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Quick-what's the difference between marketing and sales? And which does your business need right now?
The pieces on this page should get your innovation juices flowing as you work to build your business or organization. These 'big-picture' pieces could be adapted to cross the gap between where you are and where you should be.
Just give us a call for ideas, proposals, or a good brainstorming session. Let's get you on your way!
Of course we could put anything you want on the [newsletter postcard]. But sending raw data like class lists or features will be a waste of your money and the prospects' time (neither of which should be wasted). Most newsletters include such data, and most are never read. That's because they assume a prospect is already receptive and just needs to be "closed," as if a single such piece can do the work of a sales "closer."
Marketing pieces will build markets. Sales efforts generate sales to customers within a market.
A marketing piece to private sector audiences--unlike a sales closer, or a piece to government people who have more discretionary money than business owners--isn't intended to close a sale. It should create a quick emotional bond between you and as many strangers as possible. Such bonds motivate some strangers to invest their precious time and learn more about Team Dynamics. Lists of classes or other raw data can't create such a bond, especially with business owners who don't even yet recognize a need, much less look for someone to meet that need.
And since we need to make every dollar count, every good marketing piece must work. It only works if it talks to readers where they are psychologically at the moment they glance at our card. No single piece can build your credibility to the point that a reader in the stressful business environment will invest even five minutes in considering a new relationship with a stranger.
Business owners can't afford to spend money as whimsically as public servants do. Chances are if they need a trainer they already have one, so it's risky to assume they're ready to sign up for anything as soon as they see a list of courses. But there's a good chance that reading the story and ideas of two people on a postcard will provide a little mental break in their busy schedules. If that's the case, when they hear from you or the need for training arises, they'll be much more receptive to considering thing like class schedules.
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