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Direct Mail Postcard Marketing, Direct Mail Postcard Strategies

2010-05-27T10:28:00.001-07:00

Direct mail postcard marketing is not a new or fancy way of marketing your business, but it can be extremely effective if done correctly. In fact, I once built a huge network marketing business nearly entirely through the use of direct mail postcard marketing. In a matter of months, I added hundreds of people to my organization as a result of postcard marketing. All you really need to do is give it some proper planning and follow these easy instructions.

First of all, you need to know your audience. You will greatly increase your odds of success if you know what type of people you are mailing to. Are they business owners, health care professionals, old, young, married, single, etc... Maybe they all live in the same ZIP code or in the same school district? Somehow you have to narrow this down so you can run a targeted campaign. Once you identify the demographic, then you need to identify a need that these people have and how you can provide the solution. Here's an example:

Let's say you are an insurance agent and you can get ahold of a mailing list of everyone who recently purchased a home in your surrounding area (these lists can be obtained online or through a title company or your County Clerk). You can now send out a postcard to all of these folks offering them a review of their current policy. Sounds like a simple idea but as simple as it is, most people will not do it. So you should!

Now, what to say on the postcard? Here's where I felt that my postcard campaigns always had an advantage. I would always ask questions. So going back to the insurance idea, instead of stating how wonderful your rates are, I would say "Are you tired of overpaying for home owner's insurance?". This question actually stings a bit because most people really don't like paying for insurance. Now you have the prospect thinking that maybe they should consider other options (and your phone number is right there in their hand). Are you getting the picture here?

Finally, I would always provide a way for people to get more information without having to call me directly. No one wants to be sold or even talk to a salesperson. But if they can get information online or on a toll-free recorded message, then they are far more apt to respond. Toll free numbers are great because they capture the callers phone number and then you can call them back.

ACN Reps - Discover How You Can Add More ACN Reps Today

2010-05-27T08:42:00.000-07:00

Thinking of becoming an ACN rep or looking for ACN leads for your business? The first thing for you to understand is that this company is based on direct and network marketing. With any business, you have to know how to network; more importantly really know how to market if you are going to add more ACN reps.

Realizing that marketing is the back bone of any business is not enough. You need to take that realization and apply it to commitment patience, real effort, and education so you can reap the rewards that go along with network marketing.

If you want to add more ACN independent representatives to you business, you owe it to yourself to get the network marketing education that will guide you to proven success, because despite having a great product or service is not enough to equal the recipe for success.

If you are truly motivated and eager to learn how to market your business, you will be taking the steps necessary to drive you to success. Using the guidelines that ACN may have suggested about utilizing your warm market such as the friends and family strategy only goes so far. It is also not what successful ACN marketers have used to become very successful. The answer is simple: just do what those individuals have done and do not reinvent the wheel.

Successful individuals understood it would take so much more than just handing out fliers or talking to family and friends. If you do not believe that to be true, ask yourself what it is that you plan to do when that list of family and friends dries up. Hopefully that emphasizes the importance or getting the network marketing education that your business is dying for.

Quit Your Day Job Vending Soda - Vending Success Secrets Revealed!

2008-09-23T21:56:00.001-07:00

The one secret that I will tell you about how to make real money in the vending business is this. Persistence! If you actually set your mind to this business and were able to spend some time building this business right you could quit your day job.

It's no joke! I did it myself after working a full time job for 16 years. I took a leap of faith and made my vending machine business my lifeline for me and my family. The truth is that anyone can make money in this business.

But you have to really want it and put in the time and effort to make it happen. Vending locations are not just going to fall on your lap. They didn't for me and I know what I am doing.

So how are you going to get started in vending and most importantly bring your business to the next level where you are really making a good income? What you will want to do is start doing your homework before you even buy your first vending machine.

This is a crucial step because some of these machines can be expensive and you could end up over paying by hundreds or even thousands of dollars if you are not careful.

Do you want to make money in vending? Because if you do listen closely. First you must read everything that you can about vending in your community. Read articles, books, e books, audio e books whatever you can get your hands on and learn as much as you can. Then get out there and apply some basic marketing methods to get you new locations.

So what are marketing methods? Marketing methods are strategies and ways that you build a business and vending is no different. You must have some plan that you can implement to get new locations.

To get these new locations start by doing your homework and read as much as you can about marketing and business building.

Chris Robertson has been a successful vending operator for over 9 years. Living in Ontario Canada he provides beverage, snack, food and coffee vending services to various businesses in the GTA.He can be found at http://www.toronto-vending-services.com He has also written a vending e book which gives precision detail about how to start and operate a vending business.
http://www.myvendingsecret.com

Article Source: http://EzineArticles.com/?expert=Chris_J_Robertson

How to Implement Offline Direct Mail Marketing Campaign For Lead Generation & Direct Response Sales

2008-09-23T21:56:00.000-07:00

A large portion of offline direct mail marketing campaign successes largely depends in the preparation of your offer. You must spend time planning your direct mail marketing campaign otherwise it could be a very expensive mistake . Here are a few things you can do to help you ensure your direct mail, offline marketing campaigns win every time.

Steps for creating an offline direct mail marketing campaign:

To start, define your expected outcomes and objectives. What kind of response are you expecting and what did you base your estimated conversions on? Then you need to determine your budget, resources and time lines. Next decide what type of direct mail marketing campaign will be most effective for your product or service.

Here are some suggestions for offline - online direct mail marketing pieces:

* Post Cards: postcards are a form of direct mail, but it warrants its own category. Postcards are cheaper to produce and mail than full blown direct mail packages or sales letters, and they are great for generating leads.
* Classified Ads: This is something everyone should be testing in one form or another. It's great for lead generations. You should still have a strong benefit-driven headline and a clear call to action. Free reports work very well with classifieds.
* TV and Radio Markets are hotter than ever: National TV and radio spots may be too expensive for you...but there are TONS of local spots waiting to get filled for incredibly cheap prices!
* Dimensional Mailers: Samples, CD's and more...
* Newspaper ads: You can have catchy and bold advertisements printed in newspapers and magazines. Writing just the name of the website can create the desired curiosity to find out more about you.

Each direct marketing piece is used for different purposes and offers. Choose the option that best suits your needs (price, layout, effectiveness, etc). Next you will need to find a mailing list. How you will mail it. How to track your leads also follow up with your leads and convert them to buyers.

Last step of your offline direct response marketing campaign

The most critical step to your successful direct mail marketing is your follow up. This is where most people drop the ball. It is quite easy to do but it requires some preparation. Stay tune for future posts on offline direct marketing follow up tactics.

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Article Source: http://EzineArticles.com/?expert=Marc_Martin

Construction Marketing

2008-09-02T19:59:00.001-07:00

As a contractor, if you don't have a direct response system in place, you are leaving cash on the table. For absolutely every contact you have with any individual who could be a prospect or who might even know someone someday who might need your services, YOU NEED A DIRECT RESPONSE SYSTEM OR YOU ARE MISSING THE BOAT.

What is "direct response" you ask? It's pretty simple. You have to have a valuable offer, and a specific call to action. The worst mistake most contractors make is they hand new prospects their business card and then just cross their fingers. If you haven't noticed: Business cards and other marketing materials are very easy to ignore, lose, and throw away. And websites are even easier to escape. Just click away, right?

This is true unless you have a killer direct response OFFER, and a CALL TO ACTION. This works so well it's ridiculous. And it's so simple. Yet few construction companies use it. I don't know why. I just throw up my hands on that one. For example, a free report could be your offer. Then you could have more products and services available for sale to people who want more of what you have to offer.

Your call to action? Ask people to get on your email list to get more valuable info. Can you do a free report? Sure. Are there other options that might work better for a construction company? The possibilities are endless.

Let me share some examples of direct response techniques that have worked in the past:

One builder I know of has been offering a free hot tub with the purchase of a new home. This may sound like an expensive method. But the cost of this method can be justified by building some of it into the cost of the home.

There are also some high impact, inexpensive methods you can use to create a compelling offer. Personally, I use an offer for a free information-packed report. I advertise this report on my business card, my website, and any other publication or marketing piece which will reach my target prospect.

One marketing area where this works very well is direct mail. With direct mail, depending on your goals and costs, you should aim for at least a 5% to 10% response. This means with every 100 letters or postcards you send, you get 5 to 10 phone calls. For the typical construction company, a 5% to 10% response rate would be very effective and make direct mail a worthwhile endeavor for your business. It's possible, with good copywriting and a great call to action, to get 20% response rate or more!

Using an offer and a call to action in your direct mail piece can mean the difference between no response and a response that will land you enough projects to keep you busy for months.

Seth Holdren is a marketing consultant and copywriter based in Nashville, TN.

To read more click here: Construction Marketing

http://www.DragItHome.com is a Construction Marketing resource site for contractors, builders, and remodelers.

Article Source: http://EzineArticles.com/?expert=Seth_Holdren

Offline Direct Marketing Follow Up Tactics

2008-09-02T19:59:00.000-07:00

Creating an e-dialogue with your customers has its rewards and challenges.

Are you prepared? If you've already integrated email into your marketing plan, you know that gathering the email addresses of your customers and prospects (while essential) is only the beginning. Lead follow-up is the key to continuous business. After all, customers buy when their ready to, not when companies want them to. So, if a small business keeps in contact with their leads, they will most likely walk away with the sale. That is why many companies must adopt a lead follow-up system: so they are the one standing there when the prospect is ready to become a customer. But, lead follow-up needs to be consistent, even persistent, right? So, when does lead follow-up change from continuous contact to pestering?

Here are a few offline direct marketing follow up tactics you can use:

* Offline direct marketing follow up tactics #1:

Offer something of value in the follow-up. The point of lead follow-up is to warm the leads that weren't ready to buy yet. Give them something they will appreciate. This gives you another "excuse" for contacting the lead and makes them feel obligated to you. Staying in contact is the key, even if the prospect is not asked to purchase something every time.

* Offline direct marketing follow up tactics #2:

slow the lead follow-up down. If the prospect seems irritated by the constant communication, slow it down. As long you have the prospects information, your lead follow-up can be adapted to meet the needs of your prospects. But don't let too much time pass before you contact them again. Consistent lead follow-up needs to be made to increase the chance of a sale.

* Offline direct marketing follow up tactics #3:

Integrate mail & email, Reach your customers, wherever they are. Today, that could be offline or online, phone, on paper or strictly electronically.

* Offline direct marketing follow up tactics #4:

Process Marketing - Process marketing is the stuff you can do every day as part of your normal routine. It's long term, grows over time and rarely requires you to spend your hard-earned cash. Use business cards, brand all your stationery with your URL, talk to people about your business and look for PR opportunities in the local press.

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Article Source: http://EzineArticles.com/?expert=Marc_Martin

What is Cardboard Engineering? From Box Making to POS to Hobby to Interactive Marketing Products

2008-08-20T08:39:00.003-07:00

What is cardboard engineering? The term doesn't exist on Wikipedia. Web searches for "definition of cardboard engineering" and other similar questions find no results. You will not find "cardboard engineering" on any US site (they call it paperboard but "paperboard engineering" cannot be found either.) And yet, if you put "cardboard engineering" into Google.com it reports over 3,000,000 results, whilst a search for "cardboard engineers" produces 1,740,000 results.

So, back to the original question - what is cardboard engineering? In order to find out, let's take a look at these diversified examples - all producing quite different things but each area describing itself as being involved in cardboard engineering.

Companies who make cardboard boxes and packaging employ cardboard engineering skills to create products which might range from a fairly ordinary rectangular box to a highly innovative product to act as a presentation pack. The term "cardboard engineering" also seems to cover closing mechanisms with names like crash lock bottoms, side panel locks and tuck lock tops.

Companies involved in producing point of sale products also utilise cardboard engineering techniques in the design of POS units from giant floor standing displays to counter top dispensers. Larger POS companies employ highly sophisticated CAD design systems, cutting plotters and large format printers in their design departments and work in a variety of materials which can include corrugated board, display board and folding box board.

There are lots of cardboard engineers who utilise their skills as a hobby, creating models and automata. This group is closely related to others with crafts and hobby interest in paper engineering, card making, making books by hand and origami. These groups actually account for the largest numbers of participants with millions of world-wide enthusiasts.

However, there is one area where cardboard engineering can create quite a stir - particularly in the world of Business to Business promotional marketing. Using a combination of skills gleaned from the various worlds of paper engineering, promotional packaging, paper crafts, structural packaging and the technology involved in designing pop-up books; the cardboard engineered items produced for the promotions and advertising market are perhaps the most intriguing.

Products in this area have the most amazing movements. There are pop-up products which are powered by rubber bands which come in all shapes and sizes. They are often used in direct marketing and jump out of the mailing pack to give the addressee a big surprise. There are other products with really sophisticated movements that grow bigger when opened or they can turn and spin. There are many interactive products designed to hold the interest of the B2B customer. One UK company with a large range of examples such as these is Whitney Woods.

So, what is cardboard engineering? Well, having taken a long, hard look at the top results for the search of "cardboard engineering", it seems to boil down to a term that covers the design of any three dimensional object that is made out of cardboard - from boxes and display units to making models and to producing promotional advertising products.

Article by Paul Whitney.

Whitney Woods Ltd is a manufacturer of promotional marketing products designed using sophisticated cardboard engineering techniques. The company is a market leader in this field in the UK and publishes a range of over 50 products covering the areas of promotional pocket media, interactive marketing products, information discs, promotional pop up cards, creative folding and automatic pop up mailers. Whitney Woods also publishes a range of products which are particularly suited to Christmas promotions and for use as company Christmas cards. You can read more about cardboard engineering on http://www.popupmailers.co.uk/paper_and_cardboard.html

Article Source: http://EzineArticles.com/?expert=Paul_Whitney

Direct Mail Marketing in the 21st Century

2008-08-20T08:39:00.002-07:00

Direct mail marketing has long been a way to reach the public with a product or service and because of this companies that specialize in direct mail marketing not only understand what works best in this type of campaign they know about design, mail marketing and targeted mailing lists. A direct mail company also stays on top of the latest techniques and that can be beneficial for any advertising campaign.

Business is often difficult enough and it can be made easier when doing a direct mail marketing campaign to reach the target consumers. Direct mail advertising is a way of reaching potential customers that a business might not have reached otherwise for many reasons and some of these are not everyone orders the daily newspaper. Not everyone watches the local TV station that the business might run an advertisement and not everyone listens to the radio regularly.

For these businesses a direct marketing response campaign can work well because this will target potential customers or it can be used as a way of advertising special events to customers on mailing lists and it can be used as a mailing management technique. Direct response marketing is a way to collect pertinent data and focus on customers that are important to target and a company that does direct mailing has qualified employees to guide businesses through this selection process and come out the winner because they have targeted the right customers. This is a way of direct marketing that is a proven method of contacting customers that have an interest in the product or service instead of the public at large.

Direct mail marketing can be a useful and effective tool for any business that wants to raise their customer base or that is looking to bring return customers back this can include direct mail post cards, letters and fliers.

One important thing about mailing management is finding the right company that employs the latest techniques. This helps to ensure that the right groups of potential customers are targeted and that means the business should see a rise in their customer base and their profits. This is important because no advertising campaign is free and for a business, it can be a difference between success and failure. When they begin a direct mail printing campaign if they are not using a professional and experienced direct mailing company it can soon be a disastrous advertising venture.

This type of advertising is not new to business and it is not new to the public that made up of customers, but there are new techniques that can be used to make direct mail marketing a success in the designs alone. The direct mail company that is used must be one that will ensure direct mail fulfillment, because a company that does not fulfill the clients' needs is a doomed mail marketing campaign. This is a way of direct marketing that can have more benefits to a business than other types of advertising campaigns because the person that takes it out of their mailbox will see even the direct mail post card.

Callie Morris is a writer for direct mail marketing company MBI. They are specialists in all forms of mail marketing including direct response marketing, direct mail printing, design, management and more, with a 24 hour design to print turnaround period.

Article Source: http://EzineArticles.com/?expert=Callie_Morris

Four Formats Used to Create Effective Trade Show Exhibits

2008-08-20T08:39:00.001-07:00

Companies looking to garner exposure and generate sales will find a qualified group of consumers at an industry trade show. But they often have a small window of opportunity to attract attention at these events because of the hundreds of other trade show exhibits at Chicago shows. Therefore, in order to boost traffic, establish the company's image and to effectively sell the company's products, a trade show booth needs to be visually appealing and attention-getting.

The importance of booth appearance is why companies rely on the expertise of the many designers of trade show exhibits in Chicago. These professionals offer a wide range of formats and services to aid companies in creating a well-designed booth for industry showcases. This article describes just a few of the styles available to create a memorable trade show booth.

Pop-Up Booths

Pop-up displays make a memorable impression on visitors to a Chicago trade show. Displays of this type use an accordion-style folding framework that usually expands to the full width of the booth, creating a spacious wall to display graphics and company information. Despite its sizable structure, a pop-up style display is easy to set-up and transport because the supporting frame is lightweight.

In fact, it usually only takes one person to assemble these trade show exhibits. Chicago businesses can select from various sizes and shapes when designing a pop-up booth with a display professional. One disadvantage, however, is that once a size is selected, a demonstrator will not be able to adapt the display to various-sized exhibit areas, since the framework must remain expanded while in use.

Panel Displays

This type of trade show exhibit uses multiple panels to create an attention-getting background for the booth space. Due to the modular architecture of the panel system, graphic elements can be readily changed out or added, and the size can be adjusted to fit in most any space at a Chicago trade show. Displays of this type, however, are bulky and often require more than one person for set-up. Exhibitors may also have trouble transporting this display.

Table-Top Exhibits

For space-restricted trade show exhibits, Chicago businesses can create a professional-looking booth with a table-top display. The unit is often placed on a fabric-covered table and accessorized with top-mounted spotlights. This type of display is also budget-friendly and can be utilized in various settings, such as sales meetings or recruitment fairs, after the trade show. Exhibitors will easily travel with this display, due to its lightweight quality and small size. However, this type of exhibit is limited in its ability to stand out at a trade show with hundreds of demonstrators.

Free-Standing Banner Displays

Enhance your trade show display or draw more visitors to your booth with a vertical banner stand. These free-standing displays maximize graphic space and allow companies to show additional company information or graphic elements. To create a real "wow" factor, designers of trade show exhibits in Chicago can customize the banner stand to be in the shape of a company's logo or product. Demonstrators can increase traffic to their trade show exhibits by strategically positioning a vertical display in the walkway, or even the arena's entrance area. This type of display can also be repositioned at the company's headquarters or at an upcoming special event. The banner stand's light weight accommodates easy set-up and travel.

About the Author: Christine O'Kelly is an author for Ion Exhibits, a design company specializing in trade show exhibits. Chicago businesses can benefit from the company's 15 years of experience and their full management services for Chicago trade show displays, including creative design, set-up, restoration, and storage.

Article Source: http://EzineArticles.com/?expert=Christine_OKelly

A Guide to the Home Discount Show

2008-08-13T02:01:00.001-07:00

Ideal for interior decorators, home stylists, architects and individuals just looking to remodel their homes affordably, the Home Discount Show is the perfect marketing opportunity for both buyers and sellers. Commencing on the 26th of September, and continuing for two days at Earl's Court London, the exhibition has a lot on offer.

The fundamental premise of the Home Discount Show is to allow people to purchase home décor items at veritably giveaway prices. The sale also promises discounts of up to 75% which visitors can avail. The exhibitors undertake to deliver the purchased items to the buyer's doorstep. As well as this, there is the additional convenience of home finance options which is being offered at the venue itself, making purchasing a truly enjoyable experience in every way. In addition to the home finance options, the exhibition has a whole plethora of other facilities including garden décor and items, electrical devices and appliances, modular kitchens, furniture and fit-outs for the home.

The primary advantage of this exhibition is the convenience of having various components of home décor under one single roof which is further facilitated by the option of furniture loans, large attractive discounts and additionally the provision of home delivery.

The venue is very easily accessible, situated as it is in Earl's Court. The railway station is across the road, allowing guests to travel easily, and without the hassle of having switch modes of transport for connections. For those that plan to drive down, or take the coach services, the exhibition venues are located on Warwick Road and on Lillie Road. There is ample parking in the vicinity as well. The venue is also flanked by many main roads, including the M1, A4, M3, amongst others.

The tickets were originally priced at £10, but as a special offer, that ends on 15th August, the tickets will be free of cost. This exhibition will appeal to a broad cross section of people and not only to exhibitors showcasing their designs and innovative ideas. It is an excellent opportunity for those looking to redecorate or professionals who are looking for bargain pieces for their clients.

Catherine writes about UK Exhibition News and events and Exhibitions in Ireland.

Article Source: http://EzineArticles.com/?expert=Catherine_Gliddon

A Guide to the Salon International Exhibition

2008-08-13T02:01:00.000-07:00

Salon International, the best known event in world hairdressing, comes to ExCel London this fall in October from Saturday the 18th to Monday the 20th. The exhibition will showcase hairstylists from all over the world, highlighting the latest trends in hairdressing in a live runway show. The event will also feature the latest innovations and techniques in hair design, while sourcing the best in hair care products.

This year the Salon International exhibition will showcase around 250 different exhibitors displaying their skills in live demonstrations and runway shows. In addition to the hair show, global brands will have put up various stalls where their newest additions in hair care products will be on display. Visitors can take advantage of the incredible discounts and promotional offers.

The event will feature live stages featuring the collections of big names in the hairstyling industry such as Schwarzkopf Professional, Toni and Guy, Racoon International, Tigi, BaByliss Pro, Kemon, Wahl, and HJ. Visitors can rub shoulders with the crème de al crème of some of the best in the business and benefit from the latest ideas and trends on display.

Salon International 2008 will also display the newest designs and trends in salon furniture and salon design. This will equip and educate new salon owners and entrepreneurs with creative ideas and tips about salon décor. The Interiors Zone hosts Aston and Fincher, Takara Belmont, LSE and other well known designers. This three-day event of seminars and shows is sure to dazzle visitors with its glamour and innovative ideas about hairdressing.

The October Salon International exhibition allows exhibitors the opportunity to showcase their wares and skills while visitors can avail of the amazing offers and discounts and see for themselves what is in vogue and what is not.

The venue at ExCel London is a spacious venue and exhibitors only have to call to book stands to display their products. There are several shows which are to take place at the Salon International over the course of three days of which Sunday the 19th has the best line up thus taking advantage of the weekend visitors.

To book tickets, those interested can visit the website to book online or call one of their country specific numbers. Visitors will have no problem reaching the venue as it is easily accessible via the Docklands Light Railway from Central London. Accommodation also will not be a problem as the Salon International has made arrangements with Jigsaw Conferences who have specially allocated that a number of rooms be left available in hotels located close to the venue.

Catherine writes about UK Exhibition News and events and Exhibitions in Ireland.

Article Source: http://EzineArticles.com/?expert=Catherine_Gliddon

The Home Building and Renovation Exhibition

2008-08-13T02:00:00.001-07:00

Since its establishment in 1992, the Home Building and Renovation Exhibition has grown to include six individual shows spread around the UK. The main event is held at the NEC, Birmingham, and two other major events will be held at ExCel, London and SECC in Glasgow. Three regional shows will be held at Peterborough, Harrogate and Somerset.

The shows run from September 2008 through to May 2009. The first show on the agenda is in London, running from the 19th to the 21st of September. The show then moves to Harrogate International Center from the 7th to the 9th of November. Later that month, from the 22nd to the 23rd, the Bath & West Showground in Somerset will host the next show. After a brief spell, the excitement resumes on the 19th of March 2009 with a four day event at the NEC Birmingham. The show in Glasgow will run from the 16th to the 17th of May 2009, and the final show will run from the 30th to the 31st of May in Peterborough.

Visitors can expect to receive free advice from local experts and the Home Building & Renovation magazine. Free self-build seminars and master classes will be held to increase awareness and education amongst the visitors in each of the shows. Guests will also learn how to find the perfect plot of land to suit their needs and learn more about good financial and design packages.

At the flagship event in the NEC Birmingham, there will be 12 seminars on homebuilding and renovation held daily. More than 550 exhibitors are expected to be present. Expert consultations with national and regional suppliers will be available along with the opportunity to view new products and services and innovations in the industry. There will also be a special segment on how to turn a home into an eco-friendly, energy-saving residence. A Restoration Pavilion will provide insights on restoring and decorating a period home. The 2008 event will see the introduction of a Spotlight features area for one on one advice from experts.

The show in Glasgow is expected to draw more than 140 companies showcasing new products and services. The ExCel London show is anticipating participation from more than 200 exhibitors. It will also feature an Eco Trail, showcasing various eco-friendly products and services for ecological building solutions. Some of these include solar heating, insulation, waste systems and rain water collection systems. Altogether, the shows aim to deliver solutions for issues faced by homebuilders and renovators around the UK.

Catherine writes about UK Exhibition News and events and Exhibitions in Ireland.

Article Source: http://EzineArticles.com/?expert=Catherine_Gliddon

Creating Postcards That Always Get Read

2008-08-13T02:00:00.000-07:00

So you have a website you want to promote. You have a limited budget and you have one chance to make an impression for someone to visit your website. How do you do it?

"Smile, you're being recorded."

That statement elicits strong feelings within a person. From invasion of privacy to extreme curiosity.

Now for the design.

On the front of the postcard, will be a picture of their house and the sentence "Smile, you're being recorded."

On the back of the postcard will be your website address for them to visit. Ok, how do you make the transition from making someone concerned and curious to visit your "lose weight network marketing opportunity website" and not feel cheated?

The answer: No matter what product or service you're promoting, I found that by using this sentence, you can make anyone rush to their computer -

"Being recorded? Recorded for what? visit www.yourdomain.com"

Now for taking pictures of their house to put on your postcard. Are you ready to drive to each address on your mailing list and snap a photo? Before you get disappointed and upset, there's an easier way without leaving your home.

Key in each address on maps.google.com Then click on street level. What will come up for most addresses is a photo of the house. You can use other sites for getting a photo, but I found maps.google.com to have pictures in different angles.

If you're a PC user, hit the Alt-Print Screen keys to capture the photo and then paste it in Microsoft paint. From there, you can edit the photo to be placed on the postcard.

There you have it. You've just created an extreme curious postcard.

Daniel Larioza is a computer programmer that writes articles on various topics that are researched and personally experienced. Visit http://www.daniellarioza.com

Article Source: http://EzineArticles.com/?expert=Daniel_Larioza

Brochure Printing - Does it Even Matter?

2008-08-05T21:37:00.002-07:00

Advances in technology have set a new order for brochure printing. It used to be that you had to save your files to a disk and drive to a printer and drop it off and it is only after you do this crucial step that you are able to see proofs of your brochure. If you are a preferred client at the printer, there should be a salesperson handling your need.

Because of the Internet, driving has been replaced with uploading your file to a printers system. The proofs are then delivered to your doorstep.

Why You Should Bother With Brochures

A brochure, especially if it is in full color, is an excellent way to show off your company and its services and products. It makes for excellent bragging rights too if you have a great looking brochure.

There are actually two standard sizes of brochures: 8.5 inches x 11 inches and 11 inches x 17 inches. There are some print shops, however that print 8.5 inches x 14 inches brochures. Choosing the size of your brochure is dependent on what you are going to use it for. Think about for some moments:

- Do you need your brochure to fit into a card rack?
- Do you need the brochure to act like a self-mailing envelope?
- Will the brochure be folded and used in presentations?

When actually printing your brochure, there are only two things you need to decide on: the quality and quantity.

It is always good to ask for sample printing jobs from your printer. The rule of thumb in printing brochures is to choose the best quality printing for your budget. Standard brochures are typically printed on glossy 80 pounds /100 pounds text or 80 pounds cover stock.

In choosing how many copies of your brochures to print, there is only one question you need to ask and that is, What are on earth are you printing the brochure for?. Are you going to mail it to people? Are you going to hand it out at tradeshows? Or are you going to use it for face-to-face contact? If your brochure contains product information or price that is going to change next year, then order the amount that will last you the time period - do not order more.

But if your brochure does not contain time-bound information, then order as many copies as your money allows. There is wisdom in doing this: the more copies you order, the cheaper the cost of printing. There is not much difference in the total cost of printing 10,000 copies and printing 12,500 copies. But if you divide the total cost by the total number of copies, the per piece cost of printing 12,500 copies would be much cheaper.

Once the brochures are printed, it will only be matter of having then delivered to you safe, sound, and dry. Most printers would be happy to deliver your brochures to you at your primary location, or at a mailing facility. You can also have your copies divided and delivered to different locations. But of course, this all depends on the number of copies you have printed.

Matthew Stanton writes about this article and for My Print Shop Online which provides full-printing services to clients across the United States and Canada. The company offers the best deals in print jobs at Brochure Printing

Article Source: http://EzineArticles.com/?expert=Matthew_Stanton

Real Estate Letter Writing - Direct Mail Tips For Agents

2008-08-05T21:37:00.001-07:00

Many real estate agents still use direct mail letters to market their services. While it may seem old-fashioned to stuff an envelope in the Internet age, there are certain advantages to using real estate letters for marketing purposes.

In this article, we will look at some of the advantages of this technique, as well as some tips for success.

Benefits of Using Letters

So why should a real estate agent bother with this approach in the first place. What are the advantages of this communication medium over other marketing channels? Here are some of the key benefits.

* Affordability -- When you send a direct mail letter (as opposed to a full-color postcard), you save money by avoiding graphic design work, high-gloss paper, etc.
* Directness -- They don't call it "direct mail" for nothing. When somebody pulls your letter out of their mailbox, there's a 99 percent chance they'll open it and give it a look. The same cannot be said about other marketing techniques.
* Simplicity -- You can purchase a mailing list online through one of the big data vendors. You can write a letter on your office computer, or pay a professional writer to do it for you. You can stuff the envelopes and place the stamps yourself, or pay a direct mail company to do it. It's a simple, low-tech strategy.
* Results -- Letters have been used as a marketing medium for decades. The reason they are still used today (even in the Internet age) is that they still work.

Of course, you have to work hard to develop a strong message before you start mailing those letters out. That's the most important step in this process. Here's where you will benefit from the time-tested techniques of professional copywriters:

1. Do the proper research.

Research and planning is 75 percent of the writing process. Shaping a message from that and putting words on paper is the other 25 percent. So if you skip the research, you're skipping a big part of the direct mail writing process.

For starters, you must know everything about your real estate services. You must identify the key benefits for people when they choose you over another agent. This must come from the consumer's point of view, not yours. So step out of your shoes and into theirs.

You also need to research the current housing market in your area, average home values in the area you are targeting, changes in the economy, and other information needed to write your message and make a compelling case for your services.

2. Determine your audience.

What do you know about the people who are going to receive your letters? Are the homeowners or potential home buyers? What type of neighborhood do they live in? What has been happening in their area lately, in terms of new development and sales activity? What do these people want? What do they fear? What do they expect from a real estate agent in this day and age? You are not ready to write your letter until you have solid answers to these questions.

3. Determine your objective.

So now you've identified some key factors about yourself, and about your audience. The next question is -- what do you want them to do? In other words, what is the primary objective of your letter? Do you want people to visit a specific landing page on your website that was designed to support your direct mail campaign? Do you want them to request additional information in some way? You can't write your message around a particular objective if you don't have one.

Conclusion

This might seem like a lot of work, but it's necessary. Professional writers have been going through this process for decades, and with good reason. Today, in the world of information overload, it's more important than ever to take these steps before mailing your letters. Consumers have seen and heard it all before, so you have to go the extra mile to set yourself -- and your message -- apart from what they've seen before.

Brandon Cornett is the publisher of Postcard Smart, a direct mail advice website with information on copywriting, design tips, postcard services and more. Learn more about this and similar topics by visiting http://www.postcardsmart.com

Article Source: http://EzineArticles.com/?expert=Brandon_Cornett

Why Not to Have Residual Income!

2008-08-05T21:37:00.000-07:00

Let us start this article off on the correct footing and with a clear understanding about residual income. A definition of residual income for the purpose of this article is an income that continues to be generated after the initial effort has been expended, it can also be called passive, or recurring income. Now let us compare residual income to what most people focus on which is earning payment by trading time for dollars in the form of a fee, wage or salary or one-shot compensation that comes from commission work. Is there even a case or interest for the latter if one can make residual income, I think not!

Residual income is created when a single product tangible or intangible keeps generating revenue with little or no extra work on ones part... Reoccurring income is created when you sell a product or service one time, and individuals/business continues to pay for it. over and over again.

There are many ways to have a passive income. Frequently, net work marketing companies also know as MLM's are associated with the development and growth of a residual income. This is because it is not inheritance, large sums of money in the bank, or huge investments but anyone can do it and the factors are the right company for them, timing, and a work ethic. A regular person with no particular background but a willing and strong desire to create financial freedom can do so in this industry. For many people the promise of building a passive reoccurring income is the main motivation for beginning a business.

Now there is some caution to give to you if you are on the path to building yourself a passive income through the MLM process. Due diligence on yourself and what you are willing to invest in your success is a great place to start. Once you become clear on your own motivation and the price you are willing to pay, then you can begin to look for a good fit with a company and how you plan to market the business.

Success is infrequently accidental. It takes clarity and a sense of purpose to find out what will work for you and sustain you once you have invested of your time and energies.
If you are not willing to take the time to first work on your personal development and clarity then there is no reason to think or go after a residual income because it will not come to you through casual attention!

Do not think that it is the compensation plan or a certain company and product that will get you to your financial goals. It begins as inside jobs are you willing to do the invisible yet most important work with yourself? If not just know that is a choice that many have made. If so, there is much available to you to create your success, it of course is up to you!

You are invited to join our newsletter for tips, tools, strategies, and tactics to use in building a strong, productive team and business http://www.bestmlmmarketingmachine.com

Carol Ann Wagner has created success in the Net Work Marketing Industry fulfilling her time freedom and financial freedom dream.

Article Source: http://EzineArticles.com/?expert=Carol_Ann_Wagner

Use Direct Mail to Drive Traffic to Your Web Site

2008-07-15T09:18:00.001-07:00

Once you have created a Web site for your business, you need to make people aware of your Web site. Direct mail may seem counterintuitive, but it can actually work quite well to drive traffic to your Web site.

Read on to find out why you should use direct mail to promote your Web site.

It is more personal than email. When you send direct mail pieces to someone's home, that piece is actually inside his home, inside his personal space. This creates a greater sense of intimacy than email because all you have to know is the person's email address - you do not even have to know the person's name to send an email! People respond more to personal, postal mail than to email.

People can touch and feel direct mail pieces. When people have something concrete in their hands, like a postcard or catalog, they feel more connected to the company and the product or service the direct mail piece is touting. Interaction garners better attention and better memorability.

Direct mail is portable. When someone receives a postcard or catalog in the mail with a Web site address on it, they do not have to remember the Web site address to navigate there. They can simply carry the postcard or catalog over to the computer, set it down and type in the Web site straight from the direct mail piece. The portability of direct mail makes it easier for people to go back to your Web site.

You can target your audience better. You decide who gets your direct mail pieces, when they get them and where they get them. With television or online advertising and marketing, you do not know who is seeing your message and when.

Direct mail is cheaper than other means of advertising. Catalog printing, flyer printing and other printing methods are generally cheaper than ads you could run online or on TV. Because you are reaching a targeted audience at home, you can tailor your message better. With advertising that is seen outside of the home, you have to generalize your message for the masses. You know who lives at the homes you are mailing to, which will net you a higher response rate because you know what those people want.

People would rather see direct mail than email ads. In a recent study by InfoTrends, 61% of consumers said they prefer direct mail ads, which was three times the number who preferred email ads. People liked direct mail ads that were personalized better than general ads.

It is easy to ignore email ads. When you see an email from someone you do not know do you open it? Probably not. I know I just delete emails that have subject lines that sound like ads. Or, even emails that have subject lines like "hi" but are from an unknown source. I know from experience that those are ads and I do not even bother to open them. But, at home, whenever I get a postcard, I at least look to see who it's from and turn it over before I throw it in the trash. That right there is what makes direct mail worth it - people will see your name and Web site address and it will become familiar to them. The next time they see your name, they'll be more apt to read your stuff because they have heard of you.

A Good Letter Can Make You're a Fortune in Direct Mail

2008-07-15T09:17:00.000-07:00

Now we go back to Maxwell Sackheim. Sackheim is also well known for originating the "Book-of-the Month" club. So what can you learn from Sackheim's Book-of-the-Month club? More than you think. People are lazy. Getting people to take any sort of action is not easy. That's why much of advertising uses deadlines and limited time offers.Sackheim used this human characteristic to his own advantage. Every month, members of his book club would be notified of that month's book selection and unless they replied that they didn't want the book - it was assumed that they did and it would be subsequently mailed out to them. Clever!

Sackheim originated the idea and now every "of-the-month" club operates like this. Have you experienced this?

Perhaps you're thinking: "this wouldn't work for me" or "my business really is different" then you're missing the point and just not being creative enough.

You can use Sackheim's "Negative Option Plan" to your business. If, for example, you have a web based business, you can have a member or subscription site which brings in regular, monthly income.

Your customers' credit cards can be charged each month for their renewal of membership. People being lazy will rarely cancel their subscriptions bringing you a nice recurring revenue stream.

Sackheim's Negative Option Plan forces people to take action to cancel their renewals. Many just can't be bothered. you can take advantage of this little bit of human psychology. Of course, you will have to provide a good product or service that gives value for money.

In 1917, Sackheim met a young man called Victor Schwab who he hired as his private secretary. Schwab, working alongside Sackheim soon developed himself into a good copywriter.

Maxwell Sackheim also wrote a great book on marketing called: "My First 60 Years in Advertising". This book is now out of print (as are most of these classics) but if you're interested in the works of Maxwell Sackheim there is a book available by Jerry Buchanan called: "Billion Dollar Marketing." You should be able to get this from your high street bookstore or on Amazon.

On similar lines to the "character" formula is what is called the "open letter" technique.

1921 Publisher A.W.Shaw collected 5,063 letters that had made big sales for their originators. The publishers whittled this list down and published 72 of these letters. These 72 were analysed and dissected. The result was their publication: "72 Letters and What Made them Pay."

This book contains sections on letters that open doors; letters that increase sales; letters that turn prospects into your friends; in fact, letters for many occasions. 72 of them.

There are examples of letters that pulled 18% to 20% returns. Letters that gave 61% returns. What would you give for returns like that?

Take for example this opening sentence: "There is a man in Boston who has a unique way of making a living."

Now who wouldn't be interested in that? Most people, and that's why they keep on reading the rest of the letter.

Even if you have to give something away to entice your prospect to reply, the letter still has to be effective.

Within the above opening sentence was a sufficiently good "hook" to get the prospect to read further. But the letter sooner or later had to reveal the "Big Idea". Suffice it to say that this particular letter did get the results (a 61% return) and the pulling power of such a letter makes it well worthy of study.

"72 Letters and What Made Them Pay" will help you put together a persuasive letter for any situation, no matter what line of business you are in. And you can get tis book at: http://LongLostMarketingSecrts.com

1923 John Orr Young and Raymond Rubicam form Young and Rubicam in Phildelphia.

1928 BDO merge with Garry Batten Co. to form BBDO with billings of $32m.

1928 Victor Schwab and his partner took over Sackheim's agency after Sackheim decided to 'call it a day'. He was responsible for creating ads for Dale Carnegie; Charles Atlas; and Sherwin Cody's courses (as was Sackheim).

His famous works included the best selling 1930s classic: "How to Win Friends and Influence People".

He wrote a series of articles called: "How to Write a Good Advertisement" and introduced a 5 step formula.

His series of articles were later turned into a book, also called: "How to Write a Good Advertisement."

1930 James Webb Young worked as a professor and used his lecture notes to publish his first book: "How to Become an Advertising Man."

1930 Advertising Age is launched in Chicago

A Guide to the Baby Shows Exhibitions

2008-07-15T09:07:00.002-07:00

For three days packed with information, advice and entertainment, head out to one of the Baby Shows Exhibitions. The event focuses on pregnancy, birth, babies and toddlers. Young mothers, individuals who care for infants, paediatricians, experts, manufacturers of baby products and more gather for the opportunity to exchange views, offer tips, and provide up-to-date information. Visitors will get the chance to try and buy a variety of baby products.

In association with UK parenting club Bounty and sponsored by Volvo, the Baby Show will take place in Earls Court, London from the 17th to the 19th of October 2008. It will then move to Manchester Central from the 14th to the 16th of November 2008. From 27 February to 1 March, 2009, the Baby Show will be back in London at the ExCel, and from the 15th to the 17th of May 2009, the show will be held at the NEC Birmingham.

All four venues are expected to draw a total of 90,000 visitors in 2008, making it the perfect opportunity for exhibitors to connect with their target audience, to demonstrate their products and services, and to create partnerships with related providers. This number beats the 2007 record when a total of 74,000 visitors attended the four events.

The organization committee is extremely helpful to exhibitors. The corporate website offers an endless amount of advice and support on the best ways to promote the stands and products. It also provides information for consumers, parents of babies and toddlers, expectant mothers and so on.

At Earls Court this year, visitors will be able to try products from Mothercare, Out & About and Collect by Car. Fashion shows will be held and a VTech Baby Smart Play Zone will keep young ones entertained. A professional photographer will take photographs for visitors at the Comfort Pure stand, where one copy of the photo can be retained by the parents for free. The babies photos will be entered into a competition with various levels for winning prizes. The main winner will be awarded a modelling contract.

A Guide to the Great British Beer Festival 08

2008-07-15T09:07:00.001-07:00

The Great British Beer Festival celebrates beer from across the UK, and indeed, the world from the 5th to the 9th of August 2008 at Earls Court in London. Connoisseurs and amateurs alike are in attendance to sample some of the best beer in the world. More than 750 types of beer will be available for sale, out of which 450 are choice British ales.

The five day event kicks off at 5 pm on Tuesday 5th August and doors close approximately a half hour before the scheduled close of each session. Children under the age of 18 are admitted free of charge, but they must remain in the special Family Room, which is open from noon until 9 pm (or 7 pm on Saturday 9th August). Corporate packages for entry are available for organizations interested in or related to the brewing industry to have employees attend the event as a group.

For security purposes, visitors are requested not to carry bags to the exhibition hall. A cloakroom service will be available for a fee to deposit bags at the entrance.

One of the highlights of the Great British Beer Festival is the tutored tasting session. Experts provide guidance on the professional method of beer tasting during afternoon or evening sessions. Interested attendees will be advised on the taste, look, style, and history of the beers being sampled.

In addition to the great beer and satisfying pub grub, live entertainment will also be featured at the event. On Tuesday evening, the Chaminade String Quartet will return as a hot favourite playing everything from Vivaldi and Beethoven to jazz and chart-toppers. You may even hear some of the more popular pieces from musicals and stage shows.

On Wednesday afternoon, singer/songwriter Gary Fletcher will be doing a solo performance. Bob Harris of BBC Radio 2 once remarked that the performance was "very Mark Knoplferish." Also performing on Wednesday is the Sheffield-based band Treebeard, playing acoustic music on instruments such as the guitar, fiddle, mandolin, bouzouki, accordion, balalaikas (of various sizes), assorted percussion and instruments.

Thursday afternoon will see visitors regaled by the acoustic, instrumental world roots music of L.T.D. and later a performance by The Peter Donegan Band. Singer/songwriter Martin Harley will be performing with his band on Friday with an old time blues and folk sound as will The Bogus Blues Brothers with their signature R&B style. Rounding off the entire event will be a stunning performance from the Fulham Brass Band, which comprises a group of as many as 40 musicians playing traditional brass band music.

Entasi Displays For Trade Shows

2008-07-15T09:06:00.001-07:00

About Entasi Displays

The only trade show display system on the market with the ability to curve vertically is the Entasi. The unique look of these systems is unmatched in the industry, so you know that your exhibit will stand out in the crowd. Yet despite the powerful branding statement you can make with your booth system, Entasi displays are remarkably affordable.

Entasi Graphics

Entasi graphics are printed using a process called dye sublimation. This process essentially burns your image into a durable, washable fabric graphic that will remain vibrant for years to come. If your Entasi graphics ever get smudged or dirty, you can throw them directly into the washing machine on the gentlest setting and your graphic will come out clean. For stubborn stains, the graphics can be taken to the dry cleaners.

Entasi Structure

The structure of Entasi systems is made from aluminum tubing, which is extremely strong, but also very lightweight. The entire Entasi display systems ship in a single case that can be rolled into the convention center by a single person. The display can be set up or broken down in as little as 10 minutes by a single person working alone, which will place you miles ahead of your competitors. The simple set up of the Entasi system also allows you to save money on drayage.

Other Interesting Facts

Entasi displays are one of the most environmentally friendly exhibit systems on the market. The entire display is recyclable, and the graphics are printed using the strictest green standards. If you're looking for a high quality display with a low price tag, look no further than Entasi.

Direct Email Marketing Of Viagra

2007-07-10T02:34:00.001-07:00

For any person who uses the internet and email on a regular basis, the spectre of direct email marketing looms large. The vast majority of this form of advertising is classified as spam and is discarded without any further thought being paid to it. One of the groups of products most commonly advertised in these emails is impotence medication. In particular, Viagra, since its name and purpose is typically best known among potential consumers. The emails are not however linked to the Viagra manufactured by Pfizer; generic Viagra is often the product, as is Cialis or Levitra.

The way in which these products are marketed can differ greatly from email to email, depending on the campaign, the promoter and the assumed audience for the marketing material. Unfortunately, while advertising for something like generic Viagra can vary greatly from product to product, it doesn’t often vary. In fact the largest amounts of emails come in one of two forms. The effectiveness of the different forms is debatable, regardless of whether they are compared to each other or any other product advertised through that medium.

The first group of Viagra advertisement emails is composed of those emails which play to a man’s insecurity and vanity. These emails often appear to advocate the use of Viagra or generic versions for situations other than those that Viagra or similar medications would be used for. The majority of emails try to push people who can function perfectly well, sexually, without the drugs to use them anyway. Often a selling point seems to be an alteration in the dimensions of male sexual organs. This can give people false expectations of what will happen if they had make use of Viagra or a generic equivalent.

The second group is one that really deserves to be called spam and that is the one where random sentences and phrases are thrown together to give the impression of interesting content in the email. This then takes people directly into an advertisement for the Viagra, or range of different products that offer similar functions. Before opening, the email can look legitimate as they often seem to be from actual people rather than spam generators. This can lull people into opening them, only to discover the truth. This would not be so bad if so many Viagra emails seem to be accompanied by Trojans or viruses which attack a person’s pc. This is not a reflection of the product being sold, but tarnishes the reputation of the product none the less.

Building a List of Network Marketing Prospects

2007-07-10T02:33:00.001-07:00

When you first start your network marketing business, you'll want to connect with those in your warm market first. Your warm market is anyone you know or anyone you've had some contact with in the past. Write down the names, phone numbers and email addresses of everyone you know who might be interested in your product or your network marketing opportunity.

You do not want to pre-judge these prospects, but you do want to pre-qualify them. In time, everyone should deserve the opportunity to at least see your product or be aware of your network marketing business - don't leave anyone you know off your list. They are the basis for the foundation of your network marketing organization.

A quick list of at least 20 people who are close to you or who you feel most confident in approaching should be the first names on your prospect list. You'll expand your list daily as you realize that everyone, young and old, white collar and blue collar, will all be open to hearing about your product and opportunity and may be interested in developing a second income.

You can literally reach people around with world with your network marketing business by contacting those you know, here and now. Physically write them down, and then look for opportunities to reconnect with them. Visualize them saying yes, then commit to guiding and assisting those who are interested in your business to the levels of success they desire.

A long-term, effective distribution network is built by building relationships, not by rules or policies or just playing the numbers. This will be your strength. Choose wisely with who you share your network marketing opportunity with, because you can only effectively help lead a few at a time into your business.

Contact people who are fun and those who you would enjoy building a business and sharing success with. The return on your investment will be determined by the value and potential you see in others.

Once you have a list of network marketing prospects, there are many ways to meet, qualify, and invite people to see and share your opportunity with. The world is full of people who have a need for your product and a desire for an additional stream of income.

By building your network marketing business, you will meet many others searching for a business opportunity. Be thoughtful, be attentive and be sensitive. Listen to people's needs and many doors will open for you.

An easy way to begin the process is to invite someone to a one-on-one meeting to share your product and show your business off. You can also invite them to attend a meeting in your area - the person hosting the meeting (usually someone who has been in the network marketing business awhile) will explain the product and business for you.

Often in the beginning, you'll want to meet prospects over a cup of coffee or just a casual appointment. Home meetings are an excellent way to expose them to your network marketing opportunity also. There's no reason to pay for the cost of a hotel meeting room, especially in the beginning stages of your business - network marketing is a home-based business, not a hotel-based business.

You should certainly qualify people prior to inviting them over. Have you heard of this product? Have you ever looked at ways of earning some additional income? Are you in a position to take advantage of an opportunity if one came your way? Do you ever look at ways to help others while earning a second income?

Be honest, upfront and sincere about your product and business when inviting people to see and hear about your product and network marketing opportunity. Your excitement, enthusiasm, belief and sincerity will come through, and they'll often be delighted and curious to see what you're involved with.

One simple way to get started is to invite people to your home by letting them know that a good friend and associate is going to share some information about your a product that is being taken to market through networking, and you can ask your sponsor or someone in your upline to present the opportunity in your home.

Whatever approach you use, keep in mind that your purpose for the initial contact is not to explain the network marketing business, rather it's to invite them to get together in order to check out your product and share in the opportunity. Clear the time and make sure they're available. Your sponsor should be able to give you some assistance in this area of effective qualifying.

Building a list of network marketing prospects can be fairly simple at first, but beyond the warm market you'll need to vary your approach and build a relationship prior to inviting them to see what your product and business is all about. Again, your sponsor is here to help you with building your list outside of those you know.

This article is for informational purposes only and may be used whole or in part freely as long as the content is unmodified and you cite the source by linking back to this original document.

Loyalty's Nine Lives by Allan J. Katz Part 2, Continued

2007-07-07T02:45:00.001-07:00

There is an old saying that cats have nine lives.

Legend has it that Baldwin III, Count of Ypres, threw some cats from a tower in AD962. Europe was a tough place for cats in those days. But the more simplistic answer is that cats are resilient creatures, who manage to get into the tightest places and still land on their feet. Most have split personalities, suffering from eternal schizophrenia. One minute they’re cuddling up to you like a warm, furry ball. The next they’re arching their back and hissing, afraid of their own shadow.

Customer Loyalty has nine lives also. After all there is only so much a customer is going to take before he leaves because of one of your employees’ indifference to his existence.

Loyalty has to begin before you attract the new customer or client. The same rules that apply to keeping customers must be firmly in place to attract your perfect customer in the first place.

Last month we discussed the first four; Competence, Innovation, Communication and Customer Service. Here are the final five.

Rule Number 5: A Life Of Consistency

A wise old sage once told my wife and I when we were first married. “The key to a good marriage is consistency.” He advised us to go to a romantic restaurant once a week, every week. Enjoy the mood, the warm atmosphere, the elegant service and each other’s company. It will set the tone for the rest of your week and your marriage. Well, I’ve been married now for 33 years and I can tell you honestly that this one piece of advice is responsible for my being happily married for so many years. See, I go to the restaurant on Tuesday nights and she goes on Wednesday nights.

Rule Number 6: A Life Of Honesty

There were two applicants applying for a job at a prestigious Fortune 500 corporation. Each was impeccable in his dress, resume and qualifications. One was from the North and one from the South. The interviewer could not decide who to hire because they were both so similar. Finally he decided to test them. They both received the same score – one wrong answer. He still couldn’t decide. After reviewing the answers to the test, he finally decided on the gentleman from the South. The Northern applicant was furious. “What do you mean, we both missed only one question.?”

Yes, said the interviewer. “It wasn’t the number of wrong answers, it was the answer itself.” The hired applicant had put “I don’t know” and you put “I don’t either.”

Rule Number 7: A Life Of Flexibility

Winston Churchill said, “Kites fly higher against the wind.” Successful entrepreneurs know the secret to their success is being flexible. Flexibility means knowing when to give in and when to hold firm. When to give up a product or service you “love” but isn’t selling or when to keep going and never give up. It’s one of the most difficult decisions we have to make. Especially when it comes to dealing with customers. Sometimes you have to fire a customer who is a constant thorn in your side. Other times the customer is always right. Think about the lifetime value of that customer before you upset them with rigid rules and regulations. Be more flexible and keep more customers loyal.

Rule Number 8: A Life Of Being Trustworthy

There are four elements of trust, one being “I do what I say I’m going to do, when I say I’m going to do it.” Follow through with customer or client requests. So many companies make promises they know they cannot physically meet, yet to “save” the account they fudge the production schedule a little bit. It’s better to under promise and over deliver. Make that your motto. Take the word TRY out of your vocabulary. It’s a wimpy, negative word. “I’ll trrrrrrrrrry.” Maybe I will and maybe I won’t. Nothing like a little confidence. Even “I’ll do my best” is better. It’s just that your best, better be not just good, but great.

Rule Number 9: A Life Of Integrity Allie Prescott, past President of the Memphis Redbirds, the farm club baseball team of the St. Louis Cardinals said, “There is no such thing as a momentary lapse of integrity.” Even with all 8 of these life principles, if you don’t constantly maintain your integrity, you’ll spend your entire life wondering who you told what, to cover up that other thing you once said. It’s not a pleasant way to live.

I once farmed out a printing job to a 4 color printing shop. My client defaulted, left town and never paid me. A real shyster. I could have easily said, “my client didn’t pay me, I’m not paying you.” But I didn’t do that. I paid the $4000.00 each month until I paid it off because I didn’t want to ruin my reputation in the community.

Always tell the truth and truth will pay you back handsomely.

Allan J. Katz is the Loyalty Coach who helps entrepreneurs attract more customers and keep them loyal using the proven strategies and tactics he’s developed to earn millions of dollars in revenue for this clients.

He is a 'Certified Professional Innovator' from Parthenon Innovation Group in Nashville, Tennessee. and the former President of the Direct Marketing Association of Memphis.

The 9 Lives of Customer Loyalty

2007-07-07T02:44:00.000-07:00

There is an old saying that cats have nine lives.

Legend has it that Baldwin III, Count of Ypres, threw some cats from a tower in AD962. Europe was a tough place for cats in those days. But the more simplistic answer is that cats are resilient creatures, who manage to get into the tightest places and still land on their feet. Most have split personalities, suffering from eternal schizophrenia. One minute they’re cuddling up to you like a warm, furry ball. The next they’re arching their back and hissing, afraid of their own shadow.

Customer Loyalty has nine lives also. After all there is only so much a customer is going to take before he leaves because of one of your employees’ indifference to his existence.

Loyalty has to begin before you attract the new customer or client. The same rules that apply to keeping customers must be firmly in place to attract your perfect customer in the first place.

Rule Number 1: A Life Of Competence
Competence means you know what you’re doing. So many entrepreneurs start businesses by the seat of their pants, hoping experience will be that sole master teacher that ushers them into the promised land.

If you have to “wing it” every time a customer asks you a question because you’re not sure you’re right, go back and get an education. Read your trade journals for crying out loud. Take a continuing education course in accounting or management. But don’t represent yourself as being an expert in something you’re not. It spoils your chances for establishing any semblance of rapport with your customer.

Product knowledge is essential today. In a world of media information overload, people don’t know who to believe anymore. If you’re competent let it shine. Show prospects and customers you know what you’re talking about and you’re on your way to winning a loyal following. But that’s not all…

Rule Number 2: A Life Of Innovation
You have to be innovative. You can’t rest on your laurels forever and still drive a horse and buggy. Well you can, if you live the simple life in middle Pennsylvania. For the rest of us, technology is changing our world everyday in ways most of us can’t and won’t understand. Ideas are a dime a dozen. Results are more expensive to produce, but yield greater rewards in the long run. Be willing to change, to experiment with new ideas, new offers, new incentives, new technology, new machinery, new seminars and education. Live a life where innovation is the rule, not the exception and your customers will come back to buy whatever you produce.

Rule Number 3: A Life Of Communication
We humans don’t have great memories, unless you’ve taken one of those memory courses. (I’ve forgotten the name). Customers have short memories also. What appeared like a great deal or great value a few months ago may seem pale to the warm and friendly letter your competitor just sent your best customer.

You may be an expert at what you’re doing. You may be creative and innovative. But if you don’t communicate these attributes to your customers, they’ll go somewhere else. Plain and simple.

The power of communication is what separates man from animal. The power of speech.

Today, modern technology has made it simple to communicate regularly with customers via e-mail, letters, postcards, faxes, instant messaging, telephone. Yet few small businesses have a system in place to keep in constant contact with customers. To insure loyalty, communicate. There will be plenty of time for silent musings after you’re long gone.

Rule Number 4: A Life Of Customer Service
Jim Rohn, America’s foremost business philosopher says, “ If you make a sale, you make a living. If you make an investment in time and good service in a customer, you can make a fortune.”

An old study by the Rockefeller Foundation found that 67% of customers leave a business because of an air of indifference on the part of an employee, manager or owner.

I went to my barbershop the other day. It was early in the morning just as they opened. One of the technicians had a cancellation and was cleaning up to fit me in. Suddenly, my regular barber walked in, not knowing I was next, and said, “ I’ll have to get to you in about an hour, I’ve got other appointments.” I will never let him cut my hair, ever again.

Master Target Vs. Rented List - 12 Times Higher Response With 36 Times Lower Cost-Per-Sale

2007-07-03T03:23:00.001-07:00

ASSIGNMENT: An enterprise data storage company wanted to substantially increase penetration for its storage products among the 4,000 largest hospitals in the United States.

GOAL: Gain maximum number of initial responses from qualified targets in order to initiate a marketing and/or sales dialogue.

KEY STRATEGY: The company compared its traditional direct marketing approach with Massini Group’s Master Target Site List (MTSL) B2B database marketing approach—all while tracking initial responses. The incumbent approach involved targeted direct mail and rented lists. The rented lists had exactly the selection criteria the company wanted, and were generally known to be the best sources available. The direct mail seemingly produced good results, generating a 4.5% response rate in a market generally known to produce a response of 0.5%. However, of the 450 responses, only 100 actually fit the target list criteria of being from one of the 4,000 largest U.S. hospitals. The majority of the responses were from hospitals that were too small, or from allied industries (companies selling products to hospitals). Of the 100 responses that did reflect the target list criteria, 50 were from hospitals with previous sales processes underway; so, these did not present new sales leads. This left only 50 new hospitals that would be considered “good” prospects for the sales force. Thus, the “successful” direct mail program really only generated that same anemic 0.5% response the market “expects.”

ENGINEERED PROCESSES: Using Massini Group’s MTSL approach to achieve the same objective, the company purchased an unlimited-use list of contact names and cross-indexed them with the target 4,000 hospitals. There were 2,500 contact names connected to the target hospitals. The remaining names (those not on the target list) were discarded for a lack of fit prior to any further investment by marketing or sales. A telemarketing effort was directed at the 2,500 names, and 900 offers were accepted, representing 600 of the target 4,000 hospitals. All 600 sites were in the MTSL of 4,000 hospitals and none of them had a prior sales force relationship. Both of those factors were confirmed prior to the telemarketing effort.

RESULTS: The MTSL approach resulted in 12 times more accepted offers by qualified prospects than the incumbent direct marketing approach.

To further emphasize the value of the MTSL approach, the cost of the rented list approach was three times the cost of the MTSL; therefore, the MTSL approach, in terms of cost-per-outcome, was 36 times lower than the traditional approach.

Match Your Direct Mail Marketing Offer with Your Sales Reps' Best Closing Techniques in B2B

2007-07-03T03:22:00.000-07:00

If you use direct mail to generate leads for your sales force, and if you’re hunting for an offer that will motivate prospects to respond to your mailings, how about asking your sales force for some advice?

Your best sales people know what to say to prospects to close sales. Different folks need different closes. You can take these closing techniques and make them your direct mail offers.

For example, certain buyers are short on cash. They prefer extended payment options, such as leasing or vendor-supplied financing. Your best sales people will often close these prospects with an offer of interest-free financing. So make free financing your offer in your direct mail piece. A closing technique that consummates a sale is likely to persuade a potential customer to start the buying process by responding to a similar offer.

Other potential buyers are more concerned with negotiating a deal. They want a bargain. Your more successful sales people know that the best way to close these types of prospects is to use a drop close (a closing technique where the sales rep asks for the order by dropping the price). So offer a discount in your direct mail lead generation piece.

Other potential clients are motivated by fear. They fear making a poor buying decision that will look bad on their annual review, or embarrass them in front of their colleagues. Ask your sales people how they close prospects like this. You may discover that the best close is the one that feature a money-back guarantee, or an extended free parts and labour warranty at no extra charge, or a free demo. Each of these closes has the potential of being an effective offer.

By matching your front-end direct mail offer with a proven closing technique, you should generate more leads, close more business, and increase the quality of leads that you hand over to your sales people.

Direct Sales - You Joined! Now What?

2007-06-29T02:51:00.001-07:00

Here is the scenario: You found the perfect Direct Sale Company. You purchased your kit and it has been delivered to your front door. You are very excited about this business so you quickly open it and spread the contents all over the floor. You have now looked through everything and then you start to think "What am I suppose to do with all of this?"

First of all you should sit down and come up with your why. Your why is the reason or reasons that YOU decided to begin your business! Everyone has a different reason for starting their own business. Personally I have several reasons.

#1 I absolutely hated working for someone else. Yes I have had jobs I enjoyed but most of them I did not and I do not see the point in working for a flat rate while you are making someone else rich!

#2 I want to be home with my kids! The hardest thing I ever did was drop my daughter off at daycare for the very first time. I had to go back to work when Madison was 3 weeks old. To begin with she stayed with my mother and then after a few weeks we enrolled her in a daycare. Even though I knew the daycare director because she was my dads "High School Sweetheart" and even though I completely trusted all of the wonderful ladies there, it was still very tough for me.

#3 I like paying myself what I think I'm worth and not what someone else thinks I'm worth! I bet you are wondering what I mean by that. Well, when you go for a job interview and they look over your application and ask you anything and everything they feel as though they need to know about you, they then decide what they think you should be paid. Well now I decide what I think I should be paid. I decide how much I think I am worth and work hard to achieve that goal! If I know I need to make $500 this week or even $1,000 I know what I need to do to make that! That is probably one of the things I hated the most about having a "J.O.B" was the fact that no matter how hard I worked from one week to the next I was still going to make the same "Flat Rate" every week. Now I decide when I want a pay raise!

Have you thought of your why? Okay now lets move on to the next step.

Set up your workspace! This workspace can be anywhere. This is a place you can call your own. A place that you can sit and concentrate 100% on your business! I am blessed to have a office. A room in my home that is completely set up with everything I need to run my business. If you don't have an extra room in your home where you can do this, that's okay! Simply find a spot in your home that you can make your office space!

Have you thought of where your office space will be? Okay lets move on to the next step.

Become a product of the product! If you sell make-up and skin care then be sure you are using that brand of make-up and skin care. Wouldn't it be a little embarrassing if you began a Arbonne or Mary Kay business and one of your clients said "Oh I LOVE that eye shadow you have on today! Can you order me some of that?" Only to find out that it isn't even made by the company you are a consultant for! Or say you are an Associate with Waktins, you have been trying to convince your best friend to use the wonderful cleaning products Watkins has to offer. She comes over to your home and sees another brand of cleaning products under your kitchen cabinet! Now she is probably thinking "If the products are SO great why isn't SHE using them?" I truly believe that you are more successful trying to sell a product that you have actually experienced yourself! Its easier to sell something you love!!!

Have you decided what products you need from your company? Okay lets move on to the next step.

Write down your goals! This is VERY important! If you don't know what you are working to reach then why are you working? I have several goals.

#1 To be able to send both of my kids to a private school! Right now they are only 2 and 11 months but it is never too soon to start saving!

#2 I want to stay debt free! I no longer have to purchase anything with a credit card and I plan to keep it that way.

#3 I want to bring my husband home! Me and my kids truly miss my husband when he is at work and one day he will be home with us full time!

Everyone's goals will be different and once you reach certain goals then you will have new ones! My goal use to be to work from home. I'm doing that so I needed to add new goals to the list.

A great tool to help you reach those goals is to have a Dream Board. A dream board can be a simple bulletin board that you just post pictures on. If you are trying to earn a company car then post a picture of that particular car model. If you are trying to earn a trip then post a picture of your destination! You would be surprised on how seeing those things daily will help motivate you. You can even post these pictures on your refrigerator and bathroom mirror!

Have you thought of your goals and dreams? GREAT! Okay lets move to the next step.

Make a list of 100 people that you know! Are you thinking "I don't even know 100 people!" Yes you do! Think hard! Go down this list one by one and contact them all! Try to book some kind of activity with each person. This could be a party, business presentation or just a time to drop by a catalog. This will get your business off to a powerful start!

So atleast now you have started! Keep up the great work and you are sure to be a success!

P.S. I Want to Restate My Offer To You

2007-06-29T02:50:00.000-07:00

Every sales letter needs a P.S. - don't even think about completing your letter until you've created one.

The P.S. can make or break your letter.

According to DM legend Ted Nicholas, the 7 most used P.S. types in successful sales letters are those which:

1. Motivate the prospect to take action now

==> Ex. "P.S. We will not repeat this offer in 2004. please act now. This offer expires on 12/31/03."

2. Reinforce the offer

==> Ex. "P.S. Apply today, and enjoy all the benefits of membership. Those listed here are just a handful of what's available..."

3. Emphasize or introduce a premium or bonus

==> Ex. "P.S. We've ordered enough FREE CREELS - we think - to meet the anticipated response. But they are likely to go fast, so why risk waiting months while we re-order? Since your creel will be shipped as soon as you pay for your subscription, why not get it immediately by enclosing payment now?"

4. Introduce a surprise benefit

==> Ex. "P.S. Please note that your Gift Card has your name on it - and may not be used by anyone else."

5. Emphasize price or terms of your offer

==> Ex. "P.S. Put our statements to the proof by subscribing for the next 12 weeks for just $12. This is the shortest subscription term we offer - and is a perfect way to get acquainted with The Gazette."

6. Emphasize tax deductibility of purchase

==> Ex. "P.S. It's important to note that The Gazette's subscription price may be tax deductible."

7. Emphasize guarantee

==> Ex. "P.S. Should The Gazette not measure up to your expectations, you may cancel this trial arrangement at any point and receive a refund for the undelivered portion of your subscription."

Increase Your Direct Marketing Response Significantly

2007-06-22T03:08:00.001-07:00

The effectiveness of graphic design is easily seen when you recognize the power that the hierarchy of recognition and icons have on the buying decisions of your customers. Following describes the hierarchy or recognition and defines each of the elements of it.

Hierarchy of Recognition

The human mind recognizes items in distinct patterns and order. Failing to know and utilize them will diminish your ability to sell your products and services. Ignoring the hierarchy will dramatically decrease your pieces productiveness. In a crowded market place it is vital to own a color, a shape, a number and a word! The first item of recognition is color. The second item of recognition is shape. The third item of recognition is numbers. And the last item the mind recognizes is words. Use color, shape and numbers to intrigue the mind before you use words.

Color

Color is the first item recognized by the human brain. Make sure your marketing piece is consistent with your brand and uses color to reinforce your message. Weak color choices will subconsciously weaken your message. Action and emotion are represented by color choice. Owning a color is key to separating your brand from the competition.

Shape

Shape is the second item recognized by the human brain. Something about the shape of your product, logo, and/or package design must be imprinted onto your customers mind to build a lasting relationship with your brand. Don’t discount the power shape has on the success of your marketing piece. Brands like Coke, Nike, P&G and McDonald’s use the strengths of shape to win the first seconds of recognition and sell more because of it.

Numbers

Numbers are the third items recognized by the human brain. Wherever possible use quick reading numbers in your callouts. They are less abstract than words, therefore are more powerful. They can help you direct customers to specific areas on your marketing piece. Where possible link a simple number to your product. It can help distinct you from competition or imposters.

Words

Words are much more abstract that color, shape and numbers making it harder for the human brain to recognize. To recognize words the brain must interrupt what it is currently doing, engage and differentiate between other words before it recognizes it. To win the first few seconds of decision making words are the least effective of these tools. To strengthen this inherent weakness use power words, avoid tragic words and always us a compelling headline. To win at marketing you must successfully interrupt, engage, educate and to make a compelling offer, one your customer can’t refuse!

The Psychology of a Customer

The hierarchy of recognition is one of many points to consider when developing a marketing piece. Make sure your marketing team, be they in-house employees or professional consultants know as much as you, if not more, about your customers and what motivates them to take action and make purchases from you. There are many skilled marketers and designers out there but few know and understand the vital marketing skill of selling.

Weigh their ability to sell as high as any other part of their resume or you may get a beautiful piece that cannot sell.

Multi-Level Marketing is Dead - Killed By The Internet

2007-06-22T03:07:00.000-07:00

The MLM Business model was an effective distribution network for products from a variety of categories. From vitamins, to household appliances, there was an MLM company that could gear up its band of distributors and take that product to market.

However, the MLM business model has been eclipsed by the gargantuan power and promise of the Internet. With a direct intention to enhance the progress of any business, the Internet has that has trampled, discredited and almost destroyed the MLM industry.

The promise of riches, success and wealth from MLM participation has imploded into the faces of millions of innocent business owners who are devastated financially because their MLM hopes and dreams have failed. But thousands of starry-eyed “would have beens” MLM'ers have turned their backs on the hyperbole of the MLM swan song and merged their dreams of financial freedom to the Internet.

The Internet home base business opportunity has replaced all those secret home meetings and overpriced "sizzle" products offered by those redundant MLM companies. The Internet opens up a whole cornucopia of business opportunities that offer a variety of product, services and pay. The Internet really does provide the the average person a real chance to achieve above average income that leads to financial freedom.

Online businesses like eBay provide new entrepreneurs with a ready-made customer base and storefront. These ebay entrepreneurs are a true testament to the power and promise of the Internet. Almost anyone has what it takes to make it to the upper tiers in eBay. Conversely, with the MLM business models, only 2% of new MLM distributors will ever see a profit.

According to Skip McGrath, author of "Titanium eBay” he calculates that eBay PowerSellers earn anywhere from $1,000 to more than $150,000 monthly. Even the lower figure of $1,000 per month is more than the average MLM recruit earns per year. According to their own records, one of the top MLM companies revealed that their average leaders earns less that $2,500 per year.

Consumers no longer require an MLM company for distribution of products. Walmart has created the most effective distribution channel anywhere in the world. Walmart provided low cost home care and personal care products at a cost that few MLM companies can compete with.

Using the Internet consumers are able to buy almost anything they want from the privacy of their homes. Online shopping is a billion dollar a year business. Most consumers will not jump through the hoops imposed by MLM companies to purchase their products. Customers are not obliged to pay to purchase products, the Internet provides too many options.

Customers do not want to pay to play with an MLM Company, they will just click away and find the same product at a cheaper price.

MLM cannot survive in a market that offers individuals an infinite number of choices. When MLM was the only game in town, individuals joined in droves, MLM companies sprang up everywhere and for years this industry thrived. That time has passed. The Internet is a virtual marketplace with endless possibilities for all the promises that the MLM business model failed to provide.

MLM companies cannot survive close scrutiny. The Internet is the ultimate information gathering medium. The same communication medium that the MLM giants intended to use to expand its customer and distributor base is actually the medium that has exposed the MLM opportunity as a game of cards that is falling fast. Several television expose' have shown that MLM companies despite their benevolent claims use new distributors in an elaborate scheme to enrich itself, not its community or its distributors.

Pick Direct Mail Marketing Lists that are Added to Often, Not Just Updated Often

2007-06-18T22:56:00.002-07:00

The success of your next lead generation mailing might depend on one simple question. Before you rent a list of potential customers, ask the list broker this straightforward question: “How often are the names on this list added to?”

Don’t simply ask how often the list is updated. The list might have been updated yesterday but might not contain any more names than it did eight years ago.

An update to a list might be nothing more than making sure the names and addresses are accurate, or that each record has a phone number. But that’s not as important to you as a fresh list.

Where direct mail lists are concerned, you obviously want accuracy. You don’t want to mail to people who have moved. You don’t want to mail the same piece of mail to the same person twice because the person is in your database twice.

But an updated list is not the same as a list that has been added to. So make sure you ask your list broker how often the list in question has new names added to it.

An updated list is clean. But a list with new names is fresh. You want a list that is both clean and fresh. You want a list that has plenty of new names on it.

Ideally, you want a list that is updated often and added to often. That way, your direct mail offer reaches the most prospects, since less of your mail will be returned to you as undeliverable. And your package reaches more potential buyers, because more people on the list will be receiving your offer for the first time (assuming you have mailed to the same list before).

Five Tips For Effective Marketing For Your Home Business

2007-06-18T22:56:00.001-07:00

You have raised a home business with the help of products and services in which you honestly believe. Before counting your money, however, you need to make sure that your business has a future. And the best way to do this is through a carefully planned business-marketing program. Here is what you have to do.

1. Do it your self. Do not delegate the building of the market foundation of your company. Even if there are some more qualified employees working with you, they do not know or love your business as you do. Ask for guidance from experts or hire them to help you design a business marketing plan, but bear in mind that the best results possible will come only out of your working closely with those experts.

2. Don’t be shy. If you are reluctant to personal contact, you need to change your mind. Business marketing is about overcoming your inhibitions and coming out of your shell. You will not manage to market your business successfully unless you will personally speak up for it. Every time you are presenting your offer you must sound convincing and natural. Any hesitation from your part will reflect poorly on your sellings.

3. Act ethically. Your most important rule is to remain correct above anything else. Don’t be tempted with get-rich-overnight scams because they will destroy your lifetime work and cause your company to go bankrupt. If you want to achieve success, you must show respect to your customers by not using deceptive or illegal methods.

4. Focus on the benefits of your products or services. When planning a business market campaign, make sure you remember to emphasize the benefits rather than the features of what you are offering. Costumers are more likely to retain how their life will be made easier by your products than what special characteristics they have.

5. Chose a quality campaign over a flashy one. Many home business owners fail to understand that a big flashy marketing campaign is not all matters. Sometimes, the best way to draw the attention of your customers is by a less ostentations approach. You should aim for something that the audience will be able to retain long enough so as to convince them to buy from you.

After designing and implementing your marketing campaign, do not forget to evaluate the results you obtain. There is always something to learn from your successes and failures, not to mention that by doing so you will shorten your way to ultimate achievement.

Marketing Prepares You For Life

2007-06-12T05:11:00.003-07:00

Marketing has enjoyed tremendous growth over the last five years. Today, Marketing has over 200 offices throughout North America. Currently, Marketing annual sales are well over 144 million dollars (US); a compelling testament to the fundamental beliefs of Vector Marketing's business: People, Products, and Programs.

The lifeblood of success for Marketing can be traced to the amazing people who have had a direct impact on Marketing's growth and prosperity. Marketing Skills for Life offers a glimpse into the personal views of those who have had the opportunity to learn first-hand how the Marketing experience was so beneficial to them. Whether it's a skill they inherited through time, or simply an emotion that allowed their professional career to take shape, these specific examples are shared.

The stories are a result of the hard work and dedication each individual applied to themselves in order to be the best they could be, and what it took to excel in the business realm. We hope that these chronicled accounts serve as an example to all those who are striving to achieve their goals.

Entering the Job Market

When students leave the formal education system they fall into one of three groups; graduates who find employment, dropouts who find employment, and dropouts who become a burden on society.

Professionals who credit the education system for their success. - Formal education, where the system inspires a vision, helps students discover their natural talent, then gives them opportunity to develop it and then helps them find their first job. Interest usually relates to the white-collar world.

Professionals who credit their success by rejecting the education system. - Self-educated, where the education system labeled them failures. They were rebellious and their rebellion helped them find a vision that motivated them to discover their natural talent and they found ways to develop it. Interest is usually related to the blue-collar world. With no help from society, they found employment and advanced to highly respected positions.

Unemployable who rejected the education system. - Teenagers who are in conflict with classroom environments and NEVER find a vision or their natural talent. They do not know how to overcome negative classroom labels and are not aware of self-education skills that worked for other high school dropouts. They are confronted with barriers and then believed the negative labels placed on them. As a result they become a burden on society. Society uses these people as examples of what happens when students don't play by the formal education rules.

Society pressure group three to reenter group one. Group three's best chance for developing productive skills is to follow group two's example. This is the concept behind The Self-discovery School.

Teenagers who are in conflict with classroom environments, are repeatedly told they are FAILURES. This message is broadcast by the teacher's pressure to get students to comply. The message is then picked up by fellow students whose words are derogatory; dummy, stupid, idiot, which labels them as the classroom outcast. Their reaction is predictable.

The process starts with negative self-esteem.
They become intimidated in the presence of intellectuals.
Rebellion sets in.
Being a trouble maker gets recognition.
Drugs soften the misfit pressure.
Criminal behavior becomes their occupation.
Rebellion starts with inward conflicts of having to fight outward social pressure to be something they are not.

The subconscious is trying to discover itself.

Wanting to be accepted. They know they don't fit.

Wanting to be somebody. Teenagers have dreams of doing great things until their social environment kills them.

Teenagers need opportunity to develop non-academic skills such as apprentice programs. Starting at the age of 14, they should have opportunity to experience welding shop tools, machine shop tools, carpentry tools, etc. Experience with blue-collar skills can make them aware of their unique talent while inspiring a motivating vision.

For super achievers, their vision started during their early teens or before. This is the time to plant visions, not wait until they are twenty.

Improve Direct Mail Response Rates With Promotional Products

2007-06-12T05:11:00.001-07:00

Direct mail has been proven an effective marketing technique that generates new business. The same is true for promotional products. A number of research studies have shown that giving away promotional items augments a company’s clientele base significantly. As both are important strategies in the marketing of a business, many are now combining these two approaches for an even more successful outcome. Promotional products, when paired with a piece of direct mail, can greatly increase direct mail response rates. Experts say that sending a promotional product along with a piece of direct mail can increase the response rate by as much as 50 percent.

One real life case study involves a local mortgage company in a particular city. In the past, this certain company had utilized the methods of direct mail only. However, after learning about the maximum benefits associated with combining direct mail strategies with promotional products, a change was to be made. This certain mortgage company worked with a promotional consultant to create the ideal scenario and include both strategies in the same campaign. In addition, this business was already effectively incorporating the use of a mailing list, which the firm’s in-house marketing director had created. The results of the previous attempts of direct mail submissions were to be compared with the new approach of giving away promotional items along with the sales letters.

Each recipient on the mailing list received a personalized letter advertising a certain interest rate and explaining the details and legal restrictions that were involved. The material was time-sensitive and the packaging indicated so. The letter welcomed potential clients to make plans to purchase their first home, to refinance their existing home, or to upgrade into that house that they had been dreaming of. In addition to the sales letter the local mortgage company had composed, members of the marketing team also enclosed a small, easily mailable promotional item that fit easily into the package and didn’t add extreme costs to the postal fees. Small pads of paper in the shape of a house were an added bonus. Imprinted on the pads of paper was the complete contact information for the mortgage company including the names of the owners, web site URL, phone number, address, and hours of operation. Potential clients received the invitation to respond to the special offer via the direct mail piece, as well as a free gift item- one that was extremely simple, but one that could also be useful for taking notes during their mortgage process. The results were better than expected. This mortgage company noted a forty percent increase in the response rate of their efforts using both the direct mail sales letter in conjunction with the free promotional item.

Remember these helpful suggestions when organizing your next direct mail campaign.

- Give your prospective clients a reason to respond. Involve a brand new incentive, or a special discount. Tell them about a new program.
- Choose a promotional item to send that mails easily. Gift cards are an excellent example. Offer potential customers a few free ring tones for their cellular phones. Giveway a free Itunes song. Other mailable promotional products include magnets, bookmarks, wide shaped pens, letter openers, mouse pads, and pads of paper.
- Remember also the demographics involved with those you desire to reach. If you are targeting first time homeowners, connect your promotional products to this group’s age group, values, beliefs, and economic status. Also consider relating your promotional items to a certain theme. If you are promising to save your potential clients money on their down payments, choose an item that will express this. For instance, you could imprint a money clip with your business’ logo and contact information.
- Have a time-sensitive offer. Give your recipients a deadline by which to respond.

Many businesses have used direct mail strategies because of the powerful marketing technique that it is. It can reach new clients and generate new business. Similarly, other companies give away promotional products for their advertising. Experts have shown statistics indicating that both of these marketing strategies are very effective in increasing customers and sales in a company. Doubling these tactics can take your business to the next level. Have you considered combining these two approaches for an even more successful outcome? Contact one of our helpful promotional consultants today to imprint the product of your choice.

Pairing promotional products with direct mail sales letters increases customer response rates. Experts say that sending a promotional product along with a piece of direct mail can increase the response rate by as much as 50 percent.

Do The Latest Marketing Techniques And Strategies Actually Help Market Your Business?

2007-06-07T04:50:00.001-07:00

I know, I know...

Huh?

"Joe, of course the best and latest marketing strategies are going to bring the boatload of profits and worry - free business they promise!"

Sure they can...but is your business at that level yet?

Come on now, put your ego aside and really do an honest self - evaluation here.

Does your current marketing process carry a client from "just looking" to "sold" effortlessly?

Some things to keep in mind when you are analyzing the strength of your current marketing efforts:

1) Message - does your marketing message contain and promote your Unique Selling Proposition? If not (and most marketing messages don't) then this is the first step of implementing the "basic" marketing rules to your business. If you do not know what a Unique Selling Proposition is...well...why even begin to look at the latest and greatest marketing techniques in the first place? Walk before you run, grasshopper.

By the way, this is the most basic of marketing techniques...and the most often overlooked or not even used.

2) Market - For those few businesses that actually have defined their U.S.P., the next step is to match your unique message to your market, or the clients you wish to target. The key word there is target. If you fail to clearly identify who your ideal client is...your money will run out someday and your business will fail, period. To start you off targeting your market, think of your market in this manner:

--You want the most clients in a pool of the most defined niche possible...for example:

Targeting a huge pool of clients like "all males" or "all females" is not good enough of a target.

But...

a) Targeting "All females, 25 - 34, with median income of over $30,000 in the household" is a good start depending on your product or service, and your U.S.P. if it is well developed.

Or...

b) Business Opportunity seekers that have recently purchased a mid - level coaching program.

Or...

c) Real Estate Investors that deal specifically with pre - foreclosures.

Do you see the common thread in each of a, b, and c?

The market is actually narrowed a little bit further than the general category. What you are shooting for here is a sizable enough market of potential clients, but narrowed enough so you can be considered a "specialist" in that market.

Match your U.S.P. and message to your market correctly...

And you will have all the profits your business needs. But there is one more "basic" marketing technique that you need to master before you advance your business to the level where you can start to think about using all of those bigger and better advanced strategies you keep looking at.

3) Basic Marketing Media and Testing - The "how you're reaching your market" stuff. What is the best media to use? Are you testing different approaches and then developing those that work?

Even for internet marketers...online may not be the best place to market your product, but rather the best spot for the client to place their order. Offline media such as newspaper, direct mail, seminar marketing, and others may actually work to promote an online business better than simply directing Pay Per Click ads at a website offering a "freebie" or introductory offer.

Write Your Direct Mail Sales Letters Like a Page on Google to Boost Response, Results and Business

2007-06-07T04:49:00.000-07:00

You can lose a direct mail sale quicker than you think.

So your primary goal at the start of your sales letter is to demonstrate relevance. You must prove, and quickly, that what you have to say is relevant to your reader. That’s why I recommend you write your copy as though it’s appearing on page one of a Google search results page.

Your customers think in terms of problems, not products. That’s why a teenager doesn’t boot up Google and type “Accutane.” She types “acne” or “acne medication” or “acne treatment.” So think of the keywords that a buyer types into Google when looking for information about the problem that your product or service solves.

Your sales letter needs to have those keyword phrases, not the brand name of your product, at the top of your letter. You don’t demonstrate relevance by promoting your brand. You demonstrate relevance by showing prospects that you understand their problem. And you do that by talking about their problem in the same language that they use.

How do you know which keywords to us in your sales letter to hook your readers? Visit Google. Type in the top keywords associated with your product or service. Click the Search button. Now pay attention to the hits that appear on page one. These websites are ranked in order of relevance. The most relevant sites appear on page one, starting from the top.

Let me give you another example. My Dad has Alzheimer’s Disease. When I wanted to find information about the disease, its symptoms and its causes, I typed “Alzheimer’s disease” into Google. The first link on the first page of results was for the Alzheimer’s Association. Highly relevant, you'll agree, and just what I was searching for. Then followed the pages on Wikipedia that discuss the disease in detail, and the page for the US Government site that does the same.

Here are some of the keywords that appear in the page titles and descriptions for the first two pages of Google hits:

Alzheimer’s disease
treatment
symptoms
tests/diagnosis
causes/risk factors
support and advocacy
dementia

If you want to sell me a book about Alzheimer’s through the mail, put these keywords throughout your package, particularly in your outer envelope teaser copy, letter overline, opening lines of your letter and the PS. I might not buy what you’re selling. But you can be sure I’ll read every word of your letter, just so long as you prove that you’re relevant in my life, and do so quickly.

How To Make Improved Club Flyers

2007-05-25T05:28:00.001-07:00

Promotional materials can always enhance any kind of business as a while. Advertising with club flyers can prove to be a very good source of publicity, they are appropriate when making those important announcements on any event coming up soon. You can use them in limitless ways; this is one of the best sources of information which you can hand out to your target clients.

They can be handed out through emails, posting them and giving them as they are people passing by. When talking about how they are made, you can outsource them online; they can be the most reliable and the best solution to your printing needs, there are a lot of credible printing sites out there, look for the solutions you need, you need to compare each of them to maximize your printouts.

What you need to have good quality hand-outs are always your utmost priority, here are some tips that can help you when setting up your flyers project.

Customize everything

You can choose from a wide selection of templates on modern printing sites, there are many designs which are suited for you so you may no long worry about the design of your flyers. There are themes that can be chosen, from simple to the complex layout for specific businesses, there are simply a lot of choices to choose from, compare printing companies, and you can get the customization you want if you just search for it.

With your own graphics, you can always have your way with them. A personalized look is good, but don’t cramp them with effects that may affect the attention of readers. Alternatively, you can use minimal or numerous designs to your flyers as long as they are readable and concise.

You can also design them online, often you can ask for their suggestion on how to boost the impact of your designed flyer. . A preview of your final outcome is also available on most sites; this tool can also provided you the impression of the end product tweak them to your hearts’ content if you are still not satisfied.

With that said, you also need to keep in mind other factors that you need to specify when designing your own club flyer

Size

Flyers are compact in default, they matter along with the content you put on them. Get the right size for your project. Sizes are dependent on your needs and marketing strategy.

Color

A vivid flyer is always more attractive than the one with just black and white print. If your priority is to grab more attention, you need to use better colors. This can guarantee you higher attention grasping power when using four color printouts.

Paper

Paper thickness also plays a role in having quality printouts. They are the medium you will use to carry your message; skimping or getting lesser quality of materials is really not recommended due to them being as flyers. Flyers made from cheap stock paper are a bad idea especially when they are carried only by hands and are very susceptible to crumpling and creasing. Commonly, flyers are printed with a 14pt cover coating, making it less viable to tearing.

Get the Response that You Want with Folded Postcards

2007-05-25T05:27:00.001-07:00

Postcards are the most economical yet the fastest way that you can get the response that you need from both your loyal customers and your likely customers. The limited space on the postcard allows you to maximize the use of it. You can either use the postcard as a whole or fold it in two to be able to make best use of its space.

Printed postcards are ways of making your design and format as personal as you can. It can also avoid getting with the junk mail because your message would be seen immediately. No use for sealed envelopes and unopened pages.

But using postcards as means of getting response would be challenging as well. While the limited space can be an advantage, it can be a disadvantage as well. The advantage of saying only limited things can also limit you to what things you can say to your targeted audience. This makes the content of your postcard make or break your success.

Postcards are also designed to be used easily. And with just this purpose, you have to think extra hard to serve just this function. In order to get the response that you want easily, you can make it into folded postcards.

Folded postcards are where one side of the postcard is divided into two sections. You can use one part for your advertisement and then place your return address on the other side. This is also one way of getting an immediate response from your audience.

You can do anything that you want on the other side of your folded postcard. You can put an image of your new product or an invitation to an upcoming event in your company. Since postcards are generally conceived as a medium using large images you can use this as a reason on using one whole side of the postcard as well on images. Just make sure that what you are putting together doesn’t make it a muddle.

Most postcards are done simply and so it saves valuable time for the part of the reader. And so with its simplicity, the response would be instant as well. And each successful postcard is very simple, specific, concise and brief. Postcards also use an immediate call to action on its simplicity.

Postcards usually have forms that are easy to fill up. Multiple choices and forms that are easy to fill up like survey are where postcards are most commonly used.

Sure the postage for folded postcards would be more than the usual because it also serves as a return postcard, but the reaction would be immediate as well. The motivation that you give the readers would entice them to answer immediately.

Using postcards as a marketing tool is just one way of getting the response you want as fast as you want it to be.

Use of Postcards as a Promotional Tool

2007-05-25T05:23:00.000-07:00

Most businesses sometimes overlook the power of promotional postcards. They don’t realize the effectiveness of this small, lightweight object.

Using postcards as a promotional tool could be very rewarding because it is very easy to make, effortless to use and offer fast message delivery. Let us explain in detail the benefits of using promotional postcards

Postcards are easy to make. The size of the postcard made it very easy to make. But you have to think very hard on what you would want to put on the postcard because of the smallness of the size. You should keep in mind that you only need to put necessary things. Things that you know would grab your readers’ attention.

It can also be used to promote your business any way that you want it to be. You can make it a response postcard to further elevate the quality of your products and services. You can make it into a subscription postcard where your customers can just mail you the postcard back if they want to continue their subscription or get a new one. And it can even be an order form for your products or services. You can do anything that you want in a promotional postcard.

Postcards can be used effortlessly. Postcards are used very simply. You can just choose from the choices given or simply fill out the form printed on it. So it saves your customers valuable time and you would be getting the response you need fast as well.

Its high visibility helps as well in its effectiveness. No need to open up any envelopes, to turn pages. The information is given to you straight out. And the competition that you get would be very few. Instead of your customers looking over a page of an ad, they would instantly see your promotional postcard and see what you have to offer immediately.

Offer fast message delivery. Due to the convenience of making a postcard, it can be delivered easily as well. Easy delivery would also guarantee fast response. And due to the restricted size of a postcard, you would need to be direct, specific and brief on what message you would want to convey.

The controlled size of your postcard would also help in competing with your customers other mail. The reason for this is because the message would be conveyed immediately to your readers and can immediately get the reaction it wants.

Most postcards are already prepaid as well so no use in putting in stamps. Some also already have the return address printed on it so no need to fill out the return address. Postcards also have the instructions already written on them so your customers could just follow these and they are all set.

These are just some of the reasons why using postcards as a promotional tool would be very convenient for any business. Aside from saving on money for the printing of postcards, businesses could save on time and effort as well in creating one.

New Business Owners, Looking Beyond The Obvious

2007-05-25T05:22:00.001-07:00

Direct marketers from a wide range of industries have found a plethora of opportunity by marketing to new business owners. It doesn't take a marketing genius to make the connection that new business owners have plenty of needs. Office supplies, insurance, staffing, credit card services, the list is seemingly endless. Business leaders within these vertical markets don't need to be told that marketing to new business owners is a good idea.

It is vertical markets leaders in the home security, appliance and automobile industries that need to start scratching their heads and thinking about reaching new business owners.

Some less than obvious facts are that new business owners are 150% more likely to install a home security system in their home within the first 6 months of starting their business. They are 70% more likely to upgrade their home appliances and they are 200% more likely to buy a new car. It is these and many other hidden prospecting nuggets that marketers in all markets should consider when developing their marketing strategies.

Knowing the proclivities of this market is a great start. What is even more compelling is that research shows that new business owners spend 20% more time on the internet and 34% more time listening to the radio than a typical consumer and they are 150% more likely to respond to a relevant direct mail offer than the typical consumer.

Marketers should consider a multi-channel approach when reaching these goldmine prospects. A strong direct mail foundation, supported by web based marketing and a local radio presence can lead to new opportunities in a market that grows by over 268,000 prospects each month.

If new business owners aren't part of your current marketing plan, they should be.

Why Timing Is Everything When Marketing Home Improvement and Travel Services

2007-05-25T05:15:00.000-07:00

New business owners yield distinctly different results for two different markets -- based on timing.

Research conducted on the purchasing patterns and behaviors of new business owners reveals an interesting pattern in the time frame of their spending. When marketing to these consumers for travel and home offers, timing is everything. And yes, I did call them consumers!

Not surprisingly, recently surveyed new business owners have indicated that during the first six months of their business launch, they were heavily focused on their business and many of their regular purchasing patterns had dramatically changed.

Travel and Home Improvement companies need to consider their timing when crafting and mailing offers. Home Improvement mailers should wait a minimum of six months before mailing to new business owners. Research shows a sharp decline in home improvement related purchases by new business owners during those first six months, and an equally sharp increase after the half-year mark.

If using aged new business data is something that you have difficulty wrapping your mind around, you'll be happy to know that new business owners are excellent targets for the leisure industry. New business owners are 3 times more likely to book a vacation outside of the US than the typical consumer.

Incidentally, cruises rank among the top choices by new business owners.

Two different industries, same target market, completely different results.

Timing is everything.

In Direct Sales - Make Friends With Your Phone

2007-05-17T04:18:00.002-07:00

Do you have a Phone Phobia? Here are a few tips to help get you on the phone so you can call to offer a show, schedule a private appointment, and gather referrals.

· Put yourself in a positive frame of mind before you make the call and transfer your enthusiasm to the person you are calling.

· The first fifteen seconds sets the tone for your entire call. Approach the person with genuine warmth and professionalism.

· Be polite and show respect by asking “Is this a good time for you?”

· Everyone wants to feel special, so in the beginning build a relationship by offering a sincere compliment or asking about her family or a special interest.

· Use recommended scripts and dialogue provided by your company. They are included in your training material because they have worked well! Set a goal to use the script as is for at least six calls and only after trying it as is, can you change it to suite your personal style.

· Go for it! You made the call – now make the most of the opportunity by offering to:

1) Save them money by mentioning a special offer or suggesting they hold a show/party and earn free products and discounts.

2) Earn additional income by helping them start a home-based business with your company.

3) Share the product or the business opportunity with a friend. Offer a referral incentive for any leads they provide who end up joining your team.

· No matter what the result always ask for a referral by saying, “Who do you know who needs to do some gift holiday shopping or who would like to have some additional cash?”

Set Yourself Up For Success Every month you have a new opportunity to make a difference in your business. But you can’t make a difference if you do not make contact with the lifeline of your success: your customers, hostesses, and people within your circle of influence.

In fact, for many direct selling leaders their success each month is in direct proportion to the time they invest in making customer calls the first few days of the month. Plan time right now to contact EVERY previous customer and hostess.

1) Gather your customer records so you have what you need at your fingertips.

2) Select key dates on which you’d like to hold shows and schedule opportunity interviews.

3) Have the customer service dialogue from your manual where you can reference it.

4) Have product literature and order forms available.

5) Make a list of what you want to share during the call; check to see how they are enjoying their products and make suggestions for the future.

6) Take a moment to review your goals and visualize your success.

7) Pick up the phone and start dialing!

Be persistent! It may take ten calls to get the response you want.

In Direct Sales - Plant the Seed of Opportunity

2007-05-17T04:18:00.001-07:00

Are you planting the seeds of opportunity so you can reap the rewards of success? Your sales presentation is only one of many chances you have to share the many benefits your company has to offer. Every day conversations and interactions with others hold a goldmine of opportunity to share why you love your business. Set a goal to personalize each of these four phrases and then commit to use each one while you are out and about every day.

The Friendly Stranger
"You seem to be a real fun-loving person. Have you ever thought about going into business for yourself? You’d be fantastic!"

The Put-together Woman
"You have a knack for…(something sincere and related to your business opportunity). I would love to share how you can turn your talent for…(a skill they have that would help them be successful) into a business. I can’t believe I get paid to do what I already love to do."

The Life of the Party
"You are a fun person, Carol. Have you ever considered a career that pays you to have fun, party and make new friends? Is that something you could get excited about?"

The Opportunity Enthusiast
"I’m in the business of fun and…(the type of products you represent for example: cosmetics/beauty, jewelry/fashion, herbal supplements/health, etc.). I show women how to turn their love for people and…(type of product you represent) into a profitable business. Who do you know that might be interested in a fun and rewarding business?"

In Direct Sales - Successful Meeting Preparation Tips

2007-05-17T04:16:00.001-07:00

How you prepare for a Team meeting can have a direct impact on the effectiveness of the event. The following tips help prepare Leaders to conduct their Team meetings with precision.

· Arrange the room in the best seating style for the group. Small groups can be around a table. Mid-size groups can be in classroom style. Larger groups should be in theater style. Be conservative in estimating the size of the room for your meeting. A full room generates a more exciting atmosphere than one with several empty chairs. You can ensure seats at the front are filled first by adding chairs at the back only if necessary.

· Be prepared and in control. Do not look stressed in front of your Consultants. Connect with each Consultant as they enter so they feel comfortable and accepted. If you can’t actively be at the door, choose one or two Consultants with outgoing personalities to welcome everyone as they arrive. Ask them to be there fifteen minutes prior to the meeting.

· Have name tags for guests and Consultants. Make your guests feel special by placing a strip of bright ribbon under their stick-on name tag or using a different colored name tag. This will make them feel welcome. Name tags also help you remember names as your team continues to grow.

· Involve your team. Ask as many Consultants as possible, both new and established, to contribute by bringing a business tip or taking on a role in the meeting. Sharing the responsibility ensures higher attendance and gives a sense of ownership for the meeting. Their input also helps prepare them for their future role as leader.

· Be sure handouts are copied and in order. It is best to have them at each participant's chair. If there are late arrivals, they will make less of an interruption if they do not have to ask for the materials.

· Audio/Visual equipment (i.e., flip chart, white board, VCR, overhead projector) needs to be in place and ready to use.

· When possible, have a small product display. If there is time left at the end of the session, you can share product information.

· Plan to start your training on time and end on time. Do not wait for late arrivals. They will never learn to be on time if you adjust for them.

· Dress professionally. As a Leader, you play an important role in cultivating the Company image. Your words and actions will show others you treat your business as a business. The tone of the meeting is set by how you dress.

· Music can add excitement to your meetings. Ask a Consultant to supply the music before and after the Meeting. Select contemporary music for an upbeat atmosphere.

· Get yourself in an enthusiastic state before the Consultants enter the room. Your Consultants will pick up on it and it will carry over when they leave.

In Direct Sales - Tips For Delivering Top Notch Training

2007-05-17T04:15:00.002-07:00

If you are self-conscious about public speaking, be assured the more you do, the easier it gets. Really! Put yourself in your audience’s shoes. It is the best way to beat nervousness.

Connect with Consultants. When Consultants arrive, imagine you are “on.”

Preparations in place. There should be no distractions and your focus should be on them.

Talk with each Consultant and guest individually. Take time to make them feel welcome. While speaking, make good eye contact. When asking for a response, raise your hand or nod. They should SEE and FEEL your presence.

Watch for “the barometer.” Usually someone will react before the others do. They will help to anticipate the overall reactions. If they look confused or bored, consider adjusting the presentation.

Ask questions. When asking questions, involve the participants. It keeps them thinking. You are also teaching the Consultant how questions will benefit them.

Respond to questions. Every question is an indication of interest! When responding, look at everyone while checking with the individual who asked the question. Make sure you answer the question and ask if you did. You do not want the person to feel stupid.

Partner and small group breakouts. For small groups or partner participation, suggest working with someone they do not know well. Working with others causes people to get up and move. This offers a change of pace, keeps your presentation interesting, and involves the participants.

Teaching style. Be aware of personal learning styles. Your audience will include visual, auditory, and kinesthetic learners.

Do more than tell. Demonstrate. Use flip charts, overheads, posters, and other visual aides to engage the Consultants. Hold up the product instead of talking about it.

Communication. Only 7% of the message comes from what you say, while 38% comes from how you say it. Fifty-five percent of the message comes from body language. Try to alter your voice to make the presentation more interesting.

Share personal experiences. Share part of you! When giving personal experiences, your participants get to know the real you. Do not be afraid to share some of your disaster stories. They need to know you are not perfect and are still learning yourself.

Humor. Most people love to laugh. It helps people to relax. Use your humor. As you know more about a subject, your sense of humor will blossom.

Enthusiasm. Act enthusiastic! This will inspire Consultants. You are more believable when speaking with energy. When you show enthusiasm, Consultants will want to be like you. If you appear tired and worn out, they may lose interest.

Evaluation. When time permits, do a short evaluation at the end of the training session. Ask questions relating to how valuable the training was, what additions or changes, and how will they adjust their business from what they learned. Writing out answers anonymously will give a better and more honest response.

How to Get More Qualified Leads Leveraging Your Prospect's Prestige

2007-05-17T04:15:00.001-07:00

There is nothing more important to your prospects than their prestige. They treasure it. They've worked hard to get it. In their opinion, it's who they are. And although they might never brag about it, they'll sharply pay attention when you let them see you appreciate it.

Because this desire for recognition is so strong, social psychologists have discovered in this sharp attention an ironclad persuasive law. When you use this law properly, you'll get more qualified leads. And here is the added bonus. When you get more qualified leads using this persuasive law, you'll close these leads faster.

Let me explain how this persuasive law works.

Social psychologists like Robert Cialdini have observed that your prospects have a mechanical response to requests that use this type of persuasive laws. You'll get a mechanical response every time you request attention from your prospect, when giving due respect to their prestige. This response will trigger their intuitive appreciation for you, making you instantly more credible.

There is no big secret in the idea that compliments get you far with your prospect. But we must understand how powerful this “appreciation” response is and why we don't use this rule more often.

Paying attention to your prospect's prestige is simply about valuing your prospect's human nature. When you weigh their prestige honestly, you'll get more qualified leads.

And when your prospect responds by liking you, they'll be making a small commitment to you. Getting this small commitment from you prospect opens the opportunity to persuade them that your product is what they need. Also because of this small commitment, your prospect will want to be consistent with their behavior, and will thus stay with you longer in your sales cycle. They will even initiate closing the sale faster than you expected.

Use This Persuasive Law in Ways that Gets You Results

Dan Kennedy, a leading copywriter, has seen this principle work in many ways. In his book, The Ultimate Sales Letter, he writes:

“I have a client who markets expensive (i.e., $5,000 and up) home-study courses on business and self-improvement. At various times, he has required prospective purchasers to listen to seven hours of introductory material and sign an official-looking affidavit attesting that they had done so before they were permitted to buy. Another client, a trade school, requires prospective students to furnish letters of reference.”

Asking prospects for this type of work upfront works because it appeals to the prospect's desire to be recognized for their prestige. Your prospect is not just like everybody. They desire to be part of an elite or inner circle. They feel complemented by the fact that a company deemed them important enough to ask them to watch the videos before talking to them.

Depending on the honesty of the letter and its presentation (if it’s worth their prestige) the prospects will watch the video and sign the affidavit. When they do that, they'll be making a commitment to you that'll be hard for them to break . . . they hate to be inconsistent with their behavior.

This persuasive law depends on you honestly appreciating your prospect's prestige. The reason this is hard to do is because we have a problem honoring others in our egalitarian culture. But when you can see the value in your prospect's prestige, then you'll have no problem seeing how you can structure your lead generation around it.

If you can honor others above yourself, you'll have a definite competitive advantage because you'll be able to use this persuasive law honestly. Remember that chances are your prospect can see easily through deception, pretension and false flattery.

One Powerful Tactic To Double Your Event's Effectiveness

Here is one tactic you can use. Remember the idea is to leverage your prospect's prestige by inviting them to join an inner circle or elite group:

1. Selectively invite prospects to a webinar or a special event. ensure the invitation comes from your CEO. The selection has to make sense and give the honest impression that you’re asking your prospect to join this group because they deserve it. For instance, if you invite CEOs, make sure you invite only C-level persons of about the same size organization.

2. In an invitation worth their prestige, make sure you specify why you specifically selected them to attend.

3. Match the quality of the webinar or event to your prospect's high expectations.

4. Provide value to your prospects, even if it's not directly related to what you’re selling. For instance, you can invite a notable speaker to talk about the big-picture software trends. Use every detail of the webinar or special event to reinforce the idea that you appreciate your prospect's prestige.

5. Make sure you know what your next step is regarding those you invite. If you prepare a persuasive plan beforehand, you can design a call of action before the webinar or special event ends.

I know webinars and special events are popular now. But using this tactic can pull a lot more of your prospects, shorten the sale cycle and close more sales.

For instance, a few years ago, Walker and Showcase Software teamed up with IBM to offer a webinar. They sent an unusually shaped and exclusive invitation to C-level prospects, followed by emails. The topic, the presenter and the technology of the webinar matched the exclusivity of the invitation. The result? Walker and Showcase pulled 75 to 80 attendees for this monthly event. Based on their past experience, they only expected 25.

Although it works every time when well done, I do not see it used often. Usually organizations fail to leverage the prestige of their prospects when presenting webinars or special events.

For instance, I once attended a special event that featured a presentation by Clayton Christensen, a distinguished Harvard professor. He was superb, and the organization delivered a very elegant and professional event that included an excellent lunch.

The event was well executed. But the organization invited all that were willing to pay a fee to attend the event. Although I left satisfied with a copy of Professor Christensen's latest book and a few good ideas, I didn't feel appreciated.

In spite of attaining some valuable information, I had no more commitment to anyone in the organization than before. They had wasted an opportunity to close more sales.

Four Principles That Gets You the Most From Your Webinar

For this tactic to provide you with more leads, make sure your invitees feel they're joining an inner circle or that you honestly appreciate their prestige. In order to get the most out of your webinars or special events, here are four principles you need to pay attention to.

1. Similarity. Invite those people who appear to be similar in standing, position and background. Additionally, make sure the host is also of similar stature, and the speaker is someone

the guests think is credible.

1. Rapport. Your host and those working the event have to be

attuned to the peculiarity and personality of the guests. Gain rapport by responding alike to behavior and interests of your guest. For instance, if you invite mostly A-type persons, make sure your host is an A-type person.

1. Compliments. Compliment your guests subtly. You can do this by paying attention to who you sit with, what type of food you serve, how you introduce guests to other guests, whether you remember who they are and what their standing is and so on.

2. Common problem. Focus the presentation on a problem that is common to all attendees. Avoid dividing the invitees in any way. Stay away from any political remarks, and remember that there are people who feel strongly about certain software trends or other companies in the industry.

To finish, after a successful webinar or special event, don't be hesitant to capitalize on the commitment attendees made to you. Their commitment might be subconscious to them, but it's real. They attended your webinar or special event, and they hopefully enjoyed it and felt appreciated. Believe me, they owe you something because they must to be consistent with these beliefs and emotions.

This is why they will most likely give you an opportunity to persuade them. When you have a product that does take care of their pain, they’ll close the sale sooner than you expect.

In Brief:

1. Pay attention to your prospect's prestige and get more qualified leads.

2. Your prospect will like you as an automatic response to your appreciation of their prestige—this is human nature.

3. When you can honor others above yourself, you can honestly appreciate your prospect's prestige.

4. When putting together special events or webinars, consider using this persuasive law.

5. Make sure your guests get a clear idea that they have been invited because of their unique standing and deserve being part of a special inner group.

6. Pay attention to the principles of similarity, rapport and compliments, and get everyone focused on a common problem.

7. You'll get more leads that cost a lot less to close. They will close themselves sooner than you expect.

I write software sales copy that brings you qualified leads. I’m especially qualified to do this because I’ve had over 20 years experience as a champion for software use. I’ve developed and marketed software as a CEO of an IT company, and have a deep understanding of what it takes to get highly-qualified leads - and lots of them!

Balancing Sales With Sponsoring

2007-05-09T04:22:00.004-07:00

Do you know how to row a boat? That’s right…row a boat.

If you answered yes to this question, then congratulations you also know one of the greatest secrets to creating lasting success in Direct Sales. Growing your business the “smart” way is very much like rowing a boat.

Let me explain. First, when rowing a boat, it is vital that you have both oars in the water and you are rowing them simultaneously. What happens if you have only one oar in the water? No matter how fast you row, you will simply spin around in circles. Here in lies the connection between rowing a boat and building your business. You simply must have the oars of both sales and sponsoring at work in your business before you can truly make any progress toward your destination or goal.

Secondly, when rowing, the speed of the boat is determined by the personal strength of the person doing the rowing. Just like the athlete who wants to move swiftly through the water, you must also develop the “mental muscle” by continuing to fine-tune your skills and putting what you learn into practice every day.

Lastly, isn’t it true that any boat ride, whether you are racing toward the finish line or meandering through a lovely lake is much more fun when you have others along for the ride? When you share your business opportunity with someone special, you extend an invitation to join you on a journey. As the time tested saying goes, “The more the merrier!”

Take a look at your business to see if you have been “rowing with both oars in the water.” If you are not making the progress you want, chances are you are not balancing your daily activity with both sales and sponsoring. So make the commitment, cast off the line, and row toward your goal with strong, consistent strokes. Before you know it – you will arrive at your destination!

A Goldmine Of Sales During The Holidays

2007-05-09T04:22:00.003-07:00

The Holidays are a great reason to call ALL of your previous customers and hostesses to offer a show, schedule a private appointment and gather referrals.

Here are just a few tips to help you get on that phone.

· Put yourself in a positive frame of mind before you make the call so you can transfer your enthusiasm to the person you are calling.

· Set your intention for the call. What do you want to have happen? How about reminding them you are there to help them with their holiday shopping? Help them to shop by suggesting companion items that will compliment what they have already ordered.

· Make first impressions count. The first fifteen seconds sets the tone for your entire call. Your most effective introduction is one given with professionalism and warmth.

· Respect their time. “Is this a good time for you?” will show respect for your customer. Don't assume your customer is available when you call. Respect their time and privacy, and they will remember your sincerity.

· Build rapport. Everyone wants to feel special, so build rapport with a compliment or gesture of friendship.

· Go for the gold! You made the call – now make the most of the opportunity by offering to…

1) Save money by shopping for the holidays with their hostess credit and/or discounts.

2) Earn holiday cash by becoming a “Holiday Helper” by starting their business just in time to collect orders for the holidays.

3) Shop in a safe and hassle-free environment of their home or office with a group of friends or just the two of you.

· No matter what the result of your customer call, always ask for a referral by saying, “Who do you know who still needs to do their holiday shopping or who could use some additional money this time of year?” People respect you when you are purposeful and professional.

In Direct Sales - Are You A Recruitment Friendly Company?

2007-05-09T04:22:00.001-07:00

Building from within is the fastest and most cost effective way to grow your organization. Visions of distributors holding opportunity events, conducting one-on-one interviews and requesting three-way calls with their upline are the things that direct selling executive’s dreams are made of. And while there are these precious, self-motivated individuals in every organization, “how to find more of them,” is the question that is on everyone’s mind.

What is the formula that will ignite a wave of sponsoring and infuse your organization with fresh new distributors? Is it a sexy new incentive trip, a “Triple Bonus Point” program, or perhaps a two-week recruiting blitz with all the bells and whistles? Perhaps. It is certainly true that direct sellers, by nature, love a good contest and all the recognition that comes with it. But then again, it just might be time to listen to the sage advice we often share with our distributors… “If you keep on doing what you’ve been doing, you’ll keep on getting what you’ve been getting!”

Today’s direct selling executives need to dig a little deeper to find new solutions to their recruiting challenge. Don’t get us wrong…we are not suggesting that you do away with the contests and incentives. These are the foundation of your growth strategy and deserve your time, attention and capital. But perhaps there are some new ways you can spur new growth from within, ways that get to the heart of the matter and shift your distributor’s perspective on sponsoring.

To do this we need to first look at your distributors blocks and barriers to sponsoring. It comes as no surprise that through interviews, surveys and focus groups throughout the country with distributors representing every product or service possible, the top two barriers to sponsoring were common among all participants.

Let’s start with the winner - fear of rejection. While the world continues to evolve at a breakneck speed, human nature remains constant throughout the years... we hate to be rejected. At the risk of simplifying the matter, it is safe to say that nearly all companies are dealing with this barrier as best they can by offering scripts and training on how to approach and interview prospects, encouraging distributors to hone their skills by offering the opportunity again and again, and by offering exciting contests and incentives that inspire distributors to “push through the fear” and ASK, ASK, ASK! So rather than preach to the choir, let’s look at the second fear, the runner up that you may not be addressing quite so eloquently.

The second barrier to sponsoring is… fear of responsibility. Countless distributors have shared that, although a new recruit often helps them move one step closer to earning an exotic trip, winning a prize or receiving the recognition they crave, it does not help them once they’ve got the new team member!

Here is what we heard… * "I’m not sure what I’m doing yet… how can I be responsible for helping someone else?" * "I don’t want to feel like I have to have all the answers or be responsible for their success." * "The thought of others being dependent upon me for the answers scares me to death!"

No matter how many carrots you dangle, how well you train them to offer the opportunity -- what lies on the other side of the “YES,” could be what is keeping them from growing their organization. The “responsibility” they feel to train, support and guide new team members after they’ve joined could be what is holding them back.

Recognizing that distributors do have a responsibility to train and guide their team and receive an override for their efforts, there are still some steps you can take to reduce distributor’s fear of responsibility. Let’s see how your company measures up.

Check those that apply…

* We address the “fear of responsibility” in our training material and newsletters and clarify their role as a sponsor according to our program.

* We offer thorough training that address various learning styles, including a detailed and indexed Distributor’s Manual (for detail style learners), a variety of audio training tapes and CDs (for auditory learners on the go), Video demonstrations (for visual and kinesthetic learners who like to “see and do”).

* We share the responsibility of training by offering regular corporate training through conference calls, video streaming and satellite events.

* We recognize the importance of the “coaching relationship” and offer company-wide training on the latest methods of team coaching.

How did you do? Have you adequately addressed the fear of responsibility? Are you offering training that shifts their perspective of what a leader and coach truly is? Could this be a barrier to sponsoring worth looking into?

Research with distributors from a variety of companies revealed that while some “forward thinking” companies have dedicated time and precious training resources to the topic of team coaching, many distributors feel they are not receiving “quality coaching” from their uplines.

“The skill of coaching someone toward their goals and dreams is a learned behavior that involves specific skills and tools, borrowed from the practice of professional coaching,” explains Coaching Center Director, Jennie England.

“By teaching leaders these skills and incorporating them into the culture of an organization, companies will begin to see an increase in performance at all levels,” England adds. “With 85% of the top Fortune 500 Companies using professional coaching skills within their organizations, doesn’t it make sense that the direct selling industry can benefit as well?”

In Direct Sales - Be A Product Of The Industry

2007-05-09T04:21:00.003-07:00

New distributors hear this as soon as they join; seasoned distributors live it every day; trainers shout it from the rooftops so their organizations get it loud and clear… “Be a product of the product!” What does this mean?

That depends on the company you are with. If you are a distributor for a company that offers health and nutritional products, being a product of the product means that you start your day with quality supplements and an energy drink. When that morning coffee break rolls around, you skip the coffee and donuts and re-fuel your body with your best selling power bar and make healthy meal choices throughout your day. For these distributors, being a product of the product means they understand the importance of good nutrition. They take every opportunity to use their company’s products to live a happier and healthier life.

For those of you who represent a skin care line, being a product of the product means having healthy glowing skin that defies the passage of time. Every morning you cleanse, tone and moisturize with the best products your company offers. You protect your skin from the sun, drink plenty of water and end your day with a nightly ritual of youth enhancing cleansers, creams and lotions.

A representative for a company selling products for the home is a product of the product when she transforms her living space into a place of beauty, warmth and comfort using just the right accessories.

And this phenomenon doesn’t stop at just products; it extends to services as well. From long distance to legal advice, direct selling companies are on the cutting edge of delivering top quality services to today’s consumer. Being a product of the product means having an unshakable belief in what you sell and using it every opportunity you get. It is this philosophy of becoming your own best customer that has made this industry the economic powerhouse that it is today, generating more than $26 billion in sales in 2001 in the United States alone.

So the question we pose is “Why stop here?” Why not flex our collective economic muscle, harness the buying power of the more then 12 million direct sellers in the United States and begin a new trend of becoming a product of the industry? Being a product of the industry means that we, as direct sellers, begin to look to “our own” for the products and services we use every day. From the moment we rise through the end of the day, we are faced with opportunities to strengthen the collective buying power of our own industry by purchasing products and services from other direct sellers. Stop for a moment and look around you. The shampoo in your shower, the pots and pans in your cupboards, the vitamins on your counter, the food in your pantry, the cleaning products in your laundry room, the clothes in your closet, and the phone on your desk… literally every product you use is now available through a direct sales company.

Let’s take a look at the tremendous impact this could have on our industry. Suppose this new “buying direct” trend were to inspire one out of every two direct sellers to spend an average of $100 more per month on products and services purchased through direct selling channels. That would mean that 6 million out of the 12 million direct sellers in the United States would perhaps switch their long distance provider, change their skin care brand, start on a nutritional program, and buy this season’s fashion and accessories from fellow direct sellers and so on.

This simple act of buying direct would infuse more than $600 million dollars into our industry each month, resulting in skyrocketing revenues of 7.2 billion dollars more per year in the United States alone! Assuming approximately half of those revenues are paid to distributors through commissions and overrides, this new trend could put more than 3 billion dollars into the pockets of direct sellers in the United States in one year alone. With more than 44 million direct sellers throughout the world, “buying direct” could be the tipping point that brings direct selling out of the closet and into the hearts and minds of consumers everywhere.

What needs to be in place for this new phenomenon to take hold? First and foremost, companies must get rid of old beliefs and policies that discourage their distributors from networking with or buying from other direct sellers. Stop thinking that the simple act of buying products is going to cause your distributors to “jump ship.” Instead, have faith in the bond you have with your sales force and focus your efforts on enhancing the support services that will keep them loyal and steadfast in their commitment to you.

Secondly, we must each form the habit of looking first to direct sellers in our community who offer products and services we need. By doing so, we transform a simple monetary transaction into a personal statement of belief in, and support of, this industry we have grown to love. Help launch this new trend of buying direct by joining the tens of thousands of direct sellers who have set a goal to look first to “our own” for the products and services they use every day. Together, we can strengthen our industry.

In Direct Sales - Beat The Summertime Slumps

2007-05-09T04:21:00.001-07:00

Ward off the dreaded sales and sponsoring summer slump by adding a little sizzle with the “F” word… FUN!

Customers and prospects are yearning to add a little excitement to their lives – especially during the summer. Make sure your shows, parties, and team events deliver an extra element of fun by incorporating creative ideas like these:

Team Bonding BBQ: Create a sense of unity by inviting team members and their families to a backyard BBQ. Have everyone bring a dish to make preparation a breeze and set aside some time near the end to recognize the spouses and children of your team members. Want to add a little humor? Why not present a “Frozen Dinner Award” to the husband of the team member who held the most shows during the previous month. Take this opportunity to let all spouses know their support is crucial to their partner’s success. Make the kids feel special by presenting each with a special ribbon. Explain when they help around the house and “cheer mom on” they are helping to make her business a great success.

Pedicure in the Park: For those of you who offer a line of products that include pedicure items, gather guests around a baby swimming pool in your backyard for a summer time pedicure party! It’s fun and unexpected. While they soak their toes in the warm water you can share additional beauty products for the face, hands, and body.

Playtime at the Park: Gather Moms for a product demonstration at a local park or playground. Bring along a teen to help keep an eye on the kids while the moms have a little playtime of their own – learning about and buying your products!

Marvelously Memorable: What can you do to ensure your message lingers in your prospect’s mind long after your presentation is over? One creative member starts her presentation wearing sunglasses (of course she takes them off right away). She explains that her “future is so bright, she has to wear shades” and can’t wait to share why. It’s a fun way to share her enthusiasm and sets the mood for a fun and relaxed presentation. She ends the presentation by giving a pair of play sunglasses with a tag attached which has her name, phone number and the following message: “Your future can be as bright as mine! Let’s explore the possibilities together”.

In Direct Sales - Increase The Number Of Bookings From Your Shows

2007-05-05T03:33:00.003-07:00

Bookings are the lifeline of your business because they provide immediate income, future bookings, and lead to new team members. Following are four simple ways to increase the number of bookings you receive at every show.

Ask Every Guest
Without a doubt, the most successful Direct Sellers ASK EVERY GUEST “when” (not "if") they would like to hold a show/party of their own. The more people you ask, the better at it you'll get, and the more bookings you will receive. In addition, when you ask every guest to hold a show, you are increasing the chances for the current hostess to receive more credit.

Get Your Hostess Involved
Your Hostess is the key to receiving numerous bookings from every show. Ask your hostess to:

1. Have at least one booking before her show
2. Ask friends and relatives who cannot attend to hold a show of their own
3. Let you know which guests are most likely to book a show
4. Play at least one booking game at her show

Also, plan to re-book your hostess for another show within 90 days.

Control Your Schedule
When scheduling shows, use only the current month calendar. If you present a future hostess with an entire year, chances are she will flip ahead to the next month to select her date.

Highlight in a special color "Key Dates" on which you would like to book your next shows and offer an extra incentive for selecting the next open date.

Expand your “income-earning hours” by offering creative daytime alternatives for shows, for example: Office Lunch-hour Shows, Five O'clock Happy Hours, Start-the Day Shows, and Sunday Brunch Shows.

Reduce Cancellations
Do not schedule shows more than 30 days in advance and always fill your booking schedule for the next week before moving to the following week.
Release the “obligation” when someone has booked a show only to help the hostess. “Ellen, I know you booked your show to help our hostess Carol, but I want you to have this show because you want it. Which items are you most excited about receiving FREE with your hostess credit. (Bring them to her.) Great Ellen. Let’s set a goal for you to receive all these products FREE by having a really successful show. Can I count on you?”

Secure the booking “Ellen, I am so excited to hold a show with you. You and your guests will have so much fun! Because this is my business and I always keep my schedule full, I would appreciate holding your show on this date I have reserved for you. I promise I’ll be there come rain or shine. Can I count on you to do the same?" "Great!"

Goji Juice Distribution

2007-05-05T03:33:00.001-07:00

The biggest "feel-good" marketing opportunity that I have come across in a long time comes from a veteran supplement and vitamin manufacturer and distributor. They not so many years ago discovered the benefits of the much cherished goji berry. After rigorous testing and product trials, they found a way to process these little berries into a delicious and refreshing beverage, one that keeps the optimum potential of the product ready to be used by the consumer.

Once people started trying this much celebrated goji juice, it was quickly discovered that they really nailed this one. They found that they had a product that could really change lives. People using it felt great. they even looked great. The product tasted and looked great. Everything seemed perfect.

When it comes to multi-level marketing, it can be tricky getting people to put their name on a so-so product. People need to feel good about what they are talking others into trying. That is why acting as a multi-level marketer of products like goji juice, and well engineered vitamins and supplements, can be fun and rewarding. If you like the product yourself, and know that others can enjoy and benefit from it, then you can be confident that giving it your all can be rewarding.

Multi-level marketing can be a success. Many individuals have created super incomes with some footwork, a good product, and the desire to be successful. You must find the right product. It is essential that you find an up line you can communicate openly with, and most of all, you must desire to be that person who is actually living off of a home business income! Find your prospects, learn about goji juice distribution. What the heck, try out goji juice for yourself, and see why you should sell it!

Independent Distributor Business Ownership

2007-05-05T03:32:00.003-07:00

Independent distributors should own the business. Well not in the usual sense, at least initially,but if you are told,as a worker,to do this or do that...then if things work really depends on your attitude. For example,if you are given a recommendation to ring someone up, and maybe welcome them for their sign up,then this is when psychologically owning the business will help. How are you going say your welcome?Is it a chore,are you just feeling that it has to be done? Is it going to sound or even feel heartfelt?

Never could work out why some staff just never could talk to people in a bubbly open way? But as an independent distributor I have often done the moves we were advised to,and just felt a bit used. There is the fear of insincerity.Maybe it is how I feel.This would not be the case if it were my own business. Where does the Self come from in doing the service?

Kung Fu,TaiChi,Yoga,and Aikido deal in energies.This can exist or not whether you are two or twenty two. The more people who did these for the energies the better.They are for a higher Self defence.When you have been practising, even normally grating people seem to be relating to you better, and your job is truly just a part of the universe. At the highest level physical or psychic attack may even seem like a lot of fun.

None of these will work if done even as you do your business in a down way.Even as you find out none of the moves of a porn or romantic star will impress anyone either, unless you bring to any of these some higher self.

Ownership may may just be the awakening of or activation of, the second chakra,just below the belly button.See the belly dancer trying to teach you something.However, the Heart chakra or Compassionately objective feelings for the person spoken to may also be useful.Quite possibly, when ringing,with a voice that is insincere,you probably have a zombie voodoo hollow tone.

Maybe they have no idea of your hang ups,and are just wondering why you are not open to their situation...are they busy?did they just say something that your pre-prepared script had no place for?

Therefore,even if you have joined any business, it might be because the cost of entry seems so low ,and/or it is so throw away,that you don't really care to do something with it.

Luckily I am an independent distributor of a range of products that can do with being used more widely, otherwise experience of just doing the moves has just about seen me quit.With my type of energy they probably could say,' about time!'

In Direct Sales - How to Respond To Booking Concerns

2007-05-05T03:32:00.001-07:00

When it comes to the art of booking, there’s a new twist on an old saying “Give a Direct Seller a show and she has income for a day. Teach a Direct Seller to book a show and she has income for a life time!” That is why successful Direct Sellers take time to learn the art of understanding and addressing the concerns of potential hostesses and customers.

Whether our intent is to schedule a sales appointment, a group demonstration or an opportunity interview, all direct sellers must learn to effectively ask for what they want on a regular basis. But that’s just the beginning, isn’t it? Acknowledging that you will, with certainty, encounter “natural consumer resistance” to your offer is important to building a thriving direct selling business. So let’s take a look at some ways you can address common booking concerns in a natural, more comfortable way.

Identify Common Concerns
Experts say there are no more than six common concerns to every selling situation. On a piece of paper, write down the most common concerns you face in your business on a regular basis. Your goal is to be prepared with one or more possible responses to each of these common concerns. Many companies provide this in their training literature so be sure to utilize the material that is already available to you.

Turn The Concern Into A Question
What makes handling concerns so challenging for many direct sellers? For most, the process of asking for what you want is frightening because it puts you in what is viewed as a vulnerable place for possible rejection. But what if you were to gain a new perspective on their response but rephrasing it not as a rejection of your offer, but a request for more information? You can do this by viewing each concern as a request for additional information.

Example: “I don’t know enough people.” Adopting a new perspective allows you to view her concern as a question. “Is it OK if I have just a small group of friends?”

Example: “I am so busy these days, I just don't have the time to hold a show.” Viewed as a question, you can see that she is asking either: “How much time does it take to prepare?” OR “Why should I spend my precious time to hold a show with my friends?”

By viewing their concern as a simple request for more information you’ll be less likely to take their resistance personally and better able to provide them with the information they need to make a decision. Finding the underlying question gives you the opportunity to provide a potential hostess with an alternative perspective she may not have otherwise seen.

Feel – Felt - Found
Another creative way to address common concerns is the time-tested “feel, felt, found” method of offering a new perspective. What makes this so effective is that it gives you a comfortable way to remain in agreement with your potential hostess, while offering her another “view” on the subject.

Using the second example of an objection regarding “I’m too busy,” your response using the feel, felt, found method might sound something like this:

“Carol, I can understand how you feel. Some of my hostesses also felt that holding a show takes a lot of preparation and time. In fact, I’ve found that my average hostess spends only about 30 to 45 minutes preparing her guest list, making a few telephone calls and sending a few e-mails. I do the rest! On the night of the show I also keep it very simple and bring everything we’ll need for a great show. That way, you can enjoy a “girls night out” with your friends. I promise… the time you spend preparing is insignificant to the fun and free products you enjoy in return!”

Let’s look at each component of the response a little closer: Feel: “I understand how you feel...” This is where you show empathy with how your potential hostess is feeling. When you show you understand how they feel, they are more open to hearing what you have to say.

Felt: “I (or someone else) felt the same way…” Let your prospect know she is not alone and you or others have felt the same way. Relate your experience and show empathy for the prospect’s feelings or objections.

Found: “I’ve found that...” Share what others (or you) found to be true so that they can see another perspective on the situation.

Keep in mind that when you approach the process of asking for what you want and addressing common concerns as a natural and comfortable way to clarify what you are offering, you will not only enjoy the process more you will also experience the joy of having others accept your invitation more often.

In Direct Sales - Take Control of Your Business Finances

2007-05-05T03:30:00.000-07:00

Whether you joined your company for the additional income, the fun and products, or the tax benefits, taking the following steps will enable you to get control of your business finances for higher profits and greater peace of mind.

· Control your spending. Write down in advance what you will need for your business in the coming month. First, focus on business essentials such as catalogs and show supplies. Then be conservative for additional expenditures like buying equipment for your office or supplies for organizing.

· Be creative. Necessity is the mother of invention. Find ways to reduce unnecessary expenses by thinking creatively. Invite a prospect to your home for dessert and coffee rather than taking her to lunch at a restaurant. Make long distance calls to customers and hostesses on your cell phone if your plan includes free long distance minutes. Find new ways to save!

· Get Organized. Disorganization not only costs you time; it costs you money as well! Avoid wasting money on too many copies or duplicating forms by organizing your files. In addition, have a place in your wallet and a file in your desk where you place receipts for business expenses. Imagine the thousands of dollars in tax-deductions you may have missed simply because you did not keep a receipt.

· Track every business expense for the month. At the end of each month, total what you have spent on your business. Consultants who are maximizing tax benefits keep two totals: “Essential Expenses” and “Maximized Write-Offs” so they can see the additional benefits they are enjoying from their legitimate home-based business expenses. Write the highest total on the outside of a 9X12 envelope for each month.

· Track your income. List all your income for the month on the outside of the envelope as well. These will include Retained Profits (the 30-36% you keep from each show), Overrides (the amount earned on your team’s sales volume), and Bonuses (kit and volume bonuses).

· Compare income to expenses. Subtract your expenses from your income and evaluate the results. Keep in mind that if you are maximizing your tax benefits by writing off every legitimate expenses you would incur whether you had a business or not, you may show a loss that does not truly reflect the profitability of your business. This saves you tax dollars!

· Make necessary adjustments. How can you reduce expenses next month? Are there expenses, such as mileage that you are not taking advantage of? How can you increase your income next month? These questions will help you get greater control of your business finances and give you a feeling of confidence and success!

In Direct Sales- Ten Commandments of Proper E-mailing

2007-05-03T03:14:00.003-07:00

E-mail is without a doubt the best business-building tool to hit the home-based business arena since the fax! Why? Because it is low cost, instantaneous, flexible and absolutely anyone who can type can learn how to use it to their advantage. But just because you know how to open, write and send an e-mail doesn't mean you are making the most of this incredible tool. In fact direct sellers who fail to follow simple e-mail etiquette may be doing more harm than good.

Check these Ten Commandments of Proper E-mailing to see how you measure up.

1. E-mail netiquette:

* Thou shall not SHOUT (all caps)

* Thou shall not flame (profanity)

* Thou shall not SPAM (unsolicited junk e-mail)

* Thou shall not attach large files (or more than one at a time)

2. Be Brief And To The Point - Messages should be concise and to the point. Think of it as a telephone conversation, except you are typing instead of speaking. Nobody has ever won a Pulitzer Prize for a telephone conversation nor will they win one for an e-mail message.

3. Always Use The Subject Line – The subject line of your e-mail determines whether it will be read or not, so make it compelling. Including an appropriate description in the subject line is a courtesy that will be much appreciated by clients who need to store and easily reference previous e-mails.

4. Include a Signature – A custom signature, automatically added to your outgoing e-mail is one more opportunity to promote your business and invite people to your website. (In Outlook, you must first open a blank e-mail and then select Tools, Options and the General tab. At the bottom right corner you’ll see a button that will allow you to create as many signatures as you want).

5. BCC – (This stands for Blind Copy) Don't expose your friends and relatives to the risk of receiving future unsolicited e-mails. When sending an e-mail to numerous contacts, place your name on the TO: line and the rest of the e-mail addresses in the BCC line. This way, your friends' and family's e-mail addresses are not distributed along with the message.

6. Be Pleasant! Nobody like to receive boring, curt or rude e-mails. Begin your e-mail by addressing the recipient in a friendly, positive manner. When a pleasant attitude is conveyed through your e-mail message you build rapport more quickly.

7. Always reply as quickly as possible - Develop a good impression by responding to business related e-mails. The more promptly you can write back the better. Start with the oldest e-mail first.

8. Avoid Over Punctuation- Don't get caught up in grammar and punctuation, especially excessive punctuation. You'll see lots of e-mail messages where people put a dozen exclamation points at the end of a sentence for added emphasis. If something is important it should be reflected in your text, not in your punctuation. Exclamation points are just another form of ending a sentence.

9. Back up your e-mail address book. – Windows-based users might try these steps to find the appropriate files on your hard drive. Using the "find" command type *.wab (Windows Address Book) and select the Find Now. Once you locate the file, copy it for safekeeping.

10. Use Plain Text Format - Formatting can be everything, but not in your e-mails. Plain text is best. Using HTML, or Rich Text Format is a bit risky because there are lot e-mail clients (and some servers) that can’t handle messages in these formats. The message will come in as utter gibberish or in the worst case, crash the e-mail client. I've seen it happen. (In Outlook go to Tools, Options, Mail Format and change to Plain Text. If you want to take the risk and use Word to format messages, click the box that says Use Microsoft Word.)

Taking time to learn the basics of e-mailing will greatly enhance your ability to build on-line relationships and work more effectively in less time. Make it a priority today!

In Direct Sales - The Magic of Recognition

2007-05-03T03:14:00.001-07:00

One of the most important reasons to encourage regular gatherings with your team is to provide you with the opportunity to recognize individuals for their accomplishments – large and small. Each of us has a need to be recognized for our efforts. Team meetings and trainings give you the perfect venue to do that. Just as a coaching call from you can have a positive effect on a Consultant, recognition in front of a group of peers can also have an immeasurable impact on the attitude and performance of your Consultants.

Constantly look for ways to recognize and praise your team members and you will experience first hand, the magic of recognition!

Inspiring Ideas: Following are just a few ways you can recognize and praise your team members for a job well done.

- Send a note: A hand-written note of congratulations for a great show, sponsoring a new Consultant, or a personal triumph sends a message of your belief in your Consultant. Keep a supply of note cards and postcards on hand and in your purse. When you are waiting for an appointment or have a few minutes, write a note to a team member who deserves recognition or needs encouragement. Also keep a supply of get-well cards, birthday cards, congratulatory, and everyday cards on hand. Kind thoughts and words are always appreciated.

- Make a call: There is nothing like the thrill of receiving a brief and upbeat call from your up line to say what a wonderful job you have done.

- Say it with flowers: When a Consultant takes a big step toward her goals, show your appreciation with flowers. Whether they are silk, from your garden, or the local florist, there is nothing like receiving the gift of flowers.

- Send an E-Note: Technology now affords you the opportunity to reach out and touch someone with the click of a mouse. Go to one of the many on-line greeting card sites to send a note of thanks or congratulations.

- Put them in the spotlight: When your Consultant does something wonderful, has a great idea, or overcomes a challenge, let the Corporate Office know about their accomplishment. Your Consultant will be thrilled to see her name or idea featured in a company monthly publication, at a team meeting, or in your team newsletter.

Everyone deserves a pat on the back for the big and small achievements. As a leader you have the opportunity to affect many lives for the better. As Mary Kay Ash once said, "We treat our people like royalty. If you honor and serve the people who work for you, they will honor and serve you."

In Direct Sales- Your Summer Preparation Checklist

2007-05-03T03:13:00.002-07:00

The lazy days of summer don’t have to slow you and your business down when you take these steps to prepare in advance. This time-tested Summer Preparation Checklist will ensure your sales and sponsoring keep rising along with those summer temperatures.

1. Plan now for your kid’s summer schedule so you don’t find yourself in the middle of June without any options. Schools and city recreation departments offer a wide variety of programs your kids will love. Start planning your kids' summer schedule now as some of these programs fill up fast and can vary considerably in price.

2. Have a Summer Fun Meeting with your family. Create three lists of things to do during the summer. One list of projects to do with mom, dad or the whole family; another list of fun things to do when a friend is over; and one last list of things your child can do on her own. Plan to have all you need on hand by picking up the right summer supplies the next time you go to the store.

3. Get your kids organized. Your office may not be an example of organizational bliss but if you want to avoid having your kids come to you to find everything from crayons to soccer cleats, you will need to get their closets and toy storage areas in order. By involving them in the organizational process they will be able to find what they need without coming to ask you.

4. Have a Plan B list of reliable friends and older neighborhood kids you can call on to watch your children when Plan A falls through. You can arrange with the parents of your child’s friends to do a regular “kid swap” or select from a list of high school students you know in your area.

5. Keep your sanity throughout the summer by attending periodic trainings and workshops. Just recently, DSWA members who attended the Tri-Cities, Washington training hosted by DSWA and Cynthia Kersey reported they returned home with fresh enthusiasm, new business-building ideas and lots of leads for future shows and sales appointments. Networking pays!

6. Be ready to do business while you are on the move by always having your business with you. Create a Business-in-a-box that you can grab as you run out the door that contains all the things you need to make good use of those “stolen minutes”.

Here are just a few of the ways our members shared how they utilize their waiting time:

* I read up on company literature so I’m always informed of the latest news.

* I carry a calculator so I can process paperwork or close a show.

* I make return calls to team members who call me with questions.

* I use my cell to make “feel good calls” to potential team members.

* I follow-up on customer inquiries regarding product details or availability.

* I turn on a classical music station and write heart-felt thank you notes to customers and hostesses.

* I check in with future hostesses to see if they have any questions and give them encouragement.

* I take time for me. There will always be a phone call to make, or a note to write. By taking a quiet 15 minute escape, I feel rejuvenated and ready for the rest of my day!

Real Estate Postcard Marketing - Does it Still Work?

2007-05-03T03:13:00.001-07:00

Every once in a while, a real estate agent will email me with some form of this question: "Do real estate postcards still work?" Because they use the word "still," I have to assume they feel real estate postcard marketing was more effective in the past than it is today. I usually respond in a way that is cryptic at first but makes sense eventually.

I tell them that bad real estate postcards don't work today, and they didn't work ten years ago. But good real estate postcards work as well today as they always have. You see, the medium itself hasn't become any less effective over the years ... just the people behind the medium. Many real estate agents have not adjusted their postcard marketing approach to keep up with the times. Trust me on this one -- I worked in the real estate postcard industry.

Real Estate Postcards Today
While the real estate postcard medium has not really changed, the strategies behind the medium have changed a lot. Sure, you can "still" use real estate postcards to help you grow your business, even in this modern age of web communication. I know agents who generate a lot of business on a regular basis, mostly through the use of real estate postcards. But you have to go about things differently than a postcard marketer from ten years ago.

Postcard Marketing Needs an Offer
To achieve success with real estate postcard marketing, you have to boost the incentive on your real estate postcards. "Call me for a free consultation" does not cut it anymore. You need to give people a good reason to contact you, or to respond in whatever way you seek. Actually, this is true of all marketing ... not just real estate postcards. In marketing terms, this is known as the offer. And you have to offer something on your real estate postcards in order to generate a response.

You have to motivate your readers toward action. Because if you fail to motivate them toward action, the laws of physics will take over. A body at rest will remain at rest until some force is imposed on it.

Real Estate Postcards and the Web
Real estate postcard marketing has also changed because of the Internet. The agents who do best with real estate postcard marketing know how to incorporate their websites and/or blogs into their postcard marketing strategy. They realize that modern consumers are inclined to learn more about things online, so they focus on that.

These savvy agents create high-value websites with plenty of useful (and interesting) resources, and they point people to the website with their real estate postcards. They motivate them toward action. And then, if they've built some form of lead capture into their website, they have a steady stream of inquiries that can become clients some day.

So in this regard, yes, real estate postcards work as well as they ever have. You just have to go about it differently than agents did ten years ago. You have to be unique. You have to offer something. And you have to incorporate other marketing channels, like your website.

By the way, If you'd like to know how to do all of these things, refer to the book mentioned below.

* You may republish this article online if you retain the author's byline and the active hyperlinks below.

An Idea For Multi-Level People To Consider

2007-05-03T03:12:00.000-07:00

A couple days ago when I was reading through my mail. I came across a plan called "United Dental Plan of America". Everything sounded great and wonderful! I wanted to get involved right away. I was ready to write a check and send in my application! The only problem was that it was a MLM (multi-level marketing) plan!

What's so wrong with that? Well, there are a lot of people who don't get involved in MLM plans. I'ts not to say I dislike them but I did not want to join their MLM program, I just wanted to purchase their product.

There are lots of people like this. my mother likes to order Avon products because she likes certain things that they sell. She has no interest in having parties at her home or trying to run around town trying to be a representative to earn a car. She just wants a tube of hand cream once in a while.

So why don't MLM businesses advertise their product and have less emphasis on recruiting their downline? In fact, I very rarely see advertising for products - just the invitation to join someones downline. I'ts because most MLM organizations are set up with "money" being the deriving force in their business. They make more money by recruiting people into the program and the purchase of marketing materials and sales aides. While this is not true with all MLM companies - it is true for most of them.

Did you ever get one of those announcements in the mail for free tickets to a seminar that claims to set you up in business? Have you ever attended one? Well let me tell you - the speaker is trained to push and motivate the audience. Most people are hit with such a sales pitch that they almost run each other over buying the starter kit for $349.95 at the end of the meeting. Then, when they get home they want to shoot themselves for buying something that still doesn't put them in business. It's sad for the average guy or gal who really just wants to make some honest money in a business of their own.

Wouldn't it seem logical - if someone put together a catalog of products that other people could purchase WITHOUT joining into a MLM program? In fact, they could generate some sales for their products instead. What hold them back from doing so? It is the fact that the organization wants people to sell the $349.95 package today because the $5.95 order for the product itself doesn't make them any money?

Please understand that I'm not talking about every company out on the market. Watkins, Nuskin, Nutrition for Life and Golden Pride/Rawleigh each have catalogs of products you can buy WITHOUT joining their program. The only problem is that you don't see very many ads for them. Instead you find ads that state "Make money with me and increase your income" or "Earn a new car within the next 24 hours!"

Back in the the old days you could pick up a mail order magazine and you saw real products and could order from real people. If you wanted a saw blade for your saw, you just sent in your check and ordered one. You didn't join a downline to sell the saw blade to others in your area. Now - if you want a blade for your saw you'd have to either wade through so much hype and bull that you might never find one. Instead, you just rely on Sears.

Some MLM organizations are great and you can earn a nice regular income from them but perhaps, if I purchased a real product and loved it so much I might be enthused to join the MLM concept later on down the road. Wouldn't the ultimate goal of building a downline be accomplished also while at the same time selling the product?

This can partly be blamed on all the hype being pushed to the general public, it is just ridiculous. People come on TV and tell you that you can make millions of dollars by JUST running tiny little classified ads. They show you scenes of people relaxing on their yachts and making huge bank deposits. Society makes the mail order business look like something easy, care free and non-tiring! Far from the truth! You can indeed earn a living working from home with your MLM or mail order business but don't think you can just relax on that yacht 24/7 and have money rolling in.

OBTM for B2B

2007-04-28T04:15:00.001-07:00

We chronically underestimate the value of the telephone. Having skilled outbound telemarketers is a critical tool for growing any B2B business.

The first step is to find yourself a B2B outbound call center who understands not only how to use the phone but how large organizations work and how to get inside them for maximum effect. In most cases teams with this experience can outperform traditional inside sales guys because they have veteran players, are better organized, disciplined and trained and are highly motivated because they are rewarded strictly on performance. Plus they will commit to service level agreements (SLAs).

Essentially they promise to deliver based on a fixed scope of work at an agreed price. They don’t get paid unless they deliver so they don’t make these deals lightly. And they have the professional chops, the tools to measure and monitor activity and the sense of pride to usually over-deliver against the plan.

In many cases, my clients have no benchmarks to measure outside calling specialists against inside guys. They usually can’t tell me how many dials, calls and successful outcomes their inside guys do each day, week or month. They rarely can wield their teams against a new or different target quickly and too often there are turf wars and politics that cloud the relationship between phone-based teams and field sales or marketing teams.

So consider two recent successes to illustrate the value and utility of a seasoned outbound calling team.

Fast Market Insight. One client is repositioning a significant division. We are working on crafting a new positioning and toward a value proposition aimed at a specific, narrow swath of the market. Before we commit significant time, effort and cash to the new concepts or a new campaign we want to test them against likely buyers; Vice Presidents and Directors at Fortune 1000 companies, to see if our big ideas will fly with the people they’re aimed at.

We compiled a list of 1000 companies and target titles based on a profile of who might be a best prospect. We purchased lists against those names, fully expecting 30-45% of the names to be wrong, and wrote a 6 question survey to test our messages. Then we set Stan and his people to work. We asked and they promised to get 100 completed interviews in 20 business days without revealing who was asking or why.

Fast forward 20 days. 100 interviews are complete; the data is collected, analyzed and displayed in snappy charts and graphs. We got our answers and are actively revising our go-to-market story based on the feedback. Every respondent fit the profile, every respondent worked for a firm that is fully capable of being a real prospect. We now have the benefit of what our true market is thinking, real-time intelligence, without telegraphing our moves. Add to that updated lists and contact information plus a performance benchmark should we decide to do a blind survey again.

Generate Leads Quickly. A second client has a product that works particularly well in manufacturing companies. Unfortunately this product isn’t their main offering or their best seller and doesn’t command the resources or the sales staff that it’s more productive cousins enjoy.

Enter the five member calling team. After briefing them on the product, the target market and the competitive set, we compiled a list of target companies and titles and asked them to get us 50 one-hour sales appointments in 30 days. We carefully defined criteria for qualification, which was reinforced in the call guides we wrote and we gave them access to our Salesforce.com application so they could do all the scheduling and all the data work and account updating as they made the calls.

At the end of 30 days we booked 56 appointments with exactly the kind of companies we asked for. We had updated and accurate records for 1000 target companies as well as a lot of useful information about how people reacted to our brand, our product and our competitors. The performance of the outside team, who had 10 hours of orientation and training on the product and the brand, was 5 times better than our inside sales guys, all of whom have been with the firm more than two years, during the same time period. And that’s just based on appointments since we don’t actually know how many dials, calls or records the inside guys handled each day.

A telephone in the right hands is a power business development instrument. Used properly it gives you reach, insight and access at predictable speeds. There is nothing in the B2B marketing arsenal as powerful.

Email Benchmark 2007

2007-04-28T04:14:00.004-07:00

MarketingSherpa released the free summary of their annual E-mail Benchmarking Survey in a way that could teach Jenna Jameson a few tricks. Anne Holland and Tad Clarke have become masters of the tease and the slow reveal.

And yet beyond the sales tactics are some fairly interesting and not-so-surprising conclusions.

1. E-mail ain’t so bad. Two thirds of B2B marketers and three-quarters of B2C marketers see it as increasing in impact in spite of the hype generated by the flavors of the week -- social networks, mobile communications and marketing by widgets.

2. Conversion is all about the design of your forms. How it looks and how easy it is to use can improve opt=-ins by 25-40%. Getting the design right means more customer engagement, more data capture and more sales.

3. E-mail is just like postal mail. It is a test-and-learn tool. You can’t just blast it out and hope for the best. And if you are testing, landing page copy, offers and subject lines give you the biggest return,

4. Designers need help. Eye tracking tests show that recipients click all over the place, often in places designers did not plan for usually images and branding elements. You have to try to psych out your audiences without embedding so many links that you get filtered out as SPAM.

5. E-mail filters zap 40% of opted-in mail that people actually want. SPAM filters are a moving bogey. They are generally triggered by words (e.g. free, boobs) the size or number of HTML images, the number of hotlinks, the presence of an attachment, specific IP addresses and other more subjective criteria. Its still a cat-and-mouse game to delivered e-mail that customers request.

6. As if you needed something new to worry about; you have to start thinking about mobile e-mail. On the B2B side Blackberries are ubiquitous and the same penetration and impact will be felt on the consumer side before too long.

Finding New Customers and Encouraging Loyalty - Simple Strategies for Car Care Professionals

2007-04-28T04:14:00.003-07:00

Car care facilities are like many local businesses; they rely on loyal customers who, time and time again, return because they like the service, atmosphere, and price. And, whether your facility is a self-serve establishment or an automatic, building positive customer relationships is crucial to business success. But, how do you grow your business and attract new customers? Do quality service and good prices translate into more customers and expanded revenues? Not necessarily…

Oftentimes consumers think of a carwash as a commodity-level service. As professionals we know that this is not the case, and that the quality of both car care products and services varies widely within the industry. Our job is to demonstrate that the quality of car care service depends on the provider, and that our facility offers consumers the best value for the best price. But, before we are ever able to demonstrate the value of our services, we must first give the public a reason to visit our car care facility.

Many times consumers choose a car care provider based solely upon proximity, visiting a facility simply because it is close to work or home. But there are simple ways to entice customers to drive past other car care facilities while they are en route to your location, and to keep them coming back year after year. In order to find and catch long-term customers, car care business owners simply need to; 1. Speak to the right audience, 2. Present potential customers with the proper "bait," 3. Impress them with quality service, and 4. Give them a reason to return.

Speaking to the Right Audience

While most business owners would like to market their services to their entire community, savvy entrepreneurs realize that businesses must be selective when initiating a new marketing campaign. Marketing dollars work best when businesses target population segments that are most likely to be receptive to the advertising message. One such demographic often overlooked by small business owners is new movers.

New movers are individuals that are just joining your community, or that have relocated from a different neighborhood or section of town. What makes new movers special from a marketer's perspective is that new movers are generally more receptive to product and service offers, and are more likely to be willing to establish new routines and visit new locations. With a little effort and the right "bait," your car care facility could quickly make its way into the routine of a new community member.

Presenting Your Bait

New movers typically establish their daily routines within the first few months of arriving in a new location. And, once they establish their day-to-day routines, they are typically more reluctant to incorporate a new business into their daily behavior. Therefore, entrepreneurs have only a few months to persuade new movers to visit their business and try their services before it is too late. Business owners should recognize that this small window of opportunity could develop into a valuable and lasting customer relationship if handled properly, or a missed opportunity if handled poorly.

What if the next time a new mover arrived in your community he opened his mailbox to find a welcome note penned by your car care business, inviting him to stop by for a free deluxe car wash and wax? Chances are most customers would appreciate the gesture, evaluate the offer, and possibly make a mental note to stop in to receive the free service. Suddenly your car care business becomes one of the only small businesses the customer knows in his new community, raising the chances that he will stop in for a car wash. And, if you have given the customer the right reason to stop by (i.e. an invitation worth one free deluxe car wash), the chances become even more likely that your invitation will bring him to your business's front door.

Impressing Customers

"But our deluxe car wash retails for $24.99," you may ask. "Why should I give it away for free when the customer may never even come back?" Good question. Why offer your premium services for free when you could just as easily offer one of your less expensive services—or better yet, a simple discount coupon that grants customers 10 or 15% off the price of a normal car wash? Because you are creating a new customer relationship, and the first step to creating lasting relationships with members of your community is to impress them with the quality of your services. Not many customers will be impressed by an offer of 15% off a normal car wash—but most will be surprised at a special invitation that offers a service valued at $24.99.

Business owners must remember that humans are creatures of habit. One of the most compelling reasons to target new movers is to establish your business as part of the mover's new routine. If you can impress your customers with your premium services, chances are they will not settle for just your basic "wash-and-rinse" next time they visit your facilities—and next time you can charge them full price! You've given away services that retail for $24.99 (but probably cost you far less) to establish a relationship that will earn that amount on a monthly or bi-weekly basis, maybe for many years to come. When you put the cost of giving away your free premium service to a new mover in perspective, it seems less like charity and more like a smart business strategy.

A Reason to Return

So, you've enticed new movers to your business with an attractive service offer and have impressed them with your facilities and customer service—now all you have to do is sit back and wait for the business to come to you, right? Wrong. While your new mover offer has certainly gone a long way, it will not guarantee you a steady stream of loyal customers. Unfortunately, while new movers may like your services, they may not automatically make your business a part of their everyday routine. Therefore, you must give them a reason to return.

Now, take a step back to when that new mover entered your business for the first time after receiving his service invitation. He was new to your facilities, unfamiliar with the area, and hoping for a positive experience. And, if you did your job right, he was probably impressed. So why not invite him back? After your attendants have washed, waxed, and detailed his car, ask him if he would be interested in receiving information about future offers such as the one he just enjoyed. Tell him that from time to time your business sends out emails to preferred customers with information about discounted services. Chances are your new customer will eagerly offer his email address for future use. That email address is the beginning of a customer database that will help you to drive business to your doors whenever you choose, and allow you to speak directly to the very customers that appreciate your services.

It works like this; let's say it's a cloudy Wednesday afternoon, and your car care attendants have been waiting hours for a customer. They're getting bored, you're getting anxious, and cars keep driving past your business. Now think proactively. Instead of waiting for one of these cars to stop by your facilities, why not draw customers who have used your services before to your business using the same tactics you used when they were new movers? Remember those email addresses you've been collecting? It is time to put them to good use.

Decide on a special offer; let's say 50% off your premium service. Compose a brief email to customers outlining this discount, and explain that it is only available for the remainder of the day. Hit send and then wait.

Your customers will receive that email, remember the positive experience they had last time they stopped by your business, and will consider dropping by for the special offer. And, if they do and you impress them with your friendliness and quality service once again, they will have yet another reason to visit you in the future. You've turned a slow day into a profitable one just by going back to customers you know have already used and enjoyed your service! That's smart business!

Remember: customers hold the key to your success. The more often they come to see you, the more likely you are to reach your business goals. Go ahead and give them a reason to stop by.

Direct Response Advertising Market Overview

2007-04-28T04:14:00.001-07:00

BRAND IMPERIUM: When planning a direct response campaign, what do you view as some of the biggest challenges out there?

LAMMENS: First of all, the fact that TV advertisers are using cable and satellite far more these days, and as a result are growing less dependant on direct response advertisers for revenue. Equally challenging is keeping up with emerging media such as TV and video on demand, Ecast and novel approaches used by the outdoor industry in their bid for the direct response market.

BRAND IMPERIUM: Do you welcome the multitude of options, or is it becoming a hindrance?

LAMMENS: [laughs] New opportunities are always welcome, although it can be daunting to evaluate all the options. The proliferation of media buying options has made accurate tracking more difficult, and has done the same for effective buy management.

BRAND IMPERIUM: How and why has this happened?

LAMMENS: It’s become standard these days to include a web address in direct response ads in addition to a unique telephone number. The problem with that is, if you don’t have a unique web address for each campaign, and web response is significant, than it might be wrongly attributed to the campaign. This could lead to very poor media optimization decisions.

BRAND IMPERIUM: What would you identify as some of the biggest media opportunities around?

LAMMENS: Broadband video, definitely. It has already reached critical mass, and has tons of inventory. Interactive TV is another one. Everybody is worried about people’s ability to record their favourite shows on their sky box, and as a result just fast forwarding through the ads. It’s a real concern, as recent figures suggest that 80% skip the commercials on BSkyB. But the real opportunity lies in tagged ads: you are watching your show, and an icon appears, inviting you to click on it. You can then pause the show, visit a microsite where you can learn more the advertisers product. Nobody is really using this technology to enough advantage on interactive TV to its full effect, but that is exactly the principle YouTube operates on: serving adverts during transmission. The trick here is to make the ad highly relevant to the show, and make the interactivity feel as if it adds to the experience of watching the show.

BRAND IMPERIUM: What are your views on mobile marketing?

LAMMENS: Personally, I think SMS codes on your mobile phone are a great response mechanism. Radio should really start looking into this. Radio is pretty much a mobile medium with low attentiveness rates. You make your call to action too complicated in a radio ad, you will get no response, whatsoever. But a 5 number code such as 08880, yeah, I can remember that, send the text and receive the information I requested on my mobile. It can happily sit there until I’ve got time to look at it.

BRAND IMPERIUM: Are there areas in direct response marketing you feel are unjustly overlooked.

LAMMENS: Valpak is doing a great effort with its co-op mailers. The reason why campaigns with them are so successful is their ability to target so narrowly. Good value for money too. Promotional printers like FSI works miracles as well. Clients very rarely ask for solutions the likes of Valpak or FSI, but I always recommend them because of the effectiveness. You can target your campaigns with laser precision, and there’s about 1,400 variables you can lay over your data such as demographics, product usage, behaviour and creditworthiness.

BRAND IMPERIUM: Digital media is all the hype at the moment. Do you find that this is the preferred media option at the moment?

LAMMENS: It is the media option that clients are the most aware off. It’s fun, because DRTV and online are really working hard at becoming more effective in serving advertising. Some of my clients are very eager to explore emerging media. I count my blessings for that, because I get to experiment with these media and learn what areas have the most potential and what their true ROI is.

BRAND IMPERIUM: What is happening with spending overall? Are budgets going up or down?

LAMMENS: Budgets are slightly on the up. Most companies have added media types to their marketing mix, and have additional products to support. Clients are also becoming more aware of the benefits of direct response marketing in terms of forging customer relations.

Align eCommerce Expectations

2007-04-28T04:13:00.000-07:00

Lauren Freedman compared two sets of surveys and found some "surprising variances" and striking differences between what e-tailers and their best customers want. Given the huge run up in holiday sales, it is remarkable that buyers' and sellers' expectations are so out of synch. Lauren, my old friend and colleague, is the premiere e-tailing consultant on the planet. She surveyed 2472 online shoppers of which 2000 bought an average of $488 in merchandise ( 2-10 items) during the last six months; clearly the heavy user segment. She compared her results from customers with data from the 5th annual merchant study that she conducted in Q4 of 2005 and wrote it all up in the January edition of Internet Retailer.

Free shipping still reigns as customers' favorite incentive, though far fewer merchants can figure out how to make this strong incentive pay-off without eating into margins. The same holds true for product discounts. They motivate customers while eroding profits. Striking the right balance is a continuing challenge for merchants.

Most merchants think that shoppers have a herd instinct and that they can be given cues to catalyse collective action. Many display "What's New", "Top Sellers" and "Gift Suggestions" in the hope of provoking monkey-see monkey-do behavior. According to the surveys, merchants care about these things on average almost 30 percent more than customers do. On the flip side many merchants don't think about hybrid online and off-line shopping patterns so they don't list their store locations and haven't spend time or money to figure out how shoppers use or link purchasing venues. Yet 2/3rds of customers find the store locater extremely useful suggesting that web sites play a much stronger merchandising role in the off-line world than previously thought. This data point is a ready-made rationale to test a promotion that might require a combination of behaviors.

Product comparison is another area where expectations are out of alignment. Sixty-four percent of customers noted the importance of this feature versus just 1/3 of merchants. For many shoppers the mere existence of comparative information signals a merchant's confidence in his or her product line and pricing strategy. For others this feature is a testament to full disclosure and a bedrock element of a customer engagement strategy that respects and understands likely shoppers.

A similar gap exists on the topic of customer reviews. Customers want to know about peer experiences and peer assessments of products, services, prices and service. In contrast it takes a very confident and secure merchant to expose him or herself to criticism on their own site. Loyalty programs and live chat are two other marketing and merchandising elements where customer needs and merchants' perceptions diverge. Customers wanted to be treated differentially, rewarded for frequent purchases, engaged individually and access real-time help. Merchants probably can't find ways to justify the investment necessary to supply these functionalities.

Bottom line -- it’s a customer centric online world. If you don't cater to what customers want, they won't be your customers anymore.

How Google AdWords Instantly Sends You Targeted Traffic

2007-04-21T04:15:00.003-07:00

If you currently own or plan on starting up your own Internet Marketing business, one of the biggest challenges you will encounter is driving targeted traffic to your website.

Why is this an important element, you ask?

Well, let's say you have a cream of the crop product. You've worked day and night to perfect it, and you know that your target market would be all over it.

You then write a long, enticing salesletter promoting the product. You include all the features, benefits, and laid out all the reasons why your prospects need this product in their lives.

You proceed to build a website with the content you have created, complete with an awesome layouts, killer designs and even payment options.

You even went as far as to prepare you whole customer support system, which takes care of the processing as well as the follow-ups.

You're all set, and ready for business.

But what's this? You're not making a single sale. Not even one. Why?

See, you can have the best product in the world, the most enticing copy ever, the prettiest website on the Internet, and hands down the most responsive customer support ever, but it doesn't mean a thing if your website does not get any visitors.

In order for sales to take off, you not only need traffic, but targeted traffic. And you need them fast!

So where can you get such visitors? Two words - Google AdWords.

Just in case you have never heard of Google.com, it is known across the Internet and the globe as "the world's best search engine."

And rightfully so...

With over 200 million queries a day, Google is the largest search tool all across the Internet.

Google AdWords is Google's pay-per-click advertising program. These ads appear on the top and the right hand side of the search results.

There are currently over 200,000 active Google AdWords advertisers. With so many clients, Google must do doing something right!

Why do so many people use Google AdWords, you may ask.

Simply put, Google AdWords is by far the fastest way you can drive targeted traffic to your website.

The way that the system is set up is that you select the most relevant keywords for your product. You then write the most relevant copy for your ads. And then, only users who search on your pre-determined terms will see your ad, and only those who are interested in your ad copy will click on it.

With this pre-qualification program, there is no other way to get more targeted traffic than this!

And the best part is that you are not charged unless someone actually clicks on your ad, hence the name, pay-per-click. This way, you are sure that you will not owe Google anything unless you have already received some targeted traffic from your advertising efforts.

How cool is that?

Think about it. For just pennies on the dollar, you can literally begin getting targeted traffic within minutes after setting up your account!

As a matter of fact, many online businesses use Google AdWords as their only traffic stream. That's the power of utilizing Google's 200 million daily queries to your advantage!

So the next time you are racking your brain on how to drive targeted traffic to a website you have slaved over, turn to Google AdWords for some instant results.

After all, 200,000 active advertisers can't be wrong!

The most overlooked method to get free Publicity

2007-04-21T04:15:00.001-07:00

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The most overlooked method to get free Publicity
Copyright ? 2006

In most cases, you can use the normal media channels to get
the publicity you need for your product or service. And,
although you don't need to come up with schemes to get
attention, they do work.

Sometimes promotion departments of manufacturers' stage
marathon events or contests with their products -
especially with toys and games. Apparel companies may
sponsor athletic races; manufacturers of motorcycles
sponsor races.

Although promotion schemes do cost money to stage, the
efforts usually pay off in a long run with the number of
customers sold on the product.

For local coverage, charity drives and dinners are good
ways to get in the paper. Some enterprises strive for a
more national coverage with special prizes connected to
sports events.

If you are clever enough, and there's no big news break
that day, you may get your scheme on television. Even local
footage reaches thousands and thousands of people.

What gimmicks can you think of that will pay off for their
investment? How is your product or service used that it can
commercially be exploited by the news? Can you keep going
with it-making it an annual event, drawing customers from
near and far?

What if you don't want to do the publicity yourself? If
your product or service is a natural for free publicity,
you can hire a company or a person to do your public
relations work.

There are many freelancers in the large cities who have a
number of clients that they publicize. They've already
broken the ice with the editors and the media, so they can
get their releases printed.

If you want to hire someone for a special project, get a
person who has the contacts and who specializes in your
product line. If you're a celebrity, use someone who has a
reputation in the entertainment industry. If you are a
manufacturer with new appliances, likewise consider a
person with expertise in that field.

Check out the person or firm. Talk to other clients and
find out what has been done for them. Have they increased
their sales or public exposure?

Investigate the reputation with people in the media you
want to publicize in, and be sure there is a clean slate
with the local business associations.

Then work efficiently with the person who will handle your
publicity. Communicate effectively and be sure your ideas
are understood. Listen well and absorb any ideas thrown
your way. Between the two of you, you can come up with an
excellent publicity campaign that will make your business
boom.

The wonderful thing about free publicity is that you have
nothing to lose. A few phone calls; a few personal letters,
maybe some investment in quick printing news releases.
And, you can reap many times that investment in additional
sales and orders.

Whether you have an international personality to publicize
or a community barbecue, you can get that information to
the public at little expense.

What is unique about your service or product? Is it the
best? The most used? The longest lasting? Do customers
return year after year? Consider all the angles, then
consider again.

Be sure to make solid contacts and be thorough with your
follow-ups. Being polite and efficient will always create
effective business relations. Then exploit your own
publicity. Use it again and again; post it in the store or
rewrite it for more national distribution. Go as far as you
can with your ideas.

And, it doesn't cost you. That is the true joy - with a
little effort and persistence, you can reap great profits
from free publicity.

How to get publicity using Pamphlets and Pitch Letters

2007-04-21T04:14:00.002-07:00

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How to get publicity using Pamphlets and Pitch Letters
Copyright © 2006

You can publicize your service or product with a pamphlet
or booklet. Topical subjects such as saving energy or
cutting costs are always newsworthy. Naming new trends or
buying habits can equally be publicized.

Take a look at the magazines and trade journals in your
area of endeavor. Are there special sections for
interesting tidbits of the industry? Maybe there's a
section for new products, or even a section that compares
products.

Does your product or service have something special that
competitors don't? Maybe yours is the best - and -best' is
newsworthy. Does yours have the longest resiliency, or is
it made from the best materials? Maybe your service is
noted for complete satisfaction or reliability.

These aspects are especially important for the big
manufacturers. Trade journals cater to the special
industries, and those in the trade always want to consider
the best product investment - especially when spending
thousands of dollars.

An oil company sends out free booklets on maintaining your
car; a travel agent prints a brochure on the most beautiful
vacation spots; a dry cleaners gives out a flyer on getting
out stains as soon as they happen.

What promotional literature can you tie into your business?
And it doesn't need to be product oriented. Some large
companies produce tips on employee relations or benefits.
Many print their own newsworthy in-house publications.

Any special message booklet is a public service and is
worthy of free publicity. Some interesting information can
make a good feature if followed up by a reporter. Or you
may write your own feature for magazines.

You can get your literature designed and printed by a local
printer at minimum cost. Don't go for an elaborate
four-color booklet unless you can afford to. Consider what
you can get at the least expense and then work from there.
>From a small investment, you may get thousands of dollars
worth of free publicity.

Always include the name and address business number of your
enterprise on the brochure, and offer copies for the
general public as a free give-away or as a bonus for
services.

When you don't have a specific news release or a special
booklet to publicize your enterprise, you may solicit
publicity with a letter to the editor of the section that
suits your endeavor.

Rather than providing complete information, suggest the
practicality and timeliness of a feature or article on
your business or the owner of the business. Some people or
organizations are famous in their own right and start side
businesses or enterprises. For example, celebrities open
restaurants or community theaters; financiers donate art
collections; a local orphanage may raise a phenomenal
amount of money for a special cause.

A pitch letter is a highly motivating letter to get the
editor interested in the topic that will benefit your
cause. Type it on letterhead and send it personally to the
editor. You might call in advance and use it as a follow
up.

Get right to the point. Present the topic and the angle
immediately. Then, support the worthiness with some
poignant information concerning the topic.

Send copies of local publicity if you're building to a
national level, or send copies of other news features that
relate directly to your person or product.

Don't deluge the editor with too many clippings or an
overload of information. A few choice tidbits will suffice
to get that person's interest in doing a feature.

Close your letter with a mention of calling that person and
then follow up with a telephone call a few days later.

How to use a News Release

2007-04-21T04:14:00.001-07:00

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How to use a News Release
Copyright ? 2006

News releases, also called press releases, are the most
important selling tool of publicity. The release must
capture the editor's attention, be precise and easy to
read.

A news release can go to just one newspaper or many
publications at once. It can be a community notice about an
organization's library sale or an international insight
into inflation. The same standard form is used for every
type of news, whether an executive promotion in the trade
magazines, or a local event such as an author signing books
at a neighborhood bookstore.

If you want your notice to get into a special edition of a
publication, be aware of the deadlines. Sunday news
editions generally have more readers than the daily
editions. Find out when your release must be received at
the editor's desk. Never mix publicity with advertising. If
your newspaper features specific businesses in special
industry supplements, you may be chosen because you
advertise.

But otherwise, editors frown on any releases that merely
imitate advertising and are not newsworthy. Don't embarrass
yourself by sending anything that is not worthy of being
printed in the publication as news. Not only will your
release be thrown away, but you will destroy any chance you
had for subsequent releases with that editor.

WRITING THE RELEASE

Keep the news release to one page. Type it clearly on white
bond paper, double spaced, and never send it with
typographical errors. Since the release might be published
exactly as it is received, be sure the copy is professional
and worthy of publication.

At the top left, put your name and address and the phone
number you can be reached at during business hours. In full
capital letters at the right, type, FOR IMMEDIATE RELEASE,
PLEASE or for release on or after a certain date.

Use a headline appropriate to the event or topic, and keep
it short - just like newspaper headings. Capitalize the
letters and underline the headline.

Start the copy with a dateline, which is the city and date.
Then write the rest within a few paragraphs. Include the
important information in the standard who, what, when and
where. Use good English, but don't run on with unimportant
adjectives or boring information. You can capitalize the
first letters of important events such as Public Auction
or the name of your new product.

If you have a release to send to many publications at the
same time, have it printed by photo offset so the copy is
clear and looks original.

Include a personal letter to the editor. Be cordial, but
keep it short. If your product is convenient to mail, you
may include a sample if the editor is amenable.

Watch the publications and clip the printed publicity
yourself. Never ask the publication to send you a copy.

Know when to send in your Press Release

2007-04-21T04:13:00.000-07:00

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Know when to send in your Press Release
Copyright ? 2006

Press releases should target either general interest or
special interest media. Your targets should include print,
broadcast, and internet media. General interest media
includes your local newspaper, Time magazine, and some
of your local radio and television stations.

Special Interest media includes trade publications and
broadcast media that focuses on some niche area of interest.
The important thing to remember as you pursue this avenue,
is that your press release must be newsworthy, ie..., news,
if it is going to be published and generate the traffic
to your website that you are seeking. You should also
recognize that what's news to one organization isn't
necessarily news to another.

Your local newspaper, the Little Ville Beacon, may think
your having a website on the internet is big news. After
all, nobody at the paper has browsed the internet themselves
yet and they don't know anyone else who has a website. So
by all means send a press release to the home town
newspaper.

Time magazine, on the other hand may not be so impressed.
They may not have actually browsed the web, but someone
met somebody sometime at a cocktail party in Manhattan who
did. So its not news. Yet if you have the right kind of
site you might get into Time. How? Well, if it's a special
interest site it might correspond to a special interest
section of the publication or be involved in a special
event of the time.

For example, the periodical has a section that covers
politics and your website is the be all of all times
on politics. Or you might get lucky and send them your
PR Release on your model railroading website just as
they are putting together a special report on how model
railroading is taking the nation by storm. Of course,
you will not know that, but if you send enough PR
releases out you just might get lucky.

You could get on the radio. Does one of your local
stations have a talk show that covers computers? Perhaps
there's a local talk show that's about crafts and
hobbies. Your website on clothing and handbags might be an
appropriate subject to talk about when you call into the
show. Hey, you're doing a public service here. Don't be shy.

Special interest media would include Model Railroading
Magazine, Net Guide, Computer World, and a variety of
programs on public television and radio. The closer the
fit of what your website covers and what this particular
media covers the more likely you will get coverage.

If a particular media is a super fit for your site, like
if there were a publication called clothing and handbags
on the Web, you should probably make a special effort and
maybe tailor your release to meet their specific needs.
You might even call the editor for the department you
are targeting to reinforce your message.

Writing the press release should not be too difficult.
Keep it brief. About two pages double spaced is about
right. Always include some direct quotations as if you
were being interviewed.

For example, "Mr. Page stated that his Google Internet
Search Engine is the greatest thing since sliced bread."
With some good direct quotes, the reporter can write
the story as if he actually bothered to interview you.

Since reporters are very busy people, this extra touch
will be very appreciated and your website is more likely
to get some press coverage. A well written press release
can be used verbatim by some trade publications. The
trade publications that have no paid subscribers and a
lot of advertisers often don't have a lot of reporters
hanging around looking for something to do. The editor
just might pop your entire release, unedited (He's busy
too.), right into the Industry News Column.

Testimonials in Direct Mail Marketing Sales Letters - Choose the Correct One of Three for Your Needs

2007-04-19T03:39:00.003-07:00

Your direct mail sales letters must overcome three doubts if you are to make money through the mail.

These three doubts are floating around in the skulls of your customers and potential customers all the time, and surface whenever they receive a direct mail pitch from you (and other businesses), asking for their business.

These doubts are really questions that consumers and business buyers ask themselves as they are reading your mailer, while they are deliberating about whether they will buy from you or not. The three questions are these:

1. Can I trust you?

2. Do you understand my need?

3. Will your product or service meet my need?

In every sales letter you drop in the mail, you need to overcome these doubts or you will not close a sale. And you won’t secure the long-term loyalty of your customer.

One of the best ways to overcome these three doubts is to include testimonials in your direct mail packages. A testimonial is a statement made by someone that either recommends, proves or pays tribute.

Recommendation Testimonial: This testimonial consists of a favourable report on the qualities or virtues of someone or something. It usually includes an explicit endorsement. An example is a statement from a satisfied customer recommending that others buy from you. This type of testimonial helps potential customers to trust you, particularly if the recommendation comes from someone that the potential customer respects.

Proof Testimonial: This type of testimonial is a statement that backs up a claim or supports a fact that you make in your letter. An example is a statement from one of your clients who used your photocopier toner cartridge and discovered that it delivers over 30% more copies than competing products, just as you claim it does. This type of testimonial helps customers see that your organization understands customer needs.

Tribute Testimonial: This type of testimonial expresses esteem, admiration or gratitude, and is made to honour or thank a person or business. An example is a thank-you letter from a customer expressing gratitude for outstanding customer service, or a note congratulating a business on receiving an industry award for sales. This type of testimonial shows customers that your organization meets customer needs.

As you can imagine, the type of testimonial you use in a sales letter depends on your goal. On some occasions, you need to build trust. On others, you need to prove a point. Your success depends on your ability to use the right type of testimonial with the right audience in a compelling way.

Optimizing Your Product For A Direct Response Campaign

2007-04-19T03:39:00.001-07:00

The benefits of running a direct response campaign is that you can start selling your product fast. The disadvantage of a direct response campaign is that you’ll get little time to convince your prospect. In less than 10 seconds you will need to communicate what your product is, what it’s unique benefits are and why you really can’t live without it and should buy it right this minute.

That is quite a lot.

Failure to communicate all the concepts I just mentioned can happen for three reasons:

- The media you use targets people who would not naturally be interested in your product

- The advert is not clear in communicating what the product is and what it’s amazing features are.

- The product has not been developed yet to that critical stage where it is a must have.

In this article, we’ll be concentrating on developing your product for impulse purchase.

What makes your product a must-have? No, I am not asking you to start trading bread and water. Cute black and white square balls that look like pigs could be just as vital to your survival – the odd product I mentioned is currently all the rage in Japan. What makes it essential is that the marketing team pushed the pigs as a must-have fashion item for teenage girls. It now comes with a plethora of add-ons which can be purchased individually. This is a trick that marketers call ‘adding perceived value’.

Whether perceived or real value, it is the added value and the context in which you present your product that will make it must-have.

Developing my product’s must-have qualities. A candle is just a candle. If I were to say to you that I wanted you to create a direct response campaign that could sell my candles all over the world, you’ll probably grumble and tell me it is impossible.

It is not. The real problem is that the product as it is, is too common. It needs to be developed.

We could start creating romantic candle packs. Get yourself a pack of candles, some of which scented, others in a heart shape, maybe a little set that spells out I love you – whatever we can come up with. Maybe we throw some massage oil in too. Now that we have a compelling product that differs from all the other candles, we can start thinking about the message. Send out a mailer, asking why the couple shouldn’t enjoy a romantic night in? Is it really worth it booking a table for Valentine’s in an over crowded restaurant, with the bar staff hovering around you because they want to clear the table as quick as possible for the next couple.

The mailer makes suggestions for a romantic night in: surprise her with a candle lit dinner at home, and give her a full body massage.

We could create candles for long hot summers: big candles in windproof hanging containers for outdoors, a bit like Chinese lanterns, infused with insect repellent such as citronella. Or maybe we create candles for the festive seasons: special Christmas and Halloween candles.

All of a sudden the candle business seems quite a lucrative direct response market.

Understanding the context in which your product will be used will help to make it highly relevant.

Always remember, the product should sell itself, the marketing just raise awareness of its existence and benefits.

Get busy Before sending your product out there in the big bad world, sit down and think what value you could add to it.

Think about the frame of mind your customer will be in when you send him your direct marketing message – the media on which you advertise, be it TV, radio or outdoor will already have influenced his mind. The time of year will have had an effect. Use all of these influences as an asset. Build your ‘add-ons’ around this. In our candle example, it was changing the design of the candle.

Think about how customer’s bias would alter perception of your product. How do they classify it? Challenge their believes. Candles aren’t boring – they are exciting at Valentine’s, they are useful insect repellers, they bring relaxation and atmosphere when you take a bath.

Think about who your customers are. Is there a specific candle they needed and never had? For instance: a candle pack for newly-weds. Romantic candles, aroma candles, candles for the bathroom, naughty candles for the bedroom, candles for the patio, candles for the basement, next to the fuse box when the lights go out, one that comes with a built-in device that helps you light the candle (it’s murder looking around for matches when the lights are down).

I’m not going to bore you with my candle industry parallels. Think about your product in a new way, find the add-ons, re-invent it for all your different demographics and invigorate your product.

Direct Mail Sales Letters - 10 Key Elements to Creating Marketing Pieces That Get Results

2007-04-19T03:38:00.002-07:00

If you want to have any success with your business, you already know you need to advertise. While there are many methods available in today’s marketplace, the one best suited for any small business with a limited budget is without a doubt, a well written direct mail sales letter.

While a well written sales letter definitely has the most potential for generating a flood of new business, it also has the potential to be a huge failure if not done correctly. You see, consumers today are absolutely bombarded with marketing materials and advertisements. So much so that if your piece doesn’t stand out from the crowd, it could easily get lost in the avalanche of junk mail.

So, to help combat this potential disaster with your next direct mail piece, here are 10 key elements that will help you deliver a super-successful marketing piece:

1. Use An Attention Grabbing Headline

With so much advertising already competing for your prospect’s attention, it’s critical to your success that you grab their attention right off the bat. In fact, you should think of your headline as the ad for your sales letter. You MUST give your reader a strong reason to read what you have to say or you might as well save the postage and printing costs.

2. State the Problem Your Prospect is Having

Right off the bat let your reader know that you understand the pain and frustration they’re feeling. No matter how big or small the problem may be in reality, the pain and frustration they’re feeling is very real and it represents an opportunity for you to be the hero.

3. Agitate the Problem

After bringing the painful problem to their attention, paint a picture of what this problem is costing your potential customer in terms of health, wealth, time, status, or frustration. Helping them really feel the pain of the problem will urge them to continue reading as they’re now looking for a way to eliminate their pain and frustration.

4. Paint a Picture of a Brighter Future

Once you’ve painted a clear picture of what this problem is costing them, it’s now time to repaint the picture and give them an image of what it could look like. Just as you painted a clear picture of everything this problem is currently costing them, you want to paint an equally vibrant picture of what life COULD be like if this problem no longer existed.

5. Lay Out Your Solution

Now that they have a clear picture of what life could look like without the frustrating problem affecting their life, tell them how your solution can make that happen. Don’t just list all the various features associated with your product or service, but smother them with the numerous benefits they’ll receive as a result of your solution.

Sure, you need to describe your process and how you’ll accomplish this pain-free picture you painted, but be sure to explain each step in the process in terms of how it will benefit them.

6. Overcome Objections

Unfortunately, no matter how well you paint the pain-free picture and describe your process for making it happen, your potential customer will have some questions or objections. Don’t worry, its human nature to be skeptical.

However, it does require that you address as many of these objections as you can. This can be accomplished by including a FAQ section, testimonials, before-and-after pictures, or listing your qualifications. There are numerous ways you can overcome these questions and you should employ as many as it takes to help set your prospect at ease.

7. Present A Valuable Offer

Remember, the whole point of your direct mail sales letter is to eventually get sales. As such, it’s critical to the success of your mailing to present your prospects with an offer that gets them to move to the next step in your marketing process.

However, don’t assume that just because you listed all your various products or services that they’re going to jump all over it. You need to present them with a very clear offer so there’s no confusion as to what the purpose of the mailing is.

8. Create A Strong Call To Action

Again, don’t just assume that because you sent a sales letter that lists your phone number or website somewhere on the letter that your prospect knows what to do next. Tell them exactly the steps they should take to respond to your offer and tell them exactly how to accomplish each step.

For example, “Pick up the phone right now and call (704) 444-5555, 24 hours a day, 7 days a week to schedule your FREE, no obligation estimate.” Don’t assume anything or leave anything to chance.

9. Create Some Urgency

Unfortunately, we live in a society of procrastinators. Unless you give your prospects a reason to respond to your offer immediately, chances are pretty good that your sales letter will end up stuck on a refrigerator never to be looked at again or in some pile of papers the does little more than collect dust. Avoid this undesirable fate by giving your offer a deadline, limiting the number of packages available, or by using any number of ‘urgency creating’ devices.

10. Don’t Forget the P.S.

Believe it or not, the P.S. is the second most read part of any letter, following only the headline. As such, it’s important to include one that restates your offer and chief benefits your prospect will receive. If necessary, repaint the picture of what life would be like without the problem and remind them of your offer for creating this new scene.

Include these 10 elements and watch your next sales letter pull like a super-charged magnet.

Remember, a powerful direct mail sales letter can be a powerful tool in your marketing arsenal, if done correctly. Include these 10 elements in your next letter and prepare yourself for the surge of new business that will surely be headed your way.

Successful Direct Response Marketing

2007-04-19T03:38:00.001-07:00

What is Direct Response marketing?

The central idea behind direct response marketing is to create an immediate benefit for your prospect coupled with a sense of urgency and a ‘call to action’ (what you require the prospect to do - e.g. get £5 discount if you respond in the next hour).

If your product is complex and the customer needs to be educated about it, you are best to suggest they should call a telephone number, visit a website or join a mailing list.

Although direct marketing is usually associated with mail, magazines and television, it can be supported by virtually any medium: billboards, print advertisements, online ads, indoor and outdoor advertising, you name it…

In this article we will mainly focus on direct response campaigns that generate qualified leads for your products. In future articles I will discuss how to develop customer databases and build customer relationships through direct marketing.

How does it work? Success in direct response campaigns is measured by ‘effectiveness.’

As long as there is a budget at hand, anyone can produce an ad and send it out there. For the direct marketer, this is just the first step.

The direct marketer will include very specific calls to action: e.g. call a specific telephone number. This number is often set up specifically for the marketing campaign, so that every single call can be ‘tracked’ as a response to the campaign.

How do I create a campaign with a high response rate? On average, a direct –mail letter gets a response rate of 6.7%. That means that for every 1000 letters you send out, you can expect 67 responses. A door drop has an even lower hit rate: a measly 5% will get in touch with you. 40% of all direct mail is immediately put in the bin, and a telemarketing centre making outbound calls typically will achieve a 5% response rate.

However, if you follow a couple of simple rules, you can beat these odds.

To be effective, you must clearly define your core objective.

A direct response campaign has three elements:

- Creative - Fulfilment

- Media

You’ll get 10 seconds maximum to convince your prospect. So, keep it simple, because no-one will take the time to read a lot of dense text to find out how exactly they can benefit!

The creative is a striking message that identifies the product you want to sell, and highlights its unique benefit, e.g. ‘cheaper car insurance for women’. If they don’t get what is so unique or how they could benefit from your product in the title, they will not read on. Keep the extra copy short, bullet pointed and relevant to the question: ‘what does the customer get out of this’. Make sure your advert is professionally designed. Research shows that advertising pieces with close ups of friendly faces have a higher response rate.

The media you use: this could be television, radio, outdoor, indoor, online. You choose. Usually products have three media that will work well for them, and all others should be discarded. Make sure you know what works for you. I’ll write a separate article on this in the near future.

Wholesale Directory Sources And Information On Suppliers

2007-04-19T03:37:00.000-07:00

A Wholesale directory would offer you the best, comprehensive, most updated and precise information on all kinds of wholesale, products, wholesale distributors and manufacturers across the globe. A Wholesale directory is extremely important for a business owner because he requires interacting with several wholesalers and manufacturers at a time for business purposes. It is extremely difficult to remember the names, street address and contact numbers of all the best wholesalers you can deal with, in your trade. You might misplace or damage your digital diary or mobile phone, but a wholesale directory on the Internet would prove to be your true friend who is there for you during the tough period of your life.

A directory can be defined as a word database utilized in computing and telephony meaning a repository. It can also be referred to as the comprehensive database of information. A directory is highly optimized for reading. Most commonly, a directory facilitates search and browsing in conjunction with other powerful utilization.

These days, web directory has taken place of the traditional version of directory that has been used for more than a decade now. Web directory can be referred to as a website that offers facility to view a categorized listing of several other websites and even offers directory links to most of them.

Wholesale directory has become immensely famous these days. There are several free wholesale directories available on the Internet these days. These are comprehensive wholesale directories that are targeted towards retailers, individual consumers, wholesalers and auctioneers. Most of these wholesale directories also offer extensive and useful information on leading source directory of top Internet wholesalers, manufacturers and liquidators. The wholesale directory connects to millions of closeouts, wholesale merchandise and other inventory suppliers. You can easily access wholesale directory via Internet easily. There are several benefits you can avail from a wholesale directory and some of them include:

The wholesale directory offers you adept information on wholesalers.

Telemarketing - Cost Effective Or Just Plain Costly?

2007-04-16T02:47:00.002-07:00

Marketing by its very nature is a volatile beast at the best of times and with the maze of marketing activities on offer, it can be difficult to determine the most effective route to pursue. A successful marketing campaign takes planning enterprise, and smart use of a company’s resources, whether they are in-house or outsourced. Michael Jackson of EB Marketing suggests that Telemarketing is one of the most successful forms of marketing available and in fact gives one of the best returns on investment.

Whilst on the outside the telemarketing approach may look like a simple and easy way to generate new business is not as straightforward as it first may seem. To the contrary, it requires good communications between the telemarketing company and the client through both the good times and the bad. It also requires a new vibrant way of approaching telemarketing to be a success and with cost effectiveness at the forefront of any campaign; it must ultimately demonstrate measurable results.

It is common practice for many telemarketing agencies to offer either appointment setting or lead generation, so why do they not offer both? And why not at no extra cost?

Enter Pipeline Management

Pipeline management is simply the process of arranging appointments where the potential client is ready to discuss requirements of whom has a budget, and who plans to make the changes now.

Generating leads for those who show similar interest but suffer from budget issues or for those who are awaiting budget, requires more work and effort, but results in a bigger pipeline for the client. Naturally budget is an important factor in any marketing activity, and clearly the Pipeline Management approach is a double winner: the client gets more for their money, and the telemarketing company is able to build a long-term relationship as a result of the size of the pipeline they have built over time.

But offering Pipeline Management alone will not guarantee a long and happy client relationship – they must be offered more.

Lead Qualification

It’s one thing for someone to be interested in meeting; it’s another to know why. Qualifying appointments and leads is paramount.

Clients must ask themselves:

• What issues are you currently facing?
• Who is this a problem for?
• Who will make the final decision?
• When will the final decision be made?
• Has budget been allocated to this project?

The object of this exercise is simple - to provide a leading edge against the competition, and most importantly when walking through a prospects door you are armed with the relevant information to wow them and close the deal.

The real value of telemarketing

The biggest problem many face is the decision on whether telemarketing is the right choice and generally it is an activity that suits everyone. However it is important to take into account the cost of the campaign against the cost of the service or product being sold.

The ideal length of an initial campaign can and does vary, but on generally clients should look at no less than 10 days and the average is nearer to 20 days.

Because a campaign never finishes in the same way it started due to changes and improvements, a small pilot campaign is always sensible. Many companies agree to 3-month contracts without any prior experience of a telemarketing company, so it is vital to make sure their ability is tested before signing on the dotted line for longer-term campaigns.

It is advisable never buy data through a telemarketing company as companies like Corpdata provide similar information directly, and the data will belong to the client rather than the telemarketing company.

If carried out appropriately, telemarketing is one of the best ways to generate new business, but it is not a simple, quick fix approach and requires a dedicated telemarketing team who understand the needs of the business. Do not see them as outsiders to the business but as an integral part of the sales force and as such, they require the same input and communication as internal sales and marketing departments.

Ultimately the success of the campaign should never be based on the number of appointments; but on the quality of those appointments.

Mike Jackson is director of highly acclaimed Telemarketing Company Ebony-Bailey Marketing. After launching the business in 2004, and with the help and funding of the Princes Trust, he was able to quickly establish his credibility in the industry and now boasts an impressive client base including Gartner, Sage, Dallkia, NSPCC and Tottenham Hotspurs FC. Blackburn Rovers FC, Fulham FC, Stoke City FC, Birmingham City FC, Bolton Wanderers FC, Crystal Palace FC, and Hearts FC.

Mike has almost a decade of experience in the telemarketing industry with his last role involving the running of the telemarketing department for an ISP. In only a short time, Mike was able to radically improve the fortunes of the department, and over the years Mike has worked on behalf of some of the world’s largest organisations.

Top Marketing Strategies: Direct Mail Frequency

2007-04-16T02:47:00.001-07:00

The owner of a mid-size business in a regional market wrote in with this question about direct mail strategy for introducing a new product:

“If you had a choice of mailing to several communities one time (possibly twice) as opposed to mailing to a few communities two (maybe three or four) times, what would you recommend?”

In all but a few situations, our answer to this type of question is going to be “go with frequency.” It’s essential that your mailer be there during the critical time frame in which the customer is interested in your product. And you don’t know when that will be.

For instance, you may have the best deal on dishwashers in the state, but your offer will barely register as people sort their mail…until the month comes when they notice their old machine is starting to leak, or they’re getting ready to sit down with their contractor and spec out the kitchen remodel. If you’ve been mailing on a steady basis, your offer will likely get their consideration. If you’ve mailed only once, they’ve probably forgotten about it.

Of course while frequency is a key, it won’t do you any good to mail frequently to the wrong lists or to the wrong list segments. That’s where mail list testing comes in.

You might consider doing an initial, broad mailing to several list segments and carefully tracking response to that initial mailing. (Make sure your employees know to ask customers who call or come in to your store how they heard about the new product.) If particular segments of the initial mailing perform better than others, and your mailing budget is limited, we’d recommend following up with a program of frequent mailings to those top-performing segments rather than only one additional mailing to the broader list.

Segmenting and testing lists is an art, and much of it is influenced by how well you — and your list broker — know the lists you are using. It’s important to have direct marketing consultants who pride themselves in helping clients tailor the right lists to find the right buyers.

Direct Mail Marketing is a Rifle, Not a Shotgun, Says Direct Response Advertising Services Company

2007-04-16T02:46:00.002-07:00

When I served in the British Special Forces, I learned a lesson from a sniper that applies directly to your success at direct mail marketing.

I had a buddy in my Reconnaissance Troop who could kill a man at 800 metres with one bullet, even if the man was walking. Scottie was a sniper. His motto was the motto of all snipers, “One round, one kill.”

The job of a sniper in wartime is to kill specific people at specific places at specific times. Snipers don’t engage all the enemy on all fronts. Instead, they are given orders to kill “high-value targets.” And they are expected to kill those people with one shot from a concealed position. They shouldn’t expect a second chance. Which means each bullet (each “round”) has someone’s name on it, so to speak.

I remember Scottie whenever I am talking with a client or prospective client who wants to use direct mail to reach the masses. Someone who wants to use direct mail as a shotgun so that everyone in its path receives the sales pitch.

But direct mail marketing isn’t mass marketing. It’s a sniper rifle. With a sniper scope mounted on top. Direct mail marketing is all about putting one individual in your crosshairs and firing one message at that person. Newspaper advertising targets the masses. Direct mail marketing targets one individual.

Direct mail is too accurate a weapon to be used simply for raising awareness. And it’s too expensive to use to reach the masses, since most individuals in the masses will never buy from you.

So your first job as a direct mail marketer is to segment your market. Narrow your focus to those individuals who want and can afford what you are selling. They will usually fall into different groups.

One group might be chief operating officers at non-profit teaching hospitals in cities of 400,000 people or greater, at hospitals with more than 700 beds.

Another group might be chief financial officers at rural hospitals that have 200 beds or fewer, and that are operated as corporations.

Your next job is to narrow your offer. Your offer for the chief operating officer at the large, non-profit, urban hospital should be different from your offer for the chief financial officer at the small, for-profit, rural hospital. Their needs are different. So your messages and offers must be different. Each market segment gets a different bullet.

Using direct mail as a sniper rifle instead of a shotgun means you will mail fewer packages to fewer people. Which means your cost to reach each individual will be higher. But it also means your response rates will be higher. And your cost per sale, and your cost per qualified lead, will be lower. That’s the beauty of one shot, one sale.

Work from Home with Your Own Mia Bella Candles Business

2007-04-16T02:46:00.001-07:00

When you decide to launch your own home business, you first need to determine what kind of business will be successful. Mia Bella candles offer quality products that allow you to work from home. To have a thriving business you need a product or service that is in great demand. That is why Mia Bella candles have been profitable for many people who work from home.

Candles are very popular in American homes. The candle business in the US is a $2 billion plus a year industry. Seven out of ten homes use candles and many people use them for relaxation. At one time, candles were used only for light. But now, they are used for home décor and to add scent to the home.

Selling Mia Bella Candles

Mia Bella candles started out to help with fundraisers. Their unique formulas and exceptional scents were very well received by customers. This was just the beginning! They wanted to make this available as a retail business to provide income for their distributors. They wanted to get the products on the market and allow more people to realize their dream of working at home.

Enjoy High Profits

There are three ways to earn money with Mia Bella candles. The first one is retail sales through home parties, craft shows and office sales. Many people are selling them along with other crafts and making a large profit. The second way to earn money is through fundraising. This program has been very successful for distributors and could lead to a full-time income. The third way to earn money is through residual income. By recommending five people to the Candle of the Month club, you can move to a higher income level.

The company provides you with ideas and guidelines to get started. The start-up cost is low and the profits on your sales are very high. The products sell themselves, and you do not have to use high-pressure sales tactics. You can earn a full-time income by getting the products distributed, and then word of mouth will spread it.

Unique Mia Bella Candles

The Mia Bella candles are made with natural ingredients such as vegetables, soy and plants. They burn practically soot-free and are non-toxic. And very importantly, their fragrances smell more natural and stronger than most other candles. The gourmet scents will impress new customers and will keep them coming back. There are candles and melts to choose from in dozens of delightful fragrances!

Selling Mia Bella candles is a legit business that can help you work from home. Whether you want a full- or part-time business is up to you. You can keep another job and just sell to friends if you want. Or, you can earn more income by doing it full time through fundraisers, parties or shows. With Mia Bella candles, you can realize your dreams of earning money through your own home business!

Promoting Your Exhibition Or Event With Electronic Press Releases

2007-04-16T02:45:00.000-07:00

If you are organising an exhibition, event or even exhibiting your own stands display at an event, you will want to ensure that people are aware of your presence, ahead of time. Making your presence known at an exhibition ahead of time can help to drive interest and visitor numbers. So what can you do? One idea is to submit an electronic press release online to one of the many websites who now specialise in electronic press releases. Before submitting the press release though, you need to know how to write one. Below are 8 tips to help you write the online press release to promote your exhibition or exhibition stand.

1. Ensure that you give clear information about the exhibition in the first paragraph. This can be expanded upon in later paragraphs in the article. This first paragraph though is crucial and will also enable you to make clear who the target audience are, i.e. the people you are looking to attract to your exhibition.

2. Make sure you give clear information about where and when the exhibition is and also if possible, details on how to get to the venue. If the press releases is about one exhibition stand only then be sure to give details on how to find your stand in the exhibition, i.e. stand number and aisle number.

3. Using a bulleted list can be a very good way to break points down and to make information clear.

4. Ensure that you use your keywords in the title of the press releases so that it attracts the right people.

5. Do not try and over-complicate the press release with over-complicated words, unless needed. Keep the electronic press release simple.

6. Ensure that you add one or two links to your website, in the press release. Most electronic press release sites allow you to add in a few links. The link/s will benefit your site in terms of search engine optimisation, in addition to giving you the chance to offer the reader some more genuinely useful information about your exhibition or exhibition stand.

7. Do not write your press release the same way you would a normal article. A press release should offer definite news i.e. a definite piece of information.

8. Do not make the press release too long. Press releases can be quite short, i.e. they do not need to more than 400 words unless you have specific things you need to say.

Developing Profitable Product Concepts!

2007-04-03T05:49:00.001-07:00

It’s very hard to describe how to develop the merchandising ability of looking at things and automatically devising potential money making scenarios. It’s part experience, part learned knowledge, part natural instinct. I can only write examples when they come to me. Hopefully through example you will learn to relate and assimilate.

You must practice your product development skills every day. You have to develop the habit of looking at things in special ways. Like; “how would I sell that?”... “how could it be improved” “could I use it to enhance what I’m currently selling”.. “could it be repackaged and sold to a different group of people than it’s sold now”...”what could be sold to the people that bought it?” Our goal is to make this process a part of your being...an instinct... something that happens automatically, without conscious effort.

Let’s start with this one statement; In mail order, it’s always best to have as many products as possible in your line that lend themselves to repeat sales, or multiple purchases. For small companies it’s absolutely essential.

Here’s some examples: My daughter has a charm bracelet, of course she buys charms for it. You see how the charm bracelet lends itself to future sales. You could probably give the bracelet away free, or at very low cost and make your money selling the charms.

You could offer the bracelet free of charge when you agree to buy three more charms in the next year. Or how about, “Charm of the Month” See what I did? I automatically... without conscious thought...incorporated the negative option sales technique to the product. (By the way, that’s why you should continue to read and learn, if you didn’t know about the negative option technique*, you wouldn’t know how to apply it to your product would you.)

Back to the example. This is also an example of niche marketing. Charms and charm bracelets are a specialty, a niche in the jewelry industry. Can you give me an example of a niche in a niche?

What would be a niche in the charm niche? Don’t read further...think for a few minutes. What did you come up with? I came up with animal specialty charms. e.g. “Just Cat Charms,” every breed for the cat enthusiast. It could be dogs, horses, any animal that certain people just love.

It could be Saints, Presidents, Famous Musicians. Want some others? How about...Just; boats, cars, states, countries, dolls, or flowers. And there’s more! See how a simple item that we’ve all seen a thousand times just expanded into an entire division or business.

Residual income, that’s what we want. When you look at things in this way you will learn to develop products that create big profits for your company.

Don’t worry if your ideas sound bizarre. It’s practice that we’re after. And remember, when you brainstorm it is actually a large quantity of ideas you want at first, not quality.

Sometimes the goofiest ideas bring forth big results. I was at a party the other day, and in one of the rooms was three giant wrought iron candle holders, floor models, one was about three feet high, the next a foot taller, and the next another foot taller. They were topped off with big beautiful candles.

The thing is, these candle holders and candles were some of the neatest candle holders I’ve ever seen. I then thought, I bet there’s lots of neat candle holders being made, or ones that could be made. I then noticed that this person had many different candles and holders around the house, some in each room.

So I figured that people that like candles...really like candles...and buy more that just a couple, sometimes a whole house full. I then figured that there may be many people into candles. My next thought automatically said catalog, a catalog with nothing but beautiful and wonderful candle holders. Oh, and of course the candles....candles that burn away.

If your job depends on coming up with money making product concepts, make an effort to practice your skill daily; until it leaves your conscious thought process and becomes part of your subconscious.

Some final idea qualifiers: Does the product fill a need, a desire, or enhance a persons life in some way? Can you readily identify and reach the people that might buy what you have? Is the total number of these prospects large enough to support the investment or business? Can it be easily delivered and serviced?

Remember to track your customers with a relational database. If you’re not computerized you must make a chart. At the minimum; for each customer you must have a field that tracks; Name, Address and Phone(s), How they first heard of you and the date. (remember each ad must be keyed or coded for source) ...what they bought...how much they paid...and the date of each purchase. JDS

* The Negative Option Technique, is where you send monthly product choices and the customer has to send in a card if they don’t want to buy it. They have to make a negative choice. They have to say no. If they want it, they do nothing and it will be automatically sent.

Business Direct Marketing - Top 10 Must Do's for a Successful Program

2007-04-03T05:48:00.002-07:00

Let's face it. Companies spend a big portion of their budgets on print and online advertising. And, we all know that we still get a bunch of "junk" mail. Why? Because it works. While inventing new ways to market your business can sometimes pay off, let's make sure we do not drop the ball and overlook the ground rules for direct marketing.

Small business owners can effectively use direct marketing to grow their business and build relationships with their current and prospective clients. But, a poorly executed direct marketing program will hurt you where it counts! Here are a few tips to give you a great shot at putting together a successful direct marketing campaign.

1. Have a clear vision of what you want to achieve. Create a marketing plan. Set goals for your direct marketing effort and put it in writing. Share it with key employees and have clear-cut objectives that reflect your marketing research and intuition.

2. Get "personal" with your target audience. Sending a marketing letter to "The Manager" is the best way to get your message ignored and thrown directly into the garbage or virtual trash. Get personal by using and creating marketing databases that have detailed information on the businesses you are trying to reach. Do not be afraid to use this information in your message. This conveys to the recipient that you have done your homework and have a value offering that relates to their business.

3. Test before rolling out your promotion. You have done your research, crafted the look and content of your sales message, and prepared your database. That is a lot of work done to get to that point but do not waste your time and efforts by sending your message out to your list without testing it first. Take a smaller nth name test from your database to see the response to your message. Get a feel for turnaround times, inquiries and general receptiveness to your offer. If you like the reaction, roll it out. If not, change something and test again until you get an acceptable response.

4. Include a "call to action" in your message. Putting your address or phone number is not enough. Stay away from creating open-ended offerings. Reinforce your compelling sales message by telling the recipient of your marketing letter exactly what to do and when.

5. Consider a multiple step direct marketing strategy. With the investment of time and money, it is easy to understand why small business marketers want to make the sale on the first pass of a marketing effort. The ability to do that will depend on your product or service offerings. But, two-step direct marketing has some valuable upsides. It allows you to collect a larger pool of potential customers and build a relationship with this market. In many instances, it provides an opportunity to increase the unit sale and introduce additional products and services.

6. Be a Copycat. Do not resist what is working in your market. Understand what your competitors are doing to get business. Pay special attention to what the market leaders are doing and what promotions are repeated. Other companies have done their market research and testing and, sometimes, you can benefit from their investment by implementing a similar strategy.

7. Follow up with a vengeance. Do not let your direct marketing effort fizzle on the back end. Just like in sales, the weakest link is usually in the follow-up.

8. Perceptions are important. We all want to work with quality people. We all want to do deal with quality companies. Make sure your message does not make claims you cannot back up or seems deceptive in any way.

9. Niche out your products and services. Packaging a product or service for a particular group can sell more of your business offerings than if you tried to sell to a general market. If you are a specialized business already, look for sub-markets to sell to. It is more work for sure but, you may find a gold mine. Following tip #2, people respond positively to messages that they can relate to.

10. Make sure you analyze your results. You can easily tell if a direct marketing effort was successful in generating sales. But, be sure you note the qualities of both the positive and negative responses because you can miss valuable sales and marketing information if you do not. Things such as response times, geographical disbursement, respondent job titles, inquiries that turn into sales, and actual client feedback, can help you roll out a more effective direct marketing campaign next time around.

Okay, here is one more bonus tip for you. Make your sales message compelling. Be creative and use your instincts. Remember, every sentence you put on your marketing piece should have a purpose. Leave out extraneous information and be clear with your sales message. Now, go ahead and use these tips, along with your business savvy, to form a successful direct marketing program.

The Power of Personalized Mail

2007-04-03T05:48:00.001-07:00

Think about it. Have you discovered the power of personalized Sales Letters to your customers?

Customers are your lifeblood. They do business with you because they trust you. Furthermore, most of your business comes from existing customers, not new ones. Look after them well and they'll take care of you.

Most of the public are switched off with the amount of junk mail and spam which peppers them day after day. A personalized e-mail will receive a far better reception. Everybody likes to see their name in print and will read a message privately addressed with keen interest.

If you are still unsure about the power of electronic Sales Letters, look hard at the growing number of people who are using the web as the best medium for advertising their business. But be careful. Try to weed out the Sales Letters that promise unrealistic rewards, both in monetary terms and time spent achieving great wealth.

A far better way to assess the merits or demerits of Sales Letters on the web is to sign up for free membership. No need to spend any money on registration fees or purchase e-books before you have developed a level of trust with the claims of the author.

When you have reached that stage, then decide what you wish to buy. And there is a wealth of excellent sales material available. But back to your customers.

Sales Letters are far cheaper to produce than you think. If you can write your own letter and use the e-mail for distribution, the cost is virtually nil. You can't get any cheaper than that!

But you must have a really compelling Sales Letter to draw customers, even your existing ones. It is essential that your selling copy is powerful, truthful and beneficial to the consumer. You may need some help. And that will cost, but you'll get your money back hand-over-fist if the copywriter is well briefed and understands the art of persuasive, rather than heavy-handed, selling language.

Finally, don't forget the database. If you are serious about compiling Sales Letters make sure you have the names and e-mail addresses of all your customers. To bring the list up-to-date offer your customers a polite invitation for details when next they come into your store.

If you'd like some helpful and friendly advice about how to use the web for effective selling, drop me an e-mail. I'll gladly take time out to answer your questions.

The Ten Key Questions In Direct Response Radio Advertising

2007-04-03T05:47:00.002-07:00

Introduction

Successful radio advertising campaigns require that certain fundamental pieces of information about the product (or service), customers, and business be clearly understood by everyone involved in the effort. Sales, marketing, customer service and the radio advertising agency should all have the chance to provide input from their perspective, and all of these groups should be operating with the same set of complete information.

Without this foundation of common understanding, the chances of your radio advertising campaign being successful are diminished. Why? Because you slip from a methodical, disciplined approach to building your business profitably with direct response radio advertising to a more haphazard and risky approach that relies on luck. Successful direct response radio advertisers earn their way to great wealth by taking a disciplined approach. The questions we'll outline below are to be answered as part of just such a disciplined approach and they are meant to be addressed during the pre-launch phase of building your radio advertising campaign.

In many respects, building a successful direct response radio advertising campaign requires a mentality akin to that of a researcher. Researchers uncover knowledge about a particular topic. The first step in research is identifying the problem you are trying to solve. In the case of direct response radio advertising, you are trying to solve the following "problem(s)":

- Creative: which advertising appeals will result in the highest number of most qualified leads?
- Media: which target audiences are most responsive to the product's advertising appeals?

Answering these questions will minimize your media CPO, thereby maximizing your radio advertising (and overall business) profitability.

The list of questions that follows is aimed at guiding any potential radio advertiser down the road to solving the above "problems". The answers to these questions are the input into creating and testing a hypothesis (again, thinking like a researcher) about which combination of radio advertising appeals and radio media targeting will result in the most profitable radio advertising campaign.

The 10 Key Questions

Note: we'll use the word "product", however the following thought process is also applied to services, events, and other items that are promoted in direct response radio advertising campaigns.

Product Questions:

1. What benefits does the product provide to its users? What problems does it solve? In what ways does the product make the user's life better? Be sure to identify key claims that can legally be made about the degree of benefits to the product user.

2. How does the product work? It is important to note that this is input information only. One of the biggest mistakes in creating advertising of any type is an over-emphasis on features and not benefits. Discussing how the product works can lead advertisers astray, into the world of the "neat" factor and out of the world of what matters to your target customers - what the product does for them.

3. How is the product different? Be sure to compare the product to alternatives or substitutes, as well as to competing products. Also include information about any patents, trademarks or clinical test results.

4. What offers may be used in the radio advertisement? For example, is there a free trial, free shipping, or a bonus quantity with purchase?

5. What are the distribution channel(s) that will be used for the product? (Web, retail, direct)

6. Are customer testimonials, expert endorsements, or a corporate spokesperson available for use in the radio ad?

Customer Questions:

Answering the following questions requires at least some customer research. It may be primary research (for example, conducting a qualitative focus group or a quantitative survey), or secondary research (reviewing qualitative or quantitative research compiled by others about your product category that you can apply to your specific situation). Don't overlook your current customer base and results from prior tests as a source of valuable customer information, but be aware that this data will not be randomly collected (i.e. to some degree your current customers will be a reflection of the advertising that brought them in). In any case, research will not spell out the exact appeals that will be successful for your specific direct response radio advertising campaign, which is why in-market testing occurs in the next phase.

7. Who is the target consumer segment? Describe them in terms of age, sex, socioeconomic, demographic, geographic, or other relevant dimensions.

8. What are the strongest motivations for this customer segment to buy this type or class of product? What does the customer hope to gain by purchasing, and what loss would the customer avoid by purchasing?

9. What objections or excuses might the customer use to delay or avoid buying the product? What is the answer to each of the objections or excuses?

Business Question:

10. How will you measure success? This a very important question and the one most often unanswered going into the testing phase. Ideally, you will know exactly what media CPO (cost per order) is required for you to achieve break-even profitability. Armed with this information, you'll have a context with which to view the results of advertising tests. Without it, you are in danger of either pulling the plug on a profitable campaign or rolling out an unprofitable campaign.

Conclusion

Once you've answered these questions, you're ready for the next step. It's time to pull together a well-rationed hypothesis about which set of appeals, distilled into a creative approach that ultimately ends up as a radio ad, is likely to work the best. This is a challenging phase because it entails dealing with a large amount of information and a large number of alternatives. Additionally, identifying appeals is only the first step - articulating those appeals is also very important and nuanced. Most often your radio advertising agency will conduct this exercise because they're experienced in dealing with these challenges, but it should be iterative with the client team.

Almost always it turns out that more than one creative approach seems to make strong sense. This is appropriate because you will ultimately test a minimum of two approaches (two different radio ads) since what we are trying to learn is which approach works best. As this is a comparative exercise, it requires comparing two ads.

Reasons To Still Use Direct Mail

2007-04-03T05:47:00.001-07:00

Direct mail is almost deemed old fashioned now a days with the huge move away from offline marketing towards online marketing but direct mail still is a very important marketing tool when used correctly. You probably do not realise how much direct mail you receive through the post yourself.

Think of the big supermarkets that send you a leaflet every week with the latest bargains in store or the utility provider that sends you a direct mail every month wanting you to sign up with them because this month they have a fantastic deal.

If many of the UK’s biggest companies are still using direct mail as part of their direct marketing then it must be an effective marketing tool. They are using targeted database marketing campaigns as an effective method of capturing customers. So direct mail should be considered when planning any marketing campaign.

When using direct mail as part of your direct marketing or database marketing campaign you can get a clear message across to your potential customers and you can add more detail into the message. You can spend time thinking about the layout and the presentation of the direct mail and obviously there are fewer restrictions with the amount of information you can add.

Direct mail has a longer shelf life than say a commercial on a radio, as a leaflet can be put to one side and read later when time allows. A commercial is a 30 second data surge and once its over you have nothing to reference back to for further information unless you managed to catch the telephone number they through in at the end.

More importantly, using direct mail for your direct marketing campaigns is cheaper than most other advertising channels. You can normally get a discount rate for bulk purchases from the post office so remember the more you send the cheaper it will be. You will need to get your flyers designed and printed up but remember this is a lot cheaper than producing any kind of TV or Radio advertisement

Once you have sent out your direct mail make sure you exhaust all your opportunities by making follow up calls to the contacts that you sent your direct mail to. Ask them if they received the direct mail, are they interested? Do they need any further help or assistance with your product or service? You will vastly increase the conversion rate of your campaign if you pro-activity contact these contacts after you have sent out your direct mail.

So, the reasons to still use direct mail… well, a) it is a proven, tried and tested method. b) You can deliver more information and the contact has a physical reference. And c) it is cheaper than most other methods but remember to follow up your contacts for maximum opportunities. This may seem like general information but it is important to consider all your options when planning your direct marketing or database marketing campaigns. It is only when you have all the information that you can really decide on your best course of action.

Phil Smith is the managing director of Prospect List, one of only a few UK companies to provide B2B marketing data instantly online at the most competitive prices.

Direct Mail Postcards: 10 Ways to Boost Your Response Rates

2007-03-27T02:27:00.001-07:00

Direct mail postcards have long been the workhorse of direct marketing. Direct marketers have used postcards for decades, simply because they work. Why else would they still be around after all these years?

But as with any other form of marketing, direct mail postcards should be optimized in every way possible. To get the highest return on your investment, you must seek constant improvement in all aspects of your postcard marketing program.

After working in the direct mail postcard industry for a few years, I've noticed some trends. I've seen which postcard strategies work the best, and which ones should be avoided. And I'd like to share a little of that with you right now. Just keep in mind that the only way to truly validate a direct mail strategy is to try it for yourself.

So here are 10 of the best ways to improve your direct mail postcard response rates:

1. Start with the big idea.
A good offer will motivate people to respond. A solid promise of value will motivate people to respond. But a pretty postcard alone will not. So before you worry about the wording or the design of your direct mail postcard, focus on the big idea. What's the whole point behind your direct mail postcards? What's the offer, incentive or idea that's going to make people say, "Wow, I definitely want to learn more about that!"

2. Invest in your mailing list.
Now that you have a big idea for your direct mail postcards, you'll need to match it to the right group of people. In reality, you should already have a profile in mind of your ideal customers -- that's Good Business 101. But you'll need a direct mail list that matches your ideal audience profile as closely as possible.

Don't skimp on this step. An in-house list of qualified prospects is usually the best way to go. If you don't have one, call in the experts. Use a professional data company like InfoUSA, or a highly regarded list broker to assist you.

3. Polish that headline.
Direct mail postcards have only a brief moment to capture the reader's attention. I refer to this as the "golden glimpse" -- that moment when your postcard comes out of the mailbox and either engages them or loses them. A strong direct mail headline goes along way in helping you survive the golden glimpse. So rewrite your headline as many times as needed until it is (A) easy to read at first glance, (B) interesting in some way, and (C) suggestive of the value to come.

4. Choose the right image.
Obviously, direct mail postcards have limited space. So in most cases, you should only have one dominant image on the non-address side of the postcard. Don't choose an image just because you think it's neat or pretty. Your postcard's image will support the headline mentioned above, and vice verse. Together, they must identify and engage the audience. So choose an image for your direct mail postcards that is (A) eye-catching, (B) relevant to your headline and message, and (C) relevant to the reader in some way.

5. Limit the scope.
We've already mentioned the limited space of a direct mail postcard. Because of this, it's wise to limit the scope of your message to one major product or idea. Make it your direct mail copywriting mantra: "One idea per postcard!"

By limiting each postcard to one product (or service, or idea, or topic), you can develop it in a way that is more likely to generate a response. You could explain the primary benefits, offer a testimonial or two, include some product photos, and make a strong offer. But you can't do all that while covering several topics, not on a direct mail postcard anyway. Save the multi-topic sales pitch for your brochures and website.

6. Clarify your message.
I've read a lot of marketing pitches over the years that I simply did not understand. This comes from a writer who makes assumptions about his or her audience. Don't ever assume that people will understand your product or service as well as you -- they don't. So on your direct mail postcards, your message has to be crystal clear and easy to understand, with only one read-through. If people don't get it the first time around, they won't give you another chance.

7. Sell the next step.
Alternately, this tip could be labeled "Support the overall process." I can think of few occasions where the direct mail postcard is the only vehicle in a sales process. Usually, it's just link in the chain between introduction and conversion. The reasons are simple. It's hard to sell a product with only a postcard -- except maybe for products under $50.

As for services, that depends on the type of service you're selling. But the direct mail postcard should still offer a next step in addition to "call me." Define your sales process before mailing your postcards, and make sure you're not putting too much burden on the postcard.

8. Use a strong but realistic call to action.
The call to action is the culmination of the direct mail postcard's message. It's what the entire postcard leads up to. It tells the reader what he or she should do next in order to learn more or take action.

With everything a call to action must do, it's critical that it be clear, simple and realistic. Strip away all the complexity and give people an easy way to respond. Give them toll-free 800 number to call, or a simple web address to type. Be realistic -- people will not jump through hoops to reach the next step.

9. Balance the desired response with the right incentive.
The more you ask of people, the more you must be willing to give them in return. Think of it as a seesaw. If you ask for too much with your postcards but offer too little, the seesaw will drop to the ground. If you have a relevant offer and your next step is relatively simple, you can get by with a smaller incentive. But if you're asking people to go online and fill out a lengthy form, you'll need to offer a stronger incentive. You have to be realistic to strike a balance.

10. Track, test and measure ... constantly.
Eugene Schwartz, the author of Breakthrough Advertising, stated that "[t]here are no answers in direct mail except test answers." What he means is this. You can take a direct mail strategy that well for another marketer, apply it to your own audience, and have it flop. On the other hand, it could be a huge success. You won't know until you try it and measure the results.

Think of it this way. Using the best practices of direct mail postcard marketing will put you ahead of 75% of your competition. Testing can help you surpass the other 25%.

Here's the good news. Testing direct mail postcards is relatively easy. If you send 5,000 postcards out and get 250 phone calls about that postcard, you've just measured a 5% return on your investment.

Conclusion
Direct mail postcards have proven successful for a wide variety of company's selling an even wider array of products and services. The versatility of postcards allows them to be adjusted for almost any marketing purpose. But as with any other form of marketing, direct mail postcards have their own set of best practices. I hope this article has opened your eyes to some of those practices, and I wish you the best in your direct mail marketing.

One Of The Biggest Mistakes You're Making Right Now In Your Marketing

2007-03-27T02:25:00.000-07:00

Want to know one of the biggest mistakes you’re making right now in your marketing? To be honest, it’s a very small mistake. But costing you BIG money.

I’ve written copy for over 153 different industries. That’s why I can safely say you’re making this mistake right now. Doesn’t matter what you’re selling.

Maybe it’s a product. Maybe it’s a service. Don’t care. The strategy I’m about to give you now WILL put thousands of dollars in your pocket for sure. And quite possibly tens of thousands. All depends on scale.

Here it is: hey, don’t you hate it when you tell your prospect about what it is you do and sell, yet most of them don’t buy? Most conversion rates are 1% if you’re lucky. Doesn’t it piss you off? You know your product or service is good. You know it works.

Yet, when you tell people about it in your marketing, most click off… or turn the page. Aren’t you frustrated about WHY this happens?

One thing you need to realize is the power of words. Words can truly change you in an instant. Change how you feel. What you do. And where you go. Just a few words can make all this happen in a split second.

For instance, if I was to say these words to you, “Terrorists have just attacked.” 4 words only. Yet those 4 words cause an instant emotional reaction in you.

Powerful.

It’s your words which are MAKING your prospects look elsewhere. It’s not your product. Your personality. Your looks … voice … education … past … location … or any of those excuses.

It’s your words. Whatever words you are using in your marketing right now are telling the majority of people to look elsewhere. Think of your prospects like birds landing on a fence. It doesn’t take much to scare them and make them fly away. Well what scares your prospects away is the words.

Right now your marketing is missing 2 words in particular. Just 2 words. And adding these 2 words immediately to your marketing WILL increase your sales.

Like to know what they are?

Write these down right now: “which means.” Now here’s what I want you to do with them. I want you to take 15 minutes out from your day. Go to one of your marketing messages. Look for the section where you talk about your ‘features.’ Maybe it’s a section of bullet points. Or a few paragraphs where you talk about the features of what it is you sell.

Features are “WHAT IT IS.” But what the customer is looking for is benefits - “WHAT IT DOES.” And guess what pulls out the benefits in your features? Those 2 little words, “which means.” Writing “which means” after any feature forces you to write down the benefits of your product or service.

And like magic your marketing comes alive. It suddenly “talks” to your prospect. Tells them what they REALLY want to know. Go and look at some of your marketing right now. Then do what I’ve just suggested. You won’t believe what it will do for your sales.

Six Mistakes To Avoid In Making Direct Mail Sales Letters

2007-03-27T02:24:00.000-07:00

Direct mail marketing is an effective and time-tested marketing tool that has worked for many companies and individuals for many years. The efficacy or potency of this marketing strategy, however, lies on the ability of the company or business to write an effective and attractive sales letter.

Unfortunately, many people who have tried sending direct mail sales letters were not able to see positive results from this marketing tool. The main reason for such failure probably lies on the fact that companies and business entities do not pay attention on the content and form of the sales letters that they send out to customers. Many fail to accomplish their sales target from direct mail marketing because they have committed the six mistakes listed below.

1. Not paying attention to the layout

The first mistake that a lot of people commit in making a sales letter is not giving enough attention to the presentation and layout of the letter. They probably think that the aesthetic appearance of a letter contribute little to its effectiveness. However, it is important that your sales letter is visually appealing and not too cramped and crowded with words and highlights.

An ideal direct mail sales letter should be written in a clean, white paper, preferably the standard letter size. A serif font, preferably Times New Roman, is ideal; just make sure that the size you choose is not too small nor too overwhelmingly large. The body of the letter should be in black, while the headline or some of the highlights of the letter can be bolder or in larger fonts. You can also use a different color, such as red, to emphasize some points.

Use short sentences, but ensure that it does not appear choppy. Paragraphs should also not exceed six to seven sentences so that the letter will have enough white spaces to let the reader's eyes rest.

2. Uses business language and tone

People do not have time to look at the dictionary just to understand what you are saying in your letter. If they do not understand the technical jargons and the archaic words that you use, chances are your letter will go straight to the trash bin. Make it easy for clients to understand what you are saying by using a friendly tone and simple language.

3. Beats around the bush

You don't need to make a very long sales letter. In fact, the longer your letter is, the bigger the chance that your reader would not read it. So keep the body of your letter short but ascertain that the content you want to impart is clear, cohesive and flows smoothly. Do not sugarcoat your messages or use run down sentences.

4. Focuses to much on self or company

Although you need to introduce yourself, the company and the product you are trying to sell, the body of the letter should not be focused on you or your business. You should ensure that the focus of your letter is your client – how will they benefit from the product and what will they get if they acquire the product or contract the service from your company? Remember focus on you and not we or me.

5. Does not encourage people to act immediately

A sales letter should compel a customer to take positive action immediately. Thus, you should give deadlines for a promo, for example. Motivate your potential clients to Act Now! Call Immediately! Subscribe Today!

Another motivation is by giving a special offer, a discount or a free gift. People will be compelled to buy your product within seven days, two weeks or whatever time frame you set because they know they would get something out of it.

6. Provides no follow up

Do not expect that your first letter would immediately work with most of the people in your mailing list. If you want results, you must be patient in following up your potential client. Sending four sales letters in a span of one year is a good start. Even if you were not able to get the client the first time, he or she will remember your company the third time or fourth time that he or she receives your mail. By that time, who knows, the client might already be motivated to buy because of your persistence.

Get Prospects To Participate In A Tactical Survey And See Them Buying From You Quicker

2007-03-27T02:23:00.002-07:00

How can you help your prospects unshackle themselves from their current appraisal of the software they use . . . and eagerly embrace your software application?

This sales situation requires the right tactics. More so if your prospects rely heavily on that software application to keep their job.

In the next few months, I’ll be reviewing several tactics you can use to tackle this common sales situation. Today I’ll be talking about the use of tactical surveys in your direct response marketing.

Surveys get your prospects thinking. They can show your prospects their inconsistency between what they believe should be the right software application for them and the inadequacy of their current software application.

But you need to craft the survey questions properly. Before I give you some pointers that will help you do this, let me explain why surveys work so well.

When the survey questions are right, you can get your prospects to make a small commitment to you and your application. This is all you need to get your prospects to favor your application over what they have. After they make this small commitment in your favor, your prospects are now under pressure to behave consistent with that commitment.

At this point, they have to do something since none of us can stand inconsistency.

To understand why surveys are so effective, let me explain why your prospects are shackled to their appraisal of their current software application.

Let’s assume you’re selling an accounting system and your prospects are already using an accounting system. Since they have no need for two accounting systems, before you sell them your system, you have to dislodge your prospects from their accounting system and get them to use yours.

The problem for you is that your prospects are fully committed, shackled to their software program and will not give their commitment up so easily.

They’re committed to their software program because they either had a say on what accounting package their company use, or they’ve spent time making it work for them.

If they had a say on what accounting system they currently use, they probably researched the options and invited the sales people to a presentation. And at the end, they convinced the CIO and the CEO to purchase the system they were advocating.

And even if they were not in the purchasing decision, when they started working with this software package, they spent time making it their own. They learned it, worked out the bugs, personalized the settings and preferences, and made the system fit -- somehow -- to the unique problems of their financial situation.

With all the time and emotional energy they spent on the system, what happens is that over time, they start discounting the pain the system will bring them.

They discount the pain because it now involves their ego. Now that they have the system all set up for them, they can’t admit either to themselves or others they have problems other applications like yours don’t cause. They prefer to deceive themselves. They’ll go on denial. Then, they become shackled to this denial.

This is why surveys work so well. With the right questions, surveys get your prospects thinking again about what’s important to them. This can turn into a small commitment towards your application, a commitment if nurtured, can allow for your prospects to turn around and make a huge commitment to you and your product.

Social psychologists like Robert Cialdini, who have studied this type of behavior, have noted how quickly a person can change their commitments. Although at one point they’ll defend their current commitment literally with their lives, in a short amount a time, with the right trigger, they can turn around and loose that commitment.

It’s all about consistency between their beliefs and their behavior.

But not just any set of questions on a survey will work. Here are three tips that can guide you in the crafting of questions.

1. Ask questions that will help your prospects assert what’s important for them in their line of work.

2. Ask questions that will help them see the reason for their assertions.

3. Ask them questions about their experience with their current software application.

The first set of questions helps your prospects recall what it is that they believe about what they’re doing. The second set of questions shows them what it means to have those specific beliefs. And with the third set of questions, you allow your prospects to see the gap between what they’re experiencing and what they believe.

Here are a few sample questions taken from a lead generation letter for RxWorks. RxWorks is a software application that allows veterinarians to better manage their practice.

The letter starts with a headline: “Large study finds that most veterinarians fail to provide a high level of quality care.”

Then the letter asks the veterinarian to take a 10 questions survey to see how they might have fared had they participated in the study. Although implicit, the first question the letter asks the vet to answer is whether the vet believed in quality care.

If this is what they believe, then some of the questions in the survey show them what quality care looks like in their own practice. The letter uses questions like:

Do you know exactly what level of compliance you get from your therapeutic diet recommendations?

Do you offer your recommendations verbally and in writing?

Do you offer all treatment options without prejudging a client’s ability to pay?

And so on . . .

Then at the end the letter asks:

Does your practice management software offer support for compliance goals?

The set of questions the letters uses creates an effective survey. The vets that believe in quality care were reminded of what quality means for them in their own practice. Then they became fully aware of the inadequacy of their current software program.

Before the letter, their software management program was adequate. After they spent time with the survey, they weren’t so sure. If they go ahead and send for your offer, they’ll be making a small commitment towards changing their situation.

All you need to do then is to capitalize on this commitment. These prospects are in the way to becoming your customers sooner than you think.

In Brief:

1. Remember prospects have built a commitment to the software they use. They’ve already discounted a lot of their future pain.

2. If you want them to stop using the software they’ve invested heavily on and start using your software, it’s going to take more than showing them benefits, features or their pain.

3. Surveys with the right questions are a good tactic to use in this sale situation.

4. Surveys get your prospects thinking, remembering what they belief and seeing the inadequacy of their current software program.

5. At this point, prospects will more easily ask for your offer.

I write software sales copy that brings you qualified leads.

I’m especially qualified to do this because I’ve had over 20 years experience as a champion for software use. I’ve developed and marketed software as a CEO of an IT company and have a deep understanding of what it takes to get highly qualified leads - lots of them!

My copy and marketing ideas will quickly gain the attention of your target market, open minds, and compel your prospects to spend time considering your product or services and then act on knowledge. Your lead generation promotions will enjoy cost effectiveness and get stellar results.

The Online Difference Between Direct Response Marketing And Brand Advertising

2007-03-27T02:23:00.001-07:00

When I first got online after doing marketing videos for several years, I realized some similar traits and I also realized some major differences. The one major difference I noticed is that online, the end user has complete control what they want to watch, listen to, experience and how they receive their information. This allows them to completely dismiss traditional brand advertising if they want to. With brand advertising offline, companies and ad agencies get together to form campaigns where you, as a consumer will see or hear about it so much, that it will stick in your head and eventually you will end up using that product or service. This way of advertising can also be vague because of how hard it can be to track results offline. Unless there is a tracking system with different contact or website information from each channel of advertising, many companies are unsure of what forms of advertising are working.

With marketing and advertising online, any smart online entrepreneur will test and track their results. With all the free tools that are out there, most entrepreneurs are even able to test brand advertising concepts online. Going back to the points above about the end user having complete control, companies are seeing how important direct response marketing is more than ever. In a matter of seconds, consumers can click on a google ad and if they don't like what they see or can't find it right away, they're off the website and I don't blame them.

One of the points of direct response marketing or direct response video marketing online is to inform consumers about exactly what they want to hear and then show them how to get what they want in a very efficient sales funnel with the least amount of hoops to jump through as possible. The more hoops, the less likely you are to get the sale. Why? One reason I have seen firsthand is because offline, consumers are use to jumping through so many hoops they accept it. Online, consumers know that if they are jumping through hoops that are shortening their attention span even more, they can just go back to google and search again or click the back button and see what else the search results offered.

Offline, if a consumer is at a store and someone in a long checkout line tells them that they can get the same product, cheaper and perhaps without waiting in line, but the store is thirty minutes away, what do you think that person is going to do? The convenience of waiting a few more minutes to be out of the line may outweigh the hassle of driving thirty minutes away. Online, there is no thirty minute drive, just the convenience of clicking on another site that will give the user the same product with less hoops to jump through and that will walk the consumer through the sales process, step-by-step, efficient and clutter-free.

In order to have consumers follow the sales process, use the power of direct response marketing or direct response video that will tell the consumer how to get to the other side of the sales process rather than having them guess where to go and how to get there. Avoid the typical "Welcome To My Website" introductions and instead tell the consumers what they want to hear, show them how to get there and do it without all the loopholes and confusion that your competitors and ninety percent of websites do so well.

Direct Response Marketing

2007-03-23T03:33:00.003-07:00

The effectiveness and reach of traditional media has devolved:

With the growing number of magazines and television stations in the UK, it is hard to find a medium that can support an effective national broadcast campaign. Target audiences are scattered across a plethora of magazines and stations and buying enough advertising space for effective reach has gotten out of hand.

Then there is the option to buy highly targeted mailing lists and send your direct mail to your future prospects. And that would work a charm if it wasn’t that a dozen other marketing professionals a day are sending their marketing materials to the same prospect. Remember your mailbox when you left for work this morning? How many leaflets were shouting for your attention? And what did you do? Opened all these mailers, studied the message, took the time to respond to their call of action, missed the bus, got fired? No, you threw them straight in the bin.

It is miraculous so many of us are still using these outdated marketing methods.

So how has the direct response market evolved to cope with the clutter?

There was need for a change, and a clever little company in the UK started brainstorming about how to create a direct response vehicle that could achieve stand out for the brands they represented. The answer was Direct Response media pads, positioned at the bottom of an advertising panel that deliver the main marketing message.

How does it work?

The success of any marketing campaign is always based on a few simple factors:

- The message must be away from distracting clutter, it should be the only message to absorb.
- The message must be easy enough to absorb in seconds.
- The message must be targeted at a prospect that has an interest in the information.
- The prospect should ideally be in a situation where he is held captive to the marketing message, to allow deeper absorption.
- The message must be accompanied by a powerful call to action: now that you know what we have and you know that you want it, how do you get it?
- If the action required is likely to be delayed (and lets face it, it almost always is) it must be somehow memorable enough so that the prospect can remember what it is he or she must do in order to obtain the product.
- Ideally, the advertising media should be able to randomly remember the prospect that he has not yet taking any action to obtain the desired product.
- The genius of direct response media pads are that they have all of the above qualities. Allow me to demonstrate:

Uncluttered environment

Currently, Direct Response media can be found in 1000+ bars, pubs & clubs (generating 131.3 million audience impacts every 4 weeks); 2. 200 of the busiest shopping centres (generating 52.4 million audience impacts every 4 weeks); 3. 170 Health clubs (generating 27.4 million audience impacts every 4 weeks); across 131 Motorway service stations (generating 87.5 impacts every 4 weeks). The pads are attached to washroom posters, positioned above a hand dryer, with the main message repeated on panels all over the washroom (sometimes the main message is also supported by brand domination in the bar, by advertising on bar runners, beer mats, staff t-shirts, scratch card competitions and Bluetooth content.)

Because there is only one message to absorb within this environment, there is no battle for attention, compared to the more ‘traditional’ media.

Captive audience

On average, men visit the washroom for 55 sec, and woman 105 sec, so that takes care of the captive audience.

Gender and lifestyle targeted.

Washroom posters are gender targeted by default. And scrupulous gathered data on all venues advertised in have resulted in ‘laser-precise’ targeting of different lifestyle and interest group.

Memorable media

The response pads are business card size, sit easily in a wallet, and act as a reminder of the precise call to action, whether it is calling a number or visiting a website. Even if you forget to take action at the time you promised yourself, the response pad in your wallet will remind you of the desired product each time you search for your credit card or money.

Compare this to television. You’ve eaten too much, lounge in the sofa, tired, and see an advert for a product you are interested in. It tells you to call a number NOW to enjoy a discount. What are the chances that you will jump out of the sofa and ring that number? Nada. You’ll need some sort of reminder.

Direct response media pads offer this reminder.

Automotive Direct Mail Marketing - A Proven Approach to Marketing

2007-03-23T03:33:00.001-07:00

Automotive direct mail is one of the most commonly read types of direct mail. In fact, an article by DM News cites a survey showing that 73% of car buyers respond to direct mail.

Why do so many auto dealers and manufactures use direct mail marketing?

1. Direct Mail is Cost-Effective
Automotive direct mail campaigns can be shaped around any marketing budget. Direct mail can be as simple as a 4" x 6" postcard, or as complex as multi-part letter kit. The smart automotive marketer can use the more affordable pieces for lead generation, while reserving the more expensive pieces for current or past customers.

Automotive direct mail is also cost-effective due to volume factors. Most direct mail companies offer price breaks with increased volume. Under such a system, the more you mail the more you save. Automotive direct mail volumes can be easily scaled up or down to coincide with budget cycles or limitations.

Then there's the ROI factor:

When used effectively, direct mail marketing can yield a favorable ROI. It has for decades, and it will for many more years. Sure, direct mail strategies have changed with advances in technology, the Internet, etc. But the fact remains that automotive direct mail produces results. Why else would the vast majority of auto manufacturers use direct mail?

2. Direct Mail is Flexible
Automotive direct mail can support any marketing goal. Whether it's a lead generation program for potential customers, or a service reminder to existing customers, automotive direct mail can produce results. Here are some of the most common uses for automotive direct mail marketing:

* New model announcements
* Lead generation campaigns
* Customer rewards / loyalty programs
* Inventory updates
* Service reminders

These are some of the most common uses for automotive direct mail, but they are by far not the only ways to use the medium. Forward-thinking automotive companies are finding new ways to use direct mail every day. Direct mail is a dynamic, versatile marketing tool.

3. Direct Mail is Measurable
Direct mail is one of the most measurable of all marketing channels. Once you have a response-tracking mechanism in place (like special 800 numbers, web page tracking, or business-reply cards), the rest is simple math. With television or radio advertising, you have no way of knowing how many people saw your ad, even if you can count responses.

Conclusion
Automotive direct mail can be an effective marketing tool, but it requires a good deal of research and planning. We hope this resource has increased your knowledge of automotive direct mail, and we wish you well in your direct mail marketing endeavors.

* You may republish this article online if you retain the author's byline and the active hyperlinks below. Copyright 2007, Brandon Cornett.

Network Is Money

2007-03-23T03:32:00.002-07:00

Many of us are always very keen to know before entering any business, what are we going to get? How much money we can earn?

Let us analyze!

Income of a person is decided by a very simple formula:

Income = Rate X Time

For Ex: If a person is computer engineer passed from a reputed institute & have good IT skills may earn at the rate of 200 per Hour. If he works 8 hours in a day,

his Income = 200 per hour X 8 hours = 1600 per day Or approximately 50000 per month.

Now he wants to increase his income. What he can do? Either he can increase his rate or he can increase his time, because these are the only two factors, which will eventually decide his income. Now rate can be increased by following things:

* Acquiring further education and training
* Acquiring experience which will require time
* Relocation ( For ex: Rate for same individual may be different in India and United States)

However it is known fact the rate will be decided by market, whatever capability and skills you have. And most of the time, rate only increases with time and also up to a certain value, after which rate will not increase.

Now we come to another factor in one’s income. This is time. Now Time is 24 hours in a day for everyone. Many of us try to increase this factor to increase our income. People work overtime (12 to 14 Hours in a day) to increase their income. Certainly we cannot increase our time after a certain level in a day.

Now question is, how few of us earn a lot, if

* We cannot increase rate
* We cannot increase time

In fact people who are earning a lot is because they are earning even when they are sleeping. This is only possible through a network of people. Let us take few examples to consider:

A School: A school is a place where students get their education. School owner has established infrastructure, recruit principal, teachers and other staffs who work for the school. Now suppose school has 100 employees who are working for producing good quality students. If school owner gets 1000 each month of the work being performed by each school employee, he will earn a total of 100 X 1000 = 1 Lac each month.

Now to increase his income further he establishes a network of schools at different locations.

Nursing Home/ Hospitals: Now take this case. Suppose a well-qualified Doctor has his own clinic, in which he gets Rs. 200 per patient. If he treats 20 patients in a day his income per day is 4000. Now he wants to increase his income so what he does? He establishes a hospital, in which many doctors work. Suppose 100 doctors are working in his hospital. Now even if each doctor's work creates an income of 500 per day for hospital owner, his income will be 50000 per day. Therefore you are seeing a lot of hospitals/ nursing home now a day. You may be also witnessing a chain of hospitals created by same people to increase their income. Now it is clear that these people have increased time. If 1000 people are working only 2 hours in a day for someone, work is going on for 2000 hours in a day producing him more income.

Now question arises how we can increase our income, as we do not have capacity to huge investment to start a school, plant, or hospital etc. This is possible through network marketing. Through network marketing time increases for you because of two factors:

* Total time given by your down line to increase their income is adding up in your time
* Part of the time given by your up line to grow their business is adding up as your up line will be recruiting new people under you.

Now suppose 1000 people in your down line just work for 1 hour in a day, Total time in a day will be 1000 hour for you and it will be continuously increasing. Therefore we conclude by saying “ NETWORK IS MONEY

Tips For A More Productive Flyer Printing Production

2007-03-23T03:32:00.001-07:00

Flyer printing had tremendously worked to bring in great challenges to all advertisers and business entrepreneurs. This simple material had been proven as marketing tool that aids in establishing a good name for your business whether you are a business starter or a more established one.

Flyers are materials that you can easily hand out to target clients. They can be often seen on table tops, racks or even on busy streets. However if your want to keep your materials as attractive and worth keeping as it is, you need to conceptualize unique designs that will truly stand out of the crowd.

Basically the following are some tips for a more productive flyer printing production.

1.Know who your audiences are – by means of knowing who your clients and audiences are you are assured that you are able to hand out your flyers to the right person. Be sure that you are able to specify the person you need to inform in order to keep away from being ignored and wasting time and efforts.

2.Convey a proper message – never try to confuse your clients. See to it that you are able to get their interest. Make a concise and informative content. A few lines may be enough to let your readers get the hint of your message so try to strike a catchy and interesting phrase.

3.Make use of the right fonts – a readable font is needed in order for your clients to easily understand what you are trying to impart. With the right fonts you are assured that readers can easily understand what you are trying to impose.

4.Choose the right paper stock – in printing flyers there are different stocks that you can choose to have for your flyers. See to it that they are durable enough to be handed from one person to the other and would keep it away from easy wear and tear.

5.Apply appropriate colors and inks – colors make your material look more attractive and brilliant. The more colorful it is the more chances of grabbing client’s attention.

Dealing with flyer printing jobs for your printed material is highly attainable if and only if you are to choose the right printing company. Being knowledgeable about the printing tips will be disregarded if you were not able to choose for the right printer to handle your jobs.

These printers will give you ideas and help you derive good concepts and easier printing processes. With the helpful tips plus expertise of skilled staff you are assured with a successful flyer print in hand.

How to Dominate MySpace

2007-03-23T03:31:00.000-07:00

MySpace is the largest "Web 2.0" social networking site on the planet... and a massive opportunity to transform your business and your life... IF you know a few simple secrets.

That's why I'm going to reveal...How to Dominate MySpace

Step #1: Create a Profit-Pulling Profile

Sounds simple... but, 99% of MySpace users screw this up. Their profiles are either unreadable, boring, or take hours to load.

Not good for making sales!

Create a profile that is easily readable, trumpets the biggest benefits of your product/service (with a URL link to your website), and loads in a snap.

Guaranteed those interested in your services will breathe a breath of fresh air upon seeing the simplicity and straight-forwardness of your profile.

Step #2 Blog, Blog, and Blog Some More

In case you don't know... your MySpace blog gets indexed by search engines... it gets listed on Technorati... and gets read by thousands of MySpace users. Take the power of a normal blog for generating traffic and multiply by about 10. That's the power your MySpace blog has.

The key, however, is persistence.

With millions of blogs on MySpace, it takes a few moments to stand out above the crowd. But, if you have good product/service... and you stay persistent, your blog can become a juggernaut of free traffic for you.

Step #3 Network... then Network Some More

MySpace actually gives you tools to go out and drum up the exact amount of traffic you want on a daily basis. Decide how much you want and go get it.

Friend request, messages, comments, bulletins, groups, forums... it's all there... waiting for you to use it.MySpace is a huge opportunity that levels the playing field in any business. Suddenly, anyone has the ability to exert themselves and dominate their MySpace "niche".

Be smart. Work hard. And, MySpace will transform your business and your life.Dedicated to making you rich,

MLM - Why Most People Do Not and Will Not Make More Money Than They Will Spend - Part Three

2007-03-06T04:41:00.001-08:00

Moving on from "MLM - Why Most People DO NOT and WILL NOT Make More Money Than They Will Spend - Part Two", I saw the "business," as it is known, drive wedges between marriages, friendships, relationships with children, you name it.

The business was used as a reason to liberate families and yet all it did was drive them apart.

Personally, I lost count of the number of times that I was on the road presenting the business while my wife was home with our young children. I'd arrive home at 1.00am in the morning, sneak into the house so I didn't wake the family, slide into bed exhausted then get up at 6.00am to go to work and do it over and over again.

Apart from the nightly "opportunity presentations," there was always a "family re-union" or some other special whizz-bang event. Most of these events demanded couples attend together.

What do you do with the youngsters? Well, you can ask grandparents to look after them but that wears a bit thin when you have an "open opportunity" meeting once a week. Add to that a "product night" once a month, "leadership" and "training" meetings every month, the BIG event at the end of the month and the SUPER-DUPER event every three months.

That represents a MASSIVE time commitment, not to mention the exorbitant financial cost of attending all these things. Add to that the cost of baby-sitters, if you have children, and you can see that the costs are huge.

Considering that most business builders also have regular jobs this extra time commitment can leave you exhausted. And that is EXACTLY what the so-called team leaders and "big pins" want. It makes you all the more compliant and susceptible to their ever-increasing demands.

You need to be aware that you are up against master psychologists in MLM. Listen to what they will tell you but temper the advice that you are getting with a realization that the upline (ie those above you in the chain of command) ALWAYS benefit. It is in their interest to get your volume moving and to get you showing the plan. It is a pure numbers game.

MLM - Why Most People Do Not and Will Not Make More Money Than They Will Spend - Part Three

2007-03-06T04:41:00.000-08:00

MLM - Why Most People DO NOT and WILL NOT Make More Money Than They Will Spend - Part Eight

2007-03-06T04:39:00.000-08:00

SOME MLM's and SOME legs of certain MLM's have hidden agendas that are sprung onto you when you reach a "locked in" level in the business. That is when you are pressured into joining something extra like the big-pin's church!

You are TOLD in no uncertain terms that you will not be able to proceed any further in the business until you take religious tutoring and accept Christ into your life.

What is a "locked in" level? ...

It is one of the first or second levels of "leadership." Enough to ensure that you have done plenty of work and have a fair bit to lose if you fall out of favour with the UPLINE.

You are summoned to a meeting where several big-pins will "counsel" you on your perceived heathen ideologies - but you are not informed of the subject matter BEFORE you enter the room. The devil is talked about and you are made to feel as though you side with Beelzebub - even if it is patently untrue.

Many big-pins will also single you out with glassy eyed stares when they make comments from the stage concerning such matters. Some minions might even make a casual glance in a certain person's direction when the pressure is on for that person to "come to the front" and accept Christ into their life.

Another technique that the big-pins use is to quote passages from the Bible on stage - particularly when they are about to make changes to the system that favors THEM with even greater profits (ie changing the bonus structures).

The exploits of Moses leading the lost was quoted often in the main MLM that I was part of.

The point I make is that perceived non-believers were made to feel inadequate and "unwholesome." Mind you, the king-pins still accepted manna from the great unwashed swirling masses. That was NEVER an issue.

I make the point that this may not happen in all MLM's but it sure did in the ones that I was in - very large MLM's with a parade of very big pins all ascribing to the same doctrine.

So, what happens when reality does not meet expectation...

Now, this can happen anywhere - in any business or organization (even in a church congregation!) - but it's FAR more prevalent in MLM.

What happens when an opportunity is presented as one thing then, when a critical mass is achieved, it is switched to something else, particularly if that "something else" happens to benefit the king-pin or big-pins? This is classic BAIT and SWITCH.

In other words the masses are sold on an idea then that idea is manipulated into something completely different to suit the organizer or organizers.

Also, what happens when people who have been blindly following a leader on pure faith and that leader lets them down? How does one handle the feeling of being duped? Betrayed?

Sometimes, a person who appeared to be a very charismatic "leader" turns out to be something far different from what he or she portrayed. How do we deal with that?

Referring back to my earlier comments on religion, why is it easier for false gods and prophets to use scripture to dupe people?

Remember the "Jonestown massacre" in 1978 where almost a 1000 people followed their "messiah" to death? How does it happen?