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<> Editors' Remarks
<>Motivational Thought!
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================
EDITORS' REMARKS
================
Greetings and thank you for being an
optin subscriber.
Advertising options
Today's edition is all about marketing. Since a home
business or any business, requires marketing for success
today's coach's gives you their take on marketing. Glean
and use!
Do what you must to be successful as
long as it's honest, something you enjoy and doesn't hurt
anyone.
Lena
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MOTIVATIONAL THOUGHT
======================
"One
trademark of successful people is that they don't let
excuses deter them. They determine what it is they need to
do - and then do it."
~ Bob Burg, author and speaker
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BUSINESS TIP
==========================
5
Rules For Great Marketing
By Andrew Pritchard
Does your business have all the customers it needs? Does
it have a potent marketing system that reliably goes out
into the marketplace and brings in profitable business?
Most businesses don't.
But marketing effectively isn't that hard, and it's not
that complicated. It just takes a little bit of
discipline and consistent adherence to some basic rules.
If your business is struggling to bring in customers, or
if you're just looking to give your sales a boost,
review all of your marketing materials and make sure
they follow some basic fundamentals.
Here are a few things to pay close attention to:
1. It's All About the Customer
You must start thinking about things from your
customer's point of view.
Most businesses focus on themselves. This is a mistake.
Forget about your business, your products and services,
and what you need from your prospect. Instead, approach
everything from the standpoint of your customer.
Start focusing on your prospective customer, show them
how you can help them, and fully explain how they'll
benefit from working with you.
2. Response is King
You must ask for a response in every marketing activity
you do. If you don't get a good response, change your
approach.
Whether the desired response is the completion of a sale
or simply a request for more information, you must make
this response as straightforward and as enticing as
possible for your prospects.
You must ask for response on your website, in your
advertisements, and in your mailers. When meeting people
for the first time, have something for them to do such
as signing up for an ezine. If you're giving a speech,
ask for business cards from your audience and offer to
mail them a transcript of your presentation or a free
report that provides additional information.
Asking for a response is one of the simplest ways to
measure the effectiveness of your efforts. If one
marketing method generates more response than another,
you know that it is more effective and you can adjust
your strategy accordingly. If another isn't pulling a
response, make changes to it. Don't just hope that by
repeating it unchanged it will somehow manage to
generate the results you're looking for.
Let response guide your marketing. Repeat successful
efforts, change unsuccessful ones, and always ask for a
response so that you know which is which.
3. Make Your Offers Shamelessly Irresistible
Whatever response you ask for, the more attractive you
can make it the better. In fact, a shamelessly
irresistible offer is one of the best ways to generate
response.
You don't need to give away the farm to make your offers
attractive. All you need to do is think about things
from your customer's point of view. Ask yourself
objectively "If I were my customer, would I respond to
this?"
You should fully explain the benefits you can deliver
through your product or service so that your prospects
know exactly what's in it for them. This alone will
often drastically improve the results you see.
But you might go further in making your offer as
irresistible as possible. An advertisement might offer a
valuable, informative free report. Your website might
offer a free trial. Your direct mail may include a
coupon for a discount.
This is where creativity is important in marketing.
Don't waste your time (and money) trying to make your
advertising "creative" in the sense that most people
think of the word. That is, don't waste time trying to
be funny, cute, or clever. Instead, invest your time in
thinking about ways that you can make your offers more
enticing and in ways that you can continue to add
greater value. That's creativity!
4. Repetition
Repetition in marketing is grossly misunderstood.
Most business owners think it means that they must keep
hammering away with their marketing efforts, confident
that once people have seen their company's message
enough times, they'll start to respond.
This is complete nonsense!
You should never repeat your marketing efforts unless
they're generating a profitable response for you. So the
trick here is to repeat the ones that work, and make
changes to the ones that don't before you attempt them
again.
When it comes to marketing, never give up. Always
continue to market and advertise. Just don't repeat ads
or offers that fail to appeal to your customers. As we
said above: Response is King!
5. Delight Your Customers
Make doing business with your company as easy and
enjoyable as possible.
Offer dazzling service. Instruct your sales people to
educate your prospects as much as possible, so that even
if they don't buy, they've still learned a lot about the
benefits of your products and services. Make sure your
phone is always answered, and if you do miss a call,
return it promptly.
Outstanding service is part of successful marketing. All
it takes is a commitment to good service and a
relentless approach to follow up.
Overall
There are scores of other things you should do in
marketing your business, but if you focus on the five
rules we've discussed here, you'll be way ahead of most
of your competitors.
If you're not happy with the way your marketing is
working for you, try incorporating even just one or two
of these rules into what you're doing and your
effectiveness will improve.
About The Author: Andrew Pritchard is the owner of
http://www.inspire-consulting.com a marketing
company in Michigan. They offer regular marketing tips
through their free email newsletter. Sign up at their
website and you'll also receive 3 free reports on
marketing more effectively both online and offline.
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===========================
BUSINESS COACH OF THE DAY
===========================
Marketing And Mailing Lists
- Making Money Through The Mail
By Barry Hall
What is mailing list marketing and more importantly what do you
need to know in order to properly market your business or
venture via mailing lists? Let's start with a look at Barron's
definition of both mailing list and direct mail marketing (which
is another way of saying marketing via mailing lists).
Mailing list: Compilation of possible customers prepared as a
list for use in direct-mail solicitation.
Direct mail: compilation of name and address records of
individuals who share a common characteristic, prepared for use
in direct mail solicitation. The commonality may be derived from
a purchase transaction or donation; a demographic, geographic,
or psychographic trait; or an affiliation. There are many
different kinds of lists including consumer or business,
internal or external, and compiled or direct response. An
internal list might consist of customers, prospects, vendors,
employees, or lapsed customers. An external list is one acquired
from an outside source. Compiled lists are created from
secondary sources such as trade show attendees or motor vehicle
registrations. Direct-response lists are built from the names of
responders to one or more direct-response solicitations.
Internal customer lists can be expected to generate the best
response to a list owner's offer because they have purchased
before. Successful direct-mail marketing depends upon careful
selection and testing of lists. The one time usage cost of a
consumer list averages $90-105 per thousand names for mail order
merchandise buyers or magazine subscribers and $70-75 per
thousand names for fund-raising donors. Some lists cost as
little as $50 per thousand. Business lists tend to cost more,
averaging $120-220 per thousand. Lists are combined prior to
mailing via a merge/purge process.
Based on these two definitions we can see that mailing list
marketing begins with the establishment of a database of
potential customers who you plan to market through a direct mail
solicitation. There are two essential functions that we need to
take note of here. One, you need to gather together together a
direct mailing list and the second is the using that mailing
list for mass marketing. Marketing via mail involves more than
randomly sending out an ad or email to as many people as
possible. Rather, successful mailing list marketing involves
creating targeted lists of people who are likely to be
interested in your products or services and using the power of
mail to reach large numbers of these customers at one time.
Now, these lists can take different forms and can be gathered in
different ways. For our purposes there are two general types of
lists, an electronic mailing list (i.e,. email lists) and
boring, old maillists. What is more interesting, is how one puts
their mailing list together. Barron's mentions the following
types of mailing lists:
Consumer mailing lists
Business mailing lists
Internal mailing lists - An internal list is a mailing list that
a company or organization compiles themselves from existing
customers, employees, prospects, vendors, etc..
External mailing lists - An external list is a mailing list that
is compiled by an outside vendor.
Compiled mailing list - A compiled list is a mailing list which
is created from "secondary sources such as trade show attendees
or motor vehicle registrations".
Direct response mailing lists - A direct-response list is a
mailing list built from the names of people who responded to
some sort of request designed to get their mailing information
(for instance, asking for someone's real address or email
address so as to sign them up for a newsletter or so that they
can receive announcements about the company or organization).
Now, in terms of the marketing value of each of these lists, not
all mailing lists are created the same. An internal customer
list is most likely to respond the best to a direct marketing
mailing list campaign. Given that they have already purchased
before they are likely to do so again.
What we have learned from the above is that a successful mailing
list marketing campaign depends upon a number of crucial factors
such as careful selection of a mailing list and proper testing
of the marketing campaign. Marketing via the mail (whether
through electronic mail or regular mail) is as much a science as
any other form of marketing.
What does that mean for you then. Well, practically speaking it
means that if you want to succeed at marketing through the mail
that you have to either learn the tricks of the trade or higher
someone who knows them. In other words, this is a real job, and
if you want to make money doing it then you should treat it as
such. Of course, the exact wisdom and/or expertise that you need
depends on your particular situation. A large corporation will
have a different marketing strategy than a start-up business.
The common denominator, though, is that it needs to be done
methodically and properly.
So, in order to answer our question above (what do you need to
know in order to successfully market your business or venture
using mailing lists), the answer is that a) you need to know
what kind of mailing list marketing campaigns are appropriate
for your industry, b) how to properly assemble together your
mailing list and c) how to properly solicit the members of your
list for the products and services that you are marketing. This
may seem a bit general, but it is crucial information which can
help set you in the right direction. Once you are aware of your
three tasks you can then begin the important work of trying to
apply those tasks to your real situation.
About The Author: You can learn more about mailing list
marketing at
www.everythingtrue.com
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