The
Business Bulletin By business owners, for business owners
NO ADVERTORIALS
ENGAGING CONTENT
PRACTICAL ADVICE
Issue 10
Focus on Sales and Marketing Spotlight on Julie Futcher
PLUS Why you need a PR strategy for your business The challenge of sales Direct mail…isn’t that a dead marketing channel? 5 common presenting mistakes and how to avoid them
Sponsored by
Are you keen to see your business grow? Then you need to keep track of the gures… Building a successful business takes determination, energy, focus, and know-how. But even the best business idea cannot ourish without one additional critical input; information. At Essendon Accounts & Tax, we love nothing more than helping a business thrive. In fact, it’s become our speciality. Are you a Family Business? We can act as your virtual Financial Director providing expert advice through a hands-on approach. Whatever accounting and tax support you need, we can help. Want to make a prot? Let us take on the grind of tracking what’s coming in and going out, so we can then model your cash ow and provide you with the information you need to make swift and critical business decisions. Looking to outsource your payroll and bookkeeping? Payroll and bookkeeping exist in ever-changing complex landscapes that require up to date knowledge and expertise. Would you prefer to spend your time working on your business? We can help.
ACCOUNTS & TAX
Need assistance with a tax issue? Whether you are a sole trader, in a partnership, a director of a limited company, or simply an individual with a regular income, expert knowledge that enables you to maximise the numerous tax allowances and reliefs that are available can save you a fortune. Speak to us. Looking for support from a Financial Director? All top athletes achieve the peak of their career by working with a coach, and we know that every business keen to reach the top needs a team of trusted advisors. We have the expertise you need.
At Essendon Accounts & Tax, not only do we believe that building a long-term relationship with our clients makes a difference, but we do it through taking a practical hands-on approach. Whilst you work on your business, we’ll pour over your paperwork, balance the books, provide you with the information you need, and tackle the tax man on your behalf. We will save you time and stress, so you can enjoy seeing your business grow. Give us a call today on 01908 774320 or visit www.essendonaccounts.co.uk
3 Warren Yard, Warren Park, Stratford Road, Wolverton Mill, Milton Keynes, MK12 5NW
The Business Bulletin
A magazine that works for everyone Paul Green Founder & Chief Editor
Welcome to the tenth edition of The Business Bulletin. Hopefully you will enjoy this edition which focuses on sales and marketing. Published every four weeks, it will cycle through the following themes: ■ Finance ■ Sales & Marketing ■ Operations & Resources ■ Strategy & Personal Development It will bring together a collection of articles aimed at any small business owner who doesn’t have all the answers and is open to some thoughts and advice from some of the leading experts in their fields. So what makes this different to any other publication? I’m glad you asked! For the reader – no more advertorials. All the featured articles have been chosen for their valuable content, not because the author has paid to be published or taken out an advert to get their slot! For the contributor – you can submit articles for inclusion without having to pay for the privilege or having to advertise. If your article is deemed suitable based on its merits – that it is
All the articles featured in this magazine have been chosen because of their valuable content
relevant, good and engaging content and not promotional of your business, then it will be published. For the advertiser – if a publication is more engaging due to the content, then it is more likely your adverts with be noticed. The number of full-page and half-page ads is limited for each edition and there will be a limit on the number of advertisers from a given industry sector. This means your advertisement is more likely to stand out from the crowd and not be lost in a sea of competitors. Your feedback and thoughts on this magazine are welcome –
Join in!
let us know your experience. Contact us to contribute an article or
Thanks,
place an advert for future editions contribute@business-bulletin.co.uk
Design & Layout: Pixooma Ltd
Proof-reading: James Tarry
© Copyright 2021 The Business Bulletin. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means electronic, mechanic, photocopying, recording or otherwise without prior permission of the editor or the author of the article. Disclaimer – no responsibility can be accepted for any actions that you take as a result of the content provided in this magazine. There is no guarantee that implementing any of the advice contained in the articles will definitely ensure your business success or have a positive impact. They are presented as information based on the experience of the authors working with many different types of businesses in their field of expertise and are provided as a choice for you to consider if they will be useful for your business.
Issue 10 – Sales and Marketing | 3
PRBLEM
SOLUTIN
“I need help with my social media, but I want to keep it in-house, not outsourced.”
The Green Umbrella Social Media Coaching Club
Is this you?
What if...
You can’t keep up with social media - every time you log in something has changed. It’s overwhelming!
The information you need to know was filtered and delivered to you on a weekly basis?
You know digital marketing is the way forward and need to use your time efficiently to make sure you get some leads! You worry if you are creating the right content for the right social platforms so you can reach your target market.
You had an unlimited resource of advice, guidance and tuition from social media professionals who spend all day every day generating leads through social media activity across a multitude of sectors and disciplines?
We offer a range of monthly social media coaching club packages from as little as £97* a month. Call us now on 01604 726758 to find out more, or visit green-umbrella.biz/coaching-club * plus VAT
greenumbr3lla
greenumbr3lla
greenumbrellabiz
GreenUmbrellaMarketingLtd
green umbrella
www.green-umbrella.biz
Are you a BusComm Member? Discounted coaching packages available from only £45* per month
The Business Bulletin
Contents This edition focuses on sales and marketing and brings together a wide range of topics with a selection of quality articles from leading experts in their field.
Planning for Facebook Ads Sarah German
6
Always remember your customers John Milner
8
Why you need a PR strategy for your business Eleanor Lester
11
Strategy needn’t be a scary word! Lindsay Woodward
13
The new era of flyers in an online world 16 Marie-Louise O’Neill The challenge of sales Julie Futcher
19
The midges that bite – microcopy, omni-microcopy and your message Kevin Robinson
22
Giving is good for business…sometimes 25 Jacky Sherman Direct mail…isn’t that a dead marketing channel? Andy Sarson
Marketing vs sales – which is more important? Stephanie Holmes
Spotlight on Julie Futcher
30
34
Should you start a podcast? Christina Robinson
38
5 common presenting mistakes and how to avoid them Charlotte Green
41
Stories build bridges Robin Kirkley
44
Ask the experts
46
SME survey
50
28
Issue 10 – Sales and Marketing | 5
The Business Bulletin
Planning for Facebook Ads Unless you’re incredibly lucky, the success of your Facebook and/or Instagram advert very much depends on how well you’ve planned it. It may sound obvious, but if you’re new to social advertising, it is surprising how much there is to get right before launching a campaign.
During this past year, I have invested
in running a campaign. I also love
the sooner you can start to
a lot in training and business
the vastness of the audiences, the
build relevant data for your
development. Six months into
ability to laser-target your ideal client
target audiences.
running my VA business, I took
and the power of aligning all the
a swerve and a deep dive into
key ingredients to create a high-
Facebook Ads. Why? Because I am a
performing advert.
bit of a nerd and I love the planning, data and analytics that are involved
If that sounds appealing and you’re thinking about having a go at Facebook and Instagram ads in your business, read on. In this article, I share a few ways in which you can start laying the foundations for achieving, what all marketers want, a great ROAS (return on ad spend), before you’ve even opened your Ads Manager.
Sarah German VAVA Sarah helps small businesses with training, workshops and full management of Facebook, Instagram and Pinterest Ad campaigns. Together with her team, Sarah also provides a variety of social media and marketing support services, enabling her clients to outsource time-consuming tasks and spend more time focusing on their zone of genius. 07817 907730 info@va-va.co.uk va-va.co.uk
6 | Issue 10 – Sales and Marketing
■ First off, go to Business. Facebook.com/create
■ Quality check. You may have heard of ad accounts being rejected for one reason or another. To run ads, you will need to own and verify your domain. Facebook will also check that you have the correct policies on your website, so do make sure these are in order and that your Facebook Page is optimised and active to avoid running into issues.
to set up your Business
Planning
Manager.
While all that’s cooking, start
■ Next, install the Pixel. Say what? The Pixel is a piece of code that sits on your website and allows you to
planning! What do you want to achieve with your ads? And who do you want to see them?
track your web visitor and
Objective
ad activity. Either follow the
What’s the end result you want to
instructions on Facebook
achieve? Do you want to generate
(go to Settings, Data
awareness, leads or sales? Knowing
Sources, Pixel) or ask your
this will help you to select the correct
web developer nicely. The
Facebook Objective for your campaign
sooner you get it installed,
and will also have a bearing on your
The Business Bulletin
budget, because the higher the
body image, or emojis that are
intent, the bigger the budget you
a short form of these, as they
are going to need.
are likely to get your ad banned (which can be reviewed, but these
Budget People often ask how much they
things take time).
Metrics How will you know if your campaign is a success? Make sure you research the key metrics for your niche so that you have a benchmark for what “good” looks like and can see whether your
should spend. Think about it this
Creative
way. How many leads or sales do
It’s been said that 80-90% of the
of data available within Ads Manager,
you want and how much would you
performance of an ad is down
which can be overwhelming to the
be comfortable spending on them?
to the image. Don’t rely on one
untrained eye, so it’s really helpful
Budgets vary wildly, starting at £5 a
or two creative hooks as you’ll be
to know which key metrics you’re
day to a long way beyond.
missing out on segments of your
looking for.
audience. Quantity AND quality
Audience Get crystal clear on your target audience. Who are they? Are they male? Female? How old? What are their interests? What are their pain points? How can you empathise and solve their problems? Spend a good amount of time plotting this out as it will help you to ninja-target your Facebook audience (or audiences – you may have more than one persona) once you get inside the Ads Manager.
are both important, so build up a good bank of creative that speaks to your different audiences at different levels of your funnel. Videos and carousels are increasingly popular and tend to work very well as long as they are an attention-grabbing length and on point with their messaging.
ads are hitting the mark. There is a lot
Marketing with Facebook ads doesn’t have to be complicated or expensive, as long as you are aware of all the moving parts and plan accordingly. Boosting posts without reason and launching campaigns without prior planning is likely to leave you feeling frustrated and annoyed at the expense, even if you did select a low budget. However, if the idea of ads still brings you out in a cold sweat, then you may want to consider bringing in an expert to either give you further guidance or do them for you.
Sales funnel What journey do you want/need your ideal customer to take? Rarely is this a one-step process, although not impossible. Planning this journey or funnel will guide your thinking on your budget, your copy and your creative, as well as help you to build the right kind of audience to retarget lower down the funnel.
Copy Plan your copy based on the different personas you have created. You’ll need an attention-grabbing headline to stop the scroll and some enticing copy that empathises and appeals to your audience pain points. Emojis help to grab attention and testimonials and story-telling are great ways to engage and get your message across. Do be very careful not to use language that relates to health or
Issue 10 – Sales and Marketing | 7
The Business Bulletin
Always remember your customers Or to put it another way – never forget who your customers are!
I remember well a poster on a
service they want (and expect) from
organisations re-focussed on online
warehouse wall, placed strategically
their suppliers.
only sales, it provides an insight into
above the packing and despatch desk, which read – “Customers make paydays happen” That was just as I was starting
Long before Basil arrived at Fawlty Towers, John Cleese made several training films. They were memorable, not least because of Cleese’s comic
what the future retail environment may look like. Certainly, where a younger target audience is concerned. So, to conclude on this example,
out in sales, early on in my career.
delivery, but they all conveyed a
it’s not all about COVID-19, but
But it struck me then as being very
serious message. One such was called
partly it is down to companies not
succinct, whilst at the same time,
“Who Killed the Sale”. I’m sure it’s
providing the service their customers
summing up the whole essence
somewhere out there on YouTube.
are expecting in today’s market.
of what we were there to achieve –
It highlighted the point above very
great customer service. The basics
well, and showed clearly, that a sale
don’t change over the years!!
can be lost by all and anyone in an
There have been many other well known phrases and sayings coined about “customers”, and a couple that come immediately to mind are –
organisation, not just the salesperson dealing with the order up front. Another (sadly) great example of what happens when companies forget who their customers are and
“If you don’t look after your customers, then someone else will” – and “If you always do what you’ve always done, you’ll always get what you’ve always got” – Henry Ford.
what they want, can be seen the length and breadth of the country, on today’s High Streets. Whilst the immediate cause of a great deal of the retail failures announced in the last few months has been laid at the door of “the pandemic”, the truth is that many
John Milner Alium Consultants When the opportunity came about to set up his own business, John decided there was an opportunity to help SME business owners gain a quicker, more effective presence in international markets, based on his own experiences.
It always amazes me to see
of the companies concerned were
how some companies treat their
struggling already, with dwindling
belt and works with business owners to
customers. Almost with contempt –
customers and a consequent
help them make a success of exporting,
like an inconvenience.
shrinking of sales revenues.
The poster I mentioned above
If, for example, we look at
was displayed in the warehouse
how some well-known and long-
for good reason. Every person in
established traditional brands, have
an organisation, whether customer
been recently bought by newer, more
facing or not, has a role to play in
current brands, branch estates closed
providing the customer with the
and the new look (no reference)
8 | Issue 10 – Sales and Marketing
He has more than 20 years under his
enabling them to win and retain new customers quickly, while minimising the costs and risks, often associated with breaking into new markets. 07713 614942 john@aliumconsultants.com aliumconsultants.com
The Business Bulletin
Simply put, those that ignore
The purpose was not to check
this face difficulties, and companies
up on the salesperson (a point I
who adapt and change, live to
made very clear), but to ask 3 main
fight another day. Just look at the
questions of the customer –
investment made by the likes of John Lewis and M&S in online sales over the past couple of years. One huge irony in all this, is that whilst large companies often have the resources to spot these trends early, they are unable to react quickly, for many reasons. On the other
■ How are we doing currently (for you)? ■ What can we do to improve the service we provide (to you)? ■ What else would you buy
hand, SME’s, being more nimble
from us if you could? (we were
and less encumbered by sizeable
an IT products distributor)
infrastructures, are able to react quicker, but need to be able to read the market early.
One keyway to achieve this – stay close to the customer! Communicate regularly and make it a priority to understand what they want. I was sent details recently of a campaign called “Hello World”. It is run by Enterprise Nation, and
or give away another aspect of the service, to win the customer sale. It is therefore vital for every business owner, MD, Sales Director, or indeed any customer facing member of the team, to stay close to their customers and to know what they need. Customers are the life-blood of any business, without whom there would be no business. As some of the whitewashed windows in the High Streets today prove. The point about all this is – as the saying goes – If you don’t look after your customers, then someone
The feedback was invaluable. Both
else will.
about the current market conditions and about what our competitors were up to! There is so much choice in today’s market. With only a little research, buyers can prove very knowledgeable to salespeople today on top of this, there is always an eager competitor, ready to “drop the price”
consists of a series of pop-up’s, set up temporarily in an Oxford Street premises and run by entrepreneurial businesspeople, to ask the public several key questions, relating to their business ideas – ■ Is my new product/service of relevance to you? ■ What is your view on physical vs online retail? ■ What is it you most want from your retail experience? The results will be fascinating, not least to those potential startup businesses. Earlier in my career, I ran a field-based sales team of around 15 people and would make regular visits to our customers (large and small) with the “Account Manager”.
Issue 10 – Sales and Marketing | 9
WANTED
Business owners with a "pay-it-forward" attitude If you want to grow your business and be part of a supportive community of nearly 150 business owners, then look no further
Free workshops
Free mentors
Ask the experts
Worth over £800 and led by leading experts in their fields
For businesses up to 15 months old - free support for a year
A panel of over 20 specialists offering free consultations
Growth through support & collaboration Join us today: buscomm.co.uk
The Business Bulletin
Why you need a PR strategy for your business Public Relations (PR) is all about managing the reputation of your business. It’s the process by which you build trust, educate, inform, influence opinion and ultimately create good-will between your business and your target audience. It’s so much more than simply generating media coverage, it’s the backbone of every single communication that your business makes.
Building credibility
you or accepted an article from you,
service which in turn means they’re
it’s because they think you’ve got
likely to recommend you, helping to
something that their audience wants
spread the word of mouth buzz about
to read or hear.
your business.
trustworthy. It also adds value to your
Positive image
Can help to drive sales
business. If a publication has taken
Undertaking regular PR activities
the time and trouble to write about
Think about it, if you’re seeing a
will help you to build and sustain a
particular company written about or
successful business. It can also help you
talked about by a variety of media
to develop a competitive advantage, if
sources that you trust, then you’re
your target customers are seeing your
more likely to engage with them and
brand name regularly it’s likely that
possibly even buy from them.
A PR campaign will help to build the credibility of your brand. It creates a positive public image and can help to position you as reliable and
you’ll be top of their minds the next time they need the product or service you sell. Media coverage can also help you to showcase knowledge and expertise, positioning you as an expert
Eleanor Lester Shrewd PR Eleanor Lester is a PR and Marketing Professional with over 20 years’ experience, including B2B, lifestyle, food and drink, fashion and online retail. She is a passionate believer in the value that good PR and strategic marketing can bring to small and medium sized businesses. 07764 611971 eleanor@shrewdpr.co.uk shrewdpr.co.uk
Set some goals So where do you start when it comes to putting a PR strategy together?
in your field.
The first step is to set some goals for
Builds relationships with your customers
achieve, bearing in mind that this is
When your business is seen in a
you’re to get results long term. If you’re
positive light then you and your
launching a new product or service
employees become even more
you might set yourself the goal of
invested in protecting its reputation.
securing 5 pieces of media coverage
This helps to develop good customer
promoting it. Perhaps you’re looking
relationships and you’re likely to go
to increase your client base and want
the extra mile to support that good
to use PR to generate a series of
reputation. This means that your
news articles that position you as an
customer receives excellent customer
authority in your field.
what you want your PR activity to not a quick fix, and it will take time to build and needs to be sustained if
Issue 10 – Sales and Marketing | 11
The Business Bulletin
Choose your media with care
and Why. These act as the hook to
When looking for suitable media
link to them on social media. Making
outlets for your story, whether that’s print, broadcast or online you need to be sure that their audience matches your target market. Spending time doing your research here will really pay off. Look out for journalists who are writing about companies like yours, or are interested in the field
draw a journalist in. Don’t forget to publish them on your website and sure you’re distributing your company content as widely as possible will help create that all important brand awareness, you also never know who might be following you.
Plan to succeed
And finally Remember that PR is at the heart of all your communication. When you’re writing a blog post, creating social media content, meeting a new customer, attending a networking event, speaking to a journalist your reputation is under scrutiny. Think carefully about what you are saying and distributing as it reflects on you and your brand. If you have
Your PR activity needs to be carefully
employees then it’s important to
planned. Whether or not you secure
ensure that they take a similarly
that all important piece of coverage
measured approach to the way
your PR focused.
can come down to timing. Your PR
they communicate. Reputations
strategy needs to take this into account,
can be won and lost in seconds, just
Do you have a news story?
if you’ve got a new product that you
remember what happened to Gerald
want to get placed in the Christmas
Ratner 30 years ago.
So you’ve launched a new product,
gift guides, for example, you need to be
won an award, signed a new contract,
talking to the media in July. This also
employed a new member of staff.
means you’ll need finished imagery
Whilst this might be good news for
and product too. Building relationships
you and something you want to
with journalists takes time. In many
shout about you need to make sure
ways it’s like networking – the more
that the story you put out stands
effort you put in the better the
up to the “So What” Test. Journalists
results you get.
your company specializes in. Having a list of journalists and key publications will save you time and helps to keep
need a really strong hook to get them to cover your story.
Don’t have a news story? An effective strategy that many businesses use to help keep their brand in the media is to position key people as thought leaders. Participating in Q&A’s, opinion pieces all helps to build brand awareness. One of the best ways of doing this is to develop a relationship with a journalist, keep them informed of what you’re doing, whilst they may not pick up on every press release you send you’ll be front of mind when there is a relevant opportunity.
Press releases Your press release needs to contain the 5 W’s, Who, What, Where, When
12 | Issue 10 – Sales and Marketing
The Business Bulletin
Strategy needn’t be a scary word! Do you have a marketing strategy? Would you even know where to start? I meet a lot of companies that are posting regularly on social media, putting out PR and updating their websites, but they’ve not asked themselves a few key questions first, like who are they targeting and why. So here’s my mini guide on how to build a basic strategy that should improve your marketing.
Issue 10 – Sales and Marketing | 13
The Business Bulletin
2.Who are you targeting? This is really easy for some businesses.
Your strategy can be as complicated as you want, but why not begin with something simple and see how it helps your marketing?
They have a niche market and know exactly who they need to speak to. In that case, this question is already answered. Others, however, have a harder job. If you have a service that could suit any business or a product that could suit any person, then you need to think it through. It might seem good to have a vast market, but being seen as all things to all people means you won’t connect with anyone. The best thing to do is niche down. Choose just one or two segments of the market and target them, always keeping in mind how it will help you achieve your chosen objectives. It might seem like you’re cutting out customers, but by actually
Before we get into the detail, I think
even what social media platforms to
it’s first of all important to state why
use? Without a strategy driving your
a marketing strategy is needed, and
tactics, it all becomes meaningless
how it differs to a marketing plan.
actions that you end up doing for the
Basically, a strategy is what you’re
sake of it. Marketing becomes a tick-
going to do and the plan is how
box exercise.
speaking to a smaller segment, with everything aimed very much at them, you’re far more likely to grow sales.
you’re going to do it. It’s no more complicated than that. Think of the strategy as laying the foundation. Imagine marketing is like building a house. If you go straight in for the roof or doors, they’re just going to fall down. You need a strong foundation and then you need to build it up section by section if you want it to hold. The marketing strategy provides those firm foundations. It’s where you’ll make the key, overarching decisions such as what you want to achieve, what your messaging is, who you’re targeting and what you’re targeting them with. Then the tactics follow in the plan where you’ll decide how you’re going to make it all happen. If you went straight in and just
The strategy To build that strong foundation, I always recommend looking at four things. That’s it. 1.What do you want to achieve? The first step is to put in those marketing objectives. I say it all the time: if you don’t know what you want to achieve, how will you know if you’ve achieved it? Having two or three objectives normally works best, and the more specific you can make them, the easier it will be to create a plan of action and measure the results. So rather than just say I want to grow the business, decide how you’re going to do it. Is it through cross-selling to more customers, introducing the brand into
looked at the tactics, you might
new markets, or do you need to get
decide you’re going to blog and do
in 500 or 750 new leads over the next
social media. But how will you know
twelve months? There is no right or
what to blog about, or what to post
wrong answer here. It has to be what
on those social media channels? Or
you want to achieve in your business.
14 | Issue 10 – Sales and Marketing
Lindsay Woodward Lindsay Woodward Marketing Lindsay is a marketing strategist and skilled writer, with a proven track record of helping businesses to grow. She is also a CIM qualified Chartered Marketer with nearly 20 years’ experience in helping to enhance brands and grow businesses. As a consultant, she works with companies that require marketing support. Whether it’s aiding an existing marketing team or looking after all the marketing for a company, she can develop a marketing strategy, produce a marketing plan and execute a range of activities as needed. In 2020 Lindsay was elected as a Fellow of the Chartered Institute of Marketing. 07939 432249 lindsay@l-w-marketing.com l-w-marketing.com
The Business Bulletin
3.What are you targeting them with?
4.What is your position?
which you know your customers like?
Different customers can have different
Every single well developed brand in
Whatever it is, find out where you
needs, and you might sell a range
the world has a ‘position’. Think of it
of products or services. Therefore it’s
as your marker in the sand of what
always a good idea to narrow things
you stand for and who you are. It
down to make it easier to manage.
summarises your differentiation and
complicated as you want, but why
This means rather than telling your
will tell the world why they should
not begin with something simple
chosen segments about everything
buy from you. A position in itself can
and see how it helps your marketing?
you do, decide instead which of your
be an internalised message and then
All you need to do is identify a type
products and services you are going
I advise you to translate that into a
of customer and then promote a
to focus on, again keeping in mind
marketing message that you send out
relevant product and service to them.
your objectives. This doesn’t mean
into the world.
Do this in line with the message
you need to forget about your larger offering, but by picking and choosing you can more easily send out messages that make sense to people. Then direct them to your website
So what makes you different or interesting or better? Are you the company that hangs on to tradition because your customers like that, or are you the business that is always
where they can learn about your full
looking to the future? Do you offer a
range. Just as with the customer
more personal customer service than
segments, the more focused you are,
your competitors, or are you about
the more success you’re likely to have.
speed and getting the job done,
stand in relation to your competitors and celebrate that. Your strategy can be as
of why you’re different/better/more approachable and you’ve got a fantastic starting point. Just sorting out these points alone will make your marketing easier to execute.
The Business Bulletin
The new era of flyers in an online world Printed flyers can get a bad rep. They are relentlessly shoved in your letter box, shouting about all sorts of products or services you just don’t need.
Or those flyers shoved in your hand at
When flyers are done badly… poor
a networking event, that you politely
design and cheap printing and paper,
accept, only to file it away or recycle.
they are a waste of time and money. However, I don’t believe that flyers
Figures for flyer marketing ■ 60.5% of door dropped flyers are read/looked/ glanced at it ■ 85% threw it away/recycled the door dropped flyers. ■ 16% put the door dropped flyers aside to look at later. ■ The average frequency for door drops is 3. ■ 57% opened addressed mail when it just arrived and 20.8% opened it within a twenty-eight day period. ■ 48.5% read/looked/glanced at addressed mail and 23% within a twenty-eight day period ■ 26% threw addressed mail away/recycled Source: dma.org.uk/article/2018-directmail-facts-figures
16 | Issue 10 – Sales and Marketing
are completely over and done with. Even in this increasingly online
need your service and when they last saw your flyer. ■ If you have the addresses for your clients (in a secure GDPR compliant way of course), you could create a campaign to
world we live in, there’s still a time and
send out flyers to existing and
a place for the humble flyer to have its
past clients to remind them
moment and can really shine.
you exist. For best results, send out your flyer in a named and
Here are a few ways to use flyers ■ If you are planning to have
addressed envelope. ■ You could include a flyer as part of a welcome pack that you send out when you have
your flyers mass delivered
a new client. This gives you
to people’s homes, expect
the opportunity to upsell or
a low percentage of that
let them know about other
converting into clients. This
products or services you offer
type of marketing is referred
that they may not know about.
to as ‘Door Drops’, where there is no address. It’s hard to prequalify or target your ideal client. This traditional leaflet drop is suitable for certain types of businesses. If you offer
■ Having a pile of flyers to hand out at exhibitions are a good way to explain your services and connect with attendees. ■ You could use flyers instead of
services that relate to home
or in addition to handing out
improvement, maintenance
business cards. There’s a lot
etc, people might hold on
more room for information and
to it for reference. Like most
imagery on a flyer. Although
advertising, you could repeat
in networking, many people
this exercise every few months
liked to store their cards in
to get a better chance of
specific holders and Rolodexes.
someone taking notice and
Time will tell if people will be
converting to a sale. It’s all
handing out business cards
about timing. From when they
again at in person events.
The Business Bulletin
■ And finally, you could display
there are no dates or prices
on the design style, colours,
your flyers in high footfall
listed on it that need to be
imagery, and the message
areas like receptions. For
updated. This is important if you
etc. Always have your target
example, doctors, gyms, spas,
are getting a very large quantity
audience in mind when
offices and so on. Make sure
of flyers printed in one go.
making any marketing
that if you do this, your ideal client is likely to pass by and that your service is relevant.
Practical points to consider ■ Is the address you have for your client up to date? If you sent your flyer to them,
■ Alternatively, you may wish to publicise a new opening,
sort of return or outcome do
service, or limited time special
you want as a result of using
offer. These are great reasons
these flyers? You can track
to get back in touch with old
even large campaigns by
customers and reach out to
including QR codes, specific
attract new ones.
URLs and leaflet codes, which
■ Buying print in bulk reduces
can all be tracked.
the cost per item. It may seem like a good deal, but try
Many people are working
to work out how many you
from home these days and
actually need, with a bit spare
only drop by their registered
just in case. Ordering the ‘right’
address on a rare occasion.
amount will reduce waste.
to be evergreen. This means
■ Measure your results. What
launch a new product or
would they even receive it?
■ Decide if you want the content
decisions.
■ Know who your audience is. This will have an impact
Virtual flyers It’s worth having a digital version of your flyer to hand, even if you are printing them. The virtual files can be saved as PDF, PNG or JPG, and are the best file types to be opened on various devices and commonly used.
Issue 10 – Sales and Marketing | 17
The Business Bulletin
The PDF supports clickable links
Local printers often offer some basic
to website addresses and emails. You
design services and can knock up a
can also have multiple pages, suitable
flyer for you. Again, ask for examples of
for a double sided or folded flyer.
their past work and shop around.
PNG and JPGs are flattened images and you would have 2 or more files to send out if it’s a double sided flyer. Digital versions of your flyer can
Printing flyers You can use a local printer, go with a recommendation, or use an online
be emailed, text message and chat
provider. We have all heard and used
messages as an attachment. PNGs
Vista Print at one time or another. I feel
and JPGs can be embedded / inserted
like they are the Ryan Air of the print
into the text portion of the email,
world. They seem like a really good
depending on the email provider.
deal, but the quality is not that great
You can also upload files to the chat in Zoom networking meetings. It’s a more memorable way of sharing
and once you update the settings, not as cheap as it first seemed. As a small business or individual,
your information. Just make sure to
I suggest asking around for
name the file something obvious that
recommendations and getting some
includes your company name or your
print quotes for your chosen quantity.
name and the word ‘flyer’.
Designing flyers
Final thoughts
Lovely Evolution Marie-Louise specialises in logo and branding evolution; keeping your brand fresh, up to date and ahead of the pack. She offers a comprehensive range of visual services – from logo design, social media templates and website design in the digital space, to printed brochures, adverts, banners and packaging. She’s equipped with a breadth of design knowledge and more than 16 years’ industry experience. 07736 234059 ml@lovelyevolution.co.uk lovelyevolution.co.uk
Ask yourself, do you really need
You can easily create your own
these flyers? Don’t create them ‘just
flyer using design templates in
because’. Take some time to plan
programmes like Canva. Make sure to
and brainstorm first. What are you
include extra ‘bleed’ round the edge
communicating, who is it aimed at
of your design and select the correct
and what action do you want them
file format for download for print.
to take?
If you have a bit of a budget or
Marie-Louise O’Neill
For best results, the flyer campaign
no interest in the DIY approach, use
should build upon your other
a trained designer. Before making a
marketing activities and reinforce
decision, take a look at their portfolio
your brand message. This means
and get recommendations to pick the
that elements of your flyer should be
right person for you.
repurposed and repeated on social
media posts. You could write a blog post on the topic or add a new page on your website. You are investing your time and money, make sure it’s done well.
When flyers are done badly… poor design and cheap printing and paper, they are a waste of time and money.
18 | Issue 10 – Sales and Marketing
The Business Bulletin
The challenge of sales Every business owner has faced the challenge, at one point of generating sales whilst being busy “doing” what they sell. If they’ve had an increase in business, it ties them up and doesn’t allow any time for sales generating activities. The result is what I call “the roller coaster of sales”. Working in this way will cause cashflow problems and can lead to stress.
What can be done to stop this?
Create a sales plan – and use it!
Good question, and one that I am
A sales plan maps out the goals that
frequently asked by my clients. The
you wish to achieve for the year ahead.
answer lies within the way that their
It is a visual document and can be
business is structured and here are my
as simple as an Excel spreadsheet,
can be used to plan your marketing
5 top tips to put in place, which when
nothing fancy or complicated. It
activity. The trick with this though,
actioned will stop that roller coaster
breaks down the year, on a month-
is that it needs to be monitored
and give you back control.
to-month basis, details the sales you’d
regularly; I work with mine on a weekly
like to achieve, and the actual sales achieved. By using this document, you can plan, spot dips in revenue and put actions in place to prevent that. This helps to monitor cash flow and
Issue 10 – Sales and Marketing | 19
The Business Bulletin
past 18 months. People are using LinkedIn to generate
I love Michael Altshuler’s phrase “The bad news is that time flies, the good news is that you’re the pilot”
sales but also as a business directory to find prospective suppliers. If you’re in business, especially in a B2B environment, you are missing a trick if you’re not on LinkedIn. The good news is you don’t have to spend a lot of time on here. Posting one post per day to your company page and sharing it out into your personal feed is a great way of getting your name in front of people for minimum effort. If your content educates your audience, you will be remembered, and this
basis. A sales plan is not a business
a different industry sector.
plan! It is a living and breathing thing,
They are people that you have
it can be changed and amended, to
built a strong relationship
reflect changes that happen.
with, who you trust, and most
is what you want, as this will generate referrals.
importantly who you would
Plan your marketing activity
feel proud to introduce to your
Once you know what your revenue
the relationship is to generate
goals are, as detailed in the sales plan, you are then able to plan and execute your marketing activities. When looking at your sales plan, look at the revenue that you want to generate in 2-3 months’ time. Once you know this, you are then able to start your marketing now! It can take a while for you to see a return, so planning is imperative.
clients (and they feel the same way about you). The focus on leads/business and, when you work well with each other, those leads are qualified. Their client knows about you and what you do, is very open to discussing your product or services and subsequently are easier to convert. ■ Go to networking events
Be strategic with your lead generation
– regular attendance at a
If you are busy delivering, then
Build their trust and establish
you don’t have a lot of time to be
your credibility and you will
proactive with sales generation.
receive leads from them. For
Implementing certain activities that
this to have maximum impact
will bring in business, without you
on your sales, and little
physically having to do very much, is
impact on your time, pick one
key. Here are some examples:
networking event, but be a
■ Recruit referral partners – these are individuals who
networking event raises your profile with several people.
regular. ■ Use LinkedIn – this platform
work within the same target
has seen an incredible
market as yourself but have
uplift of activity over the
20 | Issue 10 – Sales and Marketing
Julie Futcher The Sales Ace Julie has nearly 25 years experience within a sales role and has successfully trained many individuals to sell by developing their own style but using tried and tested sales techniques. She understands how daunting it can be to have to pick up the telephone or meet with clients/customers face to face. Julie established The Sales Ace to support and train business owners to increase their revenue. She also provides a sales support service which provides telesales/ telemarketing, assisting in managing sales staff, help with setting and managing KPI’s and well as one to one coaching. 01604 532004 julie@thesalesace.co.uk thesalesace.co.uk
The Business Bulletin
Don’t be afraid to outsource
it. One of the downfalls of a business
many of them that either meet earlier
owner is that they don’t prioritise time
in the morning or evening which
This must be one of my favourites! If
to work ON their business and not IN
doesn’t interfere with working hours.
their business.
I don’t have the time or the expertise to do certain jobs within my business, I outsource it!I’d like to refer back to the marketing activity point, I raised earlier. You plan it, but you outsource it. It gets done, with minimum effect on your time.
Make time!
I’d like to break this down for
However, you can still have good
marketing activities, can be just one
results from only 30 minutes per day.
hour per week! Monday morning is
I tend to be on there in the evening
a good time for me, and always has
when I’m watching TV or first thing in
been. It’s booked in my diary, and I
the morning before I start work.
NEVER sell that time to a client. Find a time that works for you and stick to it! Referral partners – I have a one-hour meeting with mine once every 6-8
bad news is that time flies, the good
weeks. It’s an enjoyable meeting, more
news is that you’re the pilot”. The key
like two friends chatting over coffee,
to everything I have mentioned above
but there is a business element. Again,
is to make some time to carry out the
the dates are in our diaries.
put a time into your diary, and stick to
could spend hours on the platform.
you. Working on your sales plan and
I love Michael Altshuler’s phrase “The
tasks, and the only way to do this, is to
LinkedIn can be addictive you
Sales are important, as is carrying out the work you have been paid to do. With a little thought and planning you can continue to deliver what you sell and generate new business.
Networking meetings run for about 2 hours, on average and there are
Is Your Business Ready? We live in changing times New business practices Ever changing technologies New and changing markets
Is your business ready to face these and other challenges? At QRB we offer a range of training and coaching services for you and your teams to adapt and adopt to your changing environment We help your people plan, monitor and adapt changes to your business to help you achieve better, smarter and more structured ways of working
PRINCE2 PRINCE2 Agile AgilePM
Change Management ITIL4 Service Management
Put your teams through a real working simulation so they can practice their new skills in safe environments and embed their new knowledge and learning. All our consultants are experienced practitioners in their field. Bringing real life examples to embellish the core material and facilitate the learning of the group.
Contact us today for your free consultation Issue 10 – Sales and Marketing | 21 www.qrbmc.com 01327 630355 enquiries@qrbmc.com
The Business Bulletin
The midges that bite – microcopy, omni-microcopy and your message If you read the title of this article and wondered what microcopy is, don’t worry, you are not alone. Despite it being a vital part of how your customers see your brand and, just as importantly, the breadcrumbs that take them on a journey through your website, many people are still unaware of what microcopy is.
22 | Issue 10 – Sales and Marketing
The Business Bulletin
So, before we go any further, let’s be
you, your business, your brand or your
summarising, words that they do
clear about what we are talking about
communication utilises a small piece
more. Not into irreverent comedy? No
here. When people refer to microcopy
of copy to convey information, is part of
problem. Click on ‘witty’ and it will
they usually mean the tiny bits of
your microcopy world. That could be:
offer you a selection of other shows
information that help make up the user experience (UX) on a website. So, we are usually talking about: ■ Buttons ■ Forms ■ Captions ■ Error messages ■ Small items of description ■ Popup help Basically, microcopy is all the mini
■ Components of your product description ■ Your email footer ■ Your Zoom background ■ Your pop-up banners ■ Your voice mail announcement ■ The advertising on the side of your car And hundreds of other little bits
text you see and probably don’t think
and bobs of your overall branding. It
you even notice. However, you do
is everywhere, which is why I would
notice it because a lot of the time it
suggest you think about it as omni-
is prompting you to do something
microcopy not just on your website.
or take an action. Other times it is making you smile or easing your
why you should be thinking about
So, let’s look at a few great examples of omnimicrocopy in action.
microcopy. It informs, amuses, helps,
There are some companies and
and maintains the UX. Without
brands that are absolute masters of
great microcopy the experience of a
using a micro message as part of their
visitor to your website (and I would
bigger brand presence.
way through your journey to the sale. So, there is a very clear reason
say other elements of your brand where copy used) is less pleasant, less personal and frankly offers less encouragement to end in a sale. I have a problem with the idea of
One of my particular favourites is how Netflix manage to succinctly tell what sort of show you are watching in two or three words. This has now become so much a part of their
microcopy being thought of as only
brand presentation that they include
a website component. So, at the risk
‘this programme is…’ and a two or
of being a bit contentious, I would
three word description on every
say there is more to this than just
show. Even if you have never heard
the buttons and error messages. As
of Schitts Creek you know from the
important as they are, they are not
overview page that ‘this programme
the only place that small amounts of
is… witty, irreverent’ because it is
copy are used to convey a message.
prominently written close to the
Your brand is bigger than your
show name. It is a remarkable use
website so your microcopy must
of microcopy because if you weren’t
extend further than that. When you
looking for a ‘witty, irreverent’
look at it that way it becomes big
comedy then you can skip along. If
microcopy. That is an oxymoron too
you are interested, a more in-depth
far for me though, so I like to think of
description is available on the same
it as looking at the omni-microcopy.
screen. However, Netflix are so aware
As far as I am concerned as soon as
of the power of those three, genre
that are linked to that particular microcopy. Maybe you did watch Schitts Creek and maybe you didn’t, but you certainly watched something. Innocent Smoothies use omnimicrocopy to incredible effect. They populate their website and packaging with tiny speech bubbles and other snippets of text that are fascinating, funny and uphold their brand. It is the friendly, silly, quirky and even childish bits of omnimicrocopy that makes up the tone of the Innocent brand. The content is inoffensive and gently amusing… one could almost call it innocent. This is from one of their products and shows how the little twist of
Kevin Robinson 13 Media Kevin worked for over a decade in corporate marketing. During the late 90s, he trained as a video producer and television writer before moving into education where he taught screenwriting, audio and video production for many years. Since the birth of 13 Media, he has written 900+ articles and produced a wide range of video and audio production for clients from rock bands to corporates. Although initially set up to produce video only, as word spread of his experience as a marketer the business found people were asking for a wider, more integrated service. 01327 317440 kevin.robinson@13ma.co.uk 13ma.co.uk
Issue 10 – Sales and Marketing | 23
The Business Bulletin
Omni-microcopy then isn’t just on
microcopy at the end of a pretty
‘THINGS THAT ARE NATURAL:
bland description lifts it into an
1. Trees
your website it is everywhere from
extension of their brand.
2. Cliffs
the footer of your emails through to
3. Sheep
the buttons on your app. So here is
‘A Blend of Fruit & Vegetable
4. The fruit in our smoothies
my challenge to you. Start with your
Juices with Ginger Infusion +
5. Nose hair
website and spend maybe 30 minutes
Added Vitamins. Enjoy as part
6. That noise you make when
or so looking at your microcopy. What
of a healthy lifestyle & balanced
you step on Lego
do your contact forms ask people to
diet. PS Eat your greens.’
7. Our daily fear of tweeting
fill in and does that copy encourage
something that gets us fired
them to contact you? Do you describe
8. Geese’
your product or services features in a
Currently on their website they are, as every website does, offering the option to follow them on social media. They could, as most sites do, have simply gone with ‘follow us on social media’ but that isn’t how Innocent Drinks talk to the world. Instead it is changed to the far more on-brand and enticing ‘give us a follow’ which they then follow up with: ‘We write a lot of nonsense on social media. Some of it’s even about our drinks. Give
way that engages with the potential Even in the social media arena they
customer? That little button you are
maintain the same approach to the
asking them to press, does it say ‘click
tiny bits of text that reach out to their
here’ or does it tell them why they
customers.
should click here and what wonders
Microcopy is like those little clouds of midges that you find hovering around in the early evening. Tiny,
await them when they do? Ask yourself, do your omnimicrocopy midges bite?
quickly forgotten and seemingly not worth your attention, but those midges bite without you knowing and wow do they get your attention when they itch later.
us a follow and there’s a 32% chance you won’t regret it.’ What does that even mean? ‘a 32% chance’. Wonderful stuff.
Speaking of social media: Probably the ultimate expression of micro writing is Twitter. The fact that you are restricted to a limited number of characters (currently 280) and the fact that the average tweet is somewhere around 33 characters means that the writers are knowingly forcing themselves to be precise. Not only that but because tweets tend to be either political or entertaining in content, they need to be even more precise. Let’s go back to Innocent Drinks. Their social media is exactly the same witty and quirky humour. A recent favourite of mine was a tweet that simply read:
24 | Issue 10 – Sales and Marketing
Innocent Smoothies use omni-microcopy to incredible effect… with tiny speech bubbles and other snippets of text that are fascinating, funny and uphold their brand.
The Business Bulletin
Giving is good for business…sometimes Here’s a surprising fact. The most successful people in business are those who give and expect nothing in return. So who are the least successful type of people? Well, the least successful people in business are also those who give and expect nothing in return…
How can that be? What’s the difference between givers who have succeeded and those that haven’t? First, we need to look at why givers are at the top and the bottom of the league. According to Adam Grant, in his book Give and Take, people vary in their attitudes towards reciprocity along a continuum of
Most takers are not bad or
Extreme Takers are willing to
dishonest, they are just cautious and
sacrifice others and even operate
self-protective. “If I don’t look out for
outside accepted legal and moral
myself no-one will” is a common way of
boundaries in order to win; these are
thinking for them. However, they may
the thieves and confidence tricksters.
win in the short term, but by using up
They will often masquerade as givers
the good will of their contacts they’ll
in order to persuade others to give to
find they have to move on and build
them. If they are good at it they can
new relationships frequently.
appear very successful – until they are
giving or taking and he identifies three strategies they adopt based on those attitudes.
On one side are ‘Takers’ who always put their own needs first They thrive on competition and believe that to succeed, they need to be better than others. Their strategy towards helping is always that the benefits to them outweigh the costs.
Issue 10 – Sales and Marketing | 25
The Business Bulletin
found out. And they usually are found
to pay attention to what others need
out because it is a hard act to sustain
from them.
in the long term.
Then there’s the ‘Matchers’ who expect tit for tat They see themselves as guardians of fairness and equality and keep tabs on how much each party is giving and receiving within that relationship. Their strategy is to help those that help them and for most of the time, most people who adopt this strategy are successful up to a point. However, it does have drawbacks that keeps the matchers at the ‘successful, but could do better‘ mark because keeping track of who has given what to whom puts a strain on any relationship. “Is it my turn to give or theirs?” they often ask themselves. So what matters most to the Matchers? The result they got or the amount of effort they put in to reciprocate? Do they abandon the relationship or get into conflict if they don’t believe it’s equitable? Matching can also, sometimes, feel manipulative – I’m only giving to see what I can get out of this. They could be a Taker in disguise. Lastly, it can be uncomfortable to ask for help if they feel it’s their turn
The cost benefit analysis just doesn’t figure in their thinking. It doesn’t mean being a hero or saint, it just means they are generous with their time, energy, knowledge and connections. They get enjoyment out of seeing others succeed as well as themselves The result is they acquire a great reputation, people like them and want to help them in return. They also, as a by-product, promote themselves and let people see their skills, knowledge and great connections. The more successful the people they help become the more that builds
“As a giver no wonder you’ll be top the league in business success!” The downside is that all that giving has costs. Grant’s research shows that many givers spend so much time helping others that they forget to pay attention to their own work! Givers are also very susceptible to be taken in by the dishonest taker. So what turns an unsuccessful giver into a successful business person? The answer is surprising and incredibly simple: “If at first you don’t receive, give, give and give again.” But with the following addition to your strategy. Surround yourself with other givers,
their credibility. The more successful
build your network with people who
they are the more they are able to
demonstrate their own generosity not
help you in return. I stress again
necessarily to you but to others. This
though that is not their reason for
should be easy because they are the
doing it, they simply see it as a natural
people who you will want to be with
outcome.
and want to help. Equally, they will
Their authentic generosity means that others trust them and are highly
feel the same about you. So here are 6 pointers to bear in
motivated to want to help them in
mind as you’re building your business
return. Grant quotes Venture Capitalist
relationships and you’ll be at the
Randy Komisar, “It’s easier to win if
top of your league rather than at the
everyone wants you to win. If you
bottom without having to do anything
don’t make enemies out there, it’s
that didn’t come naturally to you in
easier to succeed“
any case.
to give. This can be especially difficult if they haven’t been in touch for a while. So they don’t ask for help even when it might make all the difference.
True givers just want to help the other person According to Grant, these are a rare breed in business. My own personal experience in the small business world is that they are more prevalent than you might suppose, although I accept that my network is biased in that it is mainly people who have chosen to attend formal networking circles. Back to describing the Givers. These are the people who are comfortable with giving more than they get and
26 | Issue 10 – Sales and Marketing
 Adapted from Adam Grant’s “Give and Take”
The Business Bulletin
■ Be genuine, give because you
■ Learn to recognise and exclude
want to help the other person,
the disingenuous /dishonest
not just to balance the tit for tat.
taker as giving does not mean
■ Identify a few small things that you can do easily and focus on giving these. A listening ear, or connecting people. Adam Grant talks about the 5 minute rule. Seek to help at least two people a day with something you can do in five minutes. ■ Enable people to help you. Accepting help is a kind of
being a doormat. The best way of doing this is just to focus on building relationships with those who give
Jacky Sherman
Lastly have patience, those same people who Grant identified as unsuccessful in the early days often turned up later to be highly successful whilst their taker colleagues start to fall by the wayside.
The Consultants’ Consultant 18 years ago Jacky set up her own coaching company and realising she knew very little about marketing and with no local network she turned to Asentiv for help. Then eight years ago she bought into the company in
giving, it makes others feel
Northamptonshire where she is known
good and acknowledges their
as the local referral marketing specialist
worth and value.
and first port of call for business entrepreneurs who want to grow their
■ Delivering excellence yourself is
business through their relationships.
part of giving as you’re giving to your customers and those who
07970 638 857 jackysherman@jackysherman.com
helped you win the work.
jackysherman.com
Business Community
Member
Discount
We use words that persuade – where it is the right thing to do We use search engine friendly words – where it is the right thing to do We educate, inform or amuse – where it is the right thing to do
We tell a good story – because it is always the right thing to do.
“...some copywriters produce dry, functional work, your-copywriter always seem to be able to add an extra element of ‘readability’ to the writing. Highly recommended if you want engaging content.”
01327 640060
“They did a fantastic job rewriting our website content and providing a number of key SEO related pages which we now rank well for on search engines. Nailed our tone of voice and the brief first time every time. Our go-to copy writers...”
team@your-copywriter.com
your-copywriter.com (but you probably guessed this)
The Business Bulletin
Direct mail…isn’t that a dead marketing channel? For many smaller business owners, direct mail may not be the first option in their marketing plan especially in this digital age. However, there is much proof showing that this isn’t a dead channel and brings a good return on investment (ROI).
One of direct mails great strengths is to
It is clear that direct mailing
help build up a localised brand as part
still carries some weight in today’s
to digital content at just 44%. This
of a wider marketing strategy attracting
marketing world. Personalisation
proves that mailers can influence an
and engaging with targeted audiences.
is essential for direct mail and it
emotional connection better than
If direct mail is not in your marketing
helps it get past all those digital and
digital content. It is a fact that direct
plan you should consider its inclusion
online distractions – 84% of research
mail marketing requires 21% less
for many reasons.
participants were more likely to open
cognitive effort compared to digital.
mail due to a personalised approach.
Another big advantage of direct mail is
Does direct mail still work?
after viewing direct mail compared
that you can get your message across without other distractions, comparisons
So, if I said that digital giant Google
Attracts and engages
use their database to send out direct
If you’ve posted or indeed advertised
help the audience make a decision
mail to target audiences, would you
on social media, do you ever think
on a product or service by providing
believe it? Also, around five years ago,
‘will my audience, remember me,
creative informative content. Also, an
businesses invested £1.5 billion into
my business name or what I’ve said?’
impressive 66% of direct mails in the
direct mail marketing, so would you
Research suggests that audiences
UK are opened, which influences a
think it is a dead strategy?
have recalled brands 75% of the time
staggering 56% of audiences to visit
28 | Issue 10 – Sales and Marketing
or notifications you get online. That can
The Business Bulletin
websites and physical stores following
integrated message across all your
the exposure? This suggests direct mail
marketing channels, direct mailers
campaigns get a high response rate
can play a major part in your planned
and influence target markets. It is said
marketing activities.
that, on average, 39% of homes have a dedicated area for direct mail… you know that ’busy kitchen noticeboard’ … where mail is kept.
Good ROI
And finally… Now, after being convinced that direct mail is worthy of inclusion in your marketing mix; you’ve taken advice and guidance from a reputable
Naturally there are costs linked to
marketing expert; got some great,
postal services, but direct mailers,
but simple creative to promote your
when comparing a mixture of
product or service … BUT have you
marketing methods, stand as the
thought about the paper stock you’re
third highest when considering return
going to use?
of investment. This is ahead of paid search and online display. If you are looking for a steady return with your marketing material, adding direct mail to your list should be a priority.
This can make or break your campaign … too thin and cheap paper, the recipient bins it as the impression of you is just that! If you are arranging print, then take time to talk to your printer about paper stock and finish.
Making direct mail campaigns work To ensure a successful direct mail campaign, consider the following: 1. The message must connect emotionally with your target audience 2. Their ‘pain points’ must be addressed 3. Your offering must be clear and concise 4. Creatively attention-grabbing With today’s digital print technology, direct mailers can be much more than a post card or simple letter through your audience’s letterbox. Think about including QR codes, VR links and materials, or using customisable designs and shapes. It must stand out amongst other mail, be unique and have a visually appealing design. With the right knowledge and support, direct mail can be very
However, as a rough guide, a
■ 110-120 g/m² is ideal for fancy stationery paper and the like. ■ 130-170 g/m² This weight is perfect for flyers, posters and brochures. ■ 170-200 g/m² is the preferred thickness for luxurious posters, double-sided flyers and brochure covers. ■ 200-250 g/m² leans toward cardboard. This thickness is recommended for high-quality brochure covers. ■ 300-400 g/m² is what you might call the cardboard category. It’s also where business cards start. ■ +400 g/m² is mostly selected for top-of-the-line business cards and other types of luxury prints. . Research sources: PCS Systems
smooth paper stock allows for the most detailed images, with vivid colours and sharp contrasts, while textured paper invites recipients to adopt a more tactile approach. Smooth paper stock is the goto option for coupons, flyers, free magazines, etc … it can have a glossy, matte, semi-matte or silky coating. Textured paper exudes a luxurious feel and is recommended for high value direct mail (cosmetics, fashion, automotive industry, etc.). As well as deciding between smooth and textured, selecting a suitable paper stock for your direct mailing campaign comes down to choosing the right weight or thickness. Luxury, high value items call for heavier paper, while a moneyoff coupon booklet gets away with thinner (cheaper) paper option.
Andy Sarson APS Marketing Consulting Services Andy helps small businesses ‘make their marketing pieces fit’, by developing marketing strategies with affordable plans and campaign delivery designed for growth and to get results. With more than 30 years’ marketing industry experience at marketing agencies and large corporates, much of it working with local and regional sales outlets, he has the knowledge to find the right marketing mix to reach your target audience to achieve the best possible ROI. Services include marketing strategy and planning, project management, campaign management and, of course,
As a guide: ■ 80-100 g/m² is the thickness
successful, even in comparison to
of your standard office paper,
alternative marketing channels. From
and rarely used for direct mail
a stand-alone campaign to a fully
printing.
marketing consultancy. Andy is a Fellow of The Chartered Institute of Marketing 07773 366393 andy.sarson@apsmarketingservices.co.uk apsmarketingservices.co.uk
Issue 10 – Sales and Marketing | 29
The Business Bulletin
Marketing vs sales –
which is more important?
In the world of business, there has always been a noticeable divide between the roles of sales and marketing and until late, the two have always been recognised as two separate entities that work one after the other. People often debate which role brings more to the table for their business, and therefore which one should they invest more into?
30 | Issue 10 – Sales and Marketing
The Business Bulletin
Ultimately, we’re not here to argue
prospects. With a successful marketing
with the definitive differences
strategy in place, opportunities are
between both sales and marketing,
created over a larger scale, and you
but what we do want to do is help
will get the right people turning heads
you recognise the obvious cohesion
towards your company. Essentially it is
between the two and how it can help
up to your marketing team to reel in
you as a business owner.
the interest and produce the leads.
This article will encompass the
Sales on the other hand, is
idea that sales and marketing
a more intricate approach that
should in fact, coexist in a peaceful
targets your ideal customer, directly.
partnership together, and that any
Without marketing, sales is a process
barrier that did sit between the two,
associated more so with direct
should no longer exist.
conversations, cold-calling and upfront persuasion of the product/service
Let’s start with the differences
in hand. However, when coincided
Given that sales and marketing have
the generated leads (whether virtual
resided in different departments for
or face-to-face) and give them that
many years in business, we think we
final push to convert and sign on the
owe a quick summary of the two.
dotted line.
with marketing, it is then the role of sales to make direct contact with
The role of marketing is to kick-start the entire sales process, by sparking interest in the services or products your business offers and develop relationships between you and your
It’s undoubtable that both play an important role in converting prospects to customers. So, rather than debating
Let’s take a relatable example… Apple. If not Apple, let’s take the sofa you buy from DFS, or the Tesla you buy from Elon Musk, or the website you create on Wix or Squarespace, or even the Head & Shoulders shampoo you buy for that little bit of dandruff (don’t worry, we won’t tell…). Before you make these purchases in store, over the phone or online, how much does someone have to push, negotiate, and convert you over the line to buy? Nowadays… probably not that much. The truth is, you will have probably made a big part of your decision before the need to communicate with a sales team. What causes this? The answer is marketing. ■ Websites ■ Social media ■ YouTube Channels
as to which one is more worthwhile
■ Adverts
for generating business, should we
■ Direct mail
not instead see how they can work together as a successful power team?
■ Emails And the list goes on and on….
Let’s look at the impact Until recently, sales has always been associated with being the main driver
Stephanie Holmes Unumbox Steph manages integrated marketing and operational strategies for the business through; campaign creation and management, content creation, engagement data analysis & reporting, social media scheduling and networking. She ensures that Unumbox’s company voice, brand and values are at the core of all content created. With an ability to build rapport quickly, along with her skills in creative writing, content management and an eye for design, she sees success in all aspects of her work. 01536 217490 stephanie@unumbox.com unumbox.com
for generating custom in business. After all, it’s the sales team that get the signature on the dotted line. But when we look at the sales process collectively, it’s important to recognise how the customer got there in the first place. Some would argue it is merely the work of sales. But, with marketing flourishing more than ever before with an uproar in digitisation – the tables seemed to have turned. It can now be said that with
Through the availability and diversity of these channels, a heavy amount of research can be conducted on a service or product, prior to reaching out to a sales team. In some cases, it is solely marketing that leads the customer to the sale. Essentially, marketing can facilitate the customer’s buying decision much more now than ever before. This by no means diminishes the need for a sales team, but it certainly proves that you can utilise the two of them together for an efficient turnaround with your lead generation.
prospects can get anywhere up to
Marketing – an educator every sales team needs
90% of the way through their buyer’s
So, you might now be thinking… “how
journey before a conversation with a
exactly can I use both marketing and
salesperson even happens!
sales together?”. Allow us to explain.
marketing used to its full potential,
Issue 10 – Sales and Marketing | 31
The Business Bulletin
Marketing is a tool that every sales
positioned correctly, your marketing
team can utilise to their maximum
should be capable of presenting
potential. A tool that can, quite simply,
everything your prospects need to
educate and inform any prospect,
know in an effective and transparent
before they know they’re even looking
way – enabling them to make an
for your service or product.
informed decision for themselves.
Let’s take our trusty Tesla as an
So why conduct a big part of your
example. Most will be aware of some
sales process through marketing, as
of the innovative features these cars
opposed to a direct conversation with
boast, including battery powered
a salesperson? The answer merely
engines and fancy computer systems,
lies in the fact that marketing has
for top-notch efficiency. But think
the capability of reaching out to a
about it… you know most, or all
much larger audience, increasing
these facts, without even speaking
your chances of more leads. With this
to a salesperson. So, in theory, the
example in mind, is it not apparent
marketing strategy in place here
that good marketing means easy
has facilitated a big chunk of the
sales? With a successful partnership
sales process – effortlessly. Not only
between the two, your marketing
does this alleviate the pressure off
makes for an effective tool that your
a salesperson, but it also increases
sales team can feedback to and use
your chances of good, quality leads. If
to their advantage.
Marketing & sales, a power team together All in all, it is evident that sales is now far more about marketing than ever before. Based merely on the information your potential customers can find through marketing; people are making more firm decisions simply based on what they see prior to the communication with a salesperson. We appreciate that this isn’t always the case, but if positioned correctly, your marketing can effectively assist your sales team, with good quality leads that won’t need much convincing. There really, should not be one without the other.
WE MAKE YOUR MARKETING PIECES FIT Flexible, Affordable Marketing Solutions for Smaller Businesses We specialise in: Marketing Strategy
Direct Mail
Marketing Advice
Marketing Planning
Data Selection
Creative Briefing
Campaign Delivery
Budget Planning
Marketing Management
Plus try our Recommendation (Referral) Marketing training workshops
Call us: 01604 261 411 Mobile: 07773 366 393 Web: apsmarketingservices.co.uk
Securing your business
C4 Secure
With , administrators can set which authentication methods will be offered to users based on the sensitivity of the application. For example, administrators may decide that SMS authentication is suitable for low assurance applications, but not for those that require a medium or high level of identity assurance. Also, with RSA SecurID Access, users have the flexibility to choose from the allowed authenticators at runtime, which makes a convenient experience for users.
Usernames and passwords are not enough. Thousands of employees require on-demand, 24/7 access to your VPN. Revoking that access is not an option and neither is making the authentication process for complex. A recent Data Breach Investigations Report found that
If your employees rely on usernames and passwords alone, you’re at risk for a VPN security breach. Are you sure your users are who they say they are? Can simple authentication and vigorious security co-exist? Found out in the RSA eBook:
is a powerful, feature-rich platform that delivers substantial productivity gains and cost savings. However, organisations rushing to adopt Office 365 risk creating holes in their wider security architecture. See where you could be exposed and what to do to get protected, if you’ve migrated to, or are considering migrating to Office 365, contact to learn about: ● ● ●
The Business Bulletin
Spotllight on…
Spotlight on Julie Futcher Julie is the lady when it comes to all things sales: training, consulting, management, recruitment and lead generation. She runs The Sales Ace. In this interview she talks about her business journey and how she came to be where she is today.
How did you end up where you are
we built it to a level with employees
and obviously know how to work with
today? What's your background?
doing training, consultancy
them to get over the challenges that
I had been 20 years within
recruitment and telemarketing.
they have and how we can get the
However, never wanting to be
best from them.
recruitment. When I came out of it, I was burnt out to be completely honest. After doing a brief stint with somebody I knew in a sales rep type role, I had the idea for sales training
daunted by a challenge, I was like a phoenix - I rose from the ashes! It's been an interesting journey in my life.
Do you feel that you are in a better place now?
The thing I suppose that I bring to
Yes! It was an interesting time. What
the table, which a lot of sales trainers
did I learn from it? I learned a hell of
don't, is I'm still a jobbing saleswoman.
a lot about myself and what I wanted
I'm still at the front line selling. I still
from my life going forward. I'm so sad
do a telemarketing campaign for
that I'm not working with the people
Unfortunately, due to good old
clients. I'm cold calling for clients once
that were with me then because
fashioned COVID, I had to shut it
a week, and I know what it's like. I
they were a great team. It ripped me
down. It was a real shame because
really know the pains of salespeople,
apart to end that. The journey that I
– that when The Sales Manager was created, which a lot of people will know me for. We built it to a great business.
34 | Issue 10 – Sales and Marketing
Spotllight on…
The Business Bulletin
went on, gave me an opportunity to sit down and look at what I wanted going forward for the rest of my working life. The words “work-life balance” came into that. You learn a lot about running businesses, you learn a lot about managing businesses. We scaled up very quickly. I'd learned a lot about how growth happens. I learned how to downscale a business very quickly and when I did this, it was a weight off my shoulders. My goals are very, very different. When I set up The Sales Manager,
Too many business owners just run from one month to another to another to another. That's what can cause the roller coaster of revenue. Issue 10 – Sales and Marketing | 35
The Business Bulletin
I wanted world domination! And
Spotllight on…
we'd have bloody done it as well if it hadn't been for COVID. Now I want to obviously make a difference with clients still. But now, I work four days a week, and I'm a big believer that in order to be effective in business you've got to have that rest, you've got to have that break. You've got to have that time to recharge the batteries. I've done the running at 50 million miles an hour on that hamster wheel. One of the things I did learn, when you fall off your hamster wheel, it's not good. You have to take that time out. And hence the reason I structured my world very differently now. What would you say is your why? What's your reason for fighting the good fight on a daily basis? One of the reasons that drove me into working for myself was I was absolutely fed up of being a cash cow for somebody else. In my sales career, I was successful. I made a lot of money for
and they apply that. When they do, I
working really well. They're over budget.
me, but I also made a lot more money
see them go from strength to strength.
I said you must be very proud to him.
for other people. Now I work for myself,
I've been doing a big project with a
And he said yes, I am but you also must
which is great. Why do I do what I do?
company, multi-million pound turnover
be very proud of what you've achieved
What gives me the biggest kick now
business, that supplies into the food
for us. Which I thought was lovely. And
is when I see people that I’ve trained
manufacturing business. We did a big
that is why I do what I do!
have an epiphany during the training
sales process review and sales change
– it’s like that little light bulb goes on,
around. I had a lovely conversation with
and they take away what you've taught
their MD because they won a massive
them. They put it into their businesses,
piece of business. Everything was
You run a sales club for smaller business - what is it? How does it work? I created The Sales Club to help people who were doing the sales
Never wanting to be daunted by a challenge, I was like a phoenix I rose from the ashes!
themselves within a business. I noticed that these people are time poor. Sometimes budgets don't allow them to spend a lot of money to go on to do sales training. They don't have a lot of time because they're trying to deliver their services and products as well. These people are the ones that need the sales training the most. So we invented The Sales Club for them. What people joining the sales club get is free sales training. We also have quarterly review sessions where we plan your business on a quarterly
36 | Issue 10 – Sales and Marketing
The Business Bulletin
knowledge within sales through guest speakers. You’ve also got the input from other members of the group as well if you need a sounding board. It’s not a great big commitment for people, it's one hour every other Monday. You also get access to me to pick my brains if you need to. There's a lot that is on offer for people, and the feedback I get is that it really helps them overcome their fear of sales and they're seeing an uplift in sales, which is the best thing. Outside of that new business journey, what would you say has been your biggest challenge? Being back on my own. I face the same challenges as a lot of small business owners - the balance
You can wrap yourself up in your business and be delivering your product or service, lift your head above the parapet, and all of a sudden, you can't see any business coming over the horizon
between bringing in new business and delivering to your clients. I'm sure every business owner feels the same. You can wrap yourself up in your business and be delivering your product or service, lift your head above the parapet, and all of a sudden, you can't see any business coming over
you just have to work smarter and look
from. I know for a fact that networking
at ways that doesn't involve that. That
brings me a lot of business, so I will
is why I've done what I've done with
continue with that. I know that other
the areas of the business to help me
referral partners generate a lot of
channel through new leads, etc.
business. LinkedIn does too. I make sure that the activities I am engaging
the horizon. You need to overcome this problem. I have put some plans in place that helped me with that. I have some great referral partners. They have helped me a lot and will continue to help me. I, in turn, will help them with their business. I'm dabbling with things like Google ads. I had to look at areas where I can generate business without me being present. When I first started out in business, I would say in networking meetings “I'm a sales trainer”. People would say I don't like cold calling and then run away from me! When I set up the business, I set it up to prove that you can build a business without having to do cold calling. Don’t get me wrong cold calling works. I do it for clients, we are successful with it. However, if you don't want to do it, you don't have to -
From your experience, if there was one top tip that you can give somebody, as a small business owner, what would that be?
in are current or up to date. It's about reviewing it regularly whether you do it weekly, or bi-weekly or monthly. It’s what keeps you on track.
Create a sales plan and review it
Too many business owners just run
regularly. It’s very simplistic: I will sit
from one month to another to another
down before the end of the year and
to another. That's what can cause the
plan for my next year and look at what
roller coaster of revenue. They’re up one
revenue I want to bring in. That breaks
minute down the next. A plan helps
down into how many workshops, how
you keep control of all of that.
many members of The Sales Club, how many days training that I want to do and so on. So going into a new financial year, I've got a clear view of what I want to achieve. And then on a week-by-week basis, I look at how I'm getting on with that - what marketing activity do I need to do to generate the sales I want to achieve. I review that on a six-monthly basis. I review where my business has come
Watch the interview This is an extract of a video interview – to watch the full session, visit: https:// www.youtube.com/ watch?v=QLgrZfYbWg0
Issue 10 – Sales and Marketing | 37
Spotllight on…
basis. We look at expanding people's
The Business Bulletin
Should you start a podcast? A few years ago, having a podcast was a unique and highly desirable element of a marketing strategy. However, as the popularity of video began to increase and the functionality of social media channels began to embrace and prioritise video, we saw the podcast trend slowly disappear in favour of vlogs.
Podcasting is a labour of love, and
quality remote recording became
for many, as downloads slowed, this
realities. Jump on Amazon and
activity started to weigh heavy due
order a decent lapel (or lavalier) mic,
to the time and intensity of work
download an app and you can pretty
spent producing and delivering each
much create and launch your podcast
episode. Fast forward to 2019, and
via your iPhone!
there was a clear resurgence of this audio-based media. Like all good trends, podcasting
easier to create; it was on-trend; people
was back in vogue! Downloads
were listening on their commutes,
were on the up, and thanks to what
listening for their self-development
I’ll describe as ‘the Gary V effect’,
and for their entertainment. But
repurposing content meant that
then lockdown hit, and, as a large
content creators were no longer
percentage of those commuters
seeing podcasts as a thankless task
were forced to stay at home, we saw
but simply another medium in which
downloads slow a little.
to distribute their message using something that had already been created. Let’s also consider the technical
38 | Issue 10 – Sales and Marketing
Yep – come the end of 2019/early 2020, podcasting was on the up. It was
However, we also saw an increase in new podcasts being created and launched. We thought people weren’t listening – it wasn’t that they’d stopped;
side of things. The tech required to
they were creating their own shows!
produce a podcast at home had
The dip in downloads was relatively
sprinted ahead, and producing
short-lived, and although they may not
podcasts became much, much
have fully returned to pre-COVID levels
easier too, in that mics and recorders
for everyone, the expectation is that
were suddenly compact and easily
numbers will continue to increase and
transportable, and options for high-
exceed expectations.
The Business Bulletin
So why am I telling you all this? Marketing your business is about spreading your message, creating awareness and making it so that your brand is firmly positioned in the minds of your ideal client as the solution to a particular issue. We create strategies to achieve this, and the tactics required to implement those strategies mean we need to create assets that we can rely upon long-term to serve us. Podcasting really is the ultimate solution – a fantastic tool to include in your strategy that offers multiple tactical opportunities – and add to that how
Podcasting really is the ultimate solution – a fantastic tool to include in your strategy that offers multiple tactical opportunities
you can’t really have a podcast without creating some form of asset, as that’s exactly what each episode is! hours to consume and is still (usually)
it’s often an intimate experience.
podcasting. If you’re reading this, you
interrupted. Listening to a podcast
Ok, maybe intimate isn’t quite the
have a message to deliver – imagine
episode offers the opportunity to
right word, but you produce content
being able to download that message
consume easy to digest chunks of
intended to be listened to by many
directly into someone’s brain? You
information, making it even more
that offers an experience of 121. It’s the
can literally get into someone’s head!
convenient and accessible. Your
ultimate touchpoint when it comes to
I realise that might not be the best
listeners get a clear idea of your
nurturing and retaining your audience.
analogy but think about it – most
message, and by listening to more
people, when they listen to a podcast,
episodes, they can learn more
are consciously choosing to block out
detail from you, the creator, without
the world around them by putting
interruptions. Podcasting is about
something in, or over their ears. They
offering value through content –
are choosing to have the voice of that
not overtly selling. Give solutions,
podcast host in their heads. They’re
share your expertise and practical
choosing to listen. If it’s your podcast,
experience so that it’s clear you are
they want to hear from you. I’m not
the person that can help should they
sure there’s a better way to develop
experience the problem or challenge
trust in you as a professional than
you’ve been discussing.
There are very clear benefits to
being someone people choose to listen to on your chosen subject.
Podcasts are episodic by nature,
One of the biggest benefits of podcasting for business owners and entrepreneurs, however, is simply positioning! Your podcast is exactly that, yours. It can be whatever you want it to be. You can position yourself and your brand exactly how you want it to be perceived, and simply being able to say you have a podcast adds a level of gravitas that can open doors that were previously shut. It’s a fantastic business development tool,
and so a massive benefit is the creation
so if you’re looking to have guests on
of an audience who continue to
your podcast, interview the people
education is something that many
tune in episode after episode. In your
you want to do business with. It’s rare
business owners and professionals
marketing efforts, you’ll look for ways
that they’ll say no, and it’s a great way
engage in regularly. Listening to an
to nurture and retain – a podcast
to build rapport as part of your sales
audiobook is convenient but still takes
gives you exactly that! For the listener,
process!
Self-development and self-
Issue 10 – Sales and Marketing | 39
The Business Bulletin
Realistically, if you asked me why
with are priceless. That said,
you should start a podcast, I would
podcasting also gives people
probably give you a never-ending list,
access to you. Solo episodes
so these are my top three based on
where you can speak on a
my own experience.
subject on a deeper level are
1. Personal brand – Whether you actively engage in a personal brand strategy or not, you have
uncomfortable, but it’s that vulnerability that seems to get people reaching out to you.
one. You may not have put yourself out there previously
Christina Robinson Green Umbrella Marketing Christina works with business owners
and if that’s the case, I suggest
Will podcasting make you money?
giving podcasting a go. It’s a
That’s on you. Podcasting is a
more comfortable medium
commitment, but stick with it,
than video for many. There are
create and maintain momentum,
she offers online coaching, 121 or group
fewer ‘rules’ than with written
and you’ll find that there are several
training to help you as a business owner
content – your podcast means
ways to monetise. You just have to
it’s your rules!
pick the right one for you! It could
using video or the written word,
2. Perception – I launched my podcast ‘Christina Talks’ at the end of August 2020; it is amazing how the way you are perceived by your peers changes almost overnight because you have a podcast. Using your voice to express who you are and what you stand for is a definite reason for having a podcast. People pay attention, and they know you have something to say, even if they don’t listen! 3. Access – I’ve mentioned it previously in this article but being a podcaster opens doors. It gets you past the gatekeepers you were once struggling with. It gives strength to your brand. Interview episodes where you speak to someone you’ve been trying to court as a prospect
be sponsorship, it could be adverts, it could be that you seed some sales messages into your conversations carefully. There really are a host of
and marketing directors to educate them on how best to maximise their online marketing activities to enhance their business, increase brand awareness and ultimately increase sales. Alternatively,
or B2B professional discover how to generate more business using tried and tested strategies. 01604 726758 christina.robinson@green-umbrella.biz green-umbrella.biz
options, but initially, you need to decide to begin. Once your podcast is up and running, and you are actively promoting it, you may well find that you gain more referrals and that business opportunities, in general, seem easier to convert.
creating! If you get to this point and want to know what to do next, get in contact with me, and I’ll happily talk you through the next steps. This article was very much intended as an overview to get you thinking
Where to start with podcasting
about the value of podcast for your
There are two initial questions before
another day and leave you with this
you get into the techy stuff. Firstly, who is the podcast for? Secondly, what’s the concept? By that, I mean what is the podcast supposed to be about? Your concept is your podcast’s elevator pitch. Once you know the answer to those questions, you can work on your podcast name. From there, you can decide on the
business. There is so much more I want to say, but I’ll save that for for now. When it comes to marketing, podcasts (like video) are very much here to stay! They’re something that requires time and effort that few people choose to commit to creating. Yet, for those who take the leap, it’s almost like you’ve been added to an elite guest list, making it possible for you to talk to and hang out with
or someone who is seen as an
format (solo, interview, a mix, perhaps)
almost anyone you could possibly
influencer in their field that you
and how often you want your episodes
want to! Start podcasting, and I
could be rubbing shoulders
to be released. And then… you can get
guarantee you won’t regret it!
40 | Issue 10 – Sales and Marketing
The Business Bulletin
5 common presenting mistakes and how to avoid them We are often gifted the opportunity to present to a group of people and our first thought is “the nerves”. We think about “what to wear”, the “topic” anything but the basic preparation steps. Often, we completely forget the prep & delivery plan, the key techniques and what our audience wants.
This is common though, so here are
is the presenter faffing around with
our top tips to help you do your best
paper, fiddling with IT equipment or
job – you’re the subject expert so how
flipcharts, or asking the audience to
can you prove it?
“hold on a minute”.
Be prepared – perception is everything and takes less than a second The best way to lose your audience instantly is to be “seen as” unprepared. The worst thing to see
The audience starts out with
Be on time Simply put, turning up late, or even at the exact time looks unprofessional. Unexpected travel delays, technical glitches (although
inherent “trust” that you’re an expert –
these might be forgiveable and
so being ill prepared will eat into that
‘unforeseen circumstances’ won’t be
trust immediately. Be totally familiar
forgotten, no matter how engaging
with your content and make sure you
your presentation. Don’t let being
have a backup plan to access the
memorable be that you were late
presentation – on your phone, USB
or kept people waiting in the virtual
stick or email it in advance. Check
world. Make sure you know where
your flip chart pens and paper – and
you’re going, pre-empt traffic issues,
have your step by step running guide
parking and need for cash the day
close to hand. If delivering virtually,
before. Be ready, relaxed, and waiting,
test IT the night before.
when people arrive.
Issue 10 – Sales and Marketing | 41
The Business Bulletin
Take control Let’s not send the audience to sleep, so watch your tone and pace – particularly when virtual. Notice if people are yawning, slumped or glazing over – they’re not listening so keep on your toes and change it up. This is the time to WOW the audience and enjoy yourself. Practice your delivery skills and vary the pace to make key points. Use pauses to relax, to look your audience in the eyes and punctuate what you’re saying with breathing. Use your body to move and make appropriate gestures. People will ‘hear’ what you are saying when your delivery sings – using varying tone and pace.
Share valuable information A bored audience feeds negative energy to each other – and it won’t be long before it reaches you too. Research your audience in advance, and make sure your content meets their needs or answers their questions. If your audience is there, it’s safe to assume they have an interest in your subject matter. Keep their attention with bite-sized information surprising links and additional facts using different delivery formats. Presenting in person using gestures and body language gives you another dimension – however, remember virtual presentations require a different style – more succinct, constant signposting and directly asking for engagement.
visual image of what you are saying.
Use the mirror, practise with
back of your head while you read
the dog – but make sure you
slide content!
stand up and deliver. Talk the
Talk freely about your subject matter – using wordy slides means you’re focusing on the slides and not the audience – you’ll risk spiralling into a wobbly mess so keep visual content short and to the point. Finally, never put pressure on yourself to have slides or flip charts as verbatim notes.
Some top tips ■ Don’t wing it completely but allow a little bit of winging it. It’s about balance, being authentic and not repeating verbatim notes. Certainly, prepare and write things in full initially, get used to talking the content naturally. Trim
the skills and techniques you have learned. Make it a REAL dress rehearsal. ■ Freestyle it. The nerves tend to kick off when you start talking and the room goes silent, so allow yourself a couple of minutes before you start to worry. Introduce yourself, thank the audience for coming, talk about the weather, coffee, the window blinds/zoom backgrounds – anything to relax. Get used to talking, breathing and relax into your environment before you start your planned content.
sentences and eventually bite-sized prompts. Above all, trust that you are the subject matter expert, rehearse key points and allow the real you to attend. ■ Stop self-criticism. You have been asked to present for a reason, so remind yourself of your achievements so far.
Charlotte Green Specific Learning & Coaching Charlotte is a leadership and
Focus on the “can do” and
management specialist, offering
leave all the negative stuff
coaching, training, mentoring, employee
where it belongs. “I do know my stuff, I am prepared, I have it all under control”. ■ Limit paper notes. If you’ve decided on slides, make sure visuals. Lines of text on slides is boring, it encourages you to read them so no eye contact
Don’t rely on your deck to get the
with your audience. Consider
message across. Most audiences can
no slides or visuals at all (scary
read – remember they are here to
thought?). If you need to
listen to YOU and your take on this
refer to notes, it’s ok, you can
subject – so your deck should simply
still be professional with an
highlight the key points or provide a
occasional check.
42 | Issue 10 – Sales and Marketing
talk, walk the walk and use
down the content into smaller
they’re bullet-pointed with
Too much detail – don’t be lazy
■ Practise, practise, practise.
And…avoid people looking at the
and customer insight, along with associated business consultancy. She is driven by a firm belief that harnessing the input of clients, customers and employees, is a super valuable resource for every business. Charlotte is passionate about personal development, leadership resilience and customer experience and believes her clients already have great people, services and products -and it’s often small adjustments or adaptations, rather than massive changes that help to realise your targets. 07954 179010 charlotte@specificlc.com specificlc.com
The Business Bulletin
The “top top” tips
all eyes are staring at you.
feel. Why do we do that? Don’t
Remind yourself that people
feed the anxiety, remember
are simply looking, calmly
that thoughts become reality
the day of your presentation,
listening, paying attention and
– what you think about affects
‘switch on’ your energy and
being interested. It’s okay.
how you feel and how you feel
■ It starts immediately. On
delivery style as soon as you arrive or dial-in. If you are greeting people onsite or entering a virtual room, this is your first opportunity to engage. These moments are valuable connections and help you get used to ‘performing’, combating any nerves before they start. ■ All eyes on you. When you start, there’s usually a
■ Curveball Q&A. One of the recurring concerns is; what if they ask me a question and I don’t know the answer? But so what if that happened?
affects how you behave. Focus on a positive statement, an affirmation of how this will go, how you will behave and feel. You’ve got this.
Think about 3 possible generic answers that you could pull out of the bag…like “I’d like to think about that and come back to you with a detailed answer”. ■ I am fine. We’ll often tell
deafening silence from the
people beforehand how
audience, and you realise that
nervous, or unprepared you
Advertise for as little as £59
(20% discount when block booking 3 ads)
The Business Bulletin
Stories build bridges We all share the planet together, but we each live in our own little world. On a personal level, it’s easier to
Once we know exactly who our
what happens. The hero is struggling
understand some people and the
customer is, we can then build a
with a problem and we feel their pain.
world they live in because they are
bridge into their world. We meet
Will the villain get the better of them,
closer to ours. Others live in worlds so
them where they are and persuade
or will they persevere against the odds
far apart from ours that we just can’t
them that we know just what they’re
and eventually succeed. What can we
reach them.
struggling with. We have a product or
learn from their experience?
On a business level, the more we understand about our customer and the world she lives in, the more we can empathise with her problems. Specifically, the problems that we’re in business to solve. Our customer could live in a world very distant from ours personally, but in business, the common ground is our empathy with the problem they struggle with.
Robin Kirkley Vizeo Media Robin is a very talented, creative storyteller who uses video and copywriting to engage his customers’ audiences. He started writing, producing and directing television ads when he
service that can help, and we can do it better than anyone else because we understand exactly how the problem is affecting them. This is where we build trust, and it’s what customers respond to. But how do we reach them in these times of clutter and noise online, with “Buy Now” buttons staring at them everywhere they look? Not to mention the cookies that follow
his early days in the industry. It’s not the only approach, but it is what keeps him loving what he does. 07970 723145 robin@vizeomedia.com vizeomedia.com
44 | Issue 10 – Sales and Marketing
noise. We’ve built a bridge from our world over to theirs.
Finding your stories business? Why were they motivated
We go back to basics and share stories
market? Was this an entrepreneurial
they can identify with. We go to that
effort, or has the business been in the
place deep in their neural networks
family for generations?
that remind them that they love to listen to stories, especially ones that mean something to them in their world. We all grew up learning by listening to stories. The mechanics of a well-told story are imprinted as a pattern in the most primal levels of a story begin, and we
reaction, so it’s been his approach from
(keeps their attention) then we are not
We build a bridge into our customer’s world
1980s. He shot in film in those days, a
always found that a story gets the best
in a way that entertains our listener
Stories are everywhere in and around
our subconscious. We hear
just as powerful in storytelling. Robin has
deep within. If our story is well-told
them on every search.
worked in advertising agencies in the vastly different medium to digital, but
When we apply story principles to business, we strike the same chord
listen. As the story progresses, curiosity gets the better of us and we want to know
your business. Who founded the to start this particular business? Was there a need or a gap they saw in the
Do you have a team? What are their stories and why are they as passionate about helping customers as you are? Have they got stories about customer experiences? Employees feel recognised and appreciated when they are trusted to share their
The Business Bulletin
■ The distance between you and
stories and be your ambassadors. They
do. You’ve helped others with similar
come across as authentic, and it is a
problems, so you’re an authority on
those you need to reach is
powerful way of strengthening the
the subject. You’ll be seen as a trusted
your story. It’s the bridge from
‘identity culture’ within the company.
guide, and this opens the door to a
what is, to what could be.
What about the ups and downs you’ve been through and survived?
meaningful conversation. Then there are customer success
People relate to those stories because
stories. These case studies are told by
it makes you human in their eyes.
satisfied customers who are happy
Everyone struggles, but not everyone
to recommend you to others with
survives. Steering your business
a similar problem. These are more
through the rough times will motivate
powerful than mere testimonials. If
others, and they’ll respect your efforts
they are produced in an authentic
and successes. If you can do it, maybe
and believable way, they’re probably
they can too.
the most powerful referrals you could
Tell stories that tell others about
wish for.
pitfalls to avoid. Things you’ve learned from experience that will help them avoid the same mistakes. Or mistakes you’ve seen others make that will warn customers about what not to
■ Telling your story will connect you with your audience. ■ Listening to their stories will connect them to you. “Successful brands – individuals and companies – see themselves as storytellers first. They go to where their audiences are living their lives and, once there, create authentic, personal, and passionate stories that are tailored to fit the way their audiences
Crossing the great divide ■ Your customers are worlds
consume content.” – Carmine Gallo, The Storytellers Secret.
apart from your business.
Like what you have seen? Spread the love and share!
The Business Bulletin
Ask the experts Do you have a burning question that you would like the answer to? Or maybe you’re looking for some advice to help your business? In each edition some questions will be shared and answered by some of The Business Bulletin experts.
Q. How much should I spend on marketing? A. I suppose the easy answer is that you should look to 8 – 10% of your turnover being re-invested as marketing, but the more realistic answer is that it will vary depending
Certainly never throw money you don’t have at marketing in hopes of a short term return (that’s not how it works) but never stop marketing under any circumstances. Kevin Robinson 13 Media
results you want to achieve and the budget you may have set aside. I have heard that you should be investing about 10% or more of your turnover into marketing. It’s important to also decide what marketing will have the most impact if you have only a small budget and want to
on your circumstances. Spend as much as you can but no more than
A. When it comes to marketing
concentrate your efforts. Keep in mind
you can afford.
budgets, it depends a lot on the
that when you are doing stuff yourself,
46 | Issue 10 – Sales and Marketing
The Business Bulletin
Contributing experts
Kevin Robinson
Marie-Louise O'Neill
Christina Robinson
13 Media
Lovely Evolution
Green Umbrella Marketing
Mark Coster
James Tarry
Charles Jones
Pixooma
Scottsdale Moneywise
JPAD UK
although you are not paying money
takes a week to convert a prospect
can afford and can plan accordingly.
out, it is taking up your time that
into a paying client for others it could
If a client is looking at investing their
has a value and would be better to
be 6 months. Use this figure and plan
entire marketing budget with me,
outsource to a VA.
to grow your marketing spend. I’d
I look at things from both of these
always suggest stepping things up bit
angles. The 12-month P&L and the
by bit rather than launching into a
calculation above and we decide on
mass of marketing ‘stuff’ all at once.
what’s manageable from there.
Whoever you work with in marketing, make sure to look at testimonials, case studies and examples of work. Give the process at
If you turn marketing on and off,
As for where you should invest your
on and off like a tap – it’s a cost. If
money – that’s easy. Don’t spend it
you plan and maintain activity with
where you want to hang out. Spend
consistency, it’s an investment. Your
it where your ideal client is hanging
business will have a level of tolerance
out. Focus there and use it to leverage
for this additional spend, so you need A. Where do you want your business to
attention, to build relationships, to
to consider a whole host of things and
drive traffic to your website, to build
be? What’s the overall goal? And how
plan your activities so that you don’t
your email lists. Spend your marketing
many new clients do you need to bring
overstretch and waste the money
budget on servicing your prospects
on board in order to achieve that? How
you’re spending.
and cementing in their newsfeeds,
least a couple of months. Marie-Louise O’Neill Lovely Evolution
much is it costing you right now to acquire the clients you’re getting? If you know all of that you’re able
When we look retrospectively at a P&L, marketing costs would hopefully come in around 10-15% of revenue
inboxes, and minds that YOU are the solution they need! Christina Robinson
to work out what your new budget
over a 12 month period. With that
NEEDS to be. (Essentially cost per
in mind, it might be worth looking
acquisition x number of new clients =
at what you have spent versus what
£££’s) We need to remember however
you could/should have spent over the
A. It depends on your budget, but
that it really isn’t as black and white
last 12 months. If you’ve spent less
equally you can temper your
as that! We all have different products,
than you could have done, you now
expectations to whatever budget you
services, price points etc. For some it
have an idea of the minimum you
have It wouldn’t matter if I said I could
Green Umbrella Marketing
Issue 10 – Sales and Marketing | 47
The Business Bulletin
Got a question?
of a business that couldn’t benefit
happy to share their learning. If you
from some form of networking.
generate work from ‘a few’ meetings
People do business with If you have a question – then
companies they ‘know, like and trust”.
email us and these experts
And networking is simply another way
will set about answering it for
of getting to know each other and
you. It can be on any business
starting that journey. But it takes time,
topic you like, be it finance,
and it’ll depend on your sector and
sales, marketing, operations,
niche as to exactly how long. But a
resources, strategy or personal
relationship that is built up over time
development.
through networking will be as strong
If you would like a more immediate response, then raise your question on the “Ask The Experts” forum.
marketing idea, if you don’t have the money to hand. But if there is a good chance that £50 will result in at least one customer that is worth £1500
enough?
3. Are you trying to join the group and contribute or are you just trying to sell (hint: don’t do that) 4. Are you giving people enough able to refer you (or become a
marketing had a small chance of
customer)?
Some ideas are going to be more of a ‘punt’ than others because it’s perhaps a new market or the data is lacking, but it is all about risk vs potential reward in the end. And some of this will have stronger historical data, and more certainty than others. Wherever possible measure and keep an eye on results as this can help with future decisions. Mark Coster Pixooma Q. Networking doesn't work for me! I’ve been to a few meetings and haven’t generated any leads – so what’s the point?
Finally, it is important to consider that it is not just about the people in the room, it’s about who they know. And it can be very surprising who people have in their contact lists. You’ll only find out by being active in the group(s), being helpful and honest and contributing regularly – because this will increase the chances of them ‘knowing, liking and trusting’ you enough to give you access to their trusted contacts. Mark Coster Pixooma A. I think that people who don’t get work from networking (in some shape or form) aren’t doing it properly or expecting quick results for little effort. Many networking groups provide
A. Then you’re doing it wrong, or in
training or support in getting the
the wrong places. There must be a
most out of networking, and there are
few examples, but I struggle to think
plenty of old hands about who’d be
48 | Issue 10 – Sales and Marketing
credibility is where they understand what you do and would possibly refer to you, profitability is when you’re actually getting referrals.
1. Have you given it long
of the right information to be
thinking about it.
slight understanding of what you do,
Scottsdale Moneywise
experiment. Equally, if £5 invested in
you’d probably take no time at all
people actually notice you and have a
James Tarry
then that could be a worthwhile
landing that same £1500 client then
& profitability’ stages. Visible means
worked so far consider this:
enough? double your investment of £1m in a
go through the ‘visibility, credibility
and long-lasting as they get. If it hasn’t
2. Are you there regularly guarantee (I can’t by the way) to
then you’re very lucky. You need to
A. Networking certainly isn’t an overnight success and isn’t for everyone. It’s certainly a time commitment, is all about building relationships and trust. So many new businesses enter the world of networking expecting to get sales from the off. If you are going into a room for the first time get rid of the hard sales pitch and become a people’s person. Build relationships, make friends, pay attention and an interest in those you are speaking to. You may have an accountant already but that doesn’t mean the accountant in the room hasn’t got your ideal client on their books. The old saying of “It’s not what you know, it’s who you know” is very true when it comes to this form of marketing and if I can give you advice it would be – Your Network is Your Networth as you never know when that person may come in handy. Charles Jones JPAD UK
OUR BUSINESS IS TO HELP YOU
STREAMLINE
YOURS WE HAVE THE SOLUTION
ARE YOUR SOFTWARE SYSTEMS DIFFICULT TO MANAGE? ARE YOU TIRED OF MAINTAINING DATA IN CUMBERSOME EXCEL SPREADSHEETS? DO YOU SUFFER FROM THE INADEQUACIES OF AN
of these problems and our bespoke solution brings you peace of mind!
BESPOKE SOFTWARE DEVELOPMENT
ECOMMERCE APPLICATIONS
MOBILE APPS
we'd love to hear from you
CONTACT NOW
0800 677 1786
/ Web.Alliance.Ltd / web-alliance-limited
info@web-alliance.co.uk
WWW.WEB-ALLIANCE.CO.UK
/ Web Alliance Limited
The Business Bulletin
SME Survey What are your predictions for sales over the next 12 months?
Small to medium sized enterprises/
were expecting no growth or a decline
businesses (SMEs/SMBs) contribute
in sales. 9.8% were uncertain which
significantly to UK plc. In 2019, there
is understandable as they may not
were 5.82 million small businesses
undertake sales forecasting and their
in the UK1. These accounted for 60%
industry sector maybe unpredictable;
of the employment and around half
particularly if impacted directly by the
of the turnover in the UK private
pandemic.
sector2. On that basis, then the future economy heavily rests on the success of SMEs in the marketplace. The Bank Of England is forecasting a 7.25% growth in 2021 (source: Financial Times) which is encouraging given the COVID-19 pandemic and the completion of Brexit.
Delving a little deeper to find out
To take part in the next survey – it looks at what outsourced services you use (if any) as a business owner – visit here: https://forms. gle/8hDdByTqFvQMTqFK7. The
what the main contributors would be
results will be shared in the next
to this growth, figure 2 shows the top 5
edition of this magazine.
reasons that businesses were expecting an increase in revenue. It is good to see, that despite the challenges a lot of business owners have experienced during the pandemic, they are still
Therefore, this survey looks at how
Get involved
Sources
looking at investing in marketing
some of those small businesses (61
and are optimistic about the market
1.Department for Business,
responses) are expecting to perform in
conditions they are facing.
Energy and Industrial Strategy
terms of sales over the next year. And there is good news (as can be
Overall, this is a very positive picture giving the confidence that SMEs will
seen in figure 1), with the vast majority
bounce back and impact the growth
of those surveyed (85.2%) predicting
of the economy this year and for years
sales growth going forward. Only 5%
to come.
Figure 1
50 | Issue 10 – Sales and Marketing
2.Federation Of Small Businesses
Figure2
Magazines made easy With your own beautifully designed and branded magazine you can: • Promote your brand • Increase loyalty • Deliver added value • Share ideas & information • Boost your reputation
Email mark.coster@pixooma.co.uk or call 01536 217007, or to talk about our magazine design service.
Pixooma Success by design www.pixooma.co.uk
