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Best Bridal Show or business lead follow-up cover letter ever?

February 17, 2011 by Fuller Marc Leave a Comment

One of the most difficult things about following up on leads and contacts is being comfortable with your cover letter. It is the first impression and many marketing professionals believe that the cover letter makes the sale. The pressure to make it the best possible can feel intense .

So I started looking for cover letters, all types of cover letters. The best models and advice I found was related to cover letters for resumes. Which makes sense for small business too. After all when a small business responds with a letter and other collateral to someone who is asking for more info about services or products isn’t that analogous to seeking a job?

Here is the “The Best Cover Letter I Ever Received” according to Harvard Business Review (HBR).

Dear Xxxxxx:

I am writing in response to the opening for xxxx, which I believe may report to you.

I can offer you seven years of experience managing communications for top-tier xxxx firms, excellent project-management skills, and a great eye for detail, all of which should make me an ideal candidate for this opening.

I have attached my résumé for your review and would welcome the chance to speak with you sometime.

Best regards,

Xxxx Xxxx

Why is that cover letter so good? Here is what David Silverman the author of the HBR article has to say, “Here’s what I like about this cover letter. It’s short. It sums up the résumé as it relates to the job. It asks for the job.” Read more from David Silverman about this cover letter and other readers’ comments.

And look how easily, quickly it can adapt to a powerful cover letter to a bridal lead.

Dear Xxxxxx:

It was a pleasure to meet you at the Xxxxxx bridal fair. I am writing in response to photographing your upcoming wedding and reception at .

I offer you seven years of experience photographing weddings and receptions in Xxxxx (your market area) and more than a few at Xxxxx (chosen venue). My work is well reviewed and I have received awards for my artistic skills coupled with a great eye for detail and commitment to excellent client satisfaction and value. All of which make me an ideal choice for photographing your wedding for a lifetime of great memories

I have attached my brochure including samples of my work, client reviews and rates for your review and would welcome the chance to speak with you sometime soon.

Best regards,

Xxxx Xxxx

As you create your letter focus on the benefits you have to offer the reader. What is in it for her? That is what she cares about.

Finally, no matter how good your communication is … remember it also needs to be timely. Get your letter and email lead responses sent out within 5 days.

Hope it helps. Send me an email or leave a comment if you have questions.

Filed Under: Advertising, Leads, Sales, Wedding Marketing Tagged With: bridal show, cover letters, lead follow-up, marketing, Wedding Marketing

Three Websites Walk into a Bar… to meet a prospective client

December 27, 2009 by Marc Leave a Comment

The bar must have WiFi. Now stop me if you have heard this one before … but three websites each from different photographers (or any service or product that the prospect was searching for) meet a prospective client. Each may present only one page to try and make a sale.

One website shows the prospective client a photo and plays a song.

Another website shares with the prospective client her five most recent blog posts, all on different varied topics.

The last website presents the prospective client a targeted page explaining what they have to offer the prospective client, showing their work and why the prospect would be making a good decision to chose them.

Which website do you think made the sale? My vote also goes to the last one, the one presenting what they do and why they should be chosen. All in a comprehensive approach using text, graphics and media in an up to date, regularly updated and subscribable mode.

Because of the popularity of Flash based websites, a surprisingly high percentage of the competition takes the first approach. Out of frustration with Flash websites or poorly designed static websites many people are trying the second, making their blog the landing page. Experiencing more “meetings”, but not as many leads as they hoped.

And some are gaining a competitive advantage by utilizing the third website’s approach. A website based in WordPress, with a well crafted dynamic landing page designed to make an effective 30 second sales presentation to site visitors and search engine. While the rest of the site includes a traditional blog and attractive galleries together with all the rest that today’s website needs.

Now think about your website, which approach does yours take? Does your website give you the competitive advantage when it “meets” a prospect on line? And does it easily gain high search engine results at low cost?

There are many problem websites out there. Here is a website which just reviews and critiques websites with different problems, problemwebsites.com. Unfortunately some of these problem websites are fairly recent and look to have been expensive. Sadly, it is not uncommon. Some of the most popular photographers’ website templates from companies such as Bludomain, Photobiz, Showit Sites and others share the initial presentation limitations and search marketing problems of Flash.

But, that does allow wise marketers an opportunity to gain a significant competitive advantage. If you would like more information, have a question or would like to know how I might make over your website to gain a real marketing advantage just send me an email with the form on the right.

Filed Under: BluDomain, Internet Marketing, Sales, Wedding Marketing Tagged With: blogsite, blogsites, BluDomain, search engine optimization, search marketing, search optimization, SEM, SEO, social media, Social Networks, twitter, web/blogsites, website marketing, Websites, Wedding Marketing, WordPress

Maximize Cyber Monday and all of December – Use Twitter

November 30, 2009 by Marc Leave a Comment

Last December Dell reported over $1 million in sales for their Dell Outlet through using Twitter. They don’t have anything in the way of amazing programming and functions for this, they just announce deals and respond to potential customers.

Twitter has been so successful for Dell, that recently it was estimated that Dell has somewhere around 40 employees worldwide involved in Tweeting and responding to Twitter communication.

To a lot of small business owners, Twitter does not make sense or seems trivial. I can understand those feelings, but it doesn’t really matter … because Twitter works for small business. Twitter can produce revenue for you!

Anything that Dell does, any small business owner can do. You don’t have to understand it, just do it. Want to know what Dell Outlet does on Twitter? Just follow their Tweets – http://twitter.com/delloutlet. And adapt their actions to your own business.

I set up all my clients’ websites so that Tweets are made automatically with out any additional steps and are linked to their website using their own domain name. This gives maximum results for the little additional time they have to Tweet. But it doesn’t need to wait for a website, even a few Tweets a week about your products and services will produce results.

To learn more about how Dell Outlet is successfully using Twitter read this excellent article by Neville Hobson. And more important, just Tweet!

Filed Under: Internet Marketing, Sales, Social Networks, Tweets Tagged With: Internet Marketing, marketing, Social Networks, tweets, twitter

“Socializing” with your website visitors works! A Bottom Line Income Increase from using Social Media

July 31, 2009 by Marc Leave a Comment

The words “conversion” and “conversation” seem very similar to me. Plus I have never experienced converting anyone from a lead to a client without having a conversation. So if you can give your website the ability to engage in “conversation” or a dialog with site visitors you should have more conversions and increased business, right? Yes, it is true and here is a study with the proof!

The new research from social media platform Wetpaint and digital consulting firm Altimeter Group found that companies with the highest levels of social media activity on average increased revenues by 18% in the last 12 months, while the least active saw sales drop 6% over that period.

Among the top 100 brands reviewed, Starbucks came out on top with a score of 127, followed by Dell (123), eBay (115), Google (105), and Microsoft (103). Companies were scored based on the level of interaction across 10 social media channels including blogs, Facebook, Twitter and wikis.

Which is why I build websites using WordPress as the underlying site platform! It not only provides the most effective, best blog format, it is also the best for being a central hub managing Facebook, Twitter, Linkedin and even MySpace. So instead of frantically keeping all your your social media appearing with fresh information you can just use your WordPress based website to manage it all.

No need to be a “mad plate spinner” constantly going from one social media site to another every day to post new information to have a wide social media presence.

A WordPress based “dialog website” with the other social media channels integrated will allow you to have a smooth relaxed but constantly current social media presence, with less time involved. Like a gear driven clock-work, except with Twitter, Facebook and the others driven by a WordPress based dialog website.

And it gives you a competitive advantage helping to increase your bottom line. To learn more about how I may help you increase your business and social media presence with a WordPress based dialog site, just send me an email through the form on the right.

Filed Under: blog, Blogs, Internet Marketing, Sales, Search Engines, SEO, Social Networks, Websites Tagged With: BluDomain, keywords, marketing, search engine optimization, search marketing, search optimization, SEO, Social Networks, web/blogsites, Websites, WordPress

Introducing the new Kertesz2 with limited time savings

July 15, 2009 by Marc Leave a Comment

Announcing release of Kertesz² our new WordPress based full dialog website for Professional Photographers. Featuring an easy to configure landing page and impressive dynamic image content gallery Kertesz² offers style and ease of use. Kertesz² is an excellent full featured stand alone website, or ideal companion configured to enhance and increase the search rank of Flash based photographers’ template sites like Bludomain. Kertesz² is provided to you fully setup, tested, SEO optimized and integrated on the webhost of your choice. It can even allow your existing site to remain in place, while your new site is being completed.

Take advantage of our introductory special between now and July 20th For this limited period you can buy Kertesz² for only $297 not the regular $397. Be quick this offer expires 11:59pm 7-20

Click here and use coupon code KERTESZ2INTRO

Photographers have long been considered visionaries of our industry in terms of internet marketing. They were among the first on the web and the first to see the value in the heavy use of images in marketing to brides. But in choosing their website platform they have faced a dilemma, select a Flash template like Bludomain for its optical appeal or choose a standard HTML type site sacrificing optics but getting much better search engine traffic. They know they need a visually beautiful site to show off their images and talent. But the brides, over 90% of whom use Google to help plan their wedding, never see the photographer’s website in the search listings. Kertesz² is the remedy

Building on the inputs of our clients and the advancements in WordPress over the last year we have totally reinvented Kertesz, with Kertesz². The code base is all new! (and 30% larger.) Fully compatible with WordPress 2.8 and using all the 2.8 features. Compatible with the past and even better, it takes advantage of today’s new features in an even easier to use and customize theme. If you are currently using WordPress it is easy to add Kertesz².

Using the technology of Kertesz² we have increased our clients website traffic 500% in less that 4 weeks. We have even taken brand new domains to front page Google search search results, also in less than a month.

Kertesz² retains all the features of the old Kertesz, updated. Better, more interactive, easier to design main page options, improved photo galleries and contact forms. Easier to style and with more impressive graphics. If you already have a Flash based website, like Bludomain, with the inherently poor search potential, Kertesz² can easily replace your splash page, making it easy to add search friendly content, integrate your blog and Twitter and Facebook feeds and rapidly move your existing Flash site towards the front of Google.

Regardless of your situation Kertesz² will increase your site traffic and prospective clients. If you have any questions just send me an email.

Filed Under: Announcements, Internet Marketing, Sales, Websites Tagged With: BluDomain, Flash, marketing, photography, search marketing, search optimization, SEM, SEO, web/blogsites, website marketing, Websites, WordPress

Americans double their time spent on social networks

June 5, 2009 by Marc Leave a Comment

One of the keys to marketing success is to go where the customers are, and they are on social networks more than ever.

So how to reach them with spending all your time on the social networks? Let your website do it! Fortunately astute small business people can reach potential clients through social networks very very time efficient using less time with right website. Properly integrated WordPress based websites can cross post blog articles to Facebook walls, and it to their MySpace profile, tweet your new content to Twitter, allow visitors to Digg your blog posts, bookmark articles to public sharing sites like Delicious, StumbleUpon and a host of other similar social services like LinkedIn, Reddit, Sphinn, YahooBuzz, Technorati, etc or just email it to a friend. All easily done by your site’s visitors using the features of a well designed implemented WordPress web/blogsite.

One of my Real Estate clients related to me that they recently gained a brand new client, becasse an existing client who had just just made an offer (which was accepted) on a listing of hers tweeted the news and a link to the listing on Twitter. A friend of the new buyer saw the news and decided to start looking for a similar home using this same agent.

Want more? Proctor and Gamble relates that their social media efforts are 4 time more effective than traditional marketing.

But, lets get back to how many potential clients/customers can be met by your website in the social media channels of the internet.

WASHINGTON (AFP) — The number of minutes Americans spent on social networking sites nearly doubled in the past year with Facebook and Twitter enjoying explosive growth, according to a new study.

Nielsen Online found that the number of minutes Americans spent on social networks such as Facebook, MySpace, Blogger, Tagged, Twitter and LinkedIn grew 83 percent from April 2008 to April of this year.

It said the total minutes spent on Facebook increased nearly 700 percent year-over-year, from 1.7 billion in April 2008 to 13.9 billion in April 2009.

Facebook was the top social networking site when ranked by total minutes for the month followed by MySpace, which saw its total minutes decline from 7.3 billion in April 2008 to 5.0 billion in April 2009. Blogger, Tagged and Twitter were next.

The number of minutes spent on micro-blogging service Twitter skyrocketed from 7.9 million in April 2008 to 300 million in April 2009, Nielsen said.”

Read the full article here.

The real lesson is to insist that your website fully exploit the opportunity to present your goods and services in an interactive manner into the social medial environment. That is where the customers are and you can meet them through your website for a very low cost. Just like in actual social settings, the internet’s social settings offer real opportunities for conversions and increased income. Let your website can do it for you.

Filed Under: Internet Marketing, Sales, Social Networks, Websites Tagged With: Blogs, Digg, Facebook, Internet Marketing, social media, Social Networks, twitter, Websites

It’s a Slam Dunk – the power of wedding show lead follow up

January 15, 2009 by Marc Leave a Comment

This is a continuation of my earlier post in that it is a note from the same person, regarding her website traffic improvement and upcoming appointments by following up on the contacts from the wedding show.

“I know you love this stuff for your blog, so I thought I would update you.

After sending a follow-up email to those that I gave a pricing packet to and signed up for my email. I have 3 consults on Sat. and 3 brides who can’t make it but are serious shoppers. I guess those stats are pretty good since I selectively handed out 27 full info packets and my stats are way up since Sat. 116 for this time of the year that is good for me. Follow up is SUPER Important and works!“

slam dunk 227x300 Its a Slam Dunk the power of wedding show lead follow up

Note – This person has also become a client for a new Kertesz WordPress based professional photography web/blogsite to “wrap” her existing Bludoman Flash website, to integrate her blog, dramatically improve search rank/marketing and enhance overall accessibility. So there be more updates, soon.

Filed Under: Leads, Profits, Sales, Wedding Marketing Tagged With: bridal show, direct email, direct marketing, lead follow-up, web/blogsite, wedding show

Always try to finish the loop for maximum marketing ROI

January 13, 2009 by Marc 3 Comments

Yesterday I had a note from a client who was disappointed by the low number of website visitors following her presence at a well attended wedding show.

She wrote:

“I did what was supposed to be a BIG wedding show. … I checked my {website} stats from this weekend and there were really very few hits. I am surprised. I had by far the best booth and some of the best work. I actually had one young lady tell me I deserved an award for my booth. It was very welcoming and people were able to set in comfortable chairs. … I have done follow-up emails already today to each person individually and my stats have not increased.”

“It was on my signage (my signage was 4×8 feet), my card 4×6 , my beautifully packaged pricing info that I only handed to really interested brides (in the form of a folder so not to get lost). Basically everything in very clear writing. I also added it and my blog as links at the bottom of my follow up email. I don’t get it. I checked my website both days to make sure it was running.”

As you can see she did an excellent job of presenting her website URL, she took her site name to the top, but what was missing was a reason for people to visit her website. It is important to get people to your website because it makes another contact and reinforces your brand during their decision making. But, if you don’t provide them an explicit benefit to visit they will not close the loop for you.

loop 239x300 Always try to finish the loop for maximum marketing ROI

When you present your website information always try to think in terms of a brief statement with an explicit benefit for visiting. It can be a free report, tips, a modest upgrade to a package, newsletter sign up, your blog, a drawing etc. The more benefits you can share the more likely someone will be motivated to take the effort to actually visit your website.

So; 1) ask them to visit your website, 2) share the address, and 3) give them a good reason to do it. And, that’s the completing the loop.

Filed Under: Advertising, Leads, Sales, Websites, Wedding Marketing Tagged With: bridal show, website marketing, website visits, wedding show

MUST DO – follow up those wedding and bridal show leads

January 9, 2009 by Marc 4 Comments

This was going to be the “everything you need to know” post of following up on your bridal and wedding show leads. But I found that Andy Ebon has just recently created a great post on this most fundamental practice, though unused opportunity. And then that there was some relevant stuff in other posts on this blog. So I put it all together for this post with just one new idea.

I think this is the most important graf from Andy’s post. Hard proof!

“In my recent years, when attending bridal shows, I would register as a groom (for research purposes). The shocking result was the total lack of follow up. No one seemed to do telemarketing. Email and snail mail usually totaled a combined 5%. One pair of shows, for example, had a cumulative unique vendor count of more than 200. I received 6 emails and 2 letters. …

Plainly put, one should be communicating with every qualified prospect that enters your booth (signing up for something). Secondarily, one should process the show leads-list, and follow up with a slightly more general message.”

You should really read Andy’s entire post.

When you start preparing your follow-up think first how you want to lead to an action … “asking for the order”. Then begin preparing your follow-up to support that the idea of that action. And conclude your follow up specifically asking for that action.

For more creative ideas of what and how to include in your follow-up message, review my earlier post of 17 ways to get 300+ inquiries.

Always communicate and frequency is key. Use your wedding and bridal show follow-up as just one of a few targeted messages to your qualified leads. It is not just one message that may make the difference, it is the number of messages. As I posted a number of months ago, it has been found that typical prospects need from 6 – 8 messages before they easily reach a decision.

Email or regular mail is acceptable. For email I recommend using a service like Aweber or MyEmma the tracking options are well worth the price in learning what gets responses and what does not. But lately, I am thinking that this economy is returning people to value traditional, simple, meaningful and tactile. So I would explore using standard mail for the follow up to at least your most qualified prospects. And to make it potentially very memorable, if it is timely, I would send them with a memorable postmark.

: Special 2008 Valentines Day Loveland Colorado postmark

Use a Valentine’s Day postmark! (Again, if it is timely.) Many towns have a special postmark for mail during Valentines Day. All you need to do is request the Postmaster to use it on your letters. Here is how if you want this year’s special Valentines Day Loveland Colorado postmark on your mail to brides-to-be.

To have your mail re-mailed with the Loveland postmark, enclose your pre-stamped, pre-addressed envelopes (envelopes should each have 41-cent postage; postcards should have 26 cents postage), add extra stamps/postage for heavier/odd shaped valentines, mail in a large stamped envelope to:

Postmaster
Valentine Re-mailing
446 E. 29th St.
Loveland, CO 80538

Deadlines for re-mailing and delivery by Valentine’s Day, Feb. 14:

Valentine cards/envelopes destined for re-mailing outside of the U.S. to other countries and international destinations should be in Loveland by Monday, Feb. 4.

Valentine cards/envelopes destined for re-mailing within the U.S. and outside of Colorado should be in Loveland by Saturday, Feb. 9.

Valentine cards/envelopes destined for re-mailing within the state of Colorado should be in Loveland by Tuesday, Feb. 12.

In many ways we are in the love business and I think that this might really make your message stand out, at least she will keep your envelope for a long while.

Face it, you are not going to get the business unless you ask for it. Bridal and wedding shows are expensive … get the most you can out of it.

Filed Under: Advertising, Leads, Sales, Wedding Marketing Tagged With: bridal show, lead follow-up, letters, marketing, wedding show

How Flash websites prevent “Word of Mouth” internet referrals

January 8, 2009 by Marc Leave a Comment

The marketing activity we all hope for; the free, powerful word of mouth referral to our website is severely hampered by Flash based website. The monolithic nature of Flash websites prevent anyone directing a contact into a specific part of your website. So they take a screen capture to show what they find interesting, or try to give some maze like instructions on how to find it in your website … or likely they just skip the whole thing and go on to a potential competitor. And you are left wanting for website referrals. You can’t buy word-of-mouth and with Flash you almost prevent them.

This is one marketing problem with Flash website I had not thought of before I came across this post at Webby Thoughts discussing the difficulty of emailing a link about Taco Bell’s Queso Crunchwrap with the Bell’s Flash website.

Now that may seem like it has little relevance to a wedding professional’s website, but imagine; a bride-to-be wanting to email a link to -

show her bride’s maids the dress she wants them to wear/buy
show her planner the floral decorations she wants to use
share the images that made her decide to chose you as her photographer
or worse, the link to your contract and payment options with her parents.

With Flash most of your content and details are buried in single monolithic site, it can’t be done. And as you build content it only becomes more difficult to share “word-of-mouth” referrals about what she found important about you. Put your content into a great platform like my WordPress based Kertesz web/blogsite and keep Flash for your galleries. So don’t just want referrals, GET them!

Think about it, can anyone name a successful internet marketer using a totally Flash based website … Bueller?