Beyond Digital Marketing: Get Your Brand Rolling Offline

There are 3.3 billion brand mentions daily in America that take place in 2.4 billion brand-centered conversations, according to the Word of Mouth Marketing Association (WOMMA), and 9 out of 10 of these mentions occur offline. Is your business balancing its on and offline presence effectively? It’s easy to forget about polishing your persona in a virtual world, but it could end up costing you a client. To poise your brand like the Queen of England is in town, all you need is a tangible takeaway, a tailored non-verbal presence and a perfect pitch.

Build Your Brand Materials

A brand without a business card is like a baseball pitcher without a glove — you have little cred without them. Tangible handouts like business cards are as important for your business as they ever were. A poor quality business card can detract from even the best rapport, reminds Josh Spiro for Inc.com. The same concept applies to brochures, fliers and handouts — tangible collateral can be held onto or passed to a new contact. Kyle Laser of Laser Printing estimates that 9 out of 10 of his company’s largest clients signed because of his business cards. And if you’re worried about the foot print your cards will leave on the environment, business card printing at printingforless.com is a tri-certified green process. If you want to create the perfect business card, but don’t know where to start, WebDesignerDepot.com features a showcase of exemplary business card ideas, like Kyle Laser’s. Once you have your cards ready to go, it’s time to think about how to . . .

Cultivate The Impression You Make

No matter how many times we like to tell ourselves “it’s what’s on the inside that counts,” we all know it’s only partially true. A study published in “Psychology Today” reveals that 55 percent of communication is conveyed through body language and 38 percent through tone. And according to Business Insider, people’s first impressions are formed within 7 to 17 seconds of meeting you. You don’t want your appearance, stance or non-verbals to detract from your brand. Alyson Kreuger reminds us that simple adjustments can have lasting, positive results for your brand:

  • Dress conservatively, you want potential clients to remember you as a person, not be distracted by wrinkled clothing or loud accessories.

  • Tailor your tone of voice to be calm, enthusiastic, humble and determined. This may not be easy, but mastering it is priceless.

  • Be conscious of your posture. Uncross your arms, sit up straight, smile and make eye-contact — just like your mother told you.

Practice Your Pitch Until It’s Perfect

A proper elevator pitch can turn heads and change lives, but it will take time and effort to create. Your business card and non-verbal impression should be like a delicious ice cream sundae, and your elevator pitch should be the cherry on top that sells it to the client. When someone asks what exactly it is that you do, you should be able to answer in a few succinct sentences that incorporate your mission statement, goals and brand identity. Entrepreneur.com’s Barbara Findlay Schenck writes about the perfect pitch process:

  • Boil down who you are in five words or less. Use distinctive language that sets you apart.

  • Say what you do in one sentence. How does your brand tie into what you do?

  • Give your demographic run-down. Who is interested in your product and why?

  • Explain your vision. Make it clear enough to stay focused and broad enough to grow.

  • Practice this until your throat hurts.

  • Tailor the whole thing to 20 or fewer words.

Whether you’re walking into an entrepreneurial trade show or you run into an old buddy at the grocery store, being poised and ready to be your own best brand ambassador is a must for making it big.

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