When I first studied copywriting, we were taught to write headlines that made huge promises – outrageous promises – in order to emotionally “hook” our audience into reading the rest of the marketing piece.

And the marketing greats made names for themselves by doing just that. Some of the most famous headlines in the world are beyond belief.

But now, regulations require that claims have to be backed up. All those wild testimonials we saw just a year or two ago have to come with a disclaimer. Unless every person really will get the desired results, marketers are required to tell people that this is not a typical result of buying a program, using a product, etc.

Internet marketers selling “Get rich quick” schemes can no longer insert 20 testimonials from people who got rich without mentioning that you might not get rich.

People who sell diet pills can no longer promise that taking that pill will automatically melt off your fat without telling you that then again, it might not.

In addition to the regulations, we’re seeing a change of attitude in consumers. We’re becoming more wary. If something sounds too good to be true, we’ve learned that it probably isn’t true.

And yet, every now and then we get burned. We overlook the fine print and fall for some big promise – only to find that the promise was empty. And each time it happens, we become more suspicious of the next marketer with a big promise.

Marketers who used these methods to sell dubious products were counting on reaching millions of consumers who would buy one time. Since the products often weren’t as promised, they couldn’t count on repeat business.

Now I believe the tide is shifting from “one shot marketing” to relationship marketing.

We’re more focused on showing consumers that what we sell has lasting value – and that the other products we sell will have a similar lasting value. Marketers are showing their faces – inviting consumers to contact them for more information or to interact with them via a blog.

More and more marketers are offering guarantees – and honoring them. And in order to build a following, that’s what they need to do. We as consumers are no longer to sit back and “take our licks” if we fall for hyped up advertising. We may not be able to get satisfaction from a marketer, but when we don’t we tell the world about it.

Even “bricks and mortar” stores that refuse returns or charge re-stocking fees are getting bad press on Internet blogs, while customer-friendly stores are being praised.

The new era in marketing will involve pulling customers in by creating an aura of trust – and keeping them as repeat customers by giving excellent service and standing behind the products and services sold.

1. Starting a new firm. In this case it may seem to be about starting a new brand, but in reality the new firm can often be seen as an extension of your personal brand. Confused? If you have a long and illustrious career in a certain area or leave big law to become a solo practitioner your name may very well be your greatest asset. If it’s recognizable to colleagues and within the community at large you should, by all means, make it the centerpiece of your branding. Especially if you’re a solo practitioner, think carefully about what already exists as your personal brand. Known for wearing red? Use red as your firm color. An expert at commercial litigation? Put it in your tagline. Build on what you’ve already become associated with rather than starting from scratch…it will help your marketing and business development infinitely.

2. Reforming a firm with a new name. When partners come and go and the firm hierarchy begins to shift, it may be time for a new look. But if the firm has a strong following and is known within legal circles and beyond, the re-branding process can be tricky. If you decide to stick with the old name (which is not always a bad idea), a simple update can be an easy solution. Adding an icon or toying with colors or layouts can add a fresh look while retaining the name recognition. If you choose to change the name, you may want to consider retaining a bit of the old to keep a connection to the previous firm. Think about how you can apply firm colors or fonts to keep a bit of consistency.

3. Taking the firm in a new direction. Sometimes when firm members shift, the focus of the firm can change. You may bring in new practice areas or eliminate others. You may even choose to market the firm to one specific audience (ie. Aviation, Maritime, Construction, etc…) When this happens it may be time to consider a re-branding. Re-branding with an eye toward a specific audience can have a huge impact on your marketing and business development. Speaking to exactly the clients you want through your branding will make it easy for outsiders to recognize what you do and whom you work with. As with the above examples, however, if your firm already has a strong name recognition it may be smart to stick with that name.

4. Updating or adding to your materials. Make no mistake, there are many firms out there whose firm materials haven’t been updated since 1982. If your firm falls into that category, it’s definitely time to consider a re-branding. Moving to a new and more modern look can breathe new life into an established firm while giving them a chance to reintroduce themselves (and their attorneys) to clients and colleagues. Little changes such as shortening a long firm’s name and tweaking the existing color scheme or icon (or even adding a tagline), are all great branding strategies that won’t discount the firm history.

So while small changes may work for some firms, a re-branding isn’t always a bad idea. Re-branding can be an exciting project-and one that can reap incredible benefits. Remember to stick to your firm personality, listen to the advice of professionals and above all else (once you’ve completed the process)…stay true to your brand!

Establish Your Goal
The first step is having a clearly defined goal set before deciding on an exhibition. You need to ask yourself if you want to get leads or network with other professionals. Do you want to reach executives of companies or are you targeting the consumers directly?

Ask Your Customers
Find out what shows your customers are planning on going because you’re bound to find similar buyers at the event. It’s a great way to meet more potential customers than participating in random shows.

Do a Little Research
Try to find out what events your competitors plan on going to. Not only can you guarantee your target audience will be there, but it will give you the opportunity to find out what new products your competitors will be offering, as well as how their convention booth is set up and what they are doing to drive traffic to it.
Also, the trade show organizers should have a list of the attendees who came last year. Ask for that list to get an idea of what professionals will be at the event and if they would be interested in what you have to offer.

Become an Attendee
Before spending money on an event that may be all wrong for what you want to accomplish, become an attendee first. Walk the event’s floor and find out what other exhibitors are selling and what is drawing people to their trade show exhibit. This will help clarify what types of attendees will be there.

These are just a few tips to help find the event that will produce the most results for you. If you sell candy and go to a dental convention, the chances of you getting results aren’t very high. To reiterate my previous points, have a goal established, talk to your customers to get a sense of what shows they’ll be at, find out who will be at the event (both attendees and exhibitors), and don’t be afraid to go as an attendee to check it out before becoming a participant. Once you have established what event you plan on participating in, the next step would be to have a trade show booth that will stand out among the others. With the right display and trade show, you are sure to be a hit!

Unlike any other marketing tools, promotional pens are very low budget and therefore even small business owners who are relatively new in the market can go for it. Some of the cheap plastic promotional pens are already available in the market that needs to be modified as per the requirements. You can use these promotional pens for the promotion of your new business and you can be sure that you will certainly receive some kind of response from the people in the city or those who know about your brands.

The other reason why these promotional gifts are far better than other marketing tools is because they promote brand visibility. This will definitely help you to spread the brand logo that you have for your services and products. Simple ideas like pen are very common and therefore they can easily promote your business among the common people. You can give away these promotional gifts and you can expect that people will definitely notice the brand logo or the name of your company that you have printed on the pen. You can even add some kind of inspirational note on those pens to make it look better.

Since gift items like pen are very cheap you can even go for some other items that you can give away with your gift. Some business people who are concerned about the happiness of their customers prefer to give them with some other accessories that the customer can use in day to day life. Items like calendars, pocket diaries and planners are some of the best ideas that you can gift with promotional gift items. You can even decorate these gift pens the way you want which gives you an edge over other competitors as you can modify them as per your will.

The presence of Thanksgiving in the American calendar acts as a useful introduction to Christmas, situated in such a way where it can be the start of consumers’ focus for the festive season. Without such a natural holiday to focus attention on Christmas the UK does not experience this one pre Christmas shopping day, with the festive season tending to see a gradual increase throughout December rather than one huge day. But with lead time considerations when ordering online combined with the dawn of December, “Cyber Monday” could be about to hit the UK.

According to a report by online price comparison site Kelkoo for the Centre for Retail Research (CRR), online sales are set to peak at a staggering £22.4 million per hour on Monday 29th November, this year’s “Manic Monday” as the report calls it. In a volatile financial environment, occasions such as this are set to bring online retailers and businesses a great sense of relief, providing a much needed boost to get the festive season rolling. According to the same report, online sales are due to rise by 29% on last year, further evidence of the growing demand for shopping online.

So how does that effect the online Christmas shopping habits of businesses? Well “Cyber Monday” can quite easily be applied to the business world as those shopping for corporate gifts will get a sharp chill down the spine if they haven’t started thinking about it until December. It is only human nature to put tasks such as corporate gifts shopping off until the last minute, so “Cyber Monday” could well provoke the same response as is seen in the retail world. Stock levels and lead times are always important considerations when shopping for Christmas corporate gifts, so the earlier you start the more choice you will have.

As November winds towards its end and Christmas starts to become a real concern, “Cyber Monday” could soon be the day where businesses up and down the UK choose to start their Christmas corporate gifts shopping in earnest.

Receiving a custom designed door hanger invitation is definitely going to be more fun than a traditional one that was sent through the mail. Each door hanger will need to be hand delivered and this fact alone makes each one unique. Every person who receives one will see it as a pleasant surprise and a great kick off to your event.

Because your invitations are going to be custom designed and delivered, you need to be sure to make them spectacular, otherwise, there is no point to take the time and effort to make them in the first place. So, when you are starting your design process, think a lot about how you are planning on incorporating your event into your door hanger invitations. If you are throwing a birthday party, depending on whether it is for a boy or a girl, you want to decorate accordingly. Keeping age in mind, you may want cars or trucks for a boy, dolls or flowers for a girl. These are just a few ideas, but it is best if you come up with something as specific as possible. If you are going to be holding the party at a specific venue, you may want to incorporate the location into your invite as well. No matter what type of party or where it is being held, you must be sure that your invitations really pop.

All wonderful design ideas include a lot of color. You want your invites to grab attention right away and excite your guests! Make them fun but don’t forget all of the important information. Be sure to include the date and time of the party, where it is being held, and any other important instructions that you want your guests to be aware of. If the party is a surprise party, be sure to note this in the invitation somehow to ensure it will not be overlooked.

Door hangers have so many different uses; the possibilities are endless. Invitations are just another great way to make use of custom printed materials. Contact your favorite printer and get started planning your next event today.

One question that is often asked about using promotional mugs is what are the best ways to use them to promote your business. Well grab yourself a beverage of your choice, sit back and let me tell you.

Promotional mugs can be used anywhere people are. This could be the office, train, home or outdoors. Finding the best mugs for your target audience is essential. You may find that one type of mug suits your marketing requirements just fine. Or you may want to consider several different types to personally target the different types of customers you have.

Mugs for Commuters

If you have customers or employees who spend a lot of time commuting or travelling, why not consider promotional travel mugs. These promotional products have been used for years in successful marketing campaigns. Think about it… How often do you see people travelling to work in the morning with a travel mug full of coffee? I rest my case.

Mugs for the Boardroom

Promotional coffee and tea cups are not just for your customers. They work perfectly well to build your brand on your own patch as well. Ensure you have a few dozen good quality earthenware or china mugs around the office for your employees and guests to use. Using promotional drink ware and other promotional items around the office looks professional and is certainly impressive.

How About the Annual Trade Show?

Nothing attracts visitors to your exhibition stand like free gifts. Promotional merchandise, especially products that have a high perceived value like coffee and tea cups make ideal attention grabbers. The more people you get to your stand the better chance you have of finding those new top customers.

Use them for Sponsored Outdoor Events

You know the school outings, charity runs and company picnics that so many of us participate in. Promotional plastic mugs are ideal for marketing to children and their families. You may even consider travel mugs or even other drinks containers for such events like plastic sports bottles.

Special Christmas and New Year Gifts

One thing about mugs is that they have a high perceived value. They are not cheap in retail outlets which makes them the perfect gift to show your appreciation to special customers. You could even consider asking your supplier to have them filled with Christmas sweets before packaging them in matching logo printed cartons.

With promotional mugs, the sky really is the limit!

Building A Great Banner Stand Starts With A Concept

By their very design, portable exhibits tend to minimize space. They are meant to be easily carried, and you don’t need to be carrying around more than is necessary for a strong showing. To make the most of this smaller space, you’ll need to have a much more finely honed message than would be required for a traditional exhibit. The smaller your pop up displays are, the more honed your message needs to be, but even the largest portable exhibits still require a carefully crafted message.

The message will be the guiding force for the rest of your design. It will be the theme around which everything else flows, so it needs to be strong and dynamic. For example, if you are a pharmaceutical company premiering a new prescription, your message might be “this pill can save your life.” Simple, to the point, and quite catching — that’s the goal of a portable exhibit.

Use Photos Wisely

One of the most common mistakes made on pop up displays is the incorrect usage of text and photos. Ideally, the exhibit will have a good balance of both. Yet in many cases, companies will overload their visitors with a wall of text, leaving few pictures to catch the eye of passerby. Although you may feel that text communicates more effectively with people who read it, it’s images that will drive traffic to your booth.

When you’ve got limited room on a banner stand, this is even more important. You need to ensure that the text doesn’t overwhelm the small space, and that the overall layout emphasizes visual interest. Bright colors and vibrant photography help bring your space to life, and they’ll help draw more traffic.

Considering Updates To Pop Up Displays

Pop up displays and banner stands share very similar design considerations, but differ sharply when it comes to updating their content. Some banner stands can actually have the banner swapped by simply changing a cartridge, while others can simply have a new banner printed and applied at setup. Pop ups have varying requirements: if using a hook and loop fabric, new images can be applied at will. However, for a printed fabric design, a little planning is required.. If you do need to update a printed fabric pop up, consider whether you could instead add something like a small banner stand, which might have the same positive effect.

A Combination Of Portable Exhibits Can Supplement A Traditional Booth

Depending on what industry you’re in, you might want to pick up on a new trend and forego the convention design ideas entirely. Some top companies are now favoring an exhibit without walls, built entirely around pop up displays and banner stands. These exhibits allow visitors to see inside and promote a much stronger sense of connection without ever entering the booth. Although these ideas hold promise for the future, only you can decide what’s best for your company in the present. Learn all you can, make an informed decision, and you’ll be on your way to a good experience.

What you don’t want to do for a client gift is give something to them that’s really about you. For example, don’t give a cheap, cheesy calendar fridge magnet prominently featuring your face and phone number. That’s not a holiday gift; that’s marketing. Instead, give your clients something good – something they’ll appreciate, something that won’t wind up in the garbage the minute after they open it.

Here are some unique gift ideas for clients to get you going.

1. Hand-written note with a gift certificate or gift card.

Give each of your clients a hand-written note along with a gift card, but make it special by giving different gift cards to different clients. For example, if you know a client is an avid reader, give a $10 gift card to a bookstore. If you know another client loves to work out at a certain gym, give them a month’s gift certificate to the gym. Personalizing your gift in this way shows your client that you pay attention to what’s important to them.

2. Of-the-month subscription.

Along the same lines, of-the-month clubs provide a great way to give a personalized and unique gift. If your client is a foodie, give them a subscription to receive a different bottle of gourmet olive oil every month. If they adore their dog, a dog toy-of-the-month subscription will tickle them pink. Best yet, because the of-the-month subscription is usually a minimum of at least three months, your client will be reminded of your generosity long after the holiday season is over.

3. Give to your client’s favorite charity.

You might know that your client is passionate about saving animals, protecting the environment, or supporting cancer research. Another great way to impress your client is to give to a charity in their name. Not only will your client appreciate the gesture, you will feel great about supporting a good cause.

4. Event tickets.

What you give doesn’t have to be an item; you can also give an experience. Send your client to a concert by his or her favorite musician or type of music. If your client loves the arts, give two tickets to a show at a local theater or an art museum opening.

5. Send me the bill.

Finally, you can offer your client a service they will really appreciate, such as hiring a personal chef to go to their home and cook their family a gourmet meal, hiring a maid who will clean their house for a month or a year, hiring a massage therapist who will give a one-hour massage at their house, or a similar service that you know your client will love. You can tell the person you hire to send you the bill, or if you want to make it less expensive for yourself, see if they will barter with you, trading your services for theirs.

Client gifts don’t need to be the same old boring box of chocolates you give every year. With a little creativity, you can offer something to your clients that they’ll remember for years to come – which means they will also remember you.

Maybe once upon a time, when the old-fashioned general store was the only game in town everyone was a store’s potential customer. But in today’s highly competitive marketplace, for a variety of reasons there are certain products that any given individual is very unlikely to buy and certain places where he or she is very unlikely to ever do business. Here are six of those reasons:

Individual behavior patterns - An often overlooked factor that can determine what we will buy and where we will buy it is simply our individual day-to-day behavior patterns, behaviors that we usually don’t even think about.

For instance, you live and work on the west side of town. Even though you like oriental food and have heard good things about a new Thai restaurant “way over” on the east side of town, you have never eaten at that Thai restaurant and likely won’t, simply because it is out of your way from your daily routines, and because there are several oriental restaurants closer to home that you like, in other words, you have suitable substitutes.

Gender - Another factor that can determine what we’ll buy and where we’ll buy from is gender. Although that role is changing!

For example, it used to be that you would never expect to see a male in a beauty shop getting a haircut or at a jewelry shop buying an earring for himself. And you could not imagine a female working up a sweat in a fitness center, let alone riding her own Harley-Davidson around town. Yet I’m sure you’ve noticed both scenes have become quite common these days.

Income – Of course, a key factor that can determine what people will buy and where they will buy it is income.

Let’s say you want to take your date to dinner, but you can’t afford the La Ritz, where the cheapest meal starts at $35. So, instead, you end up at Joe’s Bar and Grill, where you can both have a burger and a couple of beers for a total of $35. Or, you need a car, but the highest monthly payment you can make is $200, which means you are definitely not in the market for a new Lexus.

Lifestyle -Lifestyle, that is the images and/or behaviors we use to define ourselves to the world, can be a huge influence on what we buy and where we buy it.

For instance, someone who favors the California beach bum look — sandals, shorts and a t-shirt — won’t be terribly interested in shopping for clothes at your new men’s shop that specializes in business suits. And someone who is into hiking and backpacking isn’t likely to respond to a direct mail piece from your travel agency for a luxury Caribbean cruise line. That is, unless there are unusual circumstances that might change his or her perspective, for instance, he or she is getting married and might be looking for a special honeymoon trip.

Personal likes / dislikes – Our personal likes and dislikes definitely are a determinant in what we shop for and where we will shop.

For example, some people are die-hard Ford enthusiasts who think that anything General Motors makes is junk! And no amount of “reason” or “evidence” will shake their conviction. Or, have you ever tried to convince a dyed-in-the-wool Mac user that a PC is a better machine? Good luck.

I dislike rock music. Therefore, if I walk into a store or a restaurant and hear rock music blaring over the loudspeakers, I leave, even if I know that that store will likely have what I am looking for or I have heard good things about that restaurant’s food.

Self-perception – Self-perception, that is, how we think of ourselves is a huge factor in our buying habits.
The Charles Atlas “98-pound weakling” ads that were so popular in various boys magazines when I was a kid — I’m too skinny — as well as the more contemporary Jenny Craig and Weight Watchers ads — I’m too fat — are both examples of marketing based on self-image.

Automakers have understood this concept for decades. If buying a car or truck was simply about getting from point A to point B, we would only need a few basic models of cars and trucks. So why are there hundreds of brands of vehicles and literally thousands of models to choose from? Why do some people buy sleek red sports cars and others buy conservative four-door sedans? Because the vehicle we drive is as much a statement about who we are or who we want people to think we are as it is about transportation.

The point here, of course, is to that as a small business you need to know who your customers are or who you want them to be — or, more relevantly to this article, who they are not likely to be — so that you don’t waste limited marketing resources chasing those who are unlikely to be either.