Marketing tip #81: Do you know what they notice?

Collegematerials You probably bust a hump (and a decent budget) getting your prospects to notice you.  

You study the demographics and know who your target market is.  You are an expert in your industry.  Your product/service is exceptional.  Your marketing materials are professionally produced and tested well with the focus groups.

You got all of the big things right.

And you still may have it wrong.  

So often, it's not about the big things.  It's about the details.  The tiny little thing that becomes the deal breaker or the deal maker.  

Let me give you an example.  My daughter is a high school senior and due to a lot of hard work on her part, a very successful student. As a result, she's being aggressively pursued by many colleges.  

The mailbox is bulging every day with stunning four color brochures.  She is receiving letters inviting her to bypass the regular application process and guarantees of academic scholarships of significance.  

No argument — all of these things are the right things.  But she isn't noticing.  

What's she's noticing is that one school seems to hold her in even higher esteem.  Because they send handwritten notes.  They take the time to attach a personal message on the drama page of their brochure because she's a drama kid.  They send postcards telling her what's happening on campus that she might enjoy.

We toss around words like authentic and transparent.  But you know what — it's a lot easier to talk about than it is to actually do.  It takes a lot of time to get the little things right. And you have to be able to sustain it.

So here's the question — what little thing could you do that they would notice?  And do you want their business badly enough to commit to doing it?

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7 comments on “Marketing tip #81: Do you know what they notice?

  1. Renee says:

    So true – the tiny little personal detail can make a huge difference. Because it shows that you really care about the individual and put some real thought into your approach. Great example, Thanks a lot!

    Personal Fitness Equipment

  2. steveolenski says:

    “The devil is in the details”

    That of course means (at least to me) many people consider the details, the small stuff, a pain in the… evil shall I say?

    The question is how many of us want to be a little devilish all for the sake of doing something good.

  3. EmmaTMcG says:

    I’m a big fan of the hand-written note as well! I have some custom-designed notecards I try to use whenever I can. Thanks to this article, I just pulled one out to follow up with a prospect I’m pursuing. Wish me luck!

    Oh, and good luck to your daughter with her decision!

  4. Robin says:

    It’s interesting that you mention college applications. College is such a huge business now and it’s funny that what is catching your daughters attention is the personal touch. Somewhere behind the admissions department at that college is a smart marketing person.

  5. Andy Nattan says:

    I agree, the little things can make all the difference. My bugbear is companies sending out “Dear Subscriber” emails. Please, use my name – you have it on file. I’m far more likely to read your pitch if you use it.

  6. Jann Freed says:

    We do that too, but I am thinking you are talking about Wartburg. Is that her photo on the magazine? I heard they do that which is clever.

  7. Becky McCray says:

    A little personal relationship goes a long way…

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