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So you want to reach your customers. You send out marketing materials, then more, then more. Yet you still don’t receive the response you want. In fact the response is actually decreasing now, which instinctively makes you try harder. Is it possible to overly market? It sure is. This is actually a very detrimental activity for your business.
When you decide to directly market to your prospects – whether it’s via social media and email, or printed materials like direct mail pieces – be careful how you do it. It’s easy to cross the line into spamming and degrade your image. Choosing how to conduct your marketing activities depends on the type of business you own, and what you are trying to sell. To avoid turning off your customers and decreasing your prospects, choose your marketing tactics carefully. Any good marketing person can help you with this if you aren’t sure which direction to go. But a good rule of thumb is: don’t repetitively spam your prospects with emails, direct mail, etc. in a very short period of time. It’s like receiving a phone call everyday from the same company, saying the same thing, with the same tone, and the same words. How long would it take you to stop answering the phone? Not long. Think about what this means for your business. If you need to increase interaction with your prospects, vary your materials and let them have the option to view it rather than forcing it upon them. Employ more inbound marketing strategies. Save the messages you really want them to see for planned campaigns and outbound marketing. That way you will get their attention when you really need it, but not turn them off by continuously shoving a bug in their ear. Need help growing your business or nonprofit organization? Browse my website to learn about how I can help you with your particular needs.
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Let’s think about what the job of a grant writer is: to use words to sell an organization to a particular target. Now let’s think about it further: isn’t this what a top notch marketing communications professional does?
What do you look for when looking for a grant writer? Someone who has years of non-profit experience? Someone who can write well? Someone who has worked at your organization in the development department for years and years? Well I’m here to argue that you should base your search on factors outside of just these entities. And that in fact, a good grant writer may not necessarily have the background you might think. An understanding of the nonprofit sector is important for a grant writer, as is an understanding of your organization’s goals and mission. However any marketing manager or marketing communications professional that goes into a new company has to learn these things - these are not unique abilities that can’t be grasped quickly. The important thing to look for is the SKILL SET the person brings to the job. Those are the things that can’t be learned, and that can be beneficial or detrimental to your organization. When you are looking for a grant writer, look instead at whether or not they have a true communications background, and exactly what type of background that is. Can they create words that sell? This skill set comes with marketing communications. Can they create succinct, informative copy that is easy to read and understand? This skill set comes with technical writing. Ideally you want to find a professional who possesses both of these skills, because a grant proposal involves doing two things: presenting a lot of information in a very succinct and organized way, and presenting that information in a way that sells to the person reading it. Finding a writer with that combination of skills, plus a desire to work in the nonprofit world, will help you have more success with developing your nonprofit organization. Need help growing your business or nonprofit organization? Browse my website to learn about how I can help you with your particular needs. |
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