Frequently Asked Questions-Part 2
How do you create a marketing package? I get the feeling most people would like an outline of what to put in a marketing package. A lot of books will help. The ones I enjoyed most were:
1. Robert Bly's "Selling Your Services."
2. The "What Color is Your Parachute?" series.
This latter one develops a new way of looking at ourselves and what we offer as individuals.
Further, I analyzed junk mail-what made it work, not work, how did I feel when reading it, and more. I analyzed business cards and brochures. Not of other indexers, but of other businesses, any business, to get creative inspiration. Most of all, I looked at the marketing materials of companies that had won my business as a consumer. What did they offer me that I was willing to do business with them, especially if it was a new company who's services or products I hadn't tried before?
Recently, I ate at a concession stand at the beach. The cook was extremely accommodating. I appreciated it and came back for more. Why? Yes, the food was good, but that's not enough to draw me back for more. There were lots of places to get decent food right there at the beach.
There was more.
I was hooked because of the customer service. They were accommodating. Flexible, with a "That's no problem at all" kind of attitude. That's something I appreciate in a company, and I realized that's also how I treat my clients. I offer them a No Problem attitude if schedules slip, if proofs are messy, or other problems arise. What's more, I truly feel it isn't a problem. I don't just say it. I believe it, and I think my clients can tell the difference, too.
By analyzing why we, as consumers, choose to do business with certain companies in light of our perspective, it gives much needed insight as to what we value, and hence what we can offer our clients in terms of who we are. It helps us determine what we want to stress in our marketing packages. Do you buy only certain brands because of the consistent quality? Because of their no- hassle return policies? Because of their business practices? (For this one, I'm thinking of the dolphin-free methods that certain tuna companies use.)
Analyze your buying habits.
That's the biggest thing I did in creating a marketing package. I looked at what I valued as a consumer, and therefore what I wanted to offer to potential clients. Then, I just wrote it up using a standard format which was found in the books above.
Latest Articles