The Business Chat – your signature line

No matter how small your crafty business is, you are marketing already even if you don’t know it. I’ll bet you have email and that you use it, even if it’s only to your friends and family. Each of those emails is a potential marketing tool and you have the power to turn them into gold. Or sales. Or Facebook fans. Or whatever you ask your customer to do. Each of those emails has a signature line. Your signature line has the power to make you money.  Your signature line of course contains the following: ——————— Your name Your company …

The Business Chat – Call to Action

A call to action is a marketing term that boils down to this: Decide what action you want readers to take. Ask them to take that action. Ask them clearly, succinctly and unmistakably. The “call to action” is one of the most important concepts in marketing and promotion.  Simply put, in every communication you have with your audience you should know what you want them to do. You tell them what you have to offer, you tell them why you are the best one to offer this, and then you ask them to take the next step. You’ve seen millions …

The Business Chat – Marketing Materials

My car is sitting outside, packed to the roof with my booth stuff, I’m off on the road again for another show. It’s the Signatures Christmas show. Yes I said that word, Christmas. It’s October. Yikes!!! As I pulled my booth together over the last few weeks I referred constantly to my handy checklist of booth materials. (I’ll be discussing this next week). On my checklist are all my promotional materials and packaging (which I count as promo stuff). Promotional materials and packaging are incredibly important for keeping my business alive. They promote my brand, reinforce my message, and keep …

The Business Chat – Solve a problem, sell a product

Recently when I was reading a marketing book I came across an idea that stopped me dead. One little sentence so mind blowing and yet so obvious that I forgot to finish my cookie. (And if something comes between me and cookies you know it’s a big something). Here it is. People don’t buy products, they buy solutions. DOH!!! They have a problem, they buy something that solves the problem. This means that our job as salespeople is to listen to the customer, work out what their problem is and present our work as the solution. I hear you muttering …

The Business Chat – August slow season

There’s a slow and lazy feeling about the last half of August. Humidity is high, cicadas are buzzing and kids are dragging their feet knowing this is the end of their freedom. No matter how long we’ve been out of school we all feel the laziness now. Add to this the traditionally slow sales of August and we’re all tempted to let the business slide for the moment.Wrong.Now is the time to really put some muscle into your business. Yes sales are slow at this time of year. No we don’t feel like working. Suck it up and do the …

The Business Chat – Sell Your Story

A few weeks ago we started a discussion on defining your product. If you don’t know what you sell, you can’t communicate this to a customer and communication is the basis of marketing. “Jewelry” is too broad a term and I challenged you to distill your work into a nice short description. Well guess what, today I’m here to tell you that you don’t sell jewelry. Well, yes you do, however jewelry (or knitting or art) is only a small part of what you sell. If someone wanted to buy a pair of earrings they could go to a mall. …

The Business Chat – Your Tagline

How many of you rode an elevator this week and thought about your elevator speech? For those just tuning in last Saturday we discussed the beginning of creating your own brand by creating an elevator speech. Today I’ll continue with the second marketing tool that every company (and you, you are a company) should create. Along with your elevator speech I recommend that everyone create their own tagline. A tagline tells customers what to think about you. Here are 2 excellent taglines: Just do it. You deserve a break today. I don’t have to say the company name, you know …

The Business Chat – Your Elevator Speech

Last week we discussed the most common problem every small business has, especially new businesses, they can’t define what they sell. How do you market something that you haven’t yet defined? There are 2 marketing tools that every business should create in order to define their product and convey that information to the customers. The first is your “elevator speech”. All corporate refugees should recognize the elevator speech. Imagine you get into an elevator in an office building with a bicycle courier and he asks “what do you do?” By the time he gets off, he should know who you …

The Business Chat – let’s go marketing!

Merci beaucoup to all who completed last weeks survey. As I pointed out, marketing in this day and age is a 2-way conversation and that survey allowed you to have a voice in the content of my posts here. 87% of you want marketing advice, 73% want online sales tips and craft show advice and general business tips were asked for by 53% of you. So let’s talk marketing. First we’ll define it. From Wikipedia: Marketing is the process by which a company creates customer interest in its products or services. It generates the strategy that underlies sales techniques, business …