© 2001 © 2002 © 2003 
WUN Publications, Inc.

PetalsNCents Marketing Ezine ~ March 24, 2004
Written and produced by Heidi Richards, "America's Small Business Mentor™." "Helping Small Businesses Bloom"

ISSN #1537-9841
Publisher: Heidi Richards ~ Heidi@PetalsNCents.com 
http://www.HeidiRichards.com
http://www.EdenFlorist.com

PetalsNCents Marketing Ezine is the first (and possibly only) florist-to-florist marketing ezine in the world with readers in all aspects of the event industry from around the world. Although we cater to small to mid-sized businesses, many of the ideas in PetalsNCents are applicable to businesses of any size! This is a monthly ezine providing you with creative marketing ideas to "Grow" your business. Thank you for allowing PetalsNCents into your in-box. For subscribe/remove procedures & privacy statement, scroll to end.

In This Issue:

MarkeTips - Marketing Tips to Enhance Your Business

MarketShare - Readers' Questions, Comments and Ideas

MarketArt - Industry trends, news, and design tips

MarkeTime - Marketing Calendar

* MarkeTips

A couple of weeks ago I received a meeting notice for the Direct Marketing Association. Herschell Gordon Lewis, one of the most respected and knowledgeable people in direct marketing, was the scheduled speaker.  So I went, and people I knew and admired were members.  I joined.  It was perhaps one of the best things I have ever done for my business.  Like many of you, as a small business owner I have limited marketing and advertising dollars so I practice do-it-yourself marketing.  And because I have a certain level of success at it, you get the benefit of my experiences when you read Self-Marketing News.  Thank You.  This issue is based on many of the great ideas I learned that day at the DMA (and some of my own). I hope it helps your business grow.

"The quickest and best way to make money today is to let people see why it is in their interests to become your customers." - Heidi Richards -

As a business person,  you already know that if you want someone to buy your product, service or idea you must first tell them about it. You know that creating awareness is the first step to every sale. We are bombarded with messages every day, hundreds of them. Which often means very few messages reach the intended prospect. If you are like me, at one time or another you have written advertising copy you thought would hit the mark only to find out it totally missed?  Successful Direct marketing is based upon four main principles:

1.       Communication is more important than production. If you sell cow pucks in these really neat fancy packages and there isn’t a market for cow pucks, or you haven’t stressed the benefits of buying cow pucks, or you haven’t discovered the right prospect, chances are no one will buy.  I am not saying there isn’t a market for cow pucks, but you have to know how to reach the market and what to say to them when you do.

2.       Most people are skeptical.  That means that we have become a society afraid to take action, for fear it is the wrong action. We have been burned too many times by disreputable companies who don’t keep their word. People offer 100% money-back guarantees and then don’t honor them.  People go out of business the day after our warranty runs out. It’s become even more difficult to make our messages believable. Consumers today take the word of friends, family and people we trust. They may not know what they are talking about over that of an expert with years of education and experience. And often times word of mouth marketing, while it can be very effective, may not include a “call to action.”

3.       When you write your copy, emphasize only those things that support the message.  When you emphasize everything in your direct marketing message, the message looses its impact. Too many exclamation marks !!!, ALL CAPS, overuse of  bold type can all devalue the message you want to convey.

4.       Tell them what you want them to do.  If you write brilliant copy, but the phone doesn’t ring or the register doesn’t cha-ching, then you must look at the copy and say to yourself, what action did I want them to take?  If you can’t figure it out, chances are the prospect can’t either.  Your message must be clear.  Use words that get your intended audience to purchase something, make a commitment to do something (like attend a meeting or event) sign up for something (like your newsletter), learn more by reading more information you provide to them, fill something out, answer a question, go somewhere, (your place of business, your website).

The experts will all agree that not only does there need to be a visible call-to-action, it should be early in the presentation and repeated more than once.  Which brings me to long copy vs. short copy.  That depends.  If you are like me, you read the first paragraph or sentence, go to the bottom line and make your buying decision then.  Because we are all individuals, we all need a different amount of information to convince us we are making the right decision. Some people need lots of information, (pages, in fact) before they are willing to part with their hard-earned money.  That being the case, asking for the sale throughout the message is not only smart, its imperative.  In case you didn’t know it, the postscript (P.S.) is the second most read part of a letter after the headline or opening. In many cases it is read even before the copy that includes formal call-to-action. 

An example of compelling call-to-action words might include:

• Order today to save...

• Call now to get...

• Visit us and enjoy a relaxing evening among...

• Click here for...

• If you leave now, you will miss out on _________ go to  www.... to get your _________.

• Sign up now!

Your copy should also create a sense of urgency such as:

• This offer expires...

• The first 20 callers get...

• Only 100 in stock.

• Act before the price increase on...

Other direct marketing tips:

If you do write long copy (more than one page, don’t end a paragraph at the bottom of the page, make it continue to the next.  People like to feel completion and will read on to finish the paragraph.

Appeal to what motivates people.  We are all motivated to action out of fear, greed, by exclusivity, guilt, and the need for approval.  We want our purchasing decisions to be convenient and give us a sense of pleasure or satisfaction.  Be specific in your message. People buy because your product (solution) does save time or reduce stresses, not because it might do something.

Opt for bigger.  Instead of saying One-day sale, say 24-hour sale.  It just sounds better.  McDonald’s sells a quarter pounder, not a 4 ouncer.

Use the number of years you have been in business, instead of the year you started in business.   It sounds longer. That “I have been in business 23 years” sounds better than “I have been in business since 1981”.

Instead of spelling out the word “three” use the number 3.   “3-day sale” has more impact than “three day sale.”

Appeal to people’s emotions.  According to Mr. Lewis, “When emotion and intellect come into conflict, emotion always wins.” Use words like eager, instead of anxious, reply instead of respond, start instead of commence, BIG instead of large, funny instead of humorous, lucky instead of fortunate, buy instead of purchase, get instead of receive. 

Track your responses with codes, passwords, dedicated phone lines, specific people, extension #’s, a web page designed exclusively for the offer you are presenting.  If you have ever purchased an item from a catalog, you may remember that you either dialed a number with a specific extension, or the operator asked you for a code number either in a colored box on the back of the catalog or a number listed on the mailing label.  This is how catalog companies track how well their promotions are doing.

There are hundreds of good books on copywriting in the marketplace.  I recommend “On the Art of Writing Copy” by Herschell Gordon Lewis.  To learn more about the Direct Marketing Association, visit www.the-dma.org.

* MarketShare

"I enjoy your ezine.  I especially liked your post card section. Please send me your "Post Cards to the 10th Power" article" Thanks, Del - Del's Garden Center, Inc., Spencer, Iowa 51301

"I opened my E-ZINE e-mail yesterday and was overly happy to see your article "POSTCARDS".  I decided only about 30 days ago to add a postcard program to my advertising mix. You are doing fantastic work!" Lee A. Scarlett - www.SillkSecret.com

"Thanks so much, for the postcard samples. Very clever and idea-provoking. I appreciate your thoughtful sharing with others. Good wishes" Sydni Ann Shollenberger, APR, St. Petersburg, FL 33701

"Heidi, just wanted to let you know how much I enjoy and think about your "tips," since I do have a business of my own!"  Thank you, Nancy Osborne, Affairs To Remember, Hilton Head Island, SC

"I wanted to say thanks for another interesting issue. I always examine a small handful of business-related newsletters to see if it applies to my own business (I'm a podiatrist), and yours is one of those few. I'm still trying to fit the concept of postcards into it, because "upsells" in my business are somewhat difficult (i.e.), either something is medically appropriate, or it is not). Probably fewer than 2% of my clientele can be "upsold." It might be appropriate for informing them of what ELSE I do, so that could be an avenue to explore. Again, thanks for continuing such an informative and useful business newsletter." Fred Malmberg

* MarketArt - Industry trends, news, and design tips

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* MarkeTime - Traditional and Wacky Holidays to use to market your business!

Please visit: http://www.edenflorist.com/holidays.asp

The buzzzz about OccuPLAYtion...

"Occuplaytion is a great little book! I love the little 'pick-me-ups' and suggestions." - Bonnie L. Mackey, CPA -

"What's Your OccuPLAYtion is so much fun. My staff and I have been reading different parts of it each day. When we are through, we will place it in our Learning Center Resources so that any employee may check it out."
- Carlin Murray, Manager, Corporate Learning and Development -
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* Meet the Publisher

Heidi Richards specializes in “Helping Small Businesses Bloom™,” by sharing her insights and experiences in Leadership Development, Marketing and Strategic Planning not to mention, having FUN! Her experiences in "growing" successful businesses and community organizations give her a greater perspective on challenges that companies and organizations face today. She succinctly portrays her expertise through her seminars, retreats and books.

Heidi is a well-known Elan'trepreneur^TM (elan'trepreneur - a creative visionary, a business person others look to and emulate, one who mentors others in business). She is also a facilitator for retreats, Mistress of Ceremonies for organizations of all sizes, a mentor to several small business owners and a contributing writer to dozens of publications.  To learn more about Heidi visit www.HeidiRichards.com. 

* Meet the Editor

Jennifer Obert has been the Marketing Manager (marketing goddess) for Eden Florist & Gift Baskets for more than four years.  Her duties include editing four newsletters produced by Heidi, maintaining three websites (www.EdenFlorist.com, www.HeidiRichards.com and www.WunPublications.com), promoting Eden Florist, working with the media, and representing Eden Florist and Heidi Richards in the community along with a myriad of administrative and public relations responsibilities.  In addition, Jennifer is the Executive Director of the Women’s ECommerce Association, International (www.WECAI.org) and an aesthetician running her own part-time business, Facials to You™.  Before working with Heidi, Jennifer was Marketing Manager for the Concert Association in Miami, FL, and worked as Assistant Marketing Manager for the Florida Philharmonic prior to that.

* Are You Enjoying This Issue?

If so, please pass it on to all of your friends and colleagues. When they sign up they will receive a FREE Report: Ten Red Hot Marketing Tips. Tell them to SUBSCRIBE by sending an email to Heidi@PetalsNCents.com with subscribe in the subject line.

Our goal for 2003 is to increase readership to 10,000. With your help our goals will be achieved. 

Keep those comments coming. I personally read and answer EVERY email I receive. Just email me at Heidi@PetalsNCents.com or reply to this email. I'll get back to you right away.

* Privacy Statement:

We will not distribute your email address to anyone. Period.

Heidi Richards, CPPM, CLL, Author of "Rose Marketing On A Daisy Budget," "South Florida Network Directory of Women's Business & Civic Organizations," "What's Your OccuPLAYtion™ 149 Ideas to Increase Job Satisfaction, Reduce Stress, and Get More Out of Your Work and Your Life," "Yes Is Only The Beginning," plus the Ezines "Self-Marketing News Ezine," "Creating A Legacy Nonprofit Ezine" "PetalsNCents Marketing Ezine," and "Ramblin' Rose by Eden Florist & Gift Baskets Ezine."

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