Contents

Effective marketing can be simplified into five moves five concrete actions that you can implement immediately. Your challenge: try one or more of these NOW.

5 Marketing Moves for Business Success

5 Marketing Moves for Business SuccessMarketing has traditionally been broken down to a formula known as the 5Ps the five factors that make up an organizations marketing strategy. If these are done consistently, well, and for a long enough period of time, these 5 factors also become part of their brand. So far, so good. But the problem is that no one can seem to agree on exactly which 5 Ps are important, so the list typically includes: people, product, place, process, price, promotion, paradigm, perspective, persuasion, passion, positioning, packaging, and performance. Wow. Sounds complicated, huh? Im going to try and simplify effective marketing into five moves five concrete actions that you can implement immediately. Your challenge: try one or more of these NOW. Move 1: Move UpWant to try something different? The next time youre speaking with a prospect, when the question of price comes up, DOUBLE your normal price and see what happens. Am I crazy?Maybe, maybe not. The other side of the coin is that maybe YOURE crazy for not charging for VALUE, but instead competing on PRICE. Businesses that compete on price lose. Period. The easiest thing your competition can do is undercut your price. In fact, the first thing they will copy is your price. It takes no imagination, no creativity, no innovation, no market leadership, and no vision to lower the cost of something. And it hurts all parties involved. Lower prices always mean lower profits. Studies have shown that a 1% drop in price leads to an 8% drop in profit. What happens when you double your usual price? Several things. Prospects perceive:* An increase in the value of your product/service* An increased level of prestige in owning/using your product/service* An increased level of trust in you and all your other offerings (the halo effect)* An increased level of confidence that your product/service really worksA marketing consultant that I respect once gave me a very valuable piece of advice. She said, Be expensive or... be free. Being one of the most expensive providers of a service is remarkable people talk about their $200,000 Italian sports car or $21,000 platinum-plated cell phone. Nobody talks about their $19,000 GM sedan. Ive helped companies double their prices, with great success, and Ive helped independent consultants double [and in one case triple] their fees. In each of those cases, they got more clients, not fewer. Details on how to do this in Move 3. And perhaps this means youll lose a few unprofitable clients along the way. If you dont lose some unprofitable clients, you wont have room to serve the more profitable ones when they come along. Its professional suicide to continue focusing on serving a market sector that can afford to pay your old (low) prices. Price doesnt find clients. VALUE finds clients. And those clients that value your work should and will pay according to that value.Free is also a powerful price point. And, of course, free is remarkable. Which is another facet to moving up you move up when you give VALUE first. For free. Got a great idea for a prospect? Great! SEND IT TO THEM. Even better, got a business lead for them? Hand it over! Did you come across an article, a profile, or a piece of research that directly impacts their business? Clip it and mail it to the top person with a brief note. That prospects door is now open.Move 2: Move InMoving in means moving closer to the customer. Live in their world, think about their problems, and think about their clients and prospects. Whats the first step? Research. Preparation. Homework. Industry, regional, business, and company news is now at every salespersons fingertips on the Internet. If youre not intelligently researching your prospects issues, challenges, and pressures, how can you possibly come in with a credible solution? Dont like sitting at the computer all day? An even better idea is to hit the street. Visit businesses, talk to your contacts in the fields you serve, get some firsthand information about whats going on in their world what are their challenges, perspectives, obstacles, priorities; what are their dreams, their only-ifs, and their biggest aspirations?Is this a lot of work? You bet. Do the majority of salespeople put in this kind of effort? No way. Which is exactly why YOU should. That brings us to Move 3.Move 3: Move AheadMoving ahead means going above and beyond what most salespeople are doing. It means putting in the work yes, the real, hard work that makes the difference between being a peddler and being a partner. Want to move ahead? Start by avoiding doing things your prospects dislike. Here are the top 10 things salespeople do that buyers dislike according to a Purchasing magazine survey. See if you (or your sales team) might be guilty of any of the following professional no-nos:10.Failure to keep promises9. Lack of creativity8. Failure to make and keep appointments7. Lack of awareness of the customer's operation ("What do you guys do here?")6. Taking the customer for granted5. Lack of follow-through4. Lack of product knowledge3. Overaggressiveness and failure to listen2. Lack of interest or purpose ("Just checking in")... and the Number 1 dislike: Lack of preparation.You can also move ahead by charging more (remember Move 1?) and DEMONSTRATING the VALUE of your product service with hard numbers. In his insightful book, How to Become a Rainmaker, author Jeffrey Fox calls this process dollarizing. Dollarizing is one of the most powerful sales techniques because once you show (with real numbers that your prospect will provide you with) the return on investment how THIS much spent will generate THIS much savings, or profits, or sales, or new clients, or hours, etc. you basically shift the conversation from selling what youre selling to SELLING MONEY. In my seminars, I do an exercise called The Money Machine that will help you spell this out in hard dollars, very clearly. The Money Machine goes one step further because you can use it monetize against:* competing products/services* the prospect doing nothing* the prospect doing it themselves* other things the prospect is already comfortable spending money onFor a free copy of my Money Machine worksheet, email me: david@unconsulting.com.Suddenly, your product/service becomes a real investment: meaning, you can show people the math behind this much IN for this much OUT. Theres nothing much easier than selling money at a discount!Heres another way to move ahead: stop the ridiculous game of closing the sale. Closing is not a technique; closing is not a trick; closing is not about magic phrases and looks and power games. Closing should be a natural extension of your conversation, and the two most effective questions you should ask your prospect as you near the end of your value-based discussion are:1. Does what weve talked about so far make sense?2. What would you like me to do next?Answer to Question 1: If youve prepared for the meeting, discussed the prospects key issues, and monetized the value of your solution, of course it makes sense! Answer to Question 2: Lets go ahead or Lets do the paperwork. Or if your prospect answers this with Get Out or Drop Dead, you have a pretty good idea that the sale is not ready to close. Seriously, carefully listening to the answer to this question will allow you to address any hidden concerns, hesitations, or issues right then and there before the prospect would otherwise blurt out an abrupt No! to any other traditional ask for the sale verbiage that so many sales trainers recommend. Remember, youre not there to sell youre there to HELP THE PROSPECT BUY. If you need to tattoo that on your forehead, be my guest.Move 4: Move AsideHeres another thing that most sales and marketing people have a hard time with: you cant be all things to all people. Move Aside is about finding your niche, and claiming your expertise in a narrow area of specialty. In plain English, this means you want to become the Go-To Guy for your specific product or service the exact opposite of a jack-of-all-trades and master of none.The people you speak with will have a very different reaction to these two mental images of your product/service:* I think we can make this fit.* This is exactly what weve been looking for.Let me give you an example. Theres a real company that lists among its services Carpet removal, house cleaning, odd jobs, catering. Now, I dont know about you, but when I want a caterer, Im looking for someone who does catering 24/7. I dont want to have to worry about Did they wash their hands after the carpet removal job and before serving my guests? In fact, if Im looking for a caterer for a wedding, I might even be drawn to Wedding Bells Catering much more so than Sams Catering or Good Eats Catering.Heres another example. There are lots of graphic design companies that do all sorts of work websites, logo design, brochures, collateral material, wine labels, book packaging, etc. You name it, they do it. And business is generally OK. (But lets face it, if they were going like gangbusters, they probably wouldnt have sought out my help!) Some of them had a hard time differentiating themselves from the competition and others found it challenging to develop a strong client base and referral network. Weve had some good success developing their current business, but when we delve into the possibilities of Moving Aside and carving out a real niche, or developing one thing that is their flagship specialty, most of my clients get cold feet. One company (not my client too bad for me!) that has done this with fabulous results is MaxEffect. They made a tough call. They moved aside. They could obviously do a wide variety of things with their graphic design and advertising skills, but they do ONE THING: they work exclusively on yellow pages ads. Thats it. If you want a killer yellow pages ad with bold graphics, custom or stock photography, clean layout, and a strong, compelling message, these are your go-to people. Theyve designed hundreds and hundreds of yellow pages ads and theyve built a fanatical client base, and they get a steady stream of referrals not to mention the steady and growing flow of client work.Check it out for yourself: http://www.max-effect.comMove 5: Move AloneRight now, you are lost in a sea of gray. Me-too rules the day. Everywhere you look, there is more and more and MORE of the SAME OLD THING sold by the SAME OLD PEOPLE in the SAME OLD WAY. Boring. And deadly.The problem is that people dont buy gray. If you and your company and your offerings blend into the background, you might as well close up shop right now. Let me put it another way: all companies go bankrupt. Its just a matter of time. Want proof? Out of the 100 largest companies of 50 years ago, 17 survive today. And none of those 17 are the market leaders they used to be. Why? Shift happens. If youre not separating yourself from the crowd, youre blending in and nobody will even notice you, much less seek you out and tell their friends about you.Heres an example of a company that really hasnt been doing a bad job but theyre also not the standouts they used to be. On a recent call to American Express, an executive was straightening out a billing problem. At the end of the call, the operator asked her, Have I exceeded your expectations for this call? and the exec flatly answered, No. She had a billing problem, and the rep fixed it. Thats the expectation.Now, if the rep had offered the executive a $50 American Express gift check to be used at any of American Express online retail partners, THAT would have exceeded expectations, right? That story would be worth repeating to 10-20 people. Can you imagine the executive telling anyone, Hey, I called AmEx to fix my billing error. Guess what? They did it! Thats not moving alone.Heres a good test to see if your marketing and sales strategies are in the category of moving alone they are if youre doing something that:* is simply not done in your industry* customers will make a remark about (remarkable!)* goes against conventional wisdom (I call this uncommon sense)* others (including your competition) think is crazy* others (including your competition) will actually be AFRAID to copyGet silly. Get crazy. Get an attitude. Get noticed. Author Seth Godin perhaps put this most succinctly when he said, Safe is risky. And risky is safe. Let me conclude with a recap of the 5 Marketing Moves:1. Move Up = Get more valuable2. Move In = Get closer3. Move Ahead = Get smarter4. Move Aside = Get specialized5. Move Alone = Get noticedTaken together, these will also help you make the Ultimate Move = Get insanely great.And remember the immortal words of Jerry Garcia:You dont want to be considered the best of the best.You want to be considered the only ones who do what you do.

Translating Company Collateral to PowerPoint

Translating Company Collateral to PowerPoint

As a PowerPoint user, it is sometimes necessary to accurately translate a company's marketing collateral to slide format. Often, this information arrives in the format of a company brochure, or copied blurbs from the website, or a long Word document bogged down with New Age sales jargon and irrelevant "stuffer" copy.It is your job to find the needles of information in the haystacks of hype, to reduce lengthy paragraphs to mere phrases, to provide your audience with only the information they need to know. Brevity is your goal, bullet points your craft.When tackling these projects, which can be nothing short of arduous for lengthy documents spread across multi-page presentations, there are some best practices and tactics to make your life easier and the final product better.1. Read the content several times. Sometimes it takes a few takes to understand exactly what is being said, especially if the copy is technical in nature. This step is especially critical for freelancers, who might not be as familiar with the corporate messaging as an in-house designer or marketing support person.2. Print the document out and read it from paper. This can help comprehension, and makes it easy to highlight passages or make notes.3. Highlight key passages. Look for "power words." These are the words or phrases that pop off the page, are descriptive, and reinforce the message with color and purpose. Use these words in your PowerPoint slides. For instance:"In the past year, the company sales team has achieved a ten percent increase in numbers, well beyond initial projections. Leveraging our recently implemented database, profit margins continue to rise despite several personnel additions and our office expansion initiative."Could be:* 10% in sales over last year* Better than projections* Profits rise despite expansion4. Bullets are always better than full sentences. They are punctual and easy to digest. Never use full paragraphs unless you specifically want your audience to not read what you have to say.5. Trim copy to get to the core message. Eliminate frivolous and clichd marketing speak like "leverage existing technology" and "innovative solutions." These weak strings of buzzwords barely meant anything when they were first published, and the only response they elicit now is the glazing over of your audience's eyes.6. Find the numbers and take advantage of them! People like to see numbers -- they are easy facts to understand, and give meaning to ambiguous phrases. It is always better to say "Our sales this month are 25% more than a year ago at this time" than "Our sales have increased over the last year." Also, use actual numbers like "25%" rather than "twenty-five percent." It saves space and gives the text more punch.

Using Other Peoples Articles To Increase Your Adsense Cash

Using Other Peoples Articles To Increase Your Adsense Cash

Adsense is really making a huge impact on the affiliate marketing industry nowadays. Because of this, weak affiliate merchants have the tendency to die faster than ever and ad networks will be going to lose their customers quickly.If you are in a losing rather than winning in the affiliate program you are currently into, maybe it is about time to consider going into the Adsense marketing and start earning some real cash.Google is readily providing well written and highly relevant ads that are closely chosen to match the content on your pages. You do not have to look for them yourselves as the search engine will be the doing the searching for you from other peoples source.You do not have to spend time in choosing different kind of ads for different pages. And no codes to mess around for different affiliate programs. You will be able to concentrate on providing good and quality content, as the search engines will be the ones finding the best ads in which to put your pages on.You are still allowed to add Adsense ads even if you already have affiliate links on your site. It is prohibited, however, to imitate the look and feel of the Google ads for your affiliate links.You can filter up to 200 URLs. That gives you a chance to block ads for the sites that do not meet your guidelines. You can also block competitors. Though it is unavoidable that Adsense may be competing for some space on web sites that all other revenues are sharing.Owners of small sites are allowed to plug a bit of a code into their sites and instantly have relevant text ads that appeal to your visitors appear instantly into your pages. If you own many sites, you only need to apply once. It makes up for having to apply to many affiliate programs.The only way to know how much you are already earning is to try and see. If you want out, all you have to do is remove the code from your site. The payment rates can vary extremely. The payment you will be receiving per click depends on how much advertisers are paying per click to advertise with the use of the AdWords. Advertisers can pay as little as 5 cents and as high as $10-12, sometimes even more than that too. You are earning a share of that money generated. If your results remain stagnant, it can help if you try and build simple and uncluttered pages so that the ads can catch the visitors eyes more. It sometimes pay to differ from the usual things that people are doing already. It is also a refreshing sight for your visitor once they see something different for a change.Publishers also have the option of choosing to have their ads displayed only on a certain site or sites. It is also allowed to have them displayed on a large network of sites. The choice would be depending on what you think will work best for your advantage.To get an idea if some Adsense ads you see on the search engines has your pages, try to find web pages that have similar material to the content you are planning to create and look up their Adsense ads.It is important to note that you cannot choose certain topics only. If you do this, search engines will not place Adsense ads on your site and you will be missing out a great opportunity in making hundreds and even thousands of dollars cash.It is still wise to look at other peoples information and format your Adsense there. Just think about it as doing yourself a favor by not having to work too hard to know what content to have.Topic to be avoided includes gambling, firearms, ammunition, tobacco or drugs. If you are being offered more cash in exchange of doing Adsense with these kinds, it is just like signing your own termination paper.With all the information that people need in your hands already, all you have to do is turn them as your profits. It all boils down to a gain and gain situation both for the content site owners and the webmasters or publishers.Make other peoples matter your own and starting earning some extra cash.

New Website Marketing Made Easy

New Website Marketing Made Easy

Often new website owners ask me how to get traffic to their new creation. Some have been known to stare at their computer in an attempt to will visitors to the site. The truth is, the Internet is evolving every second of every day. And with that, it becomes more difficult to establish a viable presenceor does it? Follow these easy steps and carve your slice of the cyber pie.Step One: PreparationBefore going out to proclaim the glory that is your website, first make sure its in tiptop shape. Was your website carefully and professionally constructed? That includes content copy. Its vital that your copy (the text on your website) be written well, including a logical flow, clarity, good sentence structure, wise word choices and proper grammar/punctuation. Studies reveal the average Internet visitor is getting more sophisticated and expects features, such as proper language use (whether English or another language). Fail in this area and youll lose business. Its that plain and simple. Now that your copy is humming, how is your search engine optimization? Did you at least look into some basics? Search Engine Optimization is the act of making your website search engine friendly and more likely to appear under the keyword phrases appealing to your targeted audience. While it can be a complex process, the basics should include having your pages search engine friendly, containing some keywords to attract your target audience. Once these two components are satisfactory, youre ready for the next step.Step Two: LinksYour website needs links. Today, even a simple link exchange can be complicated. Many website owners dont want to reciprocate links with a new website. So how can you advance if you cant get links? Thankfully, there are alternative solutions. When youre first starting out, dont spend too much time trying to find websites willing to link with you. Instead, work on establishing yourself first.Todays Internet world revolves around content. Website owners across the globe are just waiting for free content from people like you. So the best way to gain links to your website in bunches is by providing content to other websitesalso known as promotional articles. These articles offer other website owners something of value. The result? Your new website receives many one-way links from other websites easily. Naturally, your article needs to be written well to succeed. Simply throwing words down on paper doesnt cut it. The better your article is written, the more it will appeal to website owners. In the end, youll glean more worldwide coverage, which is what you want. Not a writer? No problem. You can visit PromotionalArticles.com and have promotional articles professionally crafted for you. Simply slap your name on them and away you go. And even if youve written your own article, I strongly suggest using their editorial service. As every good writer knows, all writing should be professionally reviewed and polished by a savvy editor before publication.Step Three: Promotional Articles & RepetitionIf possible, you want to release a few promotional articles, at the very least. Timing is important. For example, if all you have is three articles currently, space their release. Dont release them all at once. Promotional Articles can be fast acting. Yet, it really depends on the market the article is geared toward and how well it is written. I have seen my articles end up on other websites within hours of release.Once released, the search engines will begin to pick up the fact your article is on other indexed websites. When this happens, your back links go up, which can continue for quite some time. Without a doubt, youll discover the process for releasing promotional article to the world quite simple. At my website, JasonAMartin.com, there is an article all about how to do this.Step Four: Further LinkingOnce you have allowed a little time to pass after step three, your website will begin to take hold. When it does, its time to seek solid links on other websites. Stick to websites that are either on the same topic or related. For example, if you owned a website that sold cheese, receiving a link from a website that sold motor oil wouldnt be beneficial. However, receiving a link from a website about cheese or wine would.As time permits, search for smaller websites in your field, then see if they sell advertising on their front page for a small fee. For example, one night I found a website, which was set up decently in the search engines and was on the same topic as one of my websites. The site offered a homepage text link for $2 per week. I not only received a nice link to help my search engine status, but a possibility for highly targeted traffic as well. The Internet is full of on-topic websites for you to locate for potential profitability.Thats a WrapBy following this plan, you can significantly increase the staying power of your website. It really isnt that complicated when you do things properly. Is there more? you ask. Sure. For instance, you can purchase traffic from trusted PPC sources. This and other techniques are discussed in various articles, which are all available at JasonAMartin.com. Once you master the art of opening a website properly, youll want to open up many more. Submit your articles to ContentTycoon.com.2005 JASON ANDREW MARTIN LLC All Rights Reserved.

Do I Need to be Computer Savvy to Use Google Adsense?

You dont have to be a techno-geek to use Google Adsense. In fact, you dont need any more technical knowledge than you do to surf the web. Google Adsense is very user-friendly with a comprehensive support site to answer any question you might have. You are first walked through the sign-up process where you are prompted for any and all information needed. You will then have a couple of days while you are waiting for your account to be approved. This would be a good time to familiarize yourself with the program policies, which of course you read before you signed up. But look again. Make sure the site you are registering doesnt have any of the no-nos listed. For instance, some profanity is allowed, but nothing excessive. What is excessive? That could be a gray area, but if youre in doubt, dont register that site. Theres plenty of sites with little or no profanity.Look at the support site while you are waiting on Google Adsense and see what others are saying and doing. Most of all, have fun. Your Google Adsense dollars are just waiting to be counted.Does Google Adsense Offer Direct Deposit?Google adsense offers various payment options for publishers. Electronic Funds Transfer (ETF) is offered in 16 countries whereby your payments are deposited directly into your bank account in your local currency. Check Google Adsense support to see which countries participate in this option. You will need to sign up for this option after your application is approved by signing into your account. You then click the edit link adjacent to the payment header. After you fill out the bank information, Google Adsense will make a small test deposit into your account. This is for security purposes to assure the account is really your own. Watch your account for the "test deposit" to post, usually within just a few days. After you have received the deposit from Google, log back in to your account and in the Payment Details section, click Verify Account. You then will need to enter the amount of the test deposit. If you do not complete this step, your payments will be on hold. Once you enter the test deposit amount correctly, your bank will be approved and selected as your form of payment.Google Adsense: How to Explain the Google Adsense Program to OthersWere not talking about strangers here. For the strangers that visit your site, your content will have to do all the talking for you. But for the people in your daily life, the ones you want to click on your referral button, the ones you want to read and comment on your blog; these are the ones you want to be able to enlighten about the Google Adsense program.First, excitement breeds excitement. Get excited about your new venture and others will too. Learn everything you can about the Google Adsense program, not only will this increase your earnings, but youll be better equipped to explain the mechanics of the program to others.Show them the money. Theres nothing like a little proof to make a believer out of someone. You dont have to wait until youre making thousands per month, although thats a healthy goal. But even a small deposit in your piggy bank is enough to intrigue most people. Cant you just count those referrals now?

Get Leads From Seminars

Whenever a particular interest group, home-related business associations, or any other group set up seminars, they usually go out of their way in order to get sponsorship and the like. While it may seem unlikely that you will get anything out of sponsoring a seminar, think again! Moreover, you can get the most out of a seminar without even sponsoring the event yourself.Lets talk of sponsorships in events first. By giving the organizers a required amount of money, you will be given advertising mileage and marketed as the company who made the seminar possible. This makes your real estate venture very attractive not only for potential customers, but even for people who are impressed and may refer you to one of their friends. Sponsorship also gives you the benefit of setting up a booth within the vicinity of the seminar, where guests can approach and find out more about what you offer before and after the seminar, or in-between seminar breaks. With a booth set up, you have a clear avenue for which leads can come up to you and ask questions. In return, you have the opportunity of giving a winning sales pitch to convince them of your real estate ventures merit, or simply ask for their information should they want additional informative materials on your company. Because people are currently experiencing great fatigue from being sent padded and impersonal brochures through postal and electronic mail, youll be surprised at how responsive they would be to an interactive and personal sales talk that you can give through this seminar side.The key to getting the most out of sponsoring a seminar is identifying which seminars are worth sponsoring. First, you may want to sponsor something that is at least remotely related to real estate. This way, you will have people flocking to an event who are already personally interested in real estate. This will make it much easier to convince leads to provide you their information or become a potential client in the future.Choose seminars that invite people who are within your financial target market. Its difficult to convince a buyer of a service he or she cannot afford. Also, try to be part of an event that is going to be attended by a large sum of people. If you are simply attending a seminar, sit alongside people who have slight inclinations towards real estate. This way, it will not be difficult to get their attention. Always bring with you a brochure and your card to give away to the person sitting next to you just in case he or she may be interested in your service.

Summary

Effective marketing can be simplified into five moves five concrete actions that you can implement immediately. Your challenge: try one or more of these NOW.