Sounds evil, doesn’t it? Well it’s not meant to be. The buying and selling process are seldom a 50/50 proposition. If there is an edge, I believe it belongs to the seller. Saying it and achieving it are two different things.
If you want a mutually successful outcome with your potential customers try to gain the upper-hand in these three critical areas: Knowledge, Communication/Language and Relatability.

NOTICE: PPAI’s Promotional Consultant Today e-newsletter is now available exclusively on the DailyBoostTM website.  
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Shun meaningless words like “a lot” and “guarantee” in your copy. It’ll help you out a lot–we guarantee it.
By Susan Gunelius

The economy, unemployment, companies folding, people losing their homes–2008 has left consumers wary of businesses. And that lack of consumer confidence requires straightforward, honest advertising messages to regain marketplace security. In 2009, perhaps more than ever, the words you use in your copywriting can determine whether you make a sale or lose a customer.

Here are 10 words to avoid in your 2009 copywriting.

1. Free
   Ads that include messages about a free product or service promotions can work well during an economic downturn, but consumers need to see the products perform well. E-mail spam filters are tough on messages that include “free” in the subject line. While it might be tempting to use a subject line that says, “Open now to get your free widget,” that’s an e-mail spam filter red flag that will send your message to most recipients’ spam boxes. When the economy is tough, you can’t risk having your e-mails not make it to the intended recipients. Replace “free” with “complimentary” or “gratis” to sneak by spam filters without compromising the effectiveness of your message.
2. Guarantee
   Few people believe in guarantees these days. Unless you can prove your guarantee is real, use the valuable real estate space in your ad for a more effective message that consumers are likely to believe and act on.
3. Really
   If you want to waste space in your ads, include “really” in your copy. This word does nothing to help your messages. Instead, it slows consumers down, and they are not likely to wait around for the complete message. Don’t risk losing them by loading your copy with useless filler words. Make sure every word in your copy is there for a reason.
4. Very
   Does a message sound more compelling with “very” in it? Is “When you need very fresh flowers, call ABC Florist,” more effective than “When you need fresh flowers, call ABC Florist”? If you answered, yes, reread the last paragraph.
5. That
   Once you finish writing copy for your ad or marketing piece, reread it and make note of every time you use “that” in your copy. Chances are, you can delete 90 percent of them because “that” is a filler word that doesn’t advance the consumer through the message. Instead, it slows down time-strapped consumers. Deliver the messages your audience is likely to respond to, and deliver them quickly.
6. A Lot
   Don’t use vague copy with words like “a lot” that do nothing to differentiate your business from your competitors. Instead, quantify your messages. If you offer 20 varieties of roses in your flower shop, say so. If you respond to customer service calls within five minutes, tell people. Which is more compelling: “You can choose from a lot of shoe styles at Sally’s Shoe Boutique” or “You can choose from more than 100 shoe styles at Sally’s Shoe Boutique”? No doubt, “100 shoe styles” is more intriguing than “a lot of shoe styles.” A lot can mean different things to  different people. Don’t leave room for guesswork in your copy. Make your messages extremely clear with no room for confusion.
7. Opportunity
   You’re not helping anyone when you offer “opportunities” in your copy. Consumers don’t want opportunities. They want to feel confident handing over their hard-earned money. They want to know they’ll get the results they want and need, not the opportunity to perhaps get those results. Don’t let them wonder what they’ll get when they pull out their wallets. Tell them.
8. To Be (or Not To Be, For That Matter)
   Write your advertising and marketing messages in the active voice, not the passive voice. If any form of “to be,” “has been” or anything similar appears in your copy, rewrite it. Writing in the passive voice doesn’t command action. Writing in the active voice does.
9. Synergy
   This overused piece of jargon has had a long life, but it’s time to move on. Leave jargon and 10-dollar words out of your advertising messages. There’s no room in copywriting for buzz words and words that consumers need a dictionary to understand. Consumers don’t care about your “unique value proposition.” They care that when they pay for your product or service, it will deliver the results they expect. Naturally, there are some exceptions to this rule, such as B2B copywriting, where jargon might be expected. In most copywriting, however, keep it simple.
10. Drinkability
    Budweiser is already using “drinkability” in its ads. Seriously though, the point is valid–don’t copy your competition. Instead, differentiate your product and business with unique copy and messages that your target audience is likely to respond to.

The rules of successful copywriting don’t change from one year to the next, but as the marketplace and environment change, so must your messages. Use the list above as a guideline to writing great advertising copy in 2009.

Susan Gunelius has more than 15 years of marketing and copywriting experience working for some of the largest companies in the world. Gunelius is the president and CEO of KeySplash Creative Inc., a marketing communications company offering writing and copywriting services, and marketing and branding consulting. She is also a published author, and her latest book, Kick-Ass Copywriting in 10 Easy Steps, is now available from Entrepreneur Press.

     The practice of entertaining customers is one of those issues that needs to be rethought. First, let’s consider whether or not you should entertain your customers. In these days of e-commerce and internet communication, is there a place for this age-old practice?

Consider my experience. I had a high-potential account that did not respond to my efforts. Months went by, and I got nowhere. My company owned four season tickets to the University of Michigan football games, and it was my turn to use them. I invited the head of the purchasing department from that account and her spouse to join me and my wife. We spent the afternoon together, first enjoying a traditional tail-gate meal, then a great college football game.
Immediately thereafter, however, I began to do business with that account. Business grew continually until it became my largest account. The football game was the turning point in the relationship. It wasn’t that I gained inside information. We didn’t even talk about business. But, my customer came to know me better, and, in so doing, became more comfortable with me as a person. That made all the difference. This was not the first, nor the last, time I had the same experience.

Get To Know Your Client
There is an important truth — people like to do business with people they know. The better they know you, the more likely it is that they’ll do business with you. When they spend time with you out side of the business setting, they come to know you better. It really is that simple. This doesn’t mean that you can charge 20 percent more than your competitors, nor does it mean that you can sell an inferior product, or that your company can get away with second-class service. The relationship doesn’t stand in place of quality, price and service, but it can provide a competitive edge.
In this time of high-tech communication, powerful personal relationships provide the high-touch for which many people are subconsciously hungering. Even in this high-tech world characterized by voice mail, e-commerce and instant messaging, face-to-face relationships are necessary. Is there, then, a place for entertaining your customers in this high tech sales environment? Absolutely.

Source: Dave Kahle is a consultant and trainer who helps his clients increase their sales and improve their sales productivity. He speaks from real world experience, having been the number one salesperson in the country for two companies in two distinct industries. Kahle is the author of more than 500 articles, a weekly e-zine, and five books. His latest is 10 Secrets of Time Management for Salespeople.

     The constant churn in the market place means that some of your customers will be acquired and others will go out of business. Unless regularly replaced by new customers, your business will inevitably dwindle. If you are going to thrive, you must replace and add to them. This brings us to the need for prospecting.  
     As you know, prospecting refers to the front end of the sales process. It is the necessary process of identifying companies and institutions who can buy your products and services, and then arranging a first appointment with them. As with every other stage of the sales process, there are ways to do this better than others.

In today’s economy it is not just about identifying a prospect, it is about identifying a prospect that is likely to buy. The quality of this first step can be a key determinant in your long-term success, as it will keep you focused on those who are most likely to buy. The more information you can obtain about a prospect, and the closer you bring him or her to doing business with you in the early stages of the relationship, the further ahead you are.
Following is a two-step process to jump start your efforts:

Step One: Buy A List
This is so simple and so obvious, yet I’m amazed at how relatively few people do this.  Study your best current customers and develop a profile of what they look like. How many employees?  What SIC codes? Any geographical demographics? Who are their customers?
Once you have a profile in place, go to the internet or the yellow pages and look up “mailing list brokers.” Call two or three, tell them what you are looking for and ask for a quote. The quote should include the count and cost for a list that contains the name, address, phone number and number of employees of the businesses that meet your criteria. For a small charge per name, you can obtain a list of companies who look the most like your good customers. That’s a great way to start.

Step Two: An Offer They Can’t Refuse
Offer your prospects a special price on a promotional product they are probably currently buying which is such a good offer that they can’t refuse. For example, offer an imprinted pen or logoed mug for a one-time special purchase price. You may not make money on the deal, but if a prospect takes you up on the offer, you will have moved the sales process considerably forward. You will be on their computer vendor list, you will have a reason to call on them, and they will be predisposed to spending some time with you. In other words, you may have lost a little money and gained a customer for it. Think of it as buying a customer. How much is one worth?  The few dollars you lose on an initial order is a bargain.
Apply this simple two-step process and in a matter of a few weeks, you’ll have a handful of high-potential prospects who are open to doing business with you.

Source: Dave Kahle is a consultant and trainer who helps his clients increase their sales and improve their sales productivity. He speaks from real world experience, having been the number one salesperson in the country for two companies in two distinct industries. Kahle is the author of more than 500 articles, a weekly e-zine, and five books. His latest is 10 Secrets of Time Management for Salespeople.

School Uniforms

Go The Extra Mile

Sales
     Successful salespeople go the extra mile when providing service, and turn the customers they serve into advocates to help them promote their business. Your referrals and follow up on business are in direct proportion to the quality and quantity of service you render on a daily basis. Want more referrals? Improve your service!

Following are five powerful tips that will help you improve your customer service.

1. Under-promise and over-deliver. Develop a reputation for reliability; never make a promise that you can’t keep. Your word is your bond.

2. Pay attention to the small things. Get in the habit of returning phone calls, e-mails and other correspondence quickly. Your mantra should be: follow up, follow up, follow up.

3. Stay in contact and keep good records. Take the time to jot down notes from meetings and phone calls making certain to record all relevant information. Maintain a written record of service.
This is especially helpful when clients are reassigned to a new sales rep. Setup a suspense system to track important contact dates such as client review calls and birthdays. Consider sending a personal note or an article of interest every six months.

4. Give your customers a promotional product. It sounds like a given, however it is often forgotten. It is your business — use the power of promotional products to your advantage. Remember, the product will be around, even when you are not.

5. Establish a feedback system to monitor how your customers perceive the quality and quantity of the service you provide. Service is not defined by what you think it is, but rather how your customers perceive its value. When it comes to customer service, perception is reality.

Progressive companies emphasize commitment to customer service from the top down by establishing training standards and continuously monitoring customer satisfaction. Companies that fail to implement an effective customer service program actually do a disservice to their customers and unknowingly, leave the backdoor open to their competitors. If you do it right, sales and service blend seamlessly and you will exceed your customer’s expectations.

Source: John Boe presents a wide variety of motivational and sales-oriented keynotes and seminar programs for sales meetings and conventions. He is a nationally recognized sales trainer.

Note: Today’s PCT is the last for e-newsletter for 2008. You will see us back in your e-mail inbox on Monday, January 3, 2009. Our wish is for a safe, healthy and prosperous New Year!