I want to jump up from my desk and run to one of the local mom-and-pop cafés – not just because I dream of their breakfast specials, but because their marketing makes me so sad. I want to take the owners aside and say, gently, “Hey, those emails are not doing you any favors. I’m not here to sell you expensive marketing services. Just trying to help, I SWEAR. I love your little café, and I know you run on ridiculously razor-thin margins. Do marketing that helps.” 

They’re trying. And I get that not everyone has the advantage of a marketing education and years of experience. But a few common-sense fixes would go a long way to make their DIY marketing efforts work. 

Test your emails, folks

Is that “insert first name here” tag working, or not? I’ve received emails that greet me as “custom #260.” I’m assuming custom is short for customer and somehow reflects my customer number from the one time I used the POS system and asked for the receipt via email.  

BTW, pretty sure I did not give permission for email marketing. I am a customer, so I do have an existing relationship with you, but you should take the extra step to make sure I really want to hear from you.  

Are your photos doing you a disservice? 

Humans are visual creatures. We process images faster than text, and we’re hardwired to make snap judgments based on what we see. Think about the food ads you see on TV. That mouthwatering burger probably isn’t even cooked. The bun’s glued in place or propped up with toothpicks. The grill marks are painted on. It’s all movie magic, designed to appetize. 

You should consider how to make your food, product, or business look as appealing as possible. Clear, well-lit, intentional shots can go a long way, even if they’re taken with your phone. 

The last email I got was a photo of something wrapped in foil. Yum…? 

And don’t forget your people, either. Take pictures of the totally wonderful staff who pour many coffee refills. Faces humanize your business and give it warmth. 

Avoid the gloriously vague offer 

Listen to this: for the next two weeks I can get “5 off 40”. Is that $5 off any order over $40? Is it $5 off an order of 40 wings? Dish #40 on the menu?  

I’m assuming it’s the first one, but there’s just enough vagueness in the language to make me a little nervous. 

There’s also no official deadline for this offer. I got the email at (not kidding) 2:57 AM on Sunday. If I show up for Sunday brunch in two weeks, will this offer still be valid? How about dinner? Is it good for dine-in AND take-out? It’s deliciously short on details. The uncertainty is unnerving. 

Use what your platform gives you 

Today’s small business marketing tools usually include templates and tutorials. If you take advantage of them, you can pull together some reasonable and professional-looking campaigns. Or not, if you fire out emails without taking the time to double-check what you’re sending. 

I’m not saying professional marketers are perfect. We’re not, and all of us have made mistakes that haunt us. But we put practices in place to help keep these mistakes to a minimum. 

Let’s fix your marketing 

Do you know (or perhaps suspect you are) a small local business engaged in “sad marketing”? Start here: 

• Test your emails. That email platform you’re using allows you to send tests. At the very least, add yourself to your email list so you can see how they look to the average customer.  
• Use those tutorials. Take the time to watch the educational videos and review the courses you can easily find online. They will help. 
• Have someone else read your marketing copy to ensure that you’re being clear. 
• Understand what makes you special and appealing to your customers. That’s your differentiator. 

And maybe, yes – you can afford professional marketing help now and then, to take a look and offer suggestions. If what you’re doing right now is a total waste (or worse, counterproductive), then the money spent on support and oversight is well worth it. 

Looking for that second opinion? We’re happy to help. Reach out to us here.