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Greetings!
"Big bang" marketing tools, such as TV advertising, billboards, radio or 4-color ads in glossy magazines are the tools most companies prefer to use if their marketing budget allows.
While those kinds of tools get great broad coverage in terms of raising awareness, they rarely create what I like to call "enchanted moments" with your prospects where a real connection is forged.
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How to Enchant Your Prospects
into a Long-term Romance
In the 1980s, AT&T featured a set of commercials with the tag line, "Reach out and touch someone."  Each commercial featured people connecting with the important people in their lives on a very personal level. It was one of AT&T's most successful ad campaigns. Why? Because we all like to feel important to someone, instead of just a face in the crowd.
By marketing to very targeted groups (and even individuals), you can often convert a browser/prospect into a customer much faster than through a wide swath of advertising.  But, like all marketing, it requires creativity, consistency and hard work. And since you're essentially "romancing" your market to get them to convert, it usually takes more than one enchanted moment to get them to love you, trust you, and ultimately, commit to you. It will take a series of enchanted moments, so hunker down for the chase. If you're creative in your pursuit of your prospect, you'll have a great time, and the sparks will start to fly.
Here are some ways to romance your prospects:
Reach out and touch someone
- Frequently send out a handwritten card to say "thanks for meeting with me" or "I appreciate your business."
 - Engage with people who mention you online and start a conversation.
- Connect with people in your industry to share ideas.
- Keep samples of your product with you and hand them out regularly.
Connect with groups
- Write a blog a couple of times a week not to sell, but to teach.
- Create a monthly newsletter to keep your groups apprised of your business activities.
- Sponsor industry events and be there to press the flesh.
- Hold classes for your customers.
- Volunteer to make presentations to your clients' customers.
Be philanthropic
- Host community meetings in your store or office.
- Keep in touch with people who used to work with you and
 continue to help them get great gigs and new business, even years later. - Volunteer to write an article for an industry or local publication.
Be clever
- Use a projector to display your logo at night on an outside wall.
- Rent a table at a local fair
 and offer advice for $0.25 to garner attention. - Hold a "haunted" open house of your business, dress up as a butler, give people a tour, and hand out candy with your logo on it.
- Create a buy-one, get-one-free Valentine's Day offer for customers who come to your store: if they share a kiss with a loved one, they get the deal.
Be cunning
- Comment regularly on the Facebook page of businesses that complement your own, so their market becomes aware of you.
- Leverage existing customers.
 - Give people a discount or a free gift if they bring a friend to your business.
- If someone buys your wares, give them a coupon that's good for the next visit.
Be gutsy
- Contact every customer who stops using your service and ask why.
Great marketing is more than just big-bang, wide-swath, hit-and-run advertising. It certainly can gain you customers, but what keeps them coming back again and again are a series of enchanted moments that evolve into the long-term romance. And don't think they don't have a host of other suitors--your competition.
You've got to stand out above the crowd, and show them you and your business are the obvious choice.
FORWARD THIS ARTICLE TO A FRIEND
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Meredith Towers is Solutions for Growth's Newest Addition
Meredith Towers is a new addition to the Solutions for  Growth team and will serve our clients in the role of Project Manager. Meredith has a background in marketing and communications, creating successful campaigns for both B-to-B and B-to-C clients.
We are thrilled to have Meredith join our growing team!
Our clients will enjoy Meredith's expertise in creating and managing marketing tools for their businesses!
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Free Upcoming Events You Won't Want to Miss
These sessions are not only engaging, but also include time for questions and the opportunity to network with other small business owners!
Follow each link above for more details and to register.
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I look forward to seeing you at one of the events or speaking with you about your marketing needs.
All the best,
914-533-7226
© 2012 Solutions for Growth LLC, All rights reserved.
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 | | David Fischer | |
Let's discuss how we can grow your business!
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Solutions for Growth is a marketing consulting firm that helps small businesses grow by increasing their sales through practical and achievable marketing tools.
Services include marketing advice and strategy, online and offline customer acquisition and retention tools (new and revised websites, email marketing, social media, Google AdWords and printed material), sales development, retail layout and signage.
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"What impressed me the most about David, is his ability to quickly understand the essence of my unique, multi-faceted business and boil it down into a simple, clear and direct message that I am able to deliver to potential clients."
Michele Klink
Peak Business Finance
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Solutions for Growth is a "Partner" of Constant Contact. 
~~~ We're also "Local Experts," a designation that indicates that Solutions for Growth is among an elite group of "Partners." 
~~~ We're also proud to have won the "All Star Award" given to the top 10% of Partners based on results achieved on their clients' email campaigns. 
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I am delighted to recommend David Fischer of Solutions for Growth as a speaker. He recently presented "How to Effectively Market Your Small Business" to our community of women business owners in White Plains, New York.
Workshop attendees told us he was engaging and informative with a wealth of practical marketing information. We look forward to having him back soon.
Persephone Zill, Senior Program Specialist
Women's Enterprise Development Center
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