Tone to Generate Sales

Tone. It’s not just the sound you hear. In marketing, it’s the tone of voice, your point of view in your marketing collateral. It makes a big difference when you’re trying to connect with your market. Your tone can increase or decrease your sales. It can generate leads or leave your ROI in the negative. Finding that tone is just as important as knowing your audience. Actually, knowing what your audience prefers is part of that consumer profile we told you about. It’s important that your consumers can relate to you. One way they can do that is with tone.

The Funny

For the majority of SMBs dealing with B2C, consumers prefer humor. Don’t try to tell a joke in your email or direct marketing pieces. Instead, find scenarios your consumers would find funny and somehow connect that idea to your services if it’s appropriate. Know your consumer’s core needs and try to find humor in those areas.

  • For lawyers, it could be a humorous interpretation of the the other side -mocking them for trying to take advantage of your services.
  • Doctors can play on beating illness with patients laughing



Most consumers want to feel like they can have a conversation with you. They want to know that you value them as a loyal customer. You can communicate that level of security with a conversational tone. Create messages using words like “you” and “we.”


It’s really important that your company develops a consistent tone in all your marketing efforts. Use the same tone you use online in your direct marketing strategy. This will boost brand recognition. Don’t be afraid to use the same language and phrasing in both online and direct marketing collateral.


Power of Keywords to Generate Sales

generate salesPut on your consumer hat with me just one moment. When we are looking for something, whether it’s a gift or service, we have a phrase or keywords in mind. When we check the mail and scan it, the pieces of mail that stand out are ones that match what it is we’re looking for. When we search the Internet for a product or service, we have those same words and phrases in mind.

Keywords are just that. Words key to what it is we’re looking for. Consumers use keywords to find what they want. Normally keywords are used for search engine optimization (SEO) purposes. But I tell businesses it transcends online marketing and SEO and also bleeds into direct marketing. Sales are made when consumers find what  it is they’re looking for after a they find something that triggers their memory of a keyword.

As you’re developing your marketing plan, think of words your consumer would use to find your product. This is a good time to reference your consumer profile to pin point those keywords. Then conduct keyword research (or contact Logic of Leads to do it for you). Pin point the keywords that will drive the most traffic to your site and convert to generate sales. Use these same keywords in your direct marketing strategy. You want to create consistent messaging both online and off.  Using consistent keywords is also good for branding.

Generate Sales with Consumer Profiles

We’re all in business to make money. The reason we start our businesses is because we have a talent or product we think we can capitalize on. One mistake I see many businesses of all sizes make is focusing on their product or service instead of the consumer.

marketing plan with Logic of Leads

It’s understandable. You want to get to the word out about how greatness of your particular product or service. The problem with that is that you may not be marketing appropriately. You could be losing money on your efforts instead of generating sales.

Your focus should be consumers. They are ones who will make the all-important decision to convert.  Your marketing plan should be consumer driven, which will lead to strategies and methods that generate leads and sales.

Start with developing a consumer profile. This can be a formal file with all sorts of market research (which is advisable) or a bulleted list you have on hand as you develop your marketing plan.  Either way, here are some things your consumer profile can include:

  • Basic demographics: Sex, age, income, location
  • Problems your product and service would solve
  • Interests
  • Dislikes
  • Where your consumer gets their information
  • Mobile use

Aside from the basic demographic information, your focus should be the second bullet. Your marketing plan should focus on meeting a need or solving a problem. Consumers tend to shop out of need first. Whether it’s updating their wardrobe, gifts for family and friends, or needing to use their tax refund, the need is what prompts them to get online and start searching for solutions. You want to be that solution.

In order to generate leads and ultimately sales, you’ll also want to know where your consumer spends the most time. Do they spend time on their phones? Do they use social networks, and if so, which ones? Do they do a lot of research before they convert? Having answers to these questions will enable you to generate a marketing plan that will generate leads. Better yet, Logic of Leads can help develop that marketing plan and provide you with solutions to ensure you meet your marketing goals and generate sales.