Marketing News from
PR Consulting
- July 2019 -

The secret to error-free marketing content

Does this sound familiar?

You just spent three hours crafting the perfect marketing email for your tourism-related business in Bellingham. You created some snazzy visuals to go along with the messaging — quotes from happy travelers who loved your business. You made sure to include a call to action and links back to your website. You copied and pasted the content into MailChimp, loaded the visuals, previewed the email online and sent yourself a test email, which you skimmed. All looked good, so you hit the Send button.

Phew! Job done.

Then, when you open a copy of the published email in your own inbox, you start noticing things that you totally missed during your own review. One of the hyperlinks goes to the wrong page on your website. There is a typo in the visual you created. There is one digit missing from your phone number in the footer of the email. Oh, no!

Unlike a published blog article, there is no “undo” button; you can’t edit what has already been sent via email. You get a sinking feeling knowing that hundreds of consumers have received an email from your business that had several errors.

This was not the impression of your small, local business that you wanted people to have when they received your email marketing campaign. You are embarrassed, and you worry that you may be doing more harm than good with email marketing — but you aren’t sure what a solution might be.

How to create error-free marketing content

This happens all the time when one person is tasked with developing email marketing content, or any other content for that matter. It is totally common to read (and re-read) text that we’ve written and not notice mistakes. Our brain sometimes reads what we thought we were typing instead of the words that our fingers really typed.

To catch common mistakes, try reading the text out loud. Reading it backwards sometimes can help, too. Both processes force you to slow down and see the piece differently, which helps you avoid skipping over mistakes.

What also is needed is a fresh set of eyes – another person to review what you put together; what you need is to build a relationship with a professional copy editor.

What else can I do?

Fear gets in the way of life and business. Push past it.

Poet Erin Hansen wrote these words, which have been used to create countless inspirational visuals on the Internet: What if I fail? Oh, but my darling, what if you fly?

Those 12 words have spoken to people around the world for a reason. Those words touch on something we all deal with: fear of failing.

In our society, fear of failure is a thing. It’s a big thing!

So few of us want to test and try new things, or change what we’re doing, because we’re afraid of failure.

We’re afraid of people seeing that we are not perfect. We’re afraid of trying to learn something new. We’re afraid of going to new places and meeting new people. We’re afraid of people knowing that we are not a mirror image of all things perfect as seen on our friend’s Facebook timelines, in advertising campaigns, on television and so on.

It’s time to stop that way of thinking!

Fear of failure has probably prevented you from doing things you’ve dreamed of. Fear impacts your relationships. Fear gets in the way of growing your business.

Fear is a downer, right? Well, it doesn’t have to be.

Keep reading...

Customers are complaining about my business. Now what?

Customer feedback is an essential part of doing business. Feedback (both positive and negative) can help gather valuable insight — it allows companies to identify successes and failures. In fact, some business consultants urge companies to view customer complaints as a gift because complaints can show areas of weakness that employees and/or management can work to fix.

But let’s face it, customer complaints sting — they can totally take the wind out of a small business owner’s sails if there is not a plan in place for addressing them.

How complaints are handled is a critical component to the longevity of a business because complaints, especially public ones, are forever tied to their brand and reputation.

Here are four tips for managing customer complaints:

  • Empower employees. Customers want to talk with a competent, friendly representative who can make decisions. Make sure the person handling complaints is polite and a problem solver – and empowered to do the job. Train staff to handle customer complaints professionally, so they have confidence.
Next: Listen
Connect with PRC on these social networking sites for tips & resources throughout the month:

What PRC has been working on:

Helping tell an important story. It's true; as reported by the Lynden Tribune, trade jobs are going unfilled in Whatcom County. Good ones, too. PRC helped the Whatcom Business Alliance get that news out into the community and share what it's doing to solve that problem through its YES Whatcom job portal.

Getting outside! This photo is of the bridge over Chuckanut Creek in Bellingham's Arroyo Park, taken by Patti on a recent trek from there to Teddy Bear Cove. She's in the midst of another quest to do at least a mile every day of the year, but summer does make that easier. What beauty!

Recent blog articles you may have missed:

How to save money on marketing: Be nice!
How to successfully outsource marketing
How to run a small business without running yourself into the ground
Copywriting tip: Pivot marketing messages in positive ways
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