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November 30th, 2009, 11:04 PM
Remodeling Online Article
Tim Nagle
An Education in Marketing
One of the most basic, yet often neglected, goals of marketing is to educate existing and potential customers. Today’s marketing requires you to share your expertise with lots of content, education, and trust-building. The standard tri-fold brochure just doesn’t cut it anymore. Smart marketers think in terms of information products rather than marketing collateral. Education over selling rules the day.
The most practical approach for a small business is to create flexible and personal marketing kits. These multiple-page documents, often housed in a pocket of a custom file folder, allow you to share the story of your business.
A typical marketing kit might include the following information:
An outline of your core differences: Use one page to outline 3 or 4 key ways that your remodeling business is unique. Make sure these are important value benefits and not sales mumbo jumbo.
An explanation of your products/services: Tell your potential client what it is you have to offer and what sets you apart from your competition. What do your products give your clients?
Success stories: Profile successful customer engagements and, if you can, share specific results. This is a way to get your customer engaged.
FAQs: Lists questions that your clients might ask or questions they should ask, with brief answers for each question. Processes and checklists: Include your process maps and checklists. These highlight your professionalism and can be a valuable marketing document.
Your company story: Everyone loves a good story and everybody has one. Share your personal story and explain why you do what you do, to help you develop a stronger connection with prospects.
Testimonials: Let your customers sing your praises and let your prospects see this third-party validation.
Articles: If you’ve published articles or received some great press, include copies of these in your kit.
Read the Full article here at Remodeling online: http://www.remodeling.hw.net/blogs/postdetails.aspx?BlogId=timnagle&PostId=90623
Tim Nagle
An Education in Marketing
One of the most basic, yet often neglected, goals of marketing is to educate existing and potential customers. Today’s marketing requires you to share your expertise with lots of content, education, and trust-building. The standard tri-fold brochure just doesn’t cut it anymore. Smart marketers think in terms of information products rather than marketing collateral. Education over selling rules the day.
The most practical approach for a small business is to create flexible and personal marketing kits. These multiple-page documents, often housed in a pocket of a custom file folder, allow you to share the story of your business.
A typical marketing kit might include the following information:
An outline of your core differences: Use one page to outline 3 or 4 key ways that your remodeling business is unique. Make sure these are important value benefits and not sales mumbo jumbo.
An explanation of your products/services: Tell your potential client what it is you have to offer and what sets you apart from your competition. What do your products give your clients?
Success stories: Profile successful customer engagements and, if you can, share specific results. This is a way to get your customer engaged.
FAQs: Lists questions that your clients might ask or questions they should ask, with brief answers for each question. Processes and checklists: Include your process maps and checklists. These highlight your professionalism and can be a valuable marketing document.
Your company story: Everyone loves a good story and everybody has one. Share your personal story and explain why you do what you do, to help you develop a stronger connection with prospects.
Testimonials: Let your customers sing your praises and let your prospects see this third-party validation.
Articles: If you’ve published articles or received some great press, include copies of these in your kit.
Read the Full article here at Remodeling online: http://www.remodeling.hw.net/blogs/postdetails.aspx?BlogId=timnagle&PostId=90623