Show, don’t just tell, your customers what’s in it for them

Posted on by Anne

How to educate your customers effectively without causing confusion or turning them off

Part 2: Show and Tell

But especially show.  Try to come up with ways your audience can experience your ideas with their senses.  Anything hands-on is great.  Involve their imaginations, and their emotional as well as their rational minds.  By engaging as much of the whole person as possible, you’re much more likely to get through to them, especially if they’re distracted or have preconceived ideas or objections you need to overcome.

Live or video demonstrations, case studies, testimonials, before-and-after pictures, samples and free trials are all excellent “show me” techniques proven to engage customers and encourage sales.  So is quantifying – translating raw data (such as X number of kilowatts of energy produced per hour) into concrete real-world examples your customer can wrap his mind around (like, “that’s enough to power every single appliance in your home with juice left over to crank the stereo – and it’ll save you $xx.00 per month on your utility bill!)

Showing lets your prospects come to their own conclusions based on real or imagined experience and is often much more powerful than straight-up telling.  Try “showing” – both directly using hands-on experience, and indirectly in your marketing copy – and see what a difference it makes in your sales.

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Use the “Rule of One” to laser-focus your marketing message

Posted on by Anne

How to educate your customers effectively without causing confusion or turning them off

Part 1: Follow the “Rule of One”

This is a basic copywriting principle championed by master marketer and copywriter Michael Masterson.  It’s also an excellent rule of thumb for any kind of teaching.  The Rule of One states that you should address ONE idea at a time.  For example, if you’re writing an article don’t try to cover two different topics at once, even if they’re related.

Of course, within that article you may have several main points.  Just make sure that each point addresses ONE major idea, and that they all relate directly back to your ONE primary topic.  It’s really just a more sophisticated version of “Keep It Simple, Silly.”  Following the Rule of One will let you engage your reader more fully without distracting or confusing them.  By focusing on one primary idea you will make a much stronger impression and are more likely to persuade and convince your readers.

Use the Rule of One in all your advertising, marketing copy, and presentations for maximum clarity, impact and response.  It even works in management!


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How to Overcome Green Business’s Biggest Marketing Challenge

Posted on by Anne

One of the most difficult challenges we face when selling sustainable products and services is the complexity of sustainability itself.  People frequently don’t comprehend the true value of our products without a lot of deep thought and intricate systemic understanding.  And as any veteran salesperson can tell you, convoluted thought processes often pose a barrier to sales.

That’s why it’s a good idea to come up with simple reasons to buy our products. Statements like “it saves you money,”  “it tastes better,” and “it’s the healthy choice for your kids” give people clear reasons to buy that benefit them personally in ways that are easy to understand.

So should we steer clear of environmental messaging for fear of confusing our prospects?

In most cases, emphatically NO! The environment is becoming an increasingly important concern, especially for certain segments of the population.  We certainly do want to talk about environmental benefits.  For one thing, concern for the environment can often tip a consumer’s decision in favor of your product.  But more importantly, keeping the environment top-of-mind benefits the planet and society as a whole by shifting society’s preferences towards more sustainable options.

That’s why consumer education is such a crucial part of Green marketing.  Take every chance you get to engage people and gently help them understand the complex issues our world is facing, as well as the role your product or service plays in protecting it.

But don’t be pedantic or overbearing.  The trick is to break it down into digestible chunks.  Over the next few days I’ll share some  guidelines for creating environmental messages that will both inform and engage your customers.  Stay tuned!

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28 Sustainable Ideas for your Green Lumpy Mail Promotion

Posted on by Anne

Following are some ideas for eco-friendly objects you can use in your next 3-D mail campaign, as well as sample concepts for working them into your promotions.

Natural objects:

Nuts – “I must be nuts to be offering discounts this deep” “Are high heating bills driving you nuts?” “Let’s get cracking on a solution!”

Acorn –  “Mighty oaks from tiny acorns” – could work for insurance, any kind of investment.

Pine cones, leaves – Marquette, Michigan home improvement contractors The Window Store once sent a mailing to existing customers promoting their gutter cleaning services.  Along with the sales letter, they included a handful of pine needles and leaves raked from an employee’s back yard.  The letter was extremely successful, bringing in enough business to keep their crews busy for several weeks.

Seashell – gift from Nature; emphasizes your company’s respect for the environment.

Shark tooth – “Eat your competition alive!” (Or, if your business has been around a long time or you’re selling a product that’s been successful for decades, make an analogy to the shark. Most of the critters that evolved at the same time as sharks are long gone, but sharks are still supremely successful creatures – you can’t really improve on their design.)

Fossil – “Still using fossil fuel?” or “Don’t let outdated [technology, etc,] make you look like a fossil.”

Flower seed packet – Great tie-in if you’re representing a product that helps businesses (or consumer savings) grow!

Live bamboo plant http://www.epromos.com/product/8815209.html – Also good for a growth theme, or for healthy living (plants are their own little air purifiers.) Or call it a “desktop meditation garden” and let people know your product will save them so much time they’ll now have time to relax.

Small rocks or pebbles – “Help is just a stone’s throw away.”

Office supplies:

Eraser – “Wipe away your troubles” (could work with a microfiber or organic cleaning cloth as well.)

Pen/pencil – These are tried and true promotional items when imprinted with your company’s name.  Promotional pens and pencils are available now in a number of eco-friendly choices, including bamboo, corn starch, and recycled paper.  Pens and pencils make great practical promotional items because they’re almost guaranteed to get used, and frequently get passed from person to person.  Make full use of them by including an involvement device in your package for which they’ll need a writing implement.

Pencil sharpener – “Let’s sharpen your advantage.”

Flash drive (USB stick) – Load it with your promotional materials. “Flashy” packaging your prospects are guaranteed to appreciate!

Sticky note pad (recycled) – Everyone uses these and they often get passed around.   Print some up with your logo and URL.  Make sure you indicate some reason to visit your website or call (white papers are great for this) – but leave plenty of room for notes!

Edibles:

Fair trade coffee – “Wake up to [your favorite benefit]!”

Organic tea bag – or how about two?  You could do a “Two for Tea” promotion or fundraiser, using the tea bags as tickets to your event.  The tea bag then gets redeemed for a prize; the extra bag lets them get their friends in on the fun, encouraging referral business. (Extra points for snide copy related to Tea Baggers!)

Organic nuts – “My wife (husband, kids, boss, dog, etc.) think(s) I’m nuts (to offer prices this low, etc.)” or  “High heating bills driving you nuts?” or “Let’s get cracking on a solution!”

Organic candy –“For the sweetest savings of the year…”

Fortune Cookies (probably best sent in a box) – Fortune cookies have insanely high open rates, and you can order them with custom messages.  And did you know you can now even get organic fortune cookies?  Why not have your prospects break theirs open to find out which one of several free gifts or discount offers they win? (The message then becomes a coupon.)

Other items

Marbles – “The boss is losing his marbles (to be offering a deal like this!)”

Pressure gauge – “Feeling pressured?” or “Take the pressure out of _____.”

Origami – From lotus flowers to sailing ships, no matter what you’d like to represent in your mailing, somebody’s probably made an origami version of it.  These folded paper objects are beautiful, intriguing and much more eco-friendly than plastic objects. True, they may not be readily available commercially, but most origami pieces are quick to make and if your mailing is small you should be able to find someone willing to earn a few bucks for folding paper into pretty shapes.  (My eleven year old daughter comes to mind!) ;-)

Wooden/bamboo spoon – “Stir yourself up some savings.”

Coin – You’ve probably received mailings that had a penny or other coin glued to the sales letter, perhaps visible behind a window in the envelope.  They’re effective because no one wants to throw away money, so you can almost guarantee it’ll get opened.  Just make sure you have a killer headline to draw them in once they’ve ripped it open!

Balloons (biodegradable) – If you’re sending birthday greetings to your customers, good for you!  Make them even more special by including balloons.  Or use the balloons to spread the news of your company’s “birthday” or the birthday of a famous person related to your industry (link it to a sale or promotion, of course.)

Candle - Could be a great involvement device, especially for a nonprofit.  For example, you could ask them to light the candle on a certain night to show their support for a cause – then visit your website to pledge that they’ll do so (and hopefully make a donation, too!)

Switchplate – If you offer energy-saving services, consider printing up switchplates with your logo and a “Turn out the lights to save energy” message for your customers to use at the workplace or in their garage, basement or attic.  You could include them as a courtesy gift with your direct mail promotion, or send them as a thank-you to recent customers, along with a survey for gathering feedback and testimonials.

Book - Who would throw away a book? Especially one that addresses their needs or interests.  Books make terrific lumpy mail additions.  For maximum impact, send them one you’ve authored (or co-authored) yourself.  Best if you can subtly weave persuasion into your book along with useful information – and include a bio page with your contact information at the end.   This could well be the most powerful sales tool you ever lay hands on. (If you’re not into writing, no worries. Just hand your ideas over to a ghostwriter – like yours truly!) :-)

As with any promotion, when you send a 3-D mailing just make sure to keep it targeted, relevant, clear and focused.  And if you’re planning a large mailing, be sure to test it on a small portion of your list first (500 names is ideal for a test run.) Good luck, and have fun!

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3 Rules for Sustainable 3-D Mail

Posted on by Anne

Finding objects to include in your lumpy mail promotions is easy.  Companies such as Oriental Trading Company and 3Dmailresults.com offer many options for inexpensive and interesting mailable items to spice up your promotions.  However, the vast majority of these objects are unacceptable from a sustainability point of view.  Most are made from plastic or other unsustainable materials. They are not compostable or biodegradable, and therefore pose a waste disposal problem and threaten the integrity of our environment. And many of them serve no real purpose other than boosting your open rate, so are not likely to be reused.

Clearly, if we wish to honor our own values and avoid alienating our eco-conscious customers, we need to avoid such objects.  Ideally, the 3-D objects we include in our mailings need to fall within these guidelines:

  1. They should be made of materials whose production places minimal stress on the environment.
  2. Their disposal should not degrade the environment: they should be compostable, recyclable, and/or reusable.
  3. They should offer enough value to their recipients that they will be used or passed along.  (An exception might be natural objects such as acorns which can simply be returned to Nature.)

It’s a little harder than just opening a novelty toy catalog.  But following these guidelines will help you come up with sustainable direct mail ideas that will not only attract interest from your prospects, but admiration.  And, hopefully, sales!

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Creating an effective lumpy mail campaign for your green business

Posted on by Anne

Ever open your mail over the recycling bin?  You’re not alone.  Nationwide, about 44% of sales letters sent through the mail never get opened.

So if you’re trying to minimize your impact on the environment, should you avoid direct mail at all costs?

Perhaps.  But if you’re marketing a product or service that ‘s truly sustainable, you have to keep in mind that you won’t help the planet at all by going out of business.  And the fact is that direct mail creams email not only in terms of open rates (approximately 80%  of commercial emails are clicked out of existence without ever being opened) but also in overall response or conversion rates (DM scores on average at about twice the rate of email.)  When you send a real letter you’re less likely to annoy people and more likely to catch them in a mood to pay attention to what you have to offer.

Direct mail has a higher upfront cost, but many savvy businesspeople swear by it as one of the most effective tools in their marketing arsenals.  So you may want to at least try adding direct mail to your marketing mix, especially if the product you’re selling is on the pricey side.

Using 3-D objects to increase your open rates – and sales

Including a three dimensional, or “lumpy” object in your direct mail package helps boost response in several ways.

  • Including dimensional objects in your mailing is a sure way to pique your prospects’ curiosity and increase your open rates.  This is important, because just getting the darn envelope opened is your biggest obstacle to the sale!
  • 3-D mailings get the prospect involved.  They give him something to touch, puzzle over, listen to, and sometimes even smell or taste.  They may have symbolism that gets him emotionally involved as well.  And they may prompt him to take action in a way that he wouldn’t otherwise.
  • If the object has value to your prospect, it works like a gift – making him psychologically indebted to you.  This can prompt him to give more time and attention to what you have to say.
  • Lumpy mailings are out-of-the-ordinary, and thus are more likely to be remembered and talked about.  This can be a real advantage if you’re using your direct mail sales letter as part of an orchestrated marketing campaign.  For instance, if you’re following up with a sales call, referring to the unusual object you sent them can be a great way to break the ice and engage your prospect.

Making sure your 3-D mail objects make sense

It’s a good idea to choose objects that have high perceived value or ones that your prospect is likely to use or pass on.  (Stay tuned – in my next post I’ll detail some good picks that are also easy on the Earth.)

It’s also best to tie your objects in to your direct mail promotion in some way that makes sense. For instance, if you’re having a promotion centered around a holiday, you might want to include objects associated with that holiday.  (Say, a small dreidel for a  Hannukah promotion.)

Telling a story about your object and why you’re sending it to your prospect is also a great way to engage their interest. Or you can treat the object like a coupon that can be exchanged for an offer or reward.

Integrating lumpy mail into your marketing campaign

Don’t feel you have to sell directly with your lumpy sales letter.  Depending on your product, you may want to use it to offer an information kit or other lead generation device.  You can also use lumpy mail to drive people to your website (be sure to offer a juicy incentive for going there) or as an invitation to an event such as a workshop, teleseminar or webinar.

Often, 3-D direct mail works best as part of a sequence.  Try sending a lumpy sales letter to your list, then following up with a couple post cards and then a sales call.  Or send a sequence of three related lumpy mail pieces for maximum impact.

Another idea is to use dimensional mail to reinforce a recent sale, raise perceived value and prevent buyer’s remorse – especially if your product is relatively intangible.  A good example of this is the elegant package American Express sends  their new Business Platinum cardholders in lieu of an ordinary letter, along with their new charge card.  This could be a good strategy to allow you to realize some benefit from the power of direct mail while minimizing the resources involved.

To mail, or not to mail

Direct mail isn’t necessarily for everyone.  As a green marketer, you may not feel comfortable sending direct mail, especially if you’ve ever been vocal about “junk mail.”

If your business is doing fine without it, by all means carry on. More power to you!  But if you’re struggling, or just have the nagging feeling you could be doing better, why not give direct mail a try?  And if you do, why not consider including a lumpy object (a sustainable one of course)?  You just might surprise yourself with how well it does for you!

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Increase your open rate – and decrease waste – with lumpy mail

Posted on by Anne

Direct mail can be an excellent way to promote your business because it it highly targeted, trackable, is more likely to command your prospect’s undivided attention than many other forms of advertising, and can be relatively inexpensive to implement.  Done right, it can also be extremely effective, especially when mailed to customers you’ve already established a relationship with.

Some Green marketers are hesitant to use direct mail because of the solid waste involved.  Fortunately, there are ways to make direct mail more sustainable.  I will highlight some of these in future posts.  Today, though, I want to discuss one direct mail trick that pretty consistently increases response rates – and profits – from direct mail campaigns.

Overcoming the “First Big Challenge” in direct mail

Unless you are using postcards, one of the biggest hurdles you are likely to face when using direct mail is simply getting your mailing opened.

Even the best sales letter in the world won’t have a chance of working if it never makes it in front of the prospect’s face.  On the other hand, even if the prospect doesn’t respond to a mailing, the act of opening it up and reading the contents at least exposes him to your message. This may influence a later decision to purchase from you.  If so, it’s still valuable as advertising.

Increase your open rate with lumpy mail

There are many things you can do to encourage your prospect to open your piece.  Some of these include using unusual envelope sizes or colors, hand-addressing the envelopes, using “live” stamps instead of bulk insignias, and using “teaser” copy on the envelope to encourage your prospect to open it.  But one of the most effective techniques is known as “lumpy,” “dimensional,” or “3D” mail.

Have you ever received a piece of mail that had some sort of object in the envelope?  It’s pretty hard not to open, isn’t it?  Three dimensional objects (including packages as well as lumpy items sealed in envelopes) pique the prospect’s curiosity and increase open rates.  Another advantage is that other envelopes also tend to slide off them, so they are likely to end up on top of your prospect’s pile of mail.

Of course, exciting your prospect’s curiosity with lumpy mail won’t guarantee a great ROI for your mailing.  You will still need a promising list, a captivating headline, persuasive copy, and a tempting offer.  But adding a 3-D element to your mailing is quite capable of turning losers into winners, and winners into superstars.

And of course, that’s not just good for your bottom line, but for the environmental impact of your mailing as well.  Because anything you can do to increase your open rate not only increases your chances for immediate profit, it also decreases the waste factor represented by unopened mail.

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Tomorrow is Shutoff Day – you hip for it?

Posted on by Anne

Sunday, Oct. 3 has been designated Shutoff Day – a day to turn off your d*** computer and get a life.  Get outside, read a real book with pages, look your loved ones in the eyes!  :-)

Yes, you can survive without your computer for one day. (You might even like it so much you decide to do it every week!)

Have fun!

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Does Going Green Matter? Your opinion sure does!

Posted on by Anne

You’re probably aware that Walmart and certain other mega companies have been wielding their substantial corporate clout to influence (dare I say force?) their suppliers to switch to more sustainable products, packaging and procedures.

But what’s the real reason for the move toward green supply chains? Do these companies really care about the environment, or are they just trying to win over consumers?

What do you think?

Software Advice market analyst Stephen Janisse wants to know.  He’s conducting a survey on his blog RIGHT NOW so you can tell the world what you think.  It’s short and sweet, so don’t worry – if you’re pressed for time you can easily finish it next time a customer puts you on hold.  (He’s also included nice big optional text boxes so feel free to vent your greenwashing pet peeves or make useful and ingenious supply chain suggestions.)

But don’t delay – Stephen tells me his survey will only be open for a few more days.

Take advantage of the opportunity to speak your mind:

Green Supply Chain Survey

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How to find green promotional items for your business

Posted on by Anne

Are you tired of junky plastic promotional items, or promotional products that no-one really uses or appreciates?

Choosing sustainable promotional products for your business doesn’t just help the earth.  It demonstrates the integrity of your business.  Choosing sustainable promotional products wisely can also keep you top of mind because they’re likely to be items your prospects really do use or appreciate.

Where to look for  eco-friendly products to promote your business

A good rule of thumb when you’re looking for earth-friendly items to promote your business is to start your search close to home and move out from there.   Five  places to look:

Bottle openers

These recycled bicycle chain bottle openers from Resource Revival are practical and sustainable - a terrific green promotional item.

1. Your own company.

  • If you produce items that are easily made into samples, your work is easy.  Nothing will do a better job of telling prospects how good you are than by giving them a taste! But if that’s not possible, don’t despair.  You may be surprised at what you can come up with inside your own four walls.
  • You may have fantastic promotional item possibilities hidden in your ownwaste stream.   Do you have scrap fabric, wood or other materials that are currently being thrown into the landfill or otherwise disposed of? In addition to offering ready-made Green promotional products,  promotional item company Greengiftz works with companies to turn their scraps into beautiful items they can use as promos.
  • What if your company doesn’t produce anything physical that could be used to make things?  Well, don’t forget that information itself is an incredibly valuable commodity!  Why not offer your prospects a book, report, informational video,  calendar, tip sheet or other written item packed with great information they’ll love you for? (Heck, you can – and-should- include information too, even if you’re offering a tangible item!)

2. Your own home. Look around your home and garage for practical items that – imprinted with your name and logo – might make good giveaways.  After all, if you’re using it, others will probably appreciate it, too.  Some ideas to start you off:

  • Funnel (for reclaiming used oil or other substances)
  • Pressure gauge (for keeping tires at proper inflation for energy savings)
  • Switchplate (Imprinted with your logo and a friendly reminder to turn off the light when not in use.)
  • Wooden spoon or cutting board (made of sustainable bamboo or local wood)
  • Imprinted wooden clothespins and clothesline
  • Beeswax or soy candles
  • Pot holders

3. Your local community. Keep a look out for interesting locally made or produced items that would tie in to your brand or message.  Good places to look include your local farmer’s market or artist’s co-op.  Or perhaps you can find natural items indigenous to your area that can be used to make unique and beautiful natural promotional items.

4. Your network of contacts. Ask around at networking meetings or through LinkedIn or other social networks.  You might uncover the perfect promotional item for your Green business – and you’ll be spreading the word about your business at the same time!

5. Online sources. Nothing wrong with searching the Web for green promotional product ideas.  Here are some good places to start:

The Green Logo

Eco Promos Online

EcoBrander Promos

Greengiftz

Green Promotional Items

Fairware

EcoProducts2Order.com

EnviroPromo

RecycledProducts.com

Green by Sky High

Factory Direct promos

Resource Revival (items made from old bicycle parts)

Ecobags (all sorts of eco-friendly reusable bags)

The following are mainstream promotional item sources that carry a good selection of eco-promotional products:

EPromos

Iaspromotes.com

Garrett Specialties

Have you discovered a unique and sustainable item that you use to promote your business?  Let me know – if it’s a good one I’ll showcase it (and your business) in a future post!

Three Rules of Thumb for Choosing Promotional Items for Your Green Business

Anne Michelsen is a freelance writer who helps Green and renewable energy companies enjoy increased attention and greater sales through dynamic sales copy and insightful content.

Subscribe to Anne’s bi-weekly tips and insights into Green marketing and sales writing, and get a complimentary copy of her Green marketing report, Making Sense of the Green Sector: What Every Marketer Should Know About Selling Sustainable Products and Services.

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