What Can Small Business Owners Learn from Super Bowl 17 Advertiser WIX?

Why do YOU watch the Super Bowl?
 
To witness the best teams rival each other? To see what superstar players can do under pressure? To feel like a part of an American TV community all focused on “the game”?
 

For many of us, it’s not just about football at all.

Seeing how creative, national advertisers spend their millions of dollars to attract new business is a whole other sport. For small business owners who lack mega budgets, there is much to be learned. Whether you’re creating a website, posting blogs, or sending out e-mailings, the rules of the audience attraction game are the same.

WIX’s 2017 Super Bowl commercial teaches us how to…

 
1. Grab your audience with in-your-face verbal and visual content.
This fiery commercial uses violence, sexual innuendo, and action to rivet the attention of its viewers. (Does the commercial make its connection to the WIX product clear? We’ll see how it plays after February 5th.) You can move down field with compelling content and visuals, too.

2. Find the right placement. Location, location, location is as important in advertising as in real estate. Though advertising on the Super Bowl requires mega bucks, WIX has seen the big tab pay off for the past two years. That’s why they’ve decided to run with the ball for the third year in a row. Find a balance between what you can afford and the value of the exposure, and you’ve got it made.

3. Promote like crazy. It’s not enough to create a great commercial (read ad/blog/website/email). You’ve got to promote it in places that offer maximum exposure to your target audience. Where are your people? Facebook? LinkedIn? Instagram? Your local TV or radio station? Huddle there.

Understanding that Facebook was right for them, WIX made history by launching its 2017 Super Bowl ad campaign on Facebook Live, January 17th. Creative placement, yes?

4. Encourage audience participation with an intriguing offer. WIX invited Facebook viewers to change their profile pictures to an image of Chef Felix (as shown on the WIX website) in order to win up to $50K in its score-big contest. How many will do it? Just think of all the website visitors it will get. Can you think of a way to get your audience to participate actively on your site?

If you’d like help writing creative, results-driven website copy, blogs, e-mailings, or any other materials, please contact PerfectWright: 267-217-7600; mary@marygroll.com.
 

Which 5 Thanksgiving Gifts Keep Your Clients Coming Back?

thHow about a basket full of “what’s in it for you” benefits that make good business sense? Let them know how they can…

1. Save money
2. Save time
3. Enjoy hassle-free transactions
4. Gain added value for their clients
5. Enjoy peace of mind

Deliver this basket of goodies on your holiday landing page, blog post, e-mailing, newsletter. Think “interactive.” Start by talking directly to your audience. Forget talking about “clients” or “the client.” Address your audience as “You.”

DON’T: We find clients the lowest rates on their mortgages.
DO: If you’re looking for the lowest rate on your mortgage, call us today!

DON’T: We offer prompt service.
DO: You’ll never have to wait for us.

DON’T: here is parking in front of our store.
DO: You’ll save time and hassle with convenient storefront parking.

 
To write effective copy, get inside the heads of your target audience. Think as potential clients would, and you’re half way to success. User-friendly content makes a great Thanksgiving  gift!


If you’d like help writing, editing, or proofreading any of your written communications, contact PerfectWright today: mary@marygroll.com; 267-217-7600. We’re just an email or phone call away. Let’s talk!

Have a warm and wonderful Thanksgiving!

 

What Is Transparency? Why Does It Matter?

 
ndtv.com
 
 
According to Wikipedia, transparency “implies openness, communication, and accountability.”
 
 
 

Donald: Where are your tax records? What is the truth about the women who accuse you of sexual improprieties? What really happened to the “little guys” caught up in your bankruptcies? Was Trump University legitimate?

Hillary: What was in those emails? Why were they deleted? What’s in the newly revealed emails? What did you say in your speeches to Goldman Sachs? What favors did Clinton Foundation donors bestow on you and Bill?

The American public is rightfully skeptical of both potential presidents. How can we trust them once they are in office if they aren’t open and transparent with us now? What will they ask us to believe? How will we know when to believe it (weapons of mass destruction)?

As business people, we have no less responsibility to provide transparency to our public (clients). If we want patrons to continue to do business with us, we have to earn their trust.

The American public is rightfully skeptical of both potential presidents. How can we trust them once they are in office if they aren’t open and transparent with us now? What will they ask us to believe? How will we know when to believe it (weapons of mass destruction)?

As business people, we have no less responsibility to provide transparency to our public (clients). If we want patrons to continue to do business with us, we have to earn their trust.

When we quote a price based on “supplier costs,” we’d better be honest. When we state the extent of damage that needs repair, we’d better not exaggerate. When we recommend an insurance policy to suit a client’s needs, it had better be just that. When we sing the praises of one computer over another, it had better not reflect the higher commission we know we will receive from it.

The public is smart. Great businesses, like great presidencies, are built on credibility. If we are not transparent, honest, with our clients, we won’t be in business for long.
 
And if we elect a president who does not or cannot establish credibility during his or her first four years in office, we can deny him or her a second term.
 
If you’d like to discuss best business practices (or even politics), contact me at mary@marygroll.com; 267-217-7600. 
 
 
 

Testimonials: Let Satisfied Clients Toot Your Horn

toot-your-horn

A Nielson study shows that while 92% of people trust recommendations from peers, as many as 70% also trust those from strangers. In fact, Granify reveals that SOCIAL PROOF is often more important to online buyers than LOW PRICES when influencing purchasing decisions.                                             

So get to it. Harvest your testimonials now. Let clients toot your horn for you, so you don’t have to do it!

When should you ask for a testimonial?

  • When you’ve solved a problem, caused revenues to increase, or completed a successful project
  • When client expresses satisfaction

How should you ask for it?

  • Send a survey or request
  • Offer guidance: kind of information you’d like client to include: problem solved, results achieved, reasons for satisfaction
  • Ask permission to quote

What makes a good testimonial?

  • Sounds authentic but human; no fluff, just facts
  • Presents summary of project or product: challenge, solution, specific quantifiable results
  • Identifies problem competitors couldn’t solve
  • Reveals consistency, promptness, professionalism, user-friendliness, time- or money-saving capabilities
  • Includes client’s name, job title, company name and logo, photo or video, if possible
  • Offers Read More button for additional information

Where should you use it?

  • Above fold on every page of website’s sidebar (different testimonial on each)
  • Bottom of e-mailing or more prominently, if possible
  • Bottom of LinkedIn post or more prominently, if possible
  • On newsletters, direct mail, other printed materials

Think of the most successful client relationships you have had recently, and don’t be shy. Most satisfied customers will be more than happy to endorse you.

For further information about testimonials or any content writing matters, contact PerfectWright today: www.PerfectWright.com; 267-217-7600.