Marketing communication

Listen to dissatisfied customers before they damage your reputation and business

01 Jun, 2020 Marketing communication

Most organizations – even government departments – transact goods or services of one kind or other to someone else. This means most of us are in a sales role to some extent. Not only that, many organizations have internal customers – fellow employees to whom we need to provide information or tangible material in our daily work. We need to take account of how well we deal with them and how well we fix ...

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Use the power of testimonials in your marketing communication

01 Jun, 2020 Marketing communication

The most powerful persuader in the marketplace, apart from a customer’s own experience, is the opinion of someone they trust. That’s why so much effort goes into viral marketing or ‘word of mouth.’ And that's why social media is so influential. It gives you instant, direct unvarnished dialogue with others. And that’s also why genuine testimonials are so effective. A testimonial is third-party endorsement at its best. There is much more credibility in the ...

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This simple secret will win you better cooperation from others

01 Jun, 2020 Marketing communication, Persuasion, influence, motivation

As a customer, I had a disappointing ‘moment of truth’ recently when I went to a major discount drugstore (pharmacy) to get a prescription filled. Had to wait 35 minutes, which seemed like an eternity, and it made me late for a meeting. Apparently a pharmacist was off sick, so they dropped well behind in filling prescriptions. But not a word to waiting customers to explain this. They could have easily put up a ...

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Avoid the trap of huge discounting

01 Jun, 2020 Marketing communication

Profit misperceptions Many marketers make the mistake of massively discounting some products in sales promotions, especially at times like post-Christmas sales, and for Black Friday promotions, which typically signal the beginning of the holiday shopping season. A lot of customers don’t understand the use of ‘loss leaders’ – items promoted heavily and sold at a loss to attract customers to come to the store in the hope that those customers will buy other products ...

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Email marketing: grow your list and become a trusted sender

01 Jun, 2020 Marketing communication, PR and the internet

By John Coyne, Head of Campaign and Marketing Experience, Adobe Sending an email newsletter to existing and prospective customers can be a very effective way of building trust, establishing a relationship and generating new business. I say "can be a very effective way" because success can often depend on ticking the following boxes; Ensure your mailing list is clean and up to date Ensure your content is interesting and offers value to your recipient ...

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How to improve marketing headlines in minutes

01 Jun, 2020 Marketing communication, Writing and layout

Above image: Sample layout and headline treatment for marketing brochure, flyer, magazine cover or poster template. Original article by Sean D'Souza, www.psychotactics.com, and edited by Kim J. Harrison. Headline writing is an art, right? No it's not. But you can't be vague. So how would you define vague headlines? Vague headlines have terms like this: Does your office have workplace stress? So what's vague about that headline? Well for one, what's the meaning of ...

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Word-of-mouth marketing potent for communication campaigns

01 Jun, 2020 Communication campaigns, Marketing communication

While having a haircut recently, I was reminded of the power of word-of-mouth marketing campaigns. My barber Jacob, a part-time rapper and guitar player, said he doesn’t seek social media coverage to build up his fan base for gigs – he finds offline word-of-mouth more effective. This raises the question of word-of-mouth marketing’s value. The answer is a resounding “Very important.” Around 19% of an average US brand’s sales is driven by social conversations ...

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How to evaluate copywriters and their material

01 Jun, 2020 Marketing communication

As communicators, we will inevitably need to appoint a copywriter at some stage to prepare creative material for direct marketing campaigns of one kind or another. Or we write the creative material ourselves. Either way, it helps to understand what to expect from copywriting work. A couple of traditional ways to evaluate copywriters’ work is to measure the response rates and ROI they have achieved in previous campaigns. But what other ways can be ...

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Add a ‘P.S.’ for more impact with marketing emails and letters

01 Jun, 2020 Marketing communication

Adding a ‘P.S.’ to a direct mail letter or email is a powerful way to reinforce the impact. The P.S. is one of the most important elements in a persuasive document, so don't underestimate its value. ‘P.S.’ or ‘PS’ comes from the Latin ‘post scriptum,’ which means "written after." A postscript is writing added after the main body of a letter or other block of text. Some clients of copywriters say they don’t want ...

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16 ways to capitalize on a word-of-mouth marketing campaign

01 Jun, 2020 Marketing communication

Testimonials are a classic way to create perceptions of authentic value to customers and clients. Sample testimonial: Other thoughts for both offline and online word-of-mouth marketing campaign are: Stimulate and collect testimonials and endorsements from customers, experts and opinion leaders or influencers such as media personalities, life-style commentators, etc. Use the internet to amplify word of mouth. Use email, blogs, Facebook and Twitter to regularly communicate with customers and other contacts, and engage them ...

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