Before and After advertising is as old as... well, advertising. I mean, who hasn’t seen an ad for Weight Watchers, and marveled at the Before and After comparisons of this highly effective weight loss program?

“Here’s what I looked like before I started Weight Watchers!”  or “Here’s what my house looked like before I had new siding installed!” Let’s face it. Those before and after advertisements are as common as a Facebook post with someone bragging about what a good life they have. 

I recall working with a client in the medical industry, who absolutely hated the reality of before (problem veins, facial, or body issues) images in her advertising. In fact, we were never allowed to show the before or the after. 
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Instead, we focused on ways of demonstrating to our audience the power of the after.  “How will you feel after you have gone through this process or procedure?” Or, for other clients, “How will your home or office look once you’ve completed that work?”  It was typically an approach that was aspirational in nature. 

It got me thinking. 

Think In Order2Create Something Different

So much of what we do at 5Points Creative is related to how our prospective clients expect to see their company, themselves, or their situation after they’ve engaged us to help. It starts early in the process when our team asks about why they have reached out, what they see their challenges being, or how they anticipate 5Points Creative helping. 

Once they’re on board, the headway continues as our Creative pros delve into defining what each client is hoping to accomplish. We uncover what dreams they have for their business or organization, and how those dreams with impact their customers. We continue by engaging them as to their thoughts, wishes, and desires relating to their corporate look and feel. These conversations provide the foundation and direction that facilitates the process of developing great work for our clients in order to achieve what they really want after  the hard work has been completed.    

Think about it! There is nothing that stops anyone – even you as you are reading this – from envisioning the after. It doesn’t just apply to your marketing and advertising. It relates to your operations, your sales process, your personal growth. Anything!  I’m not suggesting you can simply visualize this new after  visioning concept to make it happen. It takes more than that.

But, it stands to reason that if you start with your after, you’ll be in a better place once you begin wrestling with your before.

People are unique. We can all agree on that statement. 

Yet, when looking at marketing decisions, it seems the experts want to lump us into categories with the assumption that everyone occupying that category has the same patterns, desires, interests, and passions. 

That is most evident in the generational groupings so popular over the past few decades. You know what I’m talking about.  It’s become trendy to pit the Baby Boomers against Gen-Y or Gen-Z, and don’t even talk about those Millennials and their preferences. Born in a certain year you are a certain way. Born in another decade and you absolutely fall into a different category. Speakers, authors, the media, and culture in general all thrive on generalizations. 

This kind of thinking makes it easier. It’s faster to produce the TV news story or magazine article. And it’s also wrong. 

Just because you know when someone was born doesn’t mean knowing what they’re going to think or how they’re going to respond. I hate to break it to you, but horoscopes are meant for entertainment purposes only. You can’t tell me that everyone who is born in 1998 or in January are cut from the same cloth. 

Demos Are Interesting, But They’re Not4Making Absolute Targeting Decisions 

Yet in advertising, companies are too often identifying their targets based on the generational labels they read about in magazine articles or see spoken about on television. That goes for hiring too. You’ll hear leaders discussing their “Millennials” or recruiting “GenX” employees and how difficult it can be for these people to work together. It’s all so – generic. 

It’s also off track. 

Good advertising draws interested people into a relationship with your product, service, business or organization. Great marketing keeps them engaged with you and loyal to your way of approaching client, customer, or patient interactions. 

Grouping generations together solely based on their birthday is overly simplistic and misses the mark. Instead, focus your advertising on reaching out to the people most likely to do business with you – regardless of their precise birthday. Your product is unique and so is your audience.  Focus on that part of your messaging and find the common ground with your interested audience.  Effective advertising resonates with consumers regardless of their stereotypical generational label. 

Target that next campaign to those you want to reach and do it in a unique way to get the best results.

If you’ve ever looked at the sales process then you already know that people buy from people they know and trust.  If you haven’t thought about it, now is a good time to consider what I call the “headwinds” in the sales process. 

Not all of you are involved in selling products or services, but all of us are buying things and most of us have a hand in our organization’s development or our company’s revenue generation. That means selling is a universal subject worth taking a few moments to better understand.

Selling is hard.

It’s even more difficult when your sales representative is unknown, selling for a company that lacks familiarity, and is in a new territory.  Not much is more difficult than that.  It’s a road game and the wind is in their face. They’re an unknown quantity in an uphill climb. That means they’re facing defeat and unless they’re exceptional, some proverbial wheel spinning is certain to occur. 

Get KnownBetter4Business Development

So, what can be done to get some wind at their back and make the sales process a little easier and even palatable? 

For decades I coached sellers on cold calling, and during the 90’s and the aughts I did my own share of knocking on plenty of doors. Over the past 14 years, I’ve seen the value of integrating advertising and marketing with our client’s sales efforts. Selling is easier when the wind is at your back, and that lifting breeze comes in a variety of forms. Billboards, digital marketing, television, radio, and print advertising all enhance building awareness. Branding, marketing tools, and lead generation software can make a difference in the right situation. Even things like social media, event marketing, content creation, and sponsorships will assist your developers and representatives in gaining access. 

Old fashioned cold calls can still work. Combining them with the power of good marketing and advertising simply makes so much more sense. If you’re not sure how to integrate all these tools, it’s a good time to talk with a company like ours. Interrupting advertising and marketing can make all the difference in easing entry into new customer and consumer relationships – and that means a more effective sales process.

Remember the old saying, “curiosity killed the cat”?  Well, the lack of curiosity has done-in more than a few businesses and leadership teams.  Strong questions make a big impact.

We’ve all watched the lawyer movies and know the basic concept of never asking a question, to which you don’t already know the answer.  That makes sense in the court room, but skilled leaders know the value of asking genuine questions to gather new information.  That information can shape your sales approach, your company’s direction, the way your solution is framed, and a whole lot more.

That’s my premise and it’s one I stand by.  Opening questions in the sales cycle can get the conversation going. Gathering information sets the stage for better understanding. Good listening typically starts with strong and planned inquiries. Trial close questions can close the deal, for sure. So, what’s happened with the concept of asking good questions?

Get a lot More4Your Business

I’m not sure there is one specific answer, but rooted in the reply is the fact that some people seem to want to be the ones who know everything.  So, if you know what the person is going to say or are convinced you have the answer, then why ask the question?  Really! Why ask the question?

For the information gathered is the reason why.  To get to the heart of what’s on the person’s mind. To better understand their circumstances, goals, objections, and a myriad of other benefits.  It’s a basic, but important reminder.  Put more thought into asking better questions.  Not comfortable in a social setting, or on unsure footing with a boss or a co-worker?  Start by asking a few good questions.  If you listen and pay attention, you’re likely to get more good questions and gain valuable insight.  That’s the power of asking questions.

Uncovering problems, improving processes, learning why something works the way it does, or why it isn’t working at all, are all ways to gain new business and solidify the business you have.  It’s also the way to recruit new employees, retain your key talent, and build better relationships with those who work with and for you.  Think again about the value of a good question (or two) before that next big meeting with your client, prospect, or boss.

What will you ask first?

We get it. It’s a big commitment. You don’t want to invest all your time just to get hurt again. You want someone who listens and communicates, someone who supports your growth and grows with you, and most importantly, someone you can trust.  

When it comes to choosing a long-term partner, there’s a lot at stake. Finding the right customer-relationship-management system is a big deal (Well that took a turn, didn’t it!).  

Customer-relationship-management is a technology system that centralizes communication between your company and your customers. It does so by keeping a record of all customer communications via marketing and sales tools, such as digital leads and email campaigns. Known asa CRM for short (a nickname? so adorable!), CRM systems help ensure consistent messaging across various platforms for a business and serve as an effective lead generation tool.  

Things to do before you say yes.  

As you start to think about taking the next step with a CRM, we’ve written down some tips to consider before it comes time to define the relationship or “DTR” as the cool kids say.  

✏️ Know your needs.

CRMs help to strengthen communication with customers. Where is there opportunity to improve relationships? What are current communication roadblocks with your customers or stakeholders?Define your goals and have a clear strategy for what you’d like your CRM to improve. 10/10 do not recommend going into a relationship without clearly defining your standards and expectations.

✏️ Do your research.  

Check out various CRM platforms. Compare costs and identify integration opportunities.Does the CRM connect to your email campaigns, social channels, and sales tools?There’s no shame in considering all your options.

✏️ Gather internal and external input.

On your team, who will be using the CRM the most? Bring them into the conversation. Ask your employees for their thoughts and concerns. Also, see what other businesses utilize. We use Constant Contact as our CRM, but we’ll get to that later. Keep gathering input! Investing in a CRM is like investing in a long-term relationship – you want the people most important to you to support the big decision.  

Red Flags!

No matter how much work you do on your end, some partnerships aren’t meant to be. Avoid the heartache by identifying toxic traits and red flags in potential CRM systems.Save the Taylor Swift record, gallon of chocolate ice cream, and tissues for later. 

🚩Isn’t supportive 

A supportive CRM partner is there for you throughout your data and marketing sales journey. A little handholding can be nice. If your CRM isn’t user-friendly or doesn’t provide training and educational opportunities for you and your team, maybe it’s time to cut that negative energy out of your life.  

🚩Doesn’t communicate  

Hidden extra costs revealed after onboarding? Rolling outa major change to your main dashboards without proper notice? No, thanks! The right CRM will have honest, timely communication with you in order to foster success. If not, maybe it’s time to say you’ve met someone else.

🚩Refuses to grow  

Your CRM should grow with you. It needs to lift you up, not bring you down. Letting go of a CRM that doesn’t allow for customizations that help your businesses process improve may indicate that your relationship is going in different directions. Just like Ross, sometimes you want to P I V OT your strategy. Cue the Friends theme song!

Don’t settle! 

Did your potential CRM pass the red flag test? Congratulations! You are one step closer to finding the one (if only real dating was this easy...). Before there’s a ring on your finger, make sure the CRM checks all the boxes below to ensure you are choosing the right partner.  

✅ Practical

Complicated relationships aren’t worth it. Your CRM offers all preferred features and user-friendly practices and aligns with your industry goals.

✅ Adaptable

You’ve got big dreams, and your CRM needs to keep up. As a long-term partner, a CRM must be able to handle your businesses’ volume of marketing and sales data.

✅ Trustworthy  

All relationships are built on trust. A CRM houses all valuable data in one place, and it should be someone you can rely on when life is chaotic.

Having second thoughts?

We might just know the perfect someone for you.

At 5PointsCreative, our agency and a few clients utilize Constant Contact as a long-term CRM partner. SharpSpring offers reliable marketing and sales integration in a user-friendly format.  

By choosing SharpSpring through 5Points Creative, you’d have a real-life customer support team making sure you’re utilizing all strategic advantages. We’re basically the90’s rom com bestie.  

Lean on us anytime at:
5pointscreative.com/SharpSpring

Mister Starr was my 10^th grade geometry teacher. I didn’t do so well in his class. I do, however, remember him clearly reminding our class to “check your work.”  Admittedly, even when I checked it; I got a lot of problems wrong.  However, when I went back and checked what I was doing, I often found mistakes in my computations.

Today, when I write or do proposals, checking my work often results in me improving the product or finding a stronger way to communicate what I am trying to convey. Proofing your work is paramount to successfully completing a project, yet . . .

How often do we take a shortcut or completely skip that step?

Time is critical, and that proposal or piece of copy or social media post must get handled right away. We don’t have time to get a proofer on it. Frankly – you don’t have time to skip that important step. Trust me when I say, there isn’t a mistake made at my company that I haven’t made myself at some point in the last decade. Shortcutting the proofing process is one oversight I must confess to making more than once.

It’s an oversight I endeavor never to make again. Admittedly, I probably will, but there are always consequences when we do. 

Some Examples4You

Typos don’t just happen to regular folks like you and me. Here’s a perfect example of a network telecast in the NBA Finals on a major national broadcast.

It’s not just spelling, grammar, and punctuation. If you want the best example of one of these errors that went uncaught you can message me on LinkedIn and I’ll share it with you personally so you can say, “wow."  

A proofreader will catch things that cause confusion too. Like the time I worked for an NBC affiliate, and they wanted us to sell commercials in an ice-skating sports special called, “Ray Charles on Ice." That event title could mean a lot of different things.

Often when we write we know what we mean, or we eliminate key words in a push to simplify, or to fit copy into a tight space. That can create problems too.  I’m sure this North Carolina convenience store marketing team didn’t intend that their sign would read the way this one does.

By now you get my point. “Check your work” like Mister Starr said. Get a fresh set of eyes on what you produce. And make certain that proofreading is a key part of your process.