DESIGN + BRANDING
Okay, so you've found a way to do it better than anyone else (for now)...
But what happens when the feeding frenzy dies down, the pool of new enquiries dries up, and your existing customers get cold feet and start checking out your competitors?
It costs 500% MORE to acquire new customers than it does to keep current ones says Forrester Research.
And GFK revealed in 2016 that 30% of customers change brands often just for the sake of variety and novelty - so the question is, what safeguards do you have in place to ensure a third of your income doesn't go lining your competitors' pockets?
Running a successful company is involved, difficult and not for the faint-hearted. It's why owners, CEOs, even managers—regardless of firm size—wear many hats (often TOO many) including:
- Finding investment
- Raising capital
- Networking + PR
- Accounting + bookkeeping...
- The list goes on and on.
When business is booming, the stuff they don't have time for goes straight to the bottom of the pile (and who can blame them). But when revenue growth slows and business starts flatlining, what next?
Interestingly, the ONE activity that has the power to stabilise the peaks and troughs of business growth is the one thing that gets shoved there first...
Marketing (even more so branding).
To me, that's kinda crazy and it NEEDS to change - because marketing (DONE WELL!) is literally the difference between enjoying a stream of enquiries one month, and scrabbling around for new business the next.
YOUR DESIGN AND BRANDING SOLUTION:
As you know, I am, by trade, a copywriter. And although I believe the copywriting principles of the 50s are as relevant now as they were back then, it's as crucially important for businesses to consider the aesthetic of their brand if they want to get ahead in today's fiercely competitive marketplace.
Because 90% of people say strategic branding and design is what they base their first impressions of a business on - and that leaves you with practically no margin for error.
ANY copywriter alive today who tells you design and branding is unimportant, or at most, an afterthought, is one who's ill-equipped to sell your story and make it sexy (y'know, desirable. Apple wouldn't make half the money it does if it sold ugly products).
You've been working hard to build the house.
Now you just need someone to come round and decorate it – but not just for the sake of it. Make it your priority to choose a designer who's comfortable with copywriting. You'll get 2 for the price of 1, and they'll get your business in front of your target audience and ensure your blood, sweat and tears don't go to waste.
There are customers out there unhappy with what they currently have, looking for what it is YOU do. Some don't even know they need it, but they should.
Go out and meet them.
But first – fix up, and look sharp.