Word Marketing Blog

Christmas Cards

One of my favorite Christmas memories revolves around Christmas cards.

Both of my Grandmothers had houses which contained large ornate wood door facings when entering what we called the "living room". Each year, all of the door facings were decorated from top to bottom all around the large opening scotch-taped with Christmas cards they had received from friends and family.

It was a definite tradition each year.

The first Christmas card was made by Sir Henry Cole in 1843 in London and President Dwight Eisenhower issued the first official White House Christmas card in in 1953.

During the Great Depression, many families sent homemade cards and I can remember family members doing this in my lifetime as well.

Some people forgo the Christmas card and instead send a Christmas letter, which details all the happenings in their family over the previous year and to relay messages of thanks and blessing.

Either way, Christmas cards and letters not only convey a message of appreciation, but also reflect your brand, whether business or personal. Besides being an intimate and effective branding tool, I, for one would like to see this tradition continued and if possible, increased this year. Convey a message of positivity and hope. Sometimes, just the encouragement of such a note could make a huge difference in someone's holiday and could launch them into en entirely different and more productive mindset for 2010.

Make your Christmas card/letter list, check it twice, maybe send to more that have been naughty than nice? Naughty people need love too. Love conquers all.

The Experience

I arrived on a rainy day. Upon entering, the rain outside immediately subsided to the deeper recesses of my thoughts. The scent of fresh linens and soft florals tip-toed into my nose. The lighting was demur with a supple wave of candle flame, deliberately placed. A brook seemed to gurgle just around the corner, where the birds twittered sweetly. Relaxation absorbed me before I ever donned the plush white robe and cushy slippers. The next few hours would seem like another world.

This was my first encounter at a day spa... fifteen years ago. The longevity of this memory is rooted in its beginnings; that the experience began the moment I walked through the door. Every detail was planned precisely to welcome me in, and nothing of discord was chanced to tarnish the experience.

What meets your customers when they walk through your front door? Are things neat, clean and attractively arranged, or are there piles of clutter in plain view? Does it smell fresh and pleasant, or is a stale smell of the last lunch reheated? Are your associates smiling and attentive to greet them, or are they gossiping behind the counter?

Every time a customer walks through your door an experience is created for them. Are you deliberately designing something positive? Take a look around your business with a fresh nose, eyes and ears, and make sure the memories you create are ones worth coming back for.

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.

Commonality

So this weekend I was shopping for a birthday card for my mom, and I read one that started, "Not everyone shares a special connection with their mom..."

It was a nice card and I considered it for a moment, but then chose something different.

When I got to the check out lane, I noticed the young woman in front of me was buying the same card I had considered, and I thought, bemused, "apparently there are a lot of people that feel that connection with their mom!"

It was a humorous moment, but it did demonstrate a truth about advertising.

As human beings there are certain life experiences we've all encountered and therefore, can all relate to. Whether it's feeling a special connection with your mom, sitting in a doctor's waiting room discretely listening to the conversation next to you or standing in  the express lane, frustrated behind the inconsiderate boor who has ignored the 10 item limit, we all share these common occurrences.

In your advertising, if you're able to tap into these commonalities, you will then be speaking to the customer in the language of the customer. You will more effectively break through the clutter and gain their attention. And your message will likely resonate as something meaningful to them. 

Think about what your business or service means to the average customer in a real life everyday world, and speak to them plainly about it. Your mom will praise your relatability!

Run Your Business Like an Auto Parts Store

When's the last time you went to an auto parts store? These stores are the epitome of customer service.

So I had car trouble last weekend and Dad said "take it to (an auto parts store) and they will test the battery and the alternator for you. If the alternator's bad, you can buy a rebuilt one from them and they'll even tell you how to put it in. They'll probably even help you."

And he was right! They tested the battery and alternator, and me that I should try to replace the battery first and see if that helps. They showed me that my battery was purchased at a discount store, and said I should take the old battery back to them as I would get a partial discount on the new battery.

Auto parts store - 30 minutes of their time
Revenue - $0

So I got the new battery and put it in (while having trouble with a stubborn bolt, one of the auto parts employees offered to loan me a different tool) - and then they came back out to the parking lot and re-tested the alternator. Unfortunately, the alternator was still the problem, and when they told me what was entailed in changing it, it was clear that a mechanic would have to be involved.

Auto parts store - 15 more minutes of their time
Revenue - $0

Okay, so on the surface it may seem like this way of doing business would soon run you out of business. But can you imagine the level of customer satisfaction this store experiences, and from people who are likely frustrated to begin with?

Run your business like an auto parts store. Take every opportunity to help the customer, regardless of what the revenue might be. Outshine your competition by doing something "extra". Be happy the customer stopped by, even if they didn't buy anything today. Treat them like an intelligent, capable human being and help them like you would help a friend. And if you're skeptical, stop by an auto parts store for a new windshield wiper blade or to ask what you can do to improve your gas mileage. You'll be pleasantly surprised!

Perception Is Reality

Some of you may have heard about the controversy over the new movie "Tropic Thunder." It seems there are some Special Olympics groups who are boycotting the movie due to the use of what they consider a derogatory term for those who are mentally challenged.

I did see the movie last night, and I have to say that although I don't believe the movie makers had any malicious intent, I can see how the use of the term may have made some people uncomfortable.

This thing is, it really doesn't matter what the movie makers intended, because intentions are not reality in the mind of the consumer. To your customer, the only reality that matters is their perception.

What does that mean for your business? It means that it doesn't matter if you think your product or service is a good value. It doesn't matter if you think your customer service is superior. And it doesn't matter if you think your latest deal is a big one.

So when's the last time you took a look at your business from the consumer's perspective? Sometimes when we're a part of something, it's tough to see it objectively. It's important to get outside the "bottle" in which we live, so that we're able to read the "label" - i.e. l see our business the way our customer sees it.

If possession is nine-tenths of the law, perception is nine-tenths of reality. Take a look with new eyes. You'll be surprised what you've been missing!

Keeping 'Em Cool

The forecast for the Midwest has been, and will continue to be... frickin' hot.

If you are lucky enough to get a day below 90, relish it. As we all know, people can get a little testy when temperatures are soaring. Here are some customer service extras to give your customers an above-and-beyond experience.

• Have complimentary cold drinks on hand. It doesn't have to be costly.  Make lemonade and keep it icy cold, or fill a cooler with ice water. You'll be surprised how many of your competitors haven't thought of this!
• Give them shade. For car dealers and other retailers with outdoor displays, have lots of umbrellas on hand to loan to shoppers. This will provide them some coolness on that hot blacktopped lot.
• Answer their screams... for ice cream. Negotiate with a local ice cream shop for some coupons or even freebie certificates to hand out to customers after the transaction. It's a great opportunity for the ice cream shop to gain new customers, too, and you can't go wrong with ice cream!
• Design cool. Especially for retailers, set up your front-of-store display with refreshing items, cool colors and revitalizing scents. You know that feeling when you first walk in from the heat and cold air hits you? Why not recreate a similar feeling with your merchandise?

Remember, it's the little things in life that matter. Make the little effort, and see BIG results with your customers!

It's Time

I read an interesting blog this week that asked, "If you found out you were dying and were allowed to make one more phone call before you left, who would you call and what would you say?" It's interesting to think about what you WOULD do if consequences, pride and tomorrow were not factors. So that started me thinking...

If you could change one thing about your business regardless of how much time and work it would take, or how much money it would cost, what would you change and why?

Now look at the "why", and ask yourself... "why not?" Is there really so much standing in your way that you can't make the change? Can you really not carve out a little more time, a little more manpower or a little more money?

Sometimes we spend so much time trying to take care of our customers that we forget to take care of ourselves, i.e. our business. But the reality is that without our business, the customers don't even exist.

It's time to do something for your business. It's time to start doing the really good things that you never have time for. It's time to make your business the priority, and give it the attention it deserves. Doing so will invigorate you, and your customers will actually thank you!

Happy Father's Day

"Do you think money grows on trees?"
"Close only counts in horse shoes and hand grenades."
"Don't make someone a priority, if you're only an option."
"You'll get mad in the same shoes you got glad in."
"Don't make me turn this car around!"
"There's more than one way to skin a cat."
"Whadjya learn?"
"He puts his pants on just like you do."
"Have I told you today that I love you?"
"You better get on the stick!"
"People only treat you how you let them treat you."
"A tool is worthless until you need it, and then it's priceless."
"Duct tape fixes everything."
"You will always be my baby girl."
"I'll give you something to cry about!"
"If you're going to do something, do it right the first time."
"He's so stupid he couldn't find his butt from page 8!"
"Travel is worth every cent, because you're making memories."
"If I didn't love you, I wouldn't tease you."
"It's a long way from your heart." (whenever I would scrape a knee)

So what did your Dad always say?

This week, I went around the office and asked folks what they remember their Dad "always saying." I found out that Dads are sometimes funny, sometimes smart and sometimes... inappropriate! (Incidentally, not all quotes were included.)

When it comes to Fathers, there are few people in our lives that, good or bad, make as big of an impression. Alive or dead, involved or estranged, happily or unhappily - your Dad is a part of you.

So if your Dad is one of the good ones, and you're fortunate enough to still have him with you, why not go beyond the obligatory gift and instead, spend some time sharing with him all the wonderful memories he has created for you. Let him know that some of the things he said actually... stuck. Relive your memories together, like reading your "Dick & Jane" readers in his big comfy lap, bellowing tunes together on road trips and pretending you actually sounded good, or backing into the neighbor's mailbox while he was teaching you how to drive.

Because if you do have one of the good ones, you shouldn't take him for granted. As Dad always said, sometimes "you don't know what you've got until it's gone."

Airlines

With rising gas prices, the airlines are cutting back and uping prices anywhere they can...They have started charging for the food and beverage service and American Airlines recently announced that there will be a $15 charget to check baggage.  This is ridiculous and stupid! Will this really increase revenue or just make angry passengers choose other airlines?

I am a loyal Southwest flyer. Many people have told me this is a cheap airline to use when you are looking for a good deal. Yes, inexpensive prices I agree, but the quality and service are not cheap. When all the other airlines started charging for food and beverage service, Southwest did not and still has not.  I have been flying this airline for three years now and have NEVER had a bad experience (maybe a little turbulence here and there, but that's it).  I just took Southwest to Dallas over Memorial Weekend.  We had no delays, we even took off and landed EARLY! I recieved peanuts and a Ginger Ale at no cost and very quickly upon take off.  The flight attendants were very pleasent and helpful. Our baggage even came off the carousel quickly. 

If you are plannig a trip, please consider Soutwest if you are looking for a hassle free, no added costs experience! Happy Summer Travels!