Blog Posts

Sioux Falls Magazines - The First 17 Pages!

11/29/2014

Let’s discuss the expensive ads in those free local women's magazines in Sioux Falls. I’m picking on the women’s mags because it’s where I see a lot of marketing dollars flushed down the toilet…

I picked up one of those mags because I’m in advertising and that’s what I do. Anyway…I noticed it was taking me a while to get to any content. So, I went back and counted. The first 17 pages were all ADS!!! Do you think anyone is stopping to read those ads? These first 17 pages are before any actual story appears! And these are full-page ads that cost a premium!

People are paging through them at 3 pages per second…so you better have a nearly-naked body in your ad if you want someone to stop turning. It better be a more exhilarating picture than a sofa. Or a bunch of meaningless words. And it better be more than a stock photo of someone smiling, photos of your staff (eek), and please stop with the photo of someone with their arms folded in front of them trying to look tough or smart. Please. Pleaassse!

Nobody is stopping to read your ad within that first 17 pages. I’ll put my ad up against yours and see which performs better. Mine will be a quarter the size of yours…and placed adjacent to an article in which I believe has enough good content within it so someone may actually PAUSE on that page longer than 3.5 seconds.

I don’t know what a business owner thinks they’ll get out of these ads. Awareness? Branding? Phooey. 99% of the ads I see in these mags are a waste of money for the advertiser.

MY AMBITION at this moment in my life is to help businesses attract more new customers with better advertising. I’m sure I’ll upset someone with this little rant and there will be a minor “hub-bub” somewhere about it. I’m OK with that. But I’m NOT ok with businesses being sold something that has basically zero chance of working.

Have a nearly-naked day! You’ll get more attention.

Have a great day!

Local Marketing Cafe
Sioux Falls, SD

Be Yourself Sioux Falls

7/8/2014

In your marketing...never try to portray something you're not. Because if someone decides to do business with you, and their experience doesn't reflect your marketing...it will leave a sour taste in their mouth. And open you up to negative reviews and bad word-of-mouth.

So, be yourself! You're passionate about your business, right? You're happy to give the best service, aren't you? If not...good luck...and you can stop reading now.

I suggest to a lot of people to have real pictures of themselves on their websites. Not stock photos. We know your stock photos aren't real. And it takes away from "the first impression". I also like a "welcome video" on websites. Something short and heartfelt. Something to let the people that land on your page know that you're down-to-earth and that you have their best interests at heart.

Sincerity and "openness" in your marketing and advertising will work wonders for you. Don't be afraid to show that you're human. People like doing business with people...not corporate robots.

When your marketing messages match up with the customer experience you provide, you'll have laid the foundation. Then, you can keep working on providing an even better customer experience, which will give you more "ammunition" to use in your marketing and advertising.

Local Marketing Cafe
Sioux Falls, South Dakota

Sioux Falls Website Design - What You Don't Need

6/22/2014

Sioux Falls Website Design -
What You Don't Need

If you're a local Sioux Falls area business who just wants to be found online more often...and you want to look like a reputable business that can be trusted in your area, then you don't need all the bells and whistles.

You might think you do...but in most cases it's not going to be worth the extra money (5 to 10 to 15K for a website!). The most important things are ranking high on Google, so you're found more often...and then when they go to your website, it needs to be easy on the eyes and your web content should anticipate and answer any question your prospect might have.

I'd love to help you with all of it. The words we use on your website pages can be so powerful...that a person will choose YOU versus a competitor. Words can cause people to be nudged a little closer to buying. Words can take away the risk a person might feel. Words can cause people to trust you a lot more - even before they meet you.

We're trying to instill confidence in the potential buyer. Confidence in you.

So, let's get you a good looking, well-designed, exceptionally-written website! Call or email to discuss options and pricing. Have a great day!

Local Marketing Cafe
Sioux Falls, SD

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Retail Store vs. Online Shopping story

6/17/2014

Retail Store vs. Online Shopping

Have you ever been looking at a product inside a store...and while you're there, you looked up that product on your phone to compare pricing?

I don't usually do that unless it's a really big ticket item. Or if there is some extra incentive to buying from the local store - like warranty, service, bonus add-on services, or if I really like the salesperson or business owner.

But in this recent case... I was buying some new dress shoes. This is a free lesson for retail stores...

I found two pair on the shelf that I liked and asked for my size. They came back with shoes that were a size smaller and 2.5 times bigger. They said they didn't have my size in stock...BUT THEY COULD ORDER THEM FOR ME. I asked about another shoe...they didn't have my size in that shoe either! (and just for the record, my size is a 9.5, we're not talking about Shaq-size here)

Here's what I'm thinking. I'm here right now though, I don't want to come back. And I don't want to wait 3 weeks. So, my wife got her phone out and searched on Amazon for the shoe I liked best. Of course they had my size...and here's the kicker... it was $20 cheaper. Same shoe! The salesperson also said, "If you come back tomorrow, most of these shoes will be on sale." Really? The ones I want aren't in stock, dude! Why would I come back?!

I was ready to pay the sticker price at the store THAT DAY...but because they didn't have it in stock, my shoes are being shipped to my home in just a few days. And I saved a substantial amount of money by doing that.

How can a fairly popular retail store plan on "making it" when this happens? I'm sure I'm not the only one. And their corporate big wigs probably blame their decrease in sales on "the marketing". No. Just run a better store. Stay on top of your inventory. Maybe pay your people a little better and train them right.

And an employee should then anticipate that we would search online for that product...and counter that. "If you let us order them for you, we'll give you a discount of $__ and also let you order a 2nd pair at 40% off. Or something. But employees aren't given the authority to do that (dumbly), and in their "sales meetings" nothing like this is probably ever talked about.

No wonder big chain retail stores are struggling. Amazon's not. They're banking on the fact that we'll continue to have a crappy experience at the brick n mortar stores.

Local Marketing Cafe
Sioux Falls, SD

Want help with marketing? Want help with a website? Want an extra ear to bend about growing your business? Let's chat. : )

What Are Your Interests? (An Attempt at Marketing)

6/11/2014

I just bought a new grill. High quality. Best company in the biz in my opinion. I'm pretty excited (because that's what excites men like me I think).

So, I'm registering my product online, then they ask if I'll answer a few questions about myself. Sure. Then, I get to the part where it asks what my interests are. It shows a laundry list of hobbies and activities I enjoy.

This is their attempt at "targeting" people like me more effectively. I presume, if I pick "Biking", their marketing people will possibly place some ads in Biking publications or online ads on Biking websites, blogs, etc. They've got it all figured out.

But buying a high-end, superior-quality grill isn't about my hobbies. It's about the phase of life I'm in. It's about how me and my family use the grill. It's about having a mindset of wanting Quality and liking things that last.

What they should do is ask me to type a paragraph of a typical grilling experience. Then, they can use these short stories in their marketing to add emotion to their marketing messages. I didn't care about finding a grill sale. I wanted a good product I could be happy with when I grilled. I was picturing the good times and the awesome food I was going to prepare to make my family's or my guests mouth water.

It's not about where you put a marketing message...it's about what your marketing message says to people. It's about connecting emotionally. Especially, when it's not a low-price, "Fathers Day Blowout Sale" type of product.

Whether your running a consistent radio campaign, shooting a video for YouTube, posting something on social media, or adding content to your website, you need to move people with the right words. You need to tap into the proper emotions that will motivate a potential customer to consider your service or product more than before. Move them closer to buying from you when they need you...through a better-crafted and emotional marketing message.

It's not about whether I like Bird Watching or Hang Gliding.

Local Marketing Cafe
Sioux Falls, SD

Sioux Falls Marketing Disease (I-Want-It-Now-itis)

6/3/2014

There's a "marketing disease" that some local business owners have. It's called I-Want-It-Now-itis. They want to advertise a small amount...but they want big dividends immediately. But advertising doesn't work that way. Not in Sioux Falls, and not anywhere.

It's ok to start with a smaller budget, but then you need more time to make something good happen. Marketing is a process, not an event. When you advertise a sale or an event for the short-term, then you get very small, short-term returns. Then, when you want some new customers, you try it again later. And again. And again. You're always trying to think of some gimmick to grab the low-hanging fruit.

But the best way to advertise is to allocate your budget for the long-term. You want to set a yearly budget. You want to sit down and think about how you're different from your competition. Your marketing messages need to give people a reason to choose you instead of a competitor. The thing that most don't get though is that your message needs to help people remember you when they need you. And most people (90% or more) don't need what you sell at this point in time. You want to advertise and market to those who may need you months from now or a year from now. Get in their heads early and often.

Great things come to those who have patience with their marketing. Plus, a smart strategy that tells people what you stand for. Consumers like to do business with businesses they like and trust. So, your marketing should help build that trust with future customers. Be the one who says things in your marketing that enlightens your prospect. Make them go, "Hmmm, I didn't know that." Or "That's interesting and very helpful." Don't blab on in your marketing messages about yourself. Don't throw the same old un-impressive cliches out there that get ignored.

Make your marketing budget count by saying things that have an impact on people. Get emotional. Talk to people about what THEY care about, not what YOU care about.

I can help you craft a marketing plan and strategy that stands out and gets noticed. I'll help you be remembered. Whether you need ads written or designed, a website built, help with core customer email marketing, I'll help you get more for your marketing dollars and marketing efforts.

One last note: Are you in business for the long haul...or just a couple of years? That's what I thought. Your marketing needs to be consistent, updated, fresh, and relentless. And when you get the ball rolling...it just keeps getting better and better the longer you're "in the game". It's so much easier to attract a consistent flow of new customers...instead of a blitz here and a blitz there that may or may not even work. Don't splatter and sprinkle your marketing in a shoot from the hip, I-Want-It-Now-itis manner. It's not a winning tactic.

Local Marketing Cafe
Sioux Falls, SD

Sioux Falls Website PUNCH

6/2/2014

Sioux Falls Website PUNCH

Mmmm. Website punch. Refreshing! Noooo, not that kind of punch. I'm talking about some IMPACT. Just hit the play button above... THAT kind of punch. Bam!

Hi. I'm a marketing guy. Helping local businesses stand out with better marketing is a passion of mine. I live in Sioux Falls, so I help a lot of Sioux Falls businesses. But I also travel a little. Luverne, Brandon, Tea, Hartford, Canton, etc. Ok, back to "Website Punch"...

I can help you out with a new website. But not just any ordinary website. I bring to the table a different kind of WEBSITE BUILDING experience. I'm a marketing guy at heart - a copy writer - a thinker. So, my experience will help your website get found, then when it DOES get found, my expertise will help your website convert more visitors into customers.

Because it doesn't matter how often your website gets found, or how flashy a website is... if that website doesn't help bring you more sales and more new customers. It needs to convert!

And what is a very crucial ingredient in making that happen?

WORDS. The right words are important. Persuasive words. Emotional words. Powerful words. Seductive words.

I was trained in how to write better advertising and marketing messages. I was trained to get people's attention with marketing and advertising. And from what I see - there tends to be a plethora of websites that are missing the element of seduction, creativity, and persuasion in the website's content and design.

What kind of website are you looking for? If you know - let's discuss. If you don't know - I can come up with some different website ideas for you in a hurry. Let's get together, and if the shoe fits...I'll get to work for you! Thanks. Have a great day!

Duane Christensen
Local Marketing Cafe
Sioux Falls, South Dakota
605-940-7984
[email protected]

Forward>>

Marketing & Advertising Blog

Sioux Falls Magazines - The First 17 Pages!

Be Yourself Sioux Falls

Sioux Falls Website Design - What You Don't Need

Sioux Falls Website Design -
What You Don't Need

Retail Store vs. Online Shopping story

Retail Store vs. Online Shopping

What Are Your Interests? (An Attempt at Marketing)

Sioux Falls Marketing Disease (I-Want-It-Now-itis)

Sioux Falls Website PUNCH

Sioux Falls Website PUNCH

Categories

Marketing & Advertising Blog

Sioux Falls Magazines - The First 17 Pages!

Be Yourself Sioux Falls

Sioux Falls Website Design - What You Don't Need

Sioux Falls Website Design - What You Don't Need

Retail Store vs. Online Shopping story

Retail Store vs. Online Shopping

What Are Your Interests? (An Attempt at Marketing)

Sioux Falls Marketing Di﻿sease (I-Want-It-Now-itis)

Sioux Falls Website PUNCH

Sioux Falls Website PUNCH

Categories

Sioux Falls Website Design -
What You Don't Need

Sioux Falls Marketing Disease (I-Want-It-Now-itis)