Altus Agency

Marketing Minute:
Beat the Delete!
E-mail newsletters are one of the fastest growing communication and marketing tools today. But that sure doesn't mean they're all good. Avoid being filtered to the delete folder with a few of these tips.
~You only have a few seconds to catch their attention. Consistently deliver valuable information that doesn't have a lot of introductory fluff.
~ Write short. Short means about 50 percent less than you write for a printed newsletter. Set a word count maximum and stick to it.
~ Make sure it sounds like you. Don't be formal if you aren't...and don't be conversational and casual if your natural style is more formal. Remember, it's an extension of you and your brand.
~ Use lots of bullet points and lists. Think written sound bytes.
~ It's going to be forwarded. Count on it. So don't say anything you wouldn't want the world to see.
~ Newsletters are considered a news source. Do not spend so much time selling your services that they have to dig for the helpful information.
~ Create plenty of eye rest. People like to scan first and then go back to read. So break up your copy with bullet points, illustrations, graphs, or photography.
E-mail newsletters are a great way to start a conversation. Invite feedback, honor the above guidelines and have some fun. You'll like the results.

Marketing Minute:

Word of mouth is a two-way street

Let's face it, stories about shoddy service, a product that flopped or a clerk who was the epitome of rude make much better stories than when things go well.
When was the last time you heard about good hospital food? See? We all know the power of word of mouth advertising, but what do you do when your customers are telling stories you'd rather not have seep beyond your door?
The best defense is to clearly communicate that your business wants to hear when things don't go according to plan. Let them tell you, rather than 137 of their closest friends. Offer satisfaction guarantees. Always ask, at the end of a transaction, if the client is happy with the results. Do follow up contacts, by phone or mail to verify that the customer is still satisfied. Point blank ask if they would refer you to their friends or colleagues.
Of course, you can do all of those things, but if you don't actually listen and respond to concerns and complaints - don't add insult to injury by asking. That just makes for a better story.
Look around your business. Check your invoices and receipts. Re-read your "welcome" letters or official business literature. If you were a brand new client - would you immediately recognize that your business was open to hearing complaints?
Take steps today to make your business one that encourages grumbling, grousing, complaining and whining. Not only will you stop the viral spreading of the bad story but you'll probably improve the buying experience for all your customers and generate more of that good word of mouth you're hoping for!

Marketing Minute:
Your brand isn't just communicated visually...
Once a company identifies their brand, they quickly move to communicating that brand to their marketplace, just as they should. In most cases, however, they stop short.
One of the most powerful and overlooked aspects of your brand is your brand's voice. Just like consistency in your brand's visual presentation (logo, color palette, fonts etc.) is critical to building brand awareness and understanding, the same can be said of the voice.
Not sure what a brand voice is? If you saw an ad for a Mac computer and the copy was very technical and dry, would it feel right? Of course not, because that's not Apple's voice.
If you saw a brochure for the United Nations that was filled with hip-hop slang, would it feel right? Again, of course not.
The same is true of your organization. Whether you've ever thought about it or not, you do have an authentic brand voice. When you use it, it feels comfortable and genuine. When you don't - it sounds and feels artificial.
Many companies try to put on a more formal or authoritative voice in their marketing materials because they think it makes them more "official," when in fact it only makes them sound fake.
The greatest brand compliment you can receive is to meet someone for the first time and have them tell you that you "feel" just like your website or collateral materials. That means you are being consistent - you are speaking in the same voice, regardless of the medium.
Remember, good branding relies on consistency in all aspects of your brand.