Printing Arts Press Blog: Word on the Street

Friday, December 17, 2021

Marketing Techniques to Drive Sales for Your Business

Knowing how the human brain works and what drives people to make decisions is immensely beneficial in marketing.

Luckily, there’s much research and information regarding various psychological tips and tricks to drive sales and expand your business. Here are a few.

Cut down on the options

Sometimes too many decisions can cause a customer to shut down, resulting in no sales.

To avoid this, research your prospective client beforehand to determine what products or services would best suit their needs. When doing the sales pitch, focus on only these to cut down on the options. Even better, you can lump products into packages, so your prospect needs only to make one big purchasing decision instead of multiple small ones.

No matter what you ultimately pitch to your client, it’s imperative you do so with the correct framing techniques.

Utilize positive framing

Framing is how the information is presented.

Positive framing increases sales. Therefore, try to sell your product or service in a positive light by homing in on the benefits.

However, feelings other than positive ones can be beneficial if framed correctly.

Fead your prospect’s fear of missing out (FOMO)

People are much more likely to act when they feel if they’re afraid of missing out on a great opportunity.

Creating the sense of scarcity is an effective way to fuel FOMO within your prospect. After all, the more rare something appears, the greater in value it becomes. Scarcity also presents a time limit for them to act, prompting them to buy soon.

If the product or service is scarce because of high customer demand, then even better! The customer will assume the purchase will be a good choice because many other people seem to enjoy it too.

The sense of scarcity can be artificially generated through limited editions and limited-time sales.

Sometimes, FOMO is the main driver of a client’s decisions. Sometimes, it’s something else. Getting your client to articulate their thoughts to you can be immensely beneficial for the sales process.

Get your client to tell you why

This one’s rather sneaky but highly effective because people are more likely to listen to themselves.

If you can get your client to verbalize why exactly they want the product, then they will, in effect, want it more. To achieve this, ask your client why the product or service appeals to them and what’s holding them back. Your client will be able to tell you, and affirm to themselves, why they want the product or service. If something is holding them back, you will be able to better adjust your strategy.

You can get your client to want your products or services even more through promotional products.

Give your prospect promotional products

When someone receives a gift, they’ll want to reciprocate the kind action. This makes them more likely to buy from you.

Promotional products are ideal because not only are you generating a feeling of trust and reciprocity, you’re also advertising your company. The best promotional products are ones that your client will truly enjoy. Therefore, research your target market to create promotional products customized for this group.

Giving and receiving are beneficial to both parties. Therefore, it’s helpful to get your client to give something as well.

Ask your client for small favors

Once your client gets in the habit of doing small favors for you initially, they’re much more likely to agree to more significant favors down the road.

This is known as the Ben Franklin Effect. It is named after the founding father Ben Franklin, who, to build rapport, would ask someone for a small favor, such as lending him a book. This small act would generate feelings of warmth and helpfulness.

In practice, this may look like asking your client to sign up for a free e-letter, share comments on social media, read blog posts, attend free webinars, or download an ebook. Later, when you ask them for something larger, such as to buy a product or service, they’re much more likely to do so.

Not only will asking your client for small favors prime them for purchases down the road, but the small favors will help your client become more familiar with your business.

Generate familiarity

Familiarity is good because it creates positive feelings.

People like the things they are used to. Making your business familiar to your clients will help increase sales because as your business becomes more familiar, it becomes more trustworthy and good in their eyes. However, balance is essential. Too much can lead to oversaturation, which will backfire. Find the middle ground.

Psychology is a powerful tool for persuasion. The above strategies will greatly help you increase your sales and the growth of your business!

To contact Chuck Gherman, Theresa Kauser or Veronica Carter for more information about how Printing Arts Press powered by PROforma can help organizations with their Marketing and Human Resource needs through promotion and print communications please visit www.printingartspress.com.

#Print #Directmail #Marketing #Mail #Banners #Publications #Postcards #PromotionalMerchandise #BrandedApparel #Catalogs #HRmanuals

Friday, December 10, 2021

3 Tips to Improve Your Print Marketing Strategy

Print is a powerful marketing tool.

People trust print more. In fact, 82% of consumers say they trust print ads more than digital ones. This is one reason why print helps generate loyal customers.

Print is also more likely to be noticed and has a higher response rate, growing your client base. Although print is intrinsically powerful, there are actions you can take to grow its effect further.

Include a Call-to-Action

Perhaps self-explanatory, a call-to-action is when you call on your client to act.

Call-to-actions are often included within your advertisements. They ask the client to check out the business website, follow the social media account, or sign up for a newsletter.

Often, customers’ interests are piqued by your print campaign, but they’re not sure what to do next. A call-to-action solves this problem, increasing the likelihood of customer interaction.

Call-to-actions can reside within a plethora of print forms.

Utilize a Variety of Print Mediums

Print comes in all shapes and sizes.

Keep your target market interested by adding variety. Brochures, business cards, and postcards are all extremely effective forms of print advertising.

Brochures are small pamphlets that advertise the products and/or services of your business. A compelling design will help keep your customers engaged. Brochures also provide you the opportunity to share your business’s brand with consumers. Your brand is the intangible concept of your business that consumers use to distinguish you from your competitors. Brands are important because people often attach loyalty to brands.
Business cards are small, easy-to-carry cards you can hand out at promotional events. It helps improve the brand recall of prospective customers because these handy business cards stick around the customers’ houses for quite some time. In other words, business cards help customers remember your business. Business cards also help customers stay in touch with you.
Postcards are medium-sized cards with a picture or design on the front and a message on the back. They are effective because people are especially attracted to pictures. Just like brochures, these allow you to share your brand with your prospective clients.

Some forms of print are more effective than others. That’s why it’s important to acquire data.

Track Your Results

To improve your future print marketing campaigns, it’s imperative that you track the results of your past campaigns.

Obtaining data will help you pinpoint what went well and what needs improvement. This will significantly help you in the future when you decide what to include. Include more of the factors that were widely successful. For the parts that didn’t go well, you could brainstorm why and how to improve them. Or, you can forgo the faulty technique and bring in another one instead.

You want your marketing attempts to have the most impact possible. Adding a call-to-action, mixing up your print marketing variety, and tracking your results will help you develop a more effective marketing campaign.

Thursday, December 2, 2021

Re-evaluate Your Time Management Skills

Time management is something we all strive to improve.

When you think you have it down to a science, a big project comes along and stretches us. But we all know that time management is the key to being successful.

These tips will help you re-evaluate your time management skills in case you have been bombarded by stress.

Delegate. Okay, we said it. Delegation is key but make sure you give the job to the right person so you don’t feel like you have to micromanage them.

Don’t multitask. It feels like we are being more productive, and people often applaud it but don’t fall into the trap of multitasking. Studies show we are actually less productive when we spread our attention among several projects. Instead, make a list of things you need to do and cross them off as you go. That way, you won’t forget a project, but you can get it off your mind right away.

Deal with stress positively. We all get stressed out at times, but it’s how we handle it that counts. Exercise helps us deal with stress in a positive way. Other ways to deal with stress: meditate, call up a friend, listen to a podcast, get outside in nature, and write in a journal.

Set both short- and long-term goals. Your goals should be measurable, specific, relevant, and time-based. For example, if your goal is to get a raise in six months, figure out the specific steps you will need to achieve in order to do this. Then tackle it head-on.

Don’t overbook your calendar. Make sure that not every second of every day is taken. You will need some downtime, as well as time for phone calls and meetings that pop up. This will help you stay on track and not get discouraged when you can’t stick to the actual schedule.

Get up early. Most successful people start their day with a little extra time in the morning. Just getting up half an hour earlier will help you be more productive throughout your day.

Take regular breaks. Schedule these in so you are sure to take them. This ensures you don’t get distracted and helps you push on when you are tempted to look at your phone. Just 10 or 15 minutes is all it takes. You can get something to drink, go for a walk, check your phone, or talk with a coworker or friend.

Say no sometimes. When people ask you to do something, if possible, examine your schedule and workload first. Don’t just take on new assignments that you don’t have to. This also applies to get-togethers as well. If you are busy, don’t feel bad telling someone you are not able to go right now. But be sure to follow up with them later when you are free.

Don’t procrastinate. This is a good rule for both the office and in your personal life. Procrastination causes unneeded stress. We tend to procrastinate when we are overwhelmed or bored. Whatever the case, try to overcome it by making yourself start right away on a task.

Be realistic in how long a task takes. If you have a task to schedule, make sure you accurately estimate the time it takes to accomplish it. Will it take an hour to write that speech? Or will it take a week? Be realistic so you can stay on track.

Time management is something we can all work on daily. It’s important to keep honing those skills because we won’t be successful if we don’t. When you work with us, we will keep you on track with our on-time delivery and great products.

Wednesday, November 17, 2021

5 Ways to Reconnect To Your Audience

The last year and a half with the COVID pandemic has been highly disruptive, breaking relationships and forcing distance between people in all aspects of life.

Business hasn't been excluded from that effect.

That's why it's more important now to reintroduce your products and services to clients and remind them that you exist, you can help, and you're available for them.

Remember, out of sight is out of mind; clients forget why they used a service when there's a lack of contact and frequency. And that leaves room for your market to erode and someone else to fill the gap if they happen to be present.

5 Ways to Reconnect To Your Audience

1. Be Proactive

Part of reconnecting means being proactive and reaching out again, even without an invite.

A client will be fine with communication most of the time, noting they forgot how much they relied on your service. Use that opener to remind them how valuable your support was for their needs. Even if they don't need an order right away, get your presence and recognition back on their radar with a simple meet and greet through direct mail or an office visit.

2. Take the Blame for the Disconnect

Blame yourself for not staying in touch instead of letting the client feel guilty.

With so much happening, the last thing anyone wants is to feel criticized for not staying in contact. Instead, carry the blame and let them feel better about the disconnect, as well as note that you're making amends and reaching out again.

It reframes the discussion, making the client feel comfortable and noting you want their attention and communication. You want them to feel valued.

3. Reposition Your Value

Clients can begin to forget why partnerships and support relationships existed.

As clients come back into the office again, you want them to remember why they used your service in the first place. Don't let them guess, show them and reinform again.

4. Make Sure Contact Info is Updated

Most reconnects are not about a sale; they are about re-establishing a relationship.

Ideally, you want the client to have the latest means and contact info to reach out when their need is realized, and they have to act on it. People are more prone to work with a tried and true path. Make sure they have your current information, and it's readily available to them.

5. Remind Your Clients Why You Appreciate Them

If one of your clients generated a referral over the last year, let them know you appreciated the help and support.

By communicating your gratitude for a referral or past sales, clients will likely do business with you again and send new referrals, both activities positively affecting your bottom line.

Tuesday, November 9, 2021

Be a Showstopper at Your Next Trade Show

Trade shows can be tricky. They can cause a lot of anxiety when you are preparing for the unknown. Luckily, there are some steps you can take to ensure you are successful. Here are a few to add to your to-do list.

Start early.

It should go without saying, but sometimes we procrastinate starting to plan for a trade show because it seems daunting. This is to encourage you to start as soon as possible so that you will be prepared for any problems that might arise.

Prepare your team.

Be sure to have team meetings regularly and at least a week before the trade show to discuss items such as dress code, hotel, transportation, duties, and responsibilities. Make sure everyone knows their schedules at the booth and contact information in case they get lost or have questions.

Be active on social media.

This is important to do before, during, and after the trade show. Include your booth number and hashtag so people can find you easily. Tweet about the upcoming show and give glimpses of giveaways or your excellent signage.

Offer giveaways.

Everyone loves free things, and this is no exception.

And we aren’t talking about just pens and pencils. Offer food, drinks, games, or prizes. Have a coffee machine or offer cupcakes, or whatever might draw people in for more than a few seconds. Then be sure to utilize this opportunity to find out what the prospective customer might be looking for. Use anything that might break the ice.

Debrief and follow-up.

If you found a way to capture people’s information, send them a thank you note for coming to your booth. Talk with your staff to see what their opinions of the trade show were. This is critical for improving future booths.

Hand out bigger bags than the competition.

This will ensure that your bag will get used and that your message gets noticed. People tend to stuff items in the free bags, and whichever one is larger will hold the others.

Have professional signage.

Big, bold messages and colors will capture people’s attention and make them remember you. Use your logo and catchphrases. Show people what you’ve accomplished by having professional, eye-catching signs.

Create a buzz.

It’s great to keep things on the upside and positive, but it’s even better to do something humorous to get people talking. Maybe you have a sign that is full of humor, or perhaps it’s a funny game. The funnier it is, the more people will talk...and others will gather around your booth.

Do your research.

If possible, find out what the large competitors will bring. And when you’re there, make sure you walk around and note what others are doing. This will help you in the future.

Be creative.

Show a short video on your business. Find a way to partner with another company to showcase their items with yours. Maybe it’s a big floral display or food, or perhaps it’s as crazy as bringing in animals from a local zoo or humane society and then tying it together with your message and other giveaways.

The possibilities are endless when it comes to making your next trade show booth pop for whenever that next show may be. But it all starts with planning, preparing others, and getting the right signage. With professional signage, your message won’t get lost in the shuffle. Everyone is there to make an impression. What will you do?

Wednesday, November 3, 2021

How to Keep Brand Value

Your brand is everything.

It’s what makes potential buyers and customers recognize you and helps set you apart from competitors.

It’s important to maintain the value of your brand in order to make the most of your business marketing. Keeping brand focus and consistency is key. If customers know what your brand stands for, they’ll end up appreciating it more, and you’ll gain more organic traffic.

A strong brand value helps tell your company’s story, creating awareness, loyalty, and excitement for the consumer.

Sales and marketing trends will continually change over time. However, building the power of your company’s brand is an investment that pays for years to come.

3 Ways to Keep Your Brand Value

1. Business Visuals

Your logo is at the forefront of your company.

Anyone who knows your business knows what your logo looks like, including the color palette, typography, imagery, and graphic elements. These brand visuals are most important to maintain throughout your business advertising.

When marketing for your business, continue to use these same characteristics of your logo throughout. Over time, after creating enough brand awareness, you should simplify your logo, and people will still know exactly who you are. For example, the Chevrolet logo doesn’t need the word “Chevrolet” next to it for people to know who they are. They’ve been around long enough and created a strong brand value to be able to pull that off.

2. Business Values and/or Mission

Brand values and/or the mission of your business are just as important to show and maintain as the logo characteristics.

Use your values to strengthen your advertising, show what you stand for, and create awareness. When people see an advertisement, they should be able to tell what company it’s for before even showing a logo or a name.

3. Business Style

Your company’s style fits in with your brand value and is important to maintain across all marketing consistently.

Does your building’s interior design use a modern appeal or more of a rustic look? Does your website use a white and clean look or a dark and textured theme? Use this style as a part of your print marketing and other advertising.

The Ultimate Marketing Combination

All of these things; your logo, values, and style all play an important role in maintaining brand value.

Used often and strategically, these brand elements will help strengthen your brand so that your business is better known, and you’ll gain more traffic online and in person.

Tuesday, October 19, 2021

Disable Defenses by Creating Curiosity with Your Marketing

You want your prospects to understand how your products can solve their problems, so they’ll be moved to make a purchase.

But people don’t go from uninterested observers to committed buyers overnight. Asking for a sale is a relational proposition. And relationships have rules. Understanding the stages of a marketing relationship is important because it helps you understand what your sales funnel needs to accomplish.

Just as you wouldn’t propose marriage before a first date, you can’t rush a customer into a purchase.

What do romantic relationships, friendships, and committed customers have in common? They all move through three stages:

1. Curiosity

2. Enlightenment

3. Commitment

People will not want to know more about you (enlightenment) unless they are curious about you. And until they know how you can help them, they will never commit.

Curiosity is a Snap Judgment

The curiosity stage of a relationship is about instant impressions.

Whether you are scanning a print ad or sorting piles of mail, your mind is always evaluating information. Anything not relevant to your survival is perceived as “junk.” You’ll toss it aside completely, or you’ll procrastinate and plan to give it attention later.

At the curiosity stage, prospects decide whether to keep or discard the information you’re offering. At this stage, if you don’t tell somebody how you can make their life better, they will set you aside.

When it comes to marketing – whether it’s the tagline on your direct mail envelope or your entire elevator pitch – you will never succeed if you can’t succinctly express how you will help people survive.

Want to build engagement by provoking curiosity? Get them wondering about something or look for ways to turn information into a quest. A few ideas:

-- Strive to make the information personally relevant

-- Avoid using material that is given away freely elsewhere

-- Use a compelling “missing information” teaser

-- Offer the promise of something worthwhile

-- Combine a curiosity headline with a self-interest subheading

-- Use visuals to suggest or create the perception of mystery

Samples of Curiosity Teasers

Learn why you never want to eat this before flying!
Is the Honeymoon Over?
If You Live in Siberia, This Trick Could Save You Thousands!
The Secret of a Clutter-Free Office
Why You Don’t Want to Drink the Pool Water
Are You Maintaining Your Life or Actually Enjoying It?

Finally, remember to provoke customers with a vision of the “ideal version” of themselves.

Very little of what makes people curious is rational. People don’t buy products or join a movement because they are thinking rationally. They commit based on emotion, status, or dreams of their aspirational identity. If you can stoke curiosity by tugging these heartstrings, you’re already halfway to a sale!