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3 Cardinal Rules of E-Mail Marketing

With summer winding down soon, it’s time to start thinking about inexpensive ways to market to your database. While you should definitely not dial back your marketing for new customers, it’s important to show your database some love.
Allow me to share my 3 Cardinal Rules of E-mail Marketing:
  1. Keep it SHORT – The less text, the better.
  2. SHOW, Don’t Tell – Use engaging images to catch and keep their attention. Show them what you’re going to do.
  3. Drive ACTION – Use buttons, links, and phone numbers to get them to act.
Here’s an example that I put together.
Scott's Labor Day Sale Example

Keep it SHORT

Subject Lines: Subject lines are your customer’s first look into the content of your e-mail. Give them a clear reason to open your e-mail. Keep it short and concise (ideally, 6 words or less) and enticing.
Content: I’ll talk more about this in the next section, but remember that the majority of people are far more stimulated by images than by text. Keep your content short and don’t combine too much into one e-mail. You’re probably only e-mailing your customers at most every 4-6 weeks, so you’ll feel tempted to cram as much information in there as you can. DON’T! Give them a maximum of 3 key pieces of information.

SHOW, Don’t Tell

With so many of your customers reading e-mails on mobile devices (probably in excess of 85%!), you’re probably best served to use pictures to deliver your message. There are TONS of resources available to you, like:
  • Pictures on the Gateway
  • Printing Vendors
  • Before/After pictures from the Facebook Group
With so many resources, it should be able to throw something together without a lot of effort.

Drive ACTION

Much like your website, I don’t really care about how many people read your e-mail. I want to know what action people took from your e-mail.
Here are a few things to do:
  1. Inject a tracking number in your e-mail. Since so many of your customers will read from a mobile device. They won’t go looking for your phone number. They’ll just touch the number in your e-mail to call.
  2. Link a picture to a specials page on your website.
  3. Create a “Book Now” button that links directly to a form-fill page on your website.
  4. At very least, offer a (shareable!) coupon code in your e-mail so you know exactly how many jobs or customers you got from it.

Big Takeaway:

E-mail marketing is incredibly cost effective and can make a HUGE difference in your profitability this fall, but you have to do it right.
  1. Be short. Get people the information they need quickly.
  2. Show them why they should call. Use images to tell the story.
  3. Get customers to take action by providing actionable things in your e-mail.
If you’d like help putting together an e-mail campaign for this fall, or just want to show me what you’ve done, click here to schedule a 30-minute coaching call with me. Otherwise, you can simply reply to this e-mail or call me directly at 435-890-1055.
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Selling Value over Price

 
As a business coach, there are few things as frustrating and saddening to hear as a business owner lowering his prices to try and compete with other businesses that really don’t draw a comparison.
Imagine if Mercedes said, “We have to cut our price in half.” When asked why, they respond “Because of Suzuki.”

Own Your Value and Branding

At Chem-Dry, we (should) know and recognize that we’re the “Mercedes” of carpet, upholstery, rug, and tile cleaning services. We do it better than anyone else and we have the numbers to prove it. We’re better for the environment. We’re safer for the customer’s home. We do things that nobody else can. If you have a corner on the “healthier” option in the market, why would you charge the same price as everyone else?

I face this conundrum every time I go shopping. When my wife and I walk through the produce section, we debate between buying the “organic” options or the regular variety that’s cheaper.
Out of curiosity, I approached the produce manager at the store and asked how well the organic stuff sells. His response was surprising. He said that the higher price doesn’t deter many people. In fact, because the produce usually looks and feels riper, customers give it a shot and usually come back to get it because they notice a better taste and are willing to pay the price. They’re more satisfied with what they’re buying.

How Do You Advertise Value?

This is actually far easier than most people think it is. When it comes to value, you can offer your customers SO much more than your price-centered competition. Think of what things (beyond price) are important to your customer. Things like:
  • Dries faster
  • Healthier overall
  • Green Certified
  • Stays cleaner longer
  • Complete Odor removal
  • Less moisture used
  • Highly trained technicians
  • Locally/Independently owned and operated
  • Industry leading products, equipment, & technology
  • 5-star rated (reviews)
These qualities are just the tip of the iceberg. Many of them are “intangibles” that help your customer feel better about hiring you – and why shouldn’t they?! Advertising on price doesn’t set you apart from your competition – it pairs you with them.

What Would Scott Do?

I would use every tool in my arsenal to set myself apart from my competition when I’m advertising – especially in places where they’re just as likely to be seen: PPC, social media, Val-Pak, phone books, etc. Use what the brand gives you – power!.
A couple highlights for PPC to talk to your vendor about:
  • Use “callout” extensions that allow you to add supplemental information to your ad like “Dries in 1-2 hours, not days.”
  • Use “review” extensions that let you show a star rating and a quote from a 3rd-party source (i.e. Customer Lobby, etc.).
With other mediums, try advertising things like “free gift of service” that isn’t a discount, but rather a toss-in for booking a job. For example, “$25 of free cleaning for every $100 you spend.” For digital platforms, make sure you use things like videos from ChemDry.com that quickly communicate the benefits of choosing you.

Big Takeaway:

Your business offers more value than your competition does. Don’t squander it by trying to compete with them on price!
  1. Be a Mercedes, not a Suzuki. Offer a better experience at a valuable price.
  2. Start with the list I showed you and write down what you can offer your customers that your competition can’t. Use those things in your marketing.
  3. Talk to your print, PPC, or social media vendors about what you can use to target customers based on value.
Start running a more profitable business by targeting customers who value what you offer. If you’d like some help, click here to schedule a phone call with me, then register to receive updates about future webinars on digital marketing.
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Firing Bullets in Marketing

Just recently, I finished reading (or rather, listening to a recording of) a fantastic book called “Great by Choice” by Jim Collins. In it, he discusses an idea that has helped multiple large corporations become icons of their industries: First, fire bullets. Then fire cannonballs.
He paints the picture of being aboard a warship from the times of Master and Commander. Imagine that you’ve come upon an enemy ship that you must sink, but you only have one barrel of powder left. You can either use the lion’s share of your powder on a cannonball up front and hope you have enough left for a follow-up shot, or you can fire a series of bullets first to get your trajectory dialed in before you fire the cannonball.
The same can be said of using Pay-Per-Click to dial in your marketing offers before you go all out on a massive campaign.

Bullets vs. Cannonballs

Bullets are small things that can be tested out quickly
 and with low amount of effort or resources to see if they “hit.” When applied to PPC, you have an ability to test out what matters most to people. Is it a dollar amount? Is it a percentage discount? Features of your service? Benefits? The name?
Google AdWords is a perfect place to test out your theories for finding new customers. Within an ad campaign, your marketing manager has the ability to rotate through ads so that each offer shows up evenly across the board. In that way, you can gauge how your customers react to it, rather than how Google thinks it will do.
After you’ve tested a good number of “bullets” in your campaign, then you can start shooting “cannonballs” – highly effective, large effort campaigns that really move the needle.
In other words, if you’re unsure what offer you’re going to make in your fall/winter mailer out to customers (a cannonball), you can make a calculated and more precise shot.

What I Would Do

In testing out different offers in AdWords, the important thing to keep in mind is that you want to test things one change at a time. In other words, don’t test the headline on one ad against the description on another one because you don’t necessarily know what drove your action.
For instance:
As compared to:

Compare the two ads against each other over a week or two to see how often it gets placed and clicked on. Then try the winner against another version of the ad. Continue until you really get it dialed in.

Once you’ve done this a few times, you should have a good idea of what offer will resonate most with your customers before firing a “cannonball” offer to blow your competition out of the water!

Big Takeaway:

Any time you get to test something in miniature before you go at it full bore, it’s a good opportunity to get creative and use data to back your decision.
  1. Test out “bullet” campaigns or offers using a 1 to 1 comparison model to see what works best for your business.
  2. Work with your vendor to program the tests correctly.
  3. Correlate your data and use it to create your “cannonball” campaign via mail, social media, or other forms of advertising.