There is No I in This TEAM

You may be surprised to learn that Richard Branson, the famous and sometimes brash entrepreneur, when speaking about his many companies or successful ventures, rarely mentions "I" and always refers instead to "we." Why? Because he knows that his success has been due in large part to a team, each of whom brought a certain strength to turn the vision into reality.

There are three essential characteristics of any successful business:

1. A Product or Service -- You must be able to make or provide a fantastic product or service.


2. Marketing -- You must have a great story and be able to sell your story to the market.


3. Financial Management -- You must be a smart money manager and reinvest the cash wisely.

Since each of these skills requires a vastly different mindset, no single person can do all of these with any degree of high expertise.

The most successful businesses have all three of these skills spread among their team. The long-term success and viability of your business depends on these three areas. Therefore, it is vital that you have the best-qualified hires for each skill.

Whether you're a micro business or a global brand, the success and growth of your venture depends not only on making the correct hire but also on getting out of the way and letting the experts manage what you hired them to do. Both of these skills are critical to the long-term success of your company. One does not work well without the other.

Your company may not be the size of Richard Branson's companies, but the lessons of hiring the best possible candidates and giving them the necessary space to manage their parts of the business are lessons that apply to all successful enterprises.

Flash Sale Marketing Tips

Flash sales have become one of the marketing industry's hottest new ways to not only grab attention but also boost web traffic and create front-of-mind awareness. While email is typically the key driver of flash sale campaigns, social media is a close follower. Here are a few tips to help you get the most out of your next flash sale marketing campaign:

• Create urgency with a short time window for your sales. These can range from a few hours to a day or two maximum. The longer customers put off buying, the less likely they are to make a purchase. Studies show that flash sales with a three-hour window have the best transaction-to-click rates. Most purchases are made within the first hour.


• Be sure your inventory is adequate for a flash sale, and alert customers if supplies are limited.


• Consider a flash sale with an open-ended coupon promo to increase foot traffic. For example, you might offer a $150 salon coupon for only $75 from 11am-1pm.


• Use multiple avenues to spread the word quickly. These may include email, texting, mobile coupons, Twitter, Facebook, LinkedIn, and other social sites.


• Encourage recipients to share or forward your message to their friends.


• Create an attention-grabbing subject line or header, and follow through with a concise message that communicates the necessary details of your sale.


• Consider sending a reminder. Light a fire under the feet of customers who are interested but dragging their heels, and remind them that your offer expires soon.


• Remember that timing is everything, so determine the best times to blast your recipients. The most common times for a flash sale revolve around lunch or evenings, making the sale accessible to buyers who work during the day.


• Monitor your social accounts closely during a flash sale, since customers will want immediate answers to any potential questions or concerns before the sale expires.


• Consider mailing postcards for big weekend flash sale events to grab attention and give customers a little extra time to prepare for your sale. For example, grab attention with an oversized postcard that says "Save 40% off everything in our store for four hours only on Saturday!"


• Consider offering a live online counter to show how many "deals" have been purchased. Popularity sells, so if XX other people thought it was a good deal, many others will think they need to buy one, too.


• Suggest that shoppers follow you on Facebook or Twitter to ensure they don't miss out on your next exciting sale!

Defining Values, Mission, Vision, & Goals

With the end of the year nearing, many of us will be revisiting that time-honored tradition of planning for the new year. As part of the planning, we need to define what we want to accomplish. In order for our plan to be complete and comprehensive, we need to start with four elements:

1. Values


2. Mission


3. Vision


4. Goals

Many people have a tough time determining what values, mission, vision, and goals really are. Everyone knows they should have them, but most of us aren't sure what each of these elements actually is or how they differ from one another.

Let's end the confusion today!

Values are the qualities you stand for.

Mission is how you intend to change the world around you.

Vision is how you see yourself or your business in one year, two years, five years, or even longer down the road.

Goals are the outcomes you want to achieve over the next week, month, quarter, or year.

That's it!

Of course, you could write whole books about each of these topics, but that's all you need to start with. Complete these four objectives, and you'll be well on your way to making your dreams a reality.

Buzz-Free Writing Tips for Better Marketing

Buzzwords and phrases are common to just about every industry and every business situation. But while your colleagues may understand the jargon you use, your customers and prospects probably don't. In marketing, what you say and how you say it are critical to success. Here are five tips to help you swat the buzz and make your next business letter or marketing piece clear, concise, and jargon-free.

• Keep it simple. As a prospective customer, I want to know what your product does and how that will benefit me. I don't want to hear a bunch of techno-babble and gobbledygook meant to make you look like the smartest person in the room. Use short, declarative sentences and plain, common words. Focus on benefits (what's in it for me) rather than technical details. Avoid hype and outrageous-sounding claims.


• Consider the audience. There may be times when it's ok to include some jargon in your communication. For example, if your audience speaks your industry's language and understands its terminology, a little jargon may actually help to build credibility and confidence. But try to use it sparingly, even in these situations. Too much jargon (even with those who understand it) can end up sounding pretentious.


• Provide a definition or analogy. Sometimes, it's impossible to avoid technical terms when describing a product or service. If you find yourself needing to use a technical term that your audience might not understand, try to explain what that word means in simple, layman's terms or through an analogy. Both of these techniques are used commonly on TV shows that deal with highly technical subject matters.


• Avoid acronyms. Abbreviations have their place, but usually not in customer communication. If you can't avoid acronyms altogether, or you believe the piece will flow better with an acronym or two thrown in, make sure you explain what the acronym stands for the first time you use it.


• Get some feedback. Once you've completed your initial draft and proofed it, have someone else in your office read through it, too. Try to choose someone who is not as familiar with the project you're working on, so they can come at it with fresh eyes and a different perspective.

Know When to Hold 'Em... and When to Fold 'Em

While business generally isn't the place for gambling, you could benefit from some of the tools and lessons learned playing cards (or other games). Here are a few strategies that can help your business grow:

• Create allies. Every business leader needs a strong business associate or partner they can talk to, bounce ideas off of, and count on to keep them focused on the task at hand.


• Think strategically, and keep an eye out for game-changing possibilities that may await you.


• Hone your interpersonal skills, which you'll need for negotiations, business meetings, and day-to-day communications.


• Control your emotions. The cards we are dealt aren't always fair, but you need self control to deal with unfair or frustrating situations.


• Rank your status in comparison to your competition. If your competitor is sweeping the game and overflowing in confidence, you may start to doubt your own abilities, as will others.


• Learn how to take risks. Just as one decision could ultimately make or break the game, decisions you make could affect the fate of your business or the rest of your life.


• Face the odds. Sometimes the cards are stacked against you, and the chances of coming out ahead are slim. If you're up against a challenging hand, either put forth a good fight until the end or learn to walk away.


• Experience is still the best teacher. While books, DVDs, and classes can help you learn faster, the experience of making good and bad decisions can't be found in a book or movie.


• Double down on what works. If you've found a business or marketing strategy that works, keep using it strategically to reap even greater rewards.


• Start over. Whether you win or lose, no game lasts forever. Don't be afraid to start fresh and put your lessons to good use on the next game.

After Sale Marketing

Following up after a sale provides an opportunity to offer a heart-felt thank you and ensure customer satisfaction. It also lets you discuss additional services and improve a customer's probable return to your business. Here are a few follow-up tips for after-sale marketing:

• Show your gratitude with a free offer that complements the original purchase. For example, a hair stylist could show thanks by offering a voucher for a free hair styling product. Include specifics, such as a $15 maximum value redeemable within 60 days of postmark.


• Boost sales by providing a coupon for free shipping or 25% off their next order. Encourage customers to pass it on if they don't need to use the offer themselves.


• Suggest complementary products or services that will enhance the initial purchase and increase the customer's satisfaction and loyalty. Consider creating an affiliate program with non-competing businesses to expand your offerings.


• Reward customers for providing referrals. Offer an exclusive discount to both your existing customer and a new referral to increase the number of referrals you receive.


• Highlight your contact information on an item your customers will keep, such as a business card, calendar, customized notepad, magnet, or pen.


• Become a resource to your customers by encouraging customers to sign up for an informational newsletter with industry tips and tricks. You might also consider providing valuable tutorials and training classes.


• Consider using the 10-10-10 follow-up pattern (or even a less-aggressive 30-30-30). Send an initial thank you within 10 days after the purchase. Contact them again after 10 days, then a third time after another 10 days. Vary your method of communication, such as a hand-written note, email, and phone call. Include an offer in all communications, and build on the urgency in each contact.


• Ask for feedback about the customer's recent purchase or send a survey with an incentive to respond. Many customers will be eager to discuss their experience or may even have questions.

If you need creative print ideas to stay in touch your customers, give us a call today. Our creative team is full of ideas to ensure your customers come back for more, and bring new customers with them!

The Power of Lists

Lists are more than just an effective way to grab attention. They're also great at getting key points across quickly and increasing readership. Here are a few tips to help you use lists more effectively in your marketing:

• Use abbreviated or partial lists on marketing pieces, such as postcards and email campaigns, and encourage readers to visit your website to learn more.


• Promote your company's competitive advantages with a "top 10 reasons" list.


• Popularity sells. Use a list to advertise your biggest selling products, such as "Our Top 5 Most Popular Products from 2012."


• Use a list to announce or introduce new products or services.


• Use a list as an alternative to long paragraphs of text, and enable readers to quickly scan your key points.


• For greater effectiveness, keep your lists brief, such as "10 Ways to..." or "15 Tips to..."


• Structure your list logically (largest to smallest, most to least popular, or simply your strongest tips first).


• If your list includes more than just a few words for each key point, consider using bold sub-headers with brief descriptions behind them.


• For "top 10" style lists, always number your entries, so readers can easily follow along.


• Be sure to include a source whenever appropriate, especially if your list contains hard facts or data.

Dream Killer

Doubt kills more dreams than failure ever will.

Fear and self-doubt are two of the biggest dream killers in most of us. Success often comes down to what we're willing to do about it.

Will you take some risks and do something different than what you've always done?

Many of us are so afraid of failing that sadly we'll never take the leap of faith required to do anything worthwhile in this life.

Whether the dream is about starting a business, getting an advancement at work, or simply finishing a major project, something seems to hold us back.

It's tempting to use the excuse that something external has forced us to procrastinate, but most of the time that something is really inner self-sabotage.

That inner voice does its best to derail and destroy our dreams. So we fail before we even start. And that pattern repeats itself, over and over again, like a bad nightmare.

To stop and crush that sequence we have to do one thing: take action without regard to possible failure in the ultimate outcome.

Yes, we should be prudent in researching, reflecting, and consulting beforehand. But if all signs point to moving forward, we shouldn't hesitate. Instead, we need to put one foot in front of the other and take action.

Success comes from taking imperfect action. Why? Because the day everything's perfect enough will never come.

So take imperfect action starting today. Your dreams will thank you.

It's 11:30. Are You Ready?

Deadline Lessons from Saturday Night Live

Saturday Night Live (SNL) producer Lorne Michaels once said, "I say it every week: We don't go on because we're ready. We go on because it's 11:30." He went on to say that being "ready" is a state of mind, one you can condition yourself to overcome with regular deadlines.

SNL is a long-running late-night live television sketch comedy created by Lorne Michaels. The live aspect of the show requires an absolute commitment to being ready to go on air at 11:30 eastern time every Saturday. It's a hard deadline. No excuses can be accepted or tolerated. The show begins with a topical sketch, at the end of which someone breaks from the skit and shouts: "Live from New York, it's Saturday Night!"

But before the show airs each Saturday night, an entire week's worth of preparation has gone into making that episode a reality. Monday starts with a production meeting where ideas for the following week's skits are pitched. On Tuesday, the ideas chosen are turned into skits, and on Wednesday they're reviewed to pick the best ones to move forward.

On Thursday, the skits are tweaked and adjusted as needed. The winning skits are rehearsed on Friday and then once more before a live audience on Saturday at 8 PM before the actual live performance at 11:30.

Whatever project you're creating -- whether large and elaborate or small and simple -- you likely follow a similar process. Your ideas are put on paper, the best survive, an action plan to move forward is chosen, and deadlines are given. Everything is ready, so then why do some ideas and projects never get done?

Over-thinking, doubt, procrastination, and perfectionism are the enemies of deadlines. Each one can play the role of devil's advocate in your head to delay and destroy deadlines.

The cure might be to learn from SNL and Lorne Michaels. Take imperfect action when necessary. When you delay, nothing can move forward. You can always correct course and improvise as you move toward your goals, but nothing can happen unless you make that leap of faith to take the first steps.

SNL has aired some 730 episodes since its debut and began its 38th season this year, making it one of the longest-running network television programs in the United States. It has produced countless stars, created immense wealth for the creators, and entertained several generations of audiences over the years. The live aspect of the show creates a certain drama that most other shows lack. Some of the jokes fall flat, and there are unexpected surprises in many shows that had not been rehearsed. But the actors improvise as needed, and the show always goes on.

SNL doesn't go on air at 11:30 every Saturday evening because they are ready. It goes on because it's 11:30. You may never be "ready" enough if you don't commit to a deadline to go live. Set aside your fears and worries. Time is wasting, and you may never get another chance to go live again.

Your Print Marketing 3-Step Rule

Every print marketing piece should have an end goal in mind. Depending on the type of marketing piece, these goals can range from simply building name recognition to creating curiosity and ultimately generating sales. The next time you find yourself struggling to create print marketing that will get noticed, remember these three steps to maximize your effectiveness:

Step 1: Grab attention.
Start by getting your reader's attention. Remember this must happen from the initial glance at your promotional piece. Try using a bold headline, graphic, photo, or marketing claim. Choose something that encourages viewers to take a moment to read your marketing message.

Step 2: Create interest.
Provide teaser information that will engage prospects and entice them to learn more. Teaser information could include an announcement about exciting new products or features, a current or upcoming promotion, or anything else that will persuade customers to learn more.

Step 3: Engage the reader.
Provide a call to action for readers who have taken time to read your marketing message. This could vary from prospects who simply want more information to those who are ready to make a purchase. Provide a website address, phone number, directions, or other contact information that makes it easy for prospects to get in contact with you about your product or service. Consider creating a website landing page that is specific for the highlighted product or service. A landing page can not only make it easy to track interest generated from your promotional piece, but it can also make it easier for the reader to learn more without losing interest wading through an information-packed website.

Our creative team specializes in creating marketing pieces that will get noticed and remembered. Give us a call today if you need help or ideas for creating the perfect marketing piece that will increase awareness and boost sales.