Marketing - The Bold Approach Method

Marketing With Christmas Cards, Another Marketing Myth

Every year at Christmas time I get literally hundreds of preprinted Christmas cards with generic greetings inside from all the companies that I do business with. About every 10th card is the same as the card from another company so I never know for sure which one is from who. Companies send the card to “build our relationship” and in a misguided attempt to initiate the idea of giving to receive. They give me a Christmas card, I feel good about them, I do more business.

And the really bad part (for them) is that it doesn’t do a thing to further our relationship or to initiate any persuasive pattern that could influence me. The one exception is when someone sends a personal card with a personal hand written message, I know that they spent some time thinking about me and what to say. That has some impact.

So, would you like me to give you an exceptional idea that will create tremendous good will with your clients, prospects, co-workers, and all those people who get your yearly Christmas letter?

Give a gift on their behalf to someone else.

Let me tell you what I’m doing this year. I’m giving phone cards to Soldiers who are separated from their families this season so that they can call home. But, I’m giving them on behalf of my clients.

I’m going to completely nullify the effect here by telling you this, but I’m going to donate them in your name too.

See rather than sending a card I know you’ll read over the trash can, I’ll send you an email and let you know exactly how many minutes I donated on your behalf.

Don’t you agree that is a much better idea than sending you a card that you’ll throw away?

I’d really love it if you stole this idea. Buy as many cards as you can afford at Operation Uplink. Operation Uplink is run by the Veterans Of Foreign Wars. I can tell you from my own past experience as a soldier that receiving a gift like this will mean the world to them when they are thousands of miles away from home.

If you can only donate $10, do it and let whoever you are influencing know what you did.

Local Small Businesses Are Missing The Boat On Google Adwords Local Search

Every day I talk to small business owners who want to know how to better take advantage of the web to drive more traffic. The question is nearly always framed the same way, "I have a website but no one goes there, how do I get more traffic to my website?"

The answer is really somewhat complex and yet simple at the same time. First, even if they get there will your website be compelling enough to get them to take the next step? Second, once they are there will they be able to figure out what to do next? And finally, can they even find you when they are looking for products in your category?

Google Adwords local allow you to choose to only display ads in a certain geographic range around your business. MOST small businesses don't need a global reach with Google adwords yet that is exactly what too many pay for then they are quick to say "adwords don't work or they are too expensive."

My wife owns two day spas in Boise, Idaho called BREATHE Wellness Spa. Her most expensive cost per click is around .10 cents, she spends less than $100 a month on Google adwords and can track typically 10X her investment per month back to Google.

What you have to realize is that for many people searching for things locally Google is a very close second to the phone book for finding a local business. If your ad isn't showing, you are losing a tremendous amount of business that you should get. The other important point you'd better realize is this: Most people who go to the phone book to find you probably already searched on Google to get more information and DIDN'T find you so they are looking in a book crowded with competition and you are hoping they'll pick you out. If your website did a good job of educating them, telling them what to do next and calling them to action and they still went to the phone book, seeing you there will be very reassuring and further the likelihood that they'll choose you.

Re-evaluate your local Google adwords strategy right now if you own a small business serving local consumers. I don't care what your business from dog groomer to physician or dentist and everything in between. Take advantage of the traffic that is desperately trying to find your door. Then, serve them well and they'll come back often.

Here's one last trick, if you are not sure which keywords you should be buying on Google, use their competitor Overture. Overture to see what keywords people search for most often when looking for your business. Go here and type in the category that your business is in or a keyword that people might use to find you and then see what other words and search terms they are searching as well. It will give you many new ideas and a lot of new and less expensive phrases and keywords.