As a business owner, or an entrepreneur of any sort, a major part of your job is inevitably going to be getting the attention of your prospective clients and customers, and doing whatever you can to hold onto that attention.
As a general rule, the more visible your product or service is, the more you can expect to sell, and the better you can expect your business to do as a result. Of course, there are some caveats to this – if your product or service is of poor quality, or your operation is exploitative, that increased visibility is more likely to backfire than anything else. But we’ll put that aside for the moment.
The thing is, marketing is an extremely well-established field, and many of the same marketing techniques are in use by the vast majority of companies out there, at any given time, on their crusade to reach out to prospects and entice them into using their services and taking advantage of their offerings.
One consequence of this, is that it can be very difficult to stand out from the competition when you are doing things in a strictly conventional manner. A great solution to this problem is to explore more and more creative ways of getting your prospects’ attention, as opposed to just playing it straight according to the predominant template that’s been in place for the last 10 to 20 years.
So, in order to help you to make a real impact, and be as memorable as possible, here are a few creative ways to get your prospects’ attention, starting at once.
1. Market directly to voicemail
Cold calling is an oft-used, and fairly effective means of marketing. But there are also various reasons why it’s not necessarily so popular with the people on the receiving end of the calls, and why it’s arguably falling out of popularity with some marketers, too.
For one thing, cold calls can get annoying, pretty quickly. Phoning someone up in the middle of the day, and pitching your services to them, can easily feel like an unwelcome imposition, and can irritate certain people pretty dramatically and rapidly.
In terms of more pragmatic concerns, from the marketer’s side of things, cold calling is simply time-consuming, and requires a personalized approach if it’s going to be really effective. At the very least, you need to get the number of the best person to contact within the company, and you need to make sure that what you’re going to pitch to them is something they might actually be interested in, and isn’t, in fact, a service that they’re already well covered by.
One rapidly-growing solution to this problem, is to market directly to people’s voicemail, rather than to the people themselves via an active phone conversation.
Slybroadcast is a service that allows you to get your messages directly into people’s voicemail, without having the phone ring, and therefore puts the ball entirely in the court of the recipient. The decision is theirs as to whether or not to call back and proceed.
At the same time, voicemail is still a lot more personal than email, and is more likely to grab a prospective client’s attention, too.
What’s more, when you market straight to voicemail, you can send out literally thousands of messages at once, using the right service, and then all you have to do is make sure that you are equipped to screen and receive the return calls that come your way. Using a call center service may be necessary here.
When all is said and done, voicemail marketing may just be the way of the future, and is a lot more efficient than most other approaches.
2. Rediscover the wonders of snail mail
This is, of course, just about at the exact opposite end of the spectrum from smart-technology-based, modern voicemail marketing.
And yet, there are some real potential benefits to rediscovering the wonders of snail mail in your marketing campaign.
Specifically; fewer and fewer businesses are receiving marketing letters these days, relative to the number of emails, cold calls, and LinkedIn messages they receive.
That, in and of itself, means that you will stand out from the crowd fairly significantly, just by virtue of the fact that you have sent a letter or parcel, rather than a digital form of communication.
Another benefit of sending a letter or parcel, is that you can include useful marketing props such as branded pens, and fridge magnets, that people are likely to keep and use, indefinitely. This is a great way of “playing the long game,” as it means that you can work your way into the attention of your prospective customers, over a period of weeks, months, and years, using only a single parcel.
This strategy is generally best used for your most sought after prospects. And, of course, it’s still important to follow up.
Consider ways to make the package useful, as well as interesting. And be sure that you include the right postage stamps, so that the recipient isn’t force to pay for it.
3. Collaborate with people you respect, and work to create value for their audience
In many different industries, these days, collaboration between businesses, content creators, and public figures, is becoming more and more popular as a way of appealing to a broader audience, and also providing a greater degree of value to customers.
It won’t necessarily always be possible to collaborate in this manner – trying to “work with” your direct competitors, for example, might not be the very best idea. But, if you pay attention, you will likely be able to identify various ways in which you could make your offering more appealing, useful, and attention grabbing, by teaming up with other companies and individuals who you respect.
This collaboration can take many forms. You could work on joint projects and products, you could guest blog on each other’s websites, or appear in instructional YouTube video series’ together.
However you decide to go about this, collaboration can be a great way of bringing new people on board, and also making your life a bit more interesting.
4. Put your money where your mouth is, and actively demonstrate what your product is, and how it can benefit people
Everyone who has any kind of service to market, Typically becomes pretty skilful at creative phrasing, and compelling use of jargon and terminology, before too long.
But, you know what they say. “A picture is worth a thousand words.” Or, as is often said among fiction authors, “show, don’t tell.”
If you really want to make an impression on your prospective clients and customers, you should “put your money where your mouth is” and do what you can to actively demonstrate what your product is, and how it can benefit other people.
One good way of doing this could be through running a series of videos that demonstrate the nuances of your product or service, and explain exactly how it can address certain issues that people might experience in their personal and professional lives.
You could also hold public demonstrations at trade fairs and similar events and occasions, and could also send out a good number of “review copies,” or invite people to participate in your program for free, for review purposes.
Of course, all of this requires a good degree of confidence in your offering – no one wants to be shown up in public. It’s for this reason, among others, that these sorts of demonstrations are likely to impress people and get their attention.