I shared my tasks that I perform on a daily basis and showed examples of the type of work we do at Boettcher Communications, LLC. I also answered numerous questions and offered advice from which classes to take to what organizations to join.

If there is one thing I would recommend that all college students do…it would be to get an internship!

I was lucky to have two successful internships at WFRV-TV in Green Bay during college. I learned what it was like to work at a TV station on a daily basis, newsroom etiquette, gained responsibilities and met some amazing mentors – I still keep in touch with a few today.

An internship is a foot in the door to an organization or industry. It’s a chance to learn from professionals, use your knowledge and discover what you like to do.

Here are a few things I recommend while interning: show a willingness to learn, ask questions, get involved with projects, dress in business attire, show up on time (or early), be sociable and polite, take notes, and have fun.

If you are interested in interning with a full-service marketing group in beautiful Door County, Wisconsin – please send your cover letter and resume to dina@boettchercommunications.com.

When my daughters eventually come downstairs, they’ll sometimes humor their old mother by sitting with me and taking in some of the products. Inevitably, the question comes up “Mom, why do you watch this when it’s clearly not even your style?”

So why DO I watch it, transfixed, laughing along with the host, oohing and ahhing over clothing more befitting of my mother’s generation than my own? I guess the truth is I watch it mostly because I’m a sucker for a really good sales presentation. I’m talking a sales presentation so good, that you’re not even aware that you’re being sold to. This is, the absolute best, most effective way to sell just about anything!

So what can we learn from these sales geniuses at QVC?

Here are the top 10 reasons I believe the folks at QVC are experts at selling you stuff you never even knew you needed.

1. THEY HIRE HOSTS (SALES PEOPLE) YOU WANT TO BE BEST FRIENDS WITH. Host: “What do you think of my outfit today? At first I didn’t think I was going to like the pajama jeans, but I pulled them on and viola, LOVE THEM!” Me: (in my head) “Oh my gosh, girlfriend, you are ROCKING those pajama jeans.”
2. THEY RELATE THE PRODUCT TO YOUR LIFE. Host: “You know we’ve all been there. You throw on some old grubby sweats to run to the store and of course you run into Kate, who always looks picture perfect. Me (in my head) “Oh, yes, I know a Kate or two.” Host: “Now, throw on your pajama jeans and give that Kate a run for her money!”
3. THEY USE TESTIMONIALS. Host: “And now we have Heather on the phone. Heather, which color of pajama jeans did you order?” Heather: “I couldn’t decide (giggle) so I ordered all three!” Me: (in my head) “Sounds a bit unpractical, but who am I to judge? She sounds so happy!”
4. THEY ARE FORWARD THINKING IN THEIR METHODS OF CONNECTING WITH YOU. Host: “Now we’re going to move over to Janet who is busy answering your questions on Facebook.” Janet: “We have several customers who have purchased pajama jeans in the past and these girls are telling us that they are the most comfortable jeans they’ve ever owned. Why don’t you join in the conversation on Facebook while you’re watching us on TV?” Me: (in my head) “Who are these ladies buying the pajama jeans? I’d better grab my iPad.”
5. THEY OFFER CONVENIENT PAYMENT PLANS. Host: “Don’t forget that pajama jeans are available on easy pay. Only 3 payments of $9.99.”
6. THEY SELL THE SIZZLE VERSUS THE STEAK. Host: “Once you pull these pajama jeans on, they are going to transport you to another place. You’ll experience comfort and style as never before.” Me: (to the cat) “I could use a little transporting…”
7. THEY CREATE A FEELING OF URGENCY – WITHOUT BEING TOO HIGH PRESSURE. Host: “Already 30,000 pairs of pajama jeans sold this morning! I don’t want to pressure you, but honey, as your friend, I want you to get the exact size and color you need. So, don’t put it off, call in or jump online, now!”
8. THEY ARE ADD-ON SPECIALISTS. Host: “And these pajama jeans would work perfectly with the uber stretchy tunics we highlighted last hour. You’ll have all of your friends wondering how on earth you pulled it all together!”
9. THEY PULL IN THE EXPERTS. Host: “And with us today we have Carla Fitsall, founder of Pajama Jeans International to share some of her wisdom.”
10. THEY KNOW THEIR CUSTOMER. “You know how once you pass 40; you start to get a little spread in certain areas.” Me (in my head) “Yeah, yeah! I know that spread!”

Really, did they just sell 30,000 pairs of pajama jeans at 30 bucks a pop? Heck yes, they did.

Thanks for reading today. And remember, marketing lessons are all around us!

Dina Boettcher, President
Boettcher Communications, LLC

Website: www.lakemichiganstakeholders.org

Website: www.doorcountywinetrail.com

Website: www.wdor.com

Website: www.fishcreekscenicboattours.com

Not being one to beat around the bush, she looked me straight in the eye and asked how I was doing. I knew her question wasn’t the usual pleasantry, but a true, heartfelt inquiry regarding my mental state.

My thoughts flashed back to two years earlier, when I was nearly sobbing to her on the street. I remembered standing there, wiping away tears of frustration/exhaustion and spilling out all of the horrible details of the state of my fledgling business, which seemed to be in the most precarious of positions at the time.

Blinking back to the present, I grabbed my friend in a quick hug and began to bubble over about how well things were going, how good it felt to be over the hump, able to pay myself on the regular and finally, finally, able to relax a bit. Then, she asked me a question that stopped me in my tracks. “What was your turning point?” (Me: deer in headlights) And then, “What did you do to turn things around?” I sat there, dumbfounded. She had stumped me. At that point, we were interrupted by another party guest and the subject moved on to something less personal in nature.

But later, as I lie in bed, her question began to haunt me. Here was this amazing, accomplished woman, whom I respect beyond belief. Why couldn’t I give her the answer? What was wrong with me? Had my business’ turn around been a case of pure dumb luck?

Well, I couldn’t then and still can’t today, pin it down to one aha moment – one magical job that put my shaky cash flow in check, one revelation that turned my life around. BUT… what I have come to understand is that the answer tends to be a bit more internal.

You see, (in case you haven’t noticed) there are tons of people who are more than willing to share business advice. “What you need is a partner,” I heard more than once. “You need to stop giving away so much of your time and services to non-profits,” was another popular suggestion. “You need to drop some of those smaller accounts and focus on business outside of the county,” ummm, yeah – heard that one a few times.

It’s not that I ignored this advice – I did entertain the idea of a partnership. I do more closely monitor my non-profit volunteer activities and have diversified my client list.

But…

I have made a bit of a revelation. I have identified the one common thread that weaves throughout all of my marketing initiatives and all of my strategizing. That common thread is (drum roll) plain old perseverance. Yup, you heard me – boring as bran flakes, perseverance. When the going got tough I…well, I just kept going. When people told me, “No, you can’t” I asked, “Why not?” and kept going. When the dark days were upon me, I kept thinking, “Well, it certainly can’t get much worse!” and kept going. Think about it. Isn’t it perseverance that gets us through any trial in our lives?

So, maybe you’re thinking “Duh. Everyone knows about perseverance, Dummy.” Well, yeah, everyone knows about it. But, it’s a whole different experience to put it into practice.

According to the most recent SBA business stats, 56% of businesses fail within the first five years. Did I honor that 5 year mark? Heck, yeah! I even had Andy, BC’s graphic designer, make a 5 year logo to celebrate. I put ads in the paper. I shouted it from the rooftops. I raised my middle finger and flipped off the negative Nellies in the world. Ha! Success!

OK, maybe I’m tempting fate a bit. We all know that life can change on a dime. But, I’m here to say that at 6 and a half years in, I’m still stubbornly plugging along, ready to make some more marketing magic!

In the words of Winston Churchill, Never, never, never give up.

Happiness and success to you!

Dina Boettcher, President
Boettcher Communications, LLC
dina@boettchercommunications.com
920.818.0377
www.boettchercommunications.com