Six tools for building serious value.
Marginhancers is a suite of tools that help companies improve profit margins from the top line making measurable differences in these key areas:
How do we tell one company from another, or one product from another?
Without brands, products and services would be nothing but commodities, forced to compete on price alone.
By contrast, strong brands give their owners the power to price according to their products’ true worth. The freedom to profit and plan for their futures. And the standing to build not only their industries but the larger economy as well.
How do you get the highest margins from your current products? Often, by combining them with value-added services or bundling them with other products that are worth more to your audiences than they cost you to include. Or by changing packaging or delivery in ways that make life easier for you and your customers.
There are also new products – even new business units – hidden in many companies, just waiting for the right team to unearth and exploit them. Often, the capital it takes to get them up and running is minimal, compared to the potential return.
If you can’t make changes to your website internally, that site is no asset – it’s a sunk cost.
And if you build your reputation on social media alone, you’ve essentially built your factory on borrowed land.
Articles on Medium get a lot of high-quality readers; pictures on Instagram show the world how you see your corners of it. But those platforms can disappear, or ask you to leave, with no notice and leaving you no recourse.
What’s more, once you publish there, those platforms have an unlimited license to use your material any way they see fit. Which may not fit your plans at all.
So publish everything on your own site first. Then, re-post wherever your people are. Give them reasons to come to your site.
And once they’re there, treat them well. Build the relationship. It may take longer than it did a while back, but you can keep their attention by giving yours. At some point, you’ll realize you’ve earned their trust – and they’re ready to buy.
How many times have you heard that people buy from people?
Short of going on a bus trip, the best way for folks to get to know your people is with video.
We turn your site into a television station, producing up to three videos a month that show real news and events in the life of your company.
We can cover anything from annual product shows and tech support demos to interviews with the newest parent or pet owner on staff (you’d be shocked at the power of pet marketing to drive revenue!)
We help generate revenue in two ways.
Short-term spikes. Traditional multimedia integrated campaigns that make an offer and sell a product. There’s a specific model, and we use all the pieces.
The only measurement is real-dollar ROI: not creativity or aesthetics, not even response rates. Just dollars out and dollars in.
Long-term tribes. You likely have suspected this for a while, but here’s the bald truth: Nobody cares about messages. Not yours. Not ours. Not anyone’s.
People care about four things:
- Their money.
- Their families.
- Their escapist fun.
- The passions that drive their personal growth.
Plus one more:
Their frustration. That is, the one thing that’s keeping them right now from something they’re trying to get done. It could be a million-dollar grant or a tiny screw they can’t find at the hardware store. But until they get that one thing, nothing
Tap into those, and they will follow you anywhere. Get them following you, and you can sell them a whole lot of stuff – if you’re willing to do the work.
That’s why your most valuable asset is your customer list. Your CFO has dollar values assigned to your cash flow and your hard assets, and rightly so.
But consider: if something happened to all of those, but you still had that list of customers, it wouldn’t be at all long before you had the hard assets back and growing. Now, try that the other way: if you lost the goodwill of the people on that list, how long would it take before you lost everything else?
It’s fashionable to say that Windows machines are as easy to use and maintain as Macs. Then why do businesses that run on Windows still spend big money on IT departments and consulting? Mac offices generally don’t.
Besides. Who wants to spend an extra minute working on the computers, when you could be working on your business?