2 Secrets to Creating

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 Writing a post each and every day has certainly made me work harder to find ideas.   When I was posting blogs every once in a while, inspiration was easy.  It came to me when I had time and inspiration.  That’s awesome when it happens.  But how many times in your life do those two collide?   That’s why, even with the best of intentions, I had times where I only posted a few times a month.  I want to do better than that.  What was odd to me is that I was still creating a video show called Delivering Marketing Joy each week (here is one to watch if you have never seen) and I was doing a podcast with Bill Petrie called unScripted (here is the latest). So it begs the question, why?  Why was I able to do those pieces of content on such a regular basis and not do posts on my own site?  It’s not like I only had ideas there.  It was not just about “inspiration.”  Here are a couple of reasons… There is a Deadline:  With both DMJ and unScripted, there were very real deadlines.  I had drawn a line in the sand and said “There will be a new episode come hell or high water.”  This was initially for the audience.  But it created a cadence for me that we MUST get it done.  Yes…sometimes it’s very inconvenient.  As a matter of fact, Bill recorded the most recent unScripted podcast from his family vacation on the beach!  But when there is a real deadline, you find a way to make time. That is what I have done with this new challenge.  There will be a new post each day.  The end. Letting Inspiration Come To You:  I think one of the great myths is that you have to wait for inspiration to strike.  Humans don’t create thoughts.  They don’t.  If you don’t believe me, stop thinking.  Go.   The thoughts keep coming.   Our job is to let the ideas continue to flow…and to select the ones that excite us.  It’s one of the keys to being happy…choose better thoughts.  The same is true for finding inspiration.  Sit down each day and let your thoughts flow.  Now select a good one…and act on it. Thanks for reading this!  Let me know what you think.  And make sure you never miss an update…sign up for our VIP newsletter here.  

BrandSlams: The Juicebox

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It’s time to bring “Marketing Joy” to the masses!  At Hasseman Marketing we pride ourselves in providing amazing promotional premiums to customers all over the United States.  And frankly, we want to provide the right product to the person for the right situation.  It’s NOT just about slinging SWAG. 

 

That’s why we help you ask the right questions (here are 5 you should ask before your next promotion).  

 

On the other hand, we want to be THE place you look for the best cool products for every occasion.  We want to create “Brand-Slams” for you and your organization!

 

This week’s BrandSlam is one that nearly all of your customer’s and team will appreciate…The Juicebox.

 

Made from 100% pure power, the 4400mAh Juicebox is a refreshing way to ensure your gadgets never go thirsty.  The Juicebox is a fun and useful power bank that is sure to make your customer smile? 

 

Why?  Because not only is the Juicebox a great charger that will full charge a phone 2.5 times, but it also comes in super fun packaging.  It is sure to create delight and joy every time you give it away!  

 

And here’s the thing:  There is no better place for you to be with your marketing message, than around your customer’s phone!  You want to be where the attention is.  And with the Juicebox you are coming in to save the day!  We all know that terrible feeling when your phone is about to die.  The Juicebox comes in to bring it back to life!

 

It’s functional.  It’s fun.  It’s made from 100% Pure Power.  That’s what makes the Juicebox this week’s BrandSlam!  

 

For more information on this item you can click on this link.  But if you want to discuss options or how this fits in with your other promotional campaigns, feel free to reach out to your HMC representative.  Don’t have one?  Email us here and we can hook you up!

To make sure you stay on top of all of our content (including the next Brand Slam) make sure to sign up for our VIP newsletter here.  Or if you want to look around our website for other BrandSlams, you can shop here.

DMJ Podcast: Showing Appreciation

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 The Delivering Marketing Joy Podcast is back!  Our goal here is to attack 2018 with a vengeance!  The Delivering Marketing Joy Podcast will provide some inspiration, motivation and education to make it happen!  Consider this your 10 minute “kick in the pants” to get your week started off right! In today’s podcast we talk about bridging the Appreciation Gap.  Sound familiar?  It should.  We discussed it in this blog post recently.  But on the podcast today, we try to dig a bit deeper and discuss how you can fix this problem in your organization today.So those are my tips.  But what do you suggest?  Do you have other “go to” moves to show appreciation for your clients, prospects and team members?  Let me know!  

 

And keep coming back to the Hasseman Marketing blog each day.  We are working to post a brand new piece of content every day.  Make sure you never miss an update by signing up for our VIP newsletter here.    We do a weekly update with content and specials!  

  

Make Your Direct Mail POP with Promo

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Gary Vaynerchuk recently said “Marketers ruin everything!”  Keep in mind that Vaynerchuk is a marketing guy.  But he points out that as soon as marketers find something that works, they (we) tend to use it to death until it becomes a nuisance.  Consider email.  We used to get excited each and every time we got an email.  We read every single one!  Now we can’t wait to hit the “delete” button so we can get rid of the nuisances. 

 

The same can be true for many forms of Direct Mail.  Direct mail is historically a great marketing tool for small businesses.  It still can be.  The problem is, this is a case where some marketers have ruined it for the rest of us.  We know this as consumers. 

 

Where do you open your mail?  Many of us answer that question, “Over the trash can.”  We are standing there (mentally) hitting the delete button on marketers.  Tell the truth, you are probably almost stunned these days when you get a real, sincere piece of mail! 

 

So can you do?  You can stand out.

 

One way you can stand out is to get noticed before you hit the “circular file.”  To do this, some marketers will create direct mail that looks like a real card.  Some will even go to the lengths of having someone hand write out the envelope.  This is a good news/bad news proposition.  The good news is, handwritten envelopes DO tend to get opened.  And if you have a small group you need to send a message to, this is a great way to make sure they see it.  The bad news with this tactic is if your customer opens mail thinking they are getting a personal piece of mail, and it’s just an ad, it can backfire.  You seem disingenuous, and the customer will likely (sometimes subconsciously) resent you and your company for it. 

 

Another obvious way to get your message seen before it hits the trash pile is to scrap the envelope.  You can send a colorful postcard or a flyer without putting it in an envelope.  I actually like this tactic for some campaigns.  But this idea too, has shortcomings.  First, you are usually limited to what you can include on the space you have to imprint (especially with a postcard) AND you are never quite sure what condition your marketing pieces is going to arrive in!  Again, sometimes this is fine.  But sometimes these limitations are just too annoying. 

 

One of the best ways to ensure a successful direct mail campaign is to incorporate promotional products WITH your direct mail.   The results of this math equation should really get your attention.

 

Direct Mail + Promo = Marketing Gold!

 

But why does this combination work so well?  Let’s get to it. 

 

Getting It Open

First and foremost, using a promotional product can help you create what I call “bumpy mail!”  Bumpy mail (or dimensional mailers) are packages that are odd shaped or bumpy.  This unique shape calls to the customer or prospect “open me!”  Curiosity will help you “kill the cat” because your potential client will want to know what is in the package. 

 

But don’t just take my word for it!  Let’s take a look at a study done in 1993.  This study, done by Baylor University, sent packages to 3000 school administrators.    They were divided into three groups.  The first group received an envelope with a sales letter, sales collateral and postage-paid business reply card   The second group received an envelope with similar contents plus a promotional product.  The third group received all of the contents listed above, delivered in a box with a die cut slot, instead of an envelope.

 

The results (as you might expect) were impressive. 

            *Those who received a promotional product in a dimensional package responded at a rate that was 57% higher than those who received the same promotional product in an envelope!

• Response rates for the dimensional package recipients were 75% higher than for the group who received only a sales letter!

 

In case you were skimming, you might want to read that last line again.  Response rates for the dimensional package recipients were 75% higher!  Wow!

           

Now I can hear those “Yeah-But” folks now. 

 

“Yeah but the cost of shipping is going to be higher for that piece.” 

 

Of course it will be!  But how much is a 75% increase in response rates worth to you?  Remember a key word here.  This is not a 75% increase in OPEN rates.  This is RESPONSE rates!  If you can’t increase your sales (and overcome in the increase in shipping) with that kind of response rate, you need to seriously reconsider your sales offer!

 

The Lasting Impact

Here’s the thing…if I ended the post with the above information it would be enough.  But the best part about adding a promotional product to your direct mail is I get to say “But that’s not all folks!”

 

I have always wanted to say that!

 

The fact is, when you add Promo to your Direct Mail, you get all of the other benefits of promotional products AFTER your customer opens the offer! 

  1. Remember the Rule of Reciprocity: Customers feel good about you and your company when they receive something from you.  By adding something of value to the direct mail offer, you create a sense of value.  This creates a better opportunity to sell to this client long term.

  2. Totally Targeted: This promotional piece is still super targeted. You have reached directly into this prospects home or office…and are communicating to them there.

  3. Lasting Impression: You have now created a long term advertising message (if you chose the product correctly) long after the postcard, letter or flyer has been thrown away.

Find Your Watermelon

Years ago I was in a sales training seminar with a Promotional Products Industry expert, Cliff Quicksell Jr.  He told a story about a young industry professional that needed to get a message to only 6 people.  She needed to get it to them…and she needed to make sure they did NOT throw the letter away by mistake. 

 

This young pro, as Cliff tells it, took a Sharpie and wrote the message on six watermelons…and sent them!

 

“She had a tough time with the post office,” Cliff said.  “But she finally got them to take them.

 

So I ask you.  You come in Monday morning and there is a watermelon on your desk.  Do you read it?” 

 

I love that story!  The message is clear.  Find your watermelon!

 

While you may not have to send giant fruit (though that would be awesome), you better stand out.  Promotional products can help you do that in a cost effective, results-based way!

 

This post is an excerpt from the book Delivering Marketing Joy. You can purchase that here on Amazon. 

 

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What If You Started From Today

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 One of the toughest things about overcoming challenges in the present…is the past.  It’s hard not to look at what you have already put in, what you have already done, what you have already sacrificed.  You see that huge pile…and you can become discouraged and distracted.   Unfortunately focusing on that “pile” is not helpful, or even, pertinent.   There is a term in Poker called “Pot committed.”  The idea is that you have already put so much of your chips into the pot, you feel like you have to see the hand through.  Even if, intellectually, you know you don’t have the best hand.  The emotion in “the pile” has you committed to finishing, even if you lose. But what if you started from today?  Most decisions are not forever.  I wrote about this here. This is a question that I find useful when I am frustrated about a project.  Why?  Because it does not discount the “pile.”  On the contrary, it compliments it.  It helps you look back at all of the experiences you have gained and say “Wow…look at how much I have learned!  Look at what I have built!” But with those experiences, you know a lot more today than when you started.  So if you were to start this journey today… *How would you begin?*What would you do first?*What would be your goals?*What would you do differently or change?*How could you make this project be successful or make you happy? By asking the question, “What would I do if I started from today?” it helps to reframe the discussion in your mind…with the experience.   So if you have a project that is stalled, failing or frustrating you…what if you started from today?  Let me know what you think!  And as always, our goal is provide value to you through content.  We are posting every day…so stop back.  And make sure you never miss an update by signing up for our VIP list here.  

Succeeding in the Give First Economy

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This is an excerpt from the book Delivering Marketing Joy.  You can find that here.  

“The person that gives the value first has the leverage.”  Gary Vaynerchuk

We are living in a “Give First” economy.  That is my belief.  I believe that the person, salesperson, entrepreneur or company that has the strength to provide value first, will win…long term.  The Give First economy does NOT mean the good old boys network.  It does not mean that just because we play golf together you have to buy from me.  It’s about value.  It’s about providing more than you are paid for.  It’s about doing business “the right way.”  Push vs. Pull:  Why?  Because times have changed!  Since the beginning of marketing and advertising, we have lived in a “push” world.  The company that pushed their message out the strongest and the loudest won.  But with the onset of the internet (and social media) that has changed.  Consumers have the ability to tune us out.  They have the ability to shut us off.  The power in the relationship has changed.  So we need to pull customers in.  We need to “give first.”

“Life is an echo.  What you put out you get back.  What you give you get.”  Zig Ziglar

But here is the great news, when it comes to Promotional Products:  this plays right into what our Promo is all about.  This medium is built on the idea that we provide something of value first, so that we might be able to earn your business.   “Okay,” you might be thinking, “I believe you.  I need to give first.  But what does that mean?”  Great question.  We are going to dig into some real things you can start to do today in order to impact your business.  But be forewarned, these are going to seem like common sense.  They will seem simple.  But here is a very important secret:  simple is not the same as easy.

“The greatest distance in the world is the distance between “I know” and “I do.” 

So let’s dig into the steps for building a business that succeeds in the Give First Economy.

Give Joy:  That’s right.  Give out Joy.  The world needs more of it.  Studies will tell you that 89% of everything you see in the world is negative.  With social media and the culture today, my guess is that number should be higher.  We are a culture that is drowning in the negative.  That’s the bad news.  But the good news is, it’s pretty simple to stand out.  Just be positive.  Give out Joy.  By being the person that spreads good into the world, you have the ability to not only stand out…but to be the kind of person someone WANTS to be around. You will be different.  And in the mind of the customer, better is not better…different is better. Pro-Tip:  Do an audit of your personal social media pages.  Look at the last 10 posts.  If 4 or more can be “perceived” as negative, then you are likely seen as negative.  Be on the lookout for ways to push out joy!

Give Praise and Thanks:  Here’s a scary statistic:  69% of customers that leave you will do so because of perceived indifference.  They will leave because they don’t think you care.  Yikes.  But you can do something about that.  Take the time to send real thank you notes.  Stop by when you are not selling something just to say thanks.  Be grateful for your clients business.  You be pleasantly surprised by the response. Pro-Tip:  The best organizations and sales professionals send thank you cards.  Most don’t.  If you are not, start there.  If you have mastered that, gather your client’s birthdays.  Send them a birthday card…they will not be expecting that!

Give More Than They Pay For:  Seth Godin says that if you want to be remarkable, you need do something worth remarking about!  This is a simple, but totally under-used way to make people appreciate and remember you.  Simply provide more value than your customer is expecting.  When you do this, consistently, your customers will find you remarkable.  Pro-Tip:  The next time you have a large order, add a little “something extra” to it.  Maybe this becomes a future sale…maybe not.  But you will have provided more than they paid for…and that WILL pay off.

Give Content:  This is a very important piece of the Give First success plan.  That is why I post a lot about content creation.  Social media and content (creation and curation) are great tools to use to provide value up front to customers and prospects.  What does this look like?  It might be as simple as sharing an article that would be helpful to your client base.  It might be a fun video about your staff.  It might be pictures of your team having fun.  There are tons of ways that  content can help you provide your customers and prospects value. What it is not is selling first.  Too many entrepreneurs, sales professionals and organizations try and use social media to “push” their message out.  You have likely seen them.  They simply say “buy from me, buy from me, buy from me” and never provide value.

Pro-Tip:  Think of ways to tell your story and provide value through content.   Are you a writer?  Do you like to take pictures?  Are you a talker?  Think about what you most enjoy…and get ready to provide value there. The fact is, there are tons of ways to win in the Give First Economy.

But what about the most obvious? Give Promo Premiums:   Are you using promo to help to grow your business?  We have been preaching that you need to provide value to your customers and prospects first…and this is the perfect tool.  So before you go any further, its time to think about how you will use promo to grow your business. Pro-Tip:  Create a quarterly appreciation plan for your Top 20% of customers.  This will give you an excuse to reach out and provide value every 3 months.  It shows them you appreciate their business and (when done right) provides a long term advertising piece right where they are.

If you need help on any of these topics, let us know.  We would love to help you talk through it.  And make sure you never miss an update, sign up for our VIP newsletter here.   Oh…and if you want to just jump to shopping, you can head here.