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May 2024
HANSON HEADLINES
CraigHansonCPA.com • (701) 252-6190
THROUGH THICK AND THIN The Unwavering Love of Family
My family has supported, encouraged, and guided me throughout my career. From the initial planning and decision- making stages to the daily challenges and triumphs in my professional life, their presence has been a constant source of strength. Their belief in my abilities has boosted
holiday meal, these occasions serve as anchors in our lives, grounding us in a sense of belonging and shared history. This includes laughter-filled conversations around the dinner table and heartfelt embraces — each moment spent together is one I will remember. These gatherings offer a chance to
my confidence during moments of self- doubt, while their wisdom has provided valuable insights that have shaped my path forward. We celebrate International Day of Families in May, and I want to acknowledge the support my family has shown me throughout my life. As we commemorate this day, let us commit to cherishing and strengthening family ties, recognizing their profound impact on our well-being. Resilience, compassion, and love are the factors that truly define the essence of family.
celebrate milestones, support one another through challenges, and see each other grow. I cherish the opportunity to bask in the warmth of familial love, knowing that these moments will be treasured for years.
I share a special and unique bond with my brother; as our family has expanded over the years, with each of us having families of our own, the joyous chaos of gatherings has multiplied. One of my favorite family events includes birthday celebrations. Every now and then, we attend dinners together to catch up on each other’s daily lives. I am now blessed with five grandchildren, ages 7 through 16.
I would not be where I am today without my mother’s unwavering support and dedication. Recently, she was faced with some health challenges, so I committed to her well-being. From hospital visits to nursing home arrangements, I provided continuous care until she returned home, where she was able to recover fully. This unfortunate turn of events was a constant reminder that we must live every day like it is our last and tell our families that we love them. Attending family events holds a special place in my heart, as they provide opportunities to reconnect, reminisce, and create lasting memories with loved ones. Whether it is a joyous celebration like a wedding or a simple gathering for a
My grandchildren were the spark I needed in my life, and they continuously bring happiness to our family. The uniqueness of my family lies in our ability to foster unity and inclusivity among us, and each event proves our collective devotion to each other.
Family represents our most sure foundation, encompassing the most significant individuals in our lives. The special bond of a family ensures they will stand by each other’s side in times of need without hesitation.
–Craig Hanson
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develop a message emphasizing how buying your product will solve their problems. Provide evidence and explanations whenever possible to bolster their trust. It shows you understand and relate to their issues. Remember, customers buy when they feel understood , not when they understand. Incorporate the ‘mere exposure effect’ into your marketing strategy. People tend to trust things that are familiar to them, including businesses. It’s not just an off-the-cuff theory: Humans are biologically programmed to like what they know. If they keep coming back to their internet haunts and notice your brand repeatedly, they’re more likely to trust you and convert. Keep pushing those ads; you’ll build a loyal clientele over time. Always do more. Businesses often get discouraged when they first look into social media marketing. They’ll make a daily post, a weekly video, or even a podcast to attract new leads without success. As a result, they might cut their budget or quit social media marketing altogether. However, they can always do more. They could post multiple times every day, make a daily video, or start using SEO more effectively. If an ad doesn’t work, they can pivot the message. When you implement your own campaigns, developing a following takes time and perseverance, but it pays off tremendously once it happens. Follow the ‘Rule of Seven.’ As we know, customers generally have an issue to solve or a pain point to alleviate by coming to your business. Once they have discovered you, they typically require seven touchpoints until making a purchase; they’ll click links, read ads, and do even more before they check out. So, optimize every point of the customer journey to be as successful as possible. Never give up or be discouraged if leads don’t bite right away, as it’s all part of the process. Sell benefits, not features.
Marketing is both an art and a science. Successful campaigns require an understanding of the human condition and effective strategies. Only experience can teach you the nuances, but these seven marketing secrets will aid you on your journey to build brand awareness and make impactful conversions. Market to someone, not everyone. In the age of digital marketing, you can market to your target audience directly, the ones most likely to buy your products and return. But who is your target audience? If your answer is “everyone,” reconsider. When you try to market to the “everyone” mass, you dilute your message to the point of being ineffective. Narrowing it down allows you to focus your outreach. 7 MARKETING SECRETS EVERY BUSINESS SHOULD KNOW
Create your ideal customer avatar (ICA). An ICA is the person you’re going to sell to, a representation of those most likely to buy your product. You can even draw a picture if you want, but generally, they should have the following qualities. • Demographics: What’s their age, gender, and job title? • Location: Is your customer base in town, in-state, or international? • Psychographic: What are their values, political beliefs, and lifestyle? These are all essential in determining how best to market to your ICA. Then, put ads on their favorite blogs, social media sites, and media outlets. Be the solution to their problems. Everyone has challenges, both in their businesses and personal lives. Research those challenges and
The most successful marketing typically targets customers’ emotions because they compel action. They explain why they need something, not what it is. For example, say you’re marketing for a music streaming service. “Listen to all your favorite songs” is more persuasive than “We have a billion songs” because customers better identify with that benefit. Marketing is never easy. Creating a website isn’t enough — you must make a focused, data-driven effort to create success. However, you can always accomplish your marketing goals through a carefully structured approach leveraging these secrets and pure, simple perseverance.
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Compare their displays to those of their competitors, whose vacuums generally look the same regardless of brand. Dirt Devil, Shark, and other vacuums are difficult to distinguish in shape and color. Even if they were more effective than a Dyson (and some of them are), they seem stuck in the Stone Age relative to the technological might of Dyson’s design. Furthering Dyson’s reputation for quality is their unique features. Wireless charging and retractable cords and the bladeless wind used in their fans and hair dryers feel
bloggers and journalists alike. The most noteworthy example is their foray into energy storage: James Dyson himself is deeply involved in the mass-scale production of solid-state batteries. That’s not to say this isn’t an innovative or profitable pursuit, but it certainly elevates the brand’s high-technological mythology. Speaking of James Dyson, his story lends credibility to the brand. His passion for invention didn’t end after inventing the bagless vacuum. He created myriad new machines, including the BallBarrow, a wheelbarrow with balls instead of wheels. Dyson pushes this story often on their website. Most companies can’t spend as much on marketing as Dyson does. Few businesses can design products as they do. Despite this, every company can learn from Dyson. No matter how you feel about them or their products, Dyson knows its brand. They are known as the high-tech home appliance company, and they push that brand image through marketing and design. The takeaway: If you have a brand, stick to it. The business and the brand are indistinguishable to many of your clients and customers. Focus and build your company branding on its strengths and what it can offer.
futuristic. Their newer products embrace laser technology to detect dirt. Dyson invented the bagless vacuum, and they have fully embraced the concept. None of their vacuums use bags; if you trust their ad copy, bags are for Luddites. The copy emphasizes their fancy features, pointing out their “v7 motors” and “thermistor guards.” Most importantly, the copy doesn’t explain those terms, giving them an esoteric mystique. Besides design and retail, Dyson does even more to bolster their futuristic image. They invest in flashy tech research and manufacturing, attracting the keystrokes of
HAVE A Laugh
4 FASCINATING HISTORICAL FOOD FACTS
Food is central to every culture and there are so many interesting food facts. No. 1: Double-Dip Faux Pas! The nobility of the Ottoman Empire ate primarily with their hands. Double dipping and lip-smacking were frowned upon, and eating more than one bite of a dish was rude. No. 2: Lost Condiment
The Romans left behind a vibrant legacy. But, one thing that hasn’t stood the test of time is garum. They poured this condiment made from fermented fish on almost everything they ate. No. 3: Hot Beverage Fail In the 1960s, an unsuccessful marketing campaign tried to push hot Dr. Pepper. It was meant to be served warm with lemon. No. 4: Roaming Ramen Ramen is one of Japan’s most iconic dishes, but it actually originated in China. It became popular in Japan after World War II. Once instant ramen was invented, the noodle soup became associated with Japan worldwide.
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905 James Ave. NE • Jamestown, ND 58401 (701) 252-6190 • CraigHansonCPA.com Inside This Edition
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1. The Importance of International Day of Families 2. Marketing Secrets to Stay Ahead of the Curve 3. Food History Facts That Will Amaze You 4. Dyson Dominates Vacuum Market With High-Tech Branding THE CUTTING-EDGE CLEAN
UNRAVELING DYSON’S BRANDING SUCCESS
Every successful business has a brand: a unique identity separating it from the competition. The
Their $400 Supersonic hair dryer is a best-seller and highly reviewed, as are their bladeless fans and hair straighteners. It’s the Dyson brand that makes them such a retail powerhouse. When people buy their high-priced products, they believe they’re buying something high-tech and durable. Dyson doesn’t just sell vacuums — they sell the future. Every part of Dyson’s business is built to refine the brand image: looks, customer service, marketing, and more. Look at any Dyson product. Its high-tech form is unmistakable, a futuristic visage worn by all their products. Color contrasts and eccentric shapes separate them from their competitors. No Dyson vacuum looks like a vacuum, nor do its other products. Sharp names like Supersonic and Airblade support their state-of-the-art image. Browsing their store displays feels like traversing another dimension.
power of a brand can’t be overstated; in many cases, a company’s success depends entirely on its persona. But branding is much more than a logo change or a website redesign. Every aspect
of a company influences a brand image, defined by customer experiences, public perception, and impactful marketing. When a company wants to push its brand to the forefront, it must go all in. Dyson is the perfect example of this. They are the undisputed leader of household appliances and best-selling brand of upright vacuums, and their success isn’t slowing down. Since their humble vacuum origins, they’ve expanded.
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