The “Foot in the Door” Technique

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Nobody questions the value of getting “a foot in the door.” We all strive at one point or another to get a foot in the door with an employer, an institution of higher learning, or even a romantic relationship.

As a marketer, however, your interest in getting a foot in the door is more likely with your customers and a hopeful precursor to a big sale! A salesman who gets a foot in the door by getting customers to agree to a small initial request will undoubtedly find greater success with larger requests (think major sales $$!) down the line.

Freedman and Fraser’s Compliance Experiment

One of the first studies to scientifically investigate the “foot in the door” phenomenon was the 1966 compliance experiment by Jonathan L. Freedman and Scott C. Fraser. This experiment took place in two independent phases that used different approaches and test subjects. Because these studies were conducted on weekdays during the more conservative 1960s, the vast majority of test subjects were housewives.

The first Freedman and Fraser study divided 156 subjects into two basic groups. Both of these groups were telephoned by researchers who pretended to be from the consumer goods industry. One of the groups was contacted only once with a relatively large request. The other group was contacted twice, first with an initial small request and then with the much larger second request. In this case, the small request was to simply answer a few questions about kitchen products while the larger request, which came three days after the small request, was to allow someone to come into the home and catalog the contents of all their cabinets.

The second study essentially followed the same template as the first, but used the posting of a small and discrete window sign as its small request and the installation of a large and unattractive yard billboard as its large request.

The Effectiveness of the “Foot in the Door” Technique

The results of the Freedman and Fraser experiment were quite revealing. In the kitchen products study, subjects who agreed to the small first request were more than twice as likely to comply with the large second request. The results of second study backed up those of the first with significantly more people agreeing to place an eyesore of a billboard in their yard after previously agreeing to place a small sign in the window of their home or automobile. Perhaps most surprising, it did not even seem to matter that the promotional social message of the small sign (keeping California clean) was entirely different from that of the gaudy billboard (driving safely).

Modern Marketing Implications

The use of the phrase “a foot in the door” usually conjures images of the old fashioned door-to-door salesman who manages to wedge his wingtips against the doorjamb of your entryway after you answer your doorbell. And we all know that after he gets his foot in the door (or gets you to agree to a small initial request), he will undoubtedly try to make his way into your house (or get you to agree to a much larger second request).

But how does this sales technique work in the modern marketing landscape? In short, it’s all about calls-to-action (CTAs).

Call Them into Action

If you are distributing printed material that ends with a CTA, you may want to consider how far to push your customer base with your initial request. Don’t scare away a potential sale by asking too much too soon.

You can wait a bit for that big sale if it means building a comfortable and lasting rapport with your customers. Consider closing your marketing materials with a modest request or CTA and gain compliance for a big future payday!

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Why You Should Never Cut Corners in the World of Print Marketing

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In business, to say that you should make every dollar count is an understatement. When dealing with uncertain economic times, budgeting decisions matter a great deal. Improving your profit margins and increasing your bottom line is always a top priority, which is why the instinct to try to cut corners to save a few dollars here and there is a natural one.

It’s also an instinct that you would do well to fight, especially when it comes to your print marketing.

Marketing is About Communication and Communication Matters

People who feel like it’s okay to cut corners with their print marketing are probably not understanding what their marketing collateral is supposed to do. If you look at a flyer or another piece of print material as only an information exchange, things like paper stock and print quality probably aren’t going to be high on your list of priorities.

However, those things should make the top of the list because print marketing is about more than just an information exchange. It’s about opening up a line of communication with your audience that will be mutually beneficial to everyone involved. It’s about creating a meaningful experience with a person, one that doesn’t just inform them about your product or service but that also gives you a competitive advantage.

As a “top-of-the-funnel” medium, print is important because it guarantees you the nearly undivided attention of your readers – the same attention they often give to magazine and newspaper content, as per the American Marketing Association. Why, then, do you think it’s a good idea to get someone to focus their attention on something that isn’t the best quality it can be? Is that the impression you really want to make?

That’s precisely the decision you make when you try to cut corners when talking about something as mission-critical as print marketing. If you can only make one first impression, it serves you well to make it the best one you can. Nothing makes a worse first impression than a low quality, easily ignorable piece of print marketing making their way into someone’s mailbox (or worse – your store window).

How to Save Money Without Sacrificing Quality

Instead of cutting corners across the proverbial marketing board, consider cutting out certain elements wholesale if you’re trying to stretch your budget as far as it can go. Take a look at your existing marketing channels and see what is working and what isn’t. Cut anything at the bottom of the list and funnel some of those funds back into your marketing so that you can double down on the print materials that are striking a chord with your target audience.

Not only will you still be able to save a little money, but the remaining print collateral that you’re using will come out all the better for it. Even one incredible piece of print collateral is more effective (and more important) than ten low-quality ones.

Investing in Marketing is an Investment in Your Business

A solid piece of print marketing collateral will not just get someone down off the fence and turn them from “potential buyer” to “customer.” Nurturing that line of communication at the right time can turn someone from “one-time customer” into “brand advocate” and beyond, too.

But that’s not going to happen if you cut corners on something this important. According to Quickbooks, inadequate marketing has been proven to stunt your business’ growth. Is that a chance worth taking, all in the name of saving a few bucks in the short-term? We certainly don’t think so.

A Leadership Ethics Lesson Courtesy of a Leeson

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Although ethical behavior in business is often touted, it can be hard to attain in practice. That’s because ethical behavior has to be practiced by every individual, every day. It’s not the sort of thing that can be decided upon and implemented en masse. Leaders are often under particular pressure to be practical over ethical. The reasoning is often because hard decisions require frequent compromise, and ethics often come across as black-and-white perspectives that don’t match the reality facing a decision-maker.

A Virtue You Can’t Afford to Ignore

However, ignoring ethics can be a dangerous path. Nick Leeson provides a very vivid example of this. His name is well known in financial circles as the man who single-handedly put the Singapore financial markets into a panic and brought down one of Britain’s most famous banks.

Leeson got his start early in banking as a clerk in 1985. At first, Leeson seemed to be a success. However, he began quickly playing outside the rules, and because he was bringing in big profits, Barings Bank ignored the risks.

By 1992, trades started going bad. Leeson packed the losses into a technical account originally designed as a dummy account for accounting errors. No one noticed, so he continued on his unethical path of hiding losses repeatedly. The tipping point came in January 1995 when Leeson placed a big trade between the Singapore and Japanese markets. Not expecting a major earthquake in Japan to throw both markets into a tailspin, Leeson realized the gig was up and went into hiding. Barings Bank folded a few weeks later owing £827 million in losses, and eventually, Leeson went to prison.

Actions Speak Louder Than Words

Interestingly, following good ethics not only avoids situations like Leeson’s, but it also works as a defense for a business leader. The adage, “actions speak louder than words” is true for ethics as well. Ethical behavior not only keeps employees behaving on the right side of the law, but it also gives managers and leaders incentive to work for more than just the bottom line. Ethics can incorporate greater goodwill for the community a business operates in, safety protection of employees and customers, market protection from unscrupulous players, and far better interaction with the government and regulators. All of which, in turn, help a company see a larger bottom line.

No question, the ethical path isn’t always the easiest. However, leaders of companies and organizations need to remember that good ethics involve more than just an individual perspective; by the very nature of their role, top managers affect all of the organization and set an example for staff to follow and the community to model after. Good ethics can be far more than just a set of rules; it can be a powerful marketing/communication tool positively setting a business apart in the market from competitors and creating the long-term foundation for customer retention.

AR, VR, and Other Ways to Use Technology in a Print Campaign

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From the affordable headsets that take users into another setting or world via virtual reality to games like Pokémon Go and even children’s coloring pages, technology is impacting the way we live and seek out entertainment. It may seem like virtual or augmented reality is firmly fixed in the digital world (and therefore of no interest to those who create and use printed pieces), but a surprising amount of technology can be incorporated into printed media.

Augmented Reality and Printing

Augmented reality technology provides an overly to the “real world” you can see via your phone’s camera, adding digital elements to the space around you. Pokémon GO is the best recent example of AR in action, and retailers like IKEA also use it to allow you to see what furniture pieces would look like in your own home.

Adding AR elements to your printed pieces gives people a whole new way to interact with your postcards, business cards, catalogs, and more. It also adds an element of fun and makes it more likely that the recipient of the piece will want to hang onto it and even show it off.

While not everyone will “get” AR right away, recent hits like Pokémon Go show that AR can be accepted by a wide group of ages and demographics. From including an interactive game in your materials (as Toys R Us did in a recent catalog) to using a playful mascot or other element, creative use of AR can help your printed piece make a splash in the real world.

QR Codes

Those little square barcodes are an ideal match for printed pieces and can bring visitors to your site. Since QR codes are designed to be read with a smartphone, you give the person holding your printed material the ability to visit your site in an instant. Use a QR code on your printed piece to link to a special offer, unlock content, or even provide additional information. QR codes are small and won’t take up much space on your printed materials, and incorporating one allows your prospects and recipients to interact with your business in a whole new way.

QR Codes and Virtual Reality

Immerse your reader in your printed materials by providing a QR code that links the viewer to a virtual reality experience or unlocks additional content. If you already have a VR showroom, game, or content, then making it easy for users to access it by simply scanning a QR code ensures you get plenty of extra traffic, without taking up space on your materials.

Variable Data Printing

This type of technology won’t change the look of your printed pieces, but it can help personalize the materials you create. Your customer won’t notice anything special about the printing, but they will think you’re really in tune with what they want and need.

The ability to create on-demand pieces that match your customer’s preferences boosts the likelihood that your offer will resonate with them. Used primarily in direct mail, but adaptable to other pieces, variable data printing allows you to target the elements used in a specific piece to the intended recipient. This technology is particularly useful for targeted marketing campaigns with a personal touch.

Adding a dash of high tech to your printed materials gives you additional ways to connect with customers and helps you get the most from your printing investment. Your pieces are also more likely to start a conversation, grab attention, and even be saved by the recipient, boosting their long-term value and ensuring your brand is remembered when your prospect needs something.

What You Need to Know About Color in Design

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In a recent study conducted by KissMetrics.com, visual appearance and color ranked more important to consumers than just about everything else when viewing marketing materials. In fact, ninety-three percent of people who responded to the survey said that visual appearance (which color is a part of) was the most important factor they used when making a purchasing decision. Only six percent said texture, while on percent placed a heavy value on sound and smell.

Color and Marketing: Breaking it Down

Along these same lines, an incredible eighty-five percent of consumers said that color was THE primary reason why they chose to buy a particular product or service. It goes without saying that the right color design is the perfect place to start with your marketing materials.

In terms of your long-term success, one of the most valuable resources that you have available to you is and will always be your brand. It’s something that lives on long after a purchase is made. It’s the narrative and the set of strong, relatable values that are at the heart of your business. Additional studies have shown that the careful use of color can increase brand recognition by up to eighty percent, which, in turn, goes a long way towards increasing consumer confidence at the same time.

But What Do Colors Mean?

However, none of this is to say that your marketing materials should be jam-packed with as many colors as possible. Quite the contrary, in fact. Different colors have all been known to affect people on an emotional and psychological level in a variety of ways. Consider the following:

  • Yellow is often associated with optimism and youthful enthusiasm. This is why it’s often used to grab the attention of people like window shoppers.
  • Red is almost always associated with a sense of energy and excitement. In fact, red is a great way to create a sense of urgency in your readers (and when used right can even increase their heart rate, too!)
  • Black is considered to be very powerful and very sleek, which is why it is usually used to market luxury products.
  • Green is normally associated with wealth – which makes perfect sense because money is green. It also happens to be the easiest color for the human eyes to process, which is why green is often used to underline important information in marketing copy.

To that end, it’s important to use different colors depending on exactly what it is you’re trying to accomplish. Are you trying to highlight an upcoming clearance sale and want to create a sense of urgency? Make sure those fliers and posters have as much red on them as possible. Are you trying to attract the attention of a more sophisticated level of clientele, or do you want to positively influence the overall impression that people get when they see your products? Try using as much black as you can.

Color is a powerful tool when used correctly, but it’s important to remember that it is just one of many. But, provided your use of color matches up with both your audience and your long-term objectives, you’ll find that it can be a terrific way to put your campaigns over the top and start generating the types of results you deserve.

Business Cards: Why They’re Still an Important Marketing Tool in the Digital World

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With all of the talk about the importance of properly marketing your product or service, it’s important not to overlook the most valuable commodity of all: yourself. As much as that beautiful-looking flyer attracts the right type of attention for your product, a business card is designed to do the same for both your professional image and your career as a whole.

But do business cards still have a place in a digital world? In an era where finding someone is easier than ever thanks to tools like social media, do people still need to go through designing, printing, and handing out a business card? The answer is one that might surprise you.

Business Cards: By the Numbers

Just going off of statistics, it’s easy to see that the answer to the question “are business cards still an important tool in a digital world?” is a resounding YES. According to one study, there are about 10 billion(!) business cards printed in the United States each year – or roughly 27 million each day.

But diving deeper, it’s clear that business cards perform a function that goes far beyond just handing out contact information. They actually serve an important role in your business at large, too. For every 2,000 business cards that you pass out, you can expect your sales to increase by an average of 2.5%. Business cards do everything from show someone you’re serious to increase personal brand recognition and awareness.

One of the major strengths of print marketing and the use of business card is that they’re physical. They’re something tangible that people can hold in their hand and, most importantly, share with friends and other family members. In an era where people are getting bombarded by more digital messages than ever and emails can be deleted in seconds (and people can be muted on social networking sites like Twitter), never underestimate how essential this simple fact really is.

The Power of the First Impression

Just because business cards still serve a purpose does not mean that all business cards are created equally. There are a number of design tips that you can use to make the RIGHT kind of first impression the next time you hand out your card to a customer or at that next big networking event.

StatisticBrain estimates that prospective clients will hold onto a color-filled business card a full ten times longer than they will a standard white card. Color also increases the impact of engagement on a person’s ability to follow simple directions; this is an advantage too powerful to ignore.

Approximately seventy-two percent of people say that they judge the company or brand that a person works for based on the quality of their business card. Likewise, thirty-nine percent of those who responded to a survey said that they would choose NOT to do business with someone if they had a “cheap-looking” business card.

Business cards are still essential in a digital world, and that means you need to devote the time to doing them well.

How to Live Your Passion in Any Profession

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We all want to live a purposeful life. Some individuals are lucky enough to be in a professional role that allows them to live out their passion through their profession. Even if you aren’t able to make money while at the same time living your passion, you can still integrate your passion in your current profession. After all, “Often finding meaning in life is not about doing things differently; it is about seeing familiar things in new ways,” says author Rachel Naomi Remen. More on this below:

Understand You Don’t Have to Change Careers:

No matter what your current profession might be, you have the propensity to make a difference and live your passion. This means, living your passion doesn’t have to include a career move. Not everyone can get a job that embodies their passion. That’s why it’s good to “bloom where you’re planted” so to speak. Whatever your profession, find ways to live your passion within it. The following are a few ways to do that:

Treat People Like They Matter:

To live a life of purpose, you should treat those around you like they matter. For example, a cafeteria worker might feel her job doesn’t matter. Yet, what if while doing her job, she gives kids the only kind words and the most genuine smile they will get each day? Doesn’t that make her job of serving food more purposeful? Another example could include a handyman that takes the time to talk to the widow whose house he is repairing. It might not seem like much to the man, but to the lonely widow who was yearning for company, it can make a great difference. In the service industry, each customer served is another opportunity to make a difference.

Volunteer Your Time To Causes You Believe In:

If your nine to five job isn’t world-changing, that doesn’t mean you can’t still make a difference and live out your passion. Find organizations that are addressing the areas you feel need attention. Join their cause through volunteering your time. If possible, you can find ways to combine your day job with your volunteer efforts. For example, let’s say you work in an office and you want to give back to kids who have cancer. Ask your co-workers to make donations along with you. Organize a visit to a local hospital and take gifts to the kids. Make baked goods, sell them to your co-workers, and then give the proceeds to the organization. You could also take part in a run that benefits the cause and ask your co-workers to join in. The main thing to remember is you don’t have to keep your passion and your profession separate. In fact, many businesses are more than willing to give back to worthy organizations. It’s good PR, and they can write it off on their taxes.

Don’t Give Up:

Above all else, to live a life of passion and purpose, you can’t give up. Even if things haven’t worked out exactly as you would have planned, you can still live a life that changes the world. Of course, this doesn’t mean you have to remain in the same career, but you shouldn’t feel the only way to live a life of passion is to change your profession.

Avoid These Common Print Marketing Mistakes for Visually Compelling Content

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Compelling images are the perfect way to attract attention and create an emotional connection with your customers and prospects. Avoid these common mistakes as you design newer and richer content moving forward.

Mistake #1: You Didn’t Keep It Simple

Why do you think audiences have gravitated towards visual print marketing content over the last few years? If you thought “because people are bombarded with information these days from nearly every angle,” you’d be right! From the moment people wake up in the morning, their smartphones are sending them emails and push notifications. They’re wading through dozens of blog posts. They’re reading massive reports at work all day long. Information is everywhere, and it can often feel overwhelming.

Solution: Make your print marketing visually impactful, and easy to read and interpret.

Visual print marketing is an excellent way to relieve people from these stresses – or at least; it’s supposed to be. It can allow you to take your message and wrap it up in a way that is easy to understand and a refreshing change of pace from everything else.

Think about it in terms of infographics. Infographics are an incredibly popular form of visual content because they take complicated ideas and break them down to just what you need to know and nothing more. Apply this same concept to your print marketing designs.

Mistake #2: You Failed to Account For Light

When you’re leaning so heavily on your visuals, you MUST account for the number one factor that can destroy the feeling you were going for – light.

How that gorgeous new flyer or banner you’re creating looks on a computer screen and how it looks in a store window in your neighborhood can be very, very different depending on the lighting quality of the area, the direction of the sun, and more.

Solution: Ask yourself how light will affect every decision you make, from the richness of the colors you’re choosing to the specific type of paper (and finish) you’ll be using.

Accounting for these simple mistakes will put you ahead of the game and on your way to stunning and compelling visual print marketing.

Learning to Listen: The Hard Way

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In the 70s, Italian aid worker Ernesto Serelli learned to listen to clients the hard way. His amusing tale of how he “helped” a village in Africa grow tomatoes, only to see the harvest consumed in a single night by the local hippos, is a powerful and popular TED talk. While you won’t want to miss this dynamic speaker, some key takeaways are outlined below:

Hippos and Tomatoes

Italian aid worker Ernesto Serelli tells the tale of one of his first experiences working in famine-plagued Africa in the 1970s. Bustling with good intentions and plenty of energy, he and his team arrived in the village they were to help and promptly began planting familiar varieties of vegetables in the fertile soil.

The local residents watched the process and despite efforts to engage and teach, did not take the aid workers agriculture lessons seriously or commit to growing. As the plants blossomed and bore amazing fruit, the workers celebrated the harvest and looked forward to showing the native people how much agriculture could do for them.

The night before the harvest, a herd of hippos swept ashore and ate every plant that had been so lovingly cultivated. The locals then revealed to the aid team that hippos had always eaten the crops planted in the verdant, riverside soil. When asked why they had not given the aid team this information weeks before, the answer was “No one asked us.”

By rushing ahead and putting a plan in motion that they thought would solve the villager’s problem instead of asking questions and discovering what had been tried in the past, the well-meaning aid workers totally missed the point. They also wasted weeks of time and plenty of resources that could have been dedicated elsewhere.

The Power of Listening

You may not be helping a hungry village in Africa, but the lesson of asking your prospect or clients the right questions to truly meet their needs applies to every interaction you have. Learning to listen is an important component for anyone in business. Fail to ask the right questions, and you could face a disaster.

Take the time to remember the hippos and tomatoes next time you speak with a new client about their needs, and make sure you take the time to ask the right questions before you charge ahead.

This TED Talk is an enduring favorite and an excellent reminder of why we need to stop and listen to what our clients are saying and why we need to take the time to understand what they’ve tried and what they need.