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Will You Add? - Top Five 2004 Required Marketing Tips Needed to Succeed
Venture capital finance is instrumental in inducing technological development, stimulating creativity and innovation and nurturing entrepreneurship. Concerted efforts are required by financial institutions, private sectors and other agencies to create a conducive environment for the growth of venture capital. In particular, initiatives are required to widen the perspective of venture capital finance and create a favorable fiscal and regulatory environment.The venture capital schemes of the term-lending financial institutions presently focus mainly on supporting development of technology and implementing indigenously developed yet untested technologies. While this concern is understandable because of a genuine need for expanding the base of viable indigenous technology, it leads to a somewhat limited view of venture capital. What is required is a broader perspective on venture capital so that it is viewed as an instrument for financing a wide range of projects that essen
to tell all my friends?
Lots of questions need to be answered to deliver the
emotional needs people have before they buy from you. Don't
leave these out.
Tip 3. ALWAYS INCLUDE THESE THREE KEY ELEMENTS IN YOUR
MARKETING MESSAGES
Element 1: POWERFUL HEADLINE
This grabs their attention and lets the reader know what you
can do for them; the big benefit. Say what the biggest
benefit is up front. Make it about them. Use attractive
words that rock their boulder so they read more.
Element 2: COMPELLING CALL TO ACTION
Your desired result is to motivate your ideal client to act
immediately to engage you directly or indirectly and
generate a prospect by getting their contact information.
What do you want people to do? E-mail, phone, what? What
will compel them to take action?
Element 3: OFF
A number of economic changes are magnifying the role of small business and creating the impetus for entrepreneurship.In the past, many people perceived small business owners as shopkeepers – the mom ‘n pop shops. Today, with a status boost, they’re entrepreneurs, and perceived to be on the leading edge.But is now the right time to step up to the plate and take a swing at starting a small business? In the audio book, “Sound Advice on Small Business,” author Jim Schell points to a number of economic changes creating momentum for entrepreneurs.Continued downsizing in the Fortune 500 sector is one change, as corporate CEOs strive to keep earnings up to stock market expectations. “The corporate rat race has become more stressful to its inhabitants, and more tenuous,” says Schell. “Today’s Enrons and Worldcoms haven’t done the image of the big guys any good, either.”Job creation is another economic change. “Corporate and government downsizing, combine
brochure, web site, business card, flier, advertisement, or
other marketing effort, we recommend investing the time and
effort needed to effectively address all these tips. Not
one of them can be omitted.
Tip 1. MARKET FOR YOUR DESIRED PROSPECTS, NOT YOURSELF
What looks good to you is not necessarily effective for your
desired audience. This is the biggest mistake I see people
make over and over again. They come up with an idea, they
think it’s great, a few friends, family or nontarget market
people give them the thumbs up and they run with the ball.
When it doesn't work, they just can't understand why.
Do market research and test your strategies on your target
market. Big companies do lots of market research before
launching a product or service. The little guys don't have
the resources to match this but that doesn't mean you omit
it. Even if you are an independent professional, you
need to do marketing research. And market research isn't a
one-time deal. It needs to be incorporated into your
marketing system and it needs to be ongoing.
Tip 2. YOU MUST ANSWER THESE FOUR CRITICAL MARKETING
QUESTIONS
Question 1: WHAT'S THIS ABOUT?
Is it immediately clear to the reader what is being offered?
Any opaqueness, confusion, or question marks in their mind,
even for a second, and they have moved on. Don't be cute or
clever. Make it simple and clear. Cute and clever has a
reference point now with S*P*AM or hype. Don't let them
place you into that category.
Question 2: WHAT'S IN IT FOR ME?
The big benefits are very clear and directly stated... not
implied; the reader doesn't have to guess. The listener
doesn't have to guess. They come to you from all
different stages of readiness and desire levels.
How do you handle each one when they arrive makes what
occurs afterwards critical? It isn't what you perceive that
they want, it is what they perceive what they want. Stop
guessing just because you are too lazy to do the legwork.
Start asking and don't ever stop.
Question 3: CAN I TRUST YOU?
How do I know you are safe and credible? Can I find out
easily enough if I want to? Is your photo and contact info
prominently displayed so I can build a relationship with
you? Put your photo on every web page. It doesn't matter
if they are different pictures.
People don't trust any more especially if all your contact
information isn't on your web site. Put your phone number
and address on ever page. It says you are credible. Put
them in every ezine, in fact, add them twice -- beginning
and end.
Create a safe place for them to be -- a comfort zone. If
you offer a complimentary session, realize that people don't
immediately sign up for these because they aren't
comfortable yet. It doesn't matter if you think you are
safe, it’s what they think. Step them through becoming safe
with you.
People are either boulders or blue birds. Blue birds are
easy to convert to clients. Boulders need to know that they
have a safe place to roll to before they will move.
Question 4: DO I FEEL GOOD ABOUT THIS?
Do I WANT to engage you? Do I feel COMPELLED to click or
pick up the phone (or whatever the call to action is)? Do I
feel good about myself in deciding to engage you? Can I
trust that I'm making the right decision? What's my
motivation? Am I being motivated by fear, shame, or being
empowered to make a good choice? Am I so excited that I want
to tell all my friends?
Lots of questions need to be answered to deliver the
emotional needs people have before they buy from you. Don't
leave these out.
Tip 3. ALWAYS INCLUDE THESE THREE KEY ELEMENTS IN YOUR
MARKETING MESSAGES
Element 1: POWERFUL HEADLINE
This grabs their attention and lets the reader know what you
can do for them; the big benefit. Say what the biggest
benefit is up front. Make it about them. Use attractive
words that rock their boulder so they read more.
Element 2: COMPELLING CALL TO ACTION
Your desired result is to motivate your ideal client to act
immediately to engage you directly or indirectly and
generate a prospect by getting their contact information.
What do you want people to do? E-mail, phone, what? What
will compel them to take action?
Element 3: OFF
Unless you've had your head in the sand you realize that we are living in a changing world, a changing universe, a changing marketplace. Change is everywhere.You can't avoid change. You can't ignore change. You can't prevent change. You just have to live with it!And if you fight change you'll ultimately end up the loser.So how do you deal with change? And if you're a leader, perhaps the more important question is, "How do you help your people deal with change?"The truth is…"People resist change with every fiber of their being!"They would rather things stay the same than to risk change. They would prefer to go about business as usual. Perhaps brought on by fear of the unknown.In the past, keep things the same was ok. But those days are over. Technology significantly and dramatically influences nearly every imaginable industry. In the last ten to twenty years, entire market segments have disappeared.The phonograph, eight tra
it. Even if you are an independent professional, you
need to do marketing research. And market research isn't a
one-time deal. It needs to be incorporated into your
marketing system and it needs to be ongoing.
Tip 2. YOU MUST ANSWER THESE FOUR CRITICAL MARKETING
QUESTIONS
Question 1: WHAT'S THIS ABOUT?
Is it immediately clear to the reader what is being offered?
Any opaqueness, confusion, or question marks in their mind,
even for a second, and they have moved on. Don't be cute or
clever. Make it simple and clear. Cute and clever has a
reference point now with S*P*AM or hype. Don't let them
place you into that category.
Question 2: WHAT'S IN IT FOR ME?
The big benefits are very clear and directly stated... not
implied; the reader doesn't have to guess. The listener
doesn't have to guess. They come to you from all
different stages of readiness and desire levels.
How do you handle each one when they arrive makes what
occurs afterwards critical? It isn't what you perceive that
they want, it is what they perceive what they want. Stop
guessing just because you are too lazy to do the legwork.
Start asking and don't ever stop.
Question 3: CAN I TRUST YOU?
How do I know you are safe and credible? Can I find out
easily enough if I want to? Is your photo and contact info
prominently displayed so I can build a relationship with
you? Put your photo on every web page. It doesn't matter
if they are different pictures.
People don't trust any more especially if all your contact
information isn't on your web site. Put your phone number
and address on ever page. It says you are credible. Put
them in every ezine, in fact, add them twice -- beginning
and end.
Create a safe place for them to be -- a comfort zone. If
you offer a complimentary session, realize that people don't
immediately sign up for these because they aren't
comfortable yet. It doesn't matter if you think you are
safe, it’s what they think. Step them through becoming safe
with you.
People are either boulders or blue birds. Blue birds are
easy to convert to clients. Boulders need to know that they
have a safe place to roll to before they will move.
Question 4: DO I FEEL GOOD ABOUT THIS?
Do I WANT to engage you? Do I feel COMPELLED to click or
pick up the phone (or whatever the call to action is)? Do I
feel good about myself in deciding to engage you? Can I
trust that I'm making the right decision? What's my
motivation? Am I being motivated by fear, shame, or being
empowered to make a good choice? Am I so excited that I want
to tell all my friends?
Lots of questions need to be answered to deliver the
emotional needs people have before they buy from you. Don't
leave these out.
Tip 3. ALWAYS INCLUDE THESE THREE KEY ELEMENTS IN YOUR
MARKETING MESSAGES
Element 1: POWERFUL HEADLINE
This grabs their attention and lets the reader know what you
can do for them; the big benefit. Say what the biggest
benefit is up front. Make it about them. Use attractive
words that rock their boulder so they read more.
Element 2: COMPELLING CALL TO ACTION
Your desired result is to motivate your ideal client to act
immediately to engage you directly or indirectly and
generate a prospect by getting their contact information.
What do you want people to do? E-mail, phone, what? What
will compel them to take action?
Element 3: OFF
The way you communicate yourself, your contact information and your market are vital in your business card.Clarity is vital to an effective business card. But clarity, although necessary, is not sufficient to really set your card apart from the rest. If clarity were the only consideration, then the most effective business card imaginable would be a white rectangle that contains your name, your business, and your contact information, and nothing else. If you were handed a business card like this in the real world, you'd more likely than not throw it out without even a second look. That card contains everything a potential client would need to contact you, yes--but why would they? What incentive have you given them?This brings us to the point of designing an effective business card: designing for communication. If your goal is to bring in new clients and valuable contacts to help your business grow, then your business card needs not only to make your contact i
different stages of readiness and desire levels.
How do you handle each one when they arrive makes what
occurs afterwards critical? It isn't what you perceive that
they want, it is what they perceive what they want. Stop
guessing just because you are too lazy to do the legwork.
Start asking and don't ever stop.
Question 3: CAN I TRUST YOU?
How do I know you are safe and credible? Can I find out
easily enough if I want to? Is your photo and contact info
prominently displayed so I can build a relationship with
you? Put your photo on every web page. It doesn't matter
if they are different pictures.
People don't trust any more especially if all your contact
information isn't on your web site. Put your phone number
and address on ever page. It says you are credible. Put
them in every ezine, in fact, add them twice -- beginning
and end.
Create a safe place for them to be -- a comfort zone. If
you offer a complimentary session, realize that people don't
immediately sign up for these because they aren't
comfortable yet. It doesn't matter if you think you are
safe, it’s what they think. Step them through becoming safe
with you.
People are either boulders or blue birds. Blue birds are
easy to convert to clients. Boulders need to know that they
have a safe place to roll to before they will move.
Question 4: DO I FEEL GOOD ABOUT THIS?
Do I WANT to engage you? Do I feel COMPELLED to click or
pick up the phone (or whatever the call to action is)? Do I
feel good about myself in deciding to engage you? Can I
trust that I'm making the right decision? What's my
motivation? Am I being motivated by fear, shame, or being
empowered to make a good choice? Am I so excited that I want
to tell all my friends?
Lots of questions need to be answered to deliver the
emotional needs people have before they buy from you. Don't
leave these out.
Tip 3. ALWAYS INCLUDE THESE THREE KEY ELEMENTS IN YOUR
MARKETING MESSAGES
Element 1: POWERFUL HEADLINE
This grabs their attention and lets the reader know what you
can do for them; the big benefit. Say what the biggest
benefit is up front. Make it about them. Use attractive
words that rock their boulder so they read more.
Element 2: COMPELLING CALL TO ACTION
Your desired result is to motivate your ideal client to act
immediately to engage you directly or indirectly and
generate a prospect by getting their contact information.
What do you want people to do? E-mail, phone, what? What
will compel them to take action?
Element 3: OFF
Project Management is the procedure of systematizing and managing resources in such a way that these resources deliver and execute the task required to accomplish a project within a defined range, time, and cost constraint. Furthermore, it is the management approach of setting and attaining goals while optimizing the use of multiple resources such as time, funds, manpower, equipment, energy, space etc. over the course of a project.Project management is an art and a science, an artistic science with a goal driven methodology.Literally almost all the individual and business activity involves carrying out a non-repetitive task to achieve their definite goals.So we all practice project management? Not necessarily!A project is always provisional and a one-time attempt undertaken to achieve some specified result or outcome with definite start and end points. Each project must have a procedural and scientific approach. This
and end.
Create a safe place for them to be -- a comfort zone. If
you offer a complimentary session, realize that people don't
immediately sign up for these because they aren't
comfortable yet. It doesn't matter if you think you are
safe, it’s what they think. Step them through becoming safe
with you.
People are either boulders or blue birds. Blue birds are
easy to convert to clients. Boulders need to know that they
have a safe place to roll to before they will move.
Question 4: DO I FEEL GOOD ABOUT THIS?
Do I WANT to engage you? Do I feel COMPELLED to click or
pick up the phone (or whatever the call to action is)? Do I
feel good about myself in deciding to engage you? Can I
trust that I'm making the right decision? What's my
motivation? Am I being motivated by fear, shame, or being
empowered to make a good choice? Am I so excited that I want
to tell all my friends?
Lots of questions need to be answered to deliver the
emotional needs people have before they buy from you. Don't
leave these out.
Tip 3. ALWAYS INCLUDE THESE THREE KEY ELEMENTS IN YOUR
MARKETING MESSAGES
Element 1: POWERFUL HEADLINE
This grabs their attention and lets the reader know what you
can do for them; the big benefit. Say what the biggest
benefit is up front. Make it about them. Use attractive
words that rock their boulder so they read more.
Element 2: COMPELLING CALL TO ACTION
Your desired result is to motivate your ideal client to act
immediately to engage you directly or indirectly and
generate a prospect by getting their contact information.
What do you want people to do? E-mail, phone, what? What
will compel them to take action?
Element 3: OFF
The Philippines’ top newspapers’ classified ads sections have been flooded with half-page to full-page ads of companies seeking for call center agents or customer service representatives. Almost every job fair has representatives from these companies. The Malacanang, the seat of Philippine government, has been advocating the “fastest growing industry in our country.”A call center, as Wikipedia puts it, is a centralized office used for the purpose of receiving and transmitting a large volume of requests by telephone on behalf of a client. Clients include mail-order catalog houses, telemarketing companies, computer product help desks, banks, financial service and insurance groups, transportation and freight handling firms, hotels and IT companies. They are the companies who handle the 1-800 calls of consumers inquiring about a certain product or service.The good thing is because of the relatively high cost of personnel and worker inefficiency in the United States, t
to tell all my friends?
Lots of questions need to be answered to deliver the
emotional needs people have before they buy from you. Don't
leave these out.
Tip 3. ALWAYS INCLUDE THESE THREE KEY ELEMENTS IN YOUR
MARKETING MESSAGES
Element 1: POWERFUL HEADLINE
This grabs their attention and lets the reader know what you
can do for them; the big benefit. Say what the biggest
benefit is up front. Make it about them. Use attractive
words that rock their boulder so they read more.
Element 2: COMPELLING CALL TO ACTION
Your desired result is to motivate your ideal client to act
immediately to engage you directly or indirectly and
generate a prospect by getting their contact information.
What do you want people to do? E-mail, phone, what? What
will compel them to take action?
Element 3: OFFER THEM MULTIPLE CONTACT METHODS
Offer a choice between e-mail, telephone, web site, etc, so
your prospect can choose what is most comfortable to them.
I have visited many web sites where I had to search for five
minutes to find their contact information. I am a
persistent person and I know that most others who have left
after 30 seconds. Can visitors to your web site find your
contact information in 30 seconds? Put the information on
every page.
Tip 4. CREATE A SYSTEM
Design a marketing system that you can implement repeatedly.
Make it as automatic as possible. Ask the most valuable
series of questions to yourself, "And then what do you want
them to do? And then what? And then what? Etc."
If they visit your web site ask, "And then what?" If they
subscribe to your ezine ask, "And then what?" And then when
they do that, ask "And then what?" Keep challenging
yourself to come up with the answers.
No, I didn't say it was going to be easy. When I work with
clients, sometimes it takes months to create a system. Most
people give up to easily. Once you have it set up and it
runs automatically, you will understand.
Don't waste your time, effort, and money with one-shot deals
or fragmented marketing activities. Leverage everything.
If you use writing for publicity, don't just write an
article once for your ezine, ask "And now what?" Send the
article to past clients with a "just in case you didn't see
this yet."
Tip 5: FOLLOW UP, FOLLOW UP, AND FOLLOW UP AGAIN
Following up is one of the biggest areas independent
professional fail to do. Set up a follow up system that is
a part of your overall marketing system. Make it as
automatic as possible -- so that I can run while you are on
vacation.
If you want to always have that "personal touch" with
everyone, hire a virtual assistant as part of your system.
Always have the next step planned and let your prospects
know of future opportunities to engage you.
Working with many independent professionals this past year,
including coaches, insurance agents, real estate agents,
engineers, too many medical practices to mention, I found
they never asked the challenging question I mentioned
earlier, "And then what? And then what?" Etc. They did
speaking engagements and there was only one "And then what?"
and they stopped there.
Remember people are at different levels and need to build
trust with you. Give them the ladder and the rungs to do
that and they will.
Always contact your leads within 24 hours of receiving them.
Contacting them a week or two later, they people have moved
on. If they had an issue they need to solve that you had a
solution for they had most likely already found someone and
by-passed you.
Always follow up by e-mail, telephone, etc, multiple times.
Yes, it’s true, 80% of sales are made after five or more
contacts.
These elements will make all the difference in the world
between struggling to get clients and becoming wildly
successfully in marketing your services. They are worth
investing your best efforts and getting the support you need
to implement them effectively.
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