Author: Ruby Lozada

Specificity In Marketing GONE WRONG!

Specifics sell. Vague generalities do not.

This is an accepted and well-established marketing principle. And for good reason.

Specificity, used correctly, makes your marketing message more believable.

Yet, when applied incorrectly, specificity can actually damage the credibility of your marketing message. And suppress sales conversions.

Specificity in marketing is all about giving specific details within your marketing stories, claims, promises, benefit statements, and case studies.

Specifics can increase the credibility and believability of your message. And allow prospects to conjure a more vivid image in their mind’s eye of the picture you’re painting.

While vague, general statements and promises in your marketing roll off your prospects back like water off a duck. And are viewed as typical “salesman’s hype”.

This is why specificity in your marketing is essential.

But, there are two different types of specificity you need to be aware of. And, different instances where you should be using each.

2 Types Of Specificity To Use

The first type of specificity is: Past Specificity

The second type of specificity is: Future Specificity.

The main difference between the two is in the detail of specifics given.

Let me explain…

Past specificity applies when you’re talking about something that’s taken place in the past (e.g. the result you or a customer has experienced from using your product or service, method, etc.).

In the case of Past Specificity, the more accurate and specific you are, the more believable your marketing message becomes. The less specific, the less believable.

For example, saying you earned $100,000 in 90 days is not as believable as saying you earned $97,856.72 in 83 days.

The reason for this is simple…

When talking about something that has already happened, you should have all the details to provide. So, if you don’t provide them, prospects can feel you’re not telling the complete truth or you’re simply using hype.

So Past Specificity is all about being as specific as possible.

But what about Future Specificity?

What about when talking about something the prospect can experience in the future? Like, when you’re presenting your Primary Marketing Promise (i.e. a promise of outcome, transformation, change, etc.)?

This is where lots of marketers go wrong.

Here, lots of marketers misapply the idea of specificity. They use the same level of specifics for their marketing promise as they would for describing a past experience.

The result?

Headlines like…

“How to make an extra $16,345.89 every month…”

“How to lose 2.89 pounds of fat every week…”

“How to attract 12,396 new visitors to your website every 30 days…”

These headlines are an example of applying Past Specificity to a future promise.

It’s using Past Specificity when Future Specificity should be used.

In laymen’s terms: these headlines are too specific to be believed.

  • How could you promise what a prospect will earn, every month, down to the penny?
  • How could you promise how much fat a prospect will lose, each week, down to the decimal?
  • How could you promise the exact number of website visitors a prospect will get?

You can’t. And prospects know that.

You see, when describing something you’ve experienced in the past you can be ultra-specific. Because it’s already happened. So you have all the details.

Like, “How I’ve made an extra $16,345.89 every month using…” (Past Specificity)

But, you can’t be ultra-specific like that when presenting your marketing promise.

Why?

Because you don’t have a crystal ball. You’re not Nostradamus. You can’t predict the future with that level of detail.

And, again, prospects know this.

So, you need to have something like, “How to make a minimum of $16,000 every month using…”. (Future Specificity)

Make sense?

Simply put:

Be specific when making your promises.

Be ultra-specific when describing the past.

For more examples, review the sample headlines below. These are expanded versions of the headlines from above:

“How I’m banking an average of $16,345.89 every month with one Facebook ad… and how you can easily do the same to bank a quick 5K in the next 30 days!”

“How I eliminated one food from my diet and have since lost an average of 2.89 pounds every week for the last 26 weeks straight!”

“Finally, you can use the same media buying method that’s generated an average of 12,396 new website visitors for me every 30 days for the last 8 months straight!”

*Notice the application of Past Specificity when referencing what’s already happened for me. But, Future Specificity when talking about what the prospect can expect.

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Fundability and Credibility Go Hand in Hand

Fundability is like a huge ball of yarn, full of layers and twists and turns that all touch each other. At its core, it is how a lender views a business in relation to whether or not it will repay debt.  If a lender views a business as one that is fundable, that means that they feel the business is willing and able to repay any debt that may be extended.  However, the fundability of your business can affect so much more than your ability to get a business loan. It can affect your credibility with virtually everyone you do business with. 

How Your Fundability Can Affect your Credibility with More than Just Lenders

It sounds unlikely on the surface because most people associate fundability with credit score.  However, when you consider that credit score is only one small slice part of what makes a business fundable, your perspective will change.  

There are literally hundreds of things that can affect fundability.  Before you can understand how fundability affects credibility with more than just lenders, you have to understand how all the pieces of that makes a business fundable fit together and affect each other. 

Keep your business protected with our professional business credit monitoring. 

A Fundable Foundation

Fundability starts with how your business is set up.  It has to appear to be a fundable entity separate from you, the owner.  This is necessary for a few reasons. First, it protects you personally.  Second, it allows you to build separate business credit, which is also a huge part of fundability. 

How do you accomplish this?  Well, like any foundation, it is best to start at the beginning.  It will be faster and easier if you do. However, if your business is already up and running, you may not have that option.  It’s never too late to start, but start now. The longer you wait the harder it will be. 

Contact Information

The first step in setting up your business to be fundable is to ensure your business has its own phone number, fax number, and address.   That’s not to say you have to get a separate phone line, or even a separate location. You can have a dedicated number forwarded to your current phone. You can even still run your business from your home or on your computer.  A fax machine is not even necessary. Find out more about how all of this works here. 

EIN

The next thing you need to do is get an EIN. This is an identifying number for your business that works similar to how your SSN works for you personally.  Some business owners use their SSN for their business transactions such as opening credit accounts. This is what a lot of sole proprietorships and partnerships do.  However, it really doesn’t look professional to lenders, and it can cause your personal and business credit to get all mixed up. To be fundable, you need to apply for and use an EIN.  You can get one for free from the IRS.

Incorporatefundability Credit Suite

Incorporating is absolutely necessary to set up your business to be fundable.  It lends credibility to your business as one that is legitimate. In addition, offers some protection from liability. 

Which option you choose does not matter as much for being fundable as it does for you budget and needs for liability protection.  The best thing to do is talk to your attorney or a tax professional. If you do not do this from the beginning, there will be some issues to work through. When you incorporate, you become a new entity.  This means you lose any time in business you already have. You basically have to start over. You’ll also lose any positive payment history. 

This is why you have to incorporate as soon as possible.  Not only is it necessary for fundability and for building business credit, but so is time in business.  The longer you have been in business the more fundable you appear to be. That starts on the date of incorporation, regardless of when you actually started doing business. 

Business Bank Account

A separate, dedicated business bank account is also a must.  There are a few reasons for this. First, it will help you keep business finances separate.  This is good for a lot of reasons, but the big one is tax purposes. 

However, there are also several types of funding you cannot get without a business bank account.  Many lenders and credit cards want to see one with a minimum average balance. In addition, you cannot get a merchant account without a business account at a bank. That means, you cannot take credit cards payments.  Studies show consumers spend more when they can pay by credit card.

Licenses

If anyone were to check to see if your business has all of the licenses is needs to operate and finds that you do not, it will cause a massive hit to your credibility with that person.  For a business to be legitimate, it has to have all of the necessary licenses it needs to run. If it doesn’t, warning flags are going to start waving. Research what licenses you need to ensure you have all of those necessary to legitimately run your business at the federal, state, and local levels. 

Website

I am sure you are wondering how a business website can affect your ability to get funding.  Here’s the thing. These days, you do not exist if you do not have a website. However, having a poorly put together website can be even worse.  It is the first impression you make on many, and if it appears to be unprofessional it will not bode well for you with consumers or potential lenders. 

Spend the time and money necessary to ensure your website is professionally designed and works well.  Pay for hosting too. Don’t use a free hosting service. Also, your business needs a business email address that is different from your personal one.  Make sure it has the same URL as your website. A free service such as Yahoo or Gmail will not work as well. 

Business Credit Reports

The next link is the fundability chain is business credit. Much like your consumer credit report details your personal credit history, this details the credit history of your business.  It is a tool to help lenders determine how credit worthy your business is.  

The main sources of business credit reports include Dun & Bradstreet, Experian, Equifax, and FICO SBSS.  Since you have no way of knowing which one your lender will use, you need to make sure all of these reports are up to date and accurate. 

Keep your business protected with our professional business credit monitoring. 

Other Business Data Agencies 

Other agencies can also impact how fundable your business is. Two examples include LexisNexus and The Small Business Finance Exchange. They gather data from a variety of sources, including public records.  This is where things can get a little sticky. These records include information on everything from arrest records to automobile accidents.   You cannot access their data or change the information they have on you or your business. What you can do is ensure that any new information they receive is positive.  Enough positive information can help negate any negative information from the past. 

Identification Numbers: Another Piece of the Fundability Puzzle

In addition to the EIN, there are identifying numbers that go along with your business credit reports.  You should be aware that these numbers exist. Some of them are simply assigned, but one of them you have to apply to get.  

Dun & Bradstreet is the largest and most commonly used business credit reporting agency.  To have a credit file in their database, you have to have a D-U-N-S number. Apply for one through the D&B website. 

Business Credit History Matters When It Comes to Fundability

Your credit history has everything to do with all that is related to your credit score.   

It consists of a number of things including: 

  • How many accounts are reporting payments?
  • How long have you had each account? 
  • What type of accounts are they?
  • How much credit are you using on each account versus how much is available?
  • Are you making your payments on these accounts consistently on-time?

The more accounts you have reporting on-time payments, the stronger your credit score will be. 

Consistency in Business Information Affects Fundability

Inconsistency in information across records can cause major problems with being fundable.  It makes your business look bad. It’s unprofessional. When you start changing things up like adding a business phone number and address and incorporating, you may find that some things slip through the cracks. 

Since a ton of loan applications are turned down each year due to fraud concerns simply because things do not match up, this is a problem.  Maybe your business licenses have your personal address but now you have a business address. You have to change it. Maybe some of your credit accounts have a slightly different name or a different phone number listed than what is on your loan application. Is all of your information up to date with your insurance agencies?  

The key to this piece of fundability is to stay on top you all of your reports, both business and personal.   Save money on business credit monitoring here. 

Fundability and Financial Statements

Both your personal and business tax returns need to be in order.  Not only that, but you have to pay your taxes, both business and personal.

Business Financials

It is best to have an accounting professional prepare regular financial statements. Having an accountant’s name on financial statements helps your business look more legitimate. If you cannot afford this monthly or quarterly, then at least have professional statements prepared once a year. 

Personal Financials

You need to be filing your personal taxes, and the information has to be consistent and legitimate.  Lenders will want to see it, of course, but it can affect your credibility in other ways if they are not available or correct. 

Bureaus

There are several other agencies that hold information related to your personal finances that you need to know about.  Everyone knows about FICO. Your personal FICO score needs to be as strong as possible. It really can affect how fundable your business appears, and almost all traditional lenders will look at personal credit in addition to business credit. 

Another bureau that many do not consider is ChexSystems.  They keep up with bad check activity, and it makes a difference when it comes to your bank score.  If you have too many bad checks, you will not be able to open a bank account. That will cause major fundability issues. 

For this point, everything comes into play.  Have you ever been convicted of a crime? Do you have a bankruptcy or short sell on your record?  How about UCC filings or liens? 

Personal Credit History

Your personal credit score from Experian, Equifax, and Transunion can also affect how fundable your business is.  If you need to increase your personal credit score, now is the time. The number one way to do this is to start making payments on-time, consistently.  

Also, make sure you monitor your personal credit regularly to ensure mistakes are corrected and that there are no fraudulent accounts being reported. 

Fundability: The Application Process

This piece of the puzzle affects credibility the least. It mostly affects your ability to get funding, but it is still important to understanding the entire concept of fundability.  So much plays into this that you may not even think about. First, consider the timing of the application. Is your business currently fundable? Are your business name, business address, and ownership status are all verifiable?  This also includes choosing the right loan product for your specific business and needs. 

How Fundability Affects Credibility

If a business is considered to not be credible, it will fail.  It must be credible not only to lenders, but also to customer, grantors if applying for grants, and potential investors.  If any of these sense that a business isn’t 100 percent on the up and up, it will not survive. 

Fundability Affects Credibility with Customers

I know.  You’re thinking that no customer checks a business credit score.  It’s true. I wouldn’t check on the credit score of a restaurant before going to eat there.  However, I might check online reviews. If I saw something negative, I might check to see if they have a business license.  I might also check for a report from the Better Business Bureau.  

If there is something off somewhere, it’s going to throw up a red flag to customers. While it may not deter them completely, it could certainly make them think before frequenting your business. 

Keep your business protected with our professional business credit monitoring. 

Credibility with Grantors

The same is true of those awarding business grants.  While they are likely not to check your credit score when you apply for a grant, there are other aspects of fundability that can make a difference.  For example, it they take a look at the grant application and it your personal address, phone number, and social security number are on there, it may cause them to pause.  If they compare with a business that, all other things equal, has an EIN and a separate business phone number, that business is going to appear more legitimate. 

Credibility with Potential Investors

This can get tricky. If you are looking for investors for a new business, you may not have any of the foundation laid yet because you are first looking for investors.  However, consider that investors can check on a number of the fundability pieces, though they may not yet be considering it as such, to determine whether or not they want to take a chance with your business. 

Fundability: How it Really Works

In truth, it isn’t so much that fundability affects all of these things, as it is that some of the same things affect your credibility with these groups and as well as how fundable your business appears to be.  It’s just further proof that the sooner you begin to make your business fundable, the better off you and your business will be.

The post Fundability and Credibility Go Hand in Hand appeared first on Credit Suite.

5 Things You MUST Know about Business Tradelines

Business tradelines are the accounts on your business credit report.  We are going to tell you everything you need to know about why you need them, how to get them, and how to use them to build strong business credit. And How to Get Them Without Already Having Business Credit Business tradelines, and terms like … Continue reading 5 Things You MUST Know about Business Tradelines

Try Some Warmer Cold Calling and More –10 Brilliant Business Tips of the Week

The Hottest and Most Brilliant Business Tips for YOU – Try Some Warmer Cold Calling and More

Our research ninjas at Credit Suite smuggled out ten amazing business tips for you! Be fierce and score in business with the best tips around the web. You can use them today and see fast results. You can take that to the bank – these are foolproof! Summer’s about over – it’s time for warmer cold calling!

Stop making stupid decisions and start powering up your business. Demolish your business nightmares and start celebrating as your business fulfills its promise.

And these brilliant business tips are all here for free! So settle in and scoop up these tantalizing goodies before your competition does!

#10. Upsell Like a Champ

Our first jaw-dropping tip is all about upselling. Small Biz Trends says there are some techniques out there which are more effective than not. It’s a bit like warmer cold calling.

25 Percenters

So, here’s an interesting one. Did you know that an offered upsell shouldn’t add more than 25% onto the initial price? But why?

Because otherwise it can feel overwhelming to the customer. This one is truly brilliant. And you see it in practice all the time.

“You want fries with that?”

“For an extra $2, we’ll throw in a pack of pens with your notebook purchase.”

“If you get the sport package, you get a spoiler and a sunroof.”

“Add a salad and we’ll call it a dinner. Then you can get free dessert!”

“Now that you got a new pair of running shoes, wouldn’t you love a new pair of running shorts?”

“Ever notice how when you paint a room, a lot of other things look dull? Buy six gallons of our matte finish latex paint and we’ll throw in a new picture frame.”

You get the idea. It doesn’t work if you offer a second Big Mac (usually). And if you’re already getting an entrée, you probably don’t want a second. But you might be tempted to have a salad. In fact, having a salad translate into a free dessert also takes advantage of people wanting to be virtuous by eating a salad – and then decadent by capping their meal with a hot fudge sundae.

Unbundling

By the way, unbundling can feel weird! Your intrepid blog writer owns a pretty basic car but it’s got a sun roof. And it was quite the chore to get the extra – it had to be specially added. Because sun roofs tend to go with sporty packages, not basic sedans.

Still, I got my sun roof. It was a lot like warmer cold calling in that I was already there and buying. The dealer just had to make sure I was 100% happy so I wouldn’t run off to a dealer down the street.

So try this rule of 25% the next time you’re putting together upselling ideas. And can I have some of your fries?

#9. Scratch ‘Create an Email List’ Off Your To-Do List in an Hour

The next awesome tip is about creating an email list from scratch – fast. Sumo notes it’s easy to get email lists wrong. No argument here.

Now, keep in mind, the article isn’t much more than a long ad for Sumo. But Sumo is free, so we’re okay with that. And it does make one point which we would like to showcase.

Not all of your contacts are alike.

As a result of this insight – which we will be the first to admit isn’t much of an insight – you should be segmenting your email list. We tend to do this intuitively, and we don’t even know we’re doing it.

As in, if your grandmother is in your address book, you probably won’t invite her to go out clubbing with you (or maybe you will…). But your pals from college? You’re a lot more likely to invite them. And you’ll even go more granular. Your quiet roommate might not make the invitation list, but your clubbing partner from back in the day is more likely to.

So the moral of the story is – don’t treat your customers and prospects as one big monolith.

Gee, where have we heard that before?

Warmer Cold Calling Credit Suite

If you are as passionate about succeeding in business as we are, please help us spread the word about how to take the plunge and save time and money – and your sanity! Leave the sales freezer behind with warmer cold calling and more.

#8. A Lot Better Than Vacation Slides

Our following life-changing tip concerns using Facebook slideshow ads to their fullest potential. Wordstream lays it all out for us.

You’ve probably seen these. In fact, you may not have seen these on Facebook (or been aware that they were what you were seeing). Slideshows.

For example, have you ever been on a site for a clothing retailer and been served both the front and back versions of an outfit? Not separate images – more that the front images change to the back on occasion, and then back again. That’s a slideshow.

For Facebook, one great idea is to showcase variety. If you’re a residential real estate agent, why not show one-family and two-family houses? Or big apartments and studios? Or both the east and west sides of town?

We highly recommend reading the entire article. Yes, it’s that helpful. It’s as good as warmer cold calling – and may even be better.

#7. Great Business Leaders – Are They Born or Made?

For our next sensational tip, we looked at what a new business leader should really be like. Startup Professionals notes a charismatic, innovative leader has certain characteristics.

They looked at people like Steve Jobs and Bill Gates, but also Elon Musk. And the one characteristic we preferred was doing good works. But our second chance characteristic was lifelong learning.

Hey, you don’t need to be a big time innovator to do either, or both.

#6. Being a Great Boss – An Argument for Nurture Versus Nature

This tip is so cool, and it works! Work It Daily tells us all about developing leadership skills. They note there are some great methods for learning leadership skills. Perhaps our two favorites were all about enthusiasm and knowing yourself.

True Story

Over 20 years ago, your intrepid blog writer worked in the insurance industry. Often, these jobs were dull and repetitious. And that attitude came straight from the top. When management acted uninterested in being there, so did everyone else. Talk about your downers!

Then in 2004, I worked for Dictaphone, in voice recognition (this late lamented company no longer exists). And there things were waaaaaay different. The boss was not just friendly and approachable. She loved her job. And everyone under her caught her fever. We loved working there, and we loved working for her. It all came from her enthusiastic, whole-hearted embrace of our projects.

Want to build voice recognition for lawyers? Awesome! For police officers? Let’s help them catch some criminals. For firefighters? Cool, let’s make their lives easier so they can go back to saving people. For doctors? Terrific – let’s make this chore simple so they can cure cancer and hangnails.

And it goes on.

Want to be a good leader? Then be excited about what you and your team do. And if you aren’t, then maybe you should be considering a new line of work.

#5. Get Out of the Sales Ice Box With Warmer Cold Calling

Grab this mind-blowing tip while it’s hot!

Warmer cold calling is where it’s at. LinkedIn says there are a number of things you can do which aren’t cold calling!

We loved these. Now, keep in mind, we are research fans here, so the first tip was a great one. And it’s LinkedIn! Egad, if you’re going to find out stuff about a prospect, then the prospect’s company website (and maybe blog) plus LinkedIn are THE places to go.

The Times, They Are A-Changin’

Be An Innovator Credit SuiteSo here’s a question. When was the last time you saw someone selling door to door? Not people talking religion – real-live salespeople. For your intrepid blog writer, it was maybe eight to ten years ago, possibly more.

I was sitting on the front porch steps, eating ice cream. And this guy was walking past and he said something from the sidewalk. Now, keep in mind, this is a secondary access road, so there’s traffic on it, and it can be loud.

My “What?” was, to him, an invitation to walk up my front walk and try to hand me literature on buying a satellite dish. And here I was thinking he wanted to know how to get to the Thai place on the corner.

So he hands me papers. I had them back. He hands them to me again. And I give them back again. We do this little dance a couple of times. The big recycling bin is nearby, so the next time I get the papers, I toss them in there.

Oh, I got an earful then. Well, guess what, dude? You weren’t welcome. You slid in under false pretenses. And you didn’t listen to me, not one bit.

What the heck did you honestly expect was going to happen?

C’mon Already!

Don’t be that guy. Do your research and know your prospects. Because if this guy had, he would’ve known that my house is over 100 years old and there is no way I am ever putting a dish anywhere near it.

Please don’t write to us about the merits of satellite dishes. Thank you in advance.

Warmer Cold Calling Credit Suite

If you are as passionate about succeeding in business as we are, please help us spread the word about how to take the plunge and save time and money – and your sanity! Leave the sales freezer behind with warmer cold calling and more.

#4. Time is Running Out to Write Scarcity Emails!

Check out this spectacular tip, all about scarcity marketing techniques to boost email conversions. Sleek Note informs us that you can tap into customer fear of missing out in any number of ingenious ways. Talk about creating what is essentially a form of warmer cold calling!

There’s More Than Way to be Scarce

So the first thing we noticed was there’s more than one way to convey scarcity. Sometimes it’s the scarcity of the product. You know the drill – they tell you they’re about to sell out of something or other. But did you know that adding a number makes the claim more believable?

But there’s another way to show scarcity – it’s a scarcity of time. “Time is running out!” “You’ve got just two hours left to get …”

Yet another way is via exclusivity. This also appeals to customer desires to be and feel special. And they feel they can be seen as special by others. Social currency is absolutely a thing – and for many people, it feels scarce. A lot of folks will do just about anything to have more of it.

NOW.

#3. You Oughta Be in Pictures

It’s not your imagination: this winning tip can help you grow your YouTube channel. Noobpreneur tells us going with a niche is a great strategy. We agree!

Consider this. Do you listen to the radio? It can be in the car or at home or via satellite. Doesn’t matter. But what does matter is the radio doesn’t play just anything. You’re highly unlikely to hear gangsta rap right after a classical piece. And that’s true even if you, personally, like both pieces of music.

This is because the radio is segmented, big time. And maybe a little too much these days. You can get more than one version of 80s music, for example.

So consider such a strategy for YouTube, and don’t try to be all things to all people. Not even Casey Kasem was.

#2. Tapping into Influence

Our second to last unbeatable tip can give you a new perspective on how influencers can promote their platforms. Young Upstarts reveals all about it.

The biggest insight we got was to adapt messaging depending on which platform you’re on. And that works for us. In particular, it matters in terms of platforms you’re trying to break into.

If you’re awesome on Facebook, guess what? You need a whole new approach for Snapchat.

Another great idea was to provide something in return for following. Truth is, we do that here.

That’s kinda what this blog is all about, folks.

#1. Dear Sir or Madam: Please Buy Ad Space On My Blog kthxbai

We saved the best for last. For our favorite remarkable tip, we focused on getting companies to buy advertising space on your blog. The Work At Home Woman says you, too, can grab this blogging Holy Grail.

One thing the article goes into is working directly with an advertiser versus an ad network. To our eyes, it looks like an ad network is a great way to get started. The network will do the legwork in terms of finding advertisers. But be aware – for most of the ones mentioned, you need 25,000 or more clicks per month on your blog.

Yeah. About that.

Affiliate Marketing

So there’s another way to monetize things, and it doesn’t hinge on clicks. It’s affiliate marketing. That’s where bloggers add (for example) a link to Amazon for selling a book. The link is particular to the blogger so, if you click through and buy the book, the blogger will get a cut of the proceeds. Because you’re there voluntarily, it’s better than warmer cold calling – you’re actually a hot prospect!

But…

Just like for ads, though, recognize one thing. If your blog isn’t uber-popular, you’re not going to make a lot of money. The number of people who do isn’t very large. Still, you can make some mad money with ads and affiliate marketing. After all, there are some ad networks which aren’t looking for such huge blogs with so much traffic (although shop around and do your homework, to make sure the ad network is reputable and will pay you).

Just don’t quit your day job.

So which one of our brilliant business tips was your favorite? And which one will you be implementing now?

Warmer Cold Calling Credit Suite

If you are as passionate about succeeding in business as we are, please help us spread the word about how to take the plunge and save time and money – and your sanity! Leave the sales freezer behind with warmer cold calling and more.

The post Try Some Warmer Cold Calling and More –10 Brilliant Business Tips of the Week appeared first on Credit Suite.