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30 Second Elevator Commercial

Create a great marketing tool

There’s a lot to say about your 30 Second Elevator Commercial. It’s based on the notion that if you were to meet someone in an elevator and they asked what you did for a living, you would have just enough time to pique their interest before they reached their destination. From my experience, folks just usually stare at the blank doors or watch the numbers as they go up or down!

But this is a great exercise in marketing. This forces you to go over what you offer and sum it up in a nice, easy to understand verbal package. A lot of thought should go into one, but simplicity is key:
  • Beginning: Introduce yourself with a big smile and state what you do
  • Middle: How you do what you do and what makes you stand out from the rest
  • End: Your call to action
The secret to success:
  • Smile when you talk
  • Make sure it’s short, sweet and to the point – too long and you’ll lose their interest fast
  • Don’t make it a sales pitch
  • Stay away from buzzwords and cute acronyms
  • Keep the conversation broad – don’t get too specific
  • Use plain language so anyone will understand what you do
  • You might have to customize the speech depending on a specific audience
Bad Example:
Hi, I’m Bob the Builder and I do everything from renovating your kitchen and bathroom to building additions and large decks.
 
I provide quality, professional service and guarantee that I’ll be done your project in just a few weeks.
 
In fact, just last month, I took over a project from another contractor, maybe you heard of them, Fly-By-Night Construction? They really took advantage of the homeowner and never completed the kitchen renovation and kept adding to the costs. The customer finally called me and I was able to finish it within a month.
 
Everyone needs an update to something. Even your bathroom probably needs a makeover. How about you give me your address and I’ll stop by to look it over?
 
What’s wrong?
  1. Seriously, “Bob the Builder” – check our previous blog “What’s In Your Company Name
  2. Don’t tell me you’re a “professional” or provide “quality service”, everyone’s going to say that
  3. DO NOT mention your competition by name – you have no idea if the person you’re talking to is related to them or was thrilled with their work and putting down your competition only makes you look petty and unprofessional
  4. Don’t try and make a sale, especially being so up front as to ask for their address – that will only scare away a potential customer
  5. End with a question/call to action which will solicit them into asking you for more information
Good Example:
Hi, I’m Bob. I’m a local, family owned builder who grew up and still lives in the Anytown area.
 
The big advantage for us is I know the neighborhoods and so I have a better understanding of my clients’ needs. Because I am local, it’s easy for me to keep on top of all my projects and meet with the homeowner when it’s convenient for them. And with all the referrals I get, I’ll come out to your project and provide you with a free estimate of your job.
 
The size of the project doesn’t matter. I enjoy working on a small bathroom renovation as much as I like creating a new family room that opens up to that dream deck you always wanted for those Family BBQ’s.
 
If you know of someone looking for a local builder that works on every job, I’d love to hear from them about their dream project.
 
What’s right?
  1. Key: Bob’s a ‘local and family run business’ – people like that
  2. His advantage: he grew up and lives in the area – so he knows and understands their neighborhood
  3. What’s unique: Bob likes any project, he’s on all jobs and then pulls at the heart strings with that dream deck you always wanted statement
  4. What he offers: Free estimates
  5. Call to action: This is the type of client I’m looking for and would love to hear from
After you’ve written your 30 Second Elevator Commercial:
  1. Practice, practice, practice – first out loud, in front of a mirror
  2. Then record it  – how does it sound to you – do you have a lot of “ahhh’s or ummm’s”
  3. Once you think you’ve got it down, try it on family and friends
  4. Finally practice it in front of a trusted client or two

Your speech should flow without hesitation. Like it’s a conversation you’re having. And when you’re good enough, if you’re interrupted with a question, you should be able to get back on track without having to back track.

Good Luck…and with your new marketing strategy, make opportunities to try out your new advertisement at meetings, get-togethers, speed marketing events and more. You never know, it could land you your next big project!

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In case you’re wondering, here’s our 30 Second Elevator Commercial for Peregrine Associates. And by the way, it’s always a work in progress:

We help organizations promote their people, products and services. For 30 years, as a marketing and advertising agency, we’ve helped our clients succeed in business.

 
We can provide everything from logo designs to promotional products to printing to web solutions. We like to say: It’s All About the Marketing…It’s All About You!
 
What makes Peregrine unique is that my wife offers over 20 years experience as a Director of Marketing which means she understands the client’s perspective, while I provide experience in the production side of advertising. This makes us a great team that our clients enjoy working with.
 
So if you know anyone that’s starting a business or wants to jump start their existing one, we’d love to talk marketing with them!
 
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Ask for Referrals

Ask for ReferralsQuestion: When you first start your business (or jumpstart an existing one), how are you going to find your customers?

Answer: REFERRALS!

When Peregrine Associates started way back in 1987, we didn’t have an instant list of clients – wouldn’t that have been nice! We had to find a way to build a customer base, but how? Through friends, family and even past employers – another reason why it’s important not to burn your bridges as you go through life.

I grabbed a stack of 3×5 cards (remember them?) and wrote down everyone I could think of…EVERYONE!

  • Friends and Family: I would call each one and tell them about the new company and what services we offered. Then asked them if they knew of anyone that would be interested in what Peregrine Associates provided? I would write down each referral’s name on the original card and also created a new one. This way, I could see where the referrals were coming from. Then I would make the phone call jotting down any specific notes that were important.
  • Previous Employers: Under each name, I would write the specific services we could offer that would be unique to them. Trying to stand out from anyone else they may already be using and coming up with new ideas that they haven’t yet tried. Then the phone calls were made. And if you left on good terms, many of the old bosses always had time to listen and even set up an in-person visit.

The big thing to remember, back then, there was no such thing as email. You had to make a phone call. Yea, you actually had to pick up the phone, dial and talk to someone. No electronic communications, emails, texting, Facebooking, private messaging. Actual one-on-one conversations. And in today’s world, that could definitely make a difference!

Don’t be afraid to ask everyone you know for a referral. Just don’t be pushy. And if you already have a nice customer base, reach out to them. Many would be happy to send you to their friends, family and business associates. Folks are much more comfortable working with someone they know or who was referred to them. Some studies even show that your closing rate could be as high as 1 for every 2 referrals while using other means could be as low as 1 in every 25 or even more!

One last note. When I started, I had at least 25-30 3×5 cards…so my first phone calls were to family and the closest of friends. That helped me get past tripping over my own tongue. And, as brutal as they were, the feedback I got from them was invaluable.

Whether you use good old fashion paper and pencil or a fancy Contact Management application, don’t be afraid to Ask for Referrals!

Choosing the Right Marketing Partner

Choosing the Right Marketing PartnerChoosing the Right Marketing Partner

The person or group of people you choose to help you with your marketing has to become your partner. They really have to believe in not only the product or service you offer, but they must believe in you. It’s just as important for them to feel comfortable working with you as you are working with them.

  • Do they rub you the wrong way or do you feel like you’ve known them since childhood?
  • Are they too direct or not direct enough?
  • Does the way they dress bother you? — I’m not kidding
  • Do they present themselves in a manner you appreciate?
  • Are they the type to have a basketball net in their office?
  • Do they have a fancy espresso machine — does that even make you wonder if they’re too expensive for your marketing budget?
  • Is it like home every time you visit? I’ll let you decide if that’s a good thing or not…
  • Do they listen to you or are they too busy telling you about your business?

Another point to make is that your mother, father, brother, sister, best friend, girl/boy friend, significant other does not make for a marketing professional. I can’t tell you how many times I’ve had a client tell me they make their marketing decisions via the ‘family committee’. You politely ask how long they’ve been in the ad business and well, you know where that goes. And if you decide to make their adjustments and the ad is a failure, who gets blamed in the end? But truthfully, you need to trust the skills of your marketing partner.

For example, if you were to put 10 marketing professionals in a room and provide them with all the same information about your business, you will get 10 different marketing plans — including logo designs, color schemes, thoughts on the best media and their layouts, budgetary needs and more. Some will be way out there while others may be closer together. Does that mean 9 out of 10 are wrong? Especially the ones out in left and right field? NO! They’re just different. And which one should you choose? The one you feel identifies most with your personality, the one you feel will do your business justice. Remember, you have to feel comfortable picking up the phone and asking questions of your agent. And they need to feel as though they can be straight and honest with you. It’s an important relationship we build with all our clients.

And how honest should they be? There are times I will tell a client, that in my heart, they are making a mistake. It’s my job. I’m being paid to tell them my opinion. Remember, 10 marketing agents, 10 different thought processes. But you need to stick to one. So what do I do if the client insists? Depending on how strong my objection is — I’ll either make the change with fair warning or refuse the job. It’s my reputation on the line. It’s a rare instance where a client will admit that they should have gone in another direction.

It’s a marriage. You have to go through the dating stages. You have to like the person or group you’re working with. You have to feel you can leave them the keys to your dream. And if by some misalignment with the stars it doesn’t work out, make a clean break. But make sure you’re doing it for all the right reasons. A quick, flirtatious wink from another agent does not mean the start of a wonderful, lasting relationship. And remember this, the agency has just as much right to terminate the relationship with you if they find you’re difficult to work with. They have to feel just as committed to the partnership as you are.

Remember, there’s no online dating service for marketing partners. Sometimes the best blind dates are the ones set up by your business associates.

Slogans and Taglines

Slogans and TaglinesSlogans and Tag Lines help your customer remember what you do.

My favorites:

  • “Our donuts are baked fresh”
  • “Our coffee is brewed fresh”

Really? I mean, Really? How do you bake a day-old donut? How do you brew stale coffee? As soon as it’s done baking or brewing, it’s fresh and new! That doesn’t mean you can’t bake a lousy donut or brew the worst pot of coffee known to man. But I don’t think you’ll ever see:

  • “Our donuts taste lousy, BUT THEY’RE FRESH!”
  • “Our coffee — Brewed Fresh…tastes stale…did we mention, it’s BREWED FRESH!”
  • And don’t try: “Our coffee and donuts are so fresh, you’ll want to slap them!”

Don’t tell me the obvious, tell me something that makes me think. Don’t tell me you care or that you provide quality, professional service. Doesn’t everyone tout that? You don’t see someone saying they do amateurish work or that they do almost quality work…but more than likely, only good work. So don’t tell me how professional or caring your staff is. Do tell me:

  • We clean homes on your schedule
  • We’ll pick up, repair and deliver your car back to where you work
  • Licensed • Insured • Bonded
  • Family owned since 1985
  • FREE Estimates
  • We can fix most computer problems remotely

So the next time I get my coffee, you can be sure I’ll patronize the shop whose slogan reads:
“We brew our coffee every 30 minutes — so it’s always fresh for you”

Business Cards – The First Impression

Your Business Card may be your first impressionBusiness Cards

For less than 10¢ a piece, Business Cards can be the least expensive (and possibly the First Impression) form of advertising and marketing you have! So why do people starting out in business try and skimp on this?

I remember the days that thermographed/raised printing business cards were the only way to show your professionalism. Of course, the layout of the card also made a difference. To challenge them, stationery stores were selling business card templates that allowed you to design your own cards, then print them on die cut sheets using inkjet printers. You then tore out the individual cards along the perforations. Really?

So now you’re handing out your business card. On plain white stock. A thin stock. With jagged edges all around due to the perforations used to easily tear apart the cards. And with the advent of color inkjets, wow, now you had people throwing in every color of the rainbow – just because they could! The business card design and printing business went down. But so did business for those trying to express the quality of their company with the amateurish quality of their advertising.

Today, we have the ability to go full color, very inexpensively. But now, there are online printers offering great deals on cheap quality stock and printing. And you can choose from hundreds of templates! Wow, what a bargain? No, not really. We had a client once tell us that the organization he represented wanted to know why he came to us for the non-profit’s business cards instead of the online printer who offered cards for less. When he asked if they liked the personal, creative, professional design of the layout and they said yes, he then asked how do you get that when you can only deal with your order through your keyboard online? Enough said.

You want your clients to treat you as a professional. So wouldn’t you want your cards to represent that?

In our office, we have a Business Card wall. There, we have dozens and dozens of cards we’ve designed over the years. When our clients visit our showroom, they stand in front of this wall, not only admiring the creatives, but also walking away with a few of the business cards because they want to use the services that are offered. That in itself speaks volumes to the importance of a quality designed and printed cards.

Some quick tips:

  • Make sure the cards are printed on a nice stock – we’ve heard clients react to the feel of our cards, even before they look at the printing
    • Gloss makes photos and graphics appear sharper
    • Matte is great if you plan on writing on your cards
  • Hint: You can print gloss on the front to show off your logo and matte on the back so you can write on it
    • Silk finishes feel fantastic and accentuate the sense of touch when handing out a card
  • Is the printer you’re using a professional?
  • Most print houses want your artwork created as a Press Quality, CMYK based PDF
    • If your designer or printer doesn’t know what that is…you might want to look elsewhere
  • Go ahead and bleed your artwork and background colors, this really adds a professional look and feel to the design
  • Anything but white – if you can, don’t go with an all white background
    • Look at your desk, it’s probably filled with mostly white paper – and your card will get lost among all that
  • Brand your logo and colors
    • If you don’t have a professional logo, you should start there first
  • Make sure you have all your information on it
    • Having an address – even a Post Office Box – adds legitimacy to your business
    • Is the phone number correct
  • Don’t put the word “Phone” or “email” in front of the respective listing, it just takes up valuable real estate on the card and makes it crowded – your client should know what a phone or email address looks like
  • Refrain from using a gmail, Verizon, Comcast, Yahoo and especially an AOL or similar email account
    • You’re a professional, you should have a professional email using the domain name of your website: John@YourDomain.com

Look at other business cards from fellow business people or even your competition. See what you like and what your potential clients think.

For less than 10¢ a piece, although inexpensive in cost, don’t show you’re cheap!

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