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The Art of Startup
Marketing
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Article 7: Celebrate Umbrella Day (And Other
Tricks)
Make your marketing stand out. Here are three
ways:
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Make opportunities your competitors lack.
Everyone holds “Presidents’ Day Sales.” Instead,
have “National Umbrella Day” sale. The more
clever, the better to grab attention. Celebrate
oddball holidays recognized by no one else. Do
it in a way that you become associated with the
event. Do you sell TVs? Celebrate every Sept. 7
as Philo Taylor Farnsworth Day to commemorate
television’s inventor.
Tip: Once you claim a holiday as your own, get
extra mileage counting down “the shopping days
remaining until…” as an excuse to contact your
customers.
Here’s where you can find special
days to celebrate.
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Ask and Listen:
Perhaps the most overlooked
marketing technique of all is the simplest of
all. As a service or product provider, you
desire to please your customers. Find out if you
have, and if not, how you can.
Ask them pointblank, and listen to what they
say. Many marketers are afraid to ask because
they’re afraid of the answer. But if you want to
fix what’s not working, you must find out that
it’s not working. Thicken your skin and ask.
Then listen.
Tip:
The same goes for competitors,
non-competitors and even your employees. Ask the
obvious question: “Are we pleasing you?” Listen
to the answer. Then make the fix, if need be.
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Summarize your Web site in your e-mail.
Just
as you include a standard signature line in your
outgoing e-mail, also create a current synopsis
of your Web site, but set off from the main
message.
If your Web site has three divisions like
“Sales,” “Free Information” and “What’s new?”
include the most current hyperlinks for each,
set off with accents and teaser headlines.
Teasers pique recipients’ interest and attract
them to your site. Each e-mail is an
opportunity. Don’t pass them up. Try these
ideas:
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