Getting The Big Picture Series: Part 2-Whats Beneath The Surface?

 
When you take a piece of gold to a pawn shop sometimes they will take a small saw-like tool to scrape the jewelry to find out for sure "What's Beneath The Surface". Sometimes they find pure gold, silver, or tarnished metal. Well it's the same story when it comes to conducting business on the Internet. Some Opportunities fall far from the mark. Some "Get Rich Quick" schemes will read, "Earn $10,000 Every Month" or "Make A Million Dollars and Retire Early". "Big earnings with minimum effort" not likely my friends....
 

Ready, Fire, Aim!

 
You probably read my headline and thought, wait a minute, isn't that backwards? Isn't it supposed to be "Ready, Aim, Fire?" Well, a year ago I might have agreed with you. But not anymore. What changed? I did! And boy am I glad I did. Let me tell you a little story. Up until last year, I was one of those people who planned everything down to the smallest detail. I guess you could say I planned things to death! Ever heard of "analysis paralysis?" Well I had it big time! I just was not comfortable doing anything, especially in business, until I had done ALL my research and put all my ducks in a row....
 

Lessons From a Six Year Old

 
My 6 year old daughter Emily knows exactly what she wants to be when she grows up. Two weeks ago she knew that she wanted to be a teacher. Last week she knew that she wanted to be an Olympic swimmer. This week she knows that she wants to be a professional singer. Emily's not indecisive. In fact, she's a natural born marketer. Here's why: ? Emily Has A Laser Focus. Regardless of which career is the career of the week, Emily is behind it 100%. She's all teacher, then all swimmer, then all singer....
 

Marketing Operations Elevates Public Relations and Communications Professionals

 
Is your marketing department taking advantage of MOM and MRM? Do you have BAM and DAM systems in place? Do you know how to measure NPV? Do you even know what I'm talking about? If so, you may not be a "Quant" (a marketing scientist or specialist in marketing analytics) but you're certainly ready to seize a leadership role and spur your company into the new world of Marketing Operations. Marketing Operations (AKA MOM or Marketing Operations Management) seeks to improve performance and measure ROI through sustainable processes, best practices and clearly-defined metrics....
 

7 Simple Marketing Tips

 
Here are 7 simple marketing tips to help you boost your sales and profits quickly. All are easy to use and work for any business. Tip 1: You can constantly improve the effectiveness of your advertising by allocating 80 percent of your advertising budget to proven promotions and 20 percent to testing new things. When something new works better than your proven promotions, move it to the 80 percent group and start testing something else in the 20 percent category. Tip 2: Customers are usually receptive to more offers from you immediately after they buy....
 

Marketing with Special Reports. 5 Ways to Develop Content Your Prospects Cant Wait to Read

 
So you've decided to start publishing an e-newsletter, or you'd like to develop a Special Report as an added-value for your customers, or maybe you've even decided to teach a teleclass or a seminar as a way to bring prospects into your business. So now you have to decide what you're going to write or speak about. So just how do you come up with content for your free information products that you know your prospects and customers will be interested in? Well, you can start with looking at the knowledge you have that could truly benefit your prospects and customers....
 

How to Critique Your Own Yellow Page Ad

 
Forget what you know about your business Your goal is to see your Yellow Page display advertisement the way a directory user sees it. You can't act like you know anything about your enterprise that isn't there, on the page. Look at your ad without pride or being identified with your operation. If you pretend it's someone else's, you can spot the flaws you'd otherwise overlook. Mentally put the competition's name on your ad. Does what you say apply equally well to them? If it does, you haven't effectively set yourself apart....
 

Judge Rules in Consultant's Favor with 80-20 Rule

 
I opened the registered letter and was shocked. My best clients were joining together in a class-action suit against me. The letter stated that I had promulgated a false illusion of success by having them follow the 80-20 rule. It alleged that I brainwashed them into thinking that the 80-20 rule was a basic law of business and nature. They followed my advice and many of them had gone bankrupt. I confess, I do quote the 80-20 rule like it is divinely ordained. Called by whatever name, the 80-20 rule reminds us that the relationship between input and output is not balanced....
 

Small Business Marketing Tip - Focus on a Niche or Target Market

 
I think selling and marketing today often feels a bit like talking to a brick wall and that in interesting metaphor to help grasp the importance of niche marketing especially when it comes to small business marketing. Imagine for a moment that you are attacking that brick wall with a hammer, randomly hitting it everywhere. What would be the effect? Practically no effect at all. You might knock off a few chips but come back a day or so later, there will be no evidence you were even there. And that's the effect of any broad marketing and advertising campaign....
 

Dont Advertise Your Business - Market It!

 
Too many business owners believe that marketing their business means just paying for a few ads. What few understand is that Advertising is not the same as Marketing. Too many clients have come to us only after they have wasted large sums of money by copying their competitors with "me too" advertising. And the media and advertising agencies love it. When you approach an advertising agency, their mission will be to convince you to spend your entire marketing budget with them, not to help you devise a marketing strategy for your business which will look at all available marketing options, not just advertising....
 

Dont Think Like A Package Designer - Think Like A Customer

 
Some of the most successful package introductions have come from people who knew nothing about package design. How can that make sense? Designers are creative. They get paid to design packaging, which may or may not necessarily be what the customer wants or needs. Good designers keep up with the latest design trends and technologies. What's hot and what is not in might be the perfect answer to a package design. But what if it is not? We all get caught up in established rules and parameters. You can't do this because of the way it needs to be manufactured or if it's this product it has to be packaged this way or in this particular material....
 

FREE Means MORE Business

 
Why give freebies? We have all seen freebies at trade shows and we have all probably seen the person that goes from booth to booth collecting as much of it as possible. There is always someone that only goes to get the free stuff, but then again there are also people that go there to learn about new products or services. These people may be genuinely interested in what you have to say. Even if they are, there must be an element of what is in it for them (we call them WIFM - pronounced Whiffem - What Is In It For Me)....
 

Direct Mail Personalization

 
A colleague who does work for a nonprofit organization contacted me asking if I could do research on the success rate of personalized direct mail letters (Dear Joe) versus generically addressed letters (Dear Friend). Surprisingly, I didn't find as many statistics as expected, but I found information stating that personalized letters outperform generic letters. The Digital Printing Council conducted a survey and the results showed "tailored direct mail pieces increase response rates by more than 500 percent over a basic, non-personalized piece....
 
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