How business continuity plans can fail

Just because your IT provider has a plethora of awards and certifications under its belt doesn’t mean that you can blindly hand over your business’s future to them. Often times, there are some aspects in your business continuity plan that tend to be overlooked by your provider. We have rounded up some of these issues that could appear when you enact your business continuity plans.

Over-optimistic testing

The initial testing attempt is usually the most important as it’s when IT service providers can pinpoint possible weak points in the recovery plan. However, what usually happens is a full transfer of system and accompanying operations to the backup site. This makes it difficult to look at specific points of backup with too many factors flowing in all at the same time.

Insufficient remote user licenses

A remote user license is given by service providers to businesses so that when a disaster strikes, employees can log in to a remote desktop software. However, the number of licenses a provider has may be limited. In some cases, more employees will need to have access to the remote desktop software than a provider’s license can allow.

Lost digital IDs

When a disaster strikes, employees will usually need their digital IDs so they can log in to the provider’s remote system while their own system at the office is being restored. However, digital IDs are tied to an employee’s desktop and when a desktop is being backed up, they are not automatically saved. So when an employee goes back to using their ‘ready and restored’ desktop, they are unable to access the system with their previous digital ID.

Absence of communications strategy

IT service providers will use email to notify and communicate with business owners and their employees when a disaster happens. However, this form of communication may not always be reliable in certain cases such as the Internet being cut off or with spam intrusions. There are third-party notification systems available, but they are quite expensive and some providers sell them as a pricey add-on service.

Backups that require labored validation

After a system has been restored, IT technicians and business owners need to check whether the restoration is thorough and complete. This validation becomes a waste of time and effort when the log reports come in a manner that is not easy to compare. This usually happens when IT service providers utilize backup applications that do not come with their own log modules, and have to be acquired separately.

These are just some of the many reasons why business continuity plans fail. It is important for business owners to be involved with any process that pertains to their IT infrastructure. Just because you believe something works doesn’t necessarily mean that it works correctly or effectively. If you have questions regarding your business continuity plan, get in touch with our experts today.

Published with permission from TechAdvisory.org. Source.

Are your site’s images hiding an attack?

ImageMagick, one of the internet’s most widely used image processing services, is susceptible to attacks that may put your site at a huge risk of exploitation, according to recent reports. The discovery of this vulnerability means attackers could potentially steal your site’s data, or corrupt it entirely. Let’s take a look at what your SMB should be doing to protect itself from this security flaw.

What is ImageMagick?

ImageMagick is a tool that allows sites to easily crop, resize, and store images uploaded by third parties. Vendors continue to improve user interfaces and experiences by consolidating functions into all-in-one packages, which means administrators are becoming increasingly unaware of what specific services they are actually utilizing. ImageMagick is deeply integrated into countless web services and many webmasters may not even be aware they are using this unsafe software.

How can an image make my site vulnerable?

Recently, it was discovered that images can be uploaded that force ImageMagick into executing commands and permitting attackers to remotely insert harmful code into vulnerable sites. Images are actually made up of complex code that is translated into photos, icons, etc. Different file extensions use what are called “Magic Numbers” to define their file types. Manipulating these numbers allows attackers to exploit a flaw in ImageMagick. The service scans the uploaded file, and attempts to decode the source information whenever it detects the file is not what it claims to be. Scanning that code and attempting to rectify the file misappropriation can then trigger whatever was hidden inside the image and result in remote command of your site.

How should I protect my site?

ImageMagick has admitted knowledge of the security flaw and promised to release a patch very soon. Until then, experts advise implementing multiple workarounds to keep your systems safe. However, if you’re not well acquainted with your web server and its code, then it’s wise to consult an expert instead of attempting these changes on your own.

For those who are familiar, follow these steps. The first is to temporarily incorporate lines of code that preemptively block attackers from exploiting these holes. Those lines of code, and where to insert them, can be found here.

The next step is double checking that any image files utilizing the ImageMagick service aren’t hiding any harmful information. This can be accomplished by opening an image file with a text editor, and checking for a specific set of letters and numbers at the beginning of the text that define what type it is. The list of these “Magic Numbers” can be found here, and will reveal if an image is hiding its true purpose.

Ideally, administrators will halt all image processing via ImageMagick until a patch is released from the developers.

Data security is one of the most crucial aspects of any SMB, however, keeping up with the constant flow of security exploits and patches can be overwhelming for administrators of any ability level. Why not contact us to learn more about keeping your network secure and protected from exploits like this one?

Published with permission from TechAdvisory.org. Source.

7 Twitter tactics to get more retweets

Are your tweets not getting enough exposure? With so many other social media campaigns out there, it can be tricky to get the attention of followers in Twitter. While posting regularly and writing bold headlines are important in grabbing the audience’s attention, there are other Twitter tactics that you should be employing in order to get the most retweets. Listed below are just a few ways to maximize your company’s reach over Twitter.

Schedule your tweets

There is absolutely no point in tweeting out any content if your audience isn’t even awake for it. That’s why it’s important for you to tweet at the right time to get the most retweets. Usually people won’t be retweeting in the morning and are more likely to retweet around 2pm to 6pm EST. However, if your followers live in different time zones and countries, the time you should be tweeting may vary. Twitter tools like Tweriod track down the geographical distribution of your audience and pinpoints the optimal time you should be tweeting to get the most retweets.

Use links

The next time you tweet out something, try embedding a link in your post. Whether it’s news, sports or celebrity updates, people will put some effort in keeping up-to-date with their interests. Studies have also shown that links to instructional posts get the most amount of retweets as well. The problem is, 140 characters is not enough content for your followers. So by satisfying your audience’s curiosity, you motivate them to pay you back by sharing your tweet out to their friends.

Ask for retweets

This is perhaps the most obvious tactic to get some retweets. Using call to action phrases such as “please retweet” significantly increases your chances of a retweet. Of course, you probably aren’t the only one asking for retweets. Adding something to sweeten deal, like a prize for one lucky person who retweets you, gives people incentive to do so.

Use visuals

Intriguing images can inspire retweets. Images are a great way to convey a lot of information in a short amount of time, and social media users love that. Some have found that, using colorful images and infographics in their tweets significantly increased their engagement rates and found that more followers were retweeting their content. It’s probably because there’s just more content to engage with other than a witty 140 character thought.

Use retweetable words

Research has shown that some words are more retweetable than others. Words like you, twitter, please, retweet, post, blog, social, free, media, help are the top 10 most retweetable words. However common-use words in any conversation such as “lol, haha, work, sleep or watching” are less likely to get retweeted. Unless you’re someone incredibly famous, it’s best to avoid using conversation filler words and stick to the buzz words that encourage people to share your tweets out to everyone they know.

Use quotes

Quotes express a lot in one simple line, making it perfect for any Twitter posts. Depending on your audience, a thoughtful quote can really move their fingers to click that retweet button. The next time you’re running out of ideas for tweets, dig up some good quotes relevant to your topic to get those retweets going. However, don’t continuously plug in quotes into your tweets. The trick is to do it occasionally, so you don’t risk people tuning out of your tweets.

#Hashtag

You’ll notice that the more popular tweets tend to have at least one hashtag. Using hashtags on keywords helps categorize your tweets with similar ones, giving your posts a bit more reach and, hopefully, more retweets. Just make sure you don’t overdo it as #thiscanbequiteannoying.

We get that small business may find it tough getting their name discovered among so many social media accounts. But if you consider some or all of these Twitter tactics, you have a better chance of getting more eyes on your tweets. If you want to learn more about useful Twitter tactics to increase your exposure and engagement, give us a call today.

Published with permission from TechAdvisory.org. Source.

Tap into the benefits of the human cloud

It’s an amazing time to start a business and take your ideas to the market more quickly, and at lower costs without the traditional barriers in hiring skilled workers. A world of talented contractors is now available in the “Human Cloud”, ready to help you do the heavy lifting of building your company. In this article, we’ll take a look at how this technology is paving new ways for outsourcing white-collar jobs and what benefits SMBs can gain from using it.

Foundr Magazine’s Editor-in-Chief and Publisher Nathan Chan was sick and tired of hearing about how entrepreneurs were killing it in life and business. He set out with ‘a passion project’ that led him to interview some of the most influential entrepreneurs around the world, and shared his findings through a cool monthly digital publication known as Foundr Magazine. For Nathan, the launch of this successful project would not have been possible if it wasn’t for a human cloud service like Elance, which allowed him to leverage overseas talent and build a solid team of graphic designers, audio/video editors and writers. All tasks and projects for each issue of his magazine is run via the platform, which conveniently auto direct debits and pays for his contractors.

Just like Nathan Chan, business owners are beginning to shift their labor demands from local to global. According to an online survey by Wrike, a social project management platform provider, close to 44% of business owners are already predicting a rapid shift to distributed teams in their companies. For them, technology can make their virtual workers just as efficient as if they were collaborating in one office. Remote collaboration via the the human cloud is indeed a game changer that benefits companies such as startups who are inclined to spend fewer resources to build their business infrastructure. Before we get into these advantages, let’s acquaint ourselves briefly with the human cloud paradigm.

What is the “Human Cloud”?

For those who are already familiar with cloud technology and services, you may know that the modern workforce no longer has to be tied to a physical office. Gone are the days of commuting and trudging along with the herds to get to cube farms or bullpens which some employees may regard as productivity- and soul-killing places.

In the new world of the human cloud, work is a digital cloud space where staff perform white-collar tasks from any location and on any device. Collaboration, file sharing or discussions on projects are done effortlessly and efficiently in a flexible and productive manner, rewarding team members solely for their output — regardless of their location, education, gender, or race. For employers, it’s not hard to see the promise of the human cloud as a greater and more visible assurance of on-demand worker supply. Although having a virtual workforce has a few challenges, knowing how to overcome them can yield great benefits for SMBs and particularly, startups.

Benefits of hiring on the human cloud

Low cost. The human cloud eliminates time and money wasted on traditional employment processes. Hiring is fast and easy; you pay for the skills you need on a transactional basis — as opposed to paying a high monthly wage on physically hired talent who may have too much idle time.
No overhead. Hiring on the human cloud requires no overhead for office space, thereby enabling firms to stay lean and profit-focused. By becoming “virtual”, teams can work independently from their homes or coffee shops.
Get skills on-demand. Employers can contract for micro tasks such as copying text from business cards to larger tasks like selling products for a fee. Others may benefit from human cloud talent sourcing for more complex project work such as software design and programming.
Global talent pool. Today, every organization or startup can be ‘multinational’, i.e., they are no longer limited by geography in finding key talent with specialized skills. A good idea can come from just about anywhere and can be performed and delivered from anywhere.
Easy collaboration. Using an online platform gives SMBs the ability to manage projects through virtual workrooms. Wrike’s survey revealed that to a significant extent, collaboration software is important and even mission-critical for remote teams to work efficiently.

As more startups and SMBs become familiar (and comfortable) with the advantages of human cloud, the future of work means that location is not the most important factor in determining who will contribute to your business’s success. A worldwide network of online contractors is now ready to serve you with the qualifications, skill sets and shared enthusiasm you seek to turn ideas into valuable products or services. For more information on how to leverage cloud technologies or collaboration software, please get in touch with any of our cloud specialists.

Published with permission from TechAdvisory.org. Source.

Ransomware Threats in the Air: How to Prevent and Protect

Ransomware in the Air – Strategies to Prevent and Protect

Unless you’ve been living under a rock, you’ve probably heard about the latest flavor of cybercrime that is circulating the internet – Ransomware.  As an experienced technician who has encountered this threat several times throughout its development, I’d like to spend some time today discussing what it is and what we can do about it.

Imagine that you are working on a deadline and you need to retrieve valuable client data stored on one of your server shares.  You go to open the file and receive an error message that the file is unreadable.  In the same folder you see a new file called DYCRYPTMYFILES.TXT.  You open this file to reveal a note from a smug hacker.  “Send 500USD in bitcoins to a specified address or lose access to your files permanently,” it says.  Browsing through your folders you quickly discover that you cannot open any of the files!  Worse – you call your IT professional and they tell you that there is no way they are getting those files back.  They are gone for good.

How do you think a scenario like this would affect the operation of your business?  How quickly do you think you could recover and get back to normal working order?  How much do you think it would cost?  It is unfortunate to say that many businesses will ultimately pay the hackers what they want in order to retrieve business critical data that they cannot recover by any other means.  For this reason, the ransomware industry is growing rapidly and the malware programs themselves become increasingly more sophisticated.

Right Hand heavily discourages anyone from giving in and paying the ransom.  While we do recognize that there can be situations where this is the only remaining way to regain access to business critical data, there really is no guarantee that the hackers will actually decrypt your files.  In addition, paying the ransom will flag you as a successful target, and you are very likely to be targeted again.

So what exactly is going on here?  At its core, ransomware is just like any other virus or malware except that it wants to target your data and “hold it for ransom”.  It does this by using encryption on any of your files that it can find – Word documents, spreadsheets, PDFs, pictures, music, databases, etc.  Encryption scrambles the data within those files, rendering them unreadable and virtually useless.  The hacker possesses the decryption key (what is needed to unscramble the data back to normal) and offers to return the files to the user in exchange for a sum of money, typically payable in bitcoins.  The hacker may also threaten to delete the key if the user does not act within a declared period of time.

Every business today should have knowledge of this threat and know how to protect themselves from it.  I have narrowed down three major areas of focus that a business can use to accomplish this.

  • Awareness training
  • Good security practices
  • Keeping good backups

I will touch a little on all three.

Awareness Training

 The weakest link in your network’s security chain is – and always will be – the user.  You can spend thousands on the best security firewalls and intrusion detection equipment and it will do you no good if Barry from Accounting mistakenly initiates a virus program.

Ransomware usually begins with a fraudulent email.  They purport to be from a trusted source, i.e. your bank, one of your contacts, or known entities such as UPS, FedEx, or ADP.  These emails always contain a clickable link or attachment that the user should click on to view more information about the email.  This is the bait, because once that user clicks it will immediately and silently begin to execute ransomware code.  Employees should be trained to use caution when opening any email attachment or clickable link.  In today’s world it has even become a common practice to “spoof” email addresses, making them appear as coming from a trusted sender.  For this reason, a simple phone call could be all that is needed to verify whether an email is legitimate.  Training should occur on a repeated basis to make sure employees have knowledge of current threats, what to look for, and how to deal with them.  When the users have knowledge beforehand they are much more likely to recognize a fraudulent email or webpage.  Additionally, in the event that a computer becomes compromised, you want that employee to recognize what occurred, act quickly and notify a network admin so that damage can be mitigated quickly.

The key here is remembering that it is not good enough just to have a policy.  Barry needs to be made aware of, and refreshed on the policy if you want him to become effective at detecting fraudulent communications.  In order to assist businesses with achieving this end, Right Hand offers an in depth training program that can simulate actual attacks, giving your employees the edge they need.

Contact us for more information by clicking here.

Good Security Practices

You always want to be sure you are following good security practices with your network regardless of the threats involved.  Here I am referring to technical controls and equipment that you can use to limit any unauthorized access.  For example, having a firewall is great for your network’s security, but can be meaningless if not properly configured.

Most strains of ransomware require the user to unknowingly download and execute malware code.  One way to counter this is by limiting administrative access to user’s computers when they don’t require it.  Processes that install software and change the registry require administrative access in order to work.  In this scenario, if Barry clicks on the bad email link, the ransomware may download but cannot execute because Barry does not have administrative rights to the computer.  This is known as the Principle of Least Privilege, and it is a good all-around security measure that will defend against more than just ransomware.

Another useful tip to prevent ransomware is to utilize a spam filter.  Most email hosting providers have this feature built right in, but some do not.  Check to see if your organization uses spam filtering, and find out how to implement it right away if you do not.  As stated previously, ransomware likes to worm its way in via fraudulent emails.  Having a spam filter in place doesn’t provide a foolproof safeguard, but it can drastically reduce the quantity of these emails that make it through to user’s inboxes.

There are many other good practices that business can follow to protect themselves and their data.  Right Hand offers security audits to help you see clearly the current state of your network.  Often, our technicians can discover ways to increase your network’s security with the assets and controls that are already in place!

Click here and let us know you’re interested.

Keeping Good Backups

The power of keeping regular backups cannot be overstated.  A good backup solution takes backups regularly, they are redundant, and they are stored both locally and offsite.  Gone are the days of fighting with tape backups and praying that they work when called upon.  In 2016, a small business can purchase an effective solution for about the cost of a cell phone plan – which is nothing compared to the financial cost of losing valuable client data to ransomware, or any type of disaster for that matter.  A business that keeps good backups of their system cannot be harmed by the effects of ransomware – aside from the downtime involved with removing the infection and restoring good copies of data.  Good employee training and controls are always most effective when combined with a reliable backup system.

In this scenario, Barry’s infected computer is cleaned of malware and good copies of encrypted data are loaded from backups.  The business may suffer temporary downtime and inconvenience, but ultimately they will make a full recovery.

A strong backup solution is your ultimate protection against data loss for any situation.  If you do not have a suitable backup solution, talk to us about how we can help you get to where you need to be.  To view quick and easy solutions for single computer backups, check out http://backup.rhtg.net.

GET YOUR FREE RANSOMWARE RECOVERY TIPS

Worst case scenario?  If you have already been infected with ransomware, we’re ready to help.  Fill out the form below for a free recovery tip sheet.

Right Hand is a managed service provider offering custom IT solutions for any size business, large or small.  Our team has the experience and knowledge to protect your network from ransomware and other threats.  Don’t wait for disaster to strike – call us today at 844.254.RHTG (7484).

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Essential Microsoft Word formatting tips

Microsoft Word is used by over one billion users worldwide, and of those how many are using it to its full potential? Over the years Word has transformed into a complex design tool that allows it to move far beyond simple text editing. Most users know how to change a font or center their text, but how many know how to track changes on a collaborative document or remove formatting from pasted text? Staying up to date on the features listed in this article will drastically increase the efficiency and productivity of your document creation processes.

Writing outside the box

Not all of your documents are simple line-by-line writing, and even the ones that are might require a bit of unique formatting. We’ve all wrestled with textboxes, customized margins and indents, but did you know that you can write anywhere on a Word document simply by double clicking wherever you’d like to insert your text? No more counting how many times you pressed the spacebar, no more spending 10 minutes formatting your textbox, just double click and start typing.

Customize your AutoCorrect

No matter how often or how much we write every day, there are still words, phrases and special characters that we can’t seem to master. Increase your typing speed by personalizing AutoCorrect to fix your commonly misspelled words without prompting you. Most of these are preprogrammed into Word (pretty much any ‘i’ before ‘e’ mixup), but customizing your own settings can solve issues like accented letters that are missing from your keyboard, or replacing short abbreviations with verbose technical terms. Just go to the File menu, click on Options, select the Proofing tab and click on the AutoCorrect options to explore all of your options.

Apply document formatting to pasted text

No matter how original your content is, there will always be reasons to copy from an outside source and paste to your own. You may need a quote, a piece of data or just an outside voice to your writing. When using the copy and paste function, you may need to remove formatting carried over from the original source. Although the icons and interface of this feature have changed throughout different versions of Word, Microsoft has been careful to always leave it as an option for users. Simply adding the Windows key to your copy shortcut (Ctrl+Windows Key+V) will integrate the copied material into your content. Default paste options can be further customized in the Options menu.

Collaborate with Review tab features

After the content has been written, you may want to invite others to edit your document with Microsoft’s Track Changes function. Once selected, anything altered in the content will be timestamped, highlighted and underlined in a color that changes in accordance with each editor. This allows you to see the original text along with suggested edits from colleagues. If an edit seems too drastic or risky, users have the option to leave comments or suggestions attached to the document, like a virtual sticky note. After the collaborative process is over, changes can be accepted or rejected individually, or en masse. All of these features can be found under the Review tab along the top of the screen.

Find and Replace

Most users know about using the Ctrl+F shortcut to find text in their documents, but not as many are aware of the Replace function. There are several hypothetical situations when you may need to replace several uses of an incorrect word or phrase. In a technical document you may realize late in the writing phase that you’ve misused a term, or in a marketing piece you may decide to change the name of a product or service; regardless, there is a simple one-step solution. After opening the Find window, simply click on the Replace tab and type the original word or phrase into the top field and the corrected word or phrase into the bottom field. From there you can choose to automatically replace all instances, or review them one by one. In addition to using this trick to fix errors, you can also use it as a shortcut to typing difficult and complex phrases by initially writing a shortened version and replacing it with the full phrase after you’ve finished writing.

Undo and Redo

Almost everyone knows the shortcut for undoing nearly any action in Microsoft Office – Ctrl+Z. Far fewer people know, and actively employ, the redo shortcut. This is a quick solution for viewing and comparing different formatting and layout options, and with a tracking history of 100 actions you’re pretty safe from changing so much that you can’t return to where you started.

Microsoft Word is one of the most universal document editing programs in the world. Don’t let creative, design and formatting speed bumps slow the development of your content when there are existing solutions tucked just a few menus away. An up-to-date understanding of Word and its functions can drastically alleviate the headaches of editing and formatting your files. If you’d like to know more about Word and other Microsoft Office products, shoot us an email.

Published with permission from TechAdvisory.org. Source.

Are you sufficiently cooling your servers?

Servers are the heart of most modern SMBs. They host intranetwork data, customer data, and facilitate product delivery. Like any piece of equipment in your workflow, servers need to be carefully cared for in order to keep you up and running. With the strain that most businesses put on their servers, one of the most important maintenance variables is temperature management. Understanding why keeping your servers cool is vitally important and could save you from an expensive crash, troubling data loss or reduced hardware reliability.

How does temperature affect my servers?

Extreme temperature in server hardware can result in different forms of damage. Most SMBs see total failure as the most concerning outcome. A server that completely crashes for any reason results in costly data loss and service interruptions, but the unbiased advisory organization Uptime Institute warns about overheating that doesn’t result in total failure. Every 18 degrees higher than 70 degrees Fahrenheit, hardware reliability decreases by 50%. This decrease in reliability can be just as, if not more, expensive for your hardware budget in the long run.

Cooling methods can’t just be implemented and forgotten, they must be closely monitored to ensure the health of your server hardware–short and long term. Options for temperature management range from simple low-budget solutions to expensive outsourced alternatives; determining your server management budget will greatly depend on what types of methods you intend to implement at your SMB.

Cooling methods

Which system you use to cool your server largely depends on how much power your hardware is using. The higher the watt, the harder it’s working. It will be easier to determine the scope of your temperature management needs when you have a thorough understanding of your power consumption.

PCWorld advises that simple conduction management is adequate for any equipment operating at less than 400 watts. This means simple solutions like positioning your server away from walls, low ceilings, cable clusters and anything else that can block hot air from dissipating naturally.

For watts between 400 and 2,000, strategic ventilation becomes a necessity. Adding passive ventilation is viable up to 700 watts, but fan assisted ventilation will be required above that up to 2,000 watts. With the increased power consumption, temperatures will rise and air movement needs to be more closely managed. At this stage simple vent and oscillating fans will suffice.

Anything higher than 2,000 watts needs to utilize dedicated cooling solutions. This means air-cooled units to actively reduce server room temperature. Depending on the size and arrangement of the space, a simple self-contained unit may be enough to reduce rising temperatures back into acceptable ranges. However, if you’re not sure, you should schedule a consultation with a vendor to consider more drastic cooling and monitoring methods.

Keeping your servers running at ideal temperatures means smoother data operations, lower hardware budgets and one less thing to worry about at your SMB. As your business continues to grow and develop, keep close tabs on increasing server loads–it could save you from devastating data loss. If you’d like more detailed advice about server management, or have any other questions about your hardware setup, contact us today.

Published with permission from TechAdvisory.org. Source.

Are you using this effective marketing tool?

From free information products such as ebooks to brochures and email campaigns, today’s marketers have a wealth of tools and tactics at their disposal. While content marketing and social media garner most of the attention in the marketing world, it’s easy to forget about tried and true techniques that are as effective today as they were twenty years ago. Recent data supports that one age-old sales tool in particular is still incredibly effective today, and even beats out some newer marketing tactics. What is it? Let’s take a look.

What is one thing every consumer has in common? They all love to save money. This is why the marketing technique of offering coupons is still as effective today as it was decades ago. Shocked? Don’t believe this is true? Well, let’s explore some statistics.

A recent report by Valassis, a large marketing firm that serves clients across the globe, provided some enlightening information on the effectiveness of coupons. Here’s what they discovered in terms of how coupons influence consumers.

  • 82% of all consumers are more likely to buy from a brand they wouldn’t normally because of a coupon
  • 85% are influenced to try a new product because of a coupon
  • 84% are more likely to switch brands because of the weekly specials on offer
  • 24% choose to shop at another brand’s store over their preferred because of better advertised bargains

This same report also uncovers some interesting data about brand loyalists, revealing that 78% are more likely to buy from a brand they wouldn’t normally patronize, due to a coupon. While this number is surprising close to the amount of total consumers influenced by coupons (as mentioned in the first bullet point above) this next bit of data may come as more of a surprise: 43% of brand loyalists have a more positive view of a company that offers coupons over those who don’t.

While this recent report goes a long way to revealing the benefits of coupons, how do they compare to another common marketing offer used today: free information products?

The appeal of coupons over information products

According to one marketing firm based in Waterford, Connecticut, a coupon was chosen 9 out of 10 times over an ebook when offered simultaneously. This raises an interesting question: why would a coupon be more effective than a free ebook or other information product? Let’s look at some common psychology triggers at play here.

Broad appeal – simply put, coupons have mass appeal. While information products are likely to be seen as more valuable to those with a higher education, a coupon can appeal to all income brackets – from the very wealthy to the very poor.

Instant value – to gain results from an information product requires a time investment and action. For example, if a customer receives a free 30 page ebook that explains how to get the best discounts on electronic equipment, he or she needs to read the book and then take action (and possibly create a plan) to gain the rewards of that time investment. Many consumers would rather spend their time doing something else, but a coupon on the other hand offers immediate value. Simply hand it over to the service provider, and you save money instantly. What’s not to love about that?

Uniqueness – the online marketplace is flooded with free information products. While they’re still an effective tool to gain a prospect’s email address, far fewer businesses offer coupons on their website, especially in the small business sector. By offering a coupon, you provide a free offer that immediately separates you from the pack.

The point here is that just because a marketing tool is popular doesn’t mean it’s the most effective. This is why we encourage you to review data and statistics before implementing any marketing technique in your business. It can save you a whole lot of time and also make your business stand out.

Want more valuable business information that can help you connect better with your customers? Curious to learn how IT can help collect data more easily? Call us today to find out more.

Published with permission from TechAdvisory.org. Source.