How To Roll New Business Your Way With Promotional Merchandise

Writen by Andrei Smith

According to Wikipedia, the free internet encyclopedia: "A promotional item is merchandise given away free of charge to the public in an effort to promote a business or increase interest in, or sales of, a product. These items are also referred to by the slang terms schwag and tchotchke. (The latter is derived from a Yiddish word meaning "trinket".) Promotional items are also used in politics to promote candidates and causes. Examples of promotional items include logo-branded t-shirts, caps, keychains, bumper stickers , pens, mints, etc. Collection of certain types of promotional items is a popular hobby."

Promotional items have the power to be understood universally.

According to the Promotional Products Association International, corporations spend close to $17.5 billion a year on this type of advertising - that's more than one-third of what's spent on TV.

A survey conducted for Promotional Products Association International (PPAI) by LJ Market Research reveals the power of promotional products by measuring how end users respond to organizations that use promotional products as part of their marketing mix. The survey, Promotional Products - Impact, Exposure and Influence: A Survey of Business Travelers at Dallas/Fort Worth Airport , was conducted by interviewing business travelers at DFW Airport. More than 71 percent of travelers indicated they had received at least one promotional product in the last 12 months. The study also showed that respondents' ability to recall the name of an advertiser on a promotional product they had received (76 percent) was much better than their ability to recall the name of an advertiser from a print publication they had read in the past week (53.5 percent).

Recipients of promotional products do remember the advertiser's name.

Business to business gifts are a good way to maintain a positive presence within your client base. They can build brand awareness within the professional community as well as amongst the general public. The next time you launch a new product or service, try introducing it with an imprinted business item. When gifting to clients within your industry, it is particularly important to choose a promotional item that relates to your field. For example, if your new service will save the public time and effort, introduce it with a customized clock or calendar.

By introducing a new product or service to clients with a clever business gift, you maintain a strong industry awareness of your company. It is also important to choose a quality method on the imprinted business items. Stick to laser engraved pens, debossed leather and vinyl items, and embroidered wearables.

Break away from the promotional item pack.

People tend to copy each other and assume that if most people do things a certain way, it's the way to follow. Don't follow, be a leader instead. People love pens, but the truth is, everyone of us has at least a dozen promotional pens right now with different company names and logos inscribed on them, and if yours is one of them, the next person most likely couldn't find it to call you if she searched all day and night. But if she had, say, a branded clock or a branded calculator on her desk, with your name and address on it, well, that she could definitely put her eyes and hands on - which means she would be able to call you. Bottom line, don't be afraid to do something different. Do a quick research, see what's trendy, look for novelties. If your budget permits, get something people will not throw away, like a USB flash pen, a promotional MP3 player, an imprinted watch, etc.

Try to deliver your promotional products in different, creative ways.

For instance, instead of mailing 1,000 mouse pads with your company logo on them, have 300 or so hand delivered. Hand delivering promo items will earn you enough business so that you can afford to hand deliver the next 300 and so on.

Let the professionals handle it.

Hire someone specialized to advise you and develop your promotions and promotional ideas for you. Let a design company create your promotion and print it for you. Yes, you'll spend a little more money upfront, but you'll have a promotion where all the pieces and parts work together to get your message and call to action across to your customers - which means your customers will be more likely to call you instead of the other guy.

Remember that there is more to an effective promotion than handing out one item.

There are pieces and parts to it. It takes a consumer an average of six to seven times of seeing and/or hearing your promotional message before they "get" it and take action of any kind - even saying "no thank you". No, it's not because your target audience is dumb, it is because they're constantly being bombarded with marketing promotions from all sorts of businesses. Know your target audience. If your promotion is for teens and young adults, for example, don't give them refrigerator magnets-they don't usually have refrigerators! At least not of their own yet. Give them a cool key chain or CD holder, give them something electronic, something trendy and colorful. If your target audience is leaders of corporate America, don't give them lottery scratchers or highlighter keychains, don't even give them a calculator, since they have accountants dealing with their numbers. Give them instead a nice writing set for their desks, give them some nice executive accessory that you know they will not be ashamed to display on their mahogany desks. And if you are really on a budget, a nice luggage tag, a passport holder with your company name, logo and address, or even a promotional golf ball will do. No matter how wonderful and unique a promotional item is, if it's given to the wrong target audience that has no use for it, they will have no use for you.

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Andrei co-owns Bsleek - a company that specializes in web design, hosting, promotional items, printing, tradeshow displays, logos, CD presentations, SEO and more. Andrei has amassed an extensive technical knowledge and experience through his career as the CIO for a major travel management company and through his past careers in military research, data acquisition and airspace engineering. He also consults for Trinity Investigations, a New York based PI firm.

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Bsleek - Quality promotional merchandise at affordable prices

Knowing Your Customer Is The Key

Writen by Matthew Tibble

Without doubt, understanding what a customer's wants and needs are is one of the most important aspects of running a business. You must know your customer. For the most part your customer will buy on emotion, especially for products or services that are not a necessity and where there are a number of suppliers for the same item. Understanding and defining why your customer shops the way they do is your key to success.

There may be a number of factors that are common amongst your target audience for your business service or product. By researching and finding out what these are, you will be able to see what areas you can focus on where there is a need, and what areas will not interest them. Write down what your ideal customer will looks like, behaves like and wants from you. Seeing your business through their eyes will help to highlight your strengths and any weaknesses you might have.

Where can I find information about my customer?

There are a number of resources that you can access at LITTLE OR NO COST to you, that can help provide accurate impressions on your customer and their buying habits. Also, these resources will help you define and research potential markets that you had not yet considered for your business.

Firstly, research and access all the SECONDARY data that you can. Secondary data is data that has been gathered by someone else for a different and specific purpose. Often, this data contains information that you can utilize and apply to your own needs. For example, the research may relate to how people spend their money in the home, and you may want to know what people and how much they spend on tools for the shed. This secondary data could well provide the information on the amount they will spend, where they will shop and why, and what type of customer will do the shopping.

Places and Sites that you can visit to begin gathering secondary data:

* Ibis World (http://www.ibisworld.com/) - The IBISWorld US Industry Reports provide you with immediate access to vital information on 100's of industries. They are continually adding more industries to eventually cover the entire economy in depth.

* LibrarySpot.com (http://www.libraryspot.com/) - a free virtual library resource center for educators and students, librarians and their patrons, families, businesses and just about anyone exploring the Web for valuable research information.

* Internet Public Library (http://www.ipl.org/) - The Internet Public Library (IPL), is a public service organization and learning/teaching environment full of information and resources to help educate you.

* US Census Bureau (http://www.census.gov/) - The Census Bureau serves as the leading source of quality data about the nation's people and economy, providing the best mix of timeliness, relevancy, quality, and cost for the data they collect and services they provide.

Having gathered any secondary data available, you might find that you still need some information relating to your customer and niche market. The best way to do this is to gather what is called PRIMARY data – information that you gather for your own purposes. There are a number of ways that you can do this. For example, you might choose to call people out of the phone book and ask them to complete a survey over the phone. You also might choose to go to the local shopping complex and interview people you meet. This second idea is very useful if your product is something that is already sold through retail outlets, as you can talk direct to customers that could become your customer in the future!

If you have never written a survey before, visit the site below as a great starting point:

* How to Write a Good Survey http://www.accesscable.net/~infopoll/tips.htm - this site has a description of each step in writing a survey, and some useful links and further articles about the gathering of information by using surveys.

Don't be afraid of gathering your own information - it can prove to be an invaluable exercise. Not only do you gain a more complete understanding of the needs of your customer, but you increase your own knowledge and understanding of the marketplace. This places you in a better situation when building and expanding your business.

Matthew Tibble operates http://www.BusinessPlanningMadeEasy.com, a site dedicated to business owners to help them achieve their business goals. A combination of sales and marketing experience over the past 9 years & a strong passion to help small businesses improve their success has led to the development of business and marketing planning services. Please visit http://www.businessplanningmadeeasy.com or email info@businessplanningmadeeasy.com.

Communicating Trust To Online Customers Web Usability Part 1

Writen by Ken Moss

What is Trust?

Online trust is similar to a contract between a retailer and a customer. Trust is an expectation that grows as customers interact with your brand. Those interactions span a range of touch points including print and broadcast advertisements, catalogs, promotional mailings, employee contact, as well as your retail and online stores. Each one is equally important; each can make or break the trust your customers and online visitors have or expect in your company.

Trust is in fact what drives all commercial transactions between a retailer and customer. When you make a purchase in a retail store, you take it on trust the products are fit for their intended purpose. You trust that if it does not work, or if you change your mind about the purchase, the retailer will accept the returned product. You trust that when your credit card is handed to a sales associate, the proper amount of money is securely transferred. These are basic trust expectations customers have with retail establishments and with online websites as well. And if that trust is broken, the relationship is void and very difficult to rebuild.

There are many components which contribute to how the customer experiences your brand, and the level of trust people have in your ability to deliver on your 'brand promise'. To build and maintain trust online, websites, both Ecommerce and not, must include 'trust elements' to cultivate a positive relationship between a company and its potential and existing customers.

Online Trust Elements

Accurate product information is critical to helping consumers make informed purchasing decisions. When a purchase is made based upon inaccurate information, what happens to that customer's willingness to trust you in the future? When the inaccuracy becomes apparent to the customer, what is the cost to correct it? At best, the product is returned and exchanged for one that fits the needs of a customer that is now frustrated and distrustful of your information. At worst, the product is returned and you've lost a customer forever. Product information must be concise, relevant, well-written and persuasive.

User-friendliness, aka Usability

People expect retail sales clerks to be friendly and knowledgeable, and the purchasing process to be painless and efficient. Customers bring those expectations of a pleasant shopping experience with them when visiting a website. If online user-friendliness standards fall below customer expectations, your website will lose sales due to higher-than-average website abandonment. Three major issues users have with websites is poor navigation, ineffective search functions and low quality product photographs. Fixing just these issues alone will greatly increase conversion ratios.

It's All About You

Online shoppers want to know who they are dealing with. Websites must try and create a connection between the visitor and company similar to the empathy developed between a customer and the sales clerk during an in-store visit. Here's a list of trust elements needed in the About Us section to replicate in-store experiences online:

• Photographs of the store owner or manager, staff and brick and mortar operations
• Company history
• Management biographies
• Community involvement
• Corporate Partners and Suppliers
• Press Releases
• Professional Affiliations

It's All About Them

Users must understand how a company conducts business before they will commit to a purchase. Websites must parallel an in-person experience within the online environment by visibility and functionally demonstrating an understanding of users' expectations. Your online customers want to know:

• What are the return and refund policies?
• What guarantees, warranties and promises of satisfaction are connected to each purchase?
• Is the website safe and secure for online transactions?
• Is there a toll-free phone number and email address?
• Can she speak with a real person?
• How fast will service or product problems be addressed and solved?
• Any professional accreditations like BBB and Verisign?
• What methods of payment are available?
• How are products shipped for delivery?

Keeping the Brand Promise

Branding is as important to establishing online trust as fulfillment capabilities, customer care, or search functionality. All website elements must adhere to and reinforce corporate branding guidelines for style, tone and manner. Inconsistencies are magnified online and differences, perceived or real, will give reason for distrust and lower conversion rates.

Know Yourself and Your Customers

To build online trust and customer loyalty, understand how your website is gaining, keeping and losing customers. Understand how your customers interact with your website by implementing a web usability audit. Understand why certain people buy from you, while others don't. Intimate knowledge of who your customers are will allow you to build a website to satisfy the needs and expectations of those customers. Happy customers, as we all know, quickly become loyal, repeat customers.

Find out more on web usability and Internet marketing at VKI Studios.com

Find Part 2 on our website.

VKI Studios is an Internet marketing and website usability company which has been helping customer experience since 1998.

The Power Of Because

Writen by Robert Abbott

"Do it!", "Do it now!", or "Do it because..."

Which of these commands is most likely to get the response you want?

If you picked the third, the one that includes 'because', you'd be right. Of course, if you're a parent, aunt, or uncle you may know that already.

The idea behind 'because...' is to provide an explanation or rationalization for the request you're making. In other words, the command or request is not just an arbitrary exercise of power on your part -- it's a reasoned request or command.

In a broader sense, 'because' provides context, which we've often discussed in this newsletter. Context provides a framework for specific communication. For example, "Please review this contract before we mail it out, because a mistake could cost us thousands of dollars."

A number of Internet entrepreneurs report they've tested the use of 'because' in their advertising copy and found it worked. I've used it myself on the home page of Abbott's Communication Letter http://www.abbottletter.com/ where visitors are invited to subscribe.

I haven't tested to see whether or not it makes a difference. But I do know it helps in the copy writing process.

It helps because it pushes me to make a connection between an action and a consequence of that action. For example, "Wear a helmet when you ride your bike, because it will help you avoid head injuries if you fall." In this case, wearing a helmet is the action; avoiding a head injury is the consequence.

One more thought: the word 'because' does not always have to be explicit. It can be implicit or implied, as in "Wear a helmet when you ride your bike, so you won't injure your head if you fall."

Let's consider a few more examples, from various functional perspectives.

Suppose you're a librarian and you want to encourage patrons to expand their reading horizons. So, you post a sign in the Historical Fiction area that reads something like this: "The story here is only half the story. Visit the History shelves, too, and enrich the stories you find here."

The action: look in the History section, as well as the Historical Fiction section. The consequence: you'll learn the story behind the story, enriching your reading of the fictitious stories.

How about a sales example? If you send a sales letter, do you focus on product features and ignore the benefits your readers will reap (believe me, I see a lot of these letters)? If you use 'because' with each feature-- explicitly or implicitly -- you'll force yourself to list benefits as well as product features.

Compare these two pitches: "Now featuring keyboard water coolers with two-gallon capacity!" and "With the two-gallon keyboard water cooler, your keyboard will never overheat, no matter how fast you type."

In summary, using the word 'because' in your message will help you write more persuasive copy and help your readers understand why they should respond to you.

Robert F. Abbott writes and publishes Abbott's Communication Letter. Learn how you can use communication to help achieve your goals, by reading articles or subscribing to this ad-supported newsletter. An excellent resource for leaders and managers, at: http://www.communication-newsletter.com

What Does Multimedia Mean And How Can It Help My Business

Writen by J Lewis

The term multimedia simply means many ways of communicating. Media is the plural for medium and the word originated in the field of advertising over 50 years ago. The following are all examples of multimedia, they all relate to each other and are powerful tools in the advertising industry.

Graphic Design for print and web
Web Design Web Development
Interactive CD ROM and DVD

How can it help in marketing your company and why should you be investing in the skills of a professional graphic designer?

In an era where we are constantly exposed to imagery and brands, having a strong corporate identity is a major factor for helping to market a companies products or services. Branding or corporate identity usually consists of a logotype, slogan and its associated imagery and colours. Unfortunately there are no requirements for qualifications in order to set up as a web design, graphic design or multimedia specialist and I believe that this has had a detrimental effect on the industry as a whole. There are now numerous companies out there that have set up as design agencies and who offer poor quality services to their clients.

This is particularly evident in the web design industry where it is all too easy for individuals to buy the many templates that are available and pass these off to their clients as web design. Worst still is that this poor quality work doesn't come cheap as many individuals seek to cash in on peoples lack of understanding of the multimedia industry.

An important part of your marketing and branding will be your company logo so when choosing and designing a logo, make sure you have a reasonable budget and that you seek professional help. Avoid the temptation to 'knock something up on the computer' yourself or to ask a friend or colleague to have a go.

Good graphic design need not cost a fortune but bad design will have a huge impact on how your business will be perceived. Most logos are instantly forgettable but you have the opportunity to develop something memorable if you spend time and money at the outset. Look at the big brand names that you are exposed to every day of your life and you will see just how much they invest in and value their company branding and logo to the extent that they will fiercely defend their branding with expensive lawsuits if necessary.

When planning your logo, you should develop a simple written brief for the project and commission a professional graphic designer.

A logo needs to be distinctive and not too much like the logo of other, well known organisations? It needs to work well with the logo of any of your major partners or funders if you have any?

The new logo should work well across a range of applications ie. on a conference banner, business card, letterheads, brochures, website etc.? It also needs to look good when reproduced on a basic photocopier?

For your logo colour, it might be better to avoid particular tones of colour associated with say political parties. Limiting the range of colours will help to keep costs of reproduction down.

For logo typeface, limit the number of typefaces for headlines and body text and choose modern, clean typefaces.

John Lewis is a multimedia designer who specialises in producing interactive CD Rom, original graphic design Edinburgh and web design Scotland.

Market Knowledge Always Wins The Day

Writen by Heather Loftiss

If you rate how good a company's marketing initiatives are by the advertisements you see and the impressions they make on individuals, you couldn't be more wrong. The best marketers know their market – they have in depth knowledge of who their customers are, what their customers' needs are, what companies have done in the past, and in which direction the market is headed. Sure, these guys can also generate catchy ads and funny slogans, but these things do not make them great marketers.

The Best Battles of the Past Few Decades Nike vs. Adidas – The battle between Nike and Adidas that erupted in the late 70's and continued through the 80's is one for the record books. In the mid-80's, Nike signed basketball superstar Michael Jordan and quickly released the Air Jordan line. Adidas signed Run DMC banking on the explosion of Hip-Hop. Who won? Well, they both sell sports shoes and Adidas signed a musical group while Nike signed a sports star. Today, Nike is worth $15 billion and Adidas is worth $8 billion. Nike dominates most sports while Adidas remains strong only in soccer.

Why did this happen? There are a few reasons. Nike stayed true to its positioning by signing basketball's most popular rising star. Adidas strayed from the sports theme completely by signing a Hip-Hop group. Nike also had the foresight that basketball was becoming an American pastime where players like Michael Jordan would be idolized. They were dead on.

JVC vs. Sony – Another struggle during the 80's was between VHS and Betamax. People always say that marketing had nothing to do with VHS trumping Betamax as the video cassette standard. However, marketing had everything to do with it. RCA went to Sony and asked them to create a Betamax tape capable of recording for 4 hours. Sony refused because the quality would be much poorer than what Betamax was now offering on the 1 hour tapes. RCA then went to JVC and asked them the same thing. They accepted, began to create the "long play" VHS tapes, and the industry was instantly changed.

What consumers needed was a tape capable of recording more than an hour. People were beginning to use the recording tapes to make copies of their favorite movies on television. They could not use the Betamax tapes because all the movies were longer than an hour. JVC saw the consumer need and satisfied it. Because JVC was the one with the market savvy to see this, they came out on top and Betamax flopped.

Microsoft vs. Apple – Apple created its first computer in 1977 and quickly gained notoriety. Microsoft became popular in 1981 when its operating system was bundled with IBM computers. So how did Microsoft "beat" Apple in the computer industry when they were almost 5 years behind them?

Microsoft had the market knowledge and worked through existing channels to reach their customers. Apple thought that their market would like an "all-in-one" package with the company designing, building, and populating the computer so that it would be very efficient. Microsoft, on the other hand, realized it could never satisfy the market entirely and focused on creating the operating system for IBM computers, a large manufacturer who was already established in the computer industry. While Microsoft and Apple weren't doing the same thing, they were definitely in the same market in the early 80's. Apple, whose operating system on its early models was only compatible with its Macintosh computers, lost the battle when they licensed some of their operating system ideas to Microsoft. They turned around, created their own Windows 1.0, and bundled the operating system with all the IBM computers.

Apple was stuck marketing and selling their products which were not compatible with any other product out there. Microsoft took off immediately after they realized the best way to reach their market: a partnership with a well established computer manufacturer.

Harley-Davidson vs. Honda – Harley-Davidson was the world's leading motorcycle manufacturer until the 1970's when Japanese bikes quickly became popular with their superior handling and performance. In 1980, Harley was at risk of going bankrupt and was sold to another company who had a revolutionary marketing idea.

The new owners saw their competition, Honda and the other Japanese bike manufacturers, sized them up, and developed a new strategy. They saw that they had lost the innovation and performance lead to the Japanese and would never regain it. However, Harley-Davidson was a company that had a great history – almost six decades more than Honda.

Harley-Davidson's new designs had a "retro" feel to them. The new bikes looked like the old bikes of the 40's and 50's and shied away form the sleek and compact look the Japanese were using. They saw that an American company with a lot of history could use that history to its advantage. The name Harley-Davidson quickly became synonymous with American pride. By the mid-90's the company had completely rebounded and started making deals with Ford to produce a Harley-Davidson model of the popular Ford pickup trucks. Again, the Harley-Davidson name prevailed. By 2004, the licensing of the Harley-Davidson name was bringing in 5% of the company's revenue.

Harley-Davidson could have been crushed by Honda and the other Japanese bike manufacturers – look at what has happened to the American car manufacturers as of late. However, Harley has prevailed by keeping a consistent image with their bikes. They have never wavered from that "Hog" mentality the company pushed for so hard in the 80's. They not only sold their bikes, but they also sold the history and prestige that was behind each one. And that's exactly how they positioned the bikes in the 80's to stay afloat against stiff competition.

Heather Loftiss is President of Water Design Studio (http://www.waterdesignstudio.com), a Houston based advertising agency. She also publishes The Customer Connection (http://www.morerepeatsales.com) online newsletter.

Marketing To The Affluent With Wine

Writen by Leon Altman

With its association to an affluent, sophisticated lifestyle, wine can make a good accompaniment when marketing to an affluent audience. However, I am not talking here about ordering expensive wine at a client diner. Wine can be used more creatively and productively to connect to this target audience.

For example, wine proved to be a powerful marketing element for a startup magazine targeting an audience that is personally affluent and controls an enormous amount of money.

BuySide magazine is a publication for institutional investors and money managers. When it was first conceived, it had to overcome what seemed to be a big drawback. Its founder, Gordon Holmes, lived in Sonoma, California, and insisted that the magazine be based near his home, far away from both the financial and media centers in New York.

In discussions with Holmes, I discovered that Holmes' insistence on basing his operations in Sonoma was not just a whim or a wish to have a short commute to work. It turns out that five generations of his family had been involved in California agriculture and he was passionate about California wine and wine-growing.

I made a decision to turn BuySide's remoteness from financial and media centers of action into a positive. His location in California's wine country would become part of the magazine's positioning.

The first step was to create a private label BuySide Wine. In a deal with local wineries, we were able to source a sufficient amount of BuySide Merlot and Chardonnay. A special wine bottle label was designed to reflect the unique story of this boutique wine.

Next, a direct mail campaign was developed using wine as a theme and Buyside wine as a premium. The campaign was aimed at advertisers and companies that wanted to reach the magazine's audience of institutional investors.

The chief element of the direct mail campaign was a brochure. The reader was immediately confronted with a stark, bold headline on the front of the brochure:

"WHERE DO YOU GO TO TALK TO INVESTORS WITH $TRILLIONS TO INVEST? When the brochure was opened, the inside headline provided the answer: "TO THE WINE COUNTRY"

On the left side of the inside page, we developed a fanciful photo that conveyed the message we wanted: In the photo, Holmes was wearing a suit and holding a cellphone, sitting at a desk which had a computer on top of it, in the middle of a winery. Next to the desk was a street sign that said "Wall Street." The other side of the page told the story of Buyside and how it reached this affluent, influential audience of institutional investors. The copy also directed readers to an offer in the back.

As part of the offer, companies that responded to the mailing would receive a free bottle of BuySide wine—white or red.

The mailing and promotion powered the magazine to success far ahead of schedule. But wine proved to be more than a launching pad in a direct mail campaign. It became part of the magazine's positioning, separating it from the competition. The wine angle proved powerful for years to come. At money management conferences, where wine was given out at BuySide's booth, people would come into the conference and ask 'Where are the wine guys?" Everyone knew what they meant.

While developing a private label wine may not be for everyone, there are other ways to use wine creatively in affluent marketing. Wine tastings, and food and wine get-togethers have been used successfully by professionals seeking to market their services to an affluent audience. But like wine itself, it takes taste and sophistication to make it work.

Leon Altman is the founder of InvestingIN.com (http://www.InvestingIN.com), a website that provides articles and newsletters about opportunities in different areas. To sign up for any of its free newsletters, go to http://www.investingin.com/freenewsletters.htm.

Marketing In Strategic Locations Leave Your Literature Where Your Competitors Arent

Writen by Larry Baltz

Think about the people you help in your business. Where do they congregate, where can you find them? For instance, I work with small business owners who want to get more clients. A place this group frequently visits is bank offices to take care of financial transactions and to discuss specific issues with banking officers.

Every time I visit a bank I sit in the waiting area and read one of my brochures. When an officer is ready for me, I place my brochure on the table with all the other reading material. I figure I'm providing a service for the bank by providing materials for their customers for free. Sometimes I visit other banks and read my literature. If a banking officer approaches me, I simply tell him I'm waiting on a friend. Then I leave my literature on the table.

So, think about where your prospects gather. Can you leave a card or brochure or sales sheet?

By the way, it is very easy to track your leads with this system. When you leave a brochure or card, always write a code or department number on them, and record that information. When you are contacted by someone, you can ask about the code and determine which location it came from. Obviously this assists you in determining which locations are producing results and which are not.

This method of marketing certainly shouldn't be your only method of generating prospects. Clearly it will not produce large numbers of prospects. But it will produce results far beyond the small cost. I have gotten several calls over the years from this activity.

Consider out-of-the-ordinary places for your literature, anywhere your prospects might be. I guarantee you won't find your competitors there.

Larry Baltz runs a company called More Sales – More Profits. He works with small business owners who want to get more clients and sell more products and services. Larry is a Certified Guerrilla Marketing Coach and small business marketing expert. For his free report, "Knock-Their-Socks-Off" Promotion and Marketing, go to http://www.moresales-moreprofits.com for your copy.

13 Lessons In Marketing Super Bowl Style

Writen by Bobette Kyle

Each year, the Super Bowl provides marketers opportunity to study and learn from the games' advertisers, players, and coordinators. Super Bowl XXXVI (February, 2002) was no exception. Foremost, of course, was The Game's appropriately patriotic theme. America's mettle and proud heritage were showcased to the world through this year's red, white, and blue logo; music selection by the performers; and depictions of historic U.S. icons. The Game further supported U.S. patriotism through the presence of the armed services, police department, and fire department at the game as well as interviews with troops in Afghanistan. Finally, as if by design, the unlikely Patriots won the championship.

Super Bowl XXXVI provided other lessons as well -- lessons applicable to small budgets as well as large. Because the same marketing basics and strategic rules apply whether you are marketing online or off, the lessons can be applied to Internet as well as traditional marketing activities.

On to the lessons -- one for each Old Glory stripe.

Lessons from the Advertisers

Lesson 1: Know your target audience.

Both Pepsi and Levi demonstrated this lesson.

- Pepsi's commercial re-creating several campaigns through the years showed how the company changed its advertising and image to reflect the teen target's interests. The commercial also played to the current teen market's interest in nostalgia.

- You may have noticed that Levi ran the same commercial twice during the game -- the first time in English, the second time in Spanish. This reflects an awareness and appreciation of target audience demographics.

Lesson 2: Research.

Before airing the Super Bowl commercial, Levi completed a customer preference survey of visitors to the Web site. The winning spot was aired during The Game.

Lesson 3: Consider launching your campaign around an event.

E*Trade launched a new campaign by firing the monkey and officially announcing a new image. This new positioning carries through to the E*Trade Web site. You can also watch the commercial on E*Trades site.

Lesson 4: Teasers can build interest.

Anonymous mLife commercials in the days before the Super Bowl caused many to wonder, "Just what is mLife?" Late in the game, AT&T revealed mLife as the concept of a mobile, wireless life. Mlife, presumably, is prelude to a series of new AT&T products.

Lesson 5: Research trademarks carefully.

As a result of the mLife campaign, MetLife initiated a lawsuit against AT&T claiming mLife will dilute the MetLife brand. The lesson? Be aware of the potential for opposition from those with similar names, even if your products are unrelated. This pertains to domain names as well.

Lesson 6: Sponsorships can help build brands.

Schwab, E*trade, and Miller all helped brand equity by sponsoring portions of The Game this year. Consider this same tactic on a smaller scale. Numerous events, ezines, Web sites, and local causes offer sponsorship opportunities.

Lesson 7: Events are new product opportunities.

Reebok is offering limited edition commemorative sneakers. Super Bowl apparel is abundant. You can apply this same technique by brainstorming new products related to both online and offline events.

Lesson 8: Be sensitive to changes in sentiment.

This year E*Trade ditched the cute monkey in favor of a more trustworthy company image. Likely, this is due in part to a change in values and expectations from the company's customers.

Lesson 9: Strategically place brand logos.

Motorola produced headsets worn by The Game's coaches. You probably already knew - their logos flashed on the screen in every coach shot. Logos were predominant on the earpieces and facing outward on the microphones. Take a cue from Motorola and place your logos where they will be seen.

Lessons from the Game

The league and teams themselves displayed lessons in marketing related to strategy, analysis, and implementation. Among them:

Lesson 10: Involve your customers.

The NFL draws interest in both its broadcasts and Web sites by conducting votes online. During the game, fans were asked to take various polls online and could vote for the Super Bowl MVP.

Lesson 11: Promote across media.

The team used multiple media outlets - game broadcasts, SuperBowl.com ( http://www.superbowl.com ), and NFL.com (http://www.nfl.com ) -- to promote the game. Additionally, they synergistically built audience for all three outlets by cross-promoting each through the other two.

Lesson 12: Take advantage of competitor's weaknesses.

Look for a chink in the competition's armor and use it to your best advantage. One of the few Ram's weaknesses is a propensity for turnovers. The overmatched Patriots knew exploiting this weakness was one of the few chances they had of winning The Game. When the opportunities came, they were ready.

Lesson 13: Implementation is key.

The underdog Patriots played a strong game. When it was time to execute, they pulled it off well. The same holds true for marketing programs. Preparation and planning are meaningless without effective implementation.

About the Author

Bobette Kyle draws upon 12+ years of Marketing/Executive experience, Marketing MBA, and online marketing research in her writing. Bobette is proprietor of the Web Site Marketing Plan Network, http://www.WebSiteMarketingPlan.com, and author of the marketing plan and Web promotion book "How Much For Just the Spider? Strategic Website Marketing For Small Budget Business." ( HowMuchForSpider.com/TOC.htm )

Copyright 2002, 2004, Bobette Kyle. All rights reserved.

Customer Lifetime Value The Key To Maximizing Your Profits

Writen by Larry Lim

The greatest asset to your business is your Customer, specifically, your Customer Lifetime Value.

In my many years in Sales and Marketing, I've met many CEOs and business owners who don't have much clue as to what Customer Lifetime Value is, much less its importance and the impact it has on their bottomline. To most of them, what matters most is to increase revenue by continuously acquiring new one-shot customers.

This is one of the fatal mistakes that many business owners make; it's a sad scenario, but it's also the reality. Let me tell you something: it'll cost you 5 times more to attract a new customer than it is to bring one of your past customers back to you.

I don't know you personally, but if you're a smart business owner, you'll understand that every cent you invest in advertising is going towards acquiring new customers. You'll also realise that once you've acquired the customers, you just can't afford to let them go.

So what's Customer Lifetime Value?

Customer Lifetime Value is defined as the total value, in monetary terms, of your average customers spanning the entire period that these customers are likely to do business with you. It's the potential contribution of your customers to your business over a period of time.

Here's how to calculate your Customer Lifetime Value:

1). Let's say you've 2,000 steady customers and these customers remain with you for an average of two years; for the past two years, your net profit was $700,000.

The Customer Lifetime Value can be calculated as: $700,000/2,000 = $350.

What this means is that over an average customer lifespan of two years, each new customer you could acquire and keep is worth $350 to you in profits.

2). If you do not have the actual figures, you'll have to estimate. As the Customer Lifetime Value will have a significant impact on your bottomline, my advice is that you be prudent and conservative in your estimation.

Why is it so important to you and your business?

Lifetime Customer Value is important to you and your business for the following reasons:

1). Knowing the Lifetime Value of your customers is crucial to you and your business as it serves as a benchmark without which you'll be groping in the dark.

When you know the Lifetime Value of your customers, you can determine how much time, effort and money you can afford to invest to acquire that customer in the first instance.

In other words, you can invest more today to reap a much larger profits later down the road as long as your cashflow is healthy and can support it.

Every marketing campaign that you undertake costs you money as well as reaping you benefits such as increased sales, enhanced corporate image, etc. But how can you be sure that the benefits would outweigh the costs or investments? This is where knowing the Customer Lifetime Value is so powerful - it helps you to determine this even before you launch your marketing campaign.

2). When you realize that customers are actually an ongoing stream of revenue as opposed to a one-shot sale, you can re-focus your marketing efforts.

Instead of contantly struggling to acquire more and more new customers, you can now begin to focus on keeping your existing customers longer and selling to them repeatedly, in other words, repeat sales.

You may spend more like making stronger and more attractive offers than your competition in acquiring new customers now who will be your money spinners tomorrow.

This makes sense because you now know that on average you'll more than make it back over the years that the customers are with you and therefore you could afford to break even or even lose money now in acquiring the new customers.

Start shifting your focus to Customer Lifetime Value and maximise your profits today!

Start to have a proper understanding of Customer Lifetime Value because it's key to the success of your business. It'll allow you to acquire more customers than your competition through better and more attractive offers; it'll dramatically increase your bottomline through more repeat sales and shoot your profits through the roof.

About the Author

Copyright 2004 by Larry Lim, MarketingSphere.com

Larry Lim is a practising marketing strategist and tactician who dishes out highly effective marketing strategies and tactics that will enable you to successfully start and grow your business on the Internet.

Check out his Internet Marketing Strategy website that is jam-packed with internet marketing secrets and softwares that will skyrocket your sales, and shoot your profits through the roof.

To read more of Larry Lim's articles, visit http://www.articlesphere.com

Target Marketing What Are You Aiming For

Writen by Greg Roworth

Is Advertising Viable?

At the turn of the 20th century, department store magnate J.C. Penney acknowledged, "Fifty percent of my advertising doesn't work." When questioned why he continued to do it all, he replied, "Because I don't know which half isn't working."

Over the course of the last century, most traditional advertisers accepted this situation as a reality that had to be put up with. The result has been that many organisations now develop marketing strategies based on the objective of "branding," with the hope that brand recognition will attract customers.

Today it is only really viable for large organisations with huge advertising budgets to use this style of marketing, which is dependent of two factors; frequency and reach. Both these factors are directly proportional to the amount of money you spend. The more money you pour in, the greater you can extend your frequency and reach. Unfortunately for smaller businesses, the cost required to develop the level of frequency and reach to make an impact on the market are almost prohibitive.

Communicating With Our Market

Our success in marketing comes down to the quality of our communication with our customers. There are three elements of our communication that we need to address; our message, the media we use and the market we serve.

Gary Halbert, a well known direct marketing copywriter, likes to ask his students what advantage they think would help them sell the most hamburgers. He typically receives answers such as "better grade of beef," "better sauce," "better location," "lower price," and other similar suggestions. After the students finish he will say that he will allow the students to have all those advantages if they will allow him only one, and that if they allow him that advantage, he will win hands down. What is the advantage Gary Halbert wants? To have a starving crowd.

How simple yet insightful. The most significant factor in marketing success is to find a market that is starving and desperate to have your product. The first question you need to ask is; who are the people that desperately want my product and how do I find them? Then you need to ask; how do I get my message through to them?

Getting Attention

In his book, Permission Marketing, Seth Godin claims that, on average, we are subjected to around 3,000 marketing messages each day. The message we need to understand from this situation, as marketers, is that it is becoming far more difficult to get our message through to our market, because the clutter of marketing messages makes it almost impossible to attract attention. We are now so adept at screening out advertising and marketing messages that it takes something significant to get through the filters.

One lesson we can learn about what gets through is the way we tend to deal with SPAM, the irritating unsolicited email ads that somehow still seem to get through the filters we have established. When dealing with spam, most of us tend to click "delete" almost automatically when we don't recognise the sender of the email. We do this even when the subject line sounds interesting or enticing. We have learnt to turn off to interesting headlines and to be sceptical of promises that sound almost too good to be true. We have become hardened by repeated disappointment in the past. Our experience with email has taught us to be efficiently ruthless with communication that we don't deem necessary or is not from friends or colleagues. We just delete anything we don't care about without even reading it or without even glancing at what it is about. The messages that do get through are the ones that come from a trusted source.

This habit is an indicator to us as marketers of how to get our messages through to our market and presents a real dilemma for small and medium size businesses in developing effective marketing strategies. The key is to work more on developing a trust relationship with your customer rather than developing an approach that resembles spamming.

Aim For The Target

With the effectiveness of mass marketing methods having deteriorated over the years to the point of relative ineffectiveness that they have now reached, the most important strategy for us in marketing has become identifying and targeting our "starving crowd." Marketing now needs to be up close and personal to be effective. It doesn't matter how good our message is and what media we use, if we are not directing our communication to someone who is desperately hungry for our product we stand little chance of success. Even if they are starving but don't know us, the level of scepticism is such that they still may not trust us enough to buy our product, even if it is by far the best solution to their desperate need. What we need to do is identify specifically who are the members of our starving crowd and then woo them sensitively and relentlessly to gain their trust. Once we have their trust, we must continue to woo them to establish and deepen a relationship that makes them feel like they are important to us and that we are intent on looking after their needs as fully as possible.

Can you describe your ideal customer? To effectively target your customers you need to be able to describe the ideal customer in intimate detail. What is their average age, sex, income, job type, etc? Are they single or in a committed relationship? Where do they live? How many children do they have? What type of car do they drive? What are their hobbies or sporting interests? What do they read or watch on TV? What are their favourite movies? How often do they use your product? How often do they buy it and in what quantities? If they are businesses; what industries are they in, how many employees do they have, are they stable or fast growing? These factors are known as demographics and psychographics. To more effectively communicate with your target market, you need to know the physical and geographic elements that describe your ideal customer, what makes them tick and why they like your product.

Get Personal If You Want Results

Rather than spending a lot of money in mass market advertising, in which we try to sell our product to everyone, we would be much better off by first spending some money trying to identify who are the likely people in our market to buy our products and then target those people with more intense efforts to develop a relationship, build trust and persuade them to buy. I can do a better job of delivering a higher quality message to a select, targeted group that fits the profile of my starving crowd because I can focus most of my resources on that smaller group. Mass marketing is very wasteful and inefficient. If I try to sell to everyone in the market, I will deplete my resources very quickly. We can no longer appeal to the masses; our marketing message needs to personally address the needs of our ideal customer and we need to communicate that message on a one to one basis.

Greg Roworth is the Managing Director of Progressive Business Solutions Limited, a business development consultancy firm with branches in Wellington and Auckland, New Zealand. Greg has created a unique business development program that assists business owners transform their business from a state of total dependency on them to a state where the business works so well they don't have to.

Greg is also the author of "The 7 Keys to Unlock Your Business Profit Potential," which descibes the fundamental keys a business needs to achieve this transformation. Find out more, get 2 free chapters, or buy the book online at http://www.small-business-success.ws

Marketing Your Company On A Small Budget

Writen by Lance Winslow

So often I talk with small business people who are worried that they need more customers and do not quite understand how to market their companies to get the most bang for their buck. One very inexpensive thing you can do is to use flyers to promote your business and I am not suggesting you run around town and put flyers on everyone's windshield wipers as that really ticks people off big time.

What I am saying is that if you are careful to hand out flyers in strategic places and to other small businesses in your area you maybe surprised how many new customers those flyers will bring in.

It is always suggested that on any flyer that you put some sort of discount coupon and it is also advised that you put an expiration date on that same coupon, as this creates a sense of urgency. I know so far you are saying you have gotten nothing out of this article, as all those things are common knowledge? Indeed they are but I am just warming up you see.

You should have young people wearing polo top logoed shirts with your company name on them cruise the soccer fields and baseball diamonds and talk with spectators and hand them flyers. You should also go to business office complexes in your area. Many of these people may live outside town and not even know your business exists. So, please consider all this in 2006.

Lance Winslow

Bump Amp Upselling In Marketing

Writen by Gordon McNevin

This is probably one of the most easiest, quickest and most profitable techniques that business people have at their disposal yet it is rarely used.

Let me explain what upselling is. Upselling is basically offering the customer more at the point of sale

Let me give you some simple examples of upselling in the real world.

Say you run a small website design company and you have a person on the phone ready to order a simple 3 page website which cost £200. While you're talking to the person you could offer them an extra website page plus 5 extra email addresses for an additional price of £50. The normal price for this package is £300. You tell them you are offering this because you wish to thank them for using your company and this offer is only available right now.

Let's do some figures now…

Before you used your upselling you had 100 people purchase your 3 page site at £200.

100 x £200 = £20,000 = £5,000 Profit (25%)

Total profit = £5,000

Now because the upselling offer only costs an extra £10 to set-up you make the remaining £40 in pure profit!

Let's say 30% take your upselling offer…

70 x £200 = £14,000 = £3,500 Profit (25%)

30 x £250 = £7,500 = £2,700 Profit (36%)

Total profit = £6,200

So with a simple upselling offer you could add an extra £1,200 profit for every 100 clients you sell to! That's an increase of 24% which was virtual effortless!

Things to remember

· Always tell the consumer why you are offering this special price and clearly & passionately explain the benefits for taking this offer.
· Tell the consumer that this is a limit offer only available right now! This will create a sense of urgency in the consumers mind.

To learn more about growing your business please visit my website at http://www.yourmarketing.co.uk.

The First Quotmquot Of Marketing The Market For Professional Service Providers

Writen by David Rachford

In the first of a three part series, I want to talk about the first of the "Three M's" of Marketing - they are:

1. Market
2. Media
3. Message

When an professional service provider like a CPA or Attorney looks at a "Market" or "Niche" there is at first a tendancy to look at "everyone" as a potential client. However, nothing could be further from the truth. Just like you woulnd't see an orthopedic surgeon for a skin condition, we all have our specialties in services we offer, and problems we solve.

Specializing limits your liability and allows you to focus your resources.

As you define your customer, you further define the Market you wish to serve. For example, you want to serve business owners who have the following charachteristics:

- Revenues between 500K-5M
- Business established more than 5 years
- 3-50 employees (or more)
- The ability to pay your fees

If you are a CPA and serve individuals and provide tax services - what is the market you wish to serve? is it geographical? Is it within certain Zip codes, or employees of certain major employers in the area?

As small business owners and professional service providers - we don't want to flood the marketplace with our Message with all Media, we want to focus our efforts as much as possible within our chosen Market - which will greatly improve the efficiency and effectiveness of our investment.

And don't forget the most important Market of all: The Market you already have established - don't spend all your energy on acquiring new customers, spend time, effort and money reminding your current clients the value you bring to the table. You'll be rewarded with more referrals as a bonus.

David Rachford is the founder of http://www.cpamarketingcenter.com which provides marketing products, services and turnkey marketing programs to the accounting profession. Mr. Rachford also maintains a popluar blog focused on marketing for accountants at http://www.cpamarketingcenter.com/blog.

Marketing Smarter To Earn More

Writen by Charlie Cook

An accountant once told me that he never met anyone who didn't want to make 30% more money. Whether you want a better lifestyle or to take more vacations, buy a fancy car, spend more time with your family, send your children to college or to give it all away, you could always use more money.

If you sell services, your primary limitations on earnings are your costs and the number of hours in a week. Most independent professionals are already working well over 40 hours a week and can't work longer hours to increase earnings. Your goal should be to find ways to work less and increase your earnings. How can you market smarter and make more money?

DON'T DISCOUNT YOUR SERVICES

Have you ever heard of a lawyer or carpenter offering a 20% discount on their hourly or daily rate? Every time you offer a discount or reduce your regular rates, you are sending a message to prospects that your services really aren't worth what you're asking.

Once your clients know that your prices are discounted or negotiable, you will always be fighting a battle to be the paid full price for your work. Never offer discounts; your clients will assume that they are expected to pay the asking price for your services.

OVERCOME OBJECTIONS TO PRICE

Prospects invariably want to know your pricing before they understand the benefits your products and services provide. Quoting prices is meaningless until prospects can put the cost into the context of the results they can expect.

When prospects show concern about your pricing, it's a good sign. It indicates their interest in buying your services and a need to understand the value you provide. You could list all the benefits of your services but if you really want to make the sale, it's far more effective to let prospects sell themselves.

A client's perception of value isn't based on how much they pay, but on whether their expectations will be met and the benefit they will receive. Don't get stuck on the dollars you charge per hour. Instead help prospects define the dollar benefit of your services.

When prospects query you on price, respond by asking questions to help them identify for themselves the problem they want solved, the cost of the problem, the solution they need, and how you can help them. Prospects buy when they think their expectations will be met. Let them define their expectations and they'll be far more likely to sell themselves when you finally explain your pricing at the end of the conversation.

POSITION YOURSELF AS AN EXPERT

Differentiate yourself from your competition by using your articles to regularly provide insight and ideas to your prospects and clients so they come to view you as an expert in your field. Use expert positioning and consider raising your prices.

When Arnold Schwarzenegger first arrived in the U.S. he had trouble getting work as a stonemason with his funny accent, despite charging less than his competitors. A friend suggested he set his prices above the competition and bill himself and his partner as exclusive European masons. His business took off and look where he is now!

AVOID HOURLY FEES

Unless you sell hour-long massages, charging by the hour is the best way to limit your earning potential. When you charge by the hour you lose money if you work efficiently or if you get a great idea right away. Prospects can always negotiate with you on the number of hours they want, undermining your ability to put in the time needed to meet their expectations.

Prospects want results. Help them clarify the results they want and then set a project fee for accomplishing those results. Make sure your contract or letter of agreement allows you to adjust your price if the project changes mid-stream.

USE VALUE BASED PRICING

You can pay $30 or over $5,000 a night for a motel or hotel room. Both provide a roof over your head, a bed and your own bathroom, so why do some people pay over 150 times more for one than the other?

People buy based on their perception of the value provided. If they understand the value that your service or product provides, they may be willing to pay much, much more than you are currently charging. Look at the results you provide for clients and reassess your pricing.

LEVERAGE YOUR TIME AND MONEY

Like most service professionals you have limited time and money to spend on marketing. Much of your time is spent delivering services. Is your marketing helping you earn more? Do prospects understand the unique value you provide? If not, take a look at the way you are positioning your firm and adjust it to clarify your value to clients.

Are you making what you could be? If you apply even one or two of the above strategies, you'll be making more money than you are now without working any harder. You'll probably still wish you had 30% more.

2003 © In Mind Communications, LLC. All rights reserved.

About The Author

The author, Marketing Coach, Charlie Cook, helps independent professionals and small business owners attract more clients and increase their earnings with the 5 Principles of Highly Effective Marketing. Sign up for the Free Marketing Guide and the 'More Business' newsletter, full of practical marketing tips at www.charliecook.net.

ccook@charliecook.net

Do You Really Need A Brochure

Writen by Stuart Ayling

The phone rings. Good news... it's a potential client. You say, "Thanks for calling, I'll send you our brochure."

But what should you really be sending them?

I'm often asked to review brochures or asked about brochure design. But before I make any comments I always ask one question-

"Why do you think you need a brochure?"

Often there's an awkward silence before the answer comes. "Because we need one to send to customers."

Do you really need a brochure?
The desire to have a brochure is often automatic. But if you run a service business I suggest you consider all your options. The usual type of brochure that most businesses use may not be your best solution. Read on, and get a few ideas on why you might want to save your marketing money for something that really helps you.

When a potential customer contacts you it is an ideal opportunity to demonstrate your knowledge and understanding of your field. You can help your customer make a more informed decision about using your type of services. Remember, one of the critical factors in marketing your service business is to instil trust in you. Customers must first come to trust you and understand how you can help them before they will use you. Education is often the key.

The problem with most brochures is they are focused on 'what' the business does, or 'who' the people are, or 'where' the business is located. This is all good information but it won't help your customer to trust you. There's little educational value.

Keep in mind that your potential customer probably has other brochures from other firms that also talk about their "latest equipment", "highly trained staff", "years of experience" and "friendly customer service".

How do you send out the brochure?
Another factor to consider when deciding on whether you need a brochure is how you will send it out. Many firms send a covering letter with the brochure. In this letter they often say the same things as in the brochure, listing the services provided, pricing and contact details. So why do you need the brochure?

In many cases a personalised letter from the business owner will have more impact than a simple brochure. Plus, in the letter you can focus on the main issue for that particular customer, making an even stronger impression. Of course you can save time by using a template, so you don't need to completely re-write the letter each time. And as you would expect, a letter is much less expensive to produce than a brochure.

Be honest... how often do you sit down and fully read a brochure. You're not alone. Usually it's a quick scan, a brief look at any pictures, and drop in the bin (or the "to do later" pile).

Even large firms have trouble using brochures. One client of mine, a state office of a large engineering firm, doesn't like using its corporate brochure because it has too much of an international focus. They find the brochure doesn't address the needs of their clients.

What else can you do?
Marketing a service business requires a bit more thought than just placing pictures of your equipment, staff or premises in a brochure. Give potential customers a reason to trust you. Minimise their risk by giving them helpful information. Be different - most businesses don't do it!

If we think about building trust, there's a few ways we can go about it. Instead of the usual brochure, why not try one of the following:
- A checklist to help customers decide what they really need to do.
- Tips on how to minimise their need for your type of services.
- An impartial fact sheet on why the problem occurs, giving the customer some background on the issue.
- An information sheet on your business including client testimonials, success stories, case studies, and some history of the business. Remember to make it about customer benefits, not just about you.
- A reference list of associated information sources, so the customer can see how much there is to know about your field.
- If you offer a range of services, develop a series of information cards so you can send only the ones each customer wants. They'll look great with your cover letter!
- Some services (accountants come to mind) have lots of helpful data (such as tax and depreciation rates) that can be shown on a small pocket card or folder.

(Remember, all these items can be produced cost effectively on your letterhead, special paper or printed on coloured card. Even large firms can use the same concepts.)

At this point you might be thinking, "Great, I could put some helpful tips in my brochure." That's a good start. Please note, I'm not against using brochures. (After all, the definition of a brochure varies widely.) I'm just suggesting there is often a smarter way to use your communication opportunity.

And if you're worried that by giving your potential customers information, they won't want to use your services, then maybe you should think again. After all, as a customer, none of us want to pay for a service we don't really need.

Have courage.
Have the courage to tell your customers what they need to know. Give them a reason to trust your expertise. Reassure them that you have their best interests at heart.

And there are some great benefits from educating your customers. You'll find you face fewer customer complaints, and attract a better standard of client. Because you have shown integrity and given the customer information, they will trust you more and be less inclined to complain about trivial matters. Give it a go.

What's that I hear - you want me to send you some information. Sure. I'll send you a broch... oops... I mean one of our fact sheets.

 

(c) 2004 Stuart Ayling

Stuart Ayling runs Marketing Nous, an Australasian marketing consultancy that specialises in marketing for service businesses. He helps clients to improve their marketing tactics, attract more clients, and increase revenue. For additional marketing resources, including Stuart's popular monthly newsletter, visit his web site at www.marketingnous.com.au

5 Marketing Mistakes You Cant Afford To Make

Writen by Debbie Allen

In virtually every area of business, there will be pitfalls along the way. Marketing is no exception. Time and time again, businesses of all sizes make the same costly mistakes. But knowing how to avoid these mistakes can save you energy, disappointment – and money.

Mistake #1: Eliminating marketing efforts when times get tight.

When cash flow slows, advertising, direct mail and other forms of marketing are the easiest expenses to reduce, right? But cut these, and you eliminate the very activities that will bring in new customers to turn your business around.

This is the time when you may be spending more time analyzing the results of your marketing efforts. But by stopping marketing efforts, you will be setting yourself up for additional loss of business.

Mistake #2: Not measuring results.

Don't wait until times get tight to start measuring the results of your marketing efforts. By analyzing regularly, you will be able to reinvest in what is working, and drop what is not working. Ask customers how they found your business, and then track the results.

Use coupons or advertising codes to track your customers. Or host a focus group of a variety of customers to discover what attracts them to your business.

Mistake #3: Putting all your marketing dollars in one area.

If your entire marketing budget is used on just one method of promoting your business, you won't realize the highest return on your investment. Diversifying your efforts will increase the frequency and reach of your messages and stretch your marketing dollars.

Businesses can get hooked into one large advertising program with a local newspaper, magazine or radio station, and put the majority of their marketing dollars there. They feel as if they have to advertise with the same media source, just because they always have or because fear they will lose ground since their competitors are advertising there as well.

Some actually stay with a company for fear of upsetting their sales associate or because they simply don't want to say no to them.

Remember, it's your money and your investment. Don't ever let anyone talk you into an advertising program that is not producing the best results for your business. And measure the results of your advertising dollars spent vs. the income received from your advertising on a consist basis.

When you diversify, don't forget about direct marketing. Many business owners only do a few direct-mail programs a year, targeted to their existing customer base. They need to do more.

Your customer base and mailing list is gold, make sure you have budgeted a large part of your marketing dollars to advertise to your existing customers. They already love you, so keep them coming in by sending a direct mail piece to them at least six times a year.

Mistake #4: Allowing your ego to get in the way of common sense.

Ego can tempt a very bright person to do dumb things. Your marketing decisions should be based on factors that will positively impact some area of your business – usually the bottom line.

For example: Buying full-page ads or covers featuring yourself and not focusing on your business' unique offerings may result in money going out the window.

Mistake #5: Not getting help when you need it.

If you find you're too busy to handle your marketing efforts or that your materials aren't looking as professional as they should, it is time to call in the reinforcements.

Hire a full-or part-time employee to allow you more free time to work on the "business end" or hire an independent business consultant to bring in new concepts and fresh ideas.

Debbie Allen is one of the world's leading authorities on sales and marketing. She is the author of five books including Confessions of Shameless Self Promoters and Skyrocketing Sales. Debbie has helped thousands of people around the world attract customers like crazy with her innovative, no-cost marketing strategies and secrets to sales success. Her expertise has been featured in Entrepreneur, Selling Power and Sales & Marketing Excellence. Sign up for her FREE 6-week e-Course Business Success Secrets Revealed ($97 value) and take the online business card quiz to rate you marketing online now at http://www.DebbieAllen.com.

How To Create A Newsletter That Works Part 2

Writen by Maja Rehou

When trying to decide whether a newsletter is the way to go there are four elements you must consider that are critical to its success; they are commitment, cost, frequency and size.

Commitment
The first thing to consider when starting a newsletter is whether you and your staff can commit to this initiative over the long run, which also includes supporting it financially. Make certain that everybody involved is on board from the beginning and that once started you continue to publish it for a minimum period of time. You want people to become familiar with your newsletter and turn into loyal readers. This takes time and consistency. Starting one and then deciding to stop after a few issues may suggest to your readers a lack of commitment in other areas of your business.

Frequency and Size
What is the best frequency for sending newsletters? If you send something too often or make it too large, you may be hard pressed to find enough relevant content for each issue. It is better to produce a smaller newsletter (two to four pages) more frequently than a larger publication at further intervals. Publish the newsletter frequently enough without overdoing it. Many newsletters are published with too much time elapsing between issues giving customers more of an opportunity to forget about your firm when they are looking for your type of service or product.

Cost
The cost of producing a newsletter varies greatly and depends on a number of factors. Online and emailed versions cost a lot less because there are no printing fees, but if you don't have an in house communication department you will still have the costs related to hiring a writer and/or designer.

If producing a print version, factors such as: paper stock, artwork, photographs, and colour versus black and white, should be considered; as well as quantity of distribution.

You can circumvent the cost of publishing the newsletter by either printing articles from outside sources (with written consent) or by soliciting other companies to advertise in it. The internet also has a myriad of e-zines that supply free or nominally feed content in a vast array of topics.

As writer, editor and specialist in the English language, Maja Rehou, founder of WordForce Communications, uses words strategically to help businesses prosper. With an unparalleled knack for language and five years managing the marketing department of a professional service firm she knows how to create marketing materials that generate outstanding results. Email subscribe@wordforce.ca to join her monthly newsletter and receive a free copy of her latest publication: How to Successfully Promote Your Business through Publishing.

It Marketing Establishing Credibility

Writen by Joshua Feinberg

How do you best establish credibility if you only have a couple of references and you're just getting started in the consulting businesses? This article will show you how to maximize the effect of the references you have and to get new ones.

For starters, make sure those references are as strong as possible and that you get them in writing-on your client's letterhead. They should also talk of specific benefits, like:

How you saved them money

How your technology solution generates more revenue

How you've enabled them to close out the month faster

How you've improved their productivity

How it allows them to communicate with tele-workers, with suppliers, and vendors more seamlessly.

For IT marketing, it's important to make your references as strong as possible-if you only have a few of them.

IT Marketing: Getting Your First References

If you don't have any references, get them by volunteering. Pick a nonprofit or two that you feel really passionate about and set up some kind of deal that is close ended. You don't want to be volunteering your services for too long. As part of your deal, ask them to write a testimonial for you. Nonprofits are usually well known and their recommendation will help you.

How Do You Ask for Referrals?

Many people are shy about asking for referrals. We don't want to push our clients and we don't want to look needy. They are useful for our IT marketing efforts, though. So, what is the best way to ask?

Always ask for a referral when someone gives you a compliment. If you walk into an office or you're finishing up a project and someone says, "This stuff is amazing. I can't believe that I can sit in the conference room now and get my network drive and surf the Web and do email." or "This is amazing. Our remote offices can talk to each other and we cut down on $5,000 in leased line charges and we're doing it all over inexpensive DSL. You guys are terrific." This is your time to act.

This is your golden opportunity to ask for An updated testimonial (or any testimonial if you don't have one) Ask if they happen to know anyone else who might be able to benefit from your services

The Bottom Line on IT Marketing

One of the best forms of relationship IT marketing is asking your current clients for testimonials and referrals. Don't be shy. Your clients will not mind endorsing you if you do good work.

Copyright MMI-MMVI, Small Biz Tech Talk. All Worldwide Rights Reserved. {Attention Publishers: Live hyperlink in author resource box required for copyright compliance}

Joshua Feinberg can help you grow your computer consulting business, the RIGHT way! Sign-up now for your free audio training program that features field-tested, proven Computer Consultants Business Tools.

Online Advertising For Elective Medical Procedures

Writen by Marshall Clark

Elective medical procedures including cosmetic surgery and aesthetic/dermatological services present a unique opportunity to healthcare providers interested in marketing their services. Few insurance companies reimburse for these procedures and consequently patients are usually required to pay out-of-pocket. This shift in payment process changes the market for elective procedures in a number of ways as the patient:

* - Can now choose any healthcare provider they desire
* - Is more likely to comparison shop to find the best/cheapest provider
* - May travel significant distances to visit their preferred provider

As a result of these changes, the market size for elective procedures is effectively much larger than that for insurance-reimbursed services as patients can be sourced from outside of the provider's local geographic area. For example, skilled cosmetic surgeons are highly sought after by patients in high-socioeconomic populations and these patients are willing and able to travel significant distances in order to visit a top surgeon. The large, potentially international, population for these types of elective procedures makes for a highly competitive market – one that also happens to be ideally suited to online advertising.

When people think of online advertising they typically think of banner advertisements, however new marketing strategies such as search engine optimization and contextual advertising are currently providing better returns and, if applied intelligently, can be far more effective at generating new patients and increasing business for a healthcare practice.

Very briefly, search engine optimization is marketing strategy based on targeting existing search engine traffic for terms relating to specific medical procedures. Something of a "black art" - search engine optimization (SEO) is difficult to implement effectively and results can vary greatly between providers of SEO services, however the rewards are considerable.

Example: A prominent dermatologist recently contracted my firm to provide online marketing for her Los Angeles and Santa Monica dermatology practices. Los Angeles is widely recognized as a destination locale for aesthetic/cosmetic procedures and this physician saw an opportunity to increase business by targeting both local and national/international markets via online advertising and search engine optimization. As of the date of this article, her site is ranked #1 on Google and MSN for "Los Angeles dermatologist" and she is seeing a 40% increase in office appointments, all made directly through her website.

In this article I've focused mostly on cosmetic/aesthetic services, however almost any type of medical procedure where the patient is granted some freedom in their choice of provider can benefit from online advertising. Other applicable areas include complex procedures relating to oncology or cardiology services. As more and more patients go online to research their healthcare options, online advertising will continue to grow as an important part of any effective healthcare advertising campaign.

Marshall Clark is Founder and Principal Consultant of FirstRanked Healthcare (http://www.firstranked.com) - a privately owned healthcare marketing agency specializing in search engine marketing strategies for pharmaceutical, medical device, and medical provider markets.

Who Are Those People Youre Selling To

Writen by David Rosam

If you're in the IT business, that's an important question.

Most marketers are keen to profile their prospects. For some products and services, these may be 'people with a large lawn', 'married couples over retirement age' or 'students living away from home'.

What about your targets? Perhaps 'businesses running Microsoft Exchange', 'people running an e-commerce Web site that require more advanced visitor analysis' or 'telcos offering an increasing diversity of services'. In each case, you almost certainly have more than one type of person to talk to within your target groups - the techies and the business people. Those who bite first, and those who control the budget!

*Be careful to say the right things to the right people*

Whoever you're talking to, they need to be excited by your copy - as someone in the advertising business once said, said 'no-one was ever bored into buying anything'. And different people are respond to different things. Broadly, you should talk technology and technology benefits to technical people, and business benefits to the budget holders.

*Look at it this way*

You need to really put yourself in their shoes and understand what matters to them. As a contact of mine would say - where's the pain? What are the pressures on the enterprise, department or even the marketplace as a whole?

Can you present a persuasive Return On Investment? Can you show how your product or service removes the pain?

It's all about identifying with your audience.

About David Rosam - http://ITcopy.com

Kidnapped some time in the 80s by a Paris-based advertising agency, David Rosam cut his teeth on writing for IBM's EMEA division. Since then, David has written copy for small and medium enterprises through to global brands such as Microsoft, Oracle and Hewlett Packard.

His direct mail experience rolled itself on to the Web a decade ago, and now he writes online copy, Search Engine Optimized copy, direct mail, brochures and newsletters as well as consulting to a number of individuals and companies.

How To Get To The Point In Your Sales Copy

Writen by Craig Garber

Yesterday I was going through a 7-Step Sales Copy Overhaul with a client of mine - www.KingOfCopy.com/salescopyreview - and he was having a bit of a problem "describing" what he was selling. He couldn't seem to find the right sales copy so he could "get to the point" describing himself or his selling process.

Frankly, he was selling himself short, by cutting his sales copy and his descriptions short, because he wanted to make sure he was "getting to the point" quickly enough.

You see, we've all been conditioned throughout our lives, to... "get to the point".

Early on in your career when you first started selling, your prospects knew they had leverage over you and so they demanded you "got to the point".

When you were little and you were trying to explain away one of your episodes of mis-behavior, your mom or your dad would say "Come on, get to the point."

And while "getting to the point" may be all well and good when the person you're speaking to, actually understands what the point is...

Getting to the point too quickly in your sales copy, usually leads to...

Disaster!

See, my client is a bright guy... he has an excellent understanding of his own product... and he was keenly aware of what he was missing -- but he just couldn't put his finger on exactly how to fill in the gaps and what to fill them in with.

And because he was concerned about "getting to the point" -- and because by nature he tended to be on the quiet side... he wound up short-cutting critical descriptions about the products he was selling.

When I asked him to give me verbal descriptions though, he was right on the money.

All he needed to do, in this case, was NOT be so worried about getting to the point, and instead just sell the thing.

You've got to remember -- while you certainly don't want to "waste" any words... for the most part, your prospect DOESN'T have the foggiest idea what you're talking about in the first place unless you tell them.

Don't be SO pre-occupied with "getting to the point", you take too many short cuts and your prospect winds up with no idea of what you're even selling.

The truth is, you DO need to have longer conversations with your prospects, educating them and empathizing with them... and that's why (good) long sales copy outpulls (lesser quality)

shorter sales copy.

The trick is, just be entertaining along the way, and of course, never... EVER... commit the cardinal sin of marketing, which is... being... boring.

Now go sell something,

Craig Garber
http://www.KingOfCopy.com

P.S. Check out all the prior archives you've been missing, right here at: http://www.kingofcopy.com/tips/tiparchives.html

P.P.S. If you know someone who could benefit from this tip, then do the right thing and forward this tip on to them.

If you want to know how to consistently attract a steady stream of fresh new prospects, who are pre-qualified, eager, and excited about buying from you, then Craig Garber -- recognized by his peers as America's Top Direct-Response Copywriter -- can show you exactly how to do this, step-by-step. Garber's written winning promotions across a HUGE variety of industries and you can see them all for yourself on his website at http://www.kingofcopy.com

Fundraising How To Avoid Three Common Mistakes

Writen by Judith Rothbaum

I'm a board member of a local nonprofit and we are about to launch our annual campaign. Like other nonprofits in our community, we are facing a very competitive funding environment. There are more agencies seeking more money from more sophisticated donors.

It's enough to make you run for cover.

The reality is that fundraising is not easy, but it isn't impossible. There are some mistakes to avoid if you want to be more successful.

1. Overestimating what your donors know about you A recent ad in "The Chronicle of Philanthropy" made this point very well. There is a picture of a couple with their checkbook. The text on the picture reads: "They don't know why to choose your organization over another, how you handle your finances, if your letter is truthful." The text ends with the question, "And you want them to donate money?"

Raise awareness of your mission. Let people know that you are good stewards of your finances. Let people know your results. Then, ask them for money.

2. No investment in donor research

When I was growing up, my father used to say, "Sometimes you have to spend money to make money."

His advice applies to fundraising. Invest time and resources in donor research.

The first place to start is with your donor records. Look for the donors who have given the largest gifts. Then look for the donors who have given the largest number of gifts. Then, look for the donors who have given recently. Make a list of those donors. They are the donors most likely to give again.

Continue to build on that relationship. Learn more about these donors. Gather information to find out what they think of your organization, why they give, what they want from their philanthropy. You can use surveys, interviews, focus groups or inserts in mailings.

There are two benefits to this approach. First, you will understand your current donors better. Second, you will have credible information that can help you find new donors or bring lapsed donors back into the fold.

3. The wrong fundraising strategy

Sometimes organizations try to implement ideas that other organizations have used successfully.

Before you do, you need to answer some key questions:

What were the specific conditions that made that idea work for that organization?

Do those conditions exist for your organization?

Do we have the capacity to implement that strategy?

What are the real costs?

What can we realistically expect to receive?

A better approach is to learn what strategies have been successful for you. Build on those strategies. Build on what you know about your capacity, your fundraising history, and your donors.

Avoid these mistakes and you will build better relationships with your donors, raise more money and create more sustainable financial support.

Judith Rothbaum's passion is helping nonprofits thrive. She publishes a monthly e-newsletter with practical management, fundraising and communication solutions for bold nonprofits on the move. She presents seminars, workshops and coaching programs nationwide with one key message - - think boldly about who you are and the impact you have in your community. Visit datafordecisionmaking.com to learn more.

Boost Your Photography Business With A Charity Portrait Event

Writen by Cindy Bracken

Want a creative way to boost your photography business while helping out the community? Organize a charity portrait event!

What is it?
A charity portrait event is where you schedule portrait sessions and donate a portion of the proceeds to the charity of your choice.

How to do it
1. Choose your charity.

2. Contact the charity and describe your proposal.

3. If the charity accepts your offer, ask them to send you a letter stating that your portrait event is official.

4. Set the dates for the portrait event (as little as one day to a month or more – you decide!)

5. Decide on pricing and what will be included. An example would be a half hour session and one 8x10 for $100. You can decide on what will work best for you. You also need to decide on how much the charity will receive (25%, 50% or more). You could even donate the entire $100, since most of your money will be made with print reorders. Keep good records on how many sessions you did for the charity so that you will know how much of the proceeds you need to send them.

6. Advertise your event. A great way to do this is to submit a press release to your local television stations and newspapers. Hopefully you will receive free press coverage by doing this. If you don't want to write the press release yourself, consider hiring someone to do it for you. There are many online companies who offer this service. You might also consider doing a postcard mailing or placing an ad in local publications.

7. When your event officially ends, send a check to the charity. Make sure to get a receipt for accounting and tax purposes (and also to prove you sent the funds to the charity as promised). 8. Send another press release after the event stating how much you raised for your charity. Mention any upcoming charity portrait events, too.

Cindy Bracken is the founder of http://www.shuttermom.com, an online community for photographers of all levels. Stop by to create a free blog, enter the photo contest, join in the discussion forums and more! Find out how to start your own photography business at http://www.shuttermom.com/shop.htm

First Class Promotion

Writen by Rohn Engh

Here at PhotoSource International, I see many examples of promotional materials from photographers. A surprising amount is inadequate and even unprofessional. Surprising, because much of it comes from seasoned stock photographers who are either full-time pros or committed part-timers. I can understand their thinking: "Why should I spend hundreds of dollars on promoting my work when I know it is topnotch. The images sell themselves, I don't need a fancy brochure." But they may be losing sales and turning off contracts by such an approach.

Look at the PR question from the perspective of a different field. You are going to vacation for three weeks in the Caribbean. At a travel agency you browse the display shelf and narrow your choices down to five spots. You take their brochures home, and finally you decide on Aruba.

What led to this decision? Without a first class brochure that could compete with all of the other brochures on the display rack, Aruba would never have been in the running with you.

Can you picture the officials at Aruba saying, "Let's save money! We know we've got a garden spot here; we can just photocopy our brochure."

If you want first class attention from your editors, you need to give them first class treatment. Don't expect the fine quality of your images to carry the whole banner for your promo materials. To photobuyers, you are just another talent among so many talented photographers out there. Give your promo materials the attention, support, and dollars that they deserve. Let them help you stand out, and get your work noticed.

Rohn Engh is director of PhotoSource International and publisher of PhotoStockNotes. Pine Lake Farm, 1910 35th Road, Osceola, WI 54020 USA. E-mail: info@photosource.com Fax: 1 715 248 7394. Web site: http://www.photosource.com.