Marketing Tips For a Struggling Economy

In a weak economy, having a strong message holding together your marketing campaign takes on a whole new level of importance. Consumers are holding on to the money they have, buying only the necessities. For marketers, then, it is important to make the product seem like a need rather than a want.

At first, this sounds difficult to accomplish because in addition to establishing the necessity, the marketer must distinguish their product and message from all similar products and messages. Trust me – it is not as bad as it first sounds. Now, more than ever, it is important to go back to the basics of Marketing 101 and then add a creative twist to stand out.

As a marketing executive, my company works with clients from Maine to Australia and is faced with many marketing challenges presented by all types of businesses. The recurring question is ‘How can I get my postcards, flyers, brochures, even my email blasts and my web-copy to be more effective so I can get more business and set my business apart from my competition?’

In the many years I have worked in marketing, I have established foolproof steps to developing successful campaigns and establishing products as new, interesting, and innovative.

First of all, to reach potential clients in this kind of economy, you really have to understand who they are, what they want, and how to get their attention. In other words, know your audience. Do your research and hone in on the people whom you believe you can really get the best response from. Don’t waste precious money sending millions of postcards or letters to people who have no use whatsoever for your product.

Second, do something exciting and out-of-the-box with your campaign. No potential customer wants to see the same old boring advertisements or direct mailers. If they’ve seen the same thing 100 times, that person is more likely to just discard the memory of ever having seen the advertisement (and will probably physically throw any direct mail straight into the trashcan as well). More creative executives today are realizing that they need to catch the mail-recipient’s attention some other way.

In recent months, I have found the most successful and profitable tool to use in my marketing campaigns is to use colorful, crazy doodles to emphasize the important points that will hold the recipient’s attention. In fact, my favorite of these tools is called Doodleopes(TM). Potential customers will surely take a second look at the company that sent them this doodled envelope or postcard.

The beauty of these tools is any one can use them. No expensive professional graphic designers. No long hours trying to figure out how to use a design program. Just cut-and-paste, drop and drag.

Third, make the customer feel special, appreciated, and understood. It is human nature to surround yourself with people and things that make you feel comfortable. If you can make someone feel like they are one-of-a-kind and you really put a lot of time into trying to attain their business, they will be more willing to look at and consider the products you’re offering. And if they’ve already purchased once and they feel like a truly valued customer (you haven’t just sent them a postcard that said “You’re a valued customer!” but that they really believe it), they will most likely come back to you when they need your product or service again.

So, how do you accomplish making a customer feel special? Well, you tell it to them multiple times and you show it through your kind behavior and unbelievable customer service. An easier way, however, that Ratajczak has come to know and love is to use a font that looks like handwriting on each and every marketing document from envelope to sales letter to postcard. Most direct mail received has an address written in boring Times New Roman or Arial, with no customization except maybe the company’s logo. Obviously, not much time was spent on this individual customer and they can feel it. So, this letter goes straight into the trash. No one wants to feel like another consumer in the crowd, so use a font that looks like you’ve written it yourself.

Marketing genius Bill Glazer of Glazer-Kenndy Insider’s Circle agrees, “A handwritten font will typically outperform any other type of font because it appears that it is a friend sending a friend a personal message.”

Be sure, however, that you are not using a handwriting font that looks completely fake. The trick is to convince the customer, not turn them off.

There are hundreds of other tips that could be shared, but these are the top three most important to remember. If anything, remember what I said before – take yourself back to Marketing 101 and then add an outrageously creative twist.

Simple Success in Network Marketing – It Only Takes 2 Steps

Having had the privilege of working with 10′s of thousands of network marketers I have found that there are two main principles that I can identify as being the reasons for success. Although they all run their businesses differently, some do home shows, others fairs, and others spend time selling and recruiting on the Internet, but no matter what the business strategy, there are two things in common for every one that is even mildly successful.

Point #1

The first thing that I find in common among the most successful direct sales leaders is that they know exactly why they are in direct sales and what they want to become. The desired outcomes are as different as the people who have them, but there is no doubt that they know what they want and they are willing to work to get it. I have seen everything from wanting to make a car payment, wanting some extra shopping money, wanting to quit a full time job and work from home, wanting to spend more time with kids, or wanting to replace income after a death or divorce. Other times it has more to do with a feeling of accomplishment or proving that you can be successful and contribute to the lives of others. But the reality is that there has to be a driving cause that you are fighting for.


Because hard times hit everyone that does direct sales. Many of you have experienced some of the negative sides of this business. Family and friends that consider your involvement with direct sales a waste of time, parties that don’t go how you had hoped, cancelled parties, recruits that don’t join (or end up joining under someone else), recruits that join with real potential but never pan out. No matter what the setback is, nearly everyone has experienced it in direct sales. The difference is, those who know where they are going work through it while those who don’t simply get worked. Those who quit do not lack ability, they do not lack the education or the personality, they usually lack the drive and the reason. You have to have a reason that gets you out of bed every day and that allows you to smile and move on while others are feeling dejected and dismayed.

Amazingly, this seems to be more important for those that are successful than how they hold their parties or how they approach potential customers or recruits. More important than how many recruits do they talk to a day or what do they put in their hostess packet. More important than how they dress or how they incentivize their downline.


Because all of that become less important when you are driven. When you are driven you find a way. When things don’t go right you work around it, when you mess up, you learn and move on. When someone says “No” you find someone to say “Yes.” Everyone does it differently and I haven’t met many people who said, “I wasn’t going to join that organization, but then I saw her recruiting packet and there was one brochure in there that totally changed my mind.” NO ONE SAYS THAT! People join because they are drawn to the personality or the success of the sponsor or because they love the product. If you know why you are doing this and that reason drives you, you will be successful. If you don’t know why, then I can almost certainly guarantee you are not driven and you need to get that figured out before you will ever become successful. I have NEVER talked to someone that had sustained levels of high success that said, “Well, I am only kind of interested in this. I don’t really like it, but I do it because it pays the bills.” Now I have heard that from many people in the corporate world who work just to get by, but I never hear it from successful people in the direct sales world. Get your reason figured out, put that reason to work for you to create your drive and work to achieve your reason, it is that simple.

Point #2

The second practice that successful people do is to help others find Point #1. Once you know what you are after and are driven to achieve it, you have to find and get others on board to that same process. You can either find them, or help make them. From day one you should be engaging those that you recruit to find out what their reason is and how driven they are to achieve. Those that have a high level of response and appear to be driven are recruits that you will want to spend more time with. Others will simply be hobbyists who are happy to make a few hundred dollars a month and never really move up. You need these people! Your organization will benefit from the consistency and volume that they bring, so find ways to appreciate and recognize these people, but they should not take the bulk of your time. You should also make sure you are not trying to force them into becoming something that they are not. Keep in touch with them and keep helping them and when something changes they may catch fire. But, make sure you spend your time finding and growing those with purpose and drive. Ask within the first few days why they signed up and where they are expecting to go with their business. Help develop goals and watch to see if they work to achieve them. Replicate your success with them and your organization will never die. Stop recruiting and building others and you will start the downward spiral. The key here is that you have to give of yourself to others. You have to be willing to do all you can to help them and mentor them to achieving their goals without creating dependency. Help them to determine goals and then watch to see if they are driven to achieve or simply content to grow at a slower rate.

Attraction Marketing – What is It?

You’ve got yourself or you’re looking at a Network Marketing / Direct Sales / MLM business.What’s next?Gone are the days of cold-calling, making lists, hassling family members and generally alienating yourself from everyone you know and care about. In the last few years, there has been a small revolution in the Network Marketing arena. And the new game is called “Attraction Marketing”So, What is Attraction Marketing?Well, as the name suggests, it’s all about “Attracting” people to you.In the past, you were told that everyone is a prospect. You were told to talk to anyone and everyone to try and get them to join your business. As anyone who’s been around for a while will know; this is not the case and in fact it’s a really good way to get very demoralised very quickly.What you need to do is find people that want to change their lives or are looking for a business to join. Even better you want these people to find you!Attraction Marketing is all about putting yourself out on the web so that these types of people CAN find you.You take steps to position yourself as an expert in your field so that the people that find you gain respect and trust for you. They come to like and admire what they see and have genuinely benefited from what you have given them. They believe that you are the person that will help them get what they want; time, financial or personal Freedom.They then contact YOU.This instantly puts you in a position of power and control.The person who makes the initial contact is always going to be in a weaker position. When someone contacts you first, it gives you a position of authority. Making you job much easier. No longer are you trying to convince anyone to join you and your company. You are now interviewing people to see if they are good enough to be a part of your team.I’m guessing you can instantly see the benefits of this.The way you do this is by providing Good Content.This is where a lot of people get it wrong. It is not about putting out advertising and sales pitches everywhere you can. That makes you the person making first contact, putting you in the weaker position. You need to put Good stuff, Great stuff, out on the web for people to find that will actually enrich their lives.Now I know that right now most of you are probably thinking “but I’m not an expert in anything”.You’re wrong.Everyone is an expert at something. Even if it’s “stamps made in Australia between 1980-1990″. If there is a topic you know more about than most of your friends. That is where you will start. As you move along you will learn more and be able to provide better and more targeted content.So grab yourself a cup of coffee, go sit down somewhere quiet and start brainstorming the things you know a lot about.