Unique Marketing Techniques--Part 1


You've probably heard of a marketing plan, and your need to have one. What are the most common tools in an indexer's marketing plan?

1. Cold calling (or direct calling); sending resumes.
2. Networking; passing out business cards.
3. Web site.
4. Volunteering.
5. Perhaps a few other tools.

But....

If that is all you have in your marketing arsenal, then you need your marketing horizons broadened... and it starts right now!

Some of the ideas will work for you. Some won't. It depends on your business location, indexing specialty, professional image, personality, and budget. But start thinking "outside of the box", or "outside of the index."

First, let's start with the easy stuff. "Easy stuff" is passive. You don't have to talk too much to do these steps. These ideas, by themselves, should not be your sole marketing effort. They should only be part of a well-rounded plan.

STATEMENT STUFFERS

Some marketing experts think you should never send an invoice by itself. You should always include something, be it a coupon, announcement, or simple handwritten greeting. But never, ever send an invoice by itself.

Get creative!

What could you send? Hmmm, the sky is the limit, but here's some starter ideas...

1. A coupon for 5 or 10% off their first index with you, as an introductory offer.
2. A coupon for 5 or 15% off as a thank you for their business during the year.
3. Hints on what to look for in a good index.
4. A handwritten thank you note.

Starting to get ideas?

POSTCARDS

These are an under-rated tool.

If you print your stationery "on-the-fly", then you need to know that Paper Direct offers two sizes of postcards that you can customize.

I recently used postcards to notify all my clients of my Area Code change. What else could you send on them?

1. Tips on what to look for in a good index.
2. Updated business information (new addy, phone number, fax number).
3. New business capabilities (got a new fax, new office, new computer). Just make sure you explain how these new business capabilities benefit THEM.
4. Thank you's for business during the year.

Now that we have our "unique marketing techniques" hat on, during the next few weeks, we'll look at some other unusual ways to market your indexing business.

article written by Dawn Spencer

The copyright of the article Unique Marketing Techniques--Part 1 in Indexing is owned by Dawney Spencer. Permission to republish Unique Marketing Techniques--Part 1 in print or online must be granted by the author in writing.

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