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Nine Easy Ways to Sneak In Your Company Message
Use every opportunity you have to get the word out about your business.
By Melanie Deardorff
Think it takes a lot of time and money to market your company? It can, but it doesn’t have to. You also can take advantage of quick, easy and inexpensive ways to get your message out. Here are nine of them.
1. Sell with Your Signature
Most e-mail programs let you set up a signature or standard block of text at the end of your outgoing e-mail. Use this space to promote your company message. Think of it as an electronic business card with your name, company name, address, phone and so on. Next, consider adding your company’s slogan or tagline, hours of operation, news about upcoming sales or even a short testimonial from a happy customer. For maximum impact, revise your signature every month to keep this part of your e-mail fresh.
2. Pay Up/Read Up
Do you send out customer invoices? Why not use this opportunity to promote your company by including a testimonial, discount offer, company news or holiday greeting? Type up your message so it fits three times on an 8.5 x 11 sheet of paper, add a graphic, if appropriate, print and cut into thirds. Include these stuffers with your invoices, but be sure to change the message periodically.
3. Voice Mail Sale
When was the last time you changed your outgoing voice mail message? Freshen it up with the addition of your company tagline, hours of operation, company news or thought for the day. Keep it short (12 words or less is ideal) and change it frequently to keep your caller’s attention.
4. Try a Testimonial
If you haven’t used testimonials from satisfied customers to market your business, what’s been stopping you? Testimonials are free and usually yours for the asking. If your customer didn’t give you her praise in writing, type up what she told you and send it to her for approval. Get written permission to use her words and personal information (name, company name, city, etc.). If possible, get testimonials from locally-known businesses or business people. Last but not least, make sure the testimonial is a compelling one.
5. You Scratch My Back…
Here’s a way to maximize testimonials and help out a fellow business owner at the same time. Trade two dozen of your company brochures and business cards for the same from another business owner. Then, both of you agree to send the materials out with a personal letter and a short endorsement. You will both benefit from this warm (not cold) call, because it’s sent from someone the prospect already knows.
6. Good Networking Requires Work
If you’re a member of a networking group, you know how this face-to-face interaction brings you leads, boosts your business savvy and gives you the opportunity to help others. But if you’re just attending the monthly meetings and not volunteering for a committee or board, you’re not working the group to your fullest advantage. Ask those who have stepped up their commitment to a networking group and you’re sure to hear stories about what it did for their business and them, personally. And if your group gives away door prizes, be sure to regularly offer a product sample or coupon for service.
7. Give a Little, Get a Lot
Can you donate your product or service to a worthwhile organization? If so, you can get a lot of bang for your buck. Whether it’s sponsoring a youth baseball team or donating something to a church bazaar or charitable auction (public TV, for example), you should see a benefit from this win-win. Donations are often tax-deductible, but check with your financial advisor to make certain.
8. Experts Wanted
If you’ve been in business for very long, chances are you’ve become an expert in sales, public speaking, lead generation, marketing, customer service or product development. Share your business acumen by making yourself available to community groups, chambers of commerce, school programs, businesses and networking groups. You’ll benefit from helping others, while honing your public-speaking skills and representing your company.
9. An Eye for FYI
Have you ever read a newspaper or magazine and come across an article or other item that would interest a prospect or customer? Did you stop right there to clip and mail it to the person with a short “thinking of you” note? If not, you missed out on a way to set yourself apart from your competition and keep your name in front of your audience.
You can easily implement many of these ideas this week, so start sneaking your message in now!
Melanie Deardorff is a freelance writer in Lee’s Summit, Mo.
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