How do you make the essential exciting?

How do you make the essential exciting

How do you make the essential exciting

It can be hard to market your business at the best of times, but it begins to seem a bigger challenge when your industry is seen as ‘essential’ rather than exciting.

When you have impressive new products like phones, gadgets or ‘hoverboards’ coming out everyday with huge budgets behind them, it can be hard to compete, and make people want what they actually need to buy. So if your not making a product with a fruit logo on it, how do you go about getting people to buy it?


Be Human

This sounds simple, but can be harder in practice. If you are selling a B2B product for example, you are marketing a business product to another business, and it can be easy to slip into an almost robotic approach. So you can’t forget that you are still marketing to people.

Using real examples can be a great starting point, so potential customers can see how you actually work. Do people make mistakes when using your product? Is it common for people to overcomplicate your service? Do not many people understand the best practice when it comes to your industry? Then talk to them, and use these examples to inspire, educate or for a bit of a giggle, to connect with them on a human level.

Social Media is a great way to do this, but it may take a bit of time to get yourself established. There are so many social networks now it can be hard to choose which would be best. However, it also means you can reach your customers in a variety of ways.

Does your industry need lots of practical advice? Get blogging. Want people to understand your products further? Go visual with Pinterest. Want to do a ‘how to’ video, or show your engineers at work? Start a Youtube channel with factual information, alongside some out-takes when it may not have quite gone to plan.

All of these little snippets of information give your customers an idea of who you are as people, and if you are the type of people they would like to work with. If they want the ins and outs of what you do, they will go to your website or give you a call, but to convince them you’re the ones they want to work with, get posting.


Develop your own voice

Which leads very nicely on to my next point, developing your own voice.

When your in a competitive industry, with a product everyone needs, it can be easy to fall into the same line as everyone else. Copying product descriptions from manufacturers, having the same benefits and features, and marketing to the same group of people.

Make sure you stand out by developing your own voice, which carries through all of your marketing material, your social presence and your team as a whole. Now, tone of voice for your brand is a whole other blog in it’s self (and a conversation we have a lot with clients in the office) but you need to consider: your values, your vocabulary and your humour. Are you slightly sarcastic, or just add in the occasional one liners? Are you appealing to customers who will only accept the Queen’s English, or perhaps a younger generation who may appreciate more down to earth posts? What are your personal values as well as the companies? Let all this shine through on your posts, but make sure you keep this consistent.

Showing your passion for your profession is always a great way to connect with customers. Even with the most boring product in the world, if it sold with someone who clearly has passion in it, you would be more inclined to at least take a second look. As passion is not only contagious, but it shows a belief in what you are doing, it shows your putting all of your energy into it, so it has to worth something.


Make your product real to buyers

Your product is real, you know it’s benefits and features inside out. But how does it actual benefit that person? How is it going to shape their day?

It can be hard to get this across, especially with products people take for granted, or ones people don’t entirely understand how it helps then, just that they should have it.

A method used by a lot of companies now is using a narrative within their marketing or advert. Let’s use Direct Line as an example. Direct Line, in case you don’t know, are an insurance company, and for this example, I’ll be focusing on their car insurance.

Everyone needs car insurance, as it is a legal requirement. There are plenty of providers of this, plenty of choice, and everyone knows that they need it in case of an accident, but it’s not always clear what that actual means for the person. In their latest run of adverts, Harvey Keitel whisks in to help direct line customers who face a series of woes.

The most recent advert is of a hen party who are involved in a bump, thinking their day is ruined, when Keitel pops in to say, because you’re insured with us, your entitled to a hire car, and continue your day. The other party involved in the crash is stuck there, as their insurance does not provide this.



From the advert the customer can visualise that, of course they would have insurance on their car, but f they have Direct Line insurance, they will be well looked after, and your day doesn’t have to end. It will remind those unfortunate enough to have had a bump and be stuck, that actual buying the same ‘product’ from them would mean a totally different outcome to that day.

Their whole advert series involving Keitel show the real time effects and benefits the service has to it’s users, and showcases effectively that their ‘essential’ product stands out from the rest.


Make it visual

Oh the old saying, a picture speaks a thousand words. But it really does, as does video, like we can see in the point above.

In an age where we are content saturated, sometimes we need to use visuals to grab a bit more attention, or to get our message across a bit quicker.

There are a huge amount of examples of visual marketing done well, but I am going to use Tipp Ex to illustrate this particular point.

Now Tipp Ex face a different horizon to when they started business, a situation which many companies find themselves in now. Their product was a particular need when pen and paper were the norm. This was an age before computers became the staple for the majority of offices. So what now?

Tipp Ex went clever with their marketing, and using modern technology and ideas bought themselves into the modern age, as well as engaging with a whole new host of customers. Below, you can see their advert ‘a hunter and a bear’.



Now there we have an advert that shows their brand voice with quite a humorous advert, their product is made real and relevant to potential customers, and it has a very human aspect to it.

Use visuals and video to get your message out there in a way your potential customers may not have considered it before.


Keep it simple

Sometimes the things you need to buy aren’t always the simplest to understand.

Take for example applying for a mortgage. It is something the majority of us will need to go through within our lifetimes, and though it can be an exciting purchase, it is more likely to cause panic than jubilation.

Like with car insurance, It is a market with plenty of choice, but one people don’t know much about. So they stick to the big names they know and that’s it. By keeping it simple, you instantly reassure that potential customer, making them more likely to pop in and enquire.


Remember, no brand is too boring to market, you just have to find what makes it amazing, and share that with others. Use the tips above, do a bit more research into your industry competitors, and get going!


However, if you are struggling to feel inspired, don’t worry! Give us a call, and pop in for a chat. It’s no obligation and might just give you the ideas you need. Or you can read more about branding in our blogs. 


What information needs to be on a business card?

What information needs to be on a business card

What information needs to be on a business card

Your business card may be the first impression someone gets of your business, so it’s important to make sure your business card contains the right information.

It’s amazing how many people have business cards that don’t do them, or their business, justice. You go to an event or a networking meeting, and the amount of people who have ‘forgotten’ or ‘run out of’ business cards is tremendous. This is the memory of your chance encounter that your prospects will keep, so why are you not making the most of the opportunity?

Here are 5 tips to help you make the most out of your business card, and ensure prospects remember you.


Make sure it contains your key information

First of all, do you have a business card? If you do, does it include the vital and necessary information for someone to contact you?

  • Who are you?
  • What is the best number to contact you on?
  • What is your email address?
  • Have you placed your address so that prospect you are setting up a meeting with knows how to find you?

You also need to take care to spell check your information. If you have misspelt your information, not only does it mean the prospect is less likely to be able to contact you, but they’ll be less likely to want to if you haven’t taken the time to spell check a small amount of information.


Consider how your audience want to contact you

You need to consider how people may want to contact you. Understand that shy people would rather email and have a response before they pick up the phone. Others want to pick up the phone and talk to someone directly and have an instant answer on their query.

If you only provide certain contact information on your business card, you limit who will make the first contact with you, so ensure you leave a good selection. However, be warned, you can include too much information.

If you are adding your Facebook address, Twitter handles, LinkedIn profile, Pinterest account and where to find you on Google+, you may want to scale back a little. Include your key contact information, and leave the social accounts for when people head to your website.


Encourage people to contact you using your preferred contact method

Though people do have preferred methods of contact, you can try and suggest which way is the best way to contact you.

With a business card, it can be as simple as explaining to someone, it is easier to reach you by phone, as you are on the road all day. Prospects will appreciate knowing the best time and method to get in touch, and it will help build a bond, knowing you are making it easy to be contacted.


Make it memorable

Your business card is the part of your company that others get to keep. Do you really want that represented by a flimsy piece of card with the bare minimum printed on? What would you think if you received your business card? Is your brand instantly recognisable?

Ensure your card is not only informative but eye catching. Not only does this give you a better chance of your business card being kept in a safe place, but if it does get thrown on the pile of paper at the office, it will definitely be spotted again.


Use both sides!

When you receive a business card, what is the first thing you do? You read the information on one side, and then you turn it over to look at the information on the back. You have two sides to a card, why are you wasting one?

If all of your info fits neatly on to one side, then why are you not using the other side to promote your business, represent your brand or as an opportunity to sell? Printing one sided business cards is a wasted opportunity.


Not sure what to do with that spare side of your card? Why not have a look at this case study to give you some inspiration? 

Looking to update your business cards? Why not give us a call and speak to one of our friendly team, you can even pop in if you like. Or if you’re looking to read more about print, why not check out our other blogs. 

I don’t know where to start with marketing

I don't know where to start marketing

I don't know where to start marketing

It’s a statement many businesses ask themselves when it comes to marketing.

You have a load of great ideas, but you don’t know quite how to put them into action. Your brand isn’t working for you, but you don’t want to change it for the worst and lose the customers you do have.

You are desperate to rebrand but already need another 40 hours in the day as it is. You would love to have a marketing department who could just deal with all of this, but there is no way that is plausible for your company at the moment.

Or is it?

At The Marketing People, many of our clients use us as their marketing department and let us take care of all their marketing needs.

From a full rebrand of your company, to sending letters out to your customers, we can help. That means you can continue to focus on your business.

We can also offer a full rebrand to help you expand your business in to areas that were previously unavailable to you. Have a look at the blog post from our Marketing Dogs about the rebrand we did for edo “Bonjour and Ni Hao edo” for a bit more detail on the process of rebranding.

Can’t wait to get started? Give us a call today to book in for a friendly, no obligation chat about how we might be able to help.


The Marketing DogsGeorge and Chops say: Always start with a big fuss, it’s the best way to start any day



Click here to read more from the I Don’t Know series.