Good copy is important in your business communications. Between web content, brochures and social media, companies are producing content prolifically. Our friends at Copyblogger have created this infographic to help you when you are creating copy to avoid some common, yet inexcusable, grammatical errors. If you don’t consider yourself a strong writer, print this out and use it as a reference tool. It will definitely help you appear more professional.
How are you spreading good news about your company?
If you don’t have a formal plan or aren’t currently capitalizing on public relations don’t fret, you are aren’t alone. Most small businesses are in the same boat.
However, public relations is an extremely valuable marketing tool for the small businesses who capitalize on news about their company to get media attention. Public Relations is a very cost-effective way to advertise your business.
Before you get started, here are a few public relations basics that you should work on and have prepared in advance before you start contacting the media to get the word out. Working on these basics will form the basis of a press kit that can be deployed with any press releases you want to write when you have news to share, you will have the bulk of the work already done.
For most companies, press kit essentials are:
- A company fact sheet
- This is the who, what, where, when and why about your business.
- Use this fact sheet to give the 10,000 feet view of the company: Keep it simple and keep it to one page
- A Frequently Asked Questions Sheet
- This isn’t a must have for every business but if your company is not easily summarized on a fact sheet or your business is fairly technical, then a fact sheet is where you can flesh out more details
- A one-pager on each of your main product lines
- If you already have product fact-sheet as part of your sales collateral it can be repurposed here as a cost-effective, time-saving solution
- If you don’t have one-pager fact sheets in your sales kit, then no better time then the present to put them together.
Following is a press release issued this week by our friends and clients at Velting Overhead Doors:
***For Immediate Release***
Velting Overhead Doors Thrives In Spite Of Weak Economy
September 30, 2011–(Bayville, NJ) Velting Overhead Doors announced this week that they have come to terms with Benchmark Overhead Doors of Jackson, NJ to assume their warranty service as Benchmark is going out of business.
Doug Velting, owner of Velting Overhead Doors, stated that he is very proud of the success of his family-owned business. In only two years since opening the business Velting has grown his clientele from just a hand-full of acquaintances from his network of family and friends into a thriving concern.
Velting has been working in the garage door business for 15 years and decided to go out on his own in 2010 and start his own business.
“When you tell people your opening a business in an economy like this, a lot of people look at you like your crazy, but I saw that there was an opportunity for a company that offered top-notch equipment and personalized service to succeed”, said Velting.
Velting’s instincts were correct. He was able to fill a niche in the Central Jersey area and since opening the company he has been able to consistently grow the business. Things have really started to take off over the summer. “Service call volume is up 50% in the past six months”, states Velting “and sales and repair business are up 20% and 35% respectively in the past two months.”
Their client list has steadily grown. They not only service residential garages, they offer solutions from a single, one-car home garage to up to large-size car dealerships and industrial complexes. Velting Overhead Doors handle regular commercial clients like Pinebelt and Silverline Windows.
With their business on solid footing and growing, Velting contacted Benchmark Overhead Doors about acquiring their warranty business as an avenue for growth. Velting stated “the owner of Benchmark and I have known each other a few years now, and had worked together in the past before each deciding to start our own businesses. About a week ago he and I were talking about getting our families together for dinner, and he mentioned in passing that he was thinking about getting out of the business but wasn’t sure what to do, because he didn’t want to just abandon his customers. We both offered the same product line, and I was familiar with his caliber of work, so I offered to take on his customer base, and future workload, as well as offering an “installation warranty” transfer program. We are in the process this week of taking their phone numbers over into our office so that their customer base isn’t just getting dead air when they call.
Velting continued “there were a few things that made us think this would be a good thing to move forward on, the first being that we offer the same product line. The second reason would have to be Benchmark’s main concern was that their customers wouldn’t have anyone to turn to if they had an issue. One cornerstone of our business model is that we are trying to take the business/customer relationship back to the days when you were able rely on and trust the service you were provided. We’ve strived to provide national brand name products with the feel of a small town general store; where the customer and employees know each other by name and not some invoice or reference number. The third and final reason this was an attractive opportunity for us in that by taking on their workload and broadening our customer base it may afford us an opportunity to hire new employees, which in turn helps our local economy and unemployment rates.”
The integration of Benchmark’s business has shown an immediate increase in Velting Overhead Doors’ activity. “Since last week when we forwarded their phone system to ours we are fielding roughly 50% more phone calls during the day”, Velting said. Once they incorporate the best practices from both companies into one seamless operation Velting anticipates that volume increase will go even higher.
Velting Overhead Doors offers top of the line equipment from the leaders in the industry such as Liftmaster and Clopay, both of which won “best of business” awards last year. Clopay doors are made in America, which keeps money here, and keeps more Americans working. Liftmaster openers are the number one professionally installed opener in the world. Being a family-owned business its very important for us to be able to stand behind the products we sell and both Clopay and Liftmaster make that an easy thing to do.
Velting Overhead Doors also differentiate themselves in terms of service. Velting stated “the person you speak to on the phone when you call for an appointment is the person who shows up at your home. Plus the person who starts your job finishes it; we do not subcontract out our work.” Velting adds “we work with our customers to ensure that they are able to make the best decision for their project and ensure that it stays within their budget restrictions.”
Being budget conscious in this economy is a priority. That is another area of distinction for Velting Overhead Doors. Instead of charging by the hour for service calls, they offer residential clients a flat-rate service charge regardless of the time they need to complete the work and they are always willing to go the extra mile to ensure that the customer is satisfied with the end result.
Velting prides himself on keeping up-to-date on the latest technologies in the industry. For example, just recently he’s begun to offer people door openers that work in conjunction with your smart phone.
Even in a challenging economy, there are opportunities for entrepreneurs who have a good idea and an excellent way to differentiate themselves to succeed, and Velting Overhead Doors is seizing that opportunity and growing their business.
Velting Overhead Doors is a full-service, family-owned and operated garage door company serving both Commercial and Residential customers in all of Central NJ 24 hours a day, 7 days a week, 365 days a year. For More Information or to request a quote, please visit www.VeltingDoors.Com
Here is another “paradigm shift” story…talking about how social networks are beating the pants off old media. When we were younger did you ever think that TV would ever be considered “old and boring”?
Wall Street Daily points out that that is the case now.