Published Tuesday &
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Special! editor@envirodocs.com
928-636-9425 Thursday August 26, 2004 ````````````````````````````````````````````````````
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============================
=> IN THIS ISSUE!
============================
<> Editors' Remarks
<>Motivational Thought!
<> Spotlight of the Day
<> Spotlighting a product/service/person
<> Business Tip
<> Business Coach of the Day
<> Change Your Life Information
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====================== MOTIVATIONAL
THOUGHT
======================
Shallow men believe
in luck, believe in circumstances -- it
was somebody's name, or he happened to
be there at the time, or it was so then,
and another day would have been
otherwise. Strong men believe in cause
and effect.
--- Ralph Waldo Emerson
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========================== BUSINESS TIP
==========================
What You Must Know
When Marketing Your Business
By Kathleen Gage
Marketing is both an art and a science.
Anyone who says differently probably
isn't doing very well marketing his or
her business. On the art side,
intuition definitely plays into the
equation. On the science side, it is
about systems, strategies and plans.
Outlined below are some areas of
consideration when you decide to market
your business.
·
Determine where your business is
currently
·
Determine where you want to be
·
Know who your market is and/or needs to
be
·
Identify what is important to your
clients
·
Identify and evaluate threats and
opportunities. For example, lack of
experience in the marketplace, budget,
competition, no clear direction.
·
Assess existing and potential appeal of
your product or service to current and
future clients or customers
·
Select growth strategies and a
competitive strategy
·
Develop a plan of action
·
Commit to focused action for results
·
Having fun
·
Identify and evaluate strengths an
weaknesses in the areas that determine
success to achieve this outcome. If you
are unable to do this, get outside
assistance.
·
Determine a budget
CREATING DIRECTION WHERE DO YOU WANT TO
BE?
·
Where do you want to be as an
organization?
·
What kind of image do you want to
project?
·
What are the benefits of doing business
with you?
COMPETITIVE ANALYSIS
·
Purpose and function of your product or
service
·
What makes your business unique from
other similar businesses?
·
What does your business have in common
with other organizations?
·
Biggest threat to success of
organization?
·
What you must know about the current
market?
·
Why do people buy from you?
·
Why don't they buy from you?
·
Assumptions by current staff about the
market?
·
What can you predict about the future?
What to do about it?
·
How attractive is your product or
service to the consumer?
HOW DO YOU GET THERE?
·
Target market
·
Staff involvement
·
Most effective strategies for marketing
and selling your
services/product
·
What is your plan of action?
·
Are you committed to your success?
WHEN YOU MAY NEED TO CONSIDER HIRING A
BUSINESS COACH
·
When it is difficult to stay committed
consider hiring a business coach.
·
When you just don't know what to do
·
When you get sidetracked on your goals
·
When you want more success
WHY PEOPLE DO BUSINESS WITH YOU
·
Increase income or revenue
·
Increase quality of their personal or
professional life - or both
·
Increase productivity
·
Decrease costs
KEEP ASKING
·
Who is my market?
·
What am I selling?
·
Can our company service what I sell?
·
How do I keep ahead of the competition?
·
How do I get my customers to remember
me?
·
Why would they buy from me?
·
How do we keep visible?
WAYS TO INCREASE BUSINESS
·
Time in the business
·
Referrals
· Up
sell
·
Visibility
·
Check beliefs - do you believe you
deserve to succeed?
·
Sponsorships or strategic partnering
·
Web site
·
Online newsletter
·
Free seminars
·
Promotional activities
·Write
articles for publications your target
market reads
·Presentations
at association meetings
·Press
releases
·Track
where your business comes from if you
are diversified in your marketing and
advertising efforts
·
Get everyone into the sales and
marketing attitude
·
Have employees give you ideas
·
Under promise, over deliver
·
Give back to the community
·
Become an expert the media calls on
·
Treat the gatekeepers like gold
·
Know what makes you stand apart from the
competition
·
Get to know the competition
·
Build relationships
·
Ask for the sale when appropriate
·
Sell them only what they need
·
Keep a great attitude
Kathleen Gage is a business advisor,
keynote speaker and trainer who helps
others gain marketing dominance and
visibility within their market. She is
the recipient of the 2004 Giant Step
Award for Business of the Year in the
State of Utah. Call 801.619.1514 or
email
Kathleen@turningpointpresents.com
. Get Gage's online newsletter called
Street Smarts Marketing and Promotions
by visiting
www.kathleengage.com
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=========================== BUSINESS COACH
OF THE DAY
===========================
Cease And Desist
Bob Osgoodby
While we all admit that unsolicited
commercial email is a real
pain, I sometimes wonder if the anti-spam
zealots are going too far. Last week I
was in Costa Rica, and the only
practical way to communicate home was by
email. I maintain an AOL account just
for that purpose when traveling, and was
amazed to find out when I got home, that
I only received about half of the email
which was sent - some of which was
important.
Many ISP's (Internet Service Providers)
including AOL, have installed content
filters which automatically relegate
anything "they think" is spam to trash,
and the message never gets delivered to
the intended recipient, nor is the
person sending it notified it wasn't
delivered.
The problem is that there is no personal
judgment at the level of the ISP to
determine if a note is spam or not.
They have
installed content filters that "dump"
any email that happens to
match the keywords they have installed.
How dare they determine what I should
receive or not receive. Because a word
in the note (or the length of the note)
met their reject parameters, they will
not deliver it? This is wrong!
Shame on them! I don't know about you,
but I don't want my ISP acting like "big
brother" on my behalf, and determining
what I should read and what I shouldn't.
I do agree that spam is not only a
nuisance, but is a daily problem that
takes my time to sort through and get
rid of the "junk" I didn't ask for, and
don't want to get. But let me make that
determination. I can set up filters
that automatically deletes email I don't
wish to get myself. I don't need, nor do
I want someone else making that decision
on my behalf.
It has been reported to me that some
ISPs are blocking newsletters that
people have asked to receive. Some
investigation turned up that certain
words were on their "banned" list and
they appeared in the newsletter. Several
of our publications include a medical
column by Dr. Earl Mindell. Will there
be words in that column that match the
filters these "self appointed guardians
of email" have installed - Sure. Will
the newsletters exceed some magical
length they have determined to be spam -
Right again. Is this spam - No! How
about an email constructed in an HTML
format? Some ISPs automatically delete
anything without text in the body of the
email - wrong.
Sending out spam is big business. The
federal law enacted in the USA is
ineffective as the major "spam houses"
simply comply with those guidelines.
Some suggest that the domains of the
spam houses be blocked. Get real!
Domains are a dime a dozen. If one gets
blocked they simply use another.
But if someone makes a complaint about
you, they may block your ISP. I know of
an instance where an ISP blocked
Comcast.net and nobody using that ISP
could receive email sent by Comcast
users.
The early days of the Internet, which
was the sole property of
the academicians where spam was
anathema, are over. The Internet is
ideally suited to support e-commerce,
which it does very well. Online
advertising is now a way of life.
Now - don't feel I am supporting spam
but for goodness sake, I don't want
someone else monitoring my email and
determining what I should read or not.
How many legitimate emails do we have to
"not get" because others are making that
decision for us. How many requests for
information should get "blown away"
because the reply violated some ISP's
filters. My feeling is that they should
cease and desist, and not be the
self-appointed guardians of my inbox.
-----
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