In social psychology, reciprocity refers to the natural human tendency to want to return a favor — to give back after someone has shown generosity to you. You’ve no doubt experienced such times in your own life, when you’ve felt such a sense of appreciation for a kindness done that you felt inclined to respond in kind. That’s what reciprocity is all about.
Before we start, let’s get one thing clear. This post is not about the copies we make for you on our copy machines. It’s about the copy (text) that appears on your website and in your promotional materials. No matter what type of business you run, copy affects every part of your business. It’s the cornerstone of your marketing, and it affects the executive team, the HR department, and every aspect of the organization.
We entrepreneurs want to do everything personally. This often includes menial tasks that can cost us money. Sure, we get the satisfaction of doing it ourselves, but that satisfaction comes at the cost of profit. Broken faucet? We’re on the job! But the time spent fixing that plumbing is time we didn’t spend on the business, and that lost time could have earned us far more than what we saved by doing the job ourselves.
In his classic poem, "Stopping by Woods on a Snowy Evening," Robert Frost speaks of taking a moment to watch the snow collect on the trees along a dark lane, presumably on his way to somewhere important. He closes with these lines:
If your business is planning to rebrand itself (whether through a name change, a new logo, a business merger, or some other means), remember the name and/or logo is not the only thing that changes. Rebranding can be a large-scale operation that involves effort from multiple departments. While your to-do list may seem endless, here are a few of the top items to consider to ensure your rebranding process runs smoothly:
When it comes to content marketing, you can try all the advertising, promotional, and PR ploys, but authenticity remains key. What is authenticity, you might ask? Simply stated, it means staying true to your business values: who you are, who you serve, and what you do. It may sound like a no-brainer, but very few companies are able to withstand internal pressures or external turbulence without losing their authenticity, according to a recent study.
These days, the Internet has asserted its ubiquity on everything from social media and e-commerce to the way consumers communicate and get information. That said, printing and paper-based marketing are still strong — and that’s not about to change anytime soon. In this context, it’s either you adapt your ad copy to a mix of printing and digital or see your business fall by the wayside.
What benefit is a guarantee if nobody knows about it? Not only does a guarantee show confidence in your products and offer peace of mind to customers, but it may also give potential customers added incentive to purchase your product over another. A guarantee can be printed as a standalone certificate, added to a label, or included on all types of business signage, flyers, business stationery, receipts, marketing materials, website, email signatures, product packaging, yellow pages ad, and more.
Much has been written about the advantages of shopping and buying products online or from big box retailers. But does buying locally offer any benefits the Internet and big box stores can’t match?