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7 Ways This Flyer Tries To Deceive You

marketing flyer examples

Like you, we are out in the world, networking and meeting other business owners, sharing our message. Also like you do, we come across people who claim to do the same things we do.

Is it fun for you to meet competitors? For us, it is a LOT of fun, because when it comes to marketing your business, the first step is to know who your ideal target market is, and THEN craft your message and determine the tactics to use. 95 out of a 100 times we meet a competitor, they are selling a tactic and shoehorning your target market into their product.

This happened again this past week.

We received a flyer from someone who claims to be a new social media marketer. Since we would rather not handle the social media postings for most clients, we were hopeful that we could become referral partners with this “consultant.”

flyer for servicesUnfortunately, once we saw what this flyer is advertising, we became less interested. Let me show you why:

One of their services is SEO.

1.  Under this service, the flyer claims to offer backlinks: “Automatically get backlinks to your website from other relevant sites around the web to drive more traffic to you and increase your Google rankings. Backlinks are the #1 factor that affect your rankings.” This is inaccurate since they must be relevant backlinks. If they are irrelevant, they can actually hurt your rankings. How are they “automatically getting backlinks”? Are they relevant backlinks?

Let me explain this a little deeper: “In search engine optimization (SEO) terminology, a quality backlink is a backlink that links to your Web site using your keywords or keyword phrase, and also appears on a Web site that has the same theme or similar content topic as your own Web site. A bad backlink comes from unrelated and untrusted sources. Sites that have been penalized and those that are violating Google's Webmaster Guidelines can have a negative impact on your SEO. To avoid having bad backlinks, you have to perform a quick website audit to all the sites you plan to build links on.” How do you do that if they are automatically created???

2. Also under their SEO services: “Your own platform microsite page, Google optimized to drive traffic to your website.” Do you really want yet another site? Wouldn’t you rather have your own site optimized? If your page is not built in WordPress, this will hurt you even more, making you even harder to find.

Another service the flyer claims to provide is reviewing your online reputation.

3.  “View all ratings and reviews from all review sites, all in one place and respond to them in your dashboard.” Unfortunately, they don’t advise you on how to respond to the reviews. There is a best way to respond to reviews, especially the less favorable ones. (If you would like some coaching on this, schedule time with us at www.FreeMarketingConsultation.com)

4. Also under their online reputation services: “Generate emails to your customers requesting reviews to your preferred sites. Negative reviews are emailed to you privately to resolve.” Who drafts those emails? Are they written by a marketing professional trained to inspire others to open and act on the emailed request? Do you get to preview those emails before they are sent so that you can ensure that they properly represent your brand? What about those negative reviews: do they coach you on best practices in responding to them (see #3 above)?

A third service they offer, according to the flyer, is social media marketing.

5. “We make it easy to have revenue generating social marketing, that really works.” While it may be helpful to post to all of your social media accounts with one click, do you even know what to post? That’s where most entrepreneurs get stuck and these people don’t seem to have the expertise to advise you on that piece. This person’s background was fixing computers and basic programming. That would be like us saying we were able to give you legal advice because we have three lawyers as clients.

Word of Mouth

6. Their 4th service, according to the flyer, is to monitor your online word of mouth: you don’t need to spend over $300 per month to do this. Set up a Google Alert and receive notices directly in your email for free. Check out our previous blog post about this at http://www.sedonamarketingretreats.com/2017/03/keep-alert-google-alerts-2

7. The final claim, listed at the bottom of the flyer, is “Potentially and substantially increase your bottom-line.” Really? Potentially and Substantially? While there certainly is potential to substantially increase your bottom line when you properly implement the tactics they claim to service, the key is proper implementation which we don’t see in this flyer.

At least they didn’t make claims to put you on the first page of Google.

One of the services we provide for small business owners is to review solicitations like this before they spend a bunch of money on bright shiny objects that may not suit their business. If you have such a solicitation you would like us to review, please email it to us at Info@YuloffCreative.com and we’ll review it in an upcoming blog post.

BTW, if you need to create a flyer, and are not one of our private clients, you might want to try one of the templates in Word, Google Drive or Canva (sample video below):

How to Create More Successful NonProfit Solicitation Emails

Every holiday season, I am bombarded by a bevy of Nonprofit Solicitation Emails. They have become sort of a hobby. When you are on the contact list for dozens OF nonprofits, getting nonprofit solicitation emails in December comes with the territory.

The hobby part of reviewing nonprofit solicitation emails is to see how many of them are poorly executed. They expect you to just hand over the money because they are a nonprofit.

Another part of the hobby is to see which nonprofit solicitation emails are executed well. And my favorite nonprofit solicitation emails are the ones that, with a few changes, could be even more successful.

Why Most NonProfits Are Not as Successful as They Could Be

Before I show you an example of each, I want to discuss why most nonprofits are not as successful as they could be.

Simply put, it is because they are not militant for their cause.

Too many nonprofits approach donors with their hand out, palm up, expecting us to drop coins just because they are a nonprofit.

They fail to understand that the 501c-3 designation is just a tax status. NonProfit orgnizations are allowed to make a profit, just not for the benefit of any given individual, only for the mission.

Fundraisers SHOULD approach donors, hand up, with a piece of parchment in hand, showing us what they do for the community. It should be a list of what would not be getting done by private business or government if their nonprofit did not exist.

Another way to picture this is Ebeneezer Scrooge getting to see, with his own eyes, how much different his life could be if he was more giving to the right organizations.

This lack of sales ability is why so many nonprofits struggle. It is also one of the reasons we offer a free copy of our product, The Small Business Marketing Plan, to the nonprofit of choice to the business owner who invests in the program.

Here are 3 examples of what I received the last week of the year.

My Ghosts of Christmas NonProfit Solicitation eMails Past

First is from Cancer Support Community. They sent it to me at 4:12 pm on New Year’s Eve. They should have been making their case a long time prior to that. Their message is not a very strong one: no stories and no photos. The subject line of “Only a Few Hours Left…” does not reach out to me, either.

The next is from a local hospital. They got to me earlier in the week, and had been asking since Thanksgiving.

Their subject line assumes I am finally thinking about tax deductions the last two days of the year.

Their headline is missing a WHY. Or more specifically, a “Y.” Imagine them reminding me that I had just one more chance to support MY community instead of THEIRS.

They do have a good photo, showing me their medical team in action. Unfortunately, I have to read down into the body copy to find out that the money is to support their Emergency Department.

It turns out, this campaign brought in over $150,000 thanks to a very large matching donor. They did not mention the matching donor campaign in the email which is disappointing as it would increase donations. What is great, however, is that there are 2 direct phone numbers that allow you to speak to the nonprofit directly.

The last email was from Citizens for Responsibility and Ethics in Washington. They gave us a time limit, and a reason to donate in the subject line. That increases open rate. They gave us compelling reasons to donate and how they will be using your money. They also highlighted a matching donation which lets me see that I can donate an amount and it would be doubly effective. One more thing that is GREAT about this email is that on their donate button, they are telling me that it is secure to add my credit card.

I have brought up tactics which should be used year-round to improve your nonprofit solicitation emails fundraising. If you want more help, give us a call at 800-705-4265 or, even better, take our free marketing assessment at www.BoxFullOfMarketing.com

What Is A StartUp Business?

how to start a start up

I had an interesting conversation over the weekend with a startup founder. She reached out because she thought she might be interested in our services.

She stated that she is a creative type, not really a business person, so she’s looking for some business guidance.

I made an assumption that, like most creatives, she didn’t have the funds to hire us, so I asked her if she had funding. She stated that she thought that’s what a start-up was: a beginning company with no funding.

 

I explained that most successful entrepreneurs start their venture with at least a few dollars. Many work at a job until they’ve saved enough funds to invest in starting their business.

This founder, I'll call her Jane for easy reference, is also looking for investors. I explained that most investors, unless they are relatives, want the founder to have invested at least something into their own business so that the investor knows the founder has some “skin in the game.”

Jane then asked: “How much ‘skin' is usually expected?”

In our experience, it depends on at least 2 things: how much funding a founder is looking for, and how well the investor feels they know the founder.

More specifically: if you are only looking for a few thousand dollars, an investor probably wants you to have at least that much invested in your own business as well.

However, if you are looking for millions, an investor, unless they know you very well, probably wants you to have a few hundred thousand invested.

Jane also wants to hire others to help her find investors so that she can be left to create. I explained that most investors will want to meet with the founder, not just her team. It is not unsual for the startup team to dissolve, or morph, for any number of reasons; but the constant will be the founder, so she must remain involved.

Start Ups, if they last, Grow into Small Businesses (I’ll leave this for another post)

If you would like help with your start-up, or small business, please start at www.FreeMarketingConsultation.com Once you’ve invested about 5 minutes into the assessment, you should receive an email with a link to schedule time in our calendar for a free 30 minute strategy session.

We look forward to thinking for you, working for you, and figuring it all out for you!

Your 5 Part Year End Review

It’s time for all those office housekeeping and year end review activities, and here is a list from us for your marketing.

Here are 5 Parts of Your Business to Review

First is your Marketing Report Card. This part of your year end review will have you list everything you are doing to market your business and give it a letter grade. You can be as subjective or as ‘numbers based’ as you want. Here is an example of 3 things WE have done this year and how they were graded:

Seodona Referrals Club Sedona Referrals Club B+
Reason: We got enough promotional product business to cover our costs and marketing plan clients to make it profitable.

Encino Chamber of Commerce A
Reason: Hank has remained on the board of directors and as our ‘first chamber’ it always has a warm place in our hearts. Hank was also awarded as an honorary Lifetime Member in 2017.

Teaching at OLLI (Osher Lifelong Learning Insititue) D
Reason: Though it was fun, it generated zero business. Didn’t even put us in front of a lot of people. This will not be repeated because though we were able to try out a few new teaching methods, that is not worth the time invested.

Small Business Marketing Plan Bootcamp A
Reason: Generated more business and leads than all other marketing tools. We have 6 (maybe 7) bootcamps on the calendar for 2018. Gives us the best opportunity to educate the widest audience on how they must market their business.

Business (objective) plus the Feeling (subjective) are put together to come up with a grade. You should also grade each method based entirely on Dollars Generated.

Are you placing ads in a local newspaper? Did you generate at least 4 times the dollars for each dollar spent? If not, give it a C. If it did, then a B or greater.

Second, Review Your Supplier/Vendor Relationships and Contracts

In your year end review this is where you will look at your non-employee team.
Is your accountant responsive? How fast does she answer your phone calls?
Is your financial planner pro-active? Does he bring you financial ideas? Has he already looked at the tax bill and called to set a meeting?
Is your auto lease and all your other leases (equipment) up soon?
Is your web hosting agreement up to date?
Is your credit card processor still giving you the rate they promised? Is their service worth the fees? What ARE all those fees?
Is your office rental still serving you? Do you need to have a meeting with the building manager?

Is now finally the time you are going to hire the marketing coaches you and your company deserve? The kind of team that could double your business? Here is someone who did:

Third is to Update Your Emergency Program

2017 taught us all that we need a plan in place to deal with weather issues. But your year end review is more than worrying about weather. Not everyone has to worry about hurricanes or earthquakes, excess snow, or a truck running into a power pole which can all leave our business unable to function in our normal space. You need a printed binder of ‘what ifs’ that is copied to your entire management staff.

Where will employees work?
How will they check in?
How will you continue to pay your bills? Can you literally write checks without a computer?
There are a ton more questions we would ask here of clients, but you get the point: Walk through your office and ask a lot of WHAT IF THIS WERE NOT THERE?

We have a plan to run our entire Small Business Marketing Plan bootcamp without power. It would be more challenging, but we can do it.

This is also when you should review your Continuity Plan: how will your business function if your key employee is suddenly unable to work for any reason?

Fourth is your Digital Assets Review

So much of what we do is online and electronic that we need to check on them. Here is a checklist of what to check on:
* Are your sales funnels operating? Do you need to change the offers? Do you need to A/B test them?
* Is your website up to date? Does it still reflect your image?

We just decided to change our name (don’t do this twice in 15 months without professional assistance) to Yuloff Creative Marketing Solutions so we need to phase out the Sedona Marketing moniker we put into place just two years ago. This meant that we had to change the SedonaMarketing.com landing page and video. Here are photos of the layout prior to the change (or click so you can see the difference).

Here is an important tip:  We just added the CLICK HERE starburst on each button because we found that people did not know to Click Here.   It was not obvious.  We made it obvious.

We will update our main sight next year, after fully launching The Small Business Marketing Plan, which, we decided in our year end review, would take priority.

What in your business needs priority attention?
* Have you done a recent internet search of you and your brand? Find any old phone numbers or addresses lurking on various websites?
* Are your URLs about to expire? We caught 3 for two clients in one week which would have essentially put them out of business.
* By the way, is all the information on your business card up to date? I had to send a box of our marketing books to someone running a silent auction and the address on his card was wrong. When it came back, wasting $40 in my shipping charges, he explained that he had changed it on his email signature but was just getting rid of the last few hundred business cards. His business is based on getting tiny details correct. I wonder what he misses when he is doing what he does. What if someone is sending him paperwork and has his card on their desk? What business is he losing?

Last is a Team Review

This part of your year end review does not mean to decide who stays and who goes, but getting input from your team. Get them into the constant mode of asking for feedback from your clients.
I can always tell when a restaurant is not doing this when I ask a server if I can speak to the manager. 90%+ of the time they think they are about to hear something bad and when I tell the manager something wonderful about our experience, there is almost a reaction of “What am I supposed to say? This is very unusual.”

The questions here are:
* How are we doing?
* What learning moments can we share with everyone?
* What are the three most important things we need to change in how we operate?
* How can we improve our training? Train your staff to be open to gathering information.

Prior to this meeting, you should have your business ‘secret shopped.’ We call clients all the time to see how the phone is answered and how our questions are answered. That is the first line of contact so it best be strong.

You’re probably thinking that your “Year End Review” could easily be a “Year Long Review.” You are thinking correctly! The more we are open to improving, the more we are coachable, the better our business will be in the short and long term.

Would you like help putting your year end review together?

Have you done the review and need help with the ‘What Now’ part of the process?

Is now the time to hire a marketing coach and hugely improve your sales and bottom line?
Call us: 800-705-4265.

Email us:  info@YuloffCreative.com

Get in touch with us through social media.

Or head to BoxFullOfMarketing.com and take the short assessment and then click the link to get into our calendar. We are here to help and look forward to serving you.

#1 Tip for Sales Success: Learn Representational Systems

One of the oldest sales ‘tricks' I learned is that as soon as you enter a prospect’s office you should look for something you have in common.

Picture of himself fishing?  Talk about the trips you used to take with your dad.

Picture of his kids? WOW!  You get to chat with her about YOUR kids.

Ugh. Let’s move ahead a few decades and discuss Representational Systems.  A sales and more importantly, a communication tool, brought to us from the world of Neuro Linguistic Programming.*

There are 5 Representational Systems and they are associated with our senses. Each of us favors one of them in how we learn and if you can master the technique of learning which one your clients and prospects favor, your communication with them will be more effective.

The shorthand way of describing Representational Systems is by the acronym VAKOG.  VAKOG is an acronym for VISUAL, AUDITORY, KINETIC, OLIFACTORY, and GUSTATORY.  There is another called Auditory Digital.

Here is how you can recognize the four major Representational Systems:

VISUAL – People who are visual often stand or sit with their heads and/or bodies erect, and with their eyes up.  They often sit forward in their chair and tend to be organized, neat, well-groomed and orderly.  They memorize by seeing pictures, and aren’t often distracted by noise. They tend to have trouble remembering verbal instructions, as their minds tend to wander. A visual person will be interested in how your program “LOOKS.”  Here are expressions you can use to speak to them:

How does that look? Looks good to me. I see what you mean. Let me paint you a picture.

Strategic Marketing Plans and Coaching for Entrepreneurs in an Exclusive Executive Retreat Setting

AUDITORY – People who are auditory will quite often move their eyes sideways. They typically talk to themselves, and can be easily distracted by noise. They can repeat things back to you easily, they learn by listening, and usually like music and talking on the phone. They memorize by steps, procedures, and sequences (sequentially).  The auditory person likes to be told how they’re doing, and responds to a certain tone of voice or set of words. They will be interested in how your program “sounds,” and what you say about it. In addition to adding sound effects into your speech, here are expressions you can use to speak to them:

I hear you. Sounds good. That rings true. It’s music to my ears. I hear that loud and clear.

KINESTHETIC – These folks tend to speak very …… slowly. They respond to physical rewards and touching. They also stand closer to people than a visual person. They memorize by doing or walking through something. They will be interested in your program if it ‘feels right’ or if you can give them something they can grasp. Get into your feelings and use these expressions to speak to them:

Do you feel me? Reach your goals. Touch your goals. Results are within your grasp.

AUDITORY DIGITAL – This person will spend a fair amount of time talking to themselves. They memorize by steps, procedures, and sequences. They will be interested in your program if it ‘makes sense.’  The AD people can exhibit characteristics of the other major representative systems.


You may be curious how to use these learning modalities in your work. While they are not a guarantee of closing the deal, you ARE helping people capture your message.   During our Small Business Marketing Plan Bootcamps, we have coaching breaks after each section. As a way to capture attention, we use sentences like: “In this last section, who saw something new?” and “What rang the most true?” and “How will it help you reach your goals?”  and “What this section means to you is…..

Finally, let’s remember a study dating back to 1964 (Professor Albert Mehrabian) first stated that the words you say are 7% of what someone uses to make a decision.  38% is decided by HOW you say it and 55% is the physiology.  We will discuss these differences in an upcoming blog.

If you want help deciding which of the Representational Systems apply to you, connect with us and we will share a test with you that will demonstrate it. Call us at 800-705-4265 or go to BoxFullOfMarketing.com and you can get into our calendar after taking a short marketing assessment survey.

*Sharyn and Hank Yuloff are certified Neuro Linguistic Programming practitioners.