I came across a wonderful technique from Ed Gandia (copywriter, author, speaker and coach) that helps answer the dilemma of not having specific samples to show a client.
Here’s the scenario: your prospective client is a dentist, for example, and while you’re pitching your service, the prospect asks if you have any experience working with businesses like his.
You could just say “no” and walk away. Instead, Gandia offers this alternative: the triangulation technique.
The Triangulation Technique
The steps of the Triangulation Technique are as follows, in this order:
- The client wants a project done and asks if you have specific experience in their field. You don’t.
- You tell the client what you DO have and have done, and offer examples.
- You justify why you will do a great job and ask for the sale.
1. Tell Them What You DO Have
Instead, of “no,” you answer, “I don’t have that specific experience…but here’s what I DO have that will enable me to do a good job.” Proceed to show specific examples that would relate to this type of job–even if it was in a different field.
2. Justify Why You’re the Right Choice
Demonstrate how your background and knowledge enables you to do a better job than perhaps someone who didn’t have that skill and knowledge set. Show examples of work similar to what they need. Exhibit expertise in the form of education, training, awards, jobs and happy client testimonials.
3. Ask for the Sale
Close by saying someting like, “I just need the opportunity and I promise that you’ll be very happy with the result.” Ask for the sale with an open-ended question like, “When can we get started?”
If the prospect still balks at hiring you, offer a partial project to “try you out,” or assure the client that they will be able to review your work at various stages. Ask how you CAN help them solve their problem, which they obviously have, because they came to you for help.
It’s really all about the confidence the prospect has that you will get the job done. By proving that you can handle the work through the Triangulation Technique, you can win the sale.
When marketing your business, it makes sense to pay attention to what your consumers are concerned with. One way to learn their issues is to look at the top consumer trends. Then review what’s going on in your target market and put some thought into how you can add features to your product or service line, or modify your products and services to meet these needs. Here are 10 consumer trends for 2020, excerpted from an article in Forbes.
1. Family and Home Productivity
Since the majority of households have both parents working, parents need new software tools and services to help manage their lives at home as well as at work. 2020 also brings the trends of teleworking, home offices and home study spaces for school-aged children.
2. Next-Generation Meat
The growth of companies like Impossible Foods and Beyond Meat indicate that consumers are cutting back on animal protein and looking towards plant-based alternatives. What is the next-generation trend in your industry?
3. Personalized Healthcare
We’re seeing more telemedicine and additional options for care payments, along with many more direct-to-consumer health brands. How can healthcare access be modified to fit the modern lifestyle?
4. Autonomous Conveniences
How can you innovate to take advantage of consumer downtime while they are traveling, for example if autonomous vehicles become the norm? Opportunities abound for the entire consumer experience, including entertainment, productivity, communication and personal services.
The term “meditation” has crept into our lexicon and people are caring more about how they spend their time for self-care, mental wellness, and work/life balance.
Since prices on higher education keep rising, consumers are moving towards different forms of education like bootcamps, job retraining, remote learning and bite-sized learning where they can learn skills at an affordable price.
7. Consumer Privacy
Consumers are interested in protecting their individual data and trusting the government less nowadays. Gain their trust through promotion of ethical treatment of data and privacy.
8. Live Digital Experiences
Many of our activities have shifted online, like shopping, gaming, and sharing. An increase in real-time activity is becoming a trend, including shared streaming and shared experiences. Videos are also garnering huge online interest. Showcase your products and services, hold a virtual seminar, or teach through your own set of videos–live or taped.
9. Techies of All Ages
It’s not just the younger generation who’s tech-savvy these days. Consumers in their 50s, 60s and 70s are using the same technology as the young folks, with different needs. Consider how you can serve the older demographic to make their lives easier and more enriched.
10. Shifting Financial Habits
Innovative startups are interrupting the business-as-usual financial world, and younger generations think differently about home ownership, saving oney, investing, what they’ll spend money on, and how to pay for it. The gig economy is growing, and people are career-hopping, so the historical retirement savings paradigm may not apply.
You may not be on the cusp of creating the next consumer trend, but every business can find a way to tap into the power of these shifts in consumer behavior. You don’t have to do them all. Pick one that you can address through your products and services and start there.
If you’d like help defining how you can use consumer trends to refocus your marketing, contact All the Buzz.
— Excerpted from “10 Consumer Trends That Will Spark Innovation in 2020,” by Sara Deshpande, Forbes.
The hardest thing any business owner can do is to write about him or herself or their business. It just can’t be done—or at least done well. You need that outside eye—preferably a writer with a good marketing background and solid writing reputation—to create copy about you that others will find compelling. If you try to write about yourself, you will get bogged down in too many details, wondering which are the most important. You will also labor for hours on end trying to get the copy “just right.”
What Makes a Really Good Copywriter?
When you’ve decided it is best for both your sanity and your time to hire an outside writer, here’s what you should look for:
Style of copywriting experience
Your copywriter should be up to date on the latest ways to write for the particular medium you’re writing for, be it the web, brochures, a media kit or an author bio, for example. The writing styles for each are entirely different. If the writer doesn’t know the difference, look for one who does.
Great interview skills
Most of the information for the copy will come from you. A great copywriter has the confidence to conduct an interview to gather what they need in the shortest time possible. We know you’re busy and we need to use our skills to ferret out details quickly that make your copy shine. Expect some “off the wall” questions, and roll with them. We’re also looking for insights into your personality so we can inject that into the copy.
Continue reading →
Keeping up with all the changes in today’s technology isn’t easy. Business owners have to stay on their toes to maintain their edge over their competitors. One of the up-and-coming trends is voice searches. People are using Alexa and Siri and other voice-activated search tools to help find answers to their burning questions.
Here is an article I’m sharing from Joan Stewart at The Publicity Hound on “How to Rank Well for Voice Search.”
“Hey Siri, how can a mother help a colicky baby?” asks a reporter who’s writing a story for Parents magazine.
If you’re a parenting expert who has written a blog post on “How mothers can help colicky babies,” your article has a chance of being found in voice search.
Here’s a super tip from Website Magazine on how to rank well when people are searching by voice, as well as by typing their questions into the search engines. Continue reading →
As a journalist, I hear fabulous stories from people every single day. Whether they are my clients or people I meet in the grocery store, I realize that everybody has a story and I am all ears to hear it.
So many business people either miss or disregard the opportunity to share their unique story with the world. And hence, they miss the many public relations opportunities the media can provide.
Why You Should Get Your Story in the Media
It Gets People Talking
If a journalist finds your story interesting, and a publisher thinks it is interesting enough to write about, then thousands of other people will too. I published a feature story about “What really goes on during spring break,” and was standing behind two moms in the grocery line one day when I overheard them talking about what they learned from the story. “I’m not sure I’ll let my daughter go without a chaperone now,” I heard one say. Think of all the people you can impact from your own story!