What Are You Fishing With Lure Bait And Gear

Writen by Catherine Franz

A 10-step exercise for services professionals to evaluate clients...

Fly fishing -- it doesn't work, does it? When I first watched someone fly-fishing, they released the line and fling it far out into the water. No sooner had the fly hit the water was it being reeled back in. Even today, I still don't understand how this method catches any fish. Yet it does. The results had an opportunity to occur because the line was pitched.

Fly fishing looks like so much more work compared to the worm, bobber, sitting on a camp chair, day dreaming, an occasional inconsequential conversation, sipping on a beer (okay root beer for family friendliness), relaxing and waiting for the bite. The energy is more comfortable yet the results less active -- maybe, maybe not.

If you talk to a fly-fisherman, they claim there isn't anything better. And the same is uttered from a by-the-seat- of-the-pants fisherman as well (cute description huh?).

Doesn't this sound like one marketing pitted against the other.

What makes the two different? Technique? Yes. Water type -- salt or fresh? Yes. Type of fish? Yes. Equipment? Yes. Supplies? Yes. Or is it the bait? Yes.

The right answer is "all of the above."

You can also throw in the temperature, weather, and time of day. Everything depends on the right combination in the right order. You don't want to toss out the fly before the line. Well, I guess you can. But you miz-as-well kiss it goodbye.

Or as my Grandmother used to say: Don't throw out the bath water before the bath.

Marketing is not any different than fishing. If you are tossing out the wrong hook to the right fish, they are not going to bite. If you have the right fish and hook, and the wrong technique, maybe a prayer or two will work. The results might trickle now and then. Yet, not the results you need.

This is why marketing experts emphasize the importance of knowing your target market. If you don't know who you are trying to catch, you are forever going to be trying different lures, hooks and techniques. Eventually, wearing you down and keeping you chasing the next best thing to come along that just might work.

You can't catch flounder in fresh water or blue gill in salt.

Stop throwing out the fly without the line. Start knowing what bait they like to eat, what line spooks them, what is their timing for buying, and especially what type of fish.

Start with this exercise for service professionals:

Start the exercise by hand to get the "feel" of it. Then move the process into a spreadsheet to continue its growth and your clarity.

Step 1: Grab a blank sheet of paper. Turn the page sideways -- landscape.

Step 2: You are going to making many vertical columns so write small.

On the left, create the first column. Record the name of each one of your clients that you remember off the top of your head. Keep it simple and write just the name you remember. It could be just their first name, company name, or a nickname or label you privately gave them. Don't be kind be truthful.

Step 3: Second column, title it "M/F." You guessed it, "male or female." Now, proceed down the column and write the answer.

Step 4: Third column, title "M/S/D/U"=married, single, divorced, unknown. Continue down the column.

Step 5: Continue making columns for additional categories you know about your clients. Create a column for age or age group. Location, US, UK, Australia. If all the same, skip the column. Number of children. How long a client. Total revenue for the past year. Service type. How did they find you?

Step 6: Add new distinctions and details over the next few days or week as you remember. Set aside the first five minutes of the day to add to the list or as you remember.

Step 7: If you find some information missing, contact the client or past client and ask.

Step 8: Look for similarities, for instance, 90% males, single, or divorced. Some of these patterns are going to be obvious and some aren't.

Step 9: Place a "*" or highlight your ideal client or clients.

Many times, and without knowing it, because you are just glad for the business, the fish pick you.

Step 10: If you couldn't find "the ideal client" then for some reason you aren't attracting them. There are some things you need to change, either inside yourself or out, probably both. Find the gap between the two? What do you need to do or be differently in order to attract the preferred type of clients?

Describe the type of ideal client you want. Place as much detail to them as possible, including revenue. What do they want that you aren't expressing you have? What do they want that you don't have and need to change?

At some point during this process you will want to convert this to a spreadsheet for ease of use. Start when the information feels it needs too.

This isn't a requirement, you may want to stop as soon as you see that you aren't expressing what the client is willing to buy or some characteristics or type of service you don't provide that the client must have in order to do business with you. If this is the case, you can stop here and work on what needs to shift or change.

Feeling some reluctance in taking the time to do so? You will not be the first.

Jim, an insurance agent from Arizona, sent me an e-mail after his attendance on a teleclasses with this exercise.

"Darn, Catherine, you're good. The exercise ate at me all night. I gave in and did the exercise this morning, even though last night I was convinced that I already knew all the answers. Today, I discovered major holes in my marketing. Just by closing one of these holes today sales increased. I look forward to continuing the exercise. Thank you for your patient e-mail and letting me move through my denial and seeing that thinking its all in my head and writing it down is two different things."

This exercise deserves repeating regularly. You can use the results of this exercise as a measurement when reviewing your yearly goals. Or comparing one year to another.

For first year businesses, I recommend completing this exercise once every three months. After the first year, shift to twice a year. After three, once a year. Or before and after a new service or product is introduced.

Catherine Franz is a Marketing & Writing Coach, niches, product development, Internet marketing, nonfiction writing and training. Additional Articles: http://www.abundancecenter.com blog: http://abundance.blogs.com

Marketing Secret Emotions Are Contagious

Writen by J D Moore

You may know a few vampires. You know - the people that seem to suck the energy out of a room when they walk in leaving everyone feeling depressed. You probably also know people who, "light up a room" when they walk in. You might describe someone you just met as "rubbing you the wrong way" if you found yourself irritated with them and you just didn't know why.

As someone trying to market a small business, your #1 job is to make your customers and prospects feel good about doing business with you. Sure, you are going to use every marketing tool in your disposal, and you understand that people ALWAYS buy on emotion and then justify with logic.

Everybody who's not insane enough to be locked away or has some other mental pathology is, to some degree, "role adaptive". Observe how your own behavior changes when you are talking to a toddler, or when you are talking with your friends, or talking on the phone with a sales person. You will notice that your voice, body language, inflection, word choice, pace, all change. You take on different roles that are more or less appropriate for the situation.

Human beings, as a species, have survived so long by being social. Compared to large predators that might have eaten our ancestors - we don't have sharp claws or fangs, can't run fast, don't climb well, and have poor night vision. The two things that we have going for us are living well in groups and making tools.

Think back to that person that rubbed you the wrong way. You may not be able to place what it was about them. We respond to very subtle and unconscious social clues like body language and tone of voice. We respond very efficiently and very quickly on an emotional level. What's on the inside shows on the outside event when we aren't consciously aware of it.

An experiment was conducted where women of varying relative attractiveness were sent to draw samples of blood from guys. The men didn't know that the blood was tested for testosterone levels – to see how sexually 'turned on' the guys were.

Two major observations were made: 1. Guys get turned on by being in the presence of attractive women on a hormonal level.

2. The female researchers could accurately predict the guy's testosterone levels just based on their body language and behavior. Keep in mind, the guys weren't in a bar trying to pick women up – this was a clinical setting.

The lesson is: people are generally very good at sniffing out what you're up to. We train from birth to know what people are feeling – anger, deceit, euphoria. We also know that generally people are more comfortable being around people they are like. People form clubs and interest groups or, in extreme cases, become bigots.

What's the marketing lesson? You, and everybody who's involved in your business, must be convinced to the depth of their being that you are going to deliver on your promises. You must be enthusiastic about what you sell, or you can't expect your customers to be. You don't want to totally mismatch a customer by being happy if they are angry, but you want to gradually move them to a happy place.

You must communicate intentionally. Do you yell at your employees and then send them out to serve your customers? Do you get angry with your customers? Do you show up sleepy and lethargic? Think of emotion like a virus, you can pass it to your employees, and they can pass it to your customers.

What would your business be like if your customers just emotionally lit up every time they saw you? If every time your customers deal with you they get a shot of happy, they are going to want to deal with you again. They are also more likely to refer more business to you.

Take a close look at how you and your employees come off to your customers. You may have to do some training to get out of bad habits – but it will pay off in bigger profits.

Copyright 2005 Marketing Comet

J D Moore Small Business Marketing Coach Get more customers, higher profits, and more enjoyment from your business. http://www.marketingcometcoach.com Read My Blog: http://marketingcomet.typepad.com

Gravitational Marketing For Small Businesses First Law Why Your Marketing Doesnt Work

Writen by Jimmy Vee

Traditional Sales and Marketing Tactics are DEAD!

In your heart and in your mind you already know this is true. That's why we've come together…you're seeking a solution.

What you're doing is not working the way it should be – or the way it once did.

There was a time when just doing a good job was enough to stimulate word-of-mouth or running an ad or sending a mailer could get you some leads and deals. That's not the case anymore.

You want – and have a right to expect – more.

More leads.

More business.

More commissions

And more money.

We don't blame you. You didn't get into this business to clown around or work like a dog.

But that's what too many small businesses and professionals are doing.

Wasting their time, money and opportunity with traditional marketing practices that are dead.

The ideas we will teach you have been in use for over one hundred years. We only use time tested direct response marketing tactics that are responsible for the most effective marketing efforts in history.

One time we were explaining these concepts to a small business owner here in Orlando, Florida. He'd had been a sales professional and now a small business owner for over 25 years and was always researching marketing techniques.

At the beginning of our meeting, we could tell he was a little skeptical – because of our young age.

But when we were done with our rapid fire explanation of our "Gravitational Marketing Secrets" – and how they could revolutionize his business – he stared at us and finally said, softly, "I've been in this business for more than 25 years, and I've never heard any of this before."

We're not surprised.

It's a conspiracy.

It's perpetrated by media professionals, sales imposters, creative morons and ad agencies. You see, these people are all deathly afraid that you – the advertiser – will be able to track and measure the results of your marketing expense.

This is a huge opportunity for you.

Most people, most business owners, most sales professionals don't know this information (and many of the ones who do know it are too stubborn, too lazy or too egotistical to take action).

The wise business owner and sales pro who takes this information and runs with it will be in striking distance of dominating their market, making their competition impotent – even small businesses and sales professionals that have been doing this for ages – are ending up with a lead and business producing machine so powerful that you're actually able to take a few days off each week because the system runs itself.

This is exactly why we created the Gravitational Marketing.

In the second Law of Gravitational Marketing for Small Businesses, we'll tell you how to DOUBLE the probability that a customer will do business with you. Can you imagine?

Jim and Travis are the authors of "The Ten Tall Tales Of Traditional Advertising That Cost You Tons" and their newest release, "The Small Business Owner's Guide To The Galaxy: Jim & Travis's Super-Stellar, Out Of This World, Step-By-Step Guide To Generating Leads, Attracting Customers and Making Sales." Get FREE small business marketing tips, shortcuts and secrets - RIGHT NOW - at http://www.GravitationalMarketing.com

8 Benefits Of Having A Marketing Plan

Writen by Debbie LaChusa

You have probably heard many marketing guru's tell you that you need to have a marketing plan.

But why is having a marketing plan so important?

In my 20 years of experience I've seen marketing plans help business owners easily avoid the common mistakes many marketers make.

I've seen marketers with plans easily create the success they desire.

I've seen them spend less and get greater results.

I've seen them be more calm and peaceful about building their business.

No frantic reactionary marketing.

No stop and start efforts that end up wasting time and money.

I've also seen plenty of business owners wander aimlessly and waste their valuable time, energy and money trying to market without a plan.

And still never get where they want to go.

We're all striving for success.

So why not give ourselves the greatest chance of achieving that?

That's what a marketing plan can do for you. And that's why I'm so passionate about them.

In addition to helping you create the business of your dreams, a marketing plan also has a number of other side benefits.

I've identified at least 8 benefits that you'll reap when you have a plan.

I find that business owners who plan tend to:

(1) Think long term

(2) Stick with their marketing efforts long enough to reap results

(3) Monitor their competition, but not overreact to it

(4) Focus their efforts on achieving their specific goals and objectives

(5) Target their primary customer vs. trying to market to everyone

(6) Spend their budget more efficiently and effectively

(7) Understand what marketing works and doesn't work for their business

(8) Get smarter about marketing every year they are in business

These are all traits of a successful marketer and business owner.

And, they are also the natural by-products of having a marketing plan. That means you don't have to worry about them - they're taken care of!

Isn't that worth taking a little bit of time upfront, to identify the success you want to create and then map out a plan to get you there?

I think so. After all it's your livelihood and happiness at stake here.

(C) 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

The Planning Of An Incentive Program

Writen by Ken MacKenzie

It is often easier to apply incentives where the results can be measured with reasonable accuracy, or statistically compared to some previous reward program result. To ensure the success of your incentive program, you must place most emphasis on:

· The achievability of the standards or targets you are encouraging participants to achieve.

· The reliability and/or availability of the system or people you use to record the results.

· If comparing current activities with the results from a previous period, you must be careful to check the earlier figures you use are reliable and directly comparable in concept and detail, and are seen as such by the contenders in your scheme.

· If you are use existing levels of activity as a starting point and are planning to use incentives to improve results in the future, you must be sure that the participants are given the time and the tools to have a realistic chance of success in meeting the new targets.

If you consider these aspects very carefully and if your proposed method of measurement does not readily satisfy all of them, or if you suspect participants may be able to find weaknesses (no matter how small) in your formula then you must start all over again, or, if the loopholes are only of a minor nature, prepare credible answers to those aspects which you feel may be challenged.

Once you have made your initial decisions about the type of incentive program, you can be more specific about the results you seek, and start outlining the major components of that program.

You will also have to consider who is going to be the target for improved results or performance.

You will now have to finalise your objectives and this cannot be done without:

· Creating a very accurate profile of the people to be recipients of the program.

· Deciding how to motivate or challenge them.

· Choosing the most effective time (or times) to introduce the incentive program.

· Deciding the duration that is most suitable to the objectives and capable of sustained support

Ken MacKenzie's web site "The Marketing Update" is at: http://www.themarketingupdate.com. He has had some 30 years experience in small business marketing and public relations and, prior to establishing Ken MacKenzie Communications in 1993, he was a Senior Consultant for over five years with International Public Relations Pty Ltd. He has also consulted to the United States Foreign Commercial Service, based in Sydney Australia. As a Consultant, Ken has managed many accounts including Monier Roofing Limited, NUS International Pty Ltd, MasterFoods of Australia, the Jakarta Promotion Board, the Australian Made Campaign, Boral Roofing, Boral Bricks, Boral Plasterboard, Frontline Business Services and Sydney Point of Sale. In his consulting to the United States Department of Commerce in Sydney, Ken served as Principal Advisor to the United States Trade Centre Director on major U.S. trade event planning and implementation of numerous U.S. Government sponsored trade shows covering many different industry groups.

Innovative Trade Show Booth Lighting

Writen by Dick Wheeler

Never underestimate the value of the proper lighting of your trade show exhibit.

Creative lighting for your trade show booth is sure to lure more visitors. On the other hand, a poorly lit exhibit detracts from the trade show exhibit space and can leave it largely ignored. Your trade show lighting professional can use dramatic illumination techniques to create a show stopping effect or simply use lighting to highlight graphics and/or products.

It is essential for the lighting designer to know the exhibitor's goals, exhibit design and budget before presenting lighting options. Once this is established, the trade show lighting professional can offer multiple options to maximize the visual appeal of the exhibit display.

By innovative use of different types of lighting, the same trade show booth can have a completely different look, effect and mood. There is a wide range of lighting choices ranging from a simple clamp on arm, to high quality fluorescent lighting, track or rail lighting, recessed lighting or fully programmable, changing color LED lighting fixtures.

Each of these forms of illumination serves a different purpose. The selection of the proper lighting product is therefore based on what effect the exhibitor desires to achieve.

For example, in the more decorative trade show booth using tension fabric, the fully programmable, changing color LED lighting creates a dynamic, dramatic effect that is certain to draw the attention of trade show attendees.

For a clean appearance in the same trade show booth, very white fluorescent lighting works well. If, however, dramatic shadows are desired, certain types of targeted track lighting may be preferred. Quality clamp on arm lights can be versatile enough to deliver good white light on focal points or to wash lighting evenly on backwalls. High quality white light ensures that colors and graphics are accurately displayed. Since light can also alter color, it is essential that your white light renders consistent and true color.

Keep in mind that when searching for the right lighting effect, there are a number of price options that can help you reach your goals. Be mindful that there are rental options available for very high end lighting that may be an appropriate way to satisfy your trade show budget constraints.

Rob Cohen, Vice President/Owner of Display Supply & Lighting, Inc. of Itasca, Illinois, offers examples of how a professional trade show lighting company can help you avoid two of the more common exhibit mistakes. They are:

1. Be aware of the electrical codes, capabilities and constraints in exhibit halls. Find out in advance what is allowed or disallowed in the convention hall to meet local lighting requirements. Find out requirements for exhibit halls whether they be the McCormick Convention Center in Chicago, the Kaiser Convention Center in Oakland, the Moscone Center in San Francisco, the Las Vegas Convention Center, the San Jose and Santa Clara Convention Centers, etc.

Be sure your trade show booth lighting products meet the exhibit hall's specified criteria for trade show exhibitors. For example, trade show halls require 3- wire grounded plugs on all lighting fixtures at the trade show. These fixtures are not commonly available at large volume box stores.

2. Scope out the location of the exhibitor's trade show site.

This is important as not all types of light bulbs are allowed in some facilities. Recent regulations restrict a couple of major conference facilities from using certain types of light bulbs often for safety reasons.

Cohen says it is critical that your exhibit house either understand their lighting options or have a relationship with a company that can advise them on trade show lighting opportunities and concerns.

Remember, lighting can either attract or detract visitors to your trade show booth. It is best to know what your exhibit display emphasis is and what your lighting options are before you design a lighting system for your trade show display.

Dick Wheeler is President of Professional Exhibits & Graphics, headquartered in Sunnyvale, California with a showroom in Sacramento. Firm is full-service premiere trade show exhibit, graphics and management services company. http://www.proexhibits.com

Multiple Websites

Writen by Deepak Bansal

A company can have more than one website for its products and services. Multiple websites help a business owner in getting more traffic, leads and in turn sales.

Multiple website means different domains of same company providing same services and products. Business can be grown multifold if these sites are developed and optimized smartly in search engines.

There are basically two types of commercial websites:

1) Leads based website
2) Sales based website

For companies having leads based website, multiple websites can be developed without giving any reference to main website. E.g. a mortgage lender can have more than one websites for more leads coming in through search engines.

For companies having sales based website, multiple websites can be developed by keeping cart solution at one secured domain and all products pointing to it.

One should apply different search engine optimization strategies on different websites. So in case algorithm is changed, websites owner is always on safer side. There should be absolutely different content on every website and each website should be hosted on different servers having unique C Class IP address.

There should be no interlinking between websites. Otherwise search engines take it as network and can ban all sites.

There are more things to be kept in mind and an expert can help you in building good business online through multiple websites.

Deepak Bansal is an internet marketing consultant having experience of 4 years in search engine optimization industry. Deepak Bansal is specialist in optimizing multiple websites of same company. For more information, visit http://www.deepakbansal.com.

Avoid These 5 Web Site Blunders

Writen by Alexandria K. Brown

The Web is intended to help people find information quickly and easily. So why do so many sites make it difficult for users to get what they need? While neat design can add impact to your message, make sure the message itself doesn't get lost in the mix.

As president of a copywriting firm that writes and edits dozens of online projects a year, I've come across several common blunders that prevent effective communication via the Web. Here are my top five:

BLUNDER #1: Hiding who you are and what you do.

It's sad that many sites make it a challenge to figure out what they're about. Yes, it may be cool to have a giant dancing logo on your home page, but don't forget WHY your visitors are there: to learn what you can DO for them!

Be sure your home page includes a *short overview* that clearly and concisely describes what you have to offer. It's also a good idea to repeat your tagline or a short mission statement on *every page* of your site. Why? People can pop in and land on an inside page via a search engine/directory link that you may not be aware of. Make sure they know who you are right away.

BLUNDER #2: Writing for print.

Reading copy on a computer screen is different than reading printed text. We read online text more slowly, and we tend to scan rather than read because, visually, the words are harder to digest. Help your users find key words and concepts quickly by making your copy "scannable." Instead of intro paragraphs, use subheads. Use shorter sentences, paragraphs, and pages. Use bulleted lists. And use hyperlinks to give readers more info if they want it.

BLUNDER #3: Writing too formally.

Online readers expect a personal, upbeat tone. If you write like a bureaucrat, you risk turning off many users. Think ACTIVE voice rather than passive. (For example, instead of saying "the computer must be turned on" say "turn on the computer.") Write to your customers like you'd talk to them, and nix any industry jargon they may not understand.

Interestingly, I occasionally see the opposite problem. For example, a respected law firm's site shouldn't shout excitedly at customers as in a sweepstakes offer. Ask yourself: "How do my customers like to be talked to?" and that's your answer.

BLUNDER #4: Designing cryptic navigation.

Unfortunately, many sites don't seem to be truly designed with the end user in mind. Consider why users are visiting your site, then turn those reasons into your main navigation choices. Try to limit them to 8 or less. Then, create sub-navigation within those choices. But if there's an especially popular page on your site, why not put a special direct link from the home page? For example, on the home page of our site, we keep a direct link to our latest article or information about new awards we've won.

BLUNDER #5: Making it difficult to contact you or place an order.

I recently visited the Web site of an acclaimed furniture manufacturer, and I was ready to order one of their renowned ergonomic chairs. I clicked around, found the chair I wanted, and then quickly grew irate. Not only couldn't I find where to order it online, I couldn't even find their phone number to call and order one or find the nearest dealer! The results? One lost customer.

Put your phone number, an e-mail link, and a link to your order form (if you have one) on EVERY page of your Web site. Don't rely on your users having the patience to take a few extra steps. Make it as easy as possible, and they'll be much more likely to follow through (and return)!

(c) 2002 Alexandria K. Brown

ABOUT THE AUTHOR

Alexandria K. Brown, "The E-zine Queen," is author of the award-winning manual, "Boost Business With Your Own E-zine." To learn more about her book and sign up for more FREE tips like these, visit her site at http://EzineQueenTutorial.com/

Attract More Business By Making Things Easier

Writen by Caterina Rando

Any business that does not give customers VIP service will be out of business before they realize it. One of my clients went to buy a new car from a local dealer she knew personally through the business community. She called ahead to explain what she wanted but, when she got there he kept her waiting. He did not have the make she requested, and suggested she check back with him tomorrow. She did, and did again the following day, and the day after that. Three days later he told her he could get the model she wanted in six weeks, but only if she chose a different color. She contacted another dealership. Within an hour, they had located the car she wanted in the color she wanted. They even offered to pick it up for her and they offered her a better price, with better financing, with a friendly customer service attitude and the efficiency she was looking for.

The second car dealership got her business because it was responsive to her needs, the staff treated her with respect, and made her priority their priority. Customers today expect a quick response, personal accommodation for their particular situation, and a little something extra in appreciation for their business. In essence they want youto make their life easier.

Are you doing that for your clients? Look at your business. Here are some ideas to attract more business with less effort, by making things easier for your clients and prospective clients.

Be Persistent
Surprising to many, most business people appreciate persistence. It shows them that their potential business is important to you and gives them the sense that you will respond quickly to their needs.

Do It For Them
Always ask your clients what you can do for them. Doing more than is expected makes their life easier. Use the phone, the fax, and email as often as possible. Go to their office to make appointments more convenient for them. Offer to call and order lunch. If they tell you they are swamped, have everything picked up and delivered. Make them, not just their business, your priority.

Use Urgency to Your Advantage
When someone tells you they need something quickly, make them feel good, don't make them feel guilty. Often, when people call with an immediate need, they are made to feel that their request is an inconvenience, that any help they might receive is a big favor and a burden. The truth of today's marketplace is that everyone wants everything yesterday. Keep and beat the time frames your clients request to keep them coming back time after time, singing your praises.

Discover Their Other Needs and Help Fill Them
One of the things my coaching and corporate clients appreciate is the large network I have cultivated because I can draw resources to fill all their needs. I have made referrals for a graphic designer, an accountant, a therapist, an image consultant, a computer programmer. Find out what your clients need by asking simple questions that can make a significant difference. "What else are you looking for right now?" "What else do you need?" "Anything else I can help you with?" "What else can I do to make your life easier?" Ask and you shall know the answers.

Share Innovative Information
Stay abreast of what is going on in the industries your clients care about. Whenever you become aware of a new product, service, or an idea that might make a difference for your clients, let them know. This tells them you are thinking about them, and that you care and want to make their life easier.

To attract clients who want to give you business, create great word of mouth. It is still the world's most valuable and most sought after marketing tool. The easiest way to create great word of mouth for your business is to make things easier for your clients. Amaze them so that they tell everyone about you. Do these things and watch your business grow.

Caterina Rando, MA, MCC coaches entrepreneurs and direct sellers to be innovative in their thinking and action in order to succeed with ease. She is a sought after speaker, master certified coach and author of the national best-seller Learn to Power Think. Caterina is also the Success Center Director for the Direct Selling Women's Alliance and contributing author to the soon to be released book Build it Big-101 Secrets of Top Direct Selling Experts. Caterina can be reached by email at cpr@caterinar.com. Visit her website at www.caterinar.com" for personal and business success articles and a beautiful, colorful downloadable daily inspiration card.

The 35quotx 2quot Miracle

Writen by James Fowler,Jr.

You may not know it, but you already own the most important tool in your marketing arsenal. It is the business card. The "3.5"x 2" Miracle" that tells a person who you are, what you do, and how you can be contacted. The business card is a powerful ally in your fight to get a bigger market share. The key is to knowing how to use the business card.

In many businesses, the business card is rationed off like gasoline during World War Two. You have your 1000 cards and you are sent out to do business. What questions would be raised if you came back a month later asking for more? What if it was only two weeks?

The Zen of the Card. To understand the philosophy behind the business card, you must accept that business cards are almost free advertising. Yes, they do have an associated cost, but typically, if you get only one or two sells per thousand cards, you have paid off your expenses. Most importantly, you can judge your ROI (Return on Investment) by those that contact you through your business card. Can you precisely calculate the ROI on a trade magazine or the Yellow Pages?

What makes the business card even more formidable is that half of the people who have called you from your business card have a face to put with the number (and hopefully a few moments outlining what you can do for them). Only half? Read on…

The Anatomy of the Card. After you learn the Zen of the card, you must master the anatomy of the card. There are several schools of thought on this aspect. The most widely used format is the one you should run away from. You know this card. You have dozens of them. It is a white card. There is a logo in the upper left corner in one color. There is contact information in the center in black type. Maybe, you can find a slogan on the card.

This card is boring. Remember, this is your foot in the door, your first impression in some cases and you are telling your prospective customer that you are just like every other company vying for their business. Make the card stand out. Make sure they know the most important details. If you grab their attention, they will want to find out more.

You want the following information to grab the card holder:

Company Name/Logo for recognition.

Phone number and web site.

What you do.

Other ways of grabbing the attention of your potential customer is to put color on the back of the card with your information or logo again. The more impressions you give a potential customer will bring them one step closer to making them one of your customers.

Hitting the Pavement. You have your cards. Now it is time to give them all away. You want to give them all away. What good are they on your desk or in your wallet? They are better on someone else's desk or wallet. The following rules should be used in your broadcasting of business card communication:

1. Never give anyone just one business card. They are "free" remember? Give them out with gusto! People won't understand why you just gave them a half-dozen business cards, but tell them to feel free to give them to someone else. Maybe they will throw them away, maybe they will overhear someone who needs your services. You never know…

2. Everyone is a potential customer. They might be a waitress, a gas station attendant, a janitor or a store clerk, but every person is a potential customer. If they don't use your service, they may know someone who does need you and they will exclaim, "Hey, this person was just in here the other day and gave me a handful of cards. Here you go!" Everyone you meet should walk away with your business cards. Don't let an opportunity pass.

3. Everywhere you go, you see bulletin boards and fishbowls of business cards. Carry a pack of thumb tacks with you and put them up everywhere you can. Clubs, restaurants, colleges, telephone poles, lunch rooms, and offices are all great places to post your business cards. There is nothing wrong with putting a stack of business cards on tray holder at your favorite fast food joint or on every restroom sink. Use your imagination and put them wherever people stop and may take notice.

4. Put business cards in every letter or package you mail. This way, when a person receives your post, they will know exactly how to reach you, even if they threw the packaging away months earlier.

I hope all of these ideas will make you take notice of your business cards as a vital part of your advertising. The business card is compact, informational, and insightful. It is a reflection of how you want the world to see you. It is a "3.5"x2" Miracle" for your business.

James Fowler is the owner of http://www.mywebsource1.com, a web design and marketing firm located in Wadsworth, Ohio.

A Great Marketing Model Utilizing The Power Of Opm

Writen by Kathleen Gage

Staying ahead of the marketing curve seems to be a never-ending quest. Marketing doesn't have to be as complex as some people make it out to be. It's simply a matter of understanding who you are marketing to – your ideal customers – and then coming up with a system that keeps your name in front of them. A huge part of the system is creating enough value for your customers that they want to hear from you.

Another aspect of marketing is knowing how to continually reach and increase your market in the most cost effective manner possible. One way to increase reach and do so cost effectively is to find other businesses who share a similar market. These can be complimentary businesses and even competitors. What better way to get your foot in the door of a new market than with the endorsement that comes from a joint venture?

Solo marketing efforts are no longer as effective as they were in the past. True strength lies in utilizing the power of joint ventures. It is probably one of the most compelling marketing strategies you can implement. With so many people competing in any given industry, an appropriate joint venture can stretch your marketing dollars and increase your market reach. And do so in a way that people want to do business with you. That is the power of utilizing OPM – Other People's Markets.

Most people refer to OPM as being Other People's Money. In reality, when you have been given permission by a person or an organization to reach their market, you are in essence using their money. However, this is also a give and take relationship. If you are using their market, you have to be willing to let them use yours.

Over the years I have been involved in numerous partnerships. Some were short term and one time projects, others very long term. I wish I could say that every venture I have been involved with has been successful and without incident, but that is not the case. However, with each situation, whether good or bad, I learned a valuable lesson that I have been able to apply to current and future opportunities.

Consider some key factors before establishing a partnership. First of all, what is the reputation of the person or company you are developing this relationship with? It is important to know that the people you are connecting your name with are reputable, have similar values when it comes to the way they view business, and they treat employees and customers with the kind of respect you would expect. If you have an established customer base that trusts you and you then partner with another company, you are in essence saying, "Do business with this company. I give you my word, they are reputable."

Additionally, is it an equitable relationship? Before making any commitments, determine what the benefit is for each party. What does each company bring to the table that will create a successful partnership? Are you creating a win/win relationship for all parties involved?

Be sure to test the waters. Do not make the mistake of blindly partnering with another company only to find out that the two companies are incompatible. Start with a small project rather than going in for a long-term commitment right away.

After finding a company you want to partner with, I highly recommend putting everything in writing. A written agreement will help both parties to become clear on how their partnership will work. In many cases, you will want an attorney to review the information and even draw up an agreement. Be sure to utilize the services of someone who has everyone's best interest in mind. When drawing up a written agreement, take into consideration the following: individual and joint roles, how new leads will be handled, and how expenses and revenues will be shared.

Think of your company vision. Who do you know that you could help to create a win/win relationship with? When you are clear on whom you can partner with you will be amazed at what can happen for you, your partners and most importantly, your customers and clients.

Copyright & copy; 2004 by Kathleen Gage

Publishing Guidelines: You may publish my article in your newsletter, on your web site, or in your print publication provided you include the resource box at the end. Notification would be appreciated but is not required.

About The Author

Kathleen Gage is a business advisor, keynote speaker and trainer who helps others gain marketing dominance and visibility within their market. She is the recipient of the 2004 Giant Step Award for Business of the Year in the State of Utah. Kathleen is currently co-authoring two books utilizing the power of OPM. Call 801.619.1514 or email Kathleen@turningpointpresents.com. Get Gage's online newsletter called Street Smarts Marketing and Promotions by visiting www.kathleengage.com.

kathleen@turningpointpresents.com

Marketing 101

Writen by Annette Thomas

Marketing is based on the importance of customers to a business and has two important principles:

1.All company policies and activities should be directed toward satisfying customer needs.

2.Profitable sales volume is more important than maximum sales volume.

To best use these principles, a small business should:

* Determine the needs of their customers through market research.

* Analyze their competitive advantages to develop a market strategy.

* Select specific markets to serve by target marketing

* Determine how to satisfy customer needs by identifying a market mix.

Market Research:

Successful marketing requires timely and relevant market information. An inexpensive research program, based on questionnaires given to current or prospective customers, can often uncover dissatisfaction or possible new products or services.

Market research will also identify trends that affect sales and profitability. Population shifts, legal developments, and the local economic situation should be monitored to quickly identify problems and opportunities. It is also important to keep up with competitors' market strategies.

Marketing Strategy:

A marketing strategy identifies customer groups which a particular business can better serve than its target competitors, and tailors product offerings, prices, distribution, promotional efforts, and services toward those market segments. Ideally, the strategy should address unmet customer needs that offer adequate potential profitability. A good strategy helps a business focus on the target markets it can serve best.

Target Marketing

Owners of small businesses usually have limited resources to spend on marketing. Concentrating their efforts on one or a few key market segments - target marketing - gets the most return from small investments.

There are two methods used to segment a market: Geographical segmentation - Specializing in serving the needs of customers in a particular geographical area. For example, a neighborhood convenience store may send advertisements only to people living within one-half mile of the store. Customer segmentation - Identifying those people most likely to buy the product or service and targeting those groups.

Managing the Market Mix

Every marketing program contains four key components:

* Products and Services

* Promotion

* Distribution

* Pricing

These are combined into an overall marketing program.

Products and Services - Product strategies may include concentrating on a narrow product line, developing a highly specialized product or service, or providing a product-service package containing unusually high-quality service.

Promotion - Promotion strategies include advertising and direct customer interaction. Good salesmanship is essential for small businesses because of their limited ability to spend on advertising. Good telphone book advertising is also important. Direct mail is an effective, low-cost medium available to small business.

Price - The right price is crucial for maximizing total revenue. Generally, higher prices mean lower volume and vice-versa; however, small businesses can often command higher prices because of their personalized service.

Distribution - The manufacturer and wholesaler must decide how to distribute their products. Working through established distributors or manufacturers' agents generally is easiest for small manufacturers. Small retailers should consider cost and traffic flow in site selection, especially since advertising and rent can be reciprocal: A low-cost, low-traffic location means spending more on advertising to build traffic.

The nature of the product or service is also important in siting decisions. If purchases are based largely on impulse, then high traffic and visibility are critical. On the other hand, location is less a concern for products or services that customers are willing to go out of their way to find. The recent availability of highly segmented mailing lists, purchased from list brokers, magazines, or other companies, has enabled certain small businesses to operate from any location yet serve national or international markets.

Annette Thomas is a freelance writer and professional marketer. She has recently launched her online e store, Giftboxedbaskets.com. which is an online retailer of handmade gift baskets, holiday baskets, gourmet food baskets, corporate gifts, and more. You may visit at, http://www.giftboxedbaskets.com

A Recipe For Success

Writen by Bette Daoust, Ph.D.

Special event and a special recipe

- hand it out on a business card.

I have seen many real estate people, give out recipes with their newsletter. I find one typed onto a full sheet almost every month. Some of the recipes look absolutely delicious but I find that the extra information and consequent size of the sheet make it not worth keeping (at least for me). A way around getting your recipes in the hands of the consumer is to put them on something that is easy to store in a recipe box or keep under a magnet on the fridge. If the recipe will fit on a business card, you can slip it in with the newsletter you distribute. The draw back to using a business card for this is the recipe can not be long and complicated. Send them back to your website for further details and more information!

Food and good cooking are always of interest to everyone. Entice them with a few good ones and tell them where to get more; this will help you build your contact list. Get them to join your mailing list for to find out when a new recipe is added. Make sure that you have your website and email address on the cards so they can contact you for further information. I once sent out a post card with a recipe everyone kept asking for over the years. I simply sent out a picture postcard with the finished dish on the front and a short note telling them where to find the recipe on my website. Although I no longer have this on my site, people kept the cards and actually went online for years afterwards.

Food may be a way to the customers' stomach but there are other uses for business cards that will yield more contacts for your database. Everyone wants to know time-saving tips.

Bette Daoust, Ph.D. has been networking with others since leaving high school years ago. Realizing that no one really cared about what she did in life unless she had someone to tell and excite. She decided to find the best ways to get people's attention, be creative in how she presented herself and products, getting people to know who she was, and being visible all the time. Her friends and colleagues have often dubbed her the "Networking Queen". Blueprint for Networking Success: 150 ways to promote yourself is the first in this series. Blueprint for Branding Yourself: Another 150 ways to promote yourself is planned for release in 2005. For more information visit http://www.BlueprintBooks.com

Idea Marketing

Writen by Karen Lavender

Though it is not the only thing, idea marketing is one of the most important things that govern the success of any business (be it a small home based business or a big business). Of course, the quality of your products/services will be the main thing driving the growth of your business. Idea marketing can be done in a number of ways. What your idea marketing techniques you apply will be dependent on the type of business you run and your idea marketing budget.

Online idea marketing

Online idea marketing is one of the cheapest ways of Idea marketing. By online idea marketing we mean publicity of your products and services on the internet. With millions of people logged on to the internet all the time, internet is also one of the best and most logical ways of Idea marketing. On top of that, Idea marketing on the internet is also lot easier than offline Idea marketing. There are a number of ways in which you can do Idea marketing on the internet. The first step, of course, is to set-up a website for your business. Again, based on what kind of business you are running, you might need a simple static website or a complex/ dynamic one. For most businesses simple websites will suffice. The dynamic ones are needed only if you are running an online business that needs a lot of security and other interactive features. Once you have setup your website, you can go for online idea marketing in a number of ways:

1. Ads on websites / search engines

2. Participation in online forums

3. Getting listed on web directories

4. Search engine optimization techniques

5. Pay per click and other/ similar marketing techniques.

Offline idea marketing

Offline idea marketing can be done in a number of ways too. Again, if the idea marketing is for a big business and you have a big budget for idea marketing, you can resort to traditional bill boards and TV/ radio ads. However, if the idea marketing is just for a small home based business; you will need to resort to things like distribution of pamphlets in public places, posting of flyers on bulletin boards at laundry, restaurants etc, newspaper ads, yellow pages etc. Also, you should inform your friends and other acquaintances and ask them to spread the word around (this has been known to be one of the cheapest and most effective ways of offline idea marketing but is often neglected by people).

Warren and Karen have been involved in the internet for a number of years and run several websites. They are most interested in providing opportunities for people to connect with information relating to business, health and creativity. Check out their Idea Marketing blog for more information.

Loyalty Cards Tips To Consider Before Committing To One

Writen by Jeff Walters

Loyalty marketing has been around for as long as retailing – attractive stores, good service, and a quality product line all contribute to building up a loyal customer base.

With the growth of larger stores, a relatively new marketing component – the loyalty card - has been added by many retail outlets. This is in an attempt to offset the lack of personal contact in the larger stores, and with that, the lack of knowledge of individual customers.

Despite what any loyalty card vendor tells you – merely introducing a loyalty card scheme will not suddenly buy you customer loyalty – the overall customer experience is the key.

So if a loyalty card doesn't buy you loyalty, why bother?

The primary purpose of a loyalty card scheme is quite simply to provide information on individual customer behaviour.

Retail stores do not capture customer details when recording a sale on a Point Of Sale device. A loyalty card – with its unique customer ID – provides the vital link between products sold, and customer demographics. It also provides – for the first time – an indication to the retailer who their regular customers are, and what the value of purchases are for each customer. Equally important – when a customer signs up for the loyalty card, they provide their contact details, and ideally, details of the members of their family.

Consider These Points Before Rushing Into A Loyalty Scheme

* A badly implemented loyalty scheme is merely a form of price discounting. If the scheme does nothing to improve your sales, and you issue a price rebate when a customer's sales reaches a certain level, then all you have succeeded in doing is give away margin.

* Once launched, loyalty schemes are difficult to shut down. You will be taking away something that some of your customers perceive as a benefit, and so this can cause some dissatisfaction amongst certain customer segments.

* The primary purpose of a loyalty scheme is to gather information. Gathering this information is pointless if you don't have a plan on how to use it. If you don't have access to some analytical skills, and no marketing campaign capability to use your new-found customer knowledge - don't go down this path.

What Do I Do With All This New Customer Information?

The key activities that this customer information enables are:

* You can identify your best customers, and will know what they buy, how often, and when you last saw them.

You can now focus on nurturing these customers - with special offers, or a short newsletter keeping them informed of new products that have just come in, or even pre-sale viewing so that top buyers get first crack at items going onto sale.

* You can look for the common characteristics of your best customers, identify what is the most effective way of marketing to that segment, and then advertise in magazines this segment is most likely to read - thereby attracting more higher value customers into your store.

* You can look for customers who do not buy as often, but who have similar demographic and lifestyle characteristics to your best customers. This segment offers the best opportunity - via various marketing campaigns - be 'grown' into joining the Best Customers group - through enticing these customers to allocate a greater share of their wallets to your business.

* You can introduce a referral program - where you offer your best customers some sort of reward or prize for introducing some of their friends. Normally like associate with like, so you have a good chance of gaining other high value customers through this highly effective, but low cost way of growing a quality customer base.

Loyalty card programs - correctly implemented - can assist in growing your base of highly profitable customers. This can only work, however, if the other components of your business - in-store experience, quality products, good service culture, analytical capability, and marketing campaign smarts - are in place. Make sure that the foundations are in place before your leap into a loyalty card scheme.

© 2005 Intellinova (Pty) Ltd. - All Rights Reserved

This article may be reprinted, provided it is published in its entirety, includes the author bio information, and all links remain active.

For the past 20 years, Jeff Walters has been actively involved in transforming raw business data into profit-producing strategic information. He has worked in various data intensive sectors- banking, insurance, gambling, medical, government - leading several data-to-information projects: ABC Costing, analytical CRM, datamart /data warehouse development, and Balanced Scorecard.

If you want to convert your raw data into strategic assets, contact Jeff Walters through the following sites: Customer Relationship Management, or Direct Marketing

Lead Generation 101

Writen by Paul Lemberg

Part seven of a series on Turnaround Tactics

Once you get your streamlined sales force up to speed, it's going to need more people to talk to.

You already have a lead generation program in place. But is it working? Is it sufficient? Probably not, otherwise you wouldn't be reading an article called "turnaround tactics." So you have to stoke the lead machine.

Step one is to decide what a lead is worth to you, so you can know what to spend on getting one. Do you know the lifetime value of your typical customer? Do this calculating for revenue and profit: add the initial sale plus all subsequent add upsells, resells, back-end products, over the entire life of your customer. Average this across your customer base, and voila - lifetime customer value. Your fist sale may be $50,000, but with service alone over five years that figure will double. Throw in an upgrade, and two further product sales down the road, plus some consulting fees - the number could exceed $250,000. But don't use these estimates - do the math and find out.

You also need to know your conversion ratios. How many suspects make a lead, how many leads make a new customer, and so on. Break down your conversion ratios by lead source, as your customers from referrals will typically convert better than public speaking leads, which will convert better than trade show leads, and so on.

Combine cost per lead and conversion ratios and you know what the cost of acquiring a new customer is. Which tells you how much you can spend to get that customer, as well as which lead sources are most efficient. Now you know what to do more of, and what programs to kill off.

It's time to add new programs.

In truth, there are a fairly limited number of ways to get new leads. The typical-and generally effective methods include:

* referrals programs;

* endorsement programs;

* direct mail;

* direct email;

* web site promotion (both search engine and pay-per-click);

* advertising (all forms: print, radio, TV, web, email, billboard, skywriting, you name it);

* telemarketing;

* by-lined articles, editorials and other press mentions;

* public seminars, conference and association public speaking;

* trade shows;

* lead swapping;

* couponing;

* directory listings; and,

* joint ventures and strategic alliances.

Of course there are other more exotic ways to generate leads, and I'm sure you can come up with your own.

In addition to the programs you already have in place, your next move will be to start testing new systems. Some of the fastest ways to generate leads are based on your existing relationships: affiliates, strategic alliances, endorsement programs and referral programs. I would try these first. And if you are a good public speaker, I'd look to get out in front of your target market with a smart message. Now that you've honed your selling proposition, this should be easy.

Pick two programs and track very carefully. If one work wells and cost-effectively, increase your resources for this program. If they don't perform, kill them quickly and try another approach.

(c) Copyright Paul Lemberg. All rights reserved.

Paul Lemberg is the president of Quantum Growth Coaching, the world's only fully systemized business coaching program guaranteed to help entrepreneurs rapidly create More Profits and More Life™. Click here to learn more about Paul and business coaching.

Five New 5 Ps

Writen by Jaruda Boonsuwan

NO! When I say "5 P's", I'm not talking about the big 5 P's of marketing everyone's familiar with.

Here I'm NOT referring to Product, Price, Place, Promotion and Package!

But I'm talking about the FRESHEST 5 P's I believe will be extra useful for your websites and newsletters.

Are you ready to discover the hottest 5 P's?

1. P.S.

This writing technique alone will shoot your sales to the roof!

Count how many times this week you skip reading the whole sales copies and go right for a P.S.

We don't like reading a long letter. Most of the time, we skip. So, it's a clever idea to give your prospects a big bang with a P.S. They never skip reading a P.S.

Perhaps they're too bored or too tired to read "another" sales letter. Perhaps they like to cheat and want to see the final punch, if it's right for them or not.

So, make sure you wrap up all of your ICE-MELTING "selling points" in here! Shrink your message. Make it precise. Make your prospects feel they can't live "comfortably" without your product or service. After all, it's your last shot to make a sale!

2. PASS

People love a free pass, even if it's only temporary!

Don't worry if you don't know how to let people type in the password to access your restricted area. It's not the end of the world. Here's where you can get the script for FREE at...

http://www.dynamicdrive.com

Here's a cutting-edge trick: Give them a free password to access your newsletter/ article archives, for example, in exchange for their email addresses. Do not give them the password right at your website. Instead, send them the password by email.

Now, this is important...Set up an autoresponder to do this task. Make sure they get their passwords instantly. They can't wait another minute longer to access the free section. It's a MUST that you have an autoresponder, especially if you publish a newsletter. Get it at...

http://www.mailloop.com/t.cgi/769736/

Now this is important! Do not make this offer sound like a junk! You can say that you're giving away "free membership". Say it is a "privileged" or a "VIP" pass. Or simply say that they're "the chosen one". This way, your prospects will be eager to get the free access you're offering. It's human nature. We all want to be a Very Important Person!

3. PROMISE

You've got to promise your prospects something important...like money-back guarantee.

But don't just say "one-year, money-back guarantee"!

Do say..."And if 365 days from now, you decide you want your money back, I'll ask you absolutely no questions. And even if it's just because you're $27 short and can't buy some beers, I still won't ask you why. You'll get your money back as soon as you say so. I can guarantee you that!"

4. PICK OF THE DAY

When you go to a restaurant, the first thing you always notice is the "Menu of the Day"! Even if you don't order it, you're still curious to see what's new for today, right?

The same thing works with your website. Once your prospects leave your site -- without signing up for your free newsletter, your business depends on pure LUCK.

Too bad people don't buy the first time they see you. And if you still want to win them back, you might have to spend some more bucks on advertising.

Now, it doesn't have to be this way...The only one reason that'll keep people coming back to your site is something NEW every day!

Showcase the "Pick of the Day". And they'll come back to your site from time to time to see what's new.

See? You don't even have to pay for the traffic. It can be "Tip of the Day", "Site of the Week", "Star of the Month", ....anything you can think of!

5. PIECE OF ADVICE

How many times have you read newsletters chock full of the word "buy now"?

This is the mistake that can drive your subscribers away faster than jet speed! Your prospects want to read something useful. They simply don't want another junk mail. If you don't stop selling to them --just for a second-- you'll risk losing them forever. They'll disappear "out of your sight".

So, in your newsletter, try to give them little tips that teach them how to make their lives easier.

Suppose you're selling a beauty product, instead of hard selling, try giving them a short makeup tip of how to make their lips look fuller.

If you're an affiliate for a used car website and running your own ezine, instead of selling cars all the time, try giving them a reliable tip that teaches them how not to get ripped off buying a used car.

P.S. Give it a try. I'm sure these freshest 5 P's can easily add the punch to your websites or newsletters next time you decide to try something new.

About The Author

The author, Jaruda Boonsuwan, is offering one-of-its-kind, deadly-effective copywriting e-course -- at NO charge.

Beat your competitors now at http://www.groundbreakcopywriting.com

Website Marketing Pixel Page Advertising The Hottest Advertising Craze On The Internet

Writen by Ken John

What is next? I've been in marketing for many years, and just when I assume I've seen it all, I get shocked all over again. Every new trick I see causes me to laugh at the beginning. But then results come in the picture. You get to believe it. I'm talking about Pixel Ads.

So, what is pixel page? Or what is pixel advertising? Or what are pixel ads? Pixel Ads, sometimes referred to as Micro Ads, are little advertisements that only slot in the space of a pixel on a web page. These ads range anywhere from a penny to a dollar per pixel and several sites are offering free Pixel Ads.

"Selling the ads on the front page of a site has been easy because they are attractive to watch and easier for site owner to get lots of traffic towards his site", InnovativePixelPage, one of the companies selling pixel ads said. If an advertiser buys a 10x10 pixels or block or slot, it appears as a small square in the grid of small squares on the site's front page.

It is kind of strange. The site also makes advertising fun, instead of a "big, serious thing." IPP. It's no secret that banner advertising has been gradually declining in popularity and effectiveness, and everyone has popup blockers installed to keep those annoying popup ads from screening. Pay-per-click advertisers are becoming increasingly frustrated with click scam, the high rate of unqualified clicks.

In pixel page, when visitors click on the ads that link to the advertiser's Web site, they are on these sites for hours. Already, the guys that bought the ads are reporting fabulous amount shifts.

Crazy Advertising Schemes

You've all probably seen innovativepixelpage.com by now; this is a website where pixel ads are displayed free in for site promotion. The site uniquely features pixel ads, periodic theme change, free monthly site status or report, new mouse rollover option to boost site rank, categorized advertisement, faster site loading supporting jpg format instead of other time consuming picture formats, real time site clicks, etc.,

So enjoy pixel site, happy surfing!

Ken John interviews several 'guru's' on online advertising tactics and even made them available online for free.

Running A Third Party Promotion

Writen by Kenneth C. Hoffman

Every starting photography business needs a constant flow of new customers. Friends and relatives can start of a new business and of course repeat trade is the basis of regular income. But Attrition, bad economic times and off season blues are factors that can kill a business.

A third party promotion has many advantages. Firstly, the gift supplied to your prospective customer does not come from you but from the third party. It therefore looks less like pure advertising on your part. The third party is happy with the fact that he doesn't have to pay for the gift and it puts his new prospects in a receptive mood. Secondly, the gift can be engineered to promote additional sales in your studio. Thirdly, your new customer must visit your studio in order to collect the gift. All you have to do is print up a couple of hundred nice looking certificates and/or buy the gifts in wholesale lots. Your success will be in proportion to your enthusiasm in canvassing the local business for the promotion.

Examples of appropriate gifts are: a free portrait session and five by seven portrait, a pair of cut glass champagne glasses, an expensive looking album for their fun pictures an out door portrait session or a certificate for baby pictures in the future. These gifts are given to the new customer by the third party for taking part in their own promotion. A free portrait session should accompany every gift.

Any business that promotes their product using a home or in store demonstration is a candidate for your gift. Possible third party hosts are: stainless steel cooking sets, porcelain dinner sets, bridal gowns, tuxedo shops, banks (new accounts), jewelry stores and home appliances. Any business promoting their product or service would welcome the opportunity to present a free gift to their prospects.

A certain percentage of your free gift customers will accept the gift and not buy anything else. I recommend that no undue pressure be used to upgrade the customer, but rather depend on the excellence of your services to do the job. The prospects that do take advantage of your additional services can become good customers, recommending you to a whole new circle of friends and relatives.

Retired portrait photographer. Twice national sales leader.

Free Samples

Writen by Eddie Tobey

Free samples are products or services provided to a potential customer to allow them to try the product or service without charge. The ultimate aim of providing free samples to customers is to persuade them to buy a product. This is one of the most effective promotional tools available, as customers can check the quality of the product or service before they decide to buy. However, this tool can be used only if the product or service can be given as a sample in small quantities and if the business does not have to spend a large sum of money in giving away free samples. This promotional strategy is usually followed when a new product or service is launched or when a product is not the market leader and wants to capture market share.

There are several methods of distributing product samples to consumers. Popular methods include providing mail in coupons that require a stamped and self addressed envelope to be sent or distributing a small free sample of a new product with the purchase of an established product. Mailing free samples has been popular but is not widely used because of postage and packaging costs. A demonstration of products outside stores where a person hands out samples to the customers passing by is also popular. Large pharmaceutical companies employ sales representatives to distribute free drug samples to doctors. Nowadays free samples can also be obtained through websites of companies. All that a consumer needs to do is to register and provide the company their mailing address and the company sends them the free sample.

Free samples can also be provided for services and the Internet is being increasingly used to provide free samples of different services. Some of these services include writing resumes or essays, receiving loan and grant applications, and business plans. Free samples of digital products, such as software applications, are provided in the form of trial versions that a consumer can download from a site and use for the trial period free of cost.

Free samples play an important role in convincing customers about the benefits of certain products and services and offer the customer a risk free method to help them make a purchase decision.

Free Samples provides detailed information on Free Samples, Free Sample Resumes, Free Product Samples, Free Sample Cover Letters and more. Free Samples is affiliated with Family Dollar Store.

Mcdonalds Walmart General Motors And Microsoft Are Huge Marketing Companies

Writen by Gilbert Griffiths

McDonald's sells fast food, Wal-Mart sells general merchandise, Microsoft sells software and electronic devices and General Motors sells vehicles, but in reality they are all very large marketing companies that sell products.

What do you see outside a McDonald's restaurant? You see the Golden Arches, McDonald's stylized M. It is a marketing symbol. Across the M is a red bar with gold writing stating "Over 40 Billion Sold." Another marketing symbol. McDonald's doesn't have the greatest burgers or fast food, but they sell more than any other franchise because of their marketing and their system. When you buy a McDonald's franchise, they sell you a system which is the marketing feature of the organization. Everyone knows that the system guarantees that you will become rich.

Wal-Mart is even more blatantly a marketing company. Most of their advertising revolves around their "Roll-Back" pricing. None of their products are remarkable, you can find the same things in a lot of different stores, but their pricing and their "price roll-backs" are unique and customer appealing.

Microsoft is another huge company that markets itself exceptionally well. Quite a few of its products have never lived up to their initial hype, but the company stills sells millions of copies and Microsoft grows bigger every year. Not because of their products, but because of their fantastic marketing.

General Motors vehicles are not remarkable either. There are other auto makers that have more reliable vehicles or more economical to operate vehicles. General Motors continues to exist because they are the largest auto maker in the world and they have more lines and models than anyone else, and that is how they market themselves. "Buy from the biggest automaker, we didn't get this big without being great."

Outback Steak House sells steaks, but they market the "Sizzle." By the time they finish their advertisement, you can hardly contain yourself and you want to rush to the nearest outlet to get one of those sizzling steaks. Do the steaks taste better than the steaks of everyone else? Probably not, but their marketing has you believing you have to have one. Not later, but right now!

As you can see, it doesn't matter what products you sell, what really counts is how you market either your products or your business. If you want your business to explode and turn you into a millionaire, you must either become a master marketer or hire one.

When I was a kid, which was a long time ago, the quality of your products and your excellent customer service are what brought the customers to you. Today, the quality of the product doesn't matter all that much. Customer service is still fairly important, but marketing is the new "gold standard" in business. Don't let yourself be left behind!

Gilbert Griffiths helped thousands of people during a professional career that spanned more than 35 years. He recently came out of retirement with a passionate goal to help one million people improve their lives. Would you like to be one of those people? If you would, go to http://www.rockettosuccess.com

Stuck With A Zero Marketing Budget For Client Gifts

Writen by Sean D'Souza

Would you really dare to give each client a gift of $500 this Christmas? What about something worth $2000? Or maybe $5000?

You think I'm joking right? I mean, here you are struggling with your 50 cent marketing budget and I'm giving you the key to your bankruptcy. At Christmas time, too!

Step up to the roller coaster and you'll find out how Marie beat the system with some simple, yet smart marketing tactics and how you can too. Yeah, just like that…

Marie Ain't No Santa Claus!

Nope! She's just like you and me.

She can do the Ho! Ho! Ho bit, until she's faced with the prospect of expensive client gifts. Oh sure she wants to revel in the spirit of giving, but her bank balance is screaming for some mouth to mouth resuscitation. And that's something she can't ignore.

What's Worse Is Marie's Clients Probably Won't Even Like The Gifts!

Look at yourself. Did you really like that burgundy sweater you got last year? Or that gift basket full of calorie-ridden chocolates that made you wish you hadn't seen them at all.

Let's face it. Murphy's Law, kicks in bigger and bolder at this time of the year than any other. On average (and often because you're buying gifts in bulk) you're giving your client a gift that's so far off the mark that you might as well throw it in your own trash can and save him the trouble.

How Can Marie Play Scrooge And Santa Simultaneously?

There's one simple concept every business ignores. It's called Spare Capacity. Hotels are never totally booked, flights are never quite packed to the gills, and by golly, most businesses like yours and mine (no matter how busy) always have some free space and time.

Marie could use this factor to her advantage. If she approached my business, these are the steps she would logically follow.

1-2-3, Cha, Cha, Cha (Here Are The Steps!)

Step 1: It's all in the way Marie puts it. If she simply asked me to speak to her clients, I might decline, but if she made it extremely tantalizing, I'd be only too willing.

"How would you like to meet with 20 new clients, that would be very keen to do business with you?"

That kind of question would get my curiosity wound up pretty quickly. She can then explain how she would be introducing me to 20 of her top clients. All I had to do was offer each of them an hour of my time. If I did a good job, I would get a whole bunch of new clients that would be quite eager to meet me.

Let's say I charge $500 for a consultation. Marie could qualify her clients well, and give them each a voucher to meet up with me. In this consultation, they would have the opportunity to throw me any of their marketing issues and I would have the chance to wow them with my fancy footwork.

Step 2: Once we're in agreement, she would create a voucher that she can give to her clients. This voucher offers them the specified time at my convenience (I only need to meet them in my free time). This voucher would offer them the benefit of some radical, unusual marketing either via the net, phone or in person. To make the deal sweeter, Marie could offer me 20 hours of her time to meet my clients.

Step 3: We give these vouchers to our respective clients for Christmas. We tell them that we've bought them a gift that will help them tremendously in their business and that the gift is worth $500 or $2000, as the case may be.

Any one of those solutions would be worth anything from $200 to $20,000, depending on what the client did with the idea.

How does that compare with your $20 gift right now?

Where Do You Start Looking?

There are no rules. Just because you sell product, it doesn't mean you have to do this Christmas swap with products.

If you sell products like beds, start looking at chiropractors, massage therapists, interior designers. If you look around you, you will find dozens of businesses that will be more than willing to play Christmas gift if there is something in it for them.

If you sell services…ditto. Look for services as well as products. Every one has spare capacity. Services are most highly valued because they're abstract and based on the person themselves, but you can find products that are sitting in someone's warehouse and they'd be glad for you to take them off their hands, in return for access to your top clients.

Best of all, this solves the problem of the suitability of the gift. Wouldn't a business be more excited by a highly prized service than another daily planner?

Why This Concept May Not Work For You

Marie, has got to make sure that I give solid information in the consulting session to her clients. Sales pitches are a no-no. Your swap must be a REAL gift, not some shoddily disguised sales pitch.

Pick your Christmas Partners carefully. A lot could go wrong here if all they're seeing is dollar signs.

The second reason why this may not work for you is sheer laziness. You might find it easier to step into a gift shop and blow $1000 on gifts for your clients. It's easy and it beats having to knock on doors and trudge through snow or sun (depending on where you live on the planet).

Hopefully You're Not That 'Duh!'

When you give your gift, all you're doing is trying to make your current client happy (and that's great!). With Marie's concept, you're actually getting a chance to meet another 20 new clients.

Say that quietly to yourself: Twenty new clients without you having to do any selling. You don't even have to spend any advertising or marketing moolah to get them in the door. Best of all, they will actually be grateful to have you over.

Does that send a chill down your spine? What if you could do this deal with three people just like Marie? Would 80 appointments be good enough for you?

Are You Going To Have a great NEW YEAR Or What?

No one ever told you about Santa Scrooge did they? Well, now that you know, what are you going to do about it? This rocks, my friend. Now go there and create a New Year that's really worth big bucks in your balance sheet.

If you do, the next time your banker hears Ho! Ho! Ho, he knows it's not Santa!

Wouldn't you love to stumble upon a secret library of small business ideas? Find simple, yet electrifying ideas on marketing strategy,psychological tactics and branding. Judge for yourself when you read these small business ideas.

Is It Time To Kill Your Marketing Program

Writen by Debbie LaChusa

Ouch . . . sounds pretty drastic I know, but . . .

If you've been in business for any length of time, you've no doubt been faced with the question, "Should I dump this marketing program or should I wait a little longer for it to start producing results?"

Even if you're new in business, you may have tried a new way to market your business and with lukewarm results found yourself wondering how long you should stick with it before giving up and trying something else.

It's the age-old question of "When is the right time to put a marketing program out to pasture?"

This reminds me of my advertising agency days. We'd create a new ad campaign and run it for awhile, and because we (and the client) were exposed to that campaign day-in and day-out, we'd all tire of it quickly.

Knowing when to hold and when to fold

Often, the client would want a new campaign and we'd have to remind them their prospects hadn't seen the campaign nearly as much as we all had, and that it was best to let the campaign keep running.

How do you know what to do?

Just how do you know when it's time to let an ad campaign or marketing program keep on running and when it's time to try something new?

The answer is very simple.

Look at your results

It's time to make a change when the marketing is no longer producing results. And by results I mean, it's no longer moving you toward your objective.

Are you achieving your objective?

Every marketing activity should have a specific objective — that is what you hope to achieve. Your objective may be to generate a certain number of phone calls, or web site hits, or even sales.

Tracking your results will tell you

You'll want to track the results of your marketing activities from day one, so you'll know how well they are producing and you can monitor their trends.

For example, you may get consistent results for weeks, months or even years. In this case, my motto is "If it ain't broke, don't fix it!" Don't be tempted to make a change just because you're tired of it. If it's working, leave it be.

Are your results on the decline?

However, if your tracking shows you are steadily getting fewer and fewer responses (e.g. phone calls, web site visits, sales) it's probably time to freshen up that marketing or start anew.

Or, maybe your results never really materialized

And, if your marketing program has never really generated the response you are looking for, even if it's relatively young, it's also time to take a good hard look at reworking it to make it more effective.

Just be careful not to give up too soon

You do need to give your marketing time to work — most people will not act after seeing your message just once, but rather need to be exposed to it repeatedly before taking action (industry standard is between three and seven times).

Having said that, if you've given your marketing ample time to produce results and nothing's happening, odds are you missed the mark and either the message or the medium is off.

Is your message missing the boat?

If your message is off, it means you are not effectively speaking to your prospects or hitting their "hot buttons." Do you really understand their problem or challenge? And does your marketing speak clearly to that issue and position your product or service as the best solution?

Or are you missing your audience?

If the medium is off, it means you have put your marketing message in a place where your prospects aren't likely to see it. It's important to understand your prospects and where and how you can best reach them so you can put your messages in those places.

After all, if they don't see your message, they can't respond.

What type of response rates can you expect?

For direct marketing efforts a response rate between 1% and 3% is considered good. On the web a 1% conversion rate is the norm, so if you're doing better than that consider yourself lucky.

You can expect a higher response rate from your current subscribers or clients because they already know and trust you. As far as new mailing list subscribers, expect between 5% and 15% of your web site visitors to join your mailing list.

The key is to make sure your marketing is reaching enough people so these response rates yield results you can be happy with.

If you've given it time and it's still not producing . . .

If you've given your marketing program time to work and nothing much is happening, or if your results are on the decline, it's time to kill that program. Or, at least, to give it a makeover.

Starting fresh can breathe new life into your business

Consider starting over with a fresh new approach, a new message, and some new mediums. Make sure your new marketing program is grounded in solid marketing strategy (The 10stepmarketing System is a simple way to be sure of this — and you don't need a marketing degree to figure it out!)

If your marketing program is not delivering the results you want, it may be time for a 10stepmarketing Extreme Marketing Makeover. I'll help you take your results from drab to fab in just six short weeks. But only a few lucky people will get the chance to get my help making over their marketing this year. If you'd like to be one of them, you can learn more here.

(C) Copyright 2005 Debbie LaChusa

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

It Marketing Successful Seminars

Writen by Joshua Feinberg

Making the most of your IT seminars is integral to your business success. Here are a few important tips for getting everything you can from these seminars.

Registration

Most of your seminars should be free, but you still want to require some type of registration. Have participants fill out surveys at the door with all their contact information and basic questions about why they came, what they're looking for, how their business works, etc. In exchange for this information, you can draw for a door prize at the end of the night. Now that you have all the information you need to contact prospects from the seminar, what should you do?

After the Seminar

Before letting everyone go for the night, hand out a flyer with your contact and business information on it. Also, add a section with a limited time offer. Remember to add some highlights from the presentation or later mail these attendees a short article from the seminar.

For best results, use this same article and try to get it published in the local business journal and other organization newsletters. Make sure you always include contact information so that people can contact you with further questions or request for your services.

You could also use the article as a free report that you can send to companies. Advertising this free report on y our direct mail postcards can be a great way to get responses. Remember to have a deadline on any offer, though, so that you'll get more responses.

A Traveling Seminar

You can also consider conducting a traveling seminar for organizations. Perhaps you could speak at the Kiwanis luncheon or chamber of commerce breakfast. You may also want to talk to some business partners about referring you to potential clients.

Learn more about making the most of your seminars to make your business successful in the complete article (link above).

Copyright MMI-MMVII, Computer Consulting 101 Blog. All Worldwide Rights Reserved. {Attention Publishers: Live hyperlink in author resource box required for copyright compliance}

Joshua Feinberg, co-founder of Computer Consulting 101, helps computer consulting businesses get more steady, high-paying clients. Learn how you can too. Sign-up now for your free access to these field-tested, proven business strategies on the Computer Consulting 101 Blog.

Trade Show Display Banner Stands

Writen by Ron Adler

Recent innovations in fabric printing have created a cost effective, quick and easy way for exhibitors to show in small spaces, or spruce up larger ones. Retractable banner stands are being widely used as display booth accents, stand-alone displays (e.g. on each side of a 6-foot table at a booth), as colorful accents in lobby displays, and even as directional signage. These versatile and inexpensive banner stands even come with changeable graphic cartridges and accessories such as lighting and literature stands.

The Problem

Companies often find themselves with opportunities to come and speak, show, or set up their information at smaller venues such as local and community events. In the past, setting up a full 8- or 10-foot display might not be feasible in a short time frame. And creating new graphics for a one-time event would be even less feasible.

The Solution

Banner stands. Companies are creating one or more banner stands to have on hand for just such an occasion. These retractable, full color banner stands have pop and presence (some as tall as 6-feet and as wide as 4-feet), and can literally be set up in seconds. They roll down into an over-the-shoulder carrying case, making them the perfect choice for short-term or last-minute events. Use two or more of these stands and a standard 6-foot covered table at a trade show, and you have a quick and eye-catching display. The price is right, too. Prices range from $600 - $1500 for these displays, depending on the size, fabric, whether it is one-sided or two-sided, and the accessories you choose.

How They Can Maximize Your Budget

Instead of shipping a full booth to smaller shows, exhibitors can carry one or two banner stands to a show. Money is saved in shipping costs, and time is saved in set-up. Banner stands can be assembled easily by one person, which can eliminate the need for more than one person to attend a small show and save in travel costs.

Ron Adler has been working in the exhibit industry with Adler Display (http://www.adlerdisplay.com) for over 30 years. Ron has designed and created some of the most unique and creative displays in the mid-Atlantic region including several Visitor Centers in Maryland as well as dozens of exhibits for museums and hospitals throughout the United States.

Are You Losing 50 Or More Of Potential Clients

Writen by Charlie Cook

If your prospects don't know how you can help them or view you as an expert you're not going to get their business! If your marketing doesn't help them instantly understand why they need you and then go on to educate them about ways you can help them, you're wasting thousands of dollars on your marketing and your advertising.

Say you'd scheduled a meeting with a prospect for a lucrative project. You wouldn't show up in a worn out suit or deliver a presentation that put your prospects to sleep. You'd want to look sharp and impress your prospects in order to prompt them to sign a contract on the spot.

Now take a look at your marketing. Is it like an outdated suit? Does it put your prospect's to sleep? Ready to change your marketing and start attracting more clients?

You could be attracting all the clients you can handle with a marketing approach based on what works. Here are a few tips to boost your sales.

1. Give examples of the solutions you provide so that prospects can see how helpful you can be and how much you know. Don't just tell people you've been in business for 100 years; demonstrate your ability to solve their problems and answer their questions. Don't let your expertise be hidden behind boring marketing copy.

2. Earn the trust of your prospects. What's the quickest way to do this? Leverage the trust you've garnered over the years from past clients and collect testimonials from them. Once you have these gems in hand place them up front or near the top of your marketing materials.

3. Motivate your prospects to contact you. If your prospect doesn't take immediate action when they see your ad, your web site or your sales letter, chances are they're never going to. Give them a reason to contact you; motivate them to act right away.

4. Help your prospects get to know you, understand more about how you can help them and have a urgent reason to spend their hard earned dollars. Don't expect prospects to take the imitative to seek this information out on their own.

Expect to need 5 to 7 contacts to demonstrate how helpful you can be and to educate prospects about how much better off they'd be with your products and services.

Don't let your expertise be obscured by outdated marketing. Put your best foot forward by using a marketing system that generates more leads and clients each month.

2006 © In Mind Communications, LLC. All rights reserved

The author, Charlie Cook, helps service professionals, small business owners and marketing professionals attract more clients and be more successful. Sign up to receive the Free Marketing Strategy eBook, '7 Steps to get more clients and grow your business' at http://www.marketingforsuccess.com