How to use Email Successfully

January 17, 2012

I recently read a headline on how to make a multi- million dollar company through email marketing. As I opened up the email and read about how Groupon had used email marketing (combined with referral marketing) to become a $6 Billion company (that is what Groupon was offered by Google to buy them). For those of you who are not familiar with Groupon, there is great benefit to using them- Here is a link for you to check out the local deals that they offer:
(click here and then find your local city)
Groupon offers it’s users something they want- local deals on things they are interested in.
Now you may be wondering “How do I make email work for me” I will share 2 ideas that have and will work when you use them correctly. The fact is, if you can get your email opened, you have a chance of getting your consumers attention. If you can get their attention, you have a chance of getting them to engage or take another step. If you can get them to take that step (i.e. go to your website) you have a chance of building trust to get another step out of them.
Let me first ask you this question; Are you trying to get your consumer to take too many steps at a time? If so, how is that working for you? Fact is, the consumer who does not purchase what you sell often if ever will move forward with great caution unless you clear the path (in other words, show them you are trustworthy). Most people use Email completely wrong, and in so doing, lower the bar to where when used correctly, the proper email will not only shine, but will become extremely effective.
The wrong way in using email is in these three manners; 1) they blast out offers which are trying to get the Bride to take too many steps at once 2) They assume the need/relationship/sale 3) They are written from a business centric bias rather than a consumer centric bias.
Here are two email methods that work : 1) Be free with information- give them the reports, the ideas and the information they are looking for without giving them too much to where they think they have it all and can do without you. 2) Set yourself as the Gold Standard giver- when you are the expert and state your information as such (i.e. “When hiring a Wedding Consultant, be sure they have these 5 qualities to insure a magical, stress free day” is much more concrete than is “I feel that you should want 5 certain qualities when looking for a Wedding Consultant”. The Gold Standard Giver is the wedding vendor who sets themselves up as the expert and freely imparts advice, tips, and useful information to the Bride that is not “salesy”. Invite the Bride to interact, whether she does business with you or not.
Using the above 2 techniques together is the only way I have seen Email work in the Wedding World. I know that many of you are gathering your lists from the Bridal shows. These lists have value. These are Brides who have raised their hands and essentially said, “ I am going to buy certain things for my wedding, I may buy them from you if I am convinced”. Brides are mostly new to getting married, and while they can find a myriad of info online, there are 2 main reasons why she hesitates: 1) She is scared of making a bad choice 2) She gets too much conflicting info.
Help her to trust that you have the info she needs and that you will not steer her in the wrong direction and use email to build this trust. Email when used right is AWESOME- I would not go without it!
Until Next Week, Here’s to your Success!


Prices on your website

January 10, 2012

Prices on your website
For years now, the dual edge sword of putting prices on your website has been questioned. Vendors all around struggle with do I put my prices on the website or do I leave them off. There are definitely 2 sides to this, and which way you decide to go will make a difference. That difference needs to have a much more completed strategy, including proper website conversion, proper follow up techniques and more. To not get stuck in the middle of “should I” or “shouldn’t I”, you need to look at each angle so you can choose what fits you and your business best. Let’s talk about the 2 sides of this issue and then I’ll throw in my advice.
Side #1- Put your pricing on your website.
When you put your pricing on the website, you run into a few issues. Issue #1- You are commoditizing yourself. Brides know green dollar bills. They do not understand the depth of experience, the nuance of quality and more. When you put price on your site, you are simply stating one dynamic of your business- the “how much” dynamic. The problem with stating your prices to Brides at this stage is they are too fresh and using only this dynamic to measure your business which is a false measurement. #2 Issue – There will always be someone cheaper. Assuming that the bride is using only price as a comparison (not fair- I know) , you will most times lose. Prices only tell one side of the story and that side is not the story that matters to Brides. I have also seen where most times, Brides will gravitate to the lower end of the price scale. If a vendor puts a range of pricing, the focus becomes on the entry point rather than the high end price. Imagine you are that Bride and you see prices ranging from $700, $900, maybe $1200. She will enter the buying process with this subconscious idea that the price should be around $1000. When she goes to the various vendors and figures out that the price she will pay for what she specifically wants is more around $2000, she feels shock, dismay and confusion. She will shut down and not make a decision.
Side #2- Don’t put your prices on the website.
When you don’t put your prices on your website, there are two potential issues there. Issue #1 – The Bride passes by you (or even worse- gets mad) because that is the only thing she is looking for. Here is a rule for sales: Until she gives you some money/signs a contract/both, she is a prospect. Sometimes prospects will take shots at people to make them feel bad because it gives them a sense of power/being. Don’t let her need for price override what you know to be right and good for your business. Issue #2- You will get the brides who don’t have any budget wasting your time. You’ve had Brides who call you up and even meet with you to the point to where you know they are wasting your time. In rare cases, though, having prices on the web will help you avoid this (there is no guarantee that the Brides will see your prices either way). I think I have a rather simple solution which meets both sides in the middle.
Put price ranges with enough information, but not too much on your site. Simply said, you almost want to disregard the issue with this, without going too far- you need to give her enough information without letting her think she has enough to make a decision. For the Special Report on how to range your prices, Please Email me :
Until Next week, Here’s to your Success!

3 Foundational Elements for Success

January 5, 2012

J Paul Getty once said that you only need three things to be rich:
1. Work Hard
2. Work Smart
3. Strike Oil
There are many of us who have set new goals or intentions for this coming year and we have the hope that the economic winds are too our back. I have thought and thought about the subject of what fundamental elements does one require to be successful. I have narrowed it down to these three (I call them the Triple A)
1. Actions
2. Abilities
3. Attitudes
Without Action, you are dead in the water. Let me compare our work in our businesses with an analogy of growing a garden. If we have the intention of growing a garden, we first need to act. We need to prepare the ground as well as plant the seeds. Further, we need to keep on acting. We need to continue to water those seeds, as well as tend to the soil and fertilize. Acting at the beginning, while necessary, is not enough.
Our abilities in our business life are necessary to make our actions effective. Without effective actions, we will overwork and burn the ground to where nothing will grow. Going back to the gardening analogy; if we over water, or underwater, our crop does not benefit near as well as if we give the right amount of watering. If we do not use the proper fertilizer, the proper methods in airing the soil, etc… we can “act” all day long and not have near the results of the two elements of action and ability combined.
Many times, it is our own head games which keep us from playing. We have the attitude that we will never be able to grow in that soil, or the weather will ruin our crops or… (excuse, excuse , excuse) . What ends up happening is we never even plant the seeds, or we excuse our behavior from acting (and from improving our abilities) so we never even get started or if we get started, we slow/stutter our progress.
You can see how Actions and Abilities without the proper Attitudes can give us less than stellar results. You can further see the obvious of lacking in Actions or lacking in Abilities (even with a great Attitude) will leave you short on your end product. Having all three elements is necessary and crucial towards finding the success that you not only strive for, but deserve.
Use these three critical elements and explode who you are meant to be in the coming year!
Until Next Week, Here’s to your Success!

The Christmas Orange

December 20, 2011

This is a story a friend of mine shared with me years ago- Thank you Lori:-)
(btw- they sell chocolate oranges at Walgreens- you can share this story with your family like I do and break open one of these chocolate treats- The kids love when we pass it around and they share with each other!)
The Christmas Orange
In the very early 1800’s, a young boy about 14 years old named John lived in an orphanage in England along with several other children. Orphanages were dreaded. Orphan meant unwanted and unloved. The orphanage was administered by a master and his wife who were results of meager backgrounds themselves and were short on love but high on discipline. No childlike play, no expression of compassion, no understanding.
Every day of the year was spent working. They worked in gardens, cleaned, sewed, and cooked sometimes for wealthy children. They were up at dawn and worked until dark and usually received only one meal a day. However, they were very grateful because they were taught to be hard workers. John had absolutely nothing to call his own. None of the children did.
Christmas was the one day of the year when the children did not work and received a gift. A gift for each child — something to call their own.
This special gift was an orange. John had been in the orphanage long enough to look forward with delight and anticipation of this special day of Christmas and to the orange he would receive. In Old England, and to John and his orphan companions, an orange was a rare and special gift. It had an unusual aroma of something they smelled only at Christmas. The children prized it so much that they kept it for several days, weeks, and even months — protecting it, smelling it, touching it and loving it. Usually they tried to savor and preserve it for so long that it often rotted before they ever peeled it to enjoy the sweet juice.
Many thought were expressed this year as Christmas time approached. The children would say, “I will keep mine the longest.” They always talked about how big their last orange was and how long they had kept it.
John usually slept with his next to his pillow. He would put it right by his nose and smell of its goodness, holding it tenderly and carefully as not to bruise it. He would dream of children all over the world smelling the sweet aroma of oranges. It gave him security and a sense of well being, hope and dreams of a future filled with good food and a life different from this meager existence.
This year John was overjoyed by the Christmas season. He was becoming a man. He knew he was becoming stronger and soon he would be old enough to leave. He was excited by this anticipation and excited about Christmas. He would save his orange until his birthday in July. If he preserved it very carefully, kept it cool and did not drop it, he might be able to eat it on his birthday.
Christmas day finally came. The children were so excited as they entered the big dining hall. John could smell the unusual aroma of meat. In his excitement and because of his oversized feet, he tripped, causing a disturbance. Immediately the master roared, “John, leave the hall and there will be no orange for you this year.” John’s heart broke violently wide open. He began to cry. He turned and went swiftly back to the cold room and his corner so the small children would not see his anguish.
Then he heard the door open and each of the children entered. Little Elizabeth with her hair falling over her shoulders, a smile on her face, and tears in her eyes held out a piece of rag to John. “Here John,” she said, “this is for you.” John was touched by her youth and innocence as he reached for the bulge in her hand.
As he lifted back the edges of the rag he saw a big juicy orange all peeled and quartered. . . and then he realized what they had done. Each had sacrificed their own orange by sharing a quarter and had created a big, beautiful orange for John. John never forgot the sharing, love and personal sacrifice his friends had shown him that Christmas day.
May your Christmas season be filled with the thought of abundance and blessings we enjoy. It is our goal to be reminded to share with another and to keep in mind that while perhaps there were challenges in the past year, the best is yet to come!
Merry Christmas from the Brewer’s!

Dealing with Down Time

December 14, 2011

In the wedding world, there are distinct times during the year, where your business comes to a crawl. Many of you out there are very good at keeping busy and welcome the restful periods. Some also keep busy with different types of business (Christmas parties and summer picnics come to mind). For those of you who are slowing down and have some extra time on your hands, here are some items you may want to look at on your check list to help you to tie up loose ends or prepare for a great year next year.
1. Have you written your goals for next year? I will actually be giving a free Goal setting webinar next Tuesday (information below). Let me challenge you to write your goals before then and then attend the webinar to give you some ideas to adjust your approach. It is CRUCIAL that you write your goals. A goal not written is merely an idea. We all have ideas every day. When you write your goal, it makes it much more concrete.
2. Analyze your systems. Do you have a written marketing strategy and a written sales approach. Do you measure most things that you do? If your strategy and approach are not written, write them out. If you do not have standards and measurements other than “your best guess” you need to look at this. One of the biggest items I look at when I work with a business is to see if they’re systems are a servant or a master. A big indicator of a failure in business is typically a failure in their systems. By having structured approaches to how you deal with your day to day operations of your business, you can adjust and improve upon those approaches. Further, you are better geared for change. Change is inevitable in any given business and failure to change will leave you behind the times and losing business.
3. Measure your year end results. By now most of you should be able to put an accurate measurement on your year end results meaning Profits and Losses. You should be able to look at a comparable year to year view and measure are you up, are you down, are you better or are you worse than the past. Many times you will be able to look at what happened and again adjust for the coming year. I looked at one year where I went for 2 solid months (in fairness, I was busy ) of not sending out a weekly email. I determined to change that for the following year and saw an approximate 35% increase to my bottom line from this singular action. I have found it is the fundamental actions, the basics, the blocking and tackling that really makes a difference in your business and by figuring out what these fundamental money making areas are and measure them.
4. Take time to tie up loose ends. File all the stuff on your desk, get your marketing tuned up for next year, get ready for Bridal show season, re-vamp your website or social media approach. You know what the loose ends that you have in your life. Find 5-6 of them and get them done while you have some ability to accomplish it.
5. Give yourself a pat on the back. You have finished the year (hopefully strong) and are set for another year in business. It is hard being a small business owner, and I am sure you know the mortality rate of small businesses. You have made it through another year and by all indications, next year is going to be great. Allow yourself to have some mis steps , to have made some mistakes and to have had learning experiences. These all are building blocks for your business and necessary in many cases to grow to the next level.
Down time can feel like a curse when we want/need to make money, but recognize the benefits and take full advantage of them.

Until Next Week, Here’s to your Success!

Instant Business Legitimacy

December 6, 2011

There is a fun thing about advertising which I discover about 15 years ago- Advertising can bring you instant legitimacy. Let me share with you a concept- If you are advertising, there is an immediate feeling of you being a legitimate business, so far as you advertise correctly. Putting forward a marketing piece/concept that is poorly conceived or executed is also instant-An instant business killer. Having the wrong face on your business will distract rather than attract. When people are distracted, they shut down and do not move forward in what I call “the buying process”.
Let me show you my point- Have you ever noticed a new business, any business, that came into your town or area and put up a bunch of advertising. I have seen two types- One that attracts with the right message and one that distracts with the wrong message. The second type is a typically bland, boring message that talks all about themselves, has the owner in the ad, etc. The type that attracts, is the type that focuses on the product/service or problem that they solve. You may have seen a company like that, which comes into town and starts putting ads on TV, in the local newspaper and maybe you even get a flyer/postcard in the mail. All of a sudden they are everywhere. Let me share an example:
When I lived in Orlando, there was a company that came out of nowhere called Appliance Direct- You can guess what they sell. They came on and bought up a ton of TV advertising with the owner being the host of the ads, not focusing on himself, but on the urgent need of the product. He would find the value leader of a Refrigerator, a Washer/dryer, and one other appliance. Further he would point out some great features of the products and the low price point, which when compared too; he would be the low price option. He had a tag line “If you bought it somewhere else- You paid too much!” which was always given by his young daughter at the end of the commercial. He also had a color theme, the name, tagline on his trucks, in all his ads, on the signage of his stores and everywhere he advertised. In a few short years, he dominated his market because he properly marketed his product.
Once you have a consistent message, and you are consistently getting out there with your message, and there is common thread running through all of the marketing you are doing, you have achieved a branding of your product. You do, however, need to A) Stay Consistent B) Insure what you are staying consistent in is EFFECTIVE! Having a consistently bad message doesn’t help- it hurts.
I would suggest that you look at your total strategy to insure you have A) Effective Message- not “me” based B) Consistent strategy – it looks and feels the same/similar C) Constant Strategy- You need to be out there in more than one medium on a constant basis (actually I recommend that you have at the very least 4 different mediums who are targeting Brides in a different manner). When you have these three elements down- you dominate your market. Market domination may simply mean you have more business than you can handle (that is what I search for- I don’t worry about my competition. There is room for all of us, so far as we offer a quality product). Point and purpose-Get you to where you are sending your competition your leftovers!
Keep in mind- your brides typically do not know who you are and do not care. If you want instant legitimacy- advertise. Remember this saying- Early to Bed, Early to Rise, Work like hell and Advertise!
Until Next Week, Here’s to your Success!

ACT NOW! How to use urgency in your marketing approach

November 30, 2011

Let me begin this week’s newsletter by stating that I was wrong. I fixed this problem about a year ago, so you haven’t seen any of this lately, but let me tell you what, I was wrong about. I subscribe to about 50 different newsletters which I receive either monthly or weekly. In these newsletters, they often will run a special offer, or try to sell their products and services. In doing so, they use phrases such as act now, hurry while supplies last, and do this before it’s too late. I used to use these shoddy methods. These methods may have worked back in the 70s or 80s, but their overblown right now, and will not work, especially with our clientele.
Now, there are times when you do need to use urgency, so let’s talk about how to use it properly.
First, take a look at the urgent offer from the point of the consumer. The first thing you ask yourself is why is this so urgent that I the consumer now need to rush their decision. At times there are reasons. At times there are very good reasons. But if I the consumer do not understand what those reasons are, I will pass by the offer as just another flighty method of trying to get me to buy their stuff. So, as a marketer, you need to take the approach of being consumer centric, or from the point of view of the consumer being able to understand why this is so urgent.
How many times and be seen an offer as a consumer that just seemed outrageous. For Example: The amount of millionaires strictly from the wedding industry (and their activities in the wedding industry) by my best guesstimates is about 1% or less. In other words, somebody who starts a wedding business, and becomes a millionaire because of that wedding business is far and few in between. Yet I see ads for people who will teach you how to be a millionaire in the wedding business all the time. It is this kind of inappropriate approach (it is promising way more and overselling themselves) which dulls the senses of the consumer. You don’t like to be oversold sold and under delivered neither do I; therefore, take the approach of being honest with your consumer.
Second, if you are the one who requires urgency (in other words, you need to fill a date, or you need to sell some product) don’t put that on your consumer. This is your urgency, not theirs. Again, this shortcut mentality in marketing of trying to put out a message that over sells and under delivers only hurts you in the long run. If you plan on staying in business for a long time, you need to establish credibility and trust. Now, maybe your customer, (your brides) are going to only be one and done (they’ll typically only buy from you once). That said, you still need to maintain a reputation amongst those who also occupy the same space that you do business and – all the other wedding vendors. If they see you as always been urgent in your marketing, it sends out a sense of desperation, and nobody wants to do business with desperate people.
Now if you are marketing something that is truly urgent, is my suggestion that you tell them why it is urgent. If you are trying to, for example, get people to sign up for an event, tell them that the first people who sign up get the best price. There is a reason why they get the best price – because they acted. Share that with them. Let them know why and also let them know what will happen if they don’t act now. If you are trying to get somebody to do business with you and you have a limited amount of inventory (for those of you who have only singular dates that you can supply your services on that is a limited amount of inventory) tell them that there is a limited amount of inventory/dates available.
Being up front and putting your cards on the table with your marketing and your sales approach will always come through and you will benefit in the long run.
Until next week. Here’s to your success!

Wedding business Exit Strategies

November 16, 2011

A long while back, I was a Business analyst for a Business Brokerage. In my role, I would look at businesses which were looking to sell their business so we could put an accurate appraisal on that business. In putting an appraisal on the business, one of the first questions I would ask would be “why are you selling your business?”
In responding to the above question, here’s a breakdown of how the business owner would typically answer.
1) I’m burned out (far and wide the #1 answer)
2) I was going to leave the business to my kids, but they don’t want it (and neither did they)
3) Health reasons (they or their spouse could not keep up with the day to day because of infirmities or simply they got older)
In 95% of the businesses that I worked with, if they had more business they would continue with that business. Which brings us back to getting more business (my favorite subject  ). In getting more business, If your marketing isn’t working. Neither are you. More business will solve a lot of problems. That being said, if you strategically form your business to be able to pull yourself out of the mix later on, you will have a business that is not only worth selling, but more so is worth keeping. (it becomes like a vending machine where you stop in once in a while, fill it up, take away the money and go play a round of golf )
When I speak about strategically aligning your business with what you want, that means taking you out of the business. One of the biggest issues I’ve seen (and this is going to hurt a lot of people’s feelings) is that they name the business after themselves. In a long-term vision, ( unless you’re Walt Disney) if you build your brand up as such (John Doe Wedding Business), this is not a good strategy.
In the business world most of your business is valued based on goodwill (which is the past/repetition business you’ve done and the name that you built in that business) and F, F, and E (furniture, fixtures, and equipment). Because most of the business and the wedding world is not, repeat business, he can count on much goodwill (anybody who’s putting a proper valuation on a business if they are being fair will only give you goodwill on that repetition business). Most of the furniture, fixtures and equipment that we have in our businesses (which by the way, is valued at garage sale prices), we will take with us when we leave anyhow.
To build a wedding business that is worth selling, or has value, we need to dominate our niches in art cities. When I talk about dominating our niches we need to be the “go to” people at what we do in our respective industries. To dominate means we need to step out of our fears and jump into the unknown, which can be scary. Usually domination means that we need to learn how to grow our business incrementally without us being the cog in the wheel, that makes each and every wedding go round. We need to be that person who drives a vision- we need to be that person who manages the vision, not the person who makes the vision.
Typically when I see somebody dominate in their industry. They have grown to the point where they need to purchase real estate to maintain their business (they outgrow rental property, their garages and their homes), they have much more from fixtures, equipment and furniture, involved with their business (especially equipment), and most importantly, they have systems of hiring the right people who will be able to make the vision come to life. To plan a proper exit strategy, the number one line on your list needs to be planning for domination.
Until next week. Here’s to your success!

How to sell benefit not features.

November 9, 2011

Back in the 1990s I learned this technique of selling called features, advantages, and benefits. This “FAB” form of selling was to point out 3 to 5 features advantage and benefits of a given product. By selling on features, advantages and benefits, a salesman would have a statistical edge by educating the customer on the product or service that they were about to purchase.
It is come to my attention that many people who are marketing to brides are still using this modality of sales, which when used right, can be very effective. The worst part is that they are typically just pointing out the features without going into the advantages and the benefits. Let me explain; imagine that I am holding a pen in my hand on that pen. There is a little clippy thing , which is used to hold the pen in place on your pocket or on your shirt someplace. The feature would be the clippy thing. The advantage is the pen will stay in that place where you put it. The benefit is you always have your pen when you need it where you need it.
When people are buying, the psychology of bridal buying states that they aren’t buying the actual item, product or service. They’re buying the results of the item, product or service. For example, if you’re a photographer, they’re not buying the actual pictures more than they are buying the memories and emotions that those pictures re-create. The memories are the result of the pictures. When we try to sell pictures and pictures alone, we won’t have near as an emotional affect as we do when we sell the results. Selling to Brides needs to be emotional.
Let me share an experience from this past week. My mom and her boyfriend went on a cruise to Hawaii. They had an awesome time and were returning back to San Diego. On the way home ( a day away from Hawaii at sea) , they had two major medical emergencies. These medical emergencies caused the ship to have to return to Hawaii to treat those who were in dire need of medical attention that the ship could not provide. Having to return one day and then make up another day, coming back, put them two days off schedule.
Here’s where the benefit comes in; when they purchased the cruises, they purchased them from a travel agent. This travel agent told them if ever there were any problems to get a hold of the travel agent immediately. They called up the travel agent when the ship announced that they had to turn around. The travel agent, then made the changes to their airfare to return to Florida from San Diego, as well as connected with the cruise ship to ensure that they had a hotel paid for by the cruise ship. This did not cost my mom or her boyfriend a single penny. In fact, the travel agent then e-mailed within an hour, a copy of their new itinerary to the ship, which was delivered to their room.
Here’s how you phrase the feature advantage benefit in this case; a feature doing business with a professional travel agent, versus doing business on your own, over the Internet is the ability to react. This ability to react comes in handy when emergencies or changes of plans occur which are out of your control. Were you to book on the Internet, you would be stuck with what you booked. But in the case of an emergency, A travel agent can change plans make the necessary calls to the necessary people at the necessary times and usually avoid any and all fees for changing as well as get you some extra benefits.
Our experience as wedding vendors who are professionals has merit. When we sell simply features and failed to pronounce the benefits of those features we commoditize our services and products, and that’s not fair to us or our businesses.
Until next week. Here’s to your success.

How to pick Wedding Advertising

November 1, 2011

In each city I speak to, I almost always get the question, “Where should I spend my Money for my wedding advertising”. This question is a hard question to answer as there are so many dynamics that go into bridal advertising. If you look at a bad ad in a great place, it will have the same or similar effect as a great ad in a bad place. It becomes your (you the business owner) responsibility of insuring that you can do your part so when you put an ad in a magazine, a booth in a bridal show, you join an association that the medium becomes a mechanism that is successful for your business. Marketing to Brides can be a tough propostion.
Here are three things I want you to do to insure you get the best results and that you have done your job in showing up with the best possible message that will get the Bride to Act.
1. Due Diligence. When selecting a medium, you first need to do your due diligence. I advise my clients that they call people who have participated in using that medium for the longest (they have a good view and will tell you the ups and downs. Further, any references that are given by the medium themselves should be great and say nice things about them (would you ever give out a bad referrer? They are smart and will only give you the good stuff just like you will). Make at least 10 calls- 5 to those you may know and 5 to complete strangers (introduce yourself and ask if now is a good time- the strangers may be a little prickly with you, especially if they have close friends who do what you do. They may be protective of that friend.
2. Understand taking the Bride to the next step. You need to do more than design an ad that tells all about who you are and what you provide. You need to take her by the hand and take her step by step by step. If you put something out there that is simply stating who you are without helping her to understand what to do next, you are throwing your money away. You further need to put out a special offer/Call to Action that makes sense for this medium (that call to Action needs to be something that pushes them to the next stage of the buying process)
3. Have a goal that is agreed upon in the beginning. When you go forward wrapped in ambiguity, you never know what to measure and how to measure it. To set this goal, you need to go off of some figures which will be provided by those who are selling the medium you are interested in. You need to know the “how many’s” the reach and the depth of what they are doing. For a Bridal show, how many typically show to this show (if they do several during the year, you need to measure for the show they have at this time of year, not another time of year) for a magazine, it is how many copies are distributed in the hands of Brides (not how many are printed) for a website, it is how many visitors, and what is their penetration to the category you will be listed in. Mind you none of these mediums can force Brides to go to your ad/booth/webpage and make them take the next step. Their job is to get the brides to the medium, yours is to stand out. Once you understand the necessary information, you need to write (not just think) about what your goal is. In setting your goal, you also need to realize that the more places that you are out there, the more diluted each medium will get with direct results. If you are in a magazine that publishes 10,000 copies per print run, it is not reasonable to think that they and they alone will bring you 100 customers. You may be able to do that, but simply said, there is competition there also, there are the dynamics of when and where it picked up in the bridal buying cycle. I recommend that you create a form that asks where they heard about you and list all of the sources you advertise in, not asking which specific one got you there- the special offer you put out there will do that for you.
Take a studious approach to your marketing and you will do better each and every time.
Until Next Week, Here’s to your Success!