Word Marketing Blog

Believe

Some say "What you see is what you believe."

This week we explored a different concept:

"What you believe... is what you see."

Some call it a self-fulfilling prophecy. If you tell yourself you're a success, you will be. If you tell yourself you can't do something, you never will.

Many successes throughout history are attributive. Think man landing on the moon or the Wright Brothers flying the first plane. And how many amazing athletes have we witnessed suffer a loss of limb and yet triumphantly meet the challenge?

Amidst the common downbeat messages we seem to be surrounded with, I challenge you to practice a stronger mind. Expect good things to happen. Celebrate successes every day. Realize every opportunity. You have within you the power to believe it and make it real. 

Don't Be Afraid Of The Dark

Would your customers follow you down a dark tunnel?

We all know the benefits of loyal customers. Besides their repeat business, they are also great referral sources. Often, they even become friends. So how do you take a regular customer to the level of loyalty? You must progress from rapport, to trust. Here are some things to keep in mind when building trust.

• Know your product or service, for better and for worse
• Be prepared, especially for that something that comes out of nowhere
• Exude genuine confidence
• Be genuinely honest
• Make eye contact
• Listen and absorb
• Elicit willingness
• Never be assumptive
• Do what you say you will do

Customers that trust you are an immense asset to your business growth. Take the time to build trust and your gains will be exponential.

Ad budget for 2009

There are many business owners and managers stuck in the valley of indecision over what to do regarding their advertising budgets for the 2009 business year.

One thing is for sure, 2009 has not been canceled. This is evidenced by the fact that we are several days into it already and business is moving forward.

Here's a little tidbit of research that may help you decide.

A study by McGraw-Hill Research found that companies that maintained (or increased) their marketing throughout the 1981-82 Recession saw an average sales growth of 275 percent over the next five years. But those companies who cut their marketing saw paltry sales growth of 19 percent over the next five years.

Of course, our philosophy is always to have research to back any decision let alone a tough one.

2009 is proceeding forward, it isn't canceled.

Online Shopping Data

Happy New Year!

The Center for Media Research has just released some data regarding the web and online shopping compiled through Nielsen Online.

Enjoy these latest findings!

Nielsen Online, studying the holiday mindset of the U.S. online shopper, found that customer reviews are an important research tool for online consumers, with 71 percent agreeing that consumer reviews make them more comfortable that they are buying the right product. 81 percent of online shoppers have read product or retailer reviews by other customers when doing their holiday shopping this year.

Evaluation of this customer feedback found that 63 percent of online shoppers indicated that it was important to have multiple reviews for each product; 14 percent looked for reviews from an established source; and just three percent sought out reviews by people they knew personally.

Ken Cassar, vice president, industry insights, Nielsen Online, said "Consumer reviews are a must-have for online retailers, especially... when shoppers are buying for others in categories they're less familiar with... consumers are looking for outside feedback for guidance."

Important Factors in Evaluating Customer Reviews
Factor	% of Respondents
The product has multiple ratings or reviews	63%
The rating or review comes from an established source	14
The rating or review comes from someone I know	3
Other	2
Source: Nielsen Online Holiday Survey, December 2008

 24 percent of online shoppers have spent more than $500 so far this holiday season (12/18), with 22 percent spending between $100-199 online. The 24/7 shopping convenience of the Web was the reason cited most frequently by respondents (78 percent) for shopping online. 

Money Already Spent (12/18) Online this Holiday Season
Amount	% of Respondents
Less than $100	18%
$100-199	22
$200-299	17
$30-399	13
$400-499	5
More than $500	24
Source: Nielsen Online Holiday Survey, December 2008

 55 percent of respondents indicated that they logged onto the Web site of a local brick and mortar retailer before visiting the physical store. The primary reason for going online first was comparing prices between retailers, followed by checking if an item was in stock and looking for sales in stores.

 Cassar continued, "... retailers should consider the online contribution to store sales, in addition to online sales, when evaluating how well the season went."

Top 5 Reasons Consumers Visit Retailer Web Site before Visiting Store
Reason	% of Respondents
Wanted to compare prices between different retailers whose stores I might shop	33%
Wanted to see if the product I was looking for was in stock	28
Wanted to find sales in the store	26
Wanted to come up with holiday gift ideas before I went shopping	22
I ordered online for in-store pickup	12
Source: Nielsen Online Holiday Survey, December 2008

 62 percent of respondents said that the most popular reason to shop at a particular online retailer was having made a purchase there in the past. Search engines were the second most popular way to find an online retailer, followed by offline catalogs. These results underscore the importance to consumers of solid, longstanding relationships with retailers they trust, says the report. 

Top 5 Reasons to Shop at a Particular Web Site
Reason	% of Respondents
I went to the retailer I have purchased from in the past	62%
I found the retailer through search engines	38
I received a catalog in the mail from the retailer	31
I came across an email promotion from the retailer	25
I subscribe to e-newsletters from retailers	25
Source: Nielsen Online Holiday Survey, December 2008

Brand New Year

It's a brand new year, and whereas people are typically filled with high expectations of "bigger and better" things, the upcoming year may be a little daunting for some.

2008 saw a lot of decline in the market and most of us were caught off guard. We spent the year reacting and many made large financial changes on the fly.

2009 will still be tough, but at least we know to some degree what we're in for. And that means an opportunity to plan accordingly, rather than simply reacting.

2009 will actually present huge opportunities for businesses that are mindfully managed. Many will not view this as a big year for growth, but rather a year for sustaining. Smart business owners will put more focus on wise investments and controlled spending, as well as superior customer service. They will think consistently about the details of their own business, rather than hovering over the competition. They will creatively develop unconventional ways to brand, show customers appreciation and stand out above the competition. And in the end, they will have positioned themselves for immense growth where others have fallen.

So here's to the cautious optimistics who refuse to be beaten. We hope to celebrate with you on the other side.