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The Positive Secret to Outbound Marketing Success

Thursday is guest post day here at Duct Tape Marketing and today’s guest is from Jonathan Curran– Enjoy! 

Contrary to what many internet marketers have been telling the world, outbound marketing is not dead. Inbound marketing channels have almost certainly made outbound marketing less popular but it is far from extinction.

Yes, that is true. Why do you think the television is not dead yet? Why are big companies still pouring out millions of dollars each year for advertising campaigns?

That’s the good part.

The not-so-good part that you may be well aware of is that outbound marketing campaigns are designed to cast a net (marketing message) over a huge audience in one go. The audience in this case is not highly targeted and people have shorter attention spans given the fact that the television or newspapers are not the only sources of infotainment. Not anymore.

Does that ring the bell? It should!

It is now more important than ever to blow an air of positivity into all of your outbound marketing campaigns for better results.

Why, you ask. Let’s check out!

Why Campaigns Built Around Pain Points Can Be Risky

Some marketing managers tend to focus more on pain points while drafting TV/radio advertisement scripts. An insurer, for example, has the option of portraying either a sad or a happy story in an advertisement, mailer or some other material sent out to customers.

While a tragic story revolving around life insurance policy may almost certainly convince the target audience to get one, people may also form a negative opinion about the insurer for having made them feel sad for few moments.

Such impressions, even if created subtly in target audience’s subconscious minds, can result in negative brand recall.

Make the Target Audience ‘Feel Good’

Instead of indirectly threatening people with dire consequences if they did not choose your product or service, how about making them feel good about something?

Take this diaper advertisement by Huggies, for example:

How does that make you feel? Even if such an advertisement (one that actually makes people smile or think over something beautiful, peaceful or satisfying) is first aired on TV, it is likely to land up on social media networks and get viral.

Now, you cannot hope to be able to create something that good every time but it is worth the effort to try and create campaigns that make people feel good and not threatened.

Focus on Striking a Chord with the Audience

Since customers do not interact directly with an outbound marketing campaign, it is absolutely necessary to look out for ways to strike a chord with the target audience.

Have you studied the motivation triggers that lead people to buy products you sell?

How about entertaining more and trying-to-sell less?

What if your marketing message delivers a powerful message which is not as such related to your product but makes people subconsciously relate it to your brand?

A great idea won’t pop up in the first go. It would require a series of constructive brainstorming sessions around ideas that people can easily relate to.

Needless to mention, you’d have to iterate the mass message not once but many times over before you get it right.

Make ‘Positivity’ a Part of all Outreach Programs

Newspaper/television/radio advertisements or other mass marketing messages broadcasted to hundreds and thousands of people in one go can go a long way in increasing brand recall if you consistently make ‘positivity’ a part of all outreach programs.

Everything from the imagery, text and voice to motion pictures can be selected and iterated in a manner that your marketing message gets encapsulated in positive and hard-to-ignore shell.

The Final Word

Outbound marketing is expensive. Make every penny count.

Blowing an air of positivity alone won’t necessarily motivate customers to buy your products or increase your brand recall value but it does help a great deal.

Jonathan CurranThe article came from Jonathan Curran who is Author and Director of PROMOTIVATE Speakers Agency. They represent world’s leading motivational, business, conference, marketing and adventure speakers. Sharing this knowledge he helps companies and individuals unlock how to ‘make it happen’ and the importance of finding the right work/life balance which leads to improved happiness and greater success.

 

Your New Competitive Advantage (It’s Not What You Think)

Thursday is guest post day here at Duct Tape Marketing and today’s guest is Gabriel Mays – Enjoy!

perspectiveWhat’s your competitive advantage?  When we hear competitive advantage we often think of what we can see: brand identity, marketing strategy, etc.  But with increasingly commoditized products and services, shrinking margins, and copycat competitors we need to look deeper.

According to Wikipedia:

“Competitive advantage occurs when an organization acquires or develops an attribute or combination of attributes that allows it to outperform its competitors.”

So, how you run your business can also be a competitive advantage.  It’s an advantage your competitors can’t see and is therefore difficult to copy.  But to find these opportunities, we have to think differently.

A Matter Of Perspective

Have you ever seen someone get used to doing something inefficiently?  Maybe it’s your mechanic still using paper invoices or your uncle getting up to change the channel on the TV instead of using the remote.  For me it’s seeing my father-in-law use a 25ft. phone cord in the kitchen so he could move around and still talk on the phone.  I didn’t even know they made phone cords that long.  The next day, cordless phones had mysteriously replaced every phone in the house.  I’m not sure how they got there, but I can tell you that I bought them at Best Buy…

These are harmless examples of status quo, but this same kind of blindness happens to businesses and even entire industries.  We think we’re doing it right by following best practices and doing what everyone else is doing, but unfortunately ‘status quo’ and ‘best practice’ are often synonyms.  When we blindly follow best practices, we risk forfeiting any competitive advantage.

Thinking Differently

Let’s talk about the easiest way for small businesses to gain a competitive advantage in their industry today.  Best practices tell small businesses to be more active on their website, blog more, use social media, etc.   This advice is great (and works when done right), but the execution is often flawed because we’re just adding more things to an already overflowing to-do list.  We end up unfocused and unproductive.

How many tips on improving your business do you read every week?  How many do you actually end up using successfully?  We’re so busy looking for ways to do more that we miss opportunities to do less, and thus be more efficient.  Businesses that figure this out will develop a significant competitive advantage in their market.  Here’s how to get started.

Your Most Underutilized Employee

In our rush to embrace the latest trends, we’ve missed the quiet revolution that turned our trusty old website into a powerful source of leverage.  Your website is now your most underutilized employee.

The emergence of cloud applications like FreshBooks, Constant Contact, and Salesforce are changing the way we work by bringing enterprise power to small businesses at a fraction of the cost.  They’re simplifying accounting, invoicing, project management, CRM, and more with no software to install, maintenance, or personnel costs.

But to take full advantage of these apps we have to leverage our newest, most underutilized employee: our website.  It’s already available 24/7 and interacts with customers, so we can use our website as a business hub to integrate cloud apps directly into our workflow.

An Example

What would this look like?  Imagine a consultant uses cloud apps to manage invoicing, scheduling, CRM, etc.  Suppose she’s tired of doing repetitive data entry tasks for each new client and decides to automate by integrating these apps with the website’s intake forms.  Now when a client submits a form through her website this happens automatically:

  • A draft estimate/invoice is created (FreshBooks, QuickBooks, Xero, etc.)
  • Client details are added to the CRM (Highrise, Salesforce, Infusionsoft, Zoho, etc.)
  • A project is created in her project management app (Basecamp, Trello, Podio, Asana)
  • Attached files (images, documents, etc.) are uploaded and stored (Dropbox, Box, SkyDrive, etc.)
  • The client is added to the email newsletter (MailChimp, AWeber, Constant Contact, etc.)
  • An intake meeting is added to the calendar
  • A text message summary is sent to the consultant (SMS/instant text notification)

This is just an example, but what would your perfect workflow look like?  What apps would you use?   If you’re not using cloud apps in your business yet, try a few out to see which work best for you.  Most have free trials and some even have free plans.  When you’re ready, you can integrate them with your website.  How you integrate the apps depends on how your website is built and which apps you’re using, but you can do it for under $100.

Your new competitive advantage is a better engine under the hood.  It’s better processes, smarter workflows, lower costs, and higher margins.  The power of cloud apps will help you do this, and your website will help you automate it all.

“If you don’t have a competitive advantage, don’t compete.”

- Jack Welch, grew General Electric 4,000% as CEO 1981 – 2001

gabe-150x150Gabriel Mays is the Founder and CEO of Just Add Content, which makes affordable, easy to use small business websites.  Just Add Content specializes in making cloud app integration accessible to small businesses.  Previously Gabe served as a Captain in the Marine Corps for 8 years, spending 2 years between Iraq and Afghanistan operating on small, embedded advisor teams.  Visit Just Add Content to get a free email crash course on building a smarter business website!

Show Me Your Calendar and Your Checkbook, and I’ll Show You What’s Really Important in Your Life

It is guest post day here at Duct Tape Marketing and today’s guest is John Rydell – Enjoy!

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photo credit: Panpote

My brother and I run a family of software companies, each with their own unique products. Over the past year, we’ve been lucky enough to experience a pretty big spike in growth. Suddenly, our simple time-tracking methods just weren’t enough to capture how all our resources were allocated between our different products.  After some discussion about how it might affect the culture of the company, we decided to have our team start tracking their time.

As you might expect, we learned a lot from a business perspective, and it also got me thinking about a quotation I heard about 15 years ago: “Show me your calendar and your checkbook, and I’ll show you what’s really important in your life.”  Times have changed (“show me your Outlook and Mint.com account”?), but the message is as relevant as ever. No matter what you claim to be important to you, your calendar and checkbook will tell you the truth.

2014 is upon us, and now is as good a time as any to take stock of how you’re spending your time and money.

What is most important to you?

Before you continue reading, please take a few minutes to jot down what is important in your life.

You might have a hobby that’s important, or perhaps religion. Whatever your list is, keep it handy so you can refer back to it later.

How do you actually spend your time?

Now that you have created your list, I challenge you to truly look at your calendar for the past day, week, month, and year. Where has your time actually gone?

Are you taking the time to give back to your community and your church? Do you take the time to exercise and spend time with your friends and family?

Consider the following question: “How would I spend my day if time and money didn’t matter?” That usually gives you some clues about what is most important to you.

How do you actually spend your money?

Next, let’s look at your money. Go back through your expenses for the year and be honest about where your money went. It doesn’t have to be precise, but you can quickly get a good sense about your spending.

I know it is easy to think that this exercise would be a lot simpler and more fun if you were rich. But the truth is that if you are reading this blog, it is likely that you are in the top 1% of all earners on the planet. In fact, you may even be in the top 10% of all earners in the United States. No matter what you think, you do have choices about how you spend your money.

What financial goals are important to you? You need to ensure that you have a real plan for funding all of these things in a manner that you can be proud of.

In my case, my wife and I have worked hard to get to the point where we set aside 15% for savings and 10% for charity. That isn’t easy to do and it didn’t happen overnight.  We started with smaller percentages and built up. Another thing that helps us is that we automatically put money into separate accounts for things like charity, taxes, and savings to ensure that the money is set aside.

Decide what is important to you strategically and stick with it. Don’t keep spending money on something just because it is what you’re used to doing.

So what can you do about this in 2014?

Find one area in your life where you can make a small change in your time and money. Perhaps you need to commit to spending 2 extra hours per week on your health and nutrition. Or you need to save an extra 1% of your money for retirement. Make one small change and commit to it in 2014.

2014 is around the corner. Now is the time to take a careful look at your time and money and make sure you are spending it in the right places next year. Your health, your family, your business, your charitable community, and the world will all be better if you do.

JohnJohn Rydell is a seasoned entrepreneur with over 20 years of experience starting and growing technology and telecom companies. John currently spends his time as president of Networx Online, a CRM-in-the-cloud business that provides online marketing solutions for network marketers. John is also president and co-founder of the sales automation tool PhoneBurner.com as well as the popular free online meeting provider MeetingBurner.com.

The Secret to Happiness for Marketers

Thursday is guest post day here at Duct Tape Marketing and today’s guest is Scott Yates – Enjoy!

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photo credit: elycefeliz via photopin cc

For the worker standing by the side of a construction site holding a stop sign, marketing must seem like a pretty sweet gig. You don’t need to stand outside in the blazing sun, the rain, or the snow. You get to wear nice clothes if you want to — no orange vest because there’s no danger of a sleepy truck driver running you over.

And yet, happiness eludes us.

It’s not as if marketers are a morose group, swinging our heads low like Winnie the Pooh’s friend Eeyore. But in the day-to-day work, it’s possible that we don’t get a lot of happiness from our work. There’s always another blog that needs writing or editing. Sometimes great work we create gets no retweets, likes or Plus 1s. And the budget for marketing seems always to hang by a thread.

Here in “Personal Growth” month at Duct Tape Marketing, I’d like to share the secret that will not only make you more happy in your work, but more successful and productive as a bonus.

And the secret is NOT to compare yourself to the worker in the orange vest. Just thinking that you are not the person sucking exhaust fumes all day will not make you happy. In fact, it will probably bring you down, and soon you’ll be smelling diesel fumes at your desk.

So, what is the secret?

Well, at the heart, the secret is to reverse the order of what it takes to make you happy.

If you thought you’d be happy if you grew to, for example, 1,000 followers on Twitter, you are setting yourself up to be miserable for a while until you get there, and then you’ll be happy for a couple of minutes before you find out that your new goal is 2,000. Or 10,000. Either way, your happiness/misery index is not good.

Instead, the secret to happiness is to actively do things every day that will help build up your brain to be happy.

Some of the best scientific work on this comes from a psychology researcher named Shawn Achor, who recorded a funny and smart TED talk. If you haven’t heard it, or even if you have, it’s well worth the 12 minutes.

One of the funnier and more poignant lines is when he tells the story about how a prestigious boarding school contacted him about speaking to the student body during “Wellness Week.” They told him that they had talks planned on depression, drug use, eating disorders, etc. “And Friday night we’re trying to decide between risky sex or happiness.” Achor replied: “That’s most people’s Friday nights.”

Funny stuff, but he makes an important point when he goes on to say that what the school was organizing not a “wellness” week, but a sickness week. He’s right that by focusing on all those negatives, the school officials couldn’t help but to bring the happiness level of the whole school down.

Instead, Achor says that we need to focus on the positive, focus on the things that are good, and focus on what we are grateful for. We need that kind of focus not just once in a while, what we need is to make a habit of paying attention to the good stuff.

He has specific tips, including ones that everyone knows, but doesn’t always do, including exercise and meditation.

But he has other tips that merge beautifully into the life of someone who does marketing. For instance, he recommends that you write down three things that you are grateful for every day. Sounds like great advice, and also sounds like the heart of three great social media posts.

He also recommends that you reach out to someone in your network and say something specific and positive. Have you been to the home page of LinkedIn lately? On your home page they show you new jobs, promotions, new pictures, etc., from people in your LinkedIn circles. In just seconds you could reach out to someone and congratulate them in a way that they are sure to appreciate. As a bonus, you’ll get a little lift from paying attention to the positive aspects of the people around you.

We all know that Christmas time can be joyous, but also a bit sad, especially with the shorter days here in the Northern Hemisphere. To be happier in your work, and in your life, and become more effective with your time and energy, you’ll want to invest a bit of time and energy into ensuring that each day is a happy one. That way when people wish you a happy new year, you can tell them that it’s a lock.

And if you want to wear an orange vest just to work to make sure you don’t get run over by negative people, that’s OK with me.

yates-mugScott Yates is the CEO of a content writing service. He’s also pretty happy because he has 3,000 writers who help him get his blogging done. To see some of the work, click to see some blog writing examples.

5 Reasons Why You Need To Own a Marketing Routine

This guest post features Duct Tape Marketing Consultant Kelly Weppler

Marketing RoutineThe key to producing marketing results has a lot to do with consistency.  If you’re guilty of ‘one and done’ marketing, it’s unlikely that you’ll see any kind of success.  Routine and consistency help to build momentum for your business and that’s why I talk about the value of having a marketing routine.

Create a marketing routine that’s right for you and your business.

Many small businesses practice marketing when they ‘get around to it’, but ongoing consistent marketing is critical for actually growing a business beyond its current size.  There are five key reasons why it’s essential  that every small business have a marketing routine.

1. Momentum produces results.  The most prominent reason we pro-actively market a business is to produce some growth, and, again, without some level of routine, it’s unlikely that any business will actually produce decent results.  If your message only goes out once, you have to hope that message reaches your audience at their greatest time of need.  And, by the way, hope is a terrible strategy.

2. A marketing routine is beneficial for training.  If you as a business owner establish a marketing routine–a list of marketing activities that are executed on a regular basis and you record this system on paper for others in the organization to see, you can use it for training purposes and the opportunity to get your team to buy-in and execute on the routine as well.  When new people join the organization or when someone leaves, with the routine recorded, it’s very easy for the rest of the organization to pick up where someone else left off allowing for consistency in the system.

3. A marketing routine helps when life happens.  This is particularly true for smaller businesses with a single owner or just a few people inside the business.  Should you get sick for a week or two or have some other life event happen, with a regular routine in place, you won’t lose much momentum and it’s so much easier to pick up where you left off.  In fact, if you’ve been practicing your regular routine, you might not even notice the brief lapse in work.

 4. A regular routine helps to eliminate the peaks and valleys in cash flow.  Peaks and valleys in cash flow are typically a result of stop and start lead generation practices.  Getting your business into a regular and consistent marketing routine should help to produce a more consistent and predictable revenue stream and help to even out the cash flow.

5.  A marketing routine provides a level of metrics to monitor against.  Establishing a routine that includes activities that are executed daily, weekly, monthly and quarterly provide the first level of monitoring–whether it was completed or not.  The second level of monitoring then is to see how effective your activities are in generating leads and nurturing those leads to deliver revenue.  This then allows you to update and correct for continuous improvement.

Building a business with a marketing system created to deliver routine and consistency is what will produce long-term opportunities.  Without routine and regular execution, it’s almost impossible to build the level of momentum required to deliver growth.

Do you practice a marketing routine?

27.thumbnailKelly Weppler, WH & Associates is a Master Duct Tape Marketing Consultant located in Southern California. She works with small businesses to take the Mystery Out of Marketing. She focuses on building marketing routines–routine and consistency build momentum and business growth.

Why Your Email Marketing Needs an Editorial Calendar

Lots of marketers have given in to the need to produce lots of content. This need has become so prevalent that many have actually begun to adopt a publishing mindset.

Email editorial calendar

photo credit: sogrady via photo pin cc

With this mindset comes the need to schedule, plan and strategize about relevant content needs, formats and purposes. Otherwise you end up with content chaos and, inevitably, so do your customers and prospects.

We use a Google Calendar system in our office and have a brief editorial meeting each week with the entire staff to make sure we are both meeting our editorial obligations and producing the right kind of content.

Recently, we added email to the editorial calendar and this seemingly simple integration has made a significant impact in our content focus.

We now have a better picture of what we are putting out in all channels and have a better view of who is receiving what, why and when.

This better picture of content is a great tool whether you are the only one producing content or need to collaborate with a team and outside producers.

By using an editorial calendar approach to email we:

  • Keep much better track of who is getting what
  • Segment our lists with more precision
  • Plug gaps in important core topics
  • Uncover new ways to use existing content
  • Better monitor how much email we are sending
  • Create more opportunities to use content to build our list

Getting a handle on your total content platform is an essential aspect of your total online presence and employing simple tools such as a Google content calendar shared to the staff or more fully featured tools such as DivvyHQ or Gather Content and including every content opportunity, including your email outreach, will give your content plan the focus it needs to generate the greatest return on time invested.

Make Any Business Extraordinary Using EST

Thursday is guest post day here at Duct Tape Marketing and today’s guest is Mike Michalowicz – Enjoy!

The London Olympics were nothing short of amazing.  Top athlete after top athlete trying to outdo each other.  Just like to business going to head, there is only going to be one gold medalist at the end of the day.

Arguably, Michael Phelps is one of the most impressive athletes of all time. His collection of gold medals speaks to it.  What is interesting is that every swimmer that lost to Michael Phelps was trying to be the ER swimmer.  “What is ER?” you ask.  It is when a competitor (business, athlete or otherwise) tries to be better than other competitor.  They try to be faster or stronger or smarter or funnier or louder or quicker or slower or anything better.

The thing is, if you aren’t the EST you go unnoticed.  If you came in second or third to Michael Phelps, you may have been better than the other swimmers, but you were not the best. You are forgotten. Michael Phelps got millions in endorsements.  Number two – the better then almost everyone else guy – got nothing.

At the end of the day, only the EST wins.  The fastest or the slowest or the strongest or the weakest or the funniest or the loudest or anything that is the most, the best.

Ironically, any swimmer could “beat” Michael Phelps by doing a cannonball into the pool when everyone else dives.  That is the craziest thing, and would be covered all over the news.  That swimmer would win the worlds attention, by simply being an EST.

Enter The EST

The EST is the superlative that is going to make your business more successful. For those of you who are not grammarians – the superlative is that which is added to the end of a word to show that it features a degree that is unsurpassed. The unsurpassed area is where you want to be!

The edge of the competition bell curve is awareness, as that is where customers see you. The center is just filled with noise; if you fall in that area of the curve, you won’t be heard. To succeed, it is essential that you work to become the EST. Applications of the EST can vary widely, so the field is wide open. You aren’t limited to aiming to be the greatest – there is also the fastest, cheapest, quickest, and even the not-so-obvious choices of being the slowest, strangest, funniest, and weirdest. Now you are getting the idea…

What if you had a restaurant that had the fastest meals – everything was served in under 30 seconds? That would be the talk of the town (and would blow away even McDonald’s)! You could also be the slowest by, say, inviting guests to spend three to four hours, slowing dining on a steady stream of tasty treats. That too, would be the talk of the town.

Being the Oddest

You may not see, quite yet, how standing out in an odd way could actually help you. But I am a college football fan, and even if you are a fanatic, too, I bet you would struggle to identify all of the Number One teams of the last 10 years. But you can probably immediately identify the only team in college football with a blue field! That is because that team’s field is the strangest!

The Boise State Broncos have the blue football field, of course. And everyone knows about them because of it. That little school has become an annual Top 10 contender in college football. Year in and year out, they get amazing recruits and they win.

Perhaps, just perhaps, by having the EST field in the country, they stood out from the noise. Perhaps like every college football fan, every college football recruit knows of the blue field. And maybe that has brought great athletes to a school that might not have otherwise been noticed. There is one thing for sure, they got a blue field and have been winning ever since!

Finding Your EST

Still not sure how you could apply the EST to your business? What about the coolest (you can only get in the store if you know the password of the day), loudest (think of speakers that are louder than jet engines), quietest (a silence room where you can actually hear your own heart beat), smelliest, sweetest, sourest…you get the idea.

The great thing about using the EST strategy to put your business on the road to success is that the sky is the limit concerning what yours will be! You get to decide what EST you want your business to be. Then put it out there in the biggest way, get out of the way, and watch what happens! You may just find that you have the craziest idea — one that turns your company into the neatest thing people have ever seen, which in turn will create one of the happiest entrepreneurs around.

Remember, the EST is the superlative that will show the degree to which your business is unique. So ask yourself, to what degree is your business set apart from others? If you don’t know the answer to that question, neither do others. There is no limit to what that can be, and once you can identify it and make people aware of it, you will be on your way to business success!

Image Credit: Jon Curnow

MikeMichalowicz is the author of ThePumpkinPlan and TheToiletPaperEntrepreneur. He is a nationally recognized speaker on entrepreneurial topics and is the CEO of ProvendusGroup, a consultancy that ignites explosive growth in companies that have plateaued.

 

5 Key Ingredients to Charging What You’re Worth

I’m taking some vacation time this week and I’m actually going to stand waist deep in the Columbia River in Oregon and cast for Trout. (Don’t worry I won’t hurt any I’m strictly a catch and release kind of guy.)  While I am away, I have a great lineup of guest bloggers filling my shoes.  This post is brought to you from Sarah Petty.

Sarah is a highly-acclaimed speaker, author, MBA and coach who started her own boutique photography studio after working for Coca-Cola Enterprises and then meeting the marketing goals of a top regional advertising agency’s clients. It was at this ad agency where she taught small businesses the value of a strong foundation and how they would grow with a strong brand. She attributes the rapid growth of her boutique photography studio, which was named one of the most profitable in the country within just five years in business by PPA, to the creation of her own strong brand.

Regardless of what industry you are in, you probably struggle with having a competitor that is willing to do what you do (or claim they do) for cheaper. But how do you make sure price isn’t a sticking point with your clients?  It starts with having these five key ingredients right in your business and following the boutique business model. It’s a model that works in nearly every industry from insurance and retail to fitness and real estate.

Ingredient 1 – Protect Your Brand

Most small businesses fall down here. They have something wrong with their brand that attracts price sensitive buyers from the start.

Your brand is more than a logo. It’s how your ideal client feels about you. Your ideal client conjures up these feelings when someone mentions your business name. YOU are an integral part of your brand thanks to the enthusiasm, personal flair and individual attention you present to each of your clients. From your identity (how your clients recognize you) to your consistency, your niche, your reputation and your gush-worthiness, having a positive brand goes a long way to charging what you’re worth.

Ingredient 2 – Understand Your Numbers

There are a lot of ways to price your offerings, but most just don’t work if you want to charge what you’re worth. Copying your competitors is not the answer. Start by understanding the cost of each sale you make: this includes any packaging, merchandise and labor. An accountant can help you with this. You then mark up your costs based on industry standards. Once you understand these numbers, you have your bare minimum price. Then you can look at setting a price based on demand. The key is to create demand the right ways to attract clients who love what you do, not by attracting the wrong price-sensitive buyers with discounts.

?Ingredient 3 – Make Marketing Decisions That Thrill

To charge what you’re worth you must have offerings that are not easy to imitate. Marketing starts with products and services that your customers can’t easily get elsewhere. Your clients should go gaga over you if you want them to pay more for you. To do that, you need to have offerings that are extra special, custom, unmatched, interesting or even shocking. They need to be special enough to make someone want to talk about them, and not just because of the price. Instead of searching for ways to raise prices, slash costs or become faster instead find the empty place for your ideal client where you can add a thrill for them. The more customized your offerings are, the more difficult it will be for anyone to copy you and your perceived value will continue to rise.

Ingredient 4 – Promote Differently

Promotion is what you do to tell people about your offerings – and it goes beyond paid advertising. For the most part, boutique businesses should steer clear of traditional advertising and focus not on reaching the masses, but instead reaching the right people who may be drawn to what you do. Boutique ideas for promotion include giving a presentation or educational session that highlights your expert status, partnering with other businesses who also reach your target audience to host an event or create a unique product, working with charities to help elevate their cause while attracting new clients to your business and developing a promotional piece that makes your ideal client gush about you to their friends.

Ingredient 5 – Sell Better

Boutique selling isn’t about schmoozing, high pressure or manipulation so if that’s what you’re doing this may be where you’re going wrong. In boutique selling there is high engagement between you and your client. You need to build rapport, get to know your customer and spend time educating them. Your first thought should be ‘What problem do they have?’ ‘How can I help them?’ The sales process should be relationship based and the service and experience should continue after the transaction. Instead of giving them a smooth talking sales pitch, you’re searching for solutions that will absolutely, positively satisfy their needs and bring them joy.

Image Credit: dougbelshaw