Silence Is Golden!

I conducted a test last week.    I want you to take the same test.  Don't worry, it isnt pass fail.  In fact, you don't even get a grade, but it could help you improve your business.   For a week, I want you to take a look at all the "silent marketing" that you get for a week.   What do I mean by "silent marketing"?    Any form of advertising that reached you without a word...no one to actually sell you anything.  It arrives almost like a sneak attack...hoping they have reached you with the right message...at the right time.   Obviously, it works...because they keep doing it!  Ahhh...the law of large numbers makes the world go round  Every second a seller...and every 3 seconds a buyer!   I spent a week gathering these silent marketing examples.  See what you come up with in your test this week;   Auto detailer business card on my mailbox - It was a full color card on both sides with a picture of a sports car and SUV fully detailed.  It was clean and simple with a name and number inviting you to text him for service.  He also included a web link to see his pricing and schedule an appointment online...very innovative for this type of service.  Grade A -   Door Hanger for New Pizza Joint - This was a standard pizza hanger with prices and pictures.  What was interesting is that he had testimonials from people in my neighborhood comparing the big chains to his "real hand tossed" pizza dough.  Ok, I didn't actually know these neighbors, but it helped differentiate him from the dozen choices I have within 5 miles of my home.  Grade B   3 x 5 notecard rolled up with rubber band for cleaning service on porch - This was definitely low budget but I was committed to giving all silent marketing a chance.  The person actually admitted they had just started their own business and would work hard to earn and keep business.  We had actually been looking for someone to do some work and we had been let down before.  Her sincere appeal was compelling.  The medium - Grade D  The Message - Grade B+   Sandwich bag with pricing sheet for lawn care -  Low budget on steroids!  I realized he was protecting his pamphlet (printed on color paper in black ink...toner low!) from the rain that was coming with the baggie.  It also had a rock to keep it from blowing away...nice touch (sarcasm!).  I didn't even review the prices.  Grade D -   346 direct email blasts that went to junk mail - Most of these were the standard faire...work from home and make millions, Viagra, , and an assortment of the lamest "hooks" I have ever seen.  I opened each one of them and found nothing worth mentioning.  That is why they call it junk mail.  Grade F   123 direct mail blasts that made it to my inbox - A proper email campaign will find its way into your inbox because the list is properly secured and the email sent professionally.  Even when done well, the majority are deleted without review.  This week, I noticed several really good offers from American Express, Publix, CVS and Starbucks.  I opted into 7 different programs that actually have value!  I also received several blasts from insurance companies that I am contracted with and many I am not.  Good information, ideas and opportunities in each one of them.  I couldn't engage them all, but put some in my "follow-up" folder in Outlook.  Grade A +   45 direct mail pieces - Most were appeals from local businesses - Car deals, home refinancing,  and all types of service postcards.  Most were professionally done and upon review, made the companies seem viable to work with .  There were several insurance postcards from Alex Trebek, Gerber and others, and numerous credit card offers.  There were actually two I saved for later in the year (its a surprise for Natalie...sshhh!)...I believe in direct mail.  Grade A   10 Catalogs - TGW (The Golf Warehouse - how did they know?), Victoria Secret (how did they know?), Frontgate (who can afford it?) and other full color, glossy, sales filled catalogs.  Must have cost a fortune and we are not catalog shoppers - don't know what list they bought my name from but they should get their money back.  I spent the most time with TGW catalog but then compared prices on Amazon....nice try!  Grade C   8 receipts with survey offers - Ever look at the back of your receipts?  Many of them offer free stuff to conduct an online survey about your shopping or dining experience.  I did one for Chick Fila, McDonalds and Best Buy.  I didn't win the $5,000 shopping spree, but I did get a free Chick Fila sandwich and a free 1/4 Pounder w/ Cheese!  Grade A +   As you review all the marketing you get this week, think of your business.  What kinds of "silent marketing" can you engage to enhance your business and draw more clients?  Each type of marketing has a specific appeal and when done correctly, can yield results.   All told, I had well over 500 "silent marketing" events in just 7 days.  That doesn't include the talking variety of radio, television and the feet on the street folks.  These were simple, silent messages that prove...   Silence Is Golden!   Until tomorrow, I wish you Money, Power, Success!