The Power of Positivity

Momma always said that if you don’t have anything nice to say, then don’t say it. And the same is true for your marketing copy. A local florist—one I passed every day—was going out of business and instead of the giant red and white “everything must go” banner that businesses usually paste up, a king size white sheet billowed beneath their signage with two red hand-lettered words in all caps:

WE QUIT.

I never thought much of the store as I passed it daily except for commenting about the gaggle of fake geese that lived out front along with a handful of wooden windmills. "WE QUIT" definitely got my attention. But, would it get my business?

“WE QUIT” made me laugh a little to myself at the boldness of the statement, and then made me feel a little bad from yet another mom and pop store going under in a bad economy. But it didn’t compel me to spend any money, or to even look at, the last of their inventory.

Even when the chips are down you’ve got to stay positive.

Had the sign said perhaps “Our loss is your gain!” or “ Our business has wilted but you can still stop and smell the roses” I might have thought to take a second look, because those words would have at least left me feeling motivated—not deflated.

The lesson in all this? Words stir emotions and emotions stir us to action.

Now take the "Life is Good" brand. An excerpt from their company story posted on their site, www.lifeisgood.com:

Today, the New England based brand stays close to its roots, with an emphasis on simplicity, humor and humility. Through Life is good Festivals, positive products, and a steady dose of ping pong, Jake's crew does its best to keep the good vibes flowing.

And looking at how popular their brand is today, I'd say they are on to something...positive.

Give Your Clients Something--Anything

It's amazing how resourceful companies are getting in today's economy. Even companies with little or nothing left to give (insert vacation prizes or a Nintendo Wii to the first 5 subscribers here) are managing to muster up something to give their clients...or at least a marketing campaign to make their clients FEEL like they are getting something.

Take for example, Ford Motor Company's "Payment Protection Program" with which buyers are motivated to spend money given the peace of mind that should they lose their job, Ford will cover their car payment for up to 12 months.

And, I heard a radio ad the other day by Frito-Lay, who is putting up to 20% more product in specially selected food products at no extra charge to the consumer.  

Yes, there is month 13 and that customer might still not have a job. Yes, Frito-Lay's current campaign sort of scoots over the fact that they previously reduced the amount of product in their packaging without reducing the price (a practice in the industry called "weight out").

But this is now.

So dig deep. What can you give your customers that they don't have and won't cost your business an arm and a leg?  Peace of mind? A feeling of contentment in an uncertain time? More chips? Whatever it is, make sure they know about it. Now.

 Make sure they know you feel their pain.

Take Charge of the Changes You CAN Make Now

I like to keep my profession separate from politics--and I'm sure we could all use a break from being bombarded by the economy and politics at home/work/web/local bars/coffee shops and the like...but I've got to share this one piece with you. It's a few sentences from President Obama's inauguration speech that I've tried to apply to my own life and work when I'm feeling I'm about to be swallowed up by the negativity and uncertainty of today:

"We remain the most prosperous, powerful nation on Earth. Our workers are no less productive than when this crisis began. Our minds are no less inventive, our goods and services no less needed than they were last week or last month or last year. Our capacity remains undiminished."

Cut that out and put that up on your fridge. You know what that means, right? Pinch yourself. You are still here. You are still in business or at least motivated to make business work. The economy has changed. Our audiences have changed. Everyone's needs and talking points have changed. But you still have a great product to sell. You still should be  taking credit for getting up every day and making a go at your line of work. Your ideas are just as good as the day you were inspired by them--It's just time to make a few changes.

I don't have to tell you about the "cutting back" and "working smarter" part. But as a writer, I will remind you that the power of your words is stronger today than in any economy. People want to find out how you can make a difference to them. How can you save them money? How can you make their lives easier? How can your goods/services translate to the stress-free life they are yearning for?

Remember, your minds are no less inventive. Your goods and services no less needed than they were last week or last month or last year. 

That said, go look over your existing copy and collateral. Think about the next piece of direct mail you send out. Then, use your words to let the people know you are open for business--and open to their needs.