Charisma. We can't see it, can't touch it, but we recognize it when it's there. Just as some people have a magnetic personality, there are certain businesses that seem to reach out and lure customers. How does a restaurant become trendy? A fashion designer the talk of the town? A quality product is just the first step; a presentation that differentiates the business from its competitors will usually take care of the rest.
Following are five 'hooks' to help you capture your unique identity and lure in your customer.
Hook 1: Brand your business. Identify your major selling advantage by asking yourself what sort of feeling you want to elicit from your customers. Stellar service will certainly make a good impression, but that's just a start. What about the atmosphere of your business? Does it meet or exceed customers' expectations? Better yet, does it make your customers feel good about themselves? Nobody needs to spend $4 on a cup of Starbucks coffee, but a certain type of customer is willing to pay extra for the mood the stores evoke with their earthy tones, brass touches and softly-playing classical music. Ask yourself who your customers are and how you can make their experience more memorable.
Hook 2: Your business name, its logo and your marketing material reflects the image you create for your business. Interior designer Alexandra Stoddard was just 24 when she started out in the 1960s. Realizing her age would put her at a disadvantage, Stoddard spent a bundle on letterhead engraved in geranium red from Tiffany & Co. The stationary suggested class, wealth and quality, all important attributes to the customer Stoddard was targeting. Everything attached to your business should work together to help tie your product or service with its own unique identity.
Hook 3: Toss the brochure; do a newsletter instead. When done right, a newsletter will feel more like a gift to a client than a marketing piece. A brochure on the other hand, is unabashedly self-promotional. It's likely to get tossed soon after it arrives in the mail. If it makes it into the filing cabinet, chances are it will languish there. A newsletter should contain information related to your business, but of enough general interest to appeal to the reader. You might also want to include a mix of humor, 'keepers,' such as recipes, and facts. Newsletters are also sent regularly, reminding your customer of your business several times throughout the year.
Hook 4: Develop a portfolio. This, another alternative to a brochure is a three-ring binder customized for your business. Brought to sales presentations or left for customers to peruse, it's the type of communication piece that will help you stand out from your competitors. The portfolio should contain examples of your accomplishments, including copies of reports, proposals, researching findings and press clippings. Also include photographs, if appropriate, letters from satisfied customers, special certifications, diplomas and awards.
Hook 5: Be an original marketer. You forge a lasting impression in the minds of your clients when you go beyond the expected. For instance, avoid the December mail glut and send your clients greeting cards for unconventional holidays. Your card is sure to stand out from the rest of the mail on St. Patrick's Day. An obvious, but often overlooked way to be an original marketer is to be generous with your thank you’s and referrals. A hand-written thank you note to someone who has helped you makes a lasting impression and clients will return the thanks when you refer them to others.
Above all, be creative. Uncover the essence of your business, develop your message and brainstorm new and creative ways to communicate it to the world. If you broadcast it with charisma, the world will be listening.
