Standing out in a sea of competitors is tough enough in a normal year. When you add in a pandemic and the fact that you can’t always see people face to face (as not all companies are back in the office), it’s nearly impossible.
When most of your interactions are done via email or phone, it takes some creativity to get your prospects’ attention. This is especially true when you consider that 64% of small businesses use email marketing to reach their customers, and 35% of marketers send their customers as many as 3-5 emails per week.
As Mike Michalowicz says in his book, Get Different, “Marketing the same way as everyone else is white noise.” To reach your prospects, you can’t do the same thing you’ve always done...you need to think outside the box.
The following are 6 ways to help you stand out from the competition. Use these tips to get your next exploratory meeting or call scheduled with a prospect or to help convince prospects stuck in the funnel to take the next step.
1.) Chunky Mail
One way to get your prospects’ attention is by sending them chunky mail. Chunky mail (also known as “lumpy” mail) involves mailing an item to a prospect that is different in size, shape, color, or weight from a letter-sized envelope.
Work with your marketing department (or the Wild Fig team if you don’t have a marketing department) to develop a prospecting campaign that starts with sending your prospects gift boxes with items that tie into your campaign.
We recently designed a campaign to help us connect with and potentially start conversations with sales leaders in Minnesota who might need help identifying ways to increase their conversion rates or better manage their leads. And we’ve quickly seen incredible results from that campaign!
If you want to start with something simpler, consider using a service like Send Out Cards. This service allows you to send a gift item and a card to each of your prospects with a few simple clicks of a button.
Remember: Sending a prospect a box of cookies or a piece of chunky mail is not likely to instantly generate a sale. It’s simply the first step in cultivating a relationship. You’ve got to nurture that relationship with additional touch points. Check-out our Bubble Gum Blunder blog - it’s a story about how effective a campaign like this can be...despite a drastic error
2.) Send a GIF
I am, admittedly, a self-proclaimed GIF-aholic! I use GIFs all the time:
- To get a prospect’s attention
- To nudge our clients when we’re waiting for their response, and
- To make people laugh when I know a good laugh is just what they need to cheer them up
My two favorite GIFs are this one with Jim Carrey:
and this one featuring the famous line from Ferris Bueller’s Day Off:
I’ve often used these two GIFs when trying to get the attention of a prospect who has ghosted me. And do you know what? They work every time. Now, their answer might not always be the one I want to hear, but at least I get an answer. Plus, they always comment on how funny the GIF was and say that they appreciate the follow-up.
3.) Get Creative With Your Follow-Up Emails
Follow-up emails are a necessity. But that doesn’t mean they have to be boring. In fact, a creative approach is more likely to get you a response. Infusing a little humor into your follow-up emails will help put a smile on the recipient’s face, making them more receptive and responsive.
A few things to try:
- Use clever or “punny” subject lines
- Incorporate GIFs into your email body
- Include a video
- Keep your message light hearted, and try including a funny joke or analogy
Not sure where to start? Check out these funny email templates for inspiration.
4.) Prep Your Prospect for Your Meeting
Think about what you can do to make that first sales meeting or exploratory call more effective.
For instance, send an email beforehand giving your prospect some homework to do or a few things to think about before the meeting so you can better manage the time you spend together. This will do two things:
- Show them you value their time, and
- Show you how interested or how qualified they are
Another way to prepare your prospect for your meeting is to pre-emptively answer the questions or objections they may have. Think about the biggest sales objections you face, address them in a one-pager or other piece of content, and send it prior to your meeting.
Similarly, consider sending a one-pager with information about your company and company values so they can get to know you better before the call. Don’t make this a stuffy piece: people do business with people they know, like, and trust, and they’ll see right through stuffy or cheesy pieces. As an example, check out the one-pager we use at Wild Fig.
And last, but not least: If it’s a virtual meeting, consider sending your prospect a gift card to a local coffee shop prior to your meeting. Include a note saying you’re looking forward to meeting with them, and since you couldn’t buy them a cup of coffee in person, you wanted to do the next best thing. It may not guarantee you a sale, but it will certainly put a smile on their face.
5.) Educate Your Prospects With Blogs, White Papers, or Third-Party Articles
Providing educational content before your first meeting can be incredibly helpful for your prospect. It can also set you apart from your competitors...because they are likely not doing this.
Educational content can also help when you’ve got prospects stuck in your sales funnel. If you’re having trouble moving someone to the next level (or getting them to say they are no longer interested), sending them a relevant blog or other content can help encourage them to make a move.
Sending something useful lets your prospect know that you are thinking about them and their best interests. And it’s a LOT more effective than sending yet another “just checking in” email.
6.) Send a Thank-You Card
I may be old school, but I still believe that sending a thank-you card after meeting with a prospect is vital. In a world where we get what feels like a bazillion emails every day, doing something different by sending a card will get their attention.
One thing I’ve been doing to take thank-you cards to a whole new level is including a motivational quote card that prospects can keep on their desk or by their computer. I have heard from numerous prospects (who have since become customers) that they still have the card sitting on their desk. Here’s a picture of the pack I recently got for $10 at Target — it has definitely been a worthwhile investment!
Stand Out From the Competition With Wild Fig Marketing
Here at Wild Fig, we know how to make your business stand out from the competition. From blog writing to email newsletters to social media posting and more, we can help you get your ideal prospects’ attention with engaging content that educates them and showcases the unique value you bring to the table.
Sign up below for a FREE 30 minute strategy session to talk more about how we can help your business stand out from the crowd!
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