When Is It Time to Get Serious About Hiring an Agency?

Posted on March 5, 2024 by web

Imagine, if you will, you’re responsible for a company. Let’s say you have your company’s next great idea ready to go. It’s going to change the world and make all the money, but there’s an issue. How do you brand it? What are the steps to get to the next level?

You have a few people in-house that know a thing or two about marketing… Sometimes that’s not enough. There’s a lot to be gained by hiring an agency, but when should you make the call and hire one? We’ve got a few ideas on the subject, so let’s dive into the ins and outs.

Signs You Need to Hire an Agency

Here are a few things to look for when deciding whether you should reach out to an agency or not.

Pivoting to, or Adding a New Target Audience

Adding new service areas can help you appeal to a whole new group of customers. Doing so without any thought towards how you change your messaging to include that new audience could be a missed opportunity.

A merger is another ideal time for some agency help. When two companies love each other very much, they merge into one, and probably leave their existing customers confused. Many of them likely don’t know the merger happened at all and are wondering why the logo on the website is different. Help these wayward souls and clear up their confusion.

It doesn’t matter how great your product is if your target audience doesn’t know about it. If you made the greatest bacon cheeseburger known to man, you wouldn’t serve it at a vegan commune—it’s not what that particular crowd is looking for. Getting in front of as many eyeballs as possible isn’t a bad idea, but it’s all about getting in front of the right eyeballs.

Creating a More Consistent and Fresh Brand Message

Just about any house looks better with a fresh coat of paint. You might not want to change your home’s color every year, going from beige to blue to orange–the neighbors might start to whisper–but you might want to paint it every once in a while to really make it pop.

Some companies have a propensity to vary more and more from their stated brand, or worse, their brand and marketing strategies aren’t keeping up with the times. An agency can help make your brand look brand new.

Nothing can undercut a remarkable product quite like identity missteps. Branding is how the world perceives you and/or your product. Influencing your branding (you can’t outright control it, sorry) and making sure it’s as strong and consistent as possible across every touchpoint can be the difference between a successful launch or a Space X-level explosion at take off.

Stagnant or Declining Sales

We’re sure we don’t need to tell you that in any business, the sales graph should always be trending upward. Sales can start to look flatter than the Kansas plains, or worse, start to dip, if you aren’t careful or get complacent. An agency can help revitalize your business by providing a fresh set of eyes looking through marketing-tinted lenses and generating unique strategies.

The Benefits of Hiring an Agency

Beyond getting to work with some super talented and passionate professionals, there are a few benefits that hiring an agency brings to the table. (Side note: Hiring Mad Genius might come with some pretty good celebratory cocktails at our Drink Tank™. Not actually trademarked, but it looks cool, right?)

Expertise and Experience

Think about the level of expertise your company puts into, well, whatever it is you do. (We’re good, but we aren’t mind readers, we have no idea what you do.) You’re professionals. You’re experts in your field. Creative, branding, web development, and photo/video production are our things. The way you care about [your thing] is the way we care about marketing/branding [your thing].

Access to Advanced Tools and Resources

There’s a lot that goes into our process. Suffice to say, we’ve got more than enough tools and resources to bring to bear. With most agencies, after your campaign is developed, you’re passed off to an outside production company. Not at Mad Genius. We’ve got the latest and greatest in web development software, artists, and the film-quality lighting and camera equipment, right here in house. Mad Genius truly is a one-stop shop.

Making the Call

Ultimately, it’s up to you to assess your specific business goals and needs and make sure they align with an agency’s services. Think about your budget considerations. Sometimes hiring an agency can yield a better ROI for your marketing budget than simply staying the course or working in house.

If you’re ready to talk marketing strategies, branding campaigns, or just get to know us a little better, fill out the form below to set up a meeting. Our geniuses would love nothing more than to chat about how we can help supercharge your brand.

Three Things Comic Books Taught Me About Advertising

Posted on January 8, 2024 by web

By James Ninness, creative director

I was a late bloomer to comics. I had seen the TV cartoons, and maybe stole an issue or two from friends’ stashes growing up, but I didn’t really start reading them until I was in college. Superheroes weren’t really my thing, and I hadn’t realized that comic books are a medium, not a genre (a mistake many continue to make today). So, when a good friend offered me “Preacher,” then “Planetary,” and then “100 Bullets,” I fell in love.

Not long after that, I was devouring every flavor of comic I could get my hands on. Superheroes, horror, science fiction–I wanted them all. And though I preferred the graphic novel format, I was known to jump into webcomics and comic strips from time to time. It didn’t take long for me to try my hand at writing a few. In college, I majored in creative writing with an emphasis on short stories, so comics weren’t a giant leap, narratively speaking.

Reading a ton, writing a few, and hanging out with both fans and creators alike taught me a ton about the medium. A lot of what I learned continues to serve me as a creative director. Whether it’s how I (ever-so-gently) push clients, (not-always-so-gently) drive audiences to action, or treat members of my team, comics have helped. Oodles.

Batman Bends

Not what I meant.

Nobody in popular comics slides into any genre as easily as Batman. Most people know Gotham’s Dark Knight as firmly planted in the world of mystery, as in Jeph Loeb and Tim Sale’s acclaimed “Batman: The Long Halloween.” But over the years, he’s also jumped into fantasy (like in Liam Sharp and Romulo Fajardo, Jr.’s “The Brave And The Bold: Batman and Wonder Woman”), horror (Grant Morrison and Dave McKean’s “Arkham Asylum: A Serious House on Serious Earth”), and comedy (“Batman and Scooby-Doo Mysteries” by Ivan Cohen, Sholly Fisch, Dario Brizuela, and Randy Elliott).

No matter the genre, Batman is always Batman. There are core parts of the character that remain intact, whatever story you’re reading. His parents died. Bats scared him. He uses that fear to scare villains. Cape. Cowl. Utility belt. Sleuthing. Probably a Robin.

Brands are no different from Batman.

Enduring companies have core principles that make them who they are. Think of your favorite candy bar. Mine’s Snickers. And occasionally Reese’s Peanut Butter Cups. Sour Patch Kids at the movies. But let’s stick with Snickers. Mars introduced Snickers in 1930. Snickers is a chocolate bar full of nougat, peanuts, and caramel, then coated in chocolate. You know what it is, and you love it.

Since 1930, Snickers has run the gamut of ad campaigns. They did the animated explainer videos in the 50s and quirky animated ads (still focused on children) in the 60s. In the 70s and 80s, Snickers tried to convince everyone that their nuts were the main attraction (and they upped the size to “satisfy your hunger”). In the 90s, Snickers started getting a little more playful and older in their targeting, opting for young adults and darker humor (Thomas Lennon did some great work in those).

And now, of course, everyone knows the “You’re Not You When You’re Hungry” campaign that’s ridden out the last decade in various forms. As their audience’s priorities changed, socioeconomic standings shifted, and media evolved, Snickers adjusted to fit in. Now, in social media, Snickers has been playful, serious, sort of condescending, and even helpful. Their tone changes, but they always taste, feel, and sound like Snickers.

Batman bends to fit any situation. Great brands do the same thing.

Read the room and respond accordingly.

Why Did All the Men Die?

“Y: The Last Man” by Brian K. Vaughan and Pia Guerra was released from 2002 through 2008. It was sixty issues (for the non-comic readers among you, that’s a substantial run for a limited series). The premise was simple: One day, all the men in the world die—except one.

Let’s get this out of the way before we move along:
Yes, there was a TV show. No, it wasn’t great.
Yes, the book is better, and you should check it out.

Yorick, the lone male survivor, is thrust into a journey of chaos, and the reader is left with one big question: Why did this happen and will the monkey (Yorick’s pet, Ampersand) survive? Over time, more questions pop up: Where is Yorick’s family? Who are these Amazonians? What is the Culper Ring? The rabbit hole gets deeper and deeper and deeper… For the most part, those questions (and more) are answered. For the most part. But here’s what this series did marvelously: it kept people reading for over six years

Each issue ended with more questions than answers. Want to find out what happens next? Buy the next issue. Is that Yorick’s sister? Buy the next issue. Will the male astronauts make it? Buy the next issue. Did Yorick just cheat on his girlfriend who is, for all we know, wandering aimlessly around the deserts of Australia? Buy the next issue.

Every issue, the reader was given both satisfaction and intrigue—an answer first, then a question. Then a CTA: Buy the next issue. And every time a new issue came out, readers around the world were quick to follow along.

Ads do the exact. Same. Things.

“Here is our product, and here are the problems it solves.” Or maybe, “Here is our service, and this is how it can improve your life.” Answers.

“How much does it cost?” “Where can I get it?” “What are the reviews?” “Does it come in butterscotch?” Questions.

Click here. Learn more. Visit this link. Rub this belly. CTAs.

Okay, let’s do one more:

It Takes a Village

When people discuss comic creators, they tend to focus on writers and artists. I get it. They seem the most reader-forward part of the process. The truth about comics, however, is that there are a great many people involved in some of your favorite books.

Here’s an oversimplified breakdown. Writers write scripts. Pencillers draw the pictures. Inkers embellish the pencils, usually with black ink (sometimes pencillers and inkers are the same person). Colorists bring color into the book. Letterers bring the text (dialogue, VO, narration, etc.) into the book. Editors supervise the whole process, ensuring everyone else involved is on the same page (pun absolutely intended) and meeting their deadlines. And, sometimes, there are additional artists brought in for covers.

While we typically only see writers and artists (usually just the penciller) getting the most credit, every single person in the process is critical to the creative process. As a matter of fact, I’m feeling a bit of shame for the way I credited the above books. Allow me to rectify that now. (Caveat: sometimes, this information is much harder to find than it should be. If any of the below is incorrect, shoot us an email, and we’ll rectify it as swiftly as we can.)

“Batman: The Long Halloween” Creative Team

Writer: Jeph Loeb

Artist: Tim Sale

Letterer: Comicraft’s Richard Starkings

Colorist: Gregory Wright

Editors: Archie Goodwin and Chuck Kim

“The Brave And The Bold: Batman and Wonder Woman” Creative Team

Writer: Liam Sharp

Artist: Liam Sharp

Letterer: A Larger World’s Troy Peteri

Colorist: Romulo Fajardo, Jr.

“Arkham Asylum: A Serious House on Serious Earth” Creative Team

Writer: Jeph Loeb

Artist: Tim Sale

Letterer: Gaspar Saladino

Editors: Art Young and Karen Berger

“Batman and Scooby-Doo Mysteries” Creative Team

Writers: Ivan Cohen and Sholly Fisch

Artists: Dario Brizuela and Randy Elliott

Letterer: Saida Temofonte

Colorists: Franco Riesco, Silvana Brys, Carrie Strachan

The above lists don’t include accounts teams, money managers, marketing teams, publicists, or the owner of your local comic book shop—all of whom are responsible for getting these delightful stories into your hands.

You know where this is going…

Creative agencies function in the same manner. A “simple” print ad takes a good many people to create. We’ve got writers and designers who ideate, but only after they’ve met with the accounts team, and every so often the client as well. Then we’ve got project managers who fit the job into our schedules, and ensure everything is getting done properly and on time. Thereafter, our media team has to take it and get it into actual publications so all of you can stare at it with your eyeballs.

And print ads aren’t the most complicated thing we do. Several projects, like video production, campaign development, and branding, involve far more brains at the table.

There is no one person more important than another. Without any of the roles I described above, print ads and comic books don’t happen. Too often, we celebrate too few of the people on the teams we need to get things done. It’s critical to ensure every person at every step knows they’re appreciated and valued.

Three things I learned from comic books—a quick recap:

Challenge brands to adapt, evolve, and grow.
Give the audience answers, then questions, and a pathway to answer them.
Spread the love on your team, mah dudes.

Okay, I’ve rambled enough today. I could write about other lessons I’ve learned from comics… Like, how suspension of disbelief is finite, or how brief is better, and it’s easy to outstay one’s welcome. But I won’t because that would break the latter.

Want to keep waxing comics? Reach out. I could chat about this stuff all day. We’ll get some coffee and Snickers.

And if you want to read any of the books mentioned above but don’t know where to begin, start with your local comic shop. You can find it using this comic shop locator.

How to Design Your Healthcare Website With Your Users in Mind

Posted on September 29, 2023 by web

We’ve all been there. We’ve taken time out of a busy day and loaded up a healthcare website to find some crucial bit of information we needed. Something small, something commonplace, something any sane person would put up front and center because, surely, thousands of others have needed this same tiny-but-oh-so-significant tidbit. And yet, thirty minutes, two fits of uncontrollable rage, and one existential crisis later, we’re still wandering through a digital hellscape, our spirit broken, our faith in humanity shattered. Or is that just us?

The point being: ease of use matters. Your healthcare website serves as a crucial touchpoint for patients, potential patients, staff, and jobseekers. Designing such a website demands a user-centric approach to ensure easy navigation, accessibility, and engagement—and prevent mental breakdowns. In this blog, we’ll discuss key strategies for creating a healthcare website that prioritizes the needs of different user groups while maintaining an exceptional user experience (UX).

Healthcare Website Design Needs to Accommodate Existing Patients, Potential Patients, Staff Members, and Career Seekers

Effective website design begins with understanding your target audience. In the healthcare sector, your user groups typically include existing patients, potential patients, staff members, and career seekers. Each group has distinct needs and expectations that should influence your design decisions. This means:

Each group should have its own distinct page on the website.
How to navigate to these pages from the landing page should be clear and simple.
Each distinct page should be designed with the user’s most pressing needs in mind.

Catering to Existing Patients

What does UX design for a specific audience look like? Consider existing patients. What will they need to do on your website most? Manage appointments? Yup. Access medical records? Probably a close second. Receive important updates? Sure. Pathways to these and any other primary user needs should be easy to see and use.

Also important is creating a user-friendly patient portal that allows secure communication with healthcare providers for prescription refills, appointment scheduling, etc. And don’t forget a full-featured mobile experience, as many patients may access the site on their smartphones.

Attracting Potential Patients

For most healthcare websites, potential patients will stand as the primary audience. This means that the landing page should cater primarily to their needs. (But remember, your other audiences should have zero trouble finding their own pages. The importance of this cannot be overstated!)

Potential patients are likely to visit your website to gather information about services, physicians, and facilities. Use clear and engaging content to showcase your expertise, patient testimonials, and success stories. Incorporate a user-friendly search function to help users find relevant services quickly.

Factoring in Staff in Your Design

Your website should also serve your staff and potential employees. Create a dedicated section that provides resources for staff members, including policies, training materials, and internal news. For career seekers, an easily accessible and comprehensive job portal can streamline the application process.
An internal portal or intranet enhances communication and collaboration among staff members. Include features such as discussion boards, document sharing, and event calendars. This fosters a sense of community and keeps your staff informed and engaged.

Building a Robust Career Portal for Job Seekers

Jobseekers interested in joining your healthcare institution deserve a seamless experience when browsing job listings, submitting applications, and managing their profiles. Integrate filters to help them narrow down job opportunities and provide clear instructions for the application process.

Prioritizing User-Friendly Navigation and Design

We’ve mentioned ease of use several times in this blog. But what does that look like? Simplicity is key:

Start by organizing information in ways that will feel instantly familiar to the user. How? By tapping into their previous website experiences and expectations. Most websites have a navigation bar at or near the top of the page where it can’t be missed. And most websites have links for customer service and jobseekers near the bottom of the landing page. There’s no need to remake the wheel here.
Beyond logical placement of key features, you want to minimize the number of clicks needed to access critical content. Portals like those for existing patients and staff should feature prominently on the navigation bar and lead to their advertised destinations with one click.
A combination of a consistent color scheme, typography, icons, and other imagery will make navigation intuitive.

Making Information Accessible for All Users

Web accessibility is crucial in healthcare design to cater to users with disabilities. Ensure compliance with accessibility standards (such as WCAG) to provide an inclusive experience for all users. Incorporate features like alt text for images, keyboard navigation, and proper heading structure.

Designing a healthcare website with a user-centric approach involves understanding and catering to the unique needs of various user groups. By creating tailored experiences for existing patients, potential patients, staff members, and jobseekers, you can enhance engagement, accessibility, and satisfaction across the board. And by sparing them a trip to the center of a digital labyrinth from which they can never escape, you might just keep their fragile faith in humanity intact for one more day.

Questions for our webheads? Schedule a time to chat with one of them using the calendar below.

Challenges of Branding for Healthcare

Posted on September 26, 2023 by web

There’s no question that the healthcare industry faces a distinct set of challenges when it comes to branding. A crowded space with delicate emotional realities to navigate, healthcare requires branding that strikes a careful balance between promoting services, building trust, and empathizing with patients’ emotional needs. That’s not easy.

As it turns out, we’re pretty okay at not-easy things over here at Mad Genius, and we thought we would share a few ideas.

Healthcare Branding is Uniquely Difficult Because It’s a Product People Are Actually Trying to Avoid

Healthcare isn’t like other industries. When the stakes for potential consumers are life and death, the branding calculus needs to change. Specifically, branding in this arena faces three hurdles any healthcare provider must overcome to create the brand identification they want:

Averse Consumer Association

Dealing with sickness, disease, and death, healthcare is a service industry the average consumer prefers not to think about. This is a predicament. How do you develop brand loyalty with an audience that chooses not to think about your brand at all?

Infrequent Consumer Engagement

The average consumer doesn’t regularly use healthcare services. This means the kind of brand identification they might develop with other goods and services through frequent use is less likely with healthcare. You’ve got to stand out fast.

Limited Service Differentiation

When consumers do need to rely on healthcare services, there’s little in the way of services providers can offer that differentiates them from the competition. Why, for instance, drive ten miles farther to get an MRI when the same service is offered right around the corner? What’s your differentiator? In a saturated market of competitors, competent doctors and sophisticated technologies are commonplace and unimpressive.

Differentiate by Leaning Into Emotion

The answer to each difficulty can be found in consumer emotion. If fear, uncertainty, and vulnerability are the dominant emotions consumers experience when thinking about healthcare (and they are), the healthcare provider who can align other, more positive emotions with their brand will be the one to differentiate itself from the pack. In other words, successful healthcare branding will nurture a sense of safety, comfort, hope, and support. But how?

Harnessing Empathy

Empathy is a core element of successful healthcare branding. Understanding patient experiences, concerns, and needs can create a lasting emotional connection. Tailoring brand messages to show genuine concern for patients’ well-being can create a sense of loyalty and encourage positive word-of-mouth referrals. Go beyond traditional logos and slogans and instead highlight patient-centric care with patient stories and testimonials. It’s the story of a lonely widow who found a new friend in her nurse, or the staff member who comforted a frightened child while her parents were in surgery that will resonate with audiences and inspire positive associations with your brand.

Need to see an example of this in action? Check out the Memorial Health System websit e we built after we worked with them on their rebranding.

Emphasize Amenities and Experiences Instead of Rankings and Technologies

When the quality of medical care and the availability of medical technologies are mostly equal, it’s everything else a healthcare provider offers that makes the difference. How friendly is the staff? How good is the food? How soft are the sheets? How natural is the lighting? How does it smell? How easy is it to navigate the hallways and find the right room? The branding that highlights these things will be the branding that helps mitigate consumers’ deeply ingrained aversion to healthcare facilities and make room for positive brand associations.

If you’d like to see a bit of a healthcare brand story in action, take a look at the Singing River Health System lookbook we put together after working with them on their brand lift.

The Mad Genius Approach to Healthcare Branding

At Mad Genius, we understand that an arms race of rankings and technologies between healthcare providers fails to address the things audiences actually care about. Helping providers redirect their focus to real differentiators, we encourage them to take stock of the emotional needs of patients and the ways their facilities and staff meet those needs.

With these differentiators established, we help healthcare brands artfully tell stories that highlight the comfortable, caring home away from home they provide for their patients. As we said at the beginning, this isn’t easy. But it’s what we do, and we do it well.

If you’d like to talk to one of our identity geniuses about branding, or rebranding, your healthcare organization, just click on the calendar below to schedule a time that works best for you.

Using Narrative Storytelling to Sell Your Healthcare Brand

Posted on September 20, 2023 by web

Healthcare marketing. If you’re in the game, you know effective promotion of your brand involves walking a couple of tightropes. Tightrope one (and we won’t sugarcoat it): your company makes money when people are sick. For the average consumer, this can sound a lot like misery = money. Not a good look. Tightrope two: your audience doesn’t love thinking about the inevitability of sickness and death. This means your marketing runs the risk of losing them the moment it delves into the uncomfortable realities that make healthcare a necessity for us all.

So, what can we do? Lean into narrative. By tapping into humanity’s innate love of stories, healthcare brands can create compelling and memorable experiences that resonate deeply with their audience. Stories of sickness and recovery, of lives broken and made whole again. Stories of caring men and women who have devoted their lives to helping those in need. Narrative is the answer, and in this blog, we will explore how it can be harnessed to foster meaningful connections with patients and customers.

Healthcare Branding Relies on Narrative, Giving Potential Patients Views into the Brand’s Triumphs

Companies always say trust is everything, but this is especially true for healthcare brands. Patients want to know they’re in the hands of caring professionals—not in the clutches of money-grubbing vultures. With narrative storytelling, you can shed the corporate façade and the audience’s preconceived notions by showing the human side of your organization. By sharing stories of real patients, healthcare providers, and the transformative impact of their services, brands can demonstrate authenticity, foster trust, and build long-lasting relationships.

That’s all fine and good, of course, but how does narrative help your brand sidestep the audience’s reluctance to think about sickness and death? Because your narratives won’t be about those things. They’ll be about people, about families, triumphs of recovery, the unwavering commitment of healthcare providers. When you package your healthcare brand’s services within stories your audience identifies with, you transport the audience into the protagonist’s shoes. You create empathy and emotional engagement. This engagement is crucial for your healthcare brand, as it allows you to communicate your values, mission, and dedication to patient care in a way that connects on a deeper level.

Testimonials Can Be an Effective Tool, But Usually Don’t Achieve the Same Effect as More Nuanced Stories

What about testimonials? Don’t they show the human side? Don’t they create opportunities for the audience to identify and empathize? To a degree. While traditional testimonial videos have been a staple in healthcare marketing, they often fall short in creating a lasting impact. Testimonials may provide essential information, but they often lack the emotional depth that more nuanced stories can offer. When they focus on facts and figures, testimonials miss the opportunity to connect with the audience on a personal and emotional level. The key is narrative: a story with a beginning, middle, and end, with a protagonist, a conflict, and a resolution.

The beauty of storytelling—and what some testimonials struggle to offer—is its ability to surprise and captivate. By introducing unexpected twists, heartwarming moments, or inspiring journeys, healthcare brands can leave a lasting impression on their audience. Such stories are not easily forgotten, and they can create a powerful association with the brand’s identity.

Giving Memorial Hospital an Edge Over the Competition

Creating a powerful brand association is precisely what Mad Genius did for Memorial Hospital. By utilizing imagery of the triumphs of their patients, we helped Memorial appeal to the emotional sensibilities of their potential consumers.

This 60-second ad spot juxtaposes the care that Memorial provides patients with the lives they’re able to enjoy because of that care. First, you see a man struggling to walk while in physical therapy. Then you see him running, outside the hospital and back to his normal routine. You see a pregnant woman being escorted to the delivery room. Then you see parents fawning over their newborn after a safe and successful delivery.

We depict the quality of life that Memorial can help them have, which is what they care most about at the end of the day. By crafting engaging narratives, Mad Genius gave Memorial Hospital an edge over the competition.

Discovering What Makes a Story Emotionally Compelling is Essential for Creating Narrative Healthcare Videos

Crafting narrative healthcare videos requires thoughtfulness and planning. Here are some essential steps to consider:

Unearth Authentic Stories: Identify genuine patient and caregiver experiences that align with your brand’s values and vision.
Build Engaging Narratives: Develop a storyline that follows the classic storytelling structure – introducing a protagonist, their challenges, and how your brand made a difference.
Invoke Emotions: Appeal to your audience’s emotions and create a connection that goes beyond rational considerations.
Stay True to Your Brand: Ensure that the story aligns with your brand’s identity and values, showcasing what makes your organization special.
Professional Production: Invest in high-quality video production to convey professionalism and credibility.
Share and Engage: Distribute your narrative videos across various platforms to reach a broader audience and encourage interaction.

Narrative storytelling is the secret weapon for healthcare brands to create a lasting impact and meaningful connections with their audience. By sharing authentic stories of compassion, resilience, and recovery, healthcare brands can build trust, inspire action, and stand out in a competitive landscape. With Mad Genius at your side, you can embrace the power of narrative storytelling, and let your healthcare brand shine through the magic of a well-told tale.

Reach out today to schedule a free consultation with an experienced cinematic storyteller about the benefits of narrative storytelling.

Adapting Sales Techniques in a Changing Landscape

Posted on August 2, 2023 by web

by Chip Sarver, chief growth officer

In the past three years, outside sales have witnessed remarkable transformations. These changes have been propelled by various factors such as technology, evolving customer expectations, economic shifts, communication challenges posed by the global pandemic, and the present uncertainty of AI. Sales tactics are continuously evolving, shaping our endeavors to stay ahead of the game in today’s fast-paced environment. So, let’s embrace the changes, adapt our strategies, and confidently navigate this dynamic landscape together.

During the COVID-19 pandemic, we had a brief respite from the onslaught of automated bots bombarding our phones and email inboxes. However, it seems like they’re determined to make up for lost time now. We’re constantly inundated with individuals, bots, and companies vying for our attention, promising lead generation, new software products, and revenue growth. The sheer volume of these communications can be overwhelming. Perhaps you’ve also noticed the surge in spam emails, telemarketers, and text messages over the past couple of years. And let’s not forget those ads that mysteriously appear in our social media feed after a casual conversation about a certain topic. Coincidence?

The Best of Today’s Best Sales Practices

In 2023, achieving success in selling a service necessitates a strategic and customer-centric approach. To effectively promote and sell your service, it is crucial to adhere to a set of best practices. Let’s explore a few essential strategies that will enhance your chances of success in this ever-evolving landscape.

Understand Your Target Audience

Mad Genius has had salespeople stroll into our office and ask, “So, what do you actually do here?” No joke. Research and identify your ideal customer, then get a real grip on their needs and pain points. Show them you care and be ready to speak their language.

Personalize Your Sales Offerings

Everyone desires to be treated in a way that acknowledges the uniqueness of their challenges. By providing solutions that directly address these individual struggles, you can make a profound impact and foster a deeper sense of connection and understanding.

Build Credibility and Trust

Establishing trust is absolutely crucial when seeking a business partner. One effective way to achieve this is by providing concrete evidence of your results and clearly showcasing the value of your services through successful client case studies. By sharing specific examples of how you have delivered exceptional value to other clients, you can build credibility and instill confidence in potential partners about the benefits they can expect from collaborating with you.

Leverage Digital Marketing

Business is out there, and you must embrace every available marketing channel to reach audiences—social platforms, SEO, even emails—and build awareness. Make these efforts relevant and compelling to your target audience.

Focus on Relationship-Building

Develop relationships with both current and prospective customers. I recently came across a quote that beautifully captures this sentiment: “While a friend may not make for the greatest client, a great client can certainly become a friend.” Listen attentively to their needs and provide personalized guidance. Nurturing long-term connections fosters customer loyalty, encourages repeat business, and garners valuable referrals.

Embrace Storytelling

Craft a compelling message that captivates your audience and resonates deeply, conveying the unique value your service brings. Capture their attention through engaging storytelling, highlighting how your service addresses their specific pain points and offers transformative solutions. By tailoring your message to resonate with their needs and aspirations, you’ll forge a lasting connection that inspires trust and drives meaningful engagement.

Stay Innovative and Adaptable

In the rapidly evolving business landscape, the expectations of your customers are constantly evolving as well. To thrive in this dynamic environment, it is crucial to consistently deliver exceptional value that surpasses their expectations. Stay ahead of the curve by anticipating their needs and exceeding them with unparalleled service and innovation. Let customer satisfaction be the driving force that propels your business to new heights.

Measure and Adjust Your Sales Practices

To enhance your progress, track your achievements and derive lessons from your setbacks. Even a minor tweak can make all the difference between an opened email or getting instantly deleted. Stay proactive and make every interaction count.

Is this a revolutionary list of best practices? Nope. Is it relevant? Clearly.

Daily, my email inbox is inundated with up to two hundred messages. And that’s just the beginning – there are also texts, phone calls, and scheduled meetings vying for my attention. If our targeted leads are facing the same distractions, it is our responsibility to truly comprehend their business and offer a genuine solution. Otherwise, our efforts would be no better than aimlessly walking into a business and asking, “So, what do you actually do here?”

To speak with one of our sales professionals about the ways you can reach your ideal client, hit us up. We’re happy to answer any questions you may have, or point you in the right direction.