Kait. Bill. Nick. All sales email gurus in their own right. All sales reps who taught me the secrets behind emails that convert without even knowing it.
To read ‘Five Ways to Write Emails that Sell’ which is inspired by Kait’s awesomeness, check out the blog at EliLogan.com. To find out how Bill’s and Nick’s sales emails jarred decision-makers out of inattention and into response, stick with me. Bill’s press release distribution service email achieved the incredible: I received it, noticed it, opened it, and read it. ALL OF IT. So, how did Bill’s email grab his attention and keep it, until the very end? He didn’t waste a moment getting to the benefit. After briefly covering how his service could help us save money and get free press, he included an early call to action. When you start with a hard-hitting value prop, it makes sense to close early. Folks on mobile devices will also appreciate not having to scroll through an entire email to act. After Bill’s first call to action, he included three more. How did he create an email that continuously closed without being off-putting? Through structure: he launched into the benefit immediately then closed with a call to action. Below that first close was a bulleted list of the value proposition, further translated into additional benefits. Then close number two. Below that, testimonials with the hard numbers bolded. Then the final close. He avoided confusion by choosing one method of response for the entire email and sticking with it. All of those calls to action asked us to do the same thing: click. If you have more than one call to action in your email, pick one way you want them to react and stay consistent. Nick was a sales rep for a marketing automation company who had reached out to me several times and never received a response. He got one with this email. Subject Line: Curious Silence? "I reached out to you a few times about *Company Name Here* but haven’t heard back. Curious if this silence is because you’re currently tied up with other projects or have no interest in evaluating marketing automation for your team. Would love to hear from you either way. Have a great day!" I adopted a version to send to my clients and saw open and response rates skyrocket from prospects who seemed dead in the water. Nine times out of ten, this email generates momentum from even the coldest leads. Here’s why: This subject line is effective because it’s short, intriguing, and presented in the form of a question, which automatically engages the prospect. The humor is clever, but not edgy. The copy stays value-based, direct, short, and the low-pressure outro takes a little bit of the edge off. It’s perfect. The stark choice in his email is easy to spot. It boils the whole situation down to an A or B scenario, which facilitates decision-making like a dream. Spoil your prospects with more than two choices and they’re forced into evaluation mode, which turns talking to you into a task that requires time they probably don’t have. The stark choice has the power to spur your prospects to action, but can be disastrous if you make the mistake of getting pushy or going for shock value here. End that sentence with something like "saving your business" or "doing the right thing" and just like that, you sound aggressive and hostile. If you’re going to use the stark choice, plainly and objectively state what moving forward with your company looks like for them. Remain informative and objective. Thoughts? Tips? Share them with me. Be sure to check out the blog at EliLogan.com, and connect at @EliLoganTx Determining the Value of Potential Advertising Channels Online- Eli Logan Longview Texas @EliLoganTx7/14/2017
Determining the Value of Potential Advertising Channels Online
Eli Logan Longview Texas @EliLoganTx It’s important for any business to have an online advertising presence. Whether it’s Google AdWords, digital newsletters or industry websites, online visibility is a must in today’s business climate. It’s possible for any-sized business to gain online exposure without breaking the bank through properly evaluating advertising channels and a little Google Ad Words home work. When you’re evaluating the quality of online advertising channels/ newsletters: Get information on subscriber/ visitor demographics. In other words, who is visiting the website or receiving the online newsletter? Make sure the readership is in line with your customer base. How many people visit the site each month? This number will help you determine your cost-per-contact. Just divide the amount you’re spending by the total readership. Clicks and Click-through Rate: If you’re looking at buying banner space on an online newsletter or digital publication, getting clicks and click-through rate information will help you determine how engaged the readers are with that particular publication. What good is a monstrous readership number if most of them aren’t clicking on anything in the online newsletter? Do you receive exclusive placement? Most banner ads are shared real estate, which means your ad will be one in a rotation. That effects the number of times your will be served to (or seen by) the readership. That will affect your cost-per-contact number. Reevaluate cost.Take the total readership and divide it by the number of rotations the space will go through before your ad appears. For example, if your ad is one of ten ads sharing a single space and the website/ online newsletter has a readership of 10,000 your ad will be seen by 1,000 readers instead of the whole 10,000. That new number will dramatically affect your cost-per-contact. So, what’s an acceptable cost-per-contact rate? It really depends. I know, I know; that answer seems like a cop-out. It’s not. If you’ve found a medium that effectively targets your customer base (especially if you have a product that serves a niche market) and if it reaches the people within that market that can make or influence purchasing decisions, a high cost-per-contact may be absolutely worth it. That’s why investing a little time in qualifying potential adverting channels is worth a try. Next week’s post will cover information on Google AdWords and how to customize a campaign that delivers results and makes the most of your investment. To get a head-start, check out Google AdWords’ extremely helpful FAQ section at http://goo.gl/ZQyrO9 Be sure to check out the blog at EliLogan.com, and connect at @EliLoganTx Conference or Exposition? Why Show Formats Should Influence Setting Trade Show Objectives
Longview Texas' own Eli Logan @EliLoganTx Last week’s post covered who should be setting trade show objectives and when they should be set. An additional factor that should influence your trade show objectives is the format of the show and how the corresponding focus affects the amount of face-time you’ll get with attendees and new ways to spend it. For the most part, industry events break down into two formats: Conference series with a trade show attached Trade shows/ expositions How the show format factors into setting your trade show objectives: Trade shows and expositions are focused solely on trade, the debut of new products and facilitating networking between industry professionals. Since attendees of these types of shows do not observe a conference schedule, your booth staff will have time to focus on qualifying serious buyers. When it comes to exhibiting in trade shows that are attached to conferences, knowing the conference schedule and how it affects attendee traffic will help you set realistic objectives. Your goals will be based on educated projections of how much face time you’ll actually be spending with attendees. What to consider if you’re exhibiting in a trade show/ exposition: Are you qualifying attendees based on what stage of the buying process they’re in? According to Exhibit Surveys, 49% of tradeshow attendees surveyed planned to purchase in the next 12 months and 66% rate their booth visits as very or extremely valuable in comparing and evaluating offerings for future purchases. Both of these statistics confirm that attendees of trade shows and expositions are actively engaged in one part or another of the buying process. But as an exhibitor, do you know which stage? Potential customers who are in different stages require different types of information to progress through the initial stages and reach a buying decision. Discovering which stages they’re in and tailoring your sales message to them is the key to establishing a relationship early and winning the bid. How to sell to customers in each stage: According to A Guide to Understanding the B2B Buying Process, by the Inbound Sales Network: "Communication during the ‘Awareness Stages’ should introduce your prospects to industry trends that point to developing issues and the business value of adopting change. This early consultative approach is crucial: Forrester Research reports that 65% of vendors that create the buying vision during this early stage get the deal. Communication during the ‘Evaluation Stages’ should: Find your unique point of view which can challenge prospect’s assumptions and create more demand Create clear points of differentiation between you and your key competitors Communication during the ‘Decision Stages’ should highlight customer success stories and demonstrate how your customers have achieved "successful project implementation and business value." What to consider if you’re exhibiting in a trade show attached to a conference: Is the exhibit hall completely closed to attendees during conference sessions? If so, take the opportunity to find exhibiting companies with whom you can do business and set appointments with them, outside of the venue, during the time the show floor is closed. This way, you’re networking and gaining exposure with qualified leads while attendees are unavailable. Does the trade show portion of the conference series remain open for attendees who have not paid to attend conferences? This is the most common type of conference series with a trade show attached. Although the show floor is not closed completely, attendee traffic tends to slow while conferences are in session. When traffic slows, this is a prime opportunity to connect with other exhibitors who represent potential customers or partners. Again, knowing how to maximize these periods whereas an exhibitor, you’re competing with conference tracks for the attention of attendees is crucial to maximizing your investment. By networking with exhibitors, you’re interacting with potential customers regardless of the effect the conference has on the traffic flow. Knowing the conference schedule will also help you plan the best times to conduct giveaways, announcements, product demonstrations and more. This way, promotions designed to draw a lot of traffic to your booth can happen when the conference schedule allows the maximum amount of attendees on the floor. Does your business perform better at conferences with trade shows attached or trade shows and expositions focused solely on trade? Why? Share your story in the comments. Be sure to check out the blog at EliLogan.com, and connect at @EliLoganTx Brand Consistency At Trade Shows
Longview Texas Based Eli Logan Corporations often need to exhibit at simultaneous trade shows in different locales and for different reasons. They often have two trade show exhibits in the same city at the same time. Going one step further, a company may even have two separate trade show exhibits at the same trade show. Oracle is an example of a company exhibiting at two trade shows at the same time in the same city. Why does this happen? Quite simply, each trade show appearance had a different objective. One trade show exhibit concentrated on new lead generation, while the other trade show display’s focus was on new product launches. Even though these trade shows differed, Oracle’s message needed to be consistent in presenting their corporate brand. Trade show visitors may have a different agenda for attending each trade show, but the corporate message must remain consistent and easily identified with the corporate DNA. Every aspect of trade show exhibit presence also must match up with company promotional materials, advertising, public relations, online marketing, website and direct mail. Companies lose identity when they dilute their image with mixed messages. Marketing pros say the golden rule is to stay true to your corporate message, reinforce the brand, and let everything else follow suit. Event Marketer Magazine advises corporate marketers to be wary of delegating trade show activities to their product development staff. Product teams understandably tend to focus on products rather than the corporate message. This can seriously undermine the corporate image agenda. So, in order to avoid mixed messages, pre show briefings with all the trade show staff team are essential. Then be sure to keep communication channels open and ongoing. Be on guard for any off the wall, wacky surprises that could distort your presentation. Also, have company monitors drop in at the trade show booths on the trade show exhibit hall to assure that the discipline of your corporate exhibiting goals is maintained. As an example, Event Marketer Magazine sites the experience of DaimlerChrysler. With some 60 national auto shows, DaimlerChrysler works with its eight business units to develop trade show programs for these multi-market trade shows. They then send staffers from zone offices to check on the execution at the trade show. “Although we all have the objective of moving the metal, we also have to maintain the brand consistency,” says director of global event marketing Don Schmid. “That doesn’t always fit into what the dealers want to do.” The DaimlerChrysler zone staffers leave a show after a few days, and dealers are often tempted to add additional makes and models to the exhibit space. “They might try and move in 15 percent more vehicles, which makes the space look like a parking lot,” says Schmid. “We have to be ready at all times to play sheriff.” When exhibiting at a trade show, here are a few things to remember about corporate image reinforcement and brand consistency: Understand the basic objectives of the design your corporate look. Adhere to the parameters of the corporate image guidebook. All visuals must meet specific guidelines. Be aware not only of the physical specifications of visuals but also how to incorporate them for trade shows with multiple audiences and products. Stay true to your corporate colors and fonts and be conscious of how the name of the company is used. Be consistent in your brand “mindset” –whether it be upscale, sophisticated, young or old. Not only with the way your trade show exhibit looks, but also with the dress style and comportment of your trade show booth staff. Be sure everyone who represents your company is knowledgeable about all communication aspects of the company. Be able to articulate the brand in trade show booth graphics, sales pitches, promotional hand outs, email and web messages, even on business cards. Many brands such as Yahoo! in Sunnyvale, Apple Computer Inc. in Cupertino, eBay in San Jose, Google in Mountain View, Hewlett-Packard in Palo Alto, Oracle in Redwood City, and Sun Microsystems of Santa Clara have distinctive logos and have a certain “personality” and feel about them. Although they are all in the high tech industry, each of the brands is noted for their individual character. All have colorful and consistent images. Their brands are distinctive and successful, and their representatives have learned to speak with one voice. Your company’s brand image will have a much great return on investment if you enforce these basic disciplines. When most people think of trade show booth staff, they picture a gaggle of first-rate sales reps. They’re talkative, friendly, knowledgeable professionals who will connect with leads, discover the challenges they face in their businesses and mold product-centric solutions.
There’s no doubt that these folks should be in the booth. But they shouldn’t be alone. The salesperson described above employs a particular set of techniques that have been successful in the past, but are becoming obsolete in modern business to business sales. These techniques were effective on purchasers who understood the problems their business faced, but didn’t know how to fix them. With endless amounts of product information available online, that’s not the case anymore. This Corporate Executive Board study found that most B2B customers have completed 60% of a purchasing decision before they open dialogue with potential suppliers. By that time, most customer have reached an understanding of their problem and, through research, have arrived at a solution. When they do begin speaking with a suppliers, they’re looking for the organization who can most efficiently and cost-effectively implement that solution. This is where the importance of including technicians-turned-salespeople in your booth is evident. Legitimate purchasers are more likely to have detailed questions and these technicians-turned-salespeople are in a unique position to provide specialized information that paints a picture of fulfillment for potential clients’ existing, self-arrived solution. Employing a focus on technical information shouldn’t stop at your booth. A study by Gelb Consulting shows that 56% of trade show attendees claim that purchasing decisions resulted from various factors, including the trade show booth. It makes sense if they’re among the 60% referred to above. Including technical sections on your website or publishing white papers in industry publications ensures that the information provided by the technical expert manning your trade show booth is consistent across marketing channels and widely available. Not only will this technique drive sales and lead conversions from trade shows, it will position your company as an industry expert, which is exactly what savvy industrial buyers are looking for. Are you a die-hard believer in solution sales? Or is the technique another casualty of the Information Age? Share it in the comments! Be sure to check out the blog at EliLogan.com, and connect at @EliLoganTx
More options for attendance marketing are available today than ever before. Yet more challenges also exist. What techniques and channels drive the highest attendance and best return on investment? At Expo Next, Michael Hughes—managing director, research and consulting, for Red7Media/Access Intelligence—shared his findings from research about the modern show attendee, and Kimberly Carcone—senior director, Trade Show & Event Marketing Toy Industry Association, Inc.—revealed her insights into new attendee trends. Here are some tried-and-true methods for marketing to quantify what works and what doesn’t in today’s market. How Attendees Have Changed 1. Smaller buying teams today have more purchasing authority. 2. Attendees register closer to the event and stay at the event for shorter time periods. 3. Buyers review products online first, and meet the people behind the brands and "test drive" products at the shows. 4. Today’s attendees are more cost-conscious, looking for deals. 5. They are looking for more content and information. Event Management Equals Event Content Development Event management has become about managing increasing amounts of content. There are 38 different content areas and types, from which you can drive revenue and maximize attendee value, including: • Archived event information • Award events • Social media, digital communities • Educational sessions • E-newsletters • Entertainment • Exhibits, environments and displays • Mobile apps • Event-related publications • Video • Virtual events, Webinars/Webcasts • Post-event survey and evaluations. The Goal: Engage The key to engaging content is not only creating relevant, valuable content, but also in how, when and where you use it. Some tips to keep in mind: 1. Use all means of communication to create an immersive experience before, during and after the show. 2. Be aware that engagement differs from attendee acquisition. 3. Understand that conversation differs from traditional, one-way, and marketing. 4. Engagement plus conversation equals audience enthusiasm. Audience enthusiasm brings: • Participation. • Action. • Connection. • Attachment. • Commitment. 5. To be engaged with your audiences year-round, deliver high-quality, robust content through diverse channels: • Your website(s). • Blogs. • Mobile app(s). 6. Encourage interaction on multiple topics, such as: Show details, cost-saving ideas, and current business trends. 7. Be proactive and responsive to customer interaction. 8. Create fun! 9. To engage your audience, cultivate internal talent or invite talent in from external sources. Successful engagement cannot be an afterthought! Be sure to check out the blog at EliLogan.com, and connect at @EliLoganTx |
AuthorEli Logan is an award winning visionary with more than 15 years of experience emphasizing sales, marketing, and innovation in the Energy, Engineering, Transportation, Motorsports and Face To Face Marketing Industries Highly innovative with excellent relationship building skills as evidenced by the successful formation and operation of 24 business units resulting in 16.4 Billion in economic impact for his clients. Eli successfully manages growth, diversity, innovation and adversity in simultaneous ventures. Legendary sales and marketing skills strengthen relationships with existing clients and convert prospects into eager devotees of any brand This skill set is complimented by confident leadership, repeatable processes, and endless motivation. Eli’s signature is bringing creative solutions and an entrepreneurial spirit to all business endeavors. ArchivesCategories |