Wesley Day Advertising

• Green Marketing Tips
• Don't Fixate on Branding
• Presentation Tips
• Connect With Your Prospects
• Why Do People "Like" You?

---

GREEN MARKETING TIPS

Any business, green or not, can earn “green points” for making their marketing efforts more eco-friendly.

1. Post an electronic press kit
   Help editors produce stories about you by posting background information, contacts, bios, photos, news, etc. on your Web site.
2. Use social media for news releases
   Instead of blasting out periodic press releases, make marketing your brand a weekly or daily event on Twitter, Facebook, Stumbleupon, LinkedIn, etc. Link to your Blog posts and company’s Web site.
3. Blog your business
   Put a face on your brand. Treat your blog as an extension of your “About Us” page. Explain the inspiration behind your business, share your thoughts on your industry, and encourage reader comments and participation.

Select green promotional gifts
Think hard about what your customers really want and will use and then be creative coming up with a green solution. Return to top.

---

DON'T FIXATE ON BRANDING

Many companies think they can create their brand and that their brand will power their success.

Your brand is what other people think about your company. Call it image, reputation, character, or whatever you want; it’s still their perception, not yours. That doesn’t mean you can’t and shouldn’t nurture your brand. Remember:

Your logo isn’t your brand.
Sure, a snazzy logo can help the perception of your business. But that’s only a small part of the sale, well behind product awareness, performance, reputation, and value.

Your brand isn’t your UVP.
While some people purchase a product just for the status, in most cases they’re buying solutions to problems – that is your Unique Value Proposition.

Your UVP will build your brand.
Delivering on your UVP is the best way to build your brand. A good tactic is to under-promise and over-deliver. As word gets around, your brand equity will grow.

Your job as a branding manager is to make it easy for people to say good things about your company and its products. Remember, branding is in the eye of the beholder. Return to top.

---

PRESENTATION TIPS

Presentations are a visual medium for story-telling and persuasion. While looks matter, clear ideas are critical. Take the time to organize and distill your ideas, and then follow these tips to make your next presentation powerful:

• Start on paper
Get your story organized before getting distracted with PowerPoint effects.

• Tell a story
Use story elements such as conflict and humor to communicate your clear message.

• Follow the 1:1 rule
One thought per slide. Use more slides if you have more ideas.

• Don't trust any type below 30
Any type smaller than 30 pt. will not likely get read.

• Delete the starburst
And the clipart and anything else that detracts from your message.

• Kill the bullets
They may work well in reports and documents, but they take away from your talent as a speaker.

• Don't repeat logos
If your audience doesn't know who you are after a slide or two, you have a bigger problem that won't be solved by cluttering up every slide with a logo.

• Use charts with care
Make sure their takeaway is clear – posting a single stat may have more impact.

• Set time limits
If your manager asks for "three slides for a meeting," ask for a time limit instead. A three-minute presentation may require twenty slides.

Let Wesley Day help make you the superstar of presentations. Return to top.

---

CONNECT WITH YOUR PROSPECTS

Every sale begins with a simple conversation. The objective of that dialog is to earn their trust. Ask yourself these key questions when developing your marketing communications:

1. Who is your prospect?
The more specific you can be the better. Try to focus on one person or organization and craft your message accordingly.

2. What is he/she looking for?
If you don't know, you won't know how to connect and what to offer.

3. When do they need you?
Be there when they need you. Or see if you can generate the need while you're there.

4. Where will they look for you?
Do they search online? Do they read trade magazines? Do they ask their friends? If you don't know, ask them – and be there.

5. Why do they need you?
No matter how great your proposition, if they don't see a need; you won't see a sale. Return to top.

---

WHY DO PEOPLE "LIKE" YOU?

A study of 1,500 Facebook users revealed that 38 percent "Like" at least one brand – the average being nine brands.

But the reasons vary:
• 40 percent to receive discounts and promotions
• 39 percent to show their support for the company to others
• 36 percent to get a "freebie"
• 33 percent to get updates on future products
• 30 percent to get updates on upcoming sales
• 29 percent for fun or entertainment
• 25 percent to get access to exclusive content
• 13 percent to interact

Because users like brands for a variety of reasons, your content should engage them in a variety of ways. Just don't assume that because someone "Likes" you that they want to see your promotional messages. Fully 70 percent don't think becoming a fan equates to opting in to marketing. Return to top.