I’ve heard from some folks who are concerned about their marketing messages having the desired impact during these rough economic times. Should you tip-toe around the fact that jobs are being cut all over the country? Should you ignore the economy in your marketing? Maybe you should cut your losses and just stop marketing for the time being.
I say NO to all three of these (as well as any number of other similar responses). When things are as bad as they are (or good, for that matter), you ought to come right out and address what’s going on. Your audience is dealing with the same things your dealing with, and ignoring it makes you seem out of touch. Continue reading
Mail (letters and postcards and stuff)
That’s right, good ol’ fashioned snail mail. When was the last time you received a hand-addressed and hand-written letter? I’m willing to bet you opened that sucker and read every line. While you don’t have time to become pen-pals with every single person on your mailing list, you can probably pick a few key ones to send a personal note to. There are even mail houses that do hand-addressing and hand-writing FOR you, for mass-mailings. Continue reading
When you think about communicating with your customers — how you do it, how often you do it, what you say when you do it — think about it as though you were communicating with someone near and dear to you. That may sound a little warm-and-fuzzy, but here’s what I mean: You must invest time and effort if you want to generate a genuine conversation and relationship with your customers. Continue reading