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  • Let Customers Choose to Buy More
    visit and decided to wander into town to buy some shampoo She came home a few hours later having mooched around town for a while I asked her if she d found some shampoo She said she hadn t She was paralysed by the choice In my supermarket in Spain there is one shelf of shampoos In Boots there were two aisles full I just didn t know where to start so I went for a coffee When giving customers choice you can help to drive them to the solution you want by carefully defining the choices If you know what is really important to the decision maker you can design the offers to make one choice more appealing and the more likely selection The key here is really knowing what is driving the decision With the restaurant wine the real decision is economy without appearing cheap If you have a complex range of offerings try to help the customer make a decision Good examples of this can be seen on a number of websites It s not uncommon to see assistants that help whittle down a vast array of option to a more manageable list I was recently shopping for a camera and several of the sites had nice applications which asked questions about the sort of photography I was planning to do and based on my responses produced a short list of models If you re offering a more limited list you can direct customers to a specific option by labelling it a recommended or most popular again you see this quite often on the internet It s easy to forget but we are all selling things to people People with intellects emotions fears and insecurities Your potential client is a human being with all the amazing strengths and weaknesses of the species Spending some time thinking about how you can present your offer in a way that will let help them make the right decision is time well spent Tweet track back URL add comment Comments Hi Someone who can prepare strategies plans market analysis etc Read the link below for more information on Marketing Management Please reply fast I am waiting Comment by corporate identity design 28 Nov 2013 06 23 Thanks Jim that s rattled my thought processes We have always prided ourselves in being able to make whatever the customer needs we just need them to tell us what it is Now I am thinking that I should offer a few basic suggestions you can have one of these or one of those then customise the basic product to meet the customer s needs Now got to go and work out how the heck I do that Comment by Suzanne Wood 7 Oct 2013 14 07 Your name Email address never displayed Web site Organisation add me to your email list HTML markup not supported Access code 5559 Please enter the 4 digit code above into the following box We re sorry about this

    Original URL path: http://www.thepurpleedge.co.uk/blog/detail.rhtm/720958/let_customers_choose_to_buy_more.rhtm (2016-02-14)
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  • The blinkered website owner
    only part of the picture It s one thing being able to identify companies visiting a website but if those people didn t get in contact buy then the importance shifts to analysing why the website isn t converting their initial visit into business That s where website analytics lets you go as deep as you want to ROTI Return On Time Investment If you adopt an analytics mindset and invest a bit of time in fully understanding your website visitors in more detail then that will lead to you making beneficial changes to your website and the way it s marketed That leads to you gaining more enquiries business and a faster ROTI There s a moment of joy that all businesses should experience when they ve analysed their website visitors data have made beneficial website changes and THEN see the results and what they ve achieved Then the analytics addiction begins If you only do ONE thing after reading this blog If you haven t got analytics software then get it installed When you have got analytics software then study it yourself or optionally ask the opinions of those of us in the industry Don t be shy we re not all geeks with body odour problems Many analytics experts will take a few minutes usually free to give you a quick insight into a huge opportunity you re missing and will then back it up with figures that prove the point Watch this space I fail to understand how website analytics has taken so long to be accepted by businesses having been working in this field for over 8 years mainly with smaller businesses But it s slowly becoming accepted This is a great time to capitalise on your own website data before your slower to move competitors do so Watch this space in two years maximum you won t be able to escape talk about analytics so now is the time to throw away those website blinkers and win the website success race Tweet track back URL add comment Comments No comments so far why not be the first Your name Email address never displayed Web site Organisation add me to your email list HTML markup not supported Access code 8360 Please enter the 4 digit code above into the following box We re sorry about this but we need to do this to prevent our site being abused by people looking for free advertising required fields Past Blogs search Oct 2015 Top 10 Product Naming Tips 23 Oct 2015 19 50 I m working with a client who is launching a new product next year They know what it is what it Aug 2015 Is Marketing essential for success 7 Aug 2015 11 11 Strange that having spent so long trying to show clients how much more there is to marketing than Jul 2015 Christmas is coming 27 Jul 2015 20 40 It s July The weather might lead you to conclude differently but it

    Original URL path: http://www.thepurpleedge.co.uk/blog/detail.rhtm/717504/the_blinkered_website_owner.rhtm (2016-02-14)
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  • People - The Forgotten P of Marketing
    would try to catch the attention of one of the many waiters running around doing something clearly urgent but not obviously anything to do with the customers If he was lucky he would be greeted with a dismissive and slightly angry sounding Upstairs Upstairs This routine would be repeated on each floor of the establishment until you reached the top floor when the cry would change to Downstairs Downstairs Eventually a table would be found and some menus thrown down At some point it could be one minute it could be half a hour a waiter would arrive with a notepad to take the order If the plucky customer asked for something that wasn t available he would be rewarded with a No All gone No sorry No suggestion of an alternative And woe betide you if you asked for something slightly different Could I have a number 38 without mushrooms No You have mushroom The service was quite unlike anything I ve experienced elsewhere but that didn t stop people filling the place every night The punters went there for the experience They told their friends who told their friends We d told our kids about Wonky s and last year we took some of them when we were in London It was a huge disappointment The staff were OK Not exactly fawning but OK The restaurant had changed from an experience to an OK restaurant serving OK food at OK prices In short nothing special and it was nowhere near full The people who deliver your service have to deliver the brand This means you have to know what your brand is what experience do you want your customers to have you have to recruit people who can deliver it they can be professional friendly aloof rude or whatever you have to explain what is expected in terms of behaviour not just process if they don t know clearly what is expected they can t be blamed for not delivering it and no it s not obvious you have to evaluate performance not just on what they do but how they do it So are people a marketing issue Oh yes they are If you re in a service business make sure you have people in your marketing plan Jim Hunt is a professional marketer with many years experience in building businesses large and small As a speaker trainer and practitioner he aims to explain marketing theory clearly and show how it can be applied in practice to deliver better results from your marketing investment You can connect with Jim on LinkedIn Facebook Twitter and Google Tweet track back URL add comment Comments No comments so far why not be the first Your name Email address never displayed Web site Organisation add me to your email list HTML markup not supported Access code 2734 Please enter the 4 digit code above into the following box We re sorry about this but we need to do this to prevent

    Original URL path: http://www.thepurpleedge.co.uk/blog/detail.rhtm/714799/people_-_the_forgotten_p_of_marketing.rhtm (2016-02-14)
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  • Consistency in marketing
    Ads need to be maintained over the medium to long term to be effective Don t change your personality if you are a sober professional business don t start telling jokes If you re a friendly relaxed company don t start talking about the party of the first part Because if it doesn t come naturally to you then you won t be able to keep it up So much of marketing is about being the name your target customers think of when they have the need It s about short circuiting the sales process to stop them looking around for suppliers It s about being the obvious person to go to Being consistent in presenting your business in your marketing communications helps people recognise you helps you become familiar Once you are familiar then hopefully your target market might start to like and trust you So remember no stick men Or all stick men I m happy either way Jim Hunt is a professional marketer with many years experience in building businesses large and small As a speaker trainer and practitioner he aims to explain marketing theory clearly and show how it can be applied in practice to deliver better results from your marketing investment You can connect with Jim on LinkedIn Facebook Twitter and Google Tweet track back URL add comment Comments Great article on consistency if you ever need a coach for life work balance let me know Best Neil Comment by Neil Williams 21 Aug 2013 12 31 All stick men Comment by Leo 19 Aug 2013 09 18 Your name Email address never displayed Web site Organisation add me to your email list HTML markup not supported Access code 1784 Please enter the 4 digit code above into the following box We re sorry about this but we need to do this to prevent our site being abused by people looking for free advertising required fields Past Blogs search Oct 2015 Top 10 Product Naming Tips 23 Oct 2015 19 50 I m working with a client who is launching a new product next year They know what it is what it Aug 2015 Is Marketing essential for success 7 Aug 2015 11 11 Strange that having spent so long trying to show clients how much more there is to marketing than Jul 2015 Christmas is coming 27 Jul 2015 20 40 It s July The weather might lead you to conclude differently but it s the middle of the British Do you have a personal brand 10 Jul 2015 16 25 Jim s post of a couple of weeks back about getting on and doing stuff brought to mind a discussion Exhibition Time 3 Jul 2015 21 33 Next Tuesday 7th July the Kent Invicta Chamber of Commerce are holding the annual Kent B2B June 2015 You know what you need to do 25 June 2015 22 58 I was with a coaching client this week and in the middle of the session she

    Original URL path: http://www.thepurpleedge.co.uk/blog/detail.rhtm/706433/is_consistency_in_marketing_important_.rhtm (2016-02-14)
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  • 5 things to do to boost your web performance
    will select some randomly helpful phrases from the web page Alt tags on images are important because robots can t read pictures so you have to tell Google what the picture is and why it is important Keywords again 4 Google Places Local A Google Places listing amounts to a free mini website for your business presented by Google as a result of a local geographic search It s free why wouldn t you do it Making sure you have your listing well populated is your first priority then if you can persuade some people to add their reviews as this will give you greater credibility against the competition 5 Backlinks Having links to your site from relevant and respected websites is actually thought to be the single most influential factor in your page rankings Unfortunately it can be one of the hardest to achieve so I ve put this in last place in the list and suggest you make sure you ve done the easier bits first To get links you can make sure that you have listings on any directories with entries for your kind of business and particularly those that perform well in searches for your keywords You can also link from customers and suppliers websites try and get a bit of blurb to accompany the reference and to use the keyword in the link e g Visit The Purple Edge for great marketing advice What you don t want to do is pay anyone just to appear on a listing of links or to add yourself to such random list pages because these will count against you Is it working Of course all this pre supposes that you know whether you are getting traffic and business from your website now analytics that s a whole other subject Sharon Wilding is a Chartered Marketer with many years experience in marketing for businesses large and small As a lecturer and a practioner she aims to help small businesses use theory in practical ways to improve performance You can connect with Sharon on Google LinkedIn Facebook and Twitter Tweet track back URL add comment Comments No comments so far why not be the first Your name Email address never displayed Web site Organisation add me to your email list HTML markup not supported Access code 0716 Please enter the 4 digit code above into the following box We re sorry about this but we need to do this to prevent our site being abused by people looking for free advertising required fields Past Blogs search Oct 2015 Top 10 Product Naming Tips 23 Oct 2015 19 50 I m working with a client who is launching a new product next year They know what it is what it Aug 2015 Is Marketing essential for success 7 Aug 2015 11 11 Strange that having spent so long trying to show clients how much more there is to marketing than Jul 2015 Christmas is coming 27 Jul 2015 20 40 It

    Original URL path: http://www.thepurpleedge.co.uk/blog/detail.rhtm/704919/5_things_to_do_to_boost_your_web_perform.rhtm (2016-02-14)
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  • Top 3 Holiday Jobs
    grow regular and repeat business Target promotions and offers effectively to segments who will really value what you are offering Remind contacts about you and your products services on a regular basis keeping you top of mind If you have your contacts in a shoebox or even on a spreadsheet then this is the time to research getting a more professional customer relationship management CRM system see Jim s blogs on the subject or at the very least subscribing to a dedicated email marketing system such as Mailchimp Do you already have a holiday job list Maybe you already have a list of things you are planning to tackle as soon as you get a bit of breathing space If so please share them here as inspiration for others On the other hand you could take a long holiday yourself you no doubt deserve it but that begs the question Is this a business or a hobby Sharon Wilding is a Chartered Marketer with many years experience in marketing for businesses large and small As a lecturer and a practioner she aims to help small businesses use theory in practical ways to improve performance You can connect with Sharon on Google LinkedIn Facebook and Twitter Tweet track back URL add comment Comments Hi Sharon Some really good ideas here and I enjoy reading your blogs Other tasks complete your expenses CPD log marketing generally and putting together ideas for blogs over the oncoming months plus watch some of the Ashes Best Neil Comment by Neil Williams 17 Jul 2013 09 31 Your name Email address never displayed Web site Organisation add me to your email list HTML markup not supported Access code 9419 Please enter the 4 digit code above into the following box We re sorry about this but we need to do this to prevent our site being abused by people looking for free advertising required fields Past Blogs search Oct 2015 Top 10 Product Naming Tips 23 Oct 2015 19 50 I m working with a client who is launching a new product next year They know what it is what it Aug 2015 Is Marketing essential for success 7 Aug 2015 11 11 Strange that having spent so long trying to show clients how much more there is to marketing than Jul 2015 Christmas is coming 27 Jul 2015 20 40 It s July The weather might lead you to conclude differently but it s the middle of the British Do you have a personal brand 10 Jul 2015 16 25 Jim s post of a couple of weeks back about getting on and doing stuff brought to mind a discussion Exhibition Time 3 Jul 2015 21 33 Next Tuesday 7th July the Kent Invicta Chamber of Commerce are holding the annual Kent B2B June 2015 You know what you need to do 25 June 2015 22 58 I was with a coaching client this week and in the middle of the session she said something

    Original URL path: http://www.thepurpleedge.co.uk/blog/detail.rhtm/698787/top_3_holiday_jobs.rhtm (2016-02-14)
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  • How persuasive are you being?
    it is OK if you do too The better way to encourage people to turn up and they have tested this too is to tell people how many people DO keep their appointments In that way you are persuaded to go along with everyone else and are more likely to keep yours too Another useful insight is that we are notoriously bad at predicting our own behaviour and explaining our motivations So it s no good asking what messages will make you act a certain way it is only when put to the test that the real truth comes out So if you need to write a message to persuade your customers to act a certain way bear in mind this lesson and give them the social proof Here s an example to show you how it might work call rates and purchases were increased in a campaign simply by changing the call to action from Call now operators are waiting to If operators are busy please call again Far from putting people off it made them think the product was more worth having if so many people would be calling How can you use this information to change the things you are doing in marketing for your business Yes 50 secrets from the science of persuasion Noah J Goldstein PhD Steve J Martin Robert B Cialdini PhD Profile Books Ltd 2007 Sharon Wilding is a Chartered Marketer with many years experience in marketing for businesses large and small As a lecturer and a practioner she aims to help small businesses use theory in practical ways to improve performance You can connect with Sharon on Google LinkedIn Facebook and Twitter Tweet track back URL add comment Comments No comments so far why not be the first Your name Email address never displayed Web site Organisation add me to your email list HTML markup not supported Access code 1554 Please enter the 4 digit code above into the following box We re sorry about this but we need to do this to prevent our site being abused by people looking for free advertising required fields Past Blogs search Oct 2015 Top 10 Product Naming Tips 23 Oct 2015 19 50 I m working with a client who is launching a new product next year They know what it is what it Aug 2015 Is Marketing essential for success 7 Aug 2015 11 11 Strange that having spent so long trying to show clients how much more there is to marketing than Jul 2015 Christmas is coming 27 Jul 2015 20 40 It s July The weather might lead you to conclude differently but it s the middle of the British Do you have a personal brand 10 Jul 2015 16 25 Jim s post of a couple of weeks back about getting on and doing stuff brought to mind a discussion Exhibition Time 3 Jul 2015 21 33 Next Tuesday 7th July the Kent Invicta Chamber of Commerce are holding the

    Original URL path: http://www.thepurpleedge.co.uk/blog/detail.rhtm/695865/how_persuasive_are_you_being_.rhtm (2016-02-14)
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  • The value is in implementation
    those communications going persist in sending out the message that you know your stuff When the time is right and your target audience realises they are never getting round to implementing it themselves they need to know it s you they need and where they can find you Make FREE part of your strategy and plan how you are going to guide your contacts towards using you for implementation There is no putting the genie back in the bottle the internet has brought easy access to information to all of us and you are unlikely to actually have any secret insider knowledge that you can hold onto So if you can t beat them join them Sharon Wilding is a Chartered Marketer with many years experience in marketing for businesses large and small As a lecturer and a practioner she aims to help small businesses use theory in practical ways to improve performance You can connect with Sharon on Google LinkedIn Facebook and Twitter Tweet track back URL add comment Comments I ve heard it put a slightly different way namely You give your knowledge but sell your expertise Essentially it amounts to the same thing In this Google age there are web pages and YouTube videos showing you how to do just about anything but some of the real value is in knowing the subtle stuff Often the timing of when you do certain things is at least as important as what you do In other situations having a great network of contacts to carry out specialised tasks is valuable This leads into social media nicely too Not just as a means of publicising the knowledge that you are giving away freely but also as a means of keeping your existence within the awareness of potential clients until they are ready to buy Comment by Colman Carpenter 15 June 2013 09 56 Your name Email address never displayed Web site Organisation add me to your email list HTML markup not supported Access code 6368 Please enter the 4 digit code above into the following box We re sorry about this but we need to do this to prevent our site being abused by people looking for free advertising required fields Past Blogs search Oct 2015 Top 10 Product Naming Tips 23 Oct 2015 19 50 I m working with a client who is launching a new product next year They know what it is what it Aug 2015 Is Marketing essential for success 7 Aug 2015 11 11 Strange that having spent so long trying to show clients how much more there is to marketing than Jul 2015 Christmas is coming 27 Jul 2015 20 40 It s July The weather might lead you to conclude differently but it s the middle of the British Do you have a personal brand 10 Jul 2015 16 25 Jim s post of a couple of weeks back about getting on and doing stuff brought to mind a discussion Exhibition Time 3

    Original URL path: http://www.thepurpleedge.co.uk/blog/detail.rhtm/692965/the_value_is_in_implementation.rhtm (2016-02-14)
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web-archive-uk.com, 2017-12-14