Sara Pedersen
Professional Organizer
& Marketing Specialist
651-717-1284 sara@time2organize.net
How-To Marketing Articles from Time to Organize
Looking for some small-business marketing advice? Read these great articles by Time to Organize. If you like them, be sure to sign up for our FREE marketing e-newsletter by filling in your e-mail address at the top of this page. You'll receive a fabulous monthly e-newsletter, each containing a great article like those on this page. If you'd like to reprint any of the articles below, please contact us here.
Happy marketing,
Sara Pedersen
Top Five Design Tips
By Sara Pedersen, Time to Organize
Great graphic design looks effortless, but it requires lots of attention to details. Think back to an eye-catching advertisement, publication, or flyer you saw recently. Do you remember why you liked it? Perhaps it was something specific like the use of a cool graphic or font. Or, more likely, the layout and the words worked together to create an eye-appealing, memorable message that you're still thinking about today.
A lot of thought, money, and skill probably went into that design. But you don't have to be a design guru to achieve expert results! Follow these five tips to create effective, professional-looking marketing materials for your small business.
1. Select appropriate font treatment: More is NOT better when it comes to fonts. Pick no more than two typefaces per document - one for headlines and one for body copy. Stick to a simple, clean font for easy body copy readability. Headline fonts can be a little more creative. For emphasis on certain words or phrases, use italics, boldface, or underlining sparingly. Also try to make the typeface match the personality of the service or product you're representing.
2. Use white space wisely: Just because the space is there doesn't mean you have to fill it! Good designs contain well-planned white space. ("White space" is simply the areas in a layout that are left bare - without text or graphics.) It gives the eye a break and helps to highlight the important points. Make sure to have enough space around the edges and in-between columns and articles. And remember that there is a fine line between not enough and too much white space. Consult well-designed magazines and ads or computer templates for layout inspiration and ideas.
3. Find effective graphics and photos: It's always better to use too few than too many graphics. One great graphic is so much better than four weak ones. Sometimes they are not even necessary. When you do use graphics and photos, make sure they help illustrate your point, rather than just inserting them to take up space. Likewise, be sure their sizes are appropriate to the space. Stick with high-quality graphics - in this age of affordable, quality clipart, there is no excuse to use any image that isn't perfectly clear and neat. Never use a "gif" file in a print document; those are created for web use only. Make sure the graphic element illustrates your main point - it's the first thing the reader sees, so it's important it portrays your message accurately. Lastly, don't mix differently styles of illustration or photography - keep a consistent look to create harmony.
4. Keep copy short and neat: Readers are more likely to read short sentences, paragraphs, and articles written as if you're having a friendly conversation. Break up large blocks of text with bullet points and subheads. Instead of using fancy multi-syllable complex vocabulary, use everyday words that your audience will understand. A good rule of thumb is to write at a sixth-grade reading level. Finally, always have someone else - whether a professional copy editor or a skilled friend - proofread your work. It's impossible to catch all your own typos.
5. Watch the flow: People generally read a page from top to bottom and from left to right. Draw people into the top left corner of your ad or newsletter with a headline or strong graphic. Then, pull their eyes down and through the text in the mid-section of the page, and finish up in the lower right corner. Picture a "Z" shape. Finally, be sure to include a "call to action" at the bottom to get the results you desire. For example, give readers your contact information and special offer, and tell them to "Call today!"
Copyright Time to Organize® LLC
Gather Business-Boosting Client Testimonials
By Sara Pedersen, Time to Organize
A couple of weeks ago, I noticed that one of my gal pals had a cute new haircut. So of course, I asked her where she got it done. You see, I make purchase decisions by the testimonials of those I trust. Whenever I need a new service provider, whether it’s a trustworthy mechanic, an artistic interior designer, or a calming pediatrician, I ask my friends who they recommend. Their endorsements speak volumes.
Those in the service industry -- like professional organizers -- know how valuable great word-of-mouth is. But instead of waiting for others to talk about you, how about asking your clients for some business-inspiring testimonials that you can use today? You can take a few awesome client endorsements and use them in a variety of ways: post them on your website, use them in your brochure, or put them in your portfolio or media kit. It’s also reassuring to have something prepared when potential clients ask for references. The important thing is to get the testimonials in writing, make sure they paint a great picture of you, and get them attributed to a real person. Follow these tips to business-boosting testimonials and watch your credibility soar.
1. Get clients to write testimonials. It can be intimidating to ask for testimonials from your clients. But a satisfied client will nearly always be willing and happy to write one! The key is to ask in a timely manner. For example, when you’re finishing a session and your clients says, “Wow, you do amazing work,” that is the perfect time to ask if they’d write you a short testimonial for use on your promotional materials. Another way to capture an endorsement is to ask if you can quote someone when they rave about you. For example, after organizing one of my client’s home offices, he said, “Coming into this office now feels like we are stepping out of the dark and into the light.” It was a powerful statement and a perfect testimonial. So I immediately asked if I could quote him, wrote down the statement then and there, and went home and posted that testimonial on my website. Another way to gather references is to hand out client feedback forms after your sessions or workshops, and be sure to include a spot for comments, as well as a check box that says, “You may use my comments for marketing purposes.” You’ll usually get some great stuff there! And lastly, if you receive a thank you note from a client, see if you can pull some of that wording into a testimonial.
2. Make sure the testimonials are specific and inspiring. Don’t be shy about asking for specific types of comments in your testimonials. Feel free to guide your clients a bit by encouraging them to share why they enjoyed working with you, the value they received from your services, how their lives have improved after your help, and why they would recommend you. That way, you don’t end up with a generic and not-very-useful testimonial like, “Mary really did a great job.” You want specifics, something with POW to tell potential clients that you’re someone special — full of unique ideas, tons of skill, and a kind heart — who delivers value for money spent. Note: Sometimes it’s helpful to e-mail these helpful writing hints to clients so they have them before they begin writing. And be sure to tell them they don’t have to write a book... just a few sentences will force them to get to the point and compose something powerful.
3. Attribute the testimonials to someone. Nothing is more fishy than testimonials that don’t seem to be from “someone.” Ask if you can use your client’s name, city of residence, and/or business name. Of course, clients are embarrassed about using some services. For example, an extremely disorganized person might feel some shame about hiring a professional organizer to straighten out his life. In those cases, just use your client’s initials and city of residence. It’s better than nothing. Whatever you do, make sure you have your clients’ permission to use their names. It’s also nice to have the clients represent the target market you serve. For example, if you serve mainly corporate clients, be sure to include titles and company names of the clients served. That may impress prospects. Or if you aim to work in a certain part of town, be sure to include town names in your testimonials. Or if you want to work with families, see if you can work in details about the family in the quote, like “mother of five” or “stay-at-home dad.”
I encourage you to give testimonials a try. They are an amazing tool to show your expertise and bring in new clients without spending a cent! Be sure to let me know how it works and share any out-of-this-world ones with me.
Copyright Time to Organize® LLC
Purposeful web site planning...
Don't get started without goals
By Sara Pedersen, Time to Organize
It seems like everyone has a web site these days. And those who don't have one are probably thinking about one. If you're in the thinking stage, congratulations! Having a web site is a fantastic way to grow your business by making you more visible to the world. But before you jump on the web site bandwagon, ask yourself this question: "WHY do I want a web site?" The answer is NOT, "Because everyone else has one."
When I first developed my web site four years ago, I just knew I wanted a web presence. But I didn't put much thought into why I wanted one. So I created some web pages that seemed to make sense, sat back, and enjoyed my (smallish) hit counts. But after a couple of years, I knew something was missing... my web site wasn't meeting my needs, because it wasn't created with intention! So I went back to the drawing board and starting writing down goals. Now that my business is three-fold (organizing, coaching, and selling products), my goals had to reflect those new revenue streams. So my primary web site goals became:
To generate organizing client leads
To sell my products on-line
To get people to sign up for my e-zines
My secondary goals were:
To establish credibility as a top/veteran professional organizer and marketing specialist
To provide helpful information and resources
Goals in hand, I roughed out my new site. With the help of my web designer, we created a home page that led to easy navigation within the site, which guides visitors to the different sections depending upon their needs. So far, judging by hit counts, sales, inquiries, and sign-ups, my goals are being met quite well!
As you plan for a web site (or think about a redesign of your current site), make sure you take plenty of time to map out what you want the site to do for you. Some ideas are listed below.
To provide information about your company and its philosophies
To highlight your company's "in the news" status
To enhance the credibility of your business by having an online presence
To highlight your products and/or sell products on-line
To provide detailed information about your services
To attract new clients and customers
To keep existing clients informed
To build an e-mail list
To educate visitors
To answer questions
To jump ahead of the competition
To provide links to other organizations
To show your expertise through testimonials, photos, etc.
Do any of those goals sound like yours? Can you think of a few others that will make your site both fun and functional? Take the first step to a well-planned web site by taking pen to paper as your very first step to a new -- or improved -- web site.
Copyright Time to Organize® LLC
Call in the SWOT team
Produce more opportunities
to expand your business
By Sara Pedersen, Time to Organize
Have you ever done a SWOT analysis? No, it's not some dangerous military maneuver. It's actually a fun and incredibly helpful business development exercise that will give your company focused direction and great marketing ideas -- whether your business is brand new or has been around for years. This SWOT exercise will show you where your business is flourishing and where it needs to grow to gain clients and produce more sales. I recommend getting someone else (such as a friend, family member, or trusted business advisor) to brainstorm with you. You'll be determining your strengths and weaknesses, which are *internal* influences on your company. These factors are under your control. Opportunities and threats are *external* influences, things you cannot control, but you can respond to. After you read a short description of each of the four categories, take time to list as many of yours as possible.
Strengths: Toot your own horn and list all the strengths that make your business soar. They might include experience, business abilities, personality, support system, communication skills, or education just to name just a few. Go crazy! This is not the time to be modest -- each strength can become a money-maker for you.
Weaknesses: What are your weak areas? Think outside the box. Limited hours available for work? Computer literacy not up to par? Current marketing strategies lacking? Perfectionism? Procrastination? Write down as many as you can so you're aware of what might hold you back from reaching your full potential.
Opportunities: Are there untapped client bases out there? Other services that you could provide? What kinds of problems do your clients experience that you could help with? Are there any areas of service that your competition has overlooked? Could you exploit the weakness of a competitor (service offered, location covered, hours available to work, genre served)? Could you develop your brand better? Could you take classes to increase your expertise or credibility? Could you utilize your family and friends for networking opportunities? Write down everything that pops into your brain, even if it's a long shot. And try to be as specific with your ideas as possible.
Threats: It may take you a while to come up with these if you're not currently aware of them. Threats might come from competition, financial risk, a declining economy, or a unique profession. List some of your threats, no matter how big or small they seem.
Now, take some time to really analyze these four categories. Look at what you can *directly* control -- your strengths and weaknesses. Review your list of strengths and try to turn them into "opportunities." In addition to being a great ego booster, it will give you dozens of ideas for new ways to increase sales. For example, if you list "great support system" as a strength, perhaps you could make a goal (an opportunity) to send a mailing to everyone in your wide network of friends and family to solicit new clients or get the word out about what you do. If your presentation skills are top-notch, consider offering workshops or seminars. If you have years of experience, make that a selling point in your marketing materials.
Next, how can you turn your weaknesses around? For example, if you're not a good written communicator or lack computer or mathematical skills, consider taking a class at a local college to boost your skills. Or consider finding someone to outsource your undesirable work. If you don't have enough effective marketing strategies, turn that weakness around by creating a marketing timeline or plan.
Now, on to what you can *respond* to -- your opportunities and threats. Review your list of opportunities. (This list should be long!) Pick your top five or ten to tackle in the upcoming year. Do you want to teach a class or write a book? How about improving your marketing strategies by sending some direct mail? If you want to network more, investigate professional networking groups in your community.
Your threat list, on the other hand, may not be very long, but it's important to be aware of what can hold you back and keep you from reaching your full potential. For example, you cannot control your competition, but you can be aware of what they're doing. You can't control the economy, but you can market your services as a great "value" or find ways to offer deals or incentives.
OK, now it's your turn -- put your SWOT analysis into action, and see what happens. I'd love hear how SWOT worked for you!
Copyright Time to Organize® LLC
Masterful E-Mail Marketing
By Sara Pedersen, Time to Organize
There are more than 100 million e-mail users in the United States. Imagine how many of them might need YOUR services or products. Dozens? Hundreds? Thousands? Millions? (Go ahead... dream big!)
I encourage you to try reaching some of that audience with targeted e-mail marketing. If you've never tried this marketing method, it might sound a little scary. But in reality, it's quick, efficient, and best of all, FREE! To begin a simple e-mail marketing campaign, ask yourself:
What products or services do I have to offer? What are my areas of expertise?
What target group of people might buy them?
Who is in my current database?
How can I increase the size of my database and include those in my target audience?
As you brainstorm how you could increase the size of your database, don't forget to include your friends, family, past work associates, hair dresser, current business partners (accountant, banker, attorney, printer, etc.) and anyone who has expressed an interest in your business. Also include members of any professional associations you belong to, plus local community leaders. Send it to everyone and anyone who might someday need - or know someone else who needs - your services. Include your current clients and prospects.
Your e-mail content might be as simple as a short note telling potential buyers about what you offer. Or, even better, offer a special deal. To establish yourself as an expert in your field, consider writing a short article or tips about your area of expertise. The message doesn't have to be long - just make sure it's factual, well-written, and to the point.
As you begin to feel more comfortable with e-mail marketing, consider making it a regular part of your business. Research has shown that it takes the average consumer at least 5-7 points of contact before they make a purchase. Sending e-mails on a monthly, bi-monthly, or quarterly basis will establish you as an expert and keep you in the forefront of your target market's mind.
You could offer a free e-zine (short for "electronic magazine") full of great tips. It doesn't have to be formatted in HTML (which include colors and pictures such as in this e-zine) - simple text e-zines are just fine, too. (More on that subject in a future issue!) Think about all the places you could advertise your free e-zine: on your web site, on all your written communications, at your seminars and expos, in your e-mail signature and voice mail messages. (To avoid irritating those who would rather not receive your e-mails, never sign people up for a subscription without their permission and be sure to include an easy way for them to "opt out" of your e-mail campaigns.)
Give it a try! Sending an e-mail with the intent to increase your business is a great move. E-mail marketing is easy, fast, and inexpensive. It attracts new customers and builds buyer loyalty. And best of all, by 2005, e-mail marketing will be a $7 billion (yes, billion!) per year business. Wouldn't you like a little piece of that pie?
Copyright Time to Organize® LLC
Creating a Marketing Timeline That Works
By Sara Pedersen
"Goals are dreams with deadlines."
-Diana Scharf Hunt
When clients come to me for marketing help, the first thing I ask is, "What's your plan?" If I'm greeted with a blank stare, then I know we have work to do!
In order to set up a great marketing strategy, you need to write it out in black and white. I highly recommend a 12- month plan, which you can set up in your favorite spreadsheet program. Using a computer will allow you to easily move tasks around as the months progress, and add new ones as you think of them. Simply create columns for "date" and "proposed marketing activities." You might also include a column to check off when you accomplish each goal.
Some of the items to include in your plan might include:
Seeking PR in your local papers (perhaps revolving around a national organizing holiday, a seminar you're giving in your community, a contest you're holding, time you've donated to a local charity, etc.)
Creating new ways to stay in touch with clients (newsletters, postcards, etc.)
Investigating ways to thank current clients for past business
You might also include business goals such as creating a follow-up program, researching business insurance and liability issues, improving business skills, reviewing your expenses and revenue, and finally, etching out time for creating next year's marketing plan.
Sound simple? It is! With a plan, you can get all those ideas out of your head and onto paper. You'll sleep better! It's easy to rearrange, redistribute, add, and delete with a tap of the keyboard. Go for it! And if you need help, please feel free to contact me. I offer marketing plan assistance at an affordable price.
Copyright Time to Organize® LLC
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EASY AS 1-2-3 PUBLICITY
By Sara Pedersen
As a small business owner, I'm always looking for ways to get my company name out there. And as a bona fide bargain hunter, I tend to look for the inexpensive methods. Why pay to advertise my services when I can reach my audience for free? Enter PUBLICITY!
What's the difference between advertising and publicity, you ask? They both offer great visibility within your community, but you have to PAY for advertising. You get complete control of the message, but potential clients could be skeptical about your advertising claims. Publicity, on the other hand, is FREE. And it tends to have greater credibility because viewers often feel that the messages have been "screened" by the television, radio, or newspaper editors.
One of the easiest publicity methods is the press release. Read on to learn how to craft your own press release for your local newspaper.
Step 1: Target Your Message
So how do you go about getting your name in the news? The process begins by sending a press release to your local newspapers. Don't be scared off by the term "press release." It's simply a letter that includes the who, what, where, and whys of your business. If a press release seems interesting to the editor who reads it, you can count on seeing your name in print in an upcoming issue!
If you're a relatively recent start-up, you might pitch the article as, "Local Woman Starts Professional Organizing Business" or "Springfield Man Craves Your Clutter." As our industry grows, so does public awareness. People have seen organizers on television shows such as "Mission: Organization" and "Clean Sweep" and are curious to learn more about your unique, locally-offered services.
You might also take the angle of highlighting an upcoming organizing holiday. Check out "Chase's Calendar of Events" at your local library. It includes everything from National Clean Out Your Refrigerator Month to Clutter Awareness Week. A few this summer include:
• June: Small Business Week, Rebuild Your Life Month
• July: Financial Freedom Day, Take Charge of Change Week
• August: Simplify Your Life Week
Or, simply capitalize on the season, i.e., getting rid of garage clutter in the spring; getting kids organized and ready for school in late summer, etc.
Step 2: Write and Send the Message
Detailed information about how to write a press release can be found at www.press-release- writing.com. This Web site has samples, templates, and other essential tips for writing an effective press release. To see a sample of a press release I've written, please visit the link at the bottom of this article. In a nutshell, your press release should include relevant information about your services. Include benefits, why your service is unique, and quotes from industry experts or satisfied customers. Remember to try to make it timely, such as linking it with a national organizing day or event.
You can find newspaper addresses and editor contact names on the inside front cover of previous issues. Make sure you have a nice, clear photo of yourself to send along - the newspaper is very likely to include it - and don't hesitate to send your marketing brochure and business card. I usually send press releases the old- fashioned way, by US Mail. Then I cover all the bases by sending the same information via email, along with a JPEG photo of myself, so the paper could easily "cut and paste" my text into an article rather than retyping it.
If you don't hear back from the paper within a week or so, make sure to follow up with a phone call. It is very likely the press release fell to the bottom of the pile (how disorganized!) and the editor simply forgot or didn't get to it yet! Don't feel intimidated or that you're "bothering" the editor. According to the Public Relations Society of America, approximately 80% of news stories are generated by outside sources (like you!). Newspapers and other media depend on the general public to tell them what's going on in their communities.
Step 3: Be Prepared
Reporters often wait until the last minute to get going on a story, so don't be surprised to receive a phone call requesting an interview right then and there. Try to be available and flexible. You might want to prepare some information ahead of time so your answers will flow smoothly. What questions might the reporter ask you? Answer them on paper and you'll likely breeze through any interview. And remember, when you speak with a reporter, be yourself!
I also recommend having a short list of organizing tips available to share with the reporter. Newspapers love quick, easy bullet-points! You may also wish to gather some national statistics on disorganization or clutter. And if you have a newsletter, ask the reporter to include an offer for a free subscription at the end of the article. What a great way to build your database with people interested in your services! Before you finish the interview, confirm the spelling of your name and business, and ask them to include some contact information. When the article hits the press, you'll be surprised how many calls you receive.
Now that you've made this great contact at your local paper, make a note to keep in touch quarterly. Free publicity is as close as your friendly news editor!
You can use this method of press release writing to reach any media - newspaper, television, or radio - but I recommend starting with local papers to get your feet wet. It's much easier to "think on your feet" in print, rather than on live radio or television. Save that for your next try at mastering the media.
See how easy writing a press release can be? Now, go forth and market!
Copyright Time to Organize® LLC
Want more info about writing your own press releases? Purchase our "PUBLICITY ROCKS " REPORT
This detailed report explains what a press release is and why you need to write one today! It explores angles you might use to intrique a news editor and how to write a press release that gets noticed. It also includes sample press releases.
