Published Tuesday &
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Special! editor@envirodocs.com
928-636-9425 Tuesday September 7, 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
I survived the holiday weekend and wedding feast without adding pounds, that's a plus! I am getting use to the morning and evening cool fall feel in the air and days being warm, and I am enjoying it. As in everything it takes time to adjust to it. Worked on my winter business strategy yesterday and I am ready to move on it. Are you? Being mostly health oriented my business tends to come my way as the viral season starts and grows into this nasty advertising frenzy by the drug companies. As they pass out their flu vaccines, nasal decongestants and people become more ill because of it then some people wake up and realize the drug bit isn't working for them they look for healthy answers, that's where my business works best!
This is the time to start with your end of year holiday sales to get an edge on the competition!
Do what you must to succeed today. As
long as it's honest, fulfilling, doesn't
cause anyone else pain or discomfort and
worthwhile!
Does a website sound
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Find out if it is
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====================== MOTIVATIONAL
THOUGHT
======================
"What life means to
us is determined not so much by what
life brings to us as by the attitude we
bring to life; not so much by what
happens to us as by our reaction to what
happens."
~ Lewis Dunning
==================== SPOTLIGHT OF
THE DAY (top ad)
=====================
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And find out how to do all those thing
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Business on the Internet"
========================== BUSINESS TIP
==========================
Visibility,
Credibility and Position Through
Articles and Celebrity Testimonials
By Kathleen Gage
A huge problem for many people who are
working on market visibility and
position is the amount of competition
vying for the same market. An extremely
effective strategy for gaining
visibility is by writing articles. This
positions you as more of an expert and
valuable resource rather than "just
another" vendor or salesperson.
Writing articles is a great way to niche
yourself as an expert in
your field or specific industry. By
providing practical information, you can
reach specific audiences. This can
create exciting opportunities for you
and your business.
The great thing is you can begin
immediately to utilize the power of
articles. Many people believe you have
to wait until an editor approaches you
before you can be published. In today's
world of technology, you can write and
article in the morning and by afternoon
reach thousands of folks all over the
world.
Not only can you submit articles to
various resources online, you can also
use articles in a press kit, marketing
kit and as a service to your client
base. Additionally, you can start you
own e-zine (online newsletter).
A simple search on the Internet of your
area of interest and the word newsletter
in that search will bring up countless
places looking for well-written
articles.
If you are a good writer and your
information is valuable, other people
actually help you to reach more people
by sending them a copy of the article or
sending a link to your article or e-zine.
I have had numerous experiences where my
clients so liked an article they would
duplicate it and send it to their client
base. The only thing I require when
someone does that is they include by
byline. (Definition and example below)
This is a fantastic way to gain an even
greater reach with my
information. The fact that it is sent
out by my client to their
clients lends itself to even more
credibility.
Another great way to gain massive
credibility is through celebrity
testimonials. Recently, I had the
opportunity to write an article about
Hot Rod Hundley. A former NBA All Star
player, Hall of Fame winner and the
Voice of the Utah Jazz, Hot Rod Hundley
graciously shared his upbringing, some
of his professional experiences and
shared stories about his dentist, Dr.
Scott Kiser. The fact that a well-known
figure like Hot Rod, who is considered
one of the greats in the NBA shared his
experiences about Dr. Kiser is one of
the best endorsements a dentist can get.
To read the full article click http://www.greatsmilesutah.com/spotlight.htm
Types of articles for promotions and
publicity:
-Tips
-How To
-Column
-Interviews
When asked to write an article you
absolutely must make sure to keep
articles at the length requested by the
editor. If they ask for 500 words, then
give them 500 words. They know exactly
what they need and if you can
accommodate them, there is a greater
chance you will be asked to write for
them again. They have specific areas in
their publication they must fill and if
you give them too much, or too little,
you make their job more difficult. The
idea is to make their job as easy as
possible.
Secondly, make sure the articles are
well written. No typos, good sentence
structure, no misspelled words. Although
I consider myself to be a very good
writer, with many of my articles I send
my information to my editor to tighten
up the information.
Always submit your work by the deadline
given. If possible, get it to the editor
before their deadline. Again, this makes
their job easier.
Keep in mind that once something is in
written form, there is no turning back.
You never know how long the life of an
article is, nor do you know how many
people might see the article. That is
why it may pay to have your own
professional editor.
Study the publication for which you
would like to write. There is no point
to write for a publication that doesn't
reach your target market. Again, this is
about gaining exposure within your
market. When I first started writing for
publicity, I would write for just about
any publication and often on topics
that, although qualified to write on,
were not focused on the area I wanted
recognition as an expert. I soon came to
realize that this was a waste of time,
money and energy. Now, being fully
focused, I am getting extremely great
results.
I mentioned a byline. Simply put, that
is the section at the end of the article
that tells readers a bit about you. In
many cases you will be allowed to
include your contact information such as
a phone number, email address and web
address. If given a choice between the
three, I will put the web address over
the other items. My website can provide
even more information about my company
and the services I provide.
Sample Byline
Kathleen Gage is a business advisor,
keynote speaker, and trainer that helps
others gain market dominance and
visibility within their market. Call
801.619.1514 or e-Mail
kathleen@turningpointpresents.com
Get Gage's FREE 4 day online marketing
course by visiting
www.kathleengage.com .
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
===========================
Sales Lessons from Bob Vila
There's more to what he does than meets
the eye
by BIG Mike McDaniel
With so many different programs, and
reruns and repackaging of older
programs, we can assume there are few
people on the planet who do not know
about Bob Vila. Starting with the
original "This Ol? House" programs on
PBS in 1979, Bob Vila and his empire,
have grown into a major force in the
Home Improvement Television genre.
The professional salesperson can learn a
whole lot more from Bob Vila than how to
screet concrete or put mud on the
drywall.
Bob Vila is a study in brand awareness.
Bob is the brand. The challenge was
getting people to recognize, and
ultimately respect Bob Vila, as THE home
improvement expert. Whatever he did
before that first TV program is
inconsequential as is whether or not he
can saw a board of drive a nail
(something he does very little of on his
show).
Bob Vila became a household name. Brand
awareness to the highest degree. So high
in fact that Sears asked him to be a
spokesperson and that killed his deal
with PBS (his first network gig). Now
Bob has "Home Again with Bob Vila", "Bob
Vila's Guide to Historic Homes" and
others plus specials, books and tapes
and even "Bob Vila's Home Design" series
on two CD's (handsomely packaged, of
course). They are recycling the first
PBS shows and calling them "This Ol?
House Classics". Bob is a TV pitchman,
too. He sells credit card debt reduction
and every product Sears can come up
with, plus a closet full of books and
videos.
This didn't happen by accident, but by
clever design. The design element
continues today, every time you see him
on the tube. How did he do it? Simple,
all he did was get all the people on TV
to call him by name, over and over. A
lot like
subliminal advertising. You don't
realize you are getting the message. A
typical segment of any of his programs,
past or present, might go like this:
Bob: Today on our show, Fred Murtz is
going to show us how to cut a board with
a handsaw. Welcome to our show Fred.
Fred: Thanks, Bob, glad to be here.
Bob: You've been cutting boards for a
long time.
Fred: I sure have Bob. I got my first
hand saw at age seven, from my grandpa.
I brought several saws to show you, Bob.
Bob: Show us how to use that saw
(pointing).
Fred: That is a crosscut saw, Bob. It is
the mainstay in most basic construction.
Bob, this is the easiest of all saws to
use. You hold it like this, Bob. And
when you begin the movement up and down,
you put your index finger along the side
here, can you see that, Bob? That's how
you cut straighter Bob, with that little
finger pointing the way.... blah blah
Bob Bob and so on.
Catching on? Everyone Bob talks with
uses his name repeatedly. If you look at
it apart from the program, you can see
that people don't really talk that way.
Could all his guests be instructed to
use his name in every sentence possible?
Bob never uses their name after the
introduction until the end bit when he
thanks the guest, by name.
So who's name do we hear, hundreds of
times in a program? Bob Vila! It didn't
take long for him to be recognized as
consummate hammer and nails guru. Better
yet, he doesn't do any of the work on
his shows, he just gets people to use
his name while they do it all.
How does this relate to sales you ask?
Easy answer. Use the Bob Vila approach
on your customers. Use their name at
every opportunity. Practice until you
can use it in every third sentence. It
will create instant rapport. The more
you can use the customer's name, the
more you can build trust and confidence
with that person.
Think about the many times you have
watched Bob on TV and not noticed how
the guests use his name over and over.
The majority of people don't see it
until someone (like me in this article)
points it out. Most folks never see the
hidden meaning there, or recognize the
unusual sentence structure. You can use
name-infected sentences in any
conversation, to your advantage, every
time. They work, beautifully. And they
never offend ("Hey, Fred, would you mind
not using my name so much, I'm sorta
sensitive!").
The next time you talk with a customer,
remember what Bob Vila did and you, too,
can be the most respected person in your
field.
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