Signature Line: An Overlooked, Virtually Free Marketing Tool
January 3, 2010scfm 18 Comments »Once my clients truly understand that marketing is about relationships, we start talking about how those relationships are created and maintained to determine appropriate marketing tactics for their businesses and personal styles. But no matter what kind of business my clients are in, they all have the same excellent relationship marketing tool at their fingertips: Their e-mail messages.
E-mail messages are the most frequently overlooked (and virtually free) marketing tools available to entrepreneurs. No, I’m not talking about electronic mail campaigns, or spamming, but using the messages you send out every day to your clients and colleagues as a subtle marketing tool. You can do this by adding more information to your signature line in all your e-mail.
How many times have you received a message from people who aren’t using a company domain name in their e-mail address, so you’re not sure who Bill or Sally @Hotmail.com is? Or what if you’re in that position yourself? Many low cost Web hosts will forward e-mail received to you@yourdomain.com, but don’t provide an e-mail address from your domain name. So how do you look professional when you’re dealing with a $35 a month Web site and free Internet e-mail? You use an annotated signature line.
Most e-mail programs allow users to create an individual signature line that is appended to all outgoing messages. If you’re not using one, you are missing an effective and virtually free way to market your business. And as an added bonus, your marketing message can be seen where paid advertising is forbidden such as on electronic bulletin boards, giving you a competitive edge is such circumstances.
So why bother to annotate your signature line? Here are some good reasons:
1. Annotating your signature line makes it easy for your clients to find your contact information when they want t o buy again. Sure you may have given them a business card, but what if business cards are lost or misfiled? Creating a situation in which your client has to look in the Yellow Pages for your phone number may be risky, especially if a competitor has a more compelling marketing message.
2. Annotating your signature line reminds and makes it easy for your clients to visit your web site. Of course that’s assuming you want your customers to visit your Web site. And why wouldn’t you? Your Web site is a great visibility tool that builds your relationship with your customers.
3. Annotating your signature line identifies the origin of your messages so that if they get forwarded, people who are interested in what you have to say or offer can find you easily. Evan if you know for sure that your customers have your address, your fax number or understand the full range of your products or services, that information does not forward with your e-mail unless you put it there. So if one of your loyal customers forwards an e-mail from you to a colleague and your contact information is not included, you’ve just closed the door to a new business opportunity that your customer opened for you by forwarding your message.
4. Annotating your signature line can be a gentle way to remind customers of upcoming events (”Sale end Friday, Dec 27th” or “Don’t miss our open house on Jan 17″) to buy again (”Call today for a free quote”), to promote a new product or service (”Ask me how our new widget will save you money”), to encourage forwarding and referrals (”Forward this newsletter to anyone you thing will find it valuable”) or to call for feedback (”If you like working with us, tell your friends. If you don’t, tell us and we’ll make it right”).
So what should you include in an annotated signature line? At the very least, your e-mail signature should include you full name, title, company name, web site link, plus you phone and fax numbers. Also consider a direct access phone line (if different than the company phone number), cell phone number, company tag line or motto, an offer, a reminder to buy, last call for a special deal, teaser for the future products or services, or even an inspirational quote, if it reinforces your marketing message.
It doesn’t have to be fancy to get read. You can make simple borders around your key messages or information by using your title key (~), a dash (-), and underline (_) or even a series of asterisks (*). Bottom line: Every professional needs a standard signature line in all business correspondence. Because that is exactly what e-mail is professional correspondence. Of course, we use it so casually and so frequently that it hardly seems like something professional at all. But bear in mind that all correspondence between you and your customers is an opportunity to enhance you business relationship, even if that communication happens only in cyberspace.
Question about marketting
What are the disadvantages of network marketting?I am planning to get in to network markatting,but before I make final desition I wana know every thing about it.If you know any thing related to network markatting,please write it.
Tags: Bill, free marketing, free marketing tools, marketing help, marketing tips
Posted on January 3rd, 2010 at 6:05 am
That cow example really nails the points he made.
Posted on January 3rd, 2010 at 7:02 am
hi, i'm bron….i'm a internet marketing executive working for an australian company since 5 years.
if at all u have a website for ur computer training institution,by internet marketing strategies we can enhance your website rank in the search engines like google,yahoo and msn.i mean we can promote the search results of your website.it can help your website to be in the top rankings in the search engines and improve the number of visitors to visit your website.so that you can have many leads.
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Posted on January 3rd, 2010 at 7:17 am
This ad at the end is boring
Posted on January 3rd, 2010 at 7:21 am
Usually, Incentive is a deffer ed payment of productive calls made by Marketing Executives, depending on quantum of Business booked by an Executive from the margin. You may give any thing between 10 to 15 % of your margin as an incentive to each Executive for additional Business i.e., beyond Target. Target too has to be fixed scientifically.
Posted on January 3rd, 2010 at 4:27 pm
You have to be a good speaker, salesperson, and work hard.
Posted on January 4th, 2010 at 6:30 am
Seth is simply great! His marketing techniques are awesome and extremely effective.
Posted on January 4th, 2010 at 2:50 pm
yeeeeey i’m a happy person now
Posted on January 5th, 2010 at 5:59 am
Rather than a stunt, maybe go for effective.
Use direct mail.
You have an advantage here in that people respond to "food offers" more than any other kind of direct mail.
Most managers mistakingly believe that they lose money whenever they give discounts…..bzzzzt! wrong.
By getting people to respond to your insane direct mail offer, you will increase your revenue by creating sales from those customers in a time frame that would not have happened naturally.
In other words, you are getting that guy who, on his own accord comes in say, once a month, or you might see him every two months for like three days that week, to come through your doors twice a month. You are increasing the frequency of purchases.
If you send out a worthwhile offer, they will respond….over and over…and over.
If you have a lame offer….ya..they won't budge.
ask your customers what it would take…get some feedback….then create a nice professional looking piece or two….send them out….get feedback….tweek the thing, till it produces results consistently.
This is how smart companies use direct mail. ….you know…the ones who use it year after year….thwy do it because they've learned how to make it work for them.
Posted on January 5th, 2010 at 8:32 am
Could you use an extra $300 – $500 receiving the mail you are already Getting? It’s Free h t t p : / / b i t . ly /? 9jZ7jD
Posted on January 5th, 2010 at 5:11 pm
what job are you aiming for after you get a degree? with the current economy do you feel it will be tough to find this sort of job?
Posted on January 5th, 2010 at 5:37 pm
There are many good network marketing companies with great compensation plans. All will claim to be the best, yet the best one is the one that suits your interests. One may good for you and not good for another or vise versa. The key to success is enjoying what you do and building upon that. I am involved in the network marketing industry. I enjoy it. I enjoy being a solution to problems. That is where I choose to position myself. I also position my self in the health and wellness aspect. There are a lot of people who are looking for ways to improve their health. There are many who do not have good things to say about the network marketing industry. This is because of the statistics of failure and those who are out there hassling friends and family to join there bizz opp. If you don't find interest in what you do, how can you succeed? You also need to learn about your target market. I am not talking about warm market. Target marketing is positioning yourself in front of those looking for what you have to offer. I have been involved with programs that help you to know more about being a successful marketer. I suggest that you educate yourself as much as possible before going in blind. I would be happy to answer any questions you may have. I hope that this helps.
BEST WISHES!
Posted on January 5th, 2010 at 10:01 pm
Thumbs up for "Viral Marketing the YouTube Style"
my suggestion would be "As seen on YouTube"
Posted on January 5th, 2010 at 10:19 pm
I’m a big fan of Seth Godins perspectives. Just read Tribes and he hits the nail on the head. The ability to adapt and respond has never been more important than in this hectic warp speed communications era we live in-Cheers Kiaran
Posted on January 6th, 2010 at 2:42 am
Seth Godin is marketing guru without doubt….great books, great marketing insights….
Posted on January 6th, 2010 at 6:07 am
“…Turn Viewers Into Do-ers!”
“Discover The 7 Brutally Effective, Secret Video Techniques That Literally Force Viewers Away From YouTube And Straight To Your Website…
…Time After Time!”
Go To the website: w w w marketing.webuda. com/1/
Posted on January 6th, 2010 at 10:12 am
probably because his marketing strength is the younger wrestling fans. and since he is so over with them, why even bother to convert older male fans? the old saying is 'go with what brung you to the dance' and the younger fans definitely brought cena to the dance. screw em anyway he sux!
Posted on January 6th, 2010 at 10:23 am
Make over £60k+ per year on ebay. The system is so simple it’s made hundreds of ordinary people very wealthy.
ebaystoppowersellers(.)co(.)uk
Posted on January 6th, 2010 at 1:03 pm
Marketing Engineers very rarely convince consumers to buy products, that task is left to an organization's direct/indirect sales force. TMEs do help the direct sales force, however through any of the following efforts:
- Evangelizing the product or solution to customers, partners and the press
- Creation and delivery of product demonstrations and presentations
- Supporting the direct sales force through a combination of meetings, presentations, assistance with RFPs or solution architecture
And the list goes on.