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November brings one of our favorite holidays: Thanksgiving. Why do
we like it so much? Probably because it’s all about two of our
favorite things – family and food. Of course, and as importantly,
this is also a time to reflect on all we’re thankful for.
At Get It In Writing, we’re so grateful for many things – among
others, our growing list of wonderful clients and our alliances
with our network of other communications professionals. All this
got us thinking about taking the time to say, “Thanks” – one
little word that carries a lot of weight.
Giving thanks is also the reason behind the launch of one our
newest divisions, our
Employee/Team Recognition Tools division – our – and your
-- simple tools to tell your employees you appreciate them. We
know and believe that recognizing achievements encourages
innovation, reinforces peak performance…and, when done right, can
bolster the bottom line.
So, employees everywhere, thanks for all you do! And Happy
Thanksgiving.
Yours In Success,
The Get It In Writing Team |
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Simple but effective direct mail secrets
I want to share with you
Your list is critical.
Your mailing list can make or break you. Know your audience and address
them directly.
Fancy isn’t always better.
Sometimes an incredibly clever direct mail piece is just that…clever,
but unfortunately ineffective. Existing and prospective customers are
far more likely to open and pay attention to a straightforward mailing
from a company they know and respect than one hidden in an overly
clever, scratch and sniff package.
Greed sells!
It’s simple human nature: would you rather have something everyone can
get or something that only a very few, amazingly lucky people will be
able to acquire? Your prospects, of course, will want to be among the
elite few. They don’t want to just “keep up with the Joneses,” they want
to be better than the Joneses.
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Writer To Writer |
Big-time marketing on a small-time
budget
If an iffy economy and a
tight fist at the top are telling you that every dollar needs to work
harder, not to worry. There are creative ways to stretch your marketing
budget to reach a wider audience at lower cost, and they’re right at
your fingertips.
Be realistic.
Make the most of your limited budget by thinking creatively. TV and
radio ads, glossy brochures and flash-enabled websites can work magic –
by making your marketing budget disappear in the wink of an eye.
Instead, consider using low-budget, high creative marketing to get your
message out. Lots of marketing “tools” like your website, e-newsletters
and blogs can do a lot more than you may think.
Do you really need a…..(fill in the blank)?
Brochures and the like are great ways to promote your business, but
before you invest time and money, ask yourself – and others – some
pointed questions. Lots of companies will tell you they have boxes of
costly brochures gathering dust. Fact sheets are low-cost substitutes.
You can print them as you need them, letting you update your
capabilities, client list, changes in address or phone information.
Increase your marketing impact by using multiple channels. The more you
stretch your marketing dollars to reach your target market, the higher
the impact of your marketing message. Prospects are much more likely to
become buyers if they:
Target, target, target.
Going after the right customer is essential. Target small niche markets
and forget the mass market. If your target is brides-to-be, place your
ad or flyer in local bridal shops, special fashion shows and targeted
publications. Don’t waste precious ad dollars by placing your message in
mass publications.
Are you newsworthy?
A reference about your company in the media or from the right person
will deliver your message at low – or no – cost. Even if you haven’t
saved a puppy from drowning lately, doing a bit of pro-bono work will
get you a positive mention.
The mother of all referrals.
Of course, the best and most cost-effective way to reach new customers
is by referrals. A happy customer will get you further than just about
anything, so the time spent encouraging and creating regular customer
referrals will be well worth it – many times over.
Why every
small business needs a relationship
with a business-minded lawyer
By Richard Sierra,
Principal, Richard Sierra & Associates, PA
A business lawyer can be a great ally in your
management team. Whether you are a one-person business or a mid-sized
company, having an established relationship with an attorney can help
you save time, money and, potentially, aggravation or unnecessary
stress.
Do-it-yourself is NOT the way to go!
Many business owners have the misguided perception that a consultation
with an attorney is expensive and they are better off going on the web
and taking a “do-it-yourself” approach to their legal issues. This is
not only short-sighted, but it can be costly in the long run. In fact,
many attorneys offer free initial consultations or have a flat fee for
the initial visit.
Furthermore, business owners can subscribe to legal services plans such
as Prepaid Legal Services or the General Counsel Service of
Amerilawyer.com.
These plans are very affordable and offer access to an attorney for
telephone consultations. Prior to going on the web, I recommend you
consider some of these programs. However, if you feel that you need an
on-going relationship with an attorney, you are better off searching for
an attorney who can serve as your “General Counsel.”
Develop the relationship.
From my experience, the legal issues that are faced by business owners
have several possible solutions that must be considered.
Your attorney should be able to discuss the cost-benefit analysis of the
various options and how each will affect you personally and financially.
It is important to note that you are the client and you need to
communicate your expectations to your attorney and how he/she can better
serve you and your company.
A good business attorney will take an interest in learning about both
your business and industry and, in many cases, your attorney will become
your business advisor. He or she can diffuse potential legal problems
before they end up in court. Some of the common legal problems that we
see frequently include: trademark disputes, breach of contract,
partnership disputes, employment issues and business acquisitions.
A business lawyer also can provide your organization a more professional
image when dealing with legal issues. For instance, you receive a letter
from an attorney claiming that your website infringes on his client’s
trademark. If you have an attorney respond on your behalf to the demand
letter, it will receive a much better treatment than if you try to deal
with the attorney directly. Likewise, if you have to send a demand
letter to another party, a letter from an attorney will carry more
weight that if it is sent directly by you and – in most cases – you’ll
get the issue resolved faster.
Get the support your business needs.
A typical business owner is usually a “jack of all trades.” When you
started your company, you handled sales, marketing, accounting,
payables, operations and of course, janitorial.
As your company grew, you began to hire staff and delegate some of these
functions to allow you the ability to focus on the growth of your
company. It is very tempting to use the available resources from the web
to attempt to resolve a legal issue. In the areas of legal and
accounting, I suggest you get professionals to help you. Not only will
you save a great deal of time and money in the process, but you will be
expanding your team…and that will help your business grow.
Richard Sierra, principal of Richard Sierra &
Associates, PA, provides legal services to small businesses located
in Florida. Whether it is a document review, breach of contract
dispute, buying or selling your business, protecting your trademark
or any of the many issues that you face as a business owner, our
firm would like to become your “in-house counsel,” the people you
call when a question arises. View the firm online at:
www.BusinessLawyer.biz.
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NEW PRODUCT ALERT: e-Press Kits
We’re leveling the playing field for
all businesses looking to gain next-level kind of publicity. Get
It In Writing’s e-Press Kits are professionally written, all
electronic (so no printing or mailing costs!) and available at a
low, LIMITED TIME introductory fee of $799 for a four-page kit
(regular price is $899).
Click here for more information, FAQ and to get started.
Take our latest survey!
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