'Growing Your Business,' Led by Jane Pollak
by Pris Chansky
Widely recognized for her decorated Ukrainian Easter eggs, Jan Pollak of Westport, Conn., now markets “Jane Pollak,” not just decorated eggs.
In a workshop at the AWC 2005 Conference in Lubbock, Texas, on “Growing Your Business,” Pollak told attendees that marketing is everything leading up to the sale. She pointed out how one recognizes many businesses just by the color they use (Tiffany’s turquoise box and white bow) or that even parts of a logo are recognizable (i.e., McDonalds golden arches, Target’s bulls eye, etc.)
Pollak began selling her decorated eggs in 1973 for $8. Now she gets $480 and says, “It’s all marketing. You can turn your passion into a profitable business. Are you ready for your next success?”
She gave AWC members 10 tips for growing a business through effective sales and marketing.
- Knock a prospect’s socks off before, during and after the pitch.
- Create a stand out identity.
- Simplify the marketing process.
- Network for dollars.
- Apply creative marketing in all you do.
- Take a testimonial one giant step forward.
- Showcase your expertise.
- Utilize your web site more effectively.
- Design and implement a marketing calendar.
- Create a follow-up system of communication with prospects and clients.
Pollak stressed that marketing pieces should be professionally produced to highlight what is unique and memorable about you. Your clarity is what makes you unique. Your logo/identity should make a strong statement about you – even in your absence. She stressed the need to be consistent in all your marketing materials.
“Your logo sets the image,” Pollak said. “Put it on everything. Keep it simple. Hiring a pro to produce your logo will be one of the best investments you make in your business. Design to the market you want to reach. How you appear creates what you are about. Stand out from the crowd.”
Pollak suggested collecting ads that you like or other people’s marketing material. Ask who produced these pieces and hire that person. You can achieve instant credibility and appear to be bigger than you are.
“A tag line can help you become memorable,” Pollak said. “Easy is hard, but be consistent.” She noted that Marci Blaze uses her name and singes the bottom of her stationery as she supports a California fires relief fund.
She stressed the importance of networking and quoted Zig Ziglar, “You can get anything you want in life as long as you help enough other people first.”
Pollak said it is important to write thank you notes, but make them different. And, if you make a mistake, admit it. Have a policy for mistakes.
Market yourself through speaking and keep a testimonial notebook—a three-ring binder with plastic sleeves. Highlight the benefit to the client. You may want to ask a client to send a letter on your behalf.
Brochures and mailers should stand out. Some mail is answered, just because it stands out from the rest. Use a colored envelope with a label that includes your logo. Create a “wow” effect when a promotional kit is mailed. Make it unique.
A promotional kit should inspire the audience to action. Include a one-sheet snapshot of the business, which includes the logo, a photo of you, a powerful bio, list of services, testimonials and contact information. Include articles that you have written.
Pollak suggests using the internet to send an e-newsletter every two weeks. Track e-mails. Use your website to attract customers by making it easy to navigate. Integrate this mail with your image, be different, but consistent. Include a call to action, such as a limited time offer. Create urgency.
Finally, Pollak recommends that a company’s marketing budget should be 10 to 20 percent of its gross revenue for one year.
Posted 12/05/05