From clients, to the media, to production vendors, to partners, to podcast interviewees, I have had the opportunity to meet so many interesting people over the past 21 years. And, I continue to meet new ones every single day. It’s awesome!
If you have a pulse of the feelings your valued consumers, you cannot commit a mistake designing the label. To change a label for the product is also risky if your product is doing above average. People seek change in the product itself with a changed label. If they feel the change to be appreciable, it boosts the consumption and if they don’t, the excitement to take your product is diminished.
We did a similar arrangement for a client in Dallas, where we played “Yellow Rose of Texas” as he walked in. Our hit rate with client acquisition went up after that.I am not saying it was because of corporate communications alone, but because the client felt that we were a company that would walk that extra mile for them.
Set a specific time to cold call. I handle corporate accounts and advertising agencies back east (I’m in California) so one day a week (Tues-Thurs) I go directly to my office (at home) and spend 7am-8:45am (10-11:45am in the East) calling those clients. Then, I go and get ready for my day. About 10am I start in on phone calls in California.
Bullet the Points. Break up paragraphs with short, bulleted points highlighting the features and benefits. Readers will absorb this material better than paragraphs.
Strangely enough, at a later stage after the Y2K business thinned out, it was the competencies built up by Satyam Enterprise Solutions that actually took the company forward, including the money spinning SAP business.
Then you could proceed to tell them in the copy of your ad exactly why your client charges less. Do not be afraid to tell them your motivation and your reasons for having a lower price.