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Crush your competition with
Google online reviews

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Here’s one simple and low-cost secret that will make your business stand head and shoulders above your competition, even if you don’t have a website! (okay… it’s not really a secret… but it’s certainly underestimated and underused)

First – let’s set the stage.

So your spouse drives your car into the garage… only problem… the door was closed…

Oops… now you need to find a good local body shop.

What do you do? If you’re like most, you’ll simply go to Google, and search on say… “auto body shops greenland nh”

A list of several local body repair shops magically appears in the search results, coming from the Google Places listings. (you have claimed and optimized your Google Places listing, haven’t you?)

As you look through the list, one of the listings jumps out at you. You’ll see that Mirror Image Automotive has eight 5-star reviews, while the others don’t have any, or maybe 1 or 2.

These online 5-star reviews are basically testimonials from happy customers. Many will read these reviews, and many of them will base their decision to call a certain business based on them, too.

Think about it, if one listing stands out above the others because they have many more Google reviews than the others, which business are you more likely to call?

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So why are Google reviews important?

A recent study by Nielson Company shows that more than 70% of people trust these online reviews, and value them almost as much as a referral from family or friends.

This tells me that people really are reading these, and they can be paramount to your success at getting new customers. But you gotta get your happy customers to create one. (And NO – don’t do a bunch of fake ones – Google will spot that a mile away and you could lose your listing completely.
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How to get Google reviews from your customer

But before you do anything… Go to your Google Places listing and make sure it is complete.  To find it, just Google your phone number, and click the name of your business in the list, or click “Place Page”.

Create a postcard that you’ll hand out to customers immediately following your transaction, while they’re most likely to be happy with you.
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What to include on your postcard
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1. A short link to your Google Places listing
2. Your free QR code
3. A short customized message asking them if they’re happy, and if they’d leave a good review
4. Instructions on “how to write a Google review”
5. And your company’s contact info

That’s it!

If you’d like me to create a postcard for your business, give me a yell, and we’ll get your business on the road to 5-star reviews!

I’d love to hear your comments below…

If you want help with your marketing strategy, writing effective sales copy, have any comments, or have a marketing project you’d like help with, e-mail me or call me at 603-686-5140

If you need help with website design, writing SEO optimized web copy, email marketing, or other online marketing strategies, I can help!

To your marketing success!

Merrill Clark

Website and Marketing Copywriter

Join my discussion by leaving a comment below…

 

 

New Postal Service program lets you promote your business using direct mail to target any neighborhood you want… no mailing list or bulk permit needed

Did you ever wonder how you could cost-effectively target every household within a specific neighborhood, a zip code, within a certain radius, or even certain USPS mail carrier routes?

Now you can!

The USPS Every Door Direct Mail (EDDM for short) program lets you do just that.

And it’s easy, with low postage costs as little as 14.5 cents per piece.

Now… for most businesses, I usually don’t recommend sending non-targeted direct mail, which is what this program is – except for the geographic targeting part, BUT… there are exceptions.

For example, your business may depend on attracting customers who are literally in your backyard, or within a mile or two from your business, and you don’t want to blanket a larger area with thousands of postcards.

Well then… this program may be perfect for you.

Note*** If you want to mail bulk postcards to a much larger local area, Peter Gorman at www.emsdirectmail.com in Dover NH can help you with that. (Sorry Peter… the EDDM program may be a good option for smaller mailers -:) )
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Can you take advantage of the EDDM program?

I see it working well for restaurants, auto repair, salons, stores, pizza and sub shops, shoe stores… any other business that are looking for customers in close proximity.
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Here’s how one client currently uses EDDM…

As we speak… one of my home improvement company clients wants me to create over-sized postcard for this program.

You see it all the time… when a company does painting or windows, they’ll often put up a small sign in front of the house, right on the street, so the neighbors can all see it when they drive by.

In this case, they’re also going to mail out a lead generation postcard to all the homes on that street, and the intersecting streets within a quarter mile… in their case, around 500 households.

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Summary of the benefits of EDDM

(at least how I interpret them from their not-so-clear marketing materials)

• As low as 15 cents per piece postage
• Easy to use – just sign up, create and print your postcard, take ‘em to the Post Office
• Several sizes of over-sized postcards are accepted – 6.5×9, 8.5×11, and others
• No bulk permit needed (and the associated requirement)
• Mail as few as 200 per day, or up to 5000 per day
• Online software lets you choose zip, city, street address, radius, or even specific carrier routes
• You don’t need to buy a mailing list

For more information about the EDDM program:

Click https://www.usps.com/business/every-door-direct-mail.htm

As always, make sure your postcard includes a great headline to get your reader’s attention, an offer they can’t refuse, and a clear call to action so they know what to do.

If you want my help with that part of it, get in touch with me to discuss your project in more detail.

Use them, and you’ll be pleasantly surprised at the increased response you’ll get.

I’d love to hear your comments below…

If you want help with your marketing strategy, writing effective sales copy, have any comments, or have a marketing project you’d like help with, e-mail me or call me at 603-686-5140

If you need help with website design, writing SEO optimized web copy, email marketing, or other online marketing strategies, I can help!

To your marketing success!

Merrill Clark

Website and Marketing Copywriter

Join my discussion by leaving a comment below…

 

 

Time flies by so fast… and of course, your time is valuable…

Oh… if there were only more hours in a day…

Anyway – here’s a super-duper quick article about getting better results from your marketing.

I’ve broken down most marketing tasks into 5 basic steps.

5 steps to better marketing:

1. Know exactly who your target market is – define your ideal customer. The more you can define them, the easier it is to figure out the best way to connect with them
2. Write a sales message that gets their attention and shows them why they should use your product or service. You gotta get down to their level and use persuasive arguments.
3. Include proof using testimonials and/or studies. People like to buy from companies that have great track records.
4. Make them an irresistible offer, one they just can’t refuse. Add so much value, it would be virtually impossible to pass up.
5. Include an obvious call to action that tells them what to do next. Keep it simple and clear.

Use them, and you’ll be pleasantly surprised at the increased response you’ll get.

I’d love to hear your comments below…

If you want help with your marketing strategy, writing effective sales copy, have any comments, or have a marketing project you’d like help with, e-mail me or call me at 603-686-5140

If you need help with website design, writing SEO optimized web copy, email marketing, or other online marketing strategies, I can help!

To your marketing success!

Merrill Clark

Website and Marketing Copywriter

Join my discussion by leaving a comment below…

 

 

5 ways to get more clients from your home page

Does your business do this?

You give an estimate or a proposal to your potential customers, with the hope that a certain percentage of them will turn into sales and profits.

Even though there are actually several stages of a typical sales cycle…

• Generating qualified leads who request an estimate (I’m going to use “estimate” to also mean a quote or proposal)
• Delivering the estimate
• Following up with the lead
• And the best part – sales and profit… Yeah!!

Today, I want to focus on the actual estimate.

This is where the rubber meets the road, and you have the biggest opportunity to turn your potential customer into paying customer.

I’m going to show you a real-life example of a very effective and powerful “Estimate Package” that one of my web copywriting clients, On Top Home Improvements, uses in their business. (with their permission, of course)

First… a little background…

The client is a Maryland home improvement company who does roofing, siding, windows, etc. For consumer protection purposes, the state requires they have a Contractor and a Home Improvement license.

Professional Customer Quote and Proposal

Now when people call up for estimates, they could do like everybody else, and hand them the written estimate… but these guys go MUCH further…

You’ll see it’s not the normal verbal quote, or 1-2 page hand-scratched or computerized estimate you get from most businesses…

But it’s a professional looking folder, probably half an inch thick, jam-packed with the estimate, and also all the information a potential customer could possibly need to make a smart buying decision.

They add value to all of their estimates by including…

• A cover letter that clearly explains what’s included in the folder
• A professional and comprehensive estimate
• Written testimonials from similar type customers
• Proof of insurance coverage (actual copy of certificate on red paper)
• Proof of State licenses (again, actual copies on green paper)
• Written Warranty Certificate
• Proof of expertise with copy of Manufacturer Certifications
• Product information brochure
• Business card with all the contact info

This makes them totally unique and different from all their competitors, and by most accounts, gives them a distinct advantage over everybody else, allowing them to convert more of their estimates to paying customers.

Dan Kennedy, a well known marketing expert would call this a “shock ‘n awe” package, because it WOWs people with so much great information, and may even keep people from getting competitive quotes.

Note** You could use this same concept as a follow-up package sent or delivered to people requesting more information about your products and services.

So… think about how you can apply this approach to your business right now.

You can get started today by simply picking up some good looking folders at Staples, and build a portfolio of inserts that will be valuable and informative to your potential clients, showing off your unique strengths.

Make them think you’re the ONLY option to consider.

And if you need a copywriter to write your cover letter or other marketing inserts in your Estimate Package, let me know – I’d be happy to help you create a package that will put your competition to shame.

Let me know, just send me your comments below.

If you want help with your marketing strategy, writing effective sales copy, have any comments, or have a marketing project you’d like help with, e-mail me or call me at 603-686-5140

If you need help with website design, writing SEO optimized web copy, email marketing, or other online marketing strategies, I can help!

To your marketing success!

Merrill Clark

Website and Marketing Copywriter

Join my discussion by leaving a comment below…

 

 

5 ways to get more clients from your home page

For any business, many organizations, and sometimes individuals, effective marketing…

• Grabs the attention of the target market
• Conveys a message that resonates with them
• Offers them something helpful, unique, or valuable (or any combination)
• Persuades them to take a specific action – basically… “Do this… and get that”

Now you reel ‘em in and offer them your unparalleled products and services, right? (at least, they should be great). I mean… nobody wants to be fooled with great marketing, only to find out what they buy really sucks!

Now… let’s change hats and think about politics for a minute (yea… I know… it leaves a bad taste in my mouth, too, but hear me out)

Spend millions just to sell crap

Politicians are their own products and brands. To succeed, they need to sell themselves, so you’ll vote for them, not the next guy.

They’re basically promoting themselves, spending millions of dollars to market and advertise using giant postcards, self-mailers, letters, TV ads, radio ads, robo phone messages, and even the debates.

In essence, they pay for marketing to buy your vote.

But the real problem as I see it (this is my personal take, not based on proven facts) is that marketing may be super great – but the end product you’re buying – the politican – well – is the lowest quality, absolutely terrible.

Again, this is only my personal opinion… but this is the difference between political marketing and business marketing.

In most instances, business marketing promotes good products and services – politicians… not so much.

Politicians promote themselves like heroes, but in reality, once they get elected, you only get lies, scandals, and untruths. What they want to give you — NOT what you thought you bough into, based on their millions of marketing dollars spent.

Of course, this isn’t always true, but I think it is most of the time.

Do you agree? Disagree?

Let me know, just send me your comments below.

If you want help with your marketing strategy, writing effective sales copy, have any comments, or have a marketing project you’d like help with, e-mail me or call me at 603-686-5140

If you need help with website design, writing SEO optimized web copy, email marketing, or other online marketing strategies, I can help!

To your marketing success!

Merrill Clark

Website and Marketing Copywriter

Join my discussion by leaving a comment below…

5 ways to get more clients from your home page

Do you use this powerful, simple, low-cost follow-up tactic to increase your profits?

I want to share with you this very short story that reminded me of one underused marketing idea that will kill two birds with one stone, so to speak.

After receiving items I’d ordered on-line for Christmas gifts, I was especially impressed by two of the companies.

No… it wasn’t the gifts that impressed me (though they were pretty cool, too), but actually the notes and cards that were tagging along in the boxes.

So what’s this got to do with marketing and profits?

A LOT!

Inside both boxes was a simple note or card that accomplished several important tasks. (Actually five)

1. They personally thanked me for my order, showing some appreciation for my business. Plus, it was signed by a real person, not a company or computer. How many times do the businesses you spend money with show any kind of appreciation? In my opinion, not enough.
2. They offered a time-sensitive special 20% discount on any item I ordered from them before the deadline, and gave me a special coupon code to use. (This special code will also work as a great way for them to track response rate)
3. The order was another reason for them to follow-up with you, using the thank you reason. And every reason to “touch” your customer is a good one.
4. They included several ways to contact them to order, or if I had any problem with the order I just received.
5. They directed me to their special web page that had more special offers as up-sells. Up-sells can and do work well in many types of businesses to increase sales and profits at a much lower cost, because you’re already on the customer’s mind. Plus, they included separate mini-catalogs with some of their other products, too.

Now granted, these notes were from online businesses, but there’s every reason in the world for you to use the same technique in your business, especially if it’s a retail business, or you have a lot of foot traffic.

Put one in every bag you give a customer, or staple it to the invoice. It can be a note, a postcard, a short letter, or whatever… but do it!

Your only cost is printing, and the extra profits will be well worth it.

If you’d like to take advantage of this technique in your business, contact me, and I’ll be happy to help you get it done!

If you want help with your marketing strategy, writing effective sales copy, have any comments, or have a marketing project you’d like help with, e-mail me or call me at 603-686-5140

If you need help with website design, writing SEO optimized web copy, email marketing, or other online marketing strategies, I can help!

To your marketing success!

Merrill Clark

Website and Marketing Copywriter

Join my discussion by leaving a comment below…

5 ways to get more clients from your home page

If you made an appearance at the well-attended Seacoast Business Expo, you were probably there for one of two reasons…

A… Your business paid for a booth to generate some new sales leads and connections for your company…

Or B… You were there to wander about the exhibitors, and make some new connections, (or secretly, maybe scoping out your competition).

Either way, the primary goal is usually to build new relationships, which turn into new business.

And no matter which side of the table you were on, I wonder if you made the common mistake most people mistake.

That mistake is… not following up with people you meet…

Now before you get all huffy – answer this question…

Did you have to empty your pockets of the big stack of business cards you collected?

If you did, did you take the time to follow up with those people – with an e-mail, a letter, or a card?

My experience was that out of all the cards I handed out to exhibitors 2 weeks ago, only 1 company ever bothered to follow up with me.

Pretty sad, if you ask me… Especially since I was interested in using services from a couple others, but their lack of interest turned me off.

On the other side, I called or e-mailed people I talked with who are potential clients or partners, and will continue to follow up with them.

The moral of this story is:

Always follow up with people you connect with at trade shows. Not to mention it’s just the right thing to do, but your next big client could be waiting for your next move.

What do you think? (Leave your reply in the white box below)

If you want help with your marketing strategy, writing effective sales copy, have any comments, or have a marketing project you’d like help with, e-mail me or call me at 603-686-5140

If you need help with website design, writing SEO optimized web copy, email marketing, or other online marketing strategies, I can help!

To your marketing success!

Merrill Clark

Website and Marketing Copywriter

Join my discussion by leaving a comment below…

Here’s a simple way to build your list of customers and prospects

It’s been a while since I talked about how critical it is for your business to have a list of interested prospects and customers to connect with on a regular basis.

When you have a list of names and email addresses from people who have given you permission to contact them, plus consistently educate them, with a sprinkling of marketing messages, it can be like money in the bank.

On your website, it’s as simple as having a spot for your visitors to put their names and email addresses.

And if you have a brick and mortar business or retail store, put an email sign-up sheet on the counter for customers to receive important news and special offers from you.

Even if they don’t initially buy, at least you’ll have contact information to use in email marketing campaigns.

 What do you think? (Leave your reply in the white box below)

If you want help with your marketing strategy, writing effective sales copy, have any comments, or have a marketing project you’d like help with, e-mail me or call me at 603-686-5140

If you need help with website design, writing SEO optimized web copy, email marketing, or other online marketing strategies, I can help!

To your marketing success!

Merrill Clark

Website and Marketing Copywriter

Join my discussion by leaving a comment below…

You might not know it, but there’s a big marketing lie going around.

If you own a business, and have tried your hand at marketing (which, by the way, should be your primary function), you’ve probably heard this common marketing advice… often from experienced marketing pros.

“To generate new leads for your business, you need to spend either time… or money… or both.”

But I don’t believe this for a minute, and neither should you!

Before I go on… let me just say “There is some truth in it, but it’s just not completely accurate”.

Let me explain…

Are you wasting money and time on ineffective marketing?

To generate qualified leads for your business, you can spend tons of money creating websites, buying leads, renting mailing lists, sending direct mail promos, whipping out postcards, and printing up brochures.

And all of these can be (probably should be) important pieces of your marketing strategy.

Then again, if you’re short on funds, but have spare time, the other thing you can do is spend the time instead of money. Compile lists of leads manually, from the phonebook, or from the Internet. And go to all the free networking events in your area. Put cheap flyers on windshields at the mall. Whatever you can do with your time

But unfortunately for many business owners, neither of these techniques are effective, because there’s one vital piece of the puzzle that’s missing…

Your knowledge about marketing basics!

If you don’t know marketing basics, it won’t matter if you spend 24 hours a day, or if you spend more money than Donald Trump.

Why is that? Because all you do is waste your time and money doing all the wrong things… ones that won’t work… because you don’t know the basics.

Spending time or money – yea, it will work – but only if you add “know-how” to the equation.

The know-how is…

• Knowing who your target market is
• Knowing what your prospects want
• Knowing how you can solve their problem
• Knowing the best way to reach them, affordably
• And knowing what will persuade them to take action now

Once you know the answers to these questions, then spend your time or money using this powerful information, your chances of generating new leads will go through the roof.

You’ll be in a much better position to reach the right people, write better sales copy, and persuade more of your target audience to contact you for your products and services.

 What do you think? (Leave your reply in the white box below)

If you want help with your marketing strategy, writing effective sales copy, have any comments, or have a marketing project you’d like help with, e-mail me or call me at 603-686-5140

If you need help with website design, writing SEO optimized web copy, email marketing, or other online marketing strategies, I can help!

To your marketing success!

Merrill Clark

Website and Marketing Copywriter

Join my discussion by leaving a comment below…

Regardless of whether you sell products and services to other businesses (B2B), or direct to consumers (B2C), the purpose of your website should be to get your readers to become customers.

In a simple sort of way… your website is the Internet Marketing part, and getting people to respond is the conversion part – converting web visitors to customers.

And you need both!

Once people are on your site, and to maximize conversion, your call-to-action should tell them exactly what you want them to do next, and  be powerful, desirable, and obvious to the reader.

Does your website have a call to action?

But most of the sites I analyze don’t even have a call-to-action, let alone a good one.

Others have one, but it’s either buried 5 clicks deep, or it’s not obvious enough to tell the readers what to do, so it’s totally useless.

Web marketing tip: (and it’s critical to your website’s success)

Provide your web visitors with a pleasant user experience.

To increase the number of people who take your call-to-action, your website should be designed and written for your readers, not for you.

Make it easy to navigate and for your reader to quickly find the information or answers they’re looking for.

Don’t make the mistake of simply creating an ineffective digital brochure, which usually fails to convert, and ultimately leads to the reader leaving for good.

If you ‘re ready to make your website more effective, and convert more readers to customers, simply call or shoot me an email.

What do you think? (Leave your reply in the white box below)

If you want help with your marketing strategy, writing effective sales copy, have any comments, or have a marketing project you’d like help with, e-mail me or call me at 603-686-5140

If you need help with website design, writing SEO optimized web copy, email marketing, or other online marketing strategies, I can help!

To your marketing success!

Merrill Clark

Website and Marketing Copywriter

Join my discussion by leaving a comment below…