bjbjq Hello. My name's Stefan Boyle. I'm the founder of PrintRepublic. We work with owners
of small to medium sized businesses who want to grow their business. Now, today I want
to talk to you about building your lists. This is one of the most vital pieces of marketing
that so many businesses fail to do. If you don't build a list of prospects, how can you
build a relationship with them? Now, there's a well-known fact that many people need around
seven hours of communication before they're ready to buy. If you don't know who your prospects
are, how can you build that relationship? Now, when I say seven hours, it doesn't necessarily
mean I've got to meet you for seven hours. There are various different ways. That could
be visiting your website. It could be reading your e-mails. It could be watching a video.
It could be reading your marketing literature. It could be telemarketing. So any form of
marketing, any form of communication, it on average needs around seven hours to do that.
Now, if you're not building that list of people, you can't build a relationship. You can't
prepare people to buy from you. So, we look at various different ways of actually doing
that, of making sure you're capturing your data, you're incentivising your prospects
to give their information over to you so you can then put in place various bits of marketing
that are consistent. The same messages are going across every touch point of your business,
be it the way you answer your phone, be it how your e-mails go out, be it across the
tone of your website and the messages that come across on your website. So, if you're
building your lists, you're regularly communicating with those clients in a consistent way, you're
preparing people to buy from you far more often. Thank you for watching, my name's Stefan
Boyle from PrintRepublic. Now, today I've got a question for you. Do your customers
actually know who you are? Now, the reason I ask that is people generally buy people.
If you look at so many websites, marketing literature, and brochures about different
companies, they've got some really generic, very dull information. That & About Us page
on every website, we've been established for X number of years. Well great. But really
what you're going to be focusing on is the benefits, what you really offer that customer,
your prospects, how you can improve their lives or their business or whatever it is
you do. Now, again rather just writing all that stuff about yourself, really focus on
the benefits. Then I'm a great advocate of video because you can actually then communicate
that across to your clients and actually build a relationship. They know who you are. You've
got that chance to get your personality across. On a brochure, we just talk about how long
we've been in business. It doesn't really work like that. Now, the biggest advocate
of this in my view is Richard Branson. You look at every product launch, every new business
that launches around the world, Richard Branson's got his face there. Now the beauty of these
days with social media is you can actually use video, use different ways to build your
personality and build your brands and actually communicate with that and build relationships
with people across so many different levels. It could be on Twitter. It could be on Facebook.
There's a whole number of different websites. It's great to do that. But it just gets away
from that boring About Us and how great your customer service is. Who's going to say your
customer service is bad? You're not going to say that. So if you look at the benefits
of your business, communicate that with personality, you can start to build relationships with
your customers and your prospects. If you need help implementing this in your business,
feel free to contact us at hello@printrepublic.co.uk. Thanks for watching. Bye-bye. Now, today I
want to talk to you about making sure your marketing is all singing off the same hymn
sheet. What do I mean by that? Well basically, it's making sure every touch point of your
business is consistent, be it your website, be it your sales letters, be it your brochures,
be it your e- mails, even how you answer the phone. Even one really simple thing that people
often get wrong is business cards. I've been to loads of events where I've met people with
really bad quality business cards. When they've give them to me, they've actually apologised.
Sorry, I was in a rush and didn't get a chance to do these properly. I must get them done
again. Now if you give a poor quality business card that says nothing about your business,
when you walk away from that meeting, people have got that to remember you by. If you're
not managing these scenarios properly and making sure you're communicating the message
you want to get across, you're wasting an opportunity. So it's important that every
touch point of your business is consistent, and you've got to make sure that you're selling
what you want to sell to customers who want to buy it. If you're not managing both those
scenarios, it won't work. Your customers won't want to buy, or you won't be selling the products
that actually make you the money. If you want to have any help in implementing these ideas
in your business, email me now at hello@printrepublic.co.uk. Many thanks. Today I want to talk to you about
showing the proof. What do I mean by that? Well, how do you tell your customers how good
you are? Well, obviously the obvious thing is to tell them that yourself. Now that works.
We all say those kinds of things. Yeah we're great at our job and our business is great.
How many companies say, We pride ourselves on customer service? Who would say any different
to that? It's obvious, isn't it? But who really believes that stuff when there's so many similar
messages out there? Well, the most obvious way is people like to buy off people. If people
hear from other satisfied customers how they've had a good experience with your business,
it's far more powerful than you as a business owner telling your customers, your prospects
about yourself. So, you need to manage that situation, and the best way of doing it is
actually ask your satisfied customers to give you a good testimonial. Now, what is a good
testimonial? Saying that X was a company great to deal with is okay, but it's not fantastic.
What you really want to try and do is get some really detailed account from your customers
about how your product or your service benefited them, how it made their life easier, or how
it improved their life , how you were great to deal with, how it had a major benefit to
you in some way. Give that more detail and embellishment on actually what was good for
them and how it improved them. People relate to that far more than just a Yeah, they were
great, end of story. So a great way of doing that, if you can, is either do a case study
and do a good interview with somebody. Even better, if your customers are willing to let
you do that, is to do a very quick video where you interview them and ask them questions.
That way you can actually stimulate that conversation to go along the way you want it to. If you
then record all that and you use it in your marketing materials, you can make your prospects
far more familiar far quicker and far more comfortable that other people have had good
experiences with your company and that will make them more likely to buy from you much
quicker. Thanks for listening. My name's Stefan Boyle. Thank you very much. Now, today I want
to talk to you about how to target the right customers. Now, I talk to lots of business
owners who say, Well, anyone can buy our products or services. This really apply to all sorts
of people. Now, it's very hard to target anyone or everyone. If you really understand who
your customer is, you can build your marketing around focusing on that particular niche.
Really, that's the important thing, and that niching down is really where you can understand
more about your customer. The best way of really doing this, if you're an established
business, is to really look at your client base you've got at the moment. Where have
you had the most success, any particular trends in there where certain types of businesses
or certain types of people have been far more successful at buying from you than another?
So, target more of those people. It's quite simple. If you know who your niche is, who
you're really targeting, you can build your marketing around that, and then you can actually
really go to where those people go, what websites they go to, what magazines they read or newspapers
or trade journals. You can find out what database you can buy to really niche down into that
sector and really build a client base around where your products or services get the most
benefit to. Now, the more you do that, the more success you'll have. You can then build
niches in other areas and build different areas of marketing around targeting other
areas, but you need to know from day one very quickly who you really want to aim at. Once
you've done that, everything needs to be built around that niche and make sure every touch
point of your business is targeting that niche and you're really thinking about the benefits
that you can offer those particular customers. If you need help implementing these ideas
in your business, email me at hello@printrepublic.co.uk . Many thanks. Goodbye. Now, today I want
to talk to you about how you could be wasting every penny you spend on advertising. Now,
why is this? Well, it's quite simple. I see so many businesses that spend money on advertising
and what they're trying to do is to do brand advertising. Brand advertising only really
works if you're a massive brand. Imagine like Marks and Spencer's, Nike, UPS, McDonald's,
those large brands with huge budgets and they can afford to keep relentlessly bombarding
their name in front of their customers. Now for small businesses, that's just not feasible.
Most people have not got that sort of money to spend or waste on their marketing. So,
how do you do it better? Well, it's quite simple. You need to be thinking about what
your benefits are, not your features and really target that down now to what you can offer
your customer. It's very important to set the right tone for the type of business you're
in. So for example, if you're in professional services, you're in law, an accountant, or
financial advisor, your image needs to look professional and reflect that kind of professional
service. If you are, say, in a different lot, maybe a kid's playhouse, it needs to be more
fun and wacky and wild and really appeal to a different level. Now, it's pretty obvious,
but so many people kind of get this wrong and still don't focus on what their main benefits
are. Now what you also need to put together is some kind of irresistible offer, something
that'll really attract your prospects to come and use you. It makes it an absolute no-brainer
to say, What is there to lose? This company's giving me this deal that's so good I'll start
trading with them. And once you find people start trading with you, there's more chance
you'll build up a relationship. Now, when you first come up with your offer, you need
to obviously promote it to your prospects and your current customers. I see so many
people who do that once, try it, and it hasn't quite worked. You have to keep on doing it.
You can use e-mail. You can use direct mail, advertising again around a specific call to
action. Not giving people 10 or 20 choices, give them one thing you want them to do that
will make them come and try your business out. Once you get them to try it, you've got
a chance then to build that relationship with them. If you need help to implement these
ideas in your business, e-mail me at hello@printrepublic.co.uk. My name's Stefan Boyle. Thank you for watching.
Today I want to talk to you about consistency in your marketing. Now, it's vital to actually
get consistent messages across every part of your business, be it online, be it offline.
That really again is about setting the right tone to your brand, to your image, to your
logo, to your website and to your marketing literature. Now, you can go to different companies
to do this. You can go to a web designer or a graphic designer or a printer, and different
companies can do different parts of that. Now, what we offer at PrintRepublic is a service
that if you want to make that a simple process, so one company's doing the whole project and
really understands it and delivers that image all the way through, we can do that. We can
design your brand, your logo, your website for you and design your marketing literature
as well as print that literature for you. Then what we make sure you do is deliver those
messages consistently in line with that brand as well. Now that is either via e-mail marketing
linked in with direct marketing as well and obviously online and offline marketing, generally
speaking. So, if you need help implementing all these things in your business, you can
e-mail me at hello@printrepublic.co.uk . My name's Stefan Boyle. Thank you very much.
[Content_Types].xml Iw}, $yi} _rels/.rels theme/theme/themeManager.xml sQ}# theme/theme/theme1.xml
w toc'v )I`n 3Vq%'#q :\TZaG L+M2 e\O* $*c? )6-r IqbJ#x ,AGm T[XF64 E)`# R>QD =(K& =al-
4vfa 0%M0 theme/theme/_rels/themeManager.xml.rels 6?$Q K(M&$R(.1 [Content_Types].xmlPK _rels/.relsPK
theme/theme/themeManager.xmlPK theme/theme/theme1.xmlPK theme/theme/_rels/themeManager.xml.relsPK
<?xml version="1.0" encoding="UTF-8" standalone="yes"?> <a:clrMap xmlns:a="http://schemas.openxmlformats.org/drawingml/2006/main"
bg1="lt1" tx1="dk1" bg2="lt2" tx2="dk2" accent1="accent1" accent2="accent2" accent3="accent3" accent4="accent4"
accent5="accent5" accent6="accent6" hlink="hlink" folHlink="folHlink"/> stefanb Normal stefanb
Microsoft Office Word Title Microsoft Office Word 97-2003 Document MSWordDoc Word.Document.8