the spot) survey and via the Internet. The question was “How often do you bathe or shower each week?” The average via the Internet was 4.8 times. The result from the intercept interview was 6.2 times. (Which do you think is more honest?)

Processing Research Information for an Advertising Campaign

Ever wonder what to do with all that information you found about your customers, competition, and the market? Be sure to read Processing Research Information for an Advertising Campaign.

Why You Need a Vision Statement

I’m a firm believer in the old adage, “What doesn’t get measured, doesn’t improve.” Without a direction, without a plan, what good are your visions? Every company should craft a vision statement that reflects a long term view of how they would like the world to be. A vision statement is a reminder of why we work so hard and what we are working for.


Your company’s vision statement differs from the company mission statement. The vision statement defines purpose in the terms of values. What is the “human value” in the mission statement? What do you, your customers, and stakeholders value most about HOW the mission will be achieved. What are your values? Where do you see the company in the future in terms of betterment to the community?

When you have a clear, succinct vision statement it will guide you in decision making and prove to be a source of inspiration.

Fall Classes!

Terra L. Fletcher, owner of Fletcher Freelance will be teaching the following classes through the Shawano Community Education program.


9/15/10 from 6-7:30pm at Shawano Public Library “Facebook: Introduction”

9/27/10 from 6-7:30pm at Shawano Public Library “Facebook for Business”

10/12/10 from 6-7:30pm at Shawano Community Middle School Library “Facebook: for Parents”

10/26/10 from 9am-noon at Hillcrest Community Room “Internet Marketing for Small Business”

For a complete list of fall classes and to register click here.

Telemarketing: Marketing Consultants Specializing in New Business

You’ve made it through to the person you wanted to talk to, identified yourself and your reason for calling. Now what?


You’ve got just a few seconds to grab and hold the attention of the person on the other end of the line. Hopefully you’ve fine-tuned your message and practiced with a tape recorder.

Focus your attention on the person on the other end. Be natural. Get to the point. Tell the listener what you do and what makes you unique (unique selling position). Answer the prospect’s question, what’s in it for me?

Be creative, you don’t want to sound like every other person who calls. Tell them what you specialize in and who else you’ve helped. Don’t use jargon. Describe your offer in terms of benefits.

Your objective should usually be to arrange a meeting, get more contact information, or offer a free sample. Don’t plan on getting sales directly from phone marketing. Keep track of your efforts and continue to improve your methods.

For help with your telemarketing phone script call Fletcher Freelance today at (715) 584-6773.

Your Business Website – Tips and Hints

1. The purpose of your site is to inform, educate, and provide customer service – not to sell.


2. Carefully consider the words you use on banners and navigation menus. This short copy is exceptionally important.

3. Use action words like visit, request, subscribe, click, and buy.

4. Emphasize benefits, not features.

5. Write to your target audience.

6. Include a call to action.

7. Layout should be the right blend of emphasis and info. Use bullet points and plenty of white space.

If you’d like a website review from Fletcher Freelance email your request and the URL to terra@fletcherfreelance.com or call (715) 584-6773 today!

Newsletter Basics

1. Be consistent. A short newsletter can be sent out more frequently than a longer one, but the important thing to remember is to send out your newsletter at about the same time each week or month. (You can expect to receive Entrepreneurial Extra the third Wednesday of each month.)


2. Be distinct and benefit oriented. Your title should pique interest. Avoid using meaningless words in the title like “newsletter” or “the.” Please note your company logo should not compete with the title. Try adding the logo to the end of the newsletter.

3. Make it easy to read. Use headlines and frequent subheads. Pick a serif font, use good punctuation, and enough white space. Your design should be simple with limited use of color.

4. There should be continuity between issues. Once you’ve found a name for your newsletter and a template you like – stick with it. Sure, a little variety is okay, but your regular readers should recognize each issue.

5. Brevity is the soul of wit. It also entices readers to contact you to learn more.

6. Remember that your goal is to inform readers about your product or service, and to become known as the authority in your field. Your newsletter should be informative and useful, something your recipients will want to read.

Fletcher Freelance can write, edit, and proofread your newsletter. Call (715) 584-6773 today or email terra@fletcherfreelance.com.

*Don't forget to sign up for Fletcher Freelance's newsletter! ---->

How to Find Customers Based on Demographics and Psychographics

Read my latest article, How to Find Customers Based on Demographics and Psychographics. Watch for futre articles on the personal motivations that become the reasons people buy.

By the way, if you haven't found Fletcher Freelance on facebook yet, what are you waiting for? Visit facebook.com/fletcherfreelance today. Be sure to click "like" for more great stuff from Fletcher Freelance.

Presenting a Professional Image

Pulaski Area Chamber of Commerce will be sponsoring a "Lunch 'n Learn" tomorrow from noon-1pm. The theme will be "Presenting a Professional Image." This informative program will be presented by Terra L. Fletcher of Fletcher Freelance and Tammy Brzeczkowski of Dynamic Designs.

Market Diagnosis/Profiling Questions

(Ultimate Sales Letter by Dan S. Kennedy)


1. What keeps them awake at night?

2. What are they afraid of?

3. What are they angry about? Who are they angry at?

4. What are their top three daily frustrations?

5. What are the trends in their business? In their lives?

6. What do they secretly desire?

7. Is there a built-in bias to the way they make decisions (i.e. engineers are analytical)

8. Do they have their own language?

9. Who is selling them something similar and how?

10. Who else has tried selling something similar and did they fail?

If you can answer these questions about your customers, you will be better prepared to market to them. For a FREE, no obligation, marketing consultation call Fletcher Freelance today at (715) 584-6773.

Top Ten Places to Live in the World

Take a look at this new article and enjoy the beautiful pictures of the Top Ten Places to Live in the World.

Testimonial - Thank you

I opened my email this morning and found this nice note.

"Hi Terra,

Thank You for your excellent work on the contract revisions. I already have a signed contract back from (client's name). Your professional work on the contracts and job descriptions made it easy for the Coordinator to get a quick approval from Corporate to sign the contract.

It was a pleasure working with you on these revisions, and I look forward to working with you in the future.

Thanks again,
Ed/TLC Professional Services"

Facebook for Business

It's finally here - the article you've all been waiting for... Facebook for Business.

Email Marketing: Subject Lines that Entice Readers

Your email’s subject line can be the determining factor as to whether your email gets read, even opened. That’s a lot of pressure riding on those few words. How do you make the best of them?

A short and simple subject line is best. I recommend 50 characters or less; Constant Contact suggests 40 characters or less. That means you have just five to eight words to convey a reason for your audience to read your message.

Be descriptive. Use numbers and locations. Encourage action in a creative way. Stand out from the rest of the subjects lines in your prospect’s inbox. Don’t use free, help, percent off, reminder, or an exclamation mark.

Rather than using the same subject line each time, summarize the content of this particular communication. Always use topics of interest to your audience.

Test your subject line’s effectiveness by splitting your email list in half. Try sending the same content with two different subject lines. Check your open, click through, and response rates. The results should tell you much about what appeals to your audience.

If you need help crafting your message and subject line – contact Fletcher Freelance today.

(715) 584-6773
terra@fletcherfreelance.com

Speed Networking

A Speed Networking Event will be held at the Shawano Country Chamber of Commerce Wednesday July 7, 2010. The event will go from 7:30-8:30am. Fletcher Freelance is this month’s sponsor. I hope to see you there!

The Complete Idiot’s Guide to Copywriter’s Words & Phrases

I just finished reading “The Complete Idiot’s Guide to Copywriter’s Words & Phrases.” It was an easy read, as you would expect from Idiot’s Guides, but it was also very worthwhile. The book, by Kathy Kleidermacher, is full of useful references. There are sections on descriptions, buzzwords by industry, and words for promotions.

You can get this book from Amazon for next to nothing. Even if you aren’t a full-time copywriter, if you do marketing and advertising for your business – this book is worth far more than the few dollars you’ll spend on it.

Email Marketing Basics Part II

• Use the recipient’s name
• Avoid signs: $, &, !
• Email marketing is less effective during holidays
• Put your best offer first (above the fold)
• Recipients need to recognize it’s you – use corporate colors, design, and logo
• Give a bonus with subscription
• Quality content is required
• Answer questions you get from your customers

Email marketing is simple to do, but if you don’t have the time or the content – why do it yourself? Let Fletcher Freelance do it for you. Call (715) 584-6773 or email terra@fletcherfreelance.com.

Find Fletcher Freelance on facebook.

Fletcher Freelance is now on Skype!

Now it is easier than ever to connect with Fletcher Freelance (especially for my international clients). Please look up "fletcherfreelance" on Skype. I hope to talk with you soon.

Email Marketing Basics

• Use a real reply address
• Know your objective
• Check for spelling and grammar
• Keep it short and simple (KISS)
• Use a call to action
• Include who you are and what you want them to do
• Have a deadline for any offers
• Give recipients the option to unsubscribe
• Send a test message before sending the real thing

Shawano Area Writers in the News

Just a nice little note in the local paper about the Shawano Area Writers. That reminds me... I need to update their website.

How to Write a Strong Conclusion

For me, the hardest part of writing an article is often the conclusion. If you have similar trouble, you’ll appreciate these tips.


• Summarize your objective
• Include supporting thoughts
• Clearly show why the piece is important
• Ask questions
• Involve the reader
• Don’t add new material
• Answer why the paper was written
• Don’t start your conclusion with “in conclusion” (or variations thereof)

Who are your Customers?

Knowing your customers leads to better, more effective advertising. What questions do you ask to find out who your customers are? Read my latest article, Using Consumer Analysis to Improve Ad Effectiveness.

Reasons for a Written Marketing Plan

(From the advertising firm Batten, Barton, Durstine, and Osborn Worldwide, Inc. (BBDO)

     1. A written plan encourages clear, logical thinking.
     2. Allows management to relate media, copy, and art to marketing performance and goals.
     3. Offers fact-based advertising direction, execution, performance, and appropriation.
     4. Plan is used as a written guide for everyone working on the account and a source of information for any new personnel (client or BBDO).
     5. Registers needs for future improvement and provides an annual benchmark of accomplishment.
     6. Informs BBDO’s management of an account’s goals and progress.
     7. Serves as an as-needed policy document for client advertising management to use with other departments, corporate management, and directors.
     8. Promotes understanding of, and agreement on, objectives and tactics among both client and BBDO organizations.

If your company does not yet have a written marketing plan, Fletcher Freelance can help. Call or email (715) 584-6773 or terra@fletcherfreelance.com today.

How to Write an Autoresponder Email

When someone signs up for your email newsletter do you send them a little thank you note? With services like Constant Contact you can have one sent automatically.

Many of the tips for writing an auto responder email are the same as how you would write any email campaign:

• Focus on your audience.
• Make it personal and friendly.
• Be benefit-oriented and enthusiastic.
• Include a call to action.
• Offer something (a free report, trial membership, etc.).
• Write to your ideal customer; keep them in mind as you write. Use more “you’s” than “me’s.”
• Use plenty of action verbs.
• Write at about a sixth grade level.

• Have Fletcher Freelance give it a quick proofread.

(715) 584-6773 or terra@fletcherfreelance.com

Graphic Enhancements

Graphic enhancements should not be left to artists alone. The person who writes copy should use graphic enhancements to add voice inflection, improve readability, and make the copy look easy to read. Graphic enhancement adds a personal touch and aids in formation of the double readership path.

Graphic enhancement may include (you'll have to use your imagination, blogger limits enhancements):

• Bullets
• Numbering (numbered lists)
• Underline
• Bold
• Varied type
• Highlighting
• Simulated/actual handwriting
• Boxes
• Asterisks *
• Subheadings

Graphic enhancements are crucial in long copy. Few individuals may read every word, but if you draw them in by highlighting the important words and phrases, you message is sure to get across. Try reading your ad or brochure all the way through. Now go back and read just the items with graphic enhancements. If your message is still there – you’ve done your job.

For help with your next ad or to give your marketing materials a makeover call or email Fletcher Freelance today at (715) 584-6773 or terra@fletcherfreelance.com.

Directory Journal

I highly recommend listing your business at dirjournal.com. Directory Journal’s listings are of superior quality. “All of the links and websites relating to (your search) have been designed to meet the highest standards and thus only the more relevant and authoritative information pertaining to (your search) and related niches appear listed in this subcategory. Whatever your (search) related need, the websites listed on DirJournal.com Web Directory will far surpass your expectations.”


Be sure to like Directory Journal on facebook.

Jumpstart Your Internet Marketing Campaign

Maybe it's the warm weather and sunshine or the great iced coffee I just had, whatever the reason; I'm in a great mood!

I'd like to share this frame of mind.

Please, humor me; I promise you'll feel better. First, stand up tall. Take a deep cleansing breath. Now, relax and close your eyes for a moment as l increase your advertising return on investment (ROI).That was great, wasn't it?

It would be nice if your sales just skyrocketed, but there is one more, small thing you need to do first. Call (715) 584-6773 or respond by email for Internet Marketing services from Fletcher Freelance.

Why Internet Marketing?
Internet Marketing 101 - What is it and what media is best for my business?

Internet Marketing 101: Part II - The two keys to being found on the internet = solid content + link building. (I can do both!)

Reasons to use Email Marketing - Average 2009 ROI was $43.62 for every dollar spent!

Does my Small Business Need a Website? - Don't have one yet? Read this; then call me.

What can Fletcher Freelance do for you?

What would you do for four hours of Internet Marketing from a professional, someone that you know and trust? For just $88* you can have four hours of internet marketing services from Fletcher Freelance!

The time is divided the way you choose. You choose the combination of article marketing, link building, directory listing, blogging, and social media updates (facebook, LinkedIn) that is right for your business or let me suggest a plan.

Jumpstart your Internet Marketing campaign. Call or email Fletcher Freelance today.

Terra L. Fletcher
Owner, Fletcher Freelance
fletcherfreelance.com
terra@fletcherfreelance.com
(715) 584-6773

P.S. Find me on facebook or LinkedIn!

* This offer is only available as long as my calendar has room for it.

Evolution of the Marketing Concept: 1950s to Today

"After World War II the marketing concept was developed to provide decision makers with planning and development strategies for the right product, price, place, and promotion (the four P’s). Consumer orientation was born. Rather than focusing on what engineers and designers thought consumers would want, companies began to focus on the needs, wants, and problems of market segments. Over the decades the marketing concept was further splintered into smaller consumer orientations or niche markets."

Read Evolution of the Marketing Concept: 1950s to Today to learn more about how marketing concepts have progressed from consumer orientation to market segmentation to niche marketing.

Business to Business (B2B): Marketing to Executives

When marketing to decision makers in business it is important that your marketing first of all- gets into the hands of the person you intend to receive it.

Get it Opened

Address the mail to a specific individual (not to their job title). Make your mail look personalized and as if the recipient was expecting to receive it. If they requested more information, say so. Using a larger envelope will help your item stand out in the in box. Use high quality paper.

Consider adding a “grabber” to make your envelope lumpy. Including a freebie is a good way to get your mail opened.

Layout

For neatness sake, and to draw more attention to your sales letter, the main envelope should contain just the sales letter. Brochures or additional marketing material should be places in a smaller, inner envelope.

Appeal to Prestige

Executives like the idea that they are one of the few working with your company. Add prestige appeal by using attractive words such as: alternative, association, attractive, charter member, exceptional, exclusive, individual membership, ownership preferred, prominent, select, superior, uncompromising, worthwhile, and yield.

Use membership cards to take the prestige one step further. Get your reader involved by using tokens, stickers, rub-off cards, etc.

Call to Action

A strong call to action ensures the success of your marketing efforts. Make it easy for recipients to call, email, or order. Don’t assume they will know what you want them to do. Tell them and give an incentive for doing so quickly.

Business to business marketing can be highly successful if done well. What was your return on investment for your last campaign? Follow these tips and the next time you market to executives, you’re sure to have an increased response rate.

Call Fletcher Freelance at (715) 584-6773 or email terra@fletcherfreelance.com for personalized help with your next marketing campaign.

Brochure Alternatives

Alternatives to the traditional brochure:

• Magazine
• Educational (white paper)
• Handy list of tips
• “Keepables” puzzle, toy, deck of cards, calendar

Whatever you use, solve problems from the customer’s point of view, make it mailable, and include a call to action with an incentive (urgency). Your “brochure” should be useful and make it easy to order.

If you need creative marketing ideas for your next communications contact Fletcher Freelance at (715) 584-6773 or terra@fletcherfreelance.com.

The Current Marketing Environment: New Rules for the Four P’s

"If you haven’t heard the admonition to consider price, product, place, and promotion, perhaps you’ve been living under a rock. Fear not! Marketers who have had this drilled in may be at a disadvantage. Of course those factors are ever relevant and must be harmonious. The change is in the evaluation of the four P’s."

Read The Current Marketing Environment: New Rules for the Four P’s to understand how the marketplace is changing and what advertisers are doing to keep up.

For a strategic marketing consultation call or email Fletcher Freelance today at (715) 584-6773 or terra@fletcherfreelance.com.  Your first consultation is always FREE!

Writing Your Company History

Writing history. It shouldn’t be that difficult; it’s not like you’re making stuff up, right? But, when it comes to putting it in writing, I understand the hesitation. Company history is an important feature of your About Us page and helps your visitors get to know you.

Yes, your company history should be based on reality. It should be an interesting truth. Just as every individual has a tale to tell, so do businesses. Your company history should be a success story that lets your reader feel your passion and excitement.

Let them see where and how you began as well as your philosophies and values. Don’t tell them, show them. Keep the story light and factual. Show how your experience and skills combined to bring you where you are today.

Include a graphic element in your storytelling. Consider a timeline or perhaps a picture of how things looked when the business first began.

If you need assistance in writing your company history or just a quick edit please call Fletcher Freelance at (715) 584-6773 or email terra@fletcherfreelance.com.

Determining Technology Needs for your Business

The two biggest factors that make purchasing technology difficult are the desire to keep up with the latest advances and the high price tags. Answer these questions the next time you consider getting the newest gadget for your business.

1. Will this item ultimately contribute to my company’s bottom line?

2. Could it eventually become a necessary tool in my industry?

3. Will it improve efficiency of an existing, value-added process? (What is my return on investment?)

4. Can it ultimately drive sales?

5. Is it compatible with what I already have?

6. Am I considering the environment in this decision?

7. Is it really going to make me money or do I just want a new toy?

Calculating return on investment for technology can be difficult. The price tag on a new gadget will likely shrink in short order. If you buy something when it first comes out your technology will depreciate quickly. But if you’re the last one in the industry to switch over, you could lose out on valuable business.

Entrepreneurial Extra Volume 2

It's here!  If you don't yet have a FREE subscription to Entrepreneurial Extra click the subscribe button to the right or send a quick email to terra@fletcherfreelance.com.

FREE Internet Marketing Class!

Join me at the Shawano City-County Library May 20th from 10-11am. I will be presenting “Internet Marketing for the Writer,” sponsored by Shawano Area Writers. The class is FREE and open to the public. Although tailored to writers, this class will benefit business owners or anyone interested in learning more about internet marketing. I hope to see you tomorrow!

Outrageous Advertising

I just finished reading “Outrageous Advertising that’s outrageously successful” by Bill Glazer. It was a very light read, but inspirational nonetheless. I hope to use this book as a reference when I need an outrageous idea.

Remember, boring doesn’t get noticed. Boring doesn’t get results. I’ve told you before how a strong business differentiation strategy is key to a successful business. Being outrageous fits right along with that strategy.

Here are a few things that I gleaned from this book. I hope you can apply them to your own business.

General Advertising Ideas/Suggestions

     • Always give a reason for the offer.

     • Tell a story.

     • List all pertinent info in every ad.

     • Use a deadline!

     • Anything “lumpy” in a mailing is good. These are called grabbers because they grab attention.

Events (other than holidays) Worth Celebrating

     • Business anniversary

     • January – clean out, fresh start

     • Spring cleaning

     • Tax day, April 15

     • Graduation

     • Back to school

Advertising Media

     • One is the worst number in marketing. There is too much risk.

     • Same as your financial portfolio – diversify.

     • We learn better if we learn in multiple ways (hear, see, do). Multi-media messages achieve the same affect.

Notes on Success

“It’s very seductive for an entrepreneur to fall prey to success and ignore stability.”

Just because what you’re doing works – that doesn’t meant that you shouldn’t do more. You can’t take for granted that what you’re doing will always work. Things change.

Bill Glazer speaks directly to business owners. He says, “Marketing is your job. Without it all other jobs go away.”

If you’re not sure how to do this important job call Fletcher Freelance today for a strategic marketing consultation. Fletcher can help you compose your marketing plan, expand it to new media, and help you find something outrageous that will work for you. Call (715) 584-6773 or email terra@fletcherfreelance.com today. Your first consultation is always FREE!

Testimonial - Shawano Sports Park

I’ve been enjoying working with Mark at the Shawano Sports Park. We rewrote his website and just started a facebook page. The Sports Park does well and I see a lot of potential for growth. Mark is a nice guy and really driven to present a family-friendly atmosphere at the park.


Be sure to stop in at Shawano Sports Park and meet their friendly staff. It’s supposed to be nice weather (finally) all next week! I’m going to try to sneak in a few rounds of mini golf soon, too.

Here is what Mark had to say about working with Fletcher Freelance:

“We are in our 11th year in business at Shawano Sports Park, Adventure Mini Golf, Batting Cages, and Go Karts. There was definitely room for improvement in our marketing. Terra was very professional meeting with me; put together some great ideas, with extremely reasonable rates. She did a fabulous job with our website updates. We will continue to work with Terra on the additional marketing she has put together.” – Mark K. Shawano Sports Park

Thanks Mark and I wish you all the best!

Reasons to Use Email Marketing

As a small business owner perhaps you have asked, “Should I use email marketing?” What are the benefits of email marketing, who uses it, and why? Is email marketing still effective?

Read Reasons to Use Email Marketing now.

For a jumpstart on your email marketing campaign or to get help with the content call or email Fletcher Freelance today at (715) 584-6773 or terra@fletcherfreelance.com.

*Constant Contact is hosting a FREE webinar at 3pm tomorrow.

How to Effectively Use Premiums to Increase Sales

Read my latest marketing article, How to Effectively Use Premiums to Increase Sales, on ducttapemarketing.com. I’m very excited to be published to this highly reputable website (and be a featured article on the archive page). I hope you can apply my advice on how to use premiums to increase sales.

My thoughts on the Yellow Pages

I’m sitting here, quietly working, and WHAM! I’m startled. I glance out my office window to see a rather unkempt man walking down the street with a handful of yellow bags containing phonebooks. “They still print those things!” was my first thought.

I’m sure printed telephone directories have their place, but what place is that? I pick up the book to have a closer look. The front cover says “Eco-friendly size.” I wonder if the book is just smaller to reduce costs. My curiosity turns to the ads in the yellow pages.

Who is advertising in here these days? My accountant has a nice little ad, an HVAC ad catches my eye, assisted living facilities. Perhaps, the older generation still uses the phonebook. I guess if that was your demographic- sure, advertise in a phone directory. Law firms. Of course, and full color ads. I bet those are costly. I wonder what their ROI (return on investment) is.

Golf courses, a few nice ads. I can see that. Similar to restaurants – tourists in hotel rooms might use the phonebook to find places to see, things to do, and restaurants to try.

I see one of my favorite clients does NOT have an ad. My brother has a small one, very nice. Wow some of the churches have BIG ads. I wonder who’s paying for those.

Here is a good ad. A builder’s ad that doesn’t prominently feature a house. Bear’s Builders of Waupaca has an ad with a bear. A big bear with a tiny little house in its open mouth. I like it; this ad caught my attention, unlike the rest of the ads with pictures of houses. Sometimes it is good to be different!

Okay, I’m only in the C’s… Dentistry ads. There is one with a picture of the office’s exterior. How is that suppose to attract patients? The ads of people showing off their great smiles are only a slight improvement. The only insurance ad that garnered my attention has a picture of Alex Trebek. Ok, celebrities work, even on me.

This book would be a lot smaller if it didn’t contain so many ads for itself. I have to admit some of the self-promoting cartoons catch my eye- which is impressive, they aren’t even color cartoons. Pizza ads. Those should be big and eye-catching. My favorite place doesn’t even have an ad! They better have ads in hotel rooms. Plumber ads. Why in the world is your company name the biggest thing in the ad? Think like your audience, people!

Here is a simple ad that caught my eye. A refrigeration company, the ad is simple, but the outline is a van, not a box. There is a salon with a bikini-clad woman in the tanning bed. She caught my attention. As did the smiling, half-naked men in the travel agency ad (yes, there were bikini-clad women, too).

Restaurants. I still have some faith in the yellow pages! Appealing ads with maps and phone numbers and pictures! Even menus! Great job Brick Oven. You even highlighted some of the dishes on the menu with a red box, have an obvious unique selling position, and prominently declare “We Deliver.”

Yes, phone directories are still in print. There are few cases where I can recommend ads beyond a basic listing. If your target demographic, your best customers, use a book to find your phone number, place an ad. But please be different, simple, yet unique. If your ad looks like the ones around it, no one will ever even give it a second glance.

Current Resident Alternatives

Never again address your mail to “current resident.”

The technology to personalize email and snail mail campaigns kicks “current resident” to the curb. Most email marketing providers, such as Constant Contact, make it easy to address each correspondence to each recipient- by name.  Mail merge programs use your database of contacts to personalize printed mail pieces.

If you don’t have a name, try these titles (as recommended by Dan S. Kennedy) instead…

To the Busy Family that lives at

To the Concerned Parent that lives at

To the Person Who Must Increase Sales for

I've also had mail addressed to me as...

To the friend of (organization)

Any of these phrases is an improvement over "current resident."  If you need assistance in choosing the right words for your next marketing campaign call or email Fletcher Freelance today! I can be reached at (715) 584-6773 or terra@fletcherfreelance.com

Four Simple Customer Service Reminders

In customer service training you may hear, “The customer is always right.”

Not necessarily, but they do sign your paycheck.

How do you keep customers happy (within reason)?

     1. Greet customers as guests. Walt Disney insisted that customers were thought of, referred to, and treated as guests (not bodies, numbers, or head counts).

     2. Answer questions knowledgeably.  Train your staff to do the same.

     3. Prevent policies from driving away customers. (How many times have you stood in a customer service line only to be told that your request was against policy?) Ask yourself what you will lose to accommodate this customer and what will you lose if you do not?

     4. Have a process for handling complaints. When possible, don’t let a customer leave angry.

Remembering these basic tips will go a long way in your customer retention efforts, especially as customer service seems to be deteriorating everywhere.

Technology: Blessing or Curse?

Are you one that loves gadgets and always needs to be connected? Or would you prefer to go back in time to the simpler days? Technology can be both a blessing and a curse. Read my latest (top-rated) article, “The Pros and Cons of Advancing Technology.”

If you need articles or blogs to educate and entertain your customers- consider Fletcher Freelance. I offer a No-Typo Guarantee and an On-Time Guarantee. Call (715) 584-6773 or email terra@fletcherfreelance.com today.

What to do in Shawano, Wisconsin?

“There’s nothing to do in Shawano.”  Have you ever said that?  Well, here's an idea.

Recently I had the privilege of working with Shawano Sports Park to update their website. In the process I got to know Mark Klister, co-owner of the park. The Klister family has gone to great lengths to ensure that your visit to Shawano Sports Park finds you in a safe, clean, family-oriented environment.

Shawano Sports Park has batting cages, adventure mini golf, and a go kart track. It is a great place to go with your family and friends. They have something for everyone and if you don’t have fun there, it’s your own fault. The 2010 season is off to a great start and with their generous summer hours, everyone should have plenty of opportunities to visit the park.

If your website could use fresh content that is search engine optimized call or email Fletcher Freelance today at (715) 584-6773 or terra@fletcherfreelance.com.

How to Sell to Tourists

The small city of Shawano is largely a tourist community, especially in the summer months. Shawano Lake draws crowds that love to boat, fish, or play on the beach. Having lived in Shawano most of my life, I still love going to the beach! I’ve had the privilege of working for/with resorts, entertainment centers, bars, and restaurants. Many of the local business owners that I’ve met understand the importance of becoming a destination business and marketing to tourists.

Vacationers may spend four to ten times what local shoppers spend! For “Tourism Marketing 101” read my latest article, Basics of Tourism Marketing - How to Sell to Tourists. Look for future articles/blogs on why tourists spend more and the impact of cultural/heritage tourism.

For specific recommendations on how your business can market to travelers call Terra for a strategic marketing consultation. Initial consultations are always FREE! Call (715) 584-6773 or email terra@fletcherfreelance.com today.

How to Write Meaningful Testimonials

Anyone can say that they are great. But, wouldn’t you rather hear it from someone else, someone with a little less bias? If you had a great experience and want to share it with the world, what is the best way to write a testimonial?

A testimonial should be a verbal or written before-and-after picture. What problem did you have and how did this business resolve it (or what need did they fill)? What did they do that their competition doesn’t?

Keep your testimonial short and to the point. Focus on facts; be specific about what makes this company special and different. Use numbers whenever possible and close with how happy you are.

Why should you write a testimonial for someone you’ve done business with?

• The more feedback you give a company, the better they can tailor their services for you.

• When you provide a testimonial, that business will strive to keep you as a happy customer.

     o Some companies give gifts or discounts to clients that refer friends or colleagues.

• If you have a business and your testimonial is used, it gets your name out there!

     o Online testimonials can even link directly to your website!

• Your mother would be proud to hear you say something nice.

Have any businesses gone out of their way to serve you lately? Please leave a comment.

Entrepreneurial Extra

If you haven’t received “Entrepreneurial Extra,” the newsletter from Fletcher Freelance, please let me know. This monthly newsletter is designed to help business owners and professionals with their own writing and marketing. The highlight for April is a short article “Eight Inexpensive Marketing Ideas.” View the issue here.

Business Differentiation Strategy - Your Competitive Advantage

Are you saying the same thing as everyone else?

In this hyper-competitive global market a strong business differentiation strategy can give your business a competitive advantage. Read my latest article to learn the basics of differentiation.

My New Look

Please forgive the self-portrait. I didn't want to wait any longer before I posted a picture of my new 'do.  My hair was about 28" long before I had it cut Saturday.

Does your business need a new look?  Enter the Fletcher Freelance Marketing Material Makeover Contest today!

Stock Tip: SELL! SELL! SELL!

Tomorrow is the big day! Sell your stock in conditioner; I’m cutting my hair.

I hope my makeover inspires you. Enter Fletcher Freelance’s Marketing Material Makeover Contest today.

Key(s) to a Successful Business

The three keys to a successful business are: location, location, location. Or are they?

If you want to make your business more profitable, easier to market, and attract more customers- you need to differentiate from your competition.

The average American is subjected to as many as 5,000 commercial impressions each day. According to the Media Inter Center, 245 of those impressions are ads. Television accounts for 108 ads, 34 we hear on the radio, and 112 we see in print.

Take a look at your current business/marketing strategy. If you’re doing and saying the same thing as everyone else, how are your potential customers going to remember you and go to you for products/services?

Every business owner I’ve met with wants to improve their bottom line. What many of them don’t realize is the potential to draw customers from many miles outside of their immediate physical location. In fact it is easier to become a “destination” in the minds of consumers from distant locales than it is to hold that same place in the minds of your neighbors. Why is that?

How many of the “tourist traps” in your town do you visit? When something is ever-available and ever-present it is easily taken for granted. (It can’t be that great; it’s in Shawano.)

When on vacation have you gone to see some of the unique attractions that I have? How about the World Famous Mustard Museum in Mt. Horeb, The Southernmost Point in Key West, or the Fountains at Bellagio in Las Vegas? Have you visited the closer to home destination business, Doc’s Harley Davidson? (Check out the exotic animals and the antique car/bike museum; it is well worth the trip. Hopefully it inspires you, too.)

These locations are not easy to forget because they are unique. When your company has a memorable association it’s talked about, it’s sought out and it is successful. What is your signature? Is your brand vision compelling? What makes you so special?

If you want to compete on price, stop reading. There will always be someone that can do/sell what you do for less. If you don’t think you can carry the inventory or offer the vast selection of services that the national chains do, you’re probably right. But if your customers want what everyone else has, let them go to the big-box stores or franchises.

These stores operate under the principle of creating multiple, identical units. Wherever you go, you’ll find the same thing in the same stores. (Incidentally, I hope you don’t go to Wal-Mart or McDonald’s on vacation.)

If your customer can get it anywhere, why get it now and why get it from you? Consumers seek out specialized, exclusive, and hard-to-find items from people that know their stuff. Consumers will travel fifty, seventy-five, even hundreds of miles to find what they think they cannot find anywhere else.

Craft your unique selling proposition, cut out all clichés, be memorable, and not afraid to take a risk. With ease of travel and the Internet, location isn’t what it used to be. The real key to a successful business is becoming a destination in the mind of your customers.

For more information on becoming a destination business you can sign up for Jon Shallert’s Destination Boot Camp (for a hefty price, plus travel). If you want tips to improve your marketing strategy from a local professional (sometimes local is good) call 715-584-6773 or email terra@fletcherfreelance.com.  Your first consultation is always free.

Watch for future blogs on Destination Business Tips, Business Differentiation Strategies, and How to Market to Tourists.

Don’t forget to enter Fletcher Freelance’s Marketing Material Makeover contest.

Elevation Web - website content

I worked with Elevation to rewrite much of their website content.  I'm so pleased with the results.

Elevation is a web and media solution firm that provides services for non-profit organizations.  Check out their new site here.

Websites can yield maximum return on your advertising investment if they are search engine optimized, user-friendly, and high quality.  If you'd like a comprehensive website review or a rewrite of your current content please call (715) 584-6773 or email terra@fletcherfreelance.com today.

Marketing to Kids

For practical tips on how to appeal to kids, read my latest marketing article here.

If you're interested in hiring a guest blogger or would like a strategic marketing consultation for your business call (715) 584-6773 or email terra@fletcherfreelance.com today.

Marketing Material Makeover Contest

Time for a NEW Look?

The warm weather. The sunshine. Spring is the perfect time to bring something fresh to the table, to get people to see you in a whole new way.

Fletcher Freelance owner, Terra L. Fletcher, is ready for a change. Four years ago she donated eighteen inches of her hair. Fletcher says, “After four years of letting it grow, it’s time for a whole new look.” Fletcher will be cutting her long locks on April 10, 2010.

In honor of this makeover, Fletcher wants to revamp your image. Has it been four years (or longer) since you’ve updated?

Enter Fletcher Freelance’s Marketing Material Makeover Contest today!

Mail or email your out-of-date, ugly, error-filled, ineffective, or boring marketing materials to Fletcher Freelance. The worst of the worst will receive a complete Marketing Material Makeover. Send in your brochure, business card, direct mail piece, or letterhead.

One winner will be chosen to receive:

• strategic marketing consultation
• comprehensive website review
• makeover of one current brochure, business card, direct mail piece, or letterhead (makeover includes content and graphics)
• 250 printed copies of your new marketing piece
• mention on the Fletcher Freelance website and blog
• one hour of graphic design, compliments Dynamic Designs

Dynamic Designs Unlimited in Pulaski is throwing in one hour of graphic design to jump start your company’s new look! Dynamic Designs just celebrated their 15th anniversary and they were recently awarded the Small Retail Business of the Year Award.

Submit your entry by April 26, 2010 to:

Terra L. Fletcher
Fletcher Freelance
518 South Union Street
Shawano, WI 54166

Or

contest@fletcherfreelance.com

*see website for complete rules

My Destructive Toddler

I write all day long and then I write for fun.  I finally got around to writing a short story of how my toddler broke my glasses a few months back.  Check it out here.

Market Segmentation and Shawano Demographics

When considering a new business or even introducing a new product or service, businesses should consider the current market demographics. What is the average age, income, and education level of the region? What are the family makeup, gender split, and popular occupations? Check the Country and City Data Book by the Department of Commerce or view city-data.com for details in your market.

The geographic and lifestyle of your target market affects what and how consumers buy. Is the area urban or suburban? Do many people walk or is more time spent indoors? Are individuals conservative or are they spenders?

Consider all the reasons why customers might purchase your product or service. What are their priorities? Stake out the area that you’d like to open shop in. How much traffic is there and what type? Interview consumers in the area. Why do they go to the current vendors/shops in the area?

Once you’ve done your research create a detailed customer profile. Describe your target and go find ‘em! If you need help in understanding how to reach your target market or creating effective marketing materials call (715) 584-6773 or email terra@fletcherfreelance.com today.

Just a few Shawano demographics from city-data.com

Median Age: 38.3

Median Income: $37,189

Home Value: $121,729

High School Education: 80.4%

Bachelors Degree: 18.5%

Grad/Professional: 6%

Unemployed: 4.9%

Average Household Size: 2.3

Never Married: 26.9%

Married: 52.8%

Separated: 1.1%

Widowed: 9.9%

Divorced: 9.2%

How to Create a Sales Surge

If you’re going to go the route of discounts, make sure you give your customers a good reason for the price break (to overcome skepticism). Consider giving discounts for only your best customers, only for new customers, or on new products only. Other good reasons could be if this is historically your slowest month of the year or if you’ve received an incentive from your supplier.

For a potential sales boost, consider sweepstakes and drawings. Perhaps one customer’s name will be drawn at the end of the month and their purchase price will be reimbursed.

Even better than discounts or drawings is increasing the customer value. Increase the order size. Or include “premiums.” Give your best customers free lunch, gift wrapping, or team up with another business. Working with a related (not competing) business can increase your customer base. Perhaps a dry cleaner and a suit shop could team up. The suit shop hands out free dry cleaning services to their best customers and the drycleaners giveaway vouchers for a free tie.

Customer retention and appreciation is important. Not only does this improve your reputation, but getting new customers is expensive. Be willing to spend as much on regaining a lost customer as it costs to get a new customer.

Keep in contact with your customers. Send cards or newsletters. Provide useful information and maybe an occasional gift. Offer a variety of goods/services that you have chosen to appeal to your best customers. Make your best customers feel special. Sales surges can be a well-needed boost, but always consider the long-term. What are you doing to bring the customer back?

For a strategic marketing consultations please call (715) 584-6773 or email terra@fletcherfreelance.com today!

Weapons of Mass Seduction

I attended a seminar in Wausau, Wisconsin on Tuesday. It was presented by Paul Weyland. I’m looking forward to utilizing his techniques to help my clients. His theory of the “deep sell” was a fresh perspective. Weyland also touched on common advertising mistakes, why price is the last way you attract customers, and tips for effective headlines.

Why I Love My Job

I love my job. They say if you do something you love, you never work a day in your life. Well, let me tell you, I work my butt off! And I love it. Read the article I wrote about my job here.

Recall Runaway

"Mark can hear his tires squealing as he races around the bend. Now his foot is completely off the accelerator but the turn has turned into a steep hill. He’s gaining speed! Mark is sweating now. “What in the world is going on here?” he says in desperation as he glances down. Is the pedal stuck on the floor mat? With no time to figure out what the problem is, Mark realizes another hairpin curve is right at the bottom of the hill he is now zooming down. Panicking, Mark stomps on the brake. Nothing happens. He puts both feet on the brake and all but stands on the pedal. Nothing!

Mark curses out loud as he tries to control his speeding car. There is no way he can make this turn! Beyond the highway is a densely wooded forest. Not only is his runaway car not slowing down, it’s speeding up! Mark closes his eyes. How is he going to pull out of this?" - Recall Runaway

What would you do?

You have got to check this out! A web developer that I work with just launched this site and game, Recall Runaway. A colleague of mine wrote some of the content.

Resume Writing – How to Write an Objective Statement

The objective statement should be placed on your resume after your name and contact info and before the body of the document. For the best results, a resume objective should be tailored for each job you apply for (or at least each industry).

Things to include: what you are seeking, what you bring, and how you will improve the company. Intriguing objective statements will be verb-driven, specific to the job requirements, and should match your experience/training. End your objective statement with purpose. Convince your audience that you know what you want to do and you are familiar with the field.

Another way of writing an objective statement for a resume is with this easy formula. Start with stating your desire to obtain a position at the specific company (or in the industry) for which you are applying. Include a brief job description and three qualifications that make you an ideal candidate for the job.

Happy Hunting!

*If you’d like help with your resume or just a quick read-through, please email it today to terra@fletcherfreelance.com.

Crafting Catchy Titles

A catchy title determines whether your audience will respond to your “call to action.” If you want someone to read your article or attend your seminar, you need a catchy title.

Consider where your title will be used. Is it primarily for print media? The internet? When writing for the web, be aware of keyword usage. How would someone search to find your class or article? When writing for print, you can usually be a bit more creative. Play on your readers’ natural curiosity.

When choosing the wording of your catchy title, keep it clear and simple. Your title should not be more than 20 words (3,5, or 7 word titles are ideal). What is important to your audience? Use words that address their needs and affect their emotions. Answer your audiences’ skeptical, “what’s in it for me” attitude. Then address why they need to respond now. Why should they click, open, sign-up, enroll, or read on?

When you craft a succinct title, your conversion rates will increase.

Internet Marketing for the Writer

The last “Internet Marketing” class I taught was so successful that the Shawano Area Writers asked me to do it again. Take advantage of this FREE seminar at the Shawano City-County Library Thursday, March 18. Join me from 10-11am in the Engel room. I’ll touch on blogging, websites, and article marketing. I’ll also discuss how your website can be found on the internet, tips to improve your site, and even how you can find more time to write.

100 Free and Useful Web Apps for Writers

I wanted to pass on this link.  It is a useful resource.