Category: Entrepreneurship.

Tuning up your marketing should be like maintenance on your vehicle. Marketing is the fuel that keeps the customer engine running. The good news is that unlike vehicles, marketing inspections don’t have to come with a hefty price tag. Here are 5 tips to tune up your marketing:

Take a Test Drive

When was the last time you viewed your messaging, processes, discounts, service and overall company experience from a customer’s point of view? Click on your ads, sign up for offers, send a family member into your business, email a staff member and review the results. You may find some small tweaks to help you pick up more miles per gallon.

Employ Digital Diagnostics

Digital advertising campaigns pinpoint the customers most likely to connect with you based on their online behavior. Combined with relevant offers, creative ads and corresponding landing pages, digital advertising is the best way to diagnose if your campaigns are running smoothly or need some tinkering. Check to see if you are getting the impressions, clicks, website visits and leads you deserve.

Marketing is now more science-based, and while it’s still also still an art, you can count on the numbers for truth and finding the best path to success for your company.

Street Race the Competition

Next, review your competition’s website or walk-in to see what gets their sales motors running. Compare price points, review their discount and take an inventory of where, when and what they are marketing. You are sure to find at least one idea to beat them to the finish line.

It’s pretty simple to set up a search that flags you whenever your competitors name in mentioned in the news. Set one up today and start tracking.

Buff the Exterior

Look at your business’s exterior touch points. Do your ads, website and displays have a cohesive shine or are their a few chips in the paint? Maybe a quick run through the branding car wash is all you need, or perhaps you can buff a few images to freshen up your look.

Chips or dings? Address them immediately. Don’t cover them up. Fix the trouble and polish out the finish.

Listen to the Engine

Finally, ask new and old customers some key questions.

  • Why did they choose you?
  • What do they like best about your products?
  • What do they wish you would start, stop, or continue doing?
  • How did they find you?
  • Why are longtime customers loyal?

Finally, listen and respond. Use their responses to inform new offers, events and products so they know you made all the right fixes.

Use this five-point inspection any time you need to tune up your marketing and keep your sales engines humming. Need 5 tips to tune up your marketing? Contact us today or call 800-900-3635.

© 2019 Poole Communications

Today we’re looking at the simplicity of six words. Can you write your company story in six to ten words? This isn’t a new idea. Ernest Hemingway wrote a famous six word story.

“For Sale: New baby shoes. Never worn.”

Too often we make things harder than they need to be. Use the simplicity of six words.

Carefully Define Your Business

First, implement this six word idea with your business: define your company and culture in six words or less.

For example: at Poole Communications, we are client-focused, ethical, creative, self-motivated and passionate. When hiring new employees we look for those same characteristics. Even when interviewing a potential new client, we look for those same qualities. (That’s right, we don’t accept all new clients; we really want a good fit.)

The result is that we have a better fit with ALL the people we work with, that means more enjoyment in our work – and lives – for everyone involved.

Whenever we deviate from this principle there’s trouble: a unhappy client who doesn’t fit, or a disgruntled, unproductive employee. I’ve learned over the years how important it is to let our values lead the way.

Next, Define How You Work

Next, six simple words can help us define our logos, our slogans, how we work – and even who we work with. Those same words help you in planning and creating work or providing service. We don’t want to sell ourselves, our products or services; we want to educate in an ethical way. Let’s make the world a better place. Everyone wants marketing material that are simple and easy to understand. The little amount of time each have makes it mandatory. Word choice and communication is extremely important. It’s critical to be clear about who you are and how you work; and it’s equally important to be quickly understood.

Simplify Your Life

Finally, the world is fast paced, and we all have a lot to do; work to simplify your job and make your company function better. The simplicity of six words is one small tool you can use. Define what your business is, and how your business works. Get your team involved and listen to their input. Empower them to help grow the company and help make it better.

Need help? We can help you with strategy, writing, planning, budgeting and media placement. Give us a call at 800-900-3635.

©2018 Poole Communications

As a small business owner or manager, are you facing common problems that most small companies face:

  • Struggling to find time?
  • Having trouble marketing your company?
  • Difficulty attracting the right customers to your business?
  • So busy working IN your business you don’t have time for much else?

We’ve worked with plenty of other small businesses that are in the same tough position. After 30 years in the marketing and advertising business, we developed an elegant solution sharing our strategies and methods. We wrote a book called the Business Builder Marketing Workbook. This in depth workbook will walk you, the small business owner or manager, through the steps you need to take to market your company in a way that will grow your company.

Simple Step-By-Step Process

This easy-to-understand workbook leads you through the basic marketing process and will help you:

  • identify your perfect customer
  • find your unique selling point
  • target the right region around your company
  • develop a marketing plan
  • and MUCH more

Next, the Business Builder Marketing Workbook is divided into 12 sections. For high achievers, you can complete all the lessons in a few weeks. For most however, most will find it easier to go through one chapter a month. In this way, you can let it really sink in, and have the time to apply what you learn. For those of you who are caught up working IN your business, you’ll find enjoyment in planning and working ON your business. Making a strategy and a plan will ensure you’re headed in the right direction.

Time to Work ON Your Business

Our workbook gives you the opportunity to work ON your business. Enabling you to leverage your time and make your company even more profitable. Over two years in the making, this well thought out Business Builder Marketing Workbook will provide you with step-by-step tools to grow your business . It’s not complicated and is written in an easy to understand style. You’ll find worksheets at the end of each chapter that are tailored to your company and build on the information you read in each short chapter.

Finally, we recommend doing the lessons and each worksheet in order because each lesson builds on the next lesson.

To get more information visit: www.BusinessBuilderSeries.com.  You can order a hard copy workbook, a digital copy or both — all for less than you’d pay an agency for one hour of work.

Act Today!

Start working with our simple Business Builder Marketing Workbook and start attracting more customers into your business today.

For more information contact us during business hours at 800-900-3635 or email us at Poole Communications.

Start with your own. From cleaning up your office to working on your own life, it’s so tempting (and easy) to focus on other people’s messes and problems. The other person’s problem and solutions are so clear and obvious to us. Their mess lures us into a false sense of a simple answer and quick solution. We are so tempted to say, “Why if you’ll only do this, everything will be fine.” Solutions aren’t always as simple as they appear — especially in other people’s lives.

What is difficult and far more bold is to start with your own mess. Start making changes in your own character. Start improving your own attitude. Start that habit at work that you want everyone else to emulate. Start cleaning your own desk and taking control of your own life.

I’ve been working on paring down and simplifying at the office and at home. It feels really good to be organized and uncluttered. In the process, I’ve noticed my tendency to want to “help” others with their difficulties, their messes, and their problems. That silly desire sidetracks me from what I really need to be doing. That distraction stops me from working on my own problems. It prevents me from thinking about and solving my bad habits.

Please don’t think I’m saying don’t care for others or help others. That is not what I mean at all. I’m specifically talking about focusing on others when we seriously need to focus on ourselves.

Often when someone else’s behavior or mess bothers me, I look to myself as quickly as possible to see if I’m guilty of the exact same behavior.

Leave other people’s messes for them. Allow others the joy of solving their own problems. Focus on your own. It may just start a chain reaction of change at the office, at home and in your own heart.

By Sally Poole

In fourth grade we lived in Holly Park, which is part of the Seattle Housing Authority. We just called it “the projects.” Mom, a high school drop out, was recently divorced with four kids. We were really poor and didn’t mind at all – except we had to eat powdered milk on the commodity oatmeal we had for breakfast every morning. At Holly Park, we had tons of other kids to play with and learned all kinds of new things.

One of our neighbors and my best friend was Tonya. Tonya’s mom would iron her hair in the morning to straighten it. My sister and I would beg her to iron our hair too. We liked it because it made our hair warm. She’d just laugh at us and iron our straight hair too.

Tonya’s brother, Mike was older than us and he was a complete mystery. He would bounce his basketball all the time and tell us frequently, “I’m gonna be a pro.” We had NO IDEA what on earth he was talking about. We tried to find out what a pro was. We even asked adults, but out of context, they had no idea what we were talking about either. You have to remember this was in the 1960’s. Professional sports had not yet become the big business it is today – well, not that we were aware of anyway.

Years later I realized Mike wanted to be a pro basketball player, make good money and have respect.

I started thinking that maybe we should encourage all of our young kids to become a pro. Professionals at something – anything! It would encourage them to work hard on their dream career, practice, maybe go to college or a trade school that they hadn’t considered before. To shoot a little higher (pardon the basketball pun) for a larger goal.

I had no idea what I would do with my life when I was in fourth grade, but I’m proud that I became a pro in my field. I hope Mike became a pro too. I wish all of our kids could grow up to be pros, earn the money they want and get the respect they’ve dreamed of.

The old model of focusing on industry and large business to bring jobs and build our economy is no longer working. We have a new model, but no one is paying attention to it and Northeast Missouri’s growth is being retarded. We could and should be doing better.

Traditionally all economic development in this region has been focused on industry and larger businesses. Because of this, much of what is being done is “top secret” and cannot be discussed. How many large businesses have been brought to Northeast Missouri in the last several years? The answer is none. That’s because our focus is wrong.

A more successful focus would be on small business growth and development. Small business is the foundation of our community and our country. Small businesses when properly attended to, can grow and develop into larger businesses that hire more people. Small business is easier to attract and easier to grow.

Owning a business of your own is part of the American Dream. Colleges and Universities are focusing more on entrepreneurship because of documented need throughout the country. Let’s be proactive and try something different – something that works.

The Provenance Project brought many artists/business people to this region. It’s been proven that a simple invitation is a powerful force. Artists are buying buildings, homes, and building their businesses, with no help from the city, county or economic development. Just think how much better each business could be if there was some place or someone they could go to and get information about incentives, training, incubators, loans and tax credits.

It’s time to refocus. To pay attention to the companies that have chosen to be in this region, to help them grow, and to encourage more small businesses start ups in Northeast Missouri.

Finally, I am also advocating for a more transparent process. If you’ve been to any chamber meetings you’ll have found that all economic development is “top secret” and can’t be discussed. Economic development affects every person in Northeast Missouri and our region deserves better accountability.