Page 344 - Duct Tape Marketing

328 Part VI: The Part of Tens

Ten Best Marketing Ideas

One marketing idea rises above all the others: Write, commit to, and invest
wisely in a marketing plan for your business. That’s the focus of this whole
book and it’s the topic of Chapter 22, which shrinks the task of writing your
plan down to ten steps that fit even the busiest small business owner’s calen-
dar. Then as you implement your marketing program, join the best marketers
by embracing the following ten ideas:

1. Know your elevator speech.

Elevator speeches grew out of the 1990s, when venture capitalists lis-
tened to full presentations only from entrepreneurs who could first pro-
vide a great 20-second answer (about the length of a typical elevator
ride) to the question, What does your business do?

A good elevator speech is concise, well delivered, and capable of inspir-
ing interest and generating questions — all while conveying what you
do, whom you serve, and the unique benefits or solutions you offer.

Strike openings like I sell life insurance, I run a social service agency, or
I’m a consultant. None of those inspires questions or leads to a conversa-
tion. Instead, differentiate yourself and communicate the unique benefits
you provide.

For example, After years as a university admissions director, I now help
about 50 students a year to narrow college selections and complete their
applications, coaching them as they write their essays and complete their
financial aid forms.

Businesses with the sharpest elevator speeches hone the sharpest mar-
keting plans. Write yours today.

2. Make a great product before you make a great ad.

Be prepared before you promote. Be sure your product is ready for prime
time before you announce its availability. Be sure you have an adequate
inventory to fulfill the interest your marketing will generate. Be sure your
distribution and sales channels are in place. Be sure your staff is knowl-
edgeable about your product and about the ads you’re running. And be
sure that your business is prepared to provide enthusiastic service that
exceeds what customers might encounter at any competing business.

3. Sweat the big stuff.

Make a great first impression.

Put at least as much effort into your ad headline as into your body copy.
Devote at least as much energy to your introduction as you do to the
entire rest of your sales presentation. Invest in your business lobby, the
home page of your Web site, the cover of your brochure, the first sen-
tence of a phone call, and every other first impression you’re lucky
enough to make for your business.