Could you repeat that?

I am a stickler for hard-working copy. Think up a meaningful, concise headline, then drive the point home with SUPPORTING copy and/or images. Say no more.

However, I don't mind repeating myself. It seems businesses get bored easily with their message. From week to week, they appear to have an entirely different selling point. Why? They think that because they already said it, their readers already know it. Not so.

I hope there are dozens of reasons to support your business. In reality, though, it can be difficult enough to think of one great reason to choose you. One thing that your competition can't compete with you on. And if you're really tuned into it, you'll find a simple way to say it - maybe a clever way to say it - a memorable, thoughtful, fun way to let the reader know that if they care about _____, they should contact you now.

It takes a bit of work to get there. You may have thought about it for days, weeks or longer before you've really got it. And, by that point, maybe your love for the phrase has worn out. By the time you're ready to move on to another pitch, your audience may just be starting to see it your way. Don't throw it out; repeat it. Repeat it. Repeat it. Say it week to week and across different media. Say it when you talk. Say it until it's as familiar to them as it is to you.

Visit http://www.vairenpoint.com for more information or to work with Vairenpoint Marketing.

Don't disappoint your customers.

First, I'd like to briefly say, "thank you." Without readers, this is just a diary; I appreciate that you're giving me an opportunity to speak with you.

This is my first "Plan for Success" post. I intend for it to be a resource for small businesses. There will be articles about communicating with customers, systems to reduce waste, encouraging employees to share your vision, turning leads into patrons, then into advocates. The overarching purpose of this blog is to give you ideas and information to help you make smart business and marketing decisions. And on that note:

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Advertising, in its simplest form is an organization trying to draw your attention.

Early in my career, I had the fortune to work for a company with a reasonably large advertising budget. We would run full page ads on the most prominent page of the most visible section of the newspaper, weekly.

An advertising budget is power. But of course, with that power comes responsibility. In this case, the company was primarily a restaurant. We definitely had some strengths; the atmosphere was very nice, the bar was well tended, the desserts were always a hit. However, we also had weaknesses: too many weaknesses. The food was inconsistent, although generally fair. The service was at times, excruciatingly slow.

Management looked to the marketing department to solve these problems. We tried so many different ways to bring in new customers. We HAD TO think of ways to bring in new customers because we couldn't build up a solid customer base, repeat customers. We, in the marketing department knew what we were up against, but resources were desperately shoveled into marketing instead of into training and managing our shortcomings.

By pushing so much money toward advertising, we accelerated our demise.When we got people in the doors, we let them down. We drew a lot of attention to ourselves. We came across as braggarts, and we failed to back it up.

In marketing, they say, "under-promise, and over-deliver." When a customer comes through your door, they are giving you an opportunity to impress them. You'd better be able to meet their expectations. Of course, it's better if you can exceed them. However, if you've set the bar too high, you will look like a fool when you can't clear it.

Visit http://www.vairenpoint.com for more information or to work with Vairenpoint Marketing.