If You?re Tired Of Adverts That Don?t Work And Letters That Don?t Sell, Then You Must Read This
Over the 32 years I've been involved in sales, marketing and management, I've discovered that there are two fatal marketing mistakes made by business owners. They are?
· Lack of focus
· Lack of implementation
There's certainly no shortage of ideas and information ? the world is full of it ? but what are you doing with it all? Let's do a quick reality check here and now:
· How frequently do you get in touch with your customers?
· How far up your hierarchy of buyers do you go?
· What actions are you taking to make next week, next month or next year better?
Pick one thing you've always meant to do and do it tomorrow to start marketing your business more effectively.
It may be to focus on a market sector, write an article to gain you more exposure as an authority in your industry or it may be to write a better Yellow pages advert.
The more you do now, the more you will have to do down the road. There are all kinds of lame excuses and I've heard most of them. Excuses like "I don't have time" or "Maybe when I'm less busy"
Here's a blinding flash of the obvious ? the best time to market yourself IS when you're busy. Why? Because one day you won't be? You see, how you get less busy is by NOT marketing yourself.
To make sure you have a constantly increasing flow of customers, develop and implement marketing processes that you can put on autopilot. They run whether you're busy or not.
Of all of the things you've read or heard that you could or should do, how many have you actually done? You know what it's like ? you go to a seminar or read a book and say, "I should do that" but you never do.
Successful strategies are based on solutions and information. Your customers don't really care about you or your company ? what they care about is what you can do for them. Yet sadly, far too few companies bother to tell their prospects what they can actually do for them.
No, they're far too busy "getting the name out there" or "promoting our logo" If this is a little too close for comfort, consider this provocative statement:
"If you're advertising for any other reason than to generate leads or sales, you're wasting your money"
Run this checklist over your Yellow Pages advert and see how well it rates. Score 1 point for each Yes. Those points may save your ad from oblivion?
1. It looks like an article instead of an ad
2. It has a strong, benefit-rich headline
3. It includes a personal photo
4. It promotes benefits NOT facts
5. It uses testimonial(s)
6. It states your performance guarantee
7. It contains an irresistible offer
8. It has a strong call to action
9. The phone number is clearly displayed
10. The Company name and logo play a very small part
How many did you score? Six or more? Good, your advert might work for you. Less than four? Good luck?
© James Yuille, Brisbane, Australia, 2004.
About the author:
James Yuille is a sales and marketing consultant and trainer with over 32 years experience. He is based in Brisbane, Australia. His free weekly sales and marketing newsletter provides topical information for business owners and salespeople. Find out more at http://www.jamesyuille.com
Advertising For The Long Haul and Not the Short Term Gains
New Age Media Concepts issues its first article of many that will focus on the advertising and marketing industry. "If a young man tells his date she's intelligent, looks lovely, and is a great conversationalist, he's saying the right things to the right person and that's marketing. If the young man tells his date how handsome, smart and successful he is -- that's advertising. If someone else tells the young woman how handsome, smart and successful her date is -- that's public relations." By S.H. Simmons. Welcome to New Age Media Concepts, Inc. where we understand your needs and how to maximize your marketing dollar. Marketing is your strategy for allocating resources (time and money) in order to achieve your objectives. People have their own unique perceptions of the world based on their belief system. The most innovative ideas, the greatest products, or a superior service succeed only when you market within the context of people's perceptions. This is true from something as simple as the pet rock craze of the 1970s to the marketing muscle of Wall Street and the Internet boom of the 1990s. Context can be many things, singly or simultaneously. To name a few, you may market to your customers within the context of their wants, needs, problems solved, or situation improved. Current and potential advertisers need to be aware of many other contexts, such as social and economic trends or governmental regulations. People don't just "buy" a product or a service. They "buy" the concept of what that product will do for them, or help them do for themselves. People just don't "buy" a laundry detergent, they buy the perceived notion of what that laundry detergent brand says it can accomplish for them. Otherwise every brand in the supermarket will be a no-frills. This is not to say that if a product fails to meet the customers' expectations that product will be successful in the long haul. No amount of advertising and marketing will help a failed product succeed in that scenario. To have a successful campaign a product or service must understand that they need to start out with something a consumer needs, wants, or improves their situation and that product or service actually does help the consumer for the long haul. The New York Times said it best in a recent article, "Companies can't Buy Love with Bargains" Building brand loyalty is more than just hyping the consumer into buying a product, it's gaining their trust and the trust of their family both today and for years to come. One example of great brand building is H.J. Heinz, (NYSE: HNZ) they have been around for decades and they gained the loyalty and trust of the consumer spanning generations, now that is great brand building. Anyone could hype a brand for short term gains but that doesn't accomplish the goals of the advertiser or the consumer. It looks good initially but what happens when the product isn't flying off the shelves any longer and the consumers have lost trust in the product or the company?. Of course you need new and innovative ways to get your message to the consumer but this message has to be geared to building consumer loyalty and not just hype. Even the largest companies make this mistake and pay for it with decreased sales and profit margins. So whether a consumer is buying a car from Ford (NYSE: F) , a can of beer from Anheuser Busch (NYSE:BUD) or software from Microsoft (Nasdaq:MSFT), the advertiser needs to cater to the needs of the consumer.
50 Surefire Business Card Tips
Business cards are one of the most powerful and inexpensive marketing tools you can use. Here are 50 surefire tips to make the most out of your business cards:
How To Write Eye-Grabbing Headlines That Catapult Your Prospects Into Your Ads
If you're interested in improving the selling results of your ads, tweaking your headlines is a great place to start. Because your headlines influence the sales results of your ad more than any other element.
Is Your Advertising... Sexy?
Ever hear the term 'sexy' advertising? It's not necessarily what you think. Sure, some people's idea of sexy advertising is hot babes in bikinis spraying beer all over each other, but that's overtly sexual and not what we're about to discuss here.
How To Write Really Good Ads
All sales begin with some form of advertising. To build sales, this advertising must be seen or heard by potential buyers, and cause them to react to the advertising in some way. The credit for the success, or the blame for the failure of almost all ads, reverts back to the ad itself.
Promote yourself on radio for free
Unless you have become extremely popular in your personal or business name, you likely need all of the marketing and promotion you can get. Now, you may say, of course, I'm aware of this, but who has the money? This a good and fair question. It may surprise you, though, when I say, you don't need money for some of the most valuable marketing available -- radio advertising.
Mortgage Marketing - Broadcast Advertising vs Direct Advertising
Do you know how to design and deploy a marketing campaign?
Vinyl Banners for the Right Occasion
The sinage marketplace is competitive! Consequently, some companies are going to focus on price and neglect quality. To complicate the situation, companies that produce stock vinyl banner material offer a bevy of different materials based on weights/thickness, color, reflective properties, ink absorption properties, etc. Take a gander at just one description of one type of banner from a leading manufacturer's website: http://www.averygraphics.com/pls/avery/avery_ext_util.display?p_name=JUPITER_13_OZ_BANNER.PDF It is not surprising that consumers get overwhelmed (sign makers too).
Dont Be a Secret Agent
This tactic of the game was hard for me to master and at first I failed many times. I carried my business cards only in my briefcase, because I thought they were only used in business. Wrong! I missed quite a few opportunities to toot my horn because of that misconception. Not only did I miss the opportunity, but when it did arise, I looked like an amateur. Here's what happen on one of those occasions.
How To Track Your Advertising Like A Hawk
Tired of pouring endless money into advertising? Do you wonder which ads are "REALLY" working for the business you manage? Would you like a bullet-proof system for capturing the results from your advertising and marketing? Below are three concepts that will enable you to track your advertising and marketing like a hawk! Really, it's that simple!
Electronic Display Signs
Electronic display signs are used nowadays in great extent to display important information instantly all over the world, which uses LED technology, which stands for light- emitting diodes. These are widely used in the worlds of commerce, government and even non-profit organizations.
Persistant Advertising Will Do No Harm!
From my experience, I've been on many discussion groups and have spoken to many other like minded people. The one topic that always seems to arise is how to get massive sales right away.
3 Elements To A Deal-Sealing Classified Ad
Have you ever wondered why your perfectly fine classified ad fails to attract the attention you desire? There should be dozens-no, hundreds-of perspective buyers swamping your e-mail inbox with offers. After all, you are offering a mint baseball card, a vintage coat, pristine used car, those wholesale-priced sporting goods, and whatever other attractive items are in your inventory. Instead, you only have a slow trickle of questions, a handful of sales. What gives? More than likely, your sales are slow because you have not mastered the three techniques of writing a classic classified ad.
Power Headlines for Promotion Success
Do you send email to your Online audience to let them know about an upcoming teleclass, your service or your book? Do you have a seminar "flyer" on your web site?
Adding Art to Business Spaces
Larger companies have learned that collecting art adds something special to its overall corporate image. An art collection may include art on display in waiting, or general areas. Larger collections may focus on education programs for the employees of the company and partnerships with area museums or art spaces.
Magnetic Signs: Where Do They Work Best?
Recently, a woman called to ask about replacing a magnetic sign she had purchased from another company. Her original sign had actually blown off the side of her car. I had visions of the sign flailing around in the wind and striking some poor motorist behind her or worse yet, some fellow on a motorcycle. I inquired as to whether she had tried to get her money back. But it seems the company refused to refund her money and worse yet, claimed it was her fault. Appallingly, they accused her of placing the sign on a dirty car surface.
Advertising Your Holistic Business
The most basic answer is the same answer as to the question, how does advertising work? Advertising works through repetition, and Holistic Hometown offers you that repetition.
Imprinted Promotional Items ? Their Many Marketing Applications
There are many uses for promotional items. This means that they are just not used as freebies for a grand opening special. Knowing all the uses for these nifty items, often called "swag," will open up many opportunities for your place of business.
Create Your Own Business Cards, Part 1
In this lesson, we will create a business card, using Microsoft Word. I created a new template for my business card. It can be viewed at: http://janes-place.com/bus_card.htm
Advertising Headlines and How to Write Them
1. Attract prospects with your headline Use your headline as a flag to attract readers who are interested in your product. If you are selling a solution to premature hair loss, put PREMATURE HAIR LOSS in your headline. Your headline will catch the eye of everyone who suffers from this predicament. If you want teenagers to read your ad, put TEENAGERS in your ad. Be careful that you do not put anything in your ad that excludes prospects. For example, if you are selling a cellular phone that can be used by men and women alike, do not slant your headline toward men alone. That will only cause women to think that your ad does not apply to them.
|home | site map|