Be A Tomorrow Thinker

Writen by Ocha Nix

Have you ever come to a point in your business where things just don't seem to be happening? Do you have "dry spells" where activity in your business just slams to a halt? We all have experienced this at least once in our business.

So, what do you do during a dry spell? Many people may panic and start rushing around trying to figure out what in the world is going on while other gets ready close shop. It is not uncommon to sense a bit of panic, but if you were to become really frustrated, it would be a more appropriate attitude.

Why is frustration better than panic? If you are in a panic, you have no idea what is going on nor do you know what to do to correct. Frustration indicates that you are aware of everything and that you know if you make certain changes, you can correct the situation and soon you will be back on track.

Some things you can do to avoid the panic during slow times, is to take each day and do those things that you know will provide the desired results. If you have a plan, as you should, then you can work the plan and come out ahead on the up swing.

Just because business slows, does not mean you have to crash and burn. Do that which you know works. If you have an online business, maybe you know you have to submit articles on a regular schedule. Always test and tweak your ppc campaigns. Work on your content and link building to improve your ranking.

By doing these things, and those that work in your business, on a daily basis, you will always be moving ahead. Be a tomorrow thinker because those that caused today's pain cannot touch tomorrows potential.

Therefore, as you focus on the results, work the processes, in the end; you will be exactly where you want to be.

Ocha has been in sales and sales management for over 23 years. He was among the top 5% in sales while working in electronic distribution as account manager for a national distributor. He was responsible for one of the company's top accounts, a world wide OEM. He has has received several awards for exceeding expectations and goals. He also served as Area Sales Manager where he excelled in setting record high sales for his area of responsibility. http://www.infoworthsharing.com http://www.infoworthsharing.blogspot.com

Oil Change Business And Small Town Populations And Older Demographics

Writen by Lance Winslow

If you live in a small town of older retirees and want to start an oil change business one has to wonder will it make money? Should you start a mobile oil change business or a fixed site oil change business? Recently this question came up and someone in New Hampshire states; I live in a small town with only 8,000 people and mostly retired folks and they have to drive 60 miles to get an oil change. Would it be viable to start one here?

Well 8,000 at .7 cars per person is 6400 cars or so. Remember retired communities have fewer cars and they drive a lot less due to age. But Upper End retirees from my experience with Sun City in Sacramento, Phoenix, Orange County, Palm Desert CA, etc. tell me that they are more apt to take care of their cars you see? Yet in those areas one would not have to drive 60 miles for an oil change. A small population may not provide the Return on Investment for the property and a building, however it might?

Mobile Auto Services in New Hampshire have regional weather issues for mobile services and under 20 degrees or snow it is somewhat unfeasible without hardship of some kind. Since there are people there to will be other service businesses and smaller fleets, 3-10 vehicles, heating and air, plumbing, you know the usual, they too make good customers.

If your town has some nice downtown area you might be able to get some Economic Redevelopment Loans, SBA assist and plus Oil Company Loans at no interest or 30K grants with personal pledge to buy X amount of oil and use their brand 5-7 years? You might make a location work, but go inexpensive and go modular if possible, retro fit an old building that way. Use your used oil to heat the place, you could save costs and make that work.

If you go mobile remember the smaller markets mean you need get in inexpensively, but with a couple of fleets in nearby cities you could also have those every three months say 60 mile radius, think in terms of each weak going a different direction like a BMX Bicycle wheel?

In your scenario used oil is also an issue and your state might have cradle to grave used oil environmental policies but if not you could give your used motor oil to other shops for heating to save them money and you might find yourself with lower costs over all.

Inventory is an issue too, but as you probably have seen Lincoln Continental filters will be a standard filter you will need? So with older retirees often inventory is easier too and this is a good thing. Perhaps you will consider all this in 2006 if you are going to open an Oil Change Business in a Small Town with a small populations and Older Demographics.

Lance Winslow

Marketing Strategy 101 10 Marketing Strategies I Learnt From My Oral Surgeon

Writen by Thomas Murrell

This is how the conversation went on my follow-up visit to the oral surgeon, 10 days after he removed 2 lower wisdom teeth.

"Go down the hallway, enter the second door on the right and take a seat in the dentist's chair," said the receptionist after calling my name out to the 5 people in the waiting room.

"How is it all going?" asked my oral surgeon slapping on a pair of examination gloves.

"Great" I replied truthfully. "I've been totally pain free since the operation."

"You won't be when you get my bill!" he said in half jest.

"I've already paid it and by my calculations, I reckon you're grossing more than one and a half million dollars a year in revenue?" I quickly asked combining my MBA training with years spent questioning people as a broadcaster.

"You might be right, but I wouldn't know, I just concentrate on the patients," was the last thing he said before I opened my mouth and he examined the 2 sockets where my wisdom teeth once resided.

"They're looking good, rinse with salt water regularly and call me if there's a problem," were his last words as I was ushered out.

That was it, all over in a matter of minutes. What is the point of sharing this with you? Well, I learnt a lot about marketing from the service I received from my oral surgeon.

Here are my insights and how you can apply these strategies to your own business, career or life.

1. PROVIDE SOLUTIONS TO PEOPLE'S PROBLEMS

Two months earlier I hadn't been able to sleep because of an intense, searing pain coming somewhere from the back of my lower jaw. Despite taking painkillers, it got worse until the whole side of my face started to swell up like a football. In desperation at 3.30 am, I rang the only dentist I could find listed in the Yellow Pages with an after hours number. I woke him up. Then briefed him and he told me how much it would cost to get him and his dental nurse out of bed and into his surgery. I decided to endure the pain in my head instead of in my wallet.

I was on his surgery door as soon as it opened and the diagnosis of a compacted wisdom tooth that had become infected was confirmed. I was able to get to see my family dentist later in the day and he prescribed antibiotics and recommended I see an oral and maxillofacial surgeon. He would solve my problems. In fact, he was so busy solving problems he was completely booked out for the next 2 months.

What problems do you solve for people?

2. BUILD YOUR BUSINESS OR CAREER ON REFERRALS

My family dentist had a stack of business cards from the oral surgeon. He handed me one and said "this guy is the best in town, try and see him within the next 2 months."

The oral surgeon's business is built completely on referral business.

How can you get referrals for your business or dream job?

I've learnt, if you don't ask for or have a system for referrals, no matter how busy you are now, future work has the potential to dry up.

3. LOOK AT A BUSINESS MODEL WITH A CONSISTENT DEMAND

One of the great things about the hairdressing industry is that people's hair never stops growing and so they always need it cut. It's the same for lawn mowing services and extracting wisdom teeth. There's a constant demand.

I've learnt this in my own business and understood that for certain clients, like those who have a regular turnover of leadership positions due to set election periods, there is always going to be a constant change of people, and in many cases a regular demand to provide media training for new people as they rise up the ranks and take over leadership positions.

Look for opportunities where there will be a constant demand for your skills and services.

4. QUALIFICATIONS BUILD CREDIBILITY

I noticed my oral surgeon had his University degrees and professional qualifications printed on his business card as well as hanging on his office wall in his surgery.

This provides third party endorsement, which builds credibility and trust with patients and customers alike.

How do you use your professional qualifications to build your credibility?

Interestingly, a fellow speaker who works in the health sector shared this gem in a recent newsletter. "Part of what I've been talking about involves building trust between health professionals and their clients. Consequently, my eye was caught by the following research report in New Scientist, (4th Jan 2003). Robert Hash and his colleagues at Mercer University in Georgia have found that patients judge medical advice by the weight of their doctor. They studied 200 patients of 5 doctors and found that the medical information and advice given by doctors who were judged to be overweight was not trusted as much as that given by those perceived to be leaner. The article said, "If you don't look too healthy yourself, your patients may be more inclined to take your advice with a pinch of salt." (Source: Rachel's Reflections By Rachel Green 31-Jan-2003, Number 106)

Live your message and be a walking, talking example of the solutions you offer. Fail with this and your credibility within the marketplace will diminish.

5. COME UP WITH A UNIQUE BRAND

I noticed my oral surgeon shared consulting rooms with another oral surgeon with exactly the same qualifications. Both of their business cards sat at the reception desk.

One was plain, white and simple. The other had an interesting, colourful and creative logo incorporating two faces. Which do you think got my attention?

6. PROVIDE THE CLIENT WITH THREE OPTIONS

Fresh from my new knowledge after hearing New York-based speaker, author and consultant Alan Weiss Ph.D CSP present, I found my oral surgeon also used this technique.

He presented me with 3 options - do nothing, have my wisdom teeth out with just a local pain killer or have them removed under a general anaesthetic. All had varying costs and consequences.

I had previously consulted my older brother, an orthopaedic surgeon who had a similar operation 2 years ago. He chose the latter and so did I.

What options can you provide clients?

By the way, the third option I chose was the most expensive!

7. BACK YOUR OPTIONS UP WITH EXAMPLES

Tangible examples help people make a decision and take action. Often this is based on emotion.

My oral surgeon pulled out his 'horror photos' (his words not mine) and said "this is what can happen if you don't have your wisdom teeth removed".

One look and I was convinced.

What examples, evidence or proof can you provide to help convince your prospects, customers or clients they need your services.

8. MAKE IT EASY FOR CLIENTS, PROVIDE A PATH OF LEAST RESISTANCE & ADD VALUE

My oral surgeon is located right next door to a day hospital. This is a new service he has only been offering since the beginning of the year.

Convenience for clients can be a big factor. I was in hospital by 10am and out by 3 o'clock in the afternoon. Sure it was more expensive and an added value service. But I'm busy, am motivated by rational self-interest (especially when it comes to pain) and am willing to pay extra for the convenience.

How can you add value to your services?

9. PROVIDE WRITTEN DETAILS

My oral surgeon provided written details of what to do prior and post the operation. This was clear, precise and invaluable.

How can you apply this to your business?

10. REVIEW, EVALUATE AND FOLLOW-UP

Again, my specialist had a proven follow-up system to evaluate how the operation went.

How can you do the same for your business. Most of us forget the follow-up, but it is the most important

Thomas Murrell MBA CSP is an international business speaker, consultant and award-winning broadcaster. Media Motivators is his regular electronic magazine read by 7,000 professionals in 15 different countries.

You can subscribe by visiting http://www.8mmedia.com. Thomas can be contacted directly at +6189388 6888 and is available to speak to your conference, seminar or event. Visit Tom's blog at http://www.8mmedia.blogspot.com.

A Creative Riot

Writen by Harry Hoover

Relevant, original and impactful: that's what my friend Creative Director Jim Mountjoy says that effective creative must be. With apologies to Jim, I have my own acronym because I think ROI is only 75 percent of the way there. Effective creative is a RIOT: relevant, impactful, original and true.

Let's say you are a personal injury attorney who represents the people. Do you think that a blue collar worker cares if you have "protected North Carolinians since 1975," or would a message like "fighting the system for you" resonate more? The first is chest-thumping, the second is more relevant.

A campaign we once did for Verbatim data storage products is a great "impactful" example. Everyone else in the industry was doing technical feature ads, but consumers told us they didn't care how the products were made, they wanted to know their data was safe. We took that relevant message and brought it to life. A comet streaks toward earth and a cartoon bubble from the planet says, "We may not live but at least the data will survive. Verbatim. Your best defense against data loss." Sales leads increased by more than 300 percent. Impactful? I think so.

Original is hard. How many times have you seen lame creative that steals from the successful "Got Milk?" creative? That doesn't mean you can't use things from popular culture in an original way. In a branding campaign I worked on for First Federal of Charleston, we took the Hal computer imagery from the movie "2001," turned it into an ATM, and let it be a surrogate for the big, impersonal banks.

Truth, however, is the most important element. What if you had an ad that said: "Remember when a small business had access to the bank president; when you could talk with a loan officer who understood your business and when the bank would actually send a courier to pick up your deposit? No? We don't either that's why..." Now, would you believe that ad from Bank of America? I don't think so. But from my client, the start-up Bank of Commerce, it is true and believable.

There you have it. Now, what's keeping you from starting a creative RIOT?

Harry Hoover is managing principal of Hoover ink PR. He has 26 years of experience in crafting and delivering bottom line messages that ensure success for serious businesses like Brent Dees Financial Planning, Levolor, New World Mortgage, North Carolina Tourism, TeamHeidi, Ty Boyd Executive Learning Systems, VELUX, Verbatim and Youth Link USA.

Consumers Buyingsecret Revealed

Writen by Paul Raji

Consumer Behavior complements and consummates the application of "Marketing Concept" in every organization as a way of achieving overall corporate objectives. Consumers' experience has been widened by their exposure to competing products, rapid changes in technology, which result in regular availability of innovative products. The information-age consumers are ardent information processors that undergo a lot of internal and external considerations before and after purchasing a product or service. They set high expectations for any product or service to meet their present and future needs.

Marketers' success now anchors on the extent to which they understand and respond perfectly to the behavior of consumers. Marketers are compelled to search for new ideas, theories and principles from behavioral sciences like anthropology, sociology, psychology, and economics. It has been found that a consumer involves consideration from these perspectives when making their purchase decisions. However, only a few part of these fields have so far been incorporated into consumer behavior. This relevant part includes topics on which practical researches have been conducted and validated.

For a marketer to penetrate the hearts of numerous prospects and consumers, to let them react positively to his products or service; understanding the behavior of consumers is unavoidable because the knowledge acquired about the consumers has an important role to play for the marketer 'success.

CONSUMER BEHAVIOR AND MARKETING

Professional marketers uses an understanding of consumer behavior to anticipate future behavior based on the implementation of specific marketing strategies. A knowledge of consumer behavior serves as a strong basis for the development of effective and efficient marketing strategy. A careful monitoring of Consumer Behavior in the competitive market enables the marketer to measure the success or failure of a specific marketing strategy. Marketer also uses knowledge of consumer behavior to segment their market.

BUYING DECISIONS

Howard and Sheath (1980) have distinguished three types of buying decision behavior:
1.Routinised response behavior
2.Limited problem solving
3.Extensive problem solving

In buying a product or service, the buyer goes through a decision process consisting of problem recognition, information search and evaluation of alternatives, purchase decision and post purchase behavior. The marketer's job is to understand the buyer's behavior at each stage and what influences the prospects and consumers.

Limited problem solving exists when the need is known, every information on the alternative means of solving the problem is also known and the decision maker has to make his decision within the given spectrum.

Extensive problem solving embraces greater uncertainty and there is risk that the final decision is wrongly made. Often the decision maker on his own has very little information on the items and may seek to update this from his friends or professionals.

MODELS OF CONSUMER BEHAVIOR

A model is a simplified representation of a real phenomenon. Model of Consumer Behavior can be expressed verbally or algebraically, but in some cases they take the form of elaborate mathematical form or flow chart. For example, consumption C is a function of income Y, or C =F (Y)

All Marketers, in collecting, analyzing and interpreting data, use MODELS as a basis for the systematic study of Consumer Behavior. They are interested in understanding the decision processes involved and the relationship between or among the variables that affect consumer decision-making processes.

Consumer Behavior models are concerned with the relationships between inputs into the buying decision, and resultant outcome. This outcome may be positive or negative, a decision to make purchase, or decision to reject a product or service. In dealing with consumers, marketers are confronted with a variety of response possibilities and countless environmental variables.

MODELS CLASSIFICATION

Models of Consumer Behavior can be classified under three broad headings:
1. Black box models; which take no account of the mental processes involved in decision taking, and internal variables are ignored.
2. Personal variable models; which are primarily concerned with internal psychological variables and take no account of external environmental variables.
3. Comprehensive models; which aim to include all categories of variables that have an influence on Consumer Behavior. This model takes both the personal and environmental variables into account. They include the so-called "grand models" such as those put forward by Howard and Sheath, Engel, Kollat and Blackwell, Nicosia.

For detailed information on consumer behavior and application to improve marketing performance and boost sales, purchase my e-book titled "Multi-dimensional Analysis of Consumer Behavior" on my website.

Paul .T.Raji (Bsc.Accounting)
Author: Multi-dimensional Analysis of Consumer Behavior
Website: http://www.webneur.com
Email:info@webneur.com

Getting Back Lost Lawn Care Business Customers

Writen by Kevin Whiteside

If you own a lawn or landscape company, you will eventually lose some customers. Most customers will not even tell you why they are letting you go. At many times this will come as a surprise to you.

This can create a bad image of you and your company in the customer's eyes.And believe me, they have the potential to let many people know.

In my opinion, it can be most damaging when you are maintaining many properties on one street or area. Some of these neighbors have a much stronger bond with each other than with the lawn business owner. If one customer drops you, the others may jump ship also for no reason. Maybe not immediately, but possibly down the road . I have seen and heard about this. It is not that uncommon.

Why customers will "drop" you...

14% Unhandled complaints

9% Competition

9% Relocation

68% No special reason

The 68% usually leave because of lack of attention.

Treat all your customers like they are the only one.

Many owners have the mentality that lost profits from a lost customer can be replaced by profits from a new customer.

That is not the case. A long time customer spends more money overtime. Since you already have the loyalty built up, the long time customer is more apt to purchase additional services, refer friends, and stay with you much longer.

If you try and get a customer back, even if you are unsuccessful, it may keep the unhappy customers from telling a slew of others.

So, swallow your pride. Re-contact your customer and surprise them. They probably wouldn't have expected you to contact them. Tell them that you miss their business and value their return. Ask them, "What can I do to win back your business?"

If they don't have any ideas, give them a free lawn cutting or possibly free labor on mulch installation.

Why customers are lost..

1) Intentionally pushed away - Dropped this customer as he is hard to deal with and please or he continues to be late or way behind on his payment to you. You don't want this type.

2) Unintentionally pushed away - You have let down the customer in one way or another.

3) Pulled away - Competitor offered a better value or service.

4) Bought away - Competitor offered lower prices on the same or similar service.

5) No longer needs - Bought his own mower, moved out of town, or to local apartments.

After talking to a customer in person or over the phone, you'll know why he left and what he'll need from you to regain him as a customer. Every situation will be different.

So in summary, why trying to get a lost customer back is beneficial

1) To show you ways to improve your services or communications.

2) Can limit negative word of mouth from an unhappy customer who "dropped" you and can increase positive word from the customers regained.

Don't look at it as you failed, take the opportunity to learn what you could have done to retain this customer. It will make your business that much better.

Best of Luck!

Kevin Whiteside is the owner and editor of http://www.LawnForum.com Monthly, an online newsletter and website for lawn and landscape professionals. Get a FREE subscription here LawnForum@aweber.com

He is also the author of "Turn High Grass Into Cold Cash- How to Start the Ultimate Lawn Business" http://www.GrassToCash.com

You can use this article as long as the bylines are included.

Small Business Marketing Secrets Your Guide To Getting More Word Of Mouth Referrals

Writen by Kevin Stirtz

When I work with business owners I always ask them where their customers come from. The number one response to my question is:

"Most of our business comes from word of mouth."

Call me a skeptic but I don't believe it.

Over 90% of the people I work with tell me this. It's consistent across all types of businesses and all stages of businesses. It doesn't matter whether they're a new business or an old business. They could be profitable or struggling.

They almost all say the same thing.

This leads me to believe that some people are living in fantasyland when it comes to their marketing. This can be a dangerous place to live when you're trying to build a successful business.

I think the reason I hear this so much is because it's what people want to believe. We all want to think our service or reputation or product is so great that people will line up at our door. It's the old "if you build it they will come" idea.

But it's not true. In most businesses, no matter how great you "build it" they will not come. At least they won't come to you until they know about you.

That's where effective marketing comes in.

Sure, word of mouth is a desirable way to get new customers. But too many business owners forget that word of mouth doesn't just appear out of thin air.

You have to create it. And there are just two ways to create it.

1. You use marketing tools to tell people who you are and what you do.
2. You deliver a "wow" experience for your customers so they tell others.

A good marketing campaign will create word of mouth. In fact, most word of mouth is created or amplified by effective marketing. (When I say "marketing" I mean anything you do to get the word out. It could be advertising, public relations, special events, salespeople, direct mail, etc.)

Some companies are so good they deliver "wow" experiences to their customers. This produces great word of mouth marketing for them. And they deserve it because "wow" does not happen very often.

It certainly does not happen in 90% of the businesses. If that many businesses gave us a "wow" experience, we wouldn't consider it a "wow" anymore so we wouldn't talk to our friends about it.

A big mistake people make is to separate their marketing tools and treat them like they're completely independent. They think word of mouth marketing happens independently of other marketing.

But it's not like that.

The most effective marketing uses a combination of tools to deliver your message. It's the combination and variety that gives your message greater impact.

So, as you think about how to get new customers, don't kid yourself that most of them come from word of mouth. They probably don't.

Instead, think about your marketing this way:

A. Decide who you want to reach. B. Create a message they will respond to. C. Find multiple, complementary ways to deliver your message to them. D. Plan to deliver the message multiple times to the same people. E. Budget for the long-term for best results.

Do your marketing well to create effective word of mouth marketing for your business. Then "wow" those new customers and you'll create even more.

Kevin Stirtz has developed a unique concept called "Blow Up Your Business." He speaks to groups of professionals and business owners who want to attract more customers and put more money in their pocket. Kevin can be reached at http://www.KevinStirtz.com or 952-212-4681.

Is There A Magic Marketing Formula Part 1

Writen by Jane Hendry

One of the biggest mistakes that I see small business owners make is to spend their money (or time) on marketing or advertising, not get the results they want and then conclude that marketing doesn't work. Or they keep on spending their money and time on advertising, despite their lack of results and convince themselves that it's "raising their profile". (In reality, it's probably just money down the drain.)

The main reason that their marketing doesn't produce the results that they want is because they've usually missed out or half done one of the ingredients of their "marketing formula" or are doing things in the wrong order. Getting your marketing right is a bit like baking a cake - you need the right ingredients, in the right proportions, added in the right sequence and baked at the right temperature.

What can a good "marketing formula" do for you?

A good marketing formula can help you to:

* raise response to all of your marketing activities so that you have more leads in your pipeline for the same investment * make your marketing profitable (as it should be!) rather than an expense * secure more sales from the presentations you do and the appointments you attend

Once you've worked out your formula, most of your campaigns will be successes and you can use your formula over and over again to continually reproduce outstanding results.

To illustrate the point, one famous marketer claims to have done a direct mail campaign that got a 100% response! In other words, everyone that he sent his letter to bought his product or service. Now, that is unheard of in a world where a 3% response rate is considered to be good. Another marketer claims to turn 98% of all telephone consultations into business (and 40% is generally considered to be doing OK in her field).

These people have got their marketing formulas highly tuned and working very hard for them. Can you achieve the same results? Well, you may not ever achieve a 100% response to a mailshot, (that was probably an exceptional case) but you can certainly improve the performance of your marketing and start making it pay once you know and understand the ingredients of marketing success.

So what are the ingredients and steps of a good "marketing formula"?

Your marketing formula is comprised of two parts:

The ingredients:

This is really the foundation of your marketing - it's the groundwork that allows whatever marketing activities you undertake to actually work and give you good results. The ingredients are:

* a very clear target market (preferably one that is hungry for what you offer) * a thorough understanding of your target market - what concerns them, why they would buy your services, what motivates them and how you can identify and locate them * a good value proposition (the tangible outcome you deliver) * an irresistible offer * an understanding of the competitive landscape and where your company fits in (or in other words - your differentiation and your positioning) * a strong, client-attracting message

You can have brilliantly executed marketing, but if the ingredients are wrong, then you're either going to attract all the wrong types of people, or attract multitudes less than you are really capable of. Either way, you would be wasting your marketing effort and budget.

The steps:

These are the steps that you take to implement your marketing, and the sequence you move your potential buyers through en-route to them becoming loyal clients. These include:

* the strategy you use to get your compelling message in front of your target market * where and how you place your message for maximum impact in the budget you've allocated (your message can be delivered verbally or in written form) * the timing of your message * the steps your prospects need to be taken through to turn them from strangers into paying clients

A weakness or failure at any of these points will lead to reduced response and lowered conversion rates - and that means weak results and wasted investment. It's somewhat like a chain - the system fails at the weakest points, so all points have to be as strong as possible.

So if you want your marketing to succeed, you need a good formula - the right ingredients combined in the right steps. Just like baking a cake - if you do things in the wrong order, or miss steps out, you'll end up with a result you didn't want - a burnt cake, a cake that's rock hard or biscuits instead!

In part two of this series of articles I'll discuss the ingredients in more detail - so look out for it in a couple of weeks. :-)

Copyright 2005 Attractioneering

Jane Hendry helps professionals, consultants and coaches to create marketing systems that easily and consistently attract their ideal clients. To get your f*ree Attraction Marketing Starter Kit please visit http://www.attractioneers.com

Small Business Marketing Is More Like Romance Than You Might Think Make Them Fall In Love

Writen by Jennifer McCay

People like to do business with people they trust. And more than that, they like to work with people that they like.

The "courtship" phase of your relationship with your prospects is critical to your small business success. So are you giving your clients the reasons they need to fall in love with what you offer?

First of all, do you know why you're the best choice or -- even better -- the only choice worth considering?

If not, it's high time you found out. Take a look at 4 or 5 competitors' websites and see how they communicate their services.

What works? What doesn't?

Do they focus on the results they achieve for their clients? Do you? Results you have achieved for other businesses can be powerful stuff.

Do they specialize in exactly the same market? Do you currently have a specialization? If not, would this help you?

If you're not a better option on paper, find ways to set yourself apart, such as choosing a market niche that is slightly different or deciding to add your own personal twist to your marketing. You might see success just by adding helpful articles and a more client-focused approach to your marketing mix.

Are your marketing materials full of powerful statements that show your prowess in your field, without being pushy? Or are you mainly sending prospects the marketing equivalent of cheesy pickup lines?

Anyone can come out with a promotion that says they offer the best-quality services in your line of work, but unless you can back it up with real proof, it can easily sound slick and untrustworthy.

Be yourself. It's a common mistake that especially newcomers to self-employment sometimes make to try to put on airs in order to appear more successful, but frankly, this almost always backfires. For starters, you won't feel confident during the exchange, which means that your personal passion will not shine through. And having the passion to help your clients goes a long way toward building trust.

What's more, you might promise more than you can deliver -- and the very best way to make clients unhappy is to do just that. Instead, promise excellence and then deliver even more than you promised!

And remember, even if you're not confident about your marketing, you are unique. No one else can offer exactly what you can. Use your current marketing techniques to express your personality, your business's brand, to let people get to know you.

Listen more, talk less. Have you ever spent time with someone who really listened to you? Talk about an amazing way to make you feel special.

More than one love relationship has been ignited by such simple means -- and the same tactics work for your prospects, if you are truly sincere about wanting to hear about your prospects' concerns. I know that every time I open my ears and shut my mouth, I learn more about my clients' needs and am able to better help them in the future.

Besides, there are plenty of "experts" out there who can talk all day and all night about what they know and what a great a "catch" they are (in the business sense and otherwise!). But who likes to deal with talking heads who are full of themselves? That's not attractive in the slightest.

The last bit of wisdom that I might offer is to take a step back and allow your relationship with your prospects to progress at their pace. You should stay in touch while the decision is being made, but don't force the issue.

As I said, marketing your small business is a little like dating. If you keep the pressure off, share your strengths and set yourself apart, your relationship with your clients will be founded on trust, respect and -- yes -- you'll find that your clients actually like working with you very much.

Are you a coach, consultant or other solo service professional who's struggling to grow your business? Small business marketing strategist Jennifer McCay will show you how you can attract more clients more easily. Get her FREE audio course and FREE weekly small business marketing lessons at http://AvenueEast.com.

Client Testimonials With A Twist

Writen by Kelly O'Brien

In my recent interview with Linda Furiate of Portraits in Determination, we discussed testimonials, why they're integral to your business, and how to go about getting great ones.

Kelly: Why should we take client testimonials into consideration when it comes to marketing?

Linda: I feel the main reason would be "credibility." Before you hire someone, you typically want to know what others have to say about their experience with this person or company. Especially if they're people like you, with similar needs or problems. Even though you're only going to get positive testimonials, if you can relate to what they're saying, you'll feel better about making the decision to buy.

For example, you may be looking for a builder to build your next office. If client testimonials constantly reiterate that the builder "did a professional job, finished on time and was below budget," that's pretty powerful stuff. Who doesn't want the opportunity get their product delivered on time and save money?

It really matters to pay attention to the client testimonials because each of us works best with a certain type of person or personality. You can get a real feel for what this person is like and if it's someone we feel we can trust. When I am giving someone my money, I want to be able to work well with them.

Kelly: So client testimonials can have a big impact on our brand identity…

Linda: Yes, when a consistent theme comes up in client testimonials, it has a way of branding your services. You become the "loyal banker" or "honest accountant" or "trustworthy builder" because your customers say so. Use those same buzzwords as a true reflection of what is being said about you in your marketing materials.

Kelly: So what advice do you have for how to use client testimonials in marketing materials? Where and when does it matter to pay attention to them?

Linda: The best place is on your website because that is really where most people go to find out about a company. Some of my clients dedicate a whole page for testimonials while others may have them appear randomly throughout their website. The later is especially nice for those who choose to use audio testimonials.

Client testimonials should be fairly brief, consisting of a short paragraph of no more than 5-6 sentences. If you're doing testimonial letters (on client letterhead!), keep the letter to about one half to two- thirds of a page. For audio testimonials, 5 minutes or less is best. The key in all of these formats is to be brief and concise.

Also, you normally get a testimonial when you're finished (or underway) with a client…but ask before you begin your work. This will ensure that you do a great job for them, plus it will be a lot easier when the job is done to get the testimonial since you already asked for it.

Kelly: Why should I use a third party to obtain a testimonial?

Linda: There are numerous reasons to use a third party, such as a marketing or PR company, to obtain testimonials. People love being interviewed and will be inclined to be much more open with a third party than if you called them yourself. Testimonials can be more powerful and credible if someone else does the interviewing and the writing. Also, your time is valuable – so let someone else track down clients, draft copy, edit, and get final approvals.

Lastly, one important reason to use a third party to obtain the testimonial is because it's almost impossible to get a client to write it on their own; a little help from a marketing professional who understands the value of a well written testimonial can go a long way.

Kelly: What's the one thing you wish your clients would do that would make it easier for you to help them when it comes to client testimonials?

Linda: When working with a client I ask that they initially contact the people they want me to gather information from and explain to them what they hope to accomplish by obtaining their testimonials. It is a wise idea to let the client know why you are gathering this information and where you plan to use it. I like when people are anticipating my contact and have thought about what they would like to say in the testimonial. This helps me to establish a rapport even before I make contact, plus I don't want my contacting them to come across as a sales call.

Kelly: You know, you're making me realize that you can "systematize" this process. For example, we could create a policy that, for every new client, we'll tap a third party like yourself to interview and write up a testimonial within a certain amount of time.

Linda: Absolutely. And then you don't have to worry about it. As soon as we get the background information and green light to move forward, we take it from there.

Kelly: I just love systems! Okay, do you have a story or example you'd like to share that illustrates what we've been talking about…maybe a client success story or surprising outcome?

Linda: Recently I worked with an executive coach who wanted one of her clients, a construction company, to update their website to include client testimonials. Talk about the power of testimonials! After interviewing 15-20 of the construction company's customers, I was ready to move clear across the country to have this man build me a house – people just loved him and it was so apparent with the way the customers expressed their thoughts and feelings. Beyond building their office or hospital, he built a relationship.

Kelly: Where can people go to learn more? Do you have any favorite websites or resources?

Linda: One of my favorite resources for understanding the importance of testimonials is Robert Middleton's site at www.actionplan.com – check out his toolkits. If someone wants to learn more about how I can help them get great client testimonials, contact me at Linda@portraitsindetermination.com or call (410) 964-1303. I will be happy to answer any questions they may have.

© 2004 TurningPointe Marketing, Inc. All rights reserved.
Marketing educator, Kelly O'Brien, is creator of the "Create a
TurningPointe!" Marketing Bootcamp. To learn more about this step-by-step
program, and to sign up for FREE how-to articles and 20-page marketing
guide, visit http://www.turningpointemarketing.com

How Do You Get Your Business

Writen by Dr. Gary S. Goodman

There is a sweet spot between being smart and dumb that is just right for marketers.

For instance, it's well known that salespeople can be too smart for their own good, over-talking, wearing out their welcome, putting feet in their mouths, and not listening enough, or allowing prospects to sell themselves.

At the same time, if you can figure out a way of putting more customers on the books, and keeping them there, as frequent flyer and awards programs have, then you can see the payoff for being clever.

I've found there is a single question that can help you to find a perfect middle ground, while learning a lot, as well:

"Where do you get your business?"

Yesterday, for example, I caught up with a client who has his own hypnotism practice. He does a nifty stage act and he counsels individuals, helping them to get more sales and to turn their lives around in various ways.

I asked him how he's doing, he said "Great!" and then I asked the magical question about his source of business.

"Whenever I want business, I stand in front of a 7-11, walk up to smokers and say, 'I see you smoke' and they say 'Yup,' and I ask 'Have you ever thought of quitting?" and they say 'I'd love to' and then I hand them my card, and it's as simple as that!"

Wow, that's great, isn't it?

His prospects are qualified, he makes direct contact with them, they disclose a need, and he says he's there to help.

What can be simpler or smarter?

By the way, how do YOU get your business?

Dr. Gary S. Goodman, President of www.Customersatisfaction.com, is a popular keynote speaker, management consultant, and seminar leader and the best-selling author of 12 books, including Reach Out & Sell Someone®, You Can Sell Anything By Telephone! and Monitoring, Measuring & Managing Customer Service, and the audio program, "The Law of Large Numbers: How To Make Success Inevitable," published by Nightingale-Conant. He is a frequent guest on radio and television, worldwide. A Ph.D. from USC's Annenberg School, a Loyola lawyer, and an MBA from the Peter F. Drucker School at Claremont Graduate University, Gary offers programs through UCLA Extension and numerous universities, trade associations, and other organizations in the United States and abroad. He holds the rank of Shodan, 1st Degree Black Belt in Kenpo Karate. He is headquartered in Glendale, California, and he can be reached at (818) 243-7338 or at: gary@customersatisfaction.com

Profit Power Of Customer Intimacy Deliver Top Line Revenue And Earnings Growth

Writen by Gerard Abraham

Regardless of industry segment, progressive CEOs and Board of Directors are looking for the "silver bullet" to consistently deliver top-line revenue and earnings growth, as means to increase share price and shareholders' value.

Numerous articles are being published promoting the importance of customer satisfaction, and ways to improve it, or touting the needs and means to flawless execution, or the benefits of process reengineering, or of outsourcing to lower-cost regions such as China, India, Latin America or Eastern Europe.

These can, indeed, be good strategies towards better profitability. However, a much-less-publicized yet fundamental lever of higher and sustainable shareholders' returns is "customer intimacy." Customer intimacy impacts shareholders' returns for both sides: the supplier side as well as the customer side.

What is "customer intimacy"?

Customer intimacy can be defined as the formal or informal set of relationships established between supplier and customer, with a diverse array of partners, from corporate leadership to functional leadership (engineering, marketing, operations, maintenance, or service) and end-users of products or services. These dynamic relationships provide multiple points and frequency of contacts between the company and its customer, as well as multiple points of view about the relationship and its benefits to both parties.

What are the benefits of "customer intimacy"?

First, from the supplier side, customer intimacy impacts revenue growth and earnings per share, by creating long-term sustainable competitive advantage through the early identification of unsatisfied needs.

Contrary to the all-too-common syndrome of "if we can make it, they will buy it," that is prevalent in technology-driven companies; customer intimacy allows the adoption of a "customer-need-pull" strategy, as opposed to a "technology-push" strategy.

By establishing long-term relationships with key customers, representative of their targeted market segments, companies set a framework within which they can have repeated opportunities to tap into their knowledge base. Voice-of-the-customer (VOC) interviews, focus groups, and users' group meetings are well-practiced means used by marketing teams to access that knowledge base. But, much more simply, sales and service engineers can provide feedback as they are in a position to interact much more frequently with the end-users.

Establishing very close and frequent relationships with key customers allows companies to be aware of the evolution of their processes and unsatisfied needs in advance of the competition. The corollary is that the investments for research and development of new products can then be focused towards differentiated product features and away from "me-too" products, thus reducing the risk of commoditization.

Commodity products and services are essentially differentiated by their price. As a result, competitive positions must be based on lowest cost of manufacture. In the case of business-to-business dealings, commoditization is essentially driven by purchasing organizations. In order to obtain price concessions from vendors, purchasing officers tend to negotiate with vendors under the assumption that offerings from competitors are providing the same value, and that price is the deciding parameter. It is rarely the case, but, in front of weak or poorly trained sales people, this ploy allows them to obtain discounts from list prices.

In any industry, however, commoditization leads to profit erosion and destruction, rather than increase of profit that is necessary for shareholders' value. Commoditization can transform the market for a unique, branded product into a market based on undifferentiated price competition. Commodification can be an unintentional outcome that no party is actively seeking to achieve.

Fighting this trend to protect some pricing power requires market and application knowledge on one front. On another front, training and development of the workforce are required. Differentiated products and services that bring an innovative solution to recognized but unsatisfied customers' requirements are obviously easier to price and sell, on the basis of real value, thus avoiding the setting of list prices as "costs plus."

Second, from the customer side, considerable advantage can be generated when dealing with a vendor who is well aware of the details of the business and operations, its main drivers and constraints, as well as its objectives. If this vendor is willing to listen to issues with existing products and services, or to new requirements which may fall outside of their current offering, and is willing to invest in finding solutions, each of these situations corresponds to opportunities for reduced costs or increased capacity, and obviously leads to improved earnings. Key progressive customers are very willing to partner with strategic suppliers to develop unique solutions to their most tangible, high-impact problems.

The next question is how to establish or improve "customer intimacy"?

Every business has some level of customer intimacy, loosely exercised by its various customer interactions: Internet, emails, phone calls, sales and service calls, etc. Every customer interaction is an opportunity to improve customer intimacy. It requires the right attitude, and the motivation to ask the right questions.

Attitudes can be developed through communications, training and development. Motivation can be enhanced by the quality of the talent hired by the company, and by the compensation and rewarding systems. Employees, who clearly understand how their behavior in front of customers can cause increased customer intimacy and how customer intimacy relates to profitability and growth, are more likely to pay attention to their attitudes and to strive to bring value to the customers.

In summary, beyond customer satisfaction, which is essentially transactional, another layer is developed in terms of relationship between supplier and customer. Customer intimacy brings with it a virtuous circle of additional opportunities for companies to avoid the pitfalls of commoditization and "bubble-hype," secure sustainable competitive advantages, and protect pricing power and profit margins, which then in turn enables additional investments towards growth (marketing, new product developments, sales channels, etc.). All of which promotes increases for shareholders' returns.

Gerard A. Abraham is President of Process Instruments Division, a $400 million global manufacturing powerhouse, of Thermo Electron. Gerard is Gerard Abraham is best known for his C-level leadership ability in global, technology-based businesses that deliver "best-in-class" returns for his company's shareholders. He is a keynote speaker at leadership conferences on how to develop intimate market knowledge, leverage top quality talent, and develop a culture of risk tolerance to avoid commoditization in manufacturing. To contact Gerard to speak at your next leadership conference or to send him your comments, email him at gerard.abraham@thermo.com.

Free Marketing Tip 4 Share Your Knowledge

Writen by Debbie LaChusa

If you're a small business owner or an independent professional offering a service, you very likely know a lot about whatever it is you do. For example, if you're a chiropractor, you know a lot about health and wellness. If you're an accountant, you know a lot about financial matters. If you're a coach you know a lot about helping people accomplish their goals and achieve success in whatever aspect of their life or business you coach them in.

Sharing what you know is an excellent way to market yourself and your services.

And the best part is, in most cases it won't cost you a dime. So, for those who are on a tight budget, it is ideal.

This is not giving away your services for free, but rather introducing yourself, your services and your business to people who could benefit.

There are all kinds of ways you can use this small business marketing technique to start attracting new clients to your business.

Here are 10 ideas to get you started:

(1) Identify a topic you know a lot about, related to your business, and that you think would be helpful and valuable to your ideal clients.

(2) Put together an outline on this topic, that you can use to create an oral presentation, or a written report.

(3) Get out and speak on this topic to groups of your ideal clients.

(4) Teach teleseminars on this topic to groups of your ideal clients.

(5) Publish and distribute a Free Special Report on this topic.

(6) Publish and distribute a Free Ebook on this topic.

(7) Publish and distribute a Free E-Course on this topic.

(8) Publish a regular ezine or e-newsletter on this topic and related topics.

(9) Create and distribute a free audio course on this topic.

(10) Include some form of promotion, or special offer with your free content.

All of these small business marketing techniques are a great way to introduce yourself and your content to potential clients. They get you and your business out into the marketplace, for little or no cost, and can start attracting the kind of clients who are most interested in what you have to offer.

(C) Copyright 2006 Debbie LaChusa, 10stepmarketing

Debbie LaChusa created The 10stepmarketing System to make marketing your own business as simple as answering 10 questions. Learn more about this unique, step-by-step system and get a free 10-week Marketing E-Course when you subscribe to the free, weekly 10stepmarketing Ezine at http://www.10stepmarketing.com.

Ride The Gray Train To Increased Profits

Writen by Harry Hoover

Something is roaring into the business community's depot that has been building momentum for years. I call it the Gray Train. On December 31, 2004, the last Baby Boomer turned 40, pushing that train to full throttle. Marketers are missing the obvious and not-so obvious opportunities to grow their businesses with this appealing audience.

Self-indulgent Baby Boomers want what they want, now. They have business expertise, have received all sorts of training from their corporate employer and now that education allows them to open up their own businesses. Or, they have done so well, they no longer have to work. They can pursue their passion.

A few, smart marketers have been positioning themselves to take advantage of this segment that – with few exceptions - has disposable income, time and the inclination to use both to get what they want, when they want it.

Baby Boomers are members of a generation – 78 million strong - born between 1946 and 1964. Boomers control half of all discretionary income and spend $2 trillion every year on consumer-related services. Half of Boomers will pass 50 in 2005, as 10,000 more see their cake ablaze with 50 candles every day. Despite the size of this demographic segment, it has been reported that only about 10 percent of advertising dollars are spent on Boomers.

Not only are most marketers ignoring the obvious about this segment, they are clueless about what Boomers really want: experiences, particularly those that bring with them knowledge or a chance to connect with family.

Here are a number of other themes the marketer should take advantage of in targeting the Baby Boomer:

• Boomers are first and foremost self-interested. They want what they want, and they want it now

• Despite this "want it now" mentality, Boomers are increasingly concerned about having enough money to continue their current lifestyle in retirement

• Although self-involved, they also are very family-oriented and have a charitable side that has not been fully tapped

• When Boomers retire – and that retirement will be radically different from their parents' retirement - they will want to bring their lives with them, not start new ones

• Baby Boomers don't think about their ages, so marketers should focus on the benefit of the product or service and not on the user's age

For marketers, the bottom line is this: Baby Boomers constitute a ripe demographic that has been ignored too long. TV network programmers and Hollywood movie companies, among other marketers may want to take a fresh look at this 78-million-strong generation. My advice: get on the Gray Train and profit.

If you'd like more on this topic, get my Purple Paper on the subject at: http://www.hoover-ink.com/BabyBoom.pdf

Harry Hoover is managing principal of Hoover ink PR. He has 26 years of experience in crafting and delivering bottom line messages that ensure success for serious businesses like Brent Dees Financial Planning, Focus Four, Levolor, New World Mortgage, North Carolina Tourism, TeamHeidi, Ty Boyd Executive Learning Systems, VELUX, Verbatim and Wicked Choppers.

The Name Game

Writen by Ronny Berglund

Pop quiz! If you have to say goodbye to your hard earned money to purchase something you've always wanted, who would you rather trust: an unknown provider or one who has an established name in the industry?

The answer to that question shows how important branding has become in recent years. And consequently, brand building has taken an equal significance.

Brand building consists of all the things you do to establish a good image for your business venture. A brand carries with it an aura of credibility and reliability that screams how your enterprise guarantees to deliver.

Brand building would also pave the way for product association. For example, when you think of toothpaste, Colgate immediately comes to mind. When someone mentions soda, you instantaneously form an image of a bottle of Coca-Cola in your head.

It goes without saying that your business' brand can make or break its success. A good brand can rake in those orders faster than any of the known marketing strategies. A non-existent brand would mean many years of difficult struggle just to consummate a sale. A substandard brand would be tantamount to the death of the business.

Here are some steps you could take to build that brand image which would carry your business to the next level:

1. Try to grab their attention by offering them something beneficial for free. Two principles are at work here. First is the fact that the word "free" is the most powerful term in marketing. It will instantly garner attention, and would have people talking. The second is a rather formulaic notion: they won't remember you if they don't get to hear about you in the first place. Introduce yourself with a bang, and you'll find out that first impressions can work in your favor.

2. Be consistent. Consistency is the number one tool in establishing brand recall. You would want to prove to the world that your business is not a one hit wonder. Let them realize that you are capable of delivering quality products or services at a constant level.

3. Offer something different. Whether it be an innovative product or a revolutionary service, give your client an experience they will never forget. Novelty is good for starters, but basically, the excellent quality of your craft is what will ultimately distinguish you from the rest.

4. Try to over-deliver. Exceeding your clients' expectations would give your business a prominent place in their memory. They would reciprocate your extra effort in kind by affording your business their loyalty.

5. Use brand recall paraphernalia. This can take the form of a business logo that can be associated with your business. Depending on your target market, you could also avail of a mascot to make your business accessible to more people. Or it can be a catchy phrase that would perfectly describe your trade.

6. Show your expertise. Try to show your wares in as many venues as possible. Talk about a particular topic in a proficient manner through the use of articles, write-ups, interviews or even press releases. Proclaim yourself, or your business, as an expert, and people will take notice.

7. Always live up to your words. Never fail to deliver on your promise. People should remember you as reliable and credible. Maintain this integrity and you'll never be far from their minds.

Following these steps would establish your brand that would distinguish you from the rest. This would be your title by which you will be loved, remembered and considered. Use it well, and the promises of fortune shouldn't be far behind.

Ronny Berglund is a marketing professional, which owns and operate http://www.traffic-plus.com that can help you to instantly get website visitors, do popup advertising or any type of instant website traffic increase. He also owns and operates http://www.marketingpatch.com where you find strategic marketing tips. And you can learn the marketing tips and tricks that pro's use! MarketingPatch.com also have a great forum where you can talk about everything marketing related, he even let you post your in a Buy / Sell forum.

Are Promotional Items Right For Your Business

Writen by Sara Chambers

If you're a small business owner, then you know how difficult advertising can be. The most difficult decision is what to spend the money allocated toward marketing and advertising on. Do you spend money on a billboard or spring for some radio airtime? If so what kind of station most represents your target audience, soft adult contemporary or urban R&B? Should you buy some on screen time on cable TV perhaps? Drop big bucks on an infomercial or even the internet? What kind of advertisement do you produce?

The choices are numerous and making the right one can mean big profits for your company. One of the key questions a business owner must ask oneself is how can you get the most bang for your advertising buck? The answer to that question is increasingly becoming the use of promotional items. Promotional items range from customized ink pens and Frisbees to personalized coffee mugs and t-shirts.

One of the chief benefits of promotional items is the ability to specifically target your audience. Does you business cater to young men and women between the age of 18 and 25? Then hand out Frisbees with your company's logo on a college campus. Not only are you able to specify who you advertise to, but you can be assured that people will see your company's name and logo frequently.

The type of promotional product that you use will depend on your service. Are you a realtor? Consider small measuring tapes to hand out to people. But if you are a business that has products, the best promotional material you can possibly use is the product itself. Are you a small makeup company? The best promotional material you can use is sample products itself.

Another benefit of using promotional products is branding. For small business owners, independent contractors, and realtors branding is essential to advertising and marketing. The business becomes the logo and the logo becomes the business. The realtor is the face that is on the business card or the letterhead. Branding is that force that keeps your face fresh in the minds of people.

Sara Chambers is a marketing consultant and an internet content manager for http://www.promotionalproductsweblog.com

Marketings Magic Bullet

Writen by Harry Hoover

Hundreds of "consultants" make millions of dollars each year teaching seminars and boot camps, and selling newsletters about marketing's magic bullet - that one simple thing you can do to fill up your register with virtually no effort on your part.

People buy this tripe because they want "simple" and "no effort" ways to move their business forward.

All those magic bullet consultants are wrong. I have the secret and I am going to share it, but you won't be happy about it. My marketing magic bullet: focus, discipline and consistency. Yes, my magic bullet involves some work on your part.

Focus requires you to define your audiences, learn about their behavior, and then provide relevant and believable information, communicated in an original, impactful fashion.

Discipline necessitates developing a marketing plan and implementing it aggressively. Your plan must also include a sales element. I know businesses that market and then just expect clients to flock to them with wallets in hand. Unfortunately for these businesses, it requires some effort on their part. Sorry, no passive income.

Finally, we come to consistency. This means implementing your program even after you are tired of it. And don't change your message and marketing tactics on a whim. The race goes to the marathon man, not the sprinter.

Some other smart people agree with me. Business Coach Brent Dees says, "You can do anything, but you can't do everything. If you focus, you can accomplish your goals." Friend Bill Loeffler used to tell clients, "We can't do everything. Let's pick three marketing tactics and do them right."

Remember: focus, discipline and consistency. Unlike those other consultants, I won't bill you for that magic bullet. Lock and load.

Harry Hoover is managing principal of Hoover ink PR. He has 26 years of experience in crafting and delivering bottom line messages that ensure success for serious businesses like Brent Dees Financial Planning, Focus Four, Levolor, New World Mortgage, North Carolina Tourism, TeamHeidi, Ty Boyd Executive Learning Systems, VELUX, Verbatim and Wicked Choppers.

10 Tips To Help Every Marketer Convert More Prospects And Keep Them Coming Back For More

Writen by Windsor Pennicott

1. Begin with the customer in mind.
Remember, everything begins and ends with your customers. Try to imagine being them. Mentally take a stroll with them, talk to them and share their wants and frustrations. Try to feel what's going on in their minds?

2. Now, craft a solution in the form of benefits that will satisfy those wants.
Now that you've entered your potential customers' minds, can you see those wants? Can you feel how satisfying it would be if the perfect set of benefits were to be offered at the right price. Now write down those benefits.

3. Create or offer existing products or services that match those benefits.
Once you've found potential customers and determine their wants and how to satisfy them, it's time to create a product or service or find an existing product or service that will satisfy those wants. I remember my first time out, years ago, when I created a product before doing any market analysis. It was a disaster. It was too expensive to reach the market and worse of all, the price the market was willing to pay would have reduced my profit margin to near zero. I cancelled the whole project after almost a year of working on it. The lesson learned is to always begin with the customer in mind.

4. Create the sales medium and message using those benefits.
Put together a convincing message that incorporates the benefits of your product or service. Those benefits should extinguish your customers have. You don't have to oversell. There are times when customers are not aware of their wants so in those cases the marketing message should identify those wants and state that you have the solution to them. When those prospects come in contact with your sales message you could restate those wants and explain the benefits you offer.

5. Craft your marketing message and design the campaign literature.
Marketing is all about informing the market about your solution to their wants. It's not about selling; it's about providing information- useful information. The message should be the same whether you use an article, an e-book or other devices as a vehicle.

6. Alert your target audience.
There are several approaches to alerting your market but one of the most potent is to write a set of articles then contact publishers who reach the target market. If you'll be relying on online publishers it's more efficient to use an article distribution service such as www.articlemarketer.com, www.articledashboard.com and www.goarticles.com. Once you've published a series of article you may want to publish an e-book or begin using paid promotion.

7. Capture your prospects contact information using incentives.
Your prospects have become excited and interested in your offer, because you did a good job with your marketing message. Though they might be interested in your offer not everyone will commit to a purchase right away. Some people like to delay, others want to build a relationship first (just like a date) and some will be so excited by your solution they'll commit immediately. For those who won't commit on first contact with your sales letter, provide them with an incentive in exchange for their contact information via a free gift or free advice.

8. Test whether the solution to your customers wants met or exceeded expectations.
You might craft what you perceive to be the best solution- whether in the form of a product or service - for your prospective customers. But you can only be certain if you ask them. So once you get a representative sample of customers, send out a message with a series of questions asking whether your product or service satisfied their needs. One of your questions should be: if a respected friend of yours could use this product or service would you recommend it to him or her? This is an important question since a positive response means you've given your customers what they were looking for and probably more.

9. Treat your customers just as well or better than how you treat your prospects and they will take care of you.
Many marketers don't care much for their customers. Once the sale is made the only time they contact those customers on their list is when they have another item to sell them. You know those offers: Something like, since you bought xyz product I'm giving you a 50% discount, but you have only 48 hours to act before the offer expires. But do you know if these people even like your first product enough to trust your word again. Have you stayed in contact with them since the first sale? Do they even remember who you are? A few questions to ponder.

10. Repeat the process to grow your company. The second time around you should be much better at this process. Make the necessary adjustments and improvements then repeat the process.

Windsor Pennicott created the free ebooklet Power Sales And Marketing Innovations That Automatically Convert More Prospects. Get your copy at UsefulBizTips.com

Marketing Strengths Vs Weaknesses

Writen by Daniel Wadleigh

When you have decided how you are going to promote the benefits of doing business with you versus the other guys, you have put into motion the mode or image that you are going to embody. There is a popular notion - which sells a number of books - that you need to be at war with the competition. This concept is termed, "Marketing Warfare." I take issue...

While you need to declare your strengths and your benefits, you don't have to treat the competitor as the enemy. The goal is to have no competition, not bring attention to it! The more unique you can make yourself, the more you appeal to a select part of the market. You are carving out your own defined market.

In my opinion, 7-Up doesn't compete with Coke. 7-Up, by calling itself "the Uncola", appeals to people who don't want caffeine or dark soft drinks. 7-Up defined a market which was waiting for an alternative. To say that these companies aren't competitors may be going a bit far, but the point is, you need to take care of defining your specialty, and promoting it, in the maximum possible way. When you promote positive benefits, with flair and impact, you'll get your market share.

I also maintain that even though you have declared your image and have made it known, you still need to be aware of any changes in the competition that favor your position. If Brand X got caught with its hand in the till, it's not time to say, 'We're honest." People tend not to like those who take too much advantage of a bad situation.

However, you need to know when the positive effects of doing business with you are available, like running a few ads if Brand X is out of inventory (without rubbing their noses in it).

In addition to offending the public, bear in mind how the competition will remember should the tables ever turn. Part of your image needs to be that you possess integrity. That by itself will bring a certain amount of business your way - and you'll have a better conscience.

Daniel Wadleigh is a nationally published marketing consultant and has programs for start-up and existing businesses including effective web sites, e-mail/database, other non-internet ways to drive them to your website, and low cost ways to get more new customers.

Go to: http://www.more-new-customers.com to get free copy of "Marketing to Men vs. Women- the 8 different responses" and a Free copy of "Market Research- 7 Questions to Ask to Start-up and 7 to Ask to Improve Any Business."

4 Steps To Successful Offline Drawings

Writen by Kara Kelso

There are many different ways to market offline, each important to your success. One of these being drawings. Not only does having a drawing bring attention to you and your product/service, but also brings you leads.

Step 1 - Choosing the Location

To get started, you will need to first decide where you will be placing your drawing box. Make a list of a few local businesses that your target audience visits. When you approach the business owner, be sure they know what's in it for them. Offer their customers a chance to not only win something free from you, but also from the place of business you will have your box in (you will be buying this, of course). You should also put up flyers advertising the drawing, and let the business owner know this.

Step 2 - Creating the Box

Once you have the place and items in order, the next step is to make or buy the box. You can easily create a drawing box by cutting a slot out in the top of a regular box then printing a flyer off explaning what the drawing is for to tape on the side. Entry slips can also be easily created on Microsoft Word or Word Perfect. Be sure to include name, address, phone number, email address, and check boxes for if they are interested in hosting a party or joining your business on the entry forms.

Step 3 - Setting Up the Drawing

Now you are all set to have your contest. Set the box up in an area both you and the business owner have decided on. Don't forget to set out your business cards and pens (preferably pens with your logo on them). Check the box several times a week to make sure everything is still in order. The contest should last no longer than 6 weeks, so that no one forgets they entered when you follow up later.

Step 4 - Follow Ups

The real work comes after the drawing when you follow up with all the names you have collected. Since you have phone numbers, you can call them offering free samples or catalogs. Make sure you indroduct yourself and point out they entered the drawing you held at the local business. If you are not ready to talk with them on the phone, you can mail them a free sample or catalog first, then follow up a week later.

A drawing is an excellent way to meet new customers, but there are many more ways to market offline. For more ideas, please visit: http://www.momsmarketonline.com/offline.html

Kara Kelso is a work at home mom of two, and the co-owner of Direct Sales Helpers, which is dedicated to helping mothers succeed in direct sales. For more information, visit: http://www.DirectSalesHelpers.com

The Importance Of An Optin Subscriber List

Writen by Tony Germana

An entrepreneur's goal should be FINANCIAL SUCCESS! If you aim for success, you must do everything within your power to achieve it. You don't sit around the house whining about not achieving what you want. In the face of adversity, you must keep moving, pouring in your money, time, effort and energy until you snatch the brass ring.

You must approach your Internet business with that mind set. You should maximize all of your Internet marketing strategies. Given the world scope of the market, it's ok to think BIG. Imagine the whole online community as potential subscribers.

An opt-in subscriber list is the best, most effective, most efficient and smartest option that you can choose to make it big in Internet marketing.

What is an opt-in subscriber list?

The opt-in list is a list or a database of names and email addresses of people who have visited your website, made a purchase, subscribed to your newsletter, down loaded a freebie or got on your list by any other legitimate means. The opt-n list allows you to send updates, emails and promotions, offers and other information to your subscribers. It is like an ordinary membership or mailing list in an ordinary shop or club, only in this instance, the opt-in list is online.

Why should I have an opt-in list?

Every subscriber to your list is a potential customer. That potential customer means there is a potential sale and that potential sale is a potential profit. What more reason do you need? Do you remember the profit motive mentioned above?

Building a list will definitely work to your profit and benefit. A dynamic, growing, well-cultivated list will give you an ongoing, stable, profitable business. It will also save you money, time and effort because you will always have a ready made market that is looking to you for new products, information, ideas, systems etc.

Some pointers for building your opt-in list:

1. You should put a 'subscribe link' or 'subscribe box' in your web site. It is advisable to put it on all the pages. Then make sure that it is strategically positioned so the visitors easily locate it. The upper right hand corner of the page would be a good position.

2. Promote your website by every possible means to maximize exposure to potential subscribers.

3. Come up with contests, gifts, freebies and goodies that will get your visitors to trade their name and email address to get what you're offering.

4. Give out information, articles and updates online and off line with your links in them. Make sure that the information is relevant.

5. Offer free courses to your visitors. This is an excellent way to develop rapport and trust with your subscribers.

6. Use your signature to grow your opt-in list. Every time you send out messages, include link information in your signature block.

7. Do some networking. Join some forums or and discussion groups and build friendships with the people.

8. Publish a newsletter. Most marketers shrink back from this but it is essential. Once you take the time to develop your first edition, you have a template and subsequent issues are simple to publish. You'll wonder why you didn't do it sooner.

9. Find Joint Ventures that will allow newbie participation and always be involved in one or two active JVs. Just find and give away a gift that has appeal. The packaging is critical. Find something that looks really good and give it away. The power that you leverage by linking up with more seasoned marketers is awesome and you can be adding dozens of subscribers to your list every day.

There is a protocol to effective list building. You've seen some of the do's above. There are also some don'ts:

1. Don't ever spam your subscribers. Ensure that what you send them is relevant and of interest to them. If you have subscribers with different interests and goals, break them into separate lists and cater to their specific interests.

2. Avoid pop-ups. As you know, they can be very irritating!

3. Never flood your subscribers with information. If you barrage them on a daily basis, it is likely that they will begin to view you as an opportunist and it won't be long before they hit the unsubscribe link.

4.Once you've developed a substantial list, make sure that you cultivate a relationship with your subscribers. Stay in contact with them. Send them updates. Give out special offers and helpful tips. Have time for them even when you're not selling something. Develop trust and confidence and you will gain their loyalty.

If you've reached the point that you're serious about listbuilding and need help, feel free to E-mail me. I'd be happy to point you to the resources you need to professionally build an opt-in subscriber list. You can do this. GO FOR IT BIG!!

This article is available for reprint in your opt-in ezine, web site or ebook. You MUST agree not to make any changes to the article and the RESOURCE BOX MUST be included.

Tony Germana publishes Web Marketers Dispatch. An interactive online ezine full of marketing hints, tips and info. Visit germanagroup.com or E-mail editor@germanagroup.com

Increase Product Awareness By Becoming An Expert

Writen by Candice Pascal

While many consumers buy products and use the services of others on a daily basis, few stop to think about why they chose one brand or person over another. The power of print, advertising, and images from television and film often have more of an effect on consumer choices then they may admit.

With a product or service to sell, you have likely already investigated the costs and demographics of various traditional venues for advertising, however it is likely that you have missed a key to selling and an easy way to gain attention for your projects and products—becoming an expert.

Choose a popular product or service associated with a person. It may be a diet book, a lawyer, or even a favorite band. The majority of these products started out as any other, gaining market share or attention through traditional advertising or word-of-mouth. But, at some point, the people associated with these products were regarded as experts, or as key people in their area. At that point sales likely significantly increased. With this evaluation, it is easy to see why a campaign to establish yourself as an expert can mean the difference between successful or mediocre sales or the difference between getting that job or promotion.

Understanding the benefits of this alternative advertising is simple. Understanding how to establish yourself as an expert or highly regarded person associated with a product is the difficult part. Those who have hired a public relations company and/or advertising firm may assume that establishing you as an expert is already a goal. Since this focus often takes longer than other forms of public relations, many firms forgo these efforts as they are rewarded for quick placements. That leaves this essential area of public relations up to you, the expert.

Perhaps you think you do not qualify as an expert. Just who can be an "expert," anyway? Almost anyone can be considered an expert in today's world. Aside from the obvious experts, those with significant training in their field, like physicians, lawyers, firefighters, etc., authors hoping to sell more books, assistant professors or lower level professionals hoping for the corner office, those with niche specialties, or those experience in an area, can qualify.

Establishing yourself as an expert is difficult to do without media contacts and without representation. Those with representation are taken more seriously and most journalists prefer to deal with representatives they can trust. Journalists prefer to communicate through representatives rather than spend their time hunting down the expert at work or on his mobile phone.

If your public relations firm does not focus, specialize, or include expert placements in your plans, (and most do not) find a service that does. The cost will be significantly less than other areas of your PR budget.

When considering expert placement keep a few things in mind:

1. A good representative will be able to tell you if they think they can place you given your experience and specialty area and will not take you as a client if they do not think you qualify.

2. If you write, speak with your representative about helping you with pitching to the appropriate media outlets. Though not an option for everyone, this can be beneficial for newer freelance writers and those with very specialized expertise.

3. Choosing a service that focuses primarily on expert placement likely means those who need experts seek them out.

4. Though cost is important, your best representatives are not necessarily the most expensive and the worst are not necessarily the least expensive. Email or call the company or individual to get an idea of how they work if their price is not what you expect.

5. While signed with a company, remember to always keep them informed as to how you can be contacted. If someone wants your services and you can not be contacted, it lowers your credibility and that of your representative.

6. Some experts will be more in demand then others. Rest assured that good representatives are working hard to place you as they want you to remain under contract with them and recommend them to others. Your success is their success.

7.If you are not getting placements try writing an article, highlighting recent sales, or informing your representative of recent activities. The more they have to work with to promote you, the better for you.

So, for your next or current project, try adding the expert angle to your public relations and watch the difference it makes for sales.

Candice Pascal, Esq. is President of Zen-Fusion Expert Management, a service which focuses on establishing clients as the experts behind their products and key contacts in their industry. Representing physicians, authors, attorneys, tradespersons, B2B service professionals, researchers, academics and many others, Zen-Fusion has, since 2001, served as a leader in expert management services. Visit Zen-Fusion Expert Management at http://www.zen-fusion.com to learn more. Zen-Fusion Expert Management is a division of Zen-Fusion Entertainment, LLC.

How To Use Tradeshow Gimmicks To Build Your Business Big

Writen by Aubrey Richardson

People attend industry tradeshows for numerous reasons. Whether you go and set up as an exhibitor or sign up to visit the vendors, everyone has their own motives for checking out the show. Interestingly enough, some individuals just want to get away from the office for a while and make it a "working" vacation! This is true for exhibitors as well as buyers, either way it becomes a business write off!!

I've attended industry shows as a buyer and as an exhibitor off and on over the last twenty years. In the beginning most of my focus was towards the Awards & Engraving arena. Through the years it became quite obvious that this was a rather small industry, as compared to some "sister" type industries such as; screen printing, apparel or sign business type shows. A great deal of my time over the last decade has been spent exhibiting in the larger arenas.

As an exhibitor, I've had several different outcomes in mind while at the show; including building from those experiences once back at the home office. Seems as if I've done it all at one time or another. Heck, one year I even dressed up as "Logo Man" (a take off of Batman), wore the cape and the whole nine yards! All this to stir up interest in our newest software release titled, LogoBahn. It was the hottest thing around and won first place that year for best technology development!

Now I'm not suggesting you need to dress up in some goofy outfit in order to have a successful tradeshow but I do encourage you to think outside the box. One year our company joined forces with four other well know businesses. We called ourselves the Texas Connection, appropriately named due to our companies were all located in the state of Texas. We placed advertisements in popular industry magazines, informing of our FREE GRAND PRIZE give away, at the next Las Vegas International Tradeshow. In addition to the space ads, each company sent out two post card mailings prior to the show date. We set up a "punch card" to be handed out to each registered individual as they entered the tradeshow exhibit hall.

Each of us had a special die punch with different emblems. We utilized this punch card to indicate that an individual had physically stopped by our booth. Once a person had all five company marks punched, they would then drop it into a centrally located hopper (raffle bin). On the last day of the show just before the end of the day, we gathered around to draw out the winning attendee's card. It was a smash hit, a true winner for all five of us as exhibiter's in many different ways.

Our grand prize that year was a big screen TV costing around $1500. This was a small price to pay considering we shared in the purchase of the television set. We were at the forefront of peoples mind long after the show had ended and many asked what we were going to be giving away at the next event!

Here's the real beauty of the whole deal. As I mentioned earlier there are several different outcomes each exhibitor has while attending an industry tradeshow. Too many in fact to cover in this one article but I want to share one of the better results we experienced as a company. It's so cool and tailor made for anyone in sales to implement this concept in your business. Whether you are selling a product line or a service this gives you a great follow up plan, as well as a great lead in for your sales force.

Here it is! Remember the punch card each individual was required to have marked by the participating exhibitors? Well, once they approach your booth and ask for their card to be punched, hand them ANOTHER CARD to be filled in while they are getting their card marked by you. It's a good idea to have another incentive to benefit the person filling out the additional card. Something small, keep it simple. We used an additional giveaway item of our own. A portable DVD player, at the time was only $40 and we shipped it to our winning visitor (or handed it to them if they were present). A mini raffle of our own!

This accomplishes two specific things:

1 – They are held "captive" in front of you to fill out their information, allowing you time to "pitch" your deal to them. Other wise, they will simply get their card punched and move on down the aisle!

2 – This "other card" will now become your personal LEAD CARD to return back to the home office. You can ask pertinent information on this lead card to enable your sales people to target the specific needs of each individual.

Example:

If your item is a software program, you may need to know certain "facts" before pitching your product. Facts such as, what type of computer is used, what version of operating system, email address, do you have a website, do you use any other type of drawing software, if so what kind, etc.

The options are truly endless and become a valuable source of knowledge for your sales team. Imagine this, now instead of waiting on the tradeshow organization to send you the show attendee's list or print out the "standard" name, address, zip, phone, etc information. You now have specific FACT FINDING answers to your need to know questions without having to call and ask over the phone. Your sales people are truly armed with solid info that allows the to build rapport with their prospects. Making the "sales call" a much warmer, more friendly invitation to your newfound friend.

Remember, no one likes to be sold but we all like to buy. It's been reported that people prefer to buy from a friend and NOT a stranger. These types of fact-finding questions create great lead-ins, enabling you to get from stranger to friend much faster. Let's face it, when you call on a prospect and you all ready having working knowledge of who they are, what they are doing and how they may be doing it … it simply makes them feel more comfortable. Not your typical sales call!

We all know most people buy on emotion and later back it up with logic. Think about it, what about that last car you bought? Did you have to have the leather seats with the automatic windows and door locks? Not to mention the DVD player and the navigation system! Okay, Okay … I realize you're the exception, that's why I wrote … MOST PEOPLE.

I trust this article will benefit those of you who exhibit at tradeshows. The above ideas are just a few that we've experienced over the years and found to have successful results. I titled this article with the word "gimmicks" in it, not necessarily implying these are gimmicks but rather "nifty ideas" in order to create a more successful outcome from your next tradeshow.

Aubrey Richardson is the founder of LogoFax.com one of the largest and fastest growing clip art sites online, while leading a team of successful business entrepreneurs on the net. Find out how you can tap into creating financial freedom for yourself and get in on the action for FREE ==> Clipart247

Mission Statement Impossible

Writen by Kim A. Castle

Dant dant da da dant dant da da. Dant dant da da dant dant da da. (That's the theme from "Mission Impossible"...)FADE IN.

Your mission, should you chose to accept it is to create a fail-proof proclamation, a road map, that not only serves ALL your business needs but also provides you an endless source of fuel so you can thrive in your business. Beware of the well- intentioned imposter called "the mission statement." Should you choose to accept this mission... this article will self-destruct in... you get the point.

If you've been is business in any sort of formal sense or have come out of a MBA or business school, no doubt you have been told to "write a mission statement" to assure that your business achieves the success that you want for it. So as any good success-orientated business owners would do, you did as you were told and wrote one; only to find yourself with a hard earned paragraph (or a page) that's not giving you the power you thought it would. Well no wonder, you sent the wrong agent to do the right job.

The inherent problem with writing a business mission statement is that it's an external communication of what your business is about and what it could do. It's used to communicate your business' mission to someone else. This power-zapping situation has been created because you either:

a) you wrote it because someone told you that's the way business is done,

b) OR more often than not you wrote it to prove to someone else that you deserve to get something, usually money or some other assistance for your business. This type of purpose is easily manipulated to paint a certain picture. Any picture you chose.

Some may teach that doing a mission statement is about communicating your choice to others, therefore giving you the 'illusion' of power. Where's the power in the 'illusion'? Certainly not in you, where it should be!

The mission statement communication point is focused externally on the receiver so in essence you are giving the receiver the power of your communication. That's marketing! Which is all said and good if and only if your internal communication, to yourself and your team, is built and is solid. If it's not, creating a mission statement only is like throwing a huge party in your penthouse when you haven't even laid in the concrete foundation of the building.

Don't worry. It's an easy fix. It's as simple as calling that 'mission statement agent' back in, saving it for the right job, and training a new agent for the job.

The first and the most important part of developing any business with a big business vision (a brand) is developing a solid, and I mean bullet-proof, brand statement -- which is your business' internal reason to be.

in_ter_nal adj

1. located within or affecting the inside of something,

2. involving or existing within the mind or spirit

rea_son n

1. an explanation or justification for something

2. a motive or cause for acting or thinking in a particular way

3. a cause that explains a particular phenomenon

Your brand statement must be concise & clear, anchored in your passion & to your vision of what you are bringing to the world. It is so completely anchored internally that it actually becomes the ruler by which you measure every business decision. (Important distinction to note is that your brand statement is an internal communication and is not for public use.)

Without your business' core internal brand statement firmly in place, every time you communicate your well-intentioned mission statement, verbally or in-print, you will essentially be giving your power away. No amount of re-phrasing or creating catchy 30-second elevator speech or "round-robins" will change that.

Makes sense doesn't it? Without really knowing your business' brand statement, even shouting your mission statement off Mount Everest will still feel... empty.

I receive dozens of e-mails every day from people who've personal and business lives have changed by working solely on this amazing statement.

So, you can begin today. Focus on your brand statement before of wondering why your mission statement is serving you. You will be astonished at the power, clarity and financial success it will bring you.

You and your business will experience the phenomenon known as financial success when your "internal" house is in order and it provides the foundation for ALL your external communication.

Good luck on your new mission!

Written by Kim Castle, the Co-founder of BrandU™ — the home of only step-by- step process for developing your business as a brand from the inside out!

To get information on upcoming BrandU one-day workshops: http:// www.whybrandu.com/Public/events/workshop/index.cfm?semID=13 Get your Why You?!(sm) monthly ezine for easy-to-read tips and informative insights on branding. To subscribe: http://www.whybrandu.com/

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