Sell More Online By Offering A Big Fat Bonus

Writen by Alexandria K. Brown

I don't know about you, but I secretly love watching infomercials. I enjoy dissecting how they sell, how they get people excited, how they entice people to take action now and pick up the phone and order something they completely don't need!

As you know, these programs always offer a huge bonus or multiple bonuses for people who buy. Often the bonus is worth even more than the featured product itself. You know what I mean... they're selling you a little vegetable chopper, but they also throw in a blender, toaster, and coffeemaker!

Why do they do this? Because it makes the offer completely irresistible. The prospect thinks, "Jeez, I'd be crazy not to buy this right now!"

The same strategy works extremely well online too. Using BONUSES is also a great way to add more value to your program or package, enabling you to raise your price point. And you don't have to spend any money creating your bonus products if you don't want to.

Here are 7 ideas to get you started offering a bonus ASAP:

1. Special Report

Think of some information that relates to what you're offering that would be very helpful for the customer. Exciting titles with numbers are shown to work best, like "31 Easy and Fast Ways to Get More Clients" or "5 Mistakes Most Families Make When Choosing a Puppy." Write it in Microsoft Word, format it so it looks nice, and then use Adobe Acrobat to save it as a PDF file for easy downloading. (Be sure to promote your business and website in there too - remember it may get passed around.)

2. Resource List

Compile a list of your personally recommended resources, websites, books, and vendors that are related to your product or service. You can set this up as a PDF file as well, or create a password-protected area of your website that customers and clients can access. Example: One bonus that comes with my Boost Business With Your Own Ezine system is the "Ezine Queen Private Resource Library." It's simply a select collection of links to websites and tools that can help my customers grow their lists and run their online businesses.

3. Checklist

Are there any checklists that would be a good tie-in to what you offer? That help people do what you're teaching them to do, better or easier? Example: I have a program called "Insider Secrets to Making M0ney With Teleseminars," and one of the bonuses is the checklist that I myself use when I plan any teleseminar event! My customers love it because it makes it super easy for them.

4. Collection of Articles

Hopefully you write articles or tips on a regular basis for your own ezine or newsletter, and you may even have them posted at your website as well. Why not package your favorites into a PDF document and title it your "Top 10" or "Best of" collection?

5. Action Guide

Look at the principles, strategies, and tactics you teach in your program, and put together a separate guide to help the user do assignments, stay on track, and document her progress. (Some marketing experts say calling it an "action guide" or "success journal" is better than "workbook," because "work" can subconsciously deter people.)

6. Audio Class

Record a 60-minute audio introduction or orientation to your program. If you already offer a free introductory teleclass or do live speeches, you can simply record that. Offer it online as an MP3 download, or even better, let people listen right from the website. (You can see exactly how I set mine up here.)

7. Consultation With You

A consultation is a great bonus to offer, for several reasons. First, it lets you get to know your customers better and hear the questions they ask and issues they face. This will help you further improve your products and services to offer what they want. Second, it's a great opportunity to upsell these folks to a higher-priced program at the end of the call. For example, if they enjoyed the advice you provided on the call, they may be interested in your six-month coaching program. Don't fear that everyone who buys your product will actually take advantage of your free consultation - they won't. When I got started, I offered a free 30-minute consultation to all purchasers of my Boost Business ... system. I estimate that less than 20% of the people who bought it actually scheduled a call with me.

Digital or Physical?

I'm a big fan of digital bonuses because they cost nothing to create and there's no packaging or shipping involved. But of course you can also go with physical bonuses, especially if you're already shipping the main product to the customer anyway. My Boost Business... system is a physical package that we ship, so we add in a 2-CD program that teaches people how to get more sales from their ezine. It's simply a recording of a great teleseminar I did about two years ago.

If you're offering printed material as a bonus, don't go crazy spending a ton of money making it look great. "Good" is okay! A simple report that you have printed and bound cheaply at a copy shop is fine. Remember that people are paying you for the information you provide.

What's most important is the cover -- even if you only produce a digital report or audio product, having a graphic of it will help increase your response and make you look more professional. I use and recommend Killer Covers.

Give Your Bottom Line a Bonus This Month

So get YOUR bonuses in gear! Make a note of how your sales have been so far, and then add some bonuses and watch the numbers rise.

© 2005 Alexandria K. Brown

Online entrepreneur Alexandria K. Brown, "The E-zine Queen," is creator of the award-winning 'Boost Business With Your Own E-zine' system. To learn more about this step-by-step program, and to sign up for her FREE how-to articles and FREE audio class, visit http://www.EzineQueen.com

medical health hospital

Image Is Key To Your Marketing Success

Writen by Debbie Dahmen

In virtually any business first impressions are lasting impressions. Most people have heard this statement for years, and yet some people completely ignore the first impression they are conveying to potential customers or clients.

Regardless of the industry you are in image is a part of your marketing. Take the real estate industry. An often-overlooked part of marketing is the image an agent projects. This includes marketing collateral, clothing and the type of car you drive.

Do you convey the image that is appropriate for your market? If you are dealing with first time buyers, does your image match the market? If you are dealing with very seasoned buyers, what is the nonverbal message you are communicating? Not that you should become something you are not, but you should be aware of the message you are conveying. Image doesn't mean you have to go into debt over it. However, it does mean to make appropriate investments.

An aspect of your image is the company or corporation you work for. If you are part of a larger company remember you are part of a larger company. No matter how much you may want to do things that are outside company policy, if you are with that company then your agreement is to follow their structure.

Your image is also reflected in how you talk to customers about the company you represent. Speak well of any organization you are connected with. If you can't then perhaps a change of the company you are associated with is in order.

You phone skills are also a part of your message. How do you answer the phone? Are you happy to hear from customers or are they an annoyance to you? If they are an annoyance, you definitely need to get out of the business you are in. And FAST!

Whatever your profession keep in mind the impression you are leaving behind. Is it one you want to be remembered by?

About The Author

Debbie Dahmen is a member of the Distinctive Properties team, a unique personalized real estate agency serving the south end of the Salt Lake valley including Draper, Riverton and Sandy. Family owned and operated, Darlene Dipo, Debbie Dahmen and DeAnna Dipo pooled their 60 years of experience to offer their clients flexibility and individualized attention. All three women have achieved the coveted designation of Certified Real Estate Specialists, a designation held by only 3% of real estate agents. Offering services including buying, selling, and relocation, Distinctive Properties offers relocation services throughout the United States. Visit www.distinctivepropertiesSLC.com for further information.

dahmen@aros.net

Create An Event At Your Trade Show

Writen by Dick Wheeler

Trade show conferences are gathering spots for favored clients, client prospects, industry leaders, as well as competitors. Trade show visitors, however, have hectic schedules. They are busy attending educational industry seminars, networking with their colleagues, learning about new products and seeing first-hand the latest innovations in their specific fields. But it is also important to note that trade show attendees have unscheduled times of the day and evening when they can pick and choose what they'd like to do. This is your company's golden opportunity to entertain and educate trade show attendees about innovative aspects of your company.

But how do you go about capturing the trade show visitors after or before the hours of the trade show exhibit? Do you want to reward your targeted list of clients and suppliers with a special recognition outside the trade show display arena? Do you want to have your executives and sales representatives get to know the power players of your industry to increase your sales? If you decide you want to host a rewarding and satisfying event, how can you plan for a venue that your trade show display visitors will clamor to attend?

These are the questions that can best be fielded by the professional meeting and event planner. According to Karla Krause-Miller, Director, Cappa and Graham, Inc., the event planning company in San Francisco and Silicon Valley, the more creative the venue outside the trade show display, the better. First she identifies the client's primary objectives and goals, whether they are educational, or a special recognition ceremony, or a strictly social time. Then make the decision on where to hold your event-- whether it is a museum, gallery, private home, mansion, cruise, winery tour or even a Wax museum.

After you have decided on the venue, you then need to find a tie-in to your trade show exhibit theme—one that supports your business and trade show marketing messages. Let that theme of your trade show display drive the central promotional concept for your special event.

Next come the invitations. Where you might send a highly targeted list of trade show exhibit visitors a hand stamped, handwritten invitation, you might merely send an email blast to hundreds of trade show attendees. A good way to build trade show booth traffic is to request that your trade show display guests pick up their special event invitations at your trade show exhibit. That way, you not only have a better accounting of how many people will attend, but you will also give your trade show booth staff an opportunity to talk with VIP trade show visitors.

According to Miller who has handled the full range of events based on clients' needs, from a hospitality suite at a hotel to a large gala at City Hall, each organized program starts with identifying whom you want to attend.

For example, if you plan to invite a medical group, your event planner must be aware of FDA guidelines and follow them explicitly. Be aware that there may be a dollar limit per person that the FDA requires you stay within. And if you want to attract medical personnel attending a medical trade show, offering Continuing Education Credits (CEU) is a real plus.

Another key element to event planning is to make the meeting memorable –like staging an activity that attendees could not easily do by themselves. An example is to arrange a luncheon with a demonstration of special pairings of wines given by the owner of a prestigious winery.

Another example of good event planning is imparting an emotional message that ties in with the special mindset of the group. For instance, a key ingredient in making a recognition event successful for the Chapter Presidents of American Association of Critical Care Nurses was that they identified with their speaker's circumstances at their recognition luncheon. Rosey Grier, former football player who was at the side of Bobby Kennedy when he was shot, was the guest speaker at this nurses' luncheon. When he talked about that tragic day and described the hectic and emotional scene that ensued after Kennedy was killed, there was not a dry eye in the house.

By thinking in terms of who your attendees are, you will be able to plan an event that is appropriate whether it is close by at the McCormick Convention Center in Chicago, the Kaiser Convention Center in Oakland, the Moscone Center in San Francisco, the Santa Clara Convention Center or the San Jose McEnery Convention Center.

Remember, when your company plans to exhibit at a trade show, if you extend your hospitality outside the trade show booth in a venue that ties into your trade show marketing theme, you will succeed in gaining better attention, building goodwill and standing out in comparison to your competition.

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

Small Business Marketing A Marketing Funnel Should Be Part Of Your Recipe For Success

Writen by Debbie LaChusa

Your toughest job as a business owner and marketer is to get clients. It's also your most expensive job. So it stands to reason that you'd want to make the most of every single client you do get.

The best way to do that, and one of the most cost-effective ways to market your business, is to use a marketing funnel.

What's a marketing funnel?

Well, you're probably familiar with what a funnel looks like. It's got a large opening at the top and a small opening at the bottom. It looks kind of like an inverted triangle.

The idea of a marketing funnel is this ...

You want to get as many prospects and potential clients into the top of the funnel - the part of the funnel with the widest opening. Ahhh ... the better to hold all those prospects and clients!

So how do you get clients into your funnel?

One way is with a free or low-cost, low-risk offer. Offering a free newsletter or ezine, a special report or even a complimentary consultation are all great ways to get prospects into your funnel.

This lets potential clients "test drive" you before buying

Giving prospects a way to "try you on for size" and see how they like your style and your approach is a great way to entice them onto your list. They can "test drive" you and your business, without first investing a lot of time or money.

And it gives you the chance to create a relationship with them over time.

This is particularly important if you're selling higher-priced professional services. Odds are most people will not purchase from you the very first time they come in contact with you or see your marketing. They need to get to know you first, to see if you're a good fit for their needs.

So what goes inside the funnel?

Inside your funnel, you'll want to have a series of products and services, ideally increasing in value and price as you work your way down the funnel.

My 10stepmarketing funnel starts with my Step-by-Step Guidebook and Resource Center, and is followed by several CD products, my telecourses and my Extreme Marketing Makeover Program. The value and price of these products and services increases as you go down the list.

The idea is that most people will try you out by first purchasing a lower priced, lower involvement product or service. Then, if they are pleased with that product or service, they're very likely to come back to see what else you have to offer.

And, they'll be more likely to spend more now that they know your products or services are high quality and deliver on your sales promise.

Fill your funnel with a variety of products and services

This gives you the opportunity to earn more from every client and helps you minimize the expensive and time-consuming task of always having to be looking and marketing for MORE clients.

Plus, with the right "top of funnel" product, you'll ATTRACT more clients.

So what's at the bottom of the funnel?

This is where your very best clients end up. These are the people who love you and your products and services so much they'll buy anything and everything you make available to them.

So, usually the product or service at the bottom of your funnel is your most expensive, most valuable one.

Take a look at your business and make sure you're using a marketing funnel. If you're not, make it part of your marketing plan to create one. And you'll always have a pipeline full of prospects and clients.

(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.

6 Simple Ways To Determine Which Marketing Ideas Are Best For Your Business

Writen by Jennifer McCay

Did something catch your eye in a direct mailing this past week? Have you recently gone to a website and encountered something entirely new that caught your attention? Did a friend of yours try out a new marketing idea and generate a few thousand dollars of extra business overnight?

As a small business owner, it's all too easy to get caught up in the hype of new marketing techniques that promise quick rewards for little cash. I'll even admit that we copywriters are trained to overcome your psychological objections to buying what we're selling so that you're ready to whip out your wallet right then and there.

And especially in certain marketing circles, the marketing materials for a new whizbang idea are so compelling, you're driven to dump everything you've been doing in order to start trying the latest, greatest end-all be-all marketing technique right away. But this can be dangerous to your bottom line -- or even your entire business.

Whenever you try out a new marketing idea, it's important to proceed with caution. Here are 6 quick tips to keep you on track:

1. "If it ain't broke, don't fix it." If you have been sending out a direct mailing that steadily brings in business at a rate that you are happy with, don't stop using this technique just to put new life in your marketing plan.

Instead, test different types of offers/approaches/what have you using a small portion of your mailing list (10% is a good start), see what works best and then test some more using that approach as your control. Make sure that you apply whatever you learn from these tests to your other campaigns, and then test some more.

2. Measure your results in order to determine what works best. There's no reason to try something new if you're not able to see what works.

For example, I recently tested a different approach on a page on my website that is solely dedicated to generating subscriptions to my Avenues to Marketing Success Newsletter. To see if the new copy worked, I sent traffic from one source to the new page and tested the old version of copy against the new. I then tweaked the version that worked best until I found a balance that got the best response from my target audience of small business owners.

3. Marketing isn't just about the numbers.

Sometimes a marketing campaign doesn't work its magic right then and there. It has a slower, but longer-lasting effect that will generate long-term sales for you and build trust in your group of prospects.

This is a concept so near and dear to my heart that I'm literally writing a book on this, in fact, and I have found that over time, even campaigns that don't generate an immediate boost in income have residual effects that ensure the longevity of your business.

So remember that you're selling to people who need time to warm up to you and might not respond the first time you try a new marketing tactic. Give it a little time.

4. If it sounds too good to be true, it probably is. I can't count the number of times I've had clients approach me wanting to use a new marketing idea because 3 people gave testimonials on a website stating that they made millions overnight.

I don't doubt the authenticity of many, many of these testimonials, which often come from reputable marketers who have built a legitimate business rapidly, but there is a reason why the vendors selling these sorts of products use disclaimers stating that the income earned is atypical and may not work out for you. Their market is not yours, their circumstances are not yours, and most good things require work to accomplish, regardless of what is claimed.

But don't let this discourage you. After all ...

5. It's always OK to try something new; just make sure not to discontinue the marketing you've been doing that gets results. The 10% rule works here as well. Spend 90% of your time and money on marketing that you know has worked before and will work again and again, and use the other 10% to try new techniques. This way you won't miss out on a stellar new idea, but you also won't bankrupt your business if your technique fails.

6. Wait 3 days to decide. That's all. Just wait.

Sure, it's tempting to jump right in the moment you read scrumptiously mouthwatering copy that shows you how countless business people before you have turned tiny businesses into multimillion-dollar conglomerates ONLY if you buy today, but that's the point: The copy is designed to get you to act now.

Even as a copywriter myself who's fully aware of the sales techniques involved (and uses them when it makes sense and is ethical to do so), I know how hard it can be to resist the temptation to buy the very moment you encounter it; it happens to me as well, and theoretically I should know better. To ensure that you're making an educated decision, stick a note in your calendar to revisit the idea after 3 days and see if it still looks as good as it did the day you first encountered it.

In any case, expanding your marketing horizons to include new marketing ideas is always helpful if it allows you to learn more about what your prospects are looking for. Just proceed with caution, use a little moderation and you'll see what works and what doesn't in short order.

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