Does Your Message Pass the Test?
Develop an effective benefit message and you’re well on your way to building your company’s entire marketing program. After all, you need focus to create success. Without it you can wind up expending effort without getting the reward (income, that is) you’re looking for.
Start with these three ingredients:
- Understanding of what the customer needs and wants
- Knowledge of the competition’s strengths, weaknesses and messages
- Insight ...
Author: Claire Cunningham
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The Five Rules Of Influential Web Writing
Building a professional reputation requires a campaign founded on your words: the positions you endorse, the motions you advocate, the accuracy of your vision. Writing for the Web can either establish your expert credibility or destroy it.
When your business requires powerful words online, follow these five rules for promoting the message that will serve you well in the digital world:
Stay on message. To write is to influence: always remember that the goal of good writing is to en ...
Author: Robert Warren
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Sales As A Positive Experience
No matter what your age or stage in life, some words come with preconceived meaning. "Sales" is one of them. For most people, it means being put in a position to have to buy something you don't want at a price you can't afford. Therefore, how do you conduct a critical element of the small business marketing process without incurring the negative impact of the word "sales"?
It starts with you. Check your own attitude about the word. What does "sales" mean to you? How do you feel when you ...
Author: Don Osborne
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The Art Of Fear Free Advertising
Is fear of failure an issue when you commit valuable money in advertising?
Well how about if I showed you a way to remove this fear and you know that you would be able to spend money advertising KNOWING you would get a return?
Is that a valuable lesson?
Course it is!
So, how do you do it?
The answer is testing!
It's simple really.. Instead of sending out 1000 sales letters for example. Send out 500. In these 500 have 5 different headlines so 5 x 100 = 500
Author: Mark Vurnum
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Growing Your Brand Assets
Okay. Raise your hand if you think brand management is just for BIG companies (like Target, McDonalds or Ford.) Wow! That's a lot of hands! Well, guess what? You're all wrong.
Brand issues are important to ALL companies for the simple reason that people buy from other people. People have personalities. Branding establishes and communicates a company's personality (sometimes referred to as company image.)
Think about YOUR company. What personality or image do you want to present to ...
Author: Claire Cunningham
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How do Tiger Woods and other Tippy Top World Achievers do it ?
They 'do it' by sharpening their FOCUS on the task at hand to a 100% FOCUS Perfection...
Here's a New and Startlingly Simple method, that Really Works... to sharpen your personal and business FOCUS to world class level... just like the world's top performers do it...!
This simple trick to pulling off this 100% Focus Perfection is to visualize that your mind is a simple cassette audio tape recorder and player.
If you are in the midst of an important task, such as hitting a go ...
Author: Rich Star, Ph. D.
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Article Writing: Breaking Writer's Block
It is amazing to see how much we all still dread writing; even a simple letter or memo! When we start talking about an Essay or an Article for publication, it gets much worse. As human beings, we are prone to self doubt, the good news however is; that there is a cure for that. The cure lies in the old adage: "Practice makes Perfect" Once, you can get past the writing of your first article, it gets easier onwards.
This article as the title suggest is about breaking writer's block. 'Write ...
Author: Robert Kempster
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Survival Tips For Small Businesses
You may be in Mail Order, Direct Mail, or you may be a local merchant with 150 employees; whichever, however or whatever---you've got to know how to keep your business alive during economic recessions. Anytime the cash flow in a business, large or small, starts to tighten up, the money management of that business has to be run as a "tight ship."
Some of the things you can and should do include protecting yourself from expenditures made on sudden impulse. We've all bought merchandise or ...
Author: Dominic Ferrara
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Marketing Got You Stumped?
It’s not unusual for entrepreneurs to find the whole idea of marketing intimidating. Even seasoned business owners often feel their marketing efforts aren’t working.
Don’t let marketing intimidate you. At its core, it’s really not much more than common sense – the key elements that form your plan. Add some creativity. This is what you’ll use to implement your plan and make it work. That’s the basis of marketing. Pretty simple once you break it down.
Let’s do a quick overview. Ther ...
Author: Rickey Gold
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Five Deadly Small Business Marketing Mistakes
Here are some marketing mistakes that take a heavy toll on small businesses. They have been very harmful to businesses at any stage, but especially harmful for new businesses.
1. Not having a marketing plan.
Studies show that having a marketing plan equates to a 24 to 30% improvement in sales over those without a marketing plan. Writing a comprehensive marketing plan takes time, thought, and rethought, they help a business owner to focus on new products and services. A marketing p ...
Author: Rick Weaver
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CRM = Customer's (don't) Really Matter
CRM was supposed to bring companies closer to their clients. The basic idea was to; find out what a client wants and needs, give it to them, and get them to be your client for life.
But as with all good technology, it hasn't actually brought the sales teams, marketing departments, R&D, or customer service departments any closer to the customer at all! Technology is a poor subsitute for the human voice and social interaction.
I really feel sorry for the companies that struggled wit ...
Author: Meredith Gossland
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Real Estate Values or Just Bad Habits
There are several small businesses that retain hundred year old traditions. Hand-dipped chocolates, fresh flowers and cloth napkins on every table in a restaurant, or mints and roses on a guest's pillow at a B&B. Loyal customers come to expect these little perks or tokens of quality in the product and changing your traditions might mean the loss of your evangelical customers. These are unspoken signs of a company's value system and devotion to the customer. Then, there are traditions that are ...
Author: Meredith Gossland
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Direct Mail = Your Money, From Printer to Mailbox to Trash!
I did a quick, very unscientific survey of 25 of my friends. I asked them to put the mail that they do not open or read in a specific trash bag. At the end of one week they gave it to me to be weighed. Guess how much the bag weighed? Remember, most mail is a fraction of an ounce. 63.4.....not ounces....lbs! Something is wrong with this picture! That's like 2 1/2 pounds per person per week! Holy Cow! Also this was a March survey, what if it had been done in November?
Let's get a grip on ...
Author: Meredith Gossland
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CRM ...The Emperor's New Clothes
The story of the emperor's new clothes is a fairy tale about men who fooled the emperor into believing that they had made him a beautiful suit of clothes. In fact they had not made anything. The emperor went out in public wearing nothing but his underwear because he didn't want to appear stupid since they had told him only the wisest people could see the fine fabrics.When the emperor went out in public a little child yelled..."The emperor isn't wearing any clothes!" Today I am that child.
...
Author: Meredith Gossland
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Gift Giving for Business a Major Headache
Corporate gifting is a big headache for most business owners; how much to spend, who to spend the money on, where to get the gifts, what to get and how to gauge the effect of that giving in terms of benefits for the company are all important questions. When a company decides to give gifts it needs to be planned out as part of doing business, not just a last minute impulse. The cost of gifting should be built in to the cost of your product and used when evaluating your break even point.
...
Author: Meredith Gossland
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Small Business Marketing, According to Seinfeld
What could Seinfeld possibly have to do with marketing a small business? As it turns out, all small business owners could take a few lessons from the show that brought us such popular phrases as “Man Hands” and “master of your domain”.
The Coffee Shop – Jerry, George, Kramer, and Elaine spent countless hours in the coffee shop, talking about “nothing.” You should spend some time there as well, but instead of talking about your parents or your date last night, get together with other sma ...
Author: Will Dylan
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Psychology of Converting a Prospect to Money
If you want a truly successful business, you need to take a close look at how Psychology can set you apart from the rest of your competition.
Secrets of negotiating
Remember this: no matter how great your product or service, unless you can negotiate innovatively you'll never achieve the success that can be yours.
When you follow-up with a prospects, ask them: "Do you have any situations that we can work out together using our mutual expertise?”
Psychologically, by subs ...
Author: Joe Saddoris
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Your Actions Tell Your Clients How You Expect To Be Treated
There is a widely accepted principle of human behavior that goes something like this. "Your actions tell the world how you expect to be treated." Look all around you and you will find that the truth of this statement is as evident as the clothes you wear.
So, if you don't expect to be successful, you're telling the world you probably don't think you have what it takes to succeed, if you don't expect to get the order, you probably won't, if you don't expect to get referrals from your cli ...
Author: John Jantsch
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The Single Most Powerful Small Business Marketing Tool On The Planet
Let me get right to the point. The single most powerful small business marketing tool on the planet is a marketing plan. Now before you roll your eyes and run for the hills let me clear a few things up.
When I talk about a marketing plan I am not referring to those academic exercises found in college marketing books, or the templated mumbo jumbo found in business planning software. I will not be asking you to determine your share of the market today. Give me a break, share of the market ...
Author: John Jantsch
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Marketing - The Way To Make What You're Really Worth
You only have so much time in a day right?
So wouldn't it make sense to focus as much of your time as possible on the things that produce the highest payoff.
I don't know about you but most small business owners are do-it-yourself types and get sucked into doing the littlest silly work faster than you can say "Oh look, the copier is jammed again."
If you want to achieve any of your goals and finally start making what you are worth then you’ve got to stop doing $5/hr work. Pe ...
Author: John Jantsch
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Why Every Small Business Owner Needs Two Websites
Every small business owner knows that they need a website, right? Well the truth is what they really need is at least two websites.
One website that is specific to their business, product, service, name, etc. and...
another site that is an educational site specific to the benefits of their service or product.
So JoesBaitShop.com tells all about the various lures and tackle you offer, even more about the charter trips, and eventually how to buy.
CatchFishToday.com (your ...
Author: John Jantsch
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Fire the CEO
If you are the boss and you think your job is to run the business, you are dead wrong. Your job, the most important job in any business, is to market the business.
Peter Drucker, way back in 1956, said, "Since the purpose of a business is to find and keep a customer, then the only two things that matter are marketing and innovation...everything else is a cost."
I love it when I get a business card from a small business owner and the title on the card says something like President ...
Author: John Jantsch
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Secrets to Business Success on the Internet
Secret Number One: The Key Is A Niche Market
Identifying a viable niche is an important asset as you're creating a new Internet business. The target should be a certain facet of the population that has very specific needs you are able to satisfy. Discover the habits and characteristics of those who will become your regular customers.
Here are some of the questions you should ask about various consumers.
- Does this target market include consumers who use the ...
Author: Marianne Puechl
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Consistency Builds Trust
You know your prospects need what you sell. You know they want what you sell. Heck, you know that they even sent away for information on your service and requested a quote.
But the fact is you are missing one major piece of the puzzle.
Want to know what it is?
No matter what else you know, often, the missing piece is knowing when your hot little prospect will actually make a purchase.
People search for information and solutions in many different ways and on many differ ...
Author: John Jantsch
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5 Ways to Market for Immediate Results
Sales are down, and I need more customers now! Sound familiar? Maybe you are the one who said it. I know what you’re thinking, there’s no magic pill for delivering immediate results and no spontaneous marketing effort that will skyrocket sales. You’re right, there isn’t. Sure, you could launch some catchy TV or radio ad that would spike sales. Of course the initial investment is risky when unpredictable results could leave you breaking even or worse, losing money. Some businesses feel that th ...
Author: Doug Edge
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I Hate Asking for Referrals! – 6 Proven Methods for Getting a Flood of Referrals Without Asking
Yes, I admit it - I hate asking for referrals - don’t you? Be honest. Doesn’t your heart start to pump faster and hands start to sweat even thinking about asking a customer for a referral?
If you’re like me, you hate to impose on others. Asking for names of friends or family members almost makes you feel as though you’re selling a multi-level marketing opportunity.
Not to worry. There are many ways to get a continual stream of qualified referrals without having to go through the p ...
Author: David Frey
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Organic "Natural" Search Engine Optimization versus Pay-Per-Click Search Engine Advertising
When you purchase visitors or “clicks” from a search engine, this is called “pay-per-click” (PPC) search engine advertising (or PPCSE). Pay-Per-Click Search Engine Advertising allows you to quickly get top search engine placement by “bidding” (paying) for keywords related to your product or service.
“Organic” or “Natural” search engine optimization (SEO) is accomplished by optimizing your web pages and by increasing your “link popularity” by acquiring or paying for links that point to y ...
Author: Matt Hockin
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The 5 Traits of Baby Boomer Business Owners
As a practitioner and student of Small Business Marketing, I was recently contemplating ways to enhance my business. I found it fascinating to realize that over 95% of my customers and hot prospects were Baby Boomer’s who own a small business.
With this group identified as my target demographic, it was important to understand them better. Who are these people? What attracted them to me? How can I work with them most effectively? I found the following five characteristics common among th ...
Author: Bill Gluth
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The Most Common Small Business Web Site Traffic Killers
A prospective client asked me to view his web site and give him some advice on how to make the site better. Unfortunately, his site was such a mess it became the inspiration for this article.
One of the primary reasons to have a web site is to attract and educate visitors. However, this obvious concept seems to be lost on many web designers. The way your site is designed, what’s there and what’s not there, including what's in the unseen HTML code, can have a great impact on how much tra ...
Author: John Jantsch
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Boost Your B to B Marketing Copy: 3 Major Copywriting Blunders and How to Correct Them
When you're writing or evaluating copy for a B to B marketing (also referred to as b-to-b or business to business marketing) campaign of any kind, you may think it's only appropriate to write formal copy in which you refer to yourself as "we" or "our organization" and let lots of other copywriting basics fly out the window.
Sadly, these sorts of mistakes are the result of the major misconception that you have to be cold and impersonal in your copy if you want to seem professional.
Author: Jennifer McCay
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Is Your Logo Helping or Hurting Your Business?
The quality of your logo can mean the difference between success or failure. It can be that simple!
Trademarks and Logos make up the most international language in the world. An excellent logo can cross many barriers and provide your organization with a means of delivering to your customers an unequivocal and uniform message.
Every successful company has its own "personality," and just as human personalities are complex, so too is your company's personality. A successful logo is a ...
Author: Nathan Cain
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The Three Cs of Writing an Excellent all Purpose Headline
Since the headline is the first contact your readers have with your message, it must reach out to them. Promise them a benefit. Tell them how they will be better off if they read the rest of the ad. Use action verbs. Save ten dollars is a stronger heading than Savings of ten dollars because of the verb.
Headlines can be classified into the following five basic types; effective headlines frequently combine two or more of these kinds.
News Headlines
This form tells the reader ...
Author: Steven Boaze
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Worn Out Brochure Design Is Keeping Small Business Owners Down
I got another one of those calls the other day...Can you make me a brochure?" Many business owners have been sold on the notion that they need a tri-fold brochure or they are not in business. Forget it...everybody's got one and no one uses it.
Your potential clients need an education. They need to know how you are different. (The typical tri-fold brochure simply confirms that you are the same.)
Every small business should create the following pieces of information and format them ...
Author: John Jantsch
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The Five Step Formula For Getting Prospects to Call You
Are you tired of prospecting for new business?
Are you sick of networking, begging for referrals, or spending a small fortune on advertisements that produce little results?
Wouldn't it be nice if you could just sit down at your desk and have the phone ring knowing that new business is on the other end of the line?
Who wouldn't, right...? _________________________________________
The Secret Formula for Getting People to Call You _________________________________________ ...
Author: David Frey
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Small Business Marketing; Abstract Philosophical Discussion
Our bodies work like our small businesses. They work best by word of mouth, networks, referrals, etc. The Internet also works this way to serve the most good thru networks, portals and referral links; of course the Internet could work better, but all in all we are well served by using such systems and we are most hurt when those systems are used against us. For instance a virus in the blood stream, an International Terrorist in an airliner, a drug dealer in your neighborhood or a computer vir ...
Author: Lance Winslow
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Abstract Business Marketing Strategy for the Entrepreneur
If you look at those Corporations in franchising today you see the great companies that use these systems to move markets and deliver products and services to America. Franchising is obviously a power play in the marketing strategy game book. General Motors uses the franchise system or special teams, dealerships, to move their products in each market. Now take your mind to the “Family and friends Program” in Telecom, that is still being done by all those selling mobile communications. Think o ...
Author: Lance Winslow
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Mailing Lists – Keeping it Simple
The right direct mailing list targets people who want your product or service.
The direct mail mailing list is a key factor in a successful direct mail marketing campaign and a major point to consider in small business marketing strategies where marketing ROI (Return On Investment) is a key concern.
What really makes your direct mail marketing and advertising campaign successful?
The biggest single factor in the success of your direct mail marketing strategy is who you send ...
Author: Joy Gendusa
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Always Be Open To Learning
"We should not only use all the brains we have, but all we can borrow." -Woodrow Wilson
Leave it to a child to remind you of the importance of humility and the willingness to learn from everyone.
One day, my daughter Alexandra was home sick from school. Since she was home, I took her with me when I went to run some errands. That morning, I was working on a piece of business marketing literature. So I took it with me to review at lunch and pencil in a few changes.
While we we ...
Author: Guy Harris
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Blog and Ping – A Search Engine Traffic Bonanza
Everyone is talking about blogs these days as the magic money-making marketing tool. Some of the hype may actually be true, but I suggest you cut through most of what you read about blogs just long enough to understand why every business needs a blog.
Right now, that’s not to say this won’t change, search engines are in love with real blogs. By real blogs I mean blogs that are set-up and run by businesses that offer useful content on them. Like every successful marketing method there ar ...
Author: John Jantsch
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Internet Marketing and SEO
Have you ever seen any email offers of getting you to the top of search engines guaranteeing top rankings. Like anything in life there is no quick result without hard work. When it comes to designing a website it is the proper foundation principle. Like any great structure you need the foundation built for search engines.
This is one of the most crucial elements as ethical search engine optimisation takes many months to achieve any results. Search Engines do not give much preference to ...
Author: Gregg Makarowski
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Getting Personal – Innovative Marketing for Small Business Owners
The small business marketing strategy you can’t afford to miss Everyone loves a story. Even if you don’t particularly like reading them chances are you love watching them, either on TV or at the movies. Imagine if your marketing literature was like a great story: people would read it from beginning to end for one thing (as opposed to just throwing it straight into the bin), and they’d be more likely to tell their friends about it, too. Your small business marketing could be famous! Well, mayb ...
Author: Amber McNaught
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Effective Marketing for Small Businesses
Effective marketing for the small business begins with market research
If you don’t know who your customers are, how on earth are you going to reach them? The most effective small business marketing strategies are the most highly targeted ones: the ones which are based on a clear understanding of who their target audience is. What’s your target age group and income bracket? What publications do they read? What do they do for fun? For it to be truly successful, your mark ...
Author: Amber McNaught
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Web Advertising: Its All About the Click Thrus!
Working in research and development for a large infomercial company, I had many opportunities to do large advertising campaigns with lots of different online advertising agencies and Internet marketing companies. I would literally go online for days researching companies and the types of advertising they offered to find just the right ones to meet the needs of our company.
We spent thousands of dollars before we were able to come up with accurate measures of which campaigns were actuall ...
Author: Rod Davis
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Differentiate and Dominate
Quite often small business owners will ask me to reveal the most powerful marketing strategy I have seen. I can say without hesitation that the most powerful marketing strategy has little to do with advertising, direct mail, web sites, referrals or blogs.
No, before any of those things will really have any impact on your business you’ve got to uncover and communicate a way in which your business in different from every other business that says they do what you do. You’ve got to get out ...
Author: John Jantsch
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The 2 Step Lead Generation Machine
Cold calling doesn’t work, it’s no fun and often you end up with leads, or worse yet, clients, that don’t really value what you do.
Having said that, leads are the lifeblood of growth, without a lead, there is no client.
Set-up a 2 step lead machine and you can say goodbye to cold calling while generating all of the qualified, permission based leads you can handle.
The basic idea behind the 2 step approach is to create one or more valuable reports, workshops, evaluations, tr ...
Author: John Jantsch
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Client Attraction Technique #1: Niche Marketing
When asked "what business are you in" many business owners often identify an industry, for example, "I'm an accountant" or "I run a beauty salon " or "I own a restaurant." But claiming to be part of an industry is not what attracts customers. Customers come to you because you offer a specialty. For example, which advert are you mostly likely to respond to:
Advert 1: “Established since 1985, you can be assured of a great service.”
Advert 2: "Experts for all small to medium sized bu ...
Author: Andrew Ludlam
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Does Your Small Business Marketing Suffer From The Bulldog Effect?
If you're an entrepreneur responsible for your own small business marketing, there's a marketing method you should avoid at all costs, which I've coined the bulldog effect for reasons you will understand shortly. Keep reading to find out if you're guilty of using this technique in your own marketing and learn how to fix it.
After a recent weekend jaunt to San Diego, my husband and I arrived back in Los Angeles tired and hungry, so we walked the small handful of blocks to a local all-nig ...
Author: Jennifer McCay
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Electronic Publishing Explained
An eBook is basically a document in the form of web pages that are put together, using special software, which is released in the form of a file that can be downloaded onto your computer's hard drive. Many people may think it is no different than a web site, but there are important differences.
You may happen upon a site that is offering a free eBook download you are interested in. When you actually download the eBook you are downloading an ".exe" file, which is the most common format. ...
Author: Bob Power
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Business Marketing For Consultants, Coaches, Speakers, and Trainers: How To Be Noticed and Trusted
Business marketing is essential for professional services, such as consultants, coaches, speakers and trainers.
Creating trust with prospects and clients is essential. How do you do that?
A Reader's Digest survey has found burns specialist Dr Fiona Wood is Australia's most trusted person, followed by singer Olivia Newton-John and Tasmanian-born Crown Princess Mary of Denmark.
The survey is in its fifth year, but for the first time asked a statistically representative sample ...
Author: Thomas Murrell
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The Six Most Common Barriers To Sales Success
There are a variety of reasons and excuses behind poor sales lead management because the $10 to $2000 companies spend to generate each business to business inquiry largely go to waste. I call them Barriers To Sales success. Here are six of the most common which plague businesses today. 1.SENIOR MANAGEMENT DOES NOT CARE
Paid to lead the organization in the big picture issues of market strategy, quality and customer satisfaction, senior managers are tempted to dismiss operational fundamental ...
Author: Steven Boaze
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