Drew McLellan, Author at McLellan Marketing Group

Where in the world is your customer?

June 16, 2008

A client sent me some initial web copy that she and her team had drafted. It was copy for their home page and some other lead pages. I read through their draft and sent a very short e-mail back.

"Where are your customers?"

This, of course, triggered a phone call with a "what do you mean, where are my customers?"

Technically, there was nothing wrong with their copy. It was grammatically and factually correct. But, the copy was all about my client’s business. We were established in, we’ve got 4 offices in, our expertise is, our philosophy is, we believe…

You get the idea. We, us, our, we. But their customers were no where to be seen.

How do you feel about a person who just talks about themselves? Do you have a sense that they care about you? Do you want to hang out with them?

The same goes for marketing. Your copy needs to reach out and connect with the audience before you start talking about yourself. You want them to demonstrate that you understand who they are and what problems they are facing. After you’ve established that — then and only then can you begin talking about yourself.

How did I fix the client’s copy? I added four questions to the very beginning of their home page which asked:

Are you irritated when you…
Are you tired of having to pay for…
Does it grate on your nerves when….
What if it didn’t have to be that way?

And so on. You get the idea. I did some other tweaking of course…but started by adding the customer back into the copy.

You know what I am going to tell you to do next. If you’re brave enough, go check out your own brochures, websites, print ads, etc.

Is your customer there at all?

Update: Mark over at Really Practical Marketing has added to the conversation by offering some ideas on how you can make your copy more customer focused.

Tim Russert — a lesson in branding

June 14, 2008

The world, but especially here in the United States, is still stunned by Tim Russert’s sudden death yesterday. The accolades and eulogizing has begun as people grapple with his passing and I have no doubt much will be written about the native New Yorker and political junkie.

I must admit, this is not an entirely objective commentary. I liked Tim Russert a lot. I respected him for his knowledge and ability to reduce the complicated to the simple. I trusted him.

I trusted him. There’s the key sentence.

Tim Russert earned the country’s trust. Which is the sign of a brilliant journalist but it is also the foundation of a brilliant brand. How’d he do it?

He was passionate: Tim Russert loved the political process. He loved asking tough questions. The crazier it got, the happier he got. His passion was contagious. His reporting took us past the hype and the circus and got us interested in the real deal.

He was authentic: He never tried to be anything other than what he was — a kid who grew up in Buffalo, NY. The son of a sanitation worker. A working class Irish Catholic. He brought his life’s experiences to his work. It made him tangible to us. He wasn’t all that different from us. Even though he hung out with Presidents.

He was likable: He was affable. He talked like a normal person. He used stories to explain complex topics. He wasn’t over-polished or perfect. His hair was always a little mussed. He reminded me a a big, friendly dog. There was nothing scary or intimidating about him. He was a guy that you knew would be cool to just hang out with.

He wore his emotions on his sleeve: While his reporting stayed objective, his enthusiasm for the whole thing was apparent. He loved what he was doing, he loved talking politics. He loved the battle and the debate. That was a big part of how we knew he was authentic. He didn’t try to keep us at arm’s length. He invited us in to share in what he loved.

He was consistent: Tim Russert was grounded. He had a code of ethics and morals that created his course of action. He defined his own professional (and I suspect personal) right/wrong meter and he used it to guide him. He understood his own brand and the beliefs that the brand was built upon. That allowed him to deliver a consistent product every time.

There will be much talk about Russert’s impact on politics and journalism over the next few days. And rightly so. He was brilliant at his craft.

But I suspect many will mourn his passing for the same reason that I do — I liked and trusted him. That’s rare in today’s over-spun media world. And it’s equally rare among brands.

The sign of an extraordinary brand is that we can’t imagine what we’d replace it with. The next few months are going to be very heated as the United State’s next president is elected. I can’t imagine who could possibly take Tim Russert’s place.

He will be sorely missed by me and by many.

Update: Jim Kukral used this post as a launching pad for his own thoughts on Russert in his daily video series, The Daily Flip.

Jann Freed adds her thoughts to the discussion, calling Russert a sage.

Steve Cranford shouts out to this post over at Whisper Brand.

Hey Mother Nature, quit picking on Iowa!

June 12, 2008

It ‘s been a very difficult and tragic few weeks here in Iowa.

Between tornadoes destroying towns like Parkersburg and taking the lives of 4 boy scouts last night and the flooding that is destroying homes, businesses and putting lives in jeopardy — we’re feeling a little picked on.

I can’t tell you how much I appreciate the e-mails and calls from all of you, checking on us and offering your prayers and thoughts.

One of the silver linings of a disaster/s is watching humanity at its best. Sure, there will probably be some people who try to take advantage, but for the most part — people are scrambling to find ways to help. Fund raising efforts to re-built Parkersburg have exceeded expectations.

People and businesses aren’t waiting to be asked, they are just showing up to help with the sandbagging and flood rescue efforts. Businesses who are out of harm’s way are offering extra office space to anyone displaced by the water. Hotels are making rooms available to families who have lost their home. Volunteers are calling a hot-line number to find out where they are needed and going without question. Restaurants are delivering food to sandbagging sites.

And the rain beats on relentlessly, adding to the danger and challenge of trying to prepare/recover.

It reminds me of how we as a nation responded after 9/11 or Katrina. When someone’s in trouble — it brings out the best in us. People don’t stop to ask "what’s in it for me" — they just act honorably and give.

I thought about twisting this story into a marketing lesson (because you know I ‘ve done that before!) but I decided a lesson in humanity and human kindness was probably a better choice for today.

While the power of the rushing water is awesome, the power of the human heart is even more awe inspiring.

Update: Sorry — should have been more clear. Yes…me and mine are fine and dry. Had some serious basement flooding damage but in the grand scheme of things, that’s nothing. House is in the ‘burbs so we shouldn’t be at any high risk. Might lose water/power for a few days. Office is downtown, but I think we are on high enough ground. Time will tell. As best I know, all the Iowa bloggers you know and love are also safe and dry.

Photos courtesy of Des Moines Register’s online photo galleries.

Seth Godin’s TED talk

June 10, 2008

TED stands for Technology, Entertainment, Design. It started out (in 1984) as a conference bringing together people from those three worlds. Since then its scope has become ever broader.

The annual conference now brings together the world’s most fascinating thinkers and doers, who are challenged to give the talk of their lives (in 18 minutes).

Here’s Seth Godin’s shot at it. Yes, it’s 18 minutes long…but you’ll be glad you watched. He’s a master storyteller. Which as you know, is what marketing and branding is all about.

What did you think? Takeaways?

What are your customers tolerating?

June 9, 2008

The buzz today (and for the past few weeks) is that Twitter will be down for much of the day.
When you pull out of the fast food drive thru, you check the bag to see if they got the order right.
Your accountant takes two days to return your call.

We’re surrounded by mediocre service. It’s annoying. It frustrates us. And yet we tolerate it. And typically we tolerate it in silence.

That silence kills.

It kills trust. It kills loyalty and eventually, it will kill the relationship altogether. Don’t fool yourself into thinking that this is everyone else’s problem.

Do you know what your customers are tolerating? What do they find frustrating? If you don’t know the answer to that question (and aren’t repeatedly asking it) then you have customers who are slowly stepping towards the exit.

What are you going to do about it?

Could you find an extra 15 hours? (DJ Francis)

June 6, 2008

I recently outlined all of the media I recommend to keep up with the best in blogging and marketing. It was a large list. Very large. After reading that list, I sympathize if you think it would be impossible to keep up with all of the books, magazines, blogs, and podcasts.

Before I started blogging, I never would have thought that I could consume all of that information (outside my day job, no less). I’m here to tell you that it is possible and these are the secrets to create at least 15 hours in your week to do so.

No Rest For The Wicked First, wake up an hour earlier. If you’re tired, go to bed earlier. It’s amazing the amount of time we waste at night. Believe me, you will not waste time at 5am. (Hey, no one said this was going to be easy.)

1 hour x 5 days/week = 5 hours gained

Podcast Your Way To Work You probably commute to work – train, bus, car – doesn’t matter. Why are you listening to shock-jocks or staring out the window? There are a thousand ways to connect your iPod to your car radio (and one particularly effective way to connect your iPod to your ear). Polish off some podcasts on your way to and from work.

.5-1 hour x twice/day 5 days/week = 5-10 hours gained

Idle Hands And All That You don’t have to be a kid to realize that everyone poops. I don’t want to get too personal, but you’re just sitting there, right? I hear it’s a good place to, you know, read…

Let’s not even divide this by day – let’s just say 1.5 hours/week gained (give or take)

Digesting Content It’s likely that you eat during the day and that’s just wasted time. Sure, you might need to throw in the client lunch here and there, but most of the time you’re shoving down a sandwich in front of the computer like the rest of us. Grab a book or your iPod and head to the park. You’ll get work done over lunch and it’s better for your health.

.5-1 hour x 5 days/week = 2.5-5 hours gained

Exercise Your Mind Too How much time do you spend on the treadmill watching Chris Matthews bloviate on television? How about all of those hours watching the Yankees lose (or the Cubs win)? Don’t waste this time.

.5-1 hour x 3 days/week = 1.5-3 hours gained

Add It Up Add this up and you are looking at 15.5-24.5 hours gained per week! Think of what you could do if you had 2-3 work days just to focus on your own career – not the one where you earn money for your boss, but the one where you improve your life for your family. None of this is easy, but it is possible. It’s just a matter of how much you want to succeed.

Go Pro If you’ve mastered these steps and you are ready to go professional, follow Chris Brogan’s advice. Unlike me, he actually derives a living from blogging. I know these tips work – they’ve been working for me for months. Feel free to leave other tips in the comments.

DJ Francis has spent his professional life in the persuasive marketing communications world. Whether it was his stint in political strategy, his foray into magazine marketing or his current gig, healthcare marketing — he has mastered the art of leading the horse to water. You can subscribe to his blog Online Marketer and check out his free white paper, Writing Content for a Web 2.0 World.

Every Friday is "grab the mic" day. Want to grab the mic and be a guest blogger on Drew’s Marketing Minute? Shoot me an e-mail.

5 ways to market your business for little to no money

June 6, 2008

No matter where I speak, who the audience is or even the topic I am supposed to address, this same question comes up:

How do you market your business if you don’t have a lot of money?

Well, the short answer to that is….you’d better find some resources for marketing or you are in a lot of trouble. But, that doesn’t mean they all have to cost an arm and a leg.

Here are five of my favorites and none of them will break the bank.

Hang out where your potential customers hang out and be helpful. Do your clients read certain blogs? Then be there and share your expertise. Do they all run in local marathons? Be there, handing out clean, dry socks with your logo on them. Do they go to industry trade shows? Be there and host a free Q&A about their biggest problems. Don’t wait for them to come to you. Go out and find their watering hole.

Know your perfect customer and only take work from them. This requires incredible discipline but pays big dividends. Rather than taking clients for cash flow, ONLY take on those clients that you can delight. And who delight you by paying you a fair price.

Create a referral network by delivering the first referral. When you help someone, it is human nature that they want to return the favor. Why not set the example by making an incredible referral. Now of course to do that…you need to know who their perfect customer is. Which means you get to have a very meaningful conversation that’s all about them. See how the human nature thing is going to work?

Use handwritten thank you notes to show your appreciation. In today’s high tech world, a personal gesture like a handwritten note means a great deal. It doesn’t have to be long or fancy. Just from the heart. And if you can’t thank a client from the heart, you should fire them before they fire you.

Let them have a taste. Sampling is one of the most effective marketing tactics around. There is no substitute for actually experiencing your product or service. And don’t give them a dumbed down version. This is your greatest opportunity to earn their trust and their business. So do it right.

Want more? Check out Lewis Green’s Marketing for Consultants on a Shoestring post.

The ingredients of WOW!

June 2, 2008

When was the last time you raved about a business? Was it because their product was so notably superior? Or was it because something they did WOWed you?

Think of the companies that we hear about every day. Disney, Nordstroms, and Whole Foods comes to mind. We don’t hear about their rides, shirts or olive selection. We hear about something memorable they did or created. We hear about the atmosphere, the attitudes and the energy level.

We hear about the WOW.

Think about the last time you were WOWed. What elements were present? How did they create that moment that you couldn’t help but talk about?

Or….how do you create WOW for your clients? What do you do that absolutely delights them?

For me, one of the absolutes is surprise. it doesn’t have to be a big surprise. In fact, the more minute the detail, the better.

Once you’ve thought about it (and hopefully shared here) for a bit, check out this post by Michael Hyatt. He talks about his own experiment in trying to identify WOW. What do you think of his concoction of WOW ingredients?

Who is doing a stellar job of harnessing the power of their client base?

June 1, 2008

I gave a presentation on branding in Marco Island, FL (not a bad gig in January) and have since struck up an e-mail conversation with a gentleman from the UK who was there.

He asked me a question that I’m not sure I know the answer to….so I thought I would ask you. I am confident that you’ll know.

Do "we" know of some other B-to-B companies who are doing a stellar job of marketing to their existing client base to generate additional projects/revenue (in other words…turning clients into a referral source)?

What say you? Do you have some examples of work you’ve done for a client? Case studies you’ve read? Other blog posts you could point us to? Something you are doing inside your own company?

Taking the Fear From Selling and the Mystery from Marketing (Barry Moltz)

May 30, 2008

Have you heard either of these before?

The Sales Person: "It’s scary! I don’t want to call people I do not know."

Marketing: "It’s a mystery to me! What worked and what did not work in my marketing plan?"

This is where so many business people can get stuck in launching a successful marketing and sales campaign within their company. Unfortunately, without strong sales and marketing we do not have customers and without customers, well, all we have in is more inventory and debt.

What we have to understand about sales is that people only buy when they are in pain and have the money to solve that pain. When I ask someone to buy, it’s not personal. If they are in pain and have the money to solve the pain, they will buy from me (assuming I can solve that pain).

It’s that simple.

Our job in sales is to find the people who have the pain and the money to solve that pain. Where this job gets complicated is that salespeople have the tendency to focus a lot of attention on prospects who either are not in great pain or don’t have the money to solve the pain.

We accept a "maybe" from our prospects for answers and keep working on getting them to say "yes" even though there is no prize down that path. We keep doing this because it is more comfortable to call on people we already have had contact with and we do not want to admit to ourselves that maybe this person who we hoped would buy from us, just won’t.

The second best answer from a prospect is "no". A "no" allows us to let go, bounce, take an action and find people that have the pain and money to say yes!

Marketing begins to work when the prospect says no. Marketing is critical because we actually can’t sell anything to anyone, we just need to be there when people are ready to buy-period!

Marketing’s job is to consistently inform our prospects (the people who have the pain) that we are here. We retain visibility in front of them so when they are ready to make the buying decision, they call us. We can be considered.

One of my mentors, Robin Creasman calls this "the maybe pile". You get a chance to compete. That’s all we need to do. Most companies close 30% of the proposals they submit. When marketing gets us into the maybe pile we have more chance to close more sales.

Barry Moltz has founded and run small businesses with a great deal of success and failure for more than 15 years. His second book, “Bounce! Failure, Resiliency and the Confidence to Achieve Your Next Great Success”, teaches how to gain true business confidence. Barry is a nationally recognized expert on entrepreneurship who has given over 100 speeches to audiences ranging from 20 to 20,000.

Every Friday is "grab the mic" day. Want to grab the mic and be a guest blogger on Drew’s Marketing Minute? Shoot me an e-mail.

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